In the past two years, live e-commerce has developed in full swing, and live streaming goods has become well-known and has become the core strategic layout for merchants' performance growth. 2022 is very likely to be the first year of live e-commerce. Taobao Live has made efforts and introduced unprecedented favorable policies, forming a three-legged situation with Douyin and Kuaishou.
At this moment, Pinduoduo, a large platform with 900 million users, also entered the short video and named it "Duoduo Video". It is said that 2.2 billion yuan was invested and the market was opened by "withdrawing money by watching videos" , which shows Pinduoduo's determination.
Pinduoduo sounded the clarion call for entering the short video industry, which may mean that online businesses in the future will be the world of live short videos!
Duoduo videos keep moving
The latest news is that today (February 23), Duoduo Video, a short video sector under Pinduoduo, has been upgraded to the first-level entrance at the bottom of the homepage of the Pinduoduo App. The product form of the video adopts a single column information flow mode, and users can view the content by sliding up and down.
In fact, Duoduo Video has been online in 2020, but it has always been in a low-key position, and the entrance is in the second menu bar of the "personal center" in the Pinduoduo APP. After this upgrade , in order to attract users to watch videos, Pinduoduo adopts cash withdrawal method. Every time the user watches a video content, the account will immediately receive cash. Many netizens commented that this strategy is really "Pinduoduo", which can indeed bring users a novel experience and attract users.
Some netizens reported that based on the current experience, Duoduo Video is divided into two major product sections: "Follow" and "Recommended". The content recommendation is relatively random. In addition to live streaming, short videos and other contents that guide consumption, it is more of entertainment content such as plots and variety shows.
When Duoduo Video was just launched, in order to enrich the content ecosystem of Duoduo Video, Pinduoduo launched the "Million Commission Assistance Plan" to attract creators. This time Duoduo Video has been upgraded to a first-level entrance, which means Duoduo Video plays a more important role in the Pinduoduo system.
How to play Duoduo videos?
At present, Duoduo has just begun to sell goods, and is in the early stage of barbaric growth. The platform needs content and traffic popularity, so there is no limit on the content of the video. Some people make a profit of one million by using the transfer of videos to sell goods in two months, and of course some people make little profit.
Because it is just starting out, Duoduo Video does not need to be promoted at the moment, it just needs to transfer the video to Pinduoduo. While the video is released, it can directly bring the products from Pinduoduo store . At present, the threshold is relatively low and there is no need to invest. Just post videos every day and wait for Pinduoduo users to purchase.
How to play Duoduo Video? First, you need to register one or more Duoduo accounts, and then register a Duoduo rebate platform - Duoduo Jinbao. This platform focuses on Pinduoduo distribution rebate; secondly, you need to make materials or find suitable materials; finally, you need to publish your works.
There are some small tips about Duoduo Video, for your reference only, as follows:
1. For the account that publishes videos, the works published within 24 hours will be controlled within 30, otherwise the system will be restricted in the flow;
2. Do not post duplicate video content when selling goods. For example, if you post the same video twice on one account, 100% will be restricted;
3. The products displayed in the video must be relevant to the video played;
4. The products selected for selling goods must be hot-selling products on the hot list, otherwise there will be no traffic;
5. At the beginning, it is recommended that the price of single products be lower. Pinduoduo's users mainly focus on the sinking market, the price should not be too high and there is no sales volume.
Popular ways to go on Duoduo videos
Like Taobao, Pinduoduo also uses e-commerce genes to make short videos, so its traffic and conversion rate will definitely be slightly higher. When you open Douyin Kuaishou, it is first about leisure and entertainment, and secondly about shopping. The purpose of opening Taobao and Pinduoduo is very clear, which is to shop.
Therefore, on Taobao and Pinduoduo, the crowd will be more accurate and the conversion rate will be higher. However, the recommendation logic of Duoduo Video is different from that of Douyin Kuaishou. The distribution mechanism of Douyin Kuaishou is the horse racing mechanism. Based on the quality and broadcast rate of short videos, it is recommended layer by layer of traffic pool, that is, the better the work, the larger the recommended traffic pool.
But Duoduo Video is different. It recommends videos to users with potential needs based on the amount of demand for a certain product within the platform during this period. For example, if you searched for facial cleanser in Pinduoduo and clicked on Duoduo Video to watch videos, the platform will give you priority to recommend short videos of facial cleanser product.
In other words, the exposure rate of videos is related to the potential purchasing needs of the product. For the same product, if there are more videos published and less demands, the exposure rate of videos will be low. On the contrary, if there are fewer videos released, but if there are more user needs, the exposure rate of videos will be high. Merchants can select products and make videos based on this recommendation logic, clarify the essence, understand the essence, and then do things.
Conclusion
Today's short video live broadcast industry has been squeezed into a lot of money by countless merchants. In a fierce competition, the emergence of Duoduo Video may share part of the pressure on merchants. After all, the new platform needs to invest a lot to attract merchants, let alone the wealthy Pinduoduo?
At present, although Duoduo Video is in its infancy, and it will take time and market to consider what will happen in the future, the above mentioned that Pinduoduo is an e-commerce platform, and the purpose of user login is very clear, which is a very good entry point for merchants.
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