Online merchant display method, device and equipment and storage medium

Abstract

The invention discloses an online merchant display method, device and equipment and a storage medium, and belongs to the technical field of computers and Internet. The method comprises the following steps: displaying a shopping live broadcast picture in a live broadcast interface, wherein the shopping live broadcast picture is obtained by shooting a real environment in real time by an anchor through a live broadcast terminal during shopping; if a merchant mark of a to-be-recommended entity merchant is displayed in the live broadcast picture, an entrance identifier of a to-be-recommended online merchant is displayed in the live broadcast interface, and the to-be-recommended online merchant is a network sales channel of the to-be-recommended entity merchant; and in response to the operation of triggering the entry identifier, displaying a display interface of the to-be-recommended online merchant, the display interface of the to-be-recommended online merchant being used for displaying the to-be-sold commodity provided by the to-be-recommended online merchant. Through the method, the workload of workers in a preparation stage before live broadcast can be reduced, the labor cost can be reduced, the richness of live broadcast content of live broadcast shopping can be improved, and the sales channels of commodities can be enriched.

Description

Technical Field

[0001] This application relates to the field of computer and Internet technologies, and particularly to an online merchant display method, apparatus, device, and storage medium. Background Art

[0002] With the development of multimedia technologies, live broadcast technologies have been developed and popularized, and more and more merchants expand the sales channels of their products through live broadcast activities.

[0003] In related technologies, before selling products through live broadcast, it is necessary for staff to pre-negotiate with merchants to determine the products to be sold in the live broadcast room and prepare jump links for each product in advance in the live broadcast room. After the live broadcast starts, the host introduces each product and provides a quick purchase page for the product in the live broadcast room.

[0004] However, this method requires a large amount of preparatory work before the live broadcast. The products to be prepared in different live broadcast rooms may overlap but are not exactly the same, resulting in a large amount of labor costs for the preparatory work before the live broadcast. Summary of the Invention

[0005] This application provides an online merchant display method, apparatus, device, and storage medium. The technical solutions provided by the embodiments of this application are as follows:

[0006] According to one aspect of the embodiments of this application, an online merchant display method is provided, and the method includes:

[0007] Display a shopping live broadcast screen in the live broadcast interface, where the shopping live broadcast screen is obtained by a live broadcast terminal in real time when the host is shopping;

[0008] If a merchant logo of a to-be-recommended physical merchant is displayed in the shopping live broadcast screen, display an entry identifier of the to-be-recommended online merchant in the live broadcast interface, where the to-be-recommended online merchant is an online sales channel of the to-be-recommended physical merchant;

[0009] In response to an operation of triggering the entry identifier, display a display interface of the to-be-recommended online merchant, where the display interface of the to-be-recommended online merchant is used to display the products to be sold provided by the to-be-recommended online merchant.

[0010] According to one aspect of the embodiments of this application, an online merchant display method is provided, and the method includes:

[0011] Obtain a shopping live broadcast screen displayed in the live broadcast interface, where the shopping live broadcast screen is obtained by a live broadcast terminal in real time when the host is shopping;

[0012] Performing merchant logo matching on the shopping live broadcast screen based on at least one candidate entity merchant to determine the matching result of the shopping live broadcast screen, where the matching result is used to indicate the to-be-recommended entity merchant among the at least one candidate entity merchant, and the merchant logo of the to-be-recommended entity merchant is displayed in the shopping live broadcast screen;

[0013] Generating merchant display information for the shopping live broadcast screen based on the matching result, where the merchant display information is used to indicate the to-be-recommended online merchant, the to-be-recommended online merchant is the online sales channel of the to-be-recommended entity merchant, and the entry identifier of the to-be-recommended online merchant is used to be displayed in the live broadcast interface of the shopping live broadcast screen.

[0014] According to one aspect of the embodiments of the present application, an online merchant display device is provided, and the device includes:

[0015] An interface display module, configured to display a shopping live broadcast screen in the live broadcast interface, where the shopping live broadcast screen is obtained by a live broadcast terminal taking real-time pictures of the real environment when the anchor is shopping;

[0016] An identifier display module, configured to display the entry identifier of the to-be-recommended online merchant in the live broadcast interface when the merchant logo of the to-be-recommended entity merchant is displayed in the shopping live broadcast screen, where the to-be-recommended online merchant is the online sales channel of the to-be-recommended entity merchant;

[0017] A merchant display module, configured to display the display interface of the to-be-recommended online merchant in response to an operation of triggering the entry identifier, where the display interface of the to-be-recommended online merchant is used to display the to-be-sold goods provided by the to-be-recommended online merchant.

[0018] In some embodiments, the identifier display module includes: an information acquisition unit, configured to acquire the merchant display information of the shopping live broadcast screen from the video stream data corresponding to the shopping live broadcast screen, where the merchant display information is used to indicate the to-be-recommended online merchant; an entry display unit, configured to display the entry identifier of the to-be-recommended online merchant in the live broadcast interface according to the merchant display information.

[0019] In some embodiments, the merchant display information includes the identifier information of the to-be-recommended online merchant and entry indication information, where the entry indication information is used to indicate the display position of the entry identifier of the to-be-recommended online merchant in the live broadcast interface; the entry display unit is configured to display the entry identifier of the to-be-recommended online merchant at the target position in the live broadcast interface according to the entry indication information, and the target position is the display position indicated by the entry indication information.

[0020] In some embodiments, the merchant display module is configured to, in response to an operation triggering the entrance identifier, determine the jump link of the to-be-recommended online merchant from the jump links of at least one candidate online merchant according to the identifier information of the to-be-recommended online merchant, wherein the candidate entity merchant corresponding to the candidate online merchant is located in the recommended area, and the recommended area changes with the change of the geographical location where the live broadcast terminal is located; and display the display interface of the to-be-recommended online merchant according to the jump link of the to-be-recommended online merchant.

[0021] In some embodiments, the device further includes: a screen update module, configured to display an updated shopping live broadcast screen in the live broadcast interface; if the merchant logo of the to-be-recommended entity merchant does not meet the recognition condition in the updated shopping live broadcast screen, cancel the display of the entrance identifier of the to-be-recommended online merchant, where the recognition condition is related to the display integrity of the merchant logo of the to-be-recommended entity merchant in the updated shopping live broadcast screen.

[0022] In some embodiments, the device further includes: a list display module, configured to display a historical merchant list in response to an operation of viewing historical online merchants received in the live broadcast interface, where at least one option of the historical online merchants is displayed in the historical merchant list, and the merchant logo of the entity merchant corresponding to the historical online merchants is displayed in at least one frame of the historical live broadcast screen; an interface reproduction module, configured to display the display interface of the target historical online merchant in response to an operation of triggering the option of the target historical online merchant in the historical merchant list, and the display interface of the target historical online merchant is used to display the goods to be sold provided by the target historical online merchant.

[0023] In some embodiments, when the live broadcast screen includes the merchant logos of multiple to-be-recommended online merchants, the entrance identifiers of the multiple to-be-recommended online merchants correspond to different display areas in the live broadcast interface, and there is a trigger priority among the entrance identifiers of the multiple to-be-recommended online merchants. The device further includes a priority trigger module, configured to, when there is a partial overlap area between at least two of the display areas, display the display interface of the target online merchant corresponding to the target entrance identifier in response to an operation of triggering the entrance identifier received in the overlap area, where the target entrance identifier refers to the entrance identifier with the highest trigger priority among at least two of the display areas.

[0024] In some embodiments, the device further includes a line request module, configured to display the planned movement path of the live streamer in the real environment in response to an operation for displaying the live stream line; generate and send a path update request to the live stream terminal in response to an operation of requesting to move to a desired physical merchant, where the desired physical merchant is a physical merchant not passed by the planned movement path; and display a path update prompt message if the path update request meets a modification condition, where the modification condition is related to the degree of influence of the path update request on the planned movement path, and the path update prompt message is used to prompt the live streamer that the desired physical merchant is about to be reached.

[0025] According to one aspect of the embodiments of the present application, there is provided an online merchant display device, the device including:

[0026] A screen acquisition module, configured to acquire a shopping live stream screen displayed in a live stream interface, where the shopping live stream screen is obtained by a live stream terminal taking a real-time shot of the real environment when the live streamer is shopping;

[0027] A logo matching module, configured to perform merchant logo matching on the shopping live stream screen based on at least one candidate physical merchant to determine a matching result of the shopping live stream screen, where the matching result is used to indicate a to-be-recommended physical merchant among the at least one candidate physical merchant, and a merchant logo of the to-be-recommended physical merchant is displayed in the shopping live stream screen;

[0028] An information generation module, configured to generate merchant display information of the shopping live stream screen based on the matching result, where the merchant display information is used to indicate a to-be-recommended online merchant, the to-be-recommended online merchant is an online sales channel of the to-be-recommended physical merchant, and an entry identifier of the to-be-recommended online merchant is used to be displayed in the live stream interface of the shopping live stream screen.

[0029] In some embodiments, the logo matching module includes: a feature extraction sub-module, configured to perform feature point description on the shopping live stream screen to obtain a live stream image representation, where the live stream image representation is used to describe the screen content in the shopping live stream screen; a representation matching sub-module, configured to, for each of the at least one candidate physical merchant, determine a matching degree between the screen content in the shopping live stream screen and the merchant logo of the candidate physical merchant according to the live stream image representation and the merchant image representation of the candidate physical merchant, where the merchant image representation is used to describe the merchant logo of the candidate physical merchant; and a result generation sub-module, configured to determine the matching result of the shopping live stream screen according to the respective matching degrees of the at least one candidate physical merchant.

[0030] In some embodiments, the feature extraction sub-module includes: a feature recognition unit configured to perform feature point recognition on the shopping live video to determine a plurality of video feature points corresponding to the shopping live video, where the video feature points are used to characterize the outline of the video content in the shopping live video; an offset angle determination unit configured to determine a feature point offset angle according to the video feature points and a video coordinate system, where the feature point offset angle is used to correct the deflection of the merchant logo caused by the shooting angle, and the deflection of the merchant logo refers to the degree of deflection of the positive image of the merchant logo displayed in the shopping live video relative to the video coordinate system, and the video coordinate system is used to locate pixel points in the shopping live video; a direction correction unit configured to perform an initial correction process on the positive direction of the video feature points using the feature point offset angle to determine the live video representation, and the positive direction of the video feature points is used to characterize the pixel gradient change in the neighborhood area of the video feature points.

[0031] In some embodiments, the edge contour of the merchant logo of the candidate entity merchant includes an identification geometric body with at least two orthogonal straight lines; the offset angle determination unit is configured to select at least two video feature points as first feature points from the plurality of video feature points, and the first feature points are all distributed on a first straight line among the two orthogonal straight lines; calculate the direction of the first straight line based on the coordinate information of the first feature points in the shopping live video to determine the direction of the first straight line; calculate the deflection angle of the direction of the first straight line relative to the axis direction of the video coordinate system to obtain the feature point offset angle.

[0032] In some embodiments, the merchant image representation of the candidate entity merchant includes a plurality of logo sub-representations, and the plurality of logo sub-representations are used to describe the merchant logo of the candidate entity merchant from different shooting angles, and at least one of the plurality of logo sub-representations participates in the process of merchant logo matching.

[0033] In some embodiments, the candidate entity merchant is located in a recommended area corresponding to the geographical location where the live terminal is located, and the recommended area changes as the live terminal moves. The device further includes: a merchant screening module configured to obtain a regional merchant list according to the geographical location where the live terminal is located, where the regional merchant list includes a plurality of known entity merchants in the recommended area; use the top n known entity merchants with the highest credibility rankings in the regional merchant list as credible entity merchants, where n is a positive integer, and the credibility is used to measure the business conditions of the known entity merchants; estimate the travel time taken for the live terminal to reach each of the credible entity merchants based on the travel paths between the live terminal and each of the credible entity merchants; select the credible entity merchants with a travel time less than or equal to a duration threshold from the n credible entity merchants as the candidate entity merchants.

[0034] In some embodiments, the device further includes: a characterization acquisition module, configured to send the geographical location of the live terminal to a server; and receive the image characterization information sent by the server, where the image characterization information includes the merchant image characterization of each of the at least one candidate physical merchant, and the candidate physical merchant is determined according to the geographical location where the live terminal is located, and the merchant image characterization is used to describe the merchant logo of the candidate physical merchant during the merchant logo matching process.

[0035] In some embodiments, the entrance indication information of the shopping live video includes the display position of the merchant entrance of the to-be-recommended online merchant in the live video interface; the device further includes: an information encoding unit, configured to encode the entrance indication information of the shopping live video to obtain an auxiliary data unit; insert the auxiliary data unit before the video encoding unit of the shopping live video to obtain video stream data, where the video encoding unit is configured to decode to obtain the shopping live video; and transmit the video stream data to a user terminal or a server, so that the user terminal displays the shopping live video and the entrance identifier of the at least one to-be-recommended online merchant in the live video interface based on the video stream data.

[0036] According to one aspect of the embodiments of the present application, there is provided a computer device, which includes a processor and a memory, where a computer program is stored in the memory, and the computer program is loaded and executed by the processor to implement the online merchant display method as described above.

[0037] According to one aspect of the embodiments of the present application, there is provided a computer-readable storage medium, where a computer program is stored in the storage medium, and the computer program is loaded and executed by a processor to implement the online merchant display method as described above.

[0038] According to one aspect of the embodiments of the present application, there is provided a computer program product, which includes a computer program stored in a computer-readable storage medium, and a processor reads and executes the computer program from the computer-readable storage medium to implement the online merchant display method as described above.

[0039] The beneficial effects brought by the technical solutions provided by the embodiments of the present application at least include:

[0040] When the merchant logo of the entity merchant to be recommended is displayed in the live shopping screen, it indicates that the live shopping screen is collected around the entity merchant to be recommended. At this time, the entry identifier of the online merchant to be recommended is simultaneously displayed in the live broadcast interface, enabling the user to directly associate the merchant logo of the merchant to be recommended displayed in the live shopping screen with the entry identifier of the online merchant to be recommended, so as to open the display interface of the online merchant to be recommended through the entry identifier of the online merchant to be recommended for merchant browsing or purchase, providing an online shopping solution that allows users to experience as if they were on the scene without going out, which helps to enrich the sales channels of goods. At the same time, the embodiment of the present application does not require preparatory work related to the online merchant to be recommended before the live broadcast, which helps to reduce labor costs and lower the live broadcast threshold. BRIEF DESCRIPTION OF THE DRAWINGS

[0041] Figure 1 is a schematic diagram of the implementation environment of the solution provided by an exemplary embodiment of the present application;

[0042] Figure 2 is a schematic diagram of the inventive concept of the present application;

[0043] Figure 3 is a flowchart of the online merchant display method provided by an exemplary embodiment of the present application;

[0044] Figure 4 is a schematic diagram of the process of displaying the entry identifier provided by an exemplary embodiment of the present application;

[0045] Figure 5 is a schematic diagram of the effect of the live broadcast interface provided by an exemplary embodiment of the present application;

[0046] Figure 6 is a schematic diagram of the online merchant display method provided by another exemplary embodiment of the present application;

[0047] Figure 7 is a schematic diagram of the online merchant display method provided by another exemplary embodiment of the present application;

[0048] Figure 8 is a schematic diagram of the effect of the historical merchant list provided by an exemplary embodiment of the present application;

[0049] Figure 9 is a schematic diagram of the online merchant display method provided by another exemplary embodiment of the present application;

[0050] Figure 10 is a schematic diagram of the online merchant display method provided by another exemplary embodiment of the present application;

[0051] Figure 11 is a schematic diagram of the feature point offset angle provided by an exemplary embodiment of the present application;

[0052] Figure 12 It is a schematic diagram of shooting from different shooting angles provided by an exemplary embodiment of the present application;

[0053] Figure 13 It is a schematic diagram of an online merchant display method provided by another exemplary embodiment of the present application;

[0054] Figure 14 It is a schematic diagram of the background support of a server provided by an exemplary embodiment of the present application;

[0055] Figure 15 It is a schematic diagram of multi-terminal interaction provided by an exemplary embodiment of the present application;

[0056] Figure 16 It is a block diagram of an online merchant display device provided by an exemplary embodiment of the present application;

[0057] Figure 17 It is a block diagram of an online merchant display device provided by an exemplary embodiment of the present application;

[0058] Figure 18 It is a block diagram of the structure of a computer device provided by an exemplary embodiment of the present application. Detailed implementation manners

[0059] To make the objectives, technical solutions and advantages of the present application clearer, the following will further describe the embodiments of the present application in detail with reference to the accompanying drawings.

[0060] First, the nouns involved in the present application are introduced and explained.

[0061] Geographical location refers to information such as the longitude and latitude of a merchant, administrative divisions (province, city, county, town, street, house number), and surrounding well-known buildings.

[0062] Artificial Intelligence (AI) is to use a digital computer or a machine controlled by a digital computer to simulate, extend, and expand human intelligence, a theory, method, technology, and application system that perceives the environment, acquires knowledge, and uses knowledge to obtain the best results. In other words, artificial intelligence is a comprehensive technology in computer science. It attempts to understand the essence of intelligence and produce a new intelligent machine that can react in a way similar to human intelligence. Artificial intelligence also studies the design principles and implementation methods of various intelligent machines, enabling the machines to have the functions of perception, reasoning, and decision-making.

[0063] Artificial intelligence technology is an interdisciplinary subject that covers a wide range of fields, including both hardware-level and software-level technologies. The basic technologies of artificial intelligence generally include sensors, dedicated artificial intelligence chips, cloud computing, distributed storage, big data processing technology, pre-trained model technology, operating / interactive systems, mechatronics, etc. Among them, the pre-trained model, also known as the large model or the foundation model, can be widely applied to downstream tasks in various directions of artificial intelligence after fine-tuning. Artificial intelligence software technology mainly includes several major directions such as computer vision technology and machine learning / deep learning.

[0064] Computer Vision (CV) is a science that studies how to enable machines to "see". More specifically, it refers to using cameras and computers to replace human eyes for object recognition, measurement, and other machine vision tasks, and further performing graphics processing to make the computer-processed images more suitable for human eyes to observe or be transmitted to instruments for detection. As a scientific discipline, computer vision studies related theories and technologies, and attempts to build artificial intelligence systems that can obtain information from images or multi-dimensional data. The large model technology has brought important changes to the development of computer vision technology. Pre-trained models in the field of vision such as swin-transformer, Vision Transformer (ViT), Vision Mixture of Experts (V-MOE), and Masked Auto Encoders (MAE) can be quickly and widely applied to downstream specific tasks after fine-tuning. Computer vision technology usually includes technologies such as image processing, image recognition, image semantic understanding, image retrieval, video processing, video semantic understanding, video content / behavior recognition, simultaneous localization and mapping, etc., and also includes common biometric recognition technologies.

[0065] Machine Learning (ML) is an interdisciplinary subject that involves multiple disciplines such as probability theory, statistics, approximation theory, convex analysis, and algorithm complexity theory. It specifically studies how computers can simulate or implement human learning behaviors to acquire new knowledge or skills and reorganize the existing knowledge structure to continuously improve their own performance. Machine learning is the core of artificial intelligence and the fundamental way to make computers intelligent, and its applications cover all fields of artificial intelligence. Machine learning and deep learning usually include technologies such as artificial neural networks, belief networks, reinforcement learning, transfer learning, inductive learning, and learning from demonstration. The pre-trained model is the latest development result of deep learning, which integrates the above technologies.

[0066] With the research and progress of artificial intelligence technology, artificial intelligence technology has been studied and applied in multiple fields, such as common smart homes, smart wearable devices, virtual assistants, smart speakers, smart marketing, driverless, autonomous driving, drones, digital twins, virtual humans, robots, artificial intelligence generated content (AIGC), conversational interaction, smart healthcare, smart customer service, game AI, etc. It is believed that with the development of technology, artificial intelligence technology will be applied in more fields and play an increasingly important role.

[0067] The solution provided by the embodiments of the present application relates to technologies such as computer vision technology of artificial intelligence. By using computer vision technology to identify and match the merchant logos displayed in the live shopping video during the live broadcast in real time, the live broadcast process can display the entrance logos of the online merchants to be recommended that match the live shopping video on the live broadcast interface, facilitating users watching the live broadcast to shop in the online merchants to be recommended. The specific content is described in the following embodiments.

[0068] Figure 1 It is a schematic diagram of the solution implementation environment provided by an exemplary embodiment of the present application. The solution implementation environment may include: a live broadcast terminal 10, a user terminal 20, and a server 30.

[0069] The live broadcast terminal 10 may be a device capable of collecting images of the real environment through a camera, such as a personal computer, a tablet computer, a mobile phone, a wearable device, a smart watch, a virtual reality device, an augmented reality device, etc. The live broadcast terminal 10 may also be a device combination composed of a camera, a microphone, a sound card, and a capture card.

[0070] Optionally, a client of a target application program runs on the live broadcast terminal 10. The target application program has a live broadcast function. For example, the target application program includes: video application programs, live broadcast assistant application programs, shopping application programs, etc. The manifestation form of the target application program includes at least one of the following: an independent application program running in the live broadcast terminal 10, an extension program (such as a plug-in, etc.) that can be carried in an independent application program, or a web page for implementing the live broadcast function.

[0071] In addition, the target application program may also be an application program that supports the live broadcast function, such as a news application program, a social application program, an interactive entertainment application program, a browser application program, a content sharing application program, a virtual reality application program, an augmented reality application program, etc. The embodiments of the present application do not limit this.

[0072] The user terminal 20 can be an electronic device such as a personal computer, a tablet computer, a mobile phone, a wearable device, a smart watch, a virtual reality device, an augmented reality device, a mixed reality device, a vehicle-mounted terminal, a smart home appliance, etc. The user terminal 20 at least has a display screen and functions of data transceiver and storage. The display screen can play the live broadcast images provided by the live broadcast terminal 10.

[0073] A target application program is also set in the user terminal 20. The user terminal 20 plays the live broadcast images from the live broadcast terminal 10 through the target application program. Optionally, the target application program set in the user terminal 20 can be an application program that matches the target application program in the live broadcast terminal 10, or the target application program in the user terminal 20 and the target application program in the live broadcast terminal 10 are the same application program. For the types of the target application program, please refer to the embodiments on the side of the live broadcast terminal 10 above, and details will not be described here.

[0074] The server 30 is used to provide background services for the clients of the target application programs in the live broadcast terminal 10 and the user terminal 20. In other words, the server 30 is a bridge connecting the live broadcast terminal 10 and the user terminal 20. The server 30 is used to provide the data required during the live broadcast process for the live broadcast terminal 10 and the user terminal 20, such as information related to online merchants. The server 30 can also carry the transmission of video stream data between the live broadcast terminal 10 and the user terminal 20. The server 30 at least has functions of data reception, storage, and operation.

[0075] For example, the live broadcast terminal 10 uploads the video stream data for displaying the content of the live broadcast room in the user terminal 20 to the server 30, and the server 30 provides the video stream to the user terminal 20, so that the user terminal 20 can display the live broadcast images based on the video stream.

[0076] The server 30 can be an independent physical server, or a server cluster or a distributed system composed of multiple physical servers. It can also be a cloud server that provides basic cloud computing services such as cloud services, cloud databases, cloud computing, cloud functions, cloud storage, network services, cloud communications, middleware services, domain name services, security services, content delivery network (CDN), and big data and artificial intelligence platforms, but is not limited thereto.

[0077] The application scenarios of the solution provided by the embodiments of the present application include but are not limited to at least one of the following:

[0078] Live streaming and promoting goods in a shopping mall scenario: The live streaming images of shopping are the images obtained by shooting shopping malls and markets. The physical merchants to be recommended are various operating stores, and the online merchants to be recommended are the outlets of the physical merchants to be recommended; The goods to be sold include but are not limited to clothing, furniture, books, etc.

[0079] Scenic spot tourism live broadcast scenario: The live broadcast screen of shopping is a picture taken of the scenic spot, and the goods to be sold include but are not limited to scenic spot tickets, souvenirs, etc.

[0080] Figure 2 It is a schematic diagram of the inventive concept of this application.

[0081] In the related art, after the user terminal opens the live broadcast room, the live broadcast interface will display at least one product identifier for purchasing products in the live broadcast room. The content related to the product identifier is prepared in advance by the staff of the live broadcast room, and the product types in different live broadcast sessions are not completely the same. A large amount of labor costs are consumed in the preparatory work before the live broadcast. Moreover, the types and quantities of products recommended in a live broadcast are usually fixed and cannot be flexibly changed according to actual situations such as the needs of the audience during the live broadcast.

[0082] Different from the related art that requires the staff of the live broadcast room to prepare product-related information in advance before the live broadcast starts, the method provided in the embodiments of this application allows the anchor to carry the live broadcast terminal and move in the real environment. The user terminal plays the live broadcast screen collected by the live broadcast terminal. When the merchant logo of the entity merchant to be recommended appears in the live broadcast screen, an entry identifier of the online merchant to be recommended corresponding to the entity merchant to be recommended will be displayed on the live broadcast interface of the user terminal. The user can trigger the user terminal to display the display interface of the online merchant to be recommended by clicking on the entry identifier, so as to perform online shopping on the display interface of the online merchant to be recommended.

[0083] In this process, the movement path of the anchor in the real environment is free, and the entry identifier of the online merchant to be recommended displayed on the user terminal is only related to which entity merchant's logo appears in the live broadcast screen of shopping. On the one hand, in this way, there is no need for staff to prepare before the live broadcast, which helps to save labor costs. On the other hand, the online merchant to be recommended can be determined by factors such as the geographical location of the live broadcast terminal and the content of the live broadcast screen of shopping, without the need to prepare before the live broadcast, which helps to adjust the shopping route according to the actual needs of users during the live broadcast, making the live broadcast content of the live shopping process more flexible. For the specific implementation means of this solution, please refer to the following embodiments.

[0084] Figure 3 It is a flowchart of the online merchant display method provided by an exemplary embodiment of this application. Exemplarily, the execution subject of this method can be Figure 1 the user terminal 20 therein. For example, this method is executed by the client of the target application program in the user terminal 20. Below, taking the user terminal as the execution subject, the online merchant display method will be introduced and explained. As Figure 3 shown, this method may include the following steps (310-330).

[0085] Step 310, display a shopping live broadcast screen in the live broadcast interface. The shopping live broadcast screen is obtained by the live broadcast terminal taking real-time pictures of the real environment when the live broadcast host is shopping.

[0086] In some embodiments, the live broadcast interface is an interface for displaying the shopping live broadcast screen. The live broadcast interface is a user interface in the target application.

[0087] Optionally, the live broadcast interface is the main live broadcast interface of the target application. The live broadcast interface includes a display area for at least one candidate live broadcast room. Exemplarily, the live broadcast interface automatically displays the shopping live broadcast screen of the target live broadcast room in at least one candidate live broadcast room. Among them, the target live broadcast room is the live broadcast room with the highest recommended priority among at least one candidate live broadcast room. The recommended priority is related to at least one of the following: the real-time number of viewers of the candidate live broadcast room, the sales volume of the products corresponding to the candidate live broadcast room, the similarity between the candidate live broadcast room and the user's custom viewing preferences, the geographical location where the live broadcast terminal is located and the region where the user terminal is located, the preset priority indication information, etc. The design method of the recommended priority is set according to actual needs, and the present application does not limit it here.

[0088] Optionally, the live broadcast interface is the display interface of the first live broadcast room. For example, in response to an operation to enter the first live broadcast room, the user terminal switches from displaying the main live broadcast interface to displaying the live broadcast interface, and plays the shopping live broadcast screen in the live broadcast interface. Exemplarily, the operation to enter the first live broadcast room includes but is not limited to: triggering a control for entering the first live broadcast room in the main live broadcast interface of the target application, triggering a button for opening the first live broadcast room in the history record, the follow list, the social chat area, and so on.

[0089] In some embodiments, the shopping live broadcast screen is used to display the live broadcast content in the live broadcast room. The shopping live broadcast screen can be obtained by the live broadcast terminal collecting the real environment in real time when the live broadcast host is shopping. Among them, the live broadcast host can move in the real environment and collect the shopping live broadcast screen in the real environment through the live broadcast terminal.

[0090] Exemplarily, the live broadcast host includes but is not limited to at least one of the following: a real person carrying a live broadcast terminal to take pictures in the real environment, a robot with the ability to move and equipped with a live broadcast terminal, an autonomous driving vehicle moving in the real environment according to a preset track, etc. When the live broadcast host moves in the real environment, the user terminal plays multiple frames of shopping live broadcast screens collected by the live broadcast terminal, which can create the effect of shopping in the real environment in the live broadcast room.

[0091] In the embodiments of the present application, shopping can be understood as moving in a real environment and passing by or staying around at least one entity merchant to be recommended. Exemplarily, the real environment where the host is shopping includes indoor shopping malls, pedestrian streets, bazaars, scenic spots, etc., which are indoor places or open areas including at least one entity merchant, and no setting is made here. For example, the host's shopping can be the host shopping in a mall or the host walking in a scenic spot.

[0092] Optionally, the live shopping screen shows the scenery in the real environment. Exemplarily, the live shopping screen includes the merchant logo of the entity merchant in the real environment. In one example, during the live broadcast, the host carries a live terminal to take real-time pictures of the real environment to obtain the live shopping screen. The live terminal encodes the live shopping screen to obtain video stream data, and then the live terminal directly or indirectly sends the video stream data to the user terminal through the server, so that the user terminal decodes the video stream data to obtain and display the live shopping screen.

[0093] The real-time nature of the live screen is reflected in the short time interval between the live terminal collecting the live shopping screen from the real environment and the user terminal playing the live shopping screen. For example, the time interval does not exceed 60 seconds. Of course, it is also possible to set a delayed playback period, so that after the live terminal captures a certain frame of the live shopping screen, the user terminal plays the live shopping screen after the end of the delayed playback period.

[0094] Step 320, if the merchant logo of the entity merchant to be recommended is shown in the live shopping screen, then an entry identifier of the online merchant to be recommended is shown in the live broadcast interface, and the online merchant to be recommended is the online sales channel of the entity merchant to be recommended.

[0095] In some embodiments, the merchant logo of the entity merchant to be recommended is used to distinguish the entity merchant to be recommended from other entity merchants in the real environment. That is, for a certain entity merchant to be recommended, the merchant logo of the entity merchant to be recommended is different from the merchant logos of other entity merchants. The entity merchant to which the merchant logo belongs can be uniquely determined through the merchant logo. Optionally, the merchant logo includes at least one of the following: two-dimensional code, signboard, store decoration, brand logo, etc., and the present application does not limit this here.

[0096] That the merchant logo of the entity merchant to be recommended is shown in the live shopping screen can be understood as that the content of the live screen shows the content related to the merchant logo of the entity merchant to be recommended. For example, the merchant logo is the signboard of the entity merchant to be recommended, and the signboard of the entity merchant to be recommended appears in the live shopping screen. It can be understood that the live shopping screen is captured by the live terminal around the entity merchant to be recommended.

[0097] In some embodiments, the process of matching merchant logos for the live shopping scenes is completed by the live terminal or the server. Optionally, the live terminal or the server may use statistical methods in machine learning, computer vision recognition, etc. to identify the merchant logos of physical merchants that appear in the live shopping scenes, and use these physical merchants as the to-be-recommended physical merchants, so as to automatically match the to-be-recommended physical merchants according to the live shopping scenes, reducing the preparatory work of the staff before the live broadcast. For specific steps, please refer to the following text.

[0098] In some embodiments, there is a corresponding relationship between the to-be-recommended online merchants and the to-be-recommended physical merchants, that is, the to-be-recommended online merchants are the online sales channels of the to-be-recommended physical merchants. The to-be-recommended online merchants and the to-be-recommended physical merchants can provide the same commodity. Optionally, the to-be-recommended online merchants and the to-be-recommended physical merchants are managed by the same operator. Optionally, the to-be-recommended online merchants and the to-be-recommended physical merchants belong to the same brand.

[0099] Exemplarily, the to-be-recommended online merchants and the to-be-recommended physical merchants are in one-to-one correspondence. For example, the to-be-recommended online merchant 1 corresponds to the to-be-recommended physical merchant 1; the to-be-recommended online merchant 2 corresponds to the to-be-recommended physical merchant 2.

[0100] Exemplarily, the relationship between the to-be-recommended online merchants and the to-be-recommended physical merchants is one-to-many. For example, the to-be-recommended online merchants and the to-be-recommended physical merchants belong to the same brand, and multiple to-be-recommended physical merchants correspond to the same to-be-recommended online merchant.

[0101] Optionally, there is a mapping relationship between the to-be-recommended physical merchants and the to-be-recommended online merchants. For example, there is a mapping relationship table between the to-be-recommended physical merchants and the to-be-recommended online merchants, and this mapping relationship table is used to record the to-be-recommended online merchants corresponding to the to-be-recommended physical merchants. After matching the to-be-recommended physical merchants according to the merchant logos shown in the live shopping scenes, the to-be-recommended online merchants corresponding to the to-be-recommended physical merchants can be determined according to this corresponding relationship table. This step can be executed by the user terminal, the live terminal or the server.

[0102] In some embodiments, the entry identifier of the to-be-recommended online merchant is used to open the display interface of the to-be-recommended online merchant. Optionally, there is an association between the entry identifier of the to-be-recommended online merchant and the jump link of the to-be-recommended online merchant. After the entry identifier of the to-be-recommended online merchant is triggered, the user terminal opens the display interface of the to-be-recommended online merchant through the jump link of the to-be-recommended online merchant. For specific details, please refer to the following embodiments.

[0103] Exemplarily, prompt information is displayed around the entry identifier of the online merchant to be recommended. The prompt information corresponding to the entry identifiers of different online merchants to be recommended may be the same or different. The prompt information is used to characterize the function of the entry identifier of the online merchant to be recommended. Exemplarily, the types of the identifier information include, but are not limited to, at least one of the following: text identifier, icon identifier, dynamic identifier, etc. By displaying the identifier information, the entry identifier of the online merchant to be recommended can be made more prominent.

[0104] Optionally, the entry identifier of the online merchant to be recommended is displayed at a fixed position on the live broadcast interface, or the display position of the entry identifier of the online merchant to be recommended is related to the live shopping broadcast screen. Exemplarily, the display position of the entry identifier of the online merchant to be recommended on the live broadcast interface is determined according to the display position of the merchant logo of the entity merchant to be recommended in the live shopping broadcast screen. For example, the display position of the entry identifier of the online merchant to be recommended is above the display position of the merchant logo of the entity merchant to be recommended in the live shopping broadcast screen.

[0105] Optionally, the display size of the entry identifier of the online merchant to be recommended on the live broadcast interface is a fixed size, or the display size of the entry identifier of the online merchant to be recommended is related to the live shopping broadcast screen. Exemplarily, the display size of the entry identifier of the online merchant to be recommended is proportional to the display size of the merchant logo of the entity merchant to be recommended in the live shopping broadcast screen.

[0106] In the solution provided by the present application, by recognizing the merchant logo that appears in the live shopping broadcast screen, it is determined which entry identifier of the entity merchant to be recommended needs to be displayed on the live broadcast interface. Furthermore, the online merchant to be recommended corresponding to the entity merchant to be recommended is determined, and thus the entry identifier of the online merchant to be recommended is displayed on the live broadcast interface.

[0107] Step 330, in response to an operation that triggers the entry identifier, display the display interface of the online merchant to be recommended, and the display interface of the online merchant to be recommended is used to display the goods to be sold provided by the online merchant to be recommended.

[0108] In some embodiments, the operation that triggers the entry identifier refers to an operation performed by the user on the entry identifier of the recommended online merchant. Optionally, the operation that triggers the entry identifier includes, but is not limited to, a click operation, a double-click operation, a slide operation, a long-press operation, a key operation, a gesture operation, and a voice operation on the entry identifier.

[0109] In some embodiments, the display interface of the online merchant to be recommended includes at least one item for sale. A user can purchase the item for sale on the display interface of the online merchant to be recommended. The type of the item for sale is related to the online merchant to be recommended. For example, the item for sale includes, but is not limited to, at least one of the following: clothing, electronic products, stationery books, educational courses, handicrafts, furniture, food, scenic spot tickets, etc., which are not limited in this application.

[0110] Optionally, the display interface of the online merchant to be recommended refers to the merchant's main interface of the online merchant to be recommended, and this merchant's main interface provides a purchase channel for all items for sale of the online merchant to be recommended. For example, by searching in the merchant's main interface, all items for sale provided by the online merchant to be recommended can be found. Optionally, the display interface of the online merchant to be recommended refers to a display interface designed for street shopping live broadcast. In this case, the display interface is used to display items for sale specifically set for live shopping.

[0111] Optionally, the display interface of the online merchant to be recommended is used to provide at least one item for sale that is the same as the item in the physical merchant to be recommended. It should be noted that the type of the item for sale is set according to actual needs and is not limited here.

[0112] In some embodiments, the display interface of the online merchant to be recommended and the live broadcast interface belong to the same target application. For example, the target application is a shopping application, and this shopping application can support the display of the live broadcast interface and the display interface of the online merchant to be recommended.

[0113] In some other embodiments, the display interface of the online merchant to be recommended and the live broadcast interface belong to different target applications. For example, the live broadcast interface is supported by a video application for display, and the display interface of the online merchant to be recommended is supported by a shopping application for display. The user terminal notifies the shopping application to display the display interface of the online merchant to be recommended through the jump link of the online merchant to be recommended.

[0114] In summary, when the merchant logo of the physical merchant to be recommended is displayed in the street shopping live broadcast screen, it indicates that the street shopping live broadcast screen is collected around the physical merchant to be recommended. At this time, the entrance identifier of the online merchant to be recommended is simultaneously displayed in the live broadcast interface, enabling the user to intuitively associate the merchant logo of the merchant to be recommended displayed in the street shopping live broadcast screen with the entrance identifier of the online merchant to be recommended, so as to open the display interface of the online merchant to be recommended through the entrance identifier of the online merchant to be recommended for merchant browsing or purchasing, providing an online shopping solution that allows users to experience as if they were on the spot without going out, which helps to enrich the sales channels of goods. At the same time, the embodiments of this application do not require preparatory work related to the online merchant to be recommended before the live broadcast, which helps to reduce labor costs and lower the live broadcast threshold.

[0115] Next, the process of displaying the entry identifier of the online merchant to be recommended will be introduced through several embodiments.

[0116] In some embodiments, such as Figure 3 the method shown, step 320 may include the following sub-steps, and the execution subject of these sub-steps is the user terminal.

[0117] Sub-step 323, obtain the merchant display information of the shopping live broadcast screen from the video stream data corresponding to the shopping live broadcast screen, where the merchant display information is used to indicate the online merchant to be recommended.

[0118] Optionally, the video stream data is the transmission carrier for transmitting the shopping live broadcast screen from the live broadcast terminal to the user terminal. The video stream data is obtained by compressing and encoding the shopping live broadcast screen. In the embodiments of the present application, the user terminal determines the online merchant to be recommended that matches the shopping live broadcast screen according to the video stream data, so as to synchronously display the entry identifiers of these online merchants to be recommended when displaying the shopping live broadcast screen in the live broadcast interface. Of course, the merchant display information can also be transmitted to the user terminal separately. The present application does not limit the transmission method of the merchant display information.

[0119] It is not difficult to understand that during the process of the live broadcast terminal moving in the real environment, the shopping live broadcast screens captured by the live broadcast terminal at different times will change. The merchant logos of the online merchants to be recommended displayed in different shopping live broadcast screens are different. Therefore, for different shopping live broadcast screens, the merchant display information of the shopping live broadcast screen is different.

[0120] In some embodiments, the user terminal decodes the shopping live broadcast screen to obtain the shopping live broadcast screen. Optionally, the video stream data also carries the merchant display information of the shopping live broadcast screen. Exemplarily, the merchant indication information is encoded as an auxiliary data unit, and the video stream data includes this auxiliary data unit.

[0121] In one example, the auxiliary data unit is located near the picture coding unit corresponding to the shopping live broadcast screen in the video stream data. For example, in the video stream data, the auxiliary data unit is located before the picture coding unit, and the auxiliary data unit is adjacent to the picture coding unit. Another example is that in the video stream data, the auxiliary data unit is located after the picture coding unit and is adjacent to it.

[0122] In one example, in order to reduce the data volume of the video stream data and reduce the pressure on the live broadcast terminal or the server for merchant logo matching, multiple consecutive shopping live broadcast screens correspond to the same merchant display information. In this case, in the video stream data, the auxiliary data unit obtained by encoding the merchant display information is located before the picture coding unit corresponding to the shopping live broadcast screen with the earliest playback sequence among the multiple shopping live broadcast screens.

[0123] Optionally, the video stream data is generated by the live terminal or by the server. For example, the video stream data is generated by the live terminal, and the live terminal transmits the video data stream to the server, and the server transmits the video stream data to the terminal device. In this case, the live terminal can also directly transmit the video stream data to the terminal device. Another example is that the video stream data is generated by the server. The live terminal transmits the initial video stream obtained by encoding the live shopping scene to the server. The server generates the video stream data based on the initial video stream and the merchant display information determined according to the live shopping scene, and sends the video stream data to the user terminal.

[0124] In one example, the user terminal decodes the video stream data to obtain the live shopping scene and the merchant display information of the live shopping scene. The terminal device displays the live shopping scene in the live interface and displays the entry identifier of the online merchant to be recommended.

[0125] Sub-step 326: Display the entry identifier of the online merchant to be recommended in the live interface according to the merchant display information.

[0126] In some embodiments, the user terminal determines the online merchant to be recommended according to the merchant display information, so as to display the entry identifier of the online merchant to be recommended in the live interface. Optionally, the user terminal determines the display position of the entry identifier of the online merchant to be recommended in the live interface according to the merchant display information, and displays the entry identifier of the recommended online merchant at the display position. Optionally, the user terminal determines the online merchant to be recommended according to the merchant display information, and displays the entry identifier of the recommended online merchant at a preset position in the live interface.

[0127] Figure 4 It is a schematic diagram of the process of displaying the entry identifier provided by an exemplary embodiment of the present application.

[0128] The user terminal displays the entry identifier 420 of the recommended online merchant in the live interface 400 according to the information (i.e., the auxiliary coding unit) in the video stream data for decoding to obtain the merchant display information, and displays the live shopping scene 410 in the live interface 400 according to the information (i.e., the picture coding unit) in the video stream data for decoding to obtain the live shopping scene.

[0129] Optionally, the user terminal determines the display style of the entry identifier of the online merchant to be recommended in the live interface, and displays the entry identifier of the online merchant to be recommended according to the display style. Exemplarily, the display style includes at least one of the following: the display shape, display color, display size, etc. of the entry identifier of the online merchant to be recommended.

[0130] Through this embodiment, determining the merchant display information from the video stream data helps to reduce the time interval between displaying the shopping live broadcast screen and displaying the entry identifier of the online merchant to be recommended, as compared to separately transmitting the merchant display information to the user terminal. This avoids the problem that when the current shopping live broadcast screen has finished playing and a new shopping live broadcast screen has started to be displayed on the live broadcast interface, the entry identifier of the online merchant to be recommended corresponding to the current shopping live broadcast screen is only displayed on the live broadcast interface, resulting in out-of-sync and inconsistent display of the shopping live broadcast screen and the entry identifier of the online merchant to be recommended.

[0131] The following describes the steps for the merchant display information to indicate the display of the entry identifier of the online merchant to be recommended.

[0132] In some embodiments, the merchant display information includes the identifier information of the online merchant to be recommended and the entry indication information, and the entry indication information is used to indicate the display position of the entry identifier of the online merchant to be recommended in the live broadcast interface.

[0133] Optionally, the identifier information of the online merchant to be recommended is used to uniquely represent the online merchant to be recommended. The identifier information of different online merchants to be recommended is different. Exemplarily, the identifier information of the online merchant to be recommended includes, but is not limited to, at least one of the following: the name of the identifier information of the online merchant to be recommended, the serial number (ID), the main page jump link of the identifier information of the online merchant to be recommended, etc.

[0134] Sub-step 326, displaying the entry identifier of the online merchant to be recommended in the live broadcast interface according to the merchant display information, includes: displaying the entry identifier of the online merchant to be recommended at the target position in the live broadcast interface according to the entry indication information, and the target position is the display position indicated by the entry indication information.

[0135] Optionally, the entry indication information includes the display coordinates of the entry identifier of the online merchant to be recommended in the live broadcast interface. That is, the target position can be identified in the form of display coordinates. Exemplarily, the target position refers to the two-dimensional coordinates determined by the screen coordinate system of the shopping live broadcast screen, and the screen coordinate system is used to describe each pixel point in the shopping live broadcast screen. For example, the entry indication information can be expressed as (x, y), where x identifies the abscissa of the center point of the entry identifier of the recommended online merchant, and y represents the ordinate of the center point of the entry identifier of the recommended online merchant.

[0136] In one example, the user terminal determines the target position as the center point coordinates of the entry identifier of the online merchant to be recommended according to the entry indication information, and displays the entry identifier of the online merchant to be recommended on the upper layer of the shopping live broadcast screen based on the target position.

[0137] Figure 5 It is a schematic diagram of the effect of the live broadcast interface provided by an exemplary embodiment of the present application. AsFigure 5 As shown, the merchant logo 500 of the entity merchant to be recommended is displayed in the shopping live broadcast screen 410, and the entry identifier 420 of the online merchant to be recommended is displayed near the merchant logo 500 of the entity merchant to be recommended.

[0138] In this way, the user is intuitively prompted with the entry identifier of the online merchant to be recommended corresponding to the entity merchant to be recommended displayed in the shopping live broadcast screen. This helps to reduce the problem that the user cannot find the entry identifier of the online merchant to be recommended in time in the live broadcast screen, resulting in missing the situation of opening the display interface of the online merchant to be recommended from the live broadcast room through the entry identifier of the online merchant to be recommended.

[0139] The following introduces and explains the steps of triggering the display of the display interface of the online merchant to be recommended through the fixed entry identifier of the online merchant to be recommended through several embodiments.

[0140] Figure 6 It is a schematic diagram of the online merchant display method provided by another exemplary embodiment of the present application. Exemplarily, the execution subject of this method can be Figure 1 the user terminal 20 in Figure 6 As shown, this method may include the following steps:

[0141] Step 310, display a shopping live broadcast screen in the live broadcast interface, where the shopping live broadcast screen is obtained by the live broadcast terminal taking real-time pictures of the real environment when the anchor is shopping.

[0142] Step 320, if the merchant logo of the entity merchant to be recommended is displayed in the shopping live broadcast screen, display the entry identifier of the online merchant to be recommended in the live broadcast interface, where the online merchant to be recommended is the online sales channel of the entity merchant to be recommended.

[0143] For the specific content of steps 310 and 320, please refer to the above embodiments and will not be elaborated here.

[0144] Optionally, as Figure 3 shown, step 330 can be implemented as the following sub-steps.

[0145] Sub-step 333, in response to an operation triggering the entry identifier, determine the jump link of the online merchant to be recommended from the jump links of at least one candidate online merchant according to the identifier information of the online merchant to be recommended, where the candidate entity merchant corresponding to the candidate online merchant is located in the recommended area, and the recommended area changes with the change of the geographical location where the live broadcast terminal is located.

[0146] In some embodiments, the jump link of the candidate online merchant is used for the display interface of the candidate online merchant. The jump link of the candidate online merchant is used to open the display page of the candidate online merchant. Optionally, the jump link of the candidate online merchant includes, but is not limited to, at least one of the following: the uniform resource locator of the display interface of the candidate online merchant, the recognizable link of the display interface of the candidate online merchant, the interface identification information of the interface display component of the target application, etc.

[0147] In some embodiments, the candidate online merchant is an online sales channel of the candidate physical merchant. The candidate physical merchant is in the recommended area corresponding to the geographical location where the live terminal is located. The recommended area refers to a geographical area in the real environment that covers the geographical location where the live terminal is located.

[0148] Optionally, the recommended area is a circular area centered on the geographical location where the live terminal is located, with a radius of p meters, where p is a positive integer. For example, p is equal to 20.

[0149] Optionally, the recommended area is related to the sensing area centered on the geographical location where the live terminal is located. The sensing area moves as the live terminal moves. For example, the recommended area refers to an area that overlaps with the sensing area. In this case, the real environment can be pre-divided to obtain candidate recommended areas, and there is no overlap between different candidate recommended areas. Exemplarily, among the multiple candidate recommended areas, each candidate recommended area that overlaps with the sensing area constitutes the recommended area.

[0150] In some embodiments, the candidate physical merchant in the recommended area is determined according to the geographical location where the candidate physical merchant is located. Optionally, the geographical location where the candidate physical merchant is located is provided by the manager of the candidate physical merchant. The geographical location mentioned in the embodiments of the present application can be described by at least one of the following: longitude and latitude, administrative divisions (provinces, cities, counties, towns, streets), well-known buildings in the area, etc.

[0151] In order to reduce the situation that carrying merchant display information in the video stream data causes a large increase in the data volume of the video stream data and affects the live broadcast frame rate, the merchant display information can only carry the ID (i.e., identification information) of the online merchant to be recommended. The jump link of the online merchant to be recommended is downloaded by the user terminal from the server. The user terminal determines the jump link of the online merchant to be recommended from the jump links of the above at least one candidate online merchant according to the ID of the online merchant to be recommended included in the merchant display information.

[0152] In one example, the live terminal reports geographical location information to the server. The server determines the recommended area corresponding to the geographical location where the live terminal is located according to the geographical location information, and sends the jump links of the candidate online merchants corresponding to the respective candidate physical merchants included in the recommended area to the terminal device.

[0153] Exemplarily, after the live broadcast terminal displays the online merchant to be recommended in the live broadcast interface, it obtains the jump link of the at least one candidate online merchant from the server.

[0154] Exemplarily, before the live broadcast terminal displays the online merchant to be recommended in the live broadcast interface, it obtains the jump link of the at least one candidate online merchant from the server.

[0155] In this way, after the user terminal senses the operation of the trigger entry identifier, it timely displays the display interface of the online merchant to be recommended.

[0156] Sub-step 336, according to the jump link of the online merchant to be recommended, display the display interface of the online merchant to be recommended.

[0157] Optionally, the user terminal obtains the display data related to the display interface of the online merchant to be recommended according to the jump link of the online merchant to be recommended, and displays the display interface of the online merchant to be recommended according to the display data. That is, the user terminal opens the display interface of the online merchant to be recommended through the jump link of the online merchant to be recommended.

[0158] Exemplarily, the live broadcast interface and the display interface are displayed on the same screen of the user terminal. Exemplarily, when displaying the display interface of the online merchant to be recommended, the user terminal cancels the display of the live broadcast interface.

[0159] In the embodiments of the present application, by the user terminal downloading the jump link of the candidate online merchant from the server by itself, it helps to reduce the data volume of the merchant display information, thereby reducing the auxiliary coding unit related to the merchant display information carried in the video stream data. Therefore, the video stream data increases significantly (which will cause an increase in the bit rate of the live video), reduces the impact of the merchant display information on video transmission, and helps to reduce the delay of the transmitted video data stream.

[0160] In some cases, the shopping live broadcast screen shows the merchant logos of multiple physical merchants to be recommended. In this case, the entry logos of multiple online merchants to be recommended can be displayed on the live broadcast interface at the same time, or the top k physical merchants to be recommended with the highest display integrity can be determined from the multiple physical merchants to be recommended according to the display integrity of the merchant logos of the multiple physical merchants to be recommended in the shopping live broadcast screen, and the entry identifiers of the corresponding online merchants to be recommended of the k physical merchants to be recommended are displayed on the live broadcast interface, where k is a positive integer, and k represents the maximum number of entry identifiers displayed on the live broadcast interface.

[0161] In some embodiments, when there are merchant logos of multiple to-be-recommended physical merchants displayed in the shopping live video, the entry identifiers of multiple to-be-recommended online merchants correspond to different display areas in the live interface, and there is a trigger priority among the entry identifiers of multiple to-be-recommended online merchants. The online merchant display method further includes: if there is a partially overlapping area between at least two display areas, in response to an operation of triggering an entry identifier sensed in the overlapping area, display the display interface of the target online merchant corresponding to the target entry identifier, where the target entry identifier refers to the entry identifier with the highest trigger priority among the two display areas.

[0162] Optionally, when there are merchant logos of multiple to-be-recommended physical merchants displayed in the shopping live video, the merchant display information determined according to the video stream data includes the respective identifier information and respective entry indication information of the multiple to-be-recommended physical merchants. Exemplarily, the entry indication information corresponding to different to-be-recommended physical merchants among the multiple to-be-recommended physical merchants is different. That is, the user terminal displays the respective entry identifiers of the multiple to-be-recommended physical merchants at different positions in the user interface according to the merchant display information.

[0163] The display areas of multiple entry identifiers in the live interface may overlap. In this case, if an operation of triggering an entry identifier is sensed in a partially overlapping area between at least two display areas, determine the target entry identifier from the entry identifiers of multiple to-be-recommended online merchants according to the trigger priority among the multiple entry identifiers. That is, determine the target to-be-recommended online merchant from the multiple to-be-recommended online merchants according to the trigger priority, where the trigger priority of the target to-be-recommended online merchant is the highest, and display the display interface of the target to-be-recommended online merchant according to the jump link of the target to-be-recommended online merchant.

[0164] Optionally, the trigger priority is related to the display size of the merchant logo of the to-be-recommended physical merchant in the shopping live video. If the display size of the merchant logo of the recommended physical merchant in the shopping live video is larger, the trigger priority of the entry logo of the to-be-recommended online merchant corresponding to the to-be-recommended physical merchant is higher; if the display size of the merchant logo of the to-be-recommended physical merchant in the shopping live video is smaller, the trigger priority of the entry logo of the to-be-recommended online merchant corresponding to the to-be-recommended physical merchant is lower. In this case, the merchant display information includes trigger priority information, and the terminal device obtains the trigger priority information from the video stream data.

[0165] Optionally, the trigger priority is related to the to-be-recommended online merchant. For example, the trigger priority is pre-set. If a first online merchant appears among the multiple to-be-recommended online merchants, the trigger priority of the entry logo of the first online merchant is the highest. The first online merchant is pre-set. For example, the first online merchant is the online merchant with the highest user view volume and purchase volume among the multiple to-be-recommended online merchants.

[0166] In this embodiment, a target entry identifier is determined from among the entry identifiers of multiple online merchants to be recommended based on the trigger priority, so as to solve the problem of how to display the display interface in response to an operation of sensing a trigger entry identifier in an overlapping display area. By this method, it is helpful to improve the situation where, with one operation of triggering an entry identifier by the user, the display interface of the online merchants to be recommended that the user expects to see is displayed, which helps to reduce the number of times the user repeats the operation of triggering the entry identifier, thus enhancing the simplicity of the user operation.

[0167] Figure 7 It is a schematic diagram of an online merchant display method provided by another exemplary embodiment of the present application. Exemplarily, the execution subject of this method may be Figure 1 the user terminal 20 in Figure 7 As shown in

[0168] Step 310: Display a shopping live broadcast image in the live broadcast interface. The shopping live broadcast image is obtained by the live broadcast terminal taking a real-time shot of the real environment when the anchor is shopping.

[0169] Step 320: If a merchant logo of an entity merchant to be recommended is displayed in the shopping live broadcast image, then display an entry identifier of an online merchant to be recommended in the live broadcast interface. The online merchant to be recommended is the online sales channel of the entity merchant to be recommended.

[0170] Step 330: In response to an operation of triggering the entry identifier, display a display interface of the online merchant to be recommended. The display interface of the online merchant to be recommended is used to display the goods for sale provided by the online merchant to be recommended.

[0171] For the specific content of steps 310, 320, and 330, please refer to the above embodiments and will not be elaborated here.

[0172] Step 340: Display an updated shopping live broadcast image in the live broadcast interface.

[0173] As the live broadcast terminal continuously collects the real environment, the user terminal decodes the video stream data to obtain a new shopping live broadcast image and updates the shopping live broadcast image displayed in the live broadcast interface. That is, the user terminal periodically updates the shopping live broadcast image, obtains the updated shopping live broadcast image, and displays the updated shopping live broadcast image in the live broadcast image.

[0174] Optionally, the frequency at which the user terminal updates the shopping live broadcast screen is related to the frame rate of the video stream, which is not set in this application. Exemplarily, the user terminal decodes the video stream data to obtain the updated shopping live broadcast screen and displays the updated shopping live broadcast screen. As the shopping live broadcast screen changes, the entry identifiers displayed in the live broadcast interface also change. The user terminal also needs to maintain the entry identifiers of the online merchants to be recommended displayed on the user interface to reduce the occlusion of the updated shopping live broadcast screen caused by the entry identifiers of the online merchants to be recommended.

[0175] Step 350, if the merchant logo of the entity merchant to be recommended does not meet the recognition condition in the updated shopping live broadcast screen, the entry identifier of the online merchant to be recommended is cancelled from display, and the recognition condition is related to the display integrity of the merchant logo of the entity merchant to be recommended in the updated shopping live broadcast screen.

[0176] In some embodiments, the recognition condition is the benchmark principle for the merchant logo matching by the live broadcast terminal or the server. After the live broadcast terminal captures the updated shopping live broadcast screen, the live broadcast terminal or the server performs merchant logo matching on the updated live broadcast screen. Thus, it is verified whether the merchant logo of the entity merchant to be recommended meets the recognition condition in the updated shopping live broadcast screen.

[0177] Optionally, if the merchant logo of the entity merchant to be recommended meets the recognition condition in the updated shopping live broadcast screen, the entry identifier of the online merchant corresponding to the entity merchant to be recommended continues to be displayed in the live broadcast interface; if the merchant logo of the entity merchant to be recommended does not meet the recognition condition in the updated shopping live broadcast screen, the entry identifier of the online merchant corresponding to the entity merchant to be recommended is cancelled from display in the live broadcast interface. Exemplarily, the display integrity of the merchant logo of the entity merchant to be recommended in the updated shopping live broadcast screen is used to represent the display ratio of the merchant logo of the entity merchant to be recommended in the updated shopping live broadcast screen. That is, whether the merchant logo of the entity merchant to be recommended is displayed in the updated shopping live broadcast screen, or whether a complete merchant logo of the entity merchant to be recommended is displayed in the updated shopping live broadcast screen.

[0178] It can be understood that the display integrity of the merchant logo of the entity merchant to be recommended determines whether the merchant logo of the entity merchant to be recommended can be recognized from the updated shopping live broadcast screen during the merchant logo matching process. The recognition condition is related to the similarity between the image representation of the updated shopping live broadcast screen and the merchant image representation of the entity merchant to be recommended. For specific content, please refer to the embodiments of the other execution entity in this application.

[0179] Optionally, if the merchant display information in the updated shopping live broadcast screen does not indicate the to-be-recommended online merchant to which the entrance identifier being displayed in the live broadcast interface belongs, the user terminal cancels the display of the entrance identifier being displayed. Optionally, if the merchant display information in the updated shopping live broadcast screen indicates the cancellation of the display of the to-be-recommended online merchant to which the entrance identifier being displayed in the live broadcast interface belongs, the user terminal cancels the display of the entrance identifier being displayed.

[0180] In one example, the display position of the entrance identifier of the to-be-recommended online merchant is indicated by the merchant display information. If the display position of the merchant logo of a certain to-be-recommended physical merchant in the updated shopping live broadcast screen changes from its display position in the shopping live broadcast screen before the update, the user terminal changes the display position of the entrance logo of the to-be-recommended online merchant corresponding to the to-be-recommended physical merchant in the live broadcast interface according to the merchant display information in the updated shopping live broadcast screen.

[0181] Through this embodiment, the entrance identifier of the to-be-recommended online merchant can be synchronously displayed with the shopping live broadcast screen. When the merchant logo of the to-be-recommended physical merchant appears in the shopping live broadcast screen, the entrance identifier of the corresponding to-be-recommended online merchant is displayed in the live broadcast interface. When the merchant logo of the to-be-recommended physical merchant in the shopping live broadcast screen disappears or is not fully displayed, the display of the entrance identifier of the to-be-recommended online merchant in the live broadcast interface is cancelled. It makes the entrance identifier displayed in the live broadcast interface determined according to the content of the shopping live broadcast screen, eliminating the need for the staff in the live broadcast room to prepare the entrance identifier in advance, reducing the labor cost consumed by the live broadcast. At the same time, it realizes the effect that the anchor shops online and the user follows the anchor to shop online, enabling the user to experience offline shopping without leaving home, which helps to enrich the sales channels of goods.

[0182] In some embodiments, the online merchant display method further includes: in response to an operation of viewing historical online merchants received in the live broadcast interface, displaying a historical merchant list, where at least one option of historical online merchants is displayed in the historical merchant list, and the merchant logo of the physical merchant corresponding to the historical online merchant is displayed in at least one frame of historical live broadcast screen; in response to an operation of triggering the option of the target historical online merchant in the historical merchant list, displaying a display interface of the target historical online merchant, and the display interface of the target historical online merchant is used to display the goods for sale provided by the target historical online merchant.

[0183] In some embodiments, the operation of viewing historical online merchants is used to display a list of historical merchants. The operations of viewing historical online merchants include, but are not limited to, click operations, swipe operations, key operations, gesture operations, and voice operations. Optionally, a historical merchant display control is displayed in the live broadcast interface, and the operation of viewing historical online merchants is an operation that triggers the historical merchant display control. For example, the operation of viewing historical online merchants is to click on the historical merchant display control.

[0184] In some embodiments, the historical live broadcast images are collected by a live broadcast terminal, and the playback sequence of the historical live broadcast images is earlier than the playback sequence of the shopping live broadcast images currently being displayed. Optionally, the historical live broadcast images and the live broadcast images currently being displayed are in the same live broadcast. For example, the historical live broadcast images are collected 60 seconds after the start of the current live broadcast, and the live broadcast images currently being displayed are collected 120 seconds after the start of the current live broadcast. That is, before the user terminal displays the live broadcast images currently being displayed, the historical live broadcast images have been displayed in the live broadcast interface and have been cancelled from display.

[0185] Optionally, the merchant logo of the historical physical merchant is displayed in the historical live broadcast images. The historical online merchant is the online sales channel of the historical physical merchant, and the physical merchant corresponding to the historical online merchant is the historical physical merchant. As can be seen from the above embodiments, as the shopping live broadcast images are updated, the entrance identifiers of the recommended online merchants displayed in different shopping live broadcast images are different, and are historically displayed in the live broadcast interface and the entrance identifier of the recommended online merchant that is currently cancelled from display is the historical online merchant.

[0186] In some embodiments, options of at least one historical online merchant are displayed in the historical merchant list, and the options of the historical online merchant are used to trigger the display interface of the historical merchant list. Optionally, the operations of triggering the options of the target historical online merchant in the historical merchant list include, but are not limited to, at least one of the following: click operation, swipe operation, key operation, gesture operation, and voice operation, etc.

[0187] The option of the target historical online merchant can be any one of the options of at least one historical online merchant displayed in the historical merchant list. When the option of the first historical online merchant among the options of at least one historical online merchant is triggered, the triggering of the option of the first historical online merchant is the option of the target historical online merchant.

[0188] Figure 8 It is a schematic diagram of the effect of the historical merchant list provided by an exemplary embodiment of the present application.

[0189] In the live broadcast interface 400, a shopping live broadcast image 410 and a historical merchant list 810 are displayed, where the historical merchant list 810 includes options of at least one historical online merchant, such as Figure 8820 in

[0190] Considering that different users start watching at different times, by displaying the historical merchant list, users can trigger an operation on the target historical online merchant in the historical merchant list, instruct the user terminal to display the display interface of the target historical online merchant, and thus shop in the display interface of the target historical online merchant, which helps to increase the access rate of the display interface of the target historical online merchant. Triggering the display of the historical merchant list by viewing the operation of the historical online merchant avoids the occlusion of the street shopping live broadcast screen caused by the long-term display of the historical online merchant list.

[0191] In some embodiments, the online merchant display method further includes the following steps, and the execution subject of the following steps is the user terminal.

[0192] Step S1, in response to an operation for displaying the live broadcast route, display the planned movement path of the anchor in the real environment.

[0193] In some embodiments, a route display control is displayed on the live broadcast interface, and the operation for displaying the live broadcast route is an operation for triggering the route display control. The planned movement path refers to the movement route of the anchor in the real environment. The planned movement path includes the movement direction of the live broadcast and the identification information of the physical merchants around the planned movement path in the real environment.

[0194] Optionally, the planned movement path is uploaded by the anchor before the live broadcast. Optionally, the planned movement path is predicted by the server according to the movement direction of the anchor. Exemplarily, the server predicts the planned movement path according to the movement direction of the live broadcast, the distribution of physical merchants around the geographical location of the anchor, and the live broadcast theme. For example, if the live broadcast theme is related to a clothing store, the server determines the movement path with the most clothing stores passed by according to the distribution of physical merchants around the geographical location of the anchor and the movement direction of the anchor as the planned movement path.

[0195] Step S2, in response to an operation for requesting to move to an expected physical merchant, generate and send a path update request to the live broadcast terminal, where the expected physical merchant is a physical merchant not passed by the planned movement path.

[0196] Optionally, the operation for requesting to move to an expected physical merchant is used to request the anchor to change the planned movement path so that the actual movement path passes by the expected physical merchant.

[0197] Optionally, the distance between the expected physical merchant and the geographical location of the live broadcast terminal is less than or equal to a first distance threshold, and the first distance threshold is set by the anchor. Exemplarily, the expected physical merchant is a physical merchant in the shopping mall where the anchor is located. Optionally, the path update request includes the user identification of the user terminal and the identification information of the expected physical merchant.

[0198] Step S3, if the path update request meets the modification condition, a path update prompt message is displayed, where the modification condition is related to the degree of influence of the path update request on the planned movement path, and the path update prompt message is used to prompt the live broadcaster that they are about to reach the desired physical merchant.

[0199] In some embodiments, after the live terminal receives a path update request, the live terminal determines whether to change the planned movement path according to the path update request based on whether the path update request meets the modification condition. Optionally, if the path update request meets the modification condition, the live terminal changes the planned movement path according to the path update request; if the path update request does not meet the modification condition, the live terminal keeps the planned movement path unchanged.

[0200] In some embodiments, the modification condition is related to the degree of influence of the path update request on the planned movement path. Optionally, the modification condition is related to the number of path update requests received by the live terminal within a first time period. For example, the modification condition is that the number of path update requests received by the live terminal within the first time period is greater than or equal to a quantity threshold. The quantity threshold is preset, for example, the quantity threshold is equal to 50.

[0201] The path update requests received within the first time period refer to the path update requests with the same desired physical merchant received within the first time period.

[0202] In this way, users can feedback their needs for the desired physical merchant to the live broadcaster, so as to change the planned movement path in real time according to user needs, and enable the live terminal to move to the desired physical merchant subsequently. This enables the live content to be flexibly formulated according to the user groups in different live rooms, which helps to improve the adaptability of the shopping live broadcast process to different scenarios and needs.

[0203] The following is an introduction and description through an example of an online merchant display method on the user terminal side. The execution subject of this method is the user terminal, and this method may include the following steps:

[0204] Step A10, display a shopping live broadcast screen in the live broadcast interface. The shopping live broadcast screen is obtained by the live terminal taking real-time pictures of the real environment when the live broadcaster is shopping. For example, the shopping live broadcast screen is obtained by the live terminal collecting physical merchants in the mall when the live broadcaster is shopping in the mall. The real environment can also be a bazaar, a scenic spot, etc., which is not limited in this application.

[0205] Step A20: If a merchant logo of a to-be-recommended physical merchant is displayed in the shopping live broadcast screen, an entry identifier of the to-be-recommended online merchant is displayed in the live broadcast interface. If no merchant logo of any to-be-recommended physical merchant is displayed in the shopping live broadcast screen, or no merchant logo of any to-be-recommended physical merchant can be recognized from the shopping live broadcast screen, the user terminal only needs to display the shopping live broadcast screen.

[0206] The merchant logo includes at least one of the following: two-dimensional code, signboard, store decoration, brand logo.

[0207] Optionally, Step A20 can be implemented through the following steps: Obtain the merchant display information of the shopping live broadcast screen from the video stream data corresponding to the shopping live broadcast screen; According to the merchant display information, display the entry identifier of the to-be-recommended online merchant in the live broadcast interface.

[0208] Exemplarily, the merchant display information includes: the merchant display information includes the identification information and entry indication information of the to-be-recommended online merchant. Exemplarily, the entry indication information is related to the display position of the merchant logo of the to-be-recommended physical merchant displayed in the shopping live broadcast screen. For example, the target indicated by the entry indication information is within the display area of the merchant logo of the to-be-recommended physical merchant in the shopping live broadcast screen.

[0209] Step A30: In response to an operation triggering the entry identifier, display the display interface of the to-be-recommended online merchant.

[0210] In the case where there are multiple merchant logos of to-be-recommended physical merchants displayed in the shopping live broadcast screen, the entry identifiers of multiple to-be-recommended online merchants correspond to different display areas in the live broadcast interface. If there is a partially overlapping area between at least two display areas, and an operation triggering the entry identifier is sensed in the overlapping area, display the display interface of the target online merchant corresponding to the target entry identifier. The target entry identifier refers to the entry identifier with the highest triggering priority among the two display areas.

[0211] Step A40: Display the updated shopping live broadcast screen in the live broadcast interface. The user terminal decodes the updated shopping live broadcast screen according to the video stream data.

[0212] Step A50: If the merchant logo of the to-be-recommended physical merchant does not meet the recognition condition in the updated shopping live broadcast screen, cancel the display of the entry identifier of the to-be-recommended online merchant.

[0213] Step A60: In response to an operation of viewing historical online merchants received in the live broadcast interface, display a list of historical merchants.

[0214] Step A70: In response to an operation triggering an option of a target historical online merchant in the list of historical merchants, display the display interface of the target historical online merchant.

[0215] Step A80: In response to an operation for displaying a live broadcast line, display the planned movement path of the live streamer in the real environment; in response to an operation for requesting to move to a desired physical merchant, generate and send a path update request to the live broadcast terminal, where the desired physical merchant is a physical merchant not passed by the planned movement path; if the path update request meets the modification condition, display a path update prompt message.

[0216] It should be noted that there is no strict execution timing limit among Step A30, Step A60, and Step A80. For example, both Step A60 and Step A80 can be executed before Step A30. This application does not limit the execution timing among Step A30, Step A60, and Step A80.

[0217] For the content not detailed in the above steps, please refer to the corresponding embodiments of each step in the above embodiments, and details will not be elaborated here.

[0218] Through the method provided by the embodiments of this application, display the physical merchants actually photographed by the live streamer in the live broadcast room, and display them in combination with the entrance identifiers of the online merchants corresponding to the physical merchants, bringing users an experience of simulating offline store shopping. At the same time, it greatly broadens the sales channels of goods, reduces the labor cost consumed during the live broadcast process, and lowers the threshold of the live broadcast.

[0219] Figure 9 It is a flowchart of a method for displaying online merchants provided by an exemplary embodiment of this application. Exemplarily, the execution subject of this method can be Figure 1 the live broadcast terminal 10 or the server 30 in, and can also be jointly completed by the live broadcast terminal 10 and the server 30. The following embodiments are the corresponding background embodiments of the user terminal side embodiments, and the following embodiments can form an interactive implementation solution with the user terminal side embodiments.

[0220] The following mainly takes the live broadcast terminal as the execution subject to introduce and illustrate the method for displaying online merchants through several embodiments. If there are differences in the execution steps when the server is used as the execution subject compared with the live broadcast terminal, the content of this part will be separately described with the server as the execution subject. As Figure 9 shown, this method may include the following steps (910~930):

[0221] Step 910: Obtain a shopping live broadcast screen displayed in the live broadcast interface, where the shopping live broadcast screen is obtained by the live broadcast terminal through real-time shooting of the real environment when the live streamer is shopping.

[0222] In some embodiments, the live broadcast terminal obtains a shopping live broadcast screen through real-time shooting of the real environment by a camera.

[0223] In some embodiments, when the execution entity is a server, the server obtains the shopping live broadcast screen from the live broadcast terminal. Optionally, the live broadcast terminal encodes the shopping live broadcast screen into an initial video stream and transmits the initial data volume stream to the server.

[0224] For a detailed introduction to the shopping live broadcast screen, please refer to the above embodiments and will not be elaborated here.

[0225] Step 920: Perform merchant logo matching on the shopping live broadcast screen based on at least one candidate entity merchant to determine the matching result of the shopping live broadcast screen, where the matching result is used to indicate the to-be-recommended entity merchant among at least one candidate entity merchant, and the merchant logo of the to-be-recommended entity merchant is displayed in the shopping live broadcast screen.

[0226] In some embodiments, the live broadcast terminal matches the content of the shopping live broadcast screen with the merchant logos of at least one candidate entity merchant to determine which entity merchant's logo is displayed in the shopping live broadcast screen, thereby obtaining the to-be-recommended entity merchant.

[0227] For the method of merchant logo matching, please refer to the following embodiments.

[0228] Optionally, the number of to-be-recommended entity merchants indicated by the matching result is related to the content of the shopping live broadcast screen. For example, if merchant logo matching is performed on the shopping live broadcast screen based on at least one candidate entity merchant and one to-be-recommended entity merchant can be identified, the matching result is used to indicate the one to-be-recommended entity merchant.

[0229] For another example, if merchant logo matching is performed on the shopping live broadcast screen based on at least one candidate entity merchant and multiple to-be-recommended entity merchants can be identified, the matching result is used to indicate the multiple to-be-recommended entity merchants. In this case, the live broadcast terminal can also determine the top k to-be-recommended entity merchants with the highest matching degree with the content of the live broadcast screen from the multiple to-be-recommended entity merchants according to the matching degree between the respective merchant logos of the multiple to-be-recommended entity merchants and the content of the shopping live broadcast screen. Among the multiple to-be-recommended entity merchants, except for the k to-be-recommended entity merchants, the other to-be-recommended entity merchants will be cancelled as to-be-recommended entity merchants, and k is a positive integer. By this way, controlling the number of entry identifiers displayed in the live broadcast interface of the user terminal is also helpful to improve the accuracy of merchant logo matching.

[0230] For the process of determining candidate entity merchants, please refer to the following embodiments.

[0231] Step 930: Generate merchant display information for the shopping live broadcast screen based on the matching results, wherein the merchant display information is used to indicate the online merchants to be recommended. The online merchants to be recommended are the network sales channels of the physical merchants to be recommended. The entrance logo of the online merchants to be recommended is used to be displayed in the live broadcast interface of the shopping live broadcast screen.

[0232] In some embodiments, for each of the at least one recommended physical merchants indicated by the matching result, a method for displaying the corresponding entry identifier of the recommended online merchant is provided to the user terminal via merchant display information. Optionally, the merchant display information includes identification information and entry identifier information corresponding to each online merchant. For a detailed description of merchant display information, please refer to the above embodiments.

[0233] In summary, by matching merchant logos with the content of the live shopping video, it is possible to automatically determine the recommended online merchants based on the content of the live shopping video. Merchant display information is determined based on these recommended online merchants, so that when the user terminal displays the live shopping video in the live broadcast interface, the entrance logo of the recommended online merchant is simultaneously displayed. This makes it convenient for users to open the display interface of the recommended online merchant through the entrance logo of the recommended online merchant and shop in the display interface, creating an immersive online shopping experience without the user having to go out, which helps to enrich the product sales channels of physical merchants.

[0234] At the same time, this method does not require the anchor to do any preparation work on the online merchants to be recommended before the live broadcast, which helps to reduce labor costs and lower the threshold for live broadcasting.

[0235] The merchant logo matching process is described below through several embodiments.

[0236] Figure 10 This is a schematic diagram of an online merchant display method provided by another exemplary embodiment of the present application. Optionally, the execution subject of the method is a live broadcast terminal. Figure 10 As shown, the method includes the following steps.

[0237] Step 910: Acquire the live shopping video displayed in the live broadcast interface. The live shopping video is obtained by the host using the live broadcast terminal to capture the real environment in real time while shopping. For a detailed description of step 910, please refer to the above embodiment.

[0238] In some embodiments, step 920 can be implemented as the following sub-steps.

[0239] Sub-step 923 , describing the feature points of the shopping live broadcast image to obtain a live broadcast image representation, which is used to describe the image content in the shopping live broadcast image.

[0240] In some embodiments, the feature point description can be achieved by extracting features from the live shopping video through machine learning methods, or by identifying (describing feature points) based on computer vision according to the pixel distribution of the live shopping images.

[0241] Optionally, in the case of the live image representation determined by machine learning methods, the live terminal inputs the live shopping video into a deep learning model, and the deep learning model outputs the live image representation of the live shopping video. Exemplarily, the types of deep learning models include, but are not limited to, at least one of the following: Visual Geometry Group (VGG) model, deep learning model based on Residual Network (ResNet), etc. The type of the deep learning model is defined according to actual needs and is not set here.

[0242] It can be understood that the deep learning model maps the live shopping video to a feature space, and the live image representation obtained by such methods is used to describe the distribution of the live shopping video in the feature space, where the feature space is a multi-dimensional tensor.

[0243] Optionally, in the case of the live image representation determined based on computer vision according to the pixel distribution of the live shopping image, the live terminal determines the frame feature points from the live shopping image based on the pixels of the live shopping image (such as building an image pyramid based on the live shopping video and finding the frame feature points of the live shopping video according to the image pyramid), and describes the frame feature points based on the pixels included in the neighborhood area of the frame feature points to obtain the feature point description of the frame feature points; and based on the feature point descriptions of each frame feature point, a live image representation is composed.

[0244] The live image representation determined by this method has scale invariance, so as to overcome the problem that the recognition results determined in step 920 for live shopping videos taken of the merchant representation of the same physical merchant from different angles are different.

[0245] It can be imagined that the live image representation obtained by this method is a statistical result of the pixel distribution in the live shopping video. This statistical result can be determined by statistically analyzing the change gradient of the pixel values of adjacent pixels. For the specific content of this step, please refer to the following embodiments.

[0246] Exemplarily, the live image representation is also referred to as the recognizable information of the live shopping video, the image feature of the live shopping video. Correspondingly, the merchant image representation also becomes the recognizable information of the candidate physical merchant.

[0247] When the execution entity is a live broadcast terminal, the live image representation determined based on computer vision according to the pixel point distribution of the shopping live image helps to reduce the computational load of the live broadcast terminal during the merchant logo matching process and helps to reduce the power consumption of the live broadcast terminal. If a deep learning model is used to determine the live image representation, a deep learning model with a relatively small parameter scale can be selected to ensure obtaining the live image representation while reducing the storage pressure of the live broadcast terminal on the model parameters and the computational pressure during the operation of the model.

[0248] Sub-step 926, for each candidate entity merchant among at least one candidate entity merchant, determine the matching degree between the content of the shopping live broadcast screen and the merchant logo of the candidate entity merchant according to the live image representation and the merchant image representation of the candidate entity merchant, where the merchant image representation is used to describe the merchant logo of the candidate entity merchant.

[0249] Optionally, the merchant image representation is determined based on a merchant logo image obtained by photographing the merchant logo of the candidate entity merchant in a real environment. The merchant logo image can be pre-photographed and uploaded by the manager of the candidate entity merchant.

[0250] Exemplarily, the determination method of the merchant image representation needs to be consistent with the determination method of the live image representation. For example, if the merchant image representation is determined by a deep learning model, the live image representation is also determined by a deep learning model. Another example is that if the merchant image representation is determined based on computer vision according to the pixel point distribution of the shopping live image, the live image representation is also determined based on computer vision according to the pixel point distribution of the shopping live image.

[0251] In some embodiments, the merchant image representation of the candidate entity merchant is pre-determined. Optionally, the manager of the candidate entity merchant pre-photographs the merchant logo image and uploads the merchant logo image to the server through the manager terminal (the target application is installed and run in the manager terminal), and the server describes the feature points of the merchant logo image to obtain and store the merchant image representation. Before the live broadcast terminal performs merchant logo matching, the server provides the live broadcast terminal with the merchant image representations of at least one candidate entity merchant respectively.

[0252] In some embodiments, the matching degree between the content of the shopping live broadcast screen and the merchant logo of the candidate entity merchant is determined by the similarity between the merchant image representation and the live image representation. Optionally, the similarity is related to the cosine of the angle between the merchant image representation and the live image representation in the feature space, or the similarity is related to the spatial distance between the merchant image representation and the live image representation in the feature space.

[0253] In the case of a live broadcast image representation and a merchant image representation determined based on computer vision according to the pixel point distribution, the matching degree between the content of the live shopping scene and the merchant logo of the candidate entity merchant is determined by means of feature point pairing, that is, the distance between each feature point description is determined. Exemplarily, the feature point pairing method includes but is not limited to at least one of the following: brute force pairing, two-way matching, etc. The feature point pairing method is selected according to actual needs and is not limited herein.

[0254] In some embodiments, when the online merchant display method is executed by the live broadcast terminal, before step 920 of performing merchant logo matching on the live shopping scene based on at least one candidate entity merchant to determine the matching result of the live shopping scene, it further includes: step 915, the live broadcast terminal sends the geographical location where the live broadcast terminal is located to the server; receives the image representation information sent by the server, where the image representation information includes the merchant image representations of at least one candidate entity merchant respectively, and the candidate entity merchant is determined according to the geographical location where the live broadcast terminal is located, and the merchant image representation is used to describe the merchant logo of the candidate entity merchant during the merchant logo matching process.

[0255] Optionally, in this step, the live broadcast terminal determines the geographical location where the live broadcast terminal is located according to one or more of the satellite positioning system, wireless communication signals, etc., and requests the merchant image representations of the respective candidate entity merchants from the server based on the geographical location where the live broadcast terminal is located.

[0256] Exemplarily, the live broadcast terminal invokes map components such as the software development kit (SDK) of the navigation application. The map component determines the geographical location where the live broadcast terminal is located based on the positioning information such as the satellite positioning system and wireless communication signals of the live broadcast terminal.

[0257] In one example, the live broadcast terminal sends the geographical location where the live broadcast terminal is located to the server; the server determines at least one candidate entity merchant according to the geographical location where the live broadcast terminal is located, and sends the merchant image representations of the respective at least one candidate entity merchants to the live broadcast terminal.

[0258] Optionally, the merchant image representations of the respective at least one candidate entity merchants are sent in the form of image representation information. Exemplarily, the image representation information includes: the identification information of the candidate entity merchant and the merchant image representation of the candidate entity merchant. The geographical location where the candidate entity merchant is located may also be included in the image representation information. Exemplarily, the geographical locations where the respective candidate entity merchants are located are uploaded by the managers of the entity merchants.

[0259] In this way, the server reduces a large number of physical merchants according to the geographical location where the live terminal is located, determines at least one candidate physical merchant, and reduces the number of candidate physical merchants that the live terminal needs to perform merchant logo matching. In addition, by pre-generating and storing the merchant image representations of the candidate physical merchants by the server and providing the merchant image representations of each candidate physical merchant to the live terminal before performing merchant logo matching, the workload in the real-time merchant logo matching process can be reduced, which helps to quickly complete the merchant logo matching process.

[0260] Sub-step 929: Determine the matching result of the shopping live broadcast screen according to the respective matching degrees of at least one candidate physical merchant.

[0261] Optionally, the live terminal selects the top k candidate physical merchants with the highest matching degrees from at least one candidate physical merchant according to the respective matching degrees of each candidate physical merchant, and determines the matching result of the shopping live broadcast screen based on the k candidate physical merchants, where k is a positive integer.

[0262] Step 930: Generate merchant display information for the shopping live broadcast screen based on the matching result, where the merchant display information is used to indicate the online merchant to be recommended. The online merchant to be recommended is the online sales channel of the physical merchant to be recommended, and the entry identifier of the online merchant to be recommended is used to be displayed in the live broadcast interface of the shopping live broadcast screen.

[0263] For the specific introduction of step 930, please refer to the above embodiments.

[0264] Through the solution provided by the embodiments of the present application, before performing merchant logo matching, the merchant image representation of the candidate merchant is pre-processed, which can shorten the time-consuming in the merchant logo matching process and improve the efficiency of completing merchant logo matching. When the merchant logo of a certain physical merchant to be recommended appears in the shopping live broadcast screen, this way helps the live terminal to quickly identify the physical merchant to be recommended, so as to shorten the time interval between the live broadcast interface in the user terminal displaying the shopping live broadcast screen and the entry identifier of the online merchant to be recommended, reduce the sense of lag in the delay between displaying the shopping live broadcast screen and displaying the online merchant to be recommended, help to realize the synchronous display of the shopping live broadcast screen and the entry identifier of the online merchant to be recommended, and improve the viewing experience of the user in the live broadcast interface.

[0265] The process of determining the live broadcast image representation is described and explained through the following several steps.

[0266] In some embodiments, sub-step 923 can be implemented as the following several sub-steps.

[0267] Sub-step 923-a: Identify feature points in the shopping live broadcast image, and determine multiple image feature points corresponding to the shopping live broadcast image. The image feature points are used to represent the outline of the image content in the shopping live broadcast image.

[0268] In some embodiments, the live broadcast terminal determines multiple image feature points corresponding to the shopping live broadcast image by identifying feature points in the shopping live broadcast image, including: The live broadcast terminal performs n-1 downsampling processes on the shopping live broadcast image to obtain a total of n basic images. For each basic image, the basic image is blurred m times (such as Gaussian blur) to obtain m intermediate images, and the resolutions of the m intermediate images are different; The live broadcast terminal generates an image pyramid based on the n*m intermediate images, determines the pixel points corresponding to the extreme points of the pixel gradient change from the image pyramid, and performs smoothing operations (such as Taylor expansion) on these pixel points respectively to obtain multiple image feature points corresponding to the shopping live broadcast image.

[0269] Optionally, the image feature points are used to reflect the pixel points on the color block boundary line in the shopping live broadcast image.

[0270] Exemplarily, the live broadcast terminal determines the image feature points based on methods such as Scale Invariant Feature Transform (SIFT), Speeded Up Robust Features (SURF), and Oriented-fast and Rotated BRIEF (ORB). The image feature points are also called key points and feature points.

[0271] Sub-step 923-b: Determine the feature point offset angle according to the image feature points and the image coordinate system. The feature point offset angle is used to correct the deflection of the merchant logo caused by the shooting angle. The deflection of the merchant logo refers to the degree of deflection of the positive image of the merchant logo displayed in the shopping live broadcast image relative to the image coordinate system. The image coordinate system is used to locate the pixel points in the shopping live broadcast image.

[0272] In some embodiments, the positive image of the merchant logo means: In the case where the imaging plane of the camera is parallel to the plane where the merchant logo is located and the imaging plane of the camera is perpendicular to the ground, the imaging of the merchant logo in the captured merchant logo image. For example, assuming that the merchant logo is a two-dimensional code, if the included angle between the contour line of the two-dimensional code and the contour line of the merchant logo image is 0 degrees or 90 degrees, the two-dimensional code in the merchant logo image at this time is the positive image of the two-dimensional code. That is, the positive image of the merchant logo is used to represent the imaging of the merchant logo in the human eye when observing the merchant logo of the physical merchant with the naked eye.

[0273] In some embodiments, the edge contour of the merchant logo of the candidate entity merchant includes an identification geometric body with at least two orthogonal straight lines. For example, the merchant logo of the candidate entity merchant is a signboard or the two-dimensional code of the candidate entity merchant.

[0274] The live broadcast terminal determines the feature point offset angle according to the picture feature points and the picture coordinate system, including: the live broadcast terminal selects at least two picture feature points from multiple picture feature points as the first feature points, and the first feature points are all distributed on the first straight line of the two orthogonal straight lines; the live broadcast terminal calculates the straight line direction based on the coordinate information of the first feature points in the shopping live broadcast picture to determine the direction of the first straight line; the live broadcast terminal calculates the deflection angle of the direction of the first straight line relative to the coordinate axis direction of the picture coordinate system to obtain the feature point offset angle.

[0275] Optionally, the first feature point is a feature point on the edge contour of the merchant logo of the candidate entity merchant. The at least two first feature points are points on the same straight line of the two orthogonal straight lines. The first straight line can be any one of the two orthogonal straight lines. When the merchant logo of the candidate entity merchant is a two-dimensional code, the orthogonal straight lines of the two-dimensional code refer to the two edge contours of the two-dimensional code, and the straight lines where the two edge contours are located are perpendicular to each other. In other words, the first straight line refers to any side of the rectangular contour of the two-dimensional code.

[0276] Exemplarily, the live broadcast terminal determines two candidate feature points from multiple picture feature points, and determines the straight line analytical formula of the candidate connection line between the two candidate feature points according to the coordinate information of the two candidate feature points. For the other feature points among the multiple picture feature points except the above candidate feature points, the live broadcast terminal determines the number of other feature points included on the candidate connection line according to the straight line analytical formula and the coordinate information of at least one other feature point in the picture coordinate system. If the number of other feature points included on the candidate connection line is greater than or equal to the candidate point threshold, the two candidate feature points are determined as the first candidate points, and the candidate connection line is the first straight line. It can be imagined that the straight line direction of the first straight line can also be determined according to the coordinate information of at least two first feature points using methods such as the two-point straight line formula or the slope calculation formula, which will not be elaborated here.

[0277] Optionally, the angular range of the feature point offset angle is [0 degrees, 90 degrees]. Exemplarily, the feature point offset angle is the included angle between the first straight line and the x-axis of the picture coordinate system. Exemplarily, the feature point offset angle is the included angle between the first straight line and the y-axis of the picture coordinate system.

[0278] Since the straight line direction of the first straight line is determined and the x-axis direction or y-axis direction of the picture coordinate system is known, the feature point offset angle can be obtained by taking the absolute value of the difference between the straight line direction of the first straight line and the x-axis direction (or y-axis direction).

[0279] Figure 11 It is a schematic diagram of the feature point offset angle provided by an exemplary embodiment of the present application. The feature point offset angle between the linear direction of the first straight line of the merchant logo (two-dimensional code) 1100 of the candidate entity merchant and the positive direction of the y-axis is as Figure 11 shown.

[0280] Sub-step 923-c, using the feature point offset angle to perform an initial correction process on the positive direction of the screen feature point, and determining the live broadcast image representation. The positive direction of the screen feature point is used to represent the pixel gradient change in the neighborhood area of the screen feature point.

[0281] Optionally, the positive direction of the screen feature point is the statistical result of the gradient directions of each pixel point in the neighborhood area of the screen feature point. Each pixel point in the neighborhood area has a gradient direction. If the number of pixel points with the first gradient direction in the neighborhood area is the largest, then the first gradient direction is the positive direction of the screen feature point. Among them, the neighborhood area is used to represent a partial area of the shopping live broadcast image including the screen feature point, or is a partial area of the intermediate image corresponding to the screen feature point in the image pyramid.

[0282] Exemplarily, the gradient direction includes at least one of the following: the pixel value change gradient between adjacent pixel points, the blur degree change gradient. Exemplarily, the neighborhood area is a circular area centered on the screen feature point with s times the blur degree of the intermediate image as the radius, and s is a positive integer. Such as s = 1.5.

[0283] In one example, the live broadcast terminal uses the feature point offset angle to perform an initial correction process on the positive direction of the screen feature point, and determines the live broadcast image representation, including: for each screen feature point among multiple screen feature points, determining the image area of the screen feature point, using trigonometric functions to correct the positive direction of the screen feature point based on the feature point offset angle, obtaining the corrected positive direction, so that the image area rotates, and the rotation angle is equal to the feature point offset angle; dividing the rotated image area into multiple image blocks, for any one of the multiple image blocks, counting the gradient copies of each pixel point included in the image block to obtain an image block description, and splicing the image block descriptions of the multiple image blocks respectively to obtain the descriptor of the screen feature point. The live broadcast image representation includes the descriptors of the above multiple screen feature points respectively.

[0284] Optionally, the image area of the screen feature point refers to: on the intermediate image where the screen feature point is located, a circular area centered on the screen feature point. The radius of the image area of the screen feature point is proportional to the image blur degree of the intermediate image. Exemplarily, the descriptor of the screen feature point is a 128-dimensional vector.

[0285] By determining the deflection angle of the feature points, it is possible to correct the deflection of the merchant logo displayed in the street shopping live broadcast image due to the shooting angle, making the merchant logo matching process rotation-invariant, ensuring that different street shopping live broadcast images obtained by shooting the same merchant logo from different shooting angles can determine the same or approximate matching results during merchant logo matching, which helps to improve the stability of merchant logo matching.

[0286] The following introduces and illustrates the content related to candidate entity merchants through several embodiments.

[0287] In some embodiments, the merchant image representation of the candidate entity merchant includes multiple logo sub-representations, and the multiple logo sub-representations are used to describe the merchant logo of the candidate entity merchant from different shooting angles, and at least one logo sub-representation in the multiple logo sub-representations participates in the merchant logo matching process.

[0288] Optionally, in the process of the live broadcast terminal determining the matching degree between the content of the street shopping live broadcast screen and the merchant logo of the candidate entity merchant according to the merchant image representation of the candidate entity merchant and the merchant image representation of the candidate entity merchant, the live broadcast terminal performs feature matching on each logo sub-representation and the live broadcast image representation respectively, determines the matching degree corresponding to each logo sub-representation, and determines the maximum matching degree from the matching degrees corresponding to the multiple logo sub-representations as the matching degree between the content of the street shopping live broadcast screen and the merchant logo of the candidate entity merchant. Exemplarily, it is also possible to select some logo sub-representations from the multiple logo sub-representations and perform feature matching on the selected logo sub-representations and the live broadcast image representation respectively.

[0289] Figure 12 It is a schematic diagram of shooting from different shooting angles provided by an exemplary embodiment of the present application.

[0290] Such as Figure 12 As shown, the merchant manager can shoot the merchant logo from multiple shooting angles to obtain multiple merchant logo images, so as to determine multiple logo sub-representations of the candidate entity merchant. Different logo sub-representations are obtained by shooting the merchant logo of the candidate entity merchant from different shooting angles and shooting distances.

[0291] By shooting merchant logo images at multiple angles and multiple distances and determining multiple logo sub-representations, it helps to improve the accuracy of merchant logo matching during the live broadcast process.

[0292] In some embodiments, the candidate entity merchant is located in the recommended area corresponding to the geographical location where the live broadcast terminal is located, and the recommended area changes as the live broadcast terminal moves.

[0293] For the specific content of the recommended area, please refer to the above embodiments. Considering that the number of candidate entity merchants has a great impact on the time-consuming of merchant logo matching, only the entity merchants in the recommended area corresponding to the geographical location where the live terminal is located are used as candidate entity merchants. Without affecting the accuracy of merchant logo matching, the number of candidate entity terminals is reduced, the computing pressure of the live terminal for merchant logo matching is alleviated, and it helps to shorten the time-consuming of merchant logo matching.

[0294] In some embodiments, the method for displaying online merchants further includes the following steps:

[0295] Step 915, obtain a regional merchant list according to the geographical location where the live terminal is located. The regional merchant list includes multiple known entity merchants in the recommended area.

[0296] Optionally, the regional merchant list can be obtained from the server.

[0297] Step 916, use the top n known entity merchants with the highest credibility ranking in the regional merchant list as trusted entity merchants, where n is a positive integer, and the credibility is used to measure the business status of the known entity merchants.

[0298] Optionally, the business status of the known entity merchants includes: evaluations of the known entity merchants by consumers, activity values of the known entity merchants (such as the business turnover of the known entity merchants), the monthly cumulative business hours of the known entity merchants, the business hours of the known entity merchants on the current day, and other factors.

[0299] Step 917, estimate the travel time consumed for the live terminal to reach each trusted entity merchant based on the travel path between the live terminal and each trusted entity merchant.

[0300] Optionally, the travel time is calculated by the navigation component. Exemplarily, the geographical location where the live terminal is located is used as the starting point, and the geographical location where the trusted entity merchant is located is used as the ending point, and the navigation component is used to calculate the travel time consumed for walking to the trusted entity merchant.

[0301] Step 918, select the trusted entity merchants whose travel time is less than or equal to the duration threshold from the n trusted entity merchants as candidate entity merchants.

[0302] Exemplarily, the duration threshold is preset, such as the duration threshold is 10 minutes.

[0303] Optionally, this embodiment is executed by the live terminal. After the live terminal executes steps 915-918, it requests the server to obtain the merchant image representations of at least one candidate entity merchant determined in step 918.

[0304] By using this method, it is ensured that the candidate physical merchant does not include a viable physical merchant that cannot be reached in a short time, such as a physical merchant with an insurmountable obstacle between it and the live terminal, or a physical merchant on a different floor or different geographical height plane from the live terminal, which helps to reduce the number of candidate physical merchants, thereby reducing the computational amount in the merchant logo matching process and helping to reduce the computational pressure on the live terminal.

[0305] Figure 13 It is a schematic diagram of an online merchant display method provided by another exemplary embodiment of the present application.

[0306] Step 910: Obtain a shopping live broadcast screen displayed in the live broadcast interface. The shopping live broadcast screen is obtained by the live terminal taking real-time pictures of the real environment when the anchor is shopping.

[0307] Step 920: Perform merchant logo matching on the shopping live broadcast screen based on at least one candidate physical merchant to determine the matching result of the shopping live broadcast screen. The matching result is used to indicate the physical merchant to be recommended among the at least one candidate physical merchant, and the merchant logo of the physical merchant to be recommended is displayed in the shopping live broadcast screen.

[0308] Step 930: Generate merchant display information for the shopping live broadcast screen based on the matching result. The merchant display information is used to indicate the online merchant to be recommended. The online merchant to be recommended is the online sales channel of the physical merchant to be recommended, and the entry identifier of the online merchant to be recommended is used to be displayed in the live broadcast interface of the shopping live broadcast screen. Optionally, the merchant display information of the shopping live broadcast screen includes the display position of the merchant entry of the online merchant to be recommended in the live broadcast interface.

[0309] Step 940: Encode the entry indication information of the shopping live broadcast screen to obtain an auxiliary data unit.

[0310] Step 950: Insert the auxiliary data unit before the picture coding unit of the shopping live broadcast screen to obtain video stream data. The picture coding unit is used to decode and obtain the shopping live broadcast screen.

[0311] Step 960: Transmit the video stream data to the user terminal or the server, so that the user terminal displays the shopping live broadcast screen and the entry representation of at least one online merchant to be recommended in the live broadcast interface based on the video stream data.

[0312] In some embodiments, the video stream data is implemented through Supplemental Enhancement Information (SEI) encoding. Specifically, when encoding a video based on SEI, the video is first encoded into multiple macroblocks, and the macroblocks are further divided into multiple Network Abstraction Layer Units (NALUs). SEI encapsulates some auxiliary information into a specific type of NALU and inserts it into the bitstream.

[0313] Table 1 NALU Bitstream Format

[0314]

[0315] As shown in Table 1, the header data corresponding to SEI is 0x06, and the main body is filled in according to the data format requirements of SEI encoding.

[0316] Table 2 SEI Data Format

[0317]

[0318] As shown in Table 2, a payload type of 0x05 indicates compliance with the H264 (a data video compression format) standard format. The UUID is a service-customized identification code. The customized data length can be obtained by calculating the customized data. The customized data is of a type format specified by the service provider (such as the developer of the target application). The trailing alignment code indicates that this encoding method usually ends with 0x80 alignment.

[0319] In one example, after the live broadcast terminal encodes the merchant display information according to the above data format to obtain an auxiliary encoding unit (SEI frame), it determines the encoding of the key frame (Intra Frame, I-frame) or the predictive frame (Predictive Frame, P-frame) in the shopping live broadcast video, and inserts the SEI frame before the I-frame or P-frame to obtain the video stream data, so that the merchant display information and the shopping live broadcast video can be transmitted synchronously.

[0320] Optionally, the merchant display information is encoded in the "customized data" of the SEI frame. Exemplarily, the encoding form of the merchant display information is "{[shopId:***],[position:(x,y)]}", where "shopId" represents the identification information of the online merchant to be recommended, and "position:(x,y)" represents the entrance indication information of the online merchant to be recommended. For the specific content of the merchant display information, please refer to the above embodiments and will not be elaborated here.

[0321] In this way, it helps to carry merchant display information in the video stream data. When encoding the auxiliary coding unit obtained, during the unit transmission time, the data volume of the video stream data changes, affecting the video frame rate, reducing the impact of this solution on the original live broadcast function in the target application program, and reducing the jitter caused by the video frame rate fluctuation.

[0322] In some embodiments, the online merchant display method further includes: determining a first live broadcast screen according to the video stream data, where the picture coding unit of the first live broadcast screen in the video stream data belongs to a key frame, and the playing sequence of the first live broadcast screen is later than that of the shopping live broadcast screen; using the first key frame as the updated shopping live broadcast screen, and restarting the step of performing merchant logo matching on the shopping live broadcast screen based on at least one candidate entity merchant to determine the matching result of the shopping live broadcast screen.

[0323] Optionally, taking the live broadcast terminal generating video stream data as an example, there are at least two branch processes in the generation process of the video stream data. Among them, the first branch is used to encode multiple frames of shopping live broadcast screens collected in real time by the live broadcast terminal to obtain an initial video stream; the second branch is used to perform merchant identification matching on some of the shopping live broadcast screens among the multiple frames of shopping live broadcast screens to generate merchant display information for the shopping live broadcast screens. The specific operations of the first branch are related to the video coding method used during the live broadcast process and will not be introduced in detail here. The second branch is used to execute the above steps 910 - 930, and when the execution entity is the live broadcast terminal or the server, other execution steps introduced in this application.

[0324] Exemplarily, when the first branch encodes the shopping live broadcast screen, it will determine the shopping live broadcast screen that needs to be encoded as a key frame from multiple shopping live broadcast screens based on methods such as motion estimation or coding time interval. The first branch will notify the second branch of the shopping live broadcast screen encoded as a key frame. The second branch performs merchant logo matching based on this shopping live broadcast screen and generates merchant display information. Subsequently, through the above steps 940 - 960, video stream data is obtained based on the auxiliary coding unit and the picture coding unit.

[0325] It can be understood that in this case, the same merchant display information is shared by the shopping live broadcast screens corresponding to each key frame, each P frame, and each B frame (bidirectional difference frame) from a certain key frame to before the next key frame.

[0326] Generally, the picture content of the shopping live broadcast screens corresponding to two adjacent key frames will be quite different. By performing merchant logo matching on the shopping live broadcast screens at intervals in this way, it not only enables the user terminal to manage and update the entry logo in the live broadcast interface in a timely manner according to the picture content of the shopping live broadcast screen, but also helps to reduce the workload of the live broadcast terminal.

[0327] Figure 14 It is a schematic diagram of the background support of the server provided by an exemplary embodiment of the present application.

[0328] Before performing merchant logo matching, the server extracts features based on the merchant logo image during the preprocessing process to determine the merchant image representation. During the real-time live broadcast process, the live broadcast terminal extracts features based on the live shopping street scene to determine the live broadcast image representation. By performing feature matching on the merchant image representation and the live broadcast image representation, a matching result for indicating at least one online merchant to be recommended is obtained. For the specific content of this embodiment, please refer to the above embodiments and will not be elaborated here.

[0329] Figure 15 It is a schematic diagram of multi-terminal interaction provided by an exemplary embodiment of the present application.

[0330] As Figure 15 shown, the online merchant display method is completed through the interaction of the server, the user terminal, and the live broadcast terminal. Among them, the server is used to provide the merchant image representation of at least one candidate entity merchant for the live broadcast terminal, and the server is also used to provide the jump link of at least one candidate online merchant for the user terminal, where the candidate online merchant is the online sales channel of the candidate entity merchant. The live broadcast terminal generates video stream data carrying the merchant display information for decoding, and forwards the video stream data through the server, or directly sends it to the user terminal.

[0331] Through the solution provided by the embodiments of the present application, it not only simulates the offline store shopping experience for the audience, but also reduces the labor cost that the anchor needs to pay when exploring tourism and shopping, and also increases the commodity sales channels for merchants.

[0332] The following is an embodiment of the device of the present application, which can be used to execute the method embodiment of the present application. For the details not disclosed in the device embodiment of the present application, please refer to the method embodiment of the present application.

[0333] Figure 16 The block diagram of the online merchant display device provided by an exemplary embodiment of the present application is shown. This device can be implemented as all or part of the online merchant display device through software, hardware, or a combination of both. The device 1600 may include: an interface display module 1610, an identification display module 1620, and a merchant display module 1630.

[0334] The interface display module 1610 is used to display the live shopping street scene in the live broadcast interface, and the live shopping street scene is obtained by the live broadcast terminal taking a real-time shot of the real environment when the anchor is shopping.

[0335] An identification display module 1620, configured to display an entry identifier of a to-be-recommended online merchant in the live broadcast interface when a merchant logo of a to-be-recommended physical merchant is displayed in the shopping live broadcast screen, where the to-be-recommended online merchant is an online sales channel of the to-be-recommended physical merchant.

[0336] A merchant display module 1630, configured to display a display interface of the to-be-recommended online merchant in response to an operation of triggering the entry identifier, where the display interface of the to-be-recommended online merchant is used to display goods for sale provided by the to-be-recommended online merchant.

[0337] In some embodiments, the identification display module 1620 includes: an information acquisition unit, configured to acquire merchant display information of the shopping live broadcast screen from video stream data corresponding to the shopping live broadcast screen, where the merchant display information is used to indicate the to-be-recommended online merchant; and an entry display unit, configured to display the entry identifier of the to-be-recommended online merchant in the live broadcast interface according to the merchant display information.

[0338] In some embodiments, the merchant display information includes identification information of the to-be-recommended online merchant and entry indication information, where the entry indication information is used to indicate a display position of the entry identifier of the to-be-recommended online merchant in the live broadcast interface; and the entry display unit is configured to display the entry identifier of the to-be-recommended online merchant at a target position in the live broadcast interface according to the entry indication information, where the target position is the display position indicated by the entry indication information.

[0339] In some embodiments, the merchant display module 1630 is configured to, in response to an operation of triggering the entry identifier, determine a jump link of the to-be-recommended online merchant from jump links of at least one candidate online merchant according to the identification information of the to-be-recommended online merchant, where candidate physical merchants corresponding to the candidate online merchants are located in a recommended area, and the recommended area changes with a change in a geographical location of the live broadcast terminal; and display the display interface of the to-be-recommended online merchant according to the jump link of the to-be-recommended online merchant.

[0340] In some embodiments, the apparatus 1600 further includes: a screen update module, configured to display an updated shopping live broadcast screen in the live broadcast interface; and if the merchant logo of the to-be-recommended physical merchant does not meet an identification condition in the updated shopping live broadcast screen, cancel displaying the entry identifier of the to-be-recommended online merchant, where the identification condition is related to a display integrity of the merchant logo of the to-be-recommended physical merchant in the updated shopping live broadcast screen.

[0341] In some embodiments, the device 1600 further includes: a list display module, configured to display a historical merchant list in response to an operation of viewing historical online merchants received in the live broadcast interface, wherein at least one option of the historical online merchants is displayed in the historical merchant list, and the merchant logo of the physical merchant corresponding to the historical online merchant is displayed in at least one frame of historical live broadcast images; an interface reproduction module, configured to display a display interface of the target historical online merchant in response to an operation of triggering an option of the target historical online merchant in the historical merchant list, and the display interface of the target historical online merchant is used to display the goods to be sold provided by the target historical online merchant.

[0342] In some embodiments, when the live broadcast images include merchant logos of multiple to-be-recommended online merchants, the entry identifiers of the multiple to-be-recommended online merchants correspond to different display areas in the live broadcast interface, and there is a trigger priority among the entry identifiers of the multiple to-be-recommended online merchants. The device 1600 further includes a priority trigger module, configured to display a display interface of the target online merchant corresponding to the target entry identifier in response to an operation of triggering the entry identifier received in the overlapping area when there is a partially overlapping area between at least two of the display areas, and the target entry identifier refers to the entry identifier with the highest trigger priority among the at least two display areas.

[0343] In some embodiments, the device 1600 further includes a route request module, configured to display the planned movement path of the anchor in the real environment in response to an operation for displaying the live broadcast route; generate and send a path update request to the live broadcast terminal in response to an operation of requesting to move to an expected physical merchant, where the expected physical merchant is a physical merchant not passed by the planned movement path; and display path update prompt information if the path update request meets a modification condition, where the modification condition is related to the influence degree of the path update request on the planned movement path, and the path update prompt information is used to prompt the anchor that the expected physical merchant is about to be reached.

[0344] Figure 17 The block diagram of an online merchant display device provided by an exemplary embodiment of the present application is shown. The device can be implemented as all or part of an online merchant display device through software, hardware, or a combination of both. The device 1700 may include: a picture acquisition module 1710, a logo matching module 1720, and an information generation module 1730.

[0345] The picture acquisition module 1710 is configured to acquire a shopping live broadcast picture displayed in the live broadcast interface, and the shopping live broadcast picture is obtained by the live broadcast terminal taking real-time pictures of the real environment when the anchor is shopping.

[0346] A logo matching module 1720, configured to perform merchant logo matching on the shopping live video based on at least one candidate entity merchant, and determine a matching result of the shopping live video, where the matching result is used to indicate a to-be-recommended entity merchant among the at least one candidate entity merchant, and a merchant logo of the to-be-recommended entity merchant is displayed in the shopping live video.

[0347] An information generation module 1730, configured to generate merchant display information of the shopping live video based on the matching result, where the merchant display information is used to indicate a to-be-recommended online merchant, the to-be-recommended online merchant is an online sales channel of the to-be-recommended entity merchant, and an entry identifier of the to-be-recommended online merchant is used to be displayed in a live interface of the shopping live video.

[0348] In some embodiments, the logo matching module 1720 includes: a feature extraction sub-module, configured to perform feature point description on the shopping live video to obtain a live video representation, where the live video representation is used to describe the content of the shopping live video; a representation matching sub-module, configured to, for each of the at least one candidate entity merchant among the at least one candidate entity merchant, determine a matching degree between the content of the shopping live video and the merchant logo of the candidate entity merchant according to the live video representation and a merchant image representation of the candidate entity merchant, where the merchant image representation is used to describe the merchant logo of the candidate entity merchant; and a result generation sub-module, configured to determine the matching result of the shopping live video according to the matching degrees of the at least one candidate entity merchant.

[0349] In some embodiments, the feature extraction sub-module includes: a feature recognition unit, configured to perform feature point recognition on the shopping live video to determine a plurality of video feature points corresponding to the shopping live video, where the video feature points are used to represent a content contour of the shopping live video; an offset angle determination unit, configured to determine a feature point offset angle according to the video feature points and a video coordinate system, where the feature point offset angle is used to correct a deflection of the merchant logo caused by a shooting angle, the deflection of the merchant logo refers to a degree of deflection of a positive image of the merchant logo displayed in the shopping live video relative to the video coordinate system, and the video coordinate system is used to locate pixel points in the shopping live video; and a direction correction unit, configured to perform an initial correction process on a positive direction of the video feature points by using the feature point offset angle to determine the live video representation, where the positive direction of the video feature points is used to represent a pixel gradient change in a neighborhood area of the video feature points.

[0350] In some embodiments, the edge contour of the merchant logo of the candidate physical merchant includes an identification geometric body with at least two orthogonal straight lines; the offset angle determination unit is configured to select at least two screen feature points from the multiple screen feature points as first feature points, and the first feature points are all distributed on a first straight line among the two orthogonal straight lines; calculate the straight line direction based on the coordinate information of the first feature points in the shopping live broadcast screen to determine the direction of the first straight line; calculate the deflection angle of the direction of the first straight line relative to the coordinate axis direction of the screen coordinate system to obtain the feature point offset angle.

[0351] In some embodiments, the merchant image representation of the candidate physical merchant includes a plurality of logo sub-representations, and the plurality of logo sub-representations are used to describe the merchant logo of the candidate physical merchant from different shooting angles, and at least one logo sub-representation among the plurality of logo sub-representations participates in the process of matching the merchant logo.

[0352] In some embodiments, the candidate physical merchant is located in a recommended area corresponding to the geographical location where the live broadcast terminal is located, and the recommended area changes as the live broadcast terminal moves. The apparatus 1700 further includes: a merchant screening module, configured to obtain a regional merchant list according to the geographical location where the live broadcast terminal is located, where the regional merchant list includes a plurality of known physical merchants within the recommended area; use the top n known physical merchants with the highest credibility rankings in the regional merchant list as credible physical merchants, where n is a positive integer, and the credibility is used to measure the business conditions of the known physical merchants; estimate the travel time consumed by the live broadcast terminal to reach each of the credible physical merchants based on the travel paths between the live broadcast terminal and each of the credible physical merchants; select the credible physical merchants whose travel time is less than or equal to a duration threshold from the n credible physical merchants as the candidate physical merchants.

[0353] In some embodiments, the apparatus 1700 further includes: a representation acquisition module, configured to send the geographical location where the live broadcast terminal is located to the server; receive the image representation information sent by the server, where the image representation information includes the merchant image representations of the at least one candidate physical merchant respectively, and the candidate physical merchant is determined according to the geographical location where the live broadcast terminal is located, and the merchant image representation is used to describe the merchant logo of the candidate physical merchant in the process of matching the merchant logo.

[0354] In some embodiments, the entrance indication information of the shopping live broadcast screen includes the display position of the merchant entrance of the to-be-recommended online merchant in the live broadcast interface; the apparatus 1700 further includes: an information encoding unit, configured to encode the entrance indication information of the shopping live broadcast screen to obtain an auxiliary data unit; insert the auxiliary data unit before a picture encoding unit of the shopping live broadcast screen to obtain video stream data, where the picture encoding unit is configured to decode to obtain the shopping live broadcast screen; transmit the video stream data to a user terminal or a server, so that the user terminal displays the shopping live broadcast screen and the entrance identifier of at least one to-be-recommended online merchant in the live broadcast interface based on the video stream data.

[0355] It should be noted that, for the apparatus provided in the foregoing embodiments, when implementing its functions, only the division of the foregoing function modules is used for illustration. In actual applications, the foregoing functions may be allocated to different function modules according to needs, that is, the content structure of the device is divided into different function modules to complete all or part of the functions described above. In addition, the apparatus provided in the foregoing embodiments and the method embodiments belong to the same concept, and the specific implementation process thereof can be found in the method embodiments and will not be repeated here. For the beneficial effects of the apparatus provided in the foregoing embodiments, please refer to the description of the method-side embodiments and will not be repeated here.

[0356] Figure 18 The structural block diagram of a computer device provided by an exemplary embodiment of the present application is shown. The online merchant display device 1800 may be the user terminal, the live broadcast terminal or the server introduced above.

[0357] Generally, the computer device 1800 includes a processor 1801 and a memory 1802.

[0358] The processor 1801 may include one or more processing cores, such as a quad-core processor, an octa-core processor, etc. The processor 1801 may be implemented in at least one hardware form of DSP (Digital Signal Processing), FPGA (Field Programmable Gate Array), or PLA (Programmable Logic Array). The processor 1801 may also include a main processor and a coprocessor. The main processor is a processor for processing data in the wake state, also known as the CPU (Central Processing Unit); the coprocessor is a low-power processor for processing data in the standby state. In some embodiments, the processor 1801 may be integrated with a GPU (Graphics Processing Unit), and the GPU is responsible for rendering and drawing the content to be displayed on the display screen. In some embodiments, the processor 1801 may further include an AI (Artificial Intelligence) processor, and the AI processor is used to process computational operations related to machine learning.

[0359] The memory 1802 may include one or more computer-readable storage media, and the computer-readable storage media may be tangible and non-transitory. The memory 1802 may further include high-speed random access memory, as well as non-volatile memory, such as one or more disk storage devices and flash storage devices.

[0360] In some embodiments, the non-transitory computer-readable storage media in the memory 1802 stores at least one program, and the at least one program is loaded and executed by the processor 1801 to implement the online merchant display method provided by the above method embodiments.

[0361] The embodiments of the present application further provide a computer-readable storage medium, and a computer program is stored in the storage medium, and the computer program is loaded and executed by the processor to implement the online merchant display method provided by the above method embodiments.

[0362] The computer-readable medium may include a computer storage medium and a communication medium. The computer storage medium includes volatile and non-volatile, removable and non-removable media implemented by any method or technology for storing information such as computer-readable instructions, data structures, program modules, or other data. The computer storage medium includes RAM, ROM, EPROM (Erasable Programmable Read-Only Memory), EEPROM (Electrically Erasable Programmable Read-Only Memory), flash memory or other solid-state storage technologies, CD-ROM, DVD (Digital Video Disc) or other optical storage, magnetic tape cartridges, tapes, disk storage or other magnetic storage devices. Of course, those skilled in the art will know that the computer storage medium is not limited to the above several types.

[0363] An embodiment of the present application further provides a computer program product. The computer program product includes a computer program. The computer program is stored in a computer-readable storage medium, and a processor reads and executes the computer program to implement the online merchant display method provided by each of the above method embodiments.

[0364] It should be understood that "a plurality of" as mentioned herein refers to two or more. "And / or" describes the association relationship of associated objects, indicating that there can be three relationships. For example, A and / or B can represent: A exists alone, A and B exist simultaneously, and B exists alone. The character " / " generally represents an "or" relationship between the associated objects before and after.

[0365] It should be noted that before and during the collection of relevant data of the user, this application can display a prompt interface, a pop-up window or output a voice prompt message. The prompt interface, pop-up window or voice prompt message is used to prompt the user that their relevant data is currently being collected, so that this application only starts to execute the relevant steps of obtaining the user's relevant data after obtaining the confirmation operation of the user on the prompt interface or pop-up window. Otherwise (that is, when the confirmation operation of the user on the prompt interface or pop-up window is not obtained), the relevant steps of obtaining the user's relevant data are ended, that is, the relevant data of the user is not obtained. In other words, in this application, the acquisition and processing of the merchant logo image, the acquisition of the geographical location of the physical merchant and the geographical location of the live broadcast terminal, and obtaining the informed consent or separate consent of the personal information subject are all collected with the consent and authorization of the user, and within the scope of laws, regulations and the authorization of the personal information subject, subsequent data use and processing behaviors are carried out, and the collection, use and processing of relevant user data need to comply with the relevant laws, regulations and standards of relevant countries and regions.

[0366] The above are only optional embodiments of this application and are not intended to limit this application. Any modifications, equivalent replacements, improvements, etc. made within the spirit and principle of this application shall be included in the protection scope of this application.

Claims

1. An online merchant display method, characterized in that, The method includes: displaying a shopping live broadcast screen in the live broadcast interface, where the shopping live broadcast screen is obtained by the live broadcast terminal taking real-time pictures of the real environment when the anchor is shopping; if a merchant logo of a to-be-recommended physical merchant is displayed in the shopping live broadcast screen, then displaying an entry identifier of a to-be-recommended online merchant in the live broadcast interface, where the to-be-recommended online merchant is the online sales channel of the to-be-recommended physical merchant; responding to an operation of triggering the entry identifier, and displaying a display interface of the to-be-recommended online merchant, where the display interface of the to-be-recommended online merchant is used to display the goods for sale provided by the to-be-recommended online merchant.

2. The method according to claim 1, wherein The displaying the entry identifier of the to-be-recommended online merchant in the live broadcast interface includes: obtaining merchant display information of the shopping live broadcast screen from the video stream data corresponding to the shopping live broadcast screen, where the merchant display information is used to indicate the to-be-recommended online merchant; displaying the entry identifier of the to-be-recommended online merchant in the live broadcast interface according to the merchant display information.

3. The method according to claim 2, wherein The merchant display information includes identification information of the to-be-recommended online merchant and entry indication information, where the entry indication information is used to indicate the display position of the entry identifier of the to-be-recommended online merchant in the live broadcast interface; The displaying the entry identifier of the to-be-recommended online merchant in the live broadcast interface according to the merchant display information includes: displaying the entry identifier of the to-be-recommended online merchant at a target position in the live broadcast interface according to the entry indication information, where the target position is the display position indicated by the entry indication information.

4. The method according to claim 3, wherein The responding to an operation of triggering the entry identifier and displaying the display interface of the to-be-recommended online merchant includes: responding to an operation of triggering the entry identifier, and determining a jump link of the to-be-recommended online merchant from jump links of at least one candidate online merchant according to the identification information of the to-be-recommended online merchant, where the candidate physical merchant corresponding to the candidate online merchant is located in a recommended area, and the recommended area changes with the change of the geographical location where the live broadcast terminal is located; displaying the display interface of the to-be-recommended online merchant according to the jump link of the to-be-recommended online merchant.

5. The method according to claim 1, wherein The method further includes: displaying an updated shopping live broadcast screen in the live broadcast interface; if the merchant logo of the to-be-recommended physical merchant does not meet the recognition condition in the updated shopping live broadcast screen, then canceling the display of the entry identifier of the to-be-recommended online merchant, where the recognition condition is related to the display integrity of the merchant logo of the to-be-recommended physical merchant in the updated shopping live broadcast screen.

6. The method according to claim 1, wherein In the case where merchant logos of multiple to-be-recommended physical merchants are displayed in the shopping live broadcast screen, entry identifiers of multiple to-be-recommended online merchants correspond to different display areas in the live broadcast interface, and there is a trigger priority between the entry identifiers of multiple to-be-recommended online merchants. The method further includes: If there is a partial overlapping area between at least two of the display areas, in response to an operation that triggers the entrance identifier received in the overlapping area, a display interface of a target online merchant corresponding to the target entrance identifier is displayed, where the target entrance identifier refers to the entrance identifier with the highest trigger priority among at least two of the display areas.

7. The method according to any one of claims 1 to 6, characterized in that The method further includes: In response to an operation for displaying a live broadcast line, display the planned movement path of the anchor in the real environment; In response to an operation of requesting to move to a desired physical merchant, generate and send a path update request to the live broadcast terminal, where the desired physical merchant is a physical merchant not passed by the planned movement path; If the path update request meets the modification condition, display a path update prompt message, where the modification condition is related to the degree of influence of the path update request on the planned movement path, and the path update prompt message is used to prompt the anchor that the desired physical merchant is about to be reached.

8. An online merchant display method, characterized in that, The method includes: Obtain a shopping live broadcast picture displayed in the live broadcast interface, where the shopping live broadcast picture is obtained by the live broadcast terminal taking a real-time picture of the real environment when the anchor is shopping; Based on at least one candidate physical merchant, perform merchant logo matching on the shopping live broadcast picture to determine the matching result of the shopping live broadcast picture, where the matching result is used to indicate the physical merchant to be recommended among the at least one candidate physical merchant, and the merchant logo of the physical merchant to be recommended is displayed in the shopping live broadcast picture; Based on the matching result, generate merchant display information of the shopping live broadcast picture, where the merchant display information is used to indicate the online merchant to be recommended, and the online merchant to be recommended is the online sales channel of the physical merchant to be recommended, and the entrance identifier of the online merchant to be recommended is used to be displayed in the live broadcast interface of the shopping live broadcast picture.

9. The method according to claim 8, characterized in that The performing merchant logo matching on the shopping live broadcast picture based on at least one candidate physical merchant to determine the matching result of the shopping live broadcast picture includes: Describe the feature points of the shopping live broadcast picture to obtain a live broadcast image representation, where the live broadcast image representation is used to describe the picture content in the shopping live broadcast picture; For each candidate physical merchant among the at least one candidate physical merchant, determine the matching degree between the picture content of the shopping live broadcast picture and the merchant logo of the candidate physical merchant according to the live broadcast image representation and the merchant image representation of the candidate physical merchant, where the merchant image representation is used to describe the merchant logo of the candidate physical merchant; Determine the matching result of the shopping live broadcast picture according to the respective matching degrees of the at least one candidate physical merchant.

10. The method according to claim 9, wherein The describing the feature points of the shopping live broadcast picture to obtain a live broadcast image representation includes: Identify the feature points of the shopping live broadcast picture to determine multiple picture feature points corresponding to the shopping live broadcast picture, where the picture feature points are used to represent the outline of the picture content in the shopping live broadcast picture. Determine a feature point offset angle according to the screen feature points and the screen coordinate system, where the feature point offset angle is used to correct the deflection of the merchant logo caused by the shooting angle, and the deflection of the merchant logo refers to the degree of deflection of the positive image of the merchant logo displayed in the live shopping street screen relative to the screen coordinate system, and the screen coordinate system is used to locate pixel points in the live shopping street screen; Perform an initial correction process on the positive direction of the screen feature points using the feature point offset angle to determine the live image representation, and the positive direction of the screen feature points is used to represent the pixel gradient change in the neighborhood area of the screen feature points.

11. The method according to claim 10, wherein The edge contour of the merchant logo of the candidate entity merchant includes an identification geometric body with at least two orthogonal straight lines; The determining the feature point offset angle according to the screen feature points and the screen coordinate system includes: Select at least two screen feature points from the multiple screen feature points as the first feature points, and the first feature points are all distributed on the first straight line of the two orthogonal straight lines; Calculate the direction of the first straight line based on the coordinate information of the first feature points in the live shopping street screen to determine the direction of the first straight line; Calculate the deflection angle of the direction of the first straight line relative to the axis direction of the screen coordinate system to obtain the feature point offset angle.

12. The method according to claim 9, wherein The merchant image representation of the candidate entity merchant includes multiple logo sub-representations, and the multiple logo sub-representations are used to describe the merchant logo of the candidate entity merchant from different shooting angles, and at least one of the multiple logo sub-representations participates in the process of matching the merchant logo.

13. The method according to claim 8, characterized in that, The candidate entity merchant is located in a recommended area corresponding to the geographical location where the live terminal is located, and the recommended area changes as the live terminal moves. The method further includes: Obtain a regional merchant list according to the geographical location where the live terminal is located, and the regional merchant list includes multiple known entity merchants in the recommended area; Take the top n known entity merchants with the highest credibility ranking in the regional merchant list as credible entity merchants, where n is a positive integer, and the credibility is used to measure the business conditions of the known entity merchants; Estimate the travel time for the live terminal to reach each of the credible entity merchants based on the travel paths between the live terminal and each of the credible entity merchants; Select the credible entity merchants with the travel time less than or equal to the duration threshold from the n credible entity merchants as the candidate entity merchants.

14. The method according to claim 8, wherein Before the method is executed by the live terminal and the merchant logo matching is performed on the live shopping street screen based on at least one candidate entity merchant to determine the matching result of the live shopping street screen, it further includes: Send the geographical location where the live terminal is located to the server; Receive the image representation information sent by the server, where the image representation information includes the merchant image representations of each of the at least one candidate entity merchant, and the candidate entity merchant is determined according to the geographical location where the live terminal is located, and the merchant image representation is used to describe the merchant logo of the candidate entity merchant in the process of matching the merchant logo.

15. The method according to claim 8, characterized in that, The merchant display information of the shopping live broadcast screen includes the display position of the merchant entrance of the to-be-recommended online merchant in the live broadcast interface; the method further includes: Encoding the merchant display information of the shopping live broadcast screen to obtain an auxiliary data unit; Inserting the auxiliary data unit before the video encoding unit of the shopping live broadcast screen to obtain video stream data, where the video encoding unit is used to decode to obtain the shopping live broadcast screen; Transmitting the video stream data to a user terminal or a server, so that the user terminal displays the shopping live broadcast screen and the entrance identifier of the at least one to-be-recommended online merchant based on the video stream data in the live broadcast interface.

16. An online merchant display device, characterized in that, The device includes: An interface display module, configured to display a shopping live broadcast screen in a live broadcast interface, where the shopping live broadcast screen is obtained by a live broadcast terminal taking a real-time shot of a real environment when the anchor is shopping; An identifier display module, configured to display an entrance identifier of a to-be-recommended online merchant in the live broadcast interface when a merchant logo of a to-be-recommended physical merchant is displayed in the shopping live broadcast screen, where the to-be-recommended online merchant is an online sales channel of the to-be-recommended physical merchant; A merchant display module, configured to display a display interface of the to-be-recommended online merchant in response to an operation of triggering the entrance identifier, where the display interface of the to-be-recommended online merchant is used to display the goods for sale provided by the to-be-recommended online merchant.

17. An online merchant display device, characterized in that, The device includes: A screen acquisition module, configured to acquire a shopping live broadcast screen displayed in a live broadcast interface, where the shopping live broadcast screen is obtained by a live broadcast terminal taking a real-time shot of a real environment when the anchor is shopping; A logo matching module, configured to perform merchant logo matching on the shopping live broadcast screen based on at least one candidate physical merchant to determine a matching result of the shopping live broadcast screen, where the matching result is used to indicate a to-be-recommended physical merchant among the at least one candidate physical merchant, and a merchant logo of the to-be-recommended physical merchant is displayed in the shopping live broadcast screen; An information generation module, configured to generate merchant display information of the shopping live broadcast screen based on the matching result, where the merchant display information is used to indicate a to-be-recommended online merchant, the to-be-recommended online merchant is an online sales channel of the to-be-recommended physical merchant, and an entrance identifier of the to-be-recommended online merchant is used to be displayed in the live broadcast interface of the shopping live broadcast screen.

18. A computer device, characterized in that, The computer device includes a processor and a memory, and a computer program is stored in the memory, and the computer program is loaded and executed by the processor to implement the online merchant display method according to any one of claims 1 to 7, or the online merchant display method according to any one of claims 8 to 15.

19. A computer-readable storage medium, characterized in that, A computer program is stored in the storage medium, and the computer program is loaded and executed by a processor to implement the online merchant display method according to any one of claims 1 to 7, or the online merchant display method according to any one of claims 8 to 15.

20. A computer program product, characterized in that, The computer program product includes a computer program, the computer program is stored in a computer-readable storage medium, and the processor reads and executes the computer program to implement the online merchant display method according to any one of claims 1 to 7, or the online merchant display method according to any one of claims 8 to 15.

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