Short video married to e-commerce: from Netflix's Han Anran wedding to sell goods

Netizen Mu Yalan, who has 10 million microblog followers, was scolded by netizens for attending the wedding of another netizen, Han Anran, who "didn't pay with her share of the money but also ate and drank for free."

Han Anran was busy coming out to dispel the rumors - the gift money had naturally been given, but was returned by her. "When people come, they're just giving me traffic, and traffic is worth a lot more than gift money!"

The most important thing this wedding needs is traffic. It is both a wedding and a large-scale e-commerce sale. In the name of the wedding, Han Anran conducted three live broadcasts on snapchat in succession from June 15-17, but selling goods was the theme of the live broadcast. The singles night was selling goods, the wedding site was selling goods, and even the end of the wedding was supplemented with a live broadcast of reading the guest gift list to attract traffic.

In the wedding tea ceremony, the live camera turned to a tea teacher, while brewing tea and explaining the special features of this tea and tea brewing techniques, the live broadcast then also popped up a link to the goods - 69 yuan of red wine two. "How to sell things again." The live broadcast pop-up said.

Long Zi Yin, head of Ruhan Holdings' Racer business, who planned the entire Han An Ran wedding selling activity, told Alphabetical List (ID: wujicaijing) that they invited dozens of netizens to attend the wedding and participate in the selling of goods this time. At the end of the singles night activities in the early morning, the crowd has left, there are still a few netroots gathered at the hotel gate to continue live.

As for the record, Han Anran live host and wedding emcee of the fast hand account rose more than 1 million respectively, Han Anran rose more than 4 million, just entered the fast hand Mu Ya Glam that day rose 100,000 powder, the previous jittery goddess Wen Wan has turned to the fast hand, the activity after the rise of 80,000 fans, sold 8,000 single goods, Akagi Gangxian is in the opening broadcast of the 3 minutes to sell 300,000 pieces of goods.

Han Anran will wedding selected in 618 e-commerce season is not a coincidence, in the face of the first half of the largest promotional season, merchants are not willing to miss the opportunity, in Taobao, Jingdong and other traditional e-commerce platforms, outside of Jitterbug, fast handheld and other short-video platforms have just become a new continent of consumer carnival.

According to LatePost, Jieyin signed a $7 billion annual framework agreement with Taobao, $6 billion in advertising and $1 billion in commissions. The assessment index of the e-commerce department is GMV-oriented, and the total GMV target signed is 40 billion scale. Racer access to various platforms such as Pinduoduo, Taobao and other platforms, the assessment index is user satisfaction, trying to establish a short video e-commerce ecosystem that serves users.

Beauty e-commerce service organization net red cat founder Zhang Shuai to net red cat's own business volume to estimate the overall GMV of jitterbugs, the result is that jitterbugs every month GMV is about 3 billion to 4 billion yuan, fast hand is about 1.5 times to 2 times the jitterbugs, the two platforms annual GMV will be roughly 150 billion yuan in total.

This afternoon, Jitterbug responded, "We have always maintained good cooperation with Taobao, but the data mentioned in the (LatePost) article is not true."

For the GMV data, the jittery voice side said that it is not released to the public for the time being. Racer responded to the alphabet list (ID: wujicaijing) that the focus of Racer e-commerce is currently on the establishment of rules and the protection of the ecology, and the simple GMV is not the most important.

This is a win-win business for both sides, for the short video platform is a new means of commercialization, for the e-commerce giants, put in the whole Internet market, they have enough traffic, but also all need to reserve and develop new sources of traffic.

This meets the demands of many merchants and brings new possibilities to platforms and service providers. Wang Rui gave an example, in the past, in Taobao, Jingdong have opened a flagship store merchants of the idea is, since it has begun to do content with goods, it may be worthwhile to open up all the channels of conversion, they come to the door to know, "currently only to the Taobao store infusion", but now, this idea can be realized.

Pinduoduo and fast hand have been invested by Tencent, and according to market rumors, Ali's Yunfeng Fund has invested in byte jumping, short video platform e-commerce carnival 618 fireworks, can still smell the smoke of the giant's dark war.

After the Spring Festival, Pinduoduo approached Zhang Shuai, hoping to support a number of new brands with the traffic of the net red cat on the social platform. In the whole business chain, the traffic is in the hands of KOL, and the service provider can pool the traffic of KOL. When in a time period, relying on a group of netroots, complete with Xiaohongshu Darren seeding, Shake tone fast hand netroots to follow up, microblogging V traffic infusion, it is possible to burst a single product. "When a brand explodes two or three single products in a row, the brand may be established in the market."

Pinduoduo increasingly needs brand stores. Zhang Shuai analyzed to the alphabet list (ID: wujicaijing), Pinduoduo in the past strategy does not need brands, only factories, but now, the brand can help it hit a higher GMV, and, in the fierce competition with other platforms, there are a number of full-fledged growth in the Pinduoduo "multi-brands," which will allow it to no longer be passive. The brand can now help it to hit a higher GMV.

Merchants, Netflix, Taobao customers, service providers, e-commerce giants ...... from all walks of life swarmed to the social + content flow dry fire in one shot, the short video platform in the entire e-commerce industry chain in the status of the rapid ascension of the industry chain, and this may be just the beginning.

618 just two days ago, Wang Rui early in the morning, he traveled to Shanghai, he sent a circle of friends, deliberately put the positioning, "all bosses want to land business in the jitterbug double 11 big sales, can be contacted."

The latest news is that Han An Ran filed for divorce from her new husband early this morning, saying it live on snapchat.