Editor's note: This article is from WeChat public number "Tech Planet" (ID: tech618), author Jia Ningyu,...
Short video + e-commerce, the perfect combination of traffic and selling goods. Some data show that the average user of the mobile Internet spends 5 hours online per day.
The key to sustaining the activity of the mobile Internet is precisely the short video that has emerged in the past few years. Data show that in the first half of 2018, the user's short video use time accounted for 8.8% of the total time spent on the Internet, and the growth rate of the time share was three times that of other categories, so the dividend of short video is very obvious.
From a marketing perspective, 62% advertisers increased their marketing budgets on live short-form video last year.
With the arrival of the 5G era, the advantages of short videos will be even more obvious.
The traffic dividend brought by short videos has excited e-commerce platforms thirsty for users and conversions.
At a time when the growth rate brought about by the sinking strategy is slowing down, with more than 320 million monthly activities of Jitterbug and more than 400 million monthly activities of Shutterbug, short video is undoubtedly the most coveted traffic puddle of the e-commerce platform. "Short video platform grafting e-commerce function, the essence is like the upgraded version of the previous years of net red live e-commerce, the purpose is to traffic better cash, but also can increase the user's viscosity, to meet the user's needs to buy while watching, in order to increase the platform's profitability model, to build a closed-loop, and to enhance competitiveness.
"Cao Lei, director of the Nethersole-E-commerce Research Center, is very optimistic about the short video e-commerce model. The business growth opportunities brought by short video e-commerce have also allowed e-commerce platforms such as the Ali system and Jinduoduo to target short video platforms.
Jiang Fan, the new spokesman for Ali's e-commerce, Huang Zheng, the founder of Pinduoduo, Cebu Hua, the CEO of Racer, and Zhang Yiming, the founder of Byte Jump, which belongs to Jitterbug, are four men who have come together by chance to exchange and collaborate around the flow of traffic - e-commerce.
Jiang Fan: Finding New Growth Points for Ali's E-Commerce
On March 6 this year, along with Alibaba's latest organizational restructuring, the "commander-in-chief" Jiang Fan is known to everyone.
Jiang Fan became president of Taobao and Tmall retail platforms and was named to Ali's 38-member partner list for the first time.
The young Jiang Fan is facing no small business pressure, as the core of Alibaba's e-commerce business, to maintain a certain growth rate is related to the future of the entire Ali.
According to Alibaba's Q2 earnings report for fiscal year 2020, its revenue from core e-commerce grew 44% year-on-year to RMB 99.544 billion.
China's retail platform, including Taobao and Tmall, reached 755 million mobile monthly active users, an increase of 56 million in half a year, the year-on-year growth rate and the chain growth rate of 19.1%, 4.7%. such a scale to maintain a certain rate of growth is not easy, but compared to Ali's goal of the stars and oceans, the target needs to work hard is still very far.
85 years of ali e-commerce head jiang fan, zhang yong's strong support, also set himself a few small goals: the next three years tmall platform transaction size will double.
Tmall will take online sales growth as its most important strategy, and in 2017, Jiang Fan shouted out 2 major changes to Taobao in the wireless era:
Contentization and intelligence, and in 2018, it was proposed that Taobao Live should achieve the goal of 500 billion GMV in three years. Jiang Fan said, "In the future, Tmall will continue to strengthen its new product strategy, not only to help brands and merchants release new products, but also to create and incubate new products with brands - in the next three years, Tmall will help domestic and foreign brands release more than 100 million new products, and also incubate 100 new brands with annual sales of more than 1 billion yuan of new brands. "
In an era where users are increasingly pursuing consumption scenarios and quality, Jiang Fan realizes the importance of brand awareness.
Live streaming and short video fire, Jiang Fan try to short video and live as the next business growth point. In the view of industry analysts, the
Taobao and fast hand itself is a match made in heaven, fast hand "short video diversion + live with goods" mode, has a very high conversion rate of e-commerce.
Helpless Ali Jiang Fan and Racer Cebuano two former Google China colleagues, did not reach agreement in the negotiation of cooperation. In particular, in June this year, an annual framework agreement of 7 billion yuan was signed with Jitterbug, and the young Taobao consumer population is highly overlapping with the fashionable Jitterbug users.
But at a time when the competition between fast and jittery is becoming increasingly fierce, this cooperation has undoubtedly pulled apart the relationship between the Ali system of e-commerce and fast.
Zhang Yiming: Finding the best path to cash in on Shakeology traffic
On July 9 Byte Jump announced that Jitterbug DAU exceeded 320 million.
Having a high number of users isn't the end of the road, as the shock IPO of ByteDance is
Full commercialization.
ByteDance has set itself a revenue target of $100 billion in 2019, compared to ByteDance's $50 billion in 2018, according to Interface.
Behind the goal of leapfrog development, the flow of the headline system to bear the jitterbug, but also must bear the burden of more revenue.
And the traffic platform realizes the cash
Nothing more than advertising and e-commerce
(math.) genus
In particular, the e-commerce business is a long chain of traffic excavation, which is more valuable to the short video platform. Jitterbug has also launched a series of initiatives to accelerate "short video + e-commerce", the earliest launch of the shopping cart, but also the layout of DOU +, commodity window, e-commerce seminar society and many other products.
At the beginning of 2019, Jitterbug launched the "good thing alliance" recruitment program, all the accounts applying to become "good thing alliance" can not be limited by the number of fans, directly open the shopping cart.
At the same time, Jitterbug is also actively connecting the e-commerce small program with the overall ecology to make the shopping experience smoother. But Jitterbug is, after all, a newcomer to e-commerce, and the self-built e-commerce system still has a long way to go.
It is also reported that Shake Live is not yet in volume.
"Jitterbug live DAU every day only a few million magnitude" industry insiders have said to the jitterbug live e-commerce is still exploring, with the help of jitterbug platform huge flow of e-commerce conversion becomes very necessary.
Huge traffic pools, precise user profiles, and overlapping consumer demographics make the joining of Jitterbug and Taobao less surprising.
On June 25, LatePost reported:
Jieyin signed a 7 billion yuan annual framework agreement with Taobao, including 6 billion yuan in advertising and 1 billion yuan in e-commerce commissions. In order to accomplish his own commercialization goals , Zhang Yiming opened up the entire chain of ShakeYin and Taobao.
Realize the convenient conversion path from traffic to e-commerce. In a way, Zhang Yiming and Jiang Fan's hand in hand has prompted Jitterbug and Taobao to utilize the energy efficiency of 1+1>2.
Of course Taobao is not Zhang Yiming's only choice, although the volume of cooperation with Taobao is the largest scale, but Jitterbug has now established cooperation with Jingdong and Jinduo.
Shake Shack, which is betting on multiple fronts, is seeking a better future for itself.
Cebu: Racer's ambitions and choices
When hearing the jittery voice and Ali hand in hand, many people guessed that Su Hua will inevitably follow up some action, but this year, frequent moves fast hand, in a row on line up master incentive program, investment in Zhihu, the outside world have speculated that Su Hua is to be "old iron" label to change the view.
In the first week of April 2019, after studying from Hangzhou, Cebu Hua, as if he had a premonition of the cooperation between Jitterbug and Ali, suddenly summoned all the top executives of the company to discuss about the commercialization of the platform just after landing.
In the middle of May, the fast hand jittery sound successive sunshine daily activity report card, followed by Cebu Hua and Cheng Yixiao made a "military order" - before the Spring Festival in 2020 to impact 300 million DAU, to fight the K3 battle.
Now, the fast hand is removing the "Buddhist" label, hidden in the sinking market behind the old iron consumer power, eye-popping.
The dynamics of your opponent are often the direction in which you set your own course.
On the 7th day of the disclosure of Jitterbug's annual frame with Ali, the Racer platform suddenly announced a notice to increase the commission percentage of 50%.
Racer e-commerce issued a notice will be July 20 for Ali mother's Taobao alliance, including a number of third-party e-commerce platforms new increase in the actual promotional commission of 50%, Racer said that this increase in commission is not the platform possession, but will be used to set up the user growth incentives gold."
Has been the independent existence of the fast hand, so that the outside world can not distinguish between Cebu Hua actually stand Ali or stand Tencent, but with more and more rumors with Tencent, Cebu seems to be far away from Jiang Fan.
Until recently, according to the Internet media media "Jusi code record" broke the news:
After Ali signed a huge partnership deal with Jitterbug.
Racer, which seeks to commercialize its business, has entered into a strategic partnership with another e-commerce platform, Poundland.
Both belonging to the leaders of the sinking market, Cebu and Huang Zheng's names appeared in the same frame several times.
Compared to the filtered world on Jitterbug, Racer records a more realistic life.
And it is this high sense of life reproduction, so that the fast users believe that what they see is what they have, the seller show is no longer difficult to identify, the desire to shop greatly increased.
Huang Zheng: eager to solidify Pinduoduo's market share
On May 20, Poundland released its first quarter 2019 financial report, showing that the platform achieved revenue of 4,545.2 million yuan, an increase of 2,28% year-on-year from 1,384.6 million yuan in the same period last year.
In addition, Pinduoduo also disclosed some bright data as of the end of March, with the number of annual active buyers on the platform reaching 443.3 million, a net increase of 148.4 million compared to 294.9 million in the same period last year, a year-on-year increase of more than 50%;
In Q1, the average monthly active users of Poundland's mobile client reached 289.7 million, a net increase of 123.5 million from 166.2 million in the same period last year, and a year-on-year growth of more than 741 TP3T;
The average annual spend of active buyers on the platform grew further to $1,257.3, up 87% year-on-year from $673.9 a year ago.
It looks very optimistic to add on numbers, but in reality Poundland's growth is very dependent on marketing investment.
Pinduoduo's Q1 sales and marketing expenses were RMB 4,889.3 million ($728.5 million), up 3,02% from RMB 1,217.5 million in the same period a year earlier, according to the earnings report.
Against this backdrop, Poundland has entered into a strategic partnership with Racer in order to secure a solid market share.
After the cooperation, the two sides opened the backstage system, Pinduoduo will be in its official shopping cashback platform "Duo Jinbao" Merchants Square, the introduction of part of the anchor resources, merchants can directly choose the appropriate anchor cooperation, Pinduoduo merchants will be able to access the fast hand anchor resources to do merchandise live promotion.
In the case of fierce competition between Jingdong Purchase and Ali Jushu in the same field, the situation of Pinduoduo is not optimistic.
This strategic partnership between Poundland and Racer is a best of both worlds.
On the one hand, before this, Pinduoduo's traffic is mostly dependent on social import, by the interactive behavior of sharing, bargaining to stimulate the purchase, and these actions allow users to reduce the attention to the product itself.
Partnering with the already established Racer fills a relevant gap.
On the other hand, through this cooperation, Jinduoduo merchants can get video and live streaming type of content, which can also bring more cash space for small and medium-sized Darrens of fast hands.
Only by embracing the warmth of the group can we withstand the cold winter. The Internet has entered the second half, the consumer Internet is difficult to have a new growth point, the traditional e-commerce of the traffic panic, the short video platform of the doubtful cash.
Collaboration is best ended when the two complement each other's points of need.
Jitterbug + Taobao VS Shutterbug + Pinduoduo, a cutthroat melee has long been going on in the shadows between the four business masterminds hidden behind the mobile app.
Jiang Fan hand in hand with Zhang Yiming, Cebu Hua joint Huang Zheng, four technology originated after 80 geniuses one after another in the position of collaborators into the short video e-commerce field, to start the last competition of online traffic.
Whoever does a better job with the user experience will be able to cater more to the
A generation of young people's consumerism and whose short video e-commerce business is growing better
, who will be able to achieve the ultimate victory, which tests the business acumen of the four men.
