Therefore, standing at the intersection of live broadcast e-commerce: Kuaishou to the left, Douyin to the right has entered the 2.0 stage.
1. It is long overdue to engage in “fast brand”
According to the financial report, the total Albania Phone Number revenue of Kuaisho in the first quarter was 21.07 billion yuan, a year-on-year increase of 23.8%; the adjusted loss narrowed from 5.65 billion yuan in the same period last year to 3.72 billion yuan, a year-on-year decrease of 34.1%.
However, restricting live broadcast rewards may allow more Kuaishou anchors to bring goods. In the first quarter of this year, Kuaisho’s other service revenue was 1.9 billion yuan, a year-on-year increase of 54.6%, and its contribution to revenue accounted for 8.9%.
However, in the first quarter of 2021, Kuaisho GMV was 118.6 billion yuan, a year-on-year increase of 220%; in the first quarter of this year, Kuaishou GMV reached 175.1 billion yuan, an increase of 47.7% year-on-year. It can be seen that the growth of Kuaishou GMV has slowed down significantly. Kuaishou e-commerce needs new growth momentum.
At this time, Kuaisho first proposed the strategy of “big fast brands”, aiming to support more than 500 fast brand benchmarks and explore its underlying operation logic with “trust e-commerce” as the origin.
When there is no big promotion, it is still difficult for Kuaisho to exceed 200 billion GMV in a single quarter. In addition, e-commerce will achieve GMV of 680 billion yuan in 2021, and Douyin’s GMV in 2021 will be about 700-880 billion yuan. The gap still makes Kuaishou unable to slow down.
This makes Kuaishou like a large “Taobao guest”. In March this year, Kuaishou cut off Taobao, JD.com and other external chains and announced the independence of e-commerce business. This means that Kuaishou needs to accelerate the realization of the closed loop, and building a brand at this time is a key step for it to solve the problem of e-commerce transactions.
2. Fast brand PK shaking brand
According to Kuaishou, the support standards for Kuaishou brands include: the brand is in the initial stage within 5 years of its establishment, its own brand GMV accounts for more than 30%, the average monthly GMV of the live broadcast room is greater than 2 million yuan, and Kuaishou is the core business channel.
New brands that meet the above conditions can receive support from the Kuai Brand special plan, including traffic bonuses, policy bonuses, and exclusive privileges.