Trillion Kuaishou "killed" 10 billion Simba?

Hsin-hsien

2024-04-25 18:37Posted in Henan Science and Technology Creators

@新熵 Original 

Author丨Gu Twenty Editor丨Yi page 

How long does it take for a top live broadcast e-commerce to fall? Wei Ya took two hours, Li Jiaqi used it overnight, and Simba could take five years.

The three have been called the three kings of live streaming in 2020, and judging from the results, Simba is undoubtedly the most viable in the market. However, Simba, who is iron-beaten, has once again ushered in a new round of bans in Kuaishou's old iron rivers and lakes. 

Recently, Kuaishou announced an indefinite ban on Simba and multiple accounts of his family. Some industry insiders said that if Simba is finally implemented, he may go to the end of his live broadcast career. 

According to incomplete statistics from public information in the market, due to a number of live broadcast accidents, Kuaishou has banned Simba's accounts to varying degrees in 2020, 2021, and 2023, but the follow-up can always usher in a comeback. 

Under the different rhythm of the ending, it is not how strong the charm of the top streamers is, but under different interests and considerations, each platform has its own schedule.

For the Wei Ya tax evasion storm in 2021, Taobao spent two hours to end the incident. Half an hour after the penalty announcement of the tax bureau was issued, the preview of the "Weiya Makeup Festival" originally scheduled to be held that night disappeared from Taobao without a trace. 

An hour later, Weiya told the employees to go home to rest temporarily, and two hours later, Weiya's Taobao live broadcast room was banned. To this day, Wei Ya can only continue to operate the business in Taobao Live by retreating into the background. 

Hour-level fast-paced processing, first, it may be that because of the tax evasion turmoil, Taobao has already dealt with Sydney and other head anchors with goods, and there is a decision sample for this kind of anchor who stepped on the red line. 

Another reason comes from the confidence of Taobao's number one e-commerce platform for many years. According to the data of 2020, Wei Ya's 31 billion goods accounted for 8% of the total GMV of Taobao Live, and it was placed in the entire 6.5 trillion e-commerce plate of the Tao system, which was far from being difficult to give up. 

As a comparison, Kuaishou can only seal and release Simba in years, and release and seal. 

Although compared with Wei Ya's illegal tax evasion, Simba's many live broadcasts have not stepped on the red line, but the long-term tug-of-war with the platform has also made Kuaishou criticized as "Simba dependence" for many years. 

As the former top of the Kuaishou e-commerce ecosystem, the GMV of the Simba family in 2019 accounted for 22% of the total GMV of the platform, which can be called the largest family force in the Kuaishou e-commerce industry. This also made Simba once a dare to compete with the founder of Kuaishou. For example, in the "Bird's Nest Gate" incident in 2020, there were market rumors that Suhua said that Simba would be permanently blocked, but Kuaishou refuted the rumors that night. 

However, under the trend of de-heading live broadcast e-commerce platforms, Simba's share of GMV in the Kuaishou e-commerce ecosystem has also decreased from nearly one-third in 2019 to 5.5% in 2022.

So, the people who couldn't be banned by Suhua five years ago, Cheng Yixiao may really be able to do it today. But compared with Douyin horizontally, Kuaishou may not have reached the best moment to scrape bones and cure poison. 

In 2023, Douyin's GMV will exceed the 2 trillion mark, and the volume is as much as two Kuaishou. At the same time, the Douyin e-commerce app has recently been independently launched. Qimai data shows that the Douyin Mall App has been downloaded more than 100 million in the app stores of Huawei and OPPO, and the total number of Android system downloads has exceeded 400 million. 

Not only that, from the perspective of the training ability of top anchors, Douyin has grown Dong Yonghui after Luo Yonghao, and Kuaishou has emphasized the cultivation of middle-waist anchors under the decentralization strategy, and has failed to run out of the circle anchors for a long time. 

For the next trillion, Kuaishou wants speed or quality, and the clues can be seen from the subsequent tolerance of this Simba ban. 

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