Kuaishou embarks on the road of e-commerce exploration. Will e-commerce monetization work?

　　Kuaishou’s short video platform has been making frequent moves recently. It has just acquired A Station. Recently, there has been news that it will cooperate with Youzan to launch the “short video e-commerce shopping guide” plan. This is also another short video platform to move this piece of cheese after Douyin and Taobao cooperated with each other to try e-commerce traffic diversion. In fact, this model is a way that top short video players have been exploring. With the addition of short video platforms one after another, it also proves that the e-commerce field is a good direction.

　　It is reported that after Kuaishou and Youzan cooperate, "Kuaishou Store" will be added to the Kuaishou APP. Each Kuaishou anchor can apply for opening a store, and the Kuaishou work area will display the products; the anchor can guide fans to view the recommended products, and users can click on the entrance to "Go and see" according to their guidance. At this time, Kuaishou and Youzan user accounts are connected to each other, and users can directly purchase products. However, at present, this shopping function is not open to all users, but is only open to users with real-name authentication and good behavioral records. It is not determined when it will be launched.

　　However, according to people familiar with the matter, the feature may be launched in mid-July. This time, it is not a brand new attempt by Kuaishou in the e-commerce field. Douyin has tried similar functions before and has achieved great success. In March this year, Douyin took the lead in trying to connect the link to Taobao. A shopping cart button appeared in the Douyin account to facilitate users to choose their favorite products. Seeing that the form of short video + e-commerce has great potential for development and can bring more transformations to the platform, Alibaba is also starting to move. In May, Taobao Short Video held an internal meeting and stated that it would launch a short video APP. Judging from the style and method of its presentation, it is considered by the outside world to be a work that boasts TikTok, but Alibaba's reply was that it did not think about comparing with TikTok. Creating this APP is just to give users more choices.

　　Nowadays, Kuaishou has embarked on the path of e-commerce, and its original intention is to provide e-commerce sales services to users who meet the conditions to better help users solve problems. At present, Kuaishou's daily active users are 120 million, and its monthly live broadcast revenue is about 200 million to 300 million yuan, and it can basically achieve break-even, and even some of its surplus. Some people predict that Kuaishou’s exploration in e-commerce may be to prepare for listing. Because if you want to go public, it is not possible to rely solely on live broadcast services. You should try to commercialize on a larger scale, increase platform business and increase platform revenue.

　　Of course, in addition to increasing platform revenue, short video platforms have also reached the stage of monetizing and sticking to experts. In addition, with the addition of the giants behind short videos, the competition between platforms will become more intense. It can be seen that at this stage, whether for enterprises or platforms, it is the top priority to focus on user experience and expand platform business. Otherwise, Douyin and Kuaishou will not embark on the road of e-commerce one after another. This will not only provide users with more choices and solutions to problems, but also allow the platform to gain benefits from it. Such a choice will also give both sides an advantage in the fierce competition of short video platforms. As an Internet financial investment platform, TuotiansuDai should focus on user experience and develop new investment products in a timely manner to provide users with better investment services.