Smoky Smoke: Trembling Voice, Taobao VS, Quick Hands And Numerous Infinite Wars.

Under the stimulus of the $7 billion annual framework agreement with Taobao, the "big two" of the sinking market finally came together.

According to reports from Zhu Zhu code, the fast hand has reached a strategic cooperation agreement in the near future. The content of the cooperation involves two major sections, namely advertising and live broadcasting.

It is generally seen that the same deep plowing of the 345 lines to sink the market is a "combination of heaven and earth".

The fast 200 million day user and the 135 million day live user are highly matched. Moreover, a considerable proportion of the users are the initial online shoppers.

More than a year after the commissioning of the fast seller business, along with the commercialization of this year, it is no longer willing to marry for others. It is rapidly promoting its own business fronts. It urgently needs a mature e-commerce platform to help it make up the short board of the backend.

And after the bottom of the sinking market dividends, the next low cost "flow pool" determines the ceiling of the next market. A quick alliance with many players will further deepen the symbiotic relationship between Taobao and vibrato.

　 Fast business operators rush, urgent need to fill short board

In a sense, the fast business is forced by the voice of "net red" and "old fellow" on the platform.

If last year's fast business business is in line with its tenet of "being cautious and prudence without interference with users", this year, under the background of full speed of commercialization, the electricity supplier business has been placed high hopes.

In July 1st, the fast hand announced the increase of the commission ratio. The fast hand decided to receive a commission of 50% for Taobao, a lot of CPS trading outside the station, and 5% for its own fast shop.

This means that the fast hand has not been willing to transport traffic for other electronic business platforms. It is slowly shrinking from hainana's open platform, leading the anchor to trade in the station and creating its own unique business fronts.

Although the fast hand "private area traffic" is envious of the industry, there is a lot of net red to further precipitate its private domain traffic, leading to the WeChat platform, trading through WeChat transfers and so on, thus evading the supervision and collection of the platform.

According to the titanium media, in August 1st, the announcing announcement was made to strengthen the management of private transactions and urge the anchors to use the shopping cart function of the platform (commonly known as "little yellow car"). As soon as this announcement comes out, there is a quick electric business observer who says: the days of making money in WeChat are going to be over.

According to a senior official of social networking, a private e-commerce transaction from WeChat to fast phone can be regarded as a natural quantity. Before the launch of the fast hand shop in June 2018, the fast hand has nourished a tiny empire of chaos. Quick hand sucking powder, WeChat precipitation and micro quotient have become the most popular operation of net red.

However, in the face of this year's radical commercialization goal, fast hand must use "strict law" to intercept the flow of these "WeChat black holes". This part of the private domain traffic if successful stay in the station to complete the transformation, for the fast business of the electricity supplier will be a substantial increment.

However, with the rapid expansion of the scale of its own e-commerce business, the defects of fast hand in the back end of e-commerce are also exposed.

Since the fast hand has made an effort, the head anchor has repeatedly been caught in the whirlpool of the sale and holiday, and the product quality problems emerge in endlessly. Announcers such as "no support for returns" or "no after-sales service" are also on the brink of flagrant violation of the consumer protection law.

Therefore, the development of self operated e-commerce providers needs to cooperate with a supply chain, warehousing, logistics, customer service and after-sale capability.

Looking at the whole network, Taobao's live broadcast has regarded fast hand as the number one competitor, and Jingdong and Suning are faced with the problem of user mismatch. At present, it is the most appropriate choice to have a lot of spells.

　　 "Sinking market" dividends, bottoms up, more needs to bind fast hands.

In this strategic cooperation, we need more partners than fast hands. At the time of listing, in the eyes of some investors, there is a lot of market-oriented sunken market.

But by the first quarter of 2019, the monthly growth rate of users was down to single digits. In the two quarter of 2018, a lot of market charges exceeded the first quarter revenue for the first time. The first quarter of 2019, the market cost has been as high as 108% of revenue. At the same time, the cost of acquiring more than 286 copies is up to $286, much higher than the previous quarter's 142.86 yuan and a record high of 48.7 yuan in the same period last year.

When the low cost "demographic dividend" is fading away, the consumption potential of the existing users is limited, and the low cost flow pool outside the station needs much more, and its choice is narrower. Because of the uniqueness of the "sinking market", micro-blog, jitter, Xiao Hong and other platforms do not match the flow of the platform, only the fast ones meet the requirements.

According to WeChat media (WeChat ID:taimeiti), at present, the fast sellers have access to Taobao, Jingdong, Suning, Zan, magic chopsticks, fast track products and other six e-commerce channels. There is no competitive advantage in traffic purchasing. This is why the first step is to compete with the fast hand to reach a strategic level.

More importantly, a lot of hands will soon be brought to the same camp, which will greatly reduce the number of ammunition delivered to Taobao by fast hand and prevent further penetration into its own position.

Although in the long run, fast hands will become more competitive competitors, the penetration of fast sellers is still very limited, and there will be tremendous room for growth in the future.

Taobao's dependence on vibrato is getting higher and higher.

What will be the impact on Taobao and jitter when the fast hand is formally allied with many other players?

The reason why Taobao can get together with the jitter is that the short video can bring goods but not necessarily sell. Over the past two years, countless "trembling" from the trembling sound has also become the "electricity supplier explosion".

Users tend to plant grass after shaking, jump to the electronic business platform search order, the future part of this traffic will be directed to Taobao and no longer outflow to other platforms.

At the same time, because live broadcast does not accord with the usage habits of users, users rely on the algorithm to distribute the traffic. There is limited viscosity of red fans. No matter from the point of view of traffic and conversion rate, jitter live broadcast is far less than fast, so it will not pose a threat to Taobao live broadcast.

The reason why Li Jiaqi can become the phenomenal net red this year is that the success is "out of the way". In half a year, it is 25 million on the voice coil powder. The "whole network influence" of this kind of self flow is exactly what Taobao hopes to reproduce in bulk in the future.

At present, apart from Li Jiaqi's "isolated case", the overwhelming majority of Taobao's live bloggers' influence is still limited to Taobao station.

Moreover, the penetration of live broadcast in Taobao is still very limited, accounting for only 8 to 10% of Taobao's total GMV. According to industry sources, Taobao has covered 6 shops with live coverage, and less than 1% of Taobao's total shop, which means that there is still room for growth in Taobao broadcasting.

However, a major bottleneck restricting Taobao's live broadcast is the source of traffic. Because of the strict control of private domain traffic in Taobao station, tens of thousands of direct seeding rooms can only fight for the public domain traffic of the front page. In the future, with the continuous improvement of live penetration, the consumption and competition of Taobao's internal traffic will be intensified.

Inside Taobao, because the growth of red people is too difficult, the powder is too slow, not only net red choose external platform to quickly absorb powder, Taobao station's "traffic thirst" is even more. Taobao official data show that 30% of the traffic in the head shop has come from the jitter. As early as 2018, Taobao's live TOP10 network has already launched a voice account.

This shows that Taobao's dependence on trembling will be higher and higher, and the alliance between the two will become more and more closely. The 7 billion year frame agreement is the best proof of Taobao's live "trembling dependency syndrome".