#Laogao E-commerce Newsletter# [February 28 E-commerce Morning News]

Morning news: Tmall 38 Queen's Day pre-sale is open; Taobao releases the "Super New Customer Acceleration" investment promotion rules to take effect on February 25; Douyin live broadcast: the number of Douyin food and beverage brand enterprise accounts increased by 473.7w; Shopee updates the order unfinished rate and delayed shipment rate policy; Lazada's local store operation map is officially launched...

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E-commerce newsletter

1. Tmall 38 Queen's Day pre-sale starts

February 28th news, at 8 o'clock last night, the first S-level promotion after the start of the New Year in 2022 - Tmall 38 Queen's Day pre-sale event officially started. It is reported that the pre-sale sub-venues of Tmall 38 Queen's Day are equipped with selected venues, 10 billion subsidies, digital home appliances, international direct sales, Taiwan home courts, Hong Kong home courts, etc. All products in the venue can participate in the corresponding cross-store discount activities. Specifically, the activity intensity of Tmall is 20 yuan off for every 200 yuan spent; the activity intensity of Taobao is 10 yuan off for every 150 yuan spent or 50 yuan off for every 1,000 yuan spent. (E-commerce News)

2. Taobao releases the "Super New Customer Acceleration" investment promotion rules to come into effect on February 25

According to February 27, Taobao recently released the "Super New Customer Acceleration" investment promotion rules. Sellers register by themselves according to the requirements of Taobao's official marketing activities. Products that have successfully registered can be transmitted to buyers who meet the conditions of newcomers in the industry and newcomers in the store on Taobao. The event is for sellers who join Taobao Super New Customer Accelerated and will take effect for the first time on February 25, 2022. Products must comply with the relevant product requirements of the "Taobao Marketing Activities Standards"; the product price is ≥5 yuan; the product must set a "new customer acceleration rate". The specific requirements for registration and exit of major promotions shall be subject to each event. (E-commerce News)

3. Douyin Live: The number of Douyin food and beverage brand enterprise accounts increased by 473.7w

On February 28, Juliang Mathematics and 36Kr Research Institute jointly released the "2021 China New Brand Development Research - Beverage Industry Report", which summarized the three major characteristics of food and beverage products: the products are healthier, the consumption scenario is more prominent, and the national trend concept is emerging. Huge amount of arithmetic data shows that since the beginning of 2020, the number of submissions and the number of creators of food and beverage related content have been showing a steady growth trend. From January to October 2021, the number of creators of Douyin food and beverage related content increased by 18.3% year-on-year. Between January and October 2021, the number of Douyin creators increased by 35% year-on-year. From January to October 2021, the number of Douyin food and beverage brand enterprise accounts increased by 473.7w, a year-on-year increase of 94.4%. During the same period, Douyin Food and Beverage Blue V broadcast rate increased by 10.7%. Since March 2020, the GMV of Douyin’s food and beverage products has been growing steadily, and the growth rate has also increased. Watching live orders has penetrated into people’s daily lives and has become a consumption habit. (Yibang Power)

4. In 2021, Kuaishou e-commerce brand self-broadcast GMV increased by 1073%

According to news on February 28, public data showed that in 2021, more than 1,000 industry brands entered Kuaishou E-commerce, with the number of entry increased by 186% year-on-year. From the perspective of brand self-casting ecosystem, compared with January, the self-casting GMV of Kuaishou e-commerce brands increased by 1073%, and the self-casting GMV of each vertical industry brand increased by more than 100%, among which the clothing category increased by more than 80 times and the category increased by more than 50 times. In 2021, more than 50 brands achieved annual GMV of over 100 million, and more than 120 brands achieved annual GMV of over 50 million. In addition, data shows that compared with January, the number of Kuaishou e-commerce brand buyers increased by 316%, the monthly per capita order amount of brand users increased by 57%, and the proportion of brand purchasers in first, second and third-tier cities accounted for nearly 60%. (Yibang Power)

Internet news

5. Kuaishou’s gaming software “Kuaishou Electric Pill” will be closed on April 27

On February 27, recently, Kuaishou's entertainment mini-game software "Kuaishou Electric Pills" issued an announcement stating that due to business adjustments, Kuaishou Electric Pills will officially stop operating at 12:00 on April 27, 2022. After the server is closed, all account data and character information about the game in the server will be cleared. (E-commerce News)

6. Ele.me provides more than 1,000 jobs for participating in Zhejiang takeaway riders job fair

According to February 27, a special job fair for flexible employment takeaway riders in Zhejiang Province was held at the Yuhang District Flexible Employment Service Center. It is understood that the current new employment form with large employment capacity, low entry and exit threshold, strong flexibility and part-time jobs have become the employment direction chosen by many job seekers. Liu Xufeng, deputy director of the Yuhang District Employment Management Service Center, said that Yuhang District has gathered many new employment forms such as Ele.me and Didi, and enterprises have a high demand for flexible employment positions, which also provides more opportunities for job seekers who are interested in choosing new employment forms. (E-commerce News)

Cross-border information

7. Shopify will introduce more third-party platforms

Meanwhile, Shopify will share the results of these tests with third-party developers. In this regard, Shopify is currently studying these three areas: intuitive navigation, category definition, application and topic. Shopify will reduce website fraud. Shopify is rectifying the seller's store. It is reported that Shopify will directly share details about this matter with the public through emails, blog posts and social channels. Shopify’s goal is to make its online marketplace safer, simpler and more personalized. (E-commerce News)

8. TikTok tops the top Apps in the US market in January

On February 27, according to the latest data released by App Data Tracking Company AppFigures, short video platform TikTok is the highest-revenue app in the U.S. market in January 2022, with a total net income of US$64 million on the App Store and Google Play. Although TikTok once faced crises such as bans and security policy reviews in the US market, data shows that the platform still maintained excellent revenue performance. Another video platform, YouTube, ranked second with net revenue of US$58 million. (E-commerce News)

9. Shopee updates the order unfinished rate and delayed shipment rate policy

To assist sellers in making corrective actions and adjustments before being scored, Shopee will check the seller's account once it reaches 7.5%. According to reports, maintaining an excellent account health is the key to achieving high service standards. Account health status will be affected by the seller's shipment performance and score count, and these factors are also affected by factors such as NFR and LSR. In addition, in order to assist sellers to improve management of pending shipments and fulfillment orders, sellers with NFR or LSR ≥7.5% in the last 7 days will be temporarily excluded from flash sales and campaigns. (E-commerce News)

10. Lazada local store operation map is officially launched

According to February 27, Southeast Asian e-commerce Lazada has officially launched a local store operation map recently. The content covers the layout of 10 major operation modules, the disassembly of 64 skill modules, and 230+ subdivided operation ideas. (E-commerce News)