In the first half of the year, Kuaishou e-commerce continued to adjust and explore new directions. For example, it is proposed to adhere to the user-first strategy, tighten the live broadcast of digital humans, and adopt the platform generation operation model. In addition, the offline of functions such as "multi-piece purchase" and pop-up windows in the live broadcast room also reflects the new traffic restrictions of Kuaishou e-commerce. In this regard, the live broadcast e-commerce station of the network economic society reviewed the ten major events of Kuaishou e-commerce in the first half of 2024.
Produced by Net Economic Society
Author|Wu Xiaxue
Reviewer|Yunma
【Overview】
Event 1: Anchor Chen Ze jumped to Douyin and was claimed 100 million by Kuaishou
Event 2: Kuaishou Mall's New Year's Festival orders increased by 98% compared with last year, and the GMV of branded goods increased by 77%
Event 3: Kuaishou e-commerce will go offline with the "multi-piece purchase" function
Event 4: The pop-up window function of entering the store in the Kuaishou e-commerce live broadcast room is offline, and the same product in the store will be folded
Event 5: The original Ali Bixuan joined Kuaishou Ye Heng, the former head of Kuaishou e-commerce, joined Xiaohongshu
Event 6: Kuaishou E-commerce officially launched the "Kuaishou Preferred" project to adopt the platform generation operation model
Event 7: Xinxuan Group apologized to Kuaishou and unblocked Simba's live broadcast permissions, which had been suspended for a month
Event 8: Kuaishou Mall launched a sales hosting business model and announced an investment of 10 billion user subsidies
Event 9: Kuaishou E-commerce proposed to adhere to the user-first strategy and continue to improve the operating efficiency of merchants
Event 10: Kuaishou e-commerce tightens digital human live broadcast and reduces AI live broadcast traffic support
Event 1: Anchor Chen Ze jumped to Douyin and was claimed 100 million by Kuaishou
In January, Chen Ze, a well-known game anchor and short video blogger, jumped from Kuaishou to Douyin and made his debut at 9 p.m. on January 12. According to the data, the number of live broadcast viewers that night reached 39.502 million, the cumulative number of likes reached 364 million, and so far, Chen Ze has 10.935 million fans.
(Note: The picture is collected from the Internet)
On January 11, it is suspected that Chen Ze's personal Weibo @mushroom eats does not post an indictment, and a cultural communication company sued Chen Ze, requiring him to continue to perform the live broadcast agreement on the Kuaishou platform, and requiring Chen Ze to pay liquidated damages of 100 million. According to the indictment, the plaintiff is a cooperative operator of Kuaishou and an affiliated company directly controlled by Kuaishou. Currently, the microblog has been deleted.
In response to the sky-high indictment, Chen Ze responded in the live broadcast that in September 2023, due to the expiration of the contract with Kuaishou, the two parties needed to re-sign the contract, but due to various problems, the contract was not signed. The Kuaishou co-operator required it to continue to perform the live broadcast agreement.
Event 2: Kuaishou Mall's New Year's Festival orders increased by 98% compared with last year, and the GMV of branded goods increased by 77%
On January 31, the 2024 Kuaishou Mall New Year's Festival ended. According to the data, the order volume of Kuaishou Mall's New Year Festival (January 13-January 28, 2024) increased by 98% compared with the previous year's New Year's Festival (December 24, 2022-January 2, 2023), the number of buyers increased by 65% compared with the previous year's Festival, and the GMV of branded goods increased by 77% compared with the previous year's Festival.
In the 2024 Goods Festival, the number of merchants will increase by 67% compared with the previous year's Goods Festival, and the total duration of e-commerce broadcasts will increase by 235% compared with the previous year's Goods Festival. The GMV of short video trailer payment increased by 345% compared with the previous year's festival, the GMV of search payment increased by 164% compared with the previous year's festival, and the GMV of pan-shelf increased by 383% compared with the previous year's festival. Fresh food, liquor industry and other goods are loved by consumers.
Event 3: Kuaishou e-commerce will go offline with the "multi-piece purchase" function
On February 1, Kuaishou e-commerce announced that in order to improve the shopping experience of consumers and avoid a large difference between the price seen and the actual purchase price, the platform will take down the multi-piece purchase function on February 29, and the original "purchase limit per person per day" and "maximum purchase limit" functions remain unchanged.
After going offline, new or edited products will no longer support multi-item purchases. If the unit price of the product is too low to sell a single piece, it is necessary to set it up to sell multiple specifications in advance. If it has been set to multiple minimum purchase items, the function will not be affected if it is not edited. However, in order to improve the consumer experience, there will be certain traffic restrictions for multiple minimum purchase items.
Event 4: The pop-up window function of entering the store in the Kuaishou e-commerce live broadcast room is offline, and the same product in the store will be folded
On February 26, Kuaishou e-commerce announced that in order to improve the consumption experience of users in the live broadcast room, the platform controlled the pop-up windows in the live broadcast room. On February 22, 2024, the pop-up window function of entering the store in the live broadcast room will be offline, and it will no longer be open to merchants in the future.
Kuaishou e-commerce said that at present, many merchants set up multiple products with the same picture/title, resulting in repeated display of the same information in the store, affecting the user's shopping experience in the store. In order to optimize the display of products in the store and improve the user experience, from February 22, the platform will do the following governance: if there is a self-built >=2 of the same product on sale in all stores, the same product will select the best one, and the rest of the same product will sink to the bottom in the product tab, and collapse to "more good things of the same product" by default.
Event 5: The original Ali Bixuan joined Kuaishou Ye Heng, the former head of Kuaishou e-commerce, joined Xiaohongshu
On March 20, it was reported that Bi Xuan, the former Ali P10, recently joined Kuaishou as a consultant; Ye Heng, the former head of Kuaishou e-commerce, resigned and joined Xiaohongshu, and his time frame was probably around the Spring Festival. At present, Bi Xuan's role is most likely to be a pure consultant role, and he can only provide Kuaishou with certain technical consultant support. The specific location of Ye Heng after joining Xiaohongshu is not clear, and there is inexact news that Ye Heng will serve as the No. 1 position of Xiaohongshu e-commerce C-end products and report to Seiya (Mao Wenchao).
Bi Xuan, whose real name is Lin Hao, is known as the first person in China OSGi (a system that provides dynamic modularity for Java) and is a meritorious employee of Alibaba Technology. In 2007, Bi Xuan joined Alibaba's Taobao Platform Architecture Department. In 2021, Bi Xuan resigned from Alibaba. Subsequently, Bi Xuan devoted himself to entrepreneurship and established Beilian Zhuguan. In 2023, Beilian Zhuguan received an angel round of financing of 50 million, with investors including Sequoia China Seed Fund, Zhouxuan Investment, and Yuanjing Capital, which has an Alibaba background.
Event 6: Kuaishou E-commerce officially launched the "Kuaishou Preferred" project to adopt the platform generation operation model
On April 15, in order to meet the needs of more consumers for low-cost and good products, Kuaishou e-commerce officially launched the "Kuaishou Preferred" project, and the selected products of the project were selected by Kuaishou e-commerce, covering various categories of popular goods, and achieving low prices on the whole network through official subsidies and big data pricing.
Compared with the independent operation of merchants, Kuaishou Preferred Project has chosen the platform operation business model. Under the agency operation business model, the platform provides merchants with deterministic sales channels and sales links through traffic integration and large-scale operation, reducing the operating costs of merchants in Kuaishou.
At the end of March, after Kuaishou preferred the introduction of blueberry products from Dandong and Yunnan, the GMV of the blueberry category increased by 40% compared with before. It is reported that Kuaishou Optimization is also an important exploration of Kuaishou e-commerce in the core business vane of low-cost and good things.
Event 7: Xinxuan Group apologized to Kuaishou and unblocked Simba's live broadcast permissions, which had been suspended for a month
On May 19, Xinxuan officially issued an apology statement, apologizing for its anchor Simba's inappropriate remarks on the platform during the live broadcast. Simba's Kuaishou live broadcast permission was also unblocked on the same day. The statement said that Simba apologized for failing to control his emotions well and making inappropriate remarks that damaged Kuaishou's image during the live broadcast on April 20, 2024. In the future, Xinxuan will strengthen the daily management of anchors, abide by the rules of the platform, and create a harmonious live broadcast atmosphere and cyberspace. At the same time, Xinxuan will also actively cooperate with the platform and work together to build a good e-commerce business environment.
In a live broadcast on April 20, Simba scolded Kuaishou for being a "garbage platform", and emotional anchors "Taiyuan Laoge" and "Ma Hongtao" compiled Simba into the script, endlessly touched him, and even did not hesitate to forge recordings to spread rumors about him. Simba also denounced the Kuaishou platform for conniving at emotional anchors, and pointed to receiving (emotional anchors) 500 million protection fees to live.
After Simba made inappropriate remarks in the live broadcast room many times, Kuaishou banned his live broadcast room. Subsequently, Simba used the accounts of Xinxuan's anchors Xiaoluo, Xu Jie, Jiajia and Dandan to continue broadcasting, resulting in the closure of these four anchor accounts. In this regard, Simba angrily reprimanded the Kuaishou platform during the live broadcast: "You dare to block all my anchors, I dare to sue you that the platform has no cash flow!" I dare to stand in front of the Hong Kong Securities and Futures Commission and report with my real name. ”
Event 8: Kuaishou Mall launched a sales hosting business model and announced an investment of 10 billion user subsidies
On the afternoon of May 15, at the 2024 Kuaishou E-commerce Gravity Conference, Wang Wenbo, the head of Kuaishou e-commerce mall business, announced the launch of a sales custody business model, which has a brand commodity commission custody and a white-label commodity pricing custody model, which can reduce the difficulty of merchant operation and improve sales certainty.
At present, the sales hosting plan has been launched, and merchants can participate through the Kuaishou merchant background. In addition, Kuaishou Mall will also invest 10 billion cash user subsidies and 100 billion support traffic to promote merchant business growth and improve consumer experience.
Event 9: Kuaishou E-commerce proposed to adhere to the user-first strategy and continue to improve the operating efficiency of merchants
On May 15, Wang Jianwei, senior vice president of Kuaishou and head of the e-commerce division and commercialization division, put forward the user-first strategy at the gravity conference, making it clear that the platform will work with merchants to enrich the supply of low-cost and high-quality products, and further optimize the consumer shopping experience by improving operational efficiency.
Wang Jianwei said that in 2023, the GMV of Kuaishou e-commerce will exceed one trillion yuan for the first time, reaching 118 million yuan. In the first quarter of this year, Kuaishou e-commerce GMV still maintained rapid growth, of which pan-shelf GMV accounted for more than 20%, e-commerce search PV increased by more than 120% year-on-year, and short video GMV increased by 100% year-on-year. It was also revealed that starting in 2023, Kuaishou's southern users began to increase significantly, and among the new users of Kuaishou e-commerce in 2023, East China users accounted for 49%, and southern users accounted for 55%. In addition, the consumption power of middle-aged and elderly people is outstanding, with users over 40 years old contributing more than 47% of GMV in 2023, and the proportion will exceed 50% or even higher in 2024. It is also pointed out that in the public domain traffic, in the future, Kuaishou will increase the proportion of traffic based on the matching of people and goods to 70%, and support merchants with high quality and low price but not so good content.
Event 10: Kuaishou e-commerce tightens digital human live broadcast and reduces AI live broadcast traffic support
On June 19, Kuaishou E-commerce issued an announcement on the initiative to use AIGC capabilities for live broadcasting, which showed that from June 19, additional e-commerce traffic will no longer be given to e-commerce live broadcast rooms using Kuaishou's official digital human capabilities (Nuwa products), and the recorded live broadcast content generated by using external AIGC digital human capabilities will be strictly controlled by the rules of "playing recorded content" ("Implementation Rules for Publishing Low-quality Content (Daren)"). At the same time, users who use the official digital human capabilities (Nuwa products) are also requested to strictly abide by the corresponding usage specifications of the platform ("Specifications for the Use of Digital Human Live Streaming to Bring Goods").
Kuaishou E-commerce said in the announcement that we are very happy and willing to accept and embrace all the innovations brought about by technology, and at the same time, we hope to see real live content, encourage merchants/influencers to interact with veterans in real time, establish deeper emotions, and provide a better purchase experience. Therefore, in order to better ensure the live broadcast and purchase experience of merchants/influencers and users, the platform will not give special traffic support to content created with AIGC capabilities compared with other real-time live content. At the same time, the low-quality content produced by deliberately taking advantage of the low-cost advantage of AIGC is a content production behavior that the platform does not want to see.
Zhuang Shuai, a special researcher at the E-commerce Research Center of the Network Economic Society and the founder of Bailian Consulting, said that for platforms that focus on content creation and social relationships, digital humans will destroy the fairness and authenticity of content creation and social systems. At present, only WeChat and Douyin Kuaishou have restrictions on digital people in live broadcasting, and the application field of digital humans is very wide, so the restrictions on a few platforms and a few functions have little impact on the digital human industry.