E-Commerce Platform: Upgrading With Live Studio Short Video

It's not difficult for the party to chop hands. Now, when Taobao enters many brand stores, what comes to you is a store that occupies half a screen, live or short video. A copy that guides the slide and clicks is very conspicuous. When the live room or short video is displayed on the half screen, it is muted by default. After clicking in, the volume will be turned on. Users can continue to brush down according to the depth of the store content.

　　 This new space, known as "the second floor of the store", occupies the focus of the front page of the store, with live broadcast, short video and marketing interaction as the main forms.

After experiencing "e-commerce online", we found that the second floor of luxury brands such as Vanke Yabao and Gucci carried TVC advertisements for new products. On the second floor of consumer electronics brands such as oppo and Xiaomi, there will be live shop rooms, brand advertisements and talent grass planting videos. These materials can be reused in channels such as shopping, little red book and shaking tone.

If the user chooses not to enter the second floor and browse the shop directly, the live room will automatically appear in the style of silent suspension window.

　　 Case study on the second floor of each brand store

Jingdong's home page focuses on the second floor, which is separated from Taobao - task reward. The second piece is purchased at 0 yuan. The center is "goods", which reflects a marketing field. Alipay also launched the entrance of the "basement" app last year. Users can see advertisements or coupons by pulling them up, and then jump to the app of merchants to realize one-stop shopping.

The new field built by the e-commerce platform makes the second floor a bridgehead for the platform and businesses to reach fans. However, it is not a new product. In the era of e-commerce's efficient expression of live broadcast and short video, the e-commerce platform is still nostalgic about the entrance to the second floor.

　　 The second floor of e-commerce platform

In March 2016, at Taobao's annual seller's conference, communitization, content-based and local lifestyle were identified as the three major directions in the future. Taobao guides businesses to upgrade from operating goods to operational content, and drives users to consume content on Taobao. In the following year or two, Taobao live broadcast, Taobao headlines, ask you, and Taobao second floor products were launched.

"Everyone's understanding of Taobao is just like the home page (a shopping APP). We want to provide new content and experience to young people on Taobao." At that time, responsible for Taobao second floor content explained. "Similar to bedtime stories, in the form of video."

The second floor of Taobao was officially launched in August 2016, and it is accessed through the app home page after 10 o'clock every night. Users "go upstairs" will see open screen copy: the world is asleep, we are awake. I'll also be told that I'm the * * visitor tonight.

　　 Second floor of Taobao

In addition to the conventional dimensions such as flow, interactivity and broken circle, sales volume is also the core indicator of e-commerce platform content. Perhaps because of the late night and food mix, there are successful cases of late night canteen and China on the tip of the tongue. The first short play "thousand and one nights" on the second floor chooses the theme of food. Each video lasts 4 or 5 minutes. Click on the video to display the recommended products page, including a main product (products embedded in the short video) and more recommendations. Among them, Spanish mackerel dumpling sales rose more than 100 times after broadcast, 200000 pieces were sold in 2 hours, and Iberian ham was also sold out rapidly within 2 hours.

At the celebration banquet in October 2016, Zhang Yong said that "one thousand and one nights" is of great significance for content marketing of Taobao, and encourages the second floor of Taobao to be a long-term project.

In 2017, JD followed up on the second floor of the platform and launched the column "8:00 p.m. in Beijing". In contrast to the main attribute of 3C electric appliance platform, it also uses food as the experimental field of content. The products attached to the video are also agricultural products such as olive oil and Maojian tea.

However, in the third and fourth seasons of "Beijing Evening 8:00", it began to give up commercialization and no longer implant commodities, but focused on the image building of the platform. Such as "night and daydream" and other short plays with sci-fi and surrealist techniques to describe the emotional pain points of urban people. He also launched activities such as "God's reply at 8:00 p.m. in Beijing" and "Shuo Yin challenge competition" on platforms such as Shuo Yin and Weibo to stimulate the content output of UGC and promote the circle breaking on the second floor.

Jingdong Taobao you come and I go, consumers pull down the use of mind, until January 2017, wechat online small program, drop-down after the small program collection page, truly formed inertia.

But today's Taobao app platform does not produce content on the second floor, but has evolved into a pull-down menu similar to the wechat applet column. From top to bottom are "recently used," "my channels," and "select channels.". Users can add common columns to the second floor for easy opening. Selected channels include global shopping, IFashion, jiyoujia, etc.

Although when it comes to content e-commerce and interest e-commerce, we first think of these short video platforms such as Shuo Yin Kuai Shou, but from the perspective of time line, Taobao Jingdong is the crab eater. In retrospect, the second floor of e-commerce platform was based on two core demands:

　　 1. 10:00 p.m. is the peak of traffic, and mainly young people. The platform hopes to reach more young people and meet more consumption demands with the help of new content scenes.

　　 2. E-commerce platforms try to gain more user hours through short plays in the context of the rise of short video, information flow and other products in the mobile era.

If we think of pinduoduo's user scale exceeding 100 million in July 2016 before the launch of the second floor, we may have a deeper understanding of Taobao Jingdong's innovation behavior at that time.

　　 Private position of merchants

Supply drives demand, and the content-based strategy of e-commerce platform relies on the release of productivity on the business side. In 2017, Taobao copied the experience of building the second floor from public domain to private domain. More than 50 brands including L'Oreal, Fangtai, Qiju liangpin and Maogu Xiaoxiang launched the "second floor of store" function.

The second floor of the store at that time mainly carried self built small programs, including VR interaction, small games, etc. Later in the form of directional invitation, open the rights of short video, but can not bring commodity links.

"The second floor of the store has already supported additional purchase and collection, but I hope to maintain independent mind, jump to the baby details page and buy now. It is important to tell the story of the brand, and then assume some attributes of marketing interaction." At that time, I was responsible for the explanation of the second floor of the store. From the data, with the function of the second floor of the store, the average length of stay in the store has doubled.

Oppo used to warm up a new product focusing on night photography with the theme of "my city doesn't sleep" on the second floor, and called on KOL to take consumers to explore the city's night scenery. The second floor became the gathering place of talent's live broadcasting room.

In addition to brand videos, the second floor of Fangtai's store also provides VR interactive pages. Consumers are equivalent to entering a virtual home, which is similar to a 3D model room. You can see the actual effect of goods in the home scene. Using scenarios to assist users to make consumption decisions is also used in many home brands. Users on the second floor of Fangtai store stay for about 5 minutes. According to the data, users' willingness to browse has improved.

Looking back, Taobao intended to create a three-dimensional store concept with the help of the second floor The front page of the store is responsible for the real-time shopping guide, the product details page is responsible for sales transformation, and the second floor of the store is responsible for brand marketing and interaction. But the second floor is mainly developed by small programs, from capital to technology, put forward higher requirements for the brand, but also limited the scale of the product.

Starting from 2019, tmall will implement the flagship store 2.0 mode, with the core in three centers:

The store is Goods center , involving the creation of explosive products, new product release, etc. The data of new rate and dynamic sales rate in operation. So is the store Relationship Center , each store will design membership system, rights and interests, subscribe to information flow and message column with the help of home page, and connect with fans. And under the trend of content, stores are more Media Center From the former Buyer show community to the second floor of the store, the brand has its own operation content position in the public and private domains, and the whole link from planting grass to weeding can be realized in the station.

The platform hopes that shops can migrate from the goods center and relationship center to the media center. From the second half of 2021, the positioning of the second floor of the store will gradually change from the product promotion position to the rich media content center.

Li Xiaoying, oppo's Internet manager, told "e-commerce online" that in the past, brands lacked expression on e-commerce platforms, and many contents needed to be publicized outside the station, such as Shuo Yin and xiaohongshu, so that the quality and effect were separated. The second floor provides a path from planting grass to weeding, but the specific content of making and how to distinguish shopping still need to be explored.

Most brands will position the second floor as the position of finished product publicity. The videos on the second floor of liangpin store are tvc advertisement and grass planting video of new spokesman Peng Yuchang, while hongxingerke is the brand advertisement of its top products. Several brands said in an interview with e-commerce online that they would prefer to put videos with more product publicity feeling into the entrance as the "Facade" of the store. Liangpin shop said that the front page of the store already has many sales entrances. They hope that the second floor can provide consumers with more differentiated experience, such as the official publicity of new spokesmen, the exposure of new products, and the narration of new brand trends.

At the beginning of 2022, the business consultant opened the relevant data on the second floor of the store, including UV (number of visitors), PV (page views), viewing time, per capita viewing number, guiding transaction amount, etc., which also makes the design of content on the second floor more targeted. At present, the second floor of liangpin shop, hongxingerke, oppo and other shops are relatively ideal in terms of UV and guiding transaction amount data, and the grass planting effect of shops in private areas is beginning to reflect.

　　 Especially considering that the second floor of the store, whether it is live or short video, is often the material reuse, without the brand to pay extra energy. In this way, it is also an effective business increment.

At present, the second floor of the store has two forms: half screen display and folding up. The second floor operation of the store, Chua Niu, said that it would default to half screen after it was officially launched. If businesses were worried about "disturbing the people", they could also set the second floor to close up, which would only show a dividing line and a copywriting guide to go upstairs. Of course, the data shows that the click efficiency of half screen is higher. Oppo and Hongxing Erke use the second floor of the store to transform the fans who enter the store into the audience of the live room through the way of half screen strong guidance, which improves the popularity of the live room.

Short video and live broadcasting are already the infrastructure of e-commerce. Compared with small programs, the threshold of configuration is lower. Both big brands and small businesses can try. At present, there are more than 4000 merchants on the second floor of Taobao, of which more than half are Ka businesses, and the other half are new brand and industry characteristic businesses, which will continue to expand in the future.

　　 Taobao Jingdong parted ways on the second floor

After six years of long-distance running, the obsession of e-commerce platform to the second floor can be seen. Taobao began to push the second floor of the store, while Jingdong, which mainly operated by itself, still took the second floor of the platform as the main direction. After the end of the four seasons of Beijing Evening 8:00, Jingdong launched "special Z" on the second floor in April 2021. However, there was no prompt to guide the entry on the home page, so the degree of secrecy was very high.

In tewu Z venue, the brand can reach users through long pictures, short videos, interactive games and other forms, which can not only push new products and pop products, but also tell brand stories. Previously, Dajiang launched a creative play method around the new products, cutting into the young people's "distant" and "go as you go" complex. From the perspective of aircraft, on the second floor of the platform, it took users to visit the scenery around and made a live e-commerce live broadcast from the first perspective.

　　 Special Z marketing page

At the same time, special Z is also a theme marketing field, the decline will appear a variety of popular goods matching the festival. For example, on February 22, 2022, tewu Z selected a group of SKUs related to mother, baby and lovers, and set a similar price of 222 yuan with the theme of "full opening of hot 2" and "two in two" for sale.

When the post-90s and generation Z have become the main consumers, both sides of the transaction are in continuous changes. It also puts forward new requirements for the marketing scene and mode of e-commerce platform. Whether it is the second floor of Taobao's main live broadcasting room, short video shop, or the second floor of Jingdong platform, these new requirements are solved in the product side.

As early as 2020, Taobao put forward the concept of live store, that is, the deep integration of stores and live broadcasting room, and the store is the live broadcasting room. There is no clear relationship between them. Nowadays, short video and live broadcasting have become an important part of stores.

In 2021, Taobao has made a lot of efforts to connect the public and private sectors, such as browsing the short video tape stores, launching the Taobao God store list, and so on. In the commodity flow you like, the proportion of short video and live broadcasting rooms is also increasing, and the content is appearing more and more frequently in the public domain.

"E-commerce online" also observed that Taobao is incubating short video stores: all the treasures in the store will no longer be presented in the form of a list, but short videos of products one after another. Brush up and down to switch different goods, and brush left and right to see the information of different dimensions of goods, such as materials and fabrics, Buyer show, product map, etc., in order to create an immersive shopping experience.

At this time, looking at the repositioning of the second floor of the store by the platform, on the one hand, is the platform's further guidance to the merchants' willingness to do content. On the other hand, it also enables the brand to accumulate more content assets and capabilities to cope with the store reform that may come in the future.