#Laogao E-commerce Newsletter# [E-commerce Morning News on August 2]

Morning news: Tmall updates the lighthouse assessment system, new lighthouse indicators are included in the search ranking; Alibaba Mama Marketing Department General Manager Moore: New brand "three quadrant expansion" business concept; Daily Youxian's reorganization news failed to be reorganized or liquidated in bankruptcy; WeChat Video Live broadcast launched the "personal column" function; Amazon European website: "Exception list for products" does not force the expiration date...

Lao Gao provides everyone with the latest and most valuable Internet and e-commerce information every day.

E-commerce newsletter

1. Moore, General Manager of Alibaba Mom Marketing Department: New brand "three quadrant expansion" business concept

Moore believes that crowd operation, product operation and brand marketing are the core factors that drive the growth of brand business scale, and put forward the "three-quadrant expansion" business concept of new brands: the scale of people in the whole region deepens loyalty, the combination of popular products expands the product range, and brand marketing is out of the circle. (E-commerce News)

2. Tmall updates the lighthouse assessment system and new lighthouse indicators are included in the search ranking

According to August 1st, today, Tmall issued an announcement stating that in order to better highlight the service level and capabilities of merchants and reduce the efforts of merchant indicators to operate, the platform plans to upgrade the new lighthouse system of Tmall. After soliciting opinions, the platform adopted the opinions of some merchants and optimized the new version of the assessment system. Based on the above, the platform will make changes to the upgrade plan for the new lighthouse assessment system. This adjustment will be announced on July 29, 2022 and will officially take effect on August 4, 2022. It is reported that the content of this change includes simplification of the assessment system, adjustment of assessment indicators, and inclusion of new lighthouse indicators into search ranking. The specific details are as follows: The assessment system is simplified, the original "basic service assessment" and "comprehensive experience star rating" systems are merged into "shop comprehensive experience points", and the corresponding rule names are changed simultaneously; the binding relationship between star rating and special services is cancelled, and the store star rating corresponds to the store comprehensive experience points. Adjust the assessment indicators and, from the perspective of more in line with consumer service needs and highlighting the service level of merchants, some assessment indicators have been added/deleted, including: the platform will add additional and subtract points based on the service needs of consumers in different categories. Merchants can check the corresponding assessment status of the addition and subtraction points on the service board. The new lighthouse indicators are included in the search ranking, and the search will adopt the merchant’s rating results in the new lighthouse system. Given the opportunity to give priority to the products of merchants with excellent service performance, and encourage merchants to provide consumers with a better service experience. In addition, this time, the marketing access score requirements for various categories have not been adjusted, and the dimension weight adjustments of each industry are not involved, and the daily assessment rules have not been adjusted. (Yibang Power)

3. The reorganization news of Youxian’s reorganization failed or bankruptcy liquidation

On August 1, on July 31, a supplier quoted an executive of MissFresh as saying that MissFresh is currently seeking a restructuring. If the restructuring fails, it is likely to go bankrupt and liquidate. The Public Relations Department of Daily Youxian responded to this and said it was "not clear". A lawyer who has been engaged in bankruptcy liquidation for a long time said that Article 2 of the Bankruptcy Law stipulates that if an enterprise legal person cannot repay the due debts, and its assets are insufficient to repay all debts or obviously lack the ability to repay, the debts shall be cleared in accordance with the provisions of this Law. If an enterprise legal person is in the circumstances specified in the preceding paragraph, or may have a significant loss of the ability to repay, it may be reorganized in accordance with the provisions of this Law. (E-commerce News)

4. Kuaishou Short Drama Officially Releases Drama Star Plan

August 1st news, Kuaishou Short Drama recently released the Drama Star Plan and launched the Drama Star Plan-Split Account Track to collect high-quality sitcom content on the entire network, and traffic sharing is carried out after the review is approved. In terms of participation threshold, the number of users’ followers needs to exceed 1 million. On the traffic track, Kuaishou short dramas mainly collect units/sequential short drama projects. There is no threshold for participation in this project. The duration requirements are consistent with sitcoms, but they need to be updated at least once a week. In terms of incentives, users can receive up to 15 million exposure rewards + 30,000 yuan. (E-commerce News)

5. WeChat Video Account Live Broadcast launches the "Personal Column" function

August 1st news, today, WeChat Video Account released a message saying that the live broadcast column of the Video Account is open to all creators. At the same time, in the column, the anchor can set up multiple live broadcast appointments and live broadcast replays to use the content to establish IP recognition. The column page can not only insert official account articles and forward them to WeChat friends, communities and friends circles, but also directly push them in the live broadcast room to promote fans' precipitation and improve attention stickiness. Specifically, the creator logs into the Video Account Assistant, click Live Broadcast Management, enter the personal column, and click the "Create" button on the right. (E-commerce News)

Internet news

6. Meituan launches 2023 campus recruitment to provide more than 5,000 jobs

August 1st news, today, Meituan announced the official launch of the 2023 campus recruitment, which will provide more than 5,000 jobs for fresh graduates. It is reported that last year, Meituan officially designated "retail + technology" as the core strategy for corporate development, and is committed to continuously improving the efficiency and experience of the retail industry through technological innovation and application. Under this strategy, during this recruitment period, Meituan specially established the "Beidou Plan" and the "Start Plan" for technical and retail talents and positions. The former aims to cultivate technical experts who can lead the future technological development, and the latter aims to cultivate retail talents with digital thinking. (E-commerce News)

7. Best Group will release its first quarter results for 2022 after-hours on August 17

August 1st news, the official website of Best Group recently announced that the company will release its unaudited second quarter financial report as of June 30, 2022 after the market trading on August 17, 2022. It is understood that on June 9 this year, Best Group announced its unaudited financial results for the first quarter of 2022 ended March 31. The report shows that Best Group's first-quarter operating revenue was 1.8026 billion yuan, a decrease of 35.2% from 2.7836 billion yuan in the same period last year. The revenue from the luxury goods business in the first quarter was approximately RMB 19.4 million, a decrease of 97.8% compared with RMB 868.7 million in the same period last year. (E-commerce News)

Cross-border information

8. Amazon Europe website: "Exception list for products" does not mandatory expiration date

August 1st news, recently, Amazon Europe website issued an announcement stating that it has updated the expiration date of the products listed. At the same time, Amazon has also added a hyperlink to restricted product policies to facilitate merchants to browse content. Failure to comply with product preparation requirements, security requirements and product restrictions is a violation of Amazon policies and may lead to buyer complaints, purchase orders exclusion, refusals and account levels exclusion. Amazon believes that any product will expire, even if the expiration date is not indicated on the product packaging. (E-commerce News)

9. Amazon plans to build a large warehouse in the United States

On August 1, the Wall Street Journal reported that Amazon is planning a new large warehouse project, and the company recently approved to build a distribution center in western New York. Amazon's warehouse size increased from 165 million square feet before the pandemic to 379 million square feet in May 2022, according to a Canadian supply chain consulting firm. Amazon is expected to open about 250 more facilities in 2022. However, data also shows that so far this year, Amazon has canceled, closed, subleased or shelved more than 25 distribution stations and logistics centers across the United States, and postponed the opening of another 15 companies. (E-commerce News)

10. TikTok advertising covers more than 1 billion adults every month and adds more than 500,000 new users every day

According to the latest data released in ByteDance’s advertising inventory, TikTok advertising now covers more than 1 billion people aged 18 and above. According to statistics, its global advertising coverage has increased by 52 million in the past three months alone. This is slightly slower than the previous quarter's report, but it still means that TikTok adds more than 500,000 new users per day. TikTok's advertising audience data in April 2022 showed that the platform's global audience accounted for 56.0% of women and 44.0% of men. According to data.ai's latest new app download ranking, TikTok still ranks in the top three, second only to Instagram and Facebook. (E-commerce News)