Produced | Sohu School of Business

Editor | Wang Zhen

According to the “Research Report on China’s Third-Party Payment Industry in 2021”, according to the statistical data of iResearch, The third-party payment market has experienced rapid development, and the total scale of mobile payment and Internet payment will reach 271 trillion yuan in 2020. Third-party payment has made China’s payment market one of the world’s leading payment markets with its convenient, efficient and safe payment experience.

As early as 1998-2005, third-party payment institutions such as Capitel, Alipay, Lianlian Pay, Kuaiqian and Tenpay were established one after another to provide payment channels for online commercial activities. In 2010, the People’s Bank of China issued the “Measures for the Administration of Payment Services for Non-financial Institutions” and issued payment business licenses to eligible institutions. These measures confirmed the legal status of payment services for non-financial institutions and adopted them as regulatory standards. To ensure the long-term and orderly development of the business and ensure the long-term development of the industry.

Looking back on the growth path of third-party mobile payment in my country, it originated from e-commerce, which has experienced explosive growth due to social red envelope transfers, and offline QR code payment has entered a new offline-driven track. With the rapid growth of scale, the penetration rate of third-party mobile payment has gradually increased, and the growth rate of the industry scale has stabilized. Even in the special year of 2020, only the first two quarters of offline QR code payment has been affected to a certain extent, and the industry as a whole can still maintain a stable growth trend.

From the perspective of changes in the structure of mobile payment itself, the emergence of offline QR code payment has changed the form of offline mobile payment, which has steadily increased the proportion of consumer transactions. In the financial and personal application trading sectors, with the exception of the early social red envelopes and baby currency fund products, there has not been a leap-forward product form since 2016. The growth of the business scale of these two sectors mainly comes from the mobile payment itself. Increasing penetration rate, increasing user stickiness, and the development of Internet wealth management and consumer finance businesses.

Comparing the structure of bank card transactions, we have also experienced an increase in the proportion of consumer transactions, but in 2020, bank card transfer transactions accounted for 85.5%, and third-party mobile payment personal applications and mobile finance accounted for the total proportion. It’s still not enough, so in large-amount financial services, personal application transfer services, and B-end transfer services, third-party mobile payment companies still have room for power and have growth potential.

In 2020, the first echelon Alipay and Tenpay will occupy the leading position in the market with a relatively large lead. . Payment companies in the second tier are working hard in their respective subdivisions.

The blue ocean oasis subsidy for the catering industry has temporarily come to an end, and the monetization rate of the payment business rebounds

In 2017, WeChat and Alipay successively launched the “Oasis Plan” and the “Blue Ocean Plan” for merchants in the catering industry. At the beginning of the event, merchants in the catering industry enjoy low or even zero rates for receiving payments, and service providers who promote merchants can also receive a 0.2% rebate based on the transaction amount. As the penetration of catering merchants continues to increase, the rebate ratio of Alipay WeChat to service providers will be reduced to 0.1% in the later stage. Until 2020, the Blue Ocean Oasis plan will gradually adjust merchants’ payment rates to the normal rate of 0.38%. The service provider rebate ratio was further reduced to 0.05%. At the same time, Alipay has launched the “New Blue Ocean Plan” for some merchants that are equipped with designated IoT operating equipment. But overall, the subsidy for the traditional blue ocean oasis will officially end in 2021, which means that this part of the transaction scale can not only get the normal payment fee, but also reduce the 0.05%-0.2% subsidy for service providers. The analysis believes that the phased end of the Blue Ocean Oasis Plan means that the benefits of this part of the transaction can be increased from -0.2% to 0.15% of the transaction scale to 0.38% of the transaction scale, and the overall transaction scale is increased by 0.23% -0.58%.

The party in the new scenario enters, forming a closed loop of the payment business, and increasing the compliance requirements for the realization path

For Internet giants such as Meituan, Toutiao, and Pinduoduo that have entered third-party payment in recent years, the consideration of starting payment services is usually for three reasons: One is to form their own business closed loop to prevent user transaction information and payment information from being out of the system. Other third-party payment companies can obtain the advantages of their own business; the second is that with the expansion of the business scale in the system, the total amount of payment transaction fees continues to increase, and the establishment of free payment channels can save this part of the cost; the third is to pass After the transaction flow in the system is converted into payment flow, services such as credit and wealth management are further superimposed to earn financial service fees.

Return to the nature of payment business, with core capabilities in user operations and merchant operations

Looking back at the development history of third-party payment, whether it is the “guaranteed payment model” in the e-commerce field, the red envelope in the social field or the offline QR code payment, every increase in growth rate comes from the innovative products provided to users and merchants. Unique value. Therefore, although the current anti-monopoly regulatory compliance measures facing the industry have caused some business development expectations to be different from before, However, it is precisely these anti-monopoly compliance measures that enable industry participants who have gradually shown to rely solely on the advantages of scenarios to expand their business scale to re-think about the new payment business value they can provide. With the implementation of anti-monopoly compliance measures, it is foreseeable that the concentration of the third-party mobile payment market will decline to a certain extent. In this process, a complete user and merchant operating system will maintain the stickiness of users and merchants. Providing unique value is the key capability of payment institutions.

Barcode payment provides a window for the digital upgrade of offline merchants, and diversified value-added services further facilitate digital transformation

For many online, small, medium and micro businesses, offline barcode payment is one of the first digital methods they contacted. In the process of continuous penetration of barcode payment, offline small, medium and micro merchants have also established a certain connection with their service providers. In terms of the classification of barcode payment, it can be divided into three methods: the payment code and personal code directly connected to the head payment agency, and the aggregate payment that requires other acquirers or acquirer service providers. While providing merchants with the integration of multiple payment channels, the provider of aggregate payment further superimposes services such as cashier terminal sales and maintenance, marketing diversion, etc., while increasing their own business income, further improving the stickiness of merchants and deepening the degree of digital transformation of merchants.

Increased demand for equipment upgrades in downstream systems, with less impact on mid- and upstream companies

The central bank’s digital currency replaces M0 and belongs to cash currency. According to the idea of ​​digital currency positioning as cash currency, we review the provisions of the “Provisions for Deposit Management of Non-bank Payment Institution Customers” issued this year: “Non-bank payment institutions passed the regulations in accordance with the regulations. If the customer is to redeem the provision in cash, it should be processed through the filing own fund account first, and then the corresponding amount of the client provision fund should be transferred to the filing through the main supervision agency of the provision fund from the central storage account of the provision fund. Own funds account”.

It can be seen that the digital wallet service of third-party payment institutions and the merchant-side acquiring service are still one of the important carriers of their circulation. The promotion of digital currency and the application of third-party payment are complementary and not a substitute for each other. At the same time, the clearing institution, which is an important infrastructure of the payment chain, will still play a clearing role in the digital currency era. In the downstream of the payment chain, acquiring service providers and machine tool manufacturers need to upgrade their original equipment and systems in order to allow digital currencies to have a wider range of payment scenarios. This certainty will be for downstream companies. Business income brings special growth drivers.

Service providers are facing transformation challenges and orderly integrate diversified corporate services

The emergence of offline QR code payment is the first contact between many offline merchants and digitization. With the sweeping wave of digitization and the upgrade of payment-related services, QR code ordering and merchant mini programs have become the entry point for further digitization of merchant business.

With the promotion of QR code ordering, small program takeaway, and ordering applications, it not only means savings in operating costs for merchants, but will also be accompanied by digital upgrades in the pre-payment link, which will make merchants’ operating information more complete, which is conducive to further progress. Analyze and improve their own operating efficiency and obtain external financial support.

For payment companies, the distinction between online and offline scenarios will be broken. Merchant services will still focus on offline attributes, but the services provided for them will not be limited to offline payments, which raises the overall technical capabilities of service providers. Requirements.

Due to advanced refining techniques, it is difficult for consumers to distinguish real cooking oil from fake. To avoid buying dirty cooking oils, consumers should note the following characteristics: Cooking oil is golden brown, dark yellow Real cooking oil is usually brighter in color. If it is rapeseed oil, it will have a slight greenish yellow color, peanut oil will have a slight orange or yellow orange color. Fake cooking oil is usually dark in color, not bright but slightly dull. The usual color is golden brown, dark yellow, slightly black. Edible oil with sediment Real cooking oil has high transparency, no signs of solidification. When shaking the oil can, the oil feels smoother and easier to spread. However, fake cooking oil contains many impurities, different chemicals, so it is at the bottom of the bottle or it is deposited, solidified, the lower it is, the thicker it becomes. If you shake it gently, you will see that the oil flows smoothly, not smoothly. Cooking oil has a strange taste Real cooking oil has a greasy, characteristic aroma. If it is a specially extracted cooking oil such as peanut oil, rapeseed oil, etc., you will see its own flavor. When tasted, there is no sour or bitter taste. Fake cooking oil does not taste greasy and fragrant like real cooking oil. When tasting, there may be strange tastes due to adulterated oils or chemicals. Oil has a strange smell If you don’t want to taste it, you can also test the smell with your sense of smell. You just need to pour a little oil on the palm of your hand and smell it. Counterfeit cooking oil will have a bad smell, acrid, burnt or rancid, unpleasant. Because they contain too many impurities and are not carefully filtered, when put into plastic bottles, they will quickly react to create a burning smell like burnt plastic. In addition to distinguishing cooking oil by observing and tasting, housewives can also distinguish real cooking oil from fake by the following: – Take a small amount of iodized water into the bowl of cooking oil, if the blue color appears, it means that the cooking oil has been mixed with impurities containing starch. – Heat cooking oil to 150 degrees Celsius and then let it cool. If the oil has deposits, the oil has been adulterated. The more oil settles, the more impurities it shows.

Illustration. At the meeting of the National Steering Committee for COVID-19 prevention and control on the afternoon of June 11, Deputy Minister of Health Tran Van Thuan informed that the Ministry of Health had officially approved the phase 3 clinical trial of the vaccine. Vietnam’s first COVID-19 room named Nano Covax. According to Deputy Minister Tran Van Thuan, the Ministry of Health has just approved the phase 3 clinical trial of Nano Covax vaccine of Nanogen Company. According to Lieutenant Colonel, Assoc. Dr. Chu Van Men – Director of the Center for Clinical Trials and Bioequivalence, Military Medical Academy, Ministry of National Defense, phase 3 injected the Nano Covax vaccine to 13,000 people and injected only a single dose group. 25 mcg and placebo injection group (with a ratio of “6 people vaccinated to 1 person injecting placebo” according to the design approved by the Ministry of Health). As for the reason for choosing the 25 mcg dose group, Assoc. Prof. Dr. Chu Van Men said that when the phase 2 trial showed that, the 3 dose levels of 25-50-75 mcg had equivalent safety and immunogenicity. undifferentiated. Therefore, in order to ensure the safety and increase the effectiveness of the number of doses of vaccine production, the National Ethical Council in Biomedical Research, the Ministry of Health decided to inject only 1 optimal dose of 25 mcg at the initial stage. this. Minister of Health Nguyen Thanh Long and Minister of National Defense Phan Van Giang asked and encouraged volunteers to test the vaccine against COVID-19 Nano Covax. Photo: PV. On June 11, the Military Medical Academy said that this unit has started to deploy the phase 3 trial injection of the COVID-19 Nano Covax vaccine for the first 19 volunteers. On the day of injection for 200 people, divided into 2 groups. Accordingly, one group injected the Nano Covax vaccine with a dose of 25mcg, the other group injected a placebo with aluminum excipients. Military medical students will inject 1,000 volunteers in the first time. According to the research outline, phase 3 will test on about 13,000 volunteers in many provinces such as Hanoi, Hung Yen, Long An, Tien Giang… At the Military Medical Academy, there are currently more than 7,000 volunteers registered to participate in the trial, of which more than 600 people have been screened and are eligible to participate. Besides, IVAC’s Covivac vaccine is also preparing to complete phase 1 trial and enter phase 2 in July 2021. Regarding the subjects of vaccination, according to Deputy Minister Tran Van Thuan, in addition to the priority subjects for COVID-19 vaccination under Resolution 21, the Ministry of Health has added workers in industrial zones and will propose more subjects working in establishments dealing in essential goods.

However, dry shampoo also has many disadvantages in terms of cost, often leaving a milky white residue or making hair dry. Therefore, many people choose talcum powder to remove excess oil from their hair. This is a favorite product because it is convenient, compact and easy to find and buy. Many people choose talcum powder instead of dry shampoo because of its cheap price and good effect. Photo: Fresher. How to use baby powder instead of dry shampoo? If you want to save money, baby powder is the ideal choice. This product has the same effect on hair as dry shampoo. To remove excess oil and dirt from your hair with baby powder, follow these steps: 1. Start by dividing your hair into at least 4 sections. 2. Shake the dough, making sure it falls to the base of the fibers. If you don’t want to pour the powder directly onto your hair, pour the product into your hands and work it through. 3. Massage the hair and brush the excess powder on the hair. Baby powder will work better if you leave it on overnight. You should use a moderate amount of talcum powder, avoid too much that makes your hair dry. Photo: Posta. Does talcum powder dry out hair? The problem with dry shampoo and baby powder is that using too much can damage your hair. Both products are to be considered as temporary remedies only. Washing your hair too much can be harmful. This strips the scalp of its natural oils, leaving hair strands prone to breakage, brittleness and split ends. However, the above effects can be treated with the use of conditioners and hair conditioners. If you have oily skin and your hair gets greasy quickly in the summer, the experts of Dryscalpgone We recommend using baby powder as an alternative to washing your hair every day. This product makes the hair more fragrant and bouncy. Baby powder is just a temporary method to help remove excess oil from your hair when you don’t have time to wash your hair. Photo: Healthline. However, talcum powder or dry shampoo cannot replace regular hair care. If it is overused, your hair can become dry and your scalp appears flaky. Leaving baby powder on your hair and scalp for too long will cause dandruff patches. In many cases, the scalp will start to itch, and there may even be a lot of hair loss and pimples. So, if this is your first time using it, test a little on your scalp before applying it all over your hair to avoid an allergic reaction. The most common mistakes when styling hair The daily bun way can make girls look less attractive. Just spend a few more minutes and you will see the difference.

Never knew this fish had such a funny name. No one can explain. But let’s put the name aside for now, the important thing is that the fish makes the family meal more delicious. Like the catfish (same family, but red tail, bigger), the fish has a lot of small bones, but in return, the fish meat is fatty, soft and sweet. Unlike some other freshwater fishes, porpoises (including bream) only remove the intestines, clean the gills, cut off the fins and tail. Very quick. Absolutely do not scrape fish scales, because the fish scales are soft, crunchy, strange to eat. In addition, this fish scale should be accidentally crushed, making the fish meat bitter, so the villagers just let it be. Given the job by my mother, my brother and I quickly prepared some unpleasant fish, carefully placing them in a bamboo basket to drain. Mother gently put the basket of fish into the pot to marinate. As the name of the dish is “potato braised”, so my mother never seasoned it too salty, nor sweet. Depending on the taste of each place, each person has a different way of seasoning. But do not add cooking oil or add fat to create a very greasy taste because the nature of the meat and fish head is already fat. To color the broth, you can use coconut-colored water or molasses sugar. Marinate fish for 30 minutes for firm meat. Then, my mother brought it to the stove to cook. Wood stove has the advantage that in addition to saving money on gas, it also has the advantage that the firewood burns evenly and smoldering, so the fish cooks slowly, without having to watch. When the fish water is boiling, evenly absorbed, add one and a half cups of filtered water and cook until the fish is cooked, then season again and then turn off the stove. Do not overcook the fish, it is no longer crispy, but it is crushed. Add finely chopped scallions (or basil) and pepper to enhance the flavor and keep the stomach warm. Mom gently scooped up the broth and fish on a plate. Cut a piece of fresh lemon, mother squeezed it on the fish plate. The special braised dish there, without the sourness of the lemon is missing an important part. The basket of field vegetables picked by the father behind the dike was also placed on the dining table. The rice tray is simple but cozy. Always, after the word “invite the whole family to eat rice”, I quickly pick up the vegetables with chopsticks because I love raw vegetables. Wow, the vegetables, watercress and water need to be rolled up like a spring roll and then put into the chopsticks to dip the broth in the broth. How did the fat, slightly sour, and sweet leopard taste permeate the raw vegetables? Because this fish has many bones, it must be skillful in how to pick it up and know how to eat it to fully enjoy the delicious taste. Use a spoon or chopsticks to push the fish meat horizontally, the meat will drift along each fiber, leaving the fish skeleton intact. After eating this back side, turn over to the back side. Don’t forget to use the fish head, it’s very crunchy (but remember to leave out the two fisheye balls). Putting a piece of rice in my mouth with cod meat, I felt all sorts of flavors in the tip of my tongue – wanting to eat forever even though my stomach was full. Above all, the most delicious taste is the taste of the countryside, the sacred love of a mother for her family.

Illustration. Image source: Internet Resources: Copper perch: 500g Ginger: root Minced garlic: 1 bulb Fresh chili: 2 Lemon: 1 fruit Fragrant basil Spices: sugar, fish sauce, salt… : When buying perch, the scales are clean, the inner belly is cleaned so that it is not bitter. Then marinate the fish with a little salt and ginger so that the fish infuses the spices. Peeled ginger, washed and pounded, herbs to eat, picked up and then washed with water to dry, lemon cut into pieces. Put the pan on the stove, put the oil in the pan. Should add a little more so that when frying the fish is crispy and not burnt. When the oil is hot, fry the fish until golden brown, flip on both sides to cook evenly, fry on low heat to cook the fish from the inside. When the fish is golden crispy, take it out on a plate to absorb the oil and enjoy. Mix the dipping sauce according to the following recipe: put ginger, garlic, sugar, and chili in a bowl, then add fish sauce and a little lemon and stir until dissolved. Tomato fried egg Illustration. Image source: Internet Resources: Tomato 200 gr Onion 1 piece 4 eggs Red onion 10 gr Coriander 20 gr Water 50 ml Cooking oil 10 ml Cashew oil 10 ml Seasoning 10 gr Making: Wash tomatoes, onions and cilantro. For large tomatoes, after removing all the seeds, finely chop or diced. Diced onion, cilantro and purple onion. Crack eggs into a bowl and add seasonings including a little seasoning, pepper, sugar, fish sauce along with some onions and scallions. Then use chopsticks or a whisk to beat the mixture until evenly combined. Put 10ml of cooking oil in a pan to boil, saute 5g of red onion and a little onion. Then you add the egg mixture to fry until the eggs are slightly cooked (the surface of the eggs is still soft and wet) and then turn off the stove. Put 10ml of cashew oil in a pan and bring to a boil and add 5g of red onion and the rest of the onion. Next, you add the chopped tomatoes with a little sugar, seasoning seeds, fish sauce and chili sauce, stir-fry for 1 minute, then add 50ml of water, cover and cook for another 5 minutes on low heat. Finally, you add cherry tomatoes and lightly fried eggs into the tomato sauce, cover and cook for another 3 minutes and you’re done. Stir-fried cabbage with garlic Illustration. Image source: Internet Resources: Kale or mustard greens: 350g Garlic: 5 branches Seasoning: salt, sugar, pepper, seasoning, cooking oil Making: Pickled vegetables, remove dead leaves, remove roots, soak in dilute salt water for about 10 minutes. Remove the vegetables, rinse with cold water, drain, and cut into bite-sized pieces (about 3.4 cm). Garlic peeled, washed, smashed. Boil water with 1/2 teaspoon of salt, add the vegetables to the boil. Quickly take out the vegetables and put them in a bowl of cold water to keep the crispiness, then take them out to dry. Heat oil pan with 1 tablespoon of cooking oil, add garlic and saute until fragrant. Add vegetables to stir-fry with garlic, add 2 teaspoons of seasoning powder, 1/2 teaspoon of sugar to taste. Stir-fry the vegetables until just cooked, sprinkle a little pepper on top and then turn off the heat. Ladle vegetables onto a plate, serve hot with rice.

To get rid of acne hidden under the skin soon and prevent them from recurring, you need to fully apply the following principles, which are simple but extremely effective. You can treat acne hidden under the skin on your own at home. Principles of acne treatment – Remove makeup thoroughly: After applying makeup, it is recommended to use creams and makeup removers to completely remove makeup residue on the face. Avoid overusing makeup too often when your skin is acne-prone. – Clean facial skin: Use cleansers with silicon acid. Silicon acid is an important ingredient in preventing the development of acne. In addition, do not touch your face with your hands to avoid spreading bacteria, making acne worse. – Use warm water to steam: This causes the pores to be dilated, stimulating the acne to emerge and the treatment of acne also becomes easier. – Use some kind of skin mask such as oat mask or lemon-honey mixture. – Proper diet and sleep: Diet, rest and spirit also significantly affect the results of acne hidden under the skin. To get rid of acne early and not to recur, you should avoid using stimulants, limit grease, foods containing too much sugar, drink lots of water, and add green vegetables in your daily meals. In addition, every day you should go to bed early, get enough sleep and always keep your mind comfortable, limit staying up late, stress, sadness. The longer the hidden acne stays, the more difficult it is to treat, so as soon as you detect the skin with hidden acne, you need to take timely measures, apply the above principles, in order to avoid the spread of acne, leaving bad consequences. and effectively remove them quickly.

Illustration. Foundations, powders or sunscreens all have micro-oil based ingredients. They help to penetrate deep, stick firmly under the pores to ensure a long-lasting foundation all day long. With such a “stubborn” level, using a face wash alone will not be enough to remove all these makeup residues. So cleansers have only surfactants, which help with basic skin cleansing. In addition, many girls think that just by massaging and rubbing hard, all dirt or makeup residue will be clean. But no matter how much force is used, the cleanser is not strong enough to go through the “gate” of the pores, deep into the skin and dissolve the stubborn foundation or powder particles. Cleaning the skin is a very important step, if not done well this step the skin may suffer consequences. Specifically, when makeup residue accumulates, pores will become clogged and cause acne. Besides, all the next steps of nutrients are ineffective because they are not absorbed and continue to make the skin dry and rough. Makeup residue that is not cleaned for a long time also affects pigmentation, causing dull and pale skin. If you only rely on facial cleansers and try to use rubbing force to clean, the more pressure on the facial muscles, the easier it is to create wrinkles. All face washes are the same There are many different types of face wash on the market today. Facial cleansers are divided by skin type, purpose of use and geographical area. Even when products are for each skin type, manufacturers also come up with different formulations such as gels, foams, oils, creams… Although the variety of cleansers makes it difficult to choose, however, However, we can find the product that best suits our skin. Oily skin people can choose a foam cleanser to remove all the dirt and excess oil on the face. Those with sensitive skin should use a cream cleanser to gently pamper their skin. Dry skin girls can also use cream or balm to provide moisture to the skin. Wash your face constantly Even if your skin is always shiny, full of oil, washing your face continuously, many times a day is also a disastrous mistake. Because regularly “cleansing” the skin of the face not only makes the skin irritated and dry, but also stimulates the oil glands, making the sebum on the skin secrete more, causing acne. Especially in the dry days of autumn and winter, washing your face means “squeezing out” the amount of water on your skin, making them dry, tight, and very uncomfortable. If you often have to go out, use a mask to avoid dirt and only wash your face twice a day.

Illustration. Foundations, powders or sunscreens all have micro-oil based ingredients. They help to penetrate deep, stick firmly under the pores to ensure a long-lasting foundation all day long. With such a “stubborn” level, using a face wash alone will not be enough to remove all these makeup residues. So cleansers have only surfactants, which help with basic skin cleansing. In addition, many girls think that just by massaging and rubbing hard, all dirt or makeup residue will be clean. But no matter how much force is used, the cleanser is not strong enough to go through the “gate” of the pores, deep into the skin and dissolve the stubborn foundation or powder particles. Cleaning the skin is a very important step, if not done well this step the skin may suffer consequences. Specifically, when makeup residue accumulates, pores will become clogged and cause acne. Besides, all the next steps of nutrients are ineffective because they are not absorbed and continue to make the skin dry and rough. Makeup residue that is not cleaned for a long time also affects pigmentation, causing dull and pale skin. If you only rely on facial cleansers and try to use rubbing force to clean, the more pressure on the facial muscles, the easier it is to create wrinkles. All face washes are the same There are many different types of face wash on the market today. Facial cleansers are divided by skin type, purpose of use and geographical area. Even when products are for each skin type, manufacturers also come up with different formulations such as gels, foams, oils, creams… Although the variety of cleansers makes it difficult to choose, however, However, we can find the product that best suits our skin. Oily skin people can choose a foam cleanser to remove all the dirt and excess oil on the face. Those with sensitive skin should use a cream cleanser to gently pamper their skin. Dry skin girls can also use cream or balm to provide moisture to the skin. Wash your face constantly Even if your skin is always shiny, full of oil, washing your face continuously, many times a day is also a disastrous mistake. Because regularly “cleansing” the skin of the face not only makes the skin irritated and dry, but also stimulates the oil glands, making the sebum on the skin secrete more, causing acne. Especially in the dry days of autumn and winter, washing your face means “squeezing out” the amount of water on your skin, making them dry, tight, and very uncomfortable. If you often have to go out, use a mask to avoid dirt and only wash your face twice a day.

On the evening of May 8 (Vietnam time), Miss Khanh Van “treats” fans with a series of design photos with a cutout right in front of her chest and extremely dangerous abs. Some netizen think that Khanh Van is somewhat risky when wearing this design, because in fact, the cut-out of the dress will be difficult for the queen to pose in a standing position. Score: 8/10 Just a few hours later, Miss Khanh Van continued to release a series of photos selfie Extreme in one set Other costumes, also lines cut-out equally impressive, helping her thoroughly show off her body curves. Score: 7/10 The next morning, the queen posted a series of beautiful and gorgeous photos in a tight-fitting mini skirt with thousands of sparkling stones. She was praised as beautiful as a dancer on the international dance floor, the queen boasted that she was full of energy for a busy day. Score: 10/10 At dawn on May 10 (Vietnam time), Khanh Van released a series of photos with a pink dress, but extremely bold cut. According to the queen’s share, this is a design by designer Tang Thanh Cong, inspired by the water lily, with the same color and cut as the petals. Score: 9/10 During the first practice session of the 69th Miss Universe (Miss Universe), Khanh Van changed her hairstyle and outfit style. set clothes with pants and shirt crop-top Bold cut, showing off alluring curves. Score: 7/10 On May 10 (US time), in the evening, Khanh Van “transformed” splendidly with a sparkling silver mini dress hugging her body. It is known that Miss Khanh Van chose this dress for an evening activity. The queen continues to receive praise for choosing beautiful and outstanding costumes, showing the maximum advantage of her body and beautiful beauty. beauty queen . Score: 9/10 The next day, Khanh Van wowed fans with a design bearing the image of extremely prominent terraced fields, with extremely vibrant colors from yellow green to dark brown. This is a design by designer Tang Thanh Cong, attached with tens of thousands of extremely sophisticated beads, the skirt part is all sparkling beads, creating a special “vibrating” effect in every step. Score: 10/10 When wearing the first evening gown design at a Miss Universe event, Khanh Van received mixed opinions. The queen was praised by many as a “black rose”. However, there are also people who think that this design makes Khanh Van somewhat lose her style, making her look “dzur” than her age, not as young and beautiful as the previous outfits. Score: 7/10 Outfits Khanh Van’s on May 11 (US time) was praised for being very cool and personal, the outfit made many people think of the style of a woman. rocker Khanh Van wears large earrings and leaves her hair straight in the middle. However, many people think that she is choosing the wrong hairstyle for this outfit, if the queen tied her hair in a long ponytail, and made a cooler pose, it would be perfect. Score: 7/10 Khanh Van’s latest outfit is a traditional Vietnamese costume: Ao Dai. The design is inspired by lotus flowers, with pink dotted with green leaves, silk fabric background creates a traditional classic ao dai shape. However, besides the compliments, there are also many opinions that the color of this ao dai is picky about the wearer’s skin, making Khanh Van look a bit old for her age. This outfit is more suitable for attending a diplomatic party than a beauty contest. Many people suggest that Khanh Van should choose a youthful stylized Ao Dai, or at least choose brighter and brighter colors.

Plaque formation process All surfaces in the mouth are covered with a glycoprotein film. In the early hours, they have a protective effect on the teeth, smoothing the surface, preventing the surface organization from drying out. However, this membrane provides a substrate for bacteria to attach to. In the soft tissue area, because epithelial cells are constantly shedding, this membrane is destroyed. In the area of ​​hard tissue (teeth), this membrane does not peel off and bacteria continuously accumulate to create dental plaque. Plaque continues to grow due to the proliferation of bacteria already on the plaque and the attachment of other bacteria. After that, the bacteria can’t stick to the sterile membrane but stick to the bacteria already on the dental plaque… forming adult dental plaque. Therefore, not brushing or brushing improperly will lead to the formation of plaque on the teeth. Use dental floss to clean between teeth. Causes and factors that cause dental plaque There are many causes and factors that cause dental plaque, of which the leading cause is that foods and drinks are not good for the mouth such as containing too many sweets, containing many colors and causing stickiness on the teeth. Plaque formation occurs rapidly. According to a study from the American Academy of Periodontology (AAP), regular alcohol consumption can also upset the balance of healthy bacteria in the mouth, causing the formation and appearance of plaque on teeth. . Due to improper oral hygiene, when the remaining food particles in the mouth are not removed in time, plaque will form on the teeth. The use of toothpicks instead of floss, causes the interdental spaces to not be cleaned optimally. In addition, with the unhealthy habit of smoking, oral health is seriously reduced such as bad breath, yellow teeth, and plaque formation. Pregnant women with hormonal changes, the mouth is more likely to develop and form plaque on the teeth. Therefore, it is important to pay more attention to oral hygiene during pregnancy, so that the plaque that accumulates on the teeth does not turn into tartar. Plaque that is not removed leads to dental diseases. How to remove dental plaque? Proper oral hygiene is the method to prevent plaque. It is recommended that you brush your teeth twice a day, once before going to bed, once after waking up, and for at least 2 minutes each time to clean your teeth most effectively. Use a toothbrush with soft bristles and avoid using poor quality toothbrushes such as hard, bristled bristles. Change your toothbrush at least every 3 months. Rotate the brush at a 45-degree angle to your teeth to easily get it below the gum line. Brushing time should last at least 3 minutes. Concentrate brushing on all surfaces of the teeth, so that plaque can be effectively removed. Use dental floss to clean between the teeth. Limit eating foods that contain a lot of sugar and starch, especially snacks that stick to your teeth. Visiting the dentist every 4-6 months along with oral hygiene, cleaning dental plaque is the way to eliminate up to 90% of the risk of dangerous oral diseases. Signs to identify dental plaque or not? Everyone has plaque, that’s because bacteria constantly build up in the mouth. These bacteria will take advantage of food scraps as well as saliva to grow. Plaque when combined with acids in the oral cavity, then, the enamel layer is destroyed and tooth decay is formed. Plaque that isn’t removed can also irritate the gums around your teeth, leading to gingivitis (redness, swelling, and bleeding gums), periodontal disease, and tooth loss.

In the hot summer sun, applying sunscreen daily (even a few times a day), makeup, plus sweat and oil secretion are factors that push your skin into clogged pores. . There are many problems that can occur when the skin is clogged, it can be blackheads, inflammatory acne outbreaks or “enlarged” pores. The most urgent thing at this time is to free the pores from the dirt, keeping your skin clear. Here are 4 tips for cleaning pores revealed by dermatologists, please refer to it to improve skin health, even to make skin pores appear smaller: 1. Use products containing Salicylic Acid To remove dirt from pores, you will need Salicylic Acid – the ingredient known as the most powerful pore “release warrior”. “A mild exfoliant with Salicylic Acid is ideal. This ingredient is a BHA that breaks down sebum build-up (and it’s easy to remove any pore-clogging remnants). hairier legs)” , according to doctor Mona Gohara in Connecticut. If you use an acid cleanser, let the soap lather stay on your skin a little longer than usual to give the product time to do its job of cleaning the pores, then rinse with water. 2. Apply a clay/activated charcoal mask once a week Mineral mud or clay are great ingredients for cleaning pores: “One of my favorite ways to unclog pores is to use a clay/activated charcoal mask. This helps pull dirt, bacteria, excess oil and sebum out of pores.” , according to Dr. Shari Marchbein in New York. However, the doctor cautions women that using a clay / activated charcoal mask is only a temporary solution, and needs to be done at least once a week on a regular basis to really get the benefits. this product, while helping to effectively blur pores. 3. Use products containing retinol For those who have skin prone to acne, or have large pores. Dr. Marchbein suggests using a product containing a retinoid/retinol. “A retinoid cream will fortify collagen over time, making pores appear smaller” , according to Dr. Marchbein. In addition, retinol also works to treat acne, quickly improving your skin smooth, bright. However, retinol is very sensitive to sunlight, so you should apply it at night, and in the morning, apply sunscreen thoroughly. 4. Do not use products that clog pores After you have cleared your pores with acid/retinol-containing products or clay masks, you also need to keep your skin clear and not clogged again. The trick here is to use products such as sunscreen, moisturizer, and makeup that don’t clog pores. These items will be marked as non-comedogenic or won’t clog pore, so you should pay attention when shopping. Source: WH – Photo: Internet

Resources: Fresh plum: 1kg
White sugar: 700gam
Lime I: 10gam
Ginger: 1 bulb
Making:
Step 1: Preliminary processing of the plum Plums bought are medium-sized, ripe plums with bright red color. After that, you wash it and turn it into small pieces. Step 2: Get clear lime water Prepare a bowl of about 100ml water mixed with 10gam of lime water. For a period of 10 minutes for the lime water to calm down, remove the lime residue from the bottom and then soak it with plums. Step 3: Soak plum with clear lime water Add the plums prepared in step (1) and soak them in lime water for 4 hours. Then rinse with water to remove the smell of lime water. Step 4: Mix the plum with white sugar Prepare a saucepan or large saucepan then mix the plums and sugar. Mix plums with sugar according to the ratio of 1kg of plums, corresponding to 700g of sugar. If you prefer to eat sweeter you can add more sugar. Or reduce sweetness, you can reduce sugar. Marinate sugar with plums for 4 hours or overnight. Note: After soaking the plums, you see the sugar and plum juice, you can take a little bit of artichoke juice to drink or if you don’t need to skip this step. Step 5: Slug with plum jam Prepare a medium-sized saucepan, place the marinated plums on the stove, then turn on medium heat. While you are cooking, cut the ginger, remove the skin, drink it, then place it in a pan of boiling plum (this is a little secret in how to make plum jam more delicious). Fry the plums on the stove until the sugars are depleted and the plums turn dark brown and the shade is turned off. Step 6: Complete The way to make plum jam has been completed, but to enjoy it, you should put the plums in the dryer to dry or freeze in the refrigerator, or in the sun and then store in a glass or plastic bag carefully. to last longer. The finished products you receive after making are the red cockroach-colored plums, the plums are delicious, the taste is sour, the sweetness is gentle, the spicy taste of ginger. When enjoying plum jam that is both pliable, delicious and delicious, and looks beautiful. Prune juice Resources: 200g fresh plums, 1 half lemon, 3 teaspoons of sugar Making: – Plums washed, soaked in salt water for 30 minutes, picked out and drained, peeled and cut in half to remove seeds. – Put the plums in the juice extractor, then mix with 3 teaspoons of sugar and 150ml of filtered water. Add 1 teaspoon of broth to flavor, add ice or refrigerate before serving. – If you do not have a juicer, you can add the plums and 150ml of filtered water to the blender, puree it. Filter through the sieve to get the juice, remove the residue and do the same as above. Plum smoothie Resources: 200g fresh plums, 1 teaspoon condensed milk, 150ml of fresh milk Making: – Plums washed, soaked in salt water for 30 minutes, picked out and drained, peeled and cut in half to remove seeds. – Put the plum with 150ml of fresh milk, 1 teaspoon of condensed milk in the blender and puree it. Pour into a cup and add ice and enjoy. Plum shake Resources: – 1kg of ripe plums (choose a berry that is full, ripe and not deep) – Street – Delicious fish sauce – Paprika Making: Step 1: Cut the plums, then soak them in salt water for about 30 minutes and drain. Then, you cut the plum in half or cut the plum and separate the seeds. Step 2: Prepare seasoning for plum Mix 1 teaspoon of delicious fish sauce with 1 tablespoon of sugar, beat the sugar in a bowl of fish sauce and pour it into a bowl of plum, mix well for the sugar paste mixture to soak into the plum. Step 3: Put 1-2 teaspoons of chili powder in the plum bowl, cover tightly and shake your hands well. Alternatively, you can bring in gloves and mix the chili powder well in the plum bowl. Tieu Bao (Synthetic) Photo: Collectibles

The scene of the red carpet at the 93rd Annual Academy Awards, April 25, 2021 in Los Angeles, California, USA. Photo: Getty Images Hollywood’s A-list movie stars and stars have put on the best outfits to appear live on perhaps the world’s most iconic cinema red carpet event, the Oscar red carpet. This year, the red carpet event took place outside of Union Station in downtown Los Angeles. The stars will not have to wear masks when on the red carpet or do interviews, although staff and reporters must strictly implement anti-epidemic measures, such as wearing masks or spacing. According to the plan, the 93rd annual Oscar ceremony will last from 7am and last until 10am this morning, 26/4 Vietnam time. This year’s awards ceremony took place on a smaller scale than usual, mostly online and with a limited number of guests. However, the organizers still expect to attract a large number of viewers to watch live on the show.

(Source: deadline.com) “The Red Carpet” returns with the prestigious Academy Award of the American Academy of Motion Picture Arts and Sciences this year, after the COVID-19 pandemic has left most of the biggest film awards around. The world was forced to cancel or switch to online form over the course of the past year. The movie stars and Grade A star Hollywood has put on the best outfits to appear live on perhaps the most iconic red carpet event of world cinema, the Oscar red carpet. This year, the red carpet event took place outside of Union Station in downtown Los Angeles. The stars will not have to be worn face mask When going on the red carpet as well as giving interviews, although staff and reporters must strictly implement anti-epidemic measures, such as wearing masks or gap . According to the plan, the annual awards ceremony 93th Oscar will last from 7am and last until 10am this morning, April 26, Vietnam time. This year’s awards ceremony took place on a smaller scale than usual, mostly online and with a limited number of guests. However, the organizers still expect to attract a large number of viewers to watch live on the show./.

When eating a squeezed lemon, then put it in the dipped rice paper, add raw vegetables including vegetables such as: bananas, dill, herbs, lettuce and some sweet and sour mango fibers … Water Undeniably, soya sauce is mixed with lemongrass chili and spicy garlic and fragrant pureed soybean paste. A person skilled in making fish salad for more than 20 years in Quy Nhon said that fish salad is one of the popular and famous fish dishes of this region. The shellfish is similar in shape to anchovies, but has a thinner, scaled texture. The apricot fish has a sweet, crunchy, and non-fishy taste, so it is very suitable as a salad. Depending on the size of the fish, the person takes the bone. If the fish is as big as two fingers, the bones must be removed. If smaller, only the half of the bone in the abdomen is needed, leaving a bit of the tail bone nib. The fish must be really fresh, each fiber still shines the color of the sea to reach the first “standard” to have a delicious salad. The most cleverness of the apricot fish maker is exposed at the fish bone removal process. The fish that is only a little bigger than the tip of the chopsticks must be removed by hand so that when eaten, it does not feel crushed and crushed. After the head, intestines, scales, bones are removed, the fish is soaked in cold water mixed with granular salt to make the flesh more firm and rich. The preparation of spices, sauces, and vegetables is also quite meticulous. Usually, fish salad with 2 cups of sauce is soy sauce mixed with lemongrass, chili and soy sauce. The most difficult way is to process soy sauce with roasted pureed peanuts and simmer with tomatoes, large chili, and spices. The dish of apricot fish salad will be different without a plate of colorful vegetables with banana flowers, young banana, star fruit, raw mango, green tomatoes, herbs, cucumbers, sesame buds, giang leaves … By taking raw, ripe rice paper, pick up vegetable chopsticks, fish pieces mixed with lemons, spices … wrapped in soy sauce or prepared soy sauce. Currently a plate of apricot fish salad is sold in seafood restaurants in Quy Nhon priced from 75,000 to 100,000 VND / plate depending on the custom. Quy Nhon is a place where natural scenery blends between majestic mountains and vast sea, creating a mixture of diverse ecosystems, providing extremely rich and attractive regional products. domestic and foreign tourists visit. (According to GiadinhNet)

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

Lack of sleep not only ages you, pillows can also make you older. Most pillow cases are made of cotton, which is comfortable, but the material rubs against the skin, causing dryness. Skin that lacks moisture is more likely to appear wrinkles, making existing wrinkles more visible. Sleeping without a pillow will benefit your skin in the long run. 2. Skin is smoother Your body needs to be hydrated and so should your skin. Cotton pillowcases help absorb moisture from the skin, causing the skin to flake, flake, and weaken over time. 3. Prevent skin irritation If you have sensitive, acne-prone skin, sleeping on a cotton pillowcase is not the best option. Coarse and frictional materials can irritate delicate skin, aggravating existing skin conditions. Since pillows can become a breeding ground for bacteria, sleeping face-to-face with your pillow may make you more acne prone. 4. Helps skin to recover faster When you sleep, your whole body goes into recovery mode and it’s time for the skin to recover on its own. Pillows accumulate oil and makeup on your face night after night, and sleeping face-to-face with pillows can make your skin unable to recover. 5. Brightens skin Sleeping on a pillow that is too soft can reduce blood flow to the head, cause neck pain, headaches and can cause dry and dull skin. Poor blood circulation can lead to various skin problems, including discoloration, rashes, and flaking.

Accordingly, by 2020, with innovation, creativity and flexibility in stimulating demand and promoting tourism, the Quang Ninh tourism industry has overcome difficulties due to the impact of the COVID-19 epidemic in a spectacular way. speeding up in the last 3 months of the year, reaching a successful milestone with the total number of tourists coming to Quang Ninh by 2020 to reach 8.8 million; Total revenue from tourism is estimated at over 17,000 billion; The added value from tourist revenues in the province reaches over 11,000 billion; Contributed 5.19% to the local budget revenue. Successfully inheriting in 2020 with a breakthrough in the work of stimulating demand, promoting and promoting tourism, Quang Ninh province is determined to strive to attract tourists to the province by 2021 to reach 10 million visitors. In order to achieve the dual goal of effectively fighting the epidemic while developing socio-economic development, maintaining a safe area, maintaining economic growth momentum right from the end of 2020, the People’s Council of Quang Ninh province has issued a Decision No. 316 / NQ-HDND dated December 9, 2020 on a number of measures to support tourism demand stimulus in Quang Ninh province in 2021. Quang Ninh province has many solutions to stimulate tourism demand 2021. According to the resolution, Quang Ninh province offers a 100% discount on entrance fees for tourist attractions and accommodations in Ha Long Bay, Quang Ninh Museum, and Yen Tu scenic relic on major holidays in 2021 for tourists. calendar (Hung Vuong’s death anniversary April 21; Mining Zone Liberation Day April 25 … from January 1, 2021 to December 31, 2021; bus ticket support from Van International Airport Don – Ha Long to Doc Do (Phuong Dong ward, Uong Bi city) and vice versa. In the plan to stimulate demand, promote tourism promotion of Quang Ninh Provincial People’s Committee in 2021, the province will organize 88 events, activities, and tourism stimulus programs; including 35 activities, events at provincial scale, 53 activities, events at local level. Specifically: Phase I: March, April and May 2021 will organize 31 events, activities, and stimulus programs for Quang Ninh tourism, including 15 activities, provincial events, 16 activities, events local level tissue. The highlight of phase I stimulus activities chain is the activities of Ha Long Cultural Tourism Week 2021 with special and attractive events such as: Ha Long – Quang Ninh program to welcome summer 202; The Three Circus Gala 2021; Concert EDM in Everland; The 202 National Youth Band Festival; Volleyball National Championship Round I … Phase II: From June to December 2021 will organize 57 events, activities and programs to stimulate tourism in Quang Ninh, including 20 activities, provincial events, 37 activities, events. local level tissue. The highlight of the phase II of the bridge stimulus activities is the 2021 National Sea Kite Festival; Program “Yen Tu – Back to the land of Buddha in autumn 2021”; 2021 Winter Carnaval Program … Quang Ninh tourism stimulus alliance together with tourism businesses in the province have launched product groups focusing on spiritual tourism, cuisine, islands, culture, entertainment – vacation. attractive concessional packages and packages, and simultaneously 30-50% discount on tourism service prices in the province. Typically: Ha Long Sun Company Limited offers a 70% discount on the ticket price of SunWorld Ha Long Complex Park from March 13 to April 15, 202. Tung Lam Development Joint Stock Company reduced the price of the round trip cable car ticket to Dong Pagoda, Yen Tu by 30%, until December 31, 2021; Hai u Aviation Joint Stock Company offers a 40% discount on the flight experience program Hai u Seaplane – Happy golden hour at 9:00 and 16h10 from Monday to Friday from March 22, 2021 to April 29. / 2021. Quang Ninh province is expected to continue to successfully fulfill its target of welcoming 10 million visitors by 2021, becoming an attractive and top choice destination for Vietnamese and international tourists./.

The baby’s skin and body need to be provided with adequate nutrients. Every day, children should eat, drink lots of fresh fruits, fresh juices, green vegetables and drink plenty of water to provide enough water for the skin, the skin will not dry out. When it is cold, the need for water for the body is still very high, so it is still necessary to give the baby water regularly. On days with high humidity and dry weather, babies need to drink more water. 2-3 times a day, take a towel to moisten the baby’s face for 1-2 minutes to reduce dryness and stretch. Your baby’s skin needs regular and daily cleaning but also needs to be the right way. After feeding your baby, you should wipe the food and milk residue around the mouth to keep the baby’s skin clean. Regularly use warm water to wash your baby’s hands and feet because stains over time will make baby’s skin dry and irritated. Bath water for your baby must be moderately warm, do not overdo soap, bathe your baby, take a clean, soft towel to dry the skin and apply body lotion and gently massage the baby. If the baby is itchy, accompanied by red patches on the skin, there is a possibility that he or she will have eczema and fish scales. In addition, you should also quickly take your baby to the doctor if the dry skin of the baby is yellowish, there are signs of swelling …

New Spartronics Vietnam factory in Nam Tan Uyen Industrial Park will strengthen the production capacity of electronic and mechatronic complex products for the civil aviation industry, medical equipment, and measuring and control equipment. Located in the vicinity of Ho Chi Minh City, the new factory is expected to officially go into operation in March 2022. The new factory covers an area of ​​27,000 square meters and is equipped with rooftop solar power systems, four times the size of the company’s current factory and located close to major airports and seaports. This factory will replace the company’s existing factory located in Binh Duong province. All ISO certifications and customer reviews and certifications will also be transferred to the new factory. Affirming that Vietnam occupies an important position not only because of the rapid development in the region but also a key position in the development strategy of the group, said Paul Fraipont, President and CEO of Spartronics Group. , also emphasized: “The new factory demonstrates a commitment to long-term investment in Vietnam, helps maintain customers’ high expectations for product and service quality and contributes to the growth in growth. Chief of the customer ”. Over the years, Spartronics Vietnam has won prestigious awards such as: One of the best places to work in Asia, Excellent Enterprise of Asia-Pacific, Excellent Enterprise of Vietnam, 10 Best Brand in Vietnam, Excellent Growth Company in Asia – Pacific and the title of Best Supplier of the Year awarded by the customer …

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

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

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

How to use a Wellderma fish face washer Step 1: Wet your face. If you have makeup, use makeup remover to remove cosmetics from your skin. Step 2: Apply cleanser to the skin or apply directly to the Wellderma washing machine, both are okay. However, the first way to help cleanse the skin better. Step 3: Press the power in the middle to start the machine. Gently glide on the skin in a circular pattern, from inside to outside, from bottom to top for 1 minute. Move evenly on the face including cheeks, forehead, chin and nose. Each place should only clean for 10 – 15 seconds. You can increase or decrease the vibration mode with 2 +/- buttons on the device. You also avoid pressure, just move gently on the skin. Do not use for longer than 2 minutes to avoid skin irritation. Step 4: Wash your face with clean water. Because Wellderma Cleansing Fish does not have a self-disconnecting function like high-end face washers, you should watch 1 – 2 washing your face, then press the power button to turn off the machine. Step 5: Finally, you proceed with the normal skin care steps. Step 6: If you need a massage, press the start button and use the back of the machine to massage your facial muscles. If you want to lift muscles, use the “metal tail” of the washing machine. When you massage, lift your facial muscles, remember to move to the skin near the corner of the eye, the sides of the nose and under the chin to promote the effect. You can also use the back to “spread evenly” the lotion and serum soak evenly into the skin. By applying the essence to the skin, then turn on the machine and use the rear wave pattern to massage the skin. Thanks to the sound wave vibration technology, the device will push the essence into the skin, more effectively than using your hands! After using the Wellderma washing machine, remember to clean it thoroughly. How to clean the Wellderma Cleansing Fish It is completely wrong to think that cleaning the face is not necessary. In fact, after washing the face, although more or less there are impurities such as dirt, cleanser residue can stick to the silicon spike surface of the machine. Failure to sanitize regularly will create opportunities for bacteria to grow. On the other hand, when the washing machine is not clean, the cleaning process is ineffective but also pushes bacteria into the skin. Therefore, in addition to cleaning the face, pay attention to cleaning the washing machine. Here are 4 steps to clean your face: Step 1: Put a quantity of cleanser on the surface of the device and then apply it with your hands to create foam Step 2: Use a toothbrush or a special brush to clean each silicon spike within 1-2 minutes Step 3: Rinse the surface of the washing machine with water, pay attention to this step, wash it thoroughly to completely remove the cleanser foam. Step 4: Use a soft cloth or cotton pad to gently pat dry the water on the washing machine and then leave it in a cool, dry place. So with only 4 simple steps to clean Wellderma washing machine, to be ready for the next wash. Some notes when using Wellderma washing machine Do not share Wellderma Cleansing Fish with anyone. Also not recommended for skin areas other than the face. For sensitive skin, do not use the Wellderma facial cleanser because the spines are quite hard. You should choose the best face washers today such as Emmie, Halio, Pebble Lisa, … will feel the smoothness. The selling price is also quite cheap, from 300,000 VND to 700,000 VND. For more advanced, use Foreo, Artistry, Lumispa, Juvera, … Every day you should only use Wellderma face washers 2 times: morning and night. Do not exceed 2 minutes at a time to avoid irritating the skin. Why can’t the Wellderma Cleansing Fish wash machine on / off? There are 2 reasons why the Wellder washing machine does not turn on / off. The first is your machine has been damaged, in water or has a circuit. Second, you may have bought the wrong fake face washer, a fake Wellderma brand. Due to its low price, the Wellderma washing machine is water resistant for only 3 minutes. The finish is not high, especially the rear charging hole does not have a lid, easy to absorb water inside. Therefore, right from the time you buy it, you should charge it right away. Then, using clear tape, re-glue this position. If the machine is exposed to water, or the circuit is contacted, it cannot be repaired. If you buy the wrong goods, the poor quality you will also face the same situation. On / off is not possible. To buy a genuine Wellderma washing machine, you should choose a reputable place to buy, many of you choose. Also know how to distinguish real and fake when purchased. Just check the barcode to know immediately. Hope the above shares help you know how to use Wellderma washing machine right from the moment you buy it. See more articles about face washers at https://medayroi.com/suc-khoe-lam-dep/ to get the most useful information during skincare.

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)

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)

• Fresh carp or carp

• Bacon

• Ginger, galangal, lemongrass, chili …

• Green tea leaves

• Country of stock

• Pepper, fish sauce, spices …

Illustration.

How to make fish stock with rice cooker

Step 1: Preliminary processing of raw materials

• Fish scales, gut and gills. Fish should be washed with salt, vinegar, rice water or ginger wine to eliminate fishy smells. Cut the fish into pieces and drain.

• After being cleaned, fish will be marinated with water, salt, fish sauce and pepper for about 30 minutes – 1 hour.

• Wash the ginger and slide it.

• Galangal washed, sliced ​​or minced.

• Lemongrass cut into pieces.

• Fresh tea leaves, washed, slit, and drained.

• The bacon is just washed, cut into large pieces.

Step 2: Fish warehouse

• Arrange galangal, lemongrass, ginger, tea leaves on the bottom of the pot. Then add the bacon and fish on top, doing so one after another until all ingredients are gone. If you eat spicy, you can add fresh chili, green pepper.

• Press the cook / cook button and cook for about 15 minutes for the fish to release water and infuse spices. While red, boil a kettle of boiling water to store the fish.

After 15 minutes, pour the boiled water into the pot to cover the fish’s face. Add seasoning to taste. Continue cooking the fish until the water is almost dry. During the cooking process, the rice cooker will jump to the warm button. Once there, wait about 15 minutes and then press the cook button again. Do this about 3-4 times or until the water is almost dry. Then unplug the power and let the fish cool. Time to stock fish for the first time will take about 1-3 hours depending on the quantity of ingredients.

• To make the fish more delicious, firm and spicy, you should cook a second time. Once the fish has cooled completely, plug in the rice cooker and press the cook button. Before cooking, use a spoon to evenly sprinkle the remaining water on top of the fish. Can season again to taste.

• When the stock of fish stock is condensed and the pot jumps to the warm button, just leave it for a few more hours for the fish and make sure the meat is fine.

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.