2 New business of Kwai , You have to rely on Simba's yelling ？

source ： attachment Insight（ID：lxinsight） author ： Wang Huiying edit ： Zhou Xiaoqi

Simba needs a new identity , But I want to do well “ Recruitment agency ” Your role is not easy .

“ I regard Kwai as Liu Bei , Its opponent is Sun Quan , No matter how tempting , I can't take my soldiers to Sun Quan to fight Liu Bei , This is a moral issue of life .” Simba once described Kwai 、 Kwai's competitive platform and its relationship .

But this “ Show loyalty ” Speech , Without delay, Simba once shouted Kwai in the live broadcast room “ Polish your eyes ”. As the largest anchor of Kwai platform , Simba was banned , Because “ Sell off ” The storm fell into a trough . His relationship with Kwai has also been in “ Love that kill ” In a new situation .

The fact proved that , There seems to be no shortage of either , Now Kwai and Simba hold hands again . The difference is , This time Simba chose “ Live broadcast with post ”, Live online job fair .

Simba originally planned to rest until August , In the warm-up video, it means ,“ I think this matter is worthy of xinyouzhi （ Simba ） Hold a live broadcast alone ,” And hit “ job-hunting 、 Kwai Fu 、 Find Simba ” Slogan .

This new business of Kwai , In fact, from this year 1 It started in January , but “ Recruit quickly ” Live projects , Blue collar workers who want to really attract the sinking market , Still need to be driven by the head anchor .

Now , Simba is willing to help shout , Undoubtedly, it can help this project drain , After all, he has always claimed to be “ The son of the farmer ”.

this , Kwai and platform “ The first anchor ” Simba's cooperation , Once again, it shows that Kwai wants to grab the cake of the recruitment market on the busy line . actually , Kwai needs a new business to make money , Simba needs a new identity to come back live , This cooperation is not unexpected .

But this market , It's already the red sea .58 The local market network 、BOSS Direct employment 、 zhaopin 、 51job and others are fighting in the field of online recruitment . Although Kwai has the advantage of traffic , But in the face of unfamiliar fields , The difficulty of breaking through is still not small .

Bring goods from live broadcast , Go to the live broadcast to lead the post , In addition to reshaping the relationship between the anchor and the platform , The outside world is more concerned about , How many cakes of new business can Simba help Kwai grab ？

01 Kwai wants to do new business , Simba needs a new identity

Simba once joked , In well quickly , Jianghu is not worldly , Jianghu is about Simba .

This statement is not exaggerated . In well quickly , Simba and his apprentices are well deserved to be the largest anchor family , The total number of fans exceeds 2 Billion , Have a lot of appeal .

Even though , It has been rumored that Kwai wants “ Desimbalization ”, And Simba has been punished by the title after shouting about the official Kwai , But in reality, Kwai is still inseparable from Simba , Simba also needs Kwai .

Both sides need each other , Kwai and Simba stand together again .

6 month 29 Friday night , Simba starts live recruitment in Kwai , Involving a number of enterprises about 10 Ten thousand recruitment places , Including Chery 、 Volvo 、 Goethe AG 、 Famous enterprises such as Mingshuo computer and Lixun precision .

Source Simba video

The positions provided by many enterprises are mainly workshop operators 、 Logistics staff, etc , Age 、 Education 、 The requirements for work experience are relatively loose . The recruitment process is also very simple ： The candidate left his mobile number , If you meet certain conditions, you can enter the factory to work .

It's not time to start broadcasting that night 1 minute , There is 10 Ten thousand people rushed into the live broadcast room , Live broadcast for two hours, received 17.5 Ten thousand resumes . It is reported that , Most of the salaries offered by the enterprises participating in the live recruitment are 5000 element -7000 element , The job demand is mostly factory blue collar .

have 9000 Simba with more than ten million fans , The appeal can be seen .

what's more , Simba hopes to rebuild the trust between fans and him .

“ I want to find a job for my fans .” Simba described his live broadcast as a guard . all the time , Simba regards fans as “ those , on whom one 's livelihood depends ”, Renshe is a northeast guy who values love and righteousness .

For online live recruitment , The trust between fans and anchors has become more important , Fans handed the resume to Simba , This also tests whether Simba's follow-up can really help fans find suitable jobs .

From live broadcast to live broadcast , Simba also needs a new identity to return to the public .

It is different from the style of the anchor on the head of other platforms , In Simba studio , Talk about temperament 、 swing 、 make a pitiful plea 、 Questioning fans and other scenes often appear . such “ Jianghu spirit ” Simba's account has been blocked repeatedly because of his style . More netizens speak frankly ,“ Simba's live broadcast is more like a performance art ”.

More deadly , The fake storm plunged Simba into a crisis of trust .

2020 year 11 month , Simba “ The bird's nest incident ” Widely concerned by the outside world , Simba Kwai account was once banned 60 God . This year, 4 month , Simba and apprentice eggs promote a product called “YPL Sunscreen cool pants ” The goods , Suspected by consumers of selling fake goods .

During this period, Simba broadcast the rollover 、 Calling platform 、 Events such as banning accounts occur from time to time . The indisputable fact is , After the frequent occurrence of fake events , Simba is in a crisis of trust , The image has also been damaged . Now Simba needs a new identity to reshape his image .

For kuaishou , Kwai will not give up Simba completely . The platform needs Simba's voice , And with Tiktok 、 Taobao's head anchor competition . According to public data ,2019 year , Simba and his family have announced the total number of live delivery GMV reach 133 Billion , Quick hand prospectus shows Kwai Kwai electric supplier total year GMV by 596 Billion , According to this calculation, the Simba family accounts for nearly 50% 25%.

The obvious signal is , Kwai doesn't want to rely too much on big anchors , In recent years, I have been “ Desimbalization ”. Last year, the head of Kwai said at the e-commerce gravity Conference , The first family GMV Last year, it only accounted for the whole platform GMV Of 6%.

However, the traffic and appeal brought by Simba family as the largest anchor system of the platform cannot be underestimated . Grey dolphin data show , This year, 6 In the monthly Kwai anchor list , Doudan and Shida Meili are in the top two , total GMV exceed 15 Billion , Yu eldest son, who is in the third place GMV Only for 1.4 Billion , Are nearly 10 times .

Figure source grey dolphin platform data

Now , Simba needs a new image , Kwai needs traffic to develop new business , Each takes what he needs .

02 Kwai wants to grab the recruitment cake , But can Simba do it well ？

“ What is the best sales relationship ？ I'm the shop downstairs of your house , You often shop downstairs , You still have feelings with that boss , Also said a few words with a giggle , This is the best relationship .”

Simba once summed up his style of carrying goods like this , It also makes fans have a high viscosity with him .

In the interview with Yibang power , Simba once revealed , His fans are concentrated in 25 year -40 s , Half men and half women ,90% These are people from third and fourth tier cities , Most of them have families and jobs . And this is very similar to Simba , Born in third and fourth tier cities , Work hard for family career .

“ Thank you for supporting me , I am the farmer's child .” Simba often mentioned this sentence .

“ The son of the farmer ” and “ blue-collar ” There seems to be natural empathy . This closeness between fans and the platform , Just what the recruitment platform needs . See the positioning and advantages of the platform , Kwai Fu is in this year. 1 The blue collar recruitment platform was launched in August “ Recruit quickly ”, Officially enter the online recruitment market .

Tuyuan Kwai wechat official account

Before that , The human resources anchor of Kwai has been the first to start the live broadcast , It can be divided into labor intermediary and enterprise self recruitment . To be specific , Both can provide business licenses 、 Human resources service license and other materials , After completing the quality certification of quick recruitment salary , Show the position in the live studio , Carry out recruitment . Recruiters in the live studio only need to click on the link 、 Choose a position , Upload your resume .

Founder of Kwai Chung CEO Cheng Yixiao revealed at the performance call of Kwai , In the first quarter of this year, the monthly employment scale of Kwai exceeded 100 million , Only during the Spring Festival, the maximum number of resumes received by fast recruitment in a single day reached 15 copies .

This year, 5 month , In order to help the resumption of work and production, Kwai held “ Kwai recruitment Union ” This activity Kwai subsidy 10 Billion traffic , A total of 600 Several live recruitment shows , Yes 100 Many household industrial enterprises are involved , Release nearly 20 Ten thousand jobs .

in fact , Behind the seemingly overwhelming , Kwai did recruitment but didn't go out of the circle , It's not easy to really grab the cake .

Rely on Simba's cry , Kwai recruitment has recently attracted attention , And want to make a name for the new business , Kwai needs more traffic .

according to CNNIC Issued the first 49 Time 《 Statistical report on Internet development in China 》, By 2021 end of the year , The number of short video users in China has reached 9.34 Billion , Accounting for the overall number of Internet users 90.5％. It means , The user ceiling of the short video platform has peaked , Kwai wants to find a new traffic difficulty visible to the naked eye .

meanwhile , With the introduction of a series of rectification policies in the live broadcasting industry , The relevant departments demand to reduce the excessive guidance of reward , The original industry dividends are gradually disappearing .

The appearance of quick recruitment , It is the performance of Kwai in finding new growth points of live broadcast , But now it's just the beginning .

what's more , Before we talk about the realization of flow , The live recruitment business is not so easy . It seems to be just a resume , We also need to ensure the follow-up information 、 Entry level .

From this point of view , The logic of carrying goods is the same . Every position is a commodity , Every recruitment company is a business , The anchor still acts as a bridge .

Now Simba once again serves as “ The mediation ” Role , It's not easy . One particularity is , In online recruitment, the personal information of job seekers and real-time communication between both sides are very important . If there are good and bad people in the live broadcast room 、 Both sides reply slowly 、 Information about job seekers has been leaked 、 Be pigeoned , Then the risk will be infinitely magnified .

Look at the past , Although Simba brought the goods GMV There for all to see , But fake goods and after-sales problems have been questioned . let me put it another way , Cheng yesimba 、 Defeat is Simba . Simba holding the flow , Once the car overturns , You will connect yourself with the platform , Even the business brought it into the vortex of public opinion .

The other thing to note is that , Maybe it's personality , Simba prefers “ Temperament brings goods ”.“ Sex is not temperament ”, It is a common question used by Simba and his disciples in the live studio .

Generally speaking , The price of goods in the live broadcast room is fixed , But in Simba studio , The price can change at any time , Simba pushed down the price with the merchants 、 The process of adding gifts is presented to fans . If this style is extended to recruitment positions , Obviously not .

One side , Salary is not clearly marked , Simba cannot arbitrarily increase or reduce the salary range of enterprise recruitment , This is harmful to both enterprises and fans . On the other hand , The recruitment chain involves regions 、 Position and other issues , Online communication alone is useless , There is also a need for enterprises to have substantive contact with job seekers . Now Simba's live broadcast is still in the early stage of submitting resumes , Want to cut into the follow-up services , It will take some time to explore .

Employment is extremely important for everyone , If the follow-up chain is not well controlled , appear “ Rollover ” event , That will undoubtedly have a great impact on the new business of Simba and Kwai .

03 Want to enter the recruitment market , Just relying on large anchor traffic is not enough

Short video platform cross-border blue collar recruitment , Kwai was the first person to eat crabs .

Such confidence may come from Kwai users . AI Media Consulting survey has shown , Kwai user , The proportion of monthly income over 10000 is only 6.3%; The monthly income is 5001-10000 The user proportion of Yuan 19.7%; Monthly income 3001-5000 Yuan accounts for 36.8%; Monthly income less than 3000 Yuan accounts for 37.2%.

The obvious thing is , Kwai, which started outside the Fifth Ring Road , It has a natural blue collar soil and user base .

Xu Dan, the founder of lagoon, once said in an interview with financial story Group ,“ Blue collar recruitment is short and fast , No resume is required , Just express your intention , A cell phone number is ok , So the platform with large traffic , There is a chance to make it .”

hand 3 One hundred million days to live , Kwai is undoubtedly a platform with large traffic . Well quickly 2022 The results of the first quarter of , Kwai currently has daily life users 3.46 Billion , Monthly live user 5.98 Billion . By contrast , At the same time , Recruitment platform head BOSS Direct monthly employment is 2520 ten thousand .

Under the repeated epidemic , It also makes online job hunting a new window . The appearance of live broadcast with post , Let job seekers see the company's needs more intuitively 、 Job description . Insight consulting data shows that , By 2020 year , Each recruitment cost of online recruitment in China is about half of that of offline recruitment 1/5, Online recruitment is the future trend , The proportion in the overall recruitment industry is expected to increase from 2020 About 32% Add to 2025 About 50%.

The air vent suddenly rises , Players run into the field .

Earlier this year, , Ganji.com officially iterated to focus on the recruitment market “ Go to the market straight move ”, Every day 8 Live broadcast for hours , The major clients of cooperation include SF 、ZARA And China Resources , Covered 25 Various types of posts in a second tier city .BOSS Direct employment is in 3 Launched in January “ Conch preferred ” plan , The enterprise is directly in BOSS Direct recruitment or enterprises authorize regular intermediary companies to recruit on the platform .

In form , Kwai is no different from other players , The only advantage is traffic and anchor . But I want to really “ Old fellow iron ” job-hunting , Traffic alone is not enough .

The phenomenon that cannot be ignored is , Although the recruitment market is large , But this is a market with extremely asymmetric information . In the past , Due to the intermediary nature , The offline recruitment market is inevitably blocked by stores 、 Outsourcing service providers, etc ,58 Same city 、 Ganji.com was born in this environment .

Although the emergence of recruitment software has changed the recruitment market a lot , But it is still difficult to avoid false positions 、 Information disclosure and other issues .

What impresses the outside world most , Or last year 315 At the party , Roll call Zhaopin 、 51job.com and liepin.com were exposed that a large number of resumes on the platform went to the black market , Criminals take advantage of this loophole to form a black industrial chain , Contributed to the popularity of online fraud .

besides , Crossover player Kwai , Facing the competition of mature players , There's a lot of pressure .

For the blue collar recruitment market, there is no worry about the future , There is also yupao.com, which focuses on the recruitment of blue collar construction workers , And focus on the recruitment of all blue collar industries , Under the banner of love capital U Vocational network also launched short video interactive function , Try to create a recruitment session “ Tiktok ”.

Kwai wants to run out , It takes time to . Now, , It is still in the drainage stage , It costs a lot .

The battle of burning money has never been a long one , Finally, we should return to finding a good job itself . The perfection of the whole chain 、 Solve the problem of information asymmetry 、 Protect user privacy , These things must be done , Now it depends on Simba , It's just lively on the surface , Want to really share the cake of the recruitment market , Kwai needs more effort .