Why Is The New Outlet Of E-Commerce Fast?

Compared with the hustle and bustle of previous years, the e-commerce business in 2021 is a little more peaceful. However, there is always undercurrent under the calm water surface.

On July 3 this year, Yalu brand began to live on the express platform. Starting from zero fans, it achieved 5 million Gmv in 10 days and sold nearly 20 million in less than 20 days. Behind this amazing achievement, in addition to the efforts of the brand itself, the express platform has also played a decisive role.

If you study Yalu's live broadcasting strategy carefully, you will find that in the operation of express live broadcasting room, Yalu basically imitates the original staff of other platforms and adopts the same methodology. However, the reason why Yalu can create a new speed on the basis of the same is due to the private traffic of fast hand.

Nearly a month after the launch of the express, the feedback from Yalu to the fast hand was that "the fast hand really has a private domain, and the fast hand fans are really valuable.". This is not commercial hype. The data show that, after the new customers and fans brought by the flow of Yalu, the proportion of natural flow increased from 14% to 36% after the launch of the new customers.

This means that Yalu's traffic input in the express has realized effective transformation and precipitation, and these precipitated fans then form a snowball effect, helping Yalu achieve natural growth.

In today's increasingly scarce flow, the value of natural flow is self-evident. Therefore, the private traffic on the express platform is also stirring up the e-commerce market and forming a new vortex. Zhang Yipeng, head of the brand operation center of fast e-commerce ska, said frankly, "the brand is running into the arena to tell the outside world that fast e-commerce is a fertile land for brands.".

The financial report data can also support this statement. In the first quarter of this year, Gmv contributed by express platform reached 118.6 billion yuan, an increase of 219.8% compared with 37.1 billion yuan in the same period of last year. Among them, the contribution of private domain to the total amount of e-commerce transactions far exceeds that of public domain.

In this context, the development strategy of fast e-commerce has become very clear. At the conference of fast e-commerce service providers held a few days ago, Xiao Gu, the person in charge of fast e-commerce, proposed that in 2021, the three key words of fast e-commerce will be: trust e-commerce, brand and service provider.

Why does the brand come into play?

For brands, in the past, it seemed that the distance between express and it was far away, but now, the mutual attraction between the two has become stronger and stronger.

Xiaogu frankly said that the starting line of fast hand e-commerce was industrial belt goods, which at that time focused on the pursuit of the ultimate cost-effectiveness. But now, with the growth of the scale of fast hand users, the demand for goods has become more diversified. In addition to the white brand products in the industrial belt, the fast hand users also have a strong demand for brand goods.

Therefore, from the perspective of users, fast hand needs to introduce more brands. From the perspective of brand business, in the increasingly competitive consumer market, fast hand is becoming a new blue ocean of brand marketing.

Zhang Yipeng said that the attraction of fast e-commerce to brands can be summarized as "three forces", namely, marketing force, channel force and product force. Specifically, the marketing power is reflected in the large number of users that can be reached by fast hand. According to the first quarter financial report, the average daily active users of fast hand's Chinese applications and small programs reached 379.2 million.

Channel force refers to short video broadcast. In Zhang Yipeng's view, short video live broadcasting is no longer an industry, but an infrastructure“ As an entrance to the Internet, it is reconstructing the entire consumer market, which will also give birth to a new brand in the era of short video broadcast. "

The final product force is the precipitation of fast hand in private traffic. Whether it is user stickiness or the understanding of user consumption behavior, fast private traffic can bring more efficient feedback to brand owners, which will help brands to carry out more efficient production, R & D and innovation.

Zhang Yipeng said that the growth of a new generation of consumers, new media and new channels will certainly create new brands. Therefore, in his opinion, every brand is worth doing again quickly, which is also a great opportunity for brand development.

From the data, fast hand is also attracting more and more brands. According to the disclosure, in the past year, the number of fast-moving brands has increased by 4.5 times, and the sales volume of brand goods has also increased by 806.7% year-on-year.

In order to help the brand business develop better in Kuaishou, Kuaishou has set up a brand operation center of ska, and will empower the brand from the aspects of flow, budget, service, tools and policies.

At the same time, fast e-commerce also refines a set of brand business management methodology - "steps" based on the accumulated brand operation experience. Zhang Yipeng said that this methodology covers the whole life cycle of a brand, from breaking through zero and climbing a new store, to becoming a Ka and ska. This also shows that both big brands and new brands are able to match the most suitable operation scheme for them.

Working with service providers

Under the strategy of brand building, it is inevitable to develop service providers. Because throughout China's Internet industry, when an enterprise starts to develop to B business, building ecology has become a must. On the one hand, because the complexity of to B is much higher than that of to C, it is difficult to support by any enterprise alone; On the other hand, ecological warfare is also the best way to scale enterprises.

Smile Gu then frankly said, "whether it is trust or brand, fast hand on their own alone is not feasible." Li Congshan, director of ecology and regional operation of fast e-commerce service provider, also said, "there are very diverse roles on the fast hand platform, from users to creators, from fans to consumers, and then to factories and brands in the supply chain. If you want to achieve more efficient links among so many roles, you must rely on service providers."

According to the research data of third-party organizations, the market scale of live e-commerce will reach 6 trillion by 2025. If combined with the scale of traditional e-commerce service Ecology (breaking through trillion yuan in 2019), the service ecological market of live e-commerce will also become a market exceeding trillion yuan.

According to Li Congshan, fast e-commerce service providers need to have professional e-commerce operation capabilities, including but not limited to helping businesses settle in, carrying out anchor incubation, providing commodity supply chain, store agent operation, marketing training, short video content planning and live broadcast services.

At present, fast e-commerce service providers are mainly divided into four categories. Among them, the strategic core service providers should have industry influence, lay out the whole country, and explore new directions together with the platform; The core service providers (bases) need to have property bases in the business or talent gathering area, which can help the owners and talents to open stores and provide related services for commodity sales. At the same time, it can gather other service providers and become a comprehensive service platform for express to serve cargo owners and talents in a certain area offline.

High quality local service providers should be responsible for recruiting and serving local businesses and talents, so as to help the growth of national fast-moving businesses / talents; High quality brand service providers should recruit and serve brand businesses, and achieve business growth together with brand merchants with all-round service capabilities.

Li Congshan said that for different types of service providers, express e-commerce has formulated strict admission and exit standards and entry procedures. With the help of fast e-commerce, fasthand e-commerce service providers have successfully built five capacity models: anchor incubation, traffic marketing, live broadcast operation, supply chain capability and service performance.

Next, for the service provider ecology, fasthand e-commerce also launched a "wind maker plan", which will create 100 service providers with an annual Gmv of 1 billion and 200 service providers with an annual Gmv of more than 100 million through 100 billion level capital and 100 billion class flow. In addition, the fast investment department will also prepare a billion level ecological fund to invest in ecological partners of service providers.

Trust is the cornerstone of fast E-commerce

In the view of fasthand, private traffic represents a trust economy, while e-commerce based on private traffic is a kind of trust e-commerce.

Focusing on "trust in e-commerce", one idea repeatedly emphasized by fast e-commerce is "don't cheat old railway". In the past year, fasthand has made a lot of efforts to crack down on the platform's bad merchants and control risks, and has eliminated 24 inferior gangs, totaling more than 2100 accounts.

In addition, fasthand e-commerce also carried out the "Pinocchio" action, through intelligent means and the social power of users, to actively remind the anchor of possible violations and identify false publicity and speculation.

In Xiaogu's opinion, under the system of trust in e-commerce, every transaction is a re evaluation of trust relationship. "Between fans and anchors, every transaction is equivalent to the anchor using a point of trust. When fans receive goods, the anchor may withdraw trust or lose trust."

"When the anchor's trust is more and more, his conversion and repurchase will increase. On the contrary, if fans feel that the goods are wrong and exaggerate every time they shop, the anchor's trust will be less and less, and finally they will never be able to sell anything." Laugh at the old saying.

Therefore, if the whole fast e-commerce wants to develop continuously, it must ensure that after a transaction, the trust relationship between fans and anchors is increasing, which is not only related to the development of individual anchors, but also related to the future of fast e-commerce.

For this reason, in the first half of this year, fast e-commerce has made a lot of technical transformation and improved many indicators based on the basic experience of shopping, buying, selling, using and serving.

For example, on June 1 this year, Kuai launched the "small store trust card" to protect the consumer's shopping experience through different gradients of differentiated rights and interests, such as "refund no return", "return of goods to compensate for freight", "one false compensation for ten", "seven days without reason", "quick refund" and "fast delivery".

Xiaogu said that trust is the cornerstone of fast e-commerce. "We hope to use a variety of basic experience protection and higher-level experience protection to create more trust between the anchor and fans, so as to improve the whole repurchase."

Of course, this kind of e-commerce mode based on trust relationship will also become the core competitive advantage of Kuai in the whole market. Especially with the improvement of industry trust mechanism, product trust mechanism and fast hand's trust community, trust economy will become the "second growth curve" of fast e-commerce. Recently, research papers from analysis institutions have indicated that fast e-commerce is expected to achieve the goal of RMB 700 billion Gmv this year.

In the past few years, fasthand has been cultivating the soil of e-commerce. Today, the fast e-commerce ecology with trust as the cornerstone and brand + service provider as the core has taken shape, which means that the fast e-commerce will enter the stage of blossom and fruition. At the same time, under the "big business" strategy of fast e-commerce, both brand and service providers will usher in a new wave of growth dividend.

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