More fast-handed “old iron” will bring goods to JD.com.

On May 27th, the short video platform Kuaishou Technology and Jingdong Retail Group signed a strategic cooperation agreement, the two sides will be launched in Kuaishou store ’s supply chain capacity building, brand marketing and data capacity co-building, etc. In-depth cooperation.

Peng Pao reporter learned that in June 2019, Kuaishou e-commerce announced that it will connect to Jingdong. Users can jump to Jingdong to buy goods in Kuaishou. This cooperation, It is a further deepening of the past cooperation model between the two parties: For Kuaishou users, they can directly purchase JD.com’s self-operated products in the Kuaishou shop of the Kuaishou anchor, for logistics inquiries and after-sales service operations, without jumping to the Jingdong App.

The cooperation contents announced by both parties include: Jingdong Retail will provide superior category products to the fast-hand shop, the two sides jointly build a high-quality commodity pool, and the fast-hand anchor will sell the selected products. Kuaishou users will be able to directly purchase JD.com ’s self-operated products in Kuaishou shops, and enjoy Jingdong ’s high-quality delivery and after-sales services.

In addition, the two parties will strengthen the co-construction of brand marketing capabilities, quickly broadcast live broadcast and short video marketing promotion, JD Retail provides joint marketing and contract performance capabilities to enhance the core competition of the brands of both parties force. Based on JD Retail’s understanding of shopping behavior data and quick hands’ understanding of short video, live broadcast, and live e-commerce behavior data, the two parties will jointly explore and build precision marketing capabilities.

The cooperation will be launched during the Jingdong 618 and Kuaishou 616 quality shopping festivals this year. From June 16 to 18, some Kuaishou Daren live broadcast products will come from Jingdong is self-operated.

Kuaishou founder, CEO Su Hua and Jingdong Retail Group CEO Xu Lei appeared at the signing ceremony that day, highlighting the importance the two sides attach to cooperation.

Su Hua said that Kuaishou is the earliest explorer and leader of the live broadcast e-commerce industry, and it has a leading advantage in user volume and the creation of new scenarios for live broadcast e-commerce. JD.com As a high-quality e-commerce platform, retail has industry-leading supply chain advantages. This cooperation will bring fast-hand usersBetter shopping experience.

Kuaishou ’s “Sell Goods” feature was first launched in 2018, when Kuaishou launched the “Quaishou Xiaodian” feature to help Kuaishou users sell and access on the platform With Taobao, JD.com, Pinduoduo and other mainstream e-commerce platforms, merchants can also use e-commerce SaaS service providers such as Magic Chopsticks and Youzan to open stores. Quickly, there gradually appeared anchors such as Simba and Sanda who brought hundreds of millions of goods.

On May 10 this year, Gree Electric ’s chairman Dong Mingzhu came to Kuaishou and partnered with several celebrity anchors, two donkeys, donkey sister-in-law Ping Rong, and host Li Xin, etc. Selling goods on the same platform, the turnover reached 310 million yuan, causing widespread concern.

Yu Shuang, Vice President of Kuaishou E-commerce, introduced in an interview with a surging news reporter that in 2019 Kuaishou mainly focuses on the ordering of goods sales, reducing customer complaints and increasing satisfaction Work hard, such as prohibiting users from directing transactions outside the platform to use WeChat groups and other transactions, doing “flight spot checks” on commodities and production plants, encouraging consumers to rate the purchase of goods, and depositing quality merchants.

This year, the quick hand will make improvements on the “goods” side. First, it will attract more branded merchants to settle outside the “white card”. According to Yu Shuang, the unit price of fast customers is constantly rising.

In this context, the cooperation between Kuaishou and JD.com can complement the shortcomings of Kuaishou e-commerce in the supply chain.

Quick Hand said that JD ’s advantage lies in 3C home appliance products, branded products and high-price unit price products, and cooperation with JD will help increase the richness of fast-hand e-commerce on the goods side To expand the product library of branded products and high-quality products, in line with the evolution of Kuaishou e-commerce to expand the boundaries of brands and high-quality products.

JD.com launched the live broadcast function as early as 2016, but the promotion is significantly lower than competitor Taobao, which has already won the head anchors such as Li Jiaqi and Wei Ya. The “Taobao Live Broadcasting New Economy Report 2020” released by Alibaba Research Institute shows that Taobao Live has accumulated 400 million users, and the GMV (transaction volume) in 2019 will reach 200 billion yuan.

This cooperation can be regarded as a quick borrower from JD.com, a catch-up on the influence of the internet celebrity economy and live streaming.

Quick hands said that the advantages of quick hands are the user’s size and the new scene of live e-commerce. currentThe daily activity of Kuaishou has exceeded 300 million, the user volume is huge, and the user composition covers first- and second-tier cities and the new consumer market, which is complementary to the original users of JD.com. Kuaishou’s old iron stickiness and high conversion rate have made Kuaishou live e-commerce one of the best quality live e-commerce platforms on the market. In cooperation with Kuaishou, JD.com will gain gains from new market users’ reach and new live e-commerce scenarios .