In the popularity of live streaming and selling goods, Pinduoduo has always been a Buddhist existence.
In the past two years, Taobao, which is also a traditional e-commerce company, has begun to focus on live streaming; this year, JD.com has also quietly increased its investment in live streaming e-commerce.
The two major traditional e-commerce companies have started live broadcasting together, forcing Pinduoduo, the "big brother" in the sinking market to change his past behavior and enter the live broadcast field...
01. Faced with live e-commerce, Pinduoduo has taken real action
Compared with other e-commerce platforms, JD.com and Pinduoduo are the two most low-key players in the live broadcast track.
While JD.com has launched a support policy for content anchors and improved the platform's live broadcast ecosystem, it also introduced "Make a Friend" and Luo Yonghao to join in to sell goods to make up for the platform's vacancy in big anchors. Pinduoduo has also launched a series of support policies to attract more merchants and anchors to start broadcasting in Pinduoduo.
Recently, Pinduoduo officially announced the "Million Anchor Challenge" event.
The platform will set year-on-year values for anchors every month. After the store completes its goal, the platform will issue advertising red envelope rewards the next month. The anchors and merchants participating in the event can receive up to 300,000 yuan in advertising red envelopes per month.
Activity introduction
In addition, according to industry insiders, in the past, the live streaming and sales business of Pinduoduo Duo Live was known to the industry, which only had two categories: fresh food and clothing. Now it is officially recruiting service providers and anchors for all categories, which means that Pinduoduo's live streaming business has used some categories to run through the business model and entered a new growth stage.
In fact, when Duoduo Live Function was launched in 2019, it had been opened to merchants of all categories. However, before 2022, Pinduoduo's official official did not provide live broadcast operation services, and merchants could only explore and operate it themselves, but in fact they did not really operate live broadcasts.
Marbury live broadcast on Pinduoduo
At the beginning of the year, Pinduoduo launched a number of operational support activities related to live streaming, including the new Superstar plan, 100-production plan, service provider policies, category days, live streaming promotions, etc.
Especially as traditional e-commerce companies such as Taobao and JD.com are also fully embracing the wave of live broadcasts, Pinduoduo can no longer stay out of it . From a major favorable policy, it can be seen that Pinduoduo is going to take real action this time.
02. The live broadcast is coming late.
Looking at the entire industry, Pinduoduo is almost the last e-commerce platform to join the live streaming sales queue.
In November 2019, when the three-legged pattern of Douyin, Kuaishou and Taobao gradually took shape, Pinduoduo came late and tested a live broadcast activity in the 10 billion subsidy channel. However, the relevant person in charge said that it was only a temporary live broadcast plug-in online test and no public domain entrance was set up.
In 2020, the popularity of live streaming sales broke out completely. When platforms such as Douyin, Kuaishou, and Taobao made a lot of money, Pinduoduo improved its strategic position in live streaming. However, one step is slow, one step is slow. Pinduoduo has no time to incubate big anchors, and its live broadcast results are far behind other platforms.
By this year, Pinduoduo has once again "picked" live broadcasts, retested the live broadcast entrance, and added a live broadcast column to the Duoduo video page.
However, Pinduoduo, which has been exploring for more than three years, mostly Pinduoduo merchants mainly operate white-brand products with low average customer price, and their profits rely on small profits but quick turnover. It is difficult to use excess profits to build live broadcasts.
Unlike Douyin and Taobao that rely on anchors to attract traffic, for Pinduoduo, merchants’ live broadcasts are more inclined to private domain operations. By treating live streaming as a conventional marketing tool, Pinduoduo unexpectedly touched the essence of live streaming e-commerce.
Therefore, Pinduoduo live broadcast, which was one step late, began to accelerate.
He started his live broadcast debut in 2019, and chose the "10 billion brand subsidy" as the entrance, and finally only received more than 100,000 views.
In 2020, Pinduoduo included live broadcasts at the strategic level. The launch of Duoduo Live, the opening of MCN entry, and the launch of first-level live broadcast entrances, Pinduoduo has begun to focus on its efforts.
Duoduo Live still uses the best fission method, and achieves a short-term increase in fans through cash red envelopes and sharing friends' help. But in fact, compared with live broadcasts, Duoduo Video actually carries more Pinduoduo's desire for traffic and expectations for content conversation construction.
However, the external environment of the e-commerce industry has changed. Under the competition for stocks, live streaming has become an important means for platforms to compete for user attention. Pinduoduo needs more diverse content to activate user inventory.
03. Can Pinduoduo catch up?
In the second half of the Internet, the growth of various platforms became increasingly difficult, and the e-commerce industry also entered the stock era from the traffic era. In 2022, Pinduoduo, Alibaba and JD.com will no longer disclose key user data, and the following is nothing more than the user growth data is too ugly.
Competition in e-commerce platforms is becoming increasingly fierce, and e-commerce giants are increasing their content construction to alleviate their traffic anxiety.
Taobao has clearly promoted comprehensive contentization, "In the past, Taobao was the product, and in the future, Taobao was the product," JD.com has also begun to support pure content anchors.
Pinduoduo has achieved certain results in improving user stickiness by relying on the subsidy method of "video earning", but the content is more mainly based on handling , which is probably difficult to win the attention of users.
For users, Duoduo Live needs to come up with new things to attract their attention, because the price on Pinduoduo is already low enough, there is no need to watch live broadcasts again. Without its own differentiated advantages, Pinduoduo will find it difficult to cultivate users' minds to watch live broadcasts on the platform.
Pinduoduo, who has been slowing down on the live broadcast for several years, can he get the cake?
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