article from: alphabet list, author: Tan Xiao Han, Head Figure from: Vision China
At the end of October, Shenzhen Yuanwang Digital Mall, an Apple channel provider, notified its partners to prohibit the distribution of new iPhone 12 series to online channels such as Pinduoduo, Tmall, Taobao, Suning, JD.com, and Vipshop, otherwise each unit will be fined 400,000 . Apple has introduced new regulations. First, the iPhone 12 series products are indeed limited, and the second is the same purpose as Tesla-to control the channel system and price system. Pinduoduo naturally bears the brunt.
As we all know, the tens of billions of subsidies are an important traffic portal for Pinduoduo. Apple products are the sign of tens of billions of subsidies. The inability to sell Apple’s new mobile phones means the loss of marketing tools and the weakened ability to attract traffic, especially on the eve of Double 11.
Positively “upward” to break the circle, but has been repeatedly ignored and even boycotted by big names. Where should Pinduoduo seek a breakthrough? Pingduoduo’s discussion on the high-level conference call can be used as a reference-in the second quarter, competitors are working hard on the electronic product track. At the same time, the company saw the role of daily necessities in user retention and chose different investment strategies.
Transform tens of billions of subsidies from electronic products to stock exchanges to daily necessities-this is one of Pinduoduo’s breakthrough routes, and according to the long-term development strategy of “Disney+COSTCO”, another breakthrough route has gradually become clear recently. It’s live broadcast.
The alphabet list recently discovered that on the eve of Double 11, a unified live broadcast portal was launched on the homepage of the Pinduoduo App, which changed the situation where live broadcast portals were scattered in inconspicuous locations.
It’s quite interesting that, in addition to the traditional categories of e-commerce platforms such as Double 11 Featured, Recommendations, Fashion Wear, Jewelry, etc., the category division of Pinduoduo’s live broadcast collection page has been placed in The fifth column.
The anchors of Taobao live broadcast can be divided into two categories, one is brand store broadcasts, and the other is talent live broadcasts. Specifically, it can be divided into internet celebrity anchors and celebrity anchors. The representatives of internet celebrities are Li Jiaqi, Wei Ya, and Sydney. , The star representatives are Liu Tao, Wang Han, etc. Jingdong Live started late, and the path is similar to Taobao.
Just like the lion is a cat but has the characteristics of canine love to live in groups, Pinduoduo, which is also an e-commerce platform, shows that its live broadcast format is different from Taobao and JD. Instead, it is more like a content platform such as Shaokuai. Live streaming of goods, especially Kuaishou.
The anchors in the brand live broadcast rooms are used to calling customers “babies”, and Pinduoduo anchors prefer to call them “brother sister” and “family”. The former has a decent and uniform language, but it is more like a worker being forced to open business. The latter is often full of earthy style. Some live broadcast rooms are like offline sale scenes with “clearance sale” tweeters; brand live broadcast rooms have more style Bright, clean, and standardized, the Pinduoduo live studio is more rough.
Pingduoduo’s local live broadcast style is incompatible with the high-level sense that big brands want to maintain, but it also has benefits-the anchor style is more lively, closer to customers, and easy to form a community atmosphere.
From the perspective of Pinduoduo’s live broadcast product function, the official is guiding merchants and anchors to increase content and interactive attributes in the live broadcast room. For example, an anchor holding a blank paper with commodity prices, and playing with the audience at the same time “Song Daren” interactive game; in the song and dance entertainment area, an anchor live broadcast room preview notice says, “6: 00 to 10:00 to sell goods; 19:00 to 23:00 sing.”
Su Hua (left) and Huang Zheng
At the end of last year, the Alphabet List had an exclusive report that Kuaishou abandoned Pinduoduo and joined Ali, and then Kuaishou responded that Taobao, Tmall, Pinduoduo, JD.com, Youzan, and Magic Chopsticks are all Kuaishou e-commerce partners. There is no deep bond with one of themCooperation. From now on, the reason why the two sides cooperated at the beginning may have been inevitable: the connection between content and e-commerce has become the wave of the times, and Pinduoduo, which has also risen in the sinking market, is on the road to e-commerce content , The easiest choice, and perhaps the most correct choice, is to take the path that has been proven to be successful-Huang Zheng and Su Hua will inevitably meet in a narrow road not far away.
Because they are often drawn to compare with Ali, many people think that Pinduoduo’s live broadcast needs a Li Jiaqi, but compared to Li Jiaqi, Pinduoduo needs Simba more.
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Compared with Taobao live broadcast, Pinduoduo is a few slower, and its live broadcast business has three important nodes.
The first phase started with the first live broadcast of Pinduoduo in 2019. At the end of November, the “Good Goods Live” column appeared in the 10 billion subsidy entrance on the homepage of Pinduoduo App. The page showed that 8 million fans of the big V “Small Buns of Ma Ma” will conduct a live broadcast with goods; in January this year, Duoduo was launched. According to the official statement, Duoduo Live is a marketing tool open to partners to increase user stickiness and traffic conversion efficiency.
Although the first live broadcast of Pinduoduo was the talent live broadcast mode, according to Zhang Shuai, the founder of Douyin e-commerce beauty top1 service provider Net Red Cat, at the end of last year, Pinduoduo’s strategy for live broadcast was store self-broadcasting. At that time, the live broadcast e-commerce boom did not fully rise, and the platform did not provide much public domain traffic for the live broadcast business.” This made the live broadcast volume of Pinduoduo limited.
The person in charge of related businesses of Pinduoduo once responded that the tens of billions of subsidy page is a general traffic recommendation site for the platform to test new businesses, not a fixed independent portal. “When other e-commerce and live broadcast platforms vigorously promote the live broadcast business, some merchants hope to reuse it on the Pinduoduo platform. The platform temporarily tested the live broadcast plug-in and did not plan to launch a live broadcast channel with a centralized entrance. There is no plan to launch it as an independent business.”
However, as the popularity of live broadcast e-commerce continues to rise, Pinduoduo’s attitude has begun to change. This is the second key node of Pinduoduo’s live broadcast business. In March, according to a report from Ebang Dynamics, Duo Duo Live officially opened applications for live broadcasts to live broadcast agencies. The MCN who settled in needs to have rich e-commerce experience on other platforms or have more professional PGC masters or e-commerce anchors.
According to a report from 36kr in April this year, Pinduoduo’s policy for MCN institutions is quite favorable. The two-party sharing model is that Pinduoduo does not charge deposits from MCN institutions, nor does it charge commissions for sales of goods from experts. E-commerce sales commissions are settled. If you want to buy more accounts, the institutions and experts will allocate offline accounts, and the allocation ratio will be negotiated by the institutions and experts.
Pingduoduo’s inviting talents to live on the platform will face a practical problem. Zhang Shuai told the alphabet list that because many Pinduoduo stores have lower unit prices, the commissions that the talents can earn on Pinduoduo live broadcasts are also lower. He used a sunscreen spray as an example, “The psychological price of a sunscreen spray is about 30 yuan to 80 yuan, and the lowest possible price is 19.9 yuan. As a result, after communicating with Pinduoduo merchants, we found that they actually sell it for two yuan. “
Zhang Shuai mentioned that another concern of Daren’s entry into Pinduoduo is that the platform does not provide an independent live broadcast portal, and Daren can get limited public domain traffic, but it has to carry sales pressure.
Compared with Taobao, Douyin, and Kuaishou, it seems that Pinduoduo had a slightly indifferent attitude towards live broadcast before. Live broadcast entries have been scattered in the App. For example, you can click the search/recommendation page with the word live in the product list. Of products enter the live broadcast of the merchant without a unified independent entrance.
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Pingduoduo’s live broadcast entry on the homepage of Pinduoduo means that Pinduoduo’s live broadcast business has reached the third stage.
The operator of Duoduo Information Communication, who specializes in Pinduoduo’s big data analysis software, told the Alphabet List that the biggest action of Pinduoduo Live in the near future is to successively open up various entrances for live streaming, such as homepage resources. “Stores in the live broadcast will be supported by public domain traffic, which is equivalent to adding a new drainage method. You can compare stores at the same level. The difference between the live broadcast and the non-open broadcast is the most obvious. The overall weight of the stores participating in the live broadcast will be Promotion.”
A clothing brand merchant stated to the letter list that Pinduoduo’s live broadcast service has been launched for almost a year, and it is time to make efforts at the Double 11 node. “Especially this year, Taoist Double 11 starts on the 1st, and is normal Buyers will feelTired, Pinduoduo needs some new actions to stick users. “
Zhang Shuai believes that Pinduoduo has launched an independent live broadcast portal on the homepage, which proves that Pinduoduo really values the live broadcast business, and second, Pinduoduo may have found a live broadcast path that suits him.
Looking now, the path of Pinduoduo’s live broadcast is the fast-hand live broadcast.
Letter list After browsing the live broadcast content recommended by Pinduoduo Live, it is found that Pinduoduo anchors can be divided into two categories, one is the integration of the store owner and the anchor, and the other is the down-to-earth master anchor.
“Brothers! I’ll talk to the merchant! I won’t blame Xiaofang if you can’t get it!” “Brothers, I’ll deep-fry shrimp crackers for you, and watch our shrimp crackers bloom instantly. Come here. Er, can we deep-fry the prawn crackers? Too great! A little bit of attention, no attention, no shipment!” “Don’t worry, our family will not lie to you, come, thank all the new family members, The family members who did not place an order for the bracelet hurry up, 8 yuan and 8 cents, I don’t know what to say, today this one is too cheap!”
The basic disks of Kuaishou and Pinduoduo are both sinking markets. Judging from the live broadcast skills of these typical Pinduoduo anchors, Kuaishou and Pinduoduo anchors also pay attention to emotional connection and fan interaction, such as calling customers “brother sister” , Those who enter the live broadcast room are all family members; before the product link is linked, the anchor will shout, “We are waiting for 666!”
Previously, Guosen Securities pointed out in a report that the social fission ability of Pinduoduo can also be used in the field of live broadcast, such as the cash red envelope gameplay-after paying attention to the anchor, you can get the cash red envelope, and then invite friends to help it.
Zhang Shuai said that many Pinduoduo merchants or start-up Wechat merchants are particularly good at private domain traffic operations. “They perform talents at night, chat with customers to attract fans, and sell goods during the day.”
This is exactly the same as the fast-shou-carrying-for-simba pet-fan-style selling. The alphabet list was previously published in “Xin Youzhi is Kuaishou, All sell for 1500 yuan, I won’t tell you how much the purchase price is, I will change the price, 119! “The quality of the live room is rough, the lights are dim, and there is no beauty. The background is the warehouse full of goods and the warehouse staff who are sorting the goods. The anchor also asks the staff from time to time, “How much is this product?” “
In fact, e-commerce platforms also have similar factory live broadcasts. For example, in Taobao live broadcasts, you can see similar live broadcasts in the categories of “good goods from home” and “direct supply from the origin”, but platforms where big brands gather , Traffic is easily sucked away by big merchants who are willing to spend money to buy traffic. Such factory live broadcasts are often difficult to appear in the recommended positions.
The above-mentioned merchants told the alphabet list that the difference between Taobao Live and Pinduoduo Live is that to do live broadcast on Taobao, you need to constantly update the products, which is more suitable for the master live broadcast mode; Pinduoduo live broadcasts only require low product prices , The goods are attractive enough to be able to sell goods continuously.
According to Zhang Shuai’s analysis, Pinduoduo shopkeepers become anchors by themselves. First, they save commissions. Second, they know the products best and are good at social fission. On the basis that they have regular customers in their hands, the integration of the host and the host is a relatively suitable path .
Some merchants also expressed to the letter list that, from their operating experience, there are many differences between Kuaishou and Pinduoduo to do live streaming with goods. The above-mentioned merchant told Alphabet List that, from the perspective of his own operations, Kuaishou is more inclined to be a person and KOL, and Pinduoduo is more inclined to the product itself.
Although there are significant differences in low-level positioning, there are many similarities between Pinduoduo and Kuaishou in terms of user positioning, live broadcast format, and live broadcast style. If you can develop your own consumer media platform, Pinduoduo will stay away from your own. The ultimate dream of “Disney+Costco” is one step closer.