What is the future prospect of video Number e-commerce?

stay 2022 At the annual financial report meeting , Liuzhiping, President of Tencent, announced the strategic direction —— Tencent will focus on key strategic areas , Seek growth at all costs , To the pursuit of basic values and efficiency of healthy and sustainable growth , Form a more stable cost structure .

For video numbers , How to choose and implement business , Ensuring long-term growth capacity is equally important .

stay 2022 Wechat open class in , Wechat video number gives a series of e-commerce live data —— Last year, the sales of goods increased 15 times , Private domain traffic accounts for 50% above , The average customer unit price exceeds 200 element , The overall repurchase rate exceeds 60%.2022 year , The video number has upgraded its support for e-commerce —— Businesses introduce private domain traffic users into the live broadcast room , The platform distributes at least one public domain traffic user to merchants .

From the perspective of advantages , Video numbers may bring opportunities to long tail businesses .

for example , Small and medium-sized stores such as local community supermarkets used to use wechat groups 、 Channels such as friend circles attract local users , Try to build your own distribution system , Accumulated a lot of private domain traffic precipitation . The video number is open to private domain live broadcast , It will bring more accurate customer acquisition space for such enterprises .

Especially under the background that the epidemic affects the downturn of stores , The decentralized traffic ecosystem of video numbers provides value different from Tiktok and Kwai's exquisite entertainment content . Businesses that are not good at popular short videos also have cakes to share , There may be new opportunities in the field of local life services .

The above video Number operators 「 New entropy 」 Expressed a similar view ： Video number is a means of social e-commerce , Wechat itself is the largest social ecosystem . Merchant's goods 、 Links and live broadcasts can expand the customer drainage of the entire Tencent ecosystem , Public domain traffic and private domain traffic will become the traffic source of businesses .

But judging from the disadvantages , Video numbers put forward higher requirements for e-commerce operations .

Tiktok e-commerce practitioners 「 New entropy 」 It is said that , The first choice for businesses on short video platforms is to find live product experts , And assign them the task of obtaining traffic and converting transactions . They are responsible for keeping an eye on the upstream supply . If they have the ability to produce short videos or live broadcast products , They can also play by themselves .

The overall traffic of the video number is more dispersed , The overall quality of the anchor is still different from the mature platform , This undoubtedly increases the cost for businesses to obtain traffic from talents .

On the other hand , Tiktok compared with the shaking and Kwai , The closed-loop traffic mode of wechat has higher requirements for the operation of video numbers . Whether wechat group 、 Applet or friends circle content , Enterprises should spend far more energy than Tiktok and fast operation to create private domain traffic , Then share the cake in the public domain traffic of the video number . For enterprises without operation experience , This means higher admission costs .

With the competition of video number in live e-commerce , One thing is for sure , Due to different product logics , The business model of video number will be different from existing products . How to understand and adapt to differences will be explored by the platform and participants .