Tiktok Kwai, e-commerce enters the same river

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At Taobao 、 JD.COM 、 In the three-way sawing of pinduoduo , E-commerce shopping has already become a way of life , It also makes the forms of e-commerce more and more diverse . Whether it's social e-commerce based on family and friends , Or is it the live e-commerce with the sound of bargaining and Hawking , Have become hot nowadays ​ In the form of e-commerce .

Just like live e-commerce , In Li Jiaqi 、 Under the driving action of Weiya's head , It has become a standard configuration for businesses and platforms . According to Guosheng securities, it is estimated that , Live E-commerce GMV Very explosive , It's expected 2025 The annual market scale can exceed 6 Trillion yuan . And in this market , New and old players in the e-commerce field are also constantly fighting .

The duel between new and old e-commerce began

from 2020 year , It seems that all e-commerce platforms have started to develop e-commerce business . Regardless of Taobao 、 JD.COM 、 Pinduoduo and other e-commerce platforms , The two short video platforms, Tiktok and Kwai, have made great achievements in the e-commerce field , Even B standing 、 The little red book 、 Zhihu and other platforms also began to lay out their own e-commerce businesses .

In the field of e-commerce, the reason why this situation of letting a hundred flowers bloom , This is mainly because there are two key factors in the development of e-commerce .

The first key factor is that the drainage platform has grown to the point where it can seize the e-commerce cake . For established e-commerce companies , The era of relying on the platform itself to attract a lot of traffic has passed , A large amount of traffic is Tiktok 、 Well quickly 、 Small red books and other platforms with sharing properties are divided up , Through the drainage of these platforms, it finally enters the e-commerce platform .

But after growing up , Each of these drainage platforms has abundant traffic , And have the capital and ability to turn these flows into their own loyal buyers . So these platforms began to build their own e-commerce platforms , Transfer the flow direction of user traffic to its own e-commerce system .

The second key factor is that the live e-commerce model provides opportunities for these rising stars . before , The e-commerce market is about to take shape , The new platform is hard to get out . But live e-commerce provides a shortcut , Let the role of traffic in the early stage of e-commerce business be amplified .

Have more traffic , It means that the more popular the live studio is , The platform's e-commerce business will also reach more consumers , Consumption opportunities are also rising , It will naturally bring good growth to the e-commerce business of the platform .

And Kwai and Tiktok can successfully run out of the e-commerce field , These factors also play a crucial role , But in detail , The e-commerce business of Kwai and Tiktok , They also have their own characteristics .

Tiktok , The focus is on the business

Let's take a look at the various actions of Tiktok for e-commerce business . In the past year , Tiktok has successively cut off the third-party external chain and obtained the payment license , And made great efforts in the business side . Such as last year 7 Held in “717 Wonderful Fair ”,9 In order to prepare for the double 11 The largest business communication meeting was also held .

It's not hard to see. , Tiktok focuses its e-commerce business on the merchants , This is mainly because businesses will bring many aspects of optimization to Tiktok .

The first is to help make up for the shortage of goods . Because in the field of e-commerce, it is a halfway monk , Compared with the old e-commerce brands, Tiktok is more abundant in goods 、 There is still a big gap in supply chain capacity . Through the advantages of brand businesses in these aspects , While continuously expanding the types of platform Commodities , It can also provide nutrients for its own supply chain capacity .

The second is to let professional businesses get through the vertical field . What Tiktok wants is a large and comprehensive e-commerce platform like Taobao , But for more segmented product areas , Tiktok's operation ability is naturally not as strong as those professional businesses , Therefore, through cooperation, with the help of brand merchants, Tiktok can get through those vertical fields , It will also help improve the e-commerce platform of Tiktok .

Finally, we should give full play to our traffic advantages to stimulate revenue . Tiktok e-commerce is very similar to Taobao , Income mainly includes GMV Commission and advertising , And brand merchants can contribute more stable GMV And traffic acquisition costs , Contribute to the revenue of Tiktok .

It is precisely because of these various reasons , It is self-evident that brand merchants are important to Tiktok e-commerce , But if you want to stabilize the brand businesses in the platform for a long time , We need Tiktok to provide businesses with more attractive chips . And Tiktok's chips , Is its stable private domain traffic .

Just like Tiktok quietly started the test of fan group chat function , Businesses can establish a private community on Tiktok , For example, Luo Yonghao's “ Make a friend ” Tiktok's fan base has reached 50 individual . This can provide brand businesses with the opportunity to directly contact consumers , Bring sales growth to the brand .

“ Don't cheat Lao tie ” The well quickly

For trembling sound, tiktok , Our e-commerce business focuses on brand businesses , Meanwhile, the same short video maker has started to develop its Kwai in e-commerce , The focus is on the old iron in the platform , That is, at the consumer level . And the attention of Kwai to consumers , It is mainly reflected in improving service capability through various levels .

One is the service improvement at the content level . Whether it's a short video or a live broadcast , Is a form of content presentation , Closer distance between people , Especially between merchants and consumers . This helps Kwai e-commerce build a solid user barrier , Enhance users' trust by deepening users' recognition of the platform .

The second is the service improvement at the e-commerce level . Want to get consumers' recognition of their e-commerce platform , The ultimate goal is whether consumers can feel the ability of the platform in the shopping process . Whether it is the expansion of the product category , Or the continuous improvement of supply chain capability , All Kwai want to do “ Buddy ” We provide a better consumer experience , So as to cultivate trust .

“ Old fellow iron culture ” It is unique to Kwai , Based on such characteristics , Kwai can provide users with content and goods as anchors and businesses , Improve the service level of the platform from many aspects , Let the old irons trust the Kwai platform more , Further long-term value generation for consumers .

And this pattern , In essence, it is through C2M Reverse customization , On the one hand, it will deepen the understanding of brands and businesses on the platform to users , On the other hand, it also activates the Kwai based on “ Old fellow iron culture ” Private domain traffic generated , Enrich the private domain traffic pool of the anchor , Thus activating the ecology of Kwai e-commerce .

That's why , Kwai's e-commerce business has grown steadily in recent years .2018 year , Kwai enters the e-commerce field , That year GMV Only for 0.97 One hundred million yuan , here we are 2019 In, it rose rapidly to 596 One hundred million yuan , According to the latest financial report of Kwai ,2020 Kwai e-commerce in GMV by 3812 One hundred million yuan .

Shake up e-commerce , All roads lead to Rome

So , Kwai and Tiktok are based on the characteristics of their own platforms , Find out the main focus of your e-commerce business , Help your e-commerce business grow faster . But whether it is Tiktok's attention to businesses , Or Kwai focuses on cultivating the trust of Lao tie , The focus of the e-commerce business of the two platforms in the next step is the same .

This focus is also the development focus of the whole e-commerce industry in the next stage , That's building “ Content + Private domain ” E-commerce mode of . say concretely , This model is a collection of grass 、 Pull weeds together , Attract consumers through content , Let consumers complete consumption in as few links as possible , Reduce the reduction of consumption behavior caused by the extension of the consumption process .

And it's not just Tiktok and Kwai who want to create this model , Old e-commerce brands such as Taobao are also doing this . In recent Taobao revisions , They pay more and more attention to the content , When browsing mobile Taobao , Short video 、 Live broadcast content increased significantly .

It's not hard to see. , Taobao and Tiktok Kwai have different ideas , Turn shelf display into content output , Turn shopping transactions into relationship links , Let e-commerce transform from meeting demand to creating demand , Stimulate private domain traffic and stock users through content , Provide better stability for the platform's e-commerce business .

And through the joint action of the participants , The overall e-commerce industry will also enter a new stage of building content and private domain traffic as soon as possible , Create more value for society .

writing / Liu Kuang's official account ,ID：liukuang110