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

On the 5th, Kuaishou e-commerce announced the official launch of the core brand subsidy channel "Big Brand Dabu", which aims to create a daily promotion atmosphere with "authentic brands and low prices" as its operation core. This also means that the activity mechanism that users can only enjoy by greatly promoting nodes before is officially normalized.

The "Big Brand Dabu" channel will be distributed in the mall channel, buyer's home page, search, recommendation and other scenes. It is understood that at present, more than 300 brands have successfully signed up for the big brand Dabu channel, and the daily exposure of the channel page will reach 30 million after it is launched. At the same time, Kuaishou e-commerce will invest nearly 100 million yuan in cash in the third quarter of 2023 to subsidize the products of the big brand Dabu channel.

Brand merchants can carry out registration qualification examination and participate in commodity submission through the "Kuaishou store backstage-marketing-activity search" Kuaishou Mall "big brand subsidy activity".

Products that enter the "Big Brand Dabu" channel will get greater exposure. At the level of activity play, Kuaishou e-commerce big brand Dabu channel will be based on "single product discount", attract users with "big brand authentic goods, low price of good goods" and increase the conversion rate. During this period, successful products will enjoy exclusive details, labels and other rights and interests. Distribute in mall channels, search, recommendation and other scenarios to help commodity sales break out.

At the same time, the platform will also select goods, and give official subsidies, official flow support, multi-field exposure and other multiple resources, all authentic goods fidelity, fake one to nine.

It is understood that in addition to big brands such as iphone14, Feitian Maotai and Shenxian Water, the "Big Brand Dabu" channel will also focus on subsidizing the most popular categories of goods such as digital, electrical appliances, fresh food, and rigid demand for people's livelihood, providing users with more cost-effective choices.

At the same time, the big brand Dabu channel will also launch the special show of "morning, noon and evening market" every day, that is, at 6: 00 in the morning, 12:00 in the afternoon and 6: 00 in the evening. The morning market will launch a special show on rice noodles, grain and oil (6:00-12:00). In the afternoon city, there will be a special show on milk paper drawing (12:00-18:00).

In the evening market, there will be a digital makeup show (1800-6:00 the next day), which will be placed at the top of the channel, where users can seize every wave of benefits according to their preferences and easily buy good goods at low prices of the brand.

In fact, in addition to attracting consumers through "good goods at low prices" with more competitive prices, the more important significance of this Kuaishou Mall's launch of the core brand subsidy channel is that it provides merchants with a fixed position for Kuaishou shelf yards, so that they can do business in non-content scenarios outside the studio, undertake consumer opportunities, and then do a good shelf business.

At present, there are different scenes of recommendation, mall, search and store in the Kuaishou e-commerce shelf. For example, the relevant recommendations of "guess you like" can stimulate users to buy easily after browsing the product details page or placing an order. The independent mall page of the whole station will also bring additional exposure as a stronger traffic entrance. The search scene can undertake the active consumption demand of users, while the store scene can precipitate repurchase by beautifying and decorating. And businesses can make use of big brands and other channels to reduce the dependence on live broadcast, through hanging products, 24 hours to meet the shopping needs of consumers.

Nowadays, pan-shelf has become an important business field in fast-hand e-commerce. In 2023, the volume of Q1 Kuaishou e-commerce pan-shelf field increased by 58% compared with the same period last year. GMV increased by 76% year-on-year, and more deterministic consumer demand began to pour into the shelf.

Focusing on the consumption relationship of "people and goods" and "people and scenes", it is believed that under the business philosophy of "good life, can be inexpensive", Kuaishou "Big Brand Dabu" channel will also become one of the important pan-shelf marketing scenes of Kuaishou Mall, bringing business growth for more brand merchants, so that more consumers can enjoy high-quality and low-price goods on Kuaishou e-commerce platform.

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