2 Tiktok will push to plant grass independently App“ Praiseworthy ”, Bytes can't forget little red book ？

source ：Tech star （ID：tech618） author ： Chen qiaohui

Bytes fight again “ Want to buy ” market .

Tiktok “ The little red book ” Or coming online .

Tech Planet exclusive , Tiktok will launch a brand new grass planting App“ Praiseworthy ”, According to a person familiar with the matter ,“ Praiseworthy ” The internal project code is “G”, Positioning is a lifestyle community for young people , Its Slogan by “ The new lifestyle of young people ”, Kesong may go online sometime .

Besides ,Tech Planet pass “ Companies check ” Platform query found , Tiktok App The developer of the “ Beijing Weibo Vision Technology Co., Ltd ” Already this year 5 month 18 Japan , Registered a “ Praiseworthy Android Software ” Software copyright of .

Tech The planet also retrieved a douyin The secondary URL of the domain name ：kesong.douyin.com, Suspected “ Praiseworthy ” Website , However, the website cannot be opened at present .

Regarding this ,Tech The planet makes further verification in terms of bytes , Before going to press , There is no response on bytes .

Figure note ： The figure consists of Tech The stars are blessed through mastery App“logo” and “Slogan” synthesis . 

A source close to Tiktok revealed ,“ Praiseworthy ” It can be seen as the Tiktok version “ The little red book ”, Will be attached to the Tiktok ecosystem , For the related business of Tiktok , Tiktok 、 Local life and other businesses form synergy and services .

01 All the way “ Want to buy ” Tiktok

In the grass planting community “ New grass ”App After Halberd , Byte has been silent in the field of grass planting for a long time , Until Tiktok e-commerce 、 After the local life business goes online , Merchants in Tiktok 、 Talent show" , And users , The demand for growing grass is increasing day by day , Byte begins to try new grass planting function in Tiktok .

stay 2021 year , Tiktok has launched the graphic grass planting function , It means that Tiktok takes planting grass as an important development direction in the system . This function aims to further reduce the threshold of planting grass , Attract more people to create , Users can plant grass through Tiktok , This function is for live broadcast 、 Short video and other grass planting methods , Through graphic grass planting mode , Complete the grass planting playing method of Tiktok , Create a live broadcast + Short video + The ecological link of graphics and text .

And then , Tiktok is tested again “ Primary entrance ”, The entry is located in the default home page “ Same city ” Location , Further strengthen the exposure of grass planting video , In addition to strengthening the content , Tiktok is also constantly enriching the relevant functions of planting grass .

Tech The planet also learned exclusively , Tiktok is in the display results of search , Has joined “ Experience ” function , Similar to Baidu experience ,“ Experience ” It can be understood as some contents of the creator in life （ video 、 Graphics and other forms ） Share , Including but not limited to practice 、 Knowledge popularization, etc , Cover life 、 Food and other fields . Besides , Among some creators who have the function of window with goods , Join in “ Good product recommendation ” and “ Grass planting video ” function , Connect the link from content to e-commerce .

It's not hard to find out , The current Tiktok App In terms of grass planting function , It has been basically built into a simple version suitable for its own ecology “ The little red book ”, And realize in e-commerce 、 Connections to local life , It provides an important channel for the realization of both .

But that's not enough , Because the function of planting grass in Tiktok is still too “ Fragmentary ”, Cannot form a clustering effect , Still need independent App Provide a communication community for Tiktok users , Form a stable grass planting atmosphere , Doing so can not only reduce the burden for Tiktok , You can also create a new platform outside the territory , For standard “ The little red book ”, Form an independent Grass Planting Ecosystem , therefore , With heavy responsibilities “ Praiseworthy ”, the “ Break the shell and come out ”, It has become an important layout of Tiktok in the field of grass planting .

Except at home , Byte is also planting grass overseas , For example, in Japan, the online interest grass community “Sharee”, The cumulative number of downloads in the Japanese market has exceeded one million , Later renamed “Lemon8", And enter the Southeast Asian market .

Now , Byte has formed its own grass planting layout at home and abroad , Especially at home , With “ Praiseworthy ” On line , It will provide a new... For Tiktok itself , And with a cashable content platform , Better coordinate and serve Tiktok e-commerce 、 Local life and other businesses .

02 “ Praiseworthy ” Can it become a little red book of Tiktok version ？

Except for short videos , Tiktok has formed a local life 、 Online retailers 、 social contact 、 Music and other aspects have a large platform , Planting grass is an important part of Tiktok ecology .

Industry analysts think , It is not surprising that Tiktok chose to enter the field of grass planting this time , Because many big internet factories in China are planting grass , What I like is behind planting grass “ economics ”.

because , Planting grass is more than a simple content sharing tool , Behind it , The service is the realization business of the platform , And the transaction transformation of consumers . for example , Ali's Gourmet grass planting community “ Food notes ”, In fact, it provides a cash channel for Ali's local life , Tencent's grass planting tool “ Penguin Huimai ”, It is for the e-commerce business of Tencent smart retail .

For users , Before consumption , I also choose to plant grass , It is a little similar to that before offline shopping “ Shopping ” Medium “ Shop around ”, Therefore, planting grass has become a key factor affecting young consumers to make consumption decisions .

According to the survey data of AI media consulting , Chinese consumers are “ Want to buy ” The main channel of , It is the evaluation video of online celebrity and the promotion of goods , All accounts for more than 60% , Fifty percent of consumers are easily shared by plain people in the content community “ Want to buy ”. AI media consulting analysts think , online celebrity KOL Have a certain influence in a specific circle , Consumers will appreciate the attention KOL Life attitude and lifestyle, etc , I will try my best to imitate KOL, Including the purchase of the same commodity , Punch in the same place .

At this time, Tiktok chooses to launch “ Praiseworthy ”App, Also, I took a fancy to the potential and imagination of grass planting economy .

Last year, , Voice tiktok proposed “ Interest E-commerce ” The concept of , Among them, it is mentioned to help consumers actively discover potential interests , At the same time, help businesses recommend products to interested consumers , Planting grass is an important part of interest in e-commerce .

Again , Tiktok local life is also strengthening the planting of grass , And earlier this year , go online “ Life service organization platform ”, The platform is similar to the short video of Tiktok MCN Organization management platform , Can be the creator of local life 、 The organization provides corresponding background management . It means , Tiktok will enhance the content output in local life .

If “ Praiseworthy ”App Follow up online , Or it will be Tiktok “ Interest E-commerce ” And local life , Provide a powerful liquidity channel .

But here's the thing , Entering the field of content grass planting also faces challenges .

Think that the player with grass head xiaohongshu is a reference , According to xiaohongshu data, Zhongtai data , end 2021 year 11 month , Little red book's monthly life has reached 2 Billion , Although not comparable 6 Tiktok, who lives for more than 100 million days , But it has also become the first tier of the content community , And form a relatively advantageous “ Barriers to competition ”. If Tiktok is launched “ Praiseworthy ”App, Seize the grass planting market , The challenge is bound to be great .

in addition , Xiaohongshu's ability to connect the cash flow of e-commerce business by planting grass , Did not achieve the desired results . Tianfeng Securities Research Report shows , Advertising is the main revenue pillar of xiaohongshu ,2020 In, the advertising revenue of xiaohongshu accounted for about% of the total revenue 80%, This means that businesses including e-commerce have not yet become the pillar of xiaohongshu , It is reflected from the side that it is not easy to plant grass and realize cash .

Industry analysts think , Tiktok may introduce grass planting App“ Praiseworthy ”, More is still serving content , First, build a stable content community , Then we will consider the matter of liquidation .

stay BAT Sheng Qiang, product manager of Dachang （ alias ） It seems , If subsidy tactics are adopted ,“ Praiseworthy ” Maybe there is a chance to stand out , For this point, please refer to another one under byte App“ Understand the car Timor ”. Tiktok itself has accumulated some experience in e-commerce business , And it's not a low-cost route , So cooperate with planting grass , It is possible to get through the consumption experience .

in any case , Tiktok version “ The little red book ” Praiseworthy App If you go online , Can it bring more sales and orders to Tiktok e-commerce and local life business , Become a new growth pole for Tiktok e-commerce and local life business , It will deserve the attention of the industry .