“Run-in period” has to “honeymoon period” future
Editor’s note: This article from the public micro-channel number ” Tech planet “ (ID: tech618), of Guning Yu.
Short video + e-commerce, the perfect combination of traffic and sales. Data show, mobile Internet users per day, length up to 5 hours when the Internet.
The key mobile Internet activity to maintain, it is the rise of the past few years short video. The data shows that the user’s short video usage in the first half of 2018 accounted for 8.8% of the total online time, and the growth rate of time is three times that of other categories. The short video bonus is very obvious.
From a marketing perspective, 62% of advertisers increased their marketing budget for short live video last year.
After the era 5G, the advantages of short video will be more apparent. The traffic bonus brought by short videos is exciting for e-commerce platforms that are eager for users and conversion rates.
At the time of the slowdown in the growth strategy brought by the sinking strategy, the vibrato has exceeded 320 million months of live and fast-moving over 400 million months. The short video is undoubtedly the most embarrassing traffic on the e-commerce platform. “The short video platform grafting e-commerce function is essentially an upgraded version of the online red live e-commerce in previous years. The purpose is to better realize the traffic, and also increase the user’s stickiness to meet the needs of users to buy while watching. Increase the profit model of the platform, build a closed loop, and enhance competitiveness.
Cao Lei, director of the Internet Economics-E-Commerce Research Center, is very optimistic about the short video e-commerce model.
The business growth opportunities brought by short video e-commerce also make Ali, the multi-e-commerce platform and other e-commerce platforms have targeted the short video platform. .
Alibaba, the new spokesperson of Ali E-commerce, and the founder of Huang Yi, the quick-selling CEO Su Hua, and the founder of the byte-jumping of Zhang Weiming, the four men’s chances come together, around the flow-e-commerce Conducted confrontation and cooperation.
Jiang Fan: Looking for a new growth point for Ali e-commerce
This March 6On the same day, along with Alibaba’s latest organizational restructuring, “Little Shuai” Jiang Fan is well known.
Jiang Fan became the president of two retail platforms, Taobao and Tmall, and was selected for the first time in the list of 38 partners in Ali.
The young Jiang Fan is facing a lot of business pressure. As the core e-commerce business of Alibaba, maintaining a certain growth rate is related to the future of Ali.
According to Alibaba’s 2020 fiscal year Q2 financial report, its revenue from core e-commerce increased by 44% year-on-year to RMB 99.544 billion.
The number of mobile monthly active users of China’s retail platforms, including Taobao and Tmall, reached 755 million, a year-on-year increase of 56 million. The year-on-year growth rate and the growth rate of the chain were 19.1% and 4.7% respectively.
It is not easy to maintain a certain rate of growth on this scale, but the goal of hard work is far from the goal of Ali’s star.
In the 85-year-old Ali E-commerce leader Jiang Fan and Zhang Yong’s strong support, they also set a few small goals for themselves: The scale of the Tmall platform transaction will double in the next three years.
Tmall will regard online sales growth as the most important strategy. In 2017, Jiang Fan shouted out two major changes in the wireless era Taobao:
Contentized and intelligent, 2018 proposed that Taobao live broadcast to achieve the goal of 500 billion GMV in three years.
Jiang Fan said, “In the future, Tmall will continue to strengthen the new product strategy, not only to help brands and businesses release new products, but also to create and incubate new products with the brand – in the next three years, Tmall will Help domestic and foreign brands to release more than 100 million new products, while also incubating 100 new brands with annual sales exceeding 1 billion yuan.
In an era when users are increasingly pursuing consumer scenes and quality, Jiang Fan realizes the importance of brand awareness.
Live and short video fires, Jiang Fan tried to see short video and live broadcast as the next business growth point. In the eyes of industry analysts,
Taobao and the fast-handed player are in harmony with each other. The fast-track “short video drainage + live delivery” mode has a very high e-commerce conversion rate.
The helpless Ali Jiang Fan and the fast-handed Suhua two former Google Chinese colleagues did not reach an agreement in the negotiation and cooperation.
In particular, in June this year, an annual framework agreement of 7 billion yuan was signed with Vibrato, and the young Taobao consumer group and the fashion vibrato users are highly coincident.
But in the fast hand and vibrating competition dayAt the moment of intense competition, this cooperation has undoubtedly opened up the relationship between Ali’s e-commerce and fast-handed.
Zhang Yiming: Finding the best monetization path for vibrato traffic
On July 9th, the bytebeat announced that the vibrating DAU exceeded 320 million.
Having a high number of users is not the end point, and the impact of the listing of the byte is beating
Promote commercialization in an all-round way.
According to the interface report, in 2019, the byte hopping set a target of 100 billion in revenue, while the revenue of byte hopping in 2018 was 50 billion yuan.
Behind the goal of leaping development, the flow of headlines is to be a vibrating voice, and it must also shoulder the heavy responsibility of more revenue. And the traffic platform realizes the realization
Nothing more than advertising and e-commerce
,
In particular, e-commerce business is a long-chain mining of traffic, which is more valuable for short video platforms. Vibrato also launched a series of measures to accelerate “short video + e-commerce”, the first to launch a shopping cart, but also laid out DOU+, merchandise window, e-commerce research and many other products.
At the beginning of 2019, Vibrato launched the “Good Things Alliance” recruitment plan. Anyone who applied to become a “good thing alliance” can open the shopping cart directly without the number of fans.
At the same time, Vibrato also actively promoted the e-commerce small program and the overall ecology, making the shopping experience smoother.
But after all, the vibrato is a newcomer to e-commerce, and the self-built e-commerce system still has a long way to go.
In addition, it is reported that the vibrato live broadcast has not yet reached the volume.
“The DAU of the live broadcast is only a few million meters per day.” Industry insiders have said that the vibrating live e-commerce is still exploring, and it is very necessary to use the huge flow of the vibrating platform to conduct e-commerce conversion. The huge flow pool, accurate user portraits, and overlapping consumer groups make the combination of Vibrato and Taobao less surprising.
On June 25th, “Late Post” was reported:
Vibrato and Taobao signed an annual framework agreement of 7 billion yuan, of which 6 billion yuan of advertising, 1 billion yuan of e-commerce commission. In order to complete his commercialization goals, Zhang Yiming will open the whole chain of Taobao and Taobao.
A convenient conversion path to traffic to e-commerce.
To some extent, Zhang Yiming and Jiang Fan’s hands, to promote the vibrato and Taobao to play 1+1> 2 energy efficiency.
Of course TaobaoIt is not the only choice for Zhang Yiming. Although the cooperation with Taobao is the largest, the vibrato has already established cooperation with Jingdong and the fight.
The multi-faceted beep is looking for a better future for yourself.
Suhua: Quick Hope and Choice
When I heard the vibrato and hand in hand with Ali, many people guessed that Suhua would also follow up some actions, but this year’s frequent players are making quick moves. After the online main incentive plan and investment, the outside world has a lot of troubles. Guess that Suhua is going to change the label of “old iron”.
In the first week of April 2019, after studying in Hangzhou, Suhua seemed to feel the cooperation between Weiyin and Ali. When he first landed, he suddenly called all the high-level companies to discuss the commercialization of the platform.
In mid-May, the fast-handed vibrato successively released the daily transcripts, followed by Suhua and Cheng Yixiao to set up a “military order” – 300 million DAU before the 2020 Spring Festival, and the K3 battle.
Today, the fast hand is uncovering the “Buddha” label, and the old iron consumption power hidden behind the sinking market is staggering.
The dynamics of opponents are often the direction of their own route.
On the 7th day of the disclosure of Vibrato and Ali’s year frame, the fast-hand platform suddenly announced a 50% increase in the percentage of rake.
The fast-light e-commerce company announced that it will add 50% of the actual promotion commission to a number of third-party e-commerce platforms including Ali Mom’s Taobao Alliance on July 20th. The commission said that the increase in commissions is not for platform ownership, but will be used to set user growth incentives.
The fast-moving hand that has always existed independently makes it impossible for the outside world to distinguish whether it is standing in Ali or standing in Tencent, but as more and more rumors with Tencent, Suhua seems to be far away from Jiang Fan.
Until recently, according to the Internet media media “Zhu Siji” broke the news:
After Ali signed a huge cooperation agreement with Vibrato.
The pursuit of commercialization is fast, and it has become a strategic cooperation with another e-commerce platform.
The same as the sinking market, the hostThe names of China and Huang Wei appeared in the same box several times.
Compared to the world under the filter on the vibrato, the life recorded by the quick hand is more real.
It is this high sense of life restoration that allows fast-handed users to believe what they see and what they see, and the seller’s show is no longer difficult to distinguish, and shopping desires are greatly increased.
Huang Wei: Anxious to secure a lot of market share
On May 20th, the first quarter of 2019 reported that the platform achieved revenue of 4.5452 billion yuan, a year-on-year increase of 228% compared with 1.384 billion yuan in the same period last year.
In addition, the company also disclosed some eye-catching data as of the end of March. The number of active buyers of the platform reached 443.3 million, a net increase of 148.4 million from the same period of last year, with a year-on-year increase of more than 50%;
In the Q1 quarter, the average monthly mobile users of the mobile client reached 289.7 million, a net increase of 123.5 million compared with 166.2 million in the same period of last year, an increase of over 74% year-on-year;
The average annual consumption of active platform buyers increased further to 1257.3 yuan, an increase of 87% over the same period last year of 673.9 yuan.
Looks very optimistic about increasing the number, and the actual increase in growth is very dependent on marketing investment.
According to the financial report, the sales and marketing expenses of Q1 in the Q1 quarter were 4,089.3 million yuan (about 728.5 million US dollars), an increase of 302% compared with 1,217,500 yuan in the same period of last year.
In this context, in order to stabilize the market share, and to achieve strategic cooperation with the fast.
After the cooperation, the two sides opened up the back-end system, and they will put in some of the anchor resources in the official shopping back-to-back platform of “Take more treasures”. The merchants can directly choose the appropriate anchor cooperation, and many merchants will be able to access. Fast-track anchor resources for live broadcast promotion.
In the case of Jingdong’s purchase and Alibaba’s fierce competition, the situation is not optimistic.
It is a cooperation between the two sides to achieve strategic cooperation with the fast hand.
On the one hand, before this, a lot of traffic is more dependent on social import, and the interaction is stimulated by sharing and bargaining, and these actions reduce the user’s production.The attention of the product itself.
Working with established players to make up for the gap.
On the other hand, through this cooperation, a large number of merchants can get content and video of live video, and it can also bring more room for realizing small and medium-sized people.
Break the group to warm up to resist the cold winter. When the Internet enters the second half, it is difficult for consumer Internet to have new growth points, traditional e-commerce with traffic panic, and a short video platform that is difficult to realize.
When the demand points of the two are replenished, cooperation is the best ending.
Vibrato + Taobao VS Fasthand + fight a lot, hidden between the four business leaders behind the mobile application, a separatist war has already started in the dark.
Jiang Fan joined hands with Zhang Yiming, Suhua and Huang Wei, and the four geniuses of the four technical backgrounds successively entered the short video e-commerce field with the attitude of collaborators, and launched the final competition of online traffic.
Who is doing better in the user experience, who can cater to it more
A generation of young people’s consumption concept, who’s short video e-commerce business develops better
Who can achieve the ultimate victory, which tests the business intelligence of the four men.