The live e-commerce platform plans the core competition strategy

As the traditional e-commerce market enters a growth bottleneck period, new business formats such as live e-commerce and private domain traffic are becoming new growth points in the e-commerce market

E-commerce brand staking

A few days ago, Kuaishou E-commerce announced the latest strategy of "big and fast brand" in 2022.

The 2021 annual financial report data shows that the total value of Kuaishou e-commerce transactions (GMV) in 2021 will reach 680 billion yuan

If you want to make further progress, the platform's layout in the e-commerce field cannot just stay in the live broadcast room with goods relying on interest shopping and consumption

As a result, after the slogan of "Developing the Industry Belt", there was a rapid development of "Branding Faster", and high-quality merchants with potential on the platform became the protagonists of today, and the time for being seen, shaped, and known has been greatly shortened

Kuaishou is not the only platform that actively supports the brand’s mad staking.

Industry insiders said, "Incubating and supporting new products and new brands is one of the core strategies of the platform at present and in the future

Look at JD.

As another emerging new outlet in the retail market, live streaming e-commerce will have become a gathering place for countless traditional brands to transform and new brands to be born.

In addition to the Kuaishou e-commerce upgrade of the "Quick Brand Support Plan" this year, Douyin also announced that it will further clarify on the basis of the original "Douyin Brand Growth Support Plan" that in 2022, 1,000 Douyin brands will be added to the pool and 100 new brands will be created.

In the Internet era, the incubation and polishing of a brand often takes less time, the threshold is lower, and the competition is also stronger

Dividends fade and increase is hard to find

　　With the gradual maturity of the live broadcast e-commerce industry chain and the arrival of the era of user stock, the traffic growth of live broadcast platforms tends to be flat, and various models such as social e-commerce, live broadcast e-commerce, and grass-growing e-commerce have emerged in the arena, and the live broadcast e-commerce market has entered the market.

　　The traffic dividend has faded, so that good-looking design, exquisite packaging, and pleasant words are no longer the key factors in consumers' purchasing decisions.

　　Data show that as of June 2021, the number of netizens in China reached 1.

　　Without the supply of new users, the inflow of users from one platform may mean the loss of users from rival platforms

　　In the era of traffic, in the process of building a brand, the revenue generated is constantly increasing

　　Although the traffic dividend era has its advantages, it is difficult to cover up its various disadvantages
.
Too much pursuit of data traffic, ignoring user experience and word of mouth, eventually lost its core advantages
.
The same is true of brand growth in the Internet age.
Although the speed is fast, the essence has not changed
.
From Amoy brands, Shake brands, Kuai brands, etc.
to brands that are truly widely known and can stand for a long time, merchants still have a longer way to go
.

　　(end one)

　　"China Food News" (May 17, 2022 08 edition)

　　(Editor in charge: Gao Na)