"6.18" Enters The Era Of E-Commerce Warring States Period: Hunting Sinking Market Taote Vs Pinduoduo

2020 can be called the first year of e-commerce sinking. Whether it is the new Taobao special price, Jingxi, or the entry of short video platforms such as Kuaishou and Shuo Yin, they are all aiming at "young people in small towns". In the new air outlet, new technologies and new ways of playing are constantly emerging.

The competition nodes between platforms focus on the annual "6.18" and "double 11". Since June 1, the first day of "June 18" this year has been published in succession, and the turnover of thousands of brands in one hour is more than that of the whole day in the same period of 2020. Among them, Guochao, new products are very popular, agricultural products and industrial belt factory products also ushered in a good start.

"This is a consumption season. The entire Internet e-commerce platform is doing promotion, and consumers will concentrate their consumption at this time point." Recently, Wang Hai, vice president of Alibaba group and general manager of taote business unit, said in an interview with reporters such as the 21st century economic report that consumers need to be stratified, and different consumers need different products to meet their needs.

He did not shy away from the current competition in the industry“ Price is undoubtedly an important means to attract users, but long-term continuous subsidy is definitely not a good business model. Our vision for the future is really based on M2C, to create the optimization of the entire supply chain, and finally let consumers, factories and platforms get good returns. "

How to find the right person?

Deep into the field, e-commerce people's eyes fell on the village.

For Jingdong, this year's "June 18" is not just about Jingdong Mall. Ten minutes after Jingxi launched the promotion on June 1, the order volume increased by 156% month on month, the sales volume of factory products and agricultural products in the industrial belt increased by 300% year on year, and the sales of fresh agricultural products sold nearly 200000 kg. On the other hand, taote, which has just completed its name change, has delivered more than 800 large brand commodities and nearly 20000 tons of agricultural products directly to consumers during the "June 18" promotion period.

In contrast, pinduoduo didn't make a voice on this node, but the app home page created a special entrance and hundreds of millions of yuan subsidies for "6.18". Direct hair from producing areas, direct purchasing for benefiting farmers, and customized industrial belt are almost the common methods adopted by pinduoduo, Jingxi and taote.

"We have more than 3000 origin warehouses. In the digital logistics system, the whole process from a production warehouse to a sales warehouse is completely different from the traditional fruit transportation link. It is equivalent to using a warehouse of origin and a warehouse of sales directly linked, which turns the original process of five or six times of transportation into a direct one. This is the fresh industry quality and quantity, reduce loss, and make it a core point of cost Wang Hai believes that Alibaba's layout in digital agriculture for many years has completed a set of new infrastructure.

This is the basis of pinduoduo. In 2020, Gmv of agricultural products will exceed 270 billion yuan, doubling the scale year on year. Chen Lei, CEO of pinduoduo, revealed that in the next five years, it will continue to cooperate with local governments and agricultural institutions to increase technical training for farmers and enable agricultural production with technology.

During the "6.18" period, the categories with more than 10 billion subsidies were also expanded to rice oil, fruits, vegetables and other categories. In contrast, the shaking sound and fast hand short video platform, which is also facing the sinking market, chose to cooperate with the e-commerce platform, and cut into the shopping link through live content.

"With the entry of new platforms such as Shuo Yin and Kuaishou, e-commerce competition has entered a white hot stage. The traditional online consumption mode has been broken, and now it is generally goods to find people. E-commerce has changed from extensive growth in the past to refined growth, which not only increases the difficulty, but also releases new opportunities. In addition to ensuring the stable growth of e-commerce platforms such as Taoxi, the brand should also study the traffic operation rules of such platforms as Douyin and Kuaishou, and study the purchasing psychology and consumption path of different groups of people. " In an interview with 21st century economic report reporter, the relevant operation director of ruoyucheng, acting operation agency, thinks that cosmetics, clothing and other products can directly drive consumers to have impulse consumption through considerable and perceptible video content, while mother and baby products may need to plan various crowd use scenarios to drive consumption.

A protracted war

At present, the traditional head e-commerce platform represented by tmall Jingdong is mainly used in the first and second tier cities. With the decrease of demographic dividend in this market, the bottleneck of platform traffic growth appears. At the same time, the sinking market represented by the third tier cities and below has become a new blue ocean.

According to a set of data provided by ruoyucheng to the reporter, the population of China's 3-6 tier cities and counties and towns exceeds 1 billion, accounting for 71.4% of China's total population, and the market is also in the lead in terms of the scale of mobile Internet users.

At the same time, e-commerce platforms have gradually built their own sinking market ecology, further reducing the gap between the online city and the sinking market. The sinking market has become a must for all e-businesses. As a rising star, the e-commerce business of Douyin and Kuaishou is also the focus of attention in the industry.

Just last week, express released its first quarter results in 2021, with other services dominated by e-commerce increasing by 589.1%. In the first quarter, the total transaction volume of fast e-commerce increased by 219.8% year-on-year, reaching 118.6 billion yuan, of which 85% were from the e-commerce of fast-hand stores.

Even so, in the whole e-commerce camp, fast hand and shaking sound are not enough to compete with Taoxi, pinduoduo and Jingdong. For taote, after clarifying the goal, it has reached the initial goal. As of last year's tmall double 11 period, Taobao special edition annual active buyers have exceeded 100 million.

"For the whole users of taote, we have been focusing on the sinking population since the first day, so we are different from Taobao in the overall strategy of user growth. The brand side will do some differentiation from the product to provide users with different platforms, which must be a very important method. " Wang Hai pointed out that the number of users growth is not the most important, the key is how to retain the sinking users after they come.

For users, the current e-commerce platform is not an "either or" relationship“ Although brands will embrace new e-commerce platforms more, in the new consumption environment, traffic is still the absolute principle. Users of different channel platforms vary greatly, and the proportion of different brands' investment in different channels is also different. It is necessary to produce differentiated content for different groups of platforms. " According to the further analysis by the relevant operation director of ruoyuton, taote and pinduoduo are more popular with customers, so the products with high cost performance and small package and low customer order are more popular with users, while international beauty brands are more suitable for offline counters and tmall flag ship stores.

The competition on the industry side will become the top priority in the future. In the sinking market, they aim at fresh, fruit and other agricultural products, which requires heavy investment from production base, storage and other levels.

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