Chapter 758: Live E-commerce without Source of Goods
The last solar term in late autumn is Frost Descent.
Jiang Qin returned to Shanghai, and the internal testing of Douyin officially ended. Qihuoge successfully topped the list with a single-day transaction volume of 250,000.
After collecting data feedback, the programming department of the Douyin business group began to quickly optimize the current live broadcast mode.
For example, beauty matching, link redirection and payment page adjustment.
Subsequently, the Douyin live broadcast function was officially launched.
All bloggers with 2,000 followers and no violation record can enable the live broadcast function.
For those whose fan value is below 2,000, they can activate the showcase function or hang a shopping link on the video page.
Driven by profit, countless people have begun to enter the live streaming or video selling industry.
Group buying is also frantically distributing large subsidy coupons and has begun screening videos with larger transaction volumes to enter a larger traffic pool.
This is not a large-scale advertising bombardment, but the use of big data to capture keywords and push the most relevant videos to users.
I know you want to buy it, so I put it in front of you.
Take Jiang Qin for example. He worked so hard to develop his account into a good father mode, but when he scrolled to the live broadcast page, he saw a big sister in stockings dancing.
While dancing, the sister will also sell you stockings, short skirts and various styles of mesh clothes and ask you to buy them for your wife.
A group of people below shouted: I want the suit you are wearing, and then the stock was sold out in an instant.
Place an order in the morning and your wife will wear it in the evening. It won't interfere with her work at all, but it will consume dozens of wolfberries.
For example, users labeled "mom" will be pushed to the baby-specific live broadcast room while watching videos.
Compared with ordinary e-commerce, the live sales model makes the appearance of items more realistic, and in order to increase sales, the anchor will also do various homework and provide detailed answers on the spot.
Even if you have any questions, you can leave a comment directly in the comment section.
I know you want to buy it, and I can introduce the product in a few short sentences. If you have any questions, I can answer them right away. I will also call you family, friends, and pig girl. Who the hell can resist this?
According to data comparison during the internal testing period, the transaction rate of the live broadcast room reached three times that of the traditional e-commerce model.
That is to say, for the same 9 fans, traditional e-commerce can complete one transaction, while live streaming e-commerce can at least complete three, 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 is like it has mastered the Star-Absorbing Technique, madly absorbing the heat of Double Eleven.
Soon, the preheating for Double Eleven reached its peak, and the transaction volume across the entire network began to explode.
The entire Alibaba team was in a hotel in Hangzhou at the 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.
6 minutes and 58 seconds, breaking 10 billion.
It was exactly 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 went viral on the Internet, with the top three hot searches all related to Double Eleven.
But everyone's focus is not on this.
Taobao makes history every year on Double Eleven, but everyone’s shock has worn off in previous years.
Taobao’s sales continue to hit new highs, but this is not due to Alibaba’s strength, but entirely due to the rapid development of mobile Internet.
To put it simply, this is the power of the times.
The times have created e-commerce, but the e-commerce market is still taking off with the times.
So where are everyone's eyes at this moment? On TikTok.
It was said that group buying would become an e-commerce company, and that group buying would become the next JD.com, so people didn’t pay much attention to the launch of Douyin Live, thinking that it was just a mixture of video attributes, until now...
The single-day transaction amount of Douyin e-commerce exceeded 100 million yuan.
Transaction volume and profit are two different concepts, so breaking 100 million is nothing for Internet business.
When the business war was at its most intense, some companies could burn through this amount of money in just three days.
Especially with Taobao's transaction amount of 57.1 billion yuan in the front, when comparing the two data, Alibaba is simply slaughtering the market.
But after knowing this, countless people couldn't help but break out in cold sweats.
Tik Tok’s single-day hit of over 100 million was created from scratch…
The most important thing is that they are still during Taobao's promotion period...
Many people realized it later and were shocked into a cold sweat.
“Is the live streaming function of TikTok used to sell goods?!”
"No, how come there is such an e-commerce model, moving the vegetable market full of shouting and shouting online, is it really profitable to do this!?"
"It really makes money. I went to see a special sale of sexy lingerie and planned to investigate the transaction rate of this model. In the end, I couldn't help but buy two pieces and gave her a number one ranking."
"?"
"It's big data. You may think that you just happened to see a live broadcast room or a video, and just happened to come across a product you need, and it just happened to have a discount, but you don't know that it's all the precise delivery of the group buying algorithm."
As the night went on, the heat of Double Eleven gradually died down, and the express delivery companies took over the baton and began to receive and ship goods day and night.
Under the moonlight in Hangzhou, Mr. Ma left the Taobao Double Eleven celebration banquet and returned to Alibaba headquarters.
He had also heard about the Douyin e-commerce incident, but because there were so many media on the scene at Double Eleven, he had been smiling the whole time, and finally showed a trace of fatigue at this time.
Three years ago, Jiang Qin told many media that he was not interested in e-commerce, but in fact he didn't believe it at all.
It turned out to be true, but he had not seen accurate research reports on many of the details and the specific model of Douyin e-commerce.
Five minutes later, Mr. Ma arrived at Alibaba headquarters, and Qiu Hengdong, the head of the marketing and operations departments, was already there.
When he saw his boss coming back, he immediately went up to him and reported on his research and analysis of Douyin e-commerce.
“Douyin e-commerce is different from our Taobao and JD.”
"What's the meaning?"
"What they are doing is a very special live streaming e-commerce model without source of goods."
Taobao's e-commerce model provides a trading platform for brands and buyers, and the sourcing and operation are all done by the merchants themselves.
Their profit comes from collecting commissions from merchants, selling advertising services, and ranking bidding services.
In addition, the financial sector that Alipay is currently engaged in is also one of its profit points.
JD's e-commerce model is different from his. Like Taobao, they provide a trading platform to brands and buyers, while selling 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 does self-operation mean? JD.com purchases goods from brand owners and stores them in its own warehouses, and then sells and transports them by itself.
The advantage of doing this is that you can not only gain more profit points, but also fully control the transaction process and maintain your own reputation.
The establishment of this model is related to Liu Qiangdong's experience.
Liu Qiangdong’s first business venture was to set up a counter, purchase accessories and then sell them. After he made one, he would copy one and make several million in a month.
It was not until 2002 that he moved this model online due to the need to stay at home.
The group buying to store model is actually similar to JD.com.
The group buying supply chain purchases ingredients, sends them to stores for processing, and then sells them to group buying consumers on the group buying platform. In this way, all stores are actually equivalent to group buying processing plants.
JD.com, on the other hand, treats manufacturers as its own production lines.
However, Qiu Hengdong and Liang Ming discovered during the investigation that Douyin e-commerce has evolved secondary based on this model and produced a higher version.
Douyin also purchases 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-buying supply chain updates the product category list, and its sales are the high-traffic internet celebrities on Douyin.
These internet celebrities are outstanding figures in their respective industries, have strong appeal, and understand very well what consumers like.
They earn commissions by promoting products on Douyin, with sales volume being king. Internet celebrities from all walks of life are driven by profit and are able to show off their talents.
As a result, the transaction rate of Douyin is constantly reshuffled as Internet celebrities join and give up, and finally, without even realizing it, they have become one top sales champion after another in the Douyin system.
It is said that with the rise of this live streaming e-commerce model without source of goods, countless live streaming companies have been established in Hangzhou and Linchuan, the two starting cities of the Internet industry.
Because there is no cost.
Whether it is the source of goods, warehousing, or logistics, they are all provided by the group buying system.
As long as you have 2,000 fans, you can do it with your mouth. The industry threshold is incredibly low, so the growth rate is astonishing.
Under this model, Douyin e-commerce itself is not profitable, but as it concentrates the traffic in this industry and becomes the one that makes the rules, there will be countless ways to make profits.
Whether it is the brand or the factory, they will be caught in this huge vortex.
In the future, your products will use group warehousing and group logistics, and finally you will have to buy advertisements and traffic on their platforms...
【You can't be right every time. 】
【But I never missed it. 】
After listening to the reports from the two executives, Ma Yun's mind suddenly rang with the conversation between the two.
"There is another thing that I think we should be alert to."
"What's up?"
"Although their sales are less than 200 million, one product has been selling like hot cakes, which is a body fat scale from Xiaomi. I think this is a gimmick, and they are using this method to lure brands to cooperate with them."
(Please give me a monthly ticket, please give me a monthly ticket...or2)
(End of this chapter)
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