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短视频带货?带个锤子货!

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炎炎夏日今又是,换了人间。举目望神州,万物皆可直播。

我不属于价格敏感型群体,可不知不觉,我已经在抖音直播间买了收音机,在快手直播间买了翻译笔,在淘宝直播间买了气垫霜。

我原本是想刷点逗趣视频,让快乐充实生活,怎么钱包却瘪下去了呢?

未来,会不会去豆瓣刷个影评,迎头就碰上个直播带货的?

会不会看下懂球帝,直冲眼帘的就是吆喝好物的小姐姐?

会不会打个网约车,司机问的是:车内空调温度合适吗?后座给您播放的直播带货视频的音量合适吗?

郭德纲相声里不是说吗,以前是扒开泳衣看见屁股,现在是扒开屁股才看见泳衣。现在是扒开带货,才能看见短视频内容?

我看「万物互联」的终极奥义,就是万物都可直播带货。

为什么都在做带货直播?我有点怀疑,资本市场在判断一个产品是否能成功,「电商直播」已经成为衡量的重要标准。

你给投资人看个BP,搞智能化生猪养殖,挺好!概念新颖!什么?怎么模块里没有「电商直播」的规划?赶紧滚!来,下一个!

原来直播是电商平台的基础建设,现在却成了所有平台的宅基地。

这里头,当然有对流量变现的焦虑。大家都着急啊,不是谁都有豆瓣阿北那般云淡风轻的气度。

咱们看一下数据,或许就更理解他们的焦虑了。

短视频网站本质上都是跟微信、拼多多这些流量玩家抢夺用户注意力,几家僵持不下,平均两三年全局焦虑一次。快手广告收入不足150亿元,而抖音有500亿―600亿元的广告收入。抖音着急,快手也着急。

QuestMobile 的数据显示,2019年短视频月活跃用户规模已超8.2亿,中国总共就9.04亿网民。这意味着,抖音和快手的重合度越来越高,头部玩家的用户增长空间快到顶了。前期的投资人看用户、流量这些词看多了,只有新铺一摊事儿才能吊起大家的胃口。中国互联网变现的就是三种方式,广告、电商、游戏。广告最容易,游戏不好碰。而电商是看着容易,有了人场就想着会有钱场,所以就照着电商来了。

我的公众号给快手、抖音都打过广告,以前他们给我的诉求是谈谈他们内容的多样性,讲讲他们平台上红人的生存状态。今年诉求全变了,纷纷要求深刻分析他们的商业化,光「电商直播」这事,我都不知道写多少回了,实在没有更多的体位了。

我请你们也想一想,今年有再听说过这些短视频平台深耕内容创作的消息吗?有更好的短视频互动形式出现吗?有听说过他们涌现什么新的内容达人吗?连快手拿出来对抗B站的宣传片里,都是早已红过一轮的「怪鸽」(奥利给大叔)。

内容的创新与演进仿佛已经不是内容平台的命门了,都在比拼谁的嗓门大,谁的卖货多。你发个战报,某某卖了一个亿,我就发个战报,某某半小时就卖了三个亿。真是梦回「亩产十万斤」的时代。

以前他们鼓吹看到美好世界、看到真实世界,到了2020年,我们明白了,不直播带货卖上几个亿,这个世界就既不美好又不真实。

我前一阵密集和一些朋友聊做视频,谈了各种创意,嗨到不行,最终,「咱们做出来之后能直播带货吗?平台能支持吗?」,这问题一抛出来,马上灭嗨,集体瘫坐在椅子上,歇逼了。

我们这样的担心不是没有来由的。看过一则报道,是这么说的:「6月7日,一位快手前社区策略产品负责人对媒体表示。快手过去重视的是庞大的腰部和底部用户,而非头部。但这种去中心化的流量分配机制和轻运营与广告营销天然不匹配。」

可不是嘛,跟抖快现在转向电商,转向直播带货的思路也不匹配。这是业内罕见的真话,不独快手,所有短视频平台的思路都是一样的。咱们这些腰部、底部的创作者,说好听点是金字塔塔基,说难听点,要你有毛用啊?浪费服务器空间。一切都以广告、带货为导向了,扶持头部,才能离钱更近啊。用户和创作的体验还能一如既往吗?这是需要打上一个大大的问号。

都说买的不如卖的精。实际上卖的也有稀里糊涂的时候。都是跟着风口,一猛子扎进来的,选品、供应链、售后服务,这些硬桥硬马的功夫,哪是一朝一夕就学会的?所以,直播电商,翻车的事真是屡见不鲜。本来就电商这一件事,从2003年淘宝上线开始算,阿里花了17年,才成了系统,从交易到物流再到服务。都看着电商好做,似乎现在比以前还好做,但现在的环境和要求也提高了啊。咱们尊重客观规律,短视频平台做电商,看似火爆,但学费还是要交的。

所以,直播网红也精明,不把鸡蛋放在一个篮子里,趁你限制没那么多,设施没跟上,那就多留一个基地。你看,老罗贵为抖音的第一网红,但老罗还在是淘宝开了店;辛巴是快手的当家小生,但辛巴614直播的货,大部分导向的还是淘宝天猫。

为啥?他们想把风险降到最低,把交易的最终环节落到相对成熟的体系中。未来,短视频平台下一步要么就是真的一步一个脚印做苦活,夯实自己的电商基础建设,然后搞流量闭环,所有带货的网红,不能导流到别的平台,所有的交易环节都得一站式完成。

不过,真要是决定做这苦活,那还做的还很多,支付系统、物流、售后,你都得搭建起来,可赶在这个炫丽的泡沫扎破之前,能完工吗?都想上市,投资人等的了吗?

所以,我好怀念之前的短视频平台啊,跳海草舞、学猫叫、走平凡之路、浇离人愁,现在,我们不得不在带货直播的夹缝中,找寻不费脑子的快乐。

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