Kwai reached out to the "supply side" to find the "source" of live broadcast e-commerce?

In recent years , Live e-commerce is a fast-growing track . Bain and Kaidu consumer index recently released 《2022 China shopper report 》 Show , E-commerce becomes 2021 The only channel to maintain growth in .

With the gradual differentiation of e-commerce platforms , among , Tiktok 、 The live e-commerce platform represented by Kwai and pinduoduo are winning the favor of more and more consumers .

It is reported that , since 2021 in “ Three big deals ” After the strategy , Kwai has been making greater efforts to build a service provider ecosystem .

In recent days, , Kwai officially announced that it is easy to select e-commerce service providers for investment . Kwai told the Hong Kong stock research society , Investment related processes have been 6 Early finish ,6 month 26 The signing ceremony was held in Linyi, Shandong Province on the th .

Overweight e-commerce service provider Ecology , What is the purpose of Kwai's move ？

from “ People and goods yard ” Sort out the investment logic of Kwai

Investing in e-commerce service providers is a way for Kwai to go deep into the industrial chain , Improve the development planning of e-commerce closed-loop construction .

according to 《2022 China shopper report 》, live broadcast 、 It is an industry trend for emerging e-commerce channels such as community group purchase platforms to penetrate low-level cities in a more direct way .

Well quickly 2021 It was launched in 2000 “ Windmaker program ”, It is announced that it will pass 100 million yuan of funds 、 100 billion level flow , Create an ecosystem of service providers , And prepared 10 Billion level ecological fund is used to invest in ecological partners of service providers .

The problem is , Why did Kwai choose Yixin preferred as the first investment service provider ？ This problem can be solved from “ people 、 cargo 、 site ” Get the answer in three aspects .

First , Come and have a chat “ cargo ”, After all, e-commerce is a business “ cargo ” Business .

“ Kwai announces the preference for Yixin A Round investment ” The news , It was announced by Kwai at the signing ceremony of the strategic cooperation agreement with Linyi Municipal People's government .

Shandong Linyi has the largest small commodity wholesale market cluster in Jiangbei and the largest logistics distribution center in the north . since 2018 In, the seeds of live broadcast e-commerce broke through the ground , Linyi has gradually built an industrial ecological cluster , Make it the same as Hangzhou 、 Guangzhou stands side by side “ Live broadcast e-commerce City ”.

There are hundreds of wholesale markets in Linyi , A large number of small commodities are the source of live broadcast goods .

Let's talk about it again “ site ”.

Mr Luo, “ Make a friend ” It settled in a live broadcasting town in Linyi . According to Yangxu, general manager of Linyi base , They chose to land in Linyi mainly because they are optimistic that the industrial ecology here has been very perfect .

Yixin prefers the live broadcast base in Linyi , There are more than 40 kinds of live broadcasting rooms , High standards have created a supporting easy to choose supply chain , Provide eight categories for anchor 、 More than 10000 brand goods and thousands of square meters of commodity exhibition halls .

Last ,“ people ” It refers to the anchor , It also refers to service providers .

According to the data previously provided by Linyi Municipal Bureau of Commerce ,2021 year , Direct practitioners of e-commerce in Linyi city 18.3 ten thousand people , Number of online retail stores 17.7 Thousands of families , Short video live broadcast base 25 It's about , The registered number of Kwai live broadcast merchant accounts has reached 16 Thousands of people .

meanwhile , At present, there are more than ten million Kwai anchors 5 people , The number of anchors with millions of fans 290 More than one , Large scale merchants are about 6500 home , The number of registered users ranks first in China , The trading volume ranks third in China .

In addition to rich anchor resources , The investment of Kwai also shows that it is optimistic about the ecological value of Yixin for a long time .

Yixin optimizations itself is also the top ten advertising agencies of Kwai , It has a large number of anchor and brand resources .2021 year 7 month , Kwai Kong Electric provider proposed “ Engage in service providers ” After the strategy , Yixin has become one of the first strategic service providers of Kwai e-commerce , Around e-commerce service providers 5 Force model , Provide live broadcast operation and anchor enabling services , Help anchor and brand promotion GMV, Provide advertising + The overall solution for live video operation .

meanwhile , This company has also completed Linyi 、 shenyang 、 jinan 、 Hangzhou 、 Guangzhou 、 The domestic layout of the six bases in Nantong .

Combine the advantages of the above three aspects , Kwai chose to establish strategic cooperation with Linyi Municipal government , Investment is easy to choose , It is the first step for it to innovate its live broadcast e-commerce business around the industrial chain .

that , What impact can Kwai support service providers bring to the live broadcast e-commerce industry ？

Reach out “ Supply side ”, Kwai wants more points “ The cake ”？

With the rise of live E-commerce , Between the demand of the anchor for commodities and the demand of the manufacturer for the anchor “ Information Asymmetry ” Contradictions have become increasingly prominent .

For business development , Quickly in “ Supply side ” Last year 12 The month begins . At the time , Quickly to “ Good things Alliance ” To upgrade to “ Fast distribution ”, In pursuit of lowering the entry threshold for merchants, the quality of commodities is strictly controlled through the refined scoring system of fast distribution .

since this year on , Kwai is even more 2 Month cut off the third-party external chain , It is hoped that the platform will further improve the closed-loop construction of e-commerce .

It's been a while since the end 618 Let's have a look , Kwai maintained growth after adjustment . data display ,5 month 20 solstice 6 month 19 During the day , Kwai platform brand merchants GMV Year-on-year growth 515%, Beauty makeup 、 fresh 、 Digital appliances 、 second-hand 、 Huachong entertainment and other industries broke down during the promotion period 2022 Annual daily sales records .

And Kwai has now reached cooperation with Linyi city , And investment is easy to choose , In order to further layout the industrial chain .

In this year 5 Held in “ Gravity Conference ” On , Kwai adjusted the business strategy to “ Trust E-commerce , Speed up the brand , Big brand , Engage in service providers ” Of “ Four big plans ”, It is planned to support more businesses in the industrial belt and emerging brands relying on the industrial belt .

The reasons why Kwai supports these industrial belt service providers can be seen from two aspects ：

First , Kwai Fu “ Speed up the brand ” With the support of resources , Yixin optimizations can help the local production plants to upgrade to the one with an output value of more than 100 million “ Source factory ”, And bring the industry “ Good goods from the source ” Make into “ Origin brand ”, The dependence of these supply chain enterprises on the platform will also increase .

Through investment, Yixin selects service providers , Kwai has strengthened its control over the supply chain , Contribute to the construction of its own business ecology .

On the other hand , The head anchors of major e-commerce platforms are gradually absent or their influence is reduced , However, the live e-commerce business is inseparable from the constant head anchors “ bring forth the new through the old ”.

for instance , Taobao , Weiya 、 Li Jiaqi's absence as the anchor of the two super heads makes him bring goods GMV Concentration drops rapidly . According to the data of the live eye ,2021 year 3 month -10 month , The sales volume of these two anchors accounted for the proportion of the sales volume of the top ten anchors 70% Above the high .

And well quickly “ Six families ” The influence of is also gradually being weakened , The live broadcast frequency of Simba and other head anchors decreased significantly .

What does Kwai live e-commerce business need most ？ A controlled 、 Emerging new head anchors to drive GMV growth . And investment in e-commerce service providers plus resource support , Is to strengthen the platform itself “ Hematopoiesis ” The ability to try .

And these familiar traffic + The role of service providers in the supply chain , It is to operate the supply chain 、 Traffic operation and other whole process methods to improve the anchor GMV.

Take Yixin optimization as an example ,2021 year 9 month 8 Japan , Easy to choose “ Live broadcast operation ” send “ Little fat sister-in-law's mother, baby and children's milk powder ” On the spot GMV Up to the 166 Ten thousand yuan , And the previous peak GMV Only for 54 Ten thousand yuan .

As the open source securities say , In the process of changing the distribution pattern of the live broadcast e-commerce industry chain , platform 、 Head MCN Institutions and agent operating companies are the beneficiaries . Kwai actively laid out the industrial chain , It is also to share the dividends of more market scale growth .

The only thing to worry about is , When the flow reaches the top , Platform resources are limited .

Hong Kong Stock Research Institute learned that , Kwai e-commerce has previously proposed that it will 2022 Annual use exceeds 230 Billion traffic support 500 More than one fast brand benchmark .

“ Speed up the brand ” Before Kwai e-commerce “ Develop industrial belts ” Based on the upgrade , Service providers such as Yixin optimization are creating “ Fast brand ” The traders .

However , There are a large number of Kwai service providers and service brands , The flow is limited after all .2022 year Q1, The number of service brands of Kwai service providers increased year on year 29 times .

When Kwai personally supports a group of service providers , Whether the interests of other service providers can be balanced , This may be where more consideration is needed .

since “ Engage in service providers ” Since the strategy was put forward , Kwai e-commerce promotes... To service providers “ Strict admission , Strong horse racing ” The mechanism of . Kwai e-commerce requires service providers to conduct traffic marketing 、 Anchor incubation 、 Service performance 、 Supply chain 、 Outstanding ability in live broadcasting operation , The service providers that have been able to develop so far are the co builders of Kwai e-commerce ecology . Protect the interests of these service providers , Pursuing win-win situation can maintain the competitiveness of Kwai live broadcast .

All in all , Deepening the industrial chain layout is an inevitable trend for Internet enterprises to look for a new growth curve when traffic reaches the top , But Kwai obviously has a long way to go .

source ： Hong Kong Stock Research Institute