Recently, the news that "one of the office buildings in Hangzhou's Binjiang District has the e-commerce department of a leading Internet manufacturer intends to settle in" on the Internet, and said that the Internet factory is Kuaishou's product selection team. In this regard, NetEconomics asked Kuaishou for the latest information, and the other party did not comment before going to press.
Produced by|NetEconomics Network Retail Department
Author|Zheng Yufei
Reviewer|Shu Shu
First, "Kuaishou" is coming to Binjiang?
Not long ago, one of the office buildings of the Xinsheng Wentao Building in Binjiang District was rumored to be intended by the e-commerce department of a leading Internet manufacturer to settle in, which caused a lot of discussion and speculation. According to the comprehensive information of the online economic and economic agency, it is speculated that the official operation center of Kuaishou (a third-party cooperative company) is settled in the building, not Kuaishou Company. At the same time, the online economic agency asked the relevant departments of Binjiang District for verification, but the other party did not comment.
In fact, Kuaishou has already lived in Hangzhou. In March 2021, Kuaishou leased the entire office building in the Australian Center of the European and American Financial City in Yuhang District, with a leased area of more than 20,000 square meters. On March 27 this year, major projects in Yuhang District in the first quarter of 2023 were signed, and Kuaishou laid out Kuaishou Zhejiang Center in Hangzhou Future Science and Technology City.
The Wentao Xinsheng Building on the banks of the Qiantang River began construction in January 2020 and topped out in July 2022. According to the plan, Wentao Xinsheng Building will be completed in 2023 and opened in 2024. In the future, the building will introduce a variety of formats including large-scale commercial, hotel, office buildings and other formats to create a landmark urban complex in Hangzhou.
(Image source network: renderings of Xinsheng Wentao Building)
According to the plan, Wentao Xinsheng Building will focus on "young consumption", through the introduction of Kaiyuan Plaza shopping center, business high-end hotel, and office buildings to meet the diversified needs of surrounding residential life, scientific research and office and business exchanges. The Puyan block where the Wen Tao Xinsheng Building is located is one of the few plots in Binjiang District that can be developed in pieces, and Binjiang District also plans to make it a riverside area and even another new highland for future industries in Hangzhou.
Second, Hangzhou Riverside has become a "sought-after place"?
Recently, many well-known institutions and anchors in the live streaming e-commerce industry have moved to Hangzhou or opened new bases in Hangzhou. This phenomenon has aroused widespread concern, and not long ago, some staff members of Kuaishou Yige Simba and Xinxuan were stationed in the office in Binjiang and even on the hot search. In the past, Simba led 2,000 apprentices to settle in Hangzhou Binjiang, and later Kuaishou settled in Binjiang, and Hangzhou Binjiang District has become a popular "hot spot" for live streaming e-commerce.
As of February this year, Hangzhou has 32 comprehensive and vertical head live broadcast platforms, nearly 50,000 anchors, and more than 5,000 live broadcast related enterprises registered, ranking first in the country.
According to the "2022 China Live E-commerce Market Data Report" released by the E-commerce Research Center of NetEconomics, the head live broadcast e-commerce in Hangzhou gathers, among which, Binjiang District gathers the head live broadcast e-commerce MCN institutions, known as "China's first live broadcast e-commerce area", and currently has Make a Friend, Xin Xuan, Chenfan, Junmeng Culture, Taiyang Chuanhe, Lone Wolf E-commerce, etc.
In addition to live streaming e-commerce in Binjiang District, well-known live streaming e-commerce companies in other districts of Hangzhou include Yaowang Technology, Yunxi Live Broadcast, Semir Live Broadcast in Yuhang District, etc.; Gongshu District's Central Guangyunshu Count, canal cross-border, etc.; Yishang Town, Linping District; Uptown Ruhan; Weinian in Qiantang District, Xiasha start-up live broadcast team, etc.; There are also Xiaoshan's Carefree Media, Tisu, Ruiqu Culture, Three Sheep Network, etc.
Third, why are they all rushing to Hangzhou?
Live streaming e-commerce started in 2016 and made a qualitative leap in 2020, and is now in a period of rapid development, and traffic has shifted from a few head anchors to many waist and featured live broadcast rooms. Hangzhou is known as the "e-commerce capital", and the online retail sales of Hangzhou in 2022 will be 1.04963 billion yuan, carrying more than 1 million jobs. In recent years, more and more people who do e-commerce are rushing to Hangzhou.
1. Talent is the "engine" that drives industrial development
The development of traditional e-commerce has provided a comprehensive supply of talents for the development of live streaming e-commerce in Hangzhou. Behind a live anchor, what is needed is a whole backstage team responsible for product selection, copywriting, design, shooting, etc., and this is not a problem in Hangzhou.
At the same time, Hangzhou also has a number of powerful MCN institutions, such as Worry-free Media, Qianxun, Ruhan, etc., which continue to attract excellent anchor talents for Hangzhou.
2. A sound supply chain is the key to the development of the live streaming e-commerce industry
At the same time, a sound supply chain is also the key to the development of the live streaming e-commerce industry: on the one hand, the brand supply chain is concentrated, and the anchors do not need to travel around to select products, which is highly efficient; On the other hand, with the gradual development and maturity of the industry, competition has returned to the essence of business, and the quality of goods in the live broadcast room directly affects consumers' trust in the platform and anchors.
Relying on its own industrial foundation and regional advantages, Hangzhou has gathered a large number of high-quality industrial supply chains, providing a high-quality basic environment and competitive advantage for the development of live streaming e-commerce. For example, Sijiqing clothing market, located in Hangzhou's Shangcheng District, is one of the most influential first-class clothing wholesale and distribution markets in China. In the Hangzhou metropolitan area, there are high-quality supply chains such as "Huzhou Beauty" and "Zhuji Socks Industry", and a number of industrial economic belts such as "Yiwu Small Commodities" and "Wenzhou Shoe Leather" have gathered in the surrounding areas.
3. Complete peripheral supporting facilities related to e-commerce
In 2020, Hangzhou put forward the goal of building 100 live streaming e-commerce parks (bases), which will bring convenience to the landing of live streaming e-commerce from logistics, supporting services and rent costs, and also provide some cost competitive advantages.
Behind the rise of live streaming e-commerce is an industrial cluster composed of anchors, goods, live streaming platforms, logistics and distribution, MCN institutions, and service organizations. In the development of live streaming e-commerce, Hangzhou initially mainly relied on the platform advantages and first-mover advantages brought by Taobao, but after several years of fierce competition, it showed an overall competitive advantage in the upstream and downstream of the live streaming e-commerce industry, which is the key factor to attract various live broadcast institutions and influencers to Hangzhou.
In the development of live streaming e-commerce, Hangzhou's digital economy innovation advantages have also become a big help. In the past two years, virtual anchors have begun to become a new trend leading the industry, and Hangzhou has rushed to the forefront of this trend by relying on the developed animation industry and digital technology foundation.
National live broadcast to see Hangzhou, Hangzhou live broadcast to see Binjiang, Binjiang live broadcast to see here... Today, Binjiang District has gathered major live streaming e-commerce companies, and we will wait and see what live streaming e-commerce platforms and enterprises will settle in Hangzhou Binjiang in the future.