Text | Internet Author | Liu Zhicheng
4月2日，中辦、國辦聯合發文規範市場價格行為，要求強化事前引導預防和事中事後監管，維護市場價格秩序。
The matter of anti-involution has been put on the table.
In fact, there have been a lot of moves by various e-commerce platforms before.
3月31日，淘寶直播宣佈，2025年全面加碼品質直播，新增110億投入。
Recently, Douyin has also recently launched nine major merchant support policies to help merchants reduce costs and increase efficiency.
JD.com, on the other hand, announced that it would continue to implement the rebate and deduction policy for multiple categories.
4月3日，拼多多“商保會”宣布，未來三年內擬投入資金、流量等資源超過1000億元人民幣，加碼高品質電商生態建設，扶持商家。
In the past, everyone was robbing users,This year, the status of merchants is obviously more important.
The platform values merchants, one is to prepare for 618 in the first half of the year. It is the norm to prepare for 0 at the beginning of the year, and each platform has to take some actions to support merchants at this time node every year.
Second, e-commerce companies should reverse involution,The logic of low prices to stimulate demand has changed.
When involution becomes history, the value of supply to revive demand is revealed.As a result, it is imperative for the entire e-commerce industry to transform from low prices to stimulate demand to supply and create demand.
Pan said that short videos are the vernacular movement of the Internet.
This summary is incisive.
If this is summarized in the context of e-commerce, it should be said that "Live streaming is an October revolution in e-commerce."
Commodities are dead, content is alive. The anchor laughed and scolded in the live broadcast room, interacted intimately with fans, and then told you with a delicate performance that he would buy it!
Then, the logic of selling goods completely changed.
In version 0.0, the essence of selling goods is to sell attention.
Li Jiaqi, Brother Xiao Yang, Luo Yonghao, Dong Yuhui, which anchor just started to do live broadcasts, didn't he start with a large traffic pool? At that time, live streaming also had traffic dividends, and price was an important growth tool.
Low prices bring traffic and attention.
Users poured into the live broadcast room, and most of them paid for low prices.
So,Low-priced goods are not commodities, but are alienated into tools for traffic。 In this way, Douyin and Kuaishou quickly completed the commercialization with their huge traffic pools.
In version 0.0, the essence of selling goods is to sell emotions.
After the rise of the head anchor, the proportion of transactions and repurchases in the live broadcast room has increased. At this time, a trust link was established between the user and the anchor, and it became a habit to buy things in the live broadcast room.
At this time, in the live broadcast room, the essence of selling goods is to sell emotions.
Users have a foundation of trust, as long as the atmosphere in the live broadcast room is sufficiently shaped, the goods can be sold. Impulse spending in the live broadcast room has also become more.
As an anchor, whoever can condense his emotions can bring goods, which is also one of the core logics of the rise of Simba and Brother Xiaoyang.
Today, live e-commerce has been iterated to version 0.0, and the essence of selling goods is to sell goods, and e-commerce is back to basics.
The rise in repurchase of top anchors, as well as various rollover incidents, have forced the supply side of live broadcast to upgrade. Li Jiaqi built a supply team, Simba began to make strict selections, and when the anchors were building their own product selection system, the live broadcast e-commerce had actually reached the stage of fighting for supply. Fight for supply on this matter, Taobao and Jingdong have advantages.
A very interesting data is that in 70 years, Douyin's e-commerce shelf scene and store broadcast accounted for more than 0% of the GMV market. For live streaming e-commerce platforms, the contribution of shelves to GMV is rising, and the proportion of store broadcasting on the GMV of the platform is also increasing.
This structural change, thenThe quality of the supply side is required to be further improved.
Especially after the anti-involution and standardized price competition are put on the table, the way to stimulate demand by price is no longer possible, can we find a new way by digging deep into supply?
This is a question that all e-commerce players have to weigh.
Satsui Theory Lecture:Supply determines demand. Helping businesses do a good job on the supply side can bring increments.
拿汽車行業來說，2018年開始，行業就進入了存量市場，產銷總量都在下滑。但直到2024年，小米su7當初新發佈，10萬輛的產能就已經賣完了。事後統計數據發現，買小米su7的車主，有25%是增購。
What does this mean? illustrateA good product can drive demand.
The film industry can also attest to this. In recent years, everyone can see how miserable the film industry has been, and the share price of Guangguang Media once fell to more than 8 yuan.
In such a miserable industry, hasn't there been a boutique like "Nezha 2"? And the box office also made new history.
Tianyancha APP shows: "Nezha 300251" is mainly invested by Guangguang Media (0), and other producers include Chengdu Cocoa Bean Animation Film and Television Co., Ltd., Chengdu Zizai Realm Culture Media Co., Ltd., and Beijing Color Bar House Technology Co., Ltd. Guangguang Media also relied on the supply of high-quality content to win back a game.
Xiaomi su2 and "Nezha 0" are both phenomenal hits, and they are all good supplies that can drive demand.
To put it bluntly, if you want to bring increments, thenYour supply needs to be extreme.
For the e-commerce industry, it is not only necessary to have the best products, but also to complete the entire transaction chain at the lowest cost.Cost is the biggest differentiator in this industry.
Taobao increases the quality of live broadcast, which is the underlying logic.
做了這麼多年電商，阿裡一手搭建了行業的供給、流通的基礎設施，在供應鏈的積累深不見底。阿裡生態體系內 活躍買家數有10億，淘寶不缺買家，做電商這麼多年，也不缺供給。
The question is, how do you dig out a good supply?
Therefore, what Taobao needs to do is to constantly find a more efficient mechanism to achieve more efficient supply and demand matching. Quality live streaming is that new mechanism.
Supply and demand match, efficiency is incremental.
這裡面不僅要靠優化演算法，也靠商家。淘寶新投入百億來做品質直播，其實就是要做一件最核心的事：Enhance merchants' ability to create content.
From Dabo to store broadcast, from "volume merchants" to supporting merchants, these actions of e-commerce platforms are essentially dispersing the ability to create traffic to merchants, the ability to mine increments to the merchants.
This is like after the "land reform", the output capacity of land can be improved, wealth can be slowly accumulated, and industrial development and economic prosperity can be promoted. The essence of the platform to spend resources to help merchants,It's like a hair shackle.In fact, it is to disperse the means of production and improve the overall productivity.
Only when the "productivity tool" of live broadcast is dispersed to brand merchants and can really be used by merchants and used effectively, then the probability of high-quality live broadcast promoting transactions can be higher, and the value of selling goods can be maximized.
In the final analysis, it is still the same sentence: "Live e-commerce, supply is king." ”
The changes in the pattern of the e-commerce market are often the flow of demand and the adjustment of supply.
2023 years of consumption upgrading rise, the national tide has become the biggest consumption dividend, so a kind of national tide brand rises, 0-0 years, low prices have become a new increment, so the industry is becoming more and more volume.
Pinduoduo pinched the pulse of the times, ate the largest piece of incremental cake in the e-commerce industry, and successfully entered the fifth ring. Douyin Kuaishou has also embarked on its own road of e-commerce by virtue of its content advantages. And now，Live e-commerce has returned to its roots, and the e-commerce industry has gone around and around, and the method of mining growth has returned to the essence of selling good goods.
Traffic and commodities are the two core elements to win the e-commerce war.
The former requires the ability to distribute content on the platform, and the latter requires the ability to organize commercial elements.
Douyin and Kuaishou are not short of traffic for e-commerce, and algorithm distribution is a weapon in hand.
Therefore, e-commerce is originally a monetization business, and the core purpose is not only to serve how many users well, but also to improve the monetization rate.
But to increase the monetization rate, you have to find good products,Commodities are the carriers of traffic value.
Doukuai is to do e-commerce, whether it is to optimize around the indicator of monetization rate and support merchants, or to find as much as possible the carrying of that traffic value.
If there are more good commodities and can be continuously realized, then the KPI will be 80%, which is also the essence of its deep mining supply increment.
Although Taobao and JD.com do not master the elements of content distribution, they have strong organizational capabilities for business elements.For example, supply chains, such as logistics.
The strongest point of Jingdong lies in logistics, and the core is one word "fast".
What is the extreme of fast? In fact, it is just-in-time retail. This is also one of the incremental directions of JD's business in the future. You see, after the homepage of JD APP, it is second delivery, and the instant retail business is a core of JD's current strategy.
In the e-commerce business, JD.com has mature barriers and stable fields, and the focus is to increase the frequency of transactions.This is an important direction for JD.com to do supply.
Mining good commodities can further increase the trading frequency of the platform. JD.com and Meituan are in a hot fight, and they need to further increase the frequency of transactions.
On the one hand, the transaction frequency can reduce traffic costs, improve GMV and conversion rates. On the other hand, good products naturally have traffic, and they can also feed back the content side, and the value of live broadcast can also be more explored.
Taobao is strong, strong in its own traffic pool, strong in the supply side is rich enough, and also has the ability to tap increments, which is the strength of the overall strength.
Taobao increases the quality of live broadcasts, and the goal is to double the transaction volume and user scale in two years. In my opinion, this goal is not difficult to achieve. One of the reasons for this is thatLive streaming has turned e-commerce, a business that consumes traffic, into a business that can produce traffic.
Live broadcast is an amplifier that can amplify the traffic value of good products.
You see, Taobao APP has joined the live broadcast, and after the video entrance is placed in the first-level menu, has the daily activity and conversion data improved a lot? Client, after having rich video content, is the time spent brushing Taobao longer?
In other words, as long as Taobao will always have good products, then the live broadcast production traffic will never be exhausted.
In fact, live broadcast can be more adequate for the "traffic start" of shelf e-commerce, and there is still room for further improvement in the penetration rate. This in itself means incremental. For merchants, as long as Taobao's existing ecology is done well, it is easy to find increments with a mature methodology.
A classmate of mine has been doing Taobao e-commerce for more than ten years, and I asked him why he didn't try other platforms, and the reasons he gave were very sufficient, there was a business methodology, and there were increments.
He said that as long as you polish the operational details and adapt to the new platform rules, you can find the increment steadily, which is far easier than investing in other platforms.
That's the benefit of a strong business element.
Merchants want to increase, but they are secretive about cost investment. At this time, it is often necessary for the platform to push with resource injection.
淘寶做品質直播，新增110億元投入，目的也是繼續打磨貨盤運營，扶持更多的商家主播，説明更多的品牌商家，打磨方法論，進而找到增量。
Where there is methodology, there is certainty of growth, and where there is certainty, there will be a steady stream of increments.
Whether it is to master distribution or business elements, looking at the entire e-commerce industry, live broadcast integration shelf is a major trend that is happening. What is certain is that the deep integration of content scenarios and shelf scenarios requires a new set of growth methodologies.
Looking for this methodology from the perspective of supply, each platform has the same goal.
Looking for an incremental road, the road is long and obstructive, who can win the next city? It's worth the wait.