“From 0:00 on August 20, 2020, the platform will charge 20% of the platform service fee for the live loading task for the product link from the third-party e-commerce platform, and 5% for the commodity link of the small store platform.”
August 17th, the tiktok’s commercial content intelligent transaction and management platform, which is released by the huge amount of chart star, shows that the fee for calculating third party products has risen from 5% to 20%, and if the commodity link comes from Taobao, the Taobao alliance will also extract 6% of GMV in the final settlement.
this means that Taobao and tiktok’s traffic cooperation agreement since 2018 has completely collapsed. In the restless pan Chi of e-commerce live broadcasting, each side wants to stick to and seize. But even with traffic boost, there is still a shortage of tiktok in the electricity supplier sector. After all, live e-commerce tests the logical relationship between traffic and goods. < / P > < p > today’s hottest variety IP has joined the army of live broadcasting with goods, but it has encountered Waterloo. Ride the wind and waves elder sister in June 26th, the first voice shows the “tiktok TV good things” on the shaking platform account. The total number of watching this live broadcast reached 6.246 million, but only 4.518 million sales were completed, which greatly depressed the participating brands. < / P > < p > a domestic skin care brand also participated in the live broadcast. The relevant person in charge of the brand provided the 21st century economic reporter with the live broadcast data of “sister Lang”: 848 commodity visitors, only 6444 yuan was paid. At the same time, they paid 200000 for the live broadcast. < / P > < p > “in this live broadcast, only two orders of diamond ring products were sold.” Tiktok further revealed that there had been several live broadcast of the sound, and the data from the tiktok contrast with Taobao live, the transformation of the sound of the sound was poor. Even so, it still can’t resist the temptation of high popularity of “sister Lang”, trying to turn traffic into sales, but the result is not ideal. < / P > < p > in the process of negotiation, both the brand side and the host side think that they have suffered losses, and the traffic support provided by the platform is not in place. In the face of a large amount of loss, the brand believes that in addition to the platform problems, the anchor believes that the adjacent introduction of competitive products and the poor quality of oral broadcast scripts are also important factors affecting the conversion. In the absence of communication, the brand also tried to consult the legal department whether it can protect its rights. However, the law has not yet provided enough norms for the emerging e-commerce live broadcasting industry.
in fact, many sides are unhappy that all aspects of the industrial chain are to gain profits and create a thriving market, so as to build up a bubble. The anchor is full of gold rush and the introduction of competitive products one after another; the investment promotion agencies make false propaganda and drive up the price; the brand is eager for success and wants a decent ROI. However, there is no such model of market speculation. < / P > < p > on the flow based platform, the consumption characteristics of users on a certain content work are low stay and fast switching, which is essentially the logic of advertising. But for live e-commerce, the most important thing is time and money. Zhuang Minghao, vice president of Jingwei venture capital, believes that on the basis of the number of users, people pay more attention to time and money. Live broadcasting is a very time consuming form. The more time consumed, the more immersed you are, the more money you will spend.
tiktok and the commercialization of Kwai Fu have been following the media’s brand advertising ideas, and the streaming platform has been broadcast live by the electricity supplier, and more are still at the “advertising boards at the entrance of amusement parks”. Tiktok and Taobao are biased towards advertising, which is business. Therefore, the flow logic of the jitter causes the low conversion rate of tiktok. < / P > < p > “live broadcasting is a way for short video platforms to achieve large-scale revenue. In the early years, there may be no users and no income.” Zhuang Minghao believes that with the rise of short video, the live broadcast market soon suffered a dimension reduction attack. The impact of the epidemic situation has turned the industry around. E-commerce live broadcasting has become a matter of layout for every platform. Tiktok and Kwai’s entry really cut off some of the live broadcast of the electricity supplier. Tiktok Kwai
, however, for the platform of shaking, fast and so on, there is still a long way to go to the electricity supplier. First of all, it is necessary to break the solidified flow logic and improve the purchase conversion rate of commodities. < / P > < p > according to public data, in the first quarter of 2020, the payment conversion rate of mobile Taobao live users was 55.6%, and that of non live users was 49.7%. At the same time, “Research Report on Alibaba’s whole ecological employment system and employment quality” shows that in 2019, Taobao’s live broadcast will bring more than 1.73 million jobs, and the mature flow system will bring a stable state of Taobao live broadcasting.
but on the platform of shaking, Luo Yonghao’s first battle result in April tiktok was 720 million yuan. However, from the second session, the amount of goods carried began to decline. From May, some events dropped to about 20 million yuan. In June, which covered the activities of June 18, Luo Yonghao’s Gmv with goods dropped to 10 million. In July’s live broadcast, Gmv dropped to less than 10 million. This means that within 100 days of live broadcast, Luo Yonghao’s performance with goods dropped by 97%. It’s no coincidence that artist Chen he scored more than 80 million yuan in his first show with goods on May 30, but in the live broadcast on July 11, his score dropped to 8 million yuan, which also dropped by more than 90%. Tiktok Kwai and Taobao three seats in the June TOP50, Taobao, jitter, and tiktok sales. Is the traffic logic of short video platform suitable for the development of e-commerce live broadcasting? The answer may not be negative. These platforms are good soil for cultivating e-commerce live broadcasting, but what needs to be changed is the business logic of the platforms. < / P > < p > “we think that the live e-commerce must match the e-commerce with the content. If we favor any party, the transformation in the e-commerce will not achieve good results. In fact, we are looking for a balance point.” In an interview with 21st century economic report reporter, Xinchuan, head of the MCN agency of Taobao live broadcast, believed that the single viewing data of live broadcast is not important, but the core purchase transformation should be paid attention to.