Text | Tech Planet Chen Tong

Text | Tech Planet Chen Tong

At 10:30 in the evening, the Alibaba Xixi Park on the eve of the 618 event was still brightly lit. As soon as Shao Dong got off work, his cell phone rang. Seeing the landline number on the screen, he remembered that the headhunter had made an appointment with him at noon to introduce him to the job opportunities of Douyin e-commerce.

As early as the end of 2020, Shao Dong’s colleagues have successively joined BYTE’s new team in Hangzhou. In the operation team, he is the same as the P6 person. After the past, the general package salary increase was basically 30%-50%, which made him a little ticklish. He thought that if he was poached, maybe he could talk about a 60% increase.

However, the “big and small weeks” that ByteDance generally implements overtime make people hesitate. Among the former colleagues who have already moved to the TikTok e-commerce company, some are very happy, but some “recruitment is the peak, and there has been no growth since then.”

In the recruitment call, the headhunter introduced to Shao Dong like this: Traditional e-commerce is approaching the ceiling, and short video e-commerce still has development dividends. Moreover, the increase of e-commerce is in a wider overseas area, and the internationalization of Byte is booming, with offices all over the world, and the long-term opportunity of Byte’s e-commerce is overseas…

It’s not just bytes that come to dig people, but also Kuaishou, Pinduoduo, Didi, Meituan, and even Shopee, which has entered from Southeast Asia.

“Up to P9, down to P6″, overnight, Ali’s e-commerce business seemed to have become Amazon China in 2018, becoming a key target for companies to enter e-commerce. A battle for the defense of Alibaba’s e-commerce talents has kicked off. The most popular employer ever According to many headhunters recalling to Tech Planet, in 2016 and 2017, the entire Alibaba Group has introduced a large number of headhunting suppliers. At that time, the domestic headhunting industry had just entered a period of vigorous development, accompanied by the birth of a large number of start-up headhunting companies. These headhunting companies are looking for the most dynamic industry and the largest KA client in this industry with the greatest appetite. “Ali’s cooperation terms are more friendly to headhunters in terms of recommendation mechanism and ownership rights than byte terms,” a recruiter who has served Ali’s e-commerce and ByteDance told Tech Planet, “Ali’s business Supervisors and recruiting HR are also the ones I have seen most willing to share business logic in BAT, which can help headhunters better understand their positions.” According to the “2017 China E-commerce Development Report” issued by the Department of E-commerce and Information Technology of the Ministry of Commerce, the total number of employees in China’s e-commerce industry reached 42.5 million that year; and according to the statistics of the research group of the School of Labor and Human Resources of Renmin University of China, the Alibaba Retail Ecosystem 36.81 million jobs were created, which is equivalent to contributing nearly 87% of the total number of industries. According to Tech Planet’s understanding, Ali’s recruitment in the e-commerce sector can be divided into four battlefields according to the two dimensions of “domestic and international” and “B2B and B2C”. Each battlefield has 3 to 5 SGs (that is, Ali’s Recruitment of HR) check. Since it is necessary to connect internally with business officers, interviewers, and HRGs, as well as externally with applicants and headhunters, an SG must be equipped with 1 to 3 outsourced SAs (recruitment assistants) to complete the recruitment work. “At that time, the supplier pool of a business department was less than ten or as many as dozens. But for an SG, the true core supplier would not exceed 5 or even only 1 or 2 in the same period. “This model is similar to gold panning. After running water, see what can be deposited at the bottom of the supplier’s pool. Every year, Ali’s B2B and B2C business groups will hold headhunting supplier conferences in Hangzhou’s Binjiang and Xixi Parks to conduct supplier ratings and awards. In this digging contest, “some win by quantity, some win by attracting high-level key talents, and some are making contributions to difficult jobs such as technology, products, and international talents.” The wide-spreading net in recruitment has also made a large-scale public advertisement for the employer’s brand and image. Beginning in 2016, Alibaba has been named “Most Popular Chinese Internet Enterprise” by Universum for three consecutive years. It also ranks first in the list of China’s most attractive employers released by LinkedIn in 2019. External headhunting, internal push, and day and night farming of the internal “Taoku” team, coupled with the increase in newly acquired ecological companies (such as Ele.me), created an explosive personnel growth in Ali from 2017 to 2019, according to iiMedia data Central data show that in 2017, the number of Alibaba employees was 50,100; after just two years, the total number of Alibaba employees in 2019 has doubled to 102,000. Image source: iiMedia Consulting According to the “Talent Migration 2019” report released by Maimai, the flow trends of the three BAT companies in 2018 are: Tencent and Baidu’s talents are concentrated in Alibaba and Bytedance. At the end of 2018, the domestic talent supply has reached the point where it cannot meet the recruitment needs of Alibaba’s e-commerce. Some product and technical positions have begun to target the return of talents from large overseas factories. In 2019, Tang Xing (Hua Ming Pingchou) of the new retail technology business group-Tao Technology brought a number of his P9 to the San Francisco Bay Area to share technology on the theme of “Ali New Retail”. Tang Xing served as the director of the Shanghai R&D center at Google. He was the CTO of iQiyi before joining the Alibaba Tao department. The Alibaba e-commerce team hopes that his experience and background in Chinese and foreign companies can fill in the cultural differences in the process of “talent internationalization” . Participants in this event are mainly Bay Area Chinese engineers invited from multiple channels. “Many of you here see that the combination of domestic business and technology is very cutting-edge,” a Google engineer who was invited at the time told Tech Planet, “There was a recruitment team on site, and some mid-level and above engineers got offers at the time. , The salary given is even close to the level of the Bay Area.” Shanghai and Hangzhou, the containment of new and old rivals In Shanghai, 170 kilometers away from Hangzhou, the headquarters of Ali, a “dark horse” Pinduoduo became a spoiler on the e-commerce track. Pinduoduo’s financial report shows that as of the end of 2020, its number of active buyers reached 788 million, a year-on-year increase of 35%. During the same period, the number of active buyers of Alibaba was 779 million and that of JD was 472 million. “Our department is now hiring, and we will never look at people from Pinduoduo,” the SG of an e-commerce business team in Ali told Tech Planet. Behind this sentence is the sensitive red line of competition. “I have encountered many people who have not stayed in Pinduoduo for long and come to Alibaba e-commerce for interviews. Maybe they want to use this experience to talk about salary increases for themselves. The overall impression is not good.” Although it is a strong competitive relationship, there are still some people from the Ali e-commerce team who have gone to Pinduoduo. An employee of Pinduoduo told Tech Planet that his business team has a group of old Ali people, “The resume that makes us most interested in recruiting is also an employee from Ali e-commerce. The point of leveraging is, one is, the former In the past two years, there are few e-commerce companies to choose from in Jiangsu, Zhejiang and Shanghai. Second, in the remuneration package of Pinduoduo, there is a lot of cash and liquid assets, which is a selling point for Ali people who hold stocks.” If it is said that in Shanghai, Alibaba e-commerce is facing the digging of companies such as Pinduoduo, Meituan, Dewu, Shopee, etc., but also because of the pain point of “changing jobs in the city”, leaving many people in the headquarters of Alibaba in Hangzhou . Then, by 2021, the natural protection of geographical location has also been broken: Kuaishou and Byte, which have aggressively entered e-commerce, have successively moved their office and workplace into Hangzhou, the headquarters of Ali. As early as January 2019, BYTE announced that it would “formally join hands with the Future Science and Technology City” in Hangzhou, and at the same time released its technical business recruitment needs in Hangzhou on its official website. On June 12 this year, the “Plot No. 77 of Yuhang Group” at the core of the Future Science and Technology City was officially listed. Industry insiders told Tech Planet that the lot is likely to be sold to Bytedance in the first ten days of next month, as the byte in Hangzhou. R & D Center. The commercial building area of ​​the plot is 119,840 square meters, which is about twice the size of ByteDance Shenzhen Building. In March 2021, Kuaishou also announced the leasing of the entire office building in Hangzhou EFC Australia Center. The EFC Financial City officially issued a statement that “Hangzhou’s “standing Silicon Valley” is surging.” According to the Kuaishou insider, the Kuaishou e-commerce team newly moved into the EFC building will quickly expand from a few hundred to thousands. E-commerce business is speeding up. Where do e-commerce talents come from? The answer is self-evident. Some Alibaba employees found that the company’s drop-off point for the employee bus between Hangzhou and Shanghai had been posted by recruiters from Douyin and Kuaishou. It was just torn off today, and it will be re-attached again tomorrow with perseverance. “Nowadays, for the big Internet companies in Hangzhou, such as Byte, Kuaishou, and even Didi, as long as the e-commerce team is located in Hangzhou, Alibaba is the number one target digging company.” A Hangzhou headhunter introduced to Tech Planet Dao, their company has hundreds of consultants in Hangzhou, but they did not choose to cooperate with Ali. “Because of the cooperation, we can’t tap Ali’s people. Ali is now our largest talent pool.” When headhunting and digging people, they will use these words to persuade candidates from Ali: Now the e-commerce track is becoming lively again, it is the “first wave of bonus period” with the golden sign of Ali. Everyone is rushing to ask for it. , But in half a year, it may not be as popular as it is now. “It can be felt to be digged. Recently, many people from the company ran out for interviews, so that I was curious when I saw the vacant positions,” an e-commerce line HR said frankly. But at the same time, some HRs from the Central Taiwan Division also said: “I don’t feel anyone is leaving for the time being. Maybe the front-end e-commerce department has been poached a bit more seriously.” According to Tech Planet, people who have left can be roughly divided into three categories: the first category is those who have returned from overseas, the e-commerce site in Ali is not smooth, and the cultural temperament cannot be integrated; the second category is those who have been in Ali for many years Old employees, they are experienced, but they have encountered bottlenecks in their career development and want to go outside to see new opportunities; the third category is the most unwilling to see Ali, which is young people. The departure of young people is what Ali cares most about. Encourage the grassroots, solve the involution, and let the talents go longer “I’m a P5, and the salary increase recently gave me a monthly salary increase of 6000.” Peng Yang is a grassroots employee of an innovation team in e-commerce technology. He graduated with a master’s degree last year and recruited to Ali. This salary increase also confirms other Ali employees’ interpretation of the recent trend: Ali should stabilize and motivate P5-P7 grassroots employees, “6000 is nothing, some P6 colleagues’ monthly salary even directly increased by 10,000, or total The package is increased by 50%.” Employees at the grassroots level are easy to belittle themselves and are the easiest to be poached. Unexpectedly, they themselves are the seedlings of the “young and high potential” that the company wants to protect the most. Some groups that are not in the outlet business often fail to recruit a new person for a month. In Peng Yang’s view, if they leave, the impact will be even greater than the impact of a P9 resignation. “When some P9s did not come here before, we can do it by ourselves, and we can iterate and deliver normally. Some high Ps come over. It harvests the fruit.” The shortage of manpower in basic-level positions has even affected the resignation of other colleagues. According to Peng Yang’s recall, a P7 colleague resigned three times last year: the first time, he had already gone to the new company, and the company sent a close colleague to persuade him to come back; the second time he resigned, the company persuaded him to wait for a while. Time; I didn’t leave until after the Spring Festival this year. In the same bonus pool, employees with P8 and above are more likely to feel that this year’s performance bonus is flat. “The weight of the bonus pool has been put on the total package of P5-P7. A lot of P6 has risen to P7.” An Alibaba e-commerce business line HR told Tech Planet, “There are many ways to meet the expectations of grassroots employees for salary returns and promotion routes, but they will not reduce the standard and difficulty of promotion. We did not have a meeting to discuss specifically. , How to specifically do such a “talent defense war”.” According to Alibaba’s internal HR, the core of the so-called “talent defense war” is not simply to prevent being poached at the moment, but to ensure that the corporate talent echelon is iterated to a healthier “dissipative structure”. Dissipation is a thermodynamic concept, which refers to a non-equilibrium open system that needs to input energy and matter from the outside, such as a flowing river, in order to maintain a new orderly structure. In the Alibaba e-commerce business team, some HRs seem to have positioned two entry points to solve existing problems. One is to solve the involution of the “shoulder”. Like Peng Yang’s team, there are five or six P9s under P10, four of which are technology. Multiple high Ps are crowded under the same business. The result may be competition with each other and excessive redundancy of product functions. Usually, P8, which has been in Ali for many years, combined with the stocks accumulated in the early days, the total annual salary is at least 2 million or more, and P9 can exceed 5 million. Even the current offers from Byte are difficult to catch. “So you see, the case of its practical competition agreement to’chase and kill’ retired old employees is rare here in Ali. Ali has such talent confidence and company mindset, and I hope that they will still be’classmates’ in the future.” Corresponding to the absence of interception when the old Ali leaves, is the increase in the scale of school recruitment. Not only has the frequency increased to every month of the year, the types of positions recruited by the school have also expanded from the only technical positions in the past to business positions such as products and markets. The second is the need to tear off the labels of “PUA Big Factory” and “996 Fubao Company” in the minds of young people. In 2019, when the recruitment boom is booming, young people who get offers from major factories will also give priority to Ali. “Now they may give priority to byte. This is what really worries Ali.” “You have to accept the fact that it is no longer the most popular employer for fresh graduates before you can actively make changes.” The HR who proposed the solution admitted frankly that there were many old Ali interviewers in the past who also acted more arrogantly in the interview. It is also often faced with the pressure of complaints from both sides: the applicant is dissatisfied with the interview and failed, and the interviewer will challenge the quality of the resume. “Now, the focus of the entire foreign recruitment is shifting from high P to P5-P7 groups, and no longer specifically looking at overseas backgrounds. There are indeed people who have long-term development in the returnees who joined Ali in the middle, but many still use Ali as a short-term springboard. People with this mentality will start to feel tormented during the landing period.” Image source: “Talent Flow and Migration 2021” by Pulse Data Research Institute (Statistical caliber: net inflow = inflow talent-outflow talent) From the data point of view, Ali still maintains a “high outflow, higher inflow” talent throughput to ensure that the net inflow of talents is still ranked in the top two in the industry. Cultivating the long-term development of talents may be the core magic weapon for Ali in this battle for e-commerce talents. Peng Yang told Tech Planet that before interviewing Ali, he had also faced the position of BYTE. “At that time, I asked the final director-level interviewer what BYTE’s training plan for me was, and he introduced me to him. He was promoted for a short period of time, but when I asked, “What’s next,” he couldn’t tell why.” In this regard, Ali’s HR also feels the same when communicating with peers. In Ali, HR needs to understand the business and be able to drive the business. “But my HR friends at BYTE told me that their daily work is more monotonously searching for treasury, interviewing, and making phone calls. The mechanized work accounts for a relatively large amount and it is impossible to see the entire closed loop. This is related to the company’s delineated responsibilities. It is not the ability of the individual to change.” Ali has allowed them to see a deeper accumulation in the accumulation of systematization and methodological distraction. Faced with the actions of several other Internet giants coming to Hangzhou, and the aggressive advancement of Byte and Kuaishou on the e-commerce track, Ali remains optimistic. For Ali, now that there are more competitors, there is more urgency to innovate internally. As an Ali’s HR said, “Think about it another way: the more players there are, the more people are willing to consider the city of Hangzhou. Being stared at and digging means that the people we have cultivated are really good.” (Note: At the request of the interviewee, Shao Dong and Peng Yang are pseudonyms in the text.) Source: Tech Planet Original title: Shake fast to encircle Ali’s base camp, not letting go of the most popular e-commerce merchant

Last year, according to data from the National Bureau of Statistics, the proportion of national online retail sales in the total retail sales of consumer goods officially exceeded the 20% mark. With the e-commerce dividends over the past decade, China has not only become the world’s largest e-commerce market, but also e-commerce giants such as Alibaba, JD.com, and Pinduoduo have been born in the capital market. The total market value of the three has exceeded RMB 5.5 trillion.

As the e-commerce industry thrives, there are two clearly visible industries: one is the logistics industry, and the other is the brand e-commerce operation service industry that is generally ignored by the market-providing a backstage for the digital business transformation of brand businesses Technical support and front office operations services, etc.

At the end of September last year, the industry leader Baozun e-commerce returned to Hong Kong’s “secondary listing”, or formally started a new wave of tapping the market value of many brand e-commerce companies hidden behind the e-commerce giants, followed closely. Yes, the deep-growing and vertical brand e-commerce companies have also received more attention from the capital market.

The arrival of Youquhui may reopen the window for the reassessment of the brand e-commerce industry.

The scale of revenue is industry-leading, and the pre-IPO valuation has increased rapidly

As a number of Japanese FMCG brands have captured a large number of loyal fans in China, Japan has become the country with the highest annual growth rate among the top five countries of origin in the cross-border online retail market, and the business trend of Youquhui has also increased.

According to the prospectus, Youquhui recorded revenue of 2.8 billion yuan in 2020. From the perspective of revenue growth from 2018 to 2020, the company’s revenue has shown a characteristic of steady growth. The company’s revenue scale in 2020 is comparable 247% of the company (Ruo Yuchen, which is positioned as a fast-moving brand e-commerce company on the A-share SME board), has a significant lead.

Another point of concern to investors is that Youquhui has net losses of 79.495 million yuan and 16.162 million yuan in 2019 and 2020, respectively, but according to the prospectus, the losses are mainly due to changes in the fair value of preferred stocks.

In the rapid growth of some companies, it is very common to issue convertible preferred stocks for financing development. During the rapid growth process, the company’s valuation continues to rise, resulting in a huge “book appreciation” of these preferred stocks. The International Financial Reporting and Accounting Standards require that the “book value increase” of this preferred stock be counted as a loss, which has created the illusion that many high-growth companies have a book “loss”.

To borrow from Kai-Fu Lee, the head of Innovation Workshop, the fair value loss of preferred stocks is not a real loss (here refers to a loss incurred in operation), but includes the value-added of investors. That is, the greater the increase in valuation, the greater the “book loss” caused by the fair value of preferred stocks, and these increasing “losses” are in fact a testament to the company’s rapid growth.

Excluding the influence of factors such as changes in the fair value of preferred shares, Youquhui’s adjusted non-IFRS profits for 2019-2020 should actually be 139 million yuan and 107 million yuan. Judging from the adjusted data, Youquhui’s profitability is relatively healthy, and it has been able to continue to generate relatively stable profits.

The company’s investment value and growth, or the changes in the fair value of preferred stocks shown on its books, have a preliminary “show”. The author is still looking forward to the listing of Youquhui, which will further demonstrate long-term value creation capabilities on the track of rapid growth potential. With the continuous release of performance, the company’s valuation may still have a large room for improvement.

Gross profit margin continues to increase, and internal growth is evident

As the TOP1 existence in the e-commerce operation service field of Japanese FMCG brands, we interpret the revenue structure of Youquhui from two dimensions.

First, it is divided according to the traditional distribution, agency sales and operation business of brand e-commerce. Youquhui’s business income mainly comes from B2B, B2C sales gap and brand operation service fees, of which B2B revenue accounted for 43.9%, B2C revenue accounted for 54.9%, and service fee revenue accounted for 1.2%; the overall value of B2C is higher. The proportion of revenue increased from 43% in 2018 to 55% in 2020.

The second method is to divide according to the cross-border trade, general trade and service fee models. According to the prospectus, the three models achieve revenues of 42.7%, 56.1%, and 1.2% respectively. Similarly, the gross profit margin is relatively low. The proportion of revenue generated by the high cross-border trade model has increased from 34% in 2018 to 43% in 2020.

The most direct result of the continuous optimization of the business structure is the continuous improvement of the company’s gross profit and gross profit margin, and the establishment of a relatively stable profitability. From 2018 to 2020, the gross profit margin of Youquhui is 24.3%, 28.9% and 31.7%, and the trend of continuous improvement is significant.

(Source: company prospectus)

According to the prospectus, Youquhui recorded a gross profit of 870 million yuan in 2020. According to statistics from 2018 to 2020, the company’s compound annual growth rate (CAGR) of gross profit reached 20.6%. The operating profit and adjusted net profit during the period can be steadily maintained at 140 million and 100 million or more respectively.

Based on the above, from the financial data, Youquhui has shown a good side, and it also has better performance data than comparable companies in the same industry. This is not only the advantage brought by the company’s scale effect, the author believes that it is also due to Brought by the company’s overall strength or the accumulated advantages formed by competitive barriers, as a leading enterprise in the FMCG brand e-commerce operation service track, Youquhui has demonstrated its “both offensive and defensive” in its latest prospectus. Characteristics, growth is also not lacking in certainty. Next, we will continue to expand our horizons and timeline, and look at the company’s investment value from a longer-term perspective.

Strong late-comer advantage, occupying a favorable position in the segmented track of brand e-commerce

As for the future growth space of Youquhui, it can be analyzed from its market position and service capabilities.

According to the information, Youquhui has a significant first-mover advantage in the cross-border field. It is not only the first batch of cross-border e-commerce operation service providers on Tmall International, and the first batch of e-commerce operation service providers to deploy warehouses in bonded areas, but also the first. Approved operation service providers responsible for Moony and Kobayashi brand Tmall International CIP (Centralized Import Procurement) innovation projects.

Youquhui has been awarded a five-star service provider on Tmall for many consecutive years, and it is also a purple star service provider on Tmall International. This is one of the few branded e-commerce service providers certified by China’s largest e-commerce platform. At present, Youquhui Operating 18 Tmall flagship stores and 26 Tmall international flagship stores.

In addition, Youquhui is also a member company of Jingdong Meili Alliance, and is a platform-certified beauty brand e-commerce service provider. According to the “Comprehensive Competitiveness Ranking List of Chinese Brand E-commerce Service Providers” recently released by the third-party data agency iiMedia Research, Youquhui was selected as one of the Top 15 Chinese Brand E-commerce Service Providers in Comprehensive Competitiveness, reflecting the company’s comprehensive strength and recent years The rapid growth is obvious to all in the industry.

According to the Insight Consultation report, Youquhui ranked first among Chinese branded e-commerce solution providers in terms of GMV of Japanese branded fast-moving consumer goods sold in China through e-commerce channels in 2019, with a market share of 5.5%.

(Source: company prospectus)

Currently, Youquhui operates 88 stores on major e-commerce platforms, providing a total of 28 brand partners and 66 brands with branded e-commerce solutions, of which 58 brands are from Japan.

Compared with general trade, cross-border trade is a breakthrough point for overseas brands to enter the Chinese market, especially for small and medium-sized brands, it is the most convenient choice for them to enter the Chinese market. Cross-border e-commerce supply often needs to coordinate multiple participants. Professional cross-border e-commerce solution providers like Youquhui continue to highlight their business advantages and can seize the opportunity of rapid market expansion.

According to reports from Zhuzhi Consulting and others, from 2014 to 2019, the market size of China’s imported brand e-commerce operation services increased to 559.2 billion yuan at a compound growth rate of about 40.2%. At the same time, the scale of this market is expected to continue to expand at a compound growth rate of about 8.2%, reaching 829.3 billion yuan by 2024. In the Japanese fast-moving consumer brand field focused on by Youquhui, the corresponding e-commerce service market has grown even faster, with approximately 43.1% from 2014 to 2019, and approximately 8.7% from 2019 to 2024.

(Source: company prospectus)

And it’s worth emphasizing that Based on data analysis, Youquhui also has outstanding brand marketing capabilities and content production capabilities.

Look at the data intuitively, The number of fans in all B2C flagship stores operated by Youquhui has exceeded 10 million Among them, the Sophie Tmall flagship store and Moony Tmall international flagship store have 3.3 million fans and 1.8 million fans respectively. In terms of content layout, Youquhui has established its own MCN agency Lido Culture, and incubates its own KOLs on e-commerce platforms such as Taobao, Xiaohongshu and Douyin.

Corresponding, Youquhui’s powerful new brand incubation capabilities cannot be ignored . Taking Gangwon Province as an example, using ECRP system and user behavior models to analyze and use data, Youquhui has successfully solved the challenges of low repurchase rate, low promotion efficiency, and unbalanced income structure faced by Gangwon Province’s new entry into the Chinese market. Successfully stimulated the stickiness of its brand users. Judging from the repurchase rate indicators of large domestic e-commerce festivals such as “Double 11”, the repurchase rate of Tmall international stores in Gangwon Province operated by the company has increased from 11% in 2018 to 29% in 2020.

Concluding part

In summary, the author judges that among the few powerful brand e-commerce service companies, Youquhui, which has differentiated competitive advantages, has the opportunity to break through and grow rapidly.

It is worth mentioning that Youquhui not only stands on the competitive track of cross-border e-commerce, fast-moving consumer products, and B2C e-commerce in the growth stage, but the company currently exhibits strong capabilities in capturing traffic, mining data, and marketing monetization. , And the new brand incubation capabilities generated by the platform that can comprehensively reflect the company’s integrated, omni-channel, high-value-added, and full-life-cycle e-commerce operation and comprehensive service capabilities, which provide a deep foundation for the company’s “late-mover advantage”. It is expected to accelerate the realization of the company’s ranking round and increase in influence in the industry. Therefore, the time of Youquhui’s listing fell above the critical point of the company’s new round of outbreak, which can be said to be in line with the law and trend of the development of things.

The menacing Youquhui will undoubtedly bring a lot of pressure on competing companies in the same industry, and even stimulate the entire branded e-commerce service industry to produce a similar “catfish effect”. The company’s continuous strengthening of the Internet platform’s “bilateral” “Network effect” is one of its important intrinsic values. With the deepening of the “moat”, Youquhui’s listing in Hong Kong is a good opportunity for it to continue to grow bigger and stronger. For investors, the same should not be done. Ignore such opportunities

“Our e-commerce live broadcast competition this time has a slightly different format. The contestants need to go through the fan accumulation and platform-related data of the preliminary live broadcast to enter the finals. Part of the final results comes from the income from the goods, and all the goods with the goods come from the platform. A mall opened for the competition.” As the organizer of the competitionprincipalAccording to the introduction of Fan Chunfeng from the e-commerce major of the School of International Economics and Trade, the live contest is held on the e-commerce platform “Happy Grapefruit” of the school-enterprise cooperative enterprise. Everyone starts from scratch, which reflects the fairness of the competition. There is a lot of room for players to play,”It is more difficult to bring goods without physical objects. Fans do not pay for it. They rely on their true ability.”

“The throat is going to explode””I didn’t expect the live broadcast to be so tired””Experienced the difficulty of a teacher in class”…In order to accumulate fans during the preliminary round, PlayersDo everything possible, there isThe use ofSaid cross talk, singing, dancing and other ways to perform talents to attractFans；someLiveInteract with fans in a chat, a chat lasts a few hours.

“Live streaming is not as simple as imagined. Everyone thinks that as long as they look good and hold the products, they can sell explosive products. Only after trying it will you know that it is not easy..”The “Erhu Sisters” combination composed of Hu Hui and Hu Lingling won the first place with the highest sales record within 2 hours of the final and the comprehensive scores of the judges.

“Just startedWe don’t know how to drain, Can only talk awkwardly, The live broadcast room is not very popular. After watching a lot of professional instruction videos and asking professional teachers on some platforms, we began to pay attention to the current Internet boom, and found our unique style, which gradually allowed us to have a good interaction with fans.Because there is no physical goods in the finals, the selection is particularly important. Some people choose high-priced products for performance, and we choose products below 50 yuan and the top online sales rankings. First, there is a wider audience and we don’t need to introduce the characteristics of the product too much. Second, because it is cheap, everyone places an order. It’s also more refreshing…”Speaking of the competition, the “Erhu Sisters” have a lot of experience.

“We found a lot of good’saplings’ in this game.” Huang Wenjian, chief operating officer of the school-enterprise cooperative enterprise “Happy Pomelo”, provided by the live broadcast competition platform, shuttled between the live broadcast rooms frequently during the competition. He said that the live broadcast industry will be In the future for a long period of time in the dividend industry, but the current gap in e-commerce live broadcast talents is very large. Through this opportunity, in addition to allowing students to truly practice the e-commerce’s Internet business thinking of “showing-gathering people-realizing”, experience In addition to thinking and practicing different from traditional business, I also want to establish a live broadcast talent pool in colleges and universities, and explore a new mode of school-enterprise cooperation live broadcast talent training with schools that integrate industry and education.

“Ningcai’s graduates have grown rapidly in our company. As one of the judges of the live broadcast competition, we also hope to find more and better young people to join!” There are also well-known enterprises in Ningbo who heard the wind. .

“As soon as the competition is over, Boyang Home Textiles intends to sign a group of our players.” Fan Chunfeng said that two other local companies heard that the school held a competition and also came to inquire, wanting to see if there are suitable live broadcast talents. And offered a favorable condition of monthly salary of more than 10,000 yuan.

It is reported that Ningbo Institute of Finance and EconomicsE-commerce professionalAlwaysPay attention to the cultivation of students’ professional qualities and skills, and in recent years have continued to deploy and exert efforts in live broadcast e-commerce and new media e-commerce,Continue to deliver high-reputation e-commerce professionals to the enterprise and society.

“Since last year, the popularity of live broadcast e-commerce and new media e-commerce has continued to increase, which poses new challenges to the training of e-commerce professionals.Live broadcast is only a manifestation of e-commerce. Behind this form is the solid operating skills of e-commerce merchants, super data analysis and product selection capabilities, and a flexible and plastic supply chain. Therefore, live broadcasts are fine for a while, but letting every live broadcast create value is the professionalism that telecom merchants must continue to cultivate.”The schoolWang Rui, Dean of the School of International Economics and TradeSay

Yang Lingling

2021-06-19 12:24:05

Source: Times Weekly

In addition to e-commerce platforms such as JD.com and Tmall, short video platforms such as Kuaishou and Douyin will compete on June 18 this year.

The shopping spree atmosphere of June 18 is gradually fading at a speed that people can perceive.

“This year’s situation is not optimistic.” On June 18, the person in charge of a certain furniture brand in Foshan confided to the Times Weekly reporter that he was not satisfied with the market performance on June 18 this year, and the company’s operations seemed to have entered a bottleneck period.

“This is the first e-commerce shopping festival after the regulation is finalized. All platforms appear to be cautious.” On June 18, Cui Lili, executive director of the e-commerce research institute of Shanghai University of Finance and Economics, told Times Weekly that the market is fair and strong. Under supervision, the success or failure of competition depends on whether businesses and platforms can provide genuinely conscientious services.

In the early morning of June 19th, JD.com announced that the cumulative order amount from June 1st to June 18th at 24:00 exceeded 343.8 billion yuan, setting a new record. However, after Tmall announced the cumulative order amount for the first time last year, it did not Re-publish relevant data.

Source: Visual China

In addition to e-commerce platforms such as JD.com and Tmall, short video platforms such as Kuaishou and Douyin will compete this year.

On June 19, Xiaolu, a post-90s office worker, told Times Weekly that she recently prefers to use Douyin to buy things compared to ordinary shopping platforms.

“Shoes, bags, snacks, hairpins…buy everything. Watching Douyin late at night is simply poisonous.” Xiao Lu said.

Say goodbye to the era of “choice one out of two”, merchants have more power to speak, no longer need to choose between platforms, omni-channel operation has become the new normal. At the same time, consumers have become more critical, and shopping needs have been extended from products to services that complement the products. Consumer experience has become an important indicator of their reference.

Compared with last year’s gunpowder, June 18 this year is more like a secret battle of practicing internal skills and defensive as the offensive. This also puts forward higher requirements for e-commerce platforms. On the surface, it is calm, and it has actually entered a new stage of e-commerce competition, turning to a deeper level of game.

Merchant multi-scenario cross-platform operation “This year’s 6.18 battle is good. Today is the last day and the most critical day. The data is still being updated and statistics.” On June 18, Guangdong Roman Intelligent Technology Co., Ltd. Chairman Yan Youchun told Times Weekly reporters. The 6.18 promotion is a long-lasting rally. On May 20th, Tmall announced that June 18th this year will kick off on May 24th and last until June 20th. On the same day, JD.com also set the June 18 event time as May 24th to June 20th. Source: Visual China In the early morning of June 19, JD.com released the 6.18 battle report, but Tmall did not release relevant data. Some insiders once told Times Weekly reporters that compared to the order amount, they hope that major e-commerce platforms will announce the payment amount (order amount-unpaid amount), and even deduct the net GMV of the return amount seven days after receipt. The data is more transparent. Compared with the pursuit of sales figures, the focus of major platforms seems to have shifted this year. On June 18, Mo Daiqing, director and senior analyst of the Online Retail Department of the E-commerce Research Center of Net Economics, told Times Weekly that the regulatory authorities have been anti-monopoly and anti-“choice of two”, e-commerce platforms, merchants and users have all been Forced to return to reason. In this context, on June 18 this year, it can be clearly seen that the e-commerce platform’s focus on businesses has changed, from squeezing the profit margin of businesses to shifting from squeezing the profit margins of businesses to standardizing operations and serving businesses. At the same time, businesses also value sustainable development, brand building and private domain traffic. Compared with previous years, multi-scenario cross-platform operation has become a new trend on June 18 this year. Merchants can operate on traditional e-commerce platforms such as Tmall and JD. They can also focus on short video live platforms such as Douyin and Kuaishou, and invest different resources according to the performance of different platforms to maximize profits. For example, “Doctor Low Card”, which has 1.03 million fans on the Douyin platform, opened a Taobao store in June 2020. After a year of operation, it has accumulated 132,000 store fans; Sanhe, Zhihu and other typical brands that rely on Pinduoduo, Currently, it also operates flagship stores simultaneously on Tmall. According to the sample of branded retail enterprises collected by Yibang Think Tank during the 6.18 promotion period, 67.2% of the enterprises believed that Tmall was the most important platform in the 6.18 event. In terms of resource placement, it is estimated that Tmall, JD.com and Douyin are the platforms with the most investment by businesses based on data. Although there is no “choice one”, Tmall and JD.com will focus more on services, and Douyin and Kuaishou have also joined the battle, but at the consumer level, many users say that the charm of 6.18 has been overdrawn. Lost in the big promotion. “Now there are many shopping channels and various shopping festivals. I have no feelings for 6.18.” On June 18, Huang Miao (pseudonym), who lives in Yichang, Hubei, told Times Weekly reporters that he recently bought two pairs of sneakers. But it was mainly because of the need to buy shoes, and did not consider whether to catch up with 6.18, and the discount of 6.18 was not much larger than usual. On the same day, Ren Wen (pseudonym), an employee of the real estate company, told Times Weekly that he stocked some daily necessities and bought electrical appliances during June 18. Ren Wen believes that, compared with the complicated discount schemes in previous years, although the discount is not strong this year, the algorithm is obviously much simpler. The core of competition shifts to content and services “It is undeniable that this year’s June 18 is indeed a bit quiet, and there are fewer high-profile marketing and brand promotion activities on various platforms. Part of the reason is that the regulatory authorities have stepped on the brakes on the e-commerce industry.” Mo Daiqing said. The seemingly cooling June 18 is behind an unprecedented change in e-commerce. “Consumers have become more rational. If e-commerce platforms want to retain merchants and consumers, they must return to their platform positioning. That is to create a fair and honest market transaction environment and provide merchants and consumers with convenient and efficient warehousing, logistics, payment and settlement, After-sales and other transaction supporting services.” On June 19, Hu Qimu, a senior researcher at the Digital Economy Think Tank, analyzed the Times Weekly reporter. Turning complexity into simplicity has become a major change for 6.18 this year. “This year Jingdong brings the simplest 6.18 in history.” At the launch conference, Han Rui, vice president of Jingdong Group and head of the platform business center of Jingdong Retail Group, took simplicity as the key word of Jingdong 6.18 this year, and said Super tens of billions of subsidies, hundreds of billions of discounts and tens of billions of consumer coupons will be introduced. Tmall has advanced the time of buying in the early morning, simplified the preferential rules, and directly changed the complicated cross-store order to full reduction, and launched a list for users’ reference. Pinduoduo continues its minimalist gameplay as always. No pre-sale or deposit is required. Users can get more discounts as long as they place more orders. For merchants, the platform’s shop-opening rules are also simplified. For example, new Taobao merchants can open a shop in 5 minutes by searching for “open shop” on Taobao App, and they can also be exempted from deposit; in order to improve the efficiency of merchants’ entry, JD.com has launched the “open shop before review” channel, and also ask third parties Merchants provide financing and loan services. From the perspective of platforms, merchants and consumers, it is obvious that 6.18 has upgraded from a “marketing war” and “price war” to a “content war” and “service war”. “Under the background of digital transformation, merchants and brands are all choosing a platform + private domain traffic operation compound mode.” Cui Lili told Times Weekly. This mode is characterized by the fact that merchants use large platforms to make brand voices and festival promotions. The repurchase and customer communication links and frequent customer maintenance are mainly through private domains. Cui Lili believes that in the context of strong supervision, the success or failure of e-commerce platform competition depends on the ability to provide truly conscientious services. “The core of the platform competition has become the ability to attract consumers and the ability to serve merchants. At the same time, what is being tested at the supply chain is the ability to test technology, data and other service capabilities.” Cui Lili said. The content on this website (including but not limited to text, pictures, audio and video), except for reprinting, are all copyrights of Times Online. Reprinting, linking, reposting, or other use is prohibited without the authorization of a written agreement. Anyone who violates the above statement will be held accountable by this website. For other media, websites or personal use, please contact Mr. Ding on this website: chiding@time-weekly.com

It has become a habit of many people to meet at 618 every year, but the birth of 618 is little known. Why would JD.com do something that seems to be losing money and making money for more than ten years? How did 618 evolve from an obscure date on the calendar into a nationwide shopping spree?

Author| Pan Tao

Edit| Liu Yang

The JD 618 e-commerce promotion has become a shopping festival for all people to participate in. Most people will “chop their hands” on time and empty their shopping carts on this day.

However, few people know how 618 was born.

In 2004, JD.com, which had just entered the e-commerce business, took June 18th, the day of the establishment of the company, as its store anniversary, and gave back to consumers through low-price concessions. In the following year, JD.com launched an event called “Moon Hei Feng Gao” to promote sales in the middle of the night. This event also made 618 officially out of the circle.

Zhang Qi, the trader of “Moon Hei Feng Gao” and the No. 1 employee of JD.com, once recalled that the price of many products was lower than the cost price at that time, and when he found Liu Qiangdong to confirm the price, the answer he got was, “Just press this. Sell ​​at a price”.

JD.com has been doing this for more than ten years since it seems to be losing money.

In 2021, Jingdong, who has reached the age of 18, handed in a latest 618 report card. On June 19, the data released by JD.com showed that from 0:00 on June 1, 2021 to 24:00 on June 18, the cumulative order amount of 2021 “Jingdong 618, 18th Anniversary” exceeded 343.8 billion yuan, refreshing historical data.

During the 618 period this year, the categories with the highest amount of orders were mobile phones, air conditioners, laptops, refrigerators, and flat-screen TVs; the categories with the largest number of products sold were biscuits, cakes, milk and dairy products, paper pumps, condiments, and casual snacks; the ones with the strongest purchasing power The provinces and cities are Guangdong, Beijing, Jiangsu, Shandong and Shanghai.

From an obscure date on the calendar to becoming a shopping festival for the whole people, looking back at the 18-year-old node of JD.com, how did 618 become 618?

1. The moon is black and the wind is high at night, when the spike is in progress The birth of 618 was quite accidental. After failing to open a restaurant during his university career, in 1998, Liu Qiangdong came to the Zhongguancun Haisha Market to start a business selling optical discs and optical disc recorders with the 12,000 yuan he saved from working in a Japanese company. The store was named “JD Multimedia “The day the store opened was June 18th. Clearly priced, authentic and licensed products, and providing services better than others, JD.com soon came out in the chaotic market environment at the time. In 2003, JD.com had 12 chain stores. When it was thriving, it happened that SARS happened, and the goods stored in the hands suddenly fell into a situation where no one could sell it. “Since we dare not meet with customers, why don’t we sell things online? Then there is no need to see customers, and there will be no SARS problems.” A colleague’s inspiration came to light and woke up anxious Liu Qiangdong. At that time, it was the era of forum promotion. Including Liu Qiangdong, JD employees posted marketing in major forums, and even put advertisements under the news of portal websites such as Sohu and Sina. After officially switching to e-commerce, Jingdong only began to have the concept of 618 in 2004. But at this time JD is just a small fish in this market, and 618 is just as JD’s own store celebration day. It has no more meaning or influence to give back to consumers through discounts and low prices. What really made the concept of 618 “out of the circle” was its predecessor-the “Moon Black Wind High” that began in 2005. This year, the forum is still an important promotion position for JD.com. Liu Qiangdong found that there are always many users who like to post in the evening asking about shopping, which allows him to capture an opportunity. In order to capture these users, JD.com soon came up with a low-price promotion at night, and named it “Yueheifenggao”. “Moon Black Wind High” Event Page Except for Liu Qiangdong’s accidental discovery in the forum promotion, in fact, this is more or less due to the state of JD.com at that time. At that time, JD’s size and influence were far less powerful than it is now. In the process of communicating with manufacturers , The company is not the one who has the right to speak, and it is not easy to do sales promotion. However, e-commerce naturally has the characteristic of being open 24 hours a day-this leaves room for JD.com to operate. Manufacturers were caught off guard by unpreparedly cutting prices in the middle of the night. The characteristics of low price and high quality have enabled JD.com to gain many users soon after its transition to e-commerce. Seeing the effect was good, after that, the “moon black wind is high” gradually evolved into the tradition of Jingdong, specifically selecting a certain day in June for activities. Starting from the “moon black and high wind”, JD.com has established at least two core competitiveness. One is trust. Due to the insufficient infrastructure at that time, if you are not careful, oversale will occur during the event. At this time, Jingdong will first communicate with users, and then find ways to find the source of goods, even if it loses money, it must complete every order. When e-commerce first appeared, the trust between merchants and users was very low. JD’s approach has not only attracted users, but also gained their trust. Another core competitiveness that continues to this day is service. Everyone knows that Liu Qiangdong attaches great importance to service. He once said: “Whenever people talk about JD.com, they have to say JD.com’s service is the best.” Customer service has always been the core department of JD.com. Liu Qiangdong once mentioned in “The Story of a Floor Alarm Clock” that at the beginning of his business, in order to save money, he slept in the office for four years. As the company’s No. 1 customer service, in order to deal with forum complaints, Liu Qiangdong set the alarm clock to 2 hours, “As long as the alarm clock rings, it feels like an earthquake, and the entire board is ringing.” More than ten years later, fast delivery and good service have become the core competitiveness of JD.com. The logistics and customer service teams are the two moats built by JD.com in terms of user experience. 2. From shopping spree to broadening the imagination of future retail From a counter in Zhongguancun at the beginning of the business to a listed company with a market value of hundreds of billions of dollars; from focusing on electronic products to opening up all categories of goods; from Jingdong’s “self-entertainment” to the world today Jingdong 618… No matter from which level, Jingdong has undergone earth-shaking changes. And 618 is the most vivid clue that runs through the years of JD.com’s development. Its changes can undoubtedly provide us with a unique perspective for observing the changes in JD.com. In January 2009, Liu Qiangdong would not have imagined that JD.com could surpass Dangdang and Zhuoyue so quickly. This year, JD.com, which received venture capital, had sufficient ammunition, and for the first time began to promote 618 from the marketing concept on a large scale. The theme of the promotion is “Red June, 11 Years of Jingdong”. Due to the 11th anniversary, JD.com launched many 11-yuan low-priced promotional products at this event, such as CPUs, cameras, memory, and even laptops. At 618 in 2009, JD.com’s turnover on that day exceeded 30 million yuan, and effective orders exceeded 45,000. Regardless of the cost, regardless of the price, let alone making money, Jingdong’s reputation gradually started. By the end of the year, JD.com really surpassed Dangdang and Excellence. The 618 event was adjusted in 2011. The promotion time was changed from 1 day to 30 days, and the categories participating in the promotion were further enriched. In addition to 3C products, food and Japanese white products also participated. Douban, Tianya, and Weibo also began to discuss the 618 promotion activities. 618 has gradually become a hot spot on the Internet from JD’s own store anniversary. On the day of 618 in 2011, JD.com’s sales exceeded 200 million yuan, which not only achieved 500,000 orders, which was more than three times the previous year, but also set a single-day sales record for domestic e-commerce. With the gradual expansion of 618’s influence, in 2012, platforms such as Tmall, Dangdang, Suning, and Kuba launched 618 promotional activities. JD 618 began to truly become a mid-year promotional event jointly participated by the industry from its own store celebration activities. JD.com’s clothing and book categories have also joined 618 from then on, starting a full-category promotion. Driven by the joint efforts of various platforms, 618 has become more and more influential, and a “poster war” even broke out in 2013. On the same night that JD.com released the “Don’t Make Trouble” posters, Gome, Suning, Dangdang, Yihaodian, etc. also released the same posters. The copywriting was full of gunpowder. Poster wars Behind this battle for attention is the rapid development of JD.com. But for JD.com, the significance of 2014 may be even more extraordinary. This year, JD.com reached a partnership with Tencent in March, listed on the Nasdaq in May, and then gained a first-level entry on WeChat. At the preparation meeting in June 2014, Xu Lei proposed that the theme of 618 should be highlighted, “Promotions can be done for 20 days, and traffic can also be guided by the rhythm of marketing, but consumers must remember a symbol. It’s Jingdong’s 618.” Driven by Xu Lei, 618 began to be branded. The 30-day “Red June” has since become 20 days and has continued to this day. In order to expand its momentum, JD.com has “broadcast hero posts” in 618, inviting friends and businessmen to join the promotion. As more and more players joined, since then, the concept of 618 has long surpassed the meaning of JD store celebrations, but has evolved into a “shopping carnival for the whole people.” During the evolution of 618, JD.com has gradually approached keywords such as “unbounded retail” and “technology” from the beginning of “e-commerce”. In 2017, Liu Qiangdong proposed the concept of unbounded retail. He said in an interview: “The core of unbounded retail, from the back-end perspective, is the integration of the supply chain. The supply chain, products, inventory, and goods are all upgraded into one. The system reduces the difficulty of operation for brand owners. From the front-end point of view, the core of Unbounded Retail is to meet the needs of consumers anytime, anywhere. These two cores have never changed.” Solving retail problems through new technologies has also become the core of JD’s future development. JD’s intelligent supply chain decision-making can reduce inventory turnover days to 31.2 days through intelligent operation, warehouse network optimization, omni-channel performance, and C2M reverse customization. This supply chain system is the guarantee for the efficient operation of 618, enabling the realization of “minute-level distribution” in over 200 cities across the country. In the past few years, JD.com’s R&D investment has far exceeded revenue growth. This is because JD knows that technology can play a huge role in improving the front-end customer experience and the efficiency of the back-end supply chain. “Technology-oriented, committed to a more efficient and sustainable world” is also the latest mission announced by JD.com in 2020. In the “Letter to Shareholders” released on June 18 this year, Liu Qiangdong once again mentioned JD’s supply chain and technical capabilities. “Using technology and supply chain capabilities to help partners reduce circulation costs, improve operating efficiency, and lower the application threshold of advanced technologies, so that small, medium and micro enterprises lacking technical capabilities can also have advanced resources and capabilities.” This is JD’s new development in the next ten years. the goal. 3. JD’s future test “Looking back at the history from starting a business to experiencing setbacks and going out of the darkest moments, it makes me more clear what is the constant of JD.com and what is the difference of JD.com.” In 2020, a letter about “Who is JD.” Liu Qiangdong thought about it in his internal letter. In fact, this description is not only suitable for JD.com, but also the 618 that grew up with JD.com. In this process, significant changes have taken place in 618. These changes are both external and internal. More importantly, after these changes, what has been abandoned? Which ones have been upgraded? Which ones have been continued? In these constantly emerging changes, 618 looks for its own coordinates and meaning. For users, the 618 promotion is a carnival of low-cost sweeping goods, but for JD.com, it is an out-and-out test, testing JD’s logistics capabilities, management capabilities, and even technical capabilities. In 2011, JD.com experienced server downtime due to a popular promotion. In the last half hour of this event, the shopping cart and order page were either slow to open or could not open at all, causing many users to be unable to place orders. Liu Qiangdong was very angry, and apologized to everyone on Weibo for this, asking the company to triple its servers, threatening to invite colleagues in research and development to “drink tea”-the picture shows a knife on the table. After the architecture upgrade, at 618 in 2012, JD’s server was considered to have a firm foothold. Similarly, there is Jingdong’s logistics. With the increasing growth of JD.com, outsourcing logistics has been unable to keep up, whether it is speed or service quality, especially during the 618 period when the number of orders has skyrocketed. Such problems have been infinitely magnified. “At the end of 2007, I found that 72% of the complaints in the whole year came from logistics. The products we sold were too high-valued, and the risk of being stolen and dropped packages was also high, so I said I must do logistics.” Dissatisfaction with outsourcing logistics, Let Liu Qiangdong make up his mind to build logistics by himself. But investors are not optimistic. “In 2008, almost all investors opposed it.” Finally, Liu Qiangdong made a bet against them, “If you lose money in the future, I will compensate you with my shares. If you make a profit, After that, everyone enjoys the company’s benefits in accordance with the proportion of shares.” Time proved that Liu Qiangdong got this multiple-choice question right. With its advanced layout, today, strong logistics capabilities have become one of JD’s core advantages. During the 618 period of JD.com this year, more than 200 cities across the country achieved minute-to-minute delivery, and 92% of districts and counties and 84% of townships achieved same-day and next-day delivery. The data also shows that the daily order processing volume of JD Logistics’ smart warehouse receipts has increased by more than 100%, and the business volume of smart express delivery vehicles has increased by 24 times year-on-year. Jingdong has just grown up, his body is still developing, and his abilities are still improving. This is part of the change, but there are some things that should continue. According to Xu Lei, CEO of JD Retail, he entered the ranks of adults at the age of 18. “Never forget our responsibilities, values, and the meaning of existence.” “Doing the industry’s hardest, most difficult but also the most valuable thing.” Since the start of the business, this sentence has always been the compass of Jingdong retail, and 618 also retains this tradition, and the difference is that today’s 618 has been No longer stop at the consumer side, but also play an increasingly important role on the industrial side, creating more social value. During the 618 promotion period this year, JD.com will boost the turnover of more than 120,000 small and medium-sized brand merchants to increase by more than 100% year-on-year, and more than 230 brands will achieve orders exceeding 100 million yuan. JD Smart City launched the “City Carnival·Yunshang Market” event, linking nearly 60 cities across the country and 7 urban characteristic industrial belts, and the order volume of the industrial belts increased by 68% year-on-year. JD.com has also attracted more than 500 million people into offline stores through activities such as the “Real” Benefit One Million Store Program, which has provided more than 200 industrial belt factories and farmers and merchants with broader business opportunities across the country. Today’s JD 618 is very different from many years ago. It is not only a consumer event that the whole society pays attention to, the whole industry participates, and the whole people share it, but it is also a test of the value created by the entire JD system

First, it is divided according to the traditional distribution, agency sales and operation business of brand e-commerce. Youquhui’s business income mainly comes from B2B, B2C sales gap and brand operation service fees, of which B2B revenue accounted for 43.9%, B2C revenue accounted for 54.9%, and service fee revenue accounted for 1.2%; the overall value of B2C is higher. The proportion of revenue increased from 43% in 2018 to 55% in 2020. The second method is to divide according to the cross-border trade, general trade and service fee models. According to the prospectus, the three models achieve revenues of 42.7%, 56.1%, and 1.2% respectively. Similarly, the gross profit margin is relatively low. The proportion of revenue generated by the high cross-border trade model has increased from 34% in 2018 to 43% in 2020. The most direct result of the continuous optimization of the business structure is the continuous improvement of the company’s gross profit and gross profit margin, and the establishment of a relatively stable profitability. From 2018 to 2020, the gross profit margin of Youquhui is 24.3%, 28.9% and 31.7%, and the trend of continuous improvement is significant. (Source: company prospectus) According to the prospectus, Youquhui recorded a gross profit of 870 million yuan in 2020. According to statistics from 2018 to 2020, the company’s compound annual growth rate (CAGR) of gross profit reached 20.6%. The operating profit and adjusted net profit during the period can be steadily maintained at 140 million and 100 million or more respectively. Based on the above, from the financial data, Youquhui has shown a good side, and it also has better performance data than comparable companies in the industry. This is not only the advantage brought by the company’s scale effect, the author believes that it is also due to Brought by the company’s overall strength or the accumulated advantages formed by competitive barriers, as a leading enterprise in the FMCG brand e-commerce operation service track, Youquhui has demonstrated its “both offensive and defensive” in its latest prospectus. Characteristics, growth is also not lacking in certainty. Next, we will continue to expand our horizons and timeline, and look at the company’s investment value from a longer-term perspective. Strong late-comer advantage, occupying a favorable position in the segmented track of brand e-commerce As for the future growth space of Youquhui, it can be analyzed from its market position and service capabilities. According to the information, Youquhui has a significant first-mover advantage in the cross-border field. It is not only the first batch of cross-border e-commerce operation service providers on Tmall International, and the first batch of e-commerce operation service providers to deploy warehouses in bonded areas, but also the first. Approved operation service providers responsible for Moony and Kobayashi brand Tmall International CIP (Centralized Import Procurement) innovation projects. Youquhui has been awarded a five-star service provider on Tmall for many consecutive years, and it is also a purple star service provider on Tmall International. This is one of the few branded e-commerce service providers certified by China’s largest e-commerce platform. At present, Youquhui Operating 18 Tmall flagship stores and 26 Tmall international flagship stores. In addition, Youquhui is also a member company of Jingdong Meili Alliance, and is a platform-certified beauty brand e-commerce service provider. According to the “Comprehensive Competitiveness Ranking List of Chinese Brand E-commerce Service Providers” recently released by the third-party data agency iiMedia Research, Youquhui has been selected as the top 15 comprehensive competitiveness of Chinese brand e-commerce service providers, reflecting the company’s comprehensive strength and recent years The rapid growth is obvious to all in the industry. According to the Insight Consultation report, Youquhui ranked first among Chinese branded e-commerce solution providers in terms of GMV of Japanese branded fast-moving consumer goods sold in China through e-commerce channels in 2019, with a market share of 5.5%. (Source: company prospectus) Currently, Youquhui operates 88 stores on major e-commerce platforms, providing a total of 28 brand partners and 66 brands with branded e-commerce solutions, of which 58 brands are from Japan. Compared with general trade, cross-border trade is a breakthrough point for overseas brands to enter the Chinese market, especially for small and medium-sized brands, it is the most convenient choice for them to enter the Chinese market. Cross-border e-commerce supply often needs to coordinate multiple participants. Professional cross-border e-commerce solution providers like Youquhui continue to highlight their business advantages and can seize the opportunity of rapid market expansion. According to reports from Zhuzhi Consulting and others, from 2014 to 2019, the market size of China’s imported brand e-commerce operation services increased to 559.2 billion yuan at a compound growth rate of about 40.2%. At the same time, the scale of this market is expected to continue to expand at a compound growth rate of about 8.2%, reaching 829.3 billion yuan by 2024. In the Japanese fast-moving consumer brand field focused on by Youquhui, the corresponding e-commerce service market has grown even faster, with approximately 43.1% from 2014 to 2019, and approximately 8.7% from 2019 to 2024. (Source: company prospectus) And it is worth emphasizing that, based on data analysis, Youquhui also has outstanding brand marketing capabilities and content production capabilities. Intuitively looking at the data, the number of fans in all B2C flagship stores operated by Youquhui has exceeded 10 million, of which Sophie Tmall flagship store and Moony Tmall international flagship store have 3.3 million fans and 1.8 million fans respectively. In terms of content layout, Youquhui has established its own MCN agency Lido Culture, and incubates its own KOLs on e-commerce platforms such as Taobao, Xiaohongshu and Douyin. Correspondingly, Youquhui’s strong ability to incubate new brands cannot be ignored. Taking Gangwon Province as an example, using ECRP system and user behavior models to analyze and use data, Youquhui has successfully solved the challenges of low repurchase rate, low promotion efficiency, and unbalanced income structure faced by Gangwon Province’s new entry into the Chinese market. Successfully stimulated the stickiness of its brand users. Judging from the repurchase rate indicators of large domestic e-commerce festivals such as “Double 11”, the repurchase rate of the company’s Gangwon-do Tmall international store has risen from 11% in 2018 to 29% in 2020. Concluding part In summary, the author judges that among the few powerful brand e-commerce service companies, Youquhui, which has differentiated competitive advantages, has the opportunity to break through and grow rapidly. It is worth mentioning that Youquhui not only stands on the competitive track of cross-border e-commerce, fast-moving consumer products, and B2C e-commerce in the growth stage, but the company currently exhibits strong capabilities in capturing traffic, mining data, and marketing monetization. , And the new brand incubation capabilities generated by the platform that can comprehensively reflect the company’s integrated, omni-channel, high-value-added, and full-life-cycle e-commerce operation and comprehensive service capabilities, which provide a deep foundation for the company’s “late-mover advantage”. It is expected to accelerate the realization of the company’s ranking round and increase in influence in the industry. Therefore, the time of Youquhui’s listing fell above the critical point of the company’s new round of outbreak, which can be said to be in line with the law and trend of the development of things. The menacing Youquhui will undoubtedly put a lot of pressure on competing companies in the same industry, and even stimulate the entire branded e-commerce service industry to produce a similar “catfish effect”. The company’s continuous strengthening of the Internet platform’s “bilateral” “Network effect” is one of its important intrinsic values. With the deepening of the “moat”, Youquhui’s listing in Hong Kong is a good opportunity for it to continue to grow bigger and stronger. For investors, the same should not be done. Ignore such opportunities

1丨The Ministry of Education establishes an off-campus education and training supervision department

According to today’s news on the official website of the Ministry of Education, the General Office of the Ministry of Education issued the “Notice on the Establishment of the Off-campus Education and Training Supervision Department.” Approved by the central editorial board, the Ministry of Education established the Department of Off-campus Education and Training Supervision. Its main responsibilities are: to undertake the management of off-campus education and training for primary and secondary school students (including kindergarten children), to guide the party building of off-campus education and training institutions, and to formulate standard management of off-campus education and training. policy. Work with relevant parties to formulate and supervise the implementation of relevant standards and systems for off-campus education and training (including online and offline) institution settings, training content, training time, personnel qualifications, fee supervision, etc., organize and implement the comprehensive management of off-campus education and training, and guide the comprehensive law enforcement of off-campus education and training . Guiding norms for social competitions and other activities for elementary and middle school students. Reflect and deal with major issues in off-campus education and training in a timely manner.

2丨The whole point of investment | Goldman Sachs: Does not rule out oil prices rise to 100 US dollars / barrel

Every AI newsletter, Goldman Sachs Global Commodity Research Director Jeffrey Currie said in an interview with the media that low-income groups will consume more commodities, which will trigger inflation. Governments around the world are discussing reducing the inequality caused by the new crown epidemic, and they must solve this problem. In addition, Jeffrey Currie did not rule out the possibility of oil prices reaching US$100/barrel. Oil prices are expected to reach US$80/barrel or more before the third quarter.

3丨Ministry of Industry and Information Technology: Regulate the SMS marketing behavior of the e-commerce platform “618”

According to the news on the website of the Ministry of Industry and Information Technology on June 15, as commercial marketing activities in the middle of the “618” year approached, the problem of illegally sending marketing text messages on some e-commerce platforms to disturb people began to show an upward trend. The Information and Communication Administration of the Ministry of Industry and Information Technology held an administrative guidance meeting on June 11 to warn e-commerce platform companies to standardize marketing SMS sending behavior and strengthen industry self-discipline. Major e-commerce platform companies such as Alibaba, JD.com, and Pinduoduo, as well as related basic telecommunications companies and short message service companies attended the conference. It is reported that since late May, the bureau has discovered that some e-commerce platform companies have not fully verified the wishes of registered users, “default” users agree, and send “618” commercial marketing text messages without authorization, triggering related user complaints and infringing users’ legitimate rights and interests.

4丨Boeing Airbus Aviation Subsidy Dispute: Europe and the United States may suspend retaliatory tariffs

Through AI Express, according to Agence France-Presse, on June 15, local time, the European Union and the United States will suspend retaliatory tariffs over a dispute over Boeing and Airbus aviation subsidies for a period of five years. Reuters reported that the two sides will seek to reach an agreement to resolve the dispute within five years. The European Union and the United States have not yet released information on this. (CCTV News)

5丨He Jianmin, deputy secretary of the Political and Legal Committee of the Heilongjiang Provincial Party Committee, accepts disciplinary review and supervision and investigation

The Central Commission for Discipline Inspection and State Supervision Commission website reported on the 15th, according to the Heilongjiang Provincial Commission for Discipline Inspection: He Jianmin, deputy secretary of the Heilongjiang Provincial Party Committee’s Political and Legal Committee and first-level inspector, is suspected of serious violations of discipline and law, and is currently undergoing disciplinary review and supervision and investigation.

Daily economic news

Produced | Sohu Technology

Author | Yin Lina

In the morning of June 9, Youxian submitted its prospectus every day, formally sprinting for the IPO of US stocks.

The Daily Fresh Food Plan uses “MF” (abbreviation of the English name MissFresh) as the stock code and is listed on the Nasdaq. The tentative maximum fundraising amount is 100 million US dollars, and it launches an impact on the “first share of fresh food e-commerce” .

Daily Youxian is an old player in the “fresh food e-commerce” track. Because of the extremely high loss rate of this track, but it can also harvest huge traffic. Therefore, in the 6 and a half years of its establishment, Daily Youxian has witnessed the fall of many opponents and ushered in batch after batch of new ones. Players, and at the same time, need successive financing to replenish “ammunition.”

Nowadays, the competition in the “vegetable selling” business has become fierce. Internet giants such as Meituan Optimal, Orange Heart Optimal (under Didi), and Duoduo Maicai (under Pinduoduo) have entered the community group buying, and there are also from Dingdong Maicai and Meituan The opponents of buying food equivalent to the “pre-warehouse + delivery model” are developing rapidly. After the tide of bankruptcy of fresh food e-commerce, the track has become hot again. For Daily Fresh Food, this is a good thing, but it is also a challenge.

Performance dismantling: losses have narrowed significantly, and performance costs accounted for about 1/4 of revenue

From the performance point of view, from 2018 to 2020, the daily revenue of Youxian was 3.55 billion yuan, 6.0 billion yuan and 6.13 billion yuan.

2019 is a year of rapid development of Daily Fresh Food. This is not difficult to see in the “69% year-on-year increase in revenue”.

This is a year of daily excellence and freshness. One example is the large investment in technology and content. For the whole year of 2019, the daily cost of Youxian on technology and content was close to 4.7 billion, an increase of more than 100% compared to the previous year. At the same time, with the expansion of business scale, Daily Youxian has also increased its costs, performance costs, and administrative expenses, but has decreased marketing expenses.

Entering 2020, with more and more players pouring into the fresh food e-commerce track, the daily revenue of Fresh Fresh has only gained a small increase, from 6.0 billion to 6.13 billion. However, compared to the opponent’s strategy of trading losses for growth, Daily Youxian’s losses have significantly narrowed in 2020. The net loss has dropped sharply from 2.91 billion yuan in 2019 to 1.65 billion yuan in 2020, a drop of up to 43.3%.

In terms of cost control, Daily Youxian’s gross profit margin has increased from 8.6% in 2018 to 19.4% in 2020. Specifically, in the case of basically flat revenue, the daily operating costs of fresh fresh products have dropped by about 10%, and direct sourcing of commodities may be the main reason for the decrease in costs. Last year, Liu Zhidan, vice president of Daily Fresh Food and head of the Commodity Center, once said that the proportion of direct sourcing of commodities is close to 80% of the target, and that direct sourcing can further reduce costs by more than 10% compared to land sourcing.

In addition, Daily Fresh Food has also reduced various expenses to a greater extent. Among them, performance expenses fell by 14% year-on-year, marketing expenses fell by 20% year-on-year, and administrative expenses fell by 21%, all of which are manifestations of improved operational efficiency.

Among the various expenses, the daily excellent fresh flowers has the highest proportion of the cost of contract performance. From 2018 to 2020, daily Youxian’s performance costs were 1.24 billion yuan, 1.83 billion yuan, and 1.58 billion yuan, accounting for 34.9%, 30.5%, and 25.7% of the company’s current operating income, respectively, a significant decrease.

Since Daily Youxian launched the heavy asset model of pre-warehouses, discussions on performance costs in business analysis have been heated. Since the initial investment has become an established fact, how to increase the customer unit price to cover the cost has become a key concern of Daily Fresh. As of now, the daily average customer unit price of fresh pre-warehouse real-time retail is 94.6 yuan. According to its prospectus, this is currently the company with the highest unit price under the pre-warehouse model.

However, in the field of “selling vegetables”, compared with the previous high-investment pre-warehouse model, the current capital’s most favored model is the light asset model of community group buying, which is an appointment order + self-request. In this track, there are also Internet giants such as Meituan, Pinduoduo, Didi, and JD.com.

From a geographical point of view, the competition between Daily Fresh and the current popular community group buying is not a head-to-head competition.

Daily Youxian’s main battlefields are distributed in four regions: North China, Central China, South China, and East China. They are mainly first-tier or new-tier cities. Cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou are involved. Among them, North China is a key area, and only Beijing City The number of front positions has reached 1/5 of the total.

As for community group buying, as of the end of last year, Didi’s community group buying companies such as Orange Heart, Meituan, Duoduomai, Xingshengyou are still developing in second-tier cities, such as the Hunan and Hubei provinces in central China and the southwestern region. Mainly in Sichuan. However, after nearly half a year of development, as of the end of March this year, Meituan Optimal has stationed in more than 2,600 cities and counties across the country, basically completing national coverage. According to data from Everbright Securities, in April this year, Duoduo’s business coverage has covered about 1,800 counties.

Compared with the rapid expansion of community group buying, Daily Youxian appears to be more cautious in Kaicheng, but it also avoids the problem of further expansion of losses. As of March 31, 2021, Daily Youxian has established 631 front-end warehouses in 16 cities in China, and has accumulated more than 31 million trading users.

Financing story: Xu Zheng and his “100 billion” goal

Compared with the boring research on revenue, contract performance, and supply chain, the daily financing story of Youxian is more interesting.

Behind this fast-growing company is Xu Zheng, who was recommended to the University of Science and Technology of China at the age of 15, and became the youngest general manager of Lenovo’s business department in China at the age of 28. In the 30th year of his establishment, he took the initiative to ask Ying to transfer to Jiawo, abandoning the seemingly high-end business of “selling computers” and moving to the field to study “selling fruits”. Three years later, in 2014, he founded Daily Youxian.

According to incomplete statistics, Daily Youxian has completed 10 rounds of financing, with a cumulative total of more than 11 billion yuan. In the second half of last year alone, Daily Youxian completed two rounds of financing with a total of more than 5 billion yuan. And its investors are also from top VCs, well-known companies and local governments.

Among them, Tencent has invested in 5 consecutive rounds, and Xu Zheng’s old club Lenovo has also participated in the C round of investment. In terms of capital, Daily Youxian’s shareholders include ICBC International, CICC Capital, and Goldman Sachs. At the same time, state-owned assets such as Suzhou Changshu Government Industrial Fund, Qingdao Guoxin, Qingdao Municipal Government Guidance Fund and other local government funds also appeared on the list of investors.

Despite this, Daily Youxian has also encountered the darkest moments in its development. In the most difficult moment of financing, Xu Zheng used all of his real estate mortgage loans to prepare for the company to invest all of his belongings.

Look at the shareholder structure of Daily Youxian. In the management, Xu Zheng, the founder and CEO of Daily Youxian, holds 15.3% of the shares and has 74.1% of the voting rights. In addition, the company’s CFO Wang Jun owns 2.2% of the shares and owns 0.7% of the voting rights; the company’s COO Sun Yuan owns 1.3% of the shares and 0.4% of the voting rights.The directors and the company’s management hold a total of 20.2% of the shares and 75.6% of the voting rights

Among the external shareholders, Xiamen Daily Youxian Equity Investment Partnership (Limited Partnership), with a Qingdao state-owned background, holds the highest share of 8.7%, with 2.7% of the voting rights. According to the total investment of 2 billion yuan in Qingdao’s state-owned assets, as of December last year, the daily valuation of Youxian was around 23 billion yuan.

In addition, Image Frame Investment of Tencent Holdings holds 8.1% of the shares and 2.5% of the voting rights. Genesis Capital holds 7.2% of the shares and has 2.2% of the voting rights. In addition, Zeng Bin, the other founder of Daily Youxian, holds 5.5% of the shares and 0.3% of the voting rights.

The number of “hundred billions” is constantly mentioned in the financing stories of various stages and different versions of Youxian Daily.

In June 2019, Daily Youxian and Tencent jointly held a huge smart retail conference. It was at this press conference that Xu Zheng proposed for the first time the goal of growing into a “hundred billion” scale fresh food retail platform.

Daily Youxian’s latest financing occurred on December 9th last year, and it is also the largest strategic investment of fresh food e-commerce in the local area so far, with a total amount of 2 billion yuan. In this financing conference from the Qingdao government, the perspective of Daily Fresh Food is not limited to the “100 billion” track of “selling vegetables”, but involves the four “100 billion” of ecological chain, finance and technology.

Among them, the ecological chain is mainly undertaken by Sansheng Venture Capital, a fund of Daily Fresh Food, which mainly includes the five aspects of the upstream vegetable industry, dairy industry, fruit industry, fishery and meat industry. Guo Qi, the founding partner of Sansheng Ventures, is also the vice president of Daily Youxian. In his opinion, the cultivation, breeding, and processing of agricultural products are actually extended to deep processing and high added value, from agriculture to industrial products. Conversion.

Finance is mainly for farmers, channel merchants, merchants, and users, including four types of entities, including agricultural insurance for farmers, futures trading for channel merchants, supply chain finance for merchants, and consumer credit to users. The first step is to adopt a weekly settlement policy with the head supplier. In the field of science and technology, it mainly includes biotechnology and AI technology. Among them, biotechnology mainly involves the improvement of varieties, while empowering traditional industries.

However, these stories are far from being realized on the eve of listing. At the beginning of the prospectus, Daily Youxian proposed the formula (A+B)*N. A stands for real-time retail in the front-storage mode, B stands for smart food market, and N stands for retail cloud.

Previously, Daily Youxian has developed an end-to-end intelligent system based on a large amount of data accumulation and algorithm optimization-Smart Retail Network (RAIN), covering core areas such as smart supply chain, smart logistics, and smart marketing. Smart food market and retail cloud are new business formats for the B-end extended on this basis.

According to the prospectus, in the practice of smart vegetable market, Daily Youxian will first obtain the right to operate the vegetable market, then renovate the layout of the venue, optimize the combination of merchants and introduce new business formats; at the same time, provide merchants with electronic payment, online marketing, and CRM tools. SaaS service package including business planning; finally, help merchants of smart food market convert offline customers into online private domain traffic, and realize further increase in e-commerce business revenue through online trading platforms.

Up to now, Daily Youxian has signed operating agreements with 54 vegetable markets in 14 cities, and has started operations in 33 vegetable markets in 10 cities.

In the retail cloud business, Daily Youxian will target long-tail small and medium-sized supermarkets as its target customers, providing online and offline omni-channel retail, customer management, supply chain and performance management digital capabilities, and to achieve vertical e-commerce The development path towards platform.

The first-hand vegetable market and the other-hand supermarket, Daily Youxian has set its sights on the wider retail entrance.

But the story is also just a story. Today, Daily Youxian has turned the story of the pre-storage into reality, but Daily Youxian now has to face more capital influx into the track, and more experienced and well-executed companies as its opponents. .

In Xu Zheng’s prediction, the end result of the fresh food market will be the coexistence of multiple oligarchs at the level of hundreds of billions. For Daily Youxian, who is entering the next stage, it may be re-adjusting the fighting posture.

Accordingly, relevant traders, organizations and individuals actively organize promotional activities, coordinate and participate in program activities to ensure compliance with the law and protect their interests. consumer legitimacy; innovate, diversify forms of promotion, well organize sales promotion activities to serve people on traditional and e-commerce channels, strictly comply with the provisions of law. Promotion activities within the framework of the program will be applied with a maximum limit of the value of goods and services used for promotion and the maximum discount for goods and services to be promoted is 100%. The specialized departments of the Department of Industry and Trade actively inform and guide organizations and individuals in the province to participate in the program. People’s Committees of districts, towns and cities shall coordinate in propagating and promoting the program at the headquarters, website of the unit and on local media; actively coordinate with the Department of Industry and Trade, the Provincial Market Management Department and relevant units to monitor, inspect and handle goods of poor quality, goods of unknown origin, goods infringing upon intellectual property rights. , violations of local promotions, ensuring consumer interests… FIRE

Convenient payment via POS at TokyoLife system. Legally, it is necessary to have a law on e-commerce that recognizes the legality of electronic documents and electronic contracts signed online; have laws to protect intellectual property rights, protect privacy, protect consumers… to regulate online transactions. At the same time, there must be a safe and secure electronic payment facility such as card payment, payment via EDI… Banks must deploy a widespread electronic payment system; have a fast, timely and reliable delivery system; have human resources knowledgeable in business, information technology, and e-commerce to deploy marketing, advertising, promotion, sales and online payment. According to the above data, Thanh Hoa province can be identified as one of the localities with information technology (IT) infrastructure and investment in e-commerce infrastructure for production and business, connecting supply and demand. commodity products are quite developed. Since then, making e-commerce become a convenient transaction channel for buyers and sellers in the era of industrial revolution 4.0. Currently, Thanh Hoa’s internet telecommunications system ensures good implementation of electronic information applications. Popular forms of electronic payment include: payment via card (POS, ATE…), payment on the internet (through an account opened at a bank); Direct payment via mobile phone. Accordingly, e-commerce development has brought great benefits to businesses, through distribution channels on the e-commerce floor. The application of IT and e-commerce development in the province has achieved many good results. Up to now, data exchange and collection standards have been applied in most e-commerce transactions, business-to-business (B2B) transactions in Thanh Hoa. Already, 70% of businesses in the area use email in transactions and information exchange; 50% of enterprises have their own website, periodically updating information on activities and promoting products; 35% of enterprises join websites and e-commerce to buy and sell products, goods and services related to production and business activities of enterprises; 10% of enterprises apply specialized software in business and management activities. Currently, 70% of modern supermarkets, shopping centers and distribution facilities allow consumers to pay by card via electronic means; 50% of electricity, water, telecommunications and communication service providers in the province accept payment of service charges from households via electronic means; 20% of business establishments in the fields of trade and services, such as transportation, culture, sports and tourism, develop e-transaction channels, and some petrol and oil businesses use the cashless form. face, pay for petrol via Flexicard… Thanh Hoa province is setting a target that by 2025, 55% of the population will participate in online shopping; 100% of businesses have websites that are fully updated with information about introducing and promoting their products; 100% of electricity, water, telecommunications and communication providers deploy cashless bill payment for businesses, organizations and individuals using the service. Non-cash payment in e-commerce reached 50%, of which payment made through intermediary service providers accounted for 80%; 60% of enterprises use digital signatures and digital signature authentication to ensure safety and security for e-commerce transactions and operations of the unit; 70% of purchase transactions on e-commerce websites of enterprises have e-invoices; 50% of communes, wards and townships have traders selling goods or providing services online. Currently, Thanh Hoa Department of Industry and Trade is coordinating with other units to actively disseminate, propagate and train e-commerce human resources for officials and employees in State management agencies and businesses in the locality. province table. Every year, training courses are opened to meet the needs of many subjects such as office informatics, network administration, specialized e-commerce operations, etc. E-commerce; Build e-commerce website in accordance with the business model, products and services. Helping businesses self-deploy online sales processes, business processes according to advanced models; how to integrate online payment tools, how to promote effective marketing on the website. Create favorable conditions for businesses to participate in e-commerce trading floors to exchange and promote their brands and products.

An employee scans and checks products in a Tiki warehouse in Ho Chi Minh City. (Photo: Bloomberg) Crossing the crowded streets of Ho Chi Minh City in a Honda, Ho Duc Quang carries toys, books and other packages to deliver to Tiki.vn customers. Quang, 25, needs to be quick, as Tiki promises to deliver in 2 hours. He uses AirPods to notify customers of his arrival, but there is one thing that slows down this shipper: Quang has to wait for customers to open the package, confirm the correct goods before departing for the next trip. It is a mandatory operation for those who do not trust online sellers. Quang’s speedy deliveries between the city of 9 million people are just part of a campaign to win over customers, many of whom shop online for the first time due to the pandemic. Winning isn’t easy where only about a third of adults have a bank account and less than 5% have a credit card. Most shopping at convenience stores, traditional markets. Although Euromonitor International estimates that e-commerce will only account for 3% of Vietnam’s retail market in 2020, the lowest in Southeast Asia, the potential of the market is extremely attractive. According to a report by Google, Temasek, Bain & Co, Vietnam’s digital economy is predicted to reach US$52 billion by 2025, an increase of 29% compared to 2020. Competition for customers Startups backed by Warburg Pincus, Goldman Sachs, JD.com or Shopee, Amazon are all targeting the Vietnamese middle class. From 2016 to the first half of 2020, investors poured $1.9 billion into the domestic online sector. Mr. Ralf Matthaes, Managing Director of Infocus Mekong Research, assessed that Vietnam is in the early stages of becoming a digital society with a young and technology-loving population. Therefore, these companies have to compete with each other to provide services. The government has set a target of online shopping to account for 10% of Vietnam’s retail sales by 2025. The regulator wants to reduce cash payments to create a more transparent, modern economy through increased non-payment of transactions. cash for public services and improve the regulatory framework for electronic payments. The consortium led by Alibaba and Baring Private Equity Asia will invest $400 million in exchange for a 5.5% stake in CrownX of Masan retail group. Under the agreement, Masan will cooperate with Lazada – Alibaba’s e-commerce platform in Southeast Asia. Kenny Ho, Southeast Asia Investment Director of Alibaba, affirmed that the combination of Alibaba’s online retail expertise, Lazada’s Vietnam platform, and Masan’s offline network will be a powerful catalyst for the company’s success. modernization of Vietnam’s retail market. In January, M-Service, the startup behind the Momo e-wallet, raised more than $100 million from an investment group, including Warburg Pincus. For the first time in their shopping life, Vietnamese people are “encircled” by the form of customer-first retailing that is common in developed economies. Trust of customers Online retailers are trying to woo shoppers wary of scam stores that don’t offer return policies. According to economist Nguyen Tri Hieu, “Vietnamese people don’t trust what they can’t see. Usually, they need to know what they’re buying. They have to smell it and touch it.” So e-commerce sites raced to launch marketing campaigns, offering discounts on everything from AirPods to Samsung washing machines. E-wallet startup that offers coupons. Tiki applies a refund policy of up to 30 days. Nguyen Thi Kim Chi, 31, who works for an entertainment website, said that 70% off and customer-oriented items attract her. Buyers are empowered to evaluate products and services online. If normal, they often have to go to the store complaining about the low quality of the product and there may be quarrels but nothing is corrected. According to Mr. Matthase, the epidemic will boost digital retail as 30% more Vietnamese will shop for everything from food to electronics online in 2020. Retail shifting According to Jeffrey Perlman, managing director of Warburg Pincus in Singapore, Vietnam’s retail market changes faster than other markets. Tiki is currently the largest domestic e-commerce platform in the country. Software engineer Tran Ngoc Thai Son built Tiki in 2010 from $5,000. Mr. Son writes code, buys 100 English books from Amazon, and delivers it by himself by motorbike. Currently, Tiki has 3,100 employees and a state-of-the-art logistics operations system overseen by Henry Low, former head of Amazon and Coupang. Along with the company’s growth is the effort to attract customers. Mr. Son deployed a system to filter counterfeit goods and sided with customers. For example, if there is a defect in a newly purchased phone, the customer wants to return it, they will support 100%. If the seller is not okay with this decision, Tiki will shut down their account. From diapers to beer According to Crunchbase, investors like Sumitomo, JD.com have invested $192.5 million in Tiki. Mr. Son anticipates more rounds of funding and prepares for an IPO. According to Mr. Low, Tiki handles less than 2 million orders per month. Employees busy arranging everything from diapers and diapers to Corona beer in the 10,000-square-foot fulfillment center. Tiki applies artificial intelligence and robots capable of transporting 800kg products to speed things up. Thanks to the logistics system, Mr. Son aims to transport 500,000 products in 2 hours, up from 200,000 currently, helping Tiki achieve its profit target. Du Lam (According to Bloomberg)

Users are increasingly preferring digital banking and payment applications… Based on data from 2,000 top apps and datasets from Fintech, Game and E-Commerce applications, Adjust, a global app marketing analytics platform, has just released its annual report on app trends. mobile apps in 2021. In the context of complicated epidemic developments worldwide, the rate of users downloading and opening applications increased sharply compared to previous years and was higher than expected. The report highlights that mobile apps will continue to grow strongly in 2021. Installs are up 50% across all industries in 2020 and up 31% in the first quarter of 2021. Meanwhile, number Visits increased by 30% in 2020 and now have increased by 4.5%. USERS FAVOR TO FINTECH APP Analytics reports from trends in installs and sessions to time spent on apps and app re-installs… The numbers recorded in the past year show that fintech continues to “encroach” into the mobile segment. Many traditional banks have cooperated with fintechs and neobanks (new-style digital banks, no transaction offices, no branches, all operations take place in cyberspace) are increasingly widely accepted. cobble. The banking app recorded $3.6 billion in revenue. By mid-2020, digital banking accounted for 25% of all banking apps downloaded, up from just 1% in 2017. The data shows that each user on average installs about 2.5 financial apps. The level of global payments last year reached 1.390 billion USD and is expected to increase to 1.680 billion USD this year. The adoption rate of mobile payments has increased sharply globally, with the highest rate in China with more than 81%, followed by India (37.6%), Japan (25.3%) and Italy (21.1%)… From the fintech growth numbers, users are increasingly preferring payment applications and digital banking. Taken as a whole, fintech has the strongest increase in installs of all industries, growing 51% in 2020 compared to the previous year. In the first months of 2021 alone, the number of installs increased by 12% compared to the average of 2020. The number of sessions of fintech applications also skyrocketed in 2020, with 85% year-over-year. The number of sessions increased steadily throughout 2020, with the strongest increase in early October (22% higher than average) and late November (24% higher than average). The data also recorded a peak in mid-July, when 15% higher than the annual average. In 2021, up to the present time, the number of fintech application sessions is increasing by 35%. These growth numbers show that users are increasingly preferring payment applications and digital banking. SPEND A LOT OF TIME GAME AND UP ONLINE SHOPPING Along with fintech, the complicated development of the Covid-19 epidemic has partly reflected in the growth figures of the e-commerce and gaming industries. Games hit new milestones in 2020, especially in the hypercasual (lightweight, instant play and unlimited replay) segment, with installs up 43% versus 26% for games. other games (non-hypercasual games). The number of sessions for hypercasual games increased by 36%, while the number of sessions for non-hypercasual games increased by 27% in 2020. The mobile game market is valued at $165 billion by 2020. Asia remains a large market, accounting for $41 billion of the total market value. The number of mobile game players increased by 46% during the year, from 1.2 billion to 1.75 billion. Statistics show that mobile games are the main source of 51% of revenue and hypercasual games are predicted to reach $ 2.5 billion by 2021. The overall market is forecasted to reach nearly $220 billion by 2023, of which revenue from Google Play accounts for 19.6%, continuing to be higher than the App Store (13.2%). Although the number of installs of e-commerce applications increased slightly, only 6%, the number of sessions increased by 44%. This clearly reflects the fact that users interact and shop high with e-commerce applications. Last year was also considered a successful year for e-commerce with the number of transactions on the application increasing by 58%, in which the strongest increase was at the beginning of the year when the epidemic broke out. The survey showed that the number of goods purchased online has increased by 24%, while the quantity in stores has decreased by 7%. Research predicts that by the end of 2021, 17% of global transactions will be done online. The number of installs and sessions in early 2021 is also positive, up 11% and 14% respectively compared to the average of 2020. The number of visits increased the most in late February and early. March 2021, an increase of 23% over the same period last year and 76% compared to 2019. With the above information and analysis data from gaming, e-commerce and fintech applications, experts say that developers and marketers can better understand the audience and the reality of the economy. based on the app (app economy) to have a suitable investment, development and market domination strategy. Based on information about users’ in-app behavior, when and why they return to the app, marketers can create a comprehensive strategy that incorporates a personalized campaign and communication activities, thereby building brand trust… Users are increasingly preferring apps and this is the time to attract new users, experts emphasized. Mr. Paul H. Müller, co-founder and CEO at Adjust, said that for marketers, the potential to reach new users is unprecedentedly high, but competitive pressure is also “hottest” than ever, so it is necessary Boost your marketing strategy through automation and understand user in-app behavior.

In 2020, smartphone vendors sold about 1.38 billion smartphones worldwide. And the number will continue to increase in 2021 with a predicted number of over 1.53 million units. 10 countries with the most smartphone users (Source: Statista) Survey data by market research firm Statista shows that, as of May 2021, China is still the leading country in terms of smartphone users with nearly 912 million people. Although the number is less than half, but India also ranks second after China with over 439 million units. These two countries will continue to top the rankings by large populations and are considered as markets with strong growth potential given the relatively low smartphone adoption rates, Statista commented. Among Southeast Asian countries, Indonesia and Vietnam are the two markets with the highest number of users. The data shows that Indonesia has up to 160.2 million smartphone users and ranks 4th in the rankings. Vietnam has 61.3 million users, in the top 10 countries with the largest number of smartphone users in the world. The Philippines and Thailand have lower user rates, with 41.3 and 37.8 million users, respectively. The smartphone penetration rate can be used as an indicator to measure how advanced a country’s economy is. The number of smartphone users and smartphone penetration rate are also considered as one of the bases for the development of the digital economy. In 2020, the smartphone penetration rate in Vietnam ranked 9th with an index of 63.1%, higher than Indonesia with a penetration rate of 58.6% and the Philippines at 37.7%. Vietnam is also considered as a potential and high-growth digital economy market in Southeast Asia. According to a report by Google, Temasek and Bain & Company, in 2020 Southeast Asia’s digital economy will see the growth of e-commerce, food delivery and online media amid the pandemic. Accordingly, digital payments will reach 620 billion USD in 2020 and are expected to reach 1.2 trillion USD in 2025. Online media also posted 22% growth, reaching $17 billion in 2020. This was driven by the explosive growth of video streaming service providers (video streaming), the growth rate 12 times in Vietnam and 18 times in Thailand. According to the assessment, Vietnam and Indonesia are two countries that have recorded double-digit growth for the digital economy. In which, Vietnam’s digital economy has a total value of about 14 billion USD and is expected to reach 52 billion by 2025, with an average growth rate of 29% from now until then. In the context of the pandemic, the Internet economy in Vietnam recorded growth in transportation, food, e-commerce and fintech.

The lawsuit, filed by Attorney General Karl Racine’s office, accuses Amazon of controlling nearly 70% of e-commerce sales, leading to high consumer prices. Holding nearly 70% of commercial sales, Amazon is sued against antitrust in the US The complaint was received by the District of Columbia Attorney’s Office, which said: “This online retail platform benefits and is protected by Amazon’s anti-competitive business practices. That leaves consumers vulnerable. do not have access to the best products at the lowest cost”. In addition, Amazon also caused prices across the entire online retail market to increase virtual prices for products sold on Amazon.com as well as on competitors’ online retail sales platforms. Also in the lawsuit, the e-commerce group used methods to prevent third-party sellers on its platform from offering products at lower prices than competitors. Amazon also responded to AFP that sellers set their own prices for the products they offer in Amazon’s stores, and this response contradicts comments made by the Justice Department. This e-commerce group also prides itself on offering the lowest prices with the best selection unlike any other online platform, so Amazon reserves the right not to attach deals to products that don’t have it. competitive price for customers. This lawsuit has Amazon possibly forced to charge higher prices on its e-commerce platform. The lawsuit is intended to block Amazon from anticompetitive practices as well as claims for damages and other penalties. According to eMarketer, Amazon’s e-commerce market share in the US in 2020 is 39.8% and will increase in 2021 to 44.1%, equivalent to the amount of 367.19 billion USD. According to statistics, Amazon’s profit in the first 3 months of 2021 reached 8.1 billion USD, 3 times higher than the same period in 2020. In 2020, the US Federal and State Antitrust Enforcement Agency filed lawsuits against Facebook and Google for allegedly dominating illegal markets.

Asia-Pacific countries are expected to reach $2 trillion in e-commerce revenue by 2025. (Source: 4S) The region is projected to witness the highest retail sales growth during 2020-2025, after Latin America. In the official report “Top 100 Retailers in Asia 2021”, Euromonitor International examines how Asia-Pacific’s world-class mobile connectivity enables digital transformation and is supported supported by the region’s extremely tech-savvy consumer segments. According to a statement, last year, businesses that received online orders recorded a growth of 37.6% and will reach 44% by 2025. As retail becomes more competitive to stay relevant in the digital space, localize shopping to individual markets, and personalize the retail experience for retailers. Different customer segments in Asia-Pacific will be essential. Euromonitor International senior research analyst Deepika Chandrasekar said: “As consumers connect and shop online more than ever before, more and more brands are expected to use social media to interact with them. and build trust with consumers beyond acting as a retailer.” (according to Euro Monitor)

Illustration. Source: Internet. Under the impact of the pandemic, Vietnam’s e-commerce market has grown rapidly with a growth rate of 18%, reaching US$11.8 billion. Among them, e-commerce and digital payments are booming with an increasing number of users. However, there has not been much breakthrough in the value of digital payments due to consumer confidence and spending considerations amid the crisis. It is estimated that with the expected recovery of the economy after the pandemic, the value of digital payments will increase by 30% to reach $15 billion this year. According to Appota, in 2020, 121 startups have been providing fintech services. The number of digital payment startups accounted for 31%, more than twice that of peer-to-peer lending companies (16%). As of September 2020, Momo reached 20 million users, becoming the most used payment platform in Vietnam. Meanwhile, intermediary payment service provider VNPay has become the second unicorn startup and one of 12 companies in Southeast Asia valued at $1 billion. Obviously, the digital payments market is very potential but also highly competitive. Due to the implementation of social distancing measures, more and more people are staying at home and using mobile apps online. Short-form video application TikTok has reached 16 million downloads in Vietnam, becoming the latest entertainment trend of users. The market segment is expected to be more active in 2021 with the expansion of Instagram and Youtube. Meanwhile, the online games segment also recorded dizzying growth with 40% growth in revenue, new game downloads and releases reaching $205 million in 2021.

GQ said some cheap watch models are being bought a lot on e-commerce sites. Among them, typical brands that men can trust such as Seiko, Timex or Casio. One of the watch models that can adapt to any style is Skagen Men’s Sundby Titanium and Stainless Steel . The watch costs 63 USD with a titanium case. The design and price of the product is appreciated. However, the 30m water resistance is not so impressive. Timex Expedition Gallatin solar-powered It’s currently on sale for $70. The watch has a black tone with a strong design. Besides, the device’s water resistance is 50 m. You should not wear the product while diving. Recently, minimalist watches have become popular with men. Therefore, Skagen Men’s Jorn Minimalistic Stainless Steel Quartz Watch more famous. The watch model has an original price of 115 USD but is now reduced to 69 USD on e-commerce sites. The case size of the device is 41 mm with water resistance of 50 m. 100 m water resistance is one of the advantages of Sturhling pro diver watch . The device was originally priced at $70 and is currently discounted to $59.99 on the e-commerce site. The design of the Sturhling pro diver watch is suitable for men who pursue an elegant style. Timex Expedition Scout 40 watch priced at 41 USD. The device is fitted with a leather strap with a cream dial. The watch’s water resistance is 50 m. Designs from Casio have always been loved for their affordable prices. Casio Super Illuminator diver watch Originally priced at $120 and now discounted to $70. The case size of the device is 44 mm. Meanwhile, water resistance is 100 m. Timex New England watch The design is suitable for men who pursue a classic style. The watch model is priced at 40 USD. The device’s water resistance is 30m, not suitable for wearing while swimming.

A new survey conducted and published by the Central Institute for Economic Management showed that 24.4% of enterprises recorded having had a dispute with a buyer, seller or both in the past time. Goods received that are not the same as advertised is one of the typical violation trends in e-commerce in Vietnam. Illustration: KT In particular, the trend of disputes in the online trading environment is increasing. Currently, there are 4 popular dispute resolution methods in Vietnam including negotiation, conciliation, arbitration and court. 57.8% of businesses and individuals choose the negotiation method; 46.8% chose to resolve disputes through the courts, while 22.8% conducted mediation and the rest needed arbitration to handle disputes. Notably, although Vietnam has a Law on Electronic Transactions, the trend of applying technology in resolving online disputes has not been applied much due to the incomplete legal framework and not many people know about it. ./.

This is part of the agreement the two signed last Friday. The deal will see JD become the latest Chinese Internet company to join the smart electrification craze that is transforming the auto industry day by day. Enovate said both sides will also work on digital marketing to get the startup up and running as soon as possible. “We will share resources in a number of different aspects, from branding and products to users and channels of distribution and consumption,” said Yu Songyao, senior executive at Enovate. . A new energy Enovate sedan attracts the attention of visitors at the Guangzhou auto show. JD, also known as Jingdong and formerly 360buy, is a Chinese e-commerce company headquartered in Beijing. The company is one of two giant B2C retailers in China by transaction volume and revenue, a member of Fortune Global 500. In other words, JD is the 2nd largest e-commerce company in China, just behind Alibaba. Forging partnerships with big internet companies is crucial, analysts say, as the chance to stand out is slimmer for lesser-known startups. Early adopters like Tesla and Nio are gaining ground, traditional carmakers including Volkswagen are also launching their own electric cars, so the door for latecomers is closing. quickly, must really try and be quick. Statistics show that Nio sold 20,060 vehicles in the first three months of this year, up 422.7 percent year-on-year. Volkswagen said it expects to sell 100,000 electric vehicles in China this year. Late last month, Nezha, another little-known electric car startup, announced a partnership with Chinese internet security company Qihoo 360. The company will become the second largest shareholder as it leads Nezha’s 3 billion yuan ($467 million) Series D fundraising effort. According to analysts, Internet security is becoming an essential issue as vehicles get smarter and 360 Security is seeking this investment to open up a platform for its products. on smart cars. Nezha CEO Zhang Yong said Qihoo 360 will provide the startup with technical help and facilitate financing for the company. “For us, the top task now is survival,” Zhang said. Founded in 2014, Nezha has sold more than 35,000 vehicles across its two car models. The company’s sales in the first quarter of 2021 increased fivefold, to more than 7,400 vehicles. Optional Toyota “knock down” Hyundai from the top position in the electric vehicle market

Gigabyte products are boycotted in mainland China (Image: Handout) In an advertisement for its latest laptop model, Gigabyte Technology Co., which specializes in motherboards and graphics processing equipment, claims that it manufactures its products in Taiwan, where Quality control is very strict. “Unlike other brands that choose low-cost and low-quality manufacturing contracts in China, Gigabyte Techonology is committed to producing high-quality and high-configuration laptops” – the advertisement said – “As a Taiwan-based laptop and components manufacturer, we make sure that 90% of our laptops are made in Taiwan.” The ad immediately caught the attention of the Communist Youth League of China. They posted a screenshot of the ad on Weibo on May 11, with the words: “Gigabyte, what makes you so brave?”. The Youth Union, which has nearly 16 million followers on Weibo, in March also criticized the Swedish brand H&M for refusing to buy cotton from Xinjiang, after several Western countries raised many accusations. human rights obligations in this region. Gigabyte, which has operated a factory in China’s industrial center Ningbo since 2003, immediately apologized after the ad. The company said in a statement that it has always supported the “One China” principle – Beijing’s political stance that recognizes mainland China and Taiwan as part of China. “Some of the content recently posted on our official website goes against reality, an incident that happened due to lack of management from within the company” – Gigabyte wrote on Weibo on May 11 – “We I have production lines all over mainland China, accounting for 90% of our production. Gigabyte prides itself on quality made in China.” However, this quick apology was not enough to calm the anger of the Chinese online community. “You don’t have a chance anymore” – a Weibo netizen commented on Gigabyte’s post – “Seriously, don’t waste your energy. You have crossed the red line.” By the end of May 11, Gigabyte products had disappeared from most Chinese e-commerce platforms. The search term “Gigabyte” returned no results on JD.com and Suning. Gigabyte’s official store on Tmall – an online sales platform operated by Alibaba Group Holding – no longer catalogs products. Alibaba, JD.com and Suning were not immediately available for comment. Gigabyte’s share price fell nearly 20% between May 11 and 12.

Take advantage of the online business platform online According to experts, this is the time when businesses and stores expand their advertising and sales platforms. Potential units can build their own website or look to the press and tools of Google. As for small and medium-sized sellers, taking advantage of e-commerce platforms is being considered the optimal solution. Selling online on e-commerce platforms is gradually becoming an alternative Mr. Nguyen Ngoc Dung, Vice Chairman of Vietnam E-commerce Association said: “The e-commerce platform, which gathers tens of millions of visitors per month, is a channel to reach a large number of potential customers. In addition, these platforms are also regularly improved with many advertising tools and sales campaigns that are focused on investment. Therefore, this will be a business platform that sellers should quickly take advantage of to increase their revenue, instead of worrying about being too dependent on one platform and tightening interactions.” . Sharing the same opinion, Mr. Nguyen Kien Giang – Hufuholic store owner who is doing business on the e-commerce floor said that the biggest difficulty when starting a business is approaching new customers and expanding the business model. When switching to an online business, Mr. Giang took advantage of free marketing programs available on these online platforms, to connect with customers more easily and reach many new customers, thereby developing the business. scale rapidly. “Shopee has helped Hufuholic transform from a small online retailer into a famous cosmetic store chain and become the foundation of my career,” said Mr. Nguyen Kien Giang. Join knowledge sharing channels The advantage of an e-commerce platform is user resources, however, another benefit that sellers receive through this platform is free sales knowledge. It is the basis for sustainable business development on multiple platforms. Currently, many e-commerce platforms are implementing weekly online classes to train sellers, share selling experiences from experts and successful sellers, and organize community groups for sellers to exchange information. , learn from each other. Simple, easy and free when registering to participate in free sales classes on the e-commerce floor A Shopee representative said that understanding sales tools and the benefits it brings helps Shopee and sellers to accompany them more effectively and longer. Besides, Shopee also has free information aggregation channels for sellers such as Shopee Academy or Shopee Uni YouTube channel which also regularly updates information and documents. Thanks to this series of free training activities, Mr. Vu Trung Anh Rim – owner of Beyours store has been able to manage the business scientifically and effectively, thereby having more time for his family and personal hobbies. “I had to expand my warehouse and increase my capital by 4-5 times to be able to partly meet the growing demand of customers when selling on e-commerce platforms compared to before,” Mr. Rim emphasized. After the knowledge received and sales experience over the past time, Mr. Vu Trung Anh Rim believes that new sellers need to focus on key products to make a difference. Currently, sellers on Shopee who are not part of Shopee Mall are free of commissions and have the opportunity to increase awareness and boost sales through major campaigns of the year… Program “New start, million orders” to” recently implemented Shopee also supports 160,000 VND to the seller’s advertising account, and free Xtra coin refund package and 50% voucher for new sellers starting a business on Shopee. As one of the businesses benefiting from the support solutions of the e-commerce floor, Mr. Nguyen Hung Tuan – owner of the women’s shoe brand Erosska, affirmed that selling on the e-commerce floor is an indispensable part of the journey to create millions of customers. his shoes. “We started at Shopee and that was the launch pad that helped us thrive on most other platforms. From a brand that started with 2 million dong, now Erosska has more than 50 employees and monthly sales are many times higher than the original number, “said Mr. Tuan.

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)

Mr. Le Duy Minh, Director of Ho Chi Minh City Tax Department According to Mr. Le Duy Minh, Head of Tax Department of Ho Chi Minh City, in order to control and manage taxes, their technology platform and business programs and software must be located in Vietnam and be managed by authorities. physical. Currently, the Ho Chi Minh City Tax Department can only verify from the bank account the revenues and expenditures of these units, that is only working at the “top”, but not yet able to do the “original part”. The City Tax Department is proposing to the Ministry of Industry and Trade to support this issue. “All these transactions, the Ministry of Industry and Trade, have to support the City Tax Department to be able to penetrate their system. We must have solutions and software to track online purchases and sales to be able to strictly manage them. I now just stop at the level of verifying that their accounts are opened in Vietnam, how they collect and spend taxes on that basis ”, said Mr. Le Duy Minh.

This trend is expected to continue. According to the “2020 Online Retail Market Development Report” recently released by the Department of E-commerce and Information Technology of the Ministry of Commerce, it is expected that in 2021, the online retail market is expected to maintain a steady and progressive development trend, and the market size is expected to exceed 13 trillion yuan, maintaining 10%. Around the growth rate. Among them, new formats such as live e-commerce and cross-border e-commerce have become important growth points. Kang Yong, chief economist of KPMG China, pointed out in an interview with the “Economic Information Daily” that the overall scale of live e-commerce in 2020 will be at the trillion level, and the penetration rate in the e-commerce industry will reach 8.6%. It is expected that live e-commerce will continue to maintain a relatively high growth rate in 2021, with a scale of close to 2 trillion yuan and a penetration rate of 14.3%. In addition, the fast-growing cross-border e-commerce has also become an important growth point for my country’s consumer market. Statistics show that my country’s cross-border e-commerce retail imports will exceed 100 billion yuan in 2020, an increase of nearly 20% year-on-year. The analysis pointed out that as the cross-border e-commerce retail import pilot is further expanded to more regions of the country, it will drive the expansion of high-quality goods imports and promote the accelerated release of my country’s consumer market potential. It is worth noting that the further development of the e-commerce industry will usher in more policy support and regulation. “With the rapid development of my country’s e-commerce, issues such as unfair competition and suspected monopoly have also attracted widespread attention from the people.” Qian Keming, Vice Minister of Commerce, said that the Ministry of Commerce will strengthen the management of e-commerce in conjunction with relevant departments. On the one hand, we must do a good job of positive guidance, and on the other hand, we must strengthen rigid constraints. Among them, the most important thing is to strengthen the top-level design. The reporter learned that the Ministry of Commerce is working with relevant departments to advance the formulation of the e-commerce “14th Five-Year” development plan, centering on high-quality development, and coordinating the promotion of innovation, upgrading, standardization, and security. Gao Feng, the spokesperson of the Ministry of Commerce, said in an interview with a reporter from the Economic Information Daily that the “14th Five-Year” development plan for e-commerce has launched relevant questionnaire surveys for enterprises and the public, and solicited opinions and suggestions from experts, scholars and local commerce authorities. “At present, we are speeding up the preparation work, and it is planned to be released in the second half of this year.” At the same time, the establishment of standards and the improvement of laws and regulations in related fields will also obtain new breakthroughs. The “Implementation Plan for Accelerating the Cultivation of New Types of Consumption” recently issued by the 28 departments clarifies that the development of standards for key service consumption areas will be accelerated, and a number of national standards will be issued as soon as possible in the fields of cross-border e-commerce, agricultural product e-commerce, distance education, and catering; Promote the publication of standards for self-service vending, online retail platform management, and retail live broadcast. The reporter was informed that the Ministry of Commerce, the Ministry of Industry and Information Technology, and the State Administration of Market Supervision are currently promoting the formulation and revision of laws and regulations in the field of e-commerce, improving the e-commerce legal system, and speeding up relevant industry standards such as B2C e-commerce platforms and live e-commerce. To guide e-commerce companies to regulate their business behaviors. Not only that, the analysis pointed out that to further stimulate the e-commerce market space, it is also necessary to start from the domestic and foreign market demands, and to enhance the competitiveness of the industry through innovation and development. Li Mingtao, dean of the Institute of China International Electronic Commerce Center of the Ministry of Commerce, said in an interview with the reporter of “Economic Information Daily” that it is necessary to continuously improve the innovation ability in the field of e-commerce. In his view, e-commerce can not only represent low prices. The advantage of e-commerce should be based on the precision and personalized services of big data, so that the certainty of demand will continue to increase. In this regard, e-commerce needs to continuously enhance the ability and level of innovative services, and the e-commerce ecosystem also needs to continue to diversify. Zhang Li, director of the Institute of Electronic Commerce, Research Institute of the Ministry of Commerce, also told a reporter from the Economic Information Daily that cultivating new business formats and new models is crucial to the development of e-commerce. It is necessary to encourage the use of new technologies to innovate new sales formats and drainage formats that meet consumer demand. , Promotion format. She also proposed that in terms of e-commerce payment, payment methods that are more in line with consumer needs can be adopted; in terms of logistics, it is necessary to further improve the efficiency and accuracy of distribution, and improve the distribution network of third- and fourth-tier cities, especially rural logistics. Reduce logistics and distribution costs in remote areas such as the central and western regions, and enhance the inclusiveness of e-commerce. It is worth noting that the development of my country’s e-commerce should not only be based on the smooth domestic cycle, but also on the promotion of domestic and international double cycles, and conform to the new trend of building a new development pattern. Zhang Li pointed out that during the “14th Five-Year Plan” period, my country’s e-commerce market is still vast, and it is necessary to do a good job in the dual layout of the domestic market and the international market. She suggested strengthening e-commerce cooperation with the “Belt and Road” countries, strengthening exports to emerging markets, broadening online retail channels, and expanding imports of products that meet the needs of domestic consumers. Li Mingtao pointed out that the international level of my country’s e-commerce must be improved urgently. Compared with international e-commerce companies such as Amazon, most of my country’s e-commerce companies focus on the domestic market. How to further expand the international market and enhance overseas operation capabilities will be the work of Chinese e-commerce companies. Direction. (Finish)

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 iPrice Group, in the e-commerce report of this group in 2020, Vietnam has 2 names, including The World of Mobile and Green Electronics, in the top 10 of e-commerce websites with high traffic volume in the East region. South Asia. The fact above shows that the trend of online shopping for electronics and electronics is becoming more and more popular among Vietnamese users. Without a man, Vietnamese women tend to buy electronic appliances by themselves. Photo: Trong Dat By analyzing more than 1 million page views on iPrice in the first three months of 2020 and 2021, this report has shown that, in Vietnam, the proportion of female users buying electronics and electronics on the trading floor. electronics as high as men. The report shows that in the first quarter of 2021, the percentage of women shopping on e-commerce sites in the industry was 43%, an increase of 5% over the same period last year. Although men are still the main shoppers in the portfolio when accounting for 57%, this figure has declined. Notably, among female users, the group of women aged 35-44 and 45-54 who are interested in the online electronics market in Quarter I / 2021 increased by 4% compared to Q1. / 2020. In the older age group (from 55-64), this proportion also has a slight increase (2%). Statistics in the form of demographics of users buying electronics, electronics on e-commerce floors. Data: iPrice In contrast to middle-aged women, in the group of young women (from 25-34 years old), the percentage of electronic and electronic goods purchased in the first 3 months of this year decreased sharply (10%). According to experts, the cause of this situation may be because this is a group of office workers. These people have a high demand for electronic equipment such as computers, headsets, cameras, … in early 2020, when the trend of working remotely is rising at the time of the Covid-19 outbreak. Because the life cycle of electronic and electronic products is quite high, the demand for purchasing new equipment of this target group will decrease when entering 2021. The above data have shown that not only men and women today are showing their initiative in buying electronic and electronic equipment. This is especially true on e-commerce platforms, where they can easily compare prices and are provided with all the necessary information about the item to choose from.

The results show that the removal rate of e-commerce applications in Vietnam is currently the highest in Southeast Asia. Specifically, the rate of deleting online shopping applications in Vietnam was recorded at the highest level of 49% in the second quarter of 2020. With this result, it can be seen that e-commerce users in Vietnam are the most difficult group in the region. They tend to remove inappropriate e-commerce apps as soon as they try them out. To solve the above problem, experts of AppsFlyer and iPrice Group said that e-commerce floors need to improve the quality of their services to be able to engage users. Vietnam is actively promoting the development of e-commerce in recent years. Photo: Trong Dat Despite a high rate of app deletion, it is worth noting that Vietnamese businesses occupy 5 positions in the top 10 regional e-commerce websites. Enterprises in this list can be named Gioi Di Dong, Tiki, Dien May Xanh, Sendo and FPT Shop respectively. This shows that the e-commerce development rate is very high in the Vietnamese market. According to a report by the Vietnam E-commerce Association (VECOM), in 2020, Vietnam’s e-commerce will reach a scale of about 13.2 billion USD and have a growth rate of about 15%. During the peak quarantine period from February to April 2020, e-commerce has become the only shopping channel for accessing certain goods and services. Recognizing this, many domestic enterprises have been active in applying IT in production and business activities, promoting digital transformation and training human resources to maximize the advantages of platforms. online. Facing the rapid and hot development of the Vietnamese e-commerce market, Google, Temasek and Bain & Company also predicted that the average growth rate in the period 2020 – 2025 of Vietnam’s electrical commerce is 29%. By 2025, the scale of our country’s e-commerce market will reach US $ 52 billion.

The percentage of women buying electronic and electronic products online is increasing. Men are still considered the main buyers of electronics and electronics, but these attitudes and trends in consumer behavior have somewhat changed in Vietnam according to a comparative analysis of more than 1 million. views in the first 3 months of 2020 and 2021 electronic and electronic goods according to the product search engine and iPrice price comparison. THE RATE OF WOMEN BUYING ELECTRONICS, ELECTRICAL PRODUCTS INCREASES According to iPrice’s survey, the percentage of women who buy electronic and electronic products online is equal to that of men. If in the first quarter of 2020, the percentage of women shopping for these items was 38%, in the first quarter of 2021, the percentage of women shopping on e-commerce sites in the industry was 43%, an increase of 5. % compared with the same period last year. Although men are still the main shoppers in the portfolio when accounting for 57%, this figure has decreased compared to the same period last year (62%). The report also shows that there is a change in the shopping age group of women. Although there was no sudden growth, however, women in general and women between the ages of 35 and 64 in particular paid certain attention to electronics and electronics in the wake of the Covid epidemic- 19 seems to be cooling off. They also began to approach more electronics and electronics purchases on e-commerce platforms. Specifically, in the first three months of this year, the percentage of women aged 35-44 and 45-54 who purchased items in this category increased by 4% compared to Q1 / 2020. In addition, the older age group from 55 to 64 also had a slight increase of 2%. Percentage of online purchases of electronic products between men and women Meanwhile, the group of younger female consumers aged 25-34 has a sharp decrease of 10% compared to the first three months of 2020. Research experts say that this change may be due to the impact of the pandemic. Covid-19 in early 2020, when most people prioritize social separation and work from home. Therefore, the proportion of consumers in general and office women in this age group in particular tend to purchase electronic and electronic products to serve the needs of working and daily living at home. . The trend of changing shopping behaviors of Vietnamese consumers has also been partly shown in the e-commerce report just announced when there are two names specializing in electronic and electronic products business. Mobile and Dien may Xanh are in the top 10 high-traffic websites in Southeast Asia. This shows that the electronics and electronics market in Vietnam has been receiving a lot of attention from consumers on e-commerce websites. SHOPPING AND PAY MORE ON Mobile The survey also showed that shopping on mobile devices grew 4%. Consumers are more likely to purchase electronic and electronic products on mobile devices than on computers and tablets. Up to 80% of consumers decided to shop on mobile devices in Q1 / 2021, compared with 18% and 2% for computers and tablets. These rates in the first quarter of 2020 are 76% on mobile, 22% on desktop, and 2% on tablet. According to data from the Digital 2021 report of We Are Social, up to 61.4% of users decide to pay online via mobile devices. Thus, “mobile first” (mobile first) will still be one of the trends that will continue to take place in the “new normal” period for enterprises trading in electronic and electronic products. Trends of users are increasingly performing more tasks such as finding out, shopping, and paying on their mobile phones. Specifically, there are more than 154 million mobile subscribers, of which 64% of accounts are connected to 3G, 4G and 5G networks. Internet traffic from Android devices continues to lead with 64.6%, higher than the same period last year 2020 (61%), iOS decreased from 37% to 34.5%. According to We Are Social’s Digital Vietnam 2021 report, mobile application groups that are used a lot by Vietnamese users in 2020 include: messaging, chat (94.7%), entertainment and video viewing (83 , 4%), listening to music (58%), playing games (57.2%), shopping (68.5%), finance and banking (40.1%) … In general, these numbers are not too different from those of the same period in 2020. Only shopping apps recorded a higher usage rate, up from 55% (2020) to 68.5%. (2021). The report emphasizes that Vietnamese users are increasingly prioritizing purchases on mobile apps. Regarding shopping, except for travel, travel and accommodation services, down 40.5%, the groups of fashion, digital equipment, food, personal care, games, online music all there are signs of a sharp increase in spending. On average, user spending on these industries increased by over 30%.

“On the afternoon of April 9, when I opened the product, the fire found inside was a perfume box. Immediately I contacted the seller on Shopee and the general feedback is very sorry because the experience is not good, please return the goods to Shopee to handle “, Mr. Hieu recounted. D. Hieu added that on April 10, J&T Express delivery staff came to pick up the goods, did not ask to sign for confirmation. On April 13, Shopee updated the information that returned goods arrived and waited for 3-5 days to process. Customers receive perfume box instead of iPhone 12. Photo: Đ. Hieu. “On April 17, I received a message from a person talking from J&T Express wanting to watch the video I recorded and asking to confirm that the delivery order did not show any unusual signs,” Mr. Hieu shared. On April 19, J&T Express continued to call this customer to convince him to sign the order. “They said that this memorandum was signed only to confirm the outside condition of the product, not related to the product inside”, Mr. Hieu said. On April 20, Mr. Hieu received a call from Shopee informing him of not accepting the refund. According to Mr. Hieu, the reason given by Shopee is that the video does not capture all 6 sides of the box. “I really do not pay attention to how to shoot, even more do not know to turn all 6 sides of the box. The other box will be sent back in 3-5 days. That is nearly 19 million VND lost,” he said. Hieu said to Zing . According to customer D. Hieu, while receiving the goods, he found that the product box showed no signs of being peeled, just a little dented. Outside, correct bill of lading code, correct information and product name are still recorded. Mr. Hieu said there are full videos recording the process of receiving this goods. This is not the first time a customer buying an iPhone has received a product of no value. At the end of 2020, a customer in Dong Thap said he bought an iPhone 12 Pro Max but only received a stone. At the same time, Chu Quang Toan (Ha Tinh) received color pencils after ordering 2 iPhone 12 Pro Max. As a result, Best Express carrier took responsibility and compensated the customers. However, the cause of the incident causing the two “evaporated” iPhones has not been announced. At 12:00 on April 26, Shopee’s representative announced that he had contacted and would refund customer A. Hieu. “We are still working with shipping partners to clarify the issues related to this order according to the working process between the two sides”, a Shopee representative told. Zing . Shopee’s representative also recommends that users take safe steps when receiving goods such as video recording / taking photos of the 6-sided product of the package as proof of comparison in the event of a return claim. Refunds. Refuse or immediately notify Shopee of a sign of anomalous request from the shipper or similar carrier, for example, request to sign the consignment receipt or the status of the order is not At the time of delivery, the receipt / status of the order did not show the correct date / content for confirmation.

Illustration. Source: Internet According to the Department of E-Commerce and Digital Economy (Ministry of Industry and Trade), e-commerce has been bringing many opportunities for SMEs to boost sales and save overall transaction costs. Many violations During more than 10 years of establishment and development, the e-commerce industry has recorded rapid and continuous growth. Data from Center for Information Technology and Digital Technology, Department of E-commerce and Digital Economy, in the past 5 years, the number of businesses and individuals selling goods in the e-commerce market has been increasing. The representative of the Department of E-Commerce and Digital Economy, the Ministry of Industry and Trade also said that the strong growth of e-commerce is giving rise to many new problems, including transparency, customer rights assurance, e-commerce management. on social networks or cross-border e-commerce. Many organizations and individuals take advantage of e-commerce activities to trade prohibited goods and services, smuggled goods, counterfeit goods, infringing intellectual property rights, poor quality goods, and limited goods. business restrictions, goods trading with conditions, expired goods, goods of unknown origin, providing false information to deceive consumers … In the long term, e-commerce activities should not be managed in the “fragmented” style, adjusted for each individual platform. Because, the more we try to control specifically each type of platform, the more small and medium technology enterprises will find it difficult to enter the market. According to the Steering Committee of 389 countries, with the explosive development of e-commerce, commercial fraud activities on e-commerce floors have also increased rapidly in both size and number of cases. In recent times, many social networks and e-commerce applications are being exploited by the objects in loopholes in legal regulations and the management of the authorities to smuggle, trade fraud and trade. sales of counterfeit goods. Analyzing more closely, Mr. Phan Trong Dat – Deputy Secretary General of the Vietnam International Arbitration Center (VIAC) added, e-commerce trading floors often encounter risks when checking, monitoring and comparing information from suppliers. issuing and controlling the quality of goods (fake goods, counterfeit goods, poor quality goods) Supplier problems arise when the quantity and quality of goods cannot be controlled when it reaches consumers, claims about payment, advertising, and promotion. Consumers may face the risk of fraud, receiving poor quality goods, lack or lack of accurate information about the supplier, risks in payment, delivery … It is necessary to legislate current legal frameworks E-commerce is an inevitable trend today. However, the legal frameworks for e-commerce activities and social networking activities have been built mainly since 2013. But these regulations have not kept up with the trend of development, so far it is only a principle. are causing many difficulties in the application process. E-commerce activities in Vietnam are currently developing very quickly and it is difficult to distinguish e-commerce activities on e-commerce trading floors, e-commerce websites and on social networks because these platforms always have the improvement and addition of functions. function is similar. A research report by the Vietnam Chamber of Commerce and Industry (VCCI) shows that the trend of using social networks as a marketing and distribution channel has been on the rise in recent years. Social networking platforms such as Facebook, tiktok, and Instagram are now all becoming e-commerce platforms, in addition, there is also a livestream mode to introduce goods directly to consumers. Using these platforms for sales, it is extremely difficult to control the quality of goods. A series of infringement detection cases, arrests of pirated goods, nearly full counterfeit goods were continuously discovered, such as a household warehouse in Ninh Binh with an average of 1,000 orders / day, or a warehouse of cosmetics and clothing in Ba Vi with an average of over 3,000 applications / day … According to the representative of the Market Control Department, the biggest difficulty in detecting and handling cases in the e-commerce environment is to have clear facts, must have buyers and have specific goods. While online transactions and payments are virtual, there are no business locations, making the information management force unable to check immediately. Not to mention, most of the transactions in this form do not have invoices and documents, so the detection and handling work is even more difficult. Therefore, in order to effectively control goods and transactions on e-commerce transactions, according to Mr. Nguyen Van Tuan – Deputy General Director of VCCorp, 5 issues need to be clarified. First, posted goods must be managed to ensure intellectual property rights. Monday, management is entitled to impersonation. Tuesday , because if not managed, the problem of price competition will arise. Wednesday was, how to handle and remove bad news, even when needed, it is possible to extract “profiles” of sellers as well as buyers – data management. Thursday, manage tax obligations for service providers on social networks. In the long term, according to Mr. Tran Dang Quang – Institute for Policy Research and Communication Development (IPS), it is not advisable to manage e-commerce activities in the “fragmented” style, adjusted for each individual platform. Because, the more we try to control specifically each type of platform, the small and medium technology businesses and startups will face a lot of difficulties if they want to enter the market. Meanwhile, large businesses with potential and experience may have many ways to respond to the stringent conditions required by law.

The scale of e-commerce retail of consumer goods and services increased from 4 billion USD in 2015 to about 11.5 billion USD in 2019. The report predicts that the growth rate of 2020 will continue to remain above. 30% and reach the scale of 15 billion USD. VECOM’s Vietnam E-commerce Index 2021 also cited Google, Temasek and Bain & Company Southeast Asia’s E-commerce 2020 report, Vietnam e-commerce 2020 increased 16% and reached a scale of over 14 billion. USD. Online shopping continues to grow Of which, online retail sales increased 46%, ride-hailing and tech food increased 34%, marketing, entertainment and online games up 18%, and online travel down 28%. . This report also predicts an average growth rate of 29% in the 2020-2025 period and by 2025, our country’s e-commerce scale will reach 52 billion USD. E-commerce has had impressive numbers despite the impact of the epidemic. According to VECOM data, the output of postal items through express delivery services will increase by 47% by 2020. The leading delivery companies have posted mail growth rates ranging from 30% to 60%. Sales of digital marketing services are about 26 million USD, in 2015 increased to 329 million USD. Report on Vietnam’s digital marketing trends 2021 shows that digital marketing revenue in 2019 is 716 million USD and despite the Covid-19 epidemic, this number in 2020 is still 820 million USD and it is predicted that in 2021 it will be to $ 1 billion. The above report also said that during the Covidi-19 epidemic the online payment field continued to grow strongly. According to the Vietnam Bank Card Association in the first 6 months of 2020, banks have issued up to 10.3 million new cards of all kinds, bringing the total number of cards in Vietnam to 103.4 million. In which, the number of international cards is 15 million and domestic cards are 88.4 million. Sales of spending payments by e-commerce channels in the first six months of 2020 increased 17%. Race supper app To accommodate the new needs of consumers, the concept of super apps or “super apps” refers to the role and advantages of apps that provide a mobile ecosystem. It’s time for business to make changes to add even more value to consumers from its mobile apps and websites. The proportion of businesses with a mobile version website has not changed much compared to previous years, it can be seen that most businesses no longer choose to build a separate website for the mobile version, instead. is a solution to build a new website with technology that automatically adjusts the interface compatible with different platforms such as computers, tablets, mobile … Unlike the mobile version website, building applications on mobile platforms of the business requires a higher level than a normal website. Instead, if consumers want to download, install and use regularly, the application requires to provide a variety of solutions, products and services suitable to many different needs of customers.

The scale of e-commerce retail of consumer goods and services increased from 4 billion USD in 2015 to about 11.5 billion USD in 2019. The report predicts that the growth rate of 2020 will continue to remain above. 30% and reach the scale of 15 billion USD. VECOM’s Vietnam E-commerce Index 2021 also cited Google, Temasek and Bain & Company Southeast Asia’s E-commerce 2020 report, Vietnam e-commerce 2020 increased 16% and reached a scale of over 14 billion. USD. Online shopping continues to grow Of which, online retail sales increased 46%, ride-hailing and tech food increased 34%, marketing, entertainment and online games up 18%, and online travel down 28%. . This report also predicts an average growth rate of 29% in the 2020-2025 period and by 2025, our country’s e-commerce scale will reach 52 billion USD. E-commerce has had impressive numbers despite the impact of the epidemic. According to VECOM data, the output of postal items through express delivery services will increase by 47% by 2020. The leading delivery companies have posted mail growth rates ranging from 30% to 60%. Sales of digital marketing services are about 26 million USD, in 2015 increased to 329 million USD. Report on Vietnam’s digital marketing trends 2021 shows that digital marketing revenue in 2019 is 716 million USD and despite the Covid-19 epidemic, this number in 2020 is still 820 million USD and it is predicted that in 2021 it will be to $ 1 billion. The above report also said that during the Covidi-19 epidemic the online payment field continued to grow strongly. According to the Vietnam Bank Card Association in the first 6 months of 2020, banks have issued up to 10.3 million new cards of all kinds, bringing the total number of cards in Vietnam to 103.4 million. In which, the number of international cards is 15 million and domestic cards are 88.4 million. Sales of spending payments by e-commerce channels in the first six months of 2020 increased 17%. Race supper app To accommodate the new needs of consumers, the concept of super apps or “super apps” refers to the role and advantages of apps that provide a mobile ecosystem. It’s time for business to make changes to add even more value to consumers from its mobile apps and websites. The proportion of businesses with a mobile version website has not changed much compared to previous years, it can be seen that most businesses no longer choose to build a separate website for the mobile version, instead. is a solution to build a new website with technology that automatically adjusts the interface compatible with different platforms such as computers, tablets, mobile … Unlike the mobile version website, building applications on mobile platforms of the business requires a higher level than a normal website. Instead, if consumers want to download, install and use regularly, the application requires to provide a variety of solutions, products and services suitable to many different needs of customers.

Announcement Ceremony of Successful Domain Name Transformation for departments, branches and localities in Vinh Long province. On the morning of April 22, at Vinh Long, Vietnam Internet Network Information Center (VNNIC) in collaboration with the Department of Information and Communications of Vinh Long Province and iNET – The “.vn” domain name registrar held the opening ceremony of “Domain registration point. country “.vn” in Vinh Long “. This will be the second “.vn” domain name registration point in a series of national domain name registration points that are deployed synchronously in localities across the country. This is one of the tasks and solutions to develop digital infrastructure, creating a digital transformation foundation in the National Digital Transformation Program to 2025, with a vision to 2030 issued under Decision No. 749 / QD-TTg. on June 3, 2020 by the Prime Minister. Aiming to transform the entire Vietnamese internet network into the new generation internet protocol addressing (IPv6) application. Online services of state agencies, electronic newspapers, general websites, education, health care, and e-commerce of Vietnam using the national domain name “.vn”. The signing ceremony of the national domain name registration point “.vn” in Vinh Long on the morning of April 22. Changing domain names for the development of local e-commerce activities in order to effectively implement the National Program on Digital Transformation in Vinh Long; supporting individuals and businesses in Vinh Long who have the need to register domain names “.vn” easily and most conveniently; enhancing people’s accessibility to diversified products and services for domain name “.vn”; increase the digital conversion index of the relevant province and the rate of enterprises having a website / web portal using the domain name “.vn”. This is also the foundation of the digital transformation program, building applications and tools to help people and businesses in the province connect “From farm to table”, “from factory to apartment”, access to technology applications on digital platforms starting with the national domain name “.vn”. In the morning of the same day, the Department of Information and Communications of Vinh Long Province coordinated with functional units to hold a ceremony to announce the successful transformation of the website of 18 departments, branches, and 107 communes, wards and towns. .

Economic Observer Network reporter Xie Chuchu On April 22, the “first share of Internet celebrity e-commerce” Ruhan (NASDAQ: RUHN) announced that it had completed the privatization transaction. From the listing of Guangxi in April 2019 to the privatization now, Ruhan has ended its two-year listing journey.

With the privatization and delisting of Ruhan, how the Internet celebrity company maintains sustained and healthy profits has also become a topic of concern in the market.

Share price has shrunk 72%

According to public data, the affiliated company of Ruhan is Hangzhou Ruhan Holdings Co., Ltd., which was established in 2001. It is a celebrity e-commerce service provider. It is mainly engaged in the operation and establishment of social e-commerce online stores of Internet celebrities, with a fixed style. , For users whose personal brand has been formed, provide them with basic operation services such as supply chain management. In April 2019, Ruhan was listed on the Nasdaq, known as the “first share of Internet celebrity e-commerce”, and its well-known Internet celebrity “Zhang Dayi” appeared at the listing site.

Zhang Dayi is also the core of Ruhan. In 2014, with the first internet celebrity Zhang Dayi to establish a clothing store on the Taobao platform, Ruhan created a new model of “Internet celebrity e-commerce” and won SAIF Asia’s Series A financing in the same year. Subsequently, Ruhan gradually transformed from a single “Internet celebrity + supply chain” to a “Internet celebrity + Internet celebrity incubation + supply chain” model. At present, Zhang Dayi, the co-founder of Ruhan Holdings, is also the CMO of Ruhan Holdings. The clothing store “My Favorite Wardrobe”, founded by Zhang Dayi and opened the door to Ruhan, currently has more than 10 million fans; in 2016, Zhang Dayi opened an underwear shop and a make-up shop on Taobao; June 2018 , Zhang Dayi founded his own beauty brand BIGEVE BEAUTY, with more than one million fans.

Behind Ruhan, Alibaba is also the key. According to official website information, Ruhan is the only MCN (Internet celebrity economic operation model) institution in which Alibaba has invested. In 2016, it received hundreds of millions of C rounds of financing led by Alibaba, and landed on the NEEQ in the same year.

Although it is the “first share of Internet celebrity”, Ruhan’s performance in the capital market is not good. Ruhan’s issue price was US$12.5, but it broke at the opening. As of the end of the day, it fell 37.2% to US$7.78, with a market value of US$649 million.

Pursuant to the terms of the merger agreement, on the effective date of the merger (the “effective time”), each American depositary share (“ADS”) of the company representing the company’s five Class A common shares will be issued and the U.S. deposits circulated immediately before the effective date. The depositary receipts and the related shares represented by such American depositary receipts are cancelled in exchange for the right to receive $3.50 in cash (without interest) per American depositary receipt. This price is a far cry from Ruhan’s issue price (US$12.5) two years ago.

Behind the delisting

Why do we have to exit quickly after only two years of listing? What plans will there be in the future? In this regard, Ruhan responded to the reporter of Economic Observation Network, and all the announcements shall prevail.

According to Ruhan’s financial report, as of the third quarter of 2020, the company’s revenue was 249 million yuan, a year-on-year decrease of 9% from 272.7 million yuan in the same period in 2019, and a net loss of 31.2 million yuan. According to external analysis, Ruhan’s loss and delisting were due to the fact that, on the one hand, too many resources were concentrated on the head, such as Zhang Dayi himself; on the other hand, he missed the live broadcast.

In fact, when Ruhan went public, Wang Sicong, the son of Wanda Group CEO Wang Jianlin, once commented: “The monetization of Internet celebrity KOL is not the problem, but Ruhan’s company. Ruhan’s business model has three problems: first, The large amount of marketing expenses is puzzling; secondly, relying too much on the top-brand internet celebrity Zhang Dayi; thirdly, no new internet celebrities have been cultivated, and the internet celebrity marketing model has not been successfully verified.”

The “reliance on top-brand internet celebrity Zhang Dayi” is also reflected in the company’s financial performance. According to public information, from 2018 to 2020, the stores of Zhang Dayi, the leading internet celebrity of Ruhan Holdings, accounted for more than half of the company’s revenue. In April 2020, Zhang Dayi’s negative incident occurred. On the same day, Ruhan’s stock price plummeted by 10%, and its market value lost $22 million overnight. In the third quarter 2020 financial report, Ruhan also attributed the significant reduction in product sales to Zhang Dayi’s negative publicity impact since April 2020.

According to Qixinbao data, on May 29, 2020, Hangzhou Ruhan Holdings Co., Ltd. undergoes an industrial and commercial change. Alibaba (China) Network Technology Co., Ltd. and other 8 corporate shareholders withdraw from the investor sequence. After the exit, the company has a total of 4 The natural person shareholders are Feng Min, Annan, Shen Chao and Zhang Yu.

Regarding the problem of missing the live broadcast outlet, according to the reporter of Economic Observation Network, Ruhan has always emphasized that it attaches great importance to the value of “live broadcast”, and will start to deploy its live broadcast business separately in the second half of 2019. In addition, since 2017, Ruhan has begun to sign external celebrities, gradually extending from a single self-operated Taobao store model to a platform model where third-party brands and stores bring goods. As of September 30, 2020, there are nearly 180 celebrities in the head, middle and lower parts.

According to Ruhan’s 2020 third-quarter financial report, the proportion of revenue from live broadcast to platform model revenue has increased from 2% to 26%. From the perspective of the income of celebrities, the top celebrities are still the main force in generating income. The financial report shows that as of September 30, 2020, Ruhan has 8 top celebrities, generating about 28% of the total income; there are 24 central celebrities, and the income is similar to that of the top celebrities, accounting for about 33% of the total income. %.

A friend of mine recently said, once an acquaintance called in panic calling about wrongly converting 300,000 VND into 300 million VND for an online order. My friend on the one hand just called the bank to ask for intervention, on the other hand, the owner of the sales page. While the bank said that it can only support within 24 hours, the owner of the online sales site commits to transfer the excess money immediately. Just a few minutes later, the excess money was sent back to the acquaintance’s account, the relevant bank staff also called back to report the money was transferred by the receiver. Everything happened in 15 minutes. The acquaintance sent a thank-you message to the online shopkeeper, and received a message back: “It’s not my money, if you don’t pay it, it’s a scam, but I’m not a scam”. The explosion of online businesses in the epidemic era is accompanied by disputes through this online shopping channel. It is a case of luck in many cases that cannot be recorded in the booming online shopping activity in our country. Recently, a clothing store owner said that she saw a lot of beautiful clothes on an online store, so she bought it for business with the price of 5 million dong. The homepage owner requires a full payment in advance. The clothing store owner was a bit skeptical because of that payment terms, but one factor made her reassuring: the sales page had 20,000 followers. Therefore, she still transferred 5 million before receiving the goods. A pity happened: 3-4 days passed for the shopkeeper finally received a package full of rags. She warmly said that she did not know how to get money back because everything happened online. Online shopping has mushroomed after rain in Vietnam for many years, especially since the Covid-19 epidemic. There are tons of trusted platforms out there, but there are also plenty of websites where no one knows where. The Vietnam E-Commerce Index 2020 report by the Vietnam E-commerce Association indicates that the growth rate of Vietnam’s e-commerce in 2020 will reach about 15%, reaching a scale of about 13.2 billion USD. , and is expected to continue to grow steadily in 2021 and the next period. Illustration However, the explosion of online businesses in the epidemic era is accompanied by disputes through this online shopping channel. It is recognized that fraudulent acts of online buying and selling are very diverse such as: fraudulent online purchase of goods, selling goods with the wrong quality committed, fraud through multi-level distribution channels or investment. virtual money … Mr. Pham Hoang Long, Department of Competition and Consumer Protection, Ministry of Industry and Trade, there are guests who call the department complaining that they order Iphone through online shopping channels but until when received, the Iphone has turned into a “brick” properly. Some other customers reported that they ordered fruit online, but when received, they found that the fruit was broken, not as delicious as advertised … Mr. Long said that only in 2020, the Department of Competition and Consumer Protection will receive more than 11 thousand phone calls with content of lawsuits surrounding online shopping activities. “Most online shoppers wonder whether their rights are protected by the law,” he said. In that context, Mr. Vu Anh Duong, Vice President and General Secretary of the Vietnam International Arbitration Center (VIAC), said that a unit of VIAC has built a MedUp online mediation platform to provide more a cost-effective, time-effective dispute resolution model with technology, digital application. MedUp is an online dispute resolution platform operated independently by the Vietnam Mediation Center. This is one of the few online dispute resolution platforms using ADR in Vietnam so far. With the development of MedUp, according to Mr. Duong, the Mediation Center hopes to provide a technology solution that meets and promotes the need to resolve disputes between businesses and consumers, including credit disputes. applications, disputes through e-commerce floors, … through online mediation. On that basis, he said, it will expand to become a tool to narrow the gap to justice for other offline disputes – instead of being limited to e-commerce. However, according to Mr. Duong, more support from the Ministry of Justice, business associations, industry associations, and businesses is needed to institutionalize cyber exchanges such as digital signatures or identifiers. and electronic authentication.

According to the New York Times billionaire Jack Ma – China’s most famous businessman – is away from the limelight. Close people revealed that he spent his time painting and practicing tai chi. The Chinese government is bringing a series of technology corporations into sight. The enormous wealth and influence of these businesses are said to be beyond the limit. Jack Ma, Alibaba e-commerce conglomerate and fintech (finance and technology) company Ant Group are Beijing’s biggest targets. European and American authorities have been trying to tighten control of the tech giants for years. However, they cannot make a big difference like what happened to the Alibaba founder in China. The Chinese government insists that businesses must commit to placing social stability above profits. Tencent founder Pony Ma (left) and billionaire Jack Ma at an event in Beijing in 2018. Photo: New York Times. The unprecedented “punishment” campaign The Beijing government is not just tightening the control of Alibaba. Ant Group CEO Simon Hu resigned in March. Just a few days later, Pinduoduo founder Colin Huang stepped down as chairman. Also in March, at a meeting, Tencent founder Pony Ma proposed stricter rules for Internet businesses, including Tencent. He also has a “voluntary meeting” with the country’s antitrust agencies. Last week, China’s antitrust agency summoned top 34 Internet companies to discuss new rules of fair competition. The discussion revolves around changes in business. Companies are committed to taking it seriously. “The new rules will require Internet platforms to look back on how they innovate in the future. And as a result there will be less innovation,” said Gordon Orr, a board member of Meituan, company. Chinese food delivery, comment. However, New York Times The Beijing government will not be too heavy on Alibaba and other Chinese Internet corporations. Even as tightening oversight, Beijing still praised the group’s contributions to the economy. Pinduoduo founder Colin Huang stepped down from his chair as the company’s chairman. Photo: New York Times. Chinese President Xi Jinping wants the economy to be driven by innovation from Chinese tech corporations, instead of big foreign ones. “It may be too early to declare that Jack Ma has failed”, New York Times comment. “To the success and performance of the Chinese economy, Alibaba is more important than any other business,” commented Richard McGregor of the Lowy Institute. “The Chinese authorities want to continue reaping the benefits of Jack Ma’s company, but on their terms. Beijing doesn’t nationalize Alibaba. The company is just narrowing its operations.” “Alibaba has a perfect opportunity to grow into a world-class company,” said Wang Guoping, an official in Hangzhou city (where Alibaba is located), in the 2000s. “What a world-class company needs most is a soul, a leader, a world-class businessman. I believe Jack Ma meets those standards, “he added. Change your attitude According to Porter Erisman, one of Alibaba’s first executives, in the 2000s, most employees at Alibaba were just trying to make a lot of money. Jack Ma alone had another concern. He fears that one day the company will become too big. And Alibaba could be under pressure for holding huge market power. In 2011, Jack Ma understood that his ambitions could make regulators dissatisfied. Ma quietly took over Alipay – Alibaba’s payment service. That move angered one of Alibaba’s biggest shareholders – Yahoo -. However, according to Jack Ma, that is the action needed to meet the new Chinese regulations. Alipay later became Ant Group. As Alibaba grew, Jack Ma began meeting presidents and movie stars admired by many Chinese businessmen. “That changed the views of Jack Ma about himself and the Chinese government,” said Duncan Clark, Chairman of BDA China, commented. Mr. Simon Hu, CEO of Ant Group, resigned in March. Photo: New York Times. When Jack Ma stepped down as Alibaba chairman in 2019, a Chinese state-run newspaper commented: “There is no such thing as the Jack Ma era, only Jack Ma is part of this era.” Chinese leaders need the private sector to sustain economic growth. However, they do not want this area to exert too much influence on society. In October 2020, when Ant was preparing to go public (IPO), Jack Ma criticized Chinese financial regulators at a conference in Shanghai. He describes the Chinese banking system “operates like a pawnshop.” Shortly after, Ant’s IPO was ordered to be canceled. The Chinese government wants to continue reaping the benefits of Mr. Ma’s company, but on their terms Richard McGregor, senior fellow at the Lowy Institute “In China, it is difficult to say that the emperor is not dressed,” commented Kellee S. Tsai at the Hong Kong University of Science and Technology, referring to the short story “The Emperor’s New Clothes”. Mr. Ma has also rarely appeared since then. According to the source of the New York Times , in January, he showed up for an internal chat. The staff then shared Mr. Ma’s message to reassure everyone. Recently, the Hurun Report team (based in Shanghai) estimated that for the first time after 3 years, Mr. Ma was not among the three richest people in China. First place belongs to Mr. Zhong Shanshan, a well-known billionaire behind a group of famous bottled water and pharmaceutical companies.

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)

Illustration. Recently, human resources for e-commerce and especially high-quality human resources are always a big problem hindering the development of e-commerce in the country. The Vietnam E-commerce Index 2021 report published by the Electronic Commerce Association (VECOM) on the morning of April 20 said that by 2020, the proportion of enterprises with full-time employees in e-commerce decreased significantly with previous years. According to VECOM, partly due to the great impact of the pandemic (Covid-19) and financial pressures, staff cuts and multiple roles were deployed by companies to maintain operations during difficult times. towel. Proportion of enterprises with full-time employees in e-commerce over the years. Specifically, in terms of enterprise size, the group of small and medium enterprises (SMEs) has only half the proportion of employees dedicated to e-commerce as compared to large enterprises. Arts – entertainment – entertainment and information – communication are the two fields with the highest percentage of employees specializing in e-commerce, accounting for 45% and 42% of the total number of participating enterprises, respectively. close in the same business field. Followed by the fields of finance – banking – insurance (38%) and professional activities – science – technology (31%). According to VECOM, in the past 3 years, the trend of enterprises having difficulty in recruiting skilled workers in e-commerce and information technology has increased. Therefore, promoting the training of human resources for this sector both in the formal and informal form are major issues that need to be addressed in the coming period. Employees in charge of e-commerce are classified by business fields The skills of website administration and e-commerce trading floors are still the skills that businesses are most interested in in recent years, 46% of businesses say they have difficulty in recruiting skilled workers. . START “SUPER APP RACING” Also according to the Vietnam E-commerce Index 2021, the proportion of enterprises with a mobile version website has not changed much compared to the previous years, it can be seen that most businesses no longer choose to build. build a separate website for the mobile version, instead it is a solution to build a new website with technology that automatically adjusts the interface to be compatible with different platforms such as computers, tablets, mobile phones … . Unlike the mobile version website, building applications on mobile platforms of the business requires a higher level than a normal website, instead want consumers to download and install and use regularly. The application requires to provide a variety of solutions, products and services suitable to many different needs of customers. Percentage of businesses developing sales applications on mobile platforms over the years. Notably, the year 2020 also appears the concept of super app, also means “super app”, referring to the role and advantages of apps providing an ecosystem for mobile consumers. According to a survey by VECOM, the proportion of enterprises with a sales application on mobile devices in 2020 will increase slightly compared to the previous year. The report also said that Android has always been the top platform for businesses to prioritize when building sales applications on mobile devices. In 2020, 75% of enterprises said that they would prioritize building applications on Android platforms (an increase of 5% compared to 2019), followed by iOS (48%) and Windows (37%). Most enterprises said that the average time spent by customers when accessing e-commerce website mobile version / sales application is very low. “It is time for businesses to change to further enhance consumer value from their mobile apps and websites,” the VECOM report emphasized.

The panorama of VOBF 2021 took place on the morning of April 20 in Hanoi. Photo: Khac Kien In particular, with the theme “Transforming from today”, VOBF 2021 revolves around providing specific solutions to help businesses quickly recover from a major crisis and apply digital transformation in the most effective way. . At the same time, the Vietnam E-Commerce Index (E-commerce) Report 2021 was published in the Forum in Hanoi. This index is built on the basis of surveying thousands of enterprises across the country, and is information trust and assess the development of e-commerce in localities. Notably, during the period from 2016 to now, Hanoi and Ho Chi Minh City continuously accounted for over 70% of the country’s e-commerce scale. Therefore, this year’s Report has proposed a number of solutions to narrow the large difference in e-commerce between localities. “VOBF 2021 is a nationwide event, bringing together the domestic and foreign e-commerce community. It is also an opportunity for agencies, organizations, businesses and individuals to discuss the opportunities and challenges of the e-commerce sector in the coming year “- Mr. Nguyen Thanh Hung said. VECOM Chairman Nguyen Thanh Hung: VOBF 2021 will be an opportunity for businesses to learn to develop their business in the digital age. Photo: Khac Kien In addition to hot topics that directly affect many businesses such as competition, legal corridors, the transformation of industry 4.0 … attracted the attention of the community. At VOBF 2021, leading e-commerce experts and speakers also exchange information, trends and solutions in many related fields such as marketing, delivery, payment, technology, start-ups, water investment. out…; Supporting businesses to build and adjust online business orientations in 2020 and the next period; Promote business cooperation between two or more parties. Accordingly, the Forum consists of 4 sessions. Session 1 “Overview of e-commerce after the pandemic” with the part “Report on the Vietnam e-commerce market 2020 and forecast of transformation 2021”; “The driving force behind digital transformation – Outstanding Trends”; “Publishing index of e-commerce and Association activities”. The speakers share e-commerce business at VOBF 2021. Photo: Khac Kien Session 2 “New mobility in the digital economy” refers to changes in the economy from production, consumption and trade in goods and services after the impact of the pandemic, solutions and directions of enterprise. Among them, “Small Business Situation and Comprehensive Economic Recovery” “The Power of Personalization: Simple Steps to Deliver Unique Customer Experiences – One-to-One Seamless Experience on many channels ”- Regional Managing Director of Insider Jack Nguyen; “Transforming Buying Behavior on Amazon – Online Growth Strategies”. Session 3 “Transforming for growth” aims to increase business efficiency from digital transformation model, apply technology solutions to support business performance with expert sharing on “Growth revenue with Omnichannel shopping strategy “; “Applying technology to optimize business operations 4.0”; “The strategy of maximizing revenue per customer automatically”; “The shift from traditional retail to global e-commerce”. Session 4 “Sustainable Development” offers solutions to help businesses boom sales but still develop sustainably, maintaining quality of customer care services. In which “Emerging technology solutions to help retailers increase business efficiency”; “SME: Comprehensive online payment solution”; “Loyalty commerce keeps customers”. After the April 20 event in Hanoi, VECOM continued to hold in Ho Chi Minh City on April 22 with the direct participation of 800 offline delegates in Hanoi and Ho Chi Minh City, and more than 10,000. Online views were broadcast on Fanpage, and millions of people knew about the event online.

However, that is just the surface, but in depth, the online book fair also has many meanings that are not easy to count. 51% of readers buy books from localities outside Hanoi and Ho Chi Minh City; many books to readers in remote, mountainous, island areas and a large number of books are ordered in the fields of politics, science, technology … from the national online book fair last year. showed that this activity satisfies the needs of readers, filling the gaps of existing books in many localities; contribute to building knowledge sources and multiplying positive values ​​for society. In that sense, publishers and publishers need to take the initiative and further improve their professionalism in organizing online book associations in particular and selling books online in general. At the same time, the interests of readers must be put first; have an effective solution to make the online sales channel a reliable place; the book must be of quality, reasonable price and closely follow the tastes of readers. Improving the quality of online book associations as well as online sales channels is a requirement from practice. Therefore, publishers and publishers need to apply advanced and modern technology when opening e-commerce transaction sites as well as simple and suitable payment methods to facilitate all participants. family. From participating in online book associations, publishers and publishers should consider this as the process of accumulating and adding experience to improve the professionalism in digital conversion. Also through this activity to promote the brand, learn the needs and habits of readers, thereby better serving the needs of the market. On the part of readers, besides taking advantage of the advantages and benefits of technology in researching, selecting and buying books from online book associations, it is necessary to be more active in the fight against pirated and non-pirated books. have a copyright … Especially need to have a decisive attitude, not be cheap, but support the fake online book selling sites, contributing to the health of the book market. The excitement of online book associations these days is more and more affirming the right direction in planning a strategy to bring publishing activities and reading culture to digital technology. This inevitable change not only helps publishers and publishers catch up with the development of the times, but also allows books to fulfill their mission of fostering a reading culture, which is “books for everyone”.

The aircraft carrying the Cessna Grand Caravan 208B trademark made its first self-driving flight. However, self-driving flights can only serve distances under 500 miles and are of considerable commercial importance. Xwing believes that they can gain a foothold in the context of increasing freight demand. “Over the past year, our team has made significant progress in expanding and refining its AutoFlight,” said Marc Piette, CEO and founder of Xwing. for seamless integration of operations from runway to takeoff, landing and flight operations, all overseen from our operations center via data link routes. In addition, our tested commercial freight operations have provided essential supplies including Covid-19 vaccine to remote communities as of December 2020 ”. The recently conducted flight is a Cessna Grand Caravan 208B-branded aircraft that has left the runway, took off, landed and returned to the fully automatic starting point. The flight is monitored remotely and all air traffic control interactions are performed from the ground. After the recent crashes related to the self-driving system failure on Boeing 737MAX aircraft, many people believe that passenger confidence has been significantly eroded. However, a recent ANSYS study found that was not the case. In fact, 70% of passengers say they’re ready to fly on self-driving flights. Xwing’s entry into the self-driving airline market is seen as the right moment. Recent reports show that by 2025, there will be a global shortage of about 34,000 pilots. The logistics services (logistics) are also under tension with the increasing demand for fast delivery. With the increase in e-commerce sales amounting to $ 4.2 trillion, the success of e-commerce inherently depends on the efficiency of the air transport industry. Xwing plans to leverage its technology for e-commerce logistics, allowing more access to small airports and more efficient freight transportation. Phan Van Hoa (according to ZDnet)

Image source: Tuworm Creative

Reporter | Xu Shiqi Reporter | Xu Shiqi There are Amazon and Lazada on the left, Ali International Station and AliExpress on the right. Although Dunhuang.com, which was founded 17 years ago, is a veteran player in the cross-border e-commerce platform, it has not squeezed into the top camp. “It was very popular in the first few years, and I have rarely heard of it recently.” People in the industry often have such an impression of it. Dunhuang.com, established in 2004, is China’s first B2B cross-border e-commerce platform. Its founder Wang Shutong was once the CEO of Joyo.com. Today, Dunhuang.com specializes in market segments under the attack of giants: B2B of small and medium-sized enterprises, with fast-moving consumer goods as the main category. In other words, Dunhuang.com plays the role of the Yiwu wholesale market, and its customers are mainly self-employed and small wholesalers. “It is true that Ali is under great pressure, but Dunhuang.com has persisted for so many years, and there is still a resilience.” Liu Sijun, vice president of Dunhuang.com, said in an exclusive interview with Jiemian News. This company had rumors of an IPO as early as 10 years ago. In March of this year, it again reported that it would go public in Hong Kong. In this regard, Dunhuang.com’s response to Jiemian News was “no comment.” A person familiar with the matter commented: “It has been so many years, it is time to go to the (market).” The popularity of cross-border e-commerce in the epidemic has given Dunhuang.com a wave of dividends. According to the foreign trade import and export situation in the first quarter of 2021 released by the General Administration of Customs on April 13, my country’s cross-border e-commerce import and export totaled 419.5 billion yuan in the first quarter, an increase of 46.5% year-on-year, of which exports were 280.8 billion yuan, an increase of 69.3%. The relevant person in charge of Dunhuang.com revealed that the company’s Q1 performance far exceeded 70% compared with the same period last year, and many popular categories such as small household appliances and sports goods have increased by 3-5 times.

Under the market dividend, in August 2020, Dunhuang.com also followed the trend and launched a SaaS product: MyyShop. Users can select sources, products, distribution and sharing on this platform, and they can also build independent stations like Shopify. Internet celebrities or “micro merchants” who have their own private domain traffic overseas can use this to make money.

MyyShop is also a new story told by Dunhuang.com since last year. The company wants to realize the “two-wheel drive” of the two platforms.

If Dunhuang.com is a traditional centralized platform, both buyers and sellers must enter this transaction scenario, and MyyShop is a decentralized platform where end consumers buy goods through social recommendations, and the platform acts as a “drop-in delivery”. The role of. Dunhuang.com has as many SKUs as possible, while MyyShop pays more attention to accurate services to buyers.

Liu Sijun used an example to describe the advantages of a decentralized platform: “For example, if you sell something for 10 yuan on a traditional platform, it sells very well. Soon a big seller will come to imitate it, and you will get free shipping if you sell it for 9 yuan and 5 yuan. He beats you to death first, and then slowly raises the price. But if you are distributing through social platforms, this problem rarely arises.”

He said that Chinese products have gone through the stage of “every penny has to be squeezed to death”. In the next stage, product premiums and independent brands will become possible.

It is understood that the United States, the United Kingdom, France, Canada, and Italy are the top 5 markets for the platform, and the US market accounts for approximately 56% of Dunhuang.com’s business. With the increasing trade friction between China and the United States and the tide of anti-globalization, how does Dunhuang.com respond?

In this regard, Liu Sijun told Jiemian News: “Although frontal friction cannot be avoided, we directly penetrated the capillaries of the other party and connected with the smallest local retailer. Such penetration cannot be stopped.”

In terms of business model, the platform’s annual operating income mainly comes from commission income and value-added service income (such as big data intelligent marketing, intelligent logistics, etc.). Dunhuang.com currently has more than 2.3 million registered suppliers, more than 32 million online products, and more than 35.5 million registered buyers. It covers 222 countries and regions around the world, has customs clearance capabilities in 58 countries, and more than 100 logistics routes. There are more than 10 overseas warehouses, 65 currency payment capabilities, and global business offices in North America, Latin America, Europe and other places.

Sister Wei’s real name is Zhang Wei. At the beginning, making short videos was just her hobby. She accidentally shot a video about cartoon mats. The explosion of this video made her 50,000 followers overnight. She has a keen sense of the Internet. When it came to the business opportunities of home textile products, the road of fast-hand live broadcast of goods began. Different from consumables, home textile products have a high customer unit price, but Zhang Wei did not give up quality in pursuit of high profits. In order to ensure the quality of the products, she set up a home textile factory, which was in short supply, and cooperated with a group of designers to buy the design in her own factory. “Only do well, even if the profit is lower.” It is Zhang Wei’s consistent insistence to use products to speak. High quality brings continuous word-of-mouth conversion. More and more repeat customers introduce relatives and friends to Wei Jie’s home textile live broadcast room. The best portrayal of the “trust economy” of Kuaishou platform. Now Zhang Wei’s factory has a stable daily shipment volume of about 20,000 orders. When the sales volume of the fast-handed shop is good, it can reach 50% of the factory’s shipment volume. The average sales volume per shipment is 500,000 yuan, and the peak sales volume has reached more than two. More than one million. It starts at 8 o’clock every night, and at least six times a week. Taking into account the older consumer groups who wake up early, Zhang Wei has added a live broadcast time from 6:00 to 10:00 in the morning. The fast pace at the end of the day is comparable to that of an Internet company. To work. In order to make the delivery of goods more stable, Zhang Wei also formed a live broadcast team of more than a dozen people, and constantly explored a more professional live delivery model. Xiaodiantong helps break through the bottleneck of increasing fans and drive ultra-high conversion “Compared with other fast-moving products, home textile products need more professional explanations, because they need to introduce fabrics, textile techniques, printing, etc., lack of language accumulation and insufficient understanding of the product, will lead to overlapping words.” Start to try live broadcast Zhang Wei, who was carrying the goods, was very nervous when facing the camera, feeling like standing in the field selling cabbage. Due to her face and the mentality of not wanting to be read jokes by others, she even blocked all her relatives and friends. After a period of training, Zhang Wei has a good grasp of hundreds of home textile products of his own. Just look at it and immediately know how to organize words. Talking about the fabric craftsmanship, where are the advantages of the product, and how to place orders on Kuaishou compared to other platforms. What are the advantages…she can talk about it. Zhang Wei, who has built self-confidence, no longer fears the eyes of others: “It is the uncle who can make money now, regardless of whether you sell cabbage or what.” With an in-depth understanding of the product, Zhang Wei’s requirements for the quality of his short videos are getting higher and higher, but this kind of high-quality videos did not bring high conversions, and the growth of fans once encountered a bottleneck, and Zhang Wei fell into confusion. At this time, she started to launch Kuaishou Xiaodiantong, and got the help of the official team-customized video ideas for the target audience, accurately delivered to the target users, and adjusted the delivery time and quantity in real time. Zhang Wei also explored the rules for creating the explosive video: grounding. At the same time, Kuaishou vermicelli was launched to promote high-quality products, Amway’s short video, and two-pronged approach to capture all kinds of user traffic. With the cooperation of Zhang Wei and the official team, the bottleneck of increasing fans has been broken. Now the number of fans of Weijie Home Textiles account has exceeded 600,000. The staff also lamented that the entire home textile industry does not have an account with such a high conversion rate as Weijie. Zhang Wei is very grateful: “Xiaodiantong has allowed some businesses with hundreds of thousands of fans like ours to grow rapidly, so that users on the platform will have more diversified choices, and those who buy from the old iron can rest assured that they will continue to put on Xiaodiantong in the future. Vermicelli.” Unswervingly take root and write a heart-warming story “There is no source of income. It is uncomfortable to reach out and ask for money from my husband. I have a stable income so that I can be hard at home.” I have run a beauty salon, sold cosmetics, and been a baby for 3 years after giving birth. The full-time mother, although family conditions are good, Zhang Wei did not choose to stay at ease all the time. When Zhang Wei first started live broadcasting, his family members strongly opposed it. It was when the children needed the company of their mothers, there was no need to take care of both the children and the live broadcasting. But the family’s negative attitude did not hinder her, “There is no way to disagree, I have been like this since I was a child, and I must do what I look for.” With the stubbornness in his bones, Zhang Wei has moved from the beauty industry to the home textile industry, from Dalian. I went to Jiangsu and started my own live streaming business. After his career stabilized, Zhang Wei took his parents and children to Jiangsu. Seeing that Zhang Wei had done a good job of delivering live broadcasts, his family no longer objected. With his family at his side, stable income, and realizing his own value, Zhang Wei’s only guilt at the moment is that he has no time to spend more time with his children. “Sometimes when I broadcast, he is already asleep. If I cough, he will get up and help me put the quilt on.” Mentioning his son Zhang Wei was both distressed and happy. There is an agreement between Zhang Wei and his son to grow up together. The son tells her, mother you work hard, and I work hard too. When I grow up and I make money, you don’t live broadcast, you can accompany me every day. Zhang Wei said silently in his heart: “Do it now, you have to do it for him too.” This kind of heart-warming story also happened between Zhang Wei and her fans. Zhang Wei’s first customer still patronizes her live broadcast room until now, just like a friend who has known her for many years, witnessing her growth along the way; during the live broadcast, fans will swipe her screen to urge her to drink water and ask her to soak her feet during the broadcast. Properly turned the live broadcast room into a warm place like home. What moved Zhang Wei the most was a small hand-embroidered purse sent by a fan in Inner Mongolia during the Dragon Boat Festival. The name of sister Wei and each employee was embroidered on it. Each person has a different color and different shape. The heart touched her extremely. In exchange for sincerity, Zhang Wei will also remember the birthdays of fans and give them gifts, “Doing business in Kuaishou is not only about making friends or making friends.” Occasionally encountering peers who are looking for faults, Zhang Wei will give the right to speak to the fans in the live broadcast room and let them compare themselves. Of course, high-quality products and sincere communication are exchanged for the old irons’ firm choice. Zhang Wei also took care of her employees as best as she could, “They treat my live broadcast room as their own home and treat me as a sister, so I can’t treat them badly.” Whenever an employee has financial difficulties, she always The first one to lend a helping hand. In winter, Zhang Wei will also send warmth to the widows and lonely old people. Perhaps this is the best interpretation of “Da Ze and help the world”. Zhang Wei said that the help of the Kuaishou team and the support of fans in the live broadcast room made her have no plans to expand to multiple platforms. “It’s hard to do it in Kuaishou. I don’t have so much energy to operate other platforms. We are not like a big brand that can do more accounts, just like raising our own children. It’s really a lot of hard work, so I think Do this number sincerely.” The high recognition of the Kuaishou platform culture and Kuaishou Xiaodiantong gave Zhang Wei more confidence in making Kuaishou live broadcast. Sister Wei wants to tell the merchants who are also working hard in Kuaishou: Since you have chosen Kuaishou, you must trust the platform and also believe that your own products are excellent. Coupled with the addition of the platform, business will always become more and more prosperous.

ByteDance, Baidu and CTrip are committed to ensuring fair competition. Photo: Reuters More than 20 leading Chinese technology companies have publicly pledged to adhere to antitrust principles, after regulators asked them to pay attention to the record penalty for the “giant” e-commerce. Alibaba. In a series of separate statements published by the China Market Regulatory Authority on April 14-15, some of the country’s biggest tech brands – including ByteDance, Baidu and CTrip – pledged will “ensure fair competition”, “do not abuse a dominant market position” and “do not conduct unfair pricing practices”. The pledges come after regulators summoned 34 technology companies on April 13 and asked them to “rectify” any unfair non-competitive practices, and pay attention to in the case of Alibaba. Companies have one month for full reform, after conducting internal audits and adjusting practices that compromise fair competition. Ride-hailing service Didi, video streaming platforms Kuaishou and Bilibili, as well as e-commerce company JD.com were among the parties that have made a public commitment since that meeting. JD.com said it will not force “choose one of the two” behavior on its retailers – where merchants are required to work on only one platform, not on a competitor platform. . This is the policy that Alibaba used to apply. In its statement, Didi pledged that unless necessary for regular business operations, the company will not illegally collect or misuse customers’ personal information. Last weekend, Chinese regulators fined Alibaba up to $ 2.78 billion after a months-long investigation found the company abused its dominant position in the market. Alibaba and JD.com, along with games and messaging app giant Tencent, have greatly benefited from the increasingly technological lifestyles in China and the absence of major U.S. competitors. But as these platforms with hundreds of millions of regular users are growing, public opinion is increasingly concerned about the problem of user data that these companies collect over the long term. According to observers, China has put domestic technology companies on the target to limit the reach of private companies to the daily financial activities of its people. That move could curb their dominance.

Talking with enterprises participating in the course, Mr. Nguyen Viet Long said that digital transformation in enterprises is the integration and application of digital technology to improve business efficiency, management efficiency of enterprises and create new values. Digital transformation activities can range from digitizing business management data, applying digital technology to automating, optimizing business processes, management processes, and manufacturing. business, reporting processes, coordinating work within the business to transforming the entire business model, creating new value for the business.

According to Mr. Long, the breakthrough development in digital technology has allowed to provide a variety of solutions for businesses in digital transformation. As an evidence, Mr. Long said, an artificial intelligence-based chatbot in e-commerce can serve 3.5 million people / day, replacing the unmanned device that can collect and analyze resolution images. prize for oil and gas exploration in just 5 days, while before it took 8 weeks in the traditional way …

The fundamental course in digital transformation has attracted the attention of many businesses

It is forecast that about 800 million jobs will be lost due to automation by 2030, but only about 10,000 employees worldwide have enough skills for research in artificial intelligence. According to analysis from the BBC, 35% of jobs will face the risk of being replaced by robots in the next 20 years.

Therefore, Mr. Long said that digital transformation should be considered as the top priority of businesses. Enterprises also need to build a digital transformation strategy associated with the business strategy, ensuring it is consistent with the actual situation and the transformation capacity of the business.

Suggesting about building a digital transformation roadmap for businesses, Mr. Long said that, in the preparation phase, it is necessary to define strategic goals and digital transformation visions, develop a digital transformation strategy integrated into the strategy. An overview of the business is based on an assessment of the enterprise’s readiness and goals, and at the same time defining the overall architecture of the business.

Phase 1 is transforming the number of business models, in which the focus is on the application of digital technology to expand the distribution, marketing, sales channel system and improve the efficiency of customer care. In addition, it is also necessary to step by step deploy digital technology for the supply chain, apply digital technology to accounting, finance …, develop security policies.

Phase 2 is to complete and transform the number of management models, focusing on optimizing and improving management capacity, focusing on ERP, HRM systems, planning systems, job management, report…

Stage 3 is to connect business and administration, innovate and create new products and services.

Evaluating solutions, technology solution providers that help businesses transform digitally, Deputy General Director Ernst & Young Vietnam said that enterprises can prioritize to learn and use first domestic solutions, Especially, the auxiliary solutions, small and medium, solutions with the management regulations of the state.

Meanwhile, with solutions from foreign suppliers, Mr. Long said that these solutions have optimal design, good performance, scalability, but sometimes the features are not close to the market. , high costs associated with support services will be slower than domestic solutions.

Therefore, it is advisable to choose solutions that have been deployed by partners in Vietnam for better support, and at the same time take advantage of open source solutions to reduce costs.

Digital Transformation Fundamentals is an activity in the Digital Transformation Business Program for the period 2021-2025 of the Ministry of Planning and Investment in cooperation with development partners, to help businesses apply the public digital technology to improve the efficiency of production and business activities, enhance capacities and competitive advantages, and create new values ​​for businesses. The program aims that 100% of businesses will have access to information, 100,000 businesses will receive support from the Program …

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)

An Nhien Coffee Tea Joint Stock Company with Anni Coffee brand was established and joined Amazon e-commerce floor in 2013. Revenue and customers from this e-trading floor account for 80% of the company’s sales; Growth rates are maintained from 60% to 100% per year. Green Diamond Production and Trading Joint Stock Company with the brand name Light Coffee also participates in the international e-commerce trading floor of Alibaba and has achieved many positive results in business activities.

Livestream connects with many customers to help businesses increase sales efficiency and reduce costs.

In the context that the world economy is affected by the Covid-19 pandemic, the participation in international electronic trading floors helps businesses connect with customers around the world.

Mr. Kuo Yiling, Chief Representative of Asia-Pacific of Alibaba said that Vietnam currently offers over 600,000 products on Alibaba. On average, these partners receive over 50,000 quotation requests from around the world each day.

Customer care and international transactions through e-commerce floors at a tea and coffee exporting enterprise in Ho Chi Minh City.

Mr. Kuo Yiling assessed that Vietnam has the ability to provide competitive goods on international e-commerce floors.

“Alibaba has approached and accompanied many partners in Vietnam for more than 10 years. The number of reputable suppliers from Vietnam has increased rapidly since the first days. We see Vietnam has a great potential for globalization, with the ability to provide competitive goods and the quality of the staff becoming more and more proficient, ”said Mr. Kuo Yiling.

The Covid-19 epidemic has profoundly changed consumers’ culture, choosing products, seeking information and making more online shopping decisions. This drives traditional industries to leverage digital to reach and serve customers’ needs.

Number of internet and social network users in Vietnam as of January 2021.

In statistics from the Digital Vietnam in 2021 report, users’ online time from 3.1 hours peaked at 4.2 hours during the pandemic and remains at 3.5 hours per day. The world currently has 7.83 billion people, of which 5.22 billion are mobile phones, 4.66 billion are Internet users and 4.2 billion (53.6%) use social networks.

Meanwhile in Vietnam, there are about 68.17 million Vietnamese online (accounting for 70% of the population) through different platforms and applications. Notably, up to 65 million of them are active social media users (67% of the population) and 99% of them regularly use mobile phones.

97% of Vietnamese have the habit of accessing the Internet every day, of which 95% are watching videos. This figure underlines the importance of using video as a new age marketing form.

Time using the internet on Vietnamese devices.

The coverage of social networking sites in Vietnam is becoming stronger. In 2019, the number of social media users in Vietnam is 62 million. But as of January 2021, the number was 72 million. Of which, 61 million customers can be accessed through advertising on Facebook, 5.4 million on Instagram, 3.3 million on LinkedIn and 1.27 million via Twitter ”.

It is not too much to say that this is the flourishing period of video on social networks, video has become the “king of content” on interactive platforms. According to statistics, every day, there are more than 4 billion video views on YouTube, while the number in Facebook is 5 billion. According to experts: By 2020, 80% of traffic will come from videos and in the near future, video will account for the largest amount of traffic on the Internet.

The data shows that videos with high experience will be more interested in audiences. DIY videos (Do it Yourself), founders’ stories, self-made videos that tell relevant stories … will help brands get closer to their audience, indirectly improve sales and building the brand’s long-term reputation.

In response to Tiktok, Facebook also launched the Instagram Reels platform with similar functionality. The competition between social networks will become increasingly fierce in the coming years.

In addition, the applications on mobile devices make up a small part of consumers’ spending habits. Therefore, retailers take advantage of this advantage to advertise their products. Worldwide, mobile phone transactions are estimated to account for nearly 75% of all e-commerce transactions by 2021. Adoption of marketing strategies on mobile devices is also being used by businesses. step up in 2020 to gain more advantages in the market. Currently in Vietnam, high-traffic applications such as Shopee, Grab … have started implementing advertising activities on their platforms and promise to explode in 2021.

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)