Shulou(Shulou.com)06/02 Report--

The pictures are from Canva paintable.

"aren't you here just to be happy? I have 30 billion, and I'll make up the difference." The person who released such heroic words was Zhang Yuqi, who brought goods live for the first time in the 616 Kuaishou live broadcast room.

As the spokesman of Kuaishou live broadcast, during the live broadcast on the night of JD.com Kuaishou quality Shopping Festival, Zhang Yuqi, the elder sister who braved the wind and waves, repeatedly made Simba, who was broadcast live with the same station, shout, "I can't control her!" And said with a smile after the end of the live broadcast, "Today is the most bumpy time in my life in Xin Yuzhi's live broadcast."

Despite the frequent occurrence of the situation, the amount of goods brought in by this Kuaishou live broadcast still reached 223 million, and Zhang Yuqi's fans rose by 3 million in a single game, which can be regarded as a good live broadcast.

At the same time, it also reflects that Kuaishou has made good achievements in the field of e-commerce, but this is far from enough for Kuaishou.

Kuaishou's frequent "broken circles"

"earthy flavor" is the label that Kuaishou wants to get rid of all the time, but Kuaishou breaks the circle not just to get rid of it.

From "social ecstasy" to "double click, 666" to "buddy, there's nothing wrong" and "Ollie! it's over!" Kuaishou culture has always brought a different feeling to the public, a kind of approachable but dirt feeling.

This cultural atmosphere makes the image of Kuaishou in the minds of the public fixed in the young, middle-aged and old people of the town, in sharp contrast to the image of the urban trend riders of Douyin. Although there is no difference between the two in the kernel, it has formed a strong stereotype in the minds of users, and Kuaishou is really "corny".

Kuaishou certainly wants to get rid of this positioning, whether it is to become the exclusive interactive partner of the 2020 Spring Festival Gala, or to sign Jay Chou to join the old iron community, are all Kuaishou "circle-breaking" measures.

There is also the video "see" launched by the standard bilibili "Houlang", and Kuaishou can even give a new meaning to "local flavor", breaking the traditional definition of "local flavor". After the winter swimming strange pigeon shouted "Ollie to" passionately, Kuaishou unfolded the life of ordinary people in front of the public.

Like bilibili, Kuaishou such a high-frequency movement, looking for opportunities to break the circle, is still to get more traffic. Kuaishou certainly doesn't want its users to be just town youths and brothers who exist in the bottom line market. Kuaishou wants its users to be more diverse and richer.

And Kuaishou's frequent attacks have achieved very good results. According to the "2019 Kuaishou content report" released by Kuaishou big data Research Institute in February this year, the number of daily active users of Kuaishou exceeded 300 million at the beginning of 2020, there were nearly 20 billion videos in APP, and 250 million people posted works on Kuaishou platform in 2019. During the Spring Festival Gala alone, the Kuaishou Spring Festival Gala was watched by a total of 780 million people.

However, why is Kuaishou in such a hurry to expand traffic when it is already a platform of huge traffic pools? In addition to getting rid of the previous position, the more important point is that Kuaishou hopes to use traffic as an incision to develop its own e-commerce.

Breaking the circle has achieved initial results.

Kuaishou, which has a huge flow pool, will not miss any way to realize the traffic.

Kuaishou and Douyin have accumulated a large number of users through short videos. And sitting on such a huge user traffic, e-commerce giants such as Ali JD.com will not let go, after all, such a huge traffic can also bring high sales to the platform.

During the promotion period of this year, Kuaishou and JD.com jointly offered 10 billion yuan in subsidies to hold the "JD.com Kuaishou quality Shopping Festival." For JD.com goods sold in Kuaishou, on the basis of JD.com 's original "10 billion subsidy", additional subsidies were given to key categories to achieve a "double 10 billion subsidy."

According to Kuaishou official data, Kuaishou actually paid 1.42 billion yuan for the whole day on June 16. On the evening of the 16th, Zhang Yuqi broadcast live with Simba, the anchor of Kuaishou, and paid more than 223 million in four hours, with the highest number of online users exceeding 1 million and viewers exceeding 25 million.

And Kuaishou's e-commerce business basically depends on the online celebrity live broadcast with goods in its platform. Just like Weiya of Taobao Live and Luo Yonghao of Douyin have contributed a lot to the platform's live e-commerce business. For example, Simba, the first brother of Kuaishou, made a strong comeback on June 14 after 51 days off the net, and exceeded 1 billion in sales within five hours.

In the upsurge of CEO stepping off the altar and shouting to sell goods in the studio, many business bosses have also entered the Kuaishou studio. Liang Jianzhang of Ctrip and Dong Mingzhu of Gree, as well as NetEase CEO Ding Lei, who rang the bell in the morning and went public for a second time in the evening, all vigorously promoted their own products in the Kuaishou studio.

On the day of Dong Mingzhu's live broadcast, the turnover of goods exceeded 310 million in three hours, close to the performance of the online store in 2019. And Ding Lei achieved a trading volume of 72 million in Kuaishou's live debut.

The addition of business bosses has also affirmed the strength of Kuaishou e-commerce from one aspect. In particular, brands such as NetEase Yan Xuan, whose market is biased towards first-and second-tier cities, have also achieved good results in Kuaishou's live broadcast room, which shows that Kuaishou's previous continuous circle-breaking action has achieved good results.

Similarly, this fully reflects Kuaishou's ambition to find a foothold in the e-commerce field, so where is Kuaishou's strength to enter e-commerce?

The strength of Kuaishou

How to realize the huge amount of traffic you have? Kuaishou found the most effective way to realize traffic-e-commerce.

The big cake of the e-commerce market is full of temptations, but in the fierce industry competition, what kind of strength does Kuaishou have to gain a foothold in it? The answer is very simple. In the final analysis, Kuaishou's biggest dependence is on the users within the platform.

Users constitute the platform community, a good community atmosphere can bring the increase of user stickiness, Xiaohongshu is a good example. The recommendation community of Little Red Book, through the closed loop of "recommend-pull grass-recommend-recommend", improves community stability and user stickiness in a cycle.

Kuaishou's "old iron community" is full of jianghu atmosphere, as if every "old iron" who walks into Kuaishou platform is a member of Kuaishou. This community atmosphere also gives Kuaishou, a new player in the field of e-commerce, a natural advantage in live e-commerce.

Live streaming, which has its own shopping guide, is still within the scope of public domain traffic, but the community culture of Kuaishou is very conducive to the conversion of public domain traffic to private domain traffic.

Whether it is the old iron culture with its own affinity, or the "family business" in Kuaishou anchors, they are trying their best to convert public domain traffic into private domain traffic in Kuaishou platform. In the private domain traffic, the merchants of Kuaishou stores can have a higher conversion rate and improve the repurchase rate of consumers.

On the one hand, this further consolidates the stability of the platform community, and absorbs a large number of new users to join it, further expanding the number of users. On the other hand, the community atmosphere like Kuaishou also has a siphon effect on stars, attracting more business bigwigs and stars to come into the Kuaishou studio.

The addition of stars will also attract more new users for Kuaishou through the fan effect, which can be seen from the great increase in the number of Kuaishou users after Jay Chou signed up for Kuaishou.

For Kuaishou, such a virtuous circle is the biggest reliance on its entry into e-commerce. However, whether the "old iron community" can retain users well and ensure the retention of new users is still a serious problem for Kuaishou to consider.

Of course, the problem of quick access to e-commerce is not just a problem of retention by users.

Four mountains before the breakthrough of e-commerce

Kuaishou has a beautiful dream for e-commerce, but e-commerce this red sea, does not allow the existence of dreams.

Whether it is an e-commerce platform like JD.com and pinduoduo or a video platform like Douyin Kuaishou, their goal is not just to condescend to Ali or become Alibaba's partner. Everyone is greedy for the supremacy of e-commerce, but not everyone has a chance to sit on it.

As a new player in the e-commerce platform, Kuaishou wants to break into the e-commerce industry with the help of user traffic, the idea is good. But the problems faced by Kuaishou are just as serious.

First of all, e-commerce giants are difficult to climb on Kuaishou e-commerce road. Whether it is Ali, a former partner, or JD.com, a close friend during June 18, and even pinduoduo, who also became a dark horse by "rural encirclement of cities", are insurmountable mountains on Kuaishou e-commerce road.

Second, Douyin, which also started through short videos, has also become a serious competitor. Douyin, an old friend, has been compared with Kuaishou all the time, whether it's from the short video period at the beginning to the period when the live broadcast of the fire brought goods. Douyin now has more than 400 million users, while Kuaishou has only more than 300 million users, although there is only a gap of 100 million, but the gap is not to be underestimated. Similarly, Douyin, which owns online celebrities such as Luo Yonghao, is also moving steadily on the road of live sales.

These are the external pressure of Kuaishou e-commerce, but the internal pressure is also a headache for Kuaishou, and the most important internal problem of Kuaishou is still its own supply chain. Like the recently returned Kuaishou anchor Simba, a man known as the "supply chain maniac", Kuaishou platform is also building its own e-commerce supply chain.

The e-commerce supply chain determines the service and product quality of the e-commerce platform, and a complete supply chain needs time polishing and continuous technological updates, which is still an old problem for new players like Kuaishou.

This kind of internal and external heavy pressure adds a lot of roadblocks to Kuaishou's road in the field of e-commerce.

With the help of frequent circle-breaking actions to pull new users, thus driving their own e-commerce business, Kuaishou is full of hope for its e-commerce business, but whether it is its own internal uncertainty or heavy pressure from inside and outside, it makes Kuaishou's e-commerce dream that Kuaishou wants to realize. Destined to be uneven.

(official account of Liu Kuang / tr. by Phil Newell) ID:liukuang110

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