In the second half of live broadcast e-commerce, competition is no longer limited to traffic and head anchors
Editor’s note: This article comes from the WeChat public account Internet refers to the North “(ID: hlwzhibei) , author: refers to a large group of North BB shallow.
Live broadcast e-commerce?
For this question, many people may give a very affirmative answer without thinking.
Since Li Jiaqi and Wei Ya broke the circle in 2019, a myth that the live broadcast brought over 100 million goods has always stimulated the industry. From corporate bosses, to the anchors who brought the goods, to the audience who are picking their hands, suddenly everyone started to have great enthusiasm and expectations for the live broadcast of the goods. Above the tuyere.
Unlike group buying networks, shared bicycles, and even traditional show live broadcasts, live e-commerce has not experienced such battles and breakouts as the battle of a hundred teams and thousands of broadcasts. Instead, it has formed a three-point score from the top of the station The pattern of the world.
Taobao, Douyin, and Kuaishou stand side by side, and seize one side. But just like all the world’s major events must be together for a long time, when the live broadcast e-commerce develops to meet the short soldiers, once the peaceful ones will surely greet each other. Before this, each family needs to accumulate strength and polish internal skills in development, so as to comprehensively improve their ability to cope with this battle.
However, it has always been a big problem for traffic-oriented live broadcast e-commerce companies to supplement their shortcomings to gain a greater advantage, but recently, Kuaishou has given us a new answer.
On May 27, with the release of the announcement, the industry ’s long-rumored JD United Express has finally been confirmed that the boots are on the ground, and it is no longer a secret that the Quicks intends to cooperate with JD to supplement its shortcomings. So, can JD.com live up to expectations and become a fast-moving old iron?
Air outlet and changing situation
If you talk about live broadcast e-commerce, many people may think it is a new product in 2019. But in fact, as early as 2016, Taobao, Mushroom Street, and JD.com have already started live broadcasting; in 2018, immediately after the vibrato, quick hands have launched live broadcast and e-commerce functions, by this time, today’s live e-commerce The pattern has basically been finalized.
As the live-streaming e-commerce spurred along, Wei Ya and Li Jiaqi broke the circle, and Suning, Pinduoduo, Xiaohongshu and other platforms also tested the water. According to data from Huajing Consulting, the live broadcast e-commerce market has reached 440 billion yuan in 2019. Among them, Taobao’s live broadcast GMV volume is expected to exceed 200 billion yuan, the fast-handed wide-caliber GMV exceeds 100 billion, and the vibrato is about 40 billion (narrow caliber).
Since then, with the peak of traffic and the lock of the head players on the pattern, the live broadcast e-commerce quickly entered the second half after a year of popularity.
Although the industry pattern has been set, the undercurrent of live broadcast e-commerce is still surging. On the one hand, Taobao monopolizes Wei Ya Li Jiaqi’s two head anchors, and at the same time holds traffic and commodities to block the road at the same time, on the other hand, fights frequently, and investing in Gome intends to get offline. This makes the quick hands in the middle have to start to think carefully about their situation.
So, on May 27, under the joint witness of Xu Lei, CEO of Jingdong Retail Group and Su Hua, the founder and CEO of Kuaishou, Shao Jingping, vice president of Jingdong Group, and Yu Shuang, senior vice president of Kuaishou E-commerce, represented Jingdong Kuaishou Technology signed a strategic cooperation agreement, after which the two parties will carry out in-depth cooperation in supply chain capacity building, brand marketing and data capacity co-building.
With such a luxurious configuration, it can be seen that both JD and Kuaishou have paid great attention to this cooperation. So quick hands with JD.com, what changes can the so-called advantages and disadvantages bring to oneself?
Can you fight, not just fist
After the live broadcast e-commerce became popular, in most people’s eyes, this is a sunrise industry standing on the wind. But behind the light, not all practitioners are as bright and beautiful as people see.
According to data from Mob Research Institute, among the one-month live content views of anchors of Taobao top13, Li Jiaqi and Wei Ya accounted for 71% of the overall traffic. And the traffic gap between the anchors of different levels is also very large, the third place traffic is reduced by more than 80% compared with the second place, and the sixth place traffic is reduced by nearly half compared to the fifth place.
We all know whether the anchor can successfully bring goods in a live broadcast. In addition to the anchor’s delivery skills, sufficient exposure, high-quality products and competitive prices are the guarantee of sales. For the brand side, the anchor has higher traffic is almost equivalent to higher sales and brand exposure.
So when the brand chooses to cooperate, the head anchor is often able to obtain more advantageous resources, including price and brand, which in turn, promotes their further traffic growth. On the contrary, small and medium-sized anchors have difficulty in obtaining high-quality products and competitive prices because they have no traffic, and eventually fall into a strange circle between traffic and growth.
Because of the tilt of superior resources to the head anchors, it is foreseeable that the stronger the live broadcast industry in the future, the more small and medium anchors will be squeezed, and the development of the entire ecology will be tested.
In addition to the preemption of the dominant resources by the head anchor, the quick hand has another problem.
At the end of April, Kuaishou’s two main anchors boarded the hot search because of the battle. Affected by this incident, on April 24, Simba issued a document announcing the temporary withdrawal of the network, and then Sanda also issued a document saying that he would withdraw from the network indefinitely. This time, Kuaishou lost two big head anchors. At the same time, along with the exposure of this matter, there are also the disadvantages of the platform being too dependent on the head anchor.
For fast players, after Simba and Sanda have retired from the Internet, will they concentrate on cultivating another Simba or Sanda second, or will they reallocate resources to help those larger and more stable waist anchors? What? Obviously, Kuaishou chose the latter.
In the cooperation between JD and Kuaishou, the first point is the access to the supply chain. Since then, JD Retail has provided superior categories of products to Kuaishou stores, and the two parties have jointly built a high-quality commodity pool, which will be sold by Kuaishou anchors.
If in the live broadcast e-commerce, the small and medium-sized anchors are caught in the deadlock of first traffic or first advantage resources, then Jingdong ’s commodity library is undoubtedly a strong break.
With the access of JD.com’s super “shelf”, Quick Hand has solved the problem of small and medium anchors on the product supply of the platform, so that anchors who don’t have that much traffic for the time can also get competitive products. At the same time, for more practitioners who are aspiring to anchor careers, the threshold for monetization and entry is being levelled, which will fundamentally pry up the anchor pattern in the field of live broadcast e-commerce and allow more high-quality anchors to emerge continuously.
So, the admission of JD.com, which balances the problem of resource allocation between the head anchor and the small and medium anchor, also promotes the healthy development of the platform ecology. From this perspective, quick hands have to give Jingdong this old iron a 666 .
The three armies have not moved, grass grain first
Of course, to win a battle, relying on brave soldiers is not enough. Logistic support must also be taken seriously. For the battle of live broadcast e-commerce, the anchor is not just selling the goods, because any problems in the logistics and after-sales of the goods will cause a disastrous blow to the anchor.
On May 20, Luo Luo, who soon joined the live-streaming e-commerce industry, apologized on Weibo on this supposedly passionate day. He lost almost 1 million this time. The reason is that the flowers sold through his live studio have a large-scale quality problem.
The flowers were pre-sold by Luo Yonghao for 520 in the live broadcast on May 15. However, when the time really came to 520, the eager couples found that the flowers ordered in advance were either not delivered on time, or there were quality problems such as dryness, curling, and blackening.
Therefore, on the afternoon of the same day, affected consumers have reported the quality problems of the products online @ 罗永浩. This also led Luo Yonghao to apologize for 520 and compensate consumers for nearly 1 million.
In hindsight, although there is a certain chance of this incident, it truly exposes the neglect of logistics and after-sales problems in the live broadcast e-commerce industry in the process of rapid running.
Generally speaking, as a sales agent, the anchor only needs to be responsible for selling the goods. As for the logistics and after-sales problems, the brand is responsible for solving the problem. But in fact, because consumers buy products directly through the anchor, when quality problems or other bad experiences occur, it is the consumers’ trust in the anchor that is directly hurt.
Of course, for Lao Luo, when such problems arise, he has the ability to restore his image through huge monetary compensation, but for more anchors, once a similar problem occurs, it is almost equal to The end of the live broadcast career.
So as a platform, Kuaishou has given more consideration in this regard, and it has become a necessity to choose a partner based on the supply chain and with sufficient competitive advantage to provide protection for the platform ’s anchors and consumers. s Choice.
This time, Kuaishou reached a strategic cooperation with JD.com, not only to enable consumers to buy JD.com products directly on Kuaishou, but more importantly, after consumers placed the order, they could also enjoy Jingdong logistics and after-sales service.
Of course, for fast-handed merchants, the benefits of JD supply chain access are far more than that.
Due to the uncertainty of the market, the anchor still has more risks in the supply chain during the live broadcast. This is particularly evident in the brand’s own live broadcast process.
For example, the wrong estimated traffic caused the live broadcast to be very hot but the stock was insufficient, or because of the wrong estimated sales volume with the goods, it resulted in a large inventory backlog. Once such a problem occurs, it will bring a lot of economic losses to the brand.
But with the access of JD.com’s supply chain, these problems have been solved. Because it can provide security for the anchor and brand through intelligent prediction, intelligent replenishment, C2M and other aspects.
So for fast players, the access to JD.com ’s supply chain not only solves the worries of anchors bringing goods through high-quality logistics and after-sales services, but also strengthens the ability of fast hands as a platform to undertake independent live broadcasting of goods from brands. Of course, the most important thing is that the solution of all these problems will eventually bring consumers a better consumer experience. The long-term development of the platform is also of far-reaching significance.
Unlock the potential and open the ceiling
If the source of communication is training, and the solution to after-sales service is to support logistics, then in addition to this, quick hand selection and cooperation with Jingdong actually have a greater ambition.
On May 10th, Miss Dong, who experienced the first live rollover accident, ushered in the second live broadcast of Kuaishou. This time, although netizens still gave great attention, they did not have too much attention on sales. Big expectations.
The reason is not because of the rollover of the previous live broadcast, but because in the inherent impression of everyone, the fast-handed consumers have always been a group that pursues the ultimate low price. According to the feedback of the anchors who have live broadcasted on Taobao and Kuaishou, for Kuaishou consumers, quality and brand are not the primary choices. What they value more is the visible low price and strong discounts. It is precisely because of this background that netizens are not optimistic about Gree’s live broadcast in Kuaishou.
However, the development of things is always unexpected. According to previous reports by Hu Sniff, the cumulative number of viewers on the Gree Special Sale on that day exceeded 16 million, with a maximum of 1 million people online at the same time, and the turnover of bringing goods in 3 hours exceeded 310 million. The sales volume of the new crown sterilized air purifier with a price of 12,000 yuan exceeded 100, and the high-end Jinbei high-end air conditioner with the original price of 15899 yuan was basically sold out in seconds after the subsidy of 8,999 yuan.
A consumer group pursuing the ultimate price-performance ratio has exploded into a strong consumer potential in Gree ’s live broadcast, which makes people have to start to re-examine the image of fast-handed old iron. Of course, in the eyes of outsiders, the outbreak of the consumption potential of fast-hand old iron is relatively sudden, but inside the fast hand, in fact, there have been attempts to initiate exploration of mid-to-high-end brands.
On April 14 this year, Kuaishou has officially launched the Super Brand Day event. In the first seven brand events, there are already many brands that do not win at low prices, such as Li Ning, Adidas, Perfect Diary, and Procter & Gamble. Therefore, Gree’s appearance seems to be just a proper boost from the low-end to the mid-to-high-end consumer advancement, and Jingdong is the last mile to complete this advancement.
But why must it be Jingdong? There are actually two aspects that fit together.
On the one hand, it is in product selection, although JD.com has grown into aE-commerce platform for the category, but it is still one of the preferred shopping platforms for male consumers. Judging from the user portraits of Kuaishou, the male users of Kuaishou platform also accounted for 53%, matching the most suitable consumption scenarios for their users. This seems to be incumbent on Kuaishou.
On the other hand, it is no longer news that JD intends to create another JD in the sinking market. Since last year, JD.com has successively launched the “surprise” of low-end users ’daily consumption and the JD Express version of the app that targets low-cost and good things.
According to JD.com ’s Q1 financial report for 2020, 70% of users in third-tier cities accounted for 70% of surprise users, and it is a sinking market with no compromises. In terms of quick user profiles, third-tier and below The proportion of urban users is as high as 69.2%.
So, if there is a platform that can fully satisfy Kuaishou’s imagination of partners, then Jingdong is undoubtedly the most suitable choice.
By cooperating with JD.com, relying on JD.com ’s extensive mid- to high-end brand resources, Kuaishou can maximize its own upper limit, and its cooperation with “Jingxi” users in sinking markets allows Kuaishou to protect its basic It seems that there is no reason for rejection for such cooperation.
In addition, due to the connection between Kuaishou and JD.com in terms of data capabilities, consumers can directly purchase JD.com products in Kuaishou stores without jumping to JD. This shortens the consumption path for consumers and allows the shopping experience It has become more friendly, but for fast players, it is more significant and far-reaching to let the entire process of transactions be completed on their own platforms to ensure that traffic does not flow out.
Conclusion
So, either fast-handed or JD.com, with the rapid development of the Internet, e-commerce is facing more diversified and more complicated consumption scenarios.
Live broadcast e-commerce as a new form of shopping and consumption, the future competition will no longer be limited to traffic, and compete with the head anchor. How to comprehensively improve the service capabilities of the platform to users and anchors is the key to gaining advantages.
So, in the face of complex market changes, the introduction of external high-quality partners to complement their own shortcomings, comprehensively improve their combat effectiveness, and in this way better service users will also become a better choice for the platform.