Recently, the short video e-commerce circle in the crazy spread of a grapevine news:
Kuaishou will be banned from hanging list e-commerce!
On March 6, the relevant person in charge of Kuaishou responded that the information was untrue. Kuaishou e-commerce company issued a notice saying that since March 9, it will regulate the selling behavior of Lianmai PK, which has a large impact on some users.
In August last year, Kuaishou has been on the live broadcast of e-commerce hanging list play for rectification. After half a year, regulation trend hit again, who will be affected this time? Who has the biggest impact on anchors or merchants? 0 powder e-commerce selling sets and how to continue!
01
10 brush 9 loss of fast hand hanging list e-commerce
At present, fast hand with goods basically live broadcast, and “hang list even Mai sell goods” is one of the most wild selling goods play, people in the industry will take this form of goods called “hang list e-commerce”.
That is, businesses through the anchor to brush gifts into the anchor designated popularity list ranking (such as the top three, five), in the cut-off time list, the anchor will call on fans for their point of attention or even wheat to sell goods.
To put it bluntly, it is to spend money to buy the flow, the flow of the anchor broadcast room leads to their own there, and then to sell products.
There are many head anchors in order to make profits, by hanging the list live “sell fans”, “sell traffic”, and even publicly sell the list a advertising space.
There has always been a saying:
“One rich, one poor, one wears sackcloth, paints the most expensive and sells the cheapest.”
, refers to the difference between the selling effect of e-commerce.
Take XiaoYiyi Live streaming as an example, a list spent 150,000 dollars per second to sell 930,000 dollars of sales, in exchange for nearly 6 times of sales, such a high rate of return, directly gave birth to the birth of 0 fans selling goods e-commerce — that is, do not do content, through this game to quickly get traffic to sell goods, but most of the listing e-commerce products quality is poor.
And some hit the list after the end of the ROI is only 0.1, belongs to the “poor list”, and because the store score is too low, brush the gift does not give even wheat, it can only be “wear linen list”.
It is understood that 80% of the businesses listed this year are losing money due to the fact that there are more graduates and fewer graduates to go round. It is not an exaggeration to say that 9 out of 10 businesses are losing money.
02
Fast hand will prohibit PK hanging list with goods
It is known that last September, Kuaishou anchor Tianjin Li Si sold nearly 10,000 pieces of Yangcheng Lake hairy crabs through the live listing, but in fact, consumers received “Yangcheng hairy crabs”, and there are still dead crabs, lack of weight, did not deliver on the promised time and other cases, finally the Kuaishou official closed the account for 7 days.
The flood of e-commerce has given rise to a lot of vicious competition. In order to make a quick list, businesses constantly brush gifts. In order to control profits, they can only start from the quality of products.
In order to induce fans to place orders, some anchors will even agree with the merchants in advance the amount of “brushing gifts” and the bottom line of bargaining, rehearse the plot of bargaining, and pretend that the merchants finally reach a deal “at a loss”.
No occasionally, there are also peers said that after half a year caused the official again to take measures to hang the list of e-commerce is likely to be the direct cause of Han Meijuan in a recent live broadcast publicly peddling the list a pit and said:
“If my list 1 attention is not enough, I personally private fans to give you a point, account for my list a sure not to suffer……”
3.15 Consumer Rights Day is approaching, and most of the goods brought by listed e-commerce merchants are not qualified, which seriously affects users’ shopping experience. Many fans begin to complain that e-commerce merchants are ugly, and it is inevitable that Kuaishou will ban PK from selling goods.
The emergence of performance and drama live streaming has jeopardized the live streaming ecology of platforms. If we do not strengthen the standards of live streaming, the survival of platforms will be in a moment. After all, many platforms are eyeing the cake of live streaming e-commerce.
03
Who is most affected? 0 powder e-commerce to sell goods set how to continue!
Today’s Kuaishou e-commerce, relying on the brush to pay for the era of calling out the feelings of the wheat has passed, relying on the “spread money” to make money to make money on the e-commerce businesses held up half of the sky.
It can be known from the announcement that the platform will regulate the selling behavior of Lianmai PK, which has a large influence on some users. As for the implementation standard and supervision degree, we will have to wait until after 9th to see the impact. After all, the listing e-commerce has developed for so long in Kuaishou barbaric, so it is certain to reorganize.
So who is most affected in all of this? Entertainment anchor and 0 powder e-commerce.
As early as March 4, Kuaishou anchor Erdonkey said in the live broadcast that the sale of goods on the list will be stopped next Monday, and yellow cars will not be allowed to hang during the wheat season. With the main broadcast want to sell goods, can only go to the big anchor broadcast room to increase fans, finished their own broadcast to sell goods, this regulation will gradually spread to all anchors.
Fast hand ban PK selling goods, “anchor e-commerce reciprocity” this model is the biggest impact, 0 powder e-commerce less a fast selling channel to deep content to realize flow cash, entertainment anchors received less gift money can only go to the formal way to sell goods.
No matter which platform, content is the most important basis for sustainable development, if there is no content support, even through the opportunistic way to get more traffic is futile, because there is no work can attract fans, keep fans.
