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Taobao, JD.com and Kuaishou got back together on 11, and industry insiders said they were interested in attacking Douyin.

2025-01-21 Update From: SLTechnology News&Howtos shulou NAV: SLTechnology News&Howtos > IT Information >

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Shulou(Shulou.com)11/24 Report--

October 31 news, more than seven months after breaking the chain, Kuaishou resumed its cooperation with JD.com and Taobao.

On October 28, the official account of JD.com Alliance Wechat announced that it would fully restore the outer chain of goods with Kuaishou. At present, the product gray test has been completed, and the trailer function of JD.com products in Kuaishou live room has been gradually opened on October 28. It is expected that the full recovery will be completed as soon as October 29.

At the same time, the official Wechat account of Taobao Alliance also announced that from October 28, merchants, through Taobao Alliance, will gradually resume the function of releasing goods and service links in Kuaishou live room shopping cart, short video shopping cart, commodity details page and other modules, and is expected to fully resume on October 31.

When the flow meets the high land of Shuang 11 in the cold winter, the head platform is also busy repairing relations and huddling together for warmth. Prior to this, Douyin, Kuaishou have cut off Taobao, JD.com outside the chain to create closed-loop e-commerce. Now Kuaishou is once again on the opposite side of Douyin with the two traditional e-commerce companies, and a traffic war between the e-commerce giants has begun.

Conditional external chain cooperation on the eve of the commercialization of content e-commerce, the systems of Douyin and Kuaishou are not complete, and they also had a "honeymoon" with traditional shelf e-commerce Taobao and JD.com. With the continuous improvement of supply chain ecology, Douyin and Kuaishou began to break the chain one after another.

On October 9, 2020, goods from third-party sources are no longer supported to enter the Douyin studio shopping cart. On March 1 this year, the live room, short video and commodity details page of Kuaishou e-commerce will cut off the commodity link from Taobao good thing Alliance; JD.com 's good thing Alliance commodity link cannot appear in Kuaishou Live Room, but you can still hang a chain in Kuaishou short video and commodity detail page.

After a lapse of more than seven months, Kuaishou suddenly resumed its out-chain cooperation with JD.com and Taobao. In this regard, some industry insiders pointed out that this is mainly aimed at the special node of double 11 at the end of the year, and it remains to be seen whether the cooperation will continue in the future.

This has been confirmed by Kuaishou e-commerce customer service. Kuaishou e-commerce customer service said that from October 28 to December 31, Kuaishou ofo can use the Tmall commodity link, and from October 28 to November 30, you can use the JD.com self-operated commodity link. It has not yet been determined whether cooperation will be retained thereafter.

In addition, at present, what can be put on the shelves in Kuaishou live broadcast room is mainly the commodity links run by JD.com and Tmall, and Taobao personal stores still can not be accessed.

From this point of view, Kuaishou is obviously more inclined to introduce brands or high-quality merchants and goods from two traditional e-commerce platforms in Singles' Day to ensure the user experience of business transformation. Experience found that in Kuaishou random push of short videos and live broadcasts, are basically Kuaishou store goods.

Team up to attack Douyin? Including this year's Singles' Day, Douyin has been involved in e-commerce promotion for four years, and its development momentum far surpasses Kuaishou and compares favourably with traditional e-commerce such as Taobao and JD.com. This year's Singles' Day, Douyin e-commerce is particularly frequent.

In early October, Douyin e-commerce launched the "9.9 yuan special" channel, making efforts to sink the market. At the end of October, Douyin e-commerce connected to Jinri Toutiao App to absorb more available traffic. It is reported that as early as May this year, Jinri Toutiao upgraded the live broadcast section as a whole, and the upgraded live broadcast service was provided by Douyin.

In addition, Douyin is also promoting Douyin Mall, trying to make up for the shortcomings of e-commerce shelves and open the two-way link between "goods looking for people" and "people looking for goods". At the beginning of this year, Douyin got a first-level entrance to the home page, and the proportion of content that can be redirected to Douyin in the recommended video stream is also increasing.

In comparison, Kuaishou's action is still slow. It was only on the front page of Kuaishou Mall's first-level entrance during Singles' Day this year. Kuaishou Mall positioning is also shelf e-commerce. Shelf e-commerce, a form of "people looking for goods", is more conducive to promoting transactions and increasing the repurchase rate, as well as rapidly increasing GMV.

According to the latest financial report, Q2, Q2 e-commerce GMV reached 191.2 billion yuan this year, an increase of 31.5% over the same period last year. It is not easy to maintain a growth rate of more than 30% in the current environment, but the growth rate has slowed significantly compared with the past few quarters. Last year, Q2 and Kuaishou e-commerce GMV grew by 100.48% compared with the same period last year.

Some industry insiders said that during the double 11 period, Kuaishou resumed its chain cooperation with JD.com and Taobao, intended to snipe Douyin. The platform did not respond to this.

In the face of the traffic highland of Shuang 11, all the major e-commerce platforms need to obtain traffic from external platforms. Douyin e-commerce access to Jinri Toutiao App, Kuaishou at this time to resume the chain cooperation with Tmall, JD.com can also enhance advertising revenue in the short term, conducive to the smooth progress of commercialization.

Interconnection is a major trend. It is not surprising that Kuaishou resumes its cooperation with JD.com and Tmall. From the perspective of the general environment, it is a major trend to encourage the interconnection of Internet enterprises.

Earlier, Douyin anchors Luo Yonghao and Yu Minhong one after another announced that they were stationed in Taobao for live streaming. Recently, it has been revealed that Douyin fitness anchor Liu Yihong and his wife ViVi will start broadcasting on Taobao. Weiya's former anchor group, Bee surprise Society, has already been stationed on Douyin, and Li Jiaqi's short videos have also appeared frequently on Douyin. The head MCN organization Qianwang Technology has completed the full layout of Douyin, Taobao and Kuaishou platforms. As an important part of the e-commerce platform competition, MCN institutions and head anchors multi-channel, multi-platform, multi-product delivery has gradually become the norm.

For the outer chain to "tear down the wall", JD.com official Weibo said that in the current rapid development of short video live e-commerce, the full recovery of cooperation between JD.com Alliance and Kuaishou will help both sides to create richer new scenes of online consumption.

Cheng Yuan, general manager of Taobao Alliance, said that the resumption of cooperation between the two sides will help businesses bring more business certainty and imagination during Tmall's double 11 and in the future.

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