However, there are still gaps between content and e-commerce, live broadcast and consumption. The self-operated e-commerce platform is the answer to solution or robbery. In fact, it is hidden here. There needs to be a "unified field" between algorithms, live broadcasts, and e-commerce. After all, live broadcasting, the second half of e-commerce, has just begun. "Only a high GMV is not a Douyin e-commerce, and it is a Douyin e-commerce that can provide good prices and good things." In April 2021, Kang Zeyu, the head of Douyin e-commerce, said at the first ecological conference, and the screen behind said " Douyin is serious about doing e-commerce.”
Recently, “Douyin Mall” has spread the news of its independence in the industry, asking brands and merchants to inquire around in order to get a share of the pie. Douyin, which shifted from short video content to live broadcast, and from live broadcast to e-commerce, this time's action is expected and reasonable. Although this news has been job title email list confirmed, the question of whether to be a self-operated e-commerce platform has been raised again. Doing e-commerce, is it a solution or a robbery? 01 The unavoidable closed loop of e-commerce In June 2020, the ByteDance business has undergone major adjustments, and Douyin e-commerce has officially become a first-level business department. Eight months later, Douyin officially proposed the concept of "interested e-commerce" and challenged the traditional e-commerce model together with Kuaishou's "trusted e-commerce".
In the eyes of many people, live e-commerce is a subversion of traditional e-commerce. There are many arguments for this view, such as the reconstruction of the relationship between people and goods, such as a new product display model and customer interaction logic. However, judging from the actions of Douyin and Kuaishou, live e-commerce is more like a model supplement before challenging traditional e-commerce. In mid-April, Douyin quietly launched the "Douyin Store" on the user's personal homepage interface, which displayed a familiar e-commerce background in the form of embedded mini-programs, and highlighted the entry of consumer experience such as orders and after-sales. Strengthen users' perception of e-commerce.