标签： 上海后花园论坛

Q World will release the new M7 model, how long is Huawei’s ＂car building＂ window？

According to the first financial news, AITO is accelerating the pace of new car launches. Huawei End Point announced on September 10 that it will release the five-seat new car of the Q Jie M7 on September 12. With the release of the new car, the AITO Q Jie model matrix will include M5, M5 pure electric version, M5 smart driving version, M5 pure electric smart driving version, M7, M7 five seats, and AITO Q Jie plans to release M9 in the fourth quarter.

AITO Q & A is a brand jointly launched by Huawei and Cyrus. At present, Q & A’s sales volume is far from that of the leading new car-making forces. As a representative of Huawei’s smart car model, Huawei urgently needs to prove Q & A’s ability.

In August, the sales volume of nine new car-making forces, including Ai’an, Ideal, NIO, and Deep Blue, exceeded 10,000, and the delivery volume of AITO was 5018.

In the face of sluggish sales, Huawei’s automotive business has shown signs of more progress recently. In addition to speeding up the launch of new cars, in June this year, Huawei also acquired 21 "Q Jie" trademarks, which was interpreted by the industry as saying that Huawei will have the dominant right to Q Jie trademarks, and Q Jie may become a unified brand name for Huawei’s smart car model in the future. In July, the "AITO Q Jie Sales Service Joint Working Group" established by Sailis Automobile and Huawei began to be fully responsible for end-to-end closed-loop management of marketing, sales, delivery, service, and channels, marking the strengthening of cooperation between the two parties. From the perspective of products in the second half of the year, the new M7 and M9 models are undoubtedly the most concerned.

Sales are under pressure

Huawei Managing Director, End Point BG CEO, Smart Car Solutions BU CEO Yu Chengdong has previously revealed some information on the new M7 model. According to its Weibo, the model has 3338mm interior space and 686L trunk volume. Yu Chengdong also focused on the safety attributes of the new M7. In addition, the full-size SUV Q M9 will also be launched at the end of the year.

The launch of new cars is crucial to driving up sales in the industry. Since the beginning of this year, sales in the industry have been under pressure. According to the production and sales data of Cyrus, sales of Cyrus cars in July and August this year fell by 45.69% and 67.52% year-on-year, which affected the sales decline in the first eight months of this year. The reporter learned from the Cyrus Securities Department that in its production and sales express, sales of Cyrus cars are mainly from the industry.

"The Quarter 1 automotive industry promotion has led to a wait-and-see mood among users, and users’ expectations that the M5 smart driving version will be released in the second quarter have a certain impact on the sales of existing models." This is how Cyrus explained the reason for the decline in sales in the company’s first-half earnings report.

AITO official account no longer discloses monthly deliveries this year. Scattered disclosure data show that in April this year, AITO asked the world to deliver 4585 new cars, delivered 5629 cars in May, and delivered 5018 cars in August. There is no good news that the monthly delivery has exceeded 10,000. Compared with August last year, the delivery volume exceeded 10,000 cars, and reached the peak of 12,000 cars in October.

According to the data of the Passenger Federation, in the wholesale sales rankings of new energy passenger cars in August this year, Sailis sold 5018 units, not ranked in the 20th, lagging behind the new car-making forces of GAC Aian, Ideal, NIO, Zero Run, Xiaopeng, and Nezha with monthly sales of over 10,000.

At the same time as the sales problem is anxious, since the delivery of the world, Cyrus and Huawei have not yet tasted the sweetness of performance. In 2022, thanks to the higher price of M5 and M7 and the increase in sales volume, Cyrus revenue doubled year-on-year, but due to the increase in sales expenses and investment in research and development, the loss doubled year-on-year, reaching 3.832 billion yuan. In the first half of this year, Cyrus did not turn around, and revenue fell by 11.14% year-on-year.

It is also doubtful how much the car business can bring to Huawei’s performance. In 2022, Huawei’s smart car solutions business revenue was 2.077 billion yuan, accounting for only 0.3% of the total revenue. If the accumulated investment in smart car solutions BU since its establishment is 3 billion US dollars, the business is still losing money. In the first half of this year, the smart car solutions business revenue was 1 billion yuan, equivalent to half of last year’s annual revenue, and it seems to be standing still.

The pressure on Yu Chengdong is not small whether he can bring up the sales of Wenjie and set a benchmark for Huawei’s car business. Since the beginning of this year, Yu Chengdong has frequently stood on the platform for Wenjie, and his Weibo twice mentioned investing heavily in the new M7 model, saying that the model "has invested 100 million new upgraded interior and exterior accessories" and "spent 500 million new upgrades to build". In July, Yu Chengdong warmed up the new M7 at an exchange meeting with channel providers and suppliers, and in August he appeared at Chengdu Station to promote the model.

In response to the question of sales, Yu Chengdong previously responded that sales are only the result of a certain stage of development, and the underlying reflection is actually the relationship between users. Due to lack of experience and insufficient experience, some detours have been taken. At this time, it is even more necessary to give full play to its own advantages, have determination, and insist on making the ultimate products. Yu Chengdong revealed that in the face of external shocks, the company will accelerate improvement. Now it will optimize in the fields of retail, service, and delivery, and at the same time optimize the mechanism, increase the number of unannounced visits to stores and other means to improve the overall service capacity.

Partnership adjustment

Since the beginning of this year, there has been frequent speculation about Huawei’s entry into the car industry, and even rumors that Huawei’s car BU wants to seek independence. The root cause of the rumors is that Huawei’s car business has not brought significant growth and the development prospects are not yet clear. In fact, outside of Sailis, which has the deepest cooperation with Huawei, many car companies are considering cooperation with Huawei, and the cooperative relationship has undergone adjustment.

At present, Huawei’s cooperation with car companies is divided into three categories, namely vertical parts supply, HI (HuaweiInside) and Huawei Smart Selection. The HI model provides full-stack smart car solutions for car companies. The Huawei Smart Selection model involves Huawei in product definition, styling, marketing, user experience and other links. The depth of cooperation between these three models ranges from shallow to deep.

In the cooperation between car companies and technology manufacturers, it is a matter of debate who has the "soul", especially Huawei, which has always been strong in product control, and car companies inevitably choose carefully. Some auto industry analysts told reporters that as the competition for new energy vehicles enters the second half, profits will gradually shift to electronic and intelligent, and automakers are afraid of cooperating with technology manufacturers.

In March this year, the GAC Aian AH8 project changed its HI cooperation model with Huawei to a parts supplier model, and AH8 will be independently developed by Aian. Some car companies have made two preparations. In April this year, the cooperation model between BAIC Extreme Fox and Huawei changed from the HI model to the smart car model. At the same time, BAIC started its own research. At the end of August, BAIC Extreme Fox Koala started pre-sale, and this model is positioned as the world’s first smart parent-child car. The reporter learned from BAIC Blue Valley Securities Department that Koala has no cooperation with Huawei. In addition, Chery, JAC and Huawei Smart Choice have all cooperated. Among them, Chery has cooperated with Huawei to launch a number of smart electric vehicle models. Chery is also developing an independent new energy brand iCAR.

Huawei is well aware of the challenges it faces. At the "China Electric Vehicle 100 Forum 2023" in April this year, Yu Chengdong admitted that among domestic partners, new forces are unlikely to choose Huawei in terms of intelligence, and international giants will not choose for some reason. If traditional car companies are afraid of losing their souls, they will not choose, which makes Huawei face great challenges.

Even in the face of the dynamic adjustment of the cooperative relationship with car companies, in recent years, Huawei has emphasized the stability of cash flow and given up heavy assets to enter the car production, Huawei has still responded many times, denying the path of independent car production. At the beginning of this year, Huawei founder and CEO Ren Zhengfei issued a decision announcement, emphasizing that "Huawei" or "HUAWEI" cannot be used to extend the time limit of "Huawei does not build cars" for 5 years in the promotion and appearance of the whole vehicle.

In this case, in the limited cooperation with car companies, how Huawei can achieve the most benefits and achieve the most ideal commercialization goals has become a core issue. In August, it was reported that Huawei had strategically adjusted its car BU business to reduce non-core business investment and spend money on the edge. But Huawei officials did not respond to this news.

In terms of business strategy, in the foreseeable future, Q & A will continue to be the most important focus of Huawei’s car business. The new M7 and M9 to be released on the 12th will become the biggest focus of Q & A in the second half of the year.

Original title: Q World will release the new M7 model, how long is Huawei’s "car building" window?

What is the function of BYD Hanche key？

https://car3.autoimg.cn/cardfs/product/g24/M05/3A/3E/800x600_0_autohomecar__autohomecar__Chxky2QENfqAIsSwABT03pZoJj4015.jpg

In addition to the traditional induction car keys, BYD Hanche keys also have a set of truck keys. It uses NFC induction technology, and the car can be easily unlocked by placing the card near the rearview mirror shell, thus avoiding the trouble of carrying larger traditional car keys.

Regarding the hold button of BYD Hanche key, the following is some information:

1. Introduction:

Press the hold key for a few seconds to open the trunk, so as to avoid accidents caused by pressing the hold key when the vehicle is driving, so it is called "hold".

2. Other functions:

The hold key is not the trunk open key, but the remote engine start button. Within a long distance, press and hold for 2 to 3 seconds, and the car will start automatically. This function can adjust the temperature inside the car in advance in winter and summer, so that you can enjoy a comfortable temperature before entering the car.

Stars who ＂perform＂ in the live broadcast room

Author | Uncle Cat

It’s hard to imagine that the live broadcast of goods that the big coffee was ashamed of two years ago has now become a common practice in the entertainment industry.

Especially in 2021, the stars who stayed in the live broadcast circle became more and more bottomless.

The star’s job was originally acting, but now the main battlefield of many stars is no longer movies and TV series, but has become a live broadcast room with goods.

Moreover, the "cannibalism" of stars with goods is sometimes uglier than that of online celebrity.

The stars performed in the live broadcast room

On November 27th, a well-known actress surnamed Huang was in the live broadcast room, holding a Hetian jade necklace with a price of 1,280 yuan and sincerely shouting: "299 yuan."

The merchant was incoherent with anger: "Do you know what this is? This is Hotan Jasper, and this is the ceiling in nephrite! This is Russia’s No.7 mine, and No.7 mine was extinct in 2008 … "

The actress surnamed Huang didn’t speak, but slowly touched the jade pendant of the necklace. The merchant quickly said, "If you really want to sell 299 yuan, I really can’t put the bill. Well, I can only put 300 bills at most."

Actress surnamed Huang: "Then I think you should be cheaper."

The actress surnamed Huang responded with a hundred words, and the netizens in the live broadcast shouted for the price. The actress surnamed Huang looked at the screen and said with enthusiasm: "Did someone say 199 yuan? I think some people say 118 yuan, ok, just 118 yuan! "

Embarrassed, at this time, no one on the screen shouted for 199 and 118, but 9.9 yuan, 29 yuan and 99 yuan.

Finally, this necklace is priced at 118 yuan, and it is also bought for one get one free. After it is put on the shelves, it is not limited to 300 orders, but you can buy it at will.

Obviously, this is a good play starring actress Huang and merchants. The so-called asking netizens to bid is just a process atmosphere.

The price reduction from 1280 yuan to 118 yuan is really arbitrary. Merchants are shouting limited, loss-making, and subsidies. In fact, they are all fooling netizens to place orders.

In fact, there are more and more stars who "perform" in the live broadcast room like actress Huang.

Live broadcast with goods has become a mirror for all kinds of demons.Originally a paradise for online celebrity anchors, it has now been seized by major stars.

Even Pan Changjiang, a venerable elder, stepped into the muddy water of live broadcast with goods after staged a slapstick farce of "the turn of the Pan Ga", which was repeatedly questioned, but it was out of control, and was complained by netizens that his last days were in jeopardy.

Even more embarras,Those "routines" with goods, which have long been played badly by online celebrity people, are now grounded and learned by the stars.

This has also led to the fact that although the stars "performed" very hard in the live broadcast room, the effect is getting worse and worse, the audience is getting worse and worse, and the effect of bringing goods is getting worse every day.

The "script with goods" is the same, which is a great test of star acting.

The biggest problem that makes people embarrassed is that most stars’ "scripts with goods" are the same.

Netscape Internet (ID: WXS360) found that,Among them, there are two scripts with goods, which are repeated by stars in the live broadcast room.Because of too many performances, it is a great test for actors’ acting skills.

1. Performance quarrels with merchants

The flow of this script is:

1) The first scene: the merchant quotes, the anchor is not satisfied, and bargains on the spot;

2) The second act: the merchant sells badly, tells the selling point of the product and refuses to reduce the price;

3) Act III: The anchor gets angry, loses his mind, directly releases the fracture price, and says that he subsidizes the fans;

4) The merchants were forced to meet the anchor conditions and promised limited supply;

4) Ending: The anchor called on fans to place orders quickly.

The script with goods has been performed by countless online celebrity for many times, and it is still imitated by many stars. How many netizens into the pit can be fooled now, which not only tests the anchor’s acting skills and cooperation with the merchants, but also needs to be followed up in a more intense and bottomless way.

Although we all know that the anchor and the merchant signed a contract long before the cooperation, it is impossible not to talk about the price of the goods. However, in the process of quarreling and bargaining, the actors still have to be full of emotions, and the performance should be true and full of tension, bringing a strong sense of substitution and impact to netizens.

2. Pretend to mark the wrong price.

Nowadays, there are goods in the live broadcast room, and the frequency of wrong price is getting higher and higher. So that netizens ridiculed that there is no star who missed the price, and it is not a good star with goods.

The routine of "marking the wrong price" is most used by female stars when they bring goods, and some even mark the wrong price several times in a live broadcast.

The success of "marking the wrong price" mainly depends on the "performance" after the anchor marked the wrong price.Successful "acting skills" usually shout "The price is wrong, the price is wrong, so don’t place an order, I’m going to pay for it …", while acting in a hurry and at a loss.

At this time, the more the anchor is at a loss, the harder netizens place orders, and the IQ tax will be quiet.

Under such circumstances, acting-style live broadcast, script-style selling of goods and other means of curiosity and speculation are flooding the live broadcast rooms of various anchors, including scripts and words, and even the commodity pricing and price reduction are strikingly similar.

When Tik Tok and Aauto Quicker were opened, all the live broadcast rooms became show shows with goods, and the anchors were performing hard and repeatedly under the same script.

The live broadcast bonus disappears, and the industry urgently needs a "new script"　

In 2020, the first year of star live broadcast was ushered in with the help of the epidemic. Tamia Liu, Michael Chen, Yuqi Zhang, Stephy, Li Xiang, Wang Han, Eva Huang, Ye Yixi, Yang Kun, Li Xiaolu, Xue Zhiqian … Many young stars have tried live water to bring goods, and sales of hundreds of millions have become routine operations.

In a year, the live broadcast bonus disappeared. The sales myth of stars, accompanied by constant controversy, overturned several times.

9.9 yuan, a live studio in Jordan chan, sold a gold bar and an autographed photo. As a result, the fans received a golden plastic piece, and the autograph was only printed matter.

Pan Changjiang, Wang Xiaoli, and Xie Mengwei (Gazi) have all sold branded wine with the name of Maotai Town in the live broadcast room. This kind of wine can’t be said to be fake wine, but the name of "Maotai Town" and "Xinghua Village" is somewhat suspected of fooling consumers.

In fact, more and more stars have "killed" into the wine, jewelry and jewelry industries because of the high profits and the inability to uniformly estimate their values. Similar rollover incidents are not uncommon.

Some stars gradually fade out of the live broadcast circle, while some stars do not care about their feathers and the trust of fans in the live broadcast room, and frequently consume the popularity and word of mouth saved by their own entertainment circles.

In the Tucao Conference, Viya made a slightly sarcastic speech:"When the stars have what good, you see these stars, not to live? The destination of stars is to bring goods. "

Hao Lei also said that the live broadcast diverted the stars in the film and television circle. "Thank you very much for the live broadcast. Some people don’t have to go around this detour and must be actors."

At present, the main positions of the first-line strength stars who are getting along well in the film and television circle are still film and television dramas, and they rarely set foot in live broadcasts, such as Bo Huang, Jason Wu, Chen Sicheng, Shen Teng, Ge You and Chen Daoming. Most of the people who have been in the live broadcast circle for a long time are traffic stars, female stars and outdated stars.

An interesting phenomenon is that,If you can’t pick a good script in the film and television circle, it is difficult to pick a good script in the live broadcast circle, and even you can only repeat the bad script.

Even if it is a live broadcast, most stars have no originality and recognition ability. Online celebrity, the head of the company, is still developing a new script, and most of the stars have just embarked on the "homogenization" routine under the planning of the merchants. But when the "scripts" become more and more similar and the hype routine becomes more and more obvious, how long can the audience’s freshness be maintained? How long can the platform tolerate?

There is nothing wrong with the live broadcast, and it is understandable to have a script routine, but the script should also be innovative with the times, and the live broadcast should be more sincere and less deceptive.

·

There is a lack of traffic, and Li Jiaqi flashes bilibili.

Recently, the advertisement card in the live broadcast room of "Fashion Festival" in Li Jiaqi appeared on the homepage of bilibili mobile APP.

After clicking this card, you will jump directly from bilibili to Li Jiaqi Live Room in Taobao, and the "Newcomer Limited Time Subsidy" product will automatically appear at the bottom of the Live Room page. After closing the pop-up window, you will jump out to the page of receiving new guest red envelopes.

Taobao said that at present, many UP owners have brought goods for Taobao through live broadcast, that is, the UP owners broadcast in bilibili, reaching Taobao to place orders with one click.

This is behind bilibili’s "big open loop" strategy in e-commerce business. Under this strategy, bilibili opened a commodity library with the head e-commerce platform through one-click switching and advertising space, and conducted in-depth cooperation in a more targeted manner. After that, bilibili will connect the whole ecology to various e-commerce platforms and brands.

|Commercialization in bilibili began to make money.

There is no gratuitous gift in business. bilibili sells the traffic to Taobao Live, mainly to increase his advertising revenue and continuously strengthen his commercialization ability. Commercialization is the top priority in bilibili in recent years, especially the business income related to e-commerce. The reason for this is the following：

On the one hand, advertising, live broadcast and e-commerce have brought considerable financial returns to bilibili. In 2023, bilibili achieved positive cash flow for the whole year.

The financial report shows that in 2023, the total revenue of bilibili reached 22.53 billion yuan, a year-on-year increase of 3%; Gross profit was 5.4 billion yuan, a year-on-year increase of 41%. From the business sector, advertising and value-added services (mainly live broadcast) are the main driving forces for bilibili’s revenue growth.

Source: bilibili official WeChat WeChat official account

Specifically, in 2023, bilibili’s advertising revenue was 6.41 billion yuan, a year-on-year increase of 27%; Revenue from value-added services (live broadcast and big membership) reached 9.91 billion yuan, up 14% year-on-year.

On the other hand, the core income has been weak before, including games, IP derivatives and other businesses.It can be seen from the financial report that the revenue of several new games was lower than expected, which dragged down the annual revenue growth rate of bilibili in 2023. Bilibili’s game business revenue in 2023 was 4.02 billion yuan, down nearly 5% year-on-year, which exceeded market expectations.

The management of bilibili said that it is confident that the operating profit will turn positive after adjustment in 2024Q3, and it will be profitable. In order to achieve this goal,The "big open loop" strategy of cooperation between bilibili and e-commerce platform has become the key development direction..

The so-called "open-loop" strategy refers to opening bilibili’s content ecology to Pinduoduo, Taobao, JD.COM and other head e-commerce platforms for diversion, and exporting content-based transaction traffic outside the station to replace the closed-loop business path of planting grass and trading in the station.

In the third quarter of 2022, bilibili launched a "big open loop" strategy to direct traffic to e-commerce platforms such as JD.COM and Taobao, so as to make up for the shortcomings in the business chain of e-commerce. Less than a year after the implementation of the "Great Open-loop Strategy", bilibili has opened relevant links with Taobao, JD.COM and Pinduoduo. Among them, by the second quarter of 2023, the cooperation between bilibili and Taobao accounted for 70% of the e-commerce business volume of bilibili Great Open Loop.

According to LatePost, in April 2023, Daishan, president of Taotian Group, led a delegation to visit bilibili to discuss cooperation, and finally decided to increase the amount of advertising in bilibili, more than five times the original amount.

Not only Ali, Pinduoduo and JD.COM are regular customers of bilibili. During the "June 18th Promotion" in 2023, bilibili’s advertising revenue from Ali, JD.COM, Pinduoduo and other e-commerce industries increased by over 200% year-on-year. In addition, some insiders said that Pinduoduo’s ROI in bilibili was at least greater than 5. According to public information, the ROI of some well-known consumer brands can also reach 2-2.5.

Behind the "big-handed" launch of e-commerce platforms such as Ali, Pinduoduo and JD.COM, they took a fancy to the highly sticky young users in bilibili.The data shows that the average age of users in bilibili is about 24 years old, among which the coverage rate of Z+ generation users reaches 65%, and more than half of users live in second-tier cities and above, with a ratio of male to female close to 1: 1.

With the daily average active users stable at the order of 100 million, bilibili has become the mainstream video content platform in China. Its daily average user duration has reached 96.25 minutes.

Source: Dolphin Investment Research

However, regarding the traffic trafficking in bilibili, some insiders said that this is not a long-term behavior. Bilibili, as the content platform of the large-scale open-loop e-commerce at present, can get a share of the e-commerce market quickly under this mode, but it only plays the role of a channel and "hands over" its own traffic. The same is the content platform, and Xiaohongshu is developing in the direction of closed-loop e-commerce.

| bilibili e-commerce is constantly moving

At present, bilibili’s e-commerce is developing in two major directions. One is to cooperate with other e-commerce platforms to open a "big open loop" strategy; The second is to support the UP main live broadcast in the station.

In cooperation with other e-commerce platforms,In 2018, long before the strategy of "big open-loop e-commerce" was put forward, bilibili and Taobao Alliance reached an all-round cooperation. Both parties supported UP owners to establish Taobao Daren accounts. Through personalized recommendation, content operation and other forms, both parties jointly provided traffic support, allowing UP owners to commercialize by directly bringing goods and docking business orders.

In the third quarter of 2022, bilibili officially implemented the strategy of "big open-loop e-commerce", and opened the advertising cooperation in the station for e-commerce advertisers such as Ali, JD.COM and Pinduoduo. Among them, bilibili took the lead in reaching a cooperation with Ali, and started the Spark Program. From the follow-up effect, the proportion of new customers led by the program from bilibili to Taobao stores was 70%.

At the same time, during the double 11 last year, the original "Member Purchase" entrance at the bottom of the mobile phone App in bilibili was temporarily renamed as "double 11", and a new "Tmall double 11" section was added to directly display Tmall products and support clicking and jumping to the Tmall page to purchase, providing users with more convenient consumption scenarios.

Besides Ali, bilibili also cooperates with platforms such as JD.COM and Pinduoduo. In 2024, bilibili will continue to deepen the cooperation of UP owners, and the number of UP owners cooperating with Pinduoduo is expected to increase by more than 100% year-on-year. Because of his generous hand, Pinduoduo was dubbed by netizens as "the gold owner of bilibili *" and "supported half of the UP owners in the station by himself".

In addition to the three mainstream e-commerce platforms, many cutting-edge consumer brands are also increasing their layout in bilibili. For example, in October, 2023, Wujiang mustard tuber launched two new products jointly with bilibili (Wujiang mustard tuber mass-selling package sold online and 70g regular package sold offline), which brought real sales growth. According to the data, in Tmall Wujiang official flagship store, the joint new products were sold for 24 hours, ranking in the top 5 in sales. As of October 24, 2023, the cumulative transaction amount of Tik Tok joint special event exceeded 630,000.

It is worth noting that behind bilibili’s "big open loop" strategy, the road of self-operated e-commerce is impassable. Bilibili has tried to expand the variety of goods supply based on the existing "member purchase" system, but the effect is not good. Li Xi, COO of bilibili, thinks that e-commerce is a large-scale business, and it needs to accumulate transaction-related technologies, while bilibili does not have either for the time being.

On the UP main live broadcast cargo in the support stationNowadays, live broadcast with goods has become a breakthrough in bilibili’s e-commerce business. Bilibili COO Li Xi introduced that in the fourth quarter of the e-commerce peak season in 2023, bilibili had an average of more than 60,000 UP owners participating in the delivery business every day. Among them, during the Double Eleven period, the GMV of omni-channel delivery exceeded 1.6 billion yuan, and the single transaction GMV of female clothing UP parrot pear with live delivery in December exceeded 50 million yuan.

However, there are also UP owners who encounter "Waterloo" on live delivery. For example, in June 2023, the head UP owner "Brother Daxiang is coming" with 5 million fans, after the announcement of live broadcast with goods, caused fans to boycott, and was spit out by fans as "down and out" and "just bad money". After the live broadcast, the powder dropped more than 170,000. At present, "Daxiangge" has stopped the live broadcast of goods.

But bilibili live broadcast has just started, and there is still a long way to go in the future. In addition, it should be noted that bilibili’s choice of "open-loop" e-commerce mode means that it relies heavily on external platforms and it is difficult to form a competitive advantage.

Some insiders have commented that bilibili can’t master the whole process of users from planting grass to trading. At the same time, logistics and after-sales in bilibili also depend on external platforms, which undoubtedly increases the operational risk of brands or businesses.

|Where are the opportunities for businesses?

Li Xi said: "The core competitiveness of bilibili is the platform with the highest density of young people in China. The average age of these young people is 24 years old, and they are all at the age of leaving school and are in the rising range of consumption. Therefore, bilibili is now a necessary platform for brands to establish consumer minds. Whether it is short-term transaction transformation or long-term consumer minds, they will choose bilibili. "

Consistent with Li Xi’s statement,Compared with other e-commerce platforms, bilibili has a high-stickiness, younger user group, which has the characteristics of long time and long video acceptance. In addition, due to the user tonality and strong community atmosphere of the original strategy gathering in bilibili, the UP main ecology is prosperous.

The above-mentioned fan characteristics also determine that the UP main live broadcast has a strong private domain attribute. As mentioned above, it is said that your own delivery is actually a kind of group purchase delivery based on private domain.

It focuses on the decoration of popular science, home and other content, through "it takes 30W to measure the water purifier, and the result is not as good as boiling water?" "What’s the difference between the collection ability of washing and drying?" Wait for a series of videos to gain fans. And he also started live broadcast with goods in line with the commercialization trend in bilibili. During the Double Eleven in 2023, the total amount of omni-channel payment was as high as 1.68 billion, with a year-on-year growth rate of 400%. One person’s record is almost half that of GMV.

"The case of staring has been verified.Consumer-resistant products such as home and digital, combined with bilibili’s relatively long video content,, including the mode of in-depth evaluation, is our advantage of carrying goods. "Li Wei said.

In addition, in recent years, the content influence of living quarters and entertainment areas in bilibili has increased the stickiness of young female users. For example, recently, the fashion category UP main "Parrot Pear" brought 50 million yuan of goods in a single live broadcast, and 90% of the ordering users were women.

It can be seen that bilibili e-commerce has the above advantages in developing business. Now, with the cooperation with Taobao again, the advertising card has jumped into the live broadcast room of Taobao, which means that bilibili has taken a key step and is accelerating its commercialization, which has brought three major impacts.

First, it saves capital investment and increases its own advertising commission income. Last year, the "Member Purchase" entrance at the bottom of the mobile phone APP in double 11 and bilibili was temporarily renamed as "double 11", and a new "Tmall double 11" section was added to display products and support direct jumping. According to statistics, the advertising flow from the head e-commerce platform in double 11 and bilibili increased by over 80% last year.

The second is to undertake the commodity library of the e-commerce platform and access the mature shelves. The cooperation with Taobao Live means that bilibili will fully spread the open-loop e-commerce model, and through this unique mode of bringing goods, bilibili users will continue to refresh their cognition, and finally help the platform to successfully achieve high-conversion delivery.

The third is to promote the platform to create a more mature live broadcast e-commerce ecosystem, further enhance the platform’s own live broadcast and delivery atmosphere, and attract more UP owners to carry out live broadcast and delivery for a long time.

In addition, it should be noted that since bilibili adopts a "big open loop" e-commerce, the essence of which is output traffic, if other e-commerce platforms do not provide good service, it may bring itself back and lead to the loss of users.

Zhuang Shuai, founder of Bailian Consulting, publicly stated that to fundamentally solve the problem, it is necessary to build a supply chain and e-commerce operation system like "closed-loop e-commerce". But … Zhuang Shuai also mentioned that "if the open-loop model has a user scale, it can be done for a long time, and the closed-loop e-commerce needs daily life and cash to support it."

Generally speaking, bilibili is making every effort to develop its e-commerce business, and seriously considering the matter of "just meals", which also brings new opportunities to the e-commerce industry, especially for consumer-resistant products such as home and digital products. However, the e-commerce in bilibili started late, and the form of goods delivery has only taken shape, and the e-commerce mind is still immature, which still needs more exploration.

In addition, because the e-commerce mentality of users has not been cultivated, bilibili needs to balance the development of content and e-commerce in the process of e-commerce.

References:

1. "Bonuses, Difficulties and Possible Solutions of Goods Carried in bilibili". Narrow broadcast.

2. With an annual income of 22.5 billion yuan, bilibili’s boss works hard to bring goods. 21st century business herald

3, "bilibili Struggles to Stand Up". Tiger Sniff

4. How did bilibili become the "advertising department" of Pinduoduo? ".Yuanchuan Institute