Live broadcast blessing, retail “out of bounds”.
Editor’s note: This article comes from the WeChat public account “Finance without bogey” (ID: caijwj) , the author has no Rust bowl.
Two years ago, when Liu Qiangdong shouted, “The fourth revolution has already arrived in retail, and ‘Unbounded’ is its essence”, even the most optimistic people will not think that various industries The seemingly unshakeable barriers between them will melt away in just two years.
Overnight, the competitors put down their prejudices and the strangers hugged each other.
After several years of tug-of-war, witnessing the enduring competition in the e-commerce field, brands have begun to understand that no one can cross the thorns alone, face the future, and work together, it seems the only reasonable s Choice.
And in this, near the “618” gold node in the e-commerce field, a grand “handshake meeting” has once again attracted the attention of the business community. The two sides shaking hands, one end is Jingdong, which has a complete supply chain system and a double reputation, and the other end is a fast hand holding up more than 300 million daily activities and sings.
On May 27, the two parties formally signed a strategic cooperation agreement, stipulating in-depth cooperation in retail supply chain, brand marketing and co-building of data capabilities. According to the agreement, JD.com will provide direct supply of advantageous products to the Kuaishou platform, while Kuaishou users can directly purchase JD.com ’s self-operated products in Kuaishou shops, and can enjoy JD ’s logistics and after-sales services.
Looking back in the past, the “Berlin Wall” collapsed and brought a new order to the world in the Cold War. This time, the high wall between the short video platform and e-commerce may have the same significance. .
The e-commerce dispute ends the “involution”, Everyone can do what they are good at.
Speaking of this cooperation, an unnamed practitioner gave the above views.
It is needless to say that the competition in the e-commerce field in the past decade has overwhelmed every brand in the industry. Whether it is the construction of supply chains, logistics systems, or the introduction of traffic, the pursuit of large and beautiful diversification is essentially It is the “inner volume” competition under the collective anxiety of the industry.
Under the layers of wind, no one knows whatThe person can really lead to the future, so the head e-commerce has to carefully hold all the cards in his hand.
In today’s increasingly subdivided business model and more diversified channels, facing the long-distance race in the future, the heavy bags often only make the brand exhausted.
On this basis, a short video platform focused on content monetization and an e-commerce platform hungry for traffic are not precedents without trial and cooperation.
Unfortunately, whether it was the promotion of Duoduo and Kuaishou before, or the cooperation between Betta and Tmall, they ended up parting ways.
The key is the uneven distribution pattern.
When content producers who hold traffic cooperate with supply chain-based e-commerce companies, the traffic party generally dominates, but e-commerce giants are often reluctant to hand over supply chain resources and cooperation is extremely difficult.
From this perspective, it takes more courage to break through the high wall between the two, but it is also a step back from each other to jointly explore the sincerity of the profit space.
On this basis, JD.com and Kuaishou, who took the lead in letting go of the “gateway insight”, have subsequently become the only “Romeo” and “Juliet” in the industry.
In addition, in the short term, this cooperation has brought “win-win” to the two major platforms:
On the one hand, the huge traffic and conversion rate owned by Kuaishou have finally found an undertaking, on the other hand, Jingdong ’s professional supply chain system will also further improve itself in the flow of traffic.
In the long run, the cooperation between the two is also a good thing for the industry.
Inspired by this, more e-commerce brands are expected to open up new ideas for breaking the game, thus ending the long-standing “involution” competition in this industry.
In this process, retail is bound to gradually return to essence, and traffic and technology will also play a leading role.
Why Jingdong and Kuaishou, can break the “view of the portal”?
The answer may be simple. Both parties respect each other and need each other.
Behind any business cooperation, the benefits are always the decisive factor.
Taking short video platforms and e-commerce brands as an example, short video platforms hold huge amounts of traffic; and the key to monetization-commodities and sources of supply, have been eaten up by brands and e-commerce many years ago .
On the other hand, although traditional e-commerce has built an excellent supply chain system, but under the accumulated competition, the high cost of customer acquisition has gradually begun to eat into the overall profit space of the industry.
Financial report data shows that in the past 5 years, Pinduoduo ’s customer acquisition cost has increased from the initial 20 yuan to the current 150 yuan, while Alibaba ’s customer acquisition cost has increased from the initial 50 yuan to nearly 500 yuan. The average increase is around 8-10 times.
On this basis, Kuaishou ’s huge traffic pool with more than 300 million daily activities, and the naked GMV improvement contained in it, are dreams of any e-commerce platform.
In addition to this, the “special gift” that both parties can give each other is also the key to ensuring the long-term and stability of this period of cooperation.
After a few months of rumors, the live broadcast with goods has been mastered by major platforms, and the moat of the model no longer exists. On this basis, the supply chain has become the next shuffle period. Core elements.
As early as the “Super Brand Day” event launched by Kuaishou, we can see the platform’s pursuit of “good things”.
Unfortunately, for the haste, for the KOL that started with traffic, it is difficult to complete the in-depth control of quality control and after-sales. Even middle-aged veterans Luo Yonghao and Li Jiaqi will inevitably roll over.
By contrast, looking at the cooperation between Quickhand and JD.com, it was JD.com ’s own products that were initially stationed in Quickhand, and after-sales and logistics were borne by JD. This undoubtedly unloaded a lot of money for Quickhand.
In addition, for JD.com, this in-depth cooperation with Kuaishou will also benefit the overall layout of the new consumer market and gain gains in the new live broadcast e-commerce scene.
From the perspective of e-commerce, Kuaishou has a huge user base. According to the disclosed data, Kuaishou ’s daily activity has exceeded 300 million by the beginning of 2020, and is mainly distributed in the new consumer market. In 2019, there are 250 million People publish works on the Kuaishou platform, and the platform has accumulatively praised more than 350 billion times.
The answer may be simple. Both parties respect each other and need each other.
Behind any business cooperation, the benefits are always the decisive factor.
Taking short video platforms and e-commerce brands as an example, short video platforms hold huge amounts of traffic; and the key to monetization-commodities and sources of supply, have been eaten up by brands and e-commerce many years ago .
On the other hand, although traditional e-commerce has built an excellent supply chain system, but under the accumulated competition, the high cost of customer acquisition has gradually begun to eat into the overall profit space of the industry.
Financial report data shows that in the past 5 years, Pinduoduo ’s customer acquisition cost has increased from the initial 20 yuan to the current 150 yuan, while Alibaba ’s customer acquisition cost has increased from the initial 50 yuan to nearly 500 yuan. The average increase is around 8-10 times.
On this basis, Kuaishou ’s huge traffic pool with more than 300 million daily activities, and the naked GMV improvement contained in it, are dreams of any e-commerce platform.
In addition to this, the “special gift” that both parties can give each other is also the key to ensuring the long-term and stability of this period of cooperation.
After a few months of rumors, the live broadcast with goods has been mastered by major platforms, and the moat of the model no longer exists. On this basis, the supply chain has become the next shuffle period. Core elements.
As early as the “Super Brand Day” event launched by Kuaishou, we can see the platform’s pursuit of “good things”.
Unfortunately, for the haste, for the KOL that started with traffic, it is difficult to complete the in-depth control of quality control and after-sales. Even middle-aged veterans Luo Yonghao and Li Jiaqi will inevitably roll over.
By contrast, looking at the cooperation between Quickhand and JD.com, it was JD.com ’s own products that were initially stationed in Quickhand, and after-sales and logistics were borne by JD. This undoubtedly unloaded a lot of money for Quickhand.
In addition, for JD.com, this in-depth cooperation with Kuaishou will also benefit the overall layout of the new consumer market and gain gains in the new live broadcast e-commerce scene.
From the perspective of e-commerce, Kuaishou has a huge user base. According to the disclosed data, Kuaishou ’s daily activity has exceeded 300 million by the beginning of 2020, and is mainly distributed in the new consumer market. In 2019, there are 250 million People publish works on the Kuaishou platform, and the platform has accumulatively praised more than 350 billion times.