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From the perspective of the evolution of the bottom of the industry, the choice between JD.com and Kuaishou is due to the inherent needs of the development of short video platforms and e-commerce platforms.

1. Game of Rights: Kuaishou “Go Headcast”

On Kuaishou, the platform ’s first batch of big anchors, they have a strong influence on the platform ’s ecology through the adoption of students and the traditional guild model. Just like Simba, Sanda, etc., there are a lot of waist anchors centered on them. The disciples and grandchildren gather, and there is a big “only master, not platform” Road. The platform’s traffic value is built on these headline celebrities, and enterprise resource capabilities and profitability are also pinned on these head anchors.

Therefore, sometimes between the platform and the big anchor is like a parent and a spoiled child. “Parents” have a preference for obedience, and “children” will inevitably appear to be arrogant and arrogant. .

Not long ago, the dispute between fast-handed anchors Simba and Sanda was unreasonable. In the end, the two of them announced that they would temporarily quit the network. The other anchors involved have also stopped broadcasting. The relationship between the platform and the main anchor seems to be subtly changing. . Combined with this cooperation with JD.com, perhaps we can speculate on the intention behind some quick-hand attitude changes.

On the one hand, during the live broadcast e-commerce 1.0 period, the big anchors can only achieve excellent delivery results by relying on trust and followers, which is purely a big anchor delivery. The mid-tail anchor is difficult to survive by bringing goods, because the trust is not enough, the product quality is not assured, and there is no price advantage. The Matthew effect of live goods delivery is obvious. For merchants, it is difficult to turn over the brand of the anchor with the goods in the head, and it must give a large discount, high commissions compress the brand profits, and the effect of the mid-tail anchor is difficult to satisfy. .

Currently, live streaming has a centralized feature, which is detrimental to the long-term development of the platform. Decentralization and release of the ability to bring goods to the majority of long-tail anchors is a long-term solution. The 2.0 era of live broadcast e-commerce is to switch from anchors to platforms to bring goods, and the first step is to weaken the influence of Internet celebrities and strengthen product drivers.

On the other hand, people are uncontrollable and their quality is uncontrollable.

The team behind Li Jiaqi is professional enough in the industry, but it will still overturn because of the non-stick pan incident. The control capabilities of the anchor team and the mature e-commerce platform are not at the same level. Many brands have suffered setbacks because of the negative news of their spokespersons. Reducing the impact of people is actually reducing the possible risks.

Quick hands cooperate with Jingdong. Quick hands are equivalent to channel operators. Live web celebrities are salesmen. What they sell is Jingdong. Under the quality guarantee, the trust of small and medium anchors to bring goods is not inferior to that of head anchors. Authoritative endorsement and blessings reduce decision-making costs, so you can tap into the long-tail live broadcast delivery capability.

Therefore, for the quick hands, like a game of power, the control power returns to the platform. The support of the head anchor is dispersed into the hands of the long tail anchor. The entire fast hands ecology is one. Benign improvement of the field.

2. Long-tailed flow closed-loop realization ecology

The UGC content platform establishes a long-term ecological source of living water, which is indispensable for flow and monetization channel .

Whether it is vibrato or quick hands, the content creator ’s monetization channel is really limited, or the scale of monetization is actually not large. Take the short video made by Zhigang ’s friend and well-known technology self-media bell, for example, the car number of millions of fans still cannot receive advertisements from too many car manufacturers, and bringing goods and rewards is not stable. The short video account is completely tasteless, tasteless, and unfortunately abandoned. Bell has elaborated in his explosive article titled “Short Video Content Entrepreneurship: No Second Half”. Friends who want to know more can check it out for themselves.

A good content ecology needs to ensure the stable income of creators, so that it can continuously produce high-quality content. The degree of content diversification determines how far the platform can go.

At present, on the content side, short videos are now peaking in traffic, and many people are more and more fatigued when brushing short videos. The user experience of short video platforms such as Douyin and Kuaishou is addictive and immersive in the early stage, but after the period of love, the experience is top and the taste is strong. From the external point of view, giants such as Baidu have joined the live broadcast, and the content is provided with high quality and abundant content, which means great challenges for the fast players.

Therefore, a large amount of new content supply is needed, which requires a good ecology and a more stable channel for monetization to stimulate more fresh blood to join.

In terms of profitability, short-term video platforms used to be nothing more than rewards and third-party advertising.

The rewards are too unstable, and all rely on the support of their “big brother”. Most of the people in the broadcast room are actually an onlooker mentality. Now “Big Brothers” are getting harder and harder to reward, and now there are various scripts PK, and PK to stimulate fans to brush gifts. “Big Brothers” are not stupid.

In terms of advertising, short videos themselves, unlike graphic self-media, have fewer branded ads. Under the current epidemic situation, the marketing budgets of the major enterprises are generally small, and the industry has too many wolves and less stability.

It can be seen that the short video platform actually lacks a universal and long-term monetization model. Advertisements and rewards are uncontrollable, or there is not much room for improvement. The only thing that can be done is to improve the efficiency of live streaming.

The live streaming goods themselves do have the potential to be tapped-if they meet the price and quality satisfaction, in theory, it is possible for people who are just in need in the live broadcast room to place an order.

In the past, small and medium-sized anchors had insufficient ability to carry goods, and product quality and other factors had a certain impact. Now, quickly joining hands with JD.com has alleviated product quality problems to a certain extent, allowing anchors to realize more diversified monetization and building a more robust Long-tailed flow closed loop realizes ecology.

The mid-tail anchors can rely on their own strength to monetize, weakening the value of MCN institutions and reducing the breeding grounds for bad MCN institutions. According to the information displayed by Tianyanzha search and retrieval, inThe number of MCN company information collected in the last year is as high as 195.

Recently, the news of MCN institutions ’routine anchors has emerged in an endless stream. Many institutions only come for subsidies and do not provide too much help for anchor content training and monetization. Zhongwei anchors have diversified monetization channels, rigid waists, and relying on MCN institutions that do not go hungry or eat, but also reduce routines to a certain extent and purify the live broadcast environment.

3. The need to force the sinking market

The first two mainly revolve around quick hands, and this is aimed at Jingdong.

Jingxi’s performance in the sinking market seems to be unsuccessful. Regarding the comparison between Jingxi and Pinduoduo, Internet Jianghu (ID: VIPIT1) interviewed several home appliance store owners, and the general opinion gained was:

The strength of Pinduoduo lies in the flow, and the advantage of Jingxi lies in the brand effect. Jingxi has an endorsement from JD.com, with strong channel business resources and many large brand resources. Pinduoduo is not as good as JD in this respect. However, Jingxi’s disadvantage lies in the flow problem, which is mostly the flow of the first, second and third lines, and there is no traffic that sinks into the market. Relying on Jingxi is the private domain traffic of the merchant. However, there is a lot of natural traffic, even if the merchant does not rely on recharge to buy traffic, as long as the platform rules are followed, there is also natural traffic.

JD.com is now a quick player, and Jingxi has more possibilities. If the cooperation is smooth, with the flow of the old irons in the sinking market, Jingxi has the opportunity to change from defensive to offensive. More hinterland, siege slightly.

The opposite sex attract each other, do you need each? Quick hands need friends, Jingdong needs allies < / span>

On the one hand, the importance of the industrial development trend is on the one hand. For JD.com and Pinduoduo, the two companies are now together, but they are also driven by their own different frustrations.

Of course, the helplessness here is more like a sense of crisis. It is not a bad thing for companies to have a sense of crisis. It is an endogenous driving force that stimulates companies to constantly change and adapt to the environment.

In terms of JD.com, the big brother Ali ’s e-commerce is in front of him, and there is a rising star behind him, and the market value is also rising rapidly. Its pressing situation will bring a sense of pressure to JD.com. “In the next three years, create another Jingdong in the sinking market.” Xu Lei’s words revealed his importance for sinking and fighting.

Not to mention Ali, according to the statistics of Guotai Junan retail team, in 2019, Taobao live broadcast is estimated to achieve an annual GMV of 250 billion, accounting for 58%. For JD.com, the self-built live broadcast channel is a little slower, and the window may be fleeting. In order to make up for the shortcomings in live broadcast, it is a wise choice to take advantage of the mature form of live broadcast delivery.

Quick hand helplessness may be more reflected in commercialization.

Compared with Douyin, Kuaishou used to be more restrained in commercialization. The advantage is to take care of the user experience, while the disadvantage is that the commercialization progress may be slightly inferior to Douyin, which has already started layout. Taking live streaming as an example, according to the statistics of Guotai Junan ’s retail team, in 2019, the GMV of Douyin live broadcast and Kuaishou live broadcast are expected to be 40 billion and 25 billion, respectively. .

In addition, behind the Douyin, there are a series of content-friendly “good friends” to help the fist, such as Toutiao, Toutiao, watermelon video, etc. The quick hands seem a bit isolated and need to find suitable “friends” to improve the ecology strength. JD.com’s help in its own live-streaming supply chain is obvious, and it is conducive to shortening or even catching up with Douyin’s live-streaming delivery gap.

But after all, if you have cooperation, you have to sacrifice. It is platform traffic that Kuaishou let out, and JD.com is brand tonal.

From the perspective of the brand, the traffic tonality of the fast-handed sinking market and the youth in the town does not seem to match the high-end quality that JD has always advertised. The tonality of the user group is not equal. , This picture that is widely circulated on the Internet can be seen quickly.

But having said that, in recent years, Kuaishou has been working hard to “break the loop.” For example, a series of “Fireworks and Sound Cloud Music Festival” was co-organized with “Folk on the Road”, and the song “Fireworks on Earth” was launched to let people of different circles feel the temperature. Another example is World Book Day, the quick hands organized a series of activities in response, is also a breakthrough attempt on the platform culture.

This time I chose JD.com rather than the crowd to get closer. Maybe it ’s also the attraction of the opposite sex. By using JD.com ’s quality label to help the platform “break the circle” However, user group attribute adjustment is not easy, and the quick de-labeling process still has a long way to go.

There may be uncertainty in brand tonality, but on the whole, JD.com has gained a lot from the quick hands. As everyone knows, JD.com proposes “unbounded retail”, emphasizing the unbounded ecology and scenes. Therefore, it has been moving for so many years. The just-invested Gome behavior is an example. In the past, JD.com took WeChat and used WeChat traffic blessings to quickly get on the first echelon. Now, there is Ali in the front, Duoduo in the back, and flames are rising. After the traditional channel dividend declines, JD.com has found the new traffic gold mine of Kuaishou. Strategic initiatives.

Jingdong, Kuaishoulianyi, What does it mean for live e-commerce?

JD.com and Kuaishou, the e-commerce platform and the short video platform, and the deep reorganization of retail goods and stores. So what kind of chemical reaction can the two play? The 618 at the moment may be able to speculate clues. After all, “Lang has concubines and intentions” for a long time, and now it is also for 618 to announce in-depth cooperation.

But for other players in the industry, everyone is actually waiting for specific results. Of course, the effect is definitely positive, but it is still unknown how big the effect is. But in any case, the two collaborations will also bring many new inspirations to the entire industryHair and wind direction.

1. The window period of fast and unbreakable: the speed of self-building is not enough, and the external force is used to break the circle

Last year, it was frequently reported that a lot of product links were removed from Kuaishou Store. Later, Kuaishou Store could not add Taobao products, and rumors of blocking Taobao links appeared again. During the Double 11 period last year, Kuaishou also held its own “good source” shopping festival, and started its own supply chain. Quick-handed e-commerce heart can be seen from this.

However, Kuaishou is now working closely with JD. It feels like Kuaishou still chooses outsourcing after several attempts. After all, the supply chain is too difficult to do. On the other hand, JD.com is also constantly trying to do live broadcasts, but the results also seem to be less than ideal, and there is a certain distance compared with Taobao live broadcast.

How long is the window period of live streaming with goods, how long can this model be popular, all this is unknown. The self-built supply chain of the live broadcast platform or the self-built live broadcast of the e-commerce platform means that the results will be slow. When the construction is completed here, it will be late for any new black swans to appear in the industry.

Time is more important than anything else.

2. Is the second-line live broadcast platform Lianyi e-commerce platform a trend?

E-commerce platforms have a live broadcast heart, most of the live broadcast platforms have the intention to sell goods. At present, it seems that both types of enterprises have outstanding leaders in the market, but they are somewhat overwhelmed in cross-border extension.

For example, Mushroom Street, which focuses on the female market, is dedicated to clearing the inventory of Vipshop, Love Inventory, and Dangdang, which focuses on book sales. Among them, Mushroom Street has its own live broadcast, but the effect seems not very satisfactory. Now with the precedents of JD.com and Kuaishou, they can actually take advantage of their own brand supply chain to find a short video live platform cooperation. In turn, the short video live broadcast platform of the second echelon is similar.

When the body cannot match the giant, the combination of the second-line live short video platform and the e-commerce platform may become a normal phenomenon in the future.

3. Quickly show the sword, shake the sound and split the trick: external multi-channel cooperation or become the norm?

Recently, according to a report from the investment community, a well-known VC investor revealed in a circle of friends that “the news that Douyin strongly pushed Taobao began to appear in various groups.” It can be seen that Kuaishou is cooperating with Jingdong. At this moment, perhaps the most panic is Douyin.

A lot of problems encountered by Kuaishou in live broadcast and delivery are also solved by vibrato. Now holding hands with JD.com, the priority of Douyin’s task may be to hold Ali tightly.

However, for Douyin, you must not just stare at the Ali family. After all, the GMV of Ali ’s own Taobao live broadcast is already very high. There is a demand for external live broadcast scenes but it is forced.The feeling is not so strong, and there is no way to make Kuaishou the same as Jingdong. In Kuaishou, you can directly buy Jingdong’s own products without jumping, and realize data exchange.

Therefore, Douyin is sure to seek out multiple supply chain cooperation from the outside, which means opportunities for other retail platforms.

For example, we can work together to achieve a roundabout outsourcing for the fast-moving key people. For example, we can join Suning, the fast-hand ally of Jingdong, which mainly focuses on home appliances 3C. Douyin can also join forces with Suning to make up for the deficiencies in this supply chain. As the entrance to the traffic scenario, the choice of Douyin is actually quite a lot.

However, the most curious and expecting thing about this JD Express team is Ali.

Ali will not be indifferent to the friendship between the two major enterprises of the Tencent Department. It can be expected that the following live broadcast e-commerce and even the entire retail rivers and lakes are destined to not be calm. Maybe the current 618 Ali will have a big move, let us wait and see.

Technology self-media Liu Zhigang, subscription number: Internet rivers and lakes, WeChat ID: 13124791216, reproduced to retain the author ’s copyright information, and will be investigated by the offender.