See you for a long time! 1.34 million views in 2 hours! Tmall’s official broadcast was actually live on Douyin!

See you for a long time!

Just as we stopped to watch the "Double 11 dispute" between Li Jiaqi and Luo Yonghao, Tmall official secretly started the live broadcast on Douyin...

1. 1.34 million viewed, with more than 1.2 million likes

Since the anchor can broadcast live across platforms, it is not an exaggeration to the platform official go to the next door to "break through".

On October 24, Tmall officially launched live broadcasts on the Douyin platform for the first time.

From 7 p.m. to 9:30 p.m. that night, the two and a half hours of live broadcast attracted 1.34 million viewers , with nearly 1.24 million likes from the live broadcast .

The live broadcast content is not about selling goods, but about introducing Double 11 guides.

As of press time, the official Tmall account has 827,000 fans, with a total of 3.825 million likes.

Taobao’s cross-platform attempts are more than that.

In March this year, Kuaishou disconnected the external links of Taobao Alliance and JD Alliance.

On October 28, six months later, Taobao Alliance product links will gradually resume posting product and service links in Kuaishou live broadcast room shopping carts, short video shopping carts, trade details pages, etc. This process will be converted on October 31.

In addition, news has been revealed that Alipay will be launched to transfer money to WeChat friends soon.

Although netizens said that it is "useful but not very useful", this is a sign of "interconnection" between giants.

In fact, whether it is Taobao and Douyin, Taobao + Kuaishou, or anchors cross-platform.

We can see that this year's Double 11 giants are no longer "working behind closed doors" or chasing each other, but instead have signs of shaking hands and making peace...

2. Connectivity, the general trend

The official cross-platform "sexy" operation of the platform may be just a microcosm of the overall environment.

Because judging from the trends in the past two years, interconnection has been a foregone conclusion.

In September 2021, the Ministry of Industry and Information Technology required major Internet giants to contact and block according to standards.

Subsequently, Taobao and WeChat will make adjustments first.

Taobao can click on the link from the APP to jump to WeChat, and WeChat can also directly open Taobao link.

In November last year, WeChat once again issued an external link update statement, opening up the direct access function of e-commerce external links in group chat scenarios, providing users with external link management functions.

In August this year, Ele.me, a food delivery platform under Alibaba, reached a cooperation with Douyin. Based on the Douyin open platform and using mini programs as a carrier, it helps millions of merchants to provide local life services from content planting to instant delivery to Douyin's 600 million daily active users.

As the saying goes, "The best strategy is to use the way, the middle strategy is to attack the plan, and the lower strategy is to attack the army."

Under the reconciliation of the country, these former competitors have gradually faded away the veil of disputes and replaced the struggle with win-win cooperation.

However, all this cooperation is also the general trend.

3. Giants with weak growth "demolition of walls"

Last year, although Tmall Double 11 came up with a record high - the total GMV was 540.3 billion yuan, the year-on-year growth rate was only 8.45%, less than 1/3 of that in 2020.

The continuous decline in growth has also made Tmall not disclose the first-day and hourly data of the major promotion period since last year.

This is not just a problem encountered by Alibaba's platform. It is understood that the total GMV of Tmall, Pinduoduo, JD and other platforms in 618 this year is 582.6 billion yuan, which is no obvious change compared with 578.5 billion yuan last year.

In the post-e-e-commerce era, a single e-commerce model cannot be satisfied with the current stock environment , just like Taobao does not want to do just one shelf e-commerce, and Douyin does not want to do just one content e-commerce.

Just as Tmall was broadcast live on Douyin this time, Luo Yonghao and Yu Minhong chose to broadcast live on Taobao. The exchange of resources between platforms and the transition from previous competitive relationships to cooperative relationships may be the only way to revitalize the retained pool.

Because whether it is facing a market that is difficult to increase or cope with competition between e-commerce platforms, the final outcome may be that many lose money.

So, since that's the case, why not abandon past grudges and exert the effect of 1+1>2?

After all, at a time when traffic is becoming increasingly expensive, the second development of the stock market is a tacit development direction for various platforms, but this is not an easy task.

As Kui Xue, president of Alibaba Taobao Tmall Industry Development and Operations Center, said:

We believe that (merchant) multi-platform operation is a normal thing.

Merchants do not have traffic and will choose to operate on multiple platforms. This is a logical and self-consistent choice. From another perspective, the same is true for the platform.

...

As strong as Taobao, you have to change your circle to absorb nutrients, let alone those merchants that have not yet joined the circle?