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Tiktok group purchase online, why Zhang Yiming moved Wang Hing cheese?

via:博客园     time:2021/3/13 5:15:00     readed:332

Whastle by MIA

Zhang Yiming finally moved Wang Xing's cheese.

Byte blitz speed reproduction:

In 2020, GMV has exceeded 500 billion yuan tiktok, which has been three times more than in 2019. However, the value of traffic, especially the value of local traffic, has not been fully excavated. And local life is such a huge cake,By 2024, China's local comprehensive service market will reach 2.8 trillion yuanThis market is so big that no matter meituan or hungry, word-of-mouth can not be fully penetrated. Under the catalysis of the epidemic, the digital trend of life service industry is further enhanced.

It will be a long war.

Can short video entertainment create demand for life services?

Futu securities research data show that in 2020, the revenue scale will reach about 37 billion US dollars, about 240 billion yuan. At the same time, the company made an operating profit of more than $7 billion last year. Among them, advertising revenue reached 175 billion yuan, accounting for more than 72.9%. Compared with more than 90% of advertising revenue in 2019, its revenue structure has obviously been optimized to some extent, but it still needs to develop new businesses to further diversify its revenue to improve its ability to resist risks.

No matter how to integrate and optimize, shut down business or launch new field, byte beat is more and more frequently used in every track.Some see it asBusiness sorting before listing, as well as efforts to raise the valuation.Since January 2021, the adjustment has been particularly intensive: Wukong Q & A will be officially offline, the knowledge payment community will stop its operation, the hammer technology team will be merged into the education hardware team, and the mobile phone business will be suspended.

Since September last year, byte beat has completed the wholly-owned acquisition of Interactive Encyclopedia and started to explore the field of search engine, which is regarded as a declaration of war against Baidu. In addition, byte beat has also established a team of Internet of vehicles.Most of its bets are on businesses with more commercial prospects and more ecological activation, while those abandoned and shut down are on the contrary.

The current video aggregation page is divided intoTiktok said that group purchase codes were already placed in the store, and the exposure resources of master shop will bring some user growth.

Fundamentally speaking group purchase group purchase tiktok faces different functional logic and usage scenarios.

From the perspective of related business, in February this year, bytes CEO Zhang Nan said through micro tiktok that the monthly active users of the video search were over 550 million. In January this year, the tiktok payment was launched, and the Internet Financial imagination was opened up. Tiktok's two tiktok businesses are known as the 2021 focus strategy, from content to grass to payment, offline experience, voice search, payment, live broadcast, short video, group purchase, etc.It is possible for multiple business sectors to consolidate each other and form a complete closed-loop chain.

There is no end to the local life war

The tiktok traffic is coming to the top. The channel Kwai has turned to the line. For example, the DAU has broken down 600 million since September last year, and the fast product matrix is approaching 500 million DAU.Developing local life services with long-term value has become the key to solving the problem and increasing anxiety.This part of business is not only the core business of meituan, but also related to Ali's payment business, which is conducive to cultivating users for JD payment and JD mall.

In addition,The epidemic is affecting everyone's life and the future of every industry, and also creating unprecedented opportunities for digital economy.Jingdong, Ali, meituan and other giants have taken a fancy to this point, and have adjusted their organizational structure one after another, making heavy investments in the local life service track.

Alipay platform has been upgraded to the world's largest open platform for digital living., its home page added take away home, fruit and vegetable business super medicine and other convenient life plate.According to relevant data, the average daily turnover of Alipay's ten major shopping procedures is nearly 3 times that before the epidemic.In March last year, Ali local life service announced a round of organizational restructuring,Among them, word-of-mouth and hungry will be integrated and adjusted into three business groups: home, store, business center and innovation; there are three business divisions: logistics business division (instant delivery business division), new retail and life services.

Due to the decline of market share, the war on subsidies has been rekindled. Since August 27 last year, the number of cities, businesses, categories of subsidies and the total amount of subsidies covered by the 10 billion yuan subsidy have continued to grow. The key subsidy cities have expanded from the first phase of 24 cities to 124 cities, and the scope will gradually expand from catering to the whole category. With heavy investment, in October last year, hungry Mau surpassed meituan takeout on app for the first time in nearly two years.

And the local life service field also has a new trend changeFrom meituan, Duoduo and Didi's orange heart to Jingdong,From the end of 2020 to 2021, community group buying has become the biggest outlet for Internet giants to compete for a share.

Regulators have sounded the alarm for community group buying.On March 3, 2021, according to the law, the General Administration of market supervision imposed an administrative penalty of 1.5 million yuan on four community group buying enterprises, including orange heart preferred, duoduomaicai, meituan preferred and shihuituan, and an administrative penalty of 500000 yuan on shixianghui. Next, price and quality control may become the focus of the platform.

The battle of local life is far from over. New entrants continue to join, bringing catfish effect, stirring a pool of spring water, making the process more interesting and the results more unpredictable.

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