Jingdong Live Broadcast Attack And Defense War

Most of the entertainment circles are working for e-commerce to bring goods. This is not a metaphor. It is a reality that is happening and will become more and more intense.

When Cai Xukun stepped onto the stage of Jingdong, fans screamed constantly. At that end of tmall, Yi closed Qianxi and Zhang Yixing were dancing; Wu Yifan was fighting Duoduo, and Huang Zitao was in Suning. The time is fixed on the evening of November 10. Top stars compete with each other on the same night. Jinzhu is one of the major e-commerce companies, and "double 11" is the biggest shopping festival of the year.

According to the data released by Ali, from 0:00 on November 1 to 0:00 on November 12, the total turnover of tmall was 498.2 billion yuan; according to Jingdong data, the total transaction volume of the carnival was 271.5 billion yuan; Suning disclosed that the online order volume of "double 11" increased by 75%, and Carrefour's home service order increased by 420%. Combined with pinduoduo, vipshop, Xiaomi and other e-commerce achievements, the total transaction volume of this "double 11" may approach trillion.

Behind the trillions of transactions is the rise in marketing costs. The entertainment industry is only a part of it, but it is the most eye-catching link. "We put in the same order of magnitude as cat night." When talking about Jingdong's "double 11" evening, Zhang Guowei, head of Jingdong's retail content ecology, told reporters of the 21st century economic report that there was some excitement in his eyes. Previously, he worked for Youku and Sina.

In last year's "double 11", a middle-level Jingdong told reporters that the party was too expensive and not practical. It was better to subsidize consumers. The change is only a year away.

As a matter of fact, the party is part of the live broadcasting system of Jingdong, which is speeding up with all its strength. Han Rui, vice president of Jingdong group, previously disclosed that more than 300 stars and more than 500 CEOs participated in the live broadcast of the "double 11". Driven by various factors, on November 11, Jingdong carried more than 100 million goods in the first six seconds of the day.

The other side of prosperity is increased competition. With the peak of online traffic, the cost of e-commerce customer acquisition continues to rise, and high conversion rate live broadcasting has become a must for all. The short video platform, which has the advantage of traffic, is also entering the Bureau's live e-commerce at full speed.

On the first day of the "double 11" pre-sale, the cumulative viewing volume of Weiya and Li Jiaqi's live broadcasting rooms were 162 million and 148 million respectively, and the total Gmv was nearly 8 billion yuan. According to questmobile data, during the "June 18" period in 2020, wechat recommendation and head short video (shaking tone + quick hand) contribute 52% / 67.5% to the traffic of e-commerce platform respectively.

On the head anchor, Jingdong faces Ali's "blockade.". In October, shaking live cut off the link of the third-party platform, and it is clear that the heart of expanding its own e-commerce system.

In this case, the challenge is not small.

On the evening of November 10, Jingdong, tmall, pinduoduo and Suning e-buy all cooperated with satellite TV to launch the party. The picture shows Jingdong party. Materials and pictures

Water test

Jingdong is very satisfied with the results of the "double 11" evening party.

According to its war report, on the evening of November 10, Jingdong 11.11 live super night was broadcast live in Jingdong, iqiyi and Jiangsu Satellite TV, with a total of more than 220 million people watching. Jiangsu Satellite TV csm59 city and csm35 city both ranked first in terms of real-time ratings at the same time.

However, according to kuyun data, the super night of "double 11" jointly organized by Hunan Satellite TV and pinduoduo ranked first with 5.53% of the total market share; tmall's double 11 carnival night broadcast by Zhejiang satellite TV and Oriental satellite TV ranked second and third respectively; Suning e-buy 11.11 super show of Beijing Satellite TV ranked fourth; Jingdong super night of Jiangsu Satellite TV ranked only fifth, accounting for 1.06% of the city. On that night, CCTV-4's "gourmet China" ranked first, with a market share of 7.02%.

Despite the controversy over the data on TV, Jingdong's first water test party did gain influence, but behind it was a big investment. In addition to CAI Xukun, Wang Yuan, The9, Li Yuchun, Xu Wei, ah duo, Li Qin and other well-known artists, they also invited well-known production teams. In addition, Jingdong has set up a second live studio in its own app to focus on bringing goods, so that the party itself can focus more on the content. The party was hosted by iqiyi. According to Zhang Guowei, the decision went through the bidding process. Yili Jindian milk is the main denominator of the party.

It is worth mentioning that Jingdong's entry has already affected the entertainment industry. "Where the stars go, there is a lot of long-term cooperation behind them. Talk to retailers and platforms. " The senior executives of the film and television companies in the 21st century have reported to them.

In fact, this is not Jingdong's first attempt at cultural and entertainment projects. Previously, Jingdong also held online concerts of Cui Jian and Zheng Jun and strawberry Music Festival. All kinds of content items are mainly performances, and wine sales links will be attached at the bottom of the screen.

Behind Jingdong's embrace of cultural and entertainment content is the demand for traffic. With the Internet penetration approaching saturation, e-commerce has entered the stock competition stage, and the cost of acquiring customers is the most direct embodiment. According to various financial reports, the cost of Jingdong's customer acquisition has risen from 120.1 yuan / person in 2015 to 347.2 yuan / person in 2019, and even soared to 1502.9 yuan / person in 2018; Ali's cost of acquiring customers has increased from 150.4 yuan / person in 2015 to 530.4 yuan / person in 2019. The lowest customer acquisition cost was pinduoduo, which was 102.7 yuan per person last year. In this case, it is a feasible fulcrum to attract people, enhance app users' time and entertainment content.

On the other hand, the improvement of Jingdong's fundamentals has also given it space for cultural and entertainment projects. According to the financial report, in 2019, Jingdong's revenue will reach 567.9 billion yuan, a year-on-year increase of 24.9%. The performance rebounded against the trend in the second half of 2019, with a year-on-year growth of 28.7% and 26.6% in 2019q3 and 2019q4, respectively. Affected by the epidemic situation during the Spring Festival, all industries were impacted. Based on its logistics advantages, Jingdong increased by 20.7% year-on-year in 2020q1, and its revenue growth was steady.

In addition, the proportion of Jingdong 3P (third party platform business), logistics and other revenue showed an upward trend, of which the proportion of 3p, logistics and other revenue increased by 1.1% and 3.1% respectively from 2015 to 2019. Under the influence of Ali's "two choices one", the business development of JD 3P was once limited, but some enterprises were seriously affected by the epidemic, and their focus gradually shifted to online. According to the grassroots research of Guoxin Securities, from April to May of 2020, the number of 3p businesses in Jingdong has increased significantly, and the future performance is expected to exceed expectations.

"We should connect the related business of live broadcasting through such a comprehensive marketing activity (evening party). We should also connect all the categories, marketing products and business of Jingdong Zhang Guowei explains his motivation for joining the "double 11" Gala this year. He stressed again and again, "it's not following suit.".

Challenge

With the entertainment traffic, the most efficient way to realize is live broadcasting.

Zhang Guowei disclosed that at present, Jingdong has positioned the live broadcast in the group level strategic business. There are also many ways to play Jingdong live. The president's live broadcast is one of the characteristics. Zhang Guowei introduced that the president's live broadcast includes the modes of President + star + talent, President + quadratic, etc., which have advantages in commodity quality, price and flow. Another advantage lies in the local live broadcasting, including projects such as hundred cities and ten thousand stores. On June 18 this year, more than 100 County heads and mayors went to the live broadcasting room to speak for local agricultural products. This year, the scale and specifications of the "double 11" have been upgraded, and the government platform endorsement specifications are also higher. In addition, JD has also made corresponding attempts in terms of institutional talent.

Behind Jingdong fali's live broadcast is Taobao's fierce record in live broadcasting with goods. Xuande, general manager of Taobao live broadcast, revealed at the Taobao live broadcast ceremony in 2020 that more than 1 million anchors joined Taobao live broadcast in 2019, of which 177 anchors had an annual Gmv of over 100 million; more than 40 million commodities participated in the live broadcast, and businesses increased by 268% year-on-year. In that year, Taobao's live Gmv exceeded 200 billion yuan, and the live Gmv (transaction volume) on the day of "double 11" exceeded 20 billion yuan. According to the forecast of Founder Securities Research Report, Gmv of direct broadcast e-commerce will reach 600 billion yuan in 2020.

At present, Jingdong is still some distance away from this kind of burst, but the shaking sound and quick hand have already made efforts to seize the window period. And has the flow advantage of short video platform, downstream cash flow, this is relatively easy. According to the 11.11 sales war report released by shaking tone e-commerce, the total duration of live broadcasting is 27 million hours, and the cumulative number of watching and broadcasting uv12.6 billion. The highest number of users of online watching and broadcasting at the same time is 4.28 million. Finally, a single Gmv of more than 10 million live broadcasting rooms and 1383 live broadcasting rooms of more than 1 million are realized. The total transaction volume of the platform's overall payment caliber is 18.7 billion. Among them, the daily transaction volume on November 11 exceeded 2 billion 。

In the first ten days of June 2020, byte skipping officially established a first-class business department named "e-commerce". In order to coordinate the e-commerce business operations of its twitter, today's headlines, watermelon video and other content platforms, it means that "e-commerce" has clearly become a strategic business with byte skipping. Since October, the live broadcasting room no longer supports third-party product links such as Taobao and Jingdong. At the same time, byte skipping has obtained the payment license of unizhong e-commerce, which connects users (600 million people a day), commodities (traditional manufacturing industry belt which starts from Taobao and pinduoduo, cooperates with local e-commerce associations), payment and other links, and forms a closed-loop of chattering e-commerce.

According to the relevant report released by express, the Gmv of e-commerce has increased by 1000 times in two years. From January to June this year, Gmv of express e-commerce reached 109.6 billion yuan.

It is worth noting that compared with the Shuo tone e-commerce, fast hand has a lot of cooperation with Jingdong. In May, Jingdong and Kuaishou signed a strategic cooperation agreement. The two sides will cooperate in the supply chain capacity building, brand marketing and data capacity co construction of Kuaishou stores.

With the rapid development of live broadcasting market and endless competitors, JD live must form its own framework as soon as possible.

Zhang Guowei regards live broadcasting as a marketing field rather than a promotion field. He believes that the advantage of JD live is the integration ability of the supply chain, which brings quality advantages such as selection. One proof is that the conversion rate of JD live is relatively high, but the return rate is low, which is close to the usual return rate. All extensions of Jingdong live will rely on this.

At the other end, Taobao is Wei Ya and Li Jiaqi, with Simba as the quick hand, and Jingdong lacks a broken circle anchor relative to his head. In this regard, Zhang Guowei appears relatively calm. "We are building our own institutional talent system. We establish some relatively vertical systems by category and industry. In specific categories, it is very good to bring goods, which is very helpful to the platform and businesses. In the future, the institutional talents will still adhere to the talent ecological system of categories and fields. Of course, if we can support some of them, we can also cross the category. " He said.

Zhang has plans for the future. "We will continue to promote the scale of commercial broadcasting, and make live broadcasting a standard configuration for businesses. We will also adhere to the quality line, and do not allow disorderly live broadcasting to pull down the brand mentality and crack down on the chaos of the industry such as the single brush. We want a healthy jungle. " He said.