Shulou(Shulou.com)12/24 Report--

As the end of the annual shopping boom, Shuang 12 is an important marketing node that platform merchants should not miss. On November 30, Kuaishou e-commerce held a double 12 investment promotion conference online to release key information such as activity rhythm, support policies, marketing methods and so on to platform merchants and anchors.

This year, Kuaishou double year-end good things Festival aims to help platform merchants and talent achieve business growth, and at the same time precipitate valuable business models for day-to-day operations and achieve longer-term business growth.

Tan Shuai, head of the operation of Kuaishou e-commerce promotion, said that during the double 12 period, the platform will provide 100 million-level traffic subsidies through live-to-live traffic support policies such as "shake Plan", "River flow Plan" and "Traffic obtained by small and medium-sized anchors". As well as "big brand big subsidy", "low price special sale", "explosive goods return" and other goods support policies to help merchants achieve deterministic business growth.

In view of the promotion of active goods, the platform will also strictly select the quality of goods to enhance their price competitiveness; through large subsidies of the platform, it is guaranteed to provide users with very cost-effective low-cost goods, so that users can go shopping, have a choice, and have a place to buy.

It is reported that Kuaishou double 12 investment application is officially launched today and lasts until December 7; the official promotion period is from December 7 to December 12. Merchants and talent can complete their registration through the Kuaishou store's version of the "Dachu play Center".

First, "good goods at low prices" connect the content field and shelf market, and multiple subsidies help merchants to "double-domain growth".

During the Kuaishou double 12 period, the platform will use "low-cost good goods" as a bridge to connect the two core business scenes of "content field" and "shelf farm" to help merchants and talent achieve "dual-domain growth".

In the "content field" with live broadcasts and short videos as carriers, Kuaishou e-commerce will launch supporting policies such as "shake plan", "stream plan" and "traffic from broadcasting". Help merchants and talent to make recommendations through content and hit single products through distribution.

In the "shelf yard" with shopping malls, search, shops and guesses as the carrier, the platform launches activities such as "big brands make up", "special sale at low prices" and "return of popular styles" to help brand merchants precipitate good goods at low prices into their daily operations.

Tan Shuai, head of the operation of Kuaishou e-commerce promotion, said that business such as big brands and special sales at low prices will also continue into the daily operation after the promotion. Merchants and talented people can do business through the mall, and consumers can also continue to shop through the mall. In order to achieve "long-term sales".

Second, accurate traffic covers the "content field", helping different volume quotient to achieve growth transition.

In the "content field" of Kuaishou Shuang12, based on the advantages and needs of businessmen and talented people, the platform has formulated a series of traffic support policies, such as "shaking Plan", "River flow Plan", "Traffic obtained by small and medium-sized anchors" and so on.

1. Plan to help Shake

For businesses and talents with high growth and stable ability to do live broadcasting, Kuaishou Shuang12 continues to optimize its traffic mechanism through the "shake-up plan" and helps Shanda enhance the explosive power of a single game and the scale of GMV by integrating global traffic, and finally realize the growth transition of anchors.

The optimization of the traffic mechanism is mainly reflected in the fact that the traffic is more "more" and more "accurate": on the one hand, it increases the traffic support, and on the other hand, it refines the traffic from the VJ's personal refinement to the VJ's "product" with goods in a single field. recommend traffic according to the needs of commodities, bringing more accurate traffic to VJs.

2. Sichuan flow plan

For shippers who supply anchors and steadily broadcast themselves, Kuaishou Shuang12 will continue to be supported by the "Chuanliu Plan". When the consignor merchant opens the self-broadcast, the platform can carry on the "accurate flow" support for the business self-broadcast room based on the accurate customer base of the previous cooperation distribution positioning, so as to help the business operation to improve efficiency.

3. Traffic generated by medium and small VJs starting broadcasting

For small and medium-sized businesses and talented people with small and medium-sized transactions, the platform will be supported by the national task of "getting traffic from broadcasting". As long as small and medium-sized businesses start broadcasting every day, they can get large flow coupons, and the more shows they broadcast, the larger the flow denomination, so as to achieve a bumper harvest of both transaction and growth during the period of great promotion.

Third, deepen global operation and help low-cost goods to achieve a high outbreak in the "shelf yard".

The double 11 report of Kuaishou this year shows that the GMV of Kuaishou pan-shelves has increased by 160% compared with the same period last year. The double 12 promotion, fast-hand e-commerce will continue to make efforts on the shelf, for Shangda to create a global business position.

In order to encourage more popular styles of "content field" to precipitate to Kuaishou Mall, while allowing more low-cost good goods to be sold in the "shelf", Kuaishou double 12 also provides a special "dividend plan" to encourage merchants to operate.

During the double 12 promotion period, for brand merchants, fast-hand e-commerce will continue to play through "shelf big brands and big subsidies". For shops that meet the conditions for participation, they will provide special support for good goods at low prices, special support for 100, 000 items, special support for millions of items, platform subsidies, flow increases, discounts and other rights and interests. Through the increase of multiple resources on the platform, more high-quality brand merchants can realize the business transition in the great promotion.

For people's livelihood brands and industrial belt source good goods, the platform recently launched a "low-price special" channel to encourage more cost-effective goods to get sales in the mall.

It is understood that the Kuaishou Shopping City "low price special sale" channel is the core position to undertake Kuaishou e-commerce to kill products at a low price. The platform provides a high-flow, high-conversion and efficient operation field, and merchants can participate in activities by providing high-quality goods and competitive prices.

High-quality goods that sign up to participate in the "low-price special sale" game and are successfully selected will receive platform subsidies, multi-scene traffic distribution, platform mental marking, rights-raising exposure and other rights and interests during the double 12 promotion period. so that "low-price special sale" label products can be efficiently exposed, to achieve centralized outbreak.

In view of the "super items" in the mall, Kuaishou Shuang12 will launch special support such as "low-cost goods", "100,000 items", "millions of items" and so on, through 100 million-level flow incentives, platform subsidies and exclusive discounts. help popular style good goods to achieve high outbreak.

In addition, in view of the popular style goods in the studio, Kuaishou Mall also launched a "popular style return" activity. If more than 1 million popular merchandise is sold in the studio, and if you keep hanging up during double 12, the merchandise will be given priority to display at Kuaishou Mall, and the anchor can also get a live room flow coupon of up to 1 million denomination.

As the last year-end boost in the e-commerce industry, it is a good opportunity to achieve business growth for both platforms and business talent. Next, Kuaishou e-commerce will also achieve good results by comprehensively empowering merchants and talent to prepare for Shuang 12 through a number of policy incentives and business support.

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