Tiktok's interest in e-commerce has hit the traffic ceiling?

（ This is from the Internet , Invasion and deletion ）

source | Mantis observation

writing | Star shadow

This year's 618 Passed quietly .

This year's Tiktok e-commerce is also “ quietly ” Participated in a magnificent 618 Haowu Festival . Although Tiktok officials or Tiktok merchants have released some data , For example, the official data of Tiktok show that ,6 month 1 solstice 18 Japan , The live broadcast of Tiktok e-commerce lasts for 4045 Thousands of hours , The short video of hanging the shopping cart played 1151 100 million times , The scene of Tiktok mall drives the year-on-year growth of sales 514%, The number of merchants participating in the event increased year-on-year 159%. But these figures are not beautiful . Need to know , Year on year is and 2021 Year than .

And this year's 5 month 31 Japan , Weiwenwen, President of Tiktok e-commerce, announced , Officially upgrade the interest e-commerce to the global interest e-commerce stage , Tiktok, as a short video application, is ambitious to transform the entire e-commerce model , And the ByteDance behind Tiktok is also brewing a huge change .

5 month 6 Japan , ByteDance's company in Hong Kong was officially renamed Tiktok group （ Hong Kong ） Co., LTD. . A number of companies under byte beat have also changed their names , An emphasis on “ Tiktok ”.4 End of month , Gao Zhun, a famous partner of a well-known law firm, announced that he would take the post of ByteDance CFO, This once was 100 Several companies have provided legal services for listing and financing “IPO farmer ” It also makes Tiktok's listing plan come out . Some market people point out that ： The renaming of ByteDance is obviously aimed at improving the brand valuation of Tiktok , It is just around the corner for Tiktok group to go public in Hong Kong .

Careful netizens have also found changes in Tiktok products ： Brush the Tiktok sound till “ Tiktok shopping mall ” Promotion videos have become more than before . It is rumored that the future of Tiktok mall is also expected to come directly to the home page from the secondary page . Whether the layout of Tiktok e-commerce in the whole product will affect the user experience in the future , The so-called interest e-commerce is concept hype or model innovation ？ Whether the flow that Tiktok is proud of has touched the ceiling ？

From content to e-commerce , Tiktok shopping mall has become a chess piece for betting ？

data display , The main users of Tiktok are concentrated in 35 Under the age of , Among them 25~30 The proportion of the aged is still very high , This part of users are prone to stickiness to the product , It is also the main force to spread Tiktok products , The most important thing is that these users have a relatively stable source of income , It has also become the basic logic of Tiktok's determination to broaden the functions of e-commerce .

From short video to live e-commerce , The new logic proposed by Tiktok e-commerce is to recommend the content that users may be interested in through algorithms , Then sell products through content , It seems that it is more suitable for ordinary people to browse information than traditional e-commerce from search or information flow advertising .

However, the defects of commodity advertising relying on short videos are still obvious , First of all, video advertising users rarely conduct active search , Although the secondary page of Tiktok embeds the browsing history function , But the reality is that when a user crosses an advertisement on his mobile phone , If you still want to buy later, you may not find the original advertising information , Sometimes, they will jump out of Tiktok and go to other e-commerce platforms , As a result, the repurchase rate is not high , Tiktok is reduced to making wedding clothes for other platforms .

In addition, the entrance of Tiktok e-commerce relies on short video content , This leads to the fact that if the goods want to sell well, they should not only have good goods , There should be good anchors and well-made and creative short videos , The pressure and dominant power have been transferred to the brand .

Improve the entrance position of Tiktok shopping mall 、 Strengthen the frequency of short video advertisements , Obviously, Tiktok is intended to solidify the relationship between users and commodities , The function of stabilizing e-commerce flow pool . But as an entertainment short video software , Tiktok users haven't formed the habit of active shopping , The future platform must provide certain traffic support for advertising video and create e-commerce content ecology .

In the last year 10 month 13 Japan , TikTok Online 《 E-commerce content creation specification 》. Tiktok e-commerce has established a set of content ecological classification standard system , From content security 、 Sound and picture quality 、 Information value 、 Author influence 、 Brand influence 、 Live broadcast interactive atmosphere and other dimensions , It also ranks the quality of content published by creators , It also launched high-quality content incentives and low-quality content suppression strategies .

The platform strengthens content supervision 、 Increase the threshold of content production , On the one hand, it is to avoid policy risks , But on the other hand , It also expands the advantages of the head content production organization , It is obviously unfavorable to small and medium-sized e-commerce bloggers . In this context , Tiktok's anchor with goods is becoming more and more employee 、 The normalization of daily broadcasting has become a trend , With the entry of big brands , Many Tiktok users expect lower prices or even lower prices .

Hit the flow ceiling , Tiktok traffic is becoming more and more expensive ？

In the short video Jianghu of the Internet , It is an indisputable fact that Tiktok's family is dominant . But the question about whether Tiktok has hit the flow ceiling has not been interrupted in recent years .

According to Tiktok, I am 2020 year 8 Monthly data ： Contains the volcano version of tiktok. , Tiktok has more daily users than 6 Billion , Same year 1 The number of daily active users of monthly Tiktok is 4 Billion . But if you compare 2018 The gap can be found by the data of ,2018 year 6 In June, Tiktok released data for the first time, with daily activity breaking through 1.5 Billion , And 2018 Early in the year 0.3 The month on month growth of RMB 100 million was as high as 400%. Tiktok 6 Behind the 100 million day activity , The slowdown in user growth is already a reality .

Also slowing is advertising revenue , According to the public information ,2021 The total revenue of Tiktok in 580 Billion dollars , Year-on-year growth 70%, The growth rate has been lower than 2020 Annual level , Among them, advertising revenue accounts for 57% about . According to 《 Shanghai Securities News 》 reports ,2021 Since the first half of the year, today's headlines have been on the edge of loss , Tiktok's advertising revenue is also facing the dilemma of stopping growth .

「 Mantis observation 」 Think , The bonus period for user increment has expired , Lower advertising revenue , The current strategy of Tiktok has changed from acquiring users to retaining users , And increase the realization channel . But there is another problem , That is, it is more difficult for businesses and operators to operate .

Some insiders said , Compared with other live broadcast platforms with e-commerce functions , The advantage of Tiktok lies in its rich playing methods , Tiktok uses a huge amount of thousands of rivers （ The buying system of the Tiktok live broadcasting room ）, Pay more attention to the personal strength of operation , There are also the most channels and support programs that can be recommended , However, the flow ecology of Tiktok has been concentrated in the hands of big brands , The operation of small and medium-sized businesses is more difficult than before .

Different from other e-commerce platforms , At present, Tiktok is not the ecology of e-commerce , All anchors or short videos show the logic of selling goods by shouting . The anchor even has to coordinate with the operation ‘ perform ’, Create a rush 、 Out of stock atmosphere , Let consumers feel that they have found a bargain , The temperament of the whole product is also incompatible with e-commerce .

Rules on the Tiktok platform 、 The game is constantly updated 、 In iteration , The difficulty of business operation is also increasing , Some businesses broke the news on social platforms ： In the past, Tiktok studio used to play “ Hold one's back ”, Is to squeeze user orders and suddenly increase sales , But now it is not allowed to exaggerate “ Hold one's back ”. In terms of opening stores ,2020 In the year , To set up a live studio in Tiktok store, you only need 5 Ten thousand yuan , Businesses do not need to stock up , A cooperative supply chain is sufficient . But other thresholds have been raised significantly , Many requirements have been comparable to opening a small physical store . And the merchants who settled in Tiktok said , Although there is still a lot of Tiktok traffic , But traffic is getting more and more expensive . There is a live broadcast operation of Tiktok in 《 E-commerce live broadcast “ War Within Three Kingdoms ”： A traffic dispute 》 In the first two years, it was revealed that some of them were in Tiktok , Maybe the conversion cost of a single order is 7 element , Now we need 8 Yuan or 9 element .

For some head brands , It's not as easy to make money on Tiktok as before .100 A live broadcast of Tiktok ,99 It has been some we media that have not made any money to roast about the current situation of audio tape goods . Last year, it was very popular “ Official flagship of hongxingerke brand ” TikTok Live Room , Fans from the peak period of super 1500W It has fallen to 1319W fans , The number of people online in the live room has also become more than 100 , Average field sales have been less than 15 ten thousand . A live broadcast , Including the cost of anchor manpower and venue ,“ To make ends meet ” It may have been the norm .

Be a real e-commerce , Whether the content can be integrated with the mall ？

Taobao's traditional e-commerce and Tiktok's interest in e-commerce , Except for flow inlet , The biggest difference still lies in user motivation , Most people spend their time on Tiktok , It is because of the content . On the other hand, the users of Tiktok brush into the live broadcasting room , See Recommendation , I think the products and prices are pretty good , It is very likely that impulse consumption . And for Taobao , People search only when they need it 、 Buy .

Therefore, the flow of Taobao is relatively stable from the channel , Users who shop on Taobao , Part is store traffic , The other part is the recommended traffic . Into the shop , Generally, it means to identify the brand 、 Search for , The requirements are relatively clear , But the content of Tiktok is random , Users do not necessarily have the need to buy .

Therefore, whether it is the content or the global interest e-commerce defined by Tiktok himself , Its core is to complete the user's order through information flow recommendation . In history, Tiktok was Taobao 、 JD.COM 、 The off-site traffic sources of e-commerce platforms such as Suning , Short video 、 Purchase the above platform products from the external chain of the live broadcasting room . However, with the gradual improvement of Tiktok's e-commerce Ecology ,2021 year 10 In June, the external chain jump function was officially closed .

「 Mantis observation 」 Think , At present, the biggest crisis of Tiktok is the contradiction between the realization methods . The Internet is inseparable from the distribution of traffic 、 Cash in . Tiktok's realization method has always been based on advertising . According to some public information ,2020 The proportion of advertising revenue in total revenue reached 77%.2021 Annual occupation ratio 57% about . It can be seen that the proportion of advertising revenue with ByteDance is declining , But for trembling tiktok , There are so many flow pools , How much traffic is allocated to advertisers and users in the public domain has become a big problem .

The second is the contradiction between the Tiktok content community and the e-commerce platform . Tiktok is essentially a content platform. . The content platform is a platform for communication between people . The e-commerce platform is about people and goods . In terms of the current ecology of Tiktok , Most users' demand for Tiktok is still short video , Obviously not e-commerce .

Is there any chance that the traffic of Tiktok will be channeled to e-commerce channels ？ The answer is difficult , Because in essence, Tiktok, as a product flow, basically belongs to internal distribution , It cannot be naturally converted to pinduoduo like wechat , Nor does it have the internal circulation of small red packets from planting grass to purchasing . Ordinary users enter Tiktok to watch videos , Obviously, the function of Tiktok can't keep users . How to coordinate the relationship between content and e-commerce in the future Tiktok , It will be an important indicator to test how far content e-commerce can go .

Live broadcast in the future 、 Short video will continue to integrate with traditional e-commerce , With the development of Internet technology , The e-commerce model will also continue to be updated . How to seize the shopping demand of stock users , Continuing to expand the connection between user platforms and commodities will be the focus of competition between Tiktok e-commerce and the entire Internet e-commerce traffic .

1、 Tiktok e-commerce began to spell “ A lot of ”, Leopard change

2、 The ceiling of Tiktok e-commerce , It is already in sight , On the outside

3、 The Wolf is coming ！ The threat and self dilemma of Tiktok e-commerce , Caijing Qiguan

* The pictures in this article are all from the Internet

This content is 【 Mantis observation 】 original ,

To represent only one's point of view , unaccredited , No one can use... In any way , Including reprint 、 Excerpt 、 Copy or mirror .

Some pictures are from the Internet , And the copyright is not verified , Not for commercial use , In case of infringement , Please contact us .

• Pan financial new media .

• Wechat 100000 + Expose the text 《“ Vimy show ” Who killed ？》 And so on ;

• Focus on ： New business （ Including live 、 Short video and other big entertainment ）、 New marketing 、 The new consumer （ Including new retail ）、 The listed company 、 New finance （ Including financial technology ）、 Blockchain and other fields .