Gao Shuting’s Portfolio
Struggling e-commerce entrepreneurs
In recent years, the market size of China's live streaming e-commerce industry has been continuously expanding, becoming an important channel for businesses to promote products and for consumers to engage with brands. Hangzhou is an important birthplace of China's e-commerce industry, and its live streaming e-commerce industry began to develop in 2016. After five years of development, in 2021, Hangzhou's live streaming e-commerce transaction volume surpassed the 500 billion yuan mark in just ten months.
Ma Qianna, a 27-year-old young woman full of energy and enterprise, currently serves as a middle-level manager in Hangzhou Tianzi Network Technology Co., Ltd. Since graduating from college, she has devoted herself to the emerging industry of e-commerce live streaming. Through unremitting efforts and continuous learning, she has accumulated rich live streaming experience and management foundation, and gradually grown from an ordinary host to the backbone of the enterprise, responsible for managing and guiding a team composed of outstanding hosts. In this role, she not only needs to deal with complex management issues, but also maintain sensitivity to the market and innovation capabilities to lead the team to cope with the constantly changing market environment.
Despite her busy work, Ma Qianna always maintains her love and passion for the e-commerce live streaming industry. She believes that with the continuous progress of technology and the continuous expansion of the market, the e-commerce live streaming industry will have broader development prospects.
Ma Qianna is an epitome of more than 100,000 e-commerce live streaming practitioners in Hangzhou.Behind the rapid growth of the live streaming e-commerce industry is a cluster of industries composed of anchors, products, live streaming platforms, logistics and delivery services, MCN agencies, and service providers. This has given rise to many new professions and positions such as anchors, assistants, product selectors, and operators, providing more opportunities and choices in the job market. According to monitoring data from the Zhejiang Provincial Department of Commerce, Hangzhou currently has 32 leading comprehensive and vertical live streaming platforms, nearly 50,000 anchors, and over 5,000 registered live streaming-related companies, ranking first in the country in terms of quantity, driving employment for over 1 million people. This means that in Hangzhou, there is approximately one anchor for every 244 people, and one person in every 12 is engaged in the live streaming industry.
Over the past decade, the scale of online retail in Hangzhou has grown from 90.29 billion yuan in 2012 to 995.15 billion yuan in 2021, achieving a leapfrog growth of more than 10 times, making it the fastest-growing city in the development of China's e-commerce industry. Data shows that in 2022, China's live streaming e-commerce market transaction volume reached 3.48 billion yuan, and the MCN market scale reached 43.2 billion yuan. In 2023, the national online retail sales reached 15.4 trillion yuan, an increase of 11% over 2022. This data reflects the strong growth momentum of China's e-commerce market. The total transaction volume of e-commerce goods reached 1184.4 billion yuan, a year-on-year increase of 31.4% from 2022. This indicates that the e-commerce industry achieved significant growth in 2023.
Live streaming e-commerce has greatly improved the efficiency of information interaction between consumers and merchants, and the consumption region has expanded from regional areas to the whole country, even to the world. According to the "2022-2027 China Cross-Border E-Commerce Market Demand Forecast and Trend Prospecting Report", in 2022, China's cross-border e-commerce market reached 1.57 trillion yuan, with an increase of 10.56%. According to the analysis of the analyst from China's leading economic research institution, it is predicted that the domestic cross-border e-commerce market will reach 1.68 trillion yuan in 2023, and will reach 1.79 trillion yuan in 2024.
Live streaming e-commerce has advantages such as strong interactivity, high conversion rate, and decentralized consumption. It is expected that the market size of live streaming e-commerce in China will continue to grow at a high speed in the future.Foresight preliminarily estimates that China's live streaming e-commerce transaction scale is expected to reach 19 trillion yuan by 2029, with a compound annual growth rate of 30%.It is understood that since 2013, China has been the world's largest online retail market for 11 consecutive years. This further proves the important position of e-commerce in China's retail market.