In a blink of an eye, the first quarter of 2024 has passed, and the report cards of various major Internet companies have gradually been released.
However, compared with how much money these Internet giants spent and earned in the first quarter, Hua always was more interested in their recent major adjustments.
Especially Alibaba, Pinduoduo, and Douyin, the three e-commerce bigwigs who fight to the death, their recent adjustments are particularly interesting.
Douyin invaded the hinterland of Pinduoduo
There have been two big moves on Douyin recently.
1. The APP of "Douyin Mall Version" was launched. This is the first time that Douyin e-commerce has launched a comprehensive independent e-commerce platform outside the Douyin APP.
2. Turn on the whole network price comparison. This means that Douyin is about to launch a low-price strategy.
In fact, at the beginning of this year, Douyin e-commerce announced that "price power" would be the highest priority task in 2024.
The specific operation is mainly to adjust the traffic allocation rules to tilt towards the low-price products of the whole network and the same low-priced products.
At the same time, the merchants, influencers and user side pages have been upgraded, new price tags have been added, and 10,000 groups have been launched every week......
A series of measures are aimed at encouraging merchants to reduce prices.
In fact, in the early days, Douyin e-commerce has always used Alibaba as an "imaginary enemy".
But now, in the context of consumption downgrade, Douyin is more benchmarking Pinduoduo. This year, Douyin e-commerce focuses on the "value purchase", which is directly aimed at Pinduoduo's "10 billion subsidy".
It seems that there is a good show to watch.
Pinduoduo wants to learn Tao thinking from Ali
Last year, Pinduoduo's market value surpassed Alibaba's, and the incident that caused Ali's internal earthquake is still vivid.
Why did Pinduoduo start to engage in Tao thinking this year?
And what is this Tao system thinking?
[Thoughts] [Thoughts] [Thoughts]
In fact, since last year, Pinduoduo has cleaned up sales on a large scale by changing the rules of the platform. Especially the sales of 100,000+ and 1 million+, the feeling is especially obvious.
Not only that, but there are many people who have reported that the goods were selling well, but suddenly they found that the traffic was running to their peers with higher prices but sticking R marks.
At first glance, there is a "doorway" inside.
Some analysts believe that this is mainly due to the adjustment of Pinduoduo's gameplay changes this year to pay more attention to brand and paid promotion.
To put it bluntly, it is to stop thinking about swiping orders and changing sales, and it is the most practical to obediently open a site-wide promotion payment for you.
This is actually very similar to Ali in the early days.
When traffic is at its peak, the best thing to do is to increase profit margins through advertising dollars.
Taobao counterattacks "content e-commerce"
On March 28, Taobao announced at the e-commerce content conference that it would invest 10 billion in cash and 100 billion in traffic, with the goal of doubling the number of users who shop and live stream, and doubling the number of anchors with a monthly turnover of one million.
In fact, Taobao belongs to the big brother of content e-commerce, but no matter how hard you try, it is always tepid.
Competitors Douyin and Kuaishou all started from short videos and have a lot of natural advantages in content.
In recent years, they have relied on content + e-commerce to vigorously seize the market share of the Tao system.
Taobao has invested heavily this time and vigorously developed content e-commerce, because the traffic of "shelf e-commerce" has peaked, and it hopes to find increments by doing content.
To summarize briefly, the adjustment direction of the three major e-commerce platforms this year,
It is nothing more than Douyin and Pinduoduo learning the price comparison of the whole network, Pinduoduo and Ali learning Tao thinking, Ali and Douyin learning content e-commerce!
This year's e-commerce platform is really the most chaotic in history, and it is also the most volatile in history!
However, for us ordinary buyers, the platform is a good thing.
As for who will have the last laugh, let's wait and see!
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