Talk back to live e -commerce from fast -handed e -commerce

Author | Lan Binsheng

Edit ｜ Sang Mingqiang

In recent years, it has been difficult to get involved in the rhythm of unfamiliar business rhythms.

Back against the byte system, Douyin, who was born with a golden spoon, was launched for 17 months, and it made DAU exceeded 100 million with dazzling growth, which made the fast hand that took the lead at the time suddenly fell to the second second in the industry. "A mediocre company does not have a future." In June 2019, Suhua showed a more active and radical strategic rhythm in the company's internal letter, and then quickly launched the "K3 battle" for the purpose of achieving 300 million days.

At the other end of the game, the opponent did not stop, and Douyin even began to lead the competition rules of the short video track, and developed more smoothly; the WeChat video number gradually became a post -rising show. With the traffic side advantage, it was also "touching "It is not high in trial and error, and the sudden trial and error costs, and the emergence of the video number has also broken the twin male pattern of the past short videos, showing a three -legged stand.

In essence, Douyin and Kuaishou are the content platform first, and the second is the e -commerce platform. Therefore, both need to seek balance in three aspects: user experience, advertising revenue, and e -commerce revenue. Live revenue, advertising revenue and e -commerce income are currently profitable carriage that is profitable today. The 2021 Kuaishou live broadcast revenue has dropped by 6.7%. This year, Kuaishou announced that the live broadcast of the live broadcast was set up. Cheng Ding, now there is a signal of the wind direction rudder, and gradually put the e -commerce layout in an important position.

01 Turn from fast -handed e -commerce company

Generally speaking, the structure of product logic directly affects the flow distribution mechanism. Before version 8.0, Kuaishou has always maintained dual -column interaction based on community attributes. This model focuses on the connection between people and people, such as the emphasis on algorithms, friends attention, comments and other indicators, which is more likely to create a private area community. However, for the e -commerce business, under the circumstances of the same number of content supply, the double -column advertising inventory is significantly lower than the single -column, and the advertising realization efficiency is also very low. It is difficult for live broadcast e -commerce to obtain customers from the public area flow pool.

Zhu Lantian, the employee of the first 50 of Kuaishou, once said in the internal letter. Compatible dual -column selection and single -column up and down two browsing modes have responded. The content of fast -handed e -commerce has formed a long -term social environment that has hatched super -headed anchors such as Simba, Eggs, and Donkey Ping Rong. They have stabilized the situation in the early stage of the development of e -commerce with strong fans' stickiness and amazing sales performance, but they are too dependent on the issue of the anchor's individual to achieve consumption conversion.

First of all, it is the currencyization rate of fast -handed e -commerce. In the first quarter, the monetary rate of fast -handed e -commerce was only 1.07%, and when the official was asked about related issues during the 6.18 period, the overall monetization rate of Douyin e -commerce was 12.6%. The commercialization and monetization capacity of hand -e -commerce are limited. On the one hand, because fast -handed e -commerce is still in the early stage of development, it is experiencing the brand introduction stage, so the proportion of commissions is relatively low; on the other hand, the super -head anchor comes with traffic, and there is no need to buy traffic on the fast -handed platform. The advertising demand is very low. Affect the monetary rate of the platform.

The source of the monetization rate of mainstream e -commerce companies is drawn by new eyes

Another direct problem is the connection relationship between anchors and platforms. Trust is important, but only the trust relationship of trust is extremely fragile. The story of fast -handed e -commerce will not develop worry -free because of "trust". Consumers will not completely separate merchant behaviors and platform reputation. The private domain traffic is actually hidden risks.

On the other hand, from the end of last year's windmaker conference proposed to make a big "brand", to this year's gravitational conference proposed a big "fast brand", fast -handed e -commerce turned twice, trying to answer the same question. Do you really need a brand? If necessary, what does the premium of the brand's product depend on digestion?

The big "brand" is the most direct and common way out of the above issues, but it is difficult to get positive feedback in the short term. On the one hand, the brand building of the seller and the creation of the buyer's brand awareness are a long -term process, and on the other hand The big "brand" is suspected of applying the template, which is out of the unique private domain attributes of the fast -handed e -commerce company, which is tantamount to self -abolition.

And the big "fast brand" is the latest trick of fast -handed e -commerce. Xiaogu pointed out that people may gather too much on the "goods" level in the past, but Kuaishou is a platform of content+social category. And the content itself is equally important. The fast brand emphasizes that the live broadcast room and the goods are equal to the goods. In addition to the products, they can also create their own brands of anchors and live broadcast rooms. This is a very ecological brand development path incubation on the fast -moving platform.

Cheng Yixiao has firmly stated that Kuaishou has the confidence to continue to obtain market share in the middle and long term, but whether the fast -handed e -commerce can become a long -term breakthrough, it may depend on the future trend of the live e -commerce industry. It is particularly critical to get rid of a shallow -level price war and whether to clear its own business positioning and find the correct development strategy to a deeper evolution. In other words, is it a subversive and innovative business model, or the expansion of the traditional e -commerce model?

02 True subversion or micro -innovation

It has been more than two years since the first year of the explosive growth of live e -commerce. In 2020, the new crown epidemic has made the development of live e -commerce straight up, and pushed the "non -contact economy" live broadcast to climax. According to Ai Media data, the scale of the Chinese live broadcast e -commerce market in 2020 reached 961 billion yuan, a significant increase of 121.5%year -on -year. Live broadcasting e -commerce has nothing to do, and traditional e -commerce is somewhat depressed. 2017-2025 China Live Broadcasting E-commerce Market Forecast

The source is drawn by the new eyes

After ending the traffic dividend period of the Internet rushing, traditional e -commerce has been struggling in the bottleneck. A topic that is always talking about the growth rate of Internet users has slowed down, and the growth rate of online shopping users has continued to decline. Traditional e -commerce traffic has been converted from "incremental" to "stock". The cost of customer acquisition is higher than the cost of maintaining old users. Traditional marketing Increasing strategy seems to be "not economical." Judging from the e -commerce performance of June 18 this year, the transaction volume of the comprehensive e -commerce platform represented by Ali, JD, and Pinduang was 582.6 billion yuan, a year -on -year increase of only 0.07%, and the transaction volume of live e -commerce reached 144.5 billion yuan. The year -on -year increase was as high as 124%.

At the same time, there is also a point that makes people feel that live broadcast e -commerce is breaking from the traditional e -commerce company. The flow of traffic accumulated by traditional e -commerce for many years has only incubated a few big anchors. Shang has climbed up the short video platforms such as Douyin and Kuaishou, the head anchor volume amplified, and the waist is continuously expanding. Even the WeChat video number that was born shortly also chose to list live e -commerce as the first choice for commercialization. In Tencent's full annual financial report in 2021, it is clear that the video number will provide important commercialized opportunities including short video traffic advertisements, live e -commerce and live broadcast rewards. Essence Therefore, some people say that live broadcast e -commerce is subverting traditional shelves e -commerce.

The live e -commerce company represented by Douyin and Kuaishou caters to the trend of consumers pay attention to the experience of shopping after consumption upgrade. Traditional shelf e -commerce products have a comprehensive coverage and high degree of subdivision, but now people's material is generally abundant, and products with different functions are available. Get more emotional value and improve experience.

Live e -commerce has changed the form of traditional e -commerce transmission of information in the one -way text and pictures. The latter lacks dialogue with consumers. Even if there is customer service, it cannot be completely responded in real time, let alone the robot response and the answer to consumption. The disgusting emotions brought by the person. And live broadcasting companies, anchors and audiences can not only interact in real time, enrich consumers' awareness of the product, but also allow the anchor to fully mobilize the audience's emotions and promote on -site conversion. Many live broadcast rooms can achieve 24 -hour rotation. Judging from the analysis framework of the classic "people and cargo yard" of live e -commerce companies, this is the difference between the anchor showing personal charm and the experience differences brought about by the conversion of consumption scenarios.

When it comes to "goods", the selection of live e -commerce companies is often cheap, because they often use anchor and platform credit as the endorsement, and in the live e -commerce industry, the ability to negotiate bargaining and the anchor traffic has become an unsatisfactory game rule. Essence Therefore, anchor with a little traffic can be lower than the average market pricing to sell selection. For consumers, the anchor's choice of preferred products can effectively reduce their choice time and improve shopping efficiency.

The reality is that live broadcasting e -commerce will continue to grow. It is estimated that by 2025, the scale of the live e -commerce market can reach 2137.3 billion yuan. However, the growth rate of the market size in 2020 is still 122%, and it has dropped to 25%in 2021, and it will continue to decline in the future. The live broadcast e -commerce that erupted in the epidemic will eventually gradually come to a calm period with the improvement of the epidemic and the recovery of the offline economy.

But live broadcast e -commerce is not perfect business model. In the process of product promotion, some anchors like and are good at performing the bridge section of "Capitalist wool for fans". By the form of bargaining at the live broadcast site with suppliers, the anchor looks for fans and tear up their faces. Lure consumers to place orders with gimmicks such as "spike". Some of them are scripts, and some are real. Regardless of whether they are true or not, the platform and merchants subsidize products to sell products. In order to increase the marketing method of customer traffic, they still cannot get rid of the destructive ending of various industries.

In addition, the bargaining ability of the anchor at the end of the waist generally leads to the prominent internal Matthew effect of the industry. The frequent anchor thunderstorm incidents show the vulnerability of the live e -commerce industry and the fate that is difficult to get rid of traditional e -commerce. The Chinese Consumer Association has surveyed the cause of the live broadcast of consumers. The reasons for the top four of which are: the cost -effectiveness of the goods, the displayed products, the price discount, the limited time and limited discount, which affects the reasons for consumers to buy in the live broadcast room in the live broadcast room. It is also generally consistent with traditional e -commerce.

To some extent, live broadcast e -commerce is just innovative in the form of traditional e -commerce in order to seize the market, expand users, and enhance consumer experience. It does not subvert the essence of e -commerce. form. High -quality and high -quality prices are still the key to the success of live e -commerce, and brand upgrades are still the goal of live broadcast e -commerce.

03 Burning money can change the entity, culture is the most popular

Domestic e -commerce live broadcasts are in full swing. So what is the performance of overseas? In the era of mobile Internet, domestic e -commerce development brought new ideas to overseas, especially Southeast Asia. In 2011, the founder of Paytm, Vera Schalma, was inspired by Ma Yun and decided to be Alipay in India; the founders of Snapdeal publicly stated that Alibaba's model is very suitable for India. India's largest e-commerce trading platform, even Meituan's SuperApp model has been copied by Grab and Go-Jek, from online car rental platforms to "life service SuperApp". The live broadcast and cargo that has been well -known and participated in China is still a new thing in a foreign market. According to Ai Media Consultation forecast, its market size will exceed 10 billion yuan, a year -on -year growth rate of up to 210%. After many years of testing in the Chinese market, the incremental value of live e -commerce companies has gradually appeared in the existing era. Standing on the new outlet, holding the track on the track of cross -border live e -commerce companies to cultivate the expectation of the next Luo Yonghao. Ring around, traditional Chinese e -commerce giants and a group of short video platforms are jealous.

In addition to cross -border live e -commerce, natives of various countries are also competing for the emergence of live broadcasts. Amazon Live, SHOPLOOP, Lazada and other e -commerce platforms are the first, and social platforms such as Facebook, Instagram, Twitter have created social e -commerce, and video platforms such as YouTube and TIKTOK have issued content e -commerce. Latin American e -commerce Mercado Livre has recently launched a live shopping platform Mercado Livre Live. The US live broadcast e -commerce platform Talkshop Live announced in 2021 that the total amount of financing of $ 6 million was announced, and the company's valuation reached $ 75 million.

Overseas Live E -commerce Overview Map Yuan Tianfeng Securities Research Institute

Although capital fists and are full of ambitions, foreign consumers have a tepid enthusiasm for live e -commerce. According to CoreSight Research, the US e -commerce live broadcast market is expected to exceed $ 25 billion by 2023. Obviously, compared with the scale of China's live e -commerce industry, there is still a huge space in the US market, but it is strange that although the base is small, its growth rate is still significantly slower than the Chinese market. The road has not been fully opened, and foreign consumers don't seem to buy live broadcasts.

Live e -commerce, which basically focuses on To C business in China, has gradually evolved into an alternative pattern of TO B live broadcast and TO C live broadcast. Alibaba International Station first started cross -border B2B live broadcast. The main content is the live broadcast of the factory and brand live broadcast. Through the introduction of production lines and product attributes through the situation, under the premise of inconsistent information at home and abroad, try to eliminate overseas buying to the greatest extent. Family concerns.

"To C's live broadcast is a pseudo -proposition." A cross -border e -commerce practitioner blogger said in a short video.

These out -of -sea companies may underestimate the fatal hindrance effect of cultural differences in the to C business. Cross -border seller Yang Yang (pseudonym) bluntly said after participating in the cross -border e -commerce business: understanding the cultural core or subtle insight into consumers is the shortcomings of Chinese sellers. The English on the report can be understood by level 4 or six, but it is destined to make consumers unsteady. When Tiktok e -commerce live broadcast in 2021, the newcomers were besieged by fans. In the eyes of people who have never seen such business models, live broadcasts are generally regarded as "Pyramid Scheme".

This cultural conflict is also concentrated on the organization level. Someone's words and rolls of cultural output, the anti -roll employees are not too good to have a good day. They can't understand the live broadcast room of the wheel axis of 24 hours a day, and they can’t understand that the leader's mouth is similar to Gameplay. Business vocabulary. There are also differences in language habits in daily work. For example, the common encouraging term in the British workplace can be heard in the mouth of Chinese managers, and it is often similar to the expression of "receiving, not completing, why is it possible?" The emotional accumulation, organizational performance will not be better.

Of course, it is not only difficult to do cross -border live e -commerce. The development of Chinese e -commerce and live e -commerce companies benefited from a complete and sound logistics system. Even if orders are placed in small cities in the eighteenth line, the goods can be delivered to consumers within two or three days. This situation is far from being achieved overseas. In Europe and the United States, although the logistics system is also very developed, the end delivery is controlled by the three major international express delivery, and the delivery fee is superimposed to surcharges, which has increased the cost sharply; although some emerging markets are low in freight, the supporting infrastructure of e -commerce is very lacking, such as lack of lack The formal address system, the problem of payment systems is heavy, low credit and low debit card penetration rate causes a lot of obstacles to the development of e -commerce.

But obviously, for domestic companies that try to split a share of overseas e -commerce companies, the challenges are much larger than local companies.Because burning money can change the entity, culture is the most popular.In August last year, Kuaishou, who was competing with TIKTOK on the same stage, took the initiative to remove Zynn, the United States, and was regarded as another failure of fast hands.However, according to the financial report released by Kuaishou Q2, its overseas users have exceeded 180 million monthly work. Although the gap between Tiktok, which has been opened by more than 1 billion by overseas users, can still occupy a place on overseas short video platforms.Earlier this year, Zheng Yanxiang and Zhou Chi, the person in charge of the commercialization of Kuaishou, were asked when asked the goal of e -commerce in 2022: "First run the e -commerce live broadcast model, assuming that the platform does not make very heavy subsidies, through Internet celebrities and other other subsidies.The partners work together; if we do n’t run well in the early stage, we need a lot of money to subsidize the products and creators, and we will discuss the choice of the follow -up market and strategy. "Obviously, the fast -handed hand is re -thinking about this game.

- END -