A scene from the farmer group’s video. (Photo cut from clip) A “fashion show” with “models” who are Chinese farmers wearing clothes made from vegetables and agricultural products is becoming an exciting story for Chinese netizens. In the footage shot in Chenxi County, Hunan Province, four women wearing costumes and accessories made from agricultural products perform a catwalk on a dirt road, with music and rural settings. The video begins with a woman holding a large horn loudspeaker and proclaiming: “Let’s welcome our village flowers on a dazzling stage.” After that, the group of women walked confidently towards the camera, wearing skirts made of vegetables, accessories such as guavas, loofahs and eggplants. They seem to have learned some catwalk tricks, like making cool facial expressions, not looking directly at the camera, and slightly nodding their heads when approaching the camera. The 1-minute show is the way these women came up with a way to attract buyers of agricultural products. Group of women performing homemade costumes. (Photo cut from clip) The video was filmed by a woman surnamed Xu and posted on the account Douyin, an application similar to TikTok. “The first person is my mother-in-law. I go third. We are all one family,” Xu said in the introduction to the video. “We make skirts out of vegetables and hats using what we find in the surrounding garden,” says Xu. The woman said she hopes the video “can make her life better”. “Our organic vegetables are not being sold very well. So I thought to use my Douyin account to promote agricultural products,” Xu said. On Douyin, many people praised this group of women as cute and commented that the world famous fashion events sometimes have to compete with them. Xu is one of thousands of Chinese farmers who already know how to use social media. Over the years, rural life-themed clips have become popular on online platforms. Li Ziqi became one of the most popular stars on Chinese social media thanks to his videos about the rural lifestyle.

However, livestream has become a “trend” pursued by many people, but not all “creators” create value. Bullshit, vulgar content is posted by many vloggers defiantly to attract attention and receive donations (money and gifts) from viewers. On major live-streaming platforms in the country of billions of people, such as Bilibili, Douyin, and Kuaishou, it is not difficult for viewers to come across images of female vloggers dressed in revealing, offensive clothing and performing erotic acts. Many streamers are banned from showing off their bodies or showing sexual acts to receive donations. Showing off, deceiving viewers Many live broadcast studios often hack the number of followers to create credibility, attract viewers so that they are willing to donate money. The account holders also deliberately fabricated sensational stories, creating conflicts with others to attract viewers of their livestream. “Poor students borrow more than 100,000 yuan to reward female streamers in Nanjing”, “16-year-old teenager rewards female streamers with 1.58 million yuan for 3 months”, “Male cashier appropriated more than 48 million yuan to donate to the live broadcast room”, a series of negative news related to direct money rewards through livestream has caused many controversial streams in the Chinese online community. On May 17, Kuaishou posted a notice saying that live streamer Yin Shihang, an account holder with 8 million followers, had been banned from the platform for “sensational marketing”, “vulgar performances” and false advertising during the livestream on May 15. Initially, Yin introduced to live stream his marriage proposal with girlfriend Tao Lulu. Millions of people watched to witness the special moment of the popular streamer. In the end, he tricked the audience by turning the broadcast into a 5-hour sales show. Yin Shihang was banned from broadcasting when tricking viewers into the livestream. Various live broadcasting platforms are working to strengthen control over violations. Kuaishou has issued a special regulatory notice on “Scripting, Acting and Purchases”, which bans accounts or imposes fines on those who take advantage of family conflicts and other factors unrelated to the issue. sell merchandise to entice fans to buy. In June 2020, Douyin issued a new rule that allows minors to privately award rewards after verification and can be fully refunded. In April 2021, Douyin revealed that a total of 36,000 minors had been refunded in 11 months, with an average refund time of 19.7 hours. At the end of November 2020, the State Administration of Radio, Film and Television of China issued a notice on strengthening the management of livestream and live broadcast of e-commerce. In which, methods such as facial recognition are applied to implement real-name management for broadcasters and users. The new rule also limits the number of rewards users can receive by time, daily and monthly, if there are too many rewards, there will be a reminder message and the reward function will be paused if the limit is exceeded.

TikTok wants to encroach on e-commerce. (Image: Bloomberg) TikTok wants to repeat the success of Douyin – the version of TikTok exclusively for the Chinese market. Only in the first year, Douyin earned 26 billion USD in e-commerce transactions. According to Bloomberg, TikTok has started a partnership with a number of brands so that they directly sell products to millions of users right on the app. It is not clear when TikTok will officially announce the feature. A representative of Hype, one of the brands TikTok partnered with, confirmed the experiment. According to images provided to Bloomberg, Hype’s booth in TikTok displayed a range of products with photos and selling prices. ByteDance – TikTok’s parent company – is actively exploring the Chinese e-commerce market in the hope of writing another glorious medal in the company’s history right before the IPO. The company aims to process more than $ 185 billion of global e-commerce transactions by 2022 based on the reach of TikTok and Douyin. Unlike Alibaba, Tencent, ByteDance’s app is well known globally. Founder Zhang Yi Ming wants to use it as a stepping stone to the online shopping game. ByteDance remains a slowdown in China’s “social commerce” market, where celebrities sell products to followers. In the email, TikTok said it is experimenting and learning, and constantly discovering many new ways to add value. Currently, the major social networking companies are scrambling for online retail market share, a market expected to generate $ 5 trillion in sales this year. In May 2020, Facebook introduced a new tool to improve the shopping experience on Facebook and Instagram. Pinterest also jumped into the e-commerce market when it brought buyers to the seller’s website. For its part, TikTok has challenged the online shopping market through promotional campaigns with Walmart and Shopify. Businesses often mark products on TikTok content, with a link that leads buyers to their own website, but all of it takes place within the TikTok application. TikTok wants to lock users down more tightly by allowing brands like Hype to run booths on the platform, take orders and interact directly with buyers. TikTok hopes to sell more ads to sellers, increase traffic and eat commissions. In December 2020, Zhang told TikTok employees that e-commerce, when combined with short videos and livestreams, offers even greater opportunities outside of China. The company has quietly built up a team of engineers in Singapore to develop its e-commerce business. It is very likely that TikTok will successfully re-establish with videos suggested by artificial intelligence when it comes to shopping online. Du Lam (According to Bloomberg)

According to the rules posted on the website of the China Cyberspace Administration (CAC), live streamers will have to provide their real names as well as a social credit number to the livestream platforms. These identifiable information should then be forwarded to the local tax authorities. Live streamers need to be over 16 years old unless supervised by an adult. In addition, livestream platforms are required to promote monitoring of live content and to immediately handle illegal and misleading information. Ly Giai Ky is known as “the prince of lipstick” in China. Photo: Baike. Acts like promoting gambling or spoofing views are prohibited. The CAC will also establish a blacklist of frequently violated live streamers. New regulations, which started to take effect on May 25, are expected to limit the misbehavior of livestreamers, false advertising, and counterfeit goods that are rampant in the streaming industry in the country. people. Since the outbreak of the Covid-19 epidemic, online sales have grown rapidly in China. According to analytical background chyxx.com The live-stream e-commerce industry is estimated to be worth nearly 971 billion yuan ($ 149 billion) in 2020, more than double the scale of 443.8 billion yuan in 2019. In China, Alibaba’s Taobao, ByteDance’s Douyin, and Tencent-backed Kuaishou are leading live-streaming e-commerce platforms. Hundreds of thousands of people across the country are selling all kinds of goods through livestream. Famous live streamers such as “lipstick king” Ly Giai Ky and “livestream queen” Viya are capable of reaching millions of yuan in sales in just one livestream. As China’s economy has been ravaged by the pandemic, the live-streaming industry has played an active role in preventing unemployment, boosting domestic demand, and alleviating poverty. However, the industry is also showing a dark side as many consumers accuse some of the streamers of misleading products or even selling fake products. By intensifying monitoring of every aspect of livestreaming, the new regulations are crucial for regulating the Internet market and maintaining the legitimate rights and interests of consumers, CAC said.

According to the Nikkei Asian Review After a record $ 2.8 billion fine, trouble is not over for Alibaba’s billionaire Jack Ma. Because the corporation’s media empire worries the Chinese authorities. Alibaba is famous for e-commerce platforms like Taobao and Tmall. However, it also owns a media empire that includes media, media and broadcasting, social media platforms, video streaming websites, film production companies, and advertising agencies. . The above media platforms are effective tools to promote other Alibaba businesses. Like Alibaba, many tech companies are competing to build a vast ecosystem, from e-commerce to entertainment. Alibaba could continue to face trouble after a record $ 2.8 billion fine. Photo: Reuters. Communication power However, as the influence grew, Alibaba fell into the sights of the Beijing authorities. Fintech (financial technology) company Ant Group was asked to postpone its IPO (initial public offering) at the end of last year. By mid-March, Beijing asked Alibaba – which now owns the flyer South China Morning Post – divestments in the media sector due to fears of the company’s growing influence, according to the company Wall Street Journal. Out South China Morning Post Alibaba owns video streaming platform Youku and a 30% stake in social networking site Weibo. The group also invests in Bilibili, known as the Chinese version of YouTube, news conglomerate Yicai Media Group, news websites. 36Kr, Huxiu.com and Focus Media – China’s largest offline advertising agency. “To be fair, Alibaba’s control over information, media and personal data in China has outstripped the tech giants in other countries,” said Professor Zhu Ning at Hoc commented Shanghai Advanced Finance Institute. Alibaba’s control over information, media and personal data in China has outstripped tech giants in other countries. – Professor Zhu Ning Last December, the business news site Huxiu – funded by Ant – has targeted Chinese antitrust regulations. Huxiu warns that Beijing’s tightening of regulation will affect Internet companies and hurt the country’s economy. The article was published after China’s market regulator opened an investigation against Alibaba. The four-month investigation ended with a record 18 billion yuan ($ 2.8 billion) fine for Ma’s group. However, the post was removed from Huxiu’s website shortly after. The site also stopped posting news for a month. Last year, Weibo was also found to have deleted posts, closed comments, and removed highly searched topics in an attempt to quell rumors related to a senior Alibaba executive. Alibaba is Weibo’s second largest shareholder and largest ad customer. “Alibaba’s power to shape public opinion is amazing,” the paper said People’s Daily of the Chinese state. Alibaba invests heavily in the media sector, including newspapers, electronic media and broadcasting, social networking platform … Photo: Nikkei Asian Review. As the user’s information source increasingly depends on technology platforms, the influence of these platforms on the public opinion increases. That forces the Chinese regime to change its attitude. In fact, in 2014, the Chinese government openly encouraged the traditional media and Internet companies to further combine and invest in each other. At the moment, authorities are concerned that Alibaba’s excessive control over the media will help it strengthen its dominance in many other sectors outside of e-commerce and finance. online. Media investments mean a lot for Alibaba, analysts say. Tencent Holdings – a rival of Alibaba – owns messaging app WeChat and ByteDance, the parent company of TikTok (known in China as Douyin). Meanwhile, billionaire Jack Ma’s group lacks self-developed media platforms to attract and retain users. “An ecosystem that lacks a media platform is at a disadvantage in terms of competition. Looking at competitors, Alibaba sees the benefits of having media resources,” Nikkei Asian Review quoted Mr. Martin Bao, an analyst at ICBC International in Shanghai, commented. Fierce competition Tencent’s 1 billion WeChat user platform is the driving force behind the growth of e-commerce site Pinduoduo. Tencent is the second largest shareholder in Pinduoduo. Thanks to the huge number of users, short video platform Douyin is also able to quickly grow its e-commerce business through live streaming. The media also helps increase advertising revenue. “Advertising is the core business of Internet corporations, bringing stable revenue and low cost,” Bao explained. Alibaba does not disclose advertising revenue in its financial statements. However, in 2017, Alibaba CFO Meggie Wu said 60% of the company’s revenue came from advertising platforms. Stores buy advertising space on Alibaba’s websites and corporate media partners. The Chinese regime’s message is very clear. They decide what people should pay attention to, not private corporations – Associate Professor Fang Kecheng According to research firm eMarketer, Alibaba accounts for more than 30% of the Chinese e-advertising market in 2020. The group cooperates with more than 4,000 media partners, 100,000 mobile applications, reaching 98% of the population. in a country with a billion people. Alibaba’s media investment “is primarily aimed at expanding the ecosystem at all costs to prevent other companies like Tencent and Baidu from dominating,” said Leo Sun, a technology expert at The Motley Fool. cyber “. Alibaba’s rivals also invest significantly in the media. For example, in 2020, Baidu spent $ 3.6 billion to acquire the social media platform Joyy’s live-streaming business. Tencent developed its own video platform and online news site, and invested in Kuaishou and Bilibili. The Alibaba founder’s influence in the Chinese business world attracts the attention of the Beijing authorities. Photo: Reuters. However, Mr. Sun believes that corporations like Tencent, Baidu and ByteDance are unlikely to fall into the sights of Beijing authorities like Alibaba. Their investments are still related to the core business and not as extensive as Alibaba. Meanwhile, Alibaba founders are often known for their unique ideas. Mr. Ma also likes to convey his message to a wide audience. He even opened a business school for Chinese business leaders. Ma’s influence in the business world caught Beijing’s attention. Sheet Financial Times reported that his school had been forced to stop training. “The Chinese government’s message is very clear. They decide what people should pay attention to, not private corporations,” said Associate Professor Fang Kecheng at the Zhongshan Zhongzheng University.

Produced | Sohu Technology

Author | Song Wanxin

Edit｜ Yang Jin

After the traditional e-commerce of Taobao and Jingdong, and the social e-commerce of Pinduoduo, Douyin put forward a new concept-“interest e-commerce” at the recent e-commerce conference.

According to the explanation by Kang Zeyu, president of Douyin e-commerce, “interest e-commerce” is to tap the potential shopping needs of users based on the content ecology and recommendation algorithm of Douyin. If the traditional shelf-style e-commerce in the Taobao era is that users go shopping with their goals, then “interest e-commerce” is to use algorithms to recommend products that may be of interest to users when they have no purpose.

If you compare Taobao to a shopping mall, Douyin is more like a pedestrian street.

Another new concept was introduced, and the controversy about “whether it is a pseudo concept” also arises. From the perspective of implementation means, the essence of “interested e-commerce” is “commodity recommendation”, and this function is actually not absent on platforms such as Taobao and JD.com. But Chen Jun, a senior practitioner in the e-commerce industry, believes that Taobao does the most to match demand. He told Sohu Technology that the algorithm recommendation is to increase the conversion rate as much as possible, that is, to allow people at each level to get the consumption they need, so as to increase the conversion rate.

Regardless of how “interested e-commerce” is defined, Douyin has come up with algorithmic tools to tap the value of public domain traffic, convert more potential users to shopping live broadcast rooms, and then undertake with a brand with a certain degree of recognition and trust. , Guarantee retention and repurchase rate.

“The efficiency of the Douyin team is still very high. From the start of the e-commerce business to the present, it has output its own methodology in more than a year.” Wuyou Media CEO Lei Binyi told Sohu Technology.

A few days before the Douyin E-commerce Conference, Kuaishou also held a self-e-commerce conference. The live broadcast e-commerce methodology expounded by Kuaishou seems to be quite different from Douyin, but when you look closely, the two essentially have the same demands.

“Rely on public domain in the short-term and private domain in the long-term”, Kuaishou advocates that the promotion of transaction traffic comes from the follow page, so that the master and the merchant have the right to control the traffic. Although Kuaishou emphasized the “private domain” from the beginning to the end of the conference, one detail worth noting is that Simba, who has the strongest private domain traffic, did not appear in any promotional videos of the conference due to the “bird’s nest sale incident”. And the anchor case.

In fact, Kuaishou seems to be deliberately weakening family-style private domain traffic, and instead uses “private domain traffic” to attract mid-waist anchors and business self-broadcasts to balance the power of the family, and covertly transfer to the public domain under the crust of private domain.

With Kuaishou’s listing and TikTok approaching its listing, the two e-commerce businesses have also come to an interweaving point dramatically, that is, the competition for public domain traffic and brand owners. Douyin once again chose to start from the high line, and Kuaishou once again completed the low line and hit the high line from the low line. The short video war between the two sides once again repeated itself in the field of e-commerce.

It’s better to rely on the anchor than the brand

“The vibrato is a lesson learned from Taobao live broadcast and Kuaishou.” Chen Jun said.

In the field of e-commerce, although Douyin is a late player, it may be a smart and powerful opponent. More than a year after Douyin started its e-commerce business, the first e-commerce methodology that has attracted the attention of the outside world is the importance of Douyin e-commerce on brand self-broadcasting.

Since Luo Yonghao launched the first shot of Douyin live e-commerce last year, various celebrity artists have also appeared one by one, but while sales are refreshing high, the industry has also begun to talk about the platform ecology of “Douyin does not have a brother”. Compared with Kuaishou’s strong private domain traffic, Douyin’s public domain ecology is difficult to incubate a benchmark anchor, and it has almost blocked the idea of ​​relying on anchors to bring goods to establish an industry image.

Xiaohulu big data shows that from April to December last year, among the top 100 master anchors in total sales on Taobao, Kuaishou, and Douyin, 45 were Kuaishou anchors, 40 were Taobao anchors, and only 15 were Douyin anchors. Among the top 10 sales talent anchors, 5 are Taobao anchors, 4 are Kuaishou anchors, and only Luo Yonghao is the Douyin anchor.

According to Tencent’s deep network citing people who ran Douyin e-commerce in the early days, 6 accounts were incubated on Douyin, with a total number of fans of about 100,000. However, according to his observation, the number of fans is not directly related to the amount of goods carried. 3 After the monthly explosion, sales have entered a stable period.

This problem is not uncovered within Douyin. At the conference, Douyin e-commerce put forward the “FACT model”, which represents the self-broadcasting of merchants, the talent matrix, marketing activities, and the big V of the head. The four horses are equally important to balance the forces of all parties.

In fact, before the official announcement, the Douyin e-commerce ecology had already formed a big environment where the brand was popular. In August last year, Xiao Dongyu, head of Weige’s MCN brand live broadcast service, told Sohu Technology that Douyin’s head anchors generally tend to work directly with the supply chain, with brand-specific shows accounting for the majority, while Taobao’s mixed broadcasting is the main focus.

“The FACT mode of Douyin deliberately avoids the potential hazards of Hengqiang on the head. There must be drawbacks to only grabbing one head in the private and public domains. The space in the waist really needs a platform to redistribute traffic. What I see is , Douyin is strengthening this transformation.” Wuyou Media CEO Lei Binyi told Sohu Technology.

Judging from the experience of Kuaishou and Taobao, the negative impact of strong top anchors is self-evident. Simba, Li Jiaqi and Wei Ya gradually evolved from platform signs to platform ceilings and began to counterbalance the overall ecological health of the platform.

Take Simba’s return to his debut as an example. Although Simba has tried his best to keep a low profile, it is still difficult to conceal his influence. At the end of the whole live broadcast, Simba recommended a batch of newcomer anchors, and added fans to these newcomers’ accounts. Some of the anchors increased their fans at one time by more than one million orders. In a sense, Simba’s private control of traffic has been Beyond the platform.

Chen Jun said that the essence of Douyin’s support for brand self-broadcasting is to redistribute benefits and achieve a balance between all parties, instead of letting a certain character become fat, and other characters are sucked up.

Kang Zeyu, President of Tik Tok E-commerce, emphasized that Tik Tok attaches great importance to all levels. For Long Tail, Tik Tok will set up a selection alliance to make it easier for them to choose products. There may be some requests for brand cooperation in the middle waist, and Douyin will support it through mechanisms such as Douyin Link. On the head, there are more customization needs, such as building your own team and even brand.

In terms of revenue, Douyin e-commerce is similar to Taobao. Its revenue mainly consists of GMV rake and advertising. Brand merchants can contribute more stable GMV and traffic purchase costs. Moreover, mature top brands have a complete supply chain, which can make up for the incomplete Douyin stores. This all constitutes the reason why Douyin supports brand self-broadcasting.

However, Douyin’s brand self-broadcasting is obviously still in its infancy. Xiaohulu big data shows that of the top 100 stores with total sales last year, 98 live rooms are from Taobao, and only 2 live rooms are from Douyin.

The hidden worries of large-scale anti-super fast hands and Taobao live broadcast

In the outside world’s perception of live e-commerce, Kuaishou e-commerce has a first-mover advantage and seems to be the best in terms of scale, but from the data point of view, there may be some deviations between facts and subjective feelings.

According to a report from the financial media “LatePost”, Douyin’s live broadcast of e-commerce GMV exceeded 500 billion yuan last year. The Kuaishou financial report shows that last year, Kuaishou’s GMV was 381.2 billion yuan, and Taobao’s live broadcast exceeded 400 billion yuan. In terms of scale, Douyin has achieved a surpassing Taobao live broadcast and Kuaishou.

The Douyin e-commerce business plans to raise the GMV target this year to one trillion yuan, doubling the previous year. In contrast, Pinduoduo only broke through one trillion in 2019, compared with 1.6 trillion last year. In other words, if the goal is achieved, Douyin’s e-commerce business alone will surpass the scale of Pinduoduo in 2019.

According to Questmobile data, during the National Day last year, Douyin stores have basically become the only channel for live e-commerce on the platform, accounting for 96%, while Kuaishou stores only accounted for one-third of their revenue, and Taobao and Youzan each accounted for it. one third. From the data point of view, Douyin has basically formed a closed loop, and Kuaishou’s e-commerce revenue still has a high proportion of people making wedding dresses for others.

Since the establishment of the first-level e-commerce department last year, in order to establish a closed-loop Douyin store, Douyin first broke off the third-party platform for live broadcast and delivery, and then launched Douyin payment. In addition, it has reached a cooperation with the big channel brand Suning to support various players. TikTok e-commerce closed loop was established quickly.

However, the construction of the Douyin store and the overall operating system is still relatively simple. After Douyin’s external link was broken last year, Li Jianfeng, the director of Roman e-commerce, once told Sohu Technology that Douyin stores are relatively immediacy, and merchants have not received clear guidance for long-term operations.

It is understandable that Douyin is an e-commerce company starting from its own strengths “recommendation algorithm”, but this also makes it difficult for the “recommended live broadcast” to meet the daily sales needs of merchants. In addition, merchants who have become accustomed to Taobao’s more complex operating rules cannot quickly build a similar operating system on Douyin, and the Douyin platform itself does not have a standardized product similar to Alimama to guide merchant operations.

At the product level, unlike Kuaishou and Taobao live broadcasts, Douyin’s e-commerce portal “Douyin Mall” is located on the personal homepage. There is no classification as a whole. Only the “Guess you like” part recommends products based on algorithms. It is designed as a double-row information stream. In the information flow, live broadcast portals and commodity link portals are mixed.

This shows that “search-based e-commerce” currently does not have a high priority in Douyin e-commerce as a whole.

In addition to the differences in product design, Lei Binyi believes that if Douyin and Taobao are compared, because of their genetic differences, Taobao, as an e-commerce platform, converts traffic to live broadcasts, and the accuracy rate will be higher than that of Douyin.

QuestMobile’s data report in April last year showed that among the current major content platforms, the average conversion rates of Douyin and Kuaishou were 8.1% and 2.7%, respectively. However, there are still differences between sub-industries and brands of different sizes. A person familiar with the matter revealed to Sohu Technology that the conversion rate of Douyin stores is only 1.4% for the top brand in a certain vertical category. The flow of the department is coordinated”.

The greatest insecurity in Douyin’s public domain traffic distribution is reflected in the instability of sales conversion. In such an environment, the top brand can survive the cold start period more smoothly by virtue of a higher consumer awareness base.

Wu Lifeng, head of the e-commerce platform of Peacebird Live, told Sohu Technology that if 1 million people come in to watch the live broadcast during a live broadcast, and 150,000 people will eventually enter the store, the conversion rate can reach 15%, which is already a considerable benefit. From the perspective of the entire brand’s self-broadcasting, the launch traffic accounted for 30%, and the organic traffic accounted for about 70%.

Douyin has already begun to make attempts on private domains. In March of this year, Douyin quietly launched the test of the fan group chat function, and businesses can establish private domain communities on Douyin. For example, Luo Yonghao’s “Make Friends” Douyin fan group has reached 50.

On the other hand, in order to open up public domain and private domain traffic, Kuaishou began to test the e-commerce marketing platform Magnetic Taurus on March 31, and integrate Kuaishou Noodles + Xiaodiantong. As for the shortcomings of “brand self-broadcasting”, Kuaishou is also working hard to erase the prejudice of the outside world. Xiao Gu, the person in charge of Kuaishou e-commerce company, responded, “Many brands ask us whether I can do it in Kuaishou and whether Kuaishou is suitable for brands. It’s suitable for brands, but the way of doing it is different. We encourage store broadcasting and self-broadcasting more.” He explained that if it is a flagship store of XX, the content and trust of store-broadcasting are insufficient. On the brand side, you can open an account to make the personality more interesting.

In the traffic war between private and public domains, the battle between Douyin, Kuaishou and Taobao Live has just begun.

Where is the channel dividend, where is the brand

In the past three years, live broadcast e-commerce has developed rapidly, but it has quickly reached a bottleneck. Among the three leading platforms of Douyin, Kuaishou, and Taobao Live, Douyin is still a newcomer, but it is also the only platform that is still on the rise. In e-commerce, an industry that has high customer acquisition costs and constant need for traffic access, it is the common understanding of merchants to seize Douyin, even if the future of Douyin e-commerce is still unclear.

Earlier, many merchants told Sohu Technology that Douyin’s disconnection of external links last year did cause them a relatively large turmoil in the short term. Originally, there was no plan to open a small store on Douyin, but considering that Taobao has not too many Incremental space, just to be on the safe side, still cannot give up the market of Douyin.

“We are indeed investing more operational energy in Douyin now, because relatively speaking, Taobao’s live broadcast pattern has been more solidified.” Lei Binyi told Sohu Technology. He observed that even if it is Taobao’s head anchor, Spending a lot of money to advertise outside the site, such as WeChat’s Guangdiantong and various other channels.

Recently, Tmall has rarely lowered the threshold for merchants to enter. After April 19, newly opened stores can become official Tmall stores only by passing the 7-month trial operation capability assessment. This is the first time that Tmall has revised its store opening rules since its establishment in 2009.

Where the channel dividend is, where is the brand owner. Its own bottleneck and Douyin Kuaishou’s plundering of merchant resources are increasing the sense of crisis on Taobao and Tmall.

In fact, the Taobao brand has already worked hard in the field of self-broadcasting, and it has become a standard for Taobao live broadcast. However, Lei Binyi pointed out that Taobao’s live broadcast mechanism has defects in store self-broadcasting. “Taobao’s service fee for proxy broadcasts is paid by the hour. Paid, that is, how much is an hour, but Douyin is a cost model of CPS (charged by actual sales volume), which is obviously more effective in motivating anchors.”

QuestMobile’s live e-commerce report in October last year showed that as of September 2020, the proportion of users watching live broadcasts on Kuaishou and Douyin platforms has reached around 80%, and the user habits of live e-commerce have basically formed. However, it is worth noting that the proportion of Kuaishou head KOLs participating in live broadcast is 58.5%, and the proportion of carrying goods is 36.6%. In contrast, the proportion of Douyin head KOLs participating in live broadcast is about 27.5%, and the proportion of carrying goods is 51.2%.

In other words, although Kuaishou has created its image as the “first live broadcast e-commerce platform”, Kuaishou still dominates live entertainment. On the vibrato, more than half of the anchors who started live broadcasts for the purpose of bringing goods accounted for more than half.

Under the influence of head anchors such as Simba, Li Jiaqi and Wei Ya, Hengqiang, the waist and tail anchors began to test the waters in many ways. The person in charge of MCN once told Sohu Technology, “The anchors are studying how to drain traffic more accurately. Taobao does not The method is to provide traffic to the live broadcast room, but Douyin can. The two sides have very different operating methods for the anchors. Therefore, many mid-waist anchors can only test the water in many ways, and a small proportion of them are “out of the country”.”

E-commerce anchors are fleeing Kuaishou and Taobao, and the agency service providers are also seeing the dividends of Douyin.

Chen Jun told Sohu Technology that the service provider of TikTok Lining’s official account used to be mainly engaged in content marketing, but only transformed into an e-commerce agency operation in August last year. “Originally, the company was almost unable to sustain it. After the transformation, it is now one month later. The transaction turnover is about 50 million.” He said that the general trend of brand self-broadcasting will drive the rapid growth of the entire agency operation industry.

On the whole, the basic ideas of Douyin e-commerce, the overall framework of the store, the basic disks of the top merchants and users are all in place. The next decision is whether the wild growth of GMV can last or not, which is the most critical user experience. , And whether internal management can keep up with the speed of business expansion.

An insider of Douyin revealed to Sohu Technology that the two e-commerce departments within Byte are trying to integrate. One is the e-commerce department of the group established in June last year. Before the establishment of the department, Douyin already had one of its subordinates. E-commerce department. And BYTE hopes to put the old e-commerce department under Douyin into the commercialization group, that is, Zhang Lidong’s subordinates.

“This year Douyin is going to engage in e-commerce.” The insider said. After Douyin catches up on the scale of GMV, whether it can reverse the live broadcast e-commerce landscape and carry the imagination of going public, perhaps there will be an answer within the year.

(At the request of the interviewee, Chen Jun is a pseudonym)

“Core Tips”

Swiping through Douyin, I found a local internet celebrity restaurant with cheap group purchase coupons on the short video. Is it easy to be planted? After failing to test the waters in 2018, Douyin is now back on the local life track, directly hitting the hinterland of Meituan through group purchase coupons. On “Eat, Drink, Play and Live”, short video content is naturally more intuitive than graphics. This time, how much threat does Douyin pose to Meituan?

Author| Shen Fangwei

Edit| Xing Yun

With high frequency, rigid demand, and mature monetization model, the local life track has always been an eye-catching “sweet and pastry”.

As the number one player, Meituan won the “Thousand Regiment War” and built a stable foundation with a strong push and a complete industrial chain.

In Meituan’s business, local life-to-stores and wine tours have always been the “cash cows” with the highest profit margins. In 2020, they contributed 21.3 billion yuan in revenue. Although the business volume is not as large as the takeaway, the operating profit margin reached 38.5%. , Far exceeding 4.3% of the food delivery business.

Nowadays, on the tables of some restaurants in Beijing and Shanghai, a TikTok QR code has been added, showing that you can enjoy discounts when you place orders with TikTok scanning the code.

Meituan and Wang Xing ushered in a new challenger-Douyin.

The byte system led by Zhang Yiming expands without boundaries. In 2021, Douyin has accelerated the promotion of local life business, and has tested water group purchases in many places. Since its official announcement in March, it has been launched in more than a dozen cities including Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing, and Xi’an. The channel has even sunk to the district. County level.

This is generally regarded as a trick for Douyin to attack Meituan’s hinterland. The display of short video content is naturally more intuitive and more attractive than graphics and text. What impact will Douyin bring, and to what extent will it affect Meituan?

1. Douyin’s local life ambitions

   Since February 2021, at the top of Douyin’s same-city page in some cities, a “preferential group purchase” entry has appeared, covering gourmet dining, hotels and guesthouses.

There are also popular lists and heartbeat restaurants on the same city page, all with related video content. Taking Beijing as an example, there are games, accommodations, leisure and entertainment in the game popularity list, and some orders will be redirected to the same city and Ctrip. In other words, you can get services on Douyin for “eat, drink, play, and live” in this city.

Behind this is a new round of battles that Douyin has provoked in local life.

In internal testing in February, the group-buying business officially launched in March is a new attack by Douyin’s “local direct-sale business center” that specializes in expanding local life. It has been rapidly rolled out in first-tier and new first-tier cities.

According to “Latepost” report, this center was established in December 2020. After the original SMB (small and medium customer) business line was withdrawn, about 10,000 employees were transferred to the center in January.

In the second half of 2020, Douyin has taken intra-city, social networking, and search as the most important business lines in the future. This means that the 10,000-person team will focus on local life services such as life services, cultural tourism and catering for customer mining in the future.

This is not the first time that Douyin has tested the local life business, but it is the comeback of BYTE after its failed attack on the local life market.

As early as 2018, Douyin tried to set up a POI (Point of Interest) team, through small and medium-sized merchants to enter the enterprise number, test water coupons and third-party services, etc., but they were not ideal. The project was launched in 2019. Shut down.

According to a byte commercialization department employee told Leopard, that the POI project was resumed afterwards, and various voices filled the team. They believed that the POI click conversion rate was lower than 1%, the user trust was insufficient, and the video content and ecology were not enough. Rich, if you want to do a good job in local life, it is indispensable to deal with these problems.

Over the past two years, Byte has tried to solve such problems and has made a series of adjustments on both the product side and the operation side to help Douyin better adapt to the consumption scenarios of local life services.

Specific measures include, but are not limited to, the upgrade of information aggregation pages, the provision of multiple sets of independent jump menus to improve content scenarios, the introduction of enterprise account upgrades, the initiation of talent shop visits, and the launch of UGC content challenge activities for ordinary users to help the platform accumulate changes. Multiple content resources lay the foundation for restarting the in-store business.

The 2020 epidemic has led to a sharp drop in passenger flow, and a large number of small and medium businesses have begun to actively expand customer acquisition channels and try to participate in marketing cooperation on major platforms to increase store traffic and conversion effects.

During this period, Douyin launched the shop-discovery group plan, with more than 10,000 fans and users who publish high-quality eating, drinking, and grass-planting videos can apply for this service. More shop-discovering videos have also enriched Douyin. Local ecology.

In the coming year, the strong push + Tandian group model will become the main strategy and specific play for Douyin to return to the battlefield of local life.

1. Differentiated competition Douyin focuses on new merchants + waist merchants to acquire customers

   However, in the current market, Douyin Group Purchase does not directly compete with Meituan’s traditional business, but has opened a differentiated route in all aspects.

   The first is the difference in price.

   Leopard Change noticed that compared to Meituan’s 60% to 80% discount, 2 to 40% is a common price for Douyin. Among the many shops recommended by Shanghai, most of the merchants’ thousand-yuan package price is only 100- It ranges from 300 yuan.

   How can TikTok group purchase be cheaper?

   

   The answer comes from two aspects. The first is the lower entry threshold and the difference in commissions. Meituan merchants need to pay a certification fee of 1,800 yuan, and online group purchase packages need to pay 5-10% of the transaction volume per order.

   In contrast, TikTok group purchase only requires merchants to register as users, pay 600 yuan to register a certified company number, and then participate in the gameplay, and there is no commission on transactions, which encourages merchants to give more powerful discount packages and increase the effectiveness of promotion. .

   The second is the precise grasp of the positioning of the target business customer group. A staff member of Douyin told Leopard Change that promoters are more inclined to choose two types of businesses as potential promotion targets.

   One category is businesses that have been included on platforms such as Meituan Dianping for a certain period of time, but have low overall scores and are eager to improve their reviews; the other category is new businesses that have just opened and have the attributes and characteristics of Internet celebrities. The two types of stores are more difficult to get customers in Meituan Dianping, but they all have a certain budget and room for profit.

   After joining Douyin, merchants generally encourage users to write reviews on Dianping and use keywords such as “yindou” to bypass the system shielding, prompting Douyin to buy group meals at a cheaper and more convenient price, and attracting more users who read reviews to Douyin. sound.

   At present, Douyin’s local life is still in the stage of promotion and small-step running trials. There is no subsidy plan for the time being, and the opening city has not yet set growth targets, but it does not rule out the provision of subsidies during rapid expansion in the future.

   In addition to lower prices than Meituan, creating the illusion of “taking advantage” is also one of the reasons for the large discounts on Douyin.

   Take a French restaurant in Jing’an District of Shanghai as an example. The restaurant offers a pasta menu price of 66 yuan, but the group purchase package offered on Dianping shows the price is 88 yuan, while in Douyin’s 2.4% off package, the price of pasta Rise to 188 yuan.

   A catering practitioner believes that in the local life business of Douyin based on content recommendations, not only a sufficient number of talents are required to produce high-quality videos for users to plant grass, but it is also important to create the illusion of “taking advantage”. Therefore, businesses have false reports. Price, the phenomenon of large discounts.

   In contrast, merchants that have ranked at the top of Meituan Dianping are currently less interested in Douyin group buying. The manager of a 4.77-point Yunnan restaurant chain restaurant in Beijing told Leopard Bian that the restaurant had several promoters visited in early April. , Hoping to launch group purchase packages but were rejected.

   There are two reasons for refusing to join Douyin: first, the price has become reasonable, and there is no room for profit; second, the store has established a reputation and has sufficient customer sources. If you blindly expand new customer groups in the short term, it may not only increase the waiting time in the queue. , Reduce the user experience, and may also cause the loss of existing customer groups.

2. It is difficult to sting Meituan in the short term, but the war in local life will never stop

   Douyin has great ambitions for local life, but it is different from Meituan’s play, and there is a huge difference in the scenes between the two.

   When people go to a restaurant to pay for a meal, they are used to opening Meituan and commenting to see if there are any coupons available. Behind Meituan follows an active search model to solve the deterministic needs of users.

   Douyin uses short videos to solve the random demand. Going to an Internet celebrity restaurant and buying group purchase coupons, this kind of random link will eventually need to be consumed in the store to complete. How high the conversion rate can be is a question.

   According to “LatePost” report, as of March 2021, the GMV of Douyin’s local life business that month was less than 40 million yuan.

   The basic disk of Meituan’s business far exceeds that of the current Douyin.

   

   At the same time, on the path of realization, Meituan’s local life business follows the high-frequency demand for takeaways to drive low-frequency and high-profit in-store business such as medical beauty and life services. In the past ten years, Meituan has established a solid local life network in nearly 2,800 cities at or above the county level through 9.5 million riders and powerful combat forces. It has an absolute advantage in urban coverage and business categories. , Users and businesses have established an unshakable and stable triangle relationship.

   The TikTok recommendation mechanism based on content and algorithms requires dual requirements for content and promotion, and rapid expansion is not easy.

   First of all, if a new area has not accumulated enough local grass-growing content, it lacks the core motivation to attract consumers to pay. The current 10,000-person push team can only help Douyin in a small area in some first- and second-tier cities. Promotion.

   An anonymous Meituan employee also revealed to Leopard Bian that the Dianping team has launched a response plan based on Douyin’s strategy, but it has not yet announced it. In the past few years, Dianping’s UGC content ecology has also become more abundant, and a route similar to Douyin’s explorer has already existed. Currently, it is not panic about Douyin’s entry into local life.

   In his view, in today’s local life service market, new entrants cannot change the complete service system of Meituan Dianping only by relying on traffic. However, Douyin has not yet established a complete offline service system.

   The iiMedia Consulting report shows that in 2019, the overall revenue of the in-store service industry reached 200 million yuan, with a steady growth rate of 7%-10% per year, while the current online rate of catering is only 12.7%. The forerunner of this track may have flourished, but there is still a lot of room for development.

   Previously, a Byte of internal interview minutes circulated in the market showed that the GMV target for local life in 2021 is 6 billion yuan. The report on April 21 showed that before February this year, BYTE’s goal for local life for the whole year was to buy GMV in the store to reach 20 billion yuan by the end of 2021, and the person in charge of the giant engine responded that there was no decision. Under the target of 20 billion GMV.

   In addition to Douyin, Kuaishou, another giant in the short video camp, as well as Alibaba, Baidu, and Didi, who have been deeply involved in the Internet for many years, all have deep or shallow participation in the local life track. Under the rapid disruption of Douyin, other players are also ready to move.

   The singularity of the reversal of the situation in this game has not yet come, but a trend is already foreseeable, the war in local life will never stop.

Produced | Sohu Technology

Author | Song Wanxin

Edit｜ Yang Jin

After the traditional e-commerce of Taobao and Jingdong, and the social e-commerce of Pinduoduo, Douyin put forward a new concept-“interest e-commerce” at the recent e-commerce conference.

According to the explanation by Kang Zeyu, president of Douyin e-commerce, “interest e-commerce” is to tap the potential shopping needs of users based on the content ecology and recommendation algorithm of Douyin. If the traditional shelf-style e-commerce in the Taobao era is that users go shopping with their goals, then “interest e-commerce” is to use algorithms to recommend products that may be of interest to users when they have no purpose.

If you compare Taobao to a shopping mall, Douyin is more like a pedestrian street.

Another new concept was introduced, and the controversy about “whether it is a pseudo concept” also arises. From the perspective of implementation means, the essence of “interested e-commerce” is “commodity recommendation”, and this function is actually not absent on platforms such as Taobao and JD.com. But Chen Jun, a senior practitioner in the e-commerce industry, believes that Taobao does the most to match demand. He told Sohu Technology that the algorithm recommendation is to increase the conversion rate as much as possible, that is, to allow people at each level to get the consumption they need, so as to increase the conversion rate.

Regardless of how “interested e-commerce” is defined, Douyin has come up with algorithmic tools to tap the value of public domain traffic, convert more potential users to shopping live broadcast rooms, and then undertake with a brand with a certain degree of recognition and trust. , Guarantee retention and repurchase rate.

“The efficiency of the Douyin team is still very high. From the start of the e-commerce business to the present, it has output its own methodology in more than a year.” Wuyou Media CEO Lei Binyi told Sohu Technology.

A few days before the Douyin E-commerce Conference, Kuaishou also held a self-e-commerce conference. The live broadcast e-commerce methodology expounded by Kuaishou seems to be quite different from Douyin, but when you look closely, the two essentially have the same demands.

“Rely on public domain in the short-term and private domain in the long-term”, Kuaishou advocates that the promotion of transaction traffic comes from the follow page, so that the master and the merchant have the right to control the traffic. Although Kuaishou emphasized the “private domain” from the beginning to the end of the conference, one detail worth noting is that Simba, who has the strongest private domain traffic, did not appear in any promotional videos of the conference due to the “bird’s nest sale incident”. And the anchor case.

In fact, Kuaishou seems to be deliberately weakening family-style private domain traffic, and instead uses “private domain traffic” to attract mid-waist anchors and business self-broadcasts to balance the power of the family, and covertly transfer to the public domain under the crust of private domain.

With Kuaishou’s listing and TikTok approaching its listing, the two e-commerce businesses have also come to an interweaving point dramatically, that is, the competition for public domain traffic and brand owners. Douyin once again chose to start from the high line, and Kuaishou once again completed the low line and hit the high line from the low line. The short video war between the two sides once again repeated itself in the field of e-commerce.

It’s better to rely on the anchor than the brand

“The vibrato is a lesson learned from Taobao live broadcast and Kuaishou.” Chen Jun said.

In the field of e-commerce, although Douyin is a late player, it may be a smart and powerful opponent. More than a year after Douyin started its e-commerce business, the first e-commerce methodology that has attracted the attention of the outside world is the importance of Douyin e-commerce on brand self-broadcasting.

Since Luo Yonghao launched the first shot of Douyin live e-commerce last year, various celebrity artists have also appeared one by one, but while sales are refreshing high, the industry has also begun to talk about the platform ecology of “Douyin does not have a brother”. Compared with Kuaishou’s strong private domain traffic, Douyin’s public domain ecology is difficult to incubate a benchmark anchor, and it has almost blocked the idea of ​​relying on anchors to bring goods to establish an industry image.

Xiaohulu big data shows that from April to December last year, among the top 100 master anchors in total sales on Taobao, Kuaishou, and Douyin, 45 were Kuaishou anchors, 40 were Taobao anchors, and only 15 were Douyin anchors. Among the top 10 sales talent anchors, 5 are Taobao anchors, 4 are Kuaishou anchors, and only Luo Yonghao is the Douyin anchor.

According to Tencent’s deep network citing people who ran Douyin e-commerce in the early days, 6 accounts were incubated on Douyin, with a total number of fans of about 100,000. However, according to his observation, the number of fans is not directly related to the amount of goods carried. 3 After the monthly explosion, sales have entered a stable period.

This problem is not uncovered within Douyin. At the conference, Douyin e-commerce put forward the “FACT model”, which represents the self-broadcasting of merchants, the talent matrix, marketing activities, and the big V of the head. The four horses are equally important to balance the forces of all parties.

In fact, before the official announcement, the Douyin e-commerce ecology had already formed a big environment where the brand was popular. In August last year, Xiao Dongyu, head of Weige’s MCN brand live broadcast service, told Sohu Technology that Douyin’s head anchors generally tend to work directly with the supply chain, with brand-specific shows accounting for the majority, while Taobao’s mixed broadcasting is the main focus.

“The FACT mode of Douyin deliberately avoids the potential hazards of Hengqiang on the head. There must be drawbacks to only grabbing one head in the private and public domains. The space in the waist really needs a platform to redistribute traffic. What I see is , Douyin is strengthening this transformation.” Wuyou Media CEO Lei Binyi told Sohu Technology.

Judging from the experience of Kuaishou and Taobao, the negative impact of strong top anchors is self-evident. Simba, Li Jiaqi and Wei Ya gradually evolved from platform signs to platform ceilings and began to counterbalance the overall ecological health of the platform.

Take Simba’s return to his debut as an example. Although Simba has tried his best to keep a low profile, it is still difficult to conceal his influence. At the end of the whole live broadcast, Simba recommended a batch of newcomer anchors, and added fans to these newcomers’ accounts. Some of the anchors increased their fans at one time by more than one million orders. In a sense, Simba’s private control of traffic has been Beyond the platform.

Chen Jun said that the essence of Douyin’s support for brand self-broadcasting is to redistribute benefits and achieve a balance between all parties, instead of letting a certain character become fat, and other characters are sucked up.

Kang Zeyu, President of Tik Tok E-commerce, emphasized that Tik Tok attaches great importance to all levels. For Long Tail, Tik Tok will set up a selection alliance to make it easier for them to choose products. There may be some requests for brand cooperation in the middle waist, and Douyin will support it through mechanisms such as Douyin Link. On the head, there are more customization needs, such as building your own team and even brand.

In terms of revenue, Douyin e-commerce is similar to Taobao. Its revenue mainly consists of GMV rake and advertising. Brand merchants can contribute more stable GMV and traffic purchase costs. Moreover, mature top brands have a complete supply chain, which can make up for the incomplete Douyin stores. This all constitutes the reason why Douyin supports brand self-broadcasting.

However, Douyin’s brand self-broadcasting is obviously still in its infancy. Xiaohulu big data shows that of the top 100 stores with total sales last year, 98 live rooms are from Taobao, and only 2 live rooms are from Douyin.

The hidden worries of large-scale anti-super fast hands and Taobao live broadcast

In the outside world’s perception of live e-commerce, Kuaishou e-commerce has a first-mover advantage and seems to be the best in scale, but from the data point of view, facts and subjective feelings may be deviated.

According to a report from the financial media “LatePost”, Douyin’s live broadcast of e-commerce GMV exceeded 500 billion yuan last year. The Kuaishou financial report shows that last year’s Kuaishou GMV was 381.2 billion yuan, and Taobao live broadcast exceeded 400 billion yuan. In terms of scale, Douyin has achieved a surpassing Taobao live broadcast and Kuaishou.

The Douyin e-commerce business plans to raise the GMV target this year to one trillion yuan, doubling the previous year. In contrast, Pinduoduo only broke through one trillion in 2019, compared with 1.6 trillion last year. In other words, if the goal is achieved, Douyin’s e-commerce business alone will surpass the scale of Pinduoduo in 2019.

According to Questmobile data, during the National Day last year, Douyin stores have basically become the only channel for live e-commerce on the platform, accounting for 96%, while Kuaishou stores only accounted for one-third of their revenue, and Taobao and Youzan each accounted for it. one third. From the data point of view, Douyin has basically formed a closed loop, and Kuaishou’s e-commerce revenue still has a high proportion of people making wedding dresses for others.

Since the establishment of the first-level e-commerce department last year, in order to establish a closed-loop Douyin store, Douyin first broke off the third-party platform for live broadcast and delivery, and then launched Douyin payment. In addition, it has reached a cooperation with the big channel brand Suning to support various players. TikTok e-commerce closed loop was established quickly.

However, the construction of the Douyin store and the overall operating system is still relatively simple. After Douyin’s external link was broken last year, Roman e-commerce director Li Jianfeng once told Sohu Technology that the Douyin store is relatively immediacy. In terms of long-term operation, merchants have not received clear guidance.

It is understandable that Douyin is doing e-commerce based on its own strengths “recommendation algorithm”, but this also makes it difficult for “recommended live broadcast” to meet the daily sales needs of merchants. In addition, merchants who have become accustomed to Taobao’s more complex operating rules cannot quickly build a similar operating system on Douyin, and the Douyin platform itself does not yet have a standardized product similar to Alimama to guide merchant operations.

At the product level, unlike Kuaishou and Taobao live broadcasts, Douyin’s e-commerce portal “Douyin Mall” is located on the personal homepage. There is no classification as a whole. Only the “Guess you like” part recommends products based on algorithms. It is designed as a double-row information stream. In the information flow, live broadcast portals and commodity link portals are mixed.

This shows that “search-based e-commerce” currently does not have a high priority in Douyin e-commerce as a whole.

In addition to the differences in product design, Lei Binyi believes that if Douyin and Taobao are compared, because of their genetic differences, Taobao, as an e-commerce platform, converts traffic to live broadcasts, and the accuracy rate will be higher than that of Douyin.

QuestMobile’s data report in April last year showed that among the current major content platforms, the average conversion rates of Douyin and Kuaishou were 8.1% and 2.7%, respectively. However, there are still differences between sub-industries and brands of different sizes. A person familiar with the matter revealed to Sohu Technology that the conversion rate of Douyin stores is only 1.4% for the top brand in a certain vertical category. The flow of the department is coordinated”.

The greatest insecurity in Douyin’s public domain traffic distribution is reflected in the instability of sales conversion. In such an environment, the top brand can survive the cold start period more smoothly by virtue of a higher consumer awareness base.

Wu Lifeng, head of the e-commerce platform of Peacebird Live, told Sohu Technology that if 1 million people come in to watch the live broadcast during a live broadcast, and 150,000 people will eventually enter the store, the conversion rate can reach 15%, which is already a considerable benefit. From the perspective of the entire brand’s self-broadcasting, the launch traffic accounted for 30%, and the organic traffic accounted for about 70%.

Douyin has already begun to make attempts on private domains. In March of this year, Douyin quietly launched the test of the fan group chat function, and businesses can establish private domain communities on Douyin. For example, Luo Yonghao’s “Make Friends” Douyin fan group has reached 50.

On the other hand, in order to open up public domain and private domain traffic, Kuaishou began to test the e-commerce marketing platform Magnetic Taurus on March 31, and integrate Kuaishou Noodles + Xiaodiantong. As for the shortcomings of “brand self-broadcasting”, Kuaishou is also working hard to erase the prejudice of the outside world. Xiao Gu, the person in charge of Kuaishou e-commerce company, responded, “Many brands ask us whether I can do it in Kuaishou, and whether Kuaishou is suitable for branding. My response to everyone is that for a platform where 300 million people come every day, it must It’s suitable for brands, but the way of doing it is different. We encourage store broadcasting and self-broadcasting more.” He explained that if it is a flagship store, the content and trust of store-broadcasting are insufficient, but if self-broadcasting is done, as On the brand side, you can open an account to make the personality more interesting.

In the traffic war between private and public domains, the battle between Douyin, Kuaishou and Taobao Live has just begun.

Where is the channel dividend, where is the brand

In the past three years, live broadcast e-commerce has developed rapidly, but it has quickly reached a bottleneck. Among the three leading platforms of Douyin, Kuaishou, and Taobao Live, Douyin is still a newcomer, but it is also the only platform that is still on the rise. In e-commerce, an industry that has high customer acquisition costs and constant need for traffic access, it is the common understanding of merchants to seize Douyin, even if the future of Douyin e-commerce is still unclear.

Earlier, many merchants told Sohu Technology that Douyin’s disconnection of external links last year did cause them a relatively large turmoil in the short term. Originally, there was no plan to open a small store on Douyin, but considering that Taobao has not too many Incremental space, just to be on the safe side, still cannot give up the market of Douyin.

“We are indeed investing more operational energy in Douyin now, because relatively speaking, Taobao’s live broadcast pattern has been more solidified.” Lei Binyi told Sohu Technology. He observed that even if it is Taobao’s head anchor, Spending a lot of money to advertise outside the site, such as WeChat’s Guangdiantong and various other channels.

Recently, Tmall has rarely lowered the threshold for merchants to enter. After April 19, newly opened stores can become official Tmall stores only by passing the 7-month trial operation capability assessment. This is the first time that Tmall has revised its store opening rules since its establishment in 2009.

Where the channel dividend is, where is the brand owner. Its own bottleneck and Douyin Kuaishou’s plundering of merchant resources are increasing the sense of crisis on Taobao and Tmall.

In fact, the Taobao brand has already worked hard in the field of self-broadcasting, and it has become a standard for Taobao live broadcast. However, Lei Binyi pointed out that Taobao’s live broadcast mechanism has defects in store self-broadcasting. “Taobao’s service fee for proxy broadcasts is paid by the hour Paid, that is, how much is an hour, but Douyin is a cost model of CPS (charged by actual sales volume), which is obviously more effective in motivating anchors.”

QuestMobile’s live e-commerce report in October last year showed that as of September 2020, the proportion of users watching live broadcasts on Kuaishou and Douyin platforms has reached around 80%, and the user habits of live e-commerce have basically formed. However, it is worth noting that the proportion of Kuaishou head KOLs participating in live broadcast is 58.5%, and the proportion of carrying goods is 36.6%. In contrast, the proportion of Douyin head KOLs participating in live broadcast is about 27.5%, and the proportion of carrying goods is 51.2%.

In other words, although Kuaishou has created its image as the “first live broadcast e-commerce platform”, Kuaishou still dominates live entertainment. On the vibrato, more than half of the anchors who started live broadcasts for the purpose of bringing goods accounted for more than half.

Under the influence of head anchors such as Simba, Li Jiaqi and Wei Ya, Hengqiang, the waist and tail anchors began to test the waters in many ways. The person in charge of MCN once told Sohu Technology, “The anchors are studying how to drain traffic more accurately. Taobao does not The method is to provide traffic to the live broadcast room, but Douyin can. The two sides have very different operating methods for the anchors. Therefore, many mid-waist anchors can only test the water in many ways, and a small proportion of them are “out of the country”.”

E-commerce anchors are fleeing Kuaishou and Taobao, and the agency service providers are also seeing the dividends of Douyin.

Chen Jun told Sohu Technology that the service provider of TikTok Lining’s official account used to be mainly engaged in content marketing, but only transformed into an e-commerce agency operation in August last year. “Originally, the company was almost unable to sustain it. After the transformation, it is now one month later. The transaction turnover is about 50 million.” He said that the general trend of brand self-broadcasting will drive the rapid growth of the entire agency operation industry.

On the whole, the basic ideas of Douyin e-commerce, the overall framework of the store, the basic disks of the top merchants and users are all in place. The next decision is whether the wild growth of GMV can last or not, which is the most critical user experience. , And whether internal management can keep up with the speed of business expansion.

An insider of Douyin revealed to Sohu Technology that the two e-commerce departments within Byte are trying to integrate. One is the e-commerce department of the group established in June last year. Before the establishment of the department, Douyin already had one of its subordinates. E-commerce department. And BYTE hopes to put the old e-commerce department under Douyin into the commercialization group, that is, Zhang Lidong’s subordinates.

“This year Douyin is going to engage in e-commerce.” The insider said. After Douyin catches up on the scale of GMV, whether it can reverse the live broadcast e-commerce landscape and carry the imagination of going public, perhaps there will be an answer within the year.

(At the request of the interviewee, Chen Jun is a pseudonym)

Image source @Visual China

Article丨Kaiboluocaijing (ID: kaiboluocaijing), author丨Wang Huixian, editor丨Su Qi

Article丨Kaiboluocaijing (ID: kaiboluocaijing), author丨Wang Huixian, editor丨Su Qi

Recently, many netizens may be surprised that the three giants of long video platform YouAiteng will one day “fit together”.

The purpose of this integration is to protect their own film and television copyrights. On April 9, more than 70 film and television media units and enterprises, including iQiyi, Youku, and Tencent Video, issued a joint statement on the protection of film and television copyrights. The content of the statement was directed at Douyin and Kuaishou. Not only must legal rights be defended against unauthorized editing, cutting, etc., but also short video platforms to raise awareness of copyright protection.

Indeed, accounts such as “Watching XX Movies in 5 Minutes” and “XX Movie Clips” are not uncommon on Douyin and Kuaishou. These accounts have gained millions or tens of millions of fans by publishing edited videos after joining the commentary. Both the video and the account are highly replicable. After having a large number of fans and mastering the reproducible model, the “scissors hands” hidden behind the account have also played their own business experience: accepting apprentices, bringing goods, Receiving ads…

From the perspective of content consumers, watching long dramas on long videos, watching highlights and excerpts on short videos, and streaming on different video platforms is very comfortable. But the long and short video are destined to be a pair of CP who can’t beat the sugar.

On the one hand, the film and television clips on these short videos “brought” the paid content of members of the long video platform free of charge, which not only caused a situation of discounts on commercial income such as “paying on their own platforms and watching short videos first,” moreover, great Cost-produced dramas must be divided into traffic and shake fast, and You Aiteng must stand up and condemn it. On the other hand, Uni-Ten has set up short video columns on their APPs, with the intention of regaining the traffic that was divided by shaking, but the current results are not satisfactory.

In fact, You Aiteng loves and hates these short video accounts that are “used”. It not only “enjoys” the heat that these accounts have brought to its own film and television dramas, but is not reconciled to the fact that its copyrighted content is free of charge. Commercial use, user time is robbed.

However, it is not realistic to let You Aiteng cut off those video clips in one fell swoop. Considering various factors, what we can do now is perhaps to sniper the “scissors”, call for respect for copyright, and take the opportunity to “beat” Douyin and Kuaishou.

Should You Aiteng defend its rights?

In a “Joint Statement on the Protection of Film and Television Copyright” on April 9, the appearance of long video platforms represented by iQiyi, Youku, and Tencent Video made the spearhead of online public opinion directly point to “The grievances between the rivers and lakes of Kuai”, I think this is another “declaration of war” by You Aiteng to Dou Kuai. In this regard, netizens have spontaneously formed two teams.

A group of netizens thinkYou Aiteng people are crossing the river to demolish the bridge, and the video clips of Douyin and Kuaishou are being used.. The latter has given momentum to the film and television dramas on the long video platform, and has to be brought to court by the producers.

“I didn’t have those clips that attracted me, I didn’t even know about this drama.” “Some dramas are most popular with short video editing.” In the eyes of these netizens, editing can bring promotional effects for film and television dramas, even some netizens I think that some dramas just rely on short videos to get out of the circle and then attract audiences. To do so is tantamount to breaking out.

Picture source / Weibo

Well-known film blogger @韩先生’s film two or three things also stand in the team of video editors. He believes that video editors are also consumers, and they have paid for VIPs. Isn’t it okay to publish in the form of short videos? “This joint statement seems to be just and awe-inspiring, but in fact it is’exploitationism’.”

It cannot be denied that film and television copyright is extremely important, but the well-known TV series blogger @苏微橙盟主 believes that a statement is simple.It is very difficult to refine the rules. “How does the video clip number obtain authorization from the copyright owner?Can the method of obtaining authorization be widely promoted? “He believes that folk film editing should not be cut across the board.

Of course, more netizens firmly support YouAiteng. “Unlicensed is piracy.” From the perspective of intellectual property protection, this approach meets market needs. At the same time, they suggested that the official account should be edited by themselves or authorized to edit.

Copyright issues have always been the “heart disease” of the long video platform. Taking iQiyi as an example, according to Tianyan Check data, among the 8308 judicial cases related to iQiyi, 6801 were based on “disputes over the infringement of the right to disseminate information through the Internet of works”, accounting for more than 80%.

Picture source / Sky Eye Check

This joint statement by You Aiteng seems to be a grievance with the short video, but the protection is actually the issue of its own copyright ownership. Attorney Yue Dishan from Beijing Yuecheng Law Firm stated to Kaipineapple Finance that, according to the “Copyright Law”, the copyrights of movies and TV series belong to the producers, usually referring to film and television production companies.

The identity of the Uni-Ten platform has changed. With the vigorous development of self-made dramas, many long video platforms will participate in and lead the filming of films, become producers, or obtain copyrights of related works by signing copyright license and transfer agreements with producers.No matter what the situation is, UAT is the right holder, and the infringement will cause losses to it. According to Yue Qishan, You Aiteng in this statement is not playing the role of a “long video platform”, but the role of a “copyright owner”.

Are there any infringements in these short videos edited and explained? Yue Zishan said,Except for cases where authorization is obtained in advance and the two parties have reached cooperation, whether it is editing or commentary video, it is an infringement..

“First of all, to organize and edit the clips for the audience to watch. It does not belong to personal study, research and appreciation. It is not in the category of 12 fair use listed in the Copyright Law. Secondly, those editing works that have added their own commentary and evaluation, although The second creation was carried out, but the most exciting part of the film was usually used, and even the plot development of the film and television drama could be predicted. This kind of’spoiler’ behavior also constitutes infringement.”

Cong Lixian, a professor at East China University of Political Science and Law, believes that if the creation is based on the ideas of others, it is a reasonable use of reference and the copyright should belong to the author; if it is to re-interpret or compile a new short video from others Video, you need to obtain the authorization of the original author.

It’s no secret that You Aiteng has been shaking bitterly for a long time. Gong Yu, the founder and CEO of iQiyi, also publicly stated that short video cutting has caused great losses to the long video platform.Compared with propaganda, the negative effect is greater.

You Aiteng “can’t control” tap water

“These days, who still has time to chase dramas episode by episode?” This is the voice of many drama chasers.

Xiaoxi can no longer adapt to watching TV dramas without double speed. She told Pineapple Finance that “double speed is a good thing, it is necessary to follow the drama, and it saves time and does not affect my understanding of the plot”. Fish and bear paws, the audience wants it,Which platform can save time and look at the essence in one, can capture users.

Therefore, in Douyin Kuaishou, there are a group of “scissors” aimed at the needs of netizens who specialize in the business of film and television editing. After Kaipineapple Finance entered the “movie clips” keywords on Douyin and Kuaishou, a large number of fans with millions of fans appeared. According to Feigua data, there are 26,000 bloggers in the “movie editing” category on Kuaishou and Douyin.

Film and television editing bloggers on Douyin and Kuaishou

In order to better attract fans, these video clipsIt will also select content clips that only VIP members of the video platform can watch in advance.

“You can buy a package of 10,000 yuan, and video members of dozens of yuan are determined not to open it.” Doudou joked that now the members of video sites are getting more and more expensive, not less than a few dozen yuan, but I just don’t think it is necessary. She told Kaipao Finance that the latest TV series “Siteng”, which was popular on Youku platform, is all member content after 22 episodes, and on Douyin, the edited version of “Siteng” can already be found on the finale.

Douyin Kuaishou also has a large number of short video commentary accounts-“Watch the whole movie in 3 minutes”, “XX takes you to watch TV shows in 5 minutes”, “XX movie and television wonderful commentary” and so on. Just looking at these similar account names is enough to imagine why You Aiteng is so angry. Membership fees are the core business model of these long video platforms. These edited video accounts have directly touched their most painful places. This may be the most fundamental reason for You Aiteng’s “fit” hitting Douyin and Kuaishou. one.

The creators of the above accounts have edited and re-created movies and TV series, purified and condensed the essence, without any foreshadowing, with high energy throughout the process, and completed rapid dissemination in a short time in a simple and rude manner to attract fans and traffic. Open Pineapple Finance found that some of the above accounts have hundreds of thousands or even millions of fans, which shows the wide audience.

Short videos can make the content more resonant and attractive by adding BGM, inserting titles, reinterpreting, etc., and it is also convenient for girls in the meal circle to “chuck CP” outside of the plot. TV dramas need to consider the continuity and completeness of the plot, and the edited video number has no burden to put the plot together again to create a sense of CP, which is just right for the “appetite” of many drama-chasing girls.The comment area of ​​these short videos is one of the important positions of CP fans.

The Douyin account “Chaiju” released a video about Youku’s popular drama “Shanhe Ling”. The subject of “small and middle-aged couples in love” was directly clicked in the title. The comment section also resonated with CP fans, “They broke up, The time to reconcile is faster than when I go to the toilet.” “If this goes on, I feel that I was the first to be nailed to death (one of the male protagonists was nailed to his whole body, resulting in a great loss of skill).”

Picture source / Douyin

The reason why the edited drama on the short video can be accepted and loved by the audience is that it captures the psychology of the audience of the drama.According to industry insiders, even“Kill” the clip number on Shake fast, and a new “XX number” will emerge. It is the content that allows users to spend their time and money willingly, not a certain platform or a certain account.

You Aiteng naturally understands this truth. They neither want to be robbed of business by Shakkuai, nor do they want to lose the “traffic magnet” of short videos. They have already divided short video columns directly in the bottom column of their respective apps.And invite creators to settle in, including creators of video commentary, film and television editing, etc..

From left to right: iQiyi, Youku, Tencent Video

However, from the perspective of communication effects, this path of UAT is not very effective. For example, the commentary blogger “Xian Yu Ge Ge” mentioned in the account profile of Tencent Video that he was “No. 5 in the film and television list in January 2021”. But as the leader among the same type of bloggers on Tencent Video, among the 260 videos released, there are only a few hundred to a few thousand likes. The video likes of the account of the same name on Douyin amounted to tens of millions. The number of fans and the total number of likes on the two platforms are in sharp contrast.

Tencent video on the left, Douyin on the right

The road to self-help of UAT is difficult, which may be related to the impact of short videos, but the more powerful the bloggers of video editing in short videos, the more dangerous they are. Because the short video platform is attracting more users, many audiences have developed the habit of saving time and money on the short video platform to chase dramas.

According to the 47th “Statistical Report on China’s Internet Development Status” issued by the China Internet Network Information Center (CNNIC), as of December 2020, the number of online video (including short video) users in my country has reached 927 million, of which the number of short video users has reached 927 million. 873 million, accounting for 88.3% of the total netizens.

“Making money” is easy, and scissor hands succeed in succession

Film editing and commentary is a good business, with low barriers to entry and quick results, so it has attracted a large number of short video creators.

Whether it’s a relatively elementary editing, adding subtitles to the video, or adding content with a certain difference between commentary and BGM, compared with other types of short video bloggers, film and television editing has lower entry and operation thresholds, and short videos are mainly The materials are all from film and television dramas, but the ability to attract fans is not low.

There are a lot of people in the game, but also because this type of account has strong replication and liquidity. Open Pineapple Finance found that many film and television editing bloggers with more than one million fans would add “Accept disciples“Two characters, and leave a WeChat ID in the introduction, “1 to 1 ability to guide students, easy to cut with a mobile phone.”

Picture source / Douyin

The other way is to proceed from the editing tools and methodologySell ​​class. For example, the Douyin account “Brother Rui calls you to listen to class”, shared the “full process of film and television clip editing” in a top video, including teaching everyone where to find resources, which software to use, etc., and put it in the video I have sold more than 1,900 copies of my own teaching courses for 68 yuan. If calculated at the original price, the blogger can earn about 130,000 yuan for this lesson alone.

Picture source / Douyin

With millions of fans in hand, many movie bloggers will also carry out the realization of the goods. Kuaishou accounts such as “The Second Uncle Movie Commentary” and “Lei Ge Wonderful Movie Commentary” have opened Kuaishou shops. The goods are mostly low-priced daily necessities. The sales of data cables and kitchen cleaning wipes have exceeded 1 million.

Picture source / fast hand

Of course, these numbers are also commodities themselves. On Kumquat Rabbit (new media service platform), there are a large number of posts selling such accounts. An account with less than 500,000 followers is priced at more than 10,000 yuan.

Picture source / Kumquat Rabbit official website

The most relevant monetization method for the content of these accounts is advertising revenue. Some film and television editing accounts are incubated by MCN agencies in batches. These accounts will directly mark their MCN agency names in the introduction and guide brands to cooperate with Douyin Star Map.

Picture source / Douyin

The movie’s publisher and producer are one of the “golden fathers” of this type of account. On April 3, during the release of the new movie “The Eleventh” starring Zhou Xun, the Douyin account “Poison Tongue Movie” with 56.21 million fans successively released three commentary videos about the movie and inserted the movie in the video. Ticket purchase link.

Picture source / Douyin

In the film promotion link, the short video platform is also a sharer. Douyin’s official “2020 Douyin Entertainment White Paper” shows that as of November 2020, the total box office of movies that Douyin has participated in the announcement of cooperation has reached 17.499 billion, accounting for 99.4% of the total box office of over 100 million movies. Douyin and Kuaishou are favored by the producers, and the bloggers of these film and television commentaries can naturally get a share of them.

At present, it seems that the joint statement made by You Aiteng really poured cold water on the hot video editing and sounded a wake-up call, but there seems to be no clear answer as to what to do next.

“Let’s have an attitude, and then see how the industry protects rights.” The vice president of a leading film and television company that participated in the joint statement said in an interview.

Note: At the request of the interviewee, Xiaoxi and Doudou in the text are pseudonyms.

For more exciting content, follow Titanium Media WeChat ID (ID: taimeiti), or download Titanium Media App

Produced | Sohu Technology

Author | Song Wanxin

Edit｜ Yang Jin

After the traditional e-commerce of Taobao and Jingdong, and the social e-commerce of Pinduoduo, Douyin put forward a new concept-“interest e-commerce” at the recent e-commerce conference.

According to the explanation by Kang Zeyu, president of Douyin e-commerce, “interest e-commerce” is to tap the potential shopping needs of users based on the content ecology and recommendation algorithm of Douyin. If the traditional shelf-style e-commerce in the Taobao era is that users go shopping with their goals, then “interest e-commerce” is to use algorithms to recommend products that may be of interest to users when they have no purpose.

If you compare Taobao to a shopping mall, Douyin is more like a pedestrian street.

Another new concept was introduced, and the controversy about “whether it is a pseudo concept” also arises. From the perspective of implementation means, the essence of “interested e-commerce” is “commodity recommendation”, and this function is actually not absent on platforms such as Taobao and JD.com. But Chen Jun, a senior practitioner in the e-commerce industry, believes that Taobao does the most to match demand. He told Sohu Technology that the algorithm recommendation is to increase the conversion rate as much as possible, that is, to allow people at each level to get the consumption they need, so as to increase the conversion rate.

Regardless of how “interested e-commerce” is defined, Douyin has come up with algorithmic tools to tap the value of public domain traffic, convert more potential users to shopping live broadcast rooms, and then undertake with a brand with a certain degree of recognition and trust. , Guarantee retention and repurchase rate.

“The efficiency of the Douyin team is still very high. From the start of the e-commerce business to the present, it has output its own methodology in more than a year.” Wuyou Media CEO Lei Binyi told Sohu Technology.

A few days before the Douyin E-commerce Conference, Kuaishou also held a self-e-commerce conference. The live broadcast e-commerce methodology expounded by Kuaishou seems to be quite different from Douyin, but when you look closely, the two essentially have the same demands.

“Rely on public domain in the short-term and private domain in the long-term”, Kuaishou advocates that the promotion of transaction traffic comes from the follow page, so that the master and the merchant have the right to control the traffic. Although Kuaishou emphasized the “private domain” from the beginning to the end of the conference, one detail worth noting is that Simba, who has the strongest private domain traffic, did not appear in any promotional videos of the conference due to the “bird’s nest sale incident”. And the anchor case.

In fact, Kuaishou seems to be deliberately weakening family-style private domain traffic, and instead uses “private domain traffic” to attract mid-waist anchors and business self-broadcasts to balance the power of the family, and covertly transfer to the public domain under the crust of private domain.

With Kuaishou’s listing and TikTok approaching its listing, the two e-commerce businesses have also come to an interweaving point dramatically, that is, the competition for public domain traffic and brand owners. Douyin once again chose to start from the high line, and Kuaishou once again completed the low line and hit the high line from the low line. The short video war between the two sides once again repeated itself in the field of e-commerce.

It’s better to rely on the anchor than the brand

“The vibrato is a lesson learned from Taobao live broadcast and Kuaishou.” Chen Jun said.

In the field of e-commerce, although Douyin is a late player, it may be a smart and powerful opponent. More than a year after Douyin started its e-commerce business, the first e-commerce methodology that has attracted the attention of the outside world is the importance of Douyin e-commerce on brand self-broadcasting.

Since Luo Yonghao launched the first shot of Douyin live e-commerce last year, various celebrity artists have also appeared one by one, but while sales are refreshing high, the industry has also begun to talk about the platform ecology of “Douyin does not have a brother”. Compared with Kuaishou’s strong private domain traffic, Douyin’s public domain ecology is difficult to incubate a benchmark anchor, and it has almost blocked the idea of ​​relying on anchors to bring goods to establish an industry image.

Xiaohulu big data shows that from April to December last year, among the top 100 master anchors in total sales on Taobao, Kuaishou, and Douyin, 45 were Kuaishou anchors, 40 were Taobao anchors, and only 15 were Douyin anchors. Among the top 10 sales talent anchors, 5 are Taobao anchors, 4 are Kuaishou anchors, and only Luo Yonghao is the Douyin anchor.

According to Tencent’s deep network citing people who ran Douyin e-commerce in the early days, 6 accounts were incubated on Douyin, with a total number of fans of about 100,000. However, according to his observation, the number of fans is not directly related to the amount of goods carried. 3 After the monthly explosion, sales have entered a stable period.

This problem is not uncovered within Douyin. At the conference, Douyin e-commerce put forward the “FACT model”, which represents the self-broadcasting of merchants, the talent matrix, marketing activities, and the big V of the head. The four horses are equally important to balance the forces of all parties.

In fact, before the official announcement, the Douyin e-commerce ecology had already formed a big environment where the brand was popular. In August last year, Xiao Dongyu, head of Weige’s MCN brand live broadcast service, told Sohu Technology that Douyin’s head anchors generally tend to work directly with the supply chain, with brand-specific shows accounting for the majority, while Taobao’s mixed broadcasting is the main focus.

“The FACT mode of Douyin deliberately avoids the potential hazards of Hengqiang on the head. There must be drawbacks to only grabbing one head in the private and public domains. The space in the waist really needs a platform to redistribute traffic. What I see is , Douyin is strengthening this transformation.” Wuyou Media CEO Lei Binyi told Sohu Technology.

Judging from the experience of Kuaishou and Taobao, the negative impact of strong top anchors is self-evident. Simba, Li Jiaqi and Wei Ya gradually evolved from platform signs to platform ceilings and began to counterbalance the overall ecological health of the platform.

Take Simba’s return to his debut as an example. Although Simba has tried his best to keep a low profile, it is still difficult to conceal his influence. At the end of the whole live broadcast, Simba recommended a batch of newcomer anchors, and added fans to these newcomers’ accounts. Some of the anchors increased their fans at one time by more than one million orders. In a sense, Simba’s private control of traffic has been Beyond the platform.

Chen Jun said that the essence of Douyin’s support for brand self-broadcasting is to redistribute benefits and achieve a balance between all parties, instead of letting a certain character become fat, and other characters are sucked up.

Kang Zeyu, President of Tik Tok E-commerce, emphasized that Tik Tok attaches great importance to all levels. For Long Tail, Tik Tok will set up a selection alliance to make it easier for them to choose products. There may be some requests for brand cooperation in the middle waist, and Douyin will support it through mechanisms such as Douyin Link. On the head, there are more customization needs, such as building your own team and even brand.

In terms of revenue, Douyin e-commerce is similar to Taobao. Its revenue mainly consists of GMV rake and advertising. Brand merchants can contribute more stable GMV and traffic purchase costs. Moreover, mature top brands have a complete supply chain, which can make up for the incomplete Douyin stores. This all constitutes the reason why Douyin supports brand self-broadcasting.

But Douyin’s brand self-broadcasting is obviously still in its infancy. Xiaohulu big data shows that of the top 100 stores with total sales last year, 98 live rooms are from Taobao, and only 2 live rooms are from Douyin.

The hidden worries of large-scale anti-super fast hands and Taobao live broadcast

In the outside world’s perception of live e-commerce, Kuaishou e-commerce has a first-mover advantage and seems to be the best in terms of scale, but from the data point of view, facts and subjective feelings may be somewhat different.

According to a report from the financial media “LatePost”, Douyin’s live broadcast of e-commerce GMV exceeded 500 billion yuan last year. The Kuaishou financial report shows that last year, Kuaishou’s GMV was 381.2 billion yuan, and Taobao’s live broadcast exceeded 400 billion yuan. In terms of scale, Douyin has achieved a surpassing Taobao live broadcast and Kuaishou.

The Douyin e-commerce business plans to raise the GMV target this year to one trillion yuan, doubling the previous year. In contrast, Pinduoduo only broke through one trillion in 2019, compared with 1.6 trillion last year. In other words, if the goal is achieved, Douyin’s e-commerce business alone will surpass the scale of Pinduoduo in 2019.

According to Questmobile data, during the National Day last year, Douyin stores have basically become the only channel for live e-commerce on the platform, accounting for 96%, while Kuaishou stores only accounted for one-third of their revenue, and Taobao and Youzan each accounted for it. one third. From the data point of view, Douyin has basically formed a closed loop, and Kuaishou’s e-commerce revenue still has a high proportion of people making wedding dresses for others.

Since the establishment of the first-level e-commerce department last year, in order to establish a closed-loop Douyin store, Douyin first broke off the third-party platform for live broadcast and delivery, and then launched Douyin payment. In addition, it has reached a cooperation with the big channel brand Suning to support various players. TikTok e-commerce closed loop was established quickly.

However, the construction of the Douyin store and the overall operating system is still relatively simple. After Douyin’s external link was broken last year, Li Jianfeng, the director of Roman e-commerce, once told Sohu Technology that Douyin stores are relatively immediacy, and merchants have not received clear guidance for long-term operations.

It is understandable that Douyin is an e-commerce company starting from its own strengths “recommendation algorithm”, but this also makes it difficult for the “recommended live broadcast” to meet the daily sales needs of businesses. In addition, merchants who have become accustomed to Taobao’s more complex operating rules cannot quickly build a similar operating system on Douyin, and the Douyin platform itself does not yet have a standardized product similar to Alimama to guide merchant operations.

At the product level, unlike Kuaishou and Taobao live broadcasts, Douyin’s e-commerce portal “Douyin Mall” is located on the personal homepage. There is no classification as a whole. Only the “Guess you like” part recommends products based on algorithms, designed as a double-row information stream, and In the information flow, live broadcast portals and commodity link portals are mixed.

This shows that “search-based e-commerce” currently does not have a high priority in Douyin e-commerce as a whole.

In addition to the differences in product design, Lei Binyi believes that if Douyin and Taobao are compared, because of their genetic differences, Taobao, as an e-commerce platform, converts traffic to live broadcasts, and the accuracy rate will be higher than that of Douyin.

QuestMobile’s data report in April last year showed that among the current major content platforms, the average conversion rates of Douyin and Kuaishou were 8.1% and 2.7%, respectively. However, there are still differences between sub-industries and brands of different sizes. A person familiar with the matter revealed to Sohu Technology that the conversion rate of Douyin stores is only 1.4% for the top brand in a certain vertical category. The flow of the department is coordinated”.

The greatest insecurity in Douyin’s public domain traffic distribution is reflected in the instability of sales conversion. In such an environment, the top brand can survive the cold start period more smoothly by virtue of a higher consumer awareness base.

Wu Lifeng, head of the e-commerce platform of Peacebird Live, told Sohu Technology that if 1 million people come in to watch the live broadcast during a live broadcast, and 150,000 people will eventually enter the store, the conversion rate can reach 15%, which is already a considerable benefit. From the perspective of the entire brand’s self-broadcasting, the launch traffic accounted for 30%, and the organic traffic accounted for about 70%.

Douyin has already begun to make attempts on private domains. In March of this year, Douyin quietly launched the test of the fan group chat function, and businesses can establish private domain communities on Douyin. For example, Luo Yonghao’s “Make Friends” Douyin fan group has reached 50.

On the other hand, in order to open up public domain and private domain traffic, Kuaishou began to test the e-commerce marketing platform Magnetic Taurus on March 31, and integrate Kuaishou Noodles + Xiaodiantong. As for the shortcomings of “brand self-broadcasting”, Kuaishou is also working hard to erase the prejudice of the outside world. Xiao Gu, the person in charge of Kuaishou e-commerce company, responded, “Many brands ask us whether I can do it in Kuaishou, and whether Kuaishou is suitable for branding. My response to everyone is that for a platform where 300 million people come every day, it must It’s suitable for brands, but the way of doing it is different. We encourage store broadcasting and self-broadcasting more.” He explained that if it is a flagship store, the content and trust of store-broadcasting are insufficient, but if self-broadcasting is done, as On the brand side, you can open an account to make the personality more interesting.

In the traffic war between private and public domains, the battle between Douyin, Kuaishou and Taobao Live has just begun.

Where is the channel dividend, where is the brand

In the past three years, live broadcast e-commerce has developed rapidly, but it has quickly reached a bottleneck. Among the three leading platforms of Douyin, Kuaishou, and Taobao Live, Douyin is still a newcomer, but it is also the only platform that is still on the rise. In e-commerce, an industry that has high customer acquisition costs and constant need for traffic access, it is the common understanding of merchants to seize Douyin, even if the future of Douyin e-commerce is still unclear.

Earlier, many merchants told Sohu Technology that Douyin’s disconnection of external links last year did cause them a relatively large turmoil in the short term. Originally, there was no plan to open a small store on Douyin, but considering that Taobao has not too many Incremental space, just to be on the safe side, still cannot give up the market of Douyin.

“We are indeed investing more operational energy in Douyin now, because relatively speaking, Taobao’s live broadcast pattern has been more solidified.” Lei Binyi told Sohu Technology. He observed that even if it is Taobao’s head anchor, Spending a lot of money to advertise outside the site, such as WeChat’s Guangdiantong and various other channels.

Recently, Tmall has rarely lowered the threshold for merchants to enter. After April 19, newly opened stores can become official Tmall stores only by passing the 7-month trial operation capability assessment. This is the first time that Tmall has revised its store opening rules since its establishment in 2009.

Where the channel dividend is, where is the brand owner. Its own bottleneck and Douyin Kuaishou’s plundering of merchant resources are increasing the sense of crisis on Taobao and Tmall.

In fact, the Taobao brand has already worked hard in the field of self-broadcasting, and it has become a standard for Taobao live broadcast. However, Lei Binyi pointed out that Taobao’s live broadcast mechanism has defects in store self-broadcasting. “Taobao’s service fee for proxy broadcasts is paid by the hour. Paid, that is, how much is an hour, but Douyin is a cost model of CPS (charged by actual sales volume), which is obviously more effective in motivating anchors.”

QuestMobile’s live e-commerce report in October last year showed that as of September 2020, the proportion of users watching live broadcasts on Kuaishou and Douyin platforms has reached around 80%, and the user habits of live e-commerce have basically formed. However, it is worth noting that the proportion of Kuaishou head KOLs participating in live broadcast is 58.5%, and the proportion of carrying goods is 36.6%. In contrast, the proportion of Douyin head KOLs participating in live broadcast is about 27.5%, and the proportion of carrying goods is 51.2%.

In other words, although Kuaishou has created its image as the “first platform for live streaming e-commerce”, Kuaishou still dominates live entertainment. And more than half of the anchors on Douyin who started live broadcasts for the purpose of bringing goods.

Under the influence of head anchors such as Simba, Li Jiaqi and Wei Ya, Hengqiang, the waist and tail anchors began to test the waters in many ways. The person in charge of MCN once told Sohu Technology, “The anchors are studying how to drain traffic more accurately. Taobao does not The method is to provide traffic to the live broadcast room, but Douyin can. The two sides have very different operating methods for the anchors. Therefore, many mid-waist anchors can only test the water in many ways, and a small proportion of them are “out of the country”.”

E-commerce anchors are fleeing Kuaishou and Taobao, and the agency service providers are also seeing the dividends of Douyin.

Chen Jun told Sohu Technology that the service provider of TikTok Lining’s official account used to be mainly engaged in content marketing, but only transformed into an e-commerce agency operation in August last year. “Originally, the company was almost unable to sustain it. After the transformation, it is now one month later. The transaction turnover is about 50 million.” He said that the general trend of brand self-broadcasting will drive the rapid growth of the entire agency operation industry.

On the whole, the basic ideas of Douyin e-commerce, the overall framework of the store, the basic disks of the top merchants and users are all in place. The next decision is whether the wild growth of GMV can last or not, which is the most critical user experience. , And whether internal management can keep up with the speed of business expansion.

An insider of Douyin revealed to Sohu Technology that the two e-commerce departments within Byte are trying to integrate. One is the e-commerce department of the group established in June last year. Before this department was established, Douyin already had one of its subordinates. E-commerce department. And BYTE hopes to put the old e-commerce department under Douyin into the commercialization group, that is, Zhang Lidong’s subordinates.

“This year Douyin is going to engage in e-commerce.” The insider said. After Douyin catches up on the scale of GMV, whether it can reverse the live broadcast e-commerce landscape and carry the imagination of going public, perhaps there will be an answer within the year.

(At the request of the interviewee, Chen Jun is a pseudonym)

After the traditional e-commerce of Taobao and Jingdong, and the social e-commerce of Pinduoduo, Douyin put forward a new concept-“interest e-commerce” at the recent e-commerce conference.

According to the explanation by Kang Zeyu, president of Douyin e-commerce, “interest e-commerce” is to tap the potential shopping needs of users based on the content ecology and recommendation algorithm of Douyin. If the traditional shelf-style e-commerce in the Taobao era is that users go shopping with their goals, then “interest e-commerce” is to use algorithms to recommend products that may be of interest to users when they have no purpose.

If you compare Taobao to a shopping mall, Douyin is more like a pedestrian street.

Another new concept was introduced, and the controversy about “whether it is a pseudo concept” also arises. From the perspective of implementation means, the essence of “interested e-commerce” is “commodity recommendation”, and this function is actually not absent on platforms such as Taobao and JD.com. But Chen Jun, a senior practitioner in the e-commerce industry, believes that Taobao does the most to match demand. He told Sohu Technology that the algorithm recommendation is to increase the conversion rate as much as possible, that is, to allow people at each level to get the consumption they need, so as to increase the conversion rate.

Regardless of how “interested e-commerce” is defined, Douyin has come up with algorithmic tools to tap the value of public domain traffic, convert more potential users to shopping live broadcast rooms, and then undertake with a brand with a certain degree of recognition and trust. , Guarantee retention and repurchase rate.

“The efficiency of the Douyin team is still very high. From the start of the e-commerce business to the present, it has output its own methodology in more than a year.” Wuyou Media CEO Lei Binyi told Sohu Technology.

A few days before the Douyin E-commerce Conference, Kuaishou also held a self-e-commerce conference. The live broadcast e-commerce methodology expounded by Kuaishou seems to be quite different from Douyin, but when you look closely, the two essentially have the same demands.

“Rely on public domain in the short-term and private domain in the long-term”, Kuaishou advocates that the promotion of transaction traffic comes from the follow page, so that the master and the merchant have the right to control the traffic. Although Kuaishou emphasized the “private domain” from the beginning to the end of the conference, one detail worth noting is that Simba, who has the strongest private domain traffic, did not appear in any promotional videos of the conference due to the “bird’s nest sale incident”. And the anchor case.

In fact, Kuaishou seems to be deliberately weakening family-style private domain traffic, and instead uses “private domain traffic” to attract mid-waist anchors and business self-broadcasts to balance the power of the family, and covertly transfer to the public domain under the crust of private domain.

With Kuaishou’s listing and TikTok approaching its listing, the two e-commerce businesses have also come to an interweaving point dramatically, that is, the competition for public domain traffic and brand owners. Douyin once again chose to start from the high line, and Kuaishou once again completed the low line and hit the high line from the low line. The short video war between the two sides once again repeated itself in the field of e-commerce.

It’s better to rely on the anchor than the brand

“The vibrato is a lesson learned from Taobao live broadcast and Kuaishou.” Chen Jun said.

In the field of e-commerce, although Douyin is a late player, it may be a smart and powerful opponent. More than a year after Douyin started its e-commerce business, the first e-commerce methodology that has attracted the attention of the outside world is the importance of Douyin e-commerce on brand self-broadcasting.

Since Luo Yonghao launched the first shot of Douyin live e-commerce last year, various celebrity artists have also appeared one by one, but while sales are refreshing high, the industry has also begun to talk about the platform ecology of “Douyin does not have a brother”. Compared with Kuaishou’s strong private domain traffic, Douyin’s public domain ecology is difficult to incubate a benchmark anchor, and it has almost blocked the idea of ​​relying on anchors to bring goods to establish an industry image.

Xiaohulu big data shows that from April to December last year, among the top 100 master anchors in total sales on Taobao, Kuaishou, and Douyin, 45 were Kuaishou anchors, 40 were Taobao anchors, and only 15 were Douyin anchors. Among the top 10 sales talent anchors, 5 are Taobao anchors, 4 are Kuaishou anchors, and only Luo Yonghao is the Douyin anchor.

According to Tencent’s deep network citing people who ran Douyin e-commerce in the early days, 6 accounts were incubated on Douyin, with a total number of fans of about 100,000. However, according to his observation, the number of fans is not directly related to the amount of goods carried. 3 After the monthly explosion, sales have entered a stable period.

This problem is not uncovered within Douyin. At the conference, Douyin e-commerce put forward the “FACT model”, which represents the self-broadcasting of merchants, the talent matrix, marketing activities, and the big V of the head. The four horses are equally important to balance the forces of all parties.

In fact, before the official announcement, the Douyin e-commerce ecology had already formed a big environment where the brand was popular. In August last year, Xiao Dongyu, head of Weige’s MCN brand live broadcast service, told Sohu Technology that Douyin’s head anchors generally tend to work directly with the supply chain, with brand-specific shows accounting for the majority, while Taobao’s mixed broadcasting is the main focus.

“The FACT mode of Douyin deliberately avoids the potential hazards of Hengqiang on the head. There must be drawbacks to only grabbing one head in the private and public domains. The space in the waist really needs a platform to redistribute traffic. What I see is , Douyin is strengthening this transformation.” Wuyou Media CEO Lei Binyi told Sohu Technology.

Judging from the experience of Kuaishou and Taobao, the negative impact of strong top anchors is self-evident. Simba, Li Jiaqi and Wei Ya gradually evolved from platform signs to platform ceilings and began to counterbalance the overall ecological health of the platform.

Take Simba’s return to his debut as an example. Although Simba has tried his best to keep a low profile, it is still difficult to conceal his influence. At the end of the whole live broadcast, Simba recommended a batch of newcomer anchors, and added fans to these newcomers’ accounts. Some of the anchors increased their fans at one time by more than one million orders. In a sense, Simba’s private control of traffic has been Beyond the platform.

Chen Jun said that the essence of Douyin’s support for brand self-broadcasting is to redistribute benefits and achieve a balance between all parties, instead of letting a certain character become fat, and other characters are sucked up.

Kang Zeyu, President of Tik Tok E-commerce, emphasized that Tik Tok attaches great importance to all levels. For Long Tail, Tik Tok will set up a selection alliance to make it easier for them to choose products. There may be some requests for brand cooperation in the middle waist, and Douyin will support it through mechanisms such as Douyin Link. On the head, there are more customization needs, such as building your own team and even brand.

In terms of revenue, Douyin e-commerce is similar to Taobao. Its revenue mainly consists of GMV rake and advertising. Brand merchants can contribute more stable GMV and traffic purchase costs. Moreover, mature top brands have a complete supply chain, which can make up for the incomplete Douyin stores. This all constitutes the reason why Douyin supports brand self-broadcasting.

However, Douyin’s brand self-broadcasting is obviously still in its infancy. Xiaohulu big data shows that of the top 100 stores with total sales last year, 98 live rooms are from Taobao, and only 2 live rooms are from Douyin.

The hidden worries of large-scale anti-super fast hands and Taobao live broadcast

In the outside world’s perception of live e-commerce, Kuaishou e-commerce has a first-mover advantage and seems to be the best in terms of scale, but from the data point of view, facts and subjective feelings may be somewhat different.

According to a report from the financial media “LatePost”, Douyin’s live broadcast of e-commerce GMV exceeded 500 billion yuan last year. The Kuaishou financial report shows that last year, Kuaishou’s GMV was 381.2 billion yuan, and Taobao’s live broadcast exceeded 400 billion yuan. In terms of scale, Douyin has achieved a surpassing Taobao live broadcast and Kuaishou.

The Douyin e-commerce business plans to raise the GMV target this year to one trillion yuan, doubling the previous year. In contrast, Pinduoduo only broke through one trillion in 2019, compared with 1.6 trillion last year. In other words, if the goal is achieved, Douyin’s e-commerce business alone will surpass the scale of Pinduoduo in 2019.

According to Questmobile data, during the National Day last year, Douyin stores have basically become the only channel for live e-commerce on the platform, accounting for 96%, while Kuaishou stores only accounted for one-third of their revenue, and Taobao and Youzan each accounted for it. one third. From the data point of view, Douyin has basically formed a closed loop, and Kuaishou’s e-commerce revenue still has a high proportion of people making wedding dresses for others.

Since the establishment of the first-level e-commerce department last year, in order to establish a closed-loop Douyin store, Douyin first broke off the third-party platform for live broadcast and delivery, and then launched Douyin payment. In addition, it has reached a cooperation with the big channel brand Suning to support various players. TikTok e-commerce closed loop was established quickly.

However, the construction of the Douyin store and the overall operating system is still relatively simple. After Douyin’s external link was broken last year, Li Jianfeng, the director of Roman e-commerce, once told Sohu Technology that Douyin stores are relatively immediacy, and merchants have not received clear guidance for long-term operations.

It is understandable that Douyin is an e-commerce company starting from its own strengths “recommendation algorithm”, but this also makes it difficult for the “recommended live broadcast” to meet the daily sales needs of businesses. In addition, merchants who have become accustomed to Taobao’s more complex operating rules cannot quickly build a similar operating system on Douyin, and the Douyin platform itself does not have a standardized product similar to Alimama to guide merchant operations.

At the product level, unlike Kuaishou and Taobao live broadcasts, Douyin’s e-commerce portal “Douyin Mall” is located on the personal homepage. There is no classification as a whole. Only the “Guess you like” part recommends products based on algorithms, designed as a double-row information stream, and In the information flow, live broadcast portals and commodity link portals are mixed.

This shows that “search-based e-commerce” currently does not have a high priority in Douyin e-commerce as a whole.

In addition to the differences in product design, Lei Binyi believes that if Douyin and Taobao are compared, because of their genetic differences, Taobao, as an e-commerce platform, converts traffic to live broadcasts, and the accuracy rate will be higher than that of Douyin.

QuestMobile’s data report in April last year showed that among the current major content platforms, the average conversion rates of Douyin and Kuaishou were 8.1% and 2.7%, respectively. However, there are still differences between sub-industries and brands of different sizes. A person familiar with the matter revealed to Sohu Technology that the conversion rate of Douyin stores is only 1.4% for the top brand in a certain vertical category. The flow of the department is coordinated”.

The greatest insecurity in Douyin’s public domain traffic distribution is reflected in the instability of sales conversion. In such an environment, the top brand can survive the cold start period more smoothly by virtue of a higher consumer awareness base.

Wu Lifeng, head of the e-commerce platform of Peacebird Live, told Sohu Technology that if 1 million people come in to watch the live broadcast during a live broadcast, and 150,000 people will eventually enter the store, the conversion rate can reach 15%, which is already a considerable benefit. From the perspective of the entire brand’s self-broadcasting, the launch traffic accounted for 30%, and the organic traffic accounted for about 70%.

Douyin has already begun to make attempts on private domains. In March of this year, Douyin quietly launched the test of the fan group chat function, and businesses can establish private domain communities on Douyin. For example, Luo Yonghao’s “Make Friends” Douyin fan group has reached 50.

On the other hand, in order to open up public domain and private domain traffic, Kuaishou began to test the e-commerce marketing platform Magnetic Taurus on March 31, and integrate Kuaishou Noodles + Xiaodiantong. As for the shortcomings of “brand self-broadcasting”, Kuaishou is also working hard to erase the prejudice of the outside world. Xiao Gu, the person in charge of Kuaishou e-commerce company, responded, “Many brands ask us whether I can do it in Kuaishou, and whether Kuaishou is suitable for branding. My response to everyone is that for a platform where 300 million people come every day, it must It’s suitable for brands, but the way of doing it is different. We encourage store broadcasting and self-broadcasting more.” He explained that if it is a flagship store, the content and trust of store-broadcasting are insufficient, but if self-broadcasting is done, as On the brand side, you can open an account to make the personality more interesting.

In the traffic war between private and public domains, the battle between Douyin, Kuaishou and Taobao Live has just begun.

Where is the channel dividend, where is the brand

In the past three years, live broadcast e-commerce has developed rapidly, but it has quickly reached a bottleneck. Among the three leading platforms of Douyin, Kuaishou, and Taobao Live, Douyin is still a newcomer, but it is also the only platform that is still on the rise. In e-commerce, an industry that has high customer acquisition costs and constant need for traffic access, it is the common understanding of merchants to seize Douyin, even if the future of Douyin e-commerce is still unclear.

Earlier, many merchants told Sohu Technology that Douyin’s disconnection of external links last year did cause them a relatively large turmoil in the short term. Originally, there was no plan to open a small store on Douyin, but considering that Taobao has not too many Incremental space, just to be on the safe side, still cannot give up the market of Douyin.

“We are indeed investing more operational energy in Douyin now, because relatively speaking, Taobao’s live broadcast pattern has been more solidified.” Lei Binyi told Sohu Technology. He observed that even if it is Taobao’s head anchor, Spending a lot of money to advertise outside the site, such as WeChat’s Guangdiantong and various other channels.

Recently, Tmall has rarely lowered the threshold for merchants to enter. After April 19, newly opened stores can become official Tmall stores only by passing the 7-month trial operation capability assessment. This is the first time that Tmall has revised its store opening rules since its establishment in 2009.

Where the channel dividend is, where is the brand owner. Its own bottleneck and Douyin Kuaishou’s plundering of merchant resources are increasing the sense of crisis on Taobao and Tmall.

In fact, the Taobao brand has already worked hard in the field of self-broadcasting, and it has become a standard for Taobao live broadcast. However, Lei Binyi pointed out that Taobao’s live broadcast mechanism has defects in store self-broadcasting. “Taobao’s service fee for proxy broadcasts is paid by the hour. Paid, that is, how much is an hour, but Douyin is a cost model of CPS (charged by actual sales volume), which is obviously more effective in motivating anchors.”

QuestMobile’s live e-commerce report in October last year showed that as of September 2020, the proportion of users watching live broadcasts on Kuaishou and Douyin platforms has reached around 80%, and the user habits of live e-commerce have basically formed. However, it is worth noting that the proportion of Kuaishou head KOLs participating in live broadcast is 58.5%, and the proportion of carrying goods is 36.6%. In contrast, the proportion of Douyin head KOLs participating in live broadcast is about 27.5%, and the proportion of carrying goods is 51.2%.

In other words, although Kuaishou has created its image as the “first platform for live streaming e-commerce”, Kuaishou still dominates live entertainment. And more than half of the anchors on Douyin who started live broadcasts for the purpose of bringing goods.

Under the influence of head anchors such as Simba, Li Jiaqi and Wei Ya, Hengqiang, the waist and tail anchors began to test the waters in many ways. The person in charge of MCN once told Sohu Technology, “The anchors are studying how to drain traffic more accurately. Taobao does not The method is to provide traffic to the live broadcast room, but Douyin can. The two sides have very different operating methods for the anchors. Therefore, many mid-waist anchors can only test the water in many ways, and a small proportion of them are “out of the country”.”

E-commerce anchors are fleeing Kuaishou and Taobao, and the agency service providers are also seeing the dividends of Douyin.

Chen Jun told Sohu Technology that the service provider of TikTok Lining’s official account used to be mainly engaged in content marketing, but only transformed into an e-commerce agency operation in August last year. “Originally, the company was almost unable to sustain it. After the transformation, it is now one month later. The transaction turnover is about 50 million.” He said that the general trend of brand self-broadcasting will drive the rapid growth of the entire agency operation industry.

On the whole, the basic ideas of Douyin e-commerce, the overall framework of the store, the basic disks of the top merchants and users are all in place. The next decision is whether the wild growth of GMV can last or not, which is the most critical user experience. , And whether internal management can keep up with the speed of business expansion.

An insider of Douyin revealed to Sohu Technology that the two e-commerce departments within Byte are trying to integrate. One is the e-commerce department of the group established in June last year. Before this department was established, Douyin already had one of its subordinates. E-commerce department. And BYTE hopes to put the old e-commerce department under Douyin into the commercialization group, that is, Zhang Lidong’s subordinates.

“This year Douyin is going to engage in e-commerce.” The insider said. After Douyin catches up on the scale of GMV, whether it can reverse the live broadcast e-commerce landscape and carry the imagination of going public, perhaps there will be an answer within the year.