This is reminiscent of the Kuaishou anchor who overturned another car with goods some time ago. According to the feedback from fans, the mobile phone they bought in the live broadcast room of a certain Kuaishou broadcaster may be a fake. The declared storage and memory are too far from the actual application, and the hardware configuration is also severely shrunk, and even the network access permission is arrogant. Soon, the Kuaishou platform came out to investigate the results, and users who bought this phone will receive 9 times the compensation, which allowed the incident to calm down.
I thought that this matter would come to an end at this point, but I didn’t expect that there were new developments recently. It turned out that there was not only one mobile phone that had a problem in the live broadcast room of the anchor. Now users of other mobile phones have also begun to demand compensation from the platform. If the principle of non-discrimination is followed, Kuaishou will also make a false one-for-nine decision for this. It means that the potential loss of Kuaishou will be as high as billions.
But what is surprising is that users who have purchased other mobile phones have encountered trouble when seeking compensation. According to media reports,

In the process of users seeking 9 times compensation, Kuaishou customer service said that they had not been notified by the platform that other mobile phones had to pay 9 times. As for the content of the follow-up compensation, the customer service only said to give feedback to the user, but the user was asked to fill in the content of the compensation for 3 times. Seeing the response given by Kuaishou, the first reaction of most people must be that Kuaishou began to regret it. Obviously it is the same live broadcast room and sold in the same period of time. Why does one of the mobile phones that have been determined to be fake can get 9 times the compensation, while the other phones have been unable to determine whether it is a fake or not? If it’s not a fake product, why should Kuaishou give the user a fake one and lose three? Especially when talking about feedback, but there is no feedback result, such an approach is really too perfunctory, this is not an attitude to solve the problem. To be honest, the 9 times compensation was the original promise of Kuaishou, but now the 9 times compensation has quietly shrunk to 3 times. We have to ask why? Some netizens speculated that the original 9 times compensation was to calm the development of the situation. If the compensation were all 9 times, the loss of Kuaishou would be too great. Another voice pointed out that Kuaishou has no way to compensate now. The previous Simba incident is still vivid. If you pay 9 times the compensation at this moment, it will cause irreparable loss to the business reputation of Kuaishou. But having said that, the 9 times compensation that Kuaishou himself said has quietly become 3 times. There is another question that makes people very curious, and that is, in the face of subsequent compensation, can Kuaishou still be able to handle it? You know, if you calculate according to the original sales, nearly half of the shipments will cause Kuaishou to lose more than 4 billion. And the head anchors made mistakes one after another, and even the credibility that Kuaishou e-commerce had just accumulated collapsed. Now Kuaishou is in a dilemma. Perhaps seeing the current situation, Kuaishou will regret the original decision, which is really a big talk. When expressing the attitude of correcting mistakes, I only wanted to reduce the heat of the incident, and hurriedly said too much, so that now I can only use “delaying tactics.” But on the other hand, as a manager, if even the anchor of his own platform is not well managed, and he even wants to go back in the face of the original promise, this is not a devastating blow to the business reputation of Kuaishou. So, in your opinion, can these consumers get 9 times compensation in the end?

At the meeting, Yan Qiang, senior vice president of Kuaishou and head of content operations, announced two news:

1. There will be 1 billion yuan in cash and tens of billions of flow to subsidize creators.

2. The main goals of Kuaishou in 2021 will be around three levels: constructing a live broadcast 2.0 era, promoting pan-life services, and enhancing the community and social value of the platform.

Kuaishou’s “de-familyization”: the lotus is broken and it is difficult to give up

After the accident of the head anchor Simba, in order to solve the crisis of trust, Kuaishou tried his best to get rid of the influence of the “family” during the months when Simba was blocked. At the Kuaishou Gravity Conference, although Kuaishou kept emphasizing private domain traffic and anchors, it didn’t mention the “Simba” and other Kuaishou families that took the lead on the path of anchors. In the event of the day, the Kuaishou flashlight Xiao Gu, the person in charge of the business, said three times in his speech, “Don’t lie to the old iron.”

In order to reduce the influence of the Kuaishou family, Kuaishou kept vocalizing during the Simba ban. The Kuaishou executives once stated that the total annual cumulative GMV of all the anchors of the Simba family may only account for 10% of the Kuaishou GMV. At the same time, Kuaishou is also constantly supporting small and medium businesses and pushing new anchors at official events. However, Simba’s influence on Kuaishou is still hard to ignore. On the day of the rebroadcast, Simba’s popularity rushed to the top of the selling list, far surpassing the new anchors who had high hopes from Kuaishou officials.

For fast-handed families like Simba, fast-handed wants to give up, but it is difficult to let go completely. According to media reports, when Simba was re-broadcasting, Kuaishou internally opened a green channel for it, and also conducted a small survey on shopping experience.

In order to reduce the head “family influence”, Kuaishou chose to continue to increase “private domain traffic” and support anchors with 100,000-1 million followers. Zhang Yipeng, head of the marketing center of Kuaishou e-commerce, said: “I may not be able to sell a mid-waist anchor. Simba, Li Jiaqi and Wei Ya, my 10 anchors will bring it together, and the amount will definitely be larger than in the past.”

The live broadcast e-commerce 2.0 era described by Kuaishou e-commerce is when the cost of public domain traffic is getting higher and higher, through the platform to gather exclusive private domain traffic for content creators. For example, anchors rely on their live broadcast features to create sales. People design, produce high-quality content and establish a strong trust relationship with users, and guide users to consume. Regarding the results of creating private domain traffic, Yan Qiang revealed: “In 2020, the private domain traffic income of creators of Kuaishou platform has reached 40 billion yuan.”

In the face of increasingly fierce competition, in order to tell investors more imaginative stories. In addition to stabilizing the basic market of live e-commerce, Kuaishou is gradually increasing its content marketing. The 2020 financial report shows that the annual revenue of Kuaishou online marketing business is 2019 billion yuan, a year-on-year increase of 194.6%. In the fourth quarter, it surpassed Kuaishou live broadcast e-commerce and set a new record for Kuaishou’s single-quarter revenue. The online marketing business is also defined by Kuaishou as “one of the core strategic businesses that support our long-term development.”

Ma Hongbin, senior vice president of Kuaishou, revealed that Kuaishou magnetic engine is expected to help creators achieve 10 billion advertising revenue in 2021.

The magnetic engine that Feng Hongbin said is a commercial marketing service platform under Kuaishou, which is a bit like a giant engine of byte beating. In terms of function, the magnetic engine is like a giant engine of the Kuaishou version, which can push open-screen advertisements and information. For streaming advertisements, advertisers can also promote through the magnetic engine and the “old irons” under Kuaishou, and content creators can also target them through the “kuaishou vermicelli” in the magnetic engine, and their accounts can grow rapidly.

Kuaishou and Douyin are more and more similar at first glance, but they are not the same when you look closely.

Kuaishou’s branded merchant strategy may not necessarily satisfy merchants

Coincidentally, not long after Kuaishou proposed the live broadcast e-commerce 2.0 era, Douyin announced the next step at the first Douyin E-commerce Ecological Conference on April 8. Different from Kuaishou’s main private domain, the “interest e-commerce” selected by Douyin is somewhat similar to interest recommendation. Douyin uses user portraits and other methods to tag users and then target users to push the other party. Interested in live streaming and short evaluation videos.

Kuaishou and Douyin continue to increase their e-commerce, but for now, there is still a certain gap between Kuaishou live broadcast and Douyin live broadcast.

According to data from iiMedia Consulting, the GMV of Douyin live e-commerce in 2020 will exceed 500 billion yuan, even surpassing Taobao’s 400 billion yuan, while Kuaishou’s GMV will only exceed 330 billion yuan in 2020. Judging from the 2021 target, according to media reports, Kuaishou has set the GMV target for this year’s e-commerce at between 750 and 800 billion yuan, while Douyin plans to achieve a total GMV of more than 1 trillion yuan in 2021.

Although there is still a gap between Kuaishou and Douyin in total GMV, both sides have similar troubles.

From the perspective of the supply chain, Kuaishou hopes to rely more on its own or partner’s supply chain to control user transactions on external platforms. For this reason, Kuaishou signed a contract with JD.com in May 2020. Users can directly enter JD’s self-operated stores from Kuaishou’s stores without jumping to external links. The anchors can also choose JD’s self-operated products when they bring goods. Among Douyin’s 500 billion GMV in 2020, about 60% are completed through third-party links in live broadcast rooms and short videos, and the remaining 40% are controlled in Douyin’s own channels such as Douyin stores.

From a brand perspective, Kuaishou also hopes to increase the proportion of branded products in GMV and reduce the proportion of white-label products. It plans to increase the proportion of branded products to 70% in 2021. More branded products mean better product quality and user experience. Kuaishou founder Su Hua said that he hopes to increase the repurchase rate of users.

In terms of brand merchants, Kuaishou still has a certain gap with Douyin. There are obviously more brand merchants on Douyin. Douyin continues to build closed-loop e-commerce and brand merchants. It not only strongly supports brand merchants to settle in, but also goes online. The Douyin Store. Feigua Data’s report shows that starting from February 2021, live broadcast sales of Douyin brand stores accounted for 50% of total sales, and more and more merchants began to choose to build their own live broadcast operation team.

In addition, brand merchants may not be satisfied with their experience on the Kuaishou platform. From the specific data, the new Douyin data shows that the number of fans of Li Ning Sports Tik Tok is 3.098 million, 573 works have been released, and 49 live broadcasts, but the live broadcast of Li Ning Sports’ Kuaishou account has reached 87 games and the number of works is 561. There are only 788,000 fans.

A similar situation has occurred with brands such as Mengniu, OPPO, and Yili. For example, OPPO Douyin has 3.2124 million fans, released 724 works and 32 live broadcasts, but Li Ning Sports’ Kuaishou has 26 live broadcasts and 340 works, but only 364,000 fans.

According to the official statement of Kuaishou, the logic of Kuaishou e-commerce is to improve platform GMV by optimizing content, conversion rate, customer unit price, and repurchase frequency. However, it is still unknown whether Kuaishou e-commerce companies improve the functional experience of e-commerce products from the perspective of users. It is still unknown whether more brand merchants can be convinced to settle on the platform.

At the same time, Kuaishou announced that it fully supports the upload and playback of panoramic videos, and will simultaneously release the monthly panoramic video hotspot list to enhance creators’ audio and video experience on the Kuaishou platform.

According to Zeng Fanping, the head of Kuaishou Audio and Video Center, more than 30 million short videos are uploaded every day in Kuaishou, and Kuaishou’s live broadcasts reached 1 billion in the first half of 2020, and creators have strong enthusiasm for production. In order to further enhance the audio and video experience of creators and meet the needs of more diverse content creation, Kuaishou has released its accumulated audio and video technology and experience through tools to creators, and launched two new products, Kuaishou Cloud Clip and Kuaishou Cloud Live Broadcast. Technology empowers creators and helps creators produce content more efficiently.

New release of Kuaishou Cloud Clip, cloud editing helps content creation more professional and efficient

In order to meet the more professional and diverse needs of content creators, Kuaishou has released a new product Kuaishou Cloud Clip. It is reported that Kuaishou Cloud Clip is an easy-to-use, efficient, and collaborative cloud editing tool for professional and quasi-professional creators such as professional self-media, MCN agencies, and media agencies.

Zeng Fanping introduced that Kuaishou Cloud Scissors are simple and easy to use, professional in functions, rich in materials, intelligent and efficient. In terms of ease of use, creators do not need to download the software, open the browser to use, the operating experience is similar to commonly used PC software, and because it is a web-side product form, it is especially suitable for sharing and collaboration between multiple members of the team; professional functions On the other hand, it supports multi-track editing and frame-level accuracy, and the functions cover almost all the functions in short video editing. At the same time, it has rich materials, which aggregates rich copyright music, stickers, flowers, special effects and other materials. Open up a large amount of high-quality copyrighted content in Kuaishou for creators to make second creations in the cloud.

In addition, based on the latest audio and video enhancement algorithm capabilities developed by Kuaishou, Kuaishou Cloud Clip also provides a series of smart tools such as smart cover, automatic dubbing, automatic subtitles, image quality enhancement, video debounce, and automatic horizontal screen to vertical screen conversion.

Kuaishou Cloud Live Broadcast debuts, providing a professional and powerful new cloud live broadcast experience

Another brand-new product of this conference, Kuaishou Cloud Live, can provide creators with OBS and other professional equipment streaming, real-time directing, live editing, multi-platform retweet and other capabilities.

It is worth noting that the live editing capability provided by Kuaishou Cloud Live enables you to edit while live broadcasts, and release highlights from the live content as Kuaishou works, bringing more exposure to live broadcast rooms and accounts.

Zeng Fanping also announced that Kuaishou will fully open its live broadcast capabilities, making it easier for creators to use Kuaishou cloud live broadcast at a lower cost. Kuaishou has access to sports cameras, panoramic cameras, drones, encoders, etc. through open live broadcast OpenAPI, and a total of 140 cooperations. Partner, and currently supports 4K ultra-high-definition and panoramic content access. In the future, Kuaishou will work with more partners to bring ultra-high-definition visual experience and immersive look and feel to hundreds of millions of Kuaishou users.

The audio and video experience is further upgraded and fully supports panoramic video upload and playback

At present, Kuaishou’s overall daily activity exceeds 300 million, and live broadcast daily activity exceeds 170 million. The “short video + live broadcast” ecosystem continues to prosper. In order to provide content creators and users with a better experience, Kuaishou is constantly optimizing technology. According to Zeng Fanping, Kuaishou is the first domestic short video platform that supports 1080P high resolution, 60 frames high frame rate, and HDR high dynamic range at the same time. The optimized application of technology has further improved the video quality of the platform, and also allowed Kuaishou users and creatives. People have a better audio and video experience.

In order to provide creators with more diverse gameplay, Kuaishou also fully supports panoramic video upload and playback; at the same time, Kuaishou will also update the list of panoramic video hotspots every month to build a bridge between panoramic video creators and target user groups.

In fact, panoramic video, as a video format that can be viewed in 360 degrees, has already shown a strong “power of attracting fans” on the Kuaishou platform. For example, CCTV released a panoramic video showing the border post of the motherland in Kuaishou, with nearly 10 million views; Kuaishou “VR Love Play Technology”, the highest number of views reached 66.38 million within 10 days of the release of the work; and insta360 winged flight The broadcast volume has exceeded 26 million, and the Forbidden City panoramic live broadcast has been watched by more than 10 million people.

At present, “short video + live broadcast” has become an important content form and monetization method for individual or professional institution creators. The launch of Kuaishou Cloud Clip and Kuaishou Cloud Live will further improve the Kuaishou short video and live broadcast product matrix, realizing the full range of multi-level needs from non-professional to quasi-professional and professional creators from convenient and fast to professional processing. Coverage, to provide content creators with more efficient creation tools.

Upstream News·Chongqing Evening News reporter Gu Li and intern Chen Qiulin

At the meeting, Yan Qiang, senior vice president of Kuaishou and head of content operations, announced two news:

1. There will be 1 billion yuan in cash and tens of billions of flow to subsidize creators.

2. The main goals of Kuaishou in 2021 will be around three levels: constructing a live broadcast 2.0 era, promoting pan-life services, and enhancing the community and social value of the platform.

Kuaishou’s “de-familyization”: the lotus is broken and it is difficult to give up

After the accident of the head anchor Simba, in order to solve the crisis of trust, Kuaishou tried his best to get rid of the influence of the “family” during the months when Simba was blocked. At the Kuaishou Gravity Conference, although Kuaishou kept emphasizing private domain traffic and anchors, it didn’t mention the “Simba” and other Kuaishou families that took the lead on the path of anchors. In the event of the day, the Kuaishou flashlight Xiao Gu, the person in charge of the business, said three times in his speech, “Don’t lie to the old iron.”

In order to reduce the influence of the Kuaishou family, Kuaishou kept vocalizing during the Simba ban. The Kuaishou executives once stated that the total annual cumulative GMV of all the anchors of the Simba family may only account for 10% of the Kuaishou GMV. At the same time, Kuaishou is also constantly supporting small and medium businesses and pushing new anchors at official events. However, Simba’s influence on Kuaishou is still hard to ignore. On the day of the rebroadcast, Simba’s popularity rushed to the top of the selling list, far surpassing the new anchors who had high hopes from Kuaishou officials.

For fast-handed families like Simba, fast-handed wants to give up, but it is difficult to let go completely. According to media reports, when Simba was rebroadcasting, Kuaishou internally opened a green channel for it, and also conducted a small survey on shopping experience.

In order to reduce the head “family influence”, Kuaishou chose to continue to increase “private domain traffic” and support anchors with 100,000-1 million followers. Zhang Yipeng, head of the marketing center of Kuaishou e-commerce, said: “I may not be able to sell a mid-waist anchor. Simba, Li Jiaqi and Wei Ya, my 10 anchors will bring it together, and the amount will definitely be larger than in the past.”

The live broadcast e-commerce 2.0 era described by Kuaishou e-commerce is when the cost of public domain traffic is getting higher and higher, through the platform to gather exclusive private domain traffic for content creators. For example, anchors rely on their live broadcast features to create sales. People design, produce high-quality content and establish a strong trust relationship with users, and guide users to consume. Regarding the results of creating private domain traffic, Yan Qiang revealed: “In 2020, the private domain traffic income of creators of Kuaishou platform has reached 40 billion yuan.”

In the face of increasingly fierce competition, in order to tell investors more imaginative stories. In addition to stabilizing the basic market of live e-commerce, Kuaishou is gradually increasing its content marketing. The 2020 financial report shows that the annual revenue of Kuaishou online marketing business is 2019 billion yuan, a year-on-year increase of 194.6%. In the fourth quarter, it surpassed Kuaishou live broadcast e-commerce and set a new record for Kuaishou’s single-quarter revenue. The online marketing business is also defined by Kuaishou as “one of the core strategic businesses that support our long-term development.”

Ma Hongbin, senior vice president of Kuaishou, revealed that Kuaishou magnetic engine is expected to help creators achieve 10 billion advertising revenue in 2021.

The magnetic engine that Feng Hongbin said is a commercial marketing service platform under Kuaishou, which is a bit like a giant engine of byte beating. In terms of function, the magnetic engine is like a giant engine of the Kuaishou version, which can push open-screen advertisements and information. For streaming advertisements, advertisers can also promote through the magnetic engine and the “old irons” under Kuaishou, and content creators can also target them through the “kuaishou vermicelli” in the magnetic engine, and their accounts can grow rapidly.

Kuaishou and Douyin are more and more similar at first glance, but they are not the same when you look closely.

Kuaishou’s branded merchant strategy may not necessarily satisfy merchants

Coincidentally, not long after Kuaishou proposed the live broadcast e-commerce 2.0 era, Douyin announced the next step at the first Douyin E-commerce Ecological Conference on April 8. Different from Kuaishou’s main private domain, the “interest e-commerce” selected by Douyin is somewhat similar to interest recommendation. Douyin uses user portraits and other methods to tag users and then target users to push the other party. Interested in live streaming and short evaluation videos.

Kuaishou and Douyin continue to increase their e-commerce, but for now, there is still a certain gap between Kuaishou live broadcast and Douyin live broadcast.

According to data from iiMedia Consulting, the GMV of Douyin live e-commerce in 2020 will exceed 500 billion yuan, even surpassing Taobao’s 400 billion yuan, while Kuaishou’s GMV will only exceed 330 billion yuan in 2020. Judging from the 2021 target, according to media reports, Kuaishou has set the GMV target for this year’s e-commerce at between 750 and 800 billion yuan, while Douyin plans to achieve a total GMV of more than 1 trillion yuan in 2021.

Although there is still a gap between Kuaishou and Douyin in total GMV, both sides have similar troubles.

From the perspective of the supply chain, Kuaishou hopes to rely more on its own or partner’s supply chain to control user transactions on external platforms. To this end, Kuaishou signed a contract with JD.com in May 2020. Users can directly enter JD’s self-operated stores from Kuaishou’s stores without jumping to external links. The anchor can also choose JD’s self-operated products when they bring goods. Among Douyin’s 500 billion GMV in 2020, about 60% are completed through third-party links in live broadcast rooms and short videos, and the remaining 40% are controlled in Douyin’s own channels such as Douyin stores.

From a brand perspective, Kuaishou also hopes to increase the proportion of branded products in GMV and reduce the proportion of white-label products. It plans to increase the proportion of branded products to 70% in 2021. More branded products mean better product quality and user experience. Kuaishou founder Su Hua said that he hopes to increase the repurchase rate of users.

In terms of brand merchants, Kuaishou still has a certain gap with Douyin. There are obviously more brand merchants on Douyin. Douyin continues to build closed-loop e-commerce and brand merchants. It not only strongly supports brand merchants to settle in, but also goes online. The Douyin Store. Feigua Data’s report shows that starting from February 2021, live broadcast sales of Douyin brand stores accounted for 50% of total sales, and more and more merchants began to choose to build their own live broadcast operation team.

In addition, brand merchants may not be satisfied with their experience on the Kuaishou platform. From the specific data, the new Douyin data shows that the number of fans of Li Ning Sports Tik Tok is 3.098 million, 573 works have been released, and 49 live broadcasts, but the live broadcast of Li Ning Sports’ Kuaishou account has reached 87 games and the number of works is 561. There are only 788,000 fans.

A similar situation has occurred with brands such as Mengniu, OPPO, and Yili. For example, OPPO Douyin has 3.2124 million fans, released 724 works and 32 live broadcasts, but Li Ning Sports’s Kuaishou account has 26 live broadcasts and 340 works, but only 364,000 fans.

According to the official statement of Kuaishou, the logic of Kuaishou e-commerce is to improve platform GMV by optimizing content, conversion rate, customer unit price, and repurchase frequency. However, it is still unknown whether Kuaishou e-commerce companies improve the functional experience of e-commerce products from the perspective of users. It is still unknown whether more brand merchants can be convinced to settle on the platform.

At the same time, Kuaishou announced that it fully supports the upload and playback of panoramic videos, and will simultaneously release the monthly panoramic video hotspot list to enhance the audio and video experience of creators on the Kuaishou platform.

Zeng Fanping, the head of Kuaishou Audio and Video Center, introduced that as a pioneer in the short video industry, Kuaishou has more than 30 million short videos uploaded every day. In the first half of 2020, Kuaishou’s live broadcasts reached 1 billion times, and the creators are very strong. Production enthusiasm. In order to further enhance the audio and video experience of creators and meet the needs of more diverse content creation, Kuaishou has released its accumulated audio and video technology and experience through tools to creators, and launched two new products, Kuaishou Cloud Clip and Kuaishou Cloud Live Broadcast. Technology empowers creators and helps creators produce content more efficiently.

New release of Kuaishou Cloud Clip, cloud editing helps content creation more professional and efficient

In order to meet the more professional and diverse needs of content creators, Kuaishou has released a new product Kuaishou Cloud Clip. It is reported that Kuaishou Cloud Clip is an easy-to-use, efficient, and collaborative cloud editing tool for professional and quasi-professional creators such as professional self-media, MCN agencies, and media agencies.

Zeng Fanping introduced that Kuaishou Cloud Scissors are simple and easy to use, professional in functions, rich in materials, intelligent and efficient. In terms of ease of use, creators do not need to download the software, open the browser to use, the operating experience is similar to commonly used PC software, and because it is a web-side product form, it is especially suitable for sharing and collaboration between multiple members of the team; professional functions On the other hand, it supports multi-track editing and frame-level accuracy, and the functions cover almost all the functions in short video editing. At the same time, it has rich materials, which aggregates rich copyright music, stickers, flowers, special effects and other materials. Open up a large amount of high-quality copyrighted content in Kuaishou for creators to make second creations in the cloud.

In addition, based on the latest audio and video enhancement algorithm capabilities developed by Kuaishou, Kuaishou Cloud Clip also provides a series of smart tools such as smart cover, automatic dubbing, automatic subtitles, image quality enhancement, video debounce, and automatic horizontal screen to vertical screen conversion.

Kuaishou Cloud Live Broadcast debuts, providing a professional and powerful new cloud live broadcast experience

Another brand-new product of this conference, Kuaishou Cloud Live, can provide creators with OBS and other professional equipment streaming, real-time directing, live editing, multi-platform retweet and other capabilities.

It is worth noting that the live editing capability provided by Kuaishou Cloud Live can realize the editing while live broadcasts, and release highlights in the live content as Kuaishou works, bringing more exposure to the live broadcast room and account.

Zeng Fanping also announced that Kuaishou will fully open its live broadcast capabilities, making it easier for creators to use Kuaishou cloud live broadcast at a lower cost. Kuaishou has access to sports cameras, panoramic cameras, drones, encoders, etc. through open live broadcast OpenAPI, and a total of 140 cooperations. Partner, and currently supports 4K ultra-high-definition and panoramic content access. In the future, Kuaishou will work with more partners to bring ultra-high-definition visual experience and immersive look and feel to hundreds of millions of Kuaishou users.

The audio and video experience is further upgraded and fully supports panoramic video upload and playback

At present, Kuaishou’s overall daily activity exceeds 300 million, and live broadcast daily activity exceeds 170 million. The “short video + live broadcast” ecosystem continues to prosper. In order to provide content creators and users with a better experience, Kuaishou is constantly optimizing technology. According to Zeng Fanping, Kuaishou is the first domestic short video platform that supports 1080P high resolution, 60 frames high frame rate, and HDR high dynamic range at the same time. The optimized application of technology has further improved the video quality of the platform, and also allowed Kuaishou users and creatives. People have better audio and video experience.

In order to provide creators with more diverse ways to play, Kuaishou also fully supports panoramic video upload and playback. Kuaishou has become the first short video platform in the industry to support panoramic videos; at the same time, Kuaishou will update the panoramic video hotspot list every month. Single, build a bridge between panoramic video creators and target user groups.

In fact, panoramic video, as a video format that can be viewed in 360 degrees, has already shown a strong “power of attracting fans” on the Kuaishou platform. For example, CCTV released a panoramic video showing the border post of the motherland in Kuaishou, with nearly 10 million views; Kuaishou “VR Love Play Technology”, the highest number of views reached 66.38 million within 10 days of the release of the work; and insta360 winged flight The broadcast volume has exceeded 26 million, and the Forbidden City panoramic live broadcast has been watched by more than 10 million people.

At present, “short video + live broadcast” has become an important content form and monetization method for individual or professional institution creators.Kuaishou, as a domestic short video and live broadcast platform where creators account for up to 25%, has been actively iterative technology empowerment

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.

Produced | Sohu Technology

Author | Song Wanxin

Edit｜ Yang Jin

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Where is the channel dividend, where is the brand

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Image source @Visual China

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

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

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

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

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

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

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

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

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

Should You Aiteng defend its rights?

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

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

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

Picture source / Weibo

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

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

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

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

Picture source / Sky Eye Check

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

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

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

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

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

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

You Aiteng “can’t control” tap water

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

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

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

Film and television editing bloggers on Douyin and Kuaishou

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

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

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

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

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

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

Picture source / Douyin

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

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

From left to right: iQiyi, Youku, Tencent Video

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

Tencent video on the left, Douyin on the right

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

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

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

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

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

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

Picture source / Douyin

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

Picture source / Douyin

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

Picture source / fast hand

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

Picture source / Kumquat Rabbit official website

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

Picture source / Douyin

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

Picture source / Douyin

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

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

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

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

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

Produced | Sohu Technology

Author | Song Wanxin

Edit｜ Yang Jin

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Where is the channel dividend, where is the brand

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Where is the channel dividend, where is the brand

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

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

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

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

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

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

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

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

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

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

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

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

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

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