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At present, livestreaming is not only a way to watch the operation of game magic show and talent host to show themselves, but also with its good real-time interactive experience and immersive sense, it has become the “standard” for major brands to hold large conferences or e-commerce sales activities. In order to efficiently complete commercial live streaming, many developers and enterprises choose SaaS services. Tencent Cloud University invited Dong Yi, senior product Manager of Tencent Cloud, to talk about “Tencent Cloud Live SaaS Solution”.

The market size of live broadcasting industry increased year by year from 2013 to 2020, and will exceed 60 billion in 2020. Its growth peak appeared in 2016, and then slowed down year by year. The main reasons for the slowdown include peaking user and technology dividends, increased regulation and high costs. From the micro level, with the mutual support of mobile loans and mobile Internet, the users and traffic of mobile Internet further increase, which leads to the higher and higher costs of major live broadcasting platforms. In addition, with the development of the industry, the video industry has changed from the savage growth stage to the health supervision stage, and the policy dividend has decreased. But with continued innovation in algorithms, artificial intelligence, 5G technology and augmented reality, the video industry will still embrace new opportunities.




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SaaS stands for “software as a service” and is a service model for cloud computing. In this service mode, service providers deploy application software uniformly on servers, and users do not need to manage the underlying infrastructure, but only order the specified application layer services on demand through the Internet, and pay fees according to the service quantity, service time and functions. The advantages of SaaS are obvious: it can be deployed faster than traditional systems and is more conducive to market changes. Here are some of the audio and video services launched by Tencent cloud’s joint partners.



At present, as the cost of traffic acquisition on e-commerce platforms continues to rise, it is urgent for manufacturers to find differentiated and efficient traffic acquisition methods. With the rapid explosion of Internet information, users’ attention is scattered in a number of fragmented inputs, and the competition for users’ attention becomes the focus. High-quality content is the key winning point to improve users’ attention and create user stickiness, and becomes the flow entrance to obtain accurate users efficiently. Whether the content ecology of e-commerce platform is perfect or not has become an important competitiveness to determine whether the platform has the ability to attract young shopping groups. The rise of traditional shelf-type e-commerce provides consumers with convenient shopping channels, while content e-commerce highly integrates commodity value, commodity sales and user experience based on scenarios. The form of “e-commerce + live streaming” can provide platform conversion rate and re-purchase.



What is the business form of livestreaming e-commerce? On drainage, broadcast live on the day of the platform or shops to tweet and community content drainage channels,, before the system will automatically to subscribers push message templates, activate the fan, based on social relations promotion behavior include: typical community/friends fission promotion, public fans activation and intelligent push SMS message.

The page of live broadcast is mainly divided into two parts, namely, the host end and the audience end, which can realize these functions: the host end can see the display information of the product and the corresponding information, and the host can determine whether to push the display in the live broadcast, and the pushed information will be displayed on the audience end; In the anchor page, face recognition/stickers, e-commerce, switching resolution, beauty these functional modules in turn. The e-commerce module is mainly used by the anchor to set up the functions of commodity display. Audience and anchor can communicate and discuss and interact with each other through information.



Mogujie is a typical case of livestream e-commerce: When the audience of Mogujie watches the livestream, the audience can display complete product information (price, name and specification) at the same time, which can be added to the shopping cart or purchased immediately. For example, by clicking the product information, the user can directly jump to the details page and play in the small window mode. At this time, the audience can not only see the anchor introducing their own products, but also clearly and intuitively view some main functions of the product through pictures and texts. This is why, on Mogujie platform, most of the ordering or transaction scenes are from the details page.



So how do developers rely on small programs to achieve the business of live e-commerce? As required by the regulatory authorities, wechat mini programs involve live broadcasting, real-time video and other businesses, which need to meet the category and qualification requirements and be subject to strict supervision, as shown in the figure below. For example, in the category of social networking and live broadcasting, developers are required to provide the License for Audio-visual programs of Information Network communication and the License for Network Culture Operation, which have a very high threshold. In this case, Tencent Cloud provides an official live broadcast plug-in. The main body of the plug-in has the license of information network to spread audio-visual programs, so that brands and developers can invoke and realize the functions of live broadcast in the business.





The following is a panoramic view of the features of the applets audio and video plug-in. The plug-in can be applied to a variety of scenarios, including online education, online customer service and online meetings, in addition to e-commerce live broadcasting. The plugin includes a qualification endorsement, which is key to helping developers and brands lower the barriers to live streaming. Plug-in access is the first step to solve the problem of invoking the underlying audio and video capabilities in the applet side.



Next, I would like to introduce the commercial live broadcasting solution developed by Tencent Cloud. This solution relies on the encapsulation of Tencent Cloud live broadcasting capability by plug-ins, combined with the manual audit of the cloud, so as to help developers reduce the difficulty and risk of business connection as much as possible.



How to build a live broadcast through SaaS? First step, we can log in the console and see a page for creating live broadcast, where we can input the title, cover image and other related information of live broadcast.





The third step is to officially publish the page, and developers can embed the plug-in in their own small application. The whole process is very easy.





At present, the live broadcast plug-in can only be used for small programs of e-commerce platforms and education purposes, and other categories cannot be called temporarily.

Below is a specific case of cooperation between Tencent Business Live broadcast and Kiehl’s. On July 24, 2019, Kiehl’s Made Better Green Planet program was officially launched, calling on the audience to pay attention to the environment and the civic spirit of public welfare through kiehl’s live mini program, and spreading sustainable green lifestyle. Kiehl live mini program is provided by Tencent Video Cloud with the underlying audio and video plug-in, while Shanghai Shenglan Advertising Co., Ltd. provides the activity strategy and implementation.



“Tencent Cloud enterprise Live broadcast” is a small program live broadcast tool jointly produced by Tencent Cloud and Shenzhen Zhuren Network Technology Co., LTD. Employees of enterprises can use wechat to open live broadcast at any time for training or sales without downloading, installing, registering or following. In addition, Tencent Cloud enterprise Livestream is also equipped with the industry’s first “digital radar system”. Through AI big data detection, enterprises can automatically collect the audience’s mobile phone number and all-round portrait, which greatly improves the effect of online training or sales follow-up. Four black technology perfect solution to financial sales pain points.

Black technology 1: four black technology perfect solution to financial sales pain points

Black technology 2: digital radar system – at any time to grasp the audience situation, targeted marketing

① “good person points” intelligent evaluation system. Good person score is used to evaluate the audience’s “interest”, “consumption power”, “decision-making speed” and other indicators of the comprehensive score, can help broadcasters effectively judge the audience’s “value”.

② Five – dimensional image prediction system. Based on users’ personal information, historical behavior data, etc., and through the small artisan AI robot and big data, the feature portrait is calculated and generated to predict the audience’s “personal characteristics” and “consumption characteristics”, mainly including the following five dimensions:

  • Focus. According to the audience’s behavior data model and other reference scene data, the comprehensive analysis reflects the audience’s concentration and interest in the theme of the live broadcast. [Example] : If audience A watches for A long time, the score of concentration will be improved.
  • Friendly degrees. According to the interactive data model of the audience (such as the number of shares, likes, etc.), the analysis reflects the friendliness between the audience and the live broadcast or the host. [Example] : Audience A has more interaction and sharing, and the score of friendliness will be improved
  • Spending power. According to the basic data model of the audience (such as mobile phone brand, city, etc.), the analysis reflects the consumption power of the audience. [Example] : Audience A is in the provincial capital city, so the probability of strong consumption is larger.
  • Tap your potential. According to the audience interaction data model, basic model, character model and other comprehensive modeling analysis, reflects the potential of the audience to be tapped. [Example] : Audience A watches the live broadcast for A short time, but has A more careful file review and strong consumption power, so the score of tapping potential will be improved.
  • Speed of decision making. According to the audience’s personality data model (such as mobile phone system version, city) and external data analysis, reflect the audience’s decision-making speed in consumption. [Example] : Audience A lives in Beijing, Shanghai, Guangzhou and Shenzhen, so the decision precision may be higher and the corresponding decision speed may be slower.
Audience basic information component. The basic information of the audience is automatically obtained and displayed without user manual filling

④ Watch the behavior analysis system. Real “behavioral data” such as the viewing time of each audience are presented to the broadcast host, and modeling and comparison are made to obtain individual score and ranking reference with other audience, so as to accurately understand audience behavior.

⑤ Automatic report components. After the live broadcast, data will be displayed and analyzed on the general situation of normal live broadcast, such as the total number of viewers, etc., and compared with the same industry, so as to analyze the overall effect of live broadcast and find improvement methods.
















Black technology 3: answer the red envelope — improve the training effect. The audience answers the questions correctly, gets the random red envelope, effectively remembers the knowledge point.

Black science and technology 4: “one point open” small program experience design — broadcast, watch, as simple as sending wechat

The audience click the small program, one point to listen, stay in wechat, pull down wechat to watch; No need to download registration, channel manager can also readily broadcast, expand the training impact.

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