rosoft YaHei”, FreeSans, Arimo, “Droid Sans”, “wenquanyi micro hei”, “Hiragino Sans GB”, “Hiragino Sans GB W3”, FontAwesome, sans-serif;’>Chen Nuochen | Shanghai Luming Culture & Lihua Founder of Deer MCN Agency

The new policy of Douyin’s disconnection of external links is unexpected and reasonable. Previously, we in the industry did predict that Douyin will sooner or later go to closed-loop e-commerce, but we all believe that the live broadcast will be linked to external links and it will be stable for at least one year.

Some of the heads of small and medium-sized MCN organizations I know are more anxious. This is because small and medium-sized institutions generally only have a product selection team, which is not capable of forming a supply chain. The supply chain must have the warehousing and logistics capabilities. And to have the ability to eat goods, a huge amount of capital is needed to operate. Moreover, MCNs that are purely product announcements will definitely have loss of profits. If the traffic cannot be diverted to a third-party platform, it will greatly affect the value of the broadcast volume itself.

For me, the Douyin New Deal has both positive and negative effects. I am mainly responsible for operating the three major businesses of MCN agency, supply chain and service provider. The positive and positive impacts are mainly on the business of Lihualu MCN agency and service provider. The negative impact is mainly on the supply chain business, but the overall impact is more positive.

Previously, the Ewha Deer MCN agency had moved in on Taobao, Kuaishou, Douyin and other platforms, but based on platform traffic considerations and signing of cooperation, the organization’s business direction is now more inclined to Douyin. Most of the brands we cooperate with will choose to live broadcast and link Taobao, using Douyin as a drainage tool. Such customers account for about 40%. Therefore, the key is to avoid the loss of these customers as much as possible.

During this period, we were discussing with out-of-site cooperative merchants who have not opened Douyin stores, and they have no obvious perception of the negative impact of Douyin’s New Deal. In fact, the threshold for opening Douyin stores is not high and the speed is fast, but these businesses seem to lack the motivation to open Douyin stores.

As far as I know, the top brands that have been cooperating with Douyin all year round generally choose to open Douyin stores. But micro-merchants are notSimilarly, most Tik Tok e-commerce players are not ready yet, but Tik Tok can’t wait.

From July 31st to August 26th, within less than 30 days, Douyin successively announced more stringent direct delivery policies. It seems that in order to achieve the GMV target of 200 billion in 2020, Douyin has decided to take a gamble.

Tech Planet (WeChat ID: tech618) also learned that Douyin and Taobao have signed an agreement, and the content is mainly divided into two parts: advertising and commission. Judging from the current series of Tik Tok initiatives, Tik Tok’s idea is to welcome Taobao to advertise, but it is unwilling to divert traffic for the Ali system. It accelerates the expansion of an e-commerce system with Tik Tok stores as its core. It is fundamental to establish a portal.

“But did Douyin act too hastily? The e-commerce gene of the Douyin store is not strong, the brand imprint is relatively shallow, and the one-time traffic of the anchor can not be used for secondary retention, and it is not up to our concept of educating users to produce high-end products. The purpose of this.” Wang Pu, the founder of the Boyou Titanium brand, which mainly serves mid- to high-end consumers, told Tech Planet that he would not consider opening a Douyin store.

Some people in the industry believe that Douyin’s ambition to be a closed-loop e-commerce business is not concealed, but it is difficult to establish a mature and independent supply chain. In this problem, Douyin has a new “marriage”. On August 18th, the in-depth cooperation between Douyin and Suning.com was officially launched. In this cooperation, Suning.com’s products do not need to be redirected, and are directly completed in Douyin. This cooperation model is more like the cooperation between Kuaishou and Jingdong.

The status of Douyin and Taobao being both enemies and friends is likely to continue. They stepped into each other’s hinterland while holding each other’s hands.