A new starting point for the ten years of Kuaishou: digital market, open symbiosis

Author 丨dai Congfei

"In one and a half years, the cumulative number of fans in the account matrix exceeded 2.28 million, and the number of cooperative experts exceeded 1,000. The GMV of the 116 Kuaishou Super Product Day reached 37.21 million, of which 6.56 million were self-broadcast GMV. "This is the achievement of the snack brand Good Shop in Kuaishou.

"In 2021, the cumulative sales volume exceeded 400 suites, with sales of nearly 500 million." This is the result of Principal Li, a real estate veteran who has been in the industry for 17 years, on the Kuaishou platform. In such a heavy industry as real estate, it is particularly valuable to achieve such achievements through online platforms.

On December 27th, at the Kuaishou Ecological Open Conference, Tong Xin, senior vice president of Liangpin Shop, and President Li, the principal of "President Li Says Room", shared their experience in operating in Kuaishou.

"From brand owners to small and medium-sized operators, everyone can achieve their business vision in Kuaishou." This is Kuaishou's expectation of the whole business scene, and it is also what Kuaishou has been trying to do.

At the press conference, Kuaishou further explained the digital city ecology for creators and operators, and officially released Kuaishou's "one-stop open platform" to create a cross-scene one-stop business field.

The secret of the digital city ecology

The digital market ecology comes from Kuaishou's 3 beliefs: believe in technology, believe in love, and believe in the power of openness. For the origin of the digital city ecology, Miao Miao, head of the Kuaishou Ecological Open Platform, concluded.

Among them, science and technology naturally do not need to say much. But the sensibility of love and the rationality of technology seem to contradict each other. In this regard, Miao Miao explained, "I think Kuaishou has never been a cold player, but a city community full of human feelings. ”

In fact, it is. It is the real beauty contributed by every creator on the Kuaishou platform that makes Kuaishou attract more and more users. Kuaishou's third-quarter financial report shows that as of Q3, Kuaishou's daily active users (DAUs) have reached 320 million, an increase of 17.9% year-on-year and 9.3% month-on-month.

In such a huge community, the relationship between users and creators is not only the relationship between consumer content and production content, but also the partner who talks about life, makes friends and talks about business.

So what is the power of openness? It's reverence. "We are in awe of users, we attach importance to every need of users, we are in awe of various industries, we are in awe of the professions of various operators in their fields, no company can independently and perfectly undertake the needs of hundreds of millions of users, only openness can create new opportunities." Miao Miao said frankly.

In the face of such a huge business opportunity, how should creators and operators grasp it?

In order to connect content and business, help operators and fans build enough trust, Kuaishou summarized the business model called "TRUST": Transform engages in content, connects all kinds of creators, accelerates commodity content; Reach finds users, globally works together to promote business operations; Utilize does transactions, supports multi-transaction scenarios, undertakes full-link business opportunities; Strengthen saves private domains, the platform promotes conversion, and private domains empower strong reach; Thrive repurchases. Tap the value of fans and help the repurchase boom.

In Miao Miao's view, "TRUST" first represents trust and is the key word that runs through the business link. So, how do you do it?

The first is content, and creating content never seems to be a simple task. However, this is not the case in Kuaishou, because everyone does not need to disguise, but only needs to be a real self, and such examples abound in Kuaishou.

From Catching Sea Bear II to Chifeng Sunflower Hao Ge, although their identities are different, they have infected the users of the Kuaishou platform through their real lives.

Sharing his life by chasing the sea, Kumaji accidentally began to bring seafood, gaining 3.2 million followers in five years. In the process of truly recording sunflower seeds, sowing seeds and blooming, Hao Ge has driven the annual income of his hometown to nearly 30 million. They are all ordinary people around us, and they have gained thousands of fans in Kuaishou.

In addition to simple sharing, Kuaishou's Creator Center will also provide content creation tutorials for the whole process of production, editing, publishing to obtain traffic, and launch an open platform for talents to provide operators with more flexible, sufficient and efficient resources.

The content is ready, how can users find it? In the overall strategy of the commons, Kuaishou encourages business. Algorithm recommendation will increase trading signals, each page will also have traffic tilt, and the same city will also increase traffic entrance to serve the business. In 2022, Kuaishou's public domain traffic pool is expected to grow 12 times.

In terms of transaction demand, Kuaishou provides three paths: online to offline, content to services and users to merchant business positions.

Users can extend by clicking on the POI page through online content planting, or they can extend to mini programs through consumer content to further complete transactions. In addition, consumers can also continue to interact with merchants through the service account, promote the conclusion of transactions, and complete the repurchase.

The high value of "human touch"

From content to operation, Kuaishou provides a comprehensive boost for the opening of business. How to precipitate users into their own fan assets and achieve long-term operation requires long-term payment.

The help of the platform is endorsement, so that more people believe that you are a quality operator. And the human touch label is the basis for the word of mouth and continuous flow of good business. The platform provides channels and capabilities for communication, and what creators and operators need to do is to maintain interaction with users and sincerely provide better services for users' needs.

Such intimate service precipitates the private domain brought by fans, and how much value it has is naturally very concerned by the operators. "The value of human feelings is beyond your imagination." Miao Miao said. Relevant data show that whether it is live broadcast or short video, the transaction conversion brought by fans is two to three times higher than that of the market.

Because of this, in the view of Kuaishou, the more fans are favored, the more fans will be, and the business opportunities will be greater. Therefore, as early as 2019, Kuaishou launched the fan group function and is committed to creating efficient pet powder tools for creators and operators.

In the construction of the fan group function, Kuaishou has always spared no effort. "We're the first to expand the show's fan base capabilities to the global scene, so that you can have more fans." Miao Miao introduced.

In addition, Kuaishou is about to launch a fan CRM (customer relationship management) system, so that fans can connect with operators for a longer and more active time, and operators can also accurately provide services to fans.

"In fact, the most important thing is: starting from the content, long in the private domain, loyal to the user." Miao Miao has drawn the key points for everyone. But as an open platform, that's not enough. Miao Miao also shared several support policies provided by the Kuaishou platform.

In terms of product assistance, Kuaishou will be fully open from the scene layer, data layer and content capability layer, so that the operator's business can be seen clearly, easy to do, and can make money. At the same time, Kuaishou will further provide efficient matching capabilities for operators, MCNs, service providers and other partners.

In terms of policy incentives, Kuaishou brought a cohesion plan. Specifically, Kuaishou will provide corresponding support in terms of talent, flow, cash and service.

At the talent level, Kuaishou will support millions of high-quality talents and encourage talents to take orders through plans such as doubling the commission within one year. At the traffic level, it is planned to tilt hundreds of billions of public domain traffic to support merchants in various industries; in addition, it will give high rebates to vermicelli and increase the ROI target by 300%+. Kuaishou invested 500 million yuan in cash to reward high-quality operators from the contribution of transaction scale, user service quality, and the effect of talent cooperation, and endorsed and certified the platform for service providers.

In short, in the coming year, Kuaishou will invest hundreds of billions of flows, invite millions of merchants, support creators to grow 10 times, and create a one-stop business soil.

Build a digital map of the Qingming River

In the past decade, Kuaishou has grown from its original GIF map and short video production tool to a short video platform with 320 million DAUs. Where should Kuaishou, which has experienced ten years of rapid growth, go in the future? This is not only what creators and users are looking forward to, but also a problem that Kuaishou has been thinking about.

"I hope that many years later, Kuaishou can be a digital map of the Qingming River, and latecomers can understand the past years and the past China by flipping through Kuaishou." Wang Jianwei, senior vice president of Kuaishou Technology, said that Kuaishou hopes to help creators and consumers share happiness and sadness, knowledge and hot spots, and even present food, drink, food, clothing, housing and business to users, and build a digital Qingming river map that belongs to today.

According to Wang Jianwei, a long time ago, Kuaishou only needed to think about how to make better videos for creators and match short videos with users. Inside Kuaishou, this is known as the binary one-time equation. In 2018, Kuaishou introduced merchants, merchants can create their own content, but also to other creators for sale, building an excellent ecology of "ternary quadratic equation". Now, Kuaishou hopes to build a more perfect digital city ecology.

In this reflection, Kuaishou introduced a new variable: the platform. As for why Kuaishou as a platform should introduce a third-party platform, Wang Jianwei bluntly said that as users spend more and more time in short videos, whether it is Kuaishou or creators, there is no way to meet each need in particular depth, especially complete, and especially comprehensively.

For example, some users want to buy airline tickets, and some users want to wash cars or do car maintenance. These are very complex post-link ecosystems, and not one anchor can serve well.

As a result, Kuaishou began to introduce more institutions, more service providers and more platforms, so that these partners can provide users with more complete backlink services.

Half a year ago, Kuaishou began to try in related fields, and the power of open symbiosis has emerged. For example, Kuaishou has introduced car service providers to provide a variety of car maintenance related knowledge and services, allowing creators to connect such content and videos. Kuaishou also has a lot of eating and drinking shops, through the Kuaishou short video to introduce users to their beautiful hometown, introduce the interesting stores they have been to.

According to statistics, in Kuaishou, there are now 140 million users visiting the merchant page every day. In the past six months, the number of users with the entire merchant service account has increased by 130%, and the number of local life service merchants has increased by more than 50% month-on-month. This shows that more and more merchant institutional services recognize the power and value of Kuaishou.

In order to do a good job in the open symbiosis of the entire digital world, Kuaishou provides the ability to mount mini programs for short videos and live broadcasts; has built one-stop data capabilities, as well as the most important service numbers and mini program custom development capabilities.

At this conference, Kuaishou officially released the "one-stop open platform". This will help operators, platform partners, service providers, MCNs, etc. to open up the business scenarios of pre-sale, sale and after-sales full links, and realize cross-scenario one-stop intelligent operation and long-term operation.

Specifically, the "one-stop open platform" is open through scenarios such as service accounts, POI detail pages, mini programs, and small shops, the ability of the tool open platform, the talent open platform, the service supply open platform is open, and the data open is open to basic data, high-quality labels, and one-stop data products and services, which greatly reduces the threshold for operators, platform partners, service providers, and MCNs to do business.

In the 2021 year that is about to pass, the Internet industry is full of too many changes, starting from the ultimate pursuit of efficiency to taking into account fairness and inclusiveness, and these things are precisely the community culture that Kuaishou has adhered to and trusted for more than a decade.

In the context of interconnection becoming a trend, the "open symbiosis" proposed by Kuaishou is not only a slogan, but also the future development direction of Internet enterprises.

At the press conference, Kuaishou and Meituan solemnly announced the strategic cooperation of interconnection. In the future, based on the Kuaishou open platform, the two sides will open up content scene marketing, online transactions and offline performance service capabilities, and jointly create a "one-stop" complete consumption link for users.

The interconnection between Meituan and Kuaishou not only provides a new paradigm for the industry, but also marks a new starting point for the open symbiosis of the Kuaishou ecosystem. A modern, digital map of the Qingming River is slowly approaching us.

This content is original to Whips and may not be reproduced without authorization