Spring Festival Life Research Institute ｜ Aauto Quicker, Tik Tok, and video number compete for the Spring Festival Evening, and entertainment consumption must be grasped with both hands
Practitioners say
The Spring Festival, the most weighty traditional festival, is emitting a new "flavor of the year" with the iteration of the Internet.
With the opening of CCTV Spring Festival Evening, "Li Sisi’s Mouth Red Number" and "Zhang Xiaofei’s" I don’t know the color "coat" were all posted on the hot search in the form of pictures, texts and short videos. According to the data of e-commerce platform, Zhang Xiaofei’s expensive coats have been sold out within 10 minutes.
The cooperation between the Internet platform and CCTV Spring Festival Gala began in the Spring Festival of 2014, and this year is the ninth year. In the first few years, Tencent’s WeChat and QQ, Ali’s Alipay and Taobao created the New Year custom of online red envelopes for the Spring Festival, and expanded the online payment business with the Spring Festival red envelopes as the starting point; In the following 2020-2022, Aauto Quicker, Tik Tok and VideoNo. successively won the sponsorship rights of CCTV Spring Festival Gala with huge sums of money, and fulfilled their demands of promoting life and bringing forth new ideas through new forms of entertainment such as online interaction and fun play.
The rise of live broadcast with goods has set off a transition from consuming online content to buying physical objects online. As early as this year’s New Year’s Day, platforms such as Aauto Quicker and Tik Tok took the lead in opening the New Year’s Day activities, and opened up online channels for users to spend the New Year and buy new year’s goods through activities such as brand welfare purchase, origin new year’s goods and anchor challenge. According to iResearch’s China Live E-commerce Industry Research Report in 2021, by the end of 2020, the number of live webcast users in China has reached 617 million. Among them, the number of users ordering live broadcasts reached 388 million, accounting for 66.2% of users watching live broadcasts, that is, nearly two-thirds of users made purchases after watching live broadcasts.
A person familiar with CCTV’s cooperation in the Spring Festival Evening revealed to the Beijing News Shell Finance reporter that CCTV divides the copyright of the Spring Festival Evening into several types, including live video, recorded video, short video, highlights, social communication and hosting population broadcast. The price ranges from tens of millions to hundreds of millions. People in the industry generally believe that with the development of mobile Internet, users are increasingly unable to meet the one-way communication mode of "you pass me and I receive". Even a strong IP (intellectual property) like CCTV Spring Festival Evening needs to find ways to reach young audiences more easily. The short video and live broadcast platforms such as Tik Tok, Aauto Quicker and Video Number also need to sink further to gain more users, which makes their combination with the Spring Festival Evening seem logical.
Spring Festival Evening needs young people, and short videos are eager to pull new ones.
If the Spring Festival is the most important festival for Chinese people, then the CCTV Spring Festival Gala is as indispensable as the jiaozi at the banquet. However, with the development of mobile video technology, the Spring Festival Gala has gradually become a "background" under the dense barrage of live broadcast platforms, a "material library" for editing short videos by people in Weibo, and even an interactive project between Tik Tok, Aauto Quicker and video users.
On January 30th, the day before the Spring Festival Gala of the Year of the Tiger of CCTV, Tik Tok and Aauto Quicker announced that they had reached a cooperation with the Spring Festival Gala of CCTV in 2022. Their rights and interests included live broadcast, playback, short video and interaction, and the competition was obvious.
Different from the horizontal screens in Tik Tok and Aauto Quicker, earlier (January 25th), WeChat Video became the exclusive cooperation platform for CCTV to watch the Spring Festival Gala vertically. Not only did the official announcement enter the video number in the Spring Festival Evening, but the filming team also specially arranged a number of vertical screen shooting positions to ensure high-quality live broadcast from a unique perspective. Wechat also provided blessings, red envelopes, friends circle, status and other requirements for the vertical screen live broadcast of the Spring Festival Evening, and even exposed the "live broadcast" column of the "Discovery Page" to all WeChat users on the day of the Spring Festival Evening.
According to the data provided by Tencent, before the opening of CCTV Spring Festival Evening live broadcast, more than 1.95 million people had reserved live broadcast on the video number. On New Year’s Eve, more than 120 million people watched the Spring Festival Evening on the WeChat video number "Vertical Screen". The number of likes in the live broadcast of the Spring Festival Evening video number exceeded 350 million, the total number of comments exceeded 9.19 million, and the total number of reposts exceeded 5.51 million.
The cooperation between CCTV Spring Festival Evening and short video platform is more and more like a feast of copyright distribution.
The data shows that before the opening of CCTV Spring Festival Evening live broadcast in 2022, more than 1.95 million people had reserved live broadcast on the video number. On New Year’s Eve, more than 120 million people watched the Spring Festival Evening on the WeChat video number "Vertical Screen", and the number of praises in the live broadcast of the Spring Festival Evening video number exceeded 350 million times.
The short video platform that binds CCTV Spring Festival Evening also has its own considerations. According to the data, in 2021, Tik Tok, as the exclusive interactive partner of CCTV Headquarters Spring Festival Evening, had a total of 70.3 billion interactions with red envelopes that night, with a total of 1.221 billion people watching CCTV Spring Festival Evening live through Tik Tok. In 2020, Aauto Quicker "hand in hand" CCTV Spring Festival Evening, with a cumulative audience of 780 million in the live broadcast room, and the audience’s participation in the red envelope interaction in the Spring Festival Evening through Aauto Quicker exceeded 63.9 billion. Wechat, on the other hand, successfully promoted the Spring Festival red envelope through cooperation with CCTV Spring Festival Gala many years ago, and also achieved "overtaking in corners" in the field of mobile payment.
People in the industry generally believe that with the development of mobile Internet, users are increasingly unable to meet the one-way communication mode of "you pass me and I receive". Even a strong IP (intellectual property) like CCTV Spring Festival Evening needs to find ways to reach young audiences more easily. Short video and live broadcast platforms, such as Tik Tok, Aauto Quicker and Video Number, also need to sink further to gain more users, which makes their combination with the Spring Festival Evening seem logical.
Both virtual entertainment and physical consumption should be grasped?
Since the launch of CCTV Spring Festival Evening, sketch programs have been deeply loved by users, and even the dress of actors has become a topic of relish. The pink coat worn by Niu Li at the Spring Festival Gala in 2010, the purple sweater worn by Jia Ling in 2015, the pink sweater worn by Zhang Xiaofei in 2020 and this year’s "I don’t know the color" coat in Zhang Xiaofei are all eye-catching. Many people took photos and went to the e-commerce platform to search for orders, and many people bought and sold the same model on the short video platform.
As early as this year’s New Year’s Day, Aauto Quicker, Tik Tok and other platforms took the lead in opening New Year’s Day activities, through brand welfare purchase, new year’s goods of origin, anchor challenge, category day and other activities. According to the Data Report of "Tik Tok Good Goods and New Year Festival" in 2022, from January 1 to January 16, the cumulative time of the e-commerce live broadcast room in Tik Tok was 31.71 million hours, and the cumulative number of viewers in the live broadcast room reached 42.4 billion. The Consumption Trend Report of 2022 Aauto Quicker Quality New Year Festival shows that Changchun and Guangzhou are the most diligent in broadcasting the New Year Festival, while users in Beijing and Shenzhen have the highest consumption of new year’s goods. Middle-aged people and women are the main consumers of new year’s goods, and many categories of authentic new year’s goods such as food and drinks, beauty and skin care, clothing and jewelry, and household appliances are selling well.
As of June 2021, the number of short video users in China has reached 888 million. With the huge scale of users and the advantages of short video and live broadcast in content display, user interaction, propagation fission and so on, Tik Tok and Aauto Quicker have continuously planted high-quality short video content, live broadcast with goods and other forms in the past two years, further affecting users’ online and offline consumption habits.
A senior e-commerce person with experience in many e-commerce platforms commented and told Shell Finance reporter: "Tik Tok and Aauto Quicker cut e-commerce cakes in the way they are best at. From the perspective of realization, games are the best, followed by e-commerce. The short video and live broadcast of traditional consumer content are very dependent on the head anchor to’ eat’. Even if the platform makes money, it will be divided into a large piece by the anchor. Therefore, it is of course good for the live broadcast and short video platform to cut the cake in the field of e-commerce. If their users settle down in the future, get through social attributes and enrich SKUs (inventory units), there is still room for imagination. "
In the eyes of many people in the industry, Tik Tok follows a centralized traffic distribution method, and its model is more like Tmall’s B2C (brand merchants to consumers). For example, it uses self-built applets to attract brand customers to settle in, and gathers network celebrities to act as "shopping guides" for its own shelf goods; Aauto Quicker is still decentralized, and its model is more like C2C (individual seller to consumer) of Taobao. Aauto Quicker compares itself to the community, and compares different forms of e-commerce to "the canteen, supermarket and even department store in the community".
In terms of infrastructure, apart from building the bottom e-commerce page (shelves or secondary pages) and accessing external partners such as Taobao and JD.COM, the layout of Tik Tok and Aauto Quicker is also slightly different. Tik Tok has opened a small store entrance for brand merchants, added the function of commodity search, and purchased a payment license. In addition, Tik Tok store must be used in live delivery, so the meaning of self-built e-commerce platform is very obvious. Aauto Quicker has built a shopping cart (yellow car) and a logistics tracking system, optimized the combination of e-commerce and short video, opened an e-business school, improved the traffic delivery rules, and regarded e-commerce as a supplement to ecology.
From local life to industrial belt, short video platform has stepped into new consumption deep water area.
The three Spring Festivals affected by the epidemic are subtly changing the habits of users to "eat, drink and be merry". In addition to live broadcast, Tik Tok and Kuaishou’s shop-visiting anchors, as creators with their own traffic and trust, are constantly attracting users to search for local life content on the platform through shop-visiting videos and live broadcast coupons, which has also brought a new wave of traffic dividends to offline businesses. At present, Starbucks, Xicha, McDonald’s and other catering brands have settled in the short video platform.
Since blowing the horn of local life in 2020, Tik Tok and Aauto Quicker have continued to exert their efforts from the dimensions of supporting policies, content construction, activity creation and channel expansion. Take Aauto Quicker as an example. According to official data, it only charges 1% service fee to settled merchants, and merchants can set their own commission. In May last year, the function of "special group purchase" was fully opened at the entrance of the same city in Aauto Quicker. A month later, Aauto Quicker launched a small program "Eat, Drink and Play in Aauto Quicker" on WeChat, selling low-priced meal coupons in a centralized way, hoping to get through the consumption link of "planting grass" combined with group purchase and "weeding".
According to the data of iResearch, the local life service market in China will be 19.5 trillion yuan in 2020, and it will grow to 35.3 trillion yuan in 2025. The entry of the short video platform has injected new vitality into the local life of this trillion-dollar track, which not only poses a certain threat to the established players in the industry, but also brings new development opportunities.
With the continuous exploration of short video platform to offline real economy, the mode of "live broadcast+industrial belt" has also developed. For a time, the live broadcast of "the first county", "the first town" and "the first city" in the industrial belt constantly emerged. According to the data released by Linyi Municipal Bureau of Commerce, in 2021, the number of registered live broadcast merchants in Linyi Aauto Quicker reached 160,000. By the end of July of the same year, there were more than 290 fans with over one million anchors. There are about 6,500 large-scale merchants, and the number of registered users ranks first in the country; The transaction volume ranks third in the country.
In addition, the short video platform is also expanding in influencing people. Aauto Quicker e-commerce data shows that among e-commerce consumers, the order volume of people over 60 years old in 2021 increased by more than 122% compared with 2020; The GMV data of people over 60 years old in 2021 increased by more than 159% compared with 2020; The consumption enthusiasm of the elderly over 70 years old exceeds that of the people over 60 years old. In addition, the order volume of middle-aged and elderly people over 45 years old increased by over 96% in 2021 compared with 2020.
Why do middle-aged and elderly people also begin to prefer e-commerce live broadcast? First, the short video live broadcast lowers the threshold of information acquisition, and you can get a more intuitive and comprehensive understanding of goods by watching videos; The second is that live e-commerce has actually changed the lives of middle-aged and elderly people; At the same time, after the middle-aged and elderly people have gained tangible benefits, their trust relationship with e-commerce anchors has also been strengthened, and the maintenance of word-of-mouth by merchants has also made this relationship enter a benign development.
According to the analysis, at present, short video and live broadcast platforms are not only tools to provide entertainment content for the public, but also satisfy more people’s demands for living, shopping and even making a living at the consumption level, and constantly drive the growth of the real economy. The acceptance of live e-commerce by middle-aged and elderly people further confirms that short video live broadcast platforms such as fast and shaking are becoming a useful supplement to the real economy. From the development of industrial belts to the placing of orders in live broadcast rooms, live e-commerce has gradually penetrated into all aspects of daily life, and new consumption patterns have also emerged.
Beijing News Shell Finance Reporter Bai Jinlei Editor Yue Caizhou Proofread Wang Xin