Chapter 758 Live e-commerce without supply of goods
The last solar term of late autumn is frost.
Jiang Qin returned to Shanghai, and Douyin's internal beta test also officially ended. Qihuo Ge successfully reached the top spot with a single-day turnover of 250,000 yuan.
After collecting data feedback, the program department of Douyin Business Group began to quickly optimize the current live broadcast mode.
For example, beauty matching, link jump and payment page adjustment.
Subsequently, the Douyin live broadcast function was officially launched.
All bloggers who have reached 2,000 fans and have no violation records can activate the live broadcast function.
Those with a follower value of less than 2,000 can activate the showcase function or hang a shopping link on the video page.
Driven by profit, countless people have begun to enter the industry of live streaming or video delivery.
Pintuan is also frantically handing out large subsidy coupons and starting to screen videos with large transaction volumes to enter a larger traffic pool.
This is not a large-scale advertising bombing, but the use of big data keyword capture to push the most relevant videos to users.
I know you want to buy it, so I let him appear in front of you.
Take Jiang Qin for example. He managed to develop his account into a good dad mode, but when he scrolled to the live broadcast page, he saw a big sister wearing stockings dancing.
While your sister is dancing, she will also sell you stockings, short skirts and various styles of mesh clothes for you to buy for your wife.
A group of people below shouted: I want the suit you are wearing, and the stock was sold out in an instant.
Place the order in the morning and wear it on your wife at night. It won't delay work at all, but it will consume dozens of wolfberry pills.
Another example is that users who are tagged "baby mom" will be pushed to the live broadcast room of the baby area during the video viewing process.
Compared with ordinary e-commerce, the live sales model makes the appearance of items more real, and in order to increase sales, the anchor will also do various homework and give detailed answers on the spot.
Even if you have any questions, you can speak directly in the comment area.
I know you want to buy it, and I can introduce the product in just a few sentences. If you have any questions, I can open my mouth and answer them. I will also call you family members, guys, and pig girls. Who the hell can stand up to this?
live.
According to data comparison during the internal testing period, the transaction rate in the live broadcast room was three times that of the traditional e-commerce model.
That is to say, for the same 9 fans, if traditional e-commerce can make one transaction, then live streaming e-commerce can make at least three transactions, or even more.
Large subsidies, high transaction rates, treating consumers as "family", and next-day delivery service.
Coupled with the huge traffic of Douyin itself, Douyin e-commerce at this time is like practicing the magic of attracting stars, crazily absorbing the popularity of Double Eleven.
Soon, the warm-up for Double Eleven reached its peak, and the transaction volume across the entire network began to explode.
Alibaba's entire team was in a hotel in Hangzhou at this time, watching the crazy increase in sales with many media.
In 20 seconds, Taobao’s Double Eleven sales exceeded 100 million.
50 seconds, over 1 billion.
In 6 minutes and 58 seconds, it exceeded 10 billion.
It was fully half the time it took to break the 10 billion mark last year.
Finally, the peak single-day sales exceeded 57.1 billion. It was simply crazy, and this transaction data also became popular all over the Internet, and the top three hot searches were all related to Double Eleven.
But everyone’s focus is not on this.
Taobao makes history every year during Double Eleven, and everyone’s shock has been exhausted in previous years.
Taobao's sales continue to hit new highs. In fact, it does not rely on the strength of Alibaba, but entirely because of the rapid development of the mobile Internet.
To put it simply, this is the power of the times.
Times have created e-commerce, but the e-commerce market is still taking off with the times.
So where are you looking at right now? On Douyin.
Everyone is saying that Pin Tuan must be an e-commerce company, and everyone is saying that Pin Tuan is bound to become the next JD.com, so that everyone has not paid much attention to the launch of Douyin Live, thinking that it is just a mixture of video attributes, until now...
The single-day transaction volume of Douyin e-commerce exceeded 100 million.
Transaction volume and profit are two different concepts, so breaking 100 million is nothing to Internet business.
When the business war was at its most intense, some companies could burn through such an amount in three days.
In particular, Taobao ranks first with a transaction volume of 57.1 billion. Comparing the two data, Alibaba is simply killing.
But countless people couldn't help but break out in cold sweat after learning about this.
Douyin's single-day sales exceeded 100 million, and it came from scratch...
The most important thing is that they are still during Taobao activities...
Many people realized it later and were shocked into a cold sweat.
“Douyin’s live broadcast function is used to sell goods?!”
"No, why is there still such an e-commerce model? Is it possible to move the clamorous vegetable market online? Is this really profitable?"
"It was really profitable. I went to see a special sale of sexy underwear and planned to investigate the transaction rate of this model. In the end, I couldn't help but buy two pieces and gave her the number one spot on the list."
"?"
"It's big data. You may think that you just happened to see a live broadcast room or a video, happened to encounter a product you need, and happened to have a discount. But you don't know that it was the precise placement of the group-joining algorithm."
At night, as the excitement of Double Eleven gradually subsided, the express delivery company took over the baton and began to receive and deliver goods around the clock.
Under the moonlight in Hangzhou, Mr. Ma left Taobao’s Double Eleven celebration banquet and returned to Ali’s headquarters.
He had also heard about Douyin e-commerce, but because there were so many media on Double Eleven, he kept smiling and finally showed a hint of fatigue.
Three years ago, Jiang Qin told many media that he was not interested in e-commerce. In fact, he didn't believe it at all.
It turns out that this is indeed the case, but he has not seen an accurate research report on many of the details and the specific model of Douyin e-commerce.
Five minutes later, Mr. Ma arrived at Alibaba headquarters. Qiu Hengdong, the head of the marketing and operations departments, had already arrived.
When he saw his boss coming back, he immediately greeted him and reported his research and analysis on Douyin e-commerce.
"Douyin e-commerce is different from our Taobao and JD.com."
"What's the meaning?"
"What they do is a very special live streaming e-commerce model without supply of goods."
Taobao's e-commerce model provides a trading platform for brands and buyers, with supply and operations handled by the merchants themselves.
Their profit points come from the collection of merchant commissions, the sale of advertising services, and ranking bidding services.
In addition, the finance that Alipay is currently doing is also one of its profit points.
JD.com's e-commerce model is different from his. Like Taobao, they provide a trading platform for brands and buyers, and at the same time sell advertising services, bidding services, other value-added services and their own express delivery services.
But at the same time, the core of JD.com is its self-operated system.
What is self-operated? It means that JD.com purchases the goods from brand owners and stores them in JD.com’s own warehouse, and then JD.com sells and transports them itself.
The advantage of doing this is that you can not only gain more profit points, but also control the transaction process in an all-round way and maintain your reputation.
The establishment of this model is related to Liu Qiangdong’s experience.
When Liu Qiangdong started his first business, he set up a counter, purchased accessories and then sold them. Once he made one, he copied it. He could make millions in a month.
It wasn't until 2002 that he moved this model online due to being at home.
The group-to-store model is actually similar to JD.com.
The grouping supply chain purchases ingredients, sends them to stores for processing, and then sells them to grouping consumers on the grouping platform. In this way, all stores are actually equivalent to grouping processing factories.
JD.com treats manufacturers as its own production lines.
But during the investigation, Qiu Hengdong and Liang Ming discovered that Douyin e-commerce had evolved a second time based on this model and made a higher version.
Douyin also purchases its own products from factories, stores them in its own warehouses, and uses its own products, but the sales process is completely different.
After stocking up, the group supply chain updates the category items, and its sales are those high-traffic internet celebrities on Douyin.
These Internet celebrities themselves are outstanding figures in various industries, have strong appeal, and know very well what consumers like.
They earn commissions for bringing goods to Douyin, and sales are king. Internet celebrities from all walks of life show their talents driven by profits.
As a result, Douyin's transaction rate is constantly shuffling as Internet celebrities join, give up, join and give up. In the end, without even realizing it, it has become the top seller one after another in the Douyin system.
It is said that with the rise of this live-streaming e-commerce model without supply of goods, numerous live-streaming companies have been established in Hangzhou and Linchuan, the two starting points of the Internet industry.
Because there is no cost.
Be it supply of goods, warehousing or logistics, they are all provided by the group system.
As long as you have 2,000 fans, you can do it with your mouth. The industry barriers are so low that the growth rate is astonishing.
Under this model, Douyin e-commerce itself does not make money, but as it concentrates the traffic in this industry and becomes the one who sets the rules, there will be countless ways to make profits.
Both brands and factories will be involved in this huge whirlpool.
In the future, your products will use group warehousing and group logistics, and finally you will have to buy advertising and traffic on their platform...
【You can't be right every time.】
【But I never miss it.】
After listening to the reports of the two executives, Ma Yun's mind suddenly resounded with the conversation between the two people.
"There's another thing I think I should be wary of."
"What's up?"
"Although their sales are less than 200 million, one single product has been sold out. It is a body fat scale from Mijia. I think this is a gimmick. He is using this method to lure brand owners to cooperate.
.”
(Please give me a monthly ticket, please give me a monthly ticket...or2)
