As Double Eleven is getting closer and closer, the smell of gunsmoke from live e-commerce is already very strong.
Recently, Baidu announced that it has completed its investment in the live broadcast e-commerce service provider "Kameila", and Baidu's wholly-owned holding company Dazi County Bairuixiang Venture Capital Management Co., Ltd. has become one of Kameila's shareholders.
This is also another move to continue to increase the number of "Double Eleven" after the launch of the "shopping" channel to deploy e-commerce business. With the help of Kamila's business experience, supply chain and operational capabilities, Baidu's e-commerce live broadcast system will also be further optimized.
Double Eleven has always been a battleground for military strategists. The difference is that compared with pure e-commerce in the past, live e-commerce has become the top priority this year. Internet giants have been eyeing the "big cake" of this trillion market. Among them, Taobao, Douyin and Kuaishou live broadcast have all warmed up in advance for Double Eleven and are gaining momentum. As competition in live streaming e-commerce gradually intensifies, what are the differentiated strategies for each platform this year?
Live broadcast becomes the Internet giant "Xiang饽饽", e-commerce giants and short video platforms are in hand
Last year's Double Eleven, e-commerce live broadcasts were already active in the public eye. At that time, the e-commerce live broadcast was mainly developed on Taobao, which was originally used as the icing on the cake, but achieved good results.
Statistics show that last year, more than 50% of merchants on Taobao live broadcast achieved new growth through live broadcast. Just one hour after the opening of the event, the sales guided by the live broadcast exceeded that of the whole day of Double Eleven in 2018, and the total turnover of the whole day was nearly 20 billion.
This year the epidemic has accelerated the development of live e-commerce, and short video platforms have become one of the promoters. Before Double Eleven this year, the actions of Douyin and Kuaishou all revealed that they were expanding their e-commerce territory, and Taobao also started to counterattack during this period.
For the upcoming Double Eleven, Douyin also has a lot of actions. Last month, Douyin held a large-scale Double Eleven business conference. Douyin e-commerce announced a comprehensive upgrade of its products. During the Double Eleven period, it will achieve accurate traffic delivery, and also launched a series of measures to support merchants. This means that, similar to previous events, Douyin will still use traffic recommendations to support merchant live broadcasts.
In the 1106 shopping festival in the past two years, the protagonist of Kuaishou was the anchor on the platform. This year, Kuaishou, like Douyin, will focus on merchants. Excluding B-end users such as merchants and anchors, Kuaishou has also invested heavily in C-end. During the event from October 30th to November 11th, Kuaishou e-commerce will launch a collection of 100 million credit cards and promote online and offline promotion. At present, this kind of gameplay is similar to traditional e-commerce platforms, using cash red envelopes and other methods to encourage users to participate in the purchase.
Last month, Alibaba announced the revision and upgrade of the Taobao homepage. At present, the revised Taobao APP has covered all users. This revision has accelerated the content, video and personalized upgrades of Taobao. From search to recommendations in the past, consumers not only simply buy their favorite products, they can also tap potential products of interest. Taobao has made up for its shortcomings at the content level.
This year, Tmall stretched the "Double Eleven" front, and officially started "pre-sale" this month. After two big promotions in November, the final big promotion was finally realized on the day of "Double Eleven".
Double Eleven, as a carnival day in the e-commerce industry, has always occupied an important position. Catalyzed by the epidemic in the first half of the year, e-commerce platforms benefited. Merchants suffered some negative effects due to the decline in consumer purchasing power. For this big promotion in the second half of the year, platforms and businesses are full of expectations. This year's "Double Eleven" battle among Amoy, Shake, and Fast, what are the hot spots that might burst out?
What are the hot spots of live e-commerce double eleven in the "Three Kingdoms" melee of Tao Shao Kuai?
From the perspective of platforms, GMV, as an important indicator of e-commerce sales, will inevitably become one of the parameters of competition among platforms. And this year, all platforms are expected to use the "Double Eleven" live broadcast to further expand their e-commerce business record.
In the past 12 months, Taobao live broadcast has driven more than 300 billion transactions. This year, the number of 618 broadcasts has increased by more than 123% year-on-year; in the past three years, Taobao live broadcast has driven transaction growth by more than 150%.
Taobao Live has delivered an excellent report card to the market. This year’s "Double Eleven" is expected to refresh Taobao’s fourth-quarter revenue results. For Douyin and Kuaishou, it can also fully use GMV data on live e-commerce. prove yourself.
The fourth quarter has always been one of the most concerned time periods for e-commerce platforms. Achieved a much better GMV performance than the same period. This data will reveal Taobao’s performance in the current quarter to the outside world more intuitively, greatly boosting the annual performance.
Douyin and Kuaishou are involved in the live broadcast e-commerce business a little later. If they hand over a good transcript on Double Eleven, it may further prove the feasibility of their self-built "content e-commerce" closed loop, which is expected to be expanded through e-commerce in the future Commercial monetization channels. In addition, Kuaishou recently reported that it will be listed in Hong Kong, and the results of "Double Eleven" may increase its valuation.
Merchant live broadcast is undoubtedly another highlight of Double Eleven this year, and platforms will intensify competition for resources such as merchants and celebrities.
The KPMG survey results show that more than 64% of brand merchants said that it is better to bring goods in their live broadcast rooms. As live broadcast e-commerce enters the "deep water zone", familiarity with products becomes more important, which can help users better understand products and increase purchase rates.
The reason why merchants spend a lot of effort to operate the "Double Eleven" event is to repay their own performance through live e-commerce; moreover, merchants make full use of the characteristics of online live broadcast to improve efficiency and reduce communication costs, thereby increasing their own Competitive advantage.
Of course, Internet celebrities and celebrities are also forces that cannot be ignored this year. In the early hours of this morning, Li Jiaqi and Wei Ya entered the Taobao live broadcast room to warm up the Double Eleven event in advance.
In the early hours of the morning, the number of live viewers of the two was 150 million and 130 million, respectively, and the products launched in the live room were also sold out instantly. The private domain traffic carried by the head host plays a great role in the promotion of the product.
It is worth mentioning that for users who need to purchase during the Double Eleven period, subsidies and discounts will be more concentrated in the e-commerce live broadcast rooms.
For Taobao, it accumulates a large number of pure consumer users, borrowing discounts to encourage users to browse live rooms, and increase user stickiness from the platform content level; while Douyin Kuaishou can make good use of the users accumulated at the short video content level to expand the phone. Business.
Entering the era of trillions, who will be the ultimate winner of live e-commerce?
In October, KPMG and Alibaba Research Institute released the "Live Streaming E-commerce Toward a Trillion Billion Market" report. It is predicted that the overall scale of my country’s live streaming e-commerce will exceed one trillion this year. Live streaming will become a new engine to expand consumption and promote a dual cycle. This also means that the fast-growing new economic format of live e-commerce will enter the trillion-dollar era this year.
From the current point of view, Taobao, as the forerunner of live e-commerce, is indeed difficult to shake the basic e-commerce market.
So far, Taobao has accumulated a large number of pure shopping consumption scenarios and users, and has constructed a relatively mature logistics and supply chain system. This advantage has been reflected in the transaction data situation.
Data shows that in 2019, Ali Tmall Double 11 Global Carnival has a full-day turnover of 268.4 billion yuan, a year-on-year increase of 25.7%, accounting for 65.5% of the industry's turnover. Compared with competitors, its advantages are still greater.
After a year of development, Taobao live broadcast has gradually become normalized. The live streaming traffic on Taobao platform tends to be stable, and the number of viewers and the number of views on the user side in a single day fluctuates slowly upwards, which to a certain extent shows that the live streaming traffic within the Taobao ecosystem has shown a stable trend.
Although Taobao live broadcast is gaining momentum, the number one position has been threatened by competition. Short video platforms Kuaishou and Douyin continue to increase their live broadcast e-commerce, intending to compete with Taobao for market share.
Douyin closed Taobao's external links in the live broadcast, and Kuaishou launched the "Good Things Alliance" to lower the threshold for e-commerce of talents. Short video platforms are all attempting to chase at full speed through traffic and social advantages. And this year's many actions on live e-commerce have undoubtedly aggravated the tension between Tao, Kuai, and Shao in this business.
In response to the offensive initiated by the short video platform borrowing content, Taobao also gave more resources to the content development level. Recently, the hand-tao APP has been revised and the short video has been placed on the homepage. The platform vigorously supports short videos, which will inevitably allow the new short videos to gain more exposure and directly divert the live stream.
Currently, live e-commerce is far more than three platforms. Pinduoduo JD.com has long been involved in live e-commerce. Last year, Taobao's live broadcast performance was excellent. If Taobao, Douyin and Kuaishou performed well in live broadcast e-commerce this year, it may further cause Internet giants to increase their live broadcast e-commerce business.
Whether it is a veteran player or a new force, it is a consensus to add live broadcast on the basis of the original e-commerce. In the future, live broadcast e-commerce may become the mainstream of the business model, and competition among Internet giants will also intensify.
In addition, live broadcast e-commerce is very likely to extend in the vertical direction. This year, new marketing methods such as "50% off house sale" and "live sale of mines" will also appear on Taobao live broadcast. As user groups become more dependent on live broadcasts, live broadcasts may generate more demand for vertical segmentation, and more product categories with room for growth will emerge, which can also bring greater imagination to the platform.
In general, live e-commerce has become one of the hottest outlets this year. Double Eleven, as the carnival day of the e-commerce industry, is also a key node for live e-commerce.
Taobao is steadily fighting and developing towards "content"; Douyin Kuaishou is aggressive and developing towards "e-commerce"; and many Internet giants have also increased their investment in live broadcast services. In this Double Eleven, although everyone has a differentiated style of play, the ultimate goal tends to be the same. Platforms, merchants, and anchors flock to it, and it is still unknown who will win in the future.
Source of this article: US Stock Research Institute, please indicate the copyright