Brands embrace the new channel traditional big e-commerce platform is being jittery, fast hand to take food? (E-commerce promotion platform which is good)

Economic Observer reporter Qian Yujuan reported in Beijing over the past month, Zhang Yipeng ran to meet a lot of brand bosses, just Guangdong and Shanghai visited dozens of brand merchants. From loss to profit from the "supermarket" to "mall" from the incremental to the stock migration trend has arrived?

In Zhang Yipeng's opinion, behind the branding of the fast-food e-commerce business, brand owners actually want to put the "traffic" in the store, precipitated into their own loyal users, and continue to repurchase.

Fast hand e-commerce person in charge of laughing ancient understanding is that the platform is based on user demand-oriented, from the past to focus on doing the industry with white label goods, and a "high-level turn" has occurred, he defined this turn as "big brand".

Data shows that since the opening of the brand program in the second quarter, the number of brands stationed on the platform has increased by 4.5 times, the brand business growth rate of more than 8 times. Not only that, Xiaogu found when he checked the platform's seller list ranking recently that there would always be brand flagship stores that occupied higher traffic without any special support, and he guessed, "This may have strictly hit the users' needs."

In the interview, a brokerage analyst who focuses on short video platforms told reporters that brands tend to cluster on platforms where they can have business, and "most small and medium-sized brands focus on new channels." According to his observation, many brands in the jittery voice, fast hand live with goods business, are better than Taobao, Jingdong and other traditional e-commerce platforms, coupled with the regulatory layer of the antitrust investigation of the platform business, resulting in "the platform will not be on the merchant to ask for two choices", in such a context, brokerage analysts believe that the brand merchants will be looking for incremental to go to The new channels such as Jitterbug and Shutterbug are being embraced by the branded merchants in search of incremental growth.

So, in the live e-commerce city pool war, jittery voice, fast hand from Taobao, Jingdong such "tiger's mouth", how much share?

"In fact, the plate will only get bigger and bigger." Interview, Huang He does not agree with the outside world issued a short video platform "food" theory, in his view, the current trend means that the main position of the future e-commerce ecosystem, is no longer the traditional shelf e-commerce, brands are oriented to short video platform for large-scale migration.

For the short-video platform for brands to flock to, the brokerage analysts are also certain that it will be a big trend, but "far from talking about 'migration'", at least at the moment, he believes that the short-video platform for the evolution of the brand's services. still need a long time to wait and see, once the platform is overly commercialized, whether it will bring the same problems as the big e-commerce platform, is still not known. "Where there is traffic, where there are users, brand owners go." Modest Search Holdings senior vice president, general manager of VIA business unit Gummer does not deny that the current new channel for the brand's traffic dividend and temptation, he also agrees that "small cost to do incremental, why not." But at the end of the interview, he still emphasized that the brand business "migration" theory is overstating the trend.

Originally, there are many anchors within the humble search, in the jittery sound platform to broadcast with goods, based on the fan base data preferences to choose the product of the platform logic, is indeed established, but Gummer for the short-video platform supply chain short boards, not only is the "goods" this aspect, behind the transaction chain, store evaluation, after-sales link is also particularly critical. The link behind the transaction chain, shop evaluation, after-sales chain is also particularly critical. From a comprehensive point of view, he felt that jittery voice, fast hand such a new e-commerce channel, to seek incremental brands, more is a new pathway worth exploring.