To develop e-commerce quickly, it should be an urgent need to find new profit growth points.
After the “old iron”, Kuaishou did not stop to do “personal design” business.
Today, at the Kuaishou “2021 Kuaishou E-commerce Gravity Conference”, Xiaogu, the person in charge of Kuaishou e-commerce, announced the “Business Full Cycle Dividend Plan” and announced that Kuaishou will start the era of live e-commerce 2.0.
In Gu Xiao’s view, the future live broadcast e-commerce will be a 6 trillion+ market. However, the cost of public domain traffic is high, and merchants’ customer acquisition costs continue to rise. Content e-commerce dominated by private domain traffic leads the traditional public domain e-commerce platforms in terms of growth rate, duration, and stickiness. Therefore, private domain traffic is a future value flashpoint. A published data is that 80% of the repurchase on Kuaishou comes from the follow page, which is the host’s private domain traffic.
So the future live broadcast e-commerce 2.0 version that Kuaishou thinks of is an upgrade from the traditional “commodity + public domain” people and goods field thinking to “content + private domain” thinking. The specific changes are reflected in the end of demand to the creation of demand. , From shelf to content, from transaction to relationship.
To put it simply, the anchor should pay more attention to the establishment of personality, with more distinctive features, and spend longer time communicating with users and promoting feelings. Gu Xiao believes that in the future, Kuaishou will encourage self-broadcasting and discourage store-broadcasting, which means that employees or the boss’s family members are encouraged to create their own live broadcast e-commerce accounts and set up personal settings to help stores bring goods.
This is a bit different from the era of live e-commerce 1.0. Previously, the platform logic was a shelf logic driven by low prices and commodities. Kuaishou e-commerce represented live e-commerce 2.0. The era is the flow of e-commerce content production platforms, and anchors rely on characteristic sellers to create a strong trust relationship between users and anchors.
At the same time, the live e-commerce 1.0 era mainly promotes transactions from public domain traffic, and the platform has the right to control the flow. The live e-commerce 2.0 era represented by fast hand e-commerce comes from For the private domain traffic of the follow page, the master and the merchant have the right to control the traffic.
This difference is also reflected in the GMV composition of traditional e-commerce and fast-hand e-commerce. Traditional e-commerce GMV is mainly derived from UV*conversion rate*customer unit price. The GMV of Kuaishou e-commerce is composed of UV (private domain confirmed UV + public domain release UV) * content consumption time * unit time order conversion rate * customer unit price * repurchase frequency, and emphasizes the fun of the anchor content and the trust of users in the anchor.
In addition, Kuaishou also officially released the “Business Full Cycle Bonus Plan”Provide favorable policies, product empowerment, and traffic support for the three major platform dividends for brands, anchors, and service providers.
To develop e-commerce quickly, it should be an urgent need to find new profit growth points. The latest financial report shows that Kuaishou lost 10.3 billion yuan in operating losses last year, and the proportion of revenue from the live broadcast business that Kuaishou has been proud of has dropped from 80.4% in 2019 to 56.5% in 2020.
Currently, Kuaishou’s revenue structure is live broadcast, online marketing services, and other services (including e-commerce). According to data disclosure, in 2020, Kuaishou’s total revenue was 58.776 billion yuan, an increase of 50.2% from 39.120 billion yuan in the same period of the previous year; The increase in total revenue was mainly due to the strong growth of online marketing services and other services (including e-commerce).
It’s not difficult to see Kuaishou’s ambitions in live e-commerce. According to the fourth quarter and full-year performance data of Kuaishou in 2020, the total merchandise transaction (GMV) of Kuaishou e-commerce in 2020 is 381.2 billion yuan, a significant increase of 539.5% year-on-year. The average repurchase rate of Kuaishou e-commerce users has increased from 45 in 2019. % Increased to 65% in 2020.