The title picture comes from: Visual China
In the preface of Kushou’s new book, Su Hua mentioned her inner panic.
As the founder and CEO of Kuaishou, he has followed a lot of influencers in Kuaishou, but has not seen any of them. He was worried that when he mastered the resources and formulated the rules for the allocation of resources, some people would find them because of the benefits and ask for the resources to be tilted to destroy the mechanism.
Enjoying the use of power will initially have a thrill, but over time, people are not manipulating power, they are manipulating power. This is a particular panic in Su Hua’s mind.
In the face of those who rely on the platform to make a living, the fast hand is the leader with great power. In the field of Internet business, in the face of giants such as Ali, Tencent, Baidu, Pinduoduo, etc., it is inevitable that there will be dilemmas.
According to reports, Tencent has recently completed the Series F financing, and Tencent has invested 2 billion in a total of 3 billion US dollars, accounting for nearly 20% of the shares. At the beginning of the year, Baidu has become a fast shareholder. In the video field, the trend of Tencent, Baidu, and Kuaishou fighting against headlines is very obvious.
However, in the field of e-commerce, Su Hua does not seem to want to label the fast-handed “Tencent department”. The Alphabet List has previously reported the news of Kuaiduo Pingduodu teaming up with Ali. Kuaishou denied that all consumer electronics platforms, including Pinduoduo, are partners of Kuaiduo, and there is no deep binding cooperation with one of them.
As a national-level application with great influence, there is also a large amount of sinking traffic and live broadcast carrying capacity of various parties. The fast players are undoubtedly the targets of various giants. However, the fast players also have the potential to grow into giants. Obviously making chess pieces is not what Su Hua wants. With its deep binding with one party, it is more convenient for the giants to maximize their benefits. So far, Su Hua’s balance technique seems to be working well. Quickhand is one of the few Internet companies that maintains a close relationship with BAT.
However, it’s not easy to get around. Although a lot of money was put on the fast hand, a Tencent insider told the alphabet list that the fast hand must give Tencent peace of mind before Tencent can rest assured that it can allocate various resources to the fast hand. The running-in of the two sides has just begun. Giants are like stars, and planets that are close together are easily captured by them. Su Hua must be a long-sleeve dancer like a skilled diplomat, in order to maintain cooperation and mutual benefit and win-win with the giants, and cleverly keep the distance to avoid being captured and reduced to chess.
In 2019, “sinking” is the key word in the field of e-commerce. Deep ploughing and sinking the market is a lot of work, and after the listing, it has maintained rapid growth at the user level. Alibaba also made great efforts to sink the market by restarting the cost-effective restart.
Quick hands play an important role in this “sinking market battle.” Li Chengdong, an e-commerce analyst and investor, believes that there are more users who penetrate the sinking market quickly, which is an important source of sinking traffic for e-commerce platforms.
The potential of Kuaishou in the field of e-commerce is widely known, originating from two weddings in the summer of 2019.
In June, online celebrity Han Anran broadcasted her wedding live in Quick Hands. The “sale” runs through all the time. Toasting links sell red wine, and toasting links sell tea. Two months later, another fast-handed network red Xin Zhizhi hosted a more live broadcast wedding, and even invited many entertainment stars.
After the wedding, Xin Youzhi said on Weibo that The wedding created a revenue of 130 million yuan by bringing live goods.
At present, all the products in Xin Youzhi’s fast shop are all from Taobao. Click “Buy” to automatically jump to Taobao.
Quick Hand’s e-commerce shopping guide solution “Quick Hand Shop” was launched in June 2018. In cooperation with platforms such as Taobao and Youzan, anchors can broadcast on short videos and live broadcasts.Add product information in other scenes to guide fans to shop at the merchant’s partner store.
Xu Xin, senior vice president of Kuaishou, said in an interview with the Alphabet List reporter in the summer of 2018 that Kuaishou is an e-commerce company that actually meets the needs of users. Before the Kuaishou store is online, some merchants or craftsmen who release videos in Kuaishou You’ll often receive reviews of how users can buy. At the time, he also revealed that many companies came to discuss how to cooperate with Kuaishou, including some international companies.
In just a few months of Double Eleven, the backlog of fast-handed users ’shopping needs has exploded. The fast-handed redhead Sanda created 160 million yuan in sales in one day.
After the two weddings in 2019, as live e-commerce has become a new outlet, the potential of Kuaishou in the field of e-commerce has also received much attention.
New partners are also here. In June 2019, shopping platforms such as Pinduoduo and JD.com also connected to the Quick Shop. At the same time, a number of media reports said that Pinduoduo merchants can also access the fast-handed anchor resources for live product promotion.
According to a report from the media “Zhu Si Ma Ji” in August 2019, Kushou and Pinduoda became a strategic cooperation agreement involving advertising and live e-commerce.
And just two months before this news appeared, “Late Late” reported that Douyin and Taobao had signed an annual framework agreement of 7 billion yuan, including 6 billion yuan in advertising and 1 billion yuan in e-commerce commissions.
In November, things changed again. According to the news obtained from the alphabet list, At the end of 2018, Kuaishou and Taobao started substantial cooperation in business. Kuaishou will also carry out in-depth cooperation with Taobao to jointly create short video e-commerce. The cooperation with Pinduoduo has made no progress.
Dou Yin combined with Taobao, and the fast hands worked together to make a lot of short videos and e-commerce. Originally, it was moving towards the Cold War, but the iron curtain has not yet fallen, and the fast hands have fallen.
Although the growth rate of Pinduoduo is gratifying, Ali is still the boss at the current stage in the field of e-commerce. Li Chengdong believes that in the aspect of live streaming e-commerce, Ali has done a lot longer and has a larger cash scale, and is a better partner.
From left to right are Zhang Yiming, Jiang Fan, Huang Yan, Su Hua
Su Hua and Jiang Fan, the president of Taobao Tmall, also have a long history. Jiang Fan joined Google China in 2006. At this time, Su Hua was also working at Google. It’s unknown whether the two had any intersection during this period. Until 2017, the two became classmates at Lakeside University. In March 2019, they also participated in the fifth inaugural ceremony of Lakeside University. According to the media “Zhu Siji Ji” reported that the cooperation negotiations between Kuaishou and Taobao were borrowed With the opening ceremony.
At the same time, careful analysis of the situation of Quick Hands and Pinduoduo does not seem to be a “good couple”.
A person in charge of the MCN agency told the Alphabet List reporter that the fast live e-commerce customer has a low unit price and high instantaneous traffic. The live broadcast room of the head anchor may generate tens of thousands of orders in one minute. It is not as good as Ali, and sometimes it is stuck.
On the other hand, Pinduoduo is based on community services. It connects people with goods, and people are the core. Taobao pays more attention to the overall supply chain system, and goods are the core.
The core assets of Kuaishou are also people. Taobao’s “goods” are still important “contents” for Kuaishou, which can increase the user’s use time. Ma Yun once said that about 17 million people visit Taobao every day, but buy nothing, which shows that “goods” as a kind of content attracts users. In the process of ascendant, fast hand has been trying to expand the diversity of content.
In addition, Taobao is more “toolful” as a traffic monetization platform for fast hands than Taodu. If Kuaishou cooperates with Pinduoduo, and output to the anchor and its accompanying fan resources, there may be a possibility that “meat buns and dogs will never return”.
On November 27, Pinduoduo launched the first live broadcast on the site. The anchor was the mother-infant KOL “little little bag”. According to 36 氪 reports, Pinduoduo is beta testing a live-streaming applet called “Good Goods In-House Purchase”. Users can invite friends to watch live broadcasts through this applet. After successful teaming, they will get exclusive discount coupons for live broadcast products.
According to the operation mode of “good in-app purchase”, Pinduoduo’s live broadcast is more dependent on social relationships, This logic is different from Taobao’s live broadcast, but closer to the fast hand. For the fast hand, it may be a potential competitor.
However, Pinduoduo has officially denied the news related to the incubation of the live broadcast business.
Wu Wuwei, a well-known Internet commentator, once said that China’s Internet legal business model is actually three and a half: games, advertising, e-commerce, and Internet finance are half.
Which consumer electronics platform to choose, for fast players, in addition to e-commerce revenue, advertising is also an important part.
Weibo is a good reference object. After the in-depth cooperation between Weibo and Ali, the advertising revenue from Alibaba has increased since 2017, and it has also increased along with it. KA (Key Brand Users) Ad revenue. Today, the year-on-year growth rate of advertising revenue from Ali has fallen sharply, while the year-on-year growth rate of KA advertising revenue has been relatively strong. Observing Weibo’s ads is not difficult to find, big customers who can afford to open screen ads, such as Estee Lauder, are also big advertisers in the Tao department.
The logic in this is that while working with Ali, there is also a higher chance of getting a large client ’s advertising budget tilt. In the economic downturn, compared with small and medium advertisers, KA brings more stable income. KA and more brand advertising are also things that fast players need more at this stage.
From the dimensions of monetization scale, business complementarity, and promotion of advertising business, cooperation with Ali is a better solution for fast players. From the observations of various changes since then, Kuaishou’s in-depth cooperation intentions with Pinduoduo in August are more like “beating” Ali.
The quickest move between Ali and Pinduoduo is not easy to complete this year’s KPI.
On June 18, 2019, Su Hua and Cheng Yixiao stated in their internal letter that the fast hand will enter the combat mode. The first goal is to reach 300 million DAU by the 2020 Spring Festival.
According to many media reports, Kuaishou will become the exclusive interactive partner of CCTV Spring Festival Gala in 2020 to carry out the Spring Festival Gala red envelope interaction. Ever since WeChat interacted with the “Enchanting Pearl Harbor” through the Spring Festival Gala Red Envelope, the Spring Festival Gala has become a battleground for Internet companies. But the price is also very high.In 2019, Baidu is the exclusive interactive partner for the Spring Festival Gala. According to reports, Baidu invested 900 million yuan in this event.
The commercialization of Kuaishou’s new marketing business disclosed in mid-July is 15 billion yuan.The target is 10 billion yuan. Commercialization includes two major sectors, advertising and business ecology. Revenue from live broadcast services is not included. According to the interface news report, Kuaishou’s overall revenue target for 2019 is 30 billion yuan, but the news has not been officially confirmed by Kuaishou.
Quick players need to expand their income. E-commerce and advertising are not enough, and games need to be laid out.
If you want to achieve large-scale profit in the game field, Tencent is a partner who can’t cross over.
Tencent is also a quick friend.
As early as March 2017, Tencent Industry Fund led a fast-round D round of financing. Subsequently, Tencent also opened the QQ relationship chain to Kuaishou. Kuaishou users were able to query and add their own QQ friends for a while. Kuaishou’s content also entered the small video tab of the Daily Express.
But with the sudden emergence of Douyin in the Spring Festival 2018, the short video field has become a new outlet, and Tencent has also restarted Weishi.
In April 2018, Tencent blocked the links of Kuaishou, Douyin, Watermelon Video, and Microvision during the short-term Internet video remediation. However, by August, Weishi ’s link can be shared to the circle of friends. The small video interface of Tencent News also led to Weishi.
However, despite Tencent’s efforts to support Microvision during this year, this product has not been able to shake the status of trembling sounds and fast hands.
In the summer of 2018, the online variety show “Creation 101” produced by Tencent received great attention. In this program, Weishi got a comprehensive and multi-dimensional resource tilt. However, the variety show is on fire, and Microvision is still not bad.
By the end of June 2019, many media found that the short video link of the quick hand can be directly shared to the WeChat circle of friends.
But at this time, DAU exceeded 200 million, which has passed the fission of social links.The stage where traffic is initially accumulated.
Fasthand has always emphasized the inclusive algorithm at the level of traffic distribution, which means that even fast quality content can get traffic at fasthand, which is from the perspective of content producers. From the perspective of consumers, only fine content can allow them to stay more time here.
In order to maintain the original intention of the inclusive algorithm and achieve the goal of DAU 300 million at the end of the year, fast players must expand the content category and quantity. The content is sufficient to fully meet the needs of consumers. Only then can the platform distribute more traffic to producers .
According to “Late LatePost”, Kuaishou and Tencent have tried to set up a joint venture of Tencent Holdings to launch new products, Tencent to publish game content, and to master talents and technologies. However, the motion was later stranded, and the cooperation method finally selected was an exclusive cooperation on game content. At the same time, Tencent will also lead the F round of financing of the fast hand. After the investment is completed, Tencent will occupy nearly 20% of the stock in the fast hand.
The confidence of the fast player in front of Tencent, in addition to being unconvinced by micro-vision, the game live broadcast is also an important card.
According to the official data of Kuaishou, as of the end of November 2019, Kuaishou live broadcasts have more than 51 million daily live games and 77 million short video games live. In the League of Legends Finals, which was first broadcast on the fast-hand platform this year, the total number of visitors has reached 25 million.
Data from QuestMobile show that as of June 5, 2019, the DAUs of Douyu and Huya were 15 million and 11 million, respectively.
But on the other hand, the road of self-developed games for fast players is not smooth.
Lin Shu joined Kuaishou in game development in 2018, and there were still more than 200 people in the department at that time. Before joining, Lin Shu got the information that Kuaishou will gradually establish a game research and development department with a scale of 1,000 people. Various categories will be tried, and it will give enough time.
But the reality is that in less than a year, Lin Shu’s department was cut by half, and some sub-categories were even abolished. “The products were cut even during the Demo period, which is amazing,” Lin Shu said.
Lin Shu believes that fast users are too sinking, so the LTV of a single user (total life cycle value) is too low, which is also fast Make the game’s short board.
Currently, Kuaishou is also doing game publishing, 2019 1