《直播启示录》内容简介

　　2020年年初，疫情之下的中国经济疲敝，百业待兴。电商直播因重新定义“人、货、场”的模型结构，以突破1万亿元的总体市场规模，在社会经济流动受到限制时迅速成为风口行业。一时间，明星、艺人、企业家纷纷下场跨界直播，各大品牌踊跃进入直播间抢占流量，电商直播相关从业人数井喷式增长……

　　直播带货一方面以头部主播销售频频过亿的耀眼数据，不断刷新人们的认知，成为热点话题，一方面也招致很多质疑的声音。对“全网最低价是最好的出路吗”“头部主播凭什么那么赚钱”“流量明星带货有未来吗”“企业家应该找主播合作还是自己带货”等问题的争议，从未停息。

　　本书从热点争议事件切入，从“人、货、场”三个维度，以新闻调查的视角对直播行业进行全景式的观察与深度思考。

　　人：聚焦专业主播、跨界明星、企业CEO三类带货人群，呈现直播电商行业发展的现状。在快速更新迭代中，如何成为行业里的幸存者？在内容和人设逐渐陷入疲态的当下，如何迎难而上打造“网红”？

　　货：聚焦企业和品牌，呈现直播电商行业发展的利弊。面对直播电商的巨浪，企业如何知道自己抓住的是大船桅杆，还是漂泊的木板？

　　场：聚焦直播平台、MCN机构及直播城市，呈现直播电商对经济的影响及未来的发展趋势。是平台遵循商业逻辑塑造出直播，还是直播不断改变着平台？

　　作者简介

　　吴晓波频道

　　成立于2014年，专注于“泛财经、泛商业”领域，是由微信公众号矩阵、视频媒体矩阵、强势KOL资源、高端社群组成的融媒体平台。目前已聚合8000万+新中产用户，形成了“图文+音频+视频+会员体系+线下活动”全渠道覆盖的内容链。

A brief introduction to the Live Apocalypse

At the beginning of 2020, the Chinese economy was weak under the epidemic, and all businesses were waiting for prosperity. Due to redefining the model structure of "people, goods and fields" to break through the overall market size of 1 trillion yuan, e-commerce live broadcasting quickly became a tuyere industry when social and economic flow was restricted. For a time, stars, artists, and entrepreneurs have come to the next cross-border live broadcast, major brands actively entered the broadcast room to seize traffic, and the number of employees related to e-commerce live broadcast skyrocketed...

Live broadcast with goods on the one hand, the sales of the head anchor frequently exceeded 100 million dazzling data, constantly refreshing people's cognition, becoming a hot topic, on the one hand, it also led to a lot of questions. The controversy over such issues as "is the lowest price of the whole network the best way out", "why does the head anchor make so much money", "does the flow star have a future with goods", "entrepreneurs should find anchors to cooperate or bring their own goods" has never stopped.

This book starts from the hot and controversial events, from the three dimensions of "people, goods and field", and makes a panoramic observation and deep reflection on the live broadcasting industry from the perspective of news investigation.

People: Focus on professional anchors, cross-border stars, and corporate ceos with three categories of people, presenting the status quo of the development of live e-commerce industry. How do you become a survivor in a rapid update iteration? In the current situation where content and people are gradually falling into a state of fatigue, how to meet the difficulties to create "net red"?

Goods: Focusing on enterprises and brands, presenting the advantages and disadvantages of the development of live e-commerce industry. In the face of the waves of live e-commerce, how do enterprises know whether they are catching the mast of a big ship or a drifting board?

Focus on live broadcasting platforms, MCN institutions and live broadcasting cities, and present the impact of live broadcasting e-commerce on the economy and the future development trend. Does the platform follow the commercial logic to shape the live broadcast, or the live broadcast constantly changes the platform?

About the author

Wu Xiaobo Channel

Founded in 2014, focusing on the field of "pan-finance and pan-business", it is a financial media platform composed of wechat public number matrix, video media matrix, strong KOL resources and high-end communities. At present, it has gathered 80 million + new middle class users, forming a content chain with omni-channel coverage of "graphic + audio + video + membership system + offline activities".