In 2019, the hottest tuyere in the e-commerce industry is to live delivery of goods, double 11 days, the opening of only 1 hour 03 minutes, Taobao live sales of more than last year's double 11 full-day, nearly 100,000 live room sleepless night, with Li Jiaqi, Weiya as the representative of the head of the live broadcast room in 36.82 million and 43.1 million people.
According to Alibaba's official data, Taobao Live double 11 transactions nearly 20 billion yuan, of which, Li Jiaqi and Viya two top anchors each achieved close to 3 billion yuan, about 30% of Taobao live sales.
At the same time, since December 2019, A-share live concept stocks have also been hyped: Saturday (002291)16 trading days rose 226%, gravity media (603598)12 days burst 11 trading limit, sunrise east (603366)5 days to gain 5 trading limit board.
Even crazier, on January 5, Li Jiaqi sold spicy sausages with gold-lettered ham (002515) in the live room, selling 100,000 in five minutes package, total sales exceeded 3 million yuan.
Ali's live e-commerce, can be said to be the first opportunity. As early as March 2016, Taobao Live went online, and after three years of nurturing, today's Taobao Live is a day-to-day, with the 2019 target of creating 200 live rooms with more than $100 million in sales.
Mushroom street, also launched as early as 2016 e-commerce live, is no doubt one of the pioneers of \"live sale \", but its current situation is very not optimistic.
However, this is only a prelude to a slump. In the following year, shares in mushroom street fell all the way, leaving its stock price in the us dollar at the end of january 3rd, down more than 90% from its highest price and wiping more than rmb17.3 billion off its total market value.
While market capitalisation has plummeted, mushroom street's performance has been miserable. On November 29, Mushroom Street disclosed its second-quarter earnings for the 2020 fiscal year, adding to its difficult position in capital markets.
In the third quarter of 2019, net losses attributable to common shareholders amounted to as much as $100 million, the biggest loss in a single quarter since the listing, with accumulated losses exceeding $100 million, according to the results.
Among them, in the third quarter of 2019, mushroom street's operating income was only $100 million, a year-on-year plunge of more than%, the biggest drop ever. At the same time, GMV was $100 million in consecutive December, and year-on-year growth has fallen to less than 10%.
Behind the decline in operating income and GMV growth is the loss of active buyers on Mushroom Street. Since the third quarter of 2017, mushroom street's annual active buyer has been hovering around 30 million, according to figures disclosed by mushroom street.
The stagnation of active buyers is very dangerous for the long-lost mushroom street. After the earnings report, mushroom street's shares fell to the dollar at one point, narrowly missing into the \"fairy stock.\"
Face the big loss of performance, revenue decline, GMV growth is weak.... The situation on mushroom street is very dangerous. If it doesn't reverse its woes in the short term, the share price may slip to the brink of delisting.
Mushroom Street was founded in 2011, originally in fashion Shortly after the launch of the shopping-themed women's community, mushroom street has gathered hundreds of thousands of female users to discuss fashion and share shopping experiences every day.
And thus produced the first profit model: for Taobao and other shopping platforms to transport traffic, earn commission, its and Mei said and other shopping guide platform, once occupied Taobao nearly 10% of the flow entry.
In the second year of its existence, Mushroom Street received $1 million in round A financing, and tens of millions of dollars in round B investment, attracting a number of well-known institutions such as IDG Capital, Qiming Ventures and Bertelsmann Asia Investment Fund.
But the good news is not long, in 2013 taobao shot to block a third-party shopping platform, mushroom street suffered a blow, commission income plummeted, is tantamount to being held in the throat of fate.
In 2016, after the merger with beauty, mushroom street was valued at nearly 20 billion yuan, making it china's fourth-largest e-commerce platform after ali, jingdong and vip.com.
In the same year, Tencent, which has been seeking to enter e-commerce, became the largest shareholder in Mushroom Street. On the eve of the listing, Tencent held the first share, as high as 18 percent, of Chen Qi, founder of Super Mushroom Street.
Tencent gave mushroom street support, while opening wechat payment \"nine palace\" qq wallet dual access, pinduoduo did not enjoy such a good traffic \"treatment.\"
After the 2018 listing, mushroom street quickly launched the \"2019 mushroom street live double hundred program \", recruiting nearly 2000 new anchors with different characteristics and talent, with 24000 platform anchors.
After a big investment, the mushroom street live business showed high growth, four consecutive quarters of growth of more than 100%, become one of the few bright spots in the mushroom street earnings report.
The mushroom street live gmv surge, not without the cost of its mass recruitment of anchors, all have to pay huge labor costs. It is therefore that the broadcast double-hundred program launched in 2019, which has been heavily funded to recruit a large number of anchors, has directly contributed to a further increase in losses in 2019.
And the biggest problem is that, despite the three-figure growth of the live-related GMV, the revenue and cash flow that the live broadcast business actually brings to Mushroom Street is a drop in the bucket.
The revenue generated by its live-streaming business is mainly reflected in the commission revenue project in the earnings report disclosed by Mushroom Street. After the listing, mushroom street's commission income growth has been slowing, not driven by live.
That means that the full bets on live e-commerce at Mushroom Street, while boosting GMV in part, have not directly stimulated revenue growth or brought about a significant improvement in cash flow.
Live for the entry of the store to bring a deal, mushroom street from the store to take a certain commission. It can be seen that mushroom street is fully invested in e-commerce live broadcast, more like a costly \"far water \", but\" far water cannot save near fire \".
Since 2019, the track of live e-commerce has become more and more crowded, and in the future, the share of live e-commerce in mushroom street is also in jeopardy in the face of Taobao live broadcast, fast hand, shaking voice of the super flow.
Take 2019\" double 11\" as an example, Taobao live broadcast a day's turnover will be as high as 20 billion yuan, and mushroom street's entire financial year 2020, e-commerce live broadcast related GMV only 100 million yuan.
Taobao, fast hands, shaking sound live broadcast of the huge money-making effect, is bound to be more attractive to capable anchors, meaning that mushroom street to retain anchors, the big probability needs to give certain support and subsidies.