The Battle For Platforms: Do You Set A 500 Billion Year Trading Target?

"500 billion." Some people close to tremolo told Yibang power that the company has set a general goal for e-commerce in the platform in 2021.
"About 170 billion yuan was completed in the previous year, and 500 billion yuan in 2021." The above-mentioned people told Yibang power that Shuo Yin e-commerce is still in the stage of development, and there are many possibilities.
What does 500 billion mean? Where will growth come from? On the premise that the target of 200 billion yuan has not been achieved, it has to be doubled again. The span can be imagined.
01、 Do you have a 500 billion year trading target?
According to the previous public report, in 2020, the Gmv of shuoyin e-commerce will exceed 500 billion yuan, more than tripled over the same period last year. Among them, more than 100 billion of them are sold by taoyin's own e-commerce platform, and more than 300 billion yuan of transactions are completed by jumping from live broadcasting rooms and short videos to third-party e-commerce platforms such as Jingdong and Taobao. This means that if we strictly follow the statistical caliber in the financial reports of Ali, Jingdong and pinduoduo, the Gmv of Shuo Yin e-commerce will be more than 150 billion yuan in 2020.
"There are actually 170 billion." Although the above data has not been officially confirmed, internal and external sources have basically reached a consensus on the magnitude of the transaction volume of tremon e-commerce in 2020, "the target of 200 billion yuan set at the beginning of this year has not been reached." However, to complete the change from more than 100 billion to 500 billion by 2021, with a growth rate of more than twice, we can see the determination and courage of Shuo Yin e-commerce.
In 2021, the growth momentum of live broadcast of tremolo begins to show.
13.63 billion, which is the total turnover during the 10-day live broadcast of the tremolo Queen's day. On March 8, the live Gmv of Shuo Yin e-commerce reached 1.81 billion. This is not the record of one-day trading set by Shuo Yin e-commerce. On January 20, the total turnover of Shuo Yin was 20.8 billion.
On the other hand, news about the collective settlement of Shuo Yin E-commerce Team in Shanghai spread rapidly. A source disclosed to Yibang power that since there will be 20000 people in the chattering tone e-commerce department, Bob (Kang Zeyu, the person in charge of chattering tone e-commerce), has personally selected a place in Shanghai. In response, Shuo Yin e-commerce responded that it was indeed considering "integration".
As a matter of fact, since September 2020, the announcement that the live broadcasting room will stop serving the external chain, the shaking tape has not only brought the image of a challenger to the e-commerce industry, but also brought a real opportunity.
According to the official data of Shuo Yin e-commerce, from January to November 2020, the overall Gmv of Shuo Yin e-commerce will increase by 11 times. Among them, the Gmv of shuoyin stores increased by 44.9 times, and the number of new stores increased by 17.3 times. From May to July 2020, the total sales volume of shuoyin stores will continue to increase, accounting for 45%, 59% and 70% of the sales volume of the platform, respectively, with a monthly growth rate of more than 10%.
According to people familiar with the matter, by the end of 2020, the average daily trading volume of Shuo Yin e-commerce has exceeded 600 million after three months of closed-loop operation. On November 11 of last year's pet fan Festival, the trading volume on that day also exceeded 2 billion, with a total of 12.6 billion users watching and broadcasting.
Interestingly, according to the latest Queen's Day promotion data, the tremolo store can complete about 500 billion transactions in the whole year.
However, big promotion does not happen every day. There is still a long way to go for the tremolo e-commerce to achieve its goal, and more structural changes are needed. What's more, Shuo Yin e-commerce is not only a small store, but also an "Independent E-commerce ecosystem with byte beating".
02、 Where does the growth of tremolo e-commerce come from?
In the Spring Festival of 2021, after the title of the Spring Festival Gala in 2019, Shuo Yin has become the interactive partner of the red envelope of the Spring Festival Gala. Anyone with a clear eye can see that tremolo has launched a sprint to the field of "payment". The billions of red packets point to a hard insertion in the payment market, which is the only way to achieve a closed-loop e-commerce and the final closing.
In the middle of 2020, the layout of e-commerce has been finalized one by one
In May, the "massive star map" of byte skipping launched live broadcasting service; when Dou + was launched, the anchor could directly purchase the traffic of the live broadcasting room.
In June, byte hop officially established a first-class business department named after "e-commerce" to coordinate the e-commerce business operation of the company's multi content platforms such as twitter, today's headlines, watermelon video, etc.
In July, byte skipping adjusted e-commerce business, integrating e-commerce drainage and advertising business with the above-mentioned first-class e-commerce departments.
In October, the live broadcasting room no longer supports the links of third-party goods such as Taobao and Jingdong, and officially closed-loop e-commerce.
In November, the company applied for the trademark of Shuo Yin e-commerce, making it a strategic target of byte hopping.
With the launch of "Shuo Yin payment" in January 2021, Shuo Yin has already established a complete process of "flow live delivery shopping transaction".
On February 5, fast hand was listed in Hong Kong, with a market value of 1.23 trillion, surpassing that of jd.com. This is a great incentive for content platforms such as tremolo. According to the quick release prospectus, as of November 30, the average daily activity of kuaiyin reached 262 million, while by December 2020, the average daily activity of shuoyin, including the shuoyin volcanic edition, has exceeded 600 million. By contrast, rihuo has brought greater imagination to tremolo in e-commerce, which may also be the confidence gained from outside.
"It's not only for users, but also for brands and MCN. Only by resonating at the same frequency can we form a complete ecology. For platforms like tremolo and Kuaiwei, we must fight for ecology in the end, rather than fighting alone." The head of MCN agency said so. In fact, in the original tremolo shop business, tremolo has been consciously "wooing" businesses.
In Yibang power's article "e-commerce closed-loop 3 months, transaction of 600 million Shanghai, Nanjing and Hangzhou brand merchants' collective defection shuoyin", it is mentioned that since the end of double 11 in 2020, a large number of brand merchants have poured into the store and started the self broadcast of Shuo Yin. At that time, tremolo had begun to encourage businesses to settle in through various direct or indirect traffic subsidies.
Today, businesses pay close attention to the dubbing shop broadcast.
Taking the official flagship store of teenie weenie as an example, according to the third-party data, its sales in January ranked 12th, and its total sales in February exceeded 150 million, ranking first in store sales. In fact, teenie weenie just started the buffeting self broadcast in December last year.
"Most of those who have Taobao stores have opened new stores in shuoyin's shop; those that haven't opened yet are probably not willing to operate." Shaking sound shop registration agent Liu Fei said. In August last year, he received more than 50 inquiries every day, with a turnover rate of more than 50%. In the last month, his daily number of registered stores has even reached more than 100. Moreover, customers are more and more willing to bring goods with live broadcast. Offline customers are making plans in advance.
"The duration of broadcasting in the shaking shop has been able to account for 50% of the live broadcast." A MCN agency in Shanghai told Yibang power that the growth momentum of shop broadcasting is fierce, and it has been able to compete with the online Red live broadcast with goods in terms of seizing user time.
According to the analysis of CASS data, in January, there were 2648 stores with sales of over one million. These more than 2000 stores have generated more than 11 billion Gmv, accounting for more than 1 / 3 of the monthly Gmv of Shuo Yin e-commerce. Among them, there are more than 200 stores with sales of more than 10 million yuan and 12 stores with a sales volume of over 100 million yuan. It can be said that from the perspective of single store, the quality of single store of shuoyin small shop has been improved.
It is worth noting that Shuo Yin e-commerce has also set up other self owned e-commerce businesses this year.
Recently, Shuo Yin has begun to test the function of "discount group purchase", which is similar to meituan's group purchase in store. Shuo Yin's "preferential group purchase" currently focuses on two major sectors, including food and beverage and hotel accommodation, which have been opened in Beijing, Shanghai, Chengdu, Hangzhou and other cities. Among them, local businesses mainly provide coupons for catering, and users go to the store for verification after purchase, while hotel accommodation is provided by third parties such as youzan.
According to Yibang power, in addition to buffeting, today's headline, watermelon, Douyin, and tuiyin volcano version have completed the video content exchange as early as July last year. That is, the content published on one platform supports one key synchronization to the other platform. This means that the video with goods including product links can also be transferred to the major platforms seamlessly.
In addition, the mode of tremolo store has also been copied to the international business of byte skipping.
According to Yibang power, as of January this year, the daily life of tiktok in the international version reached 1.2 billion, surpassing that of Facebook. In the past six months, tiktok first connected to Shopify's million independent station merchants and opened up video shopping function. Then, tiktok tested live delivery with Wal Mart, and opened the live room shopping cart function in Indonesia. A few days ago, Yibang power learned that tiktok e-commerce expansion project tiktok shop (similar to the early shuoyin shop) is also in preparation.
"In the first half of 2020, tiktok's shopping cart function has not been opened up, live broadcasting has not been popularized, and there are no Douyin and Luban e-commerce functions in China, but the second half of 2020 will follow." A cross-border e-commerce marketer pointed out that in 2020, the commercialization of tiktok did not stop even though it encountered huge obstacles in the two major markets of the United States and India.
03、 Will there be more Luo Yonghao?
According to a person close to tremolo, Zhang Yiming, CEO of byte skipping, expressed his dissatisfaction with the e-commerce business at a small meeting in March last year. "At that time, fast hand carried goods through live broadcasting, and the growth momentum was very strong, while tremolo still insisted on short video with goods, which was inefficient. Zhang Yiming was very dissatisfied."
Just a month later, the original head of the company was replaced, and the action was quite rapid.
***The landmark event is that Shuo Yin takes over Luo Yonghao, which has become a hot spot for quite a long time. "Shuo Yin e-commerce did a lot of traffic tilt for Luo Yonghao and Chen he in the early stage, but did not give special care to other anchors." A staff member of tremolo told Yibang power that "Shuo Yin has always been short of strong private domain traffic with live goods. At present, this is a disadvantage."
According to the statistics of Nanfang finance and economics media group, from June to December 2020, among the top 100 anchors with total sales amount, 45 anchors from Taobao ranked on the list, 41 on the express platform, and 14 on shuoyin. In the list of top 10 sales, there are 5 from Taobao platform and 4 from express platform. Only Luo Yonghao ranks in the top 10.
This distribution is also basically consistent with the current market share performance of the live broadcast platform with goods: Taobao and Kuaishou compete with each other, and the shaking sound is slightly inferior.
According to the first annual report after its listing, the Gmv of fast e-commerce will reach 381.2 billion in 2020, with a substantial increase of 539.5% compared with that in 2019. With the growth of overall transaction scale, the user stickiness of express e-commerce is also constantly strengthened. According to the financial report, the average number of fast e-commerce users will increase from 45% in 2019 to 65% in 2020.
Compared with the rising stars such as Shuo Yin and Kuai Shou, Ali, the "middle-aged uncle", has always been ahead of others in terms of judgment: in April 2016, Ali launched Taobao live broadcast, which gave rise to the word "live with goods"; in February 2019, it launched Taobao live independent app; in January 2021, Taobao live app was upgraded to Diantao, officially becoming a comprehensive short video live platform.
Judging from the transaction scale, Taobao's annual Gmv of 400 billion is still the first. According to the data of Ali Research Institute, live broadcasting has become the fastest growing e-commerce form in the world in recent three years, and Taobao live has led to a transaction growth rate of more than 150% for three consecutive years. Moreover, the overall penetration rate of Taobao live on Alibaba's e-commerce platform continues to rise. At the end of 2019, this data is nearly twice as much as that in the same period last year.
In the face of the growth of tremolo and fast hand, Ali will not be polite. On the one hand, he does not give up the flow entrance, on the other hand, he does not stop controlling the field. In May 2019, Taobao Alliance launched a content commodity library for content scenarios, and online celebrities can only choose the products in the library for promotion outside the platform. In June, the new rules were introduced, and experts brought goods on content platforms such as shuoyin and Kuaishou, and Taobao alliance would charge 6% of the transaction value. In addition, online celebrities also need to pay 10% of the remaining commission to Taobao alliance as technical service fee, which can be described as a sharp knife to the bone.
For Shuo Yin and Kuai Shou, there is an insurmountable gap. Compared with Jingdong and pinduoduo's pure e-commerce platforms, especially the quality control, logistics and supply chain management established by Jingdong in the past 20 years, these can not be solved overnight.
When RT Mart sold the company to Ali, the founder said, "we didn't do anything wrong, but we lost to the times."
The master is waiting for him. He is almost naked and fighting hand to hand. It's like Ali and Jingdong "falling together" and knocking to death, but they didn't expect to kill a man named "pinduoduo".