E -commerce Marketing Weekly ｜ Douyin and Hungry have cooperation on local life; Pinduoduo will go online, cross -border e -commerce platform

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Industry news

National Bureau of Statistics: From January to July, online retail sales increased by 3.2% year-on-year

On August 15, the National Bureau of Statistics released the retail data of consumer goods in July. Data show that in July, the total retail sales of social consumer goods were 3587 billion yuan, a year -on -year increase of 2.7%. Among them, the retail sales of consumer goods other than cars were 3204.6 billion yuan, an increase of 1.9%. From January to July, the total retail sales of social consumer goods were 24630.2 billion yuan, a year-on-year decrease of 0.2%. Among them, the retail sales of consumer goods other than cars were 22133.2 billion yuan, an increase of 0.2%.

From January to July, the national online retail sales were 732.24 billion yuan, a year-on-year increase of 3.2%. Among them, the online retail sales of the physical goods were 6315.3 billion yuan, an increase of 5.7%, accounting for 25.6%of the total retail sales of consumer goods; in the online retail sales of physical goods, it was increased by 15.7%and 3.4%of the products of eating, wearing, and use of categories, respectively. , 5.0%. (Source: National Bureau of Statistics)

Platform dynamic

The Taobao APP can be selected for multiple addresses to ship in multiple places at a time;

① The Taobao APP version has been updated recently. It has released a new feature. "You can choose multiple addresses: you can choose to order more freely, you don't need to worry about receiving goods." After the release of the new feature, the last step of the user's settlement of the shopping cart can directly add different addresses to the product, and ship it at once; the purchase of multiple products at a time also supports multiple address places. It is reported that starting on June 10, Taobao Tmall has begun to test the "multi -address order" function. During 618 this year, some users' Taobao APP confirmed the order page, which can support up to 20 addresses. This feature has now covered all Taobao app users. (Source: Tianxia Internet Merchants)

② On August 16th, Taobao issued a notice saying that in order to regulate the market management order of Taobao online shopping platforms, create a safe and secure online shopping environment for consumers, and enhance consumer purchase confidence and satisfaction, Taobao will be based on relevant national laws. Regulations, the "Taobao Platform Prohibited Information Management Rules" adds forbidden sale rules such as religious marketing, missionary products, and virtual products of beauty materials. (Source: Yibang Power)

Douyin announced the launch of the co -creation function; the Douyin e -commerce will carry out content and commodity diversion; Douyin and hungry?

① On August 16, Douyin announced the launch of the co -creation function to support the joint contribution between the creators and the creator. After other creators confirm, the work will appear on the homepage of all users involved in creation. At present, a work supports submitters to add up to 5 co -creators. Douyin has opened the function to some individual creators, institutions, and enterprise numbers. In addition, the platform has recently launched the "Douyin Creation" draft. As of 3 pm on August 19, the relevant video playback volume was nearly 1.6 billion. (Source: Douyin))

② After Li Tian, ​​the person in charge of the product operation of the Douyin e -commerce author in June, the Douyin e -commerce company will usher in adjustment and change the situation of over -bound content traffic. Recently, Douyin announced internal announcement that some medium waist business will be handed over to the Douyin e -commerce service provider team. Business is mainly to do malls and brands.

Douyin believes that the "interest e -commerce" business has matured, and follow -up needs to open up the shelf scenes that do not rely on content. See, to form an order transaction and repurchase rate, the transaction volume is not small. (Source: Tech Planet)

③ On August 19, Douyin announced that he would have achieved cooperation with hungry.依据合作，饿了么将基于抖音开放平台，以小程序为载体，与抖音一起通过丰富的产品场景和技术能力，助力数百万商家为抖音用户提供从内容种草、在线点单Go to the local life service experience of instant delivery (that is, "see, point, that is,") to support the development of small and medium -sized merchants in the local life service industry. (Source: Douyin Open Platform)

Quick-hand e-commerce carried out special governance for "illegal price marketing"; fast-handed e-commerce launch a good thing last season; Kuaishou announced the "V-Star Virtual Human Plan"

① News on August 15th, fast -handed e -commerce announced a special governance announcement on "illegal price marketing". Illegal price marketing refers to the situation where the cargo experts have misled consumers in the form of exaggerated commodity value and false price comparison in the e -commerce live broadcast or e -commerce short videos. The platform will comprehensively judge the severity of the violations and the number of violations, and the number of violations. In severe cases, it can clear the platform and terminate cooperation. (Source: E -commerce News)

② A few days ago, fast -handed e -commerce officially launched a large -scale marketing activity of "Really Good Things". This activity time is from August 13th to August 28th. With the theme of "New New", it provides merchants with four directions: new products, new scenes, new discounts and new anchors. , Upgrade and support for trust protection. This event will include four special categories of shopping season and three "full category subsidy days" of "Autumn New", "Golden Autumn Life Festival", "Golden Autumn Food Festival", "Golden Autumn Food Festival", "Starting Schools"; The official live broadcast room will provide high exclusive subsidies and more benefits. (Source: Kuaishou Magnetic Taurus official service number) ③ Kuaishou launched the "V-Star Virtual Human Plan" a few days ago. It is intended to introduce high-quality virtual humans to the entire network and invest tens of billions of traffic to help virtual human IP growth. It is understood that the plan will customize the long path for different virtual human accounts. By organizing custom activities, exclusive virtual interaction capabilities of development platforms, and providing exclusive resource levels, it provides virtual human -human -to -human growth and accelerated growth guarantee.

In addition, the plan also involves a number of additional rights such as high -quality account protection, operation of 1V1 support, and investment resources, and the total exposure will exceed 10 billion. (Source: Yibang Power)

Pinduoduo will launch a cross -border e -commerce platform in September, the first stop in the United States

On August 17th, "Late LatePost" was exclusively informed that Pinduoduo is preparing a cross -border e -commerce platform. The application is expected to be launched in mid -September. The first stop is the United States. The model will follow the SHEIN of China ’s cross -border e -commerce independent station, which is under the full category. Many first -level supervisors of Pinduoduo community group buying business have been transferred to the specific matters of the project to go to the sea. The leader of the company's internal default to the sea project is Pinduoduo COO Gu Yan. Cross -border projects are called "X projects" internally, and progress is highly confidential even internally. It is not clear which logistics party will cooperate with cross -border transportation with which logistics party.

The interface news obtained a official document of "Pinduoduo Cross -border Platform Investment Guide" from insiders, which confirmed the report of "Late LatePost" on the side. The document shows that the investment promotion is only for the North American market, recruiting China to produce sea, and launched attraction policies such as 0 yuan, 0 commissions, and actively lowering the threshold of merchants to settle in.

For the travers, there are four main requirements for Pinduoduo: teams and capabilities with development and design, production and shooting; source factories or traders that can ensure production capacity, product quality, and stable production and inventory; Independent standing experience is preferred; suppliers with North American market experience are preferred. (Source: Late LatePost, Interface News)

Xiaohongshu launched the "Freshman Brand Support Plan"; the three lists of the small red book dandelion platform launched

① Inspiration of Xiaohongshu Inspirational Marketing officially launched the "Freshman Brand Support Plan". Prior to September 11, 2022, eligible enterprises opened an advertising account in Xiaohongshu and recharged within 7 days after the qualification review was approved. According to the first charging amount, the advertising deposit of the corresponding gear could be obtained. The number of enterprises in this support plan is 700, and a single enterprise can receive a maximum of 26,000 yuan. (Source: Little Hongshu Business Dynamics)

② Little Red Book Dandelion Platform has recently launched the three major lists: "Potential List Raising Potential List", "Fan Interactive List" and "Value Value Outlets". The potential of communication effects to help brands find "black horse bloggers" in the growth period.

According to reports, the list will be updated by the 10th of each month, covering six major industries of makeup, skin care, mother and baby, clothing accessories, food and beverages, 3C and electrical appliances. Each industry will have 100 bloggers on the list. (Source: Little Hongshu Business Dynamics)

Live video room supports access to WeChat customer service

On August 17th, the WeChat video number deepened the "binding" relationship with the company's WeChat, and the video number has supported indirectly entering WeChat customer service in the live broadcast. This means that when users see goods and services interested, they can directly consult customer service in the live broadcast room.

It is reported that the administrator can allocate WeChat customer service to the product list page and product window page in the live video number room on the "Enterprise WeChat Workshop-WeChat customer service-in the video number". At the same time It will also be upgraded to "customer service", and customers can click "Customer Service" to initiate consultation in these three places. (Source: Yibang Power)

Orange Xin is preferred to restart operation in Lanzhou

Recently, news from various parties shows that Didi's community group purchase platform Orange Xin is preferred to restore operations in Lanzhou. Searching for the "Orange Heart Selection" applet can be found that most of the goods provided by the Lanzhou market are seasonal products with low unit prices such as grain oil, vegetables, fruits, drinks, milk drinks, rest and baking. For 300, take the model of "pre -sale+the next day". In Lanzhou, Orange Xin is preferred to cooperate with a local logistics company "Lanzhou Iron Logistics". A person in charge of the logistics company responded that in June of this year, Orange Xin was preferred to find them, hoping to reach cooperation on the wholesale business "Orange Shopkeeper", but the person in charge intended to try water community group purchase instead of wholesale projects, and the two parties reached an agreement on this. Essence (Source: Interface News)

YouTube plans to launch streaming media video online store services

On August 15th, according to foreign media reports, recently, YouTube is planning to launch its streaming media video online store services. People familiar with the matter said Youtube has re -negotiated with the entertainment company to participate in the platform. This platform is called "Channel Store" on YouTube. It is reported that the platform has been prepared for at least 18 months and may be put into use in this fall. It is worth mentioning that both Apple and Amazon allow users to log in to subscribe to third -party streaming services at a time. For example, Prime Video Channels allows users to register Paramount Plus through its Amazon account, use Amazon bill information and let users watch through Prime Video. (Source: E -commerce News) Shopify launched a new platform to support the online celebrity with goods

Recently, Shopify announced the launch of a new platform "Shopify Collabs". Creators can cooperate with merchants on Shopify through this platform to help merchants promote products to obtain benefits. Specifically, creators can apply for personal accounts on "Shopify Collabs", browse the SHOPIFY merchants consistent with its audience on the platform, and obtain the only link and discount code after applying to the community of the merchant. When some users use links shared by creators to buy products, creators can get compensation. SHOPIFY merchants can set up commissions by themselves, and creators can receive funds directly through their PayPal account. At present, the platform only supports merchants in the United States and Canada. (Source: E -commerce News)

Celebrity observation

Yu Minhong talked about Dongfang Selection: The business model based on external platforms is very vulnerable, and it pays more attention to its long -term development

New Oriental founder Yu Minhong issued a post through his personal WeChat public account that external people pay more attention to the dynamics of the Eastern selection, but the internal affairs of New Oriental are more in operation around New Oriental's education system and education products. "We don't pay attention to the lively and more attention." Yu Minhong said, "Behind the selection of lively in the East is also our longer -term layout of the industry chain of agriculture and daily necessities and the supply chain. The lively business model established is very vulnerable. To consolidate the foundation of long -term development, we still have a long way to go. "(Source: 36 氪)

Report selection

QuestMobile: "2022 Z Generation Insight Report"

Recently, QUESTMOBILE released a report on generations of generations. QuestMobile data shows that as of June 2022, the scale of active users on the generation of the Z generation has reached 342 million, a year -on -year increase of nearly 30 million; The activity of 0 o'clock the next day is significantly higher than the entire network users. The report also analyzes the application behavior, interests, and spending power of generations.

Report content selected:

1. From the perspective of the application field, the mobile video, mobile society, and mobile game industries are industries that accounted for TOP3, the total use time of generations, and the proportion is higher than the entire network users;

2. The content preferences of two -dimensional, games, beauty, beauty, and pet cute pets are higher than those of users. Taking cute pets as an example, the brand revolves around pet maintenance, intelligent feeding equipment, pet medical and other related services The application launched is favored by the people of generations Z for generations;

3. The online consumption power and willingness of generations of generations have been increasing. In June 2022, online consumption capacity of more than 2000 yuan accounted for 30.8%, an increase of 2.7%year -on -year.

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