2 Jackie Chan and Kuai brand , Who is the Savior of Kwai ？

source ： Bohu Finance （ID：bohuFN） author ： Bohu team

A new breakthrough for Kwai .

Like Jay Chou , Jackie Chan's live debut also gave Kwai .

6 month 25 Friday night 8 spot , Jackie Chan's first solo global live show in Kwai , This is Jackie Chan's debut 60 The first personal live broadcast since . data display , The live broadcast is almost 3 Hours , The number of real-time likes in the live broadcast room exceeds 3 Billion , The number of people online once exceeded 400 ten thousand .

In the live , At the age of 68 Jackie Chan reviewed his debut 60 Years of journey . period , Jackie Chan and Nicholas Tse 、 Joey Yung and other star guests connected , Have a live dialogue with huangzitao . It is reported that , This live broadcast also passed the overseas edition of Kwai Kwai、SnackVideo Synchronous multi language live broadcast for global users , Covering Brazil 、 Indonesia 、 Middle East, etc .

Why is the short video platform keen to strive for the live broadcast debut of big stars ？ Can a star really save a lost Kwai ？

01 Behind the star's debut , Short video traffic dispute

Maybe you don't remember ,2020 year 7 month 26 Friday night 8 spot 30 branch , What kind of moment .

But when it comes to Jay Chou's live debut in Kwai , You may still have a good impression .

As the idol of most people in their youth , After he got married, Jay Chou gradually faded out of the entertainment circle , The work has almost entered “ Stop more ” state . And a little bit more , Jay Chou doesn't have any social accounts in mainland China , Until I settled in Kwai . therefore , This live broadcast debut is also doomed , There will be many Jay Chou fans coming here .

Sure enough , In the evening , Because the fans are too enthusiastic , The crazy confession in the barrage increases the scrolling speed of messages , Jay Chou couldn't read the messages of his fans , The originally envisaged interactive Q & A with the audience is also somewhat difficult to continue .

From the war report released by Kwai , In the evening , Total online viewing 6800 ten thousand , The highest number of people online at the same time 610 ten thousand , The total amount of interaction between live broadcasting rooms is 3.8 Billion .

Regarding this , A lot of people say it , It's really worth signing Jay Chou by Kwai .

（ Picture source ： The Internet ）

Maybe he saw the benefits of Kwai and superstars ,2021 Tiktok invited Andy Lau , The banner is “ Andy Lau's world's first social account ”. At the time , Andy Lau made his debut in Tiktok 40 Annual live broadcast , It also set a historical record for live Tiktok .

Late video Number , Also began to understand the flow of the road .2021 year 12 month 17 Friday night 9 spot , The famous Irish group Westlife boys （Westlife） Show up on wechat video Number , Customized a blockbuster online concert for Chinese fans . The whole concert attracted more than 2000 10000 people watch , The number of likes is excellent 1.3 Billion . so to speak , This is the video number from 2020 year 1 A fairly large-scale circle since the month test .

（ Picture source ： Wechat video Number ）

thereafter , Cui Jian 、 Jay Chou 、 Stefanie Sun and luodayou performed on the video Number opening line one after another . It's not hard to find out , Every time the video number makes a circle , Almost all of them are closely related to star concerts .

Sign the superstar debut , It is equivalent to mastering the traffic password . This point , Whether it's Tiktok video number or Kwai , I've figured it out .

I've figured it out , Anxiety comes . You have me, everyone has , How can I be better than you ？

Kwai is probably the most anxious one among them . And the reason is that , It's all traffic , Coming to Kwai's territory is always a bit hot , He ran away without heat .

02 Kwai's traffic dilemma

3 month 29 Japan , The Kwai has released. 2021 Fourth quarter and full year results . Financial data shows , Total annual income of Kwai 811 One hundred million yuan , Year-on-year growth 37.9%, The adjusted net loss is about 189 One hundred million yuan . The operating profit that can better reflect the profitability of the company's business is -277.01 One hundred million yuan , More than last year 1.7 times .

After the earnings release , Kwai Po shares fell 5%. At the time , The share price of Kwai has fallen from its highest point after listing 80%.

in the final analysis , Kwai did not bring enough confidence to investors .

It is reported that , The main reason for the increase of business losses is ,2021 The annual sales and marketing expenses are as high as 441.76 One hundred million yuan , a 2020 Year of 266.15 One hundred million yuan , increased 66.0%.

in other words , The cost of promotion has become the main burden of operation . But the problem is , High sales and marketing expenses have not led to a rise in traffic .

Judging from the growth of users of Kwai , Not ideal .

2021 year , Kwai Tai daily activity and monthly activity increase faster 2020 There was a sharp decline in 2007 .2021 year Q1-Q4, The number of fast Kwai live users is respectively 2.953 Billion 、2.932 Billion 、3.204 Eva 3.233 Billion .Q4 User growth is almost stagnant , Compared with the third quarter, it only increased 290 ten thousand .

meanwhile , 2021 year , The average daily activity and monthly activity of Kwai Chung were year-on-year growth respectively. 16% and 13%, Far below 2020 In the same period of 51% and 46%.

High promotion costs , Traffic growth is almost stagnant , The cost of getting customers naturally comes up . data display ,2021 For Kwai Tai, the average marketing cost per user is $1. 1013 element , and 2020 Year synchronization , This cost is only 299 element , More than tripled ;2021 year , The marketing cost of every Kwai user is one month. 700 element ,2020 Year synchronization , This cost is only 177 element .

The most important thing about the short video platform is the user , But Kwai seems to have fallen into the traffic dilemma . Tiktok , The traffic bottleneck of Kwai is particularly obvious .

As early as 2018 year 4 month , After the number of monthly active users of Tiktok exceeds that of Kwai , Has been in a leading position . By 2020 year 6 month , Monthly active users of Tiktok 、 User activity 、 active 7 The daily retention rates are 5.1 Hundreds of millions of people 、57.5% and 87.2%; The Kwai are 4.3 Hundreds of millions of people 、50% and 82.9%. in addition , The unloading rate of Tiktok is 6%, Kwai Fu is 8.1%.

here we are 2021 year , The gap between the number of monthly active users of Kwai and Tiktok has further widened . According to the QuestMobile data , By 2021 year 12 month , The number of monthly active users of Kwai dropped to 4.1099 Billion , And the trembling sound is tiktok. 6.7180 Billion .

Essentially , This has something to do with the unique old iron culture and community atmosphere of Kwai . One side , Kwai rose in the sinking market , It has a strong grass-roots culture , This feature makes people who like it sticky , People who are not interested cannot fit in , Leading to , The stock users of Kwai have high stickiness , But the growth of incremental users is slow . On the other hand , Due to the characteristics of the platform , All industries of Kwai are still dominated by white cards , The main operators of white brand are mostly small and medium-sized businesses . before , Kwai is frequently searched for white brand quality problems , Consume users' trust .

Last , Reflected in performance , It is the Kwai e-commerce GMV The growth rate slowed down significantly . The growth rate of Kwai e-commerce has increased from 2020 year Q3 Of 300% All the way down to 2021 year Q2 Of 100%, Until then Q4 Of 36%. obviously , Tiktok 、 Video number and other peer platforms are charging forward , The performance of the Kwai is by no means a positive signal .

Does Kwai lack flow ？ Lack of . But what Kwai lacks is not only the flow , There is also one that allows users to keep 、GMV Climbing environment .

（ Picture source ： The Internet ）

03 From big brand to fast brand , Where does Kwai e-commerce go ？

In the process of moving forward , Kwai may have thought , Keep up with Tiktok .

2021 year , The key words of Kwai e-commerce are from “ Good goods from the source , One is also the wholesale price ”, To “ Trust E-commerce , Big brand , Engage in service providers ”. When most brands started to settle in Tiktok , Kwai also tries to improve the overall tone of the platform by increasing the brand self broadcast .

But in the 2022 year , At the fast Kwai gravity Conference , Kwai Kong Electric announces 2022 The latest strategy in ： Trust E-commerce , Speed up the brand , Big brand , Engage in service providers .

On the original basis , Added “ Speed up the brand ”.

according to the understanding of , Kwai e-commerce is ready to 2022 Annual use exceeds 230 Billion traffic , support 500 More than one fast brand benchmark , Let 100 million old irons buy good things with high experience price ratio .

（ Picture source ： The Internet ）

This adjustment is not without reason .

Public data display , In the category of Kwai brand live broadcasting room , The sales of clothing, shoes and boots account for the first , by 33.91%; Beauty and skin care products account for the second , achieve 16.69%, Both account for more than 50%. All the time , The performance of fast brands in the two categories is far better than that of traditional brands .

In the category of clothing, shoes and boots , Most of the top brands of Kwai e-commerce are fast brands , For example, MI Rui 、 Thousand cypress years , Both this year 3 The estimated sales for the month exceeded... Respectively 7000 and 6000 Ten thousand yuan , Before the sales of Kwai e-commerce brands 10, It is also the two brands with the highest sales in clothing, shoes and boots .

Beauty and skin care products , The fast brand also achieved brilliant results . It is reported that , stay 2022 year 3.8 During the promotion Festival , Kwai e-commerce ranked first in sales of beauty and skin care products 、 Second place Dora doshan 、 The fifth place is Mengquan and the sixth place is the call of spring , All are fast brands .

In sharp contrast , Before tmall's total sales 10 All cosmetics and skin care brands are first-line brands , Like Estee Lauder 、 lancome 、MAC Brands such as . Before sales in Tiktok 10 Most of the beauty and skin care brands are second tier brands , Ru kuadi 、 An re Sha 、 Huaxizi, etc .

Tiktok and Kwai 、 Taobao has a different community ecology , This also determines that its e-commerce development model is different . Now ,“ Speed up the brand ” It is more like a general direction chosen by Kwai in his exploration .

Based on the ecological development of Kwai, develop its own characteristic e-commerce , In a way , Maybe it is also a good way out .

Possible drawbacks also exist . Insiders mentioned , Do the fast brand of the head , Most of them have strong personal IP attribute , The style charm and fan base of the founder are the key .

future , Quickly in “ Speed up the brand ” under , Whether there will be “ Simba II ”, Let the platform fall into “ It is difficult to cut down a vassal , It is more difficult not to cut down the vassal ” Zero sum game cycle ？ I don't know yet .

It is worth noting that , In Weiya 、 Li Jiaqi 、 Shirley 、 Luo Yonghao and other super anchors left the stage one after another , The anchor industry pattern has entered a new shuffle stage . For Kwai live broadcast , This is good news instead , More head brands 、 The head anchor is expected to stand out .

After making the brand fast , Where will Kwai e-commerce go ？ Maybe we can look forward to it .

Reference source ： 

1、 Product play ： Kwai signs Jay Chou , The value of  

2、 Zero state LT： Cheng Yixiao hasn't completely let Kwai “ Reincarnation ” 

3、 New entropy ： Kwai store broadcast , Winning geometry ？ 

4、 Box lunch Finance ： Kwai still rely on white cards