One article explains Kuaishou e-commerce live streaming in detail!

A few days ago, I posted an article and a classmate left a message saying that he broke out in cold sweats after reading it.

It's scary that there's an elephant standing right there in the room, but you didn't notice it at all .

And once you see the elephant, suddenly you see its footprints everywhere:

The "exclusive interactive partner" of the 2020 Spring Festival Gala is Kuaishou;

Jay Chou's new song "mojito" was first released on Kuaishou;

You think the elephant appears suddenly, but it has always been there.

It's just that it has become more aggressive recently.

On June 15, JD.com and Kuaishou reached a strategic cooperation and announced that they would each provide subsidies of 10 billion yuan to launch the "616 Quality Shopping Festival."

Under this "double 10 billion" subsidy, consumers can buy JD.com's directly sold "hard currency" (iPhone 11 for 3,999, Feitian Moutai for 1,699, etc.) in the Kuaishou live broadcast room at prices far below the market price.

There is business logic behind everything.

When facing any business event, our goal is not to sit on tiptoe and watch the excitement, but to see the changes behind the excitement, and then find our own opportunities in the changes.

This change is: the last piece of the puzzle in the live broadcast era is being filled in.

What's the meaning?

1. Search path: the purchase path inspired by “need”

To understand this problem, we must first understand the three paths that consumers take to purchase products: the search path, the content path, and the social path. Let’s talk about them one by one.

First, what is a search path?

I'm out of washing powder at home. You go to the supermarket to buy it. I walked around the entire supermarket but couldn't find it. Ask the waiter. The waiter said it was on the third row of shelves in the front. You walk over and see that it is indeed there. Then, you compare several brands of laundry detergent, choose a big brand, buy it and leave.

Note that your entire purchasing behavior starts with a clear "need".

Because of this demand, you search, compare, and then make a purchase. This is the search path.

The search path is the most classic purchasing path.

Also because of its classic nature, countless brands have deployed heavy troops along this route, waiting for consumers passing by.

In offline scenarios, consumers’ search paths are likely to pass through convenience stores, supermarkets and other touchpoints.

So, if you are a daily necessities brand, you will dress up your products beautifully, put them on the shelves, and wait for consumers passing by to "search" them.

In online scenarios, consumers’ search paths are likely to go through e-commerce platforms such as Tmall and JD.com.

So, if you are a home appliance brand, you will make a detailed page, put it on the homepage, and wait for consumers passing by to "search".

What about the live broadcast era? Same here.

Consumers searched on Taobao and found that the introduction of this product included pictures and videos.

It's good, but I can't make up my mind. When I looked, I saw there was a live broadcast. Then let’s go in and take a look.

In the live broadcast scene, brand owners wait for passing consumers in the Taobao live broadcast room, and then impress them with professional and enthusiastic introductions.

Taobao Live is a showroom for search e-commerce.

(Figure: “Search Path” in the e-commerce puzzle)

However, are all your purchasing behaviors based on “need first, then search”?

Have you ever not intended to buy something, but while walking around, you couldn’t help but buy it?

Of course.

This is the "content path".

2. Content Path: Purchase Path Inspired by “Touchpoints”

There is a beautiful bookstore right outside your house. I went for a stroll on the weekend and saw a book about Peru on the bookshelf in the tourist area. You flipped over.

Wow, Peru is such an amazing place: the Amazon jungle, Machu Picchu, and deep mountains with salt water flowing. The local mountain people brought the salt water from the deep mountains into the pond, where it settled quietly and became salt.

Put the book down. You are full of curiosity about this "mountain salt".

Suddenly... you see a bottle of beautifully packaged salt next to the book, and it turns out that it is produced in the deep mountains of Peru!

Please note that when you come to the bookstore, you have no "need" to buy salt. You just want to go to the bookstore.

However, as you browse through the bookstore, which is your "touch point", you are inspired by the touching "content", and thus develop a desire to buy and cannot help but place an order.

This is the "content path".

In offline scenarios, we design a relaxing Tsutaya bookstore, where readers can drink coffee, buy green plants, and even various kitchen appliances along the content path;

Design a shopping mall that makes people stop and they will eat, watch a movie, or sign up for a yoga class along this content path.

In the e-commerce scenario, users will be attracted by the 50 ways to use lipstick and 100 ways to match clothes demonstrated on Xiaohongshu.

If you explain clearly in the maternal and child public account the harm of PM2.5 to babies and the advantages and disadvantages of 30 types of fresh air fans on the market, users will be unable to resist placing orders.

What about the live broadcast era? Same here.

Users are constantly browsing good content on TikTok.

On this content path, you designed a scenario about a person failing to get a job because he or she didn’t know how to use PPT.

Users are touched and feel that it is time to learn and improve.

Then, a purchase link for the tutorial appears. Excited users may buy involuntarily.

The search path is a noisy and crowded road; the content path is a small path that few people take.

Douyin live broadcast is like a series of cozy pavilions on this path, inspiring users to sit down and have a cup of tea or buy some souvenirs because of the beautiful scenery.

(Figure: “Content Path” in the e-commerce puzzle)

However, consumers' psychological threshold for excellent content is getting higher and higher.

Offline, consumers today will only stop at shopping malls if they are designed as theme parks;

Online, photos need to look like those in fashion magazines so that readers will give them a thumbs up;

As for short videos and live broadcasts, at first, it was enough to just scrolling text, but later real people had to appear, and then there had to be a plot, and then even more, it had to be filmed into a TV series with constant reversals.

Brands are finding that the search path is becoming increasingly crowded and the content path is becoming increasingly difficult.

what to do?

Try being on the “social path” and waiting for consumers.

3. Social Path: Purchase Path Inspired by “Trust”

One day you go to a friend's house for dinner. I found their sofas to be very comfortable and couldn’t help but ask where they bought them.

Your friend said: Speaking of this sofa, I really made the right purchase. It is indeed comfortable. I have recommended it to several friends. Everyone said it was good. I have my boss’s WeChat, I’ll create a group.

Then, you started chatting with the boss in the group, and after looking at some photos, you were impressed by a sofa and couldn't help but place an order.

Notice where this purchase path starts? It's your "trust" in your friends.

You trust his character, you trust his taste. If he says it's good, then it's basically good.

Because of this trust, the entire purchasing path is very short.

This purchasing path inspired by "trust" is the social path.

In an offline scenario, if you trust my character, you will buy insurance from me. This is the insurance company model (Ping An, Taiping).

If you trust my taste, you will buy cosmetics from me. This is the direct sales company model (Amway, Mary Kay).

Many huge business empires are built on a social path that starts with trust and ends with transactions.

Why?

Because trust greatly shortens the distance.

The social path is a shortcut.

What about in the e-commerce scenario?

Pinduoduo's counterattack against JD.com through social media is a classic case.

Both JD.com and Pinduoduo have received investment from Tencent. Tencent opened an "interface" in WeChat for its "eldest son" JD.com, thinking that JD.com would be able to take advantage of the situation and surpass Alibaba.

But unexpectedly, users were unable to adapt to shopping through search in a social tool like WeChat.

Then, Tencent’s “younger son” Pinduoduo came on the scene.

There are of course many reasons for Pinduoduo's success: it targets people outside the Fifth Ring Road, its prices are even more brutal than Taobao, and so on.

But the most important one is definitely: social group buying.

Send this purchase link to your friends! The original price is 39, but if you group up with 5 friends, it only costs 19 yuan!

WeChat users who originally had no shopping needs were inspired by receiving "group buying" requests from relatives and friends and completed their first "Pinduoduo" in their lives.

The social path is a shortcut.

In the end, Pinduoduo, a latecomer, surpassed JD.com in terms of user numbers and became the second largest e-commerce platform on the Chinese Internet.

What about the live broadcast era?

I think you can now understand why Kuaishou is so aggressive.

Because of Kuaishou’s “social” gene, it can just fill in the last piece of the puzzle in the live streaming era.

(Figure: The “social path” in the e-commerce puzzle)

What is Kuaishou’s “social” gene?

I have an entrepreneur friend who makes clothes and supplies goods to Kuaishou anchors. He told me a story.

He said that after working with these Kuaishou anchors, he finally understood what "trust" and "pampering fans" mean.

I asked, what does that mean? He said that when he was working with a well-known anchor, the products had not yet been put on the shelves, but the other party required that a deposit must be paid first.

Why?

In case there is a problem with the product, the money will be deducted directly and compensation will be given to the consumer.

So under what circumstances will deductions and compensation be made?

As long as the fans are slightly dissatisfied.

For example, he said that due to batch issues, there was one time when the sewing of a letter on a piece of clothing was different from that on the detail page.

Consumer complaints. This requires a full refund and a new one to express our apology.

This is called: pay one and punish one.

He complained: It's even stricter than the Consumers Association.

I said, then why do you still want to cooperate with him?

Because the quantity is really large.

Of course. This is the power of trust. They are not “buying”, they are “following”.

Kuaishou’s genes contain the value of universal traffic.

Good content will, of course, bring traffic.

However, shocking content will not bring shocking traffic.

In order to prevent the "rich-poor gap" from being too large and causing ecological imbalance, Kuaishou will strategically tilt traffic toward small and medium-sized anchors and encourage them to grow.

In this case, if the anchor wants to grow into a top star, he must interact with his hard-earned fans through social means, build trust, and grow bigger and bigger.

"Lao Tie, 666" is the product of this rule.

When live streaming suddenly became popular during the epidemic, "social live streaming" based on trust rather than content suddenly exploded with energy.

Kuaishou, which continues to break records in live streaming sales, has begun to break out of its circle and become more and more mainstream.

Back to the strategic cooperation between Kuaishou and JD.com. What is its essence?

Its essence is that Kuaishou uses social live streaming as a shortcut to JD.com’s powerful supply chain.

Kuaishou solves the trust problem of people, and JD.com solves the trust problem of goods.

As a result, Kuaishou went out of the circle and JD.com went down.

Congratulations to Kuaishou and JD.com.

4. Final words

There is a live broadcast on Kuaishou.

In this live broadcast, there is no noise like "Old iron, 666", there is only one person fishing quietly.

If it weren't for the ripples on the lake, you would even think this was a photo.

The anchor fishes for 3 hours at a time. Not a word.

However, in the comment section, many people were leaving messages and sending gifts, saying that it was very healing.

The host ignored him and didn't thank him.

In this way, they formed a special "social" relationship.

Finally, three hours later, the anchor caught a fish. Then the anchor started selling his own fishing rods.

Guess how much was sold in the end?

1000 pieces.

There is never a shortage of legends in the world. It’s just that there are so many of them in this era.

The complete puzzle is already in front of you.

Please don't waste this time.

Author: Liu Run

Source: Liu Run