Kuaishou's highest goal of e-commerce GMV in 2022 is 970 billion yuan

"LatePost" exclusively learned that Kuaishou E-commerce has set the target range of total turnover (GMV) in 2022 at 900 billion yuan to 970 billion yuan.

It is understood that Kuaishou will complete the e-commerce GMV of 680 billion yuan in 2021, exceeding the original target of 650 billion yuan, which is also higher than the outside world's expectations. The GMV caliber is the order submission caliber, including the submission of unpaid, refundable and returned goods.

In contrast, Pinduoduo's GMV in 2020 is 1,667.6 billion yuan.

"Big branding" is one of the key directions of Kuaishou e-commerce in 2022. A person close to Kuaishou e-commerce said that brand goods are not necessarily first-line big brands, as long as they are brands that consumers have a certain degree of cognition.

Brand goods have better quality assurance than white-label goods, and the more brand goods in the platform, the stronger the user's sense of trust and the lower the decision-making cost. It is understood that in 2021, the GMV of Kuaishou e-commerce brand goods will be about 65 billion yuan, and this year Kuaishou plans to increase it to about 180 billion yuan.

The source of income of Kuaishou e-commerce is mainly a percentage of the transaction volume of platform merchants. According to the financial report, in the first three quarters of 2021, the total transaction volume of Kuaishou e-commerce of 439.7 billion yuan brought less than 5.1 billion yuan of revenue to the company, and the monetization rate was only 1.16%. In contrast, Alibaba and Pinduoduo's monetization rates are more than 4% and 3%, respectively.

However, a number of Kuaishou e-commerce sources said that the level of e-commerce monetization rate in Kuaishou in the short term will not increase. "We must first make the scale bigger and the industry deeper, rather than focusing on commercial realization."

Making the e-commerce business larger can also help boost The overall advertising revenue of Kuaishou: in order to sell more goods on Kuaishou, merchants will obtain more traffic through on-site delivery. It is understood that nearly one-third of Kuaishou's advertising revenue in the third quarter came from the e-commerce industry. (Shi Xian)