Deep Sound Original · The author | Zhu Lin
Everyone knows the next opportunity is at TikTok, but we don't know exactly where.
Players who are trying to "get a piece of the pie" are flocking to the market, and it is not easy to seek long-term development here. Compared with the domestic market, there are many links and complex situations in overseas markets, which is undoubtedly a challenge for a number of small and medium-sized enterprises engaged in the cross-border e-commerce industry.
Many merchants find themselves facing many difficulties after entering the market, the most important of which is: how to use TikTok as a "traffic depression" to divert traffic for their small stores and improve customer conversion? In the case of relatively limited resources and costs, how to be more efficient?
Everyone's demand has spawned the rise of cross-border marketing service providers. In April 2020, the orangutan PONGO (hereinafter referred to as "PONGO") came into being.
PONGO is a content-driven, integrated global high-quality traffic resources of the overseas marketing platform, designed to help DTC brand in an efficient and professional way to complete the overseas marketing content layout, is TikTok officially recognized as an excellent TSP service provider and first-class advertiser.
PONGO founder Na Xin told Shen Xiang: "No matter from which point of view, TikTok's determination and action to lay out the e-commerce business is the greatest."
At present, PongoShare, the Internet celebrity SaaS platform under PONGO, brings together Internet celebrities and promoters from North America, Europe, Japan and South Korea, Southeast Asia and other regions, with more than 700,000 active content creators and long-term cooperative relations with more than 200 domestic brands. During the period of providing operation customization services for JD Indonesia on Double Eleven, jd.com Indonesia's new account achieved a 600-fold increase in fans, and the total number of views of grass planting videos exceeded 1.174 million; the number of live broadcast views exceeded 300,000, and the per capita stay time was 3 minutes and 20 seconds, which was six times the average of the local live broadcast industry.
"It's most valuable to let professional people do professional things."
"Influencer marketing + content e-commerce" walks on two legs
PONGO was established in April 2020 and has only made one round of financing so far:
In April 2021, PONGO received a round of financing of 50 million yuan, which was led by the A-share listed company Worth Buying, Led by Lenovo Venture Capital, and followed by Reed Capital.
In 2016, Na Xin, then CEO of What's Worth Buying, was keenly aware that if China's advanced content marketing model could be copied to overseas markets, new opportunities might be born. However, the time was not ripe.
Since Lazada, an overseas e-commerce platform acquired by Alibaba in 2016, brought this new form of live broadcasting to Southeast Asia, the acceptance of streaming media in the Southeast Asian market has gradually increased. The arrival of the epidemic in 2020 has further promoted the development of e-commerce in Southeast Asia. Under the influence of the epidemic, more and more people choose to watch live broadcasts and shop online.
In April of the same year, Na Xin resigned to start a business and founded PONGO, which was first selected in Southeast Asia.
According to the "Overseas Influencer Marketing 2020 Development Trend Report" released by the American influencer marketing platform SocialBook, influencer marketing has evolved from the role of auxiliary marketing to the mainstream way. At that time, the newly established PONGO put the entry point of marketing services on influencer marketing.
Na Xin found that although the Southeast Asian market at that time also had a mature red system, it was mainly distributed in the entertainment field, and the live broadcast content was mostly singing and dancing, which was far from the ideal e-commerce anchor. Therefore, the team decided to recruit ordinary people for training, and based on this, launched a SaaS service platform for global influencers - PongoShare.
Influencers can choose their own products on the PongoShare platform to promote and earn commissions. In addition, PongoShare will also analyze and model the historical content, fan engagement rate, expression style, etc. posted by influencers on social media, and recommend products with higher fit for influencers through algorithms.
Na Xin told Shen Xiang, "The ultimate purpose of influencer marketing is to do a good job of e-commerce through content. ”
In terms of content control, PONGO has established a set of "central kitchen" type refined content production mechanism. After communicating with the brand, the PCG team within PONGO formed a set of "semi-finished products" content containing publicity frameworks, product highlights and shooting suggestions based on the marketing methodology and product understanding accumulated in the past, and finally handed over to the influencers for personalized packaging to achieve efficient and accurate localization communication.
In addition, PONGO will also provide operational guidance to merchants during the product selection and live preheating stages to help merchants adapt to the local market and reach potential buyers.
With the two-legged operation mode of "influencer marketing + content e-commerce", PONGO's "volume" on TikTok is getting bigger and bigger. "There are three or five head service providers, and we count one of them," Na Xin said.
As for the future, PONGO will continue to focus on the layout of the TikTok e-commerce ecosystem. In Na Xin's view, TikTok has the successful experience that domestic douyin can replicate, and is "the platform with the most room for growth."
One funnel plus one plate
Since Alibaba and Tencent successively invested in Lazada and Shopee in 2015, the focus of competition in the Southeast Asian e-commerce market has been focused on these two giants. Today, Byte with TikTok will bring new perspectives to the entire regional market.
In contrast, Lazada pays more attention to brand and user experience, and invests more in e-commerce infrastructure, just like domestic Taobao and Tmall; Shopee focuses on the sinking market, suitable for small and medium-sized, factory-based sellers to settle in, and the model is similar to Pinduoduo; TikTok's agglomeration effect, traffic advantages Needless to say, and Douyin is "a family".
At present, TikTok is still in its infancy, still retains external link jumps, and is not yet a direct competitor to Shopee and Lazada. However, TikTok is also interested in improving its e-commerce layout. According to Na Xin, TikTok has currently supported mainstream payment platforms and credit tools in Southeast Asia, and launched new settlement methods such as cash on delivery. In terms of logistics, TikTok can ensure timeliness in the first line and larger cities through cooperation with Jitu.
With the rapid popularization of live e-commerce in Southeast Asia, TikTok's e-commerce potential will also be greatly released. Referring to the development path of domestic Taobao Tmall, Pinduoduo and Douyin, it is not impossible for Lazada, Shopee and TikTok to form a "three-legged" competitive situation in the Southeast Asian market in the future.
For the merchants of the TikTok platform, in the words of Na Xin, "it is still necessary to return to the most fundamental logic of e-commerce, a funnel plus a plate of goods."
"Funnel" refers to traffic, only through marketing so that products can reach consumers, can talk about subsequent conversion, profits; "goods" means to target the different demands of consumers in different markets, targeted product design and product innovation.
"Content e-commerce based on TikTok is actually a combination of funnel and goods, but it will be more closely integrated." Reflected in the team building of a company or a company, the original sales may be sales, the market is the market, and now it has become sales, marketing, operation, supply chain, content are all on the same line." Whoever can wear this line better can go one step further from success.
The following is a partial transcript of the interview compiled by Deep Sound:
About live streaming
Q: I saw in the report and the company's official website before that PONGO has gathered more than 300,000 Internet celebrities and more than 100 domestic brands, is the data updated now?
A: At present, there are more than 700,000 active celebrities in the self-developed SaaS platform PongoShare, and there are nearly four or six open in Europe, america and Southeast Asia; there are more than 200 domestic brands. The number of celebrities and the number of brands have mainly increased significantly in the last year, especially since the second half of last year.
Q: What is PONGO's influencer solicitation mechanism? What qualities do you value more about influencers when choosing them?
A: Our celebrity BD team will go to TikTok, Youtube and other video platforms to filter. The first criterion is that it is more inclined to the ordinary people, and there will be more real human attributes; the second is that it will focus on mining in the categories that we focus on, which will be more relevant, and the labels on his body will be more accurate; the third is that the interaction rate of his entire output content will coincide with the indicators of the content, and there will be more room for growth.
Q: What is the average turnover of PONGO live broadcasting? What is the turnover or views of the most successful live broadcast?
A: Because it is a daily broadcast, the average daily turnover is around 10,000 US dollars to 50,000 US dollars. It peaked at the end of last year, with a single GMV breaking through 1 million yuan.
Q: Now that the domestic Douyin e-commerce is more mature, what routines have you observed that established in China may not work on TikTok?
A: At least for now, we are more like the situation of domestic vibrato in the early days, and the overall style is more real and natural. My own intuitive feeling is that overseas e-commerce live broadcasting does not have so much formal exaggeration, or there are not so many acting ingredients, or it is not needed.
Q: Domestic Taobao Live once had two big anchors with heads, although one has fallen; Douyin also has a particularly hot anchor Luo Yonghao, and now there is a more head anchor on TikTok?
A: There are some head anchors in various categories, and we are also one of them. There are now some head anchors in the head camp, but there is no particularly large one, and the first place can lead several times.
Q: What do you expect to develop after that, will it be more and more clustered towards the head, or will it be more like a decentralized distribution?
A: I think it will be more similar to the domestic douyin path, and from the perspective of the anchor, there will definitely be a big head anchor coming out, or some more iconic events will occur, which should appear.
Another is that the form of brand merchant self-broadcast will be more and more accepted, and now there are many good Chinese brands whose self-broadcast official number in Indonesia is doing a very good job, that is to say, this type of business pays more attention to the traffic construction of TikTok. If he pays more attention to retaining his own users, he will attach great importance to the investment in self-construction, including Anker's efforts in Southeast Asia, and Anker's own live broadcast room is still doing well.
Selection and preheating
Q: How did PONGO choose its partner brand?
A: Our customers on the brand side are roughly divided into three categories, one is a relatively new brand, which is in the stage from 0 to 1 or just starting out for going to sea, which is our main customer group. The second category is the original seller transformation or factory upgrade transformation of customers, the original seller now wants to do their own products, their own brands. The third category is some traditional big brands, and the cooperation with these big brands is mainly brand marketing, and the first two are basically brands and renderings.
Q: As a middleman serving influencers and brands, how can PONGO achieve greater efficiency in matchmaking and make cooperation between the two sides more enjoyable and efficient?
A: Two aspects, on the one hand, in the red bD, we are more inclined to have their own ability to carry goods, willing to cooperate with the way of goods, such reds they are medium size. The second is the way to cooperate according to the transformation effect, which is one of our directions. Based on the characteristics of such celebrities and promoters, when we talk to merchants, we also emphasize that through the content produced by celebrities on our platform, merchants can get more accurate traffic, and this way of obtaining traffic is relatively cost-effective. Although in absolute terms, it is not as large as the amount of money you spend, but the traffic is more accurate and the conversion effect is good.
Q: How will PONGO go deep into the warm-up link after matching the two ends?
A: We found that if we want to make the effect a little better, the involvement of our own content team is quite important. In addition to docking these celebrities and allowing celebrities to produce content, our content team and merchants will have some in-depth communication in the early stage, playing a part of the role of planning and consulting, and the core output is that the outline we give to the celebrities contains the publicity highlights, characteristics and core demands of the product itself that we have sorted out the brand to achieve. This is the concept of what we call "central kitchen" - our domestic team plays a role in processing the material into a semi-finished product, and then handing this semi-finished product to the local red or heaper, or our own anchor, who completes the final personalized packaging, and presents these core appeals with their own voice and content, which is often better.
Q: Can you give an example of how PONGO's "central kitchen" mechanism works?
A: For example, a company does cleaning products, one of which is a refrigerator kitchen and bathroom, a typical consumption upgrade product, which is not so just needed. If you want consumers to be interested in this thing, the requirements for content will be higher. When we comb through, we will sort out the highlights of its entire technology, the characteristics of the product, and the core problems that can help consumers solve them, and sort them into various forms of content.
For example, the content of the picture text, we will refine to how much the distribution of the core keywords in an article should be, what kind of content each paragraph should present, and we will provide many materials for the picture; if it is a short video, you may need to have several shots to present, how to say the copy of the speech, and refine it to this extent. When it is finally handed over to the local influencer, he will make a second presentation based on such a large framework, and after the presentation, we will evaluate and review it and finally publish it.
TikTok Marketing
Q: Where is the TikTok channel in the overall layout of PONGO?
A: TikTok is one of our most important platforms. Whether it is a service merchant or ourselves, the layout is the most important platform with TikTok as the most important platform. At the same time, TikTok's short video e-commerce is also the best developed platform in the field of e-commerce in our opinion, and it is also the platform with the most room for growth, so we have invested more energy and resources on TikTok.
Q: In what dimensions do you measure TikTok as a center of gravity?
A: From the perspective of the platform, first, TikTok has the successful experience of domestic vibrato, and there are many experiences that can be copied or learned. Second, from the perspective of the determination and action of the platform side, it is also the greatest. Subsidies or strategies for this kind of development, including the team for the layout of the e-commerce business, the position is good, it is obvious that this strength is also the largest. In the same way, you can compare it to these big platforms in the United States, they all have to do e-commerce, they are doing some attempts, what I learned or we contacted with internal people found that the action is still poor, and the determination will not be so high.
From the perspective of consumers, we can see that Southeast Asians as a whole are becoming more and more receptive to live shopping. I think it is also because of the cultural similarity, the effort to copy the past is stronger, and the consumer acceptance in Southeast Asia is also stronger, and more and more consumers accept buying on TikTok.
Q: Do you think TikTok has an advantage in traffic costs compared to other platforms?
A: TikTok has a strong advantage in traffic, first of all, from the absolute traffic price, TikTok itself is a relatively cost-effective place, plus in my opinion TikTok and Douyin are more similar, it will have a variety of means through content drainage, through short videos, through live broadcasts, and then this traffic conversion, the whole set of closed loops to do a relatively good job. In addition, including Facebook, Google's launch costs are also getting higher and higher, before the traffic accuracy is OK, but now the reasons for various policies will become more and more inaccurate, although this imprecise thing will also affect TikTok, but overall its closed loop is doing well, more test your ability to operate your own fans on your own traffic in this process. If you do a good job, in fact, you can still have a lot of accurate low-cost traffic on your account.
For example, our own live broadcast average ROI to do 1 to 5 to 1 to 10, if it is a big promotion of live broadcasts often can do more than 1 to 10 ROI, this will be a more significant performance ratio of the embodiment.
Q: There was a previous report that TikTok e-commerce grew GMV relatively high last year, with more than 70% coming from Indonesia and less than 30% from the UK. Indonesia is one of the markets you focus on in Southeast Asia, have you observed a more obvious gap, why is the Indonesian market growing particularly fast?
A: Last year, TikTok (Small Shop) opened a total of these two countries, Indonesia and the United Kingdom. For Indonesia, the early days also encountered a lot of problems, and then on the one hand, the product iteration is relatively fast, on the other hand, the overall investment, support, and just said that the user's acceptance is significantly higher than that of European and American countries, so it can be seen that it is also inclined to cultivate user habits through that extremely cheap product in the early days. More and more people have gradually accepted this matter, including the big Internet celebrities and even celebrities there are involved in this, and the domestic is quite similar, so this trend is slowly rising, and consumption and purchasing power will also be significantly improved. Cities like Indonesia will be more just needed, like daily food, clothing, housing and related products are very hot, that is to say, users have slowly accepted such a consumption habit.
Q: You just said that Indonesian product iteration will be relatively fast, referring to the uk and Indonesia with TikTok, will the functions be different?
A: The function is not too much, but there may be some marketing methods, gameplay, and consumer preferences of the category will have a greater difference. In the UK, more consumers are still in the "early adopter" stage, will feel that some products are novel and fun, may buy back to try, or that kind of extremely cheap products, in short, or in a try stage.
Q: You just mentioned the support, will the TikTok platform side provide subsidies? How many of these subsidies are there? In which ways?
A: There are subsidies for traffic and price, there will be different levels of promotion in terms of traffic, this different level means that it will have different orders of magnitude of traffic to support you, will import more traffic into your live broadcast room, of course, whether you can retain this traffic is based on your own ability. On the other hand, for investment promotion, for key customers, they will also have price subsidies, which are also subsidies to consumers.
Q: How open is TikTok to new sellers now, and is the threshold high?
A: The threshold is basically very low for the UK right now. As long as you want to open an account, the account holder is at least 18 years old, the account publishes five videos and gets more than 100 likes to apply for opening. You can sell first and then send the goods from China, using cross-border logistics to send them over. Indonesia and Southeast Asia, which have newly opened countries, including a new country that just opened last week, currently require local companies to prepare local goods before they can open, which will have some thresholds.
However, we also provide services for this situation. For merchants who have not done overseas layout in the early stage and want to try, they can also rely on our own small shops and self-built overseas warehouses to get the goods over and put them in our own small shops to sell, which is also OK.
Q: There are some platforms in the Southeast Asian market that are doing similar things, what is the difference between them and TikTok, in terms of cost, customer acquisition and conversion?
A: It's pretty similar. The bigger difference, I think, is that it plays a different role. Now each e-commerce platform basically has its own live broadcast, more is to play a role in auxiliary sales. In terms of consumer motivation, basically consumers who go to the e-commerce platform have a relatively clear willingness to consume, so when he sees a live broadcast, especially the brand's own official live broadcast, he will treat it more as a customer service to solve the problem of pre-sales and after-sales. On TikTok, it is more from the perspective of creating demand without demand, and TikTok live broadcast seems to me more like a group purchase, in the early days of the model of poly cost-effectiveness, timeliness, and the role of quickly gathering a group of people to blow up a product, so their role is not the same.
Q: From the perspective of completeness, how far has TikTok's layout progressed in e-commerce?
A: TikTok does a good job of closing the loop, including the entire payment purchase experience is becoming more and more complete. Now we are more familiar with indonesia, Southeast Asia, the mainstream means of payment is no problem. There are many local payment platforms, similar to our Alipay, WeChat, etc., and there are many credit tools that are also supported, including consumption systems, cash on delivery, etc. Logistics is also cooperating with Jitu, so the timeliness in the larger cities in the front line is relatively good, and the next-day delivery or even same-day delivery can be done. As long as the merchant prepares the goods in the warehouse, the designated logistics provider is door-to-door to pick up the goods.
Q: Does TikTok have its own warehouses in these parts of Indonesia?
A: It may not be there yet, it should still be a way of cooperation, and the British side should also have this kind of cooperation logistics companies to do together.
Q: What is the attitude of some new sellers towards the TikTok platform, do people wait and see more or do they enter the game more? If they are on the sidelines, what is their anxiety?
A: For TikTok, more opportunities will be given to brand-based merchants, that is, compared with ordinary seller-type merchants, the opportunities for brand-based merchants will be better. Because the characteristics of the TikTok platform are to combine content, brand and sales, it is equivalent to you doing word-of-mouth communication while you can complete the conversion, and the overall cost will not be too high, which is such a feature. For traditional sellers, if you simply look at the sales conversion, its current volume is still relatively small. Many people will think that I still have to have some additional investment, but also to do content construction, but also to do accounts, a look at the conversion rate is not as high as imagined, if compared to the e-commerce platform, the whole volume is still significantly smaller, so this may not be cost-effective. But if you expose the brand and count the user's consumption mind in it, it is still more appropriate.
Q: What kind of first-mover advantage will early-stage brands and influencers have? Including the advantages of the TikTok traffic bonus you mentioned, how long do you predict this will last?
A: The most important thing about the first-mover advantage is to quickly occupy the hearts and minds of the generation of consumers, nor can it be said to be occupation, in fact, it is the impact. Everyone knows that the crowd on TikTok is relatively young, he is a relatively new generation of consumers, although it is not yet an absolute main consumer group, but the speed of conversion is still very fast. This wave of consumers, I think for the Southeast Asian market, one of the biggest characteristics is that they are the first generation of consumers who have really shifted from offline to online. Just like five or six years ago or even longer ago, the conversion process of everyone from buying things on Gome to buying things on JD.com is very similar. In this process, this wave of so-called dividends, especially for a new brand, he does not have the ability to go to the offline shopping malls, but if he serves this wave of people better online and can make them have a better impression, this is actually very worthwhile for his brand building, and it is also a cost-effective method.
Q: You mentioned that the traffic cost on TikTok is still relatively low, and after the team is more and more, do you predict that its traffic cost will become higher and higher, or the same as Facebook?
A: I think this is also an inevitable trend. The more competition there is, the more people participate, the higher the cost of organic traffic. But from the logic of TikTok's most fundamental content distribution, we still emphasize that everyone must pay attention to the construction of content, content brings in fact, you need to let the algorithm help you bring you more, cheaper traffic, you need to constantly attract cheaper traffic through different forms of content, this is one thing. There is also a precipitation of traffic, I believe TikTok, we look at it from the path of vibrato, whether it helps merchants to do the construction of their own private domain, or to enhance a lot of tools and means to get closer to fans, in fact, this will also come out one after another, this piece of work So-called user operation or private domain traffic construction is done well, it is also a very good accumulation of traffic. This feature is relatively difficult for other platforms to achieve.
PONGO and cross-border e-commerce
Q: What is the overall distribution of personnel in PONGO now?
A: At present, our company has about 100 people, there are 60 or 70 people in China, and the rest are overseas. The country is divided into two offices in Beijing and Shenzhen, the main R & D team is in Beijing, and the operation team is in Shenzhen. Overseas teams are basically based on positions such as live broadcasting, operation, anchor, and business.
Q: How many anchors does PONGO cultivate itself? How many accounts are there in the company's overall account matrix?
A: The anchors in these accounts that are now operating are basically anchors that we have cultivated and incubated ourselves, and some anchors who have signed contracts will use specific signed anchors when cooperating with some brands. Our own accounts also serve some brands to do some things on behalf of the operation of the broadcast, these generations of operation of the anchors are incubated by ourselves.
Now There are 5 main accounts in Indonesia, there are 3C, there are beauty, there are fast selling, according to the category of the account, but also operate some brand accounts. Now we have our own anchors in Malaysia and Thailand, all of which are doing it with their own personal numbers.
Q: What is PONGO's own business model?
A: Our main cooperation model is still the "service fee + commission" cooperation model, which covers a relatively deep cooperation, such as content construction, brand combing, celebrity BD, etc., which are reflected in the service fee.
More measurements of conversion effectiveness are through commissions and merchant collaborations. The proportion of commission is divided according to large categories, the proportion of commission between standard and non-standard products is not the same, the standard product is about 10 points, and the non-standard product is 20 to 30 points, which is calculated according to the transaction amount.
Q: According to your observation, what is the selection logic and category distribution of cross-border e-commerce sellers in China?
A: Cross-border e-commerce has also gone for many years, the main feature after the epidemic is that the degree of segmentation in the category is getting higher and higher, and more and more merchants are working in a special segment of the field and can do a good job, which is a feature.
From the perspective of category distribution, I think it is still the conventional 3C and clothing and beauty that dominate, which is also one of the more popular categories of Chinese products overseas. There are some differences between Europe and the United States and Southeast Asia, southeast Asia in my opinion will be more just needed, more to meet the basic needs of life, such as large and small home appliances, beauty and skin care products; like Europe, America, Japan and South Korea, is the consumption upgrade or quality of products more suitable.
Q: Have you observed some of the more successful cases in the overseas brands?
A: There are some brands in Southeast Asia that can be said to have grown up with the help of TikTok, such as the beauty bioaqua, its supply chain is in China, only for the Southeast Asian market, on the one hand, the cost performance is very good, on the other hand, it is very deep in the entire TikTok content, there are a lot of grass videos, so it will get up faster. There are also some in other categories.
Q: We don't have a particularly high level of recognition of these brands in China, right?
A: Yes, they're made specifically for Southeast Asia. This is also what we want to say, for many merchants who want to go to sea, especially brand owners, it may first be necessary to consider a good question, that is, if the plate of goods in your hand is the same plate of goods in China and overseas, is it suitable? The difference between the needs of overseas users and the needs of domestic users is still quite large.
Q: Based on your experience, what are the generalized methodologies for doing cross-border e-commerce on TikTok? What are some of the places in the industry that everyone is groping for or can't figure out?
A: From a methodological point of view, it is still a return to the most fundamental. We have always said that doing e-commerce, especially cross-border e-commerce, "a funnel plus a plate of goods", this is the most fundamental logic. This "funnel" refers to the traffic, how big your mouth can be opened, and how well your conversion can be done, which needs to be done by people with professional ability. This plate of goods is to say that what we just said is not targeted to do this plate, for the Southeast Asian market, for Japan and South Korea, for Europe and the United States, may have different demands, can we find such a unique point of targeted design products, including pricing and other aspects are also very important.
Content e-commerce or so-called social e-commerce based on TikTok is actually a combination of funnel and goods, but it will be more closely integrated. Reflected in a company or a company's internal team building, the original may be sales is sales, the market is the market, now it has become sales, market, operation, supply chain, content are on a line, it will be worn very tightly, each link will have a close relationship with the business in it. If this line can be worn well, it can form a better and successful methodology.
Q: Seeing the sea from the perspective of a middleman, what do you think is more difficult?
A: If it is difficult, from the inside, it is the determination for the merchant or for the brand. I can also understand that this determination itself is difficult, or to adapt to such a new traffic platform and new gameplay, which is itself a relatively difficult decision to make, which is a difficult point.
What remains is whether everyone's understanding of the content can adapt to the new consumer population and the new traffic platform, which also requires a certain amount of time or a special team to do research, that is to say, what kind of content is good content. Before the e-commerce you may do content is to do a good job of your detail page, do a good job of head charts, shoot a tall film, this is the so-called content before, now the content of this era in our view has become real plus interesting these two things, the truth has become particularly important, you instead of selling cute to speak standard English to introduce your products, it is better to be a Chinese English is not very fluent, but very sincere, can put some in the previous e-commerce era is not too much attention, but now the era of content consumers may be more willing to understand things, Express it through real means.
Q: Like the previous two years, SHEIN was particularly successful, which made many people envious, and all major categories were benchmarking its companies. Is there still a chance to achieve results like SHEIN?
A: I think there are still opportunities, opportunities in all industries. And there are also some that are muffled and self-developed, and do not do much publicity, such as some subdivided head players are still there. This opportunity is still very important, and this time window is also very suitable for cultivating such a brand.
Q: For PONGO, the market will become more and more extensive, what kind of plan will it be after that?
A: We have started to deploy in these new countries in Southeast Asia a few months in advance, and our strategy is that local content must be localized production is the best, so we still increase the construction of local teams. Now each country has its own anchor, our own live broadcast room, which will be put into operation one after another, and the investment in this area will definitely continue to increase.
We all say that Southeast Asia must be a whole point of view, the more countries open, it is also a very good thing for businesses, the crowd is wider, the opportunities will be more, but there are also some differences in the details of each country and each country. Do a good job in the construction of localized content, if there is a certain accumulation of e-commerce platforms in Southeast Asia in the early stage, now is also a good time to open up new channels, and can really retain their own users, which are things that can see the effect after a long time.
Q: Do the United States, the United Kingdom, or Canada, or any other european country have plans?
A: We have such a plan, but it is more important to first measure our strengths and capabilities to see if we can play more. I think that in the short video live broadcast, especially the live broadcast, it seems that southeast Asia is developing quite well. European and American short videos are still worth increasing efforts to do, and the user's acceptance of short videos is still relatively high. Or back to the content of the problem, before too many people through a single or simple short, flat, fast way to grab a wave of dividends, may have an effect, but this must not be a long-term solution, and eventually return to whether you can make real and interesting content. It feels like there is still a very big opportunity in it, and if it is live, it may need to be observed for a while.