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IDC:逾23%消費者受KOL直播帶貨影響 或帶來「報復性消費」機遇
阿思達克 06-17 17:51
調查機構IDC發表的研究報告指,疫情期間直播成為用戶線上娛樂、購物的主要方式,隨著用戶群體逐漸擴大,直播亦成為各電商平台今年「618」的重頭戲,該行認為直播電商對對用戶消費習慣和行為產生了重要影響,一方面刺激了用戶的非計劃性消費,而在疫情後亦為「報復性消費」創造更多機會。另一方面直播電商亦加快了用戶的消費決定,提升轉效率,透過帶貨能讓用戶快速了解產品並產生興趣,而KOL的可信度、溢價能力以及限量形式則能夠快速促成用戶下單。

IDC的研究顯示,超過23%的消費者受到KOL直播帶貨影響,購買動機不是本身對產品的需求,而是計劃外消費,這一比例在30歲以下的年輕群體中更高。而今年6月阿里巴巴(09988.HK)、百度及小米(01810.HK)三家龍頭企業均更頻繁地以直播形式銷售熱門型號產品,以帶動線上銷售的增長,該行統計截至6月10日,以直播電商帶動的智能音箱銷售就逾30萬台。

該行指出受疫情影響智能手機品牌均將新品發布會轉到線上舉行,之後亦有在京東(09618.HK)、蘇寧、淘寶及天貓等平台做直播,另外亦有涉足抖音及快手等電商直播平台,該行統計今年首季有5家以上主要手機廠商、逾12款產品參與了直播電商銷售,帶動逾10萬台以上的銷量。

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