Image source @ Visual China
Text | Well search
The window function, one of the core of the video number e-commerce path, has recently been revised.
After the 315 party exposed the chaos of live streaming with goods, the WeChat video account issued new regulations on March 17, and from March 25, the video number window will no longer accept access to small stores for individual subjects. As a simple narrative, whether it is a live broadcast or a video channel, the creator of the video number will not be able to list the product as an individual through the small store to sell the video number.
The last time the new video number regulations were at the end of February, small stores will not display the goods of the third-party e-commerce platform (such as JD.com, Pinduoduo, etc.), and the goods of the third-party e-commerce platform will not be able to be listed on the small store/video number window.
From a young age, these two adjustments may be that WeChat began to govern the ecology within the platform after reaching a certain volume, and standardized from the e-commerce sector;
To a large extent, the video number, which is defined as an atomized content component, has it found the foggy beacon of the video number e-commerce and started to exert force?
01 Drag mud with water video number e-commerce
The video number is the only main force in the direction of WeChat video.
Instead of product directions such as WeChat and public account video, the video number has become the explanatory content of WeChat open courses for two consecutive years from 2021, and has continued to absorb the multi-level traffic entrance in the WeChat ecosystem, completed the infrastructure construction, and directly incorporated into the ecological link of commercial interconnection.
The entry time of the video number live streaming is not early, but the iteration rhythm is very fast.
After the micro-vision folding and bleeding insisted on the bitterness and no effect, in October 2020, the video number only began the internal live broadcast with goods function, at this time, just over 7 months after the video number internal test was launched.
Previously, the model of listing goods through small store channels to the video number window itself has risks: from the perspective of independent operation, small stores do not have business licenses, and there is a risk of business qualifications; from the perspective of realizing goods, there are problems in the quality of goods, the anchor will bear corresponding responsibilities, and the after-sales performance ability of goods is also a major problem.
In the 2021 cycle, the live e-commerce part is the important part of the video number but not the only part. Compared with the live e-commerce companies in the three fields of Taojiao, the video number seems to have no reputation, but in fact, it is also "muffled development".
First there was the great leap forward failure of the next public account outlet dividend in the early stage of the internal test, and then there was the rumor that Li Jiaqi invested 1 billion yuan in the live broadcast of the video number, behind which the market could not give up the huge potential of the video number to rely on WeChat's 1 billion traffic.
In the latest Tencent 2021 financial report, the video number data was also disclosed for the first time: the per capita use time of the video number and the total video playback volume more than doubled year-on-year.
In the WeChat open class in January 2022, although the video number team did not directly disclose the data, it said that the GMV of the video number live streaming with goods increased by 15 times at the end of 2021 compared with the beginning of the year, and the average unit price of the live broadcast room exceeded 200 yuan, and the overall repurchase rate exceeded 60%.
Although it does not disclose the direct user volume and e-commerce data, the increase in the scale of more than ten times and the unit price of 200 yuan are obviously the e-commerce surprises of the previous seemingly silent video number to the market.
The video number e-commerce seems to be no longer hidden, but the return of the goods and the content of the content. Under the two adjustments, there are only two possibilities for the channel of video number ecology.
First, the enterprise version of the personal shop. The threshold for live streaming of video numbers with goods has been raised, and self-operated anchors can be solved by handling business qualifications, while non-source anchors who previously operated personal small stores in the mode of distribution and broadcasting are facing the problem of re-establishment of the supply chain.
Second, the video number with the cargo center. Similar to the function of the Douyin Selection Alliance, but not its multi-sided relationship with its talents, merchants, service providers, acting leaders, etc., the video number with goods center is more concise, that is, to provide anchors with selected third-party service providers for goods to carry goods and earn commissions, such as e-commerce service providers such as Zan, Love Shopping, magic chopsticks and so on.
Video Selection Center
However, from the video number selection center to do a few snooping, the unit price of the goods in the video number does not seem to be as high as the financial report shows. If the data is true, it proves that the number of orders placed by the user in the live broadcast room of the video number is counted in multiple numbers, and it is not a rolling water user who buys once and leaves.
After the further standardization of business qualifications, performance capabilities, and commodity quality, the video number that has been dragging mud and water before will make the e-commerce path clearer.
It has never been possible to spy on the fog of clear video number e-commerce, and it seems to be the first sight of light.
02 Video number e-commerce, the fog finally sees the light
WeChat's small store and video number with goods center, are two cross-attempts of similar business. The window function is only a bridge to open up the internal system, this time cutting off the personal entrance is the norm of the ecology of the goods, the next step should have new actions, but whether it has been determined as the core path of the video number e-commerce, has not yet been clear.
It is worth noting that in the latest Release of Tencent's 2021 Four Quarters Report and Annual Report, the video number was mentioned, and the frequency even exceeded that of the parent WeChat, and the financial report also clearly mentioned that the commercialization focus of the live broadcast of the video number will be in short video stream advertising, live rewards and live e-commerce.
This in turn involves the division between live streaming, which is the most common content live broadcast and live broadcast with goods.
The former has been fully verified in the fields of e-sports, sports, and entertainment. Show live broadcast, the form of tip-added value, from the beginning of the YY live broadcast of the "thousand broadcast war" to the current Huya Douyu with Tencent, Kuaishou Douyin years of quiet good situation; content live broadcast, paid viewing, West Side Boys, Mayday video number concert, and combined with the NBA paid live broadcast model tested in January, open to KOLs, extended to fitness, music and other fields.
Judging from the current recommendation of the live broadcast site of the video number entrance, there is no doubt that the e-commerce live broadcast will be an important channel for the commercialization of the video number.
The latter is always in a state of entanglement that is always valued by the market and rarely invested heavily. In general, there are three trends in the path of video number e-commerce:
The first trend, live broadcast field ecology, pure e-commerce will not be the mainstream
The Tolerance of weChat Ecology for e-commerce behavior is far lower than that of Douyin and Kuaishou. As a life infrastructure, WeChat user traffic is no longer a life traffic that can be summarized by pure business and content traffic, and no one wants to see live broadcasts full of sales in life.
White Crow, the founder of Youzan, once publicly believed that the proportion of pure e-commerce ecology in the video number was about 30%, which was already the limit of balance. This point is quite recognized, the show live broadcast, the event live broadcast, the content live broadcast, the live broadcast with goods go hand in hand, it may be the future video number live broadcast field ecology.
In the first trend, in the video number e-commerce, pure e-commerce will not be the mainstream, the B-end pure e-commerce selling goods, K-end content masters monetization of the two-wheel drive, and the more standardized, the more dramatic.
The second trend, the creator ecology, the possibility of value e-commerce
The live broadcast creator ecology of video numbers will have obvious differences with short video platforms such as Douyin and Kuaishou. For example, in terms of paid live broadcasting, video number users pay for content, the direction of vibrato is Lianmai, and the Kuaishou track is quite strange to choose the direction of knowledge payment.
From the direction point of view, the creator ecology of the video number is more inclined to let the audience get value, and the live broadcast content includes music, fitness, knowledge, teaching, selling goods, emotions, etc., and is more diversified to achieve the binding of user time. Moreover, WeChat carries a considerable part of the search function, which contains considerable content e-commerce potential. After all, there is no free quality content.
In the second trend, video e-commerce is different from interest e-commerce (Douyin), trust e-commerce (Kuaishou), and discovery e-commerce (Taobao) product positioning is emerging - how creators can provide users with live streaming value. The more valuable, the more possible.
The third trend, co-builder ecology, air flow in the forest
WeChat's ecological model determines that the video number official will not be like Taobao, Douyin, Kuaishou in the general "e-commerce", then for the builders and service providers involved in the video number ecology, it is a certain degree of benefit, such as providing data analysis, content innovation, advertising orders, selection docking, live planning, after-sales performance, private domain operation and other services for video number creators /talents, which will become the "accelerant" for the creation and commercialization of the content creation and commercialization of the talents.
The tolerance of WeChat life traffic is limited, but valuable content mixed with selling can be diluted. Perhaps the concept of "value e-commerce" of video number e-commerce falls on the combination of content creation of video number creators and service providers with goods empowerment.
This is the third trend, Zhang Xiaolong compared the WeChat ecology to the forest, then the video number service provider in this forest will be the wind that promotes the air flow in a certain area of the forest, and become the driving force for the fallen leaves to return to the roots and the seeds to travel.
Video number team official courseware master case
For WeChat, video number e-commerce is a commercial module that cannot be missed in the live broadcast and video field, especially after Tencent has been struggling for social to e-commerce access control for many years, the e-commerce path will never be easily put down. However, according to the three trends summarized by the observation, video e-commerce will not be the absolute protagonist of the WeChat ecology.
However, the possibility of value e-commerce always exists.
Whether the video number can break the domestic e-commerce paradox that does not have content output capabilities, but can drive e-commerce with content, needs to continue to be observed.
Resources:
1, Wei Xi pointed to the north, "Can you fight in the end?" —The Armor and Soft Ribs of the Video Number," 2022-3
2. Tiger Sniff, "Vibrato is fierce, Zhang Xiaolong is retreating into advance", 2022-1