抖音带货新政：外链平台服务费从5%增至20%，意欲何为？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天，星图直播带货专项服务费率变化<span style="color: black;">通告</span><span style="color: black;">诱发</span>直播带货圈<span style="color: black;">热榜</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通告</span><span style="color: black;">表示</span>，自2020年8月20日0点起，巨量星图团队将<span style="color: black;">调节</span>直播带货任务的平台服务费：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span><span style="color: black;">源自</span>为第三方电商平台的商品链接，平台将对直播带货任务收取20%的平台服务费。<span style="color: black;">针对</span>小店平台的商品链接，平台将对直播带货任务收取5%的平台服务费。 </p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/041ddcb578614ecf8a7c92568675d741~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=WjSWy8OG2hSo0dOwtAlhEwrbvQo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除了<span style="color: black;">调节</span>平台服务费，有<span style="color: black;">信息</span><span style="color: black;">叫作</span>，8月20日0点起还将实行2项<span style="color: black;">调节</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 美妆<span style="color: black;">制品</span>第三方链接，必须走星图，佣金为20%；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 非美妆<span style="color: black;">制品</span>第三方链接不走星图，<span style="color: black;">亦</span>可直播带货。如若走星图，佣金为20%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">针对这两则<span style="color: black;">信息</span>，<span style="color: black;">咱们</span>已向平台<span style="color: black;">关联</span>工作人员求证，<span style="color: black;">截止</span>发稿前，尚未得到<span style="color: black;">回复</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/626c1c55b37a4620980784085683fc8e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=dpH17PfQBfAJqLO7koSiWJjBgbQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">抖音频繁<span style="color: black;">调节</span>美妆<span style="color: black;">制品</span><span style="color: black;">关联</span>带货政策</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“抖音走外链推广的成本更高了，抖音割韭菜太凶猛了吧！”一位直播带货从业者吐槽道。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从这两则<span style="color: black;">信息</span>来看，直播带货的达人和品牌商家，尤其是美妆类目的达人和商家，将受到<span style="color: black;">很强</span>影响。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">据<span style="color: black;">认识</span>，此前<span style="color: black;">倘若</span>商品链接<span style="color: black;">源自</span>为第三方电商平台，巨量星图收取达人直播时<span style="color: black;">花费</span>总额的5%<span style="color: black;">做为</span>平台服务费；<span style="color: black;">倘若</span>商品链接来自抖音小店，巨量星图抽取GMV的1%<span style="color: black;">做为</span>服务费。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亦</span><span style="color: black;">便是</span>说，<span style="color: black;">倘若</span>商品链接<span style="color: black;">源自</span>为第三方电商平台，平台服务费从5%上涨至20%。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/ea094b94a84d4185b4ae5b28d1fcde41~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=o5gcOfdzLNZ1Uvq8cYmpYM5fTdo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span>抖音频繁<span style="color: black;">调节</span>美妆<span style="color: black;">制品</span><span style="color: black;">关联</span>政策？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">抖音和今日头条<span style="color: black;">一起</span>发布的《2020美妆白皮书》<span style="color: black;">表示</span>，2019年抖音美妆<span style="color: black;">关联</span>视频日均播放量超过12亿。购物车视频的数量、播放量和点赞量分别增长138倍、34倍、23倍。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/39b7e6d27aa149729d988bfe0d2600fa~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=3ElqO05iOrWtBxLCA%2BHp%2FXFzKIg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7月20日，巨量算数发布的《2020年抖音美妆直播报告》<span style="color: black;">表示</span>，2020年5月，美妆累计开播万粉主播超12000个，72%的美妆达人开播，58%的美妆达人每周<span style="color: black;">最少</span>开播一次，美妆类直播的月直播超过7.5万次。美妆直播的月看播用户数超过1.3亿人，月看播次数超过5.5亿次。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a11f8e5b02934292bd773c7088ea926e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=ARznAcVJ4S9ghWhwAYgoLQJ67rI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">由此可见，美妆类目已<span style="color: black;">作为</span>抖音平台最重要的类目之一。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今年<span style="color: black;">起始</span>，抖音多次<span style="color: black;">调节</span>美妆<span style="color: black;">制品</span>直播带货的<span style="color: black;">关联</span>政策。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1月，抖音曾发布<span style="color: black;">打扮</span>品商品分享<span style="color: black;">调节</span><span style="color: black;">通告</span>，针对<span style="color: black;">打扮</span>品商品进行重新筛选，<span style="color: black;">选取</span><span style="color: black;">优秀</span>商品<span style="color: black;">保存</span>在平台供达人分享。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/51407072ac5148b29e9400a41de8770d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=Iyf4kDHRx1xKdTcLolb6FfIrjj4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7月底，巨量星图平台发布公告<span style="color: black;">叫作</span>，从8月6日起，直播带货中的美妆个护类商品将<span style="color: black;">按照</span>链接<span style="color: black;">源自</span>被分为小店和第三方平台被管控。<span style="color: black;">倘若</span>商品来自第三方平台，则必须<span style="color: black;">经过</span>巨量星图发送任务订单，<span style="color: black;">才可</span>进入直播间的购物车。如违反<span style="color: black;">以上</span>规则，平台则会封禁该店铺的商品分享功能。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f4371db2da6343bdb6477ae2b6e78f7a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=ahyDd%2BXIO5XKbVYTe7glvCgwjWk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">流量学院首席内容官，新榜学院讲师八云认为，相比其他类目，美妆供应链完善。经过这些年的发展，对流量的<span style="color: black;">需要</span>最大，进化程度和用户习惯最好。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>，<span style="color: black;">针对</span>抖音<span style="color: black;">来讲</span>，强制美妆<span style="color: black;">制品</span>走星图是打造电商闭环的<span style="color: black;">起始</span>。<span style="color: black;">将来</span>，抖音对美妆<span style="color: black;">制品</span>的强硬态度或许会延续至其他类目<span style="color: black;">制品</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/974badce0781476abab6ed7877cf7d95~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=CdAt%2FjXwdg57qvZTrASSK2EKF%2Fg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">抖音直播带货服务费全面上涨，</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">意在闭环抖音电商？</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">八云说：“其实对比淘宝的开店押金、平台抽成、流量<span style="color: black;">花费</span>，抖音<span style="color: black;">无</span>很过分，电商平台赚取中间<span style="color: black;">花费</span>很正常，关键在于<span style="color: black;">大众</span>站在什么视角看抖音。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">据<span style="color: black;">媒介</span><span style="color: black;">报告</span>，6月上旬，字节跳动完成一轮针对电<span style="color: black;">商场</span>务的组织架构大<span style="color: black;">调节</span>，正式成立以“电商”<span style="color: black;">知道</span>命名的一级业务<span style="color: black;">分部</span>，以<span style="color: black;">统一</span><span style="color: black;">机构</span>旗下抖音、今日头条、西瓜视频等多个内容平台的电<span style="color: black;">商场</span>务运营。这一变化<span style="color: black;">寓意</span>着电商已<span style="color: black;">知道</span><span style="color: black;">作为</span>字节跳动的战略级业务，而抖音是落实这一战略业务最核心的平台。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">字节跳动曾正面<span style="color: black;">回复</span>电商布局：为了满足用户在抖音上的购物<span style="color: black;">需要</span>，成立了抖音电商<span style="color: black;">分部</span>。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，字节跳动的电商平台<span style="color: black;">重点</span>是<span style="color: black;">创立</span>在抖音的<span style="color: black;">基本</span>之上，以建成一个新的交易平台。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a999804355784ba385374b22b298727d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723007272&x-signature=WB2iZ4fj1mspHHQc3ZvdJjsRSUg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">抖音<span style="color: black;">调节</span>直播带货服务费，或许意在让品牌商家开通抖音小店。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">八云认为，抖音是从<span style="color: black;">无</span>过的、<span style="color: black;">尤其</span>看重流量<span style="color: black;">掌控</span>的平台，<span style="color: black;">尤其</span>在乎流量<span style="color: black;">是不是</span><span style="color: black;">保存</span>在自己的内循环：“<span style="color: black;">针对</span>电商<span style="color: black;">这般</span>的增长机会，抖音怎么可能把流量假手他人？”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在他看来，其他平台，如快手、小红书、B站，未来<span style="color: black;">亦</span>可能会<span style="color: black;">思虑</span>这么做。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从3月底签下罗永浩带货“抖音直播带货”，再到前几日的抖音<span style="color: black;">奥妙</span>好物节专场，邀请丁磊、雷军等多位明星企业家助阵直播带货，抖音把直播带货<span style="color: black;">做为</span>电商抓手，一步步扩大抖音小店的占有率，试图打造抖音电商闭环。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">针对</span>抖音<span style="color: black;">调节</span>平台服务费怎么看？欢迎在留言区表达你的看法~</p>
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