---
title: "First Live Commerce Debate: Watch Masters Clash in the Red Sea"
description: "On the afternoon of September 18, Mr. Wu will host a live commerce debate at the Hangzhou International Expo Center. If you want to hear debaters argue fiercely and passionately, you are welcome to join us on site."
author: "晓匠"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2020-09-13"
language: "en"
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---

# First Live Commerce Debate: Watch Masters Clash in the Red Sea

> On the afternoon of September 18, Mr. Wu will host a live commerce debate at the Hangzhou International Expo Center. If you want to hear debaters argue fiercely and passionately, you are welcome to join us on site.

On the afternoon of September 18, Mr. Wu will host a live commerce debate at the Hangzhou International Expo Center. If you want to hear debaters argue fiercely and passionately, you are welcome to join us on site.

Text / Xiao Jiang (WeChat public account: Wu Xiaobo Channel)

In 2020, live commerce is blowing up across the country.

Riding the wave of live streaming, the three major platforms—Taobao, Kuaishou, and Douyin—are ambitious: Taobao Live's total GMV target for 2020 is expected to be 500 billion yuan, Kuaishou e-commerce has raised its GMV target to 250 billion yuan, and Douyin aims for 200 billion yuan.

Mr. Wu also commented: **Live commerce has become one of the hottest new retail innovation movements.** But there are constant disputes about how to do live streaming well. So why not let's all come together and debate the topic of "live commerce" properly.

This live commerce debate will bring you a group of powerful debaters and their hardcore viewpoints.

They are highly relevant to the live streaming industry and have clear positions and sharp perspectives. Around three debate topics—"Do traffic stars have a future in product promotion?", "Is the lowest price across the entire network the best way out?", and "Should entrepreneurs cooperate with streamers or promote their own products?"—they have prepared an interesting and vivid immersive "live commerce" debate.

The first large-scale "live commerce" debate is all set, just waiting for you!

****** Do traffic stars have a future in product promotion?**

From the overall trend, celebrity live streaming for product promotion has clearly become a strong trend. Especially with platform support and brand assistance, **many celebrities are either already in the game or on their way.**

And the successive live streaming results delivered by celebrities have repeatedly stirred waves in the industry. But beneath the prosperity, there have been many incidents of celebrities failing in product promotion. Not all celebrities can ride the wave of live streaming and deliver a satisfactory performance.

So, what is the supporting point that distinguishes traffic star live streaming from ordinary live streaming? Can stars definitely bring a surge in sales once they enter the live room? This themed debate will explore these questions.

**Celebrity live streaming has unlimited prospects**

One of the essences of live commerce is social commerce. Traffic stars naturally possess strong social attributes, knowing how to expand and manage fan and audience circles. Angelababy, relying on strong private domain traffic, achieved 135 million yuan in transaction volume in her live debut; Liu Tao earned 148 million yuan in her first live session, with 20 million people online competing for 500,000 yuan worth of sea-view rooms. These confirm the strong support of celebrity IP and influence for live streaming.

**Celebrity live streaming has a future, but they just don't know how to do it.** The only reason celebrities fail in live streaming is that they don't leverage their influence to compensate for their shortcomings in product selection and pacing.

**Celebrity product promotion is destined to be a "one-off fireworks show"**

**The future streamers will be professional product promoters, not traffic stars.** Streamer influence can be quantified, and traffic and product promotion ability are completely different things. The integration of supply chain, product selection, pricing, live streaming, after-sales, and other links cannot be handled by a celebrity who enters the live room with just a little preparation. And once a celebrity signs with an MCN agency, it means they become a "contracted streamer," no longer just a celebrity.

What is the future of celebrity live streaming? We invite you to come to the scene and take a stand with us.

**Is the lowest price across the entire network the best way out?**

As cost-effectiveness has become the biggest demand of live commerce consumers, "lowest price across the entire network" has become the main selling point of top streamers. Live streaming product promotion has turned into a price war, and the extreme pursuit of cost-effectiveness means streamers will try to pressure brands to lower prices as much as possible.

On June 19 this year, at the first seminar on the formulation of national live commerce standards, the issue of pricing in live rooms became the focus of attention. An expert pointed out: "Some live shopping has made prices extremely low, even no price at all, seriously disrupting the normal market order. Therefore, the 'Standards' should define this."

**Low prices are a common choice for users and merchants**

Low prices are a very definite demand for users of e-commerce, especially live commerce. For users, live shopping is time-inefficient; essentially, it's exchanging time for low prices. For merchants, the low-price strategy is also the most measurable and controllable cost method, and it is a common choice and optimal decision for both users and merchants, expected to persist in the long term.

**The "lowest price across the entire network" strategy may be hard to sustain**

With the entry of market regulation and the formulation of standards, the "lowest price across the entire network" live streaming model will inevitably hit a ceiling. Without an increase in social productivity, costs are transparent in the face of informatization. If you can lower the price at the manufacturer's export end, the manufacturer will inevitably balance it out in other aspects. In the long run, this will lead to a decline in product quality and credibility, **and the brand image established by brands will eventually be broken by price.**

How to avoid live commerce turning into a chaotic low-price feast? You are welcome to come to the scene and leave your suggestions in the big-screen bullet comments.

****** Should entrepreneurs cooperate with streamers or promote their own products?**

Entrepreneurs and traffic streamers are two different factions in the current live streaming product promotion wave, reflecting the conflict of interests between two promotion models.

The product promotion strength of streamers needs no further elaboration. But it is undeniable that Gree's Dong Mingzhu's entry marked the beginning of the entrepreneur live streaming era. Later, Ctrip's Liang Jianzhang changed his big-shot image, sitting in front of the camera on time, playing the roles of Bao Zheng, a famous official of the Northern Song Dynasty, Cao Cao, a warlord of the Three Kingdoms, and Confucius, the sage... He kept up the tricks, striving to boost tourism consumption.

Entrepreneur product promotion has become an inevitable trend. But how should we weigh the pros and cons of these two promotion models? "Which one is the best way out" is still a question worth pondering.

**Streamer product promotion is a better way to attract money**

The affirmative side believes that streamers have richer promotion skills, understand consumers' psychological needs better, and know how to quickly stimulate their shopping impulses. But most entrepreneurs are still in the stage of "quietly live streaming," where popularity is not easy to increase, and they cannot achieve the ideal viewing effect.

**Entrepreneur product promotion is a better endorsement of trust**

The negative side believes that entrepreneurs' personal image is more focused on the product, often introducing the brand's products, cultural stories, etc. in detail, which is more trustworthy for consumers. But cooperating with streamers inevitably adds the cost of "commission + slot fee," so naturally, they cannot offer consumers the truly lowest price.

****** For this choice of "traffic streamer PK entrepreneur," why not come to the scene and use the voting device to cast your valuable vote.

In addition to soul-searching questions and sharp viewpoints, there will also be multiple big names in the live streaming industry providing commentary. If you are also curious about these interesting and informative topics, you are welcome to go to the Hangzhou International Expo Center on the afternoon of September 18 to watch the masters in the red sea compete.

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