Douyin training experience: Will short videos be used by inferior e-commerce companies? | slotglory303, slot kingdom, forum asian bookies indonesia, casino jackpot, global slot online

For a time, everyone in content e-commerce was in danger, and Kuaishou immediately launched the Kuaishou E-commerce Thunder Operation, focusing on cracking down on private illegal transactions. Other platforms are also openly or covertly conducting content self-examination and self-correction.

At a time when the construction of Internet civilization is becoming more and more important, everyone knows that supervision may be late, but it is never absent.

Will uncontrolled content e-commerce be a "trap"?

1. The "Wine and Sewage Law" in Content E-commerce

In the field of management, there is a very interesting "Wine and Sewage Law". It says that if you pour a spoonful of wine into a bucket of sewage, you will get a bucket of sewage. If you pour a spoonful of sewage into a bucket of wine, you will get a bucket of sewage. It can be seen that the amount of wine and sewage is not the key to determining the nature of the bucket. What really plays a decisive role is the spoonful of sewage.

This law also applies to content e-commerce platforms, and Xiaohongshu’s removal from the shelves may seem sudden, but it is actually inevitable.

As a national-level grass-growing APP, Xiaohongshu currently has more than 250 million users, and its monthly active users have exceeded 85 million. With such a large user group, it is inevitable that there will be "a spoonful" of sewage, and it will inevitably become a "rabble" - a mixture of user types, and good and bad grass-growing content.

Compared with today’s Xiaohongshu, many friends miss its small and beautiful appearance. At that time, Xiaohongshu was not big in size, but it had high-quality content and a harmonious community.

However, where the traffic is, there are business opportunities.

When Xiaohongshu grew into a giant traffic pool, not only did more ordinary users come, advertisers also came, micro-businesses also came, special workers also came, black products also came, users were mixed, and the content began to get out of control.

Driven by profit, illegal drugs without formal national approval began to appear on Xiaohongshu, a large number of soft-text tobacco advertisements began to appear, "real grass-growing notes" made up by professional writers based on the needs of merchants began to appear, and anti-intellectual articles such as "Half a cup of stool made 19 pounds of feces" and "Tie a rubber band to lose 90 pounds in 7 days" began to appear.

Hey, a good content cultivation platform and a practical content e-commerce platform turned out to be a mess.

As a result, Xiaohongshu also started from the "Mark My Life" platform, which was nicknamed by netizens as the "Making My Fake Life" platform. No matter how much high-quality content it has, it cannot withstand the erosion of these low-quality content, just like wine dripping with sewage, then the wine also becomes sewage.

The Xiaohongshu-style overturn is a dilemma that is difficult for all content platforms to escape. Kuaishou and Kuaishou, which have far more daily activity than Xiaohongshu, also face the same problem.

For example, a Kuaishou anchor with 6 million fans claimed during a live broadcast that the patented toothpaste he sells has the effect of "removing bad breath in three days and whitening in seven days." A certain Douyin internet celebrity sold fake Hermès bags to fans for more than 3,000 yuan each at the original price of more than 3,000 yuan. Such content that uses lies and fake goods to sow "poisonous" weeds is self-evidently harmful to the platform and fans, and the consequences are also serious.

Don’t forget, the permanent shutdown of “Neihan Duanzi” with more than 200 million users is a lesson learned from the past.

2. Low-quality content is eroding short video content e-commerce

Experiences When talking about content e-commerce, we cannot but talk about the consumption imitation effect.

The consumption imitation effect means that when consumers recognize, envy and yearn for the consumption behavior of others, they will have a tendency to imitate and repeat the behavior of others, thus forming consumption imitation. For example, celebrities and consumer experts make exemplary consumption behaviors. The exemplary behavior of these special consumers will cause other consumers to imitate, and the imitators will also feel happy to imitate their behavior.

As short videos become more and more popular, the power of consumption imitation has been amplified, because in addition to traditional celebrities and experts, highly popular internet celebrities, KOLs from various industries and even ordinary amateurs have also joined the ranks of consumption sharing.

These people create content through short videos and live broadcasts to demonstrate consumption to fans, share their own experience, and attract fans to imitate consumption and spread the word.

For example, Kuaishou’s “Sanda Brother” sold 50 million worth of goods in 3 hours of live broadcast; “Kuaishou Activity King” sold 30,000 units of double-faced needle toothpaste in one minute and 30,000 units of paper towels in 36 seconds.

Another example is Douyin’s “Zhengshan Beef Brother”. The store has only been on Taobao for 22 days. With the help of Douyin’s traffic diversion, the store won the honor of being the No. 1 steak shop and wine category on Taobao on Double 11.

With the increase of short video, the power of consumption imitation effect is amplifying and obvious, but this amplification is two-way, good will become better, and bad will become worse.

Different from traditional e-commerce, content e-commerce is about finding products from people. For example, in traditional e-commerce, consumers log in to Taobao and JD.com to search for the products they want to buy, while in content e-commerce, more users tend to see the content and then consume it.

On a content e-commerce platform, genuine content can gain the trust of users, professional and practical content can win orders from users, novel and interesting content can trigger additional consumption from users, and high-quality content can increase user loyalty, order rates, and repurchase rates on the content e-commerce platform.

On the contrary, if all you see on a content e-commerce platform are fake and low-quality planting notes, and when users make purchases based on the content, they will buy products that are inconsistent with the description of the content, then as long as the user consumes once, their trust in the platform will decrease and they will think that the content on the platform is not trustworthy, so what is the order rate and repurchase rate?

For example, everyone knows about the incident of "being deceived by a grilled shrimp seller on Douyin." A man saw a grilled shrimp advertisement while browsing Douyin and bought 250 grams of dried grilled shrimp for 194 yuan. After paying cash on delivery, he found out that it was a three-no product, and the taste and appearance were far from what was advertised. Who would dare to buy shrimps on Douyin?

Another example is the previously exposed Kuaishou anchor who directly increased the price of wine costing 15 yuan to several hundred yuan and sold it, and also showed that he was at a loss in front of Lao Tie. In fact, the wine was just alcohol and water, with no quality at all.

Under the influence of consumption imitation, if low-quality content like this is allowed to develop, sooner or later the content e-commerce platform will be like wine dripping with sewage, and no one will buy it anymore.

So, how to improve the content quality of the content e-commerce platform?

3. Content ecological chain becomes the "X" factor of content e-commerce

Douyin and Kuaishou, which have more than 200 million monthly active users, do not lack traffic or content, but they lack continuous high-quality content.

Kuaishou recently launched the "Photosynthetic Plan" to accelerate cooperation with MCN organizations and use tens of billions of traffic to support 100,000 high-quality producers. This is a kind of support for high-quality content, but behind the support is actually a lack of high-quality content.

However, relying solely on subsidies cannot last long. All major content platforms have provided subsidies, but how many of them have risen? For example, Weishi invested 3 billion in subsidies but failed to become popular, and NetEase invested 100,000 in subsidies for short videos but also failed to see any improvement.

Many MCN institutions are also "professionals in cheating on subsidies". After receiving the subsidies, they ceased operations. The reason is that after receiving the subsidies, they found that they had no money to make or made too little money. Naturally, they do not have the motivation and ability to output high-quality content. The same is true for experts. If they cannot make money through normal operations, they will naturally produce "gray content", engage in fake sharing and sell advertisements, sell fake goods as inferior goods, etc.

If a platform wants to have long-lasting high-quality content, the most important thing is to create a good content ecological chain, so that the platform, content creators and users in the ecological chain can all benefit. The content ecological chain is becoming the "X" factor affecting content e-commerce.

How can we create a good content ecological chain?

Currently, content platforms can be divided into two categories based on different distribution of traffic. One is the centralized platform led by Douyin and Kuaishou, and the other is the decentralized platform led by Weibo and WeChat public accounts.

The centralized platform is a one-way profit model. The platform can be regarded as a merchant, and others are consumers. Everything is based on the interests of the platform.

It controls traffic distribution rights, and some also controls transaction rights. For example, the content on the discovery pages of Kuaishou and Douyin is sorted and recommended by the platform. How many fans can see a piece of content, how much traffic it can receive, how much is content, how much is advertising, are completely controlled by the platform, and neither users nor content creators can interfere.

For example, after Douyin masters update content, only about 10% of their account fans can access it, and only 30%-40% of Kuaishou users can access it. Another example is that Douyin masters must go through the star map to accept advertisements. If they do not pass the star map, their account rights will be reduced. Risks such as advertising being removed from the shelves. For example, Kuaishou e-commerce requires technical service fees for Kuaishou stores, 50% of the promotion commission for products sold through the three channels of Taobao Alliance, Pinduoduo, and Youzan, and 5% of the transaction amount for products sold in Kuaishou’s self-built stores and Magic Chopsticks Star.

It can be said that in the content ecology of Kuaishou and Douyin, the platforms are absolutely powerful, and both content creators and users can only be "at the mercy" of them. On the other hand, Weibo and WeChat public accounts are different.

Take WeChat public accounts as an example. The platform will only push the content of public accounts that users follow, and users can also find the accounts they follow in time. There is no mandatory ranking and recommendation of content, and WeChat will not participate in transactions between account owners and advertisers. WeChat only builds a platform, and creators and users can obtain content, exposure and transactions freely and fairly on the platform.

On this type of platform, content creators, users and platforms have a mutually cooperative relationship in the content ecosystem. There is no top-down control. This is a multi-directional interest model. Users get the content they care about (non-mandated recommendations), accounts get their own fans, exposure and various monetization income, and the platform gains a good user experience and a sustainable content ecological environment.

If you still don’t understand centralized platforms like Kuaishou and Douyin, then you might as well take a look at its predecessor Baidu. Baidu search is a strongly centralized platform. The results users see when searching are sorted and recommended by the platform, and Baidu will also make recommendations based on searches. Kuaishou and Douyin don’t even need to search and will recommend them directly to you. I don’t need to say more about the experience and reputation brought by the content ecosystem of this centralized platform.

The different content ecological environments directly determine the living environment of content creators. For example, if a WeChat public account has 1 million fans, it can basically collect money while doing so, while even if Douyin Kuaishou has 1 million fans, it may not be able to support the team.

This impact will affect content creators. Those who make money will naturally become more motivated and have the strength (including attracting better talents) to create better content, while those who do not make money will naturally lose the motivation and ability to create high-quality content. After all, it is difficult to make a living, and they will not take root on the platform. In the long run, it is not conducive to improving the development of the entire content ecosystem. This is why the experts on Douyin and Kuaishou want to divert traffic to WeChat.

Written at the end

This is the next tough battle between Kuaishou and Douyin. In addition to fighting for traffic, users, channels and marketing models, as a content platform, platform content is undoubtedly the most important core competitiveness.

In order for the platform to win in terms of high-quality content and not let inferior content erode content e-commerce, Kuaidu Information Station believes that how to balance the income distribution between the platform and the talented creators and build a win-win content ecosystem will be crucial. After all, if you want a horse to run fast, how can you prevent it from eating grass?

TikTok training experience: Whether short video content e-commerce will be "unhindered" or "difficult" in the future depends on whether it can avoid the "trap" of inferior content