Isn’t this really a wolf this time?
A person in charge of the MCN agency told me that it is normal for internet celebrities to receive private orders in fast hands. In the past, fast hands have sent a lot of notices to restrict this kind of behavior. Now, fast hands really want to strike hard.
Recently, Kuaishou ’s official WeChat account, Kuaishou Business Insights, stated that it will upgrade and manage Kuaishou brands, mainly for two reasons: the control of brand presence and the sale of branded goods. Specifically:
Brand Settlement: After the brand has settled in the fast hand, the official flagship store of the brand and the first-level brand dealers can sell the goods on the fast hand, or place an order to cooperate with the creator through the quick order. For non-resident brands, the existing branded products will be removed from the shelves.
Sale of branded goods: non-brand official flagship stores or brand-level distributors cannot sell the branded goods. The first-tier dealer needs to provide enterprise qualification and industry qualification, as well as official authorization of the brand.
Prior to this, KuiShou has issued a related notice to the platform creators, saying that starting at 00:00 on March 30, 2020, KuiShou will strictly limit non-compliant commercial content that is not accepted by the official platform.
Non-compliance commercial content refers to commercial promotion content that has not passed the official platform of Quick Hand Quick Order, received privately and was released in Quick Hand, including but not limited to product descriptions, effects touting, Promotions, discount information, coupons, redemption codes and other methods induce users to download APPs, guide purchases, divert off-site platforms, induce offline transactions, and other content with commercial promotion properties.
Quickhand said that for these contents and accounts, punishment measures such as warning, current limit, blocking, interruption, short video permission banning, and live room permission banning will be given according to the seriousness of the circumstances, and the right to pursue legal responsibility is reserved.
To put it bluntly, the core purpose of the fast hand is to promote the revenue of the official platform to quickly receive orders. Like the Douyin Star Chart platform, it is a norm for e-commerce in the platform. At the same time, it should not be lost. The money outside was carried back into his pocket.
However, the quick order has been launched for more than half a year, and the utilization rate is not high. According to MCN, if the celebrities receive advertisements through quick receipts, the platform will be paid 45%. The high proportion of pumping is also the main reason why the red people want to find other ways.
A person close to the fast hand has previously revealed to the interface that in 2019, Douyin Star Chart revenue was 3 billion yuan, and the fast receipt of fast hand single revenue was only about 1 billion yuan, while the former was only 5%. .
Gao Chengcheng didn’t exchange for high returns, and the fast hand to accelerate the commercialization is the time to strike hard.