Rebirth: War on the Honest

The most relaxing moment for a man is nothing more than returning home after running around, eating a steaming meal, enjoying the kiss and hug of his lover, and before he knows it, night falls, and when he looks up, the stars are across the sky.

After the tenderness was over, the girl leaned on the bedside and rowed the new iPad Air in her hand. Her long and fair legs were put together casually, and she was humming a little tune, very happy.

"Baby~"

Gu Yun, who was sitting at the table, turned his head and shouted.

"Um?"

"What are you having so much fun playing?"

"Ah~ Recently, many brands have contacted me to bring products to Xiaojushu. I am currently replying to private messages."

Wen Jue's eyes flashed, as if the moonlight outside the window was filled with sparkles.

"Tsk, tsk, tsk, the first generation of internet celebrities are just different."

Gu Yun smiled and stretched out his hand, pinching his lover's cheek.

"Then what do you think?"

"Of course I refuse. I don't have time to bring the goods... There are so many things going on in the company."

"However, there is one thing to say, Xiaojushu algorithm is different from other platforms, and it is really suitable for amateurs to grow and bring goods."

Wen Jue stuck out his tongue, obviously having his own opinion.

When the Paradise Group headed by Dou Le entered the live broadcast e-commerce, Internet giants such as Alibaba and Penguin dug their trenches into the hinterland of grass-planting. The originally quiet Little Orange Book finally showed its trump card.

Since 2014, Gu Yun has set the tone at the beginning of the year. Xiaojushu has positioned the company's ambition for e-commerce as "expanding the e-commerce ecosystem through the development of buyers."

At the same time, the person in charge of Xiaojushu Live Broadcast announced that the company will provide tens of billions of traffic to support buyers and tens of billions of traffic to support merchants.

It can be seen that when live streaming e-commerce quietly reconstructs the e-commerce landscape, it is becoming more and more important to grasp the scenarios, users, and service platforms, and squeeze into the poker table to grab a seat.

In fact, community commercialization is a business direction of Xiaojushu’s New Year strategy, including live broadcast courses and large community commercialization.

Regardless of short video platforms such as DouLe and Kuaishou, or shopping platforms such as Taobao and JD.com, before the live broadcast e-commerce business is launched, the first step is to establish a unique mindset to complete the division of market segments.

However, Doule, which redefines e-commerce for all-interest e-commerce, and Kuaishou, which restructures consumer decision-making and trusts e-commerce, are by no means models suitable for Xiaojushu’s e-commerce ecology.

Therefore, Xiaojushu strives to build an ecosystem from the perspective of "buyers", trying to catch up with the opportunities of the era of reshaping live broadcast e-commerce.

As a heavy user of Xiaojushu and a first-generation experience officer, Wen Jue’s own experience is profound.

"I usually watch live broadcasts from the head. I think it doesn't suit the atmosphere of Little Orange Book."

"Then what do you think is most suitable?"

Gu Yun asked rhetorically.

"Look, although Xiaojushu started a little slower, you don't have to go through the pitfalls that the predecessors have stepped on again, right?"

Wen Jue jumped out of bed and picked up a glass of iced Coke. He held it in the palm of his hand and said: "The lowest price on the Internet is not only deceiving people, but also violates advertising laws. Discount promotions are not only an old trick, but also easy to cause internal injuries. The main focus is companionship."

Everyone’s ears are almost ringing with the idea of ​​seeking welfare for their family members.”

“Apart from the standardized processes and services in the e-commerce industry, Xiaojushu actually has many advantages!”

"If the time span is extended a little longer, judging from the development path after the birth of live broadcast e-commerce, the business logic has gradually returned from the lowest price in the entire network, extreme discounts, gift draws and order promotion gimmicks to the essence of live broadcast, and the situation of oversupply

Users began to pay more attention to live content and pay for services."

“The content is Xiaojushu’s strong point. I don’t think it’s necessary to compare with other platforms, just take your time.”

As soon as Wen Ju finished speaking, Gu Yun couldn't help but his eyes lit up and he nodded: "Mr. Wen, one day is like three autumns after not seeing you for a day. I didn't expect that the business level is so high now!"

"snort!"

The girl rolled her eyes at him arrogantly, but she couldn't help but curl up in pleasure.

Having been in charge of a unicorn company for a long time, Wen Jue’s unique business vision has given him a very accurate judgment.

Originally, Xiaojushu also invited top anchors to help out in the early stages of its efforts.

However, the "321 Uplink" that was popular on major platforms at that time was a little noisy and was obviously at odds with the community atmosphere of Xiaojushu, which led to Xiaojushu's live broadcast attempt but failed.

The internal reason is that at the beginning, there was no consensus among Xiaojueshu executives and the e-commerce system was not yet complete.

Although in the past few years, methods such as self-operation and taking notes have been tried one after another, the response has been mediocre, and users have not developed a consumption mentality on the site.

Secondly, e-commerce and commercialization were initially cut into two parts. Later, after Gu Yun set the tone, Xiaojushu pushed hard for the community e-commerce strategy and merged e-commerce into the community department.

Wen Jue’s judgment on the future trend of Xiaojushu is no different from the evolution of the live broadcast e-commerce field that Gu Yun has personally experienced.

First, more and more MCN institutions will deploy across platforms.

The success of a platform does not mean permanent traffic tilt. When the traffic of a live broadcast room reaches its peak, it also means that the traffic is about to decline.

In view of this, on the one hand, MCN organizations must continue to invest resources at a certain level to ensure the healthy, efficient and long-term operation and development of the basic disk; on the other hand, they must also consider the layout of the entire network and multi-dimensional development, otherwise the live broadcast prospects

will be restricted.

Second, content live streaming is becoming a trend.

The maturity of e-commerce live streaming has far exceeded everyone’s expectations.

Taking Doule as an example, some leading live broadcast rooms have built strong barriers with brand endorsement, channel support, and IP image. Next, the content live broadcast in the live broadcast rooms will enter a new stage.

Looking back at previous lives, content live broadcast rooms such as Make a Friend and Oriental Selection are the best examples of development along these two trends.

"I have been using Little Orange Book for so long. Do you know what I like most about it and what is most unique about it?"

Wen Jue opened the tablet in his hand and spread out his homepage to Gu Yun.

"What is it?"

Gu Yun took advantage of the situation and hugged his lover's shoulders.

This chapter is not finished yet, please click on the next page to continue reading the exciting content! "Traffic equality."

"I think Xiaojushu does a better job than Doule in this aspect."

"In the future, super anchors have completed the mental education of users in live broadcast e-commerce. If the industry wants to reach a higher level, more merchants must enter the game. Then we must give development space to mid-level and emerging merchants, remove the head, and equalize traffic.

This is the future trend.”

"After all, after a seller sets up his own brand operation system, he also needs traffic to run it, right?"

"you're right."

Gu Yun nodded for the second time.

At this stage, live streaming e-commerce is in the fast lane of rapid development, but previous industry researchers have long formed a consensus: the optimal solution for efficiency and revenue is traffic equality.

Take Xiaojushu, which advocates traffic equality, as an example: the platform is full of active individuals who are happy to share their lives, but there are very few "first brothers" and "first sisters" who are native to the industry.

Even though a large number of users have actively expressed, interacted, and shared, most of Xiaojushu’s one-click three-links (where to buy, how much, and please link) are scattered in the comments area of ​​​​complex amateur bloggers.

Internal data shows that Xiaojushu publishes 3 million notes every day, including general notes, business notes, video notes, and graphic notes. The interaction indicators that affect the algorithm include interaction, sharing, comments, collections, and likes (likes and collections are added).

1 point, comment, forward and follow will add 2~3 points); if the algorithm score is higher, the note will be promoted to more people to increase exposure.

Specifically, after users publish content with good quality, the system will distribute 300~500 natural exposures. On this basis, the system will "horse race" the note click-through rate, collection rate, and interaction rate. If it is higher than the market, it will enter

The new traffic pool will continue to allocate 1,000 to 5,000 exposures, and so on, providing a maximum of 10,000 to 100,000 natural traffic exposures.

Based on its rich content supply, Xiaojushu has nearly 40 million users with purchase intention every day, and nearly 3 million comments related to links, purchases, etc., and searches for content related to shopping decisions account for as high as 87%, thus driving

In the past year, Xiaojushu e-commerce buyers and managers, the number of merchants, and the number of purchasing users have increased more than ten times.

With such a large user base and strong user demand, commercialization is no longer the shortcoming of the barrel, but has become the bottom of the barrel, carrying the burden of supporting the healthy development of the platform's ecology.

"So, I think some platforms are for links, some are for discounts, and Xiaojushu is for value."

The evening breeze slipped in through the gap in the corner of the window, and the curtains swayed gently. Wen Jue, with her hair tied up, gestured and described the future she expected.

"The brand didn't just talk to me once. Besides me, there are other Xiaojushu experts. Do you know what we have in common?"

"Individuals like us, who understand users and understand content, are different from regular bloggers and are more focused on building a shopping scene."

Although he had more important things to do right away and could not actually go to the market to bring the goods, Wen Jue, who was quite interested in this, had obviously put in a lot of effort.

"This scenario may be a store, or it may be a street stall business. Through our rich shopping experts to connect user needs and products, I think about how to say it... In marketing classes, it should be called content market.

Rather than select market.”

Wen Jue, who was born in a major, became more and more enthusiastic as he spoke, and couldn't help but use a few English professional terms.

Gu Yun listened carefully to the whole process and was shocked by her innate business sense.

Following her logic, two granularities are most important in the era of e-commerce shopping.

One is the individual.

The second is merchants and platforms.

However, the buyers emerging from Xiaojushu should not be framed as store-type or sales-type, but include hidden values ​​such as experience, aesthetics, and personalized design. The shopping scene depends on the persona, fan group, professional quadrant, and style.

In particular, the content advantage of Xiaojushu lies in its recommendation of good products, real user feedback, product reviews, and the full link from sharing to purchase, all of which are penetrating.

Based on this, buyers’ content capabilities can improve the efficiency of matching people and goods. Live streaming and note-taking have become business methods in Xiaojushu.

What Wen Ju summarized based on market and industry trends without any teachers coincides with Gu Yun's problem-solving ideas based on the correct answers in his previous life.

Link the transaction value in the community according to user needs to solve the embarrassment of Xiaojushu being planted but unable to be purchased directly.

Xiaojushu currently has three ways to close the loop on the site. First, it directly places advertisements for merchants to help the site complete transactions. Second, it helps merchants search for products to complete transactions. Finally, it helps merchants bring goods in short videos or celebrities launch broadcasts to bring goods.

Xiaojueshu's development in the direction of community e-commerce is the result of management's unification of will after game play and trial and error.

This will accelerate Xiaojushu's improvement of its e-commerce infrastructure, including matching marketing tools, guiding brands to develop their operations, and encouraging buyers to incubate personal IP.

Product managers like Wen Ju spend a lot of time every day on Xiaojushu to follow the communities they want to follow and explore people's unmet needs and new consumer trends.

Behind this lies the differentiated advantage of Xiaojueshu community genes.

Continuously upgrade semantic understanding through UGC content, user portrait analysis, consumption decision-making link attribution, including track selection, and what pain points consumers in different categories have expressed. These unstructured expressions can help brands find determination in refined operations.

sexual growth.

Even when the data granularity is fine enough, different product characteristics x different consumption circles x different content scenarios can help brands find a variety of differentiated marketing solutions and successfully break through.

With Gu Yun's insistence, Xiaojushu successfully connected the community and e-commerce, with the purpose of providing commercial opportunities for more buyers and small and medium-sized brands.

On the one hand, Xiaojushu’s product functions are more focused on grass-planting, which provides a decisive factor in the development of e-commerce; on the other hand, the trend of decentralization and traffic equality reduce the voice of low-quality content and improve the quality of grass-planting.

Moreover, under the Xiaojushu business narrative, e-commerce dividends are no longer limited to monetization efficiency.

While other platforms prioritize indicators such as GMV and monetization rate, the Xiaojueshu e-commerce team lists the average number of daily order users as one of the important monitoring indicators.

"Did you know that in the second half of last year, Xiaojushu carried out a reform: it proposed the KFS method internally, that is, KOL experts plus the three major modules of Feeds information flow and Search search space to work together for marketing."

Gu Yun sat up straight and said seriously.

At this moment, he regards Wen Jue as a business partner of the same level, rather than as a beautiful girlfriend who wants everything from him.

KOL outputs content based on product characteristics through planting notes, Feeds (information flow advertising) completes user penetration through precise contact, and Search (search advertising) searches for slot categories through keywords for exposure, ultimately affecting user decision-making.

"So when I proposed to engage in e-commerce, many senior executives held objections. They felt that carrying out so many reforms in a short period of time was too big a step and would not be stable."

"Some people say that the frequent changes in the e-commerce business will allow the outside world, especially the brand owners, to smell our anxiety about commercialization."

"In fact, the marketing appeal of e-commerce grassroots brands in Xiaojushu is to act as an e-commerce midfielder on the site, and the core appeal of performance brands in Xiaojushu is to obtain customer investment."

"Their worries don't exist at all."

Gu Yun spread his hands, noncommittal.

Beauty customers have always valued Xiaojushu. Women account for more than 90% of the customers’ user base, and women account for more than 70% of the Xiaojushu platform. The exposure cost and effectiveness of customers’ investment in Xiaojushu

The exposure is much higher than other platforms.

It is precisely because the growth rate of product introduction and customer placement in the beauty section on Xiaojushu has slowed down, which has stimulated Xiaojushu to completely connect the community and e-commerce.

Nowadays, the effect of this reform is gradually becoming apparent.

The original grass-growing method has been directly transformed into B2C, and the original relatively scattered content accounts and e-commerce stores and other marketing information have been integrated on the same page. The trend of decentralization has given merchants more autonomy.

It is more conducive to the development of small and medium-sized brands.

Now, after the ecology of Xiaojushu website is opened, users can jump to the purchase page by clicking on the label. When the user jumps to the product/brand account interface, it can directly trigger the merchant page, store page, product purchase page, and activities.

page.

"Previously, the management did not consider the commercialization model clearly, resulting in multiple sets of data at the bottom that could not be fully connected, and the commercial infrastructure was poor."

Gu Yun's expression suddenly became solemn, and he stretched out his hand to hold Wen Ju's little finger.

"Now, I expressed my determination to bet on e-commerce at the meeting. The e-commerce live broadcast advertising consumption budget has tripled. The focus of the live broadcast business at this stage is to create more IPs and promote the launch rate."

"In the next step, Xiaojushu will also increase advertising revenue by improving user tags and recommendation algorithms, stimulating brand exposure, providing discounts and other measures."

"Just as you expected, the platform is further optimizing the product side, and a series of marketing tools to serve e-commerce are on the horizon."

Wen Jue blinked: "Does it mean that Xiaojushu has been secretly building momentum for e-commerce?"

"right."

“My husband still has the foresight!”

Wen Jue smiled and hugged his lover's neck, giving him a sweet kiss.

Ever since Gu Yun quit the day-to-day management of Coffee Justice, Wen Jue and he haven't had such a long chat at work for a long time.

Knowing that her judgment was highly consistent with Gu Yun's strategic plan, she felt happy from the bottom of her heart.

"Is the company not so busy recently?"

Gu Yun untied the girl's hairband and asked casually.

"Yes, it's basically the same thing. I hold two regular meetings every week to make decisions."

"People, you still can't be idle, otherwise wouldn't your business talent be wasted?"

"What talent do I have?"

Wen Jue chuckled, and his eyes turned into two waxing moons.

"Are you interested in joining Xiaojushu as CEO?"

"ha?"

Wen Jue was startled.