First: First, we can do some welfare promotion activities in the store, such as full reduction, increase coupons, half price for the second item, limited time discounts, package combinations, etc., first stir up the store, and then use some traffic to pay The platform increases the number of product clicks, Everyone can try a free platform like traffic supplement Haitao traffic. Of course, if you have other very good platforms, you can also recommend it to Xiaobian.

Second: Taobao products have a certain regularity in the time to go on and off the shelves. Generally, the closer to the end of the shelf period, the higher the ranking of the products and the higher the traffic. No matter if it is a new store or an old store, I suggest everyone Choose a 7-day cycle to remove the shelf time, so that it can be compared to a 14-day cycle. Of course, you will get one more traffic display opportunity, 4 times a month.

Third: When we launch new products, we must put them on the shelves in batches to maintain a continuous new rate in the store. Try to choose products on the shelves during the peak traffic period, usually between 11 noon and 10 pm, we can New products are released at intervals of half an hour, so that you can ensure that you have products on and off the shelves throughout the prime time period, and the traffic will definitely burst.

Fourth: You must often participate in platform activities, which is very helpful for the system to weight our stores, because only when your store weight is high, the comprehensive score will increase, the exposure opportunity will increase, and the conversion rate will follow increase.

1. User participation path: Beijing time from 00:00:00 on June 15, 2021 to 23:59:50 on June 20, 2021, the user will open the red envelope once a day through the red envelope opening module in the main venue of the PC & wireless terminal Chance, chance to get super red envelopes of different denominations or other rights randomly.

1. Conditions for the user to participate in red envelope opening: the user’s Taobao member account must be bound to a mobile phone number, and the Alipay account bound to the member account must pass real-name authentication.

2. The path to view red envelopes is: “Mobile Taobao-My Taobao-Red envelope card coupons-red envelope”, “Mobile Tmall APP-me-red envelope card coupons-red envelope”.

   

2. Taobao Tmall 618 Super Red Packet PC&Wireless Main Venue Entrance

[Computer PC terminal entrance]Please copy to the computer browser to open: https://s.click.taobao.com/N4hxYmu

[Mobile phone wireless terminal entrance]Please copy the content from 4 to R below and open Taobao or Tmall APP to receive: 4.0￥ x3dqXg1r7yo ￥ https://m.tb.cn/h.4txzYAR

3. Rules for the use of red envelopes:

1. Users who have obtained the “618 Super Red Packet” (hereinafter referred to as the “Red Packet”) can purchase Tmall physical products within the validity period of the red packet. In the order that meets the red packet usage threshold, they can use the red packet and enjoy the discount of the payment according to the red packet face value. . If it displays “Available at full**,” it means a red envelope with a threshold.

2. The red envelopes obtained from 10:00, May 29, 2021, Beijing time to 23:59:50, June 20, 2021, can be obtained from 00:00, June 1, 2021, Beijing time to 2021. It will be used during the period of 23:59:59 on June 20th, and the unused ones will be voided. The specific discount denomination, validity period, etc. are subject to the user’s display of the red envelope page.

1. The scope of the red envelope: only for the purchase of physical products on Tmall. Virtual category products and live pet category products are not supported. Examples of virtual categories: online games and QQ (online game card, Tencent QQ zone), telephone bill communication ( China Mobile/Unicom/Telecom recharge center, mobile phone number/package/value-added services), scenic spot tickets and “other virtual category” products; examples of live pet categories: cats, dogs, etc.; are products/services available under specific categories When using red envelopes, the final discounts available on the “Confirm Order” page shall prevail.

2. Special transaction types and scenarios that do not support red envelopes include: second-hand, auction, seckill, Tmall international purchasing, cash on delivery, pre-sale payment (super red envelopes can be used for the final payment), cardless payment services, game video websites One-click payment business, film and television membership business, car second loan, global selling, independent guarantee transactions by external merchants and other businesses.

3. The red envelope is a voucher to enjoy the discount of the corresponding denomination when shopping on the platform. It is not allowed to withdraw cash, transfer it to others, or pay for others.

4. The issuance and use of red packets may be delayed due to server congestion and other reasons.

5. If a refund occurs for an order using red envelopes, the refundable amount and red envelope refundable denomination are subject to the information displayed on the consumer refund page. When the refund is successful, the rules for the red envelopes without threshold and red envelopes with threshold are as follows: if the red envelope without threshold is still within 50 days (Beijing time) after the expiration of the red envelope, the returned red envelope can still be used, and the new validity period will be displayed on the red envelope coupon. When the refund is successful, if 50 days after the expiration of the red envelope expires, the returned red envelope cannot be used and will become invalid. If the threshold red envelope is still within 3 days (Beijing time) after the expiration of the red envelope, the returned red envelope can still be used, and the new expiration date is subject to the display of the red envelope coupon; when the refund is successful, if it has exceeded the expiry date of the red envelope After 3 days, the returned red envelopes cannot be used and become invalid. The returned red envelopes can be viewed through “Mobile Taobao-My Taobao-Red envelope card coupons-red envelope” or “Tmall APP-Me-Red envelope card coupons-red envelope”. The returned red envelopes will remain unchanged during the validity period.

6. In the process of obtaining and using red envelopes, if a user violates regulations (such as cheating, cashing out, crediting, fraudulent transactions, etc.), the event organizer will cancel the award-winning qualifications of the users who violate the rules and have the right to revoke the illegal transactions. Take back all red envelopes (including used and unused ones), and pursue legal responsibilities if necessary.

7. Red envelopes can be used in conjunction with coupons, shopping allowances and other discounts (need to meet the requirements of each discount), and the priority of use is in order of coupons, shopping allowances and red envelopes. When the order is submitted, the system will automatically calculate the red envelopes that meet the conditions of use for deduction.

8. Red envelopes can only be used to deduct the payment amount of goods, and do not support deduction of freight insurance and service fees.

9. When placing an order, except for the threshold red envelope, only one red envelope can be used, and the rest of the red envelopes can be stacked to meet the conditions of use, and a total of 10 red envelopes can be used in total.

10. The red envelope can be used for a single product payment discount, or it can be used for a combined payment discount for multiple products (all products must be within the scope of the red envelope).

11. In the event of force majeure or changes in circumstances during the event (including but not limited to major disasters, events that need to be stopped or adjusted by government agency orders, events are severely attacked or suspended due to system failures), the organizer Exemptions can be claimed in accordance with relevant laws and regulations.

12. The organizer can make changes or adjustments to the rules of the event based on the actual holding of this event. The relevant changes or adjustments will be announced on the event page and will take effect in accordance with the law after the announcement.

4. Daily red envelope opening rules:

1. Daily red envelope opening activity time: May 29, 2021, 10:00 to June 20, 2021, 23:59:50.

2. The user enters the main venue of Taobao guest on the PC & wireless terminal and has the opportunity to open red envelopes once a day.

Five, message red envelope rules:

1. Set the message reminder time: May 29, 2021, 10:00:00 to June 17, 2021, 23:59:50.

2. How to set a reminder: After the user enters the PC&wireless Taobao guest venue and finishes the first opportunity of the day, click “Remind me to draw a red envelope” to set it successfully.

3. Event rewards: Users who successfully set reminders will get an additional opportunity to open red envelopes on June 18, 2021; users will be notified via mobile Taobao messages on June 18, 2021, and users will enter from mobile Taobao messages. After the PC&Wireless Taobao guest host venue, you can get an extra chance.

Sixth, browse the rules for opening the treasure box of goods:

1. Time to open the treasure box for browsing goods: May 29, 2021, 10:00:00 to May 31, 2021, 23:59:50.

2. How to browse the goods to open the treasure box: During the event, after the user enters the wireless Taobao main venue to open the first opportunity on the day, click to browse the 5 different products in the “Guess you like” section, and get an extra opening on the same day. Treasure box opportunity. During the event, users can participate in the event every day, and can get up to 1 additional opportunity per day. The opportunity to open the treasure box is only available on the day. After opening the treasure box, the user has the opportunity to randomly obtain super red envelopes of different denominations or other rights.

Seven, surprise red envelope rules:

1. Surprise red envelopes will be issued from 10:00:00 on May 29, 2021 to 23:59:50 on June 20, 2021. Two surprise red envelopes will be issued on May 31 and 6 On the 15th, the specific time of other events will be notified separately, and the specific time of each event of large red envelopes will be irregular.

2. The way to receive the surprise red envelope: during the time period when the surprise red envelope is issued, the user enters the PC&wireless Taobao main venue to see the red envelope grab module of the surprise red envelope, and the user can click to participate in the grab red envelope. The page displays the current number of surprise red envelopes remaining or has been distributed. The number of surprise red envelopes is limited and is first come first served. It is recommended that users participate as soon as possible.

8. Rules for sharing red envelopes:

1. Time for sharing activities: From 01:00:00 on June 1, 2021 to 23:59:59 on June 18, 2021. During the event period, the event will be opened for a limited time, and the opening time is subject to the time when the shared event bomb layer appears. When the event is closed, the organizer will provide a reminder on the page 24 hours in advance. Please pay attention to the reminder information on the event page. After the event is closed for a limited time, users who have participated in the sharing event can continue to complete the event tasks and receive rewards according to the rules. Users who have not participated in the sharing event cannot initiate sharing, but can still help their friends according to the rules.

2. How to share: After the user enters the Taobao guest venue on the PC & wireless terminal and finishes the 1 red envelope of the day, they can use the Tao password and share link to bring friends and get the red envelope by sharing to (community, circle, etc.) The amount of assistance.

3. Reward rules: Users who initiate sharing (hereinafter referred to as “sharers”) will randomly receive a red envelope when they enter the sharing page for the first time, and the red envelope must be over 16 yuan to receive the account. The sharer can invite friends to help and accumulate the amount of red envelope assistance-the sharer successfully invites other users to open Taobao (hereinafter referred to as the “shared person”), the shareee can increase the amount of red envelope assistance for the sharer, and the red envelope assistance of the shared person The amount is distributed randomly. After the shareee helps the sharer over 16 yuan, the sharer can receive the 16 yuan super red envelope, and the red envelope is available for 16.1 yuan. When the amount of assistance exceeds 16 yuan, the sharer can only receive a 16 yuan red envelope reward.

4. Sharing rules: a. Each shareee can only help the same sharer once in the activity cycle. If a shareee once helped a sharer to open a treasure box, the shareee cannot help the share again Those who open treasure chests can help each other only once. b. Each shareee can only help up to 3 sharers to open the treasure chest. c. The sharer cannot help himself. d. There is no upper limit on the number of times the same sharer can be assisted in the activity period, but the same sharer can only receive a 16 yuan red envelope reward at most once.

9. Other matters needing attention:

1. In addition to super red envelopes, users also have the opportunity to obtain various types of rights and interests (such as Tmall category coupons). Please refer to “Mobile Taobao-My Taobao-Red Envelope Card Coupons” for the usage rules of each type of equity.

2. The distribution time of all red envelopes and other rights and interests is based on Beijing time. If the user adjusts the device time independently and causes a deviation from Beijing time, resulting in the inability to draw a lottery or normal participation in activities, the user is solely responsible for all issues.

3. For the red envelopes or coupons issued with other names, please refer to the rules shown in the red envelopes/coupons.

4. After the user participates in the activity and receives the red envelope, he agrees to entrust the system to use the automatic sharing function to assist the user in completing the promotion and sharing related to the activity.

5. The criteria for determining the same user are Taobao account, Alipay account, consignee’s name, detailed address, contact information, IP address, device information and other information related to the user’s identity, any one or more of which are the same

“Sleep for three thousand years, wake up the world”, on March 20 this year, the “Archaeological China” major project work progress will be notified that 6 new “sacrifice pits” have been discovered in the archaeological site of Sanxingdui. Fragments of golden masks, giant bronze masks, etc. have been unearthed. There are more than 500 important cultural relics such as bronze sacred trees and ivory. Among the cultural relics unearthed in the Sanxingdui area in the past, there are quite a few vivid and interesting animal-shaped cultural relics. Tao Zhu became popular on the Internet for his “face-hit” angry birds, and his vivid celestial chickens and sacred birds have attracted many archaeological enthusiasts.

What is not known to the public is that in addition to the colorful cultural relics displayed in the museum, there are still a large number of cultural relics under restoration in Sanxingdui. “The restoration of cultural relics is slow and meticulous. The restoration of a bronze mask takes at least 8 months and has gone through 7 procedures, including electron microscopy analysis, X-ray diagnosis, etc., which cannot tolerate half a difference.” said Zhu Yarong, deputy curator of the Sanxingdui Museum. It is hoped that through this live broadcast, more young people can learn about the culture of Sanxingdui and stimulate their love and awareness of cultural relics.

It is reported that the live broadcast will continue from 5 pm to 10 pm. In addition to exploring and repairing cultural relics, Sanxingdui star commentators will take Tmall consumers to visit the museum, show in detail Sanxingdui’s “magic animals”, including pottery pigs, sky chickens, tigers, etc., and interpret the backs of bronze sacred trees and bronze standing people Secret. After 8 p.m., the virtual anchor Bronze Darling will be airborne in the live broadcast room, and together with the previous directors and assistants of “National Treasure”, they will reproduce the classic clips of National Treasure, and call for the cultural and creative products of Sanxingdui. In addition to the Taobao live broadcast room of the official flagship store of Sanxingdui Museum, this secret exploration activity will also be simultaneously broadcast live through channels such as the Red Star News client and video account.

Major archaeological discoveries in Sanxingdui have amazed the world and also drove the popularity of archaeology and related cultural and creative products. On the day of World Museum Day on May 18 this year, the official of Sanxingdui Museum announced that it will be stationed on Tmall, with more than 40 new cultural and creative products, including the super new product-an archaeological blind box with real soil. The “miniature” figures in the box are based on the “new” Internet celebrity cultural relics and classic cultural relics of Sanxingdui in March this year, including pottery pigs, sky chickens, bronze sacred trees, bronze Zongmu, etc. The shape of the blind box mound is borrowed from the landform of the Sanxingdui site, and the soil color is also close to that of the archaeological pit. After the archaeological blind box was updated, it quickly appeared on the hot search. In the live broadcast tonight, Minister Ren Ren of the Industrial Development Department of the Sanxingdui Museum Scenic Area Management Committee will also share the development strategy and direction of Sanxingdui Cultural and Creative, with a view to launching more cultural products loved by young people.

Tmall data shows that young people love museums more and more. The proportion of post-95 consumers of cultural and creative products has increased year by year, and it is now nearly 40%. Nearly 100 museums and art galleries will participate in the last wave of Tmall 618. In addition to domestic “big coffee” such as the Palace Museum, National Museum of China, Dunhuang Museum, Suzhou Museum, Potala Palace, Sanxingdui, etc., there are also overseas venues such as the Louvre, the British Museum, and the Metropolitan Museum of Art.

However, I don’t know if LV has changed its style. In recent years, the design has become more and more low-key. Not long ago, the early spring promotional video of LV2022 was exposed, and 11 brand ambassadors all wore the latest clothing to go abroad. , But this time LV, in terms of design style, has a clear sense of cheapness in Taobao style.

The simplicity of the color matching of each item and the basic design of the design make LV completely lost the previous brand tonality, but a lot of the feeling of Taobao explosion…In fact, this change makes LV even more. Easy to wear and convenient, and the so-called “ Taobao explosion style “, in fact, it is an exaggerated expression of easy-to-wear, and the most obvious signs of this style are these two points.

Basic color wear

A sign of Taobao’s explosive style is the basic sense of color, like White, black, denim blue These easy-to-wear and common colors can almost become popular styles with any single product. This makes LV’s new models this season even more of the visual sense of Taobao’s popular styles.

As the spokesperson of LV, Liu Yifei has no sense of high class in every style of LV, but this time the style makes everyone shine. The white and black silhouette top is matched with the yellow and black printed skirt, and Liu Yifei is new. The changed hairstyle, the whole person feels like the most popular model on Taobao!

The most obvious thing about Taobao’s explosives is that almost everyone can wear them. , Like Liu Yifei’s look, it’s almost a style that doesn’t choose people. A long-profile top and a thigh-short skirt are what we often say “ Top long and bottom short “The way of dressing, coupled with the obvious silhouette of the top, is simply too much modification of the figure.

And look at other new models, in In terms of collocation, almost all of them are this kind of easy-to-wear matching method to modify the figure. , Short top + miniskirt/trousers The combination, Shoulder pad straight line suit + shorts The combination of these outfits is almost directly based on different considerations. It seems that in order to fit the public this time, LV really did not hesitate to change the luxury of its own brand, directly down to the most acceptable Taobao style.

Stitching of stripes in various colors

One of the other signs of Taobao’s explosion is that Stitching of stripes ! Because the stripes are really easy to wear and they are very versatile, so everyone can close their eyes and start with the style, and the LV stripe stitching is almost the same as the common styles.

The only bright spot should be Uniqueness in color Up…

LV has always liked those very fancy color combinations, and the stitching of stripes is no exception. Pink + purple + black + white stripe combination , The color hierarchy of the whole body is more obvious because of the striped pattern, and compared to the usual regular stripe stitching, LV chose a splicing method with obvious sense of change, which adds to the bright spots of the whole body.

However, this design is far less versatile than black and white stripes.

Black and white stripes It is our most common style. This time LV also launched several black and white striped items. The stitching of stripes of different thicknesses on Cecilia Cheung and Nana Ouyang also showed a completely different sense of maturity and girlhood.

Therefore, the different stripe stitching methods are really different for the style of display: The thick stripes show the obvious elegance, while the thin stripes show the girlish vigor. Up.

In terms of matching, the matching method of black and white stripes is also relatively simple. It is common to match with black bottoms , The uniform color system of the whole body will increase the sense of quality of the whole body. In this comparison, Ouyang Nana’s styling is very outstanding compared to the brown LV presbyopic pants that Cecilia Cheung also matched. Up.

Disclaimer: The text is original, the picture comes from the Internet, if there is any infringement, contact to delete it. Plagiarism is prohibited, offenders must be investigated!

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“In the broadcast room, he introduced a beauty device, excited screams broke out, but I just watched with an outsider mentality. Then they asked a girl in the room to try the product. , the left side of her face looks a bit smaller than the right side. Admittedly at that moment I was ‘frozen’ because I was so surprised.” Shengxinte had heard about the lifting and firming effects of that product, but its price was not cheap. “When I was hesitating, the livestream room offered 24 offers, I thought the opportunity had come to me. Quick calculation in my head, I found it was a really good price, decided to buy immediately with one click” . Young Chinese people prefer home beauty devices such as face washes and lifting massage machines. Shengxinte is happy to have successfully purchased the item. However, when she told her friends about buying a beauty machine, they all said that it was not necessary because she was only 23 years old, did not have wrinkles and her skin was also healthy, no need to lift or tighten. “I think choosing to buy is also a psychological factor, but now that I have used the device for 6 months, I am satisfied. I see smaller pores and a clear jawline.” “Buy it on livestream for 4,492 yuan, about 1,000 yuan cheaper than usual, I think it’s a bargain,” said Xiaosheng (23 years old) praising her new face lift device. Like many other young people, she also started the “anti-aging path” early. According to the The Pape r, as beauty technology is more and more developed and popular, young Chinese are also becoming more willing to spend on beauty care. According to survey data of CBNData, 91.3% of people born after 1990 believe that cosmetic surgery is one of the anti-aging methods, they believe it much more than options like “care” skin care” or “exercise”. The market for anti-aging beauty devices for women has experienced a boom since 2020, especially with products priced at around 3,000 yuan growing strongly. Home beauty tools with technology are sought after and become a new hobby among young people. Regret when rushing to spend money Lili is a banker in Hangzhou. During a trip to Japan in 2016, she was led by a tour guide to an electronics center to buy a Hitachi face wash. “I am willing to spend a large amount of money to buy. The function of the machine was introduced as cleaning the skin, shrinking pores, but after a few days of use, I realized I was ‘paying IQ tax’. to use, i need to take a cotton pad and pour makeup remover on it, after washing the cotton pad will be yellow, which means the skin looks clean.In fact, just holding the cotton pad with your hand gives the results the same, similar”. Many people regret after buying expensive but ineffective beauty products. She says it feels cheated when there’s no visible effect in shrinking pores. After a few uses, she left the device idle. “It’s a waste of money to buy such an item when a cotton ball is equally effective.” A beauty blogger said she often looks at skin care products, buys them to try and review them on her channel. In 2014, to thin her face, she bought gold masks through Taobao Japan for 700-800 USD. After a few uses, she saw many people using gold bars for skin care mainly due to propaganda effects, the actual beauty results were not high. “I wouldn’t say they’re useless, but for me personally, it’s not very effective. The more I study how this product works, the more tasteless it becomes.” Seeing crow’s feet appear around his eyes when looking in the mirror, Li Zijun (Xiamen) suddenly realized the importance of taking care of his eyes. She immediately went online to search for products, initially intending to buy eye cream, eventually she was drawn to beauty devices. After consulting, she bought an eye massage roller for 1,500 yuan. The product is advertised to improve wrinkles around the eyes, puffiness and dark circles, and can also be used on the nose. After receiving the goods, Zijun was a bit disappointed because the material of the machine is plastic. Before use, she needs to apply cream around her eyes and the steps are quite troublesome. Having used it a few times, she did not notice any improvement. “I can’t blame the product because I have to persevere to be beautiful. But I’m the type of person who rushes, wants to see results immediately. Now I’m reselling this device for 500 yuan. I recommend everyone Consider, don’t be too hasty when you want to buy home beauty tools.”

Classified as an electric facial exercise machine, the bottle-shaped machine runs on AA batteries and vibrates 880 times per minute to lift and slim the face. This product is currently priced at 39-319 USD on TaoBao and has been ordered by many customers and feedback after use. Face slimming machines are for sale on Chinese online shopping platforms. In addition to positive comments, some pictures show the difference before and after use, many people are skeptical and say that the device is not as magical as advertised. In the past, most of the weird facial exercise equipment came from Japan. But in the past few years, products like this have become more and more popular in China. The petite oval face with a sharp V-line chin is considered one of the popular appearance standards in Asia. Especially in East Asian countries like Korea, Japan, China – where saying “Your face is very small” is considered a compliment. Cao Jiwu, a plastic surgeon in Guizhou Province (China), said: “Asian people prefer V-shaped faces. Look at all the celebrities to see this standard. They all have pointed chin, jawline. small”. According to Dr. Cao, in addition to jaw reduction or some other forms of cutlery, today’s customers prefer cosmetic packages to slim the face more simply such as botox injections, liposuction on the chin, muscle lifting… “At the hospital, I see many young women queuing at the wards for non-invasive procedures to get face slimming injections all the time. This proves it’s a trend in today’s society.”

A bookstore with a cute name “Fox” (Fox), owned by an elderly woman, was opened nearly ten years ago. The bookstore owner is also a local, born in Kha Kha Thac Hai (Keketuohai) in the Altay Mountains, with a special interest in painting and books: “It’s been eight years since the bookstore opened. The scenery here is ideal for us humans to enjoy, and Kanas is like the kingdom of all animals. I think it’s great to name my bookstore Fox. Tourists come here no matter how they pronounce my bookstore name, as long as they remember it. At first this bookstore was also quite modest, now it is full of books. All the materials to decorate the bookstore are purely local products. For example, this is a basket people here are used to knead dough, but I like to use it to store paint.” Many people are curious to wonder if this small bookstore located in a desolate place like this will work effectively, or who will come here to buy books when online retail platforms like Taobao and Dangdang are being sold. more and more blooming, with special promotions, shocking book discounts. But according to the owner, she opened this small bookstore for a very simple purpose, which is to “beautify” this fascinating land. Another reason is to help connect with more travelers: “I used to help kids write their first handwritten letters here, or at this same bookstore many newlyweds write their first love letters. It brings many good memories of Kanas to tourists.” Kanas in Mongolian means beautiful, rich and mysterious. This reserve is famous for its beautiful natural ecological system made up of rivers, lakes, forests and grasslands. Notable is Lake Kanas, derived from the glacier of the same name on Mount Atlay.

The scent of luosifen almost resembles a durian, so strong it can smell over the entire restaurant and the surrounding streets. It is this special taste that has made the Chinese online community fiercely divided. “It’s rotten but it tastes great. The more you eat the more you get addicted,” commented one person. The rotten snail noodle dish is increasingly popular in China despite conflicting comments. Photo: Handout. Another wrote: “I am a loyal fan of luosifen. I often tell my friends who dare not try this dish: ‘How do you know how it tastes if you don’t try it?'”. However, the number of people who hate luosifen is as much as the number of people who love this dish. “It smells terrible. When you eat, the smell will make you lose your appetite, ”wrote one on WeChat. “When I eat luosifen at home, everyone in the family stays away from me,” wrote another. “They told me to take the bowl and go out to eat. They dare not even touch the bowls and pots used to cook my vermicelli.” Sometimes the controversy was so great that the police had to get into it. In November 2019, a Chinese student in Italy was fined $ 48 for cooking luosifen at home after his neighbor called the police for smelling a biological weapon, B eijing Evening News reporting. Luosifen consists of many ingredients, in which bamboo shoots and snails are said to create the distinctive flavor of the dish. Photo: CNN. Luosifen consists of noodles, broth stewed from river snails, pork or beef bones, pickled bamboo shoots. Additional ingredients can include peanuts, fried beans, black mushrooms, dried radish. The strong odor comes from bamboo shoots that have been fermented according to a secret recipe. Bamboo shoot is considered as the soul of luosifen because it is the amino acid from the fermentation process that helps the dish taste fresh, delicious and addictive. Ten years ago, luosifen was not known by many people and was limited to the Liuzhou region. However, now this dish is becoming very popular among young Chinese. In 2014, the pre-packaged luosifen was produced for the first time. Last year, sales of packaged luosifen made by factories in Liuzhou reached 11 billion yuan ($ 1.7 billion), CCTV reporting. During the Singles Day 2020 shopping festival, this vermicelli is one of the 20 best-selling products on the online shopping platform Taobao.

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

Over time, gamers and computer users have suffered from a shortage of high-end graphics cards due to the need to buy GPUs from cryptocurrency operators. Now, a new cryptocurrency called Chia will most likely cause similar problems for the storage drive market. According to the South China Morning Post , hard drive prices in China have risen sharply as miners rushed to mine and sell this cryptocurrency. “The price of hard drives keeps going up” Unlike Bitcoin, which consumes a lot of electricity and energy to process complex algorithms, Chia is mined based on a consensus algorithm and is one of the currencies advertised as being environmentally friendly. A Bitcoin mining facility in China. Cryptocurrency Chia aims to reduce environmental impact. Photo: Bloomberg. The founder of Chia is Bram Cohen, who is also a BitTorrent developer. Cohen said he would usurp the outdated industry with increasingly slow and costly documentation capabilities. Although Chia has not been officially traded on the market and only came into operation on May 3, the “miners” have rushed to buy and stock up a series of HDDs and SSDs. According to SCMP, panic purchases can lead to hard drives shortages, high prices and scarcity. On China’s Taobao and JD.com e-commerce platforms, large enterprise hard drives have been sold out. “There have been a lot of people asking to buy a large number of hard drives to exploit Chia in the past few days,” said a customer care worker at the online store Taobao of two major brands Seagate and Western Digital said. Hard drives were sold out on Chinese e-commerce sites. Photo: Weibo. Most business-class hard drives with more than 8TB of storage have already been sold, not sure when new products will be available, the vendor says. According to the manmanbuy.com A Chinese website that evaluates and compares product prices on popular e-commerce platforms, the price of a Western Digital hard drive with 12 TB of storage in February before The increase was 2,188 yuan (about $ 337). On April 8, the corresponding drive price increased to 3,499 yuan ($ 538) on JD.com. Seagate’s hard drive with 8 TB of storage before April 14 cost 1,150 yuan, but has since risen to 2,160 yuan, according to manmanbuy.com . Cryptocurrency miners Chia in China buys bulk hard drives in bulk at the store. In Huaqiangbei, the world’s largest electronics market in southern China, Shenzhen, some vendors said that they now only have a hard drive with less than 4 TB of storage and they don’t know when This situation has just changed. This person also confirmed that the price of a 4 TB hard drive will be a bit higher than the 700 yuan she used to sell before, because the demand from customers is growing. “At peak times, the prices of hard drives will be at least 60% higher than normal. The prices have come down a bit recently, but for now they are still around 50% higher, ”said a supplier named Chen. The topic of hard drive scarcity has become a hot topic, attracting a lot of attention and discussion on Chinese social networking site Sina Weibo, with tags attached to articles such as “rising hard drive prices” and ” Hard drive prices doubled in 10 days. ” “That’s it all, first the graphics card craze, then you guys switch to the hard drive. Now I can only buy one computer case,” said one netizen. on Weibo. Chia’s further goal In recent years, the increasing popularity and demand for computation has increased the value of virtual currencies like Bitcoin. Cryptocurrency mining has become popular and familiar to many people with knowledge of technology and computers. Although the Chinese government does not recognize Bitcoin as a legal currency, the country does not completely ban Bitcoin mining. According to an article recently published in Nature in April, China accounts for about 70% of all Bitcoin mining activities worldwide. Bitcoin mining currently consumes a lot of energy, leading to concerns about overuse of coal-fired electricity. Photo: DW. The increase in electricity consumption related to cryptocurrency mining has also caught the attention of Chinese regulators, as the country is making efforts to save energy and reduce pollution. environment. The leader of Inner Mongolia, the major Bitcoin producing region in northern China due to cheap electricity prices, said they would close all Bitcoin mining pools by May. The global Bitcoin mining network consumes about 113.88 TWh of electricity per year. If ranked as a country, Bitcoin would be the 33rd electricity consumer in the world, out of total consumption by the Netherlands and the Philippines, according to Cambridge’s Bitcoin Electricity Consumption Index.

Having been in showbiz for a long time, it was not until Crazy Star Star was on the air that Seo Ye Ji really gained her name and attracted attention from many audiences. The role-playing acting, perfect in every detail, many people compare this role as for Seo Ye Ji himself. Besides, it is undeniable that Seo Ye Ji’s image in this movie is also carefully invested, especially in terms of style, she wears a lot of expensive brand-name outfits that match the image. character statue is just respectful Because of that, many of the outfits that Seo Ye Ji wore in the movie quickly created a trend that made people race to imitate. Post-Crazy Miss, the whole series of outfits that Seo Ye Ji wore has created a hot trend, say no, even people are “crazy” because of her style in this movie. One of the most outstanding designs is the crop top mix set with a long skirt that emphasizes the slim waist. This is also the hottest design that summer, which many fashion shops can imitate or produce consumable designs. The set of a shirt mixed with a luxurious leather belt is also Seo Ye Ji’s outstanding set of clothes in this movie and creates a hot trend that makes many girls fall in love. Many fashion shops on Taobao quickly promoted imitation designs based on Seo Ye Ji’s outfits. Although the imitation garments are not as sophisticated in design, material, and shape as the originals, they are still very popular with people and buy them. Many hot girls also contested with each other to re-face these designs. Overflowing on social networks at that time was the image of Seo Ye Ji’s stylish outfits. Another design that is also very popular with people is a leather skirt with buttons attached to the two sides, the tail of the skirt is lightly spread, creating a sense of elegance and femininity. Many design designs were also quickly released, making people “single-post” roaring. Seo Ye Ji’s style at that time became a role model that many people followed. A baby flower dress with a flowing chiffon pattern is also a favorite item for feminine girls. At the time during and after the show was broadcast, Seo Ye Ji’s style created a strong trend, everywhere you go. A series of designs following Seo Ye Ji was released. It is undeniable that the imitation costumes cannot be as subtle as the original, but they are still very popular.

Produced | Sohu Technology

Author | Song Wanxin

Edit｜ Yang Jin

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Where is the channel dividend, where is the brand

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Produced | Sohu Technology

Author | Song Wanxin

Edit｜ Yang Jin

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Where is the channel dividend, where is the brand

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.