The first battle of the video number 618, it is over without playing

@新 新 新

Author 丨 Bai Yan

Edit 丨 Monthly

"We do 618 to live to Double Eleven."

Alon used to be a Taobao C -shop merchant in the field of spinning. In the past few years, Along has been around Taobao, Weibo, Douyin, and Pinduoduo, intending to find "traffic depression". Alon told "new entropy" that his strategy is to pay more inventory funds in 618, allowing the store to run smoothly:

"The market is shrinking, the price of raw materials is rising. The same marketing costs are more than ten times worse than a few years ago. The cash flow pressure of merchants is very high."

For merchants, although major e -commerce platforms have a "bailout" theme on 618, they have not solved the actual problems of merchants. The platform can provide traffic support, and the pain point of the merchant is that the conversion rate is low, the consumption is sluggish, and the head brand of the key marketing resources in the face of a large amount of money is to buy key marketing resources. Small and medium businesses need a "ROI depression" For more orders, only when the order volume is large enough can merchants have room for profit.

Obviously, in this 618 melee, in the incentive policy description of the 618 Shopping Festival, the video number particularly emphasized that "the traffic anxiety of the brand merchant traffic" is particularly emphasized. Judging from the actions disclosed publicly, the video number is more inclined to borrow the opportunity of 618 to test the diversion ability of brand merchants. As for how to set the "third pole" short video e -commerce concept in front of Douyin and Kuaishou, the video number is still uncertain.

01 Who will pay for it?

If you look at the formula of the e -commerce live revenue GMV = PV (clicks)*the CVR (conversion rate)*customer unit price, the video number of the video number on e -commerce is still in the initial stage.

Taking the number of hits in the live broadcast room as an example, in the process of transformation e -commerce, the video number uses social communication and recommendation flow as the main entrance to the live broadcast room, but the definition of traffic concepts is still blurred.

In mature e -commerce platforms, the main sources of the traffic of Tao E -commerce and JD e -commerce are search scenarios; Pinduoduo mainly introduces low -priced goods from the recommended scenario; From the fans' attention to the anchor, get traffic for the live broadcast.

And the video number does not have its own core e -commerce traffic entrance, which is closer to the fusion of fast hands and Douyin traffic scenes -video number users can see the recommendation of the live broadcast of the goods from the social exchange and recommendation flow brush process, and they can also use the report of the live broadcast. Pay attention to the live broadcast of an appointment or watch the anchor.

In this 618 traffic incentive activity, the video number even used WeChat resources -official announcement showed that during the 618 period, key merchants with outstanding performance will have the opportunity to get the exclusive red dot recommendation on the WeChat discovery page. For merchants, this is equivalent to the opening page of Taobao and Jingdong APP or the core resource pit of the Banner position, which is expected to leverage the high -level high exposure.

"New Entropy" believes that a more reasonable explanation is that the video number is testing the advertising conversion rate of the "WeChat opening page", and hopes that in subsequent operations, brand merchants will find the page as "WeChat opening advertising" as a "WeChat opening advertisement" Bidding for bidding, with this weak advertising business, Tencent brings new incremental.

This means that the video number integrates the main advertising forms of existing e -commerce platforms. Through the multi -wheeled shopping festival test, including the Double Eleven last year and 618 this year, the product with higher traffic and better conversion rate will be pushed to the market by the video number, becoming the focus of video e -commerce advertising revenue.

However, e -commerce live broadcast is already a mature market. Along told the "new entropy" that after the epidemic occurred, due to the sharp decline in the transaction conversion rate of the live broadcast, the live broadcast ecological saturation, many experts who charged pit fees turned to the commission cooperation system to cooperate system system. Essence

In this context, the video number did not come up with new things. Rui Xing used to "get coffee" to fight Starbucks's "third space"; Pinduoduo used social e -commerce to fight the traditional e -commerce dominated by the Tao department, and the video number turned back to the e -commerce business of Douyin two years ago. At the stage, try to divers in e -commerce with a strong public domain traffic.

And WeChat's e -commerce potential, the big head is not a public domain scene represented by the page, but is a social sharing scene that Pinduoduo has verified in 2018. Several years ago, JD.com and Pinduoduo fought with Jiugongge traffic and social exchange volume, respectively. As a result, Pinduoduo won a lot of victory.

However, for the video number, the public domain advertising products are well sold, and the advertisements of the private area social scenes are not easy to do. Essence The product strategy also affects the business strategy of the video number -although the outside world is optimistic about the value of the private domain traffic of the video number on the private domain of small and medium -sized merchants, the video number is resolutely embarked on a brand advertising route with "Dagong Term Trumpet+Core Display Products" Essence

02 Who will supply it?

In 2012, Alibaba renamed the original Taobao Mall Tmall, which opened the process of transformation from the platform priority to profit priority. In contrast, the video number, which was born in the stock market of the e -commerce market, began to settle in e -commerce, and determined the direction on the head brand with a more sufficient marketing budget.

Public information shows that in the 618 event, the video number differently lives on the spot to live the GMV transaction data on the spot, which is divided into four levels: S, A, B, and C, and provides more traffic returns to higher -level businesses. In the official announcement, the video number actively recommended the official live broadcast room of nine brands/platforms. They are Dell, Sanya Atlantis, Yixian, Panpan, Estee Lauder, JD.com, Liangpoo Shop, Lancome and Golia. These brands represent the overall image of the video number 618 event -a traffic feast of the emerging short video platform and the KA brand. For small and medium businesses, it is undoubtedly a difficult thing to share the traffic dividend of the video number.

A female underwear e -commerce merchant told the "new entropy" that the current market environment is very different from a few years ago. In 2016, a new sales of a new product can achieve more than 500,000, and now a live broadcast can only sell more than a dozen orders. This year I tried to broadcast live in Douyin, but the effect was not good. The overall turnover was only 150 yuan, and the viewing conversion rate was about 16%.

The scale of similar transactions is difficult to enter the "eye eyes" of the video number. Many small and medium -sized merchants said to "new entropy" that the current merchants are more headache for the conversion rate compared to live broadcast traffic. And the video number has not yet passed the data to confirm its own conversion rate. Even if the platform can provide traffic incentives, they are more willing to stay in the e -commerce environment with mature vibrato and continue to wait and see the e -commerce effect of the video number.

In terms of the ability to improve the conversion rate, there are generally mature solutions in the short video industry. Self -advantage.

In 2015, Tencent will consolidate the WeChat advertising center affiliated to the WeChat business group, and merged with a wide point of the social network business group into the "Social and Effect Advertising Department". On the surface, Tencent has engraved the structure of Facebook's advertising department, which fits Tencent's "cutting fan" management strategy, blocking the possibility of WeChat to become an independent kingdom, but at the same time increases cross -departmental communication costs.

For example, while the byte system and Ali large -scale data, WeChat still maintains the priority of the use experience and is not rushed to commercialize the image. Ma Huateng publicly stated in the circle of friends that Tencent emphasized that strengthening data protection instead of opening data and only algorithms: "We will not connect different product scenarios used by customers for business needs."

Such user data security values ​​have established a good reputation for Tencent in the field of personal privacy security protection. The price is that WeChat is unable to establish a recommendation algorithm advertisement of "thousands of people and thousands of faces". The circle of friends in the circle of friends uses the form of public topics/hot spots, which is transmitted to all users.

Obviously, the video number born in WeChat has also inherited this feature. The continuous action of the video number on the video number shows that the platform is more inclined to make Weibo -style cross -circle hotspots. For small and medium -sized merchants, the traffic bonus of the video number will be more difficult to become their fertile soil.

03 Video number is waiting for "third path"

In essence, the logic of the rise of live e -commerce companies is that the content can evoke the consumption desire of users. From this point, with May this year as the boundary, Douyin and Kuaishou have further clarified their own positioning, and short video e -commerce has entered a new stage.

For example, at the Kuaishou Gravity Conference on May 13 this year, the person in charge of the fast -handed e -commerce company Xiaogu announced that he would upgrade the e -commerce e -commerce e -commerce, that is, the live broadcast room as the super node, and the experience -driven experience e -commerce. Based on the trust of e -commerce, the fast brand and service provider; on May 31, Douyin e -commerce held the second ecological conference. Wei Wenwen, president of Douyin e -commerce, announced that interest e -commerce upgrades into a global interest e -commerce. Outside the active scenes of more malls and search.

Prior to this, Kuaishou and Douyin have long been tattooed by trusting e -commerce and interest e -commerce for a long time, and emphasized their own platform advantages through community stickiness and algorithm models. After this change, both sides tried to cover more scenes outside the original label. If Tao's e -commerce is "looking for people", and the phenomenon of the layout of the old stores and the old store, the trend of "transforming survival" in the industry is even more obvious.

When the overall conversion rate of the market is lower, the e -commerce platforms are turning to the "full scene" strategy.

As a post -starter, the video number is increasing the exploration of e -commerce business. Last year's Double Eleven, the video number participated in the e -commerce shopping festival for the first time; by 618, the intensity of the video number increased, such as the official account release activity rules, and more traffic resources shared to the merchant. However, the video number still does not determine the clear positioning of the platform. How to face the fast e -commerce competition in the "third pole" attitude, the video number requires a clear answer.

The third -party e -commerce platform has a certain amount of traffic distribution attributes. It is difficult for the platform to provide sales advantages for merchants in the platform. And the break -up of the head e -commerce platform is opened from a large -scale C -end marketing. For example, Taobao has Double Eleven, JD.com has 618, Pinduoduo has 10 billion subsidies, and there are 616 real shopping festivals and 10 billion subsidies. Douyin has 811 Wonderful Goods and "Lao Luo". E -commerce festivals are often accompanied by massive subsidies and marketing, which expresses the attitude of detonating C -terminal traffic.

As of now, the video number has only moved on the design of the 618 theme page and the incentives of merchant traffic, and propaganda for C -end is not moving. If the user does not swipe the 618 related recommendation content of the video number, it is difficult to notice that the video number is promoting the 618 promotional promotion.EssenceCompared with trembling, the video number has a natural advantage that is back to WeChat ecology. Users can jump to the brand's WeChat mini -program to complete the transaction. There are also recommended fission capabilities of the circle of friends.No matter how hard the supply chain is, the traffic dividend in the platform is more sufficient.

However, the video number is officially admitted to the e -commerce track, or it is necessary to wait until the platform's advertising product test is mature, and the platform officially speaks on the C -end.This may be related to the strategy of "advertising first, e -commerce hall" commercialization of the video number. At that time, the video number will have to face the exploration of "third path" in the face of rapid e -commerce.

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