To say that the hottest outlet in early 2020 is undoubtedly the live broadcast of e-commerce. The former founder of Hammer Technology, Luo Yonghao, has transformed into an online celebrity with goods. After finishing his debut on Douyin on April 1, an open and secret battle over who is the "first brother with goods" immediately emerged. Whether Lao Luo, who has gained nearly 4.3 million fans in 5 days, can create a "Li Jiaqi-style delivery" record in the premiere tomorrow has become the focus of everyone's attention. Obviously, other top Internet celebrities are not willing to give up the hot spot to Luo Yonghao. Previously, the well-known anchor Wei Ya has decided that on April 1, her live broadcast room will sell rockets for the first time in the world. "The original price is 45 million yuan, and the current price in Taobao's live broadcast room is 40.01 million yuan." Many netizens were hotly discussing, "Am I missing the 4.99 million yuan?" Four battles of e-commerce live broadcast Xiaolu, the female apprentice of the Kuaishou head-carrying anchor Simba, even challenged Luo Yonghao directly on Weibo, hoping to discuss with Lao Luo about selling goods, and said that he will see the highs and lows on April 1. Four battles of e-commerce live broadcast With the participation of many well-known Internet celebrities, the "April Fool's Day War" in the field of e-commerce live broadcast seems to be triggered. And the entire e-commerce live broadcast field has never been so lively as it is now. After Taobao’s live broadcast became popular, Pinduoduo listed Phone Number List live broadcast as its strategic business in 2020; this year, short video platforms Douyin and Kuaishou, which have billions of DAUs, listed e-commerce live broadcasts as winners and losers. “You 60 million, I 100 million. The content platform Xiaohongshu and Weibo, after lingering for many years, have now started live broadcasts with goods; even Douyu and Huya, which mainly focus on game live broadcasts, have recently restarted to bring goods. Live news. At the hottest outlet in 2020, 4 battles with live broadcasts have started. Which platform will succeed and which platform will be disappointed?

In terms of time context, the current "Internet" is the mobile Internet era established through the second PC Internet era after the burst of the Internet bubble. Since 2000, the Internet has developed rapidly, from the mysterious "first intimate contact", to the later "Renren", "Fanfu", to zero "four major portals", to O2O business, to With the pervasiveness of mobile Internet, the Internet seems to facilitate everyone's life. However, if you think about it carefully, from a business perspective, the Internet has indeed facilitated the lives of many people, but just like joking about artificial intelligence, there is as much intelligence as there is artificial intelligence. The customer service staff who provide scolding services for Internet banks/banks, the telemarketers who clean different customers for various companies, and even the telephone collectors who provide payment collection services, or the labelers who provide data annotation for artificial intelligence identification, etc. Oh, by the way, recently you can add an auditor who provides auditing services for various video websites. Even if each company is working hard to use artificial intelligence and other methods to try to completely replace human labor. However, for a period of time visible to the naked eye, the "pipeline" type of work in the Internet format will exist and will exist for a long time. The credit business has moved from manual review to decision-making engine, which is based on small-scale decentralization and sufficient customer data. If the customer service who provides the scolding service is made to hear that it is a robot, some customers may be even more angry. At present, image recognition cannot fully accurately identify pornographic and violent information. Sometimes Phone Number List it even feels like the current Internet is like an ocean-going ship in the 10th century, and there will always be a group of people oars at the bottom of the cabin. How to manage the performance of this part of the staff is indeed debatable. Looking back from the current perspective, it seems that traditional labor is a less high-end industry, but the same phone, one person, shows different effects on different people, there are natural rules to speak of. Considering from the superficial working experience, various companies have made many different attempts in the management of this part of the "assembly line" operation. But some three directions are worth mentioning separately. KPI system, KYC, and SOP. From the perspective of strong KPI, KPI, an imported product in the full sense, has become popular in the past 10 years, mainly because it can accurately achieve the decomposition, stratification and classification of goals. The goal of strategy is indeed illusory, but strategy must fall into tactics in order to achieve it. However, in the process of each individual's execution of tactics, the actual combat is very different. The strong KPI system and the management of the perfect transplanting pipeline make the illusory strategic goal concrete. Clear goal setting and quantifiable goal specifications are the only way, or the only foundation, that can drive things to be done well, so as to push the unconscious and stupid group to improve execution.

In the past two years, with the closure of the most popular track "online education" and the strong supervision of "community group buying", the industry has to rely on Zuckerberg's concept of the metaverse to continue the dream. The old growth model is no longer so effective. In the 2021 Q3 financial report, Pinduoduo’s operating income is 21.5 billion, far less than the market’s expected 26.5 billion. The most imaginative sinking market can’t hold more tens of billions of dreams. In the same period, overseas e-commerce Shopee (Southeast Asian e-commerce) reached 1.7 billion orders in Q3, a year-on-year increase of 123.2%, and has maintained triple-digit growth for nine consecutive quarters. The story of the global mobile Internet continues, but the market ceiling of 1.4 billion Chinese is clearly visible. Everyone is asking the same question: "Where is the next outlet"? "Finding the wind" is the path dependence we have experienced in the past, but in fact, the IPO is not the end of the company. Everyone has to go through the trough of the cycle and face operating pressures other than growth. If Chinese companies want to truly surpass a top company like Procter & Gamble for 185 years, it is the only way to go through the cycle. The "new framework" of Internet people crossing the cycle Photo: Procter & Gamble was founded in Ohio in 1837. It has been 185 years. It has many world-renowned consumer products such as Head & Shoulders, Braun, Shufujia, Pampers, Tide, Gillette, SK-II, etc. During the period, it has experienced several US economic crises. As Internet practitioners, we are Phone Number List also going through cycles. In the future, whether choosing a company or doing a specific business, it is necessary to iterate the cognitive framework to adapt to the new era. I summarize it as "focus on the core and learn to settle accounts". 1. Focus on the core: understand the essence of Douyin When discussing "infinite games", Wang Xing mentioned: Compared with boundaries, those constant things (the core) are more important. Meituan defines the core as "Who do we serve? What services do we provide?" This is the underlying logic of Meituan's development of diversified businesses (Food+Platform). Don't look forward to the wind blowing pigs, as Wu Shichun warned entrepreneurs: "The time of passion is over, and the era of picking drooping fruit is a thing of the past. You need to accumulate small wins to accumulate big wins." Let's take Douyin as an example. A national product with 600 million DAUs will continue to grow. What is its core? How will its boundaries change? As a short video platform, Douyin's business logic can be briefly described as: through continuous operation of high-quality content, optimization of recommendation and holding algorithms, and continuous expansion of the scale of content creators and consumers, the average daily viewing time of short video products is around 100min. 600 million DAU means that 60 billion minutes of content is exposed every day, and a certain percentage of advertising content and e-commerce business are mixed into it to form a closed business loop. From the perspective of growth, we need to ① attract new users, ② retain old users, and ③ wake up silent users. A true national-level content product, even if it is a niche at the beginning, must eventually be compatible with the diverse preferences of the public. From the results, it is reflected in the diversity of content and the prosperity of creators.