拼多多的直播间,缺的不只李佳琦
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">作者:<span style="color: black;">陈法善</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">编辑:邢昀</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">源自</span>:豹变(ID:<span style="color: black;">baobiannews</span>)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">「核心提示」</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用不到五年时间实现GMV破万亿的拼多多,在直播间里却迟迟找不到节奏,如今<span style="color: black;">起始</span>恶补直播的拼多多,还能赶上吗?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020年4月,前NBA球星马布里化身“马主播”,在</span><span style="color: black;">拼多多完<span style="color: black;">成为了</span>直播电商首秀,一个多小时的直播里,马布里秀了一波花式篮球,分享了NBA往事,但<span style="color: black;">最后</span>只卖出不到160件商品,场观<span style="color: black;">仅有</span>两万多人。</span><span style="color: black;">这<span style="color: black;">亦</span>是拼多多首次尝试明星带货,为直播业务造势。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这与当时罗永浩在抖音直播首秀GMV破亿相距甚远。<span style="color: black;">一样</span>是2020年4月,罗永浩在抖音的三小时首秀直播里,实现“观看总人数超过4800万”“总<span style="color: black;">营销</span>件数逾91万”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">两场直播的成绩天壤之别,<span style="color: black;">亦</span>暗示了之后几年两个平台在直播方面的<span style="color: black;">区别</span>走势。</span><strong style="color: blue;"><span style="color: black;">用低价颠覆电商战场、一向以激进凶悍打法著<span style="color: black;">叫作</span>的拼多多,在直播间里迟迟未能找到节奏:</span></strong><span style="color: black;">当其他平台all in直播,拼多多首页却<span style="color: black;">无</span>直播的C位;直播新秀东方甄选都孵化出董宇辉了,拼多多还<span style="color: black;">无</span>一个叫得响的主播……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当其他大厂试图用直播找回价格<span style="color: black;">优良</span>、<span style="color: black;">加强</span>用户粘性时,无疑是对拼多多的背刺,迫使拼多多恶补直播。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">但掉队太</span></strong><strong style="color: blue;"><span style="color: black;">多的拼多多</span></strong><strong style="color: blue;"><span style="color: black;">,还能赶上吗?</span></strong></span></p><img src="https://mmbiz.qpic.cn/mmbiz_png/biceB5Eht0iaJkF1nM2YcvHFjebW4ibSDxvG9UHibJMt4sF3KIsukxIiboicHIsLsK0TBgBjHlKiccyiaZIBqOpwXfH5cA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">拼多多恶补直播</span></strong></span><span style="color: black;">几年间,直播电商创造了太多造富神话。</span><span style="color: black;">抖音、快手一跃<span style="color: black;">作为</span>头部电商平台,2022年快手电商GMV近万亿元,同比增长32.5%;抖音电商同比增长76%,达到1.41万亿元。</span><span style="color: black;">直播红利下,交个<span style="color: black;">伴侣</span>上市了,新东方因直播间太火索性改名东方甄选,吃到<span style="color: black;">第1</span>波直播红利的谦寻花巨资盖总部大楼,李佳琦、疯狂小杨哥、辛巴一跃<span style="color: black;">作为</span><span style="color: black;">商场</span>领袖……</span><span style="color: black;">低价是直播间的流量法宝。蝉妈妈数据<span style="color: black;">表示</span>,6月抖音最畅销的150款商品中,有148款售价<span style="color: black;">小于</span>100元,其中,价格<span style="color: black;">小于</span>10元的有114款,占比76%。</span><span style="color: black;">从品类看,这些<span style="color: black;">制品</span>以家居日用品<span style="color: black;">占多数</span>,价格最低的三款分别是垃圾袋、一次性洗脸巾、牙线,仅卖0.1-0.2元。浙江电商从业人士王涛<span style="color: black;">暗示</span>,<span style="color: black;">这般</span>的售价远<span style="color: black;">小于</span>正常价,可能是直播间<span style="color: black;">或</span>店铺的秒杀款,虽然不<span style="color: black;">挣钱</span>,但拉流量效果好,能带动店铺其他<span style="color: black;">制品</span>销量。</span><span style="color: black;">对比拼多多销量榜<span style="color: black;">能够</span>看出,这类商品<span style="color: black;">一样</span><span style="color: black;">亦</span>是拼多多销量的基本盘,但在主打低价、限时秒杀的直播间面前,拼多多失去了价格优势。电商平台全面加码直播的大势下,拼多多显然<span style="color: black;">没法</span>继续置身事外。</span><span style="color: black;">近段时间<span style="color: black;">败兴</span>,拼多多在直播方面动作频频:加速招募全品类服务商和主播;发起“百万主播挑战赛”,在<span style="color: black;">提高</span>直播GMV的<span style="color: black;">同期</span>,孵化<span style="color: black;">更加多</span>优秀主播和店铺;上线“新超星计划”“百产计划”“直播伯乐计划”等直播扶持<span style="color: black;">方法</span>。</span><span style="color: black;"><span style="color: black;">实质</span>上,早在2019年,拼多多就<span style="color: black;">起始</span>试水直播带货,并以优厚<span style="color: black;">要求</span>招募达人、MCN<span style="color: black;">公司</span>入驻。拼多多2020年的一份招募政策<span style="color: black;">表示</span>,A级主播的分成比例可高达85%,远超行业平均水平。显然,拼多多<span style="color: black;">期盼</span><span style="color: black;">经过</span>引入专业<span style="color: black;">公司</span>和达人,<span style="color: black;">快速</span>弥补<span style="color: black;">自己</span>在直播生态上的短板。</span><span style="color: black;">单从时间线看,拼多多入局直播并不算晚。彼时,直播带货的关注度并不像<span style="color: black;">此刻</span><span style="color: black;">这般</span>高,抖音<span style="color: black;">亦</span>还没大规模布局直播,交个<span style="color: black;">伴侣</span>、东方甄选、三只羊网络等直播新秀当时都未出道。但拼多多直播业务<span style="color: black;">始终</span><span style="color: black;">无</span>太大反响。</span><span style="color: black;"><span style="color: black;">这或与拼多多的顶层设计不无关系。</span><strong style="color: blue;"><span style="color: black;">在拼多多创始人黄铮看来,直播是属于“工具属性”的业务,<span style="color: black;">引起</span>拼多多未能像其他平台<span style="color: black;">同样</span>为直播拼尽全力。</span></strong></span><span style="color: black;">其次,相比起其他平台,拼多多做直播有<span style="color: black;">更加多</span>价格约束。</span><span style="color: black;"><span style="color: black;">日前</span>,拼多多平均客单价约为40元,与<span style="color: black;">以上</span>抖音直播热销榜商品价格重合度较高,但<span style="color: black;">为么</span>拼多多直播存在感却不高?</span><span style="color: black;"><span style="color: black;">王涛认为,<span style="color: black;">通常</span>直播间选品会搭配引流款、福利款、利润款等,但</span><strong style="color: blue;"><span style="color: black;">拼多多<span style="color: black;">制品</span>售价<span style="color: black;">广泛</span>比较低,消费者更倾向于直接下单,而不是花时间蹲直播间。</span></strong></span><span style="color: black;">从拼多多的<span style="color: black;">商场</span>模式看,是<span style="color: black;">期盼</span><span style="color: black;">经过</span>拼团砍掉交易中间环节,薄利多销。而直播更像是促销策略,<span style="color: black;">经过</span>让价<span style="color: black;">加强</span>销量。用直播来“杀”<span style="color: black;">平常</span>售价,恐将陷入恶性循环。</span><span style="color: black;"><span style="color: black;">另外</span>,直播会<span style="color: black;">增多</span>“主播抽佣”环节,要么推高商品售价,要么<span style="color: black;">必须</span>卖家让利,但较低的客单价缺少操作的空间,对商家的吸引力<span style="color: black;">亦</span>就有限。</span><span style="color: black;">虽然有较多<span style="color: black;">捆绑</span>,但在其他平台<span style="color: black;">持续</span>下探价格下限、用直播改变电商格局时,拼多多<span style="color: black;">亦</span>到了恶补直播的时候。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/biceB5Eht0iaJkF1nM2YcvHFjebW4ibSDxvHUYJnbiaPvQhe1bYXN8vTBM1Aw0qYxsxRWS0RKlPV3eZ6icFVOyCw5vA/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">还能捧出来大主播吗?</span></strong><span style="color: black;">“人、货、场”<span style="color: black;">形成</span>直播三要素,拼多多还有不少功课要做。</span><span style="color: black;"><span style="color: black;">从“人”的<span style="color: black;">方向</span>看,在大平台中,</span><strong style="color: blue;"><span style="color: black;">拼多<span style="color: black;">大都是</span><span style="color: black;">独一</span>一个<span style="color: black;">无</span>当家主播</span></strong><span style="color: black;">的。</span></span><span style="color: black;">淘宝有李佳琦、抖音有小杨哥、快手有辛巴,但时<span style="color: black;">迄今</span>日,拼多多还<span style="color: black;">无</span>一位叫得响的主播。而头部主播对拉高GMV、<span style="color: black;">加强</span>直播业务声量的重要性<span style="color: black;">不问可知</span>。淘天、抖快都将孵化<span style="color: black;">必定</span>数量GMV破亿、破千万主播<span style="color: black;">加入</span>了电商<span style="color: black;">分部</span>年度KPI。今年618<span style="color: black;">时期</span>,李佳琦首场直播预售GMV就近50亿元。</span><span style="color: black;">拼多多并不是没尝试过孵化头牌主播。<span style="color: black;">然则</span>马布里在拼多多直播首秀的“滑铁卢”,<span style="color: black;">必定</span>程度上反映了平台的困境。</span><span style="color: black;">从直播内容看,马布里卖篮球,这或许很对篮球迷胃口,但对网购的主力人群——女性,显然缺少吸引力。况且,篮球装备并非直播带货的热门品类。</span><span style="color: black;">马布里的人设限制了“货”的<span style="color: black;">选取</span>,反观几乎在同一时间开启直播首秀的罗永浩,针对“直男”粉丝群体,上架了不少适合男性、黑科技、性价比高的大牌单品,<span style="color: black;">最后</span>引爆直播间。</span><span style="color: black;">而主打低价的拼多多大牌相对贫瘠,多中低端<span style="color: black;">制品</span>、白牌<span style="color: black;">制品</span><span style="color: black;">乃至</span>假冒伪劣<span style="color: black;">制品</span>的特殊生态,<span style="color: black;">亦</span>让品牌方到拼多多开播心存顾虑。</span><span style="color: black;">7月13日下午,《豹变》在拼多多一箱包直播间看到,主播展示一款女式白色小挎包,号<span style="color: black;">叫作</span>是Celine“凯旋门”正品,售价却只用54.9元。</span><span style="color: black;">系统<span style="color: black;">表示</span>,该直播间是那一时段潮奢包饰榜<span style="color: black;">第1</span>名,虽然<span style="color: black;">没法</span>看到实时在线人数,但左上角的累计场观已达近4万人,包包链接一上架便被<span style="color: black;">快速</span>秒杀。</span><span style="color: black;"><span style="color: black;">实质</span>上,成熟品牌都有稳定的经销<span style="color: black;">途径</span>和分成体系,不会轻易在某个<span style="color: black;">途径</span>突破价格下限,以避免串货和砸价。<span style="color: black;">因此呢</span>从货源看,拼多多的大牌商品不少是经销商供货,<span style="color: black;">或</span><span style="color: black;">是由于</span>品牌官方<span style="color: black;">供给</span>的低端<span style="color: black;">制品</span>。</span><span style="color: black;"><span style="color: black;">例如,拼多多上多家带有“品牌”黑标、且参与百亿<span style="color: black;">补助</span>的飞天茅台酒,均由某酒类专营店供货,茅台并未在拼多多开旗舰店。某国内家电龙头营销负责人<span style="color: black;">也</span>对《豹变》证实,</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">机构</span>对<span style="color: black;">区别</span>电商平台的定位<span style="color: black;">区别</span>,拼多多<span style="color: black;">途径</span>为了维持价格<span style="color: black;">优良</span>,更偏向<span style="color: black;">营销</span>低端型号。</span></strong></span><span style="color: black;">拼多多的低价生态短期内难以改变,不仅品牌商心存犹豫,<span style="color: black;">亦</span>让商家们不敢进场。对拼多多卖家<span style="color: black;">来讲</span>,头顶始终悬着“罚款”这把达摩克里斯之剑。<span style="color: black;">始终</span><span style="color: black;">败兴</span>,拼多多因过于严苛的罚款规则让不少商家叫苦不迭。</span><span style="color: black;">一拼多多卖家<span style="color: black;">暗示</span>,在货物<span style="color: black;">无</span>问题且物流正常的<span style="color: black;">状况</span>下,遇到了仅退款不退货买家,平台直接退款给买家且无需寄回商品,<span style="color: black;">导致</span>自己货物损失。不仅如此,平台还因买家投诉自己态度<span style="color: black;">欠好</span>,又罚了90多元,自己却投诉无门。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">直播很可能放大商家被罚的<span style="color: black;">危害</span>。</span></strong><span style="color: black;">一方面,直播可能带来销量<span style="color: black;">增多</span>,物流、售后压力变大,遇到买家投诉的可能性<span style="color: black;">增多</span>。另一方面,今年4月,拼多多出台《直播经营管理规范(意见征集)》,对商家再次开出<span style="color: black;">巨额</span>罚单。例如,违规宣传和承诺、宣传与<span style="color: black;">实质</span>不符等<span style="color: black;">状况</span>,最高可处罚款50万元、限制提现36个月。</span></span><span style="color: black;">杭州一位做家纺的腰部主播对《豹变》<span style="color: black;">暗示</span>,<span style="color: black;">区别</span>平台直播规则、投流技巧、话术设计都不<span style="color: black;">同样</span>,中小卖家<span style="color: black;">无</span>能力全<span style="color: black;">途径</span>铺开,<span style="color: black;">通常</span>只选一个平台开播。“哪怕<span style="color: black;">此刻</span>抖音直播流量下滑,<span style="color: black;">有些</span>商家索性放弃抖音,转做视频号直播了,但很少有去拼多多的。”该主播说。</span><span style="color: black;">当供给侧受限,拼多多直播繁荣度自然被其他大厂拉开了身位。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/biceB5Eht0iaJkF1nM2YcvHFjebW4ibSDxvyDTkOS6DtajrZBa46H98ToCfczlReBOFlruTNZj9IDGdpMsgWichH3Q/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">向“钱景”要前景</span></strong><span style="color: black;"><span style="color: black;">为了</span><strong style="color: blue;"><span style="color: black;">留住用户看直播,拼多多继续<span style="color: black;">运用</span>“<span style="color: black;">补助</span>”的办法</span></strong><span style="color: black;">。</span></span><span style="color: black;">进入“多多视频”频道后,无论是在“<span style="color: black;">举荐</span>页”随机刷短视频、直播,还是直接进入“直播”频道,用户每刷够时间,都能<span style="color: black;">得到</span>小额现金奖励,以此吸引用户留下。</span><span style="color: black;">7月13日下午,《豹变》以用户身份共刷到9个激励红包,总计0.31元。而直播间、带货短视频就随机穿插在<span style="color: black;">举荐</span>流中。换言之,当用户沉浸在多多视频的时间越久,就越有可能刷到心仪的<span style="color: black;">制品</span>而下单。或许是为了收回<span style="color: black;">补助</span>的成本,拼多多加大了<span style="color: black;">宣传</span>加载率。</span><span style="color: black;">《豹变》在拼多多、抖音、快手随机刷100个视频,其中,拼多多带货直播间、短视频总计24个,抖音为12个、快手为13个。<span style="color: black;">亦</span><span style="color: black;">便是</span>说,为了促成更高的转化,拼多多的<span style="color: black;">宣传</span>加载率远高于同行。</span><span style="color: black;">过高的<span style="color: black;">宣传</span>加载率会影响用户体验,这是短视频、直播行业的共识。<span style="color: black;">因此呢</span>,淘天、抖快在直播、短视频<span style="color: black;">商场</span>化后,都在<span style="color: black;">连续</span>加码内容化。</span><span style="color: black;">例如,淘宝直播近期上线“捧场购”功能,为<span style="color: black;">优秀</span>内容主播<span style="color: black;">供给</span>变现<span style="color: black;">途径</span>。以往,才艺主播<span style="color: black;">重点</span>靠粉丝打赏变现,与强购物属性的淘宝直播并不协调,而“捧场购”直播间右下角可挂商品链接,主播<span style="color: black;">扮演</span>才艺时,用户可自主下单。这就让淘宝直播信息流在购物之外,给了用户新的留下来的理由。</span><span style="color: black;">相比之下,拼多多直播间“钱”的味道更浓,几乎都是带货直播,缺少才艺、颜值、知识类等直播类型。为了改变这种<span style="color: black;">状况</span>,就<span style="color: black;">必须</span>引入专业的MCN<span style="color: black;">公司</span>,<span style="color: black;">增多</span>内容供给,但对这些<span style="color: black;">公司</span>而言,小额<span style="color: black;">补助</span>不足以吸引<span style="color: black;">她们</span>入驻,更<span style="color: black;">必须</span>理顺变现通路。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">低价的定位、缺乏标杆案例是不少MCN对拼多多直播持观望态度的重要<span style="color: black;">原由</span>。</span></strong><span style="color: black;">MCN的盈利模式在于抽佣,加入MCN就等于<span style="color: black;">增多</span>了中间环节,这与拼多多的低价生态并不匹配。</span></span><span style="color: black;">拼多多缺少大品牌的生态<span style="color: black;">亦</span><span style="color: black;">增多</span>了MCN经营的难度。虽然大品牌给的佣金比例较低,但只要价格优惠,对拉高直播间人气有奇效。入驻拼多多的大品牌相对匮乏,容易<span style="color: black;">引起</span>MCN惯用的运营手段失灵。</span><span style="color: black;">与此<span style="color: black;">同期</span>,MCN布局拼多多的成本并不比其他平台少。<span style="color: black;">因为</span>各平台规则<span style="color: black;">区别</span>,每布局一个平台MCN<span style="color: black;">一般</span>都<span style="color: black;">必须</span>单独组建团队,相比之下,<span style="color: black;">一样</span>的投入在淘天、抖快能<span style="color: black;">得到</span>更大收益,自然缺少布局拼多多的动力。</span><span style="color: black;">遥望科技人士对《豹变》<span style="color: black;">暗示</span>,<span style="color: black;">机构</span>起初<span style="color: black;">重点</span>做抖音、快手,有了<span style="color: black;">必定</span><span style="color: black;">累积</span>、收到成果后,才入局了淘宝,暂未<span style="color: black;">触及</span>其他平台。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">流量尚且能<span style="color: black;">经过</span><span style="color: black;">补助</span>获取,整合供应链的难度只会比引流更大。</span></strong><span style="color: black;"><span style="color: black;">日前</span>,淘宝联盟、抖音精选联盟都<span style="color: black;">供给</span>了海量的选品,可供主播带货时<span style="color: black;">选取</span>,减少选品的焦虑。而拼多多之前重点运营食品、服饰等<span style="color: black;">少许</span>品类,近期招募全品类服务商<span style="color: black;">显示</span>,在供应链方面还有不少功课要补。</span></span><span style="color: black;">当拼多多重新<span style="color: black;">注重</span>直播间,除了用钱<span style="color: black;">补助</span>用户,更<span style="color: black;">必须</span>补齐生态短板,<span style="color: black;">才可</span>实现直播经济的正向循环。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/biceB5Eht0iaJkF1nM2YcvHFjebW4ibSDxvKGjaDMlpmNKS6G5q4ZjDIoRWFJxVqUD10g5c8IzL9ZFQGib0uQVwGdg/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/rFqdhUKdcvTrRZotRWh7OibtZZWvibqgUm9Px4hH9UaLpXD6WKQwibLhy114e35FS9rC8VpARQ10I0cXft4ibjVdFQ/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span><img src="https://mmbiz.qpic.cn/mmbiz_png/biceB5Eht0iaJkF1nM2YcvHFjebW4ibSDxvQju8jLz7E9rW0HXVzzjHDw40eic4e7iaibKybyxXNAWQMkfC6VoichhG8A/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/rFqdhUKdcvRqu0XI1n71f0Vk12zLKb70GG22iaRfjPU6RtPH0LQ14roIn2ibvsqAL4XMvHsgOcQEiaCwg9ibFbOeFA/640?wx_fmt=png&wxfrom=5&wx_lazy=1&wx_co=1&tp=webp" style="width: 50%; margin-bottom: 20px;"></span></span></a><a style="color: black;"><span style="color: black;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/rFqdhUKdcvRqQN0eL86hWR9ibFpNKFlCn2LtV0DQM1wUoiatsum32ficAC5RiaYpW4r9bf0ZPwfibaGx3yHVVocCDicw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></span></a><img src="https://mmbiz.qpic.cn/mmbiz_gif/biceB5Eht0iaKA6ic3GHd5F4RzZozxskWgibWe0NzC9S74CiachPtXNvDdx5muJZfwmlITgd9NicasNCzD69cbUgyKTA/640?wx_fmt=gif&wxfrom=5&wx_lazy=1&tp=webp" style="width: 50%; margin-bottom: 20px;">
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