Jingdong, Taobao wartime alliance Kuaishou sword finger TikTok?

"Double 11", the traffic highland, platforms are busy repairing relationships, busy sweeping around
.
On October 30, as "Double 11" gradually entered the better situation, Kuaishou has gradually resumed the docking of external links with Jingdong and Taobao, but at present, the main products that can be accessed are Tmall and Jingdong's self-operated products
.
Only 8 months after the last chain break, Kuaishou once again wooed the e-commerce giant to stand on the opposite side of Douyin, and a competition for talent resources and mall traffic began
.
In the face of the fierce offensive of opponents, Internet companies that have always liked to maximize interests are more willing to "fight if they can, and join if they can't fight", and it is most common
to merge and merge.
After all, in the cold winter of traffic, huddling can keep warm
.

Compound: conditional, time-sensitive

Kuaishou is again suspicious of traditional e-commerce
.
On October 30, a reporter from Beijing Business Daily learned that at present, Kuaishou and Jingdong Alliance have completed product grayscale testing, and are gradually opening the trailer function of Jingdong products in Kuaishou live broadcast room, and users in Kuaishou live broadcast room will be able to directly jump to Jingdong to place orders and shop
.
At the same time, Kuaishou has also resumed Taobao backlink cooperation
.

According to past media reports, since March 1 this year, Taobao Alliance has not been able to publish links
to products and services on Kuaishou live shopping carts, short video shopping carts and product detail pages.
The product links of the Jingdong Alliance are also blocked outside the live broadcast room, and can only access the short video shopping cart and product detail page
.

This resumption of
backlinks is also conditional.
According to Kuaishou staff, from October 28 to December 31, short videos and live broadcast rooms can be linked to Tmall products
.
From October 28th to November 30th, you can list Jingdong's self-operated product links
.
"Please pay attention to the announcement in the follow-up of the listing rules of Taobao merchants and Jingdong third-party merchants, and it is unclear
whether they will cooperate outside the time limit.
" The staff member said
.

From the perspective of the scope of Kuaishou's cooperation, it is obvious that it prefers to introduce brands and high-quality merchants and products in the "Double 11" first, so as to ensure the user experience
of business conversion.
So, why did you choose to cooperate with Taobao and JD.
com again at the "Double 11" node? In this regard, the relevant person in charge of Kuaishou did not respond
to the reporter of Beijing Business Daily.

During the "June 18" period in 2019, Kuaishou and JD.
com tried strategic cooperation
.
At that time, JD.
com said that it valued the sinking market behind Kuaishou, and Kuaishou hoped to fill the supply chain shortcomings with
JD.
com's own products.
However, as Kuaishou vigorously develops Kuaishou Xiaoshu and adjusts the depth of the other party's intervention, the sweet period inevitably collides head-on with reality
.
Even if the two sides continue the front edge, the Beijing Business Daily reporter browsed and found that after October 28, merchants can hang external links, but the short videos and live broadcast rooms randomly pushed are also mainly links to Kuaishou small shops, and it is almost difficult to see Taobao and Jingdong product links
.

If the enemy can't stand in line

"Everyone wants to circle the traffic into their own hands
.
" A person close to Ali told the Beijing Business Daily reporter that Ali had previously invested a large amount of money in Douyin for diversion cooperation and hanging Taobao links, but once Douyin did its own e-commerce, Ali had no choice
.

According to the data, in 2018, Douyin launched the "Star Map Platform" to open up the transaction channels
of merchants, MCN institutions and influencers.
In the same year, the Douyin live broadcast room could also jump to Taobao
.
But by August 2020, Douyin raised the service fee for third-party live streaming links to 20%, compared to 5%
for Douyin small stores.
A few months later, Douyin and Taobao "officially broke up"
.

Counting this year's "Double 11", Douyin has participated in the e-commerce promotion for four years, and its development momentum not only far exceeds Kuaishou, but also makes traditional e-commerce companies such as Ali jealous
.
Especially this year, ByteDance has done its best to support the commercialization of
Douyin.
At the beginning of this year, Douyin Mall obtained the first-level entrance to
the homepage.
In June, Toutiao App was connected with Douyin orders and live broadcasts to achieve full-line diversion
.

And Kuaishou's movements are noticeably much
slower.
The Beijing Business Daily reporter saw that at present, Kuaishou Mall has not been placed on the homepage, and the presentation method is mainly private domain channels, and users can only see the channel
after entering the live broadcast room.
In order to attract users to place orders, during the "Double 11" period, popular models such as Moutai and Apple headphones have become the pre-option
of Kuaishou Mall.

Wooing Ali and JD.
com during the promotion period, on the one hand, Kuaishou was forced by commercialization pressure
.
It can be seen from the financial report that in 2020 and the first half of 2021, the year-on-year growth rate of Kuaishou's average daily active users was 14.
2% and 17.
7%, respectively, reaching 346 million, but the average online marketing service revenue growth per daily active user slowed down significantly, from 26.
3% to 2.
5%.

The sum of platform transactions and jump transactions is also slowing, with a year-on-year increase of 140.
8% in the first half of 2020 and a year-on-year increase of 38.
8%
in the same period of 2021.

"When Douyin marketing 'Classmate Zhang' was hot, it grabbed Kuaishou a lot of sinking markets, and the gap between the two suddenly widened
.
Moreover, the tonality of Kuaishou does not match the expectations of many influencers and brands, so this piece is also a place
where Kuaishou is more challenging.
A live broadcast operator pointed out
to a reporter from Beijing Business Daily.

Since it cannot match the strength of Douyin, attracting traditional e-commerce companies who are also hungry for traffic may make Kuaishou seem less cramped
in "Double 11".

Compete for talent resources

After cutting away Taobao beauty, clothing and other advantageous categories with short videos and live broadcasts, now Douyin e-commerce has made efforts to benchmark Meituan for local life, and also launched "9 pieces and 9 free shipping" to leverage Pinduoduo, which can be described as repeated testing
on the edge of the giant's tolerance line.

This year's "Double 11", Ali's most prominent action is to compete for the anchor resources
of Douyin.
After introducing Luo Yonghao and Yu Minhong to supplement the top anchors, on October 30, Taobao Shopping launched the "Double 11 Big Coffee Take You Around" commodity grass planting plan, introducing more than 1,000 pendant experts to settle in, including many waist experts on Douyin
.
A reporter from Beijing Business Daily noted that for example, Lausanne and Xiaozhima, as food bloggers who shop on Taobao, have 1.
306 million
Douyin fans.

Not only that, according to a recent report by Sina Technology, Liu Genghong and his wife ViVi will premiere on Taobao Live on October 31
.
At present, the team mainly attracts 6 categories of products, including health food, health care, personal care home cleaning, 3C digital, etc
.
Regarding the authenticity of the news, Liu Genghong's MCN agency Worry-Free Media and the relevant person in charge of Ali did not respond
to the Beijing Business Daily reporter.
Data shows that the number of fans of the "Liu Genghong" account on Taobao Live has reached 673,200.

The video account updated the incentive mechanism as early as before "Double 11", rewarding Douyin influencers
with more than 5 million fans with at least 300,000 views.
It is understood that in this year's promotion, the video account will reward eligible merchants with traffic coupons based on the comprehensive evaluation of the transaction conversion, viewing time, proportion of new users and other dimensions after private domain users enter the live broadcast room
.

Douyin also fought
back around the Douyin mall to create a "Double 11" explosive gold exposure position, search traffic boost and other ways.
Zhuang Shuai, an expert in the retail e-commerce industry and founder of Bailian Consulting, believes that although the live broadcast stars are large, the "Double 11" sales are still mainly based on the mall, and the per capita viewing time data in many live broadcast rooms is only a few minutes, and the shopping time purchased by users in the search category is as high as tens of minutes, or even several hours, so Douyin and Kuaishou will exert their efforts in the mall
.

Another senior e-commerce analyst told Beijing Business Daily that the multi-platform layout of live broadcast agencies will become a trend in the future, and "it is not ruled out that the beauty behind Li Jiaqi will cultivate new anchors and put them on other platforms"
.

Beijing Business Daily reporter He Qian