retail trade Constant dispute about the closing time

Status: 21.06.2021 5:43 p.m.

25 years ago, the Bundestag approved longer shop opening times. But to what extent do more flexible rules benefit retail – and what price do employees pay? The debate continues.

From Jens Eberl, WDR

When Berliners want to go shopping in Bavaria, they might find themselves in front of closed doors every now and then. Berliners are used to having shops open around the clock. And Bavaria, on the other hand, has the shortest opening times in Germany. Since 2006, responsibility for regulating shop closing times lies with the federal states. The federal store closing law only applies in the federal states that have not passed their own store opening law; and that is the case in Bavaria. According to the Federal Store Opening Act, sales are allowed Monday to Saturday from 6 a.m. to 8 p.m. Bakeries are allowed to open from 5.30 a.m. In Rhineland-Palatinate and Saxony, the shops are allowed to open from 6 a.m. to 10 p.m., in the other federal states, 0 a.m. to midnight.

“The job can hardly be planned any more”

Have the more flexible opening times proven effective? The balance sheets are very different. Stefan Genth, chief executive of the retail trade association (HDE), says that liberalization was an important and right step. “Especially in the food retail sector, customers like to use the longer opening times to shop later in the evening after the working day and to take a look around.” The service union ver.di, on the other hand, speaks of a massive deterioration in working conditions. “Due to the long opening times, the employees are required to be much more flexible, the job can hardly be planned,” says Federal Board Member Stefanie Benefitberger. Compared to the past, there are many more part-time workers; the longer opening times have not led to the creation of full-time jobs. “There are simply fewer staff available for advice in the store, so that the opening times can be covered,” says Benefitberger. “Two thirds of those employed in retail are women. The expansion of part-time work and employment that is not subject to social security contributions are at their expense and mean that they are dependent on basic security in old age.”

Jobs for millions of people

The industry association contradicts: Liberalization has increased the need for labor in the retail sector. “Particularly in the food trade, additional jobs were created in order to be able to cover the evening and night hours,” said HDE General Manager Genth. Overall, the retail trade in Germany today offers more than three million people a job.

The union also sees a connection between the dying inner cities and the long opening times. There was a big cutthroat competition, so ver.di board member Benefitberger. “Four corporations make around 80 percent of sales in foodstuffs, three corporations make almost 90 percent of sales in drugstore articles.” Not every company was able to go along, especially smaller shops should have closed that way.

Sunday opening as an economic aid?

In the current discussion about shop opening times, the main focus is currently on Sunday. The trade association, the association of towns and municipalities and Marcel Fratzscher, head of the German Institute for Economic Research (DIW), have signed up for a general Sunday opening until Christmas – as an economic aid for the industry, which has been hard hit by Corona.

“In many other areas of the economy, opening on Sundays is a matter of course. In restaurants and pubs it is part of everyday life that the doors are also wide open on Sundays. The same is true of theaters, cinemas or museums worked on Sundays, “said industry representative Genth. “Only in the retail sector, as a rule, everything has to be closed on Sundays. That is no longer in keeping with the times.”

Resistance in court too

But the trade union ver.di is massively resisting further liberalization, which is why it repeatedly goes to court. The advance of the HDE is a “general attack” on the trade workers, their families, and the Basic Law. “The HDE thinks too short-sightedly when it hopes to liven up the city centers and shops with shopping Sundays,” said union Benefitberger. “Because just because it is open longer, people cannot spend more money. Sunday sales only move sales from working days to Sunday.”

At the moment, shops generally have to close on Sundays and public holidays. There are exceptions, for example, for bakeries, flower shops, newsagents, petrol stations and shops in train stations and airports

Speaking of which, I didn’t drink milk tea before. Later, somehow, the afternoon tea was invited to drink milk tea, the weekend shopping also had to drink milk tea, the supper also had milk tea to match. Even more frightening is that the all-inclusive milk tea shop in the drink shop downstairs often scares me to drink milk tea~ Most tourists who come to Xiamen will drink a few cups of milk tea in the city. Not only Gulangyu, Zhongshan Road, Zengcuo, and Shapowei, there are milk tea shops in every corner of Xiamen, and there are one or more shops every 100 meters. Xiamen is dubbed by netizens as the “universal building”, but when it comes to the density of milk tea shops, it must be the world’s first in real value, although there are no official statistics. But as long as you visit Xiamen, let alone food courts, shopping malls, there are several milk tea shops on any street. Why are there so many milk tea shops in Xiamen? Combining the industry and some information I have worked in a few years ago, it can be roughly speculated that it is caused by the following reasons, and you can also indirectly understand the real humanities of the city of Xiamen through milk tea. Xiamen is the most outstanding tourist city in China, but the early Xiamen tourism has actually borrowed a lot of Taiwanese experience, and many tourism projects also have Taiwanese investment. For example, the Taiwanese snack street, which has disappeared for several years, directly focuses on Taiwanese snack culture. The Taiwan Folk Village, which has been closed for many years, also has a background of Taiwanese businessmen. With the introduction of Taiwanese culture in the early years, milk tea also entered Xiamen. The huge mainland market has further stimulated the proliferation of Taiwanese milk tea shops in the mainland. Xiamen, as the first stop for Fujian-Taiwan investment, and the city with the highest per capita income in Fujian, naturally took root in many Taiwanese milk tea shops. Xiamen’s high entrepreneurial atmosphere is also one of the reasons for the “proliferation” of milk tea shops. Because the threshold is low and the initial investment is not high, some young people save some venture capital, so they pull a few people to open a milk tea shop. In addition, Xiamen has been in a state of “demolition and relocation” over the years. Many second-generation demolishers who are not bad for money also like to invest in “milk tea shops” with low technical thresholds and cash flow. Xiamen’s cultural atmosphere and pace of life have also played a certain role. Xiamen is a city with a high cost of living, but there is a feeling of petty bourgeoisie in the bones. On weekends, the milk tea shop can be compared to a small park and can be filled with many young people. Coupled with the hot summer, urban white-collar workers in the CBD like to have afternoon tea with a cup of milk tea to “continue their lives”. But what has to be complained about is that Internet celebrities have become popular in recent years, and many milk tea shops have over-marketed, not only the price is expensive, but also the soul of milk tea. For example, in the Internet celebrity milk tea shop on Gulangyu Island, some milk teas that need to be queued for a few days to make an appointment are all “failures” in the Xiamen milk tea industry. Tourists need to pay attention when purchasing. The reason why Xiamen’s milk tea is highly concentrated is not only because of the Fujian-Taiwan culture and tourism influence, but also because the city has its laid-back side. Perhaps this is the reason why many young people fall in love with Xiamen. After all, after drinking too much milk tea, besides getting fat easily, the sugar content is also quite happy.

On weekends, you can change the taste with noodle dishes after family meals. With the support of food ordering applications, sitting at home you can also browse the menu and choose delicious noodle styles at the following 5 addresses. Densan Mixed Noodles This is the familiar place to enjoy mixed noodles of many gourmets in Ho Chi Minh City. A full set of mixed noodles including chicken with garlic sauce, char siu, beef balls, sausages, breaking Lau, toppings… Each serving has an extra egg yolk soup to keep it from drying out. Guest reviews : Yen Nhi: “I ordered 2 special mixed noodles. Delicious noodles with strange sauce. The shop serves both wet paper and toothpicks for online orders”. Anh Tuyet: “The original price is quite high, but there are often promotions so I feel better. Mixed noodles are just right, if you want to be rich, you can add sauce but quite sweet. Egg soup has a lot of MSG. The shop serves full utensils. comes with soy sauce, chili sauce, tissues, chopsticks and toothpicks”. San San Roasted Chicken Noodles As a famous address in Ho Chi Minh City with attractive dry chicken thigh noodles, the shop has 2 types of egg noodles and green tea. This dish will be enjoyed with crispy fried chicken thighs, boiled vegetables, and a broth with the smell of traditional Chinese medicine. The types of noodles with dumplings, char siu, beef satay shrimp … are also other suggestions for you to choose. Guest reviews : Tu Anh: “I usually eat dry roasted chicken noodles and get an extra cup of soup. When I eat, I add sauce, black sauce, red sauce to enhance the flavor. You should add lemon to the soup to make it more delicious.” People Bich Chuong: “In days when I’m bored with rice, I usually order noodles here. Delicious green tea noodles, lots of toppings.” Double Beef Spaghetti This is the go-to place for many foodies when they want to enjoy the country’s noodle-shaped boots. Here, the noodles are seasoned richly. Some low-fat cream sauces are easy to eat. The menu is diverse with noodle dishes such as seafood sauce, minced beef sauce, bacon… Reviews from customers : Tebefood: “I ordered 2 portions to take home. The food was well packaged, for sure. Creamy Italian pasta with a big piece of salmon. Italian pasta with tomato sauce was a little”. All.we_eat: “Italian pasta with rich tomato sauce, lots of minced beef. Seafood cream sauce noodles have many toppings. Creamy sauce is delicious but not in harmony with the noodles”. Fragrant Noodle Bar Fragrant egg noodles, spicy cheese chicken, char siu wonton… are the flavors that many diners suggest when ordering food here. The restaurant’s noodles are fresh noodles with a variety of sauce flavors. The shop serves both dry and water noodles for you to choose from. Guest reviews : Minh Huynh: “I usually order size M cheese shake chicken noodles to fill my stomach. Chicken thighs are deep-fried with breadcrumbs, with cheese layer, mixed with vegetables, very tasty. Each noodle will have an extra cup of soup” . Nguyen Hanh: “I have tried many dishes here, but the most impressive is the fried noodles with beef and cheese sauce. The taste is rich, the beef is fresh and soft, the cheese sauce is not too greasy. The price for this one is quite high.” Hong Kong Mixed Noodles Noodles with black pepper sauce is a dish that many diners choose to ship to their home at the restaurant. Noodles are loved by diners because of their tough, soft fibers, spicy, rich and peppery beef. In addition to mixed noodles, the restaurant serves char siu dry noodles, mixed dry noodles, char siu rice… for diners to change their taste. Reviews from customers : Duong Yen: “I was introduced by a colleague to change the taste of a boring lunch. Delicious food, nice packaging, especially the shop uses paper boxes, so I quite like it”. Citastyfood: “Come here, you should try beef noodles with black pepper sauce, dry noodles with char siu. Beef noodles with fragrant black pepper sauce, the beef is soft and not chewy”. Mi Mi: “I eat many times at the restaurant. The food is quite good, but one portion is small. One person has to order 2 servings to be enough”.

The tea shop has a sign saying “Takeaway only” despite having to spend a lot of money to rent a super wide space. Although it was hot and sunny, it was right at noon, but on the small street of Nguyen Cao (Hanoi), many customers and scattered motorbikes were still waiting to buy hot bun cha to take home. At noon on June 2, a woman parked her car on the side of the road, hurriedly ran over to get some pre-ordered vermicelli, but it was not yet her turn, so she “coaxed” the car to go. Although crowded, but according to the owner of the bun cha shop in Nguyen Cao, the number of customers only accumulates at noon rush hour, so the goods are still sold slower than before. “Customers have decreased by 40% compared to before the 4th COVID-19 outbreak. If in the past, the store could take advantage of a little space to put a dozen tables, now it’s only crowded around 1pm to buy and take away. I have to let employees take time off to reduce business costs,” said the owner of the bun cha shop on Nguyen Cao street. Ms Sau’s snail noodle shop has switched to take-out. On Bach Mai Street, Hai Ba Trung District, the situation is similar, many restaurants eat beef and chicken noodle soup; Noodles with vermicelli had to be closed because online sales could not stand. Scattered a few shops still “hold on” to sell to diners, including the famous Co Sau noodle shop… At 383 Bach Mai street, a small shop selling snail vermicelli and vermicelli along the previous day. The other was crowded with customers eating in the evening, but for a few weeks now, the shop has been empty. According to the staff, the number of guests plummeted by 50%. Shop owners and staff wait for customers “long neck”. “Due to the epidemic, few people go out in the evening, so the number of customers coming to buy food has decreased sharply. Before, the epidemic did not break out, the flow of people on the street was bustling, young people went out to play, so the restaurant was very crowded,” said an employee of a noodle shop on Bach Mai Street. Co Lan cakes sold well in the morning, but in the evening, the number of visitors decreased a lot because people rarely went out. The beef noodle shop, which is appreciated by many people, at Lane 77 Dang Xuan Bang (Hoang Mai District, Hanoi) also had to close this week because it was difficult to sell online. “Because I have not joined the Sales App and the number of office visitors around here is small, I decided to close the store, even though I do not have to rent space. Before the decision of Hanoi city to stop serving customers on the spot, my store also had a 40% reduction in customers because of fear of disease, customers were afraid to eat, especially families with children. , Ms. Nguyen Le Linh, owner of Pho Linh Linh Cook, Dang Xuan Bang street. According to Ms. Nguyen Le Linh, despite the difficult situation, shops and people are trying to comply so that Hanoi and Vietnam can successfully control the epidemic so that life can return to the way it was before. Customers wait to buy bun cha to bring home. According to a survey by a reporter of News newspaper on Duong Khue Street, Duy Tan Street (Cau Giay District), although the number of customers buying broken lunch and tea is quite crowded, even shippers have to wait in long queues but compared to Previously, the number of customers was reduced because they were only sold out at noon. With an area of ​​only a few m2 with 3 sellers, Sou The Giao tea shop is quite crowded, especially at noon, but according to the owner’s share, the number of customers is still reduced by 30%, most of the customers who come to buy are shippers. People rarely go to the street, so visitors are almost absent. However, in contrast to the restaurants that have not had seniority and experience in online sales, a number of reputable establishments selling cooked food such as: Be Ca Restaurant (To Hien Thanh), Madam Nhung (Quan Su) … quite “cavalier” during the epidemic season. According to the store owners, the number of customers was not affected, even growing more than before. Be Ca Restaurant still has a stable number of customers due to selling long-term cooked food online. “In the new situation, many agencies allow employees to work from home. However, mothers who work at home have to look after the children, clean the house, cook, etc., so they are very busy. Therefore, many housewives have to order breakfast and some savory dishes can be kept in the refrigerator for a long time. The traditional dishes of Be Ca Restaurant are: Thai style roasted pork neck; beef dish with wine sauce; The humiliation of braised pork loin or pork loin soup is still selling well,” said Ms. Thu Huong – manager of Aquarium Restaurant. Madam Nhung’s porridge is easy to sell because it is convenient for children’s breakfast. According to Ms. Thu Huong, if compared to the time when Hanoi implemented the first social distancing in March 2020, by the 4th wave of COVID-19, people’s psychology was also more stable. There is no situation of customers rushing to buy food. In the past few days, convenient items such as sticky rice cakes, rice cakes, and banh mi with wine sauce have been bought a lot by customers online because most of the breakfast shops are closed.

However, according to the manager of Aquarium Restaurant, this epidemic is serious, so some provinces have implemented a blockade and distance, the number of intercity buses has decreased, so it is also difficult to buy raw materials. plan to order early. Refreshing summer drinks are advertised on social networks. “Breakfast foods such as: sticky rice, rib porridge, mushroom porridge; Cool drinks for the summer such as gotu kola, sweet potato smoothie, taro still attract customers. If the number of orders for parties and festivals decreases, my lunches and office meals ordered via social networks will increase,” said Nhung, owner of the Madam Nhung food website. Pho Bo shop at lane 77 Dang Xuan Bang is temporarily closed because “Takeaway” reduces the taste when eating directly at the store. According to the experience of reputable food sellers, in order to get a large number of customers to buy online and to order by phone, it is important that the establishment has a good reputation, delicious, quality, and hygienic food. birth, and especially the online sales channel is always maintained. Therefore, when there is a decision to distance or isolate, the purchase and sale of goods will not be affected. Therefore, in the context of prolonged COVID-19 and 4.0 technology “on the throne”, a series of payment programs, online shopping “bloom”, sellers need to be faster to adapt only to maintain stable business; at the same time, must always ensure that the service provided creates trust and credibility with users.

Tea is a dessert that is loved by many sweet lovers in the hot season. In Ho Chi Minh City, during the complicated epidemic situation, you can order cold tea with the suggestions below. Ky Dong Tea The shop has a diverse menu, mainly southern teas such as dew, longan, jasmine jelly… Fruit plate, coconut flan, ice yogurt, coconut jelly are other desserts you can choose from. Shipment can be ordered. In addition to sweets, the shop also has savory dishes and snacks such as fried balls, sausages, gourds… Evaluate: Bio Chan: “The tea here is quite sweet, so I have to add a little more filtered water to dilute it to make it easier to eat. The longan is quite delicious, it has a large amount of ginkgo, lots of toppings.” Nga Nguyen: “I ordered 7 parts to ship to the place. All kinds of tea are very delicious and satisfying, except for the coconut jelly which is too sweet”. Karen Nguyen: “I think the price is quite expensive compared to the quality, probably due to the central area. The fruit plate of 6 types is not special, priced at 25,000 VND”. Sticky rice tea Bui Thi Xuan The menu is full of familiar teas such as green beans, corn, taro, red beans, white sticky beans… Coconut pickled tea or coconut jelly are strange flavors that diners can order to take home. In addition to tea, the restaurant’s sticky rice dishes such as shredded chicken, spring rolls, mixed … also attract customers equally. Evaluate: Minnie Pham: “I think the shop is expensive, maybe due to the influence of the epidemic, the price is high, the food is a bit less. The taste of tea is not bar, sweet style”. Mai Catery: “I ordered through the app 25,000 VND/glass of coconut pickle, shipping fee 15,000 VND. Fatty tea, a glass of thick coconut milk, young coconut, white pearls and coconut jelly. Price 25,000 VND/cup no Expensive, worth the quality. My Tea – Nguyen Van Dau The basic tea dishes include mixed, tonic ginseng, red beans, green beans, corn, taro… Thai, American tea, white bone, pomegranate seed dew are the special flavors of the shop. Fruit yogurt, milk cocktail, durian flan are other tempting desserts. You can order tea with snacks such as beef dry salad, fried beef balls, sausages… Evaluate: Khanh Quynh Nguyen: “American tea, Thai tea, and cocktail are must-try dishes. Thai tea has little durian, but the rest of the toppings are delicious. American tea is similar to Thai tea but without durian. Tea can be bought and taken away. with crushed ice and coconut water”. Huong Nguyen: “The tea is quite diverse, the price is reasonable, if it is less sweet, it will be more delicious. I like the restaurant’s fragrant fatty coconut milk”. Billionaire Tea The tea menu is not too diverse, but it is loved by diners because of the strange desserts. Colorful pomelo tea, “luxury” flan, pandan tofu … are dishes with strange names that attract diners. If you like the greasy taste, you can order more coconut milk for 10,000 VND. The shop has combos of tea with hot cakes or filter powder for you to choose from. Evaluate: MinChu Nguyen: “I like Sing tofu here because it is very fragrant with pandan leaves, soy fat without powder. Coconut water is cooked by the restaurant, so it is quite fragrant”. Cheesie Le: “I like the molded cake, filtered flour, floating water and coconut milk here. Tofu is ground from pure soybeans, fragrant with pandan leaves and bamboo charcoal. Baked banana cake is okay, not too special. “. Thai Coconut Tea – Phung Van Cung The menu is mainly coconut sweet soup combined with durian, flexible potato, five-color pomelo, lotus seed, jaggery… Special Thai tea, soft sweet potato, caramelized Thai, durian five-color pomelo are among the dishes. shop’s bestseller. In addition, the shop also serves many other types of tea such as black beans, red beans, mixed yogurt. Evaluate: Tien Tien: “I ordered 27,000 dong of coconut milk tea and 27,000 dong of green beans and durian cake. Both dishes are not too sweet, the light fat style of coconut milk, there are quite a lot of toppings. The shop holds the tea in a single plastic cup. simple but neat and clean”. Cuccucuccu: “I ordered Thai tea and pomelo tea. Grapefruit pulp in the tea is quite bitter so it’s a bit uncomfortable”. Chen Chen: “I order for the company and everyone compliments it. Durian pickled coconut tea is my favorite.” How to make cool mango jelly in summer With a simple way of processing, you can show off your talent in making jelly from fresh mango at home to treat your family on a hot day.

Gaxeo Chicken The chicken shop has 4 branches in District 1, 2, 3 and Binh Thanh. The restaurant specializes in serving dishes from chicken, in which the highlight is grilled chicken with cheese. In addition, the shop also has many other dishes such as fried chicken, tuna salad, mixed vermicelli, rice balls … are all Korean dishes you should try. Price : 50,000-300,000 VND. Point : 7.1/10. Attractive chicken portions, diverse styles. Photo: Shizi.lifestyle, Homnay_tuiangi. Evaluate: Nguyen Vuong Huy Hieu: “Seeing that there is a strange brand, I ordered 2 dishes to try, including: Chicken with edible spicy sauce, mildly spicy with 8 points and boneless chicken with honey sauce, which is strange, but delicious but seems a bit boring”. Kurea Hasumi: “Delicious but the portion size is a bit small. I ordered 1 set of Jack Daniel’s Grilled Chicken and 1 set of Cajun Chicken Salad. The chicken is still hot, the sauce is sweet, not too spicy, not too salty, the chicken is tender. Muscle Chicken The chicken shop is located right in the center on Tran Van Dang street, ward 11, district 3. The shop has a free delivery service within a radius of 10 km, if it is further away, there will be an additional fee but it is not significant. The menu of the restaurant is diverse and rich, with a full range of dishes made from chicken. In particular, the dishes here are evaluated with bold central cuisine through the way of processing and seasoning. Price : 58,000-300,000 VND Point : 7.8/10 The chicken portion is carefully and beautifully packaged. Photo: Chamiee.channel, Saigon_tiger333. Evaluate: Mai Catery: “My group has 5 people, order 1 piece of chicken on a large tray including: five-spice chicken, char siu, lemon leaves, salted chili chicken, sticky rice, salad, young egg and chicken gizzard for 268,000 VND and 1 heart Young chicken eggs with garlic butter sauce 58,000 VND. The seasonings are just delicious, fragrant sticky rice, especially the char siu chicken I ate tastes like boiled chicken without char siu, my favorite group is the chicken intestines and eggs with garlic butter sauce. You should give it a try.” Minutes: “The chicken is delicious, the sticky rice is delicious, the salad is delicious, the eggs and gizzard are delicious. Neatly presented and beautifully packaged.” Chicken Delichi Spinach chicken and strange-tasting chicken with fish sauce are two dishes you can’t miss when enjoying at Delichi. Chicken is left whole and then wrapped by a layer of deep fried crispy sticky rice. A portion of spinach chicken about 4-5 people eat as much as you like. In addition, the shop also has many other dishes such as chicken rice with garlic sauce, chicken rice with tamarind sauce… Another plus point of the restaurant is that the home delivery food is carefully packed and cared for. Price : 30,000-350,000 VND. Point : 6.5/10. Photo: Loveoffoods, Delichi.vn, Saigonyummy. Evaluate: Jenny Truong: “Delivery was very fast, it was still hot when it arrived, ordered half a child for 4 people to try but not full… even though it was served with fried sticky rice included in the combo. Quality I give 7 points, grilled chicken with five flavors is better than chicken with fish sauce, will order again when craving.” Vy vy: “The meal is wrapped in foil, clean and tidy. The chicken dish consists of half a chicken with fish sauce and half a roasted chicken. There are also pickles, little sticky rice with corn, 2 servings of fried sticky rice. The salad will be kept in a separate bag so that I can mix it myself. Chicken is also ok, not too dry and not too chewy. The meat is also absorbed, adding a little sauce will be more delicious.”

Located in a prime location after the dormitory area A, VNU HCMC, Yes cafe attracts many students who come here to study, rest and especially to complete. deadline . The shop is designed with tone The main colors are white and yellow along with rustic decorative motifs with many photogenic corners, capturing any corner that “eats” right there. Photo: Yes Cafe Along with the rustic space, the lighting system with light yellow light easily creates a very cozy feeling for anyone entering the shop. The light of the lamp is also just enough for you to read and work even during the day or late at night. Photo: Yes Cafe Photo: Yes Cafe Photo: Yes Cafe If you do not like this closed room with classic, rustic colors, the shop also has an outdoor area with lots of trees and a glass room with view looking straight out with natural light coming in. The food is quite diverse, the price is very student, especially the shop has many addictive cakes. The shop is open 24/7, so you don’t need to worry about the operating time of the shop, if you spend the night here, you will have to pay a surcharge for the shop with a very cheap price. On Coffee & Net – Cool exam study paradise The shop is designed with a lot of open space with many trees and aquariums, making you feel like you are lost in a beautiful small garden in the heart of the city. Photo: On Coffee & Net In addition to the garden area, the area inside the restaurant will make you overwhelmed by the huge configuration computers, wide screens and space. decor modern. The interior area is decorated with brick walls and many unique motifs combined with pale yellow lights to create a feeling of closeness. Photo: On Coffee & Net Photo: On Coffee & Net Photo: On Coffee & Net Photo: On Coffee & Net The shop regularly organizes many healthy E-Sport tournaments for students from universities in the university village to exchange on weekends with many attractive prizes. The restaurant’s food and drink is not as diverse as many other cafes, but the dishes that are popular with students are still available, the shop also serves lunch and many snacks at a comfortable price. .

In Saigon, more and more unique food and check-in venues are attracting visitors. Coffee shops that are popular with young people today often meet many criteria such as eye-catching decoration, good food quality, good service attitude with reasonable prices … The situation of the Covid-19 translation in Ho Chi Minh City was complicated. Diners note to keep distance, avoid gathering in crowded places. Dumm Cafe Evaluate: Lan Anh: “The shop located in the alley near the school is quite easy to find. You should keep the bill for free parking in the back yard. The restaurant is designed with open space, suitable for taking photos during the day. At night, peach soda costs 55,000 dong, which is quite delicious “. Ho Thi Tuyet Ha: “The shop is white, suitable for the minimalist style. The photo angles are quite beautiful, bold Korean. The preparation is good. The parking area is not wide. The shop is quite few tables and chairs, You should go in groups of 2-3 “. Boo Tbt: “The shop is still new, so the visitors are quite crowded. You should choose elegant colors to show on the picture”. Fika Getogether Possessing an ideal river view, the cafe is designed with main white tones. Furniture from wood, rattan combined with coconut, cactus creates a tropical tropical atmosphere. Evaluate: Nguyen Truc Thien Di: “The shop has a spacious, airy, beautiful view. Drinks are made quite well, beautifully decorated and delicious”. Nghi Tran: “Easy to find location, spacious parking space. Friendly and enthusiastic staff. Diverse menu, high price”. Hoa Bui: “WC is a bit small, many customers will have to wait”. Foodee_1nvekjps: “The restaurant has quite a delicious chicken rice dish. Fast service but the staff is a bit negligent because the customers are very crowded”. S’mores Saigon Caffè It is dubbed the “new cafe of old things”. Unfinished wall panels, cement walkways create a nostalgic space no less modern. Sunlit tropical garden is the highlight here. Evaluate: BiNa Ngoc Vo: “The restaurant is a bit crowded but it is clean, the service is lovely and enthusiastic. Drinks are good”. Zyn Dang: “Drinks taste delicious and beautifully presented. The decor shop has taste with lots of greenery and virtual living space”. Tosee Coffee Located on a small alley, the cafe has a minimalist style with main white and gray tones. The space ahead is airy and bright, suitable for you to have a sparkling picture. Meanwhile, the seats inside are quite quiet, guests can work here. Evaluate: Phuc Nguyen: “Everything is taken care of from tables, chairs, lights to menus. I like the upstairs space on the left the most because the light direction is quite good. The water is not too excellent, the stop is good. Multi menu. form includes tea, yogurt, coffee, juice, cake. The main self-service guests are “. Nguyen Huynh Thanh My: “The space consists of 2 spacious floors, the front is sunny, so the photo is quite beautiful”.

Tu Tu Tu Tra has two branches, one in Tan Binh District and one newly opened in District 10. Both branches are comfortable, spacious and have many beautiful virtual living corners. This will be an ideal place for you to “chat” with your friends after a week of studying and working stress. The space of the two branches is okay décor follow two concept Completely different, a romantic place and a luxurious place. Photo: April Tea Shop Photo: April Tea Shop Photo: April Tea Shop You will be dazzled by the sweet fruit tea menu of the restaurant: Guava tea, watermelon tea, apple tea, fragrant tea, … or a cup of “synthetic” tea. mix a lot of fruit together. In addition to the sweet taste of natural fruit, you will love the eye-catching decoration with sliced ​​fresh fruit slices, adding a little salt and pepper to the top is perfect. Photo: April Tea Shop In addition to fruit tea, the shop also has milk tea, ice blended and coffee at an affordable price. If you are hungry, order some cake to sip. The cake menu here is also very easy to make you “fall”: macaron cake, tiramisu, cheese cake, fruit tart … Our Tea Shop 10 Years Later – Beautiful shimmering like a fairy flower garden The salon is decorated in style vintage Entering the bar you will feel like you are lost in one studio full of colorful flowers. Every nook and cranny in the restaurant is meticulously décor, so you can rest assured that wherever you sit, you can chill with great selfies! In addition to the fixed decorative corners, the shop also has a “ background mobile ”is changed regularly on every special occasion. Photo: Our Tea Shop 10 Years Later Photo: Our Tea Shop 10 Years Later Photo: Our Tea Shop 10 Years Later Photo: Our Tea Shop 10 Years Later The menu is quite diverse with different types of coffee and milk tea, but the most prominent is the fruit teas “ signature ” cool. The restaurant also serves delicious cakes and fruit shakes. There is also an extremely special snack that you can hardly find in other countries, which is grilled honey potatoes with many different flavors: original flavor, cheese, onion fat, peanuts. and sesame salt honey. Sweet potatoes are both good for health without fear of being fat.

“Here the hottest is traditional milk tea, drink with pearls and cheese jelly, you two should drink it”, Mr. Chau Nhuan Kiet (39 years old), owner, quickly closed the lid and advised the guests. . Talk with Zing Mr. Kiet said in 2009, he and his brother, Chau Quoc Hao (40 years old), opened a milk tea shop to sell for fun, not thinking about profits. For a long time, being loved and enthusiastically supported by the guests, the two brothers only considered saving for investment. Located on a busy street, Phuong Hoang Milk Tea shop is always busy and crowded. Line up to buy milk tea Open for sale from 10am to 11pm, the milk tea shop of two Chinese brothers is always crowded, crowded, only at noon will be more crowded. The shop is located at the corner of a busy intersection, but the space is too small, so it only serves customers to take away. During peak hours, guests will line up in 2 rows. No matter how long they wait, everyone is patient, not pushing or jostling. Those who come see too many can come back later. “We are determined not to sell to anyone. Whoever comes first sells first, according to order. We trade civilized, the young people who come to buy also know the rules and queue very nicely”, Mr. Kiet said, take a long time to guide customers to stow the car so as not to block the road of other vehicles. The water dishes at Phuong Hoang are prepared according to Taiwanese recipes. No matter how crowded the customers are, the 2 shopkeepers are still enthusiastically welcoming. Talking about the rumor of “cheating, buying too much does not sell”, Mr. Kiet said: “There is no such thing, just when the customers are crowded, everyone tries to order all the dishes so that we can do it at once, avoiding the call. It is easy to be mistaken. If customers buy a lot, they still sell, customers love and support us forever, I’m happy. ” Phuong Hoang has more than 80 dishes on the menu, but the bestsellers are traditional milk tea, fresh milk with pearls, black sugar and Thai green. Diners often ask for more pearls or cheese jelly to “chew for a crush”. Most of the ingredients are imported from the two men and processed by themselves. Pearls are carefully slugged with sugar water. When washed, they must be skillful so that each ball is smooth and tastes evenly. The jellies and flan cakes are made with its own recipe to ensure the characteristic fat and deliciousness. First life milk tea Located in the famous “culinary paradise” in Ho Chi Minh City, besides the cult milk tea brands, Phuong Hoang still attracts customers thanks to its attractive taste. The majority of customers love this shop thanks to its strong tea flavor, not being sweet, just trying it once to get addicted. Today, many different flavors of milk tea are born, the two brothers Hao and Kiet still want to keep the Taiwanese standard recipe as in the early days. “We have been selling for more than 12 years, customers stick with the store because of the unique taste here. Seeing the customer responding, I am very happy, the menu has so many dishes, but the regular customers only order 8 dishes on the big board “, Mr. Hao pointed at the side menu on the wall and said. Mr. Kiet said the milk tea recipe has not changed since the day of opening the shop. Not only young guests, many uncles living near District 10 are also guests of Phuong Hoang milk tea. Thanks to true Taiwanese flavor, the shop has a lot of Chinese “guts”. “Every time they come, they buy a few glasses, almost order green tea, I know what the customer means so it’s easier to advise,” the 39-year-old owner added. Many visitors come here to ask friends for recommendation or review online. Meanwhile, another said that what kept them at the 12-year-old milk tea shop was the friendliness and affection of the two shop owners. “There are many lovely guests, some people live in the West, Kien Giang, Phu Quoc come to Saigon to buy a few dozen glasses to bring back, let the people try it,” Mr. Kiet excitedly said. Although waiting for a long time, many young guests are still happy, not annoyed. Also a connoisseur of drinking milk tea in many places, Le Thi Huynh Tram – a freshman at the University of Economics Ho Chi Minh City – commented that the drinks at Phuong Hoang are “cheap but quality milk tea 10 points”. . “It doesn’t matter if it’s a brand name milk tea or a popular restaurant, just drink it if you taste it. My favorite is Thai green milk tea here. Waiting in line for a long time but having a good glass of water should find it worth it. When coming, we can try not to interrupt, push, or disturb others, ”said the female student. Like Huynh Tram, Ngoc Anh (22 years old, a student at Ho Chi Minh City Open University) love this milk tea shop because of its deliciousness and affordable price. Because the school is quite far from this place, whenever she has the opportunity to pass by, she also stops by to buy. “I know that this place is recommended by a lover, drinking here must have been about 3.4 years. In the popular milk tea shops, I like this one, affordable for students but also delicious and delicious ”, Anh said. Zing. Phoenix milk tea is cheap but expensive thanks to its familiar taste.

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)

Roving Chillhouse Hoi An is a destination not to be missed if you love rustic and rustic nature. The shop has open space, view straight out into the green rice fields, the breeze is cool and the scent of young rice faintly.

Photo: Roving Chillhouse

Photo: Roving Chillhouse

Photo: Roving Chillhouse

The space is designed to be simple, rustic, always bringing a warm feeling of country houses. You can sit indoors or on wooden panels under the areca canopy watching the green rice fields.

Photo: Roving Chillhouse

The scenery of the restaurant changes according to the rice season, so go in the afternoon (around 4:30) because the light is not too harsh, adding a beautiful sunset like a picture, spoiled for virtual life. In addition to drinking water, the bar also serves a variety of simple and rustic European-style snacks.

Chieu Coffee and fragrant rice flavor

The shop is impressed by its simple architecture and green space, style in harmony with nature, the decorations are mainly small green trees and colorful flowers. In addition, the shop also uses rustic and close, rural materials such as straw, coconut leaves, water jars … to embellish the space more impressively.

Photo: Xom Chieu

Photo: Xom Chieu

Photo: Xom Chieu

Photo: Xom Chieu

Photo: Xom Chieu

The “expensive” point is the view of the rice fields and the fresh air of the countryside, especially during the ripe rice season. Looking down from above, you can see the undulating “sea of ​​rice” and far away are the peaceful folds of the people of Quang. It is still the old tiled roof, tinged with the color of time, still a row of green areca in front of the alley, still a small path beside the simple and simple field. All are so familiar to the heart!

The menu of the restaurant is simple with drinks that are simply prepared such as coffee, sugarcane juice, peach tea, white-seed frost, … with super cheap prices.

Produced | Sohu Technology

Author | Song Wanxin

Edit｜ Yang Jin

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Where is the channel dividend, where is the brand

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Where is the channel dividend, where is the brand

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

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

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

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

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

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

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

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

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

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

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

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

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

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