Beijing Daily Client | Reporter Yuan Lu
On September 29, at the 2022 Kuaishou E-commerce 116 Merchant Conference, Kuaishou said it will officially launch the "Mall" channel for this year's Double Eleven promotion. The Kuaishou "Mall" channel has been internally tested for several months. After it is officially launched, it will become one of the traffic scene entrances of Kuaishou E-commerce 116 Xinyi Shopping Festival. Ye Heng, the head of Kuaishou e-commerce user operation, said that in the first step, merchants can complete the "new variety" of users through experts and short videos, and generate new product purchase users; the second step, attract fans to the store to generate repurchase through their own store broadcasts; the third step, through search, recommendation, and malls, complete daily sales and more in-depth repurchase.
Kuaishou Mall’s first-level entrance will be officially launched on the top navigation Tab of Kuaishou APP during this year’s shopping festival, and will invest twice the previous boost traffic to the merchant side, and at the same time, the traffic resource package will be launched, so merchants can customize the scene to use.
Ye Heng said that he will use platform resources to create 100 GMVs (total platform transaction volume) with over 100 million and 10,000 GMVs with over 10 million, to drive consumer demand through enriching the supply side of goods. However, Ye Heng said that the "Kuaishou New Product Super Plan" does not require merchants to come up with new products that have never appeared on the market, but rather guides merchants to continuously enrich existing pallets and continue to launch products that fans and consumers have not purchased within the past 30 days.
"Mall" carries the greater ambitions of Kuaishou e-commerce. Kuaishou said that in the future, it will form a diversified merchant operation matrix around short videos, live broadcast rooms, pan-mall (mall + search), and stores. Merchants will plant grass and test models through high-quality short video content, screen high-experience and cost-effective products to take on new customers and activate old customers. In addition to self-broadcasting in the live broadcast room, brands can also achieve long-term operation through expert distribution and entry into pan-mall.
It is worth mentioning that before Kuaishou launched the "Mall", Douyin had already been launched on the mall channel - since then, Douyin and Kuaishou have built a mall system based on their own e-commerce ecosystem.
Content e-commerce represented by Douyin and Kuaishou is targeting new channels for growth of shelves e-commerce, while traditional e-commerce platforms such as Taobao, JD , Pinduoduo are also continuing to explore the live broadcast ecosystem. The reporter noticed that in recent times, the proportion of products appearing in the form of short videos on Taobao’s recommended page has increased significantly, and it supports sliding screen to switch videos, and the user experience has been constantly approaching the short video platform; Pinduoduo also added "Duoduo Video" at the bottom of the App homepage for the first time at the end of February this year.
"For Internet platforms, traffic is like a reservoir." Industry insiders analyzed to reporters that in the early stage, the platform can quickly store water by recruiting new new products on a large scale, but when the traffic reaches its peak and the reservoir is full, there are only two ways to recreate water: either open up new businesses and create new pools that can attract traffic; or find ways to add gameplay in the existing pool, improve user stickiness and duration, and explore new additions in the existing market.
According to QuestMobile's "2021 China Mobile Internet Annual Report", as of December 2021, the number of domestic Internet users was 1.174 billion. Among them, the total length of short videos has increased to 26%, and the usage time has surpassed instant messaging, becoming the industry that accounts for the longest Internet time for people, with rapid growth momentum. Relying on the rapid growth of the short video industry, Byte and Kuaishou continue to increase their occupation of user time, and the competition for users' time for various platforms continues to intensify.
"The Internet is doing their own things in the first half. In the second half, you are doing mine, I am doing yours, and then wait until you find that it is suitable for you, and then a new balance is formed." Weibo CEO Wang Gaofei once said. This also explains to some extent the industry trend of content e-commerce and shelf e-commerce interpenetrating each other. After Kuaishou and Douyin are equipped with "malls", the integration of live e-commerce and shelf e-commerce will be further accelerated. Kuaishou, Douyin and Taobao will enter the second half of the fight, and the battle situation will become more intense.
Image source: Kuaishou screenshot
