Service provider recruitment "war" rises, small program business takes off again
2022 is a year for the coordinated development of the Internet of small programs. As major platforms accelerate their pace of construction, small programs are also ushering in a new stage of development. According to Aladdin Research Institute’s calculations, by the end of 2022, the number of mini programs has exceeded 7.8 million, and DAU has exceeded 800 million.
Small programs have become a huge and diversified market, and the limited tools and solution capabilities of the platform are being surpassed by the speed of innovation, and the introduction of third-party services has become inevitable. Platforms such as Alipay, Douyin, and Kuaishou have launched ecological co-construction plans for service providers, offering generous conditions in terms of openness, adaptation, and growth incentives. The awareness of "service 'service providers'" has formed an emerging market power of influence.
On February 28, 2023, a service provider salon called "Set Sail, Open and Win-Win" will start its first tour in Beijing on the afternoon of February 28, 2023. Topics such as ecological co-construction, long-term business empowerment, and platform policy support introduced Kuaishou’s characteristics, advantages, and recruitment plans. Yizhi Classroom and Yuexianghui, as representatives of service providers, shared their operating experience in Kuaishou’s ecology.
The whole salon was carried out in an orderly manner during dry goods sharing and heated discussions. The "one-stop business platform" proposed by Kuaishou aroused great attention from the participants, and the solution discussions around the pain points of the industry brought the atmosphere of co-creation and co-construction to a climax.
Kuaishou Business Ecological Open Platform Salon Beijing Station successfully concluded
"Two-way travel" creates a one-stop service, and the Kuaishou ecology accelerates
If it is said that the development of "ecology" by platforms has enhanced the role of service providers, then professionalism and replication capabilities are the values of service providers that are crucial to ecological development.
According to statistics from the Aladdin Research Institute, the current third-party services around small programs and short videos have covered many fields such as development/operation, marketing/promotion, enterprise digitalization, and industry customization services. Almost all business needs of enterprises are covered. It can be realized through service providers; among the more than 1,000 brands measured in the "2022 White Paper on Small Program Internet Development", as many as 91% of the brands use third-party services, and both the service volume and service capabilities are enough to determine the professionalism of third-party services sex and reliability.
Among the more than 1,000 brand sample data, it is not uncommon for multiple brands to sign contracts with the same service provider, while brands that use third-party services tend to have a higher degree of digitalization. Also better.
Finally, service providers rely on professional capabilities to solve customer pain points in batches, meet customer needs, and achieve customer goals, while also bringing growth to the platform. It can be boldly speculated that in the near future, corporate brands can quickly build a "one-stop" business position through various service providers, and the ecology that first contributed to this model will also have the opportunity to develop at a super speed.
Where is the key to "one-stop"? It lies in "synergy".
Taking Kuaishou Ecology as an example, the settled service providers are divided into four categories: technology-based generation development services, SaaS services that provide a complete set of system software, generation operation services, and commodity/service supply . Among them, SaaS and agency operation services are the core. They help operators complete the connection with users and complete the transformation of goods or services through platform connection capabilities.
Picture: Hu Changjun, head of mini program products of Kuaishou Business Ecology Center
However, from the perspective of an ecological maintainer, Kuaishou does not regard these services as nodes that are separated from each other and compete with each other. According to Hu Changjun, person in charge of small program products of the Kuaishou Business Ecosystem Center, merchants lacking experience in short video platforms are trapped in the complex relationship between creators, users, and products, and often need to complete link building through service connections to get on the right track.
On the other hand, service convergence is also the common mission of ecological participants. Starting from SaaS services, extending the business boundaries and coordinating multiple technical solutions with the role of agent operation, the ultimate goal is to create a convenient and efficient business model, and the two-way travel is accelerated. the development of collaborative capabilities.
This concept can be seen from the introduction of Yizhi Classroom, a small program SaaS service provider in the field of knowledge payment.
As an ISV service provider, Yizhi Classroom's current business is divided into two sections. The redevelopment capability helps customers build customized SaaS applets. The large operation section provides one-stop full-link services from course packaging to operation, providing content creators with Build a monetization path.
Picture: Chen Gaofei, head of Yizhi Classroom Operations
Behind the business exploration of service providers is the rich technical openness of the Kuaishou platform. According to Chen Gaofei, the person in charge of the operation of Yizhi Classroom, Kuaishou has given great support and encouragement in terms of interface capabilities, guaranteed payment capabilities, and platform linkage. Up to now, 15,086 masters have joined Kuaishou in Yizhi Classroom, with 2.6 million learners and a cumulative turnover of more than 100 million.
Creative empowerment, multi-party win-win, talent matching platform to help in-depth exploration of short video live broadcast business
Short video platforms have more complex business relationships. Kuaishou has also done in-depth thinking and planning on how to empower merchants with the influence of content, creators, and KOL/KOC to achieve an ecological win-win model that benefits multiple parties. Kuaishou Business Ecological Center Jiang Chao, the person in charge of the Daren Open Platform, gave a detailed introduction at this salon.
As of June 2022, there will be more than 2 million creators in the Kuaishou ecosystem, and the total number of creator fans will reach 260 billion. Finding partners among the vast amount of creators and content is no longer easy. To this end, Kuaishou launched the "Talent Open Platform" to help operators quickly identify partners and obtain accurate traffic. After the operator places the task on this platform, Kuaishou is responsible for matching up the expert to take the order, and after the expert receives the order, it will help transform and attract new users through short videos and live broadcasts. Since the operation of the Daren open platform, a smooth link has been formed. From the establishment of alliances, matchmaking to settlement, Kuaishou undertakes it on its behalf. The "worry-saving and labor-saving" experience has been recognized by the operator.
With the gradual development of the business, the number of creators who have joined the Daren open platform has exceeded 1 million, covering life, entertainment, appearance, games, real estate and other fields, and can undertake the delivery demands of operators in multiple industries. More than 100,000 people have completed orders and deliveries, and millions of goods have also entered the task side.
Picture: Jiang Chao, the person in charge of the open platform of Kuaishou Business Ecology Center
The marketing models that talent can choose are divided into three types: advertising sharing, lead distribution and product commission sharing. Order receiving talent will also get the favorable support conditions of "no commission + traffic assistance + cash supplement", from creative enthusiasm, order receiving Effects and benefits return multiple ways to promote large-scale operations.
Through the matchmaking service of the talent open platform, tens of thousands of talent participate in the task promotion of the mini program every month, bringing benefits to the operators. The cooperation between Kuaishou and Meituan has brought more than one million products to the selected product center, and more than 30,000 people are matched every month to visit the store and bring goods; in the film and television industry, Kuaishou and Migu, Mango, LeTV, Fengxing and other long videos Platform cooperation, 60,000+ talents participate in LeTV's second film and television promotion every month.
Picture: Jiang Bin, general manager of Beijing Enjoy Technology Co., Ltd.
How do Mini Programs do business in Kuaishou? Jiang Bin, general manager of Beijing Enjoy Technology Co., Ltd., shared his experience with the guests present. Xiangyuehui is a high-quality service provider of the third-party platform for Kuaishou Mini Programs. It is mainly engaged in the full-link service of product development, promotion, and monetization of products such as Mini Programs and APPs. The current solutions have involved film and television, digital reading, and paid short-term services. Drama and knowledge payment and other industries. The agent promotion service promotes the mini-program including the IP content in the form of uploading by talented people, paid delivery, and platform entry.
From action to thinking, from feedback to dialogue, ecological co-construction has reached a new level
At the open level, Kuaishou, like other platforms, provides service providers with free space and generous support policies. However, at the level of co-construction, Kuaishou also puts forward its own requirements and expectations for service providers.
The first is to understand the business. As an ecological participant and co-builder, Kuaishou hopes that service providers can "breathe and share fate" with themselves, rationally think about what kind of merchants the content ecology is suitable for, and how to help merchants understand and understand business rules, so that goods/services supply and The content field generates connections and releases value.
The second is the choice of business behavior. Kuaishou currently provides four types of business operations: self-operated accounts and content, commercial applications, talent matching, and platform support. Service providers can choose one or several of them to provide services based on their own business characteristics.
The third is support and incentive policies. Kuaishou provides various service providers with six levels of support, including basic capabilities of small programs, technical product docking capabilities, operations and traffic, service commissions, matching systems, and statistical analysis of data. Service providers can play freely under the rules of the platform. Kuaishou's ability to achieve revenue growth.
Excellent service providers will be used as benchmarks for publicity and promotion. Five service providers, "Number Home", "Easy Classroom", "Fengxing Video", "Shanghai Weimeng Enterprise Development Co., Ltd." and "Beijing Enjoy Technology Co., Ltd." The award ceremony was also held at the salon.
In order to deeply reflect the openness and co-construction concept of Kuaishou Ecology, the salon also held question and answer sessions and group discussions. The person in charge of each business line of the Kuaishou commercial ecological open platform answered questions from the participants in order to serve the market, live broadcast capabilities, business analysis capabilities, talent matching, clue traceability, industry access, etc., and focused on basic products and talent open platforms. We conducted in-depth discussions and exchanges with you in the three directions of operation and operation.