There are 217 e-commerce employees, 27 factories and 1,600 factory employees.

From production to packaging, the annual turnover is 300 million.

Is this the record of which Taobao store in JD.COM?

No, this is the e-commerce business data of Aauto Quicker anchor "Doll".

In fact, what surprised me was not the amount, but the signal released by this data-when no one noticed, the new power of e-commerce, Aauto Quicker’s "real e-commerce" was slowly taking shape.

Attacking live e-commerce

About four years ago, when the live broadcast industry just appeared, it was only a companion of the game industry, mainly used for live broadcast of game competitions, and everyone watched the gods. Later, slowly, all kinds of funny anchors began to appear, and the content types of live broadcast gradually expanded from games to many fields such as life and outdoor. Even so, in the eyes of many people, short videos and live broadcasts are still regarded as purely recreational tools.

However, with the explosive growth of video users in the past two years, a trend visible to the naked eye is that the e-commerce live broadcast that everyone thought was new three years ago has now become the standard of e-commerce, and more and more live e-commerce companies have begun to change the industry ecology.

Take Taobao live broadcast as an example. In 2018, Taobao live broadcast platform brought more than 100 billion yuan, a year-on-year growth rate of nearly 400%; 81 live broadcast rooms have grown over 100 million, and each live broadcast room is equal to a successful enterprise. Not to mention Li Jiaqi, brother Sanda, a super anchor whose popularity is well-known all over the network and even spread to offline.

The amazing development speed, coupled with the frightening ability to carry goods, even made many stars can’t help but leave the stage to participate. Ada, S, Ou Di, Wong Cho Lam and other stars have entered the live broadcast room from the screen.

Behind the collective efforts of the anchors is the full promotion of the platforms-

After-618, Taobao said that it would drive 500 billion transactions in the next three years.

-On July 25th, JD.COM announced that it would invest at least 1 billion yuan to promote the Red Man Incubation Plan, and select no more than 5 Red Men to be the "Jingpin Recommenders" of JD.COM Platform.

-On July 31, Mushroom Street released the "2019 Mushroom Street Live Broadcasting Double Hundred Programs", and plans to incubate 100 high-quality anchors with sales exceeding 10 million in 2019.

-Even WeChat, which has always been famous for its Buddhism, began to test the live broadcast of WeChat.

However, when all platforms were fiercely fighting around live e-commerce, I found that there was a platform, but it kept an unusually low profile.

That is, Aauto Quicker.

"silent player"

A surprising fact is that Aauto Quicker is the "hidden" number one in several fields, and it has a very high moat.

For example, when many people mention live broadcast, their first reaction is fighting fish and tiger teeth. However, from the data level alone, as of June 2019, the daily life of fighting fish was 15 million, and the daily life of tiger teeth was 11 million. The daily activity of the mobile terminal of Aauto Quicker game live broadcast is 35 million, which is higher than the sum of fighting fish and tiger teeth;

Didn’t you think of it?

Another example is sinking ability. The so-called sinking of a general company is just to send a few employees to establish a node. Aauto Quicker, by contrast, obviously sank deeper. In many third-and fourth-tier areas, Aauto Quicker can actually be equated with the open circle of friends of local people. Previously, when Aauto Quicker cooperated with Mudanjiang City in Northeast China, it was disclosed that the local registered users reached 1.42 million and the daily life was 330,000. At first glance, this figure is insignificant, but we should know that the permanent population of Mudanjiang City is only 2.5 million-almost half of the population in a city uses Aauto Quicker. I can’t find a suitable adjective for this permeability in the commercial field. Later, I felt that they should be called "rural base areas" type sinking.

Aauto Quicker’s live e-commerce business is also progressing rapidly.

A month ago, Aauto Quicker revealed that the monthly income of e-commerce authors with 10w+ fans on the platform has reached 50,000/month, the monthly growth rate of e-commerce authors on the platform has exceeded 10%, and the e-commerce content covers more than 100 million consumers.

Behind the strong data is the different business logic of Aauto Quicker e-commerce and other platforms. Live broadcasts with goods on other platforms often like to stay in the house and give you the most exquisite me.

E-commerce in Aauto Quicker pays more attention to life and gives you the truest me.

For example, the e-commerce tour of Junge Basketball.

The first Aauto Quicker video of Huang Yujun and Aauto Quicker, commonly known as Brother Jun, was shot in a park near his home, when he was a junior at Jimei University. Unlike many well-known basketball anchors, Jun Ge’s physical condition is not good. He is only 1.72 meters tall, and he didn’t really start practicing basketball until college. Together, these conditions can almost judge that he can only be an ordinary person who likes basketball. But he just loves basketball, always looking for basketball videos on the Internet, constantly improving himself by practicing, and posting videos of himself practicing basketball on Aauto Quicker.

More and more fans have become his fans because of watching his playing videos. They think that Jun Ge’s playing is not only "coquettish", but also particularly practical. The most classic thing is that Jun Ge plays small and big goals like textbooks when he plays against tall people.

Because of his love for basketball, after graduation, he was thinking about how to continue to work in basketball. After thinking about it, he thought of hundreds of thousands of fans in his hands, and maybe some people would like his customized basketball.

At the end of 2016, he customized 20 boxes of basketball designed by himself with his internship salary, and gave 40 of the 240 basketballs directly to fans in Aauto Quicker in return for their support all the way. After that, I started the road of selling basketball slowly.

At first, he asked fans to add WeChat to buy balls. Later, when he was too busy, he asked his parents to help him pack and mail them. After half a year, the reputation of basketball in Huang Yujun opened, and more manufacturers found cooperation. Huang Yujun also ended his internship and started to run a Taobao shop with all his strength. At this time, almost all the sales of the store came from Aauto Quicker.

After that, while learning all kinds of basketball knowledge and running Taobao shop, he continued to export basketball content on Aauto Quicker. By the second half of 2018, he had more than a dozen employees and a stable supply chain, and personally designed several explosive basketballs such as elf ball and gossip ball. Realized millions of sales.

Another example is Jiang Bin, the "Shan Ye Zhufu" in Shangrao, Jiangxi.

He is the only young man in the village. What he has been sharing on Aauto Quicker is his wild life in his hometown bamboo forest. In 2017, he began to sell dried bamboo shoots with bamboo wine from his hometown in Aauto Quicker. As a result, the sales volume greatly exceeded his imagination. Soon, all the specialties of his family were sold out, so he began to purchase mountain products, an empty nester in the village, to other villages and then to the market in the town.

At first, he rode a bicycle to collect mountain products. Later, he changed it into a motorcycle. Now, it has to be replaced by a tricycle. Up to now, Jiang Bin has helped more than 300 villagers in their hometown to sell mountain products.

Whether it’s Junge Basketball or Shan Ye Takeo, we can find that they don’t have a professional background, and their fans are not big, with 2.2 million Junge and 2.4 million Jiang Bin. Such a volume is unimaginable for other platforms to realize profits, let alone support company-level commercialization.

But in Aauto Quicker, it achieved success to some extent.

More typical is the roller selling fruit. Run.

He didn’t even want to sell fruit before. He himself is in the ceramic business and has nothing to do with fruit.

However, when he went to a friend’s kiwifruit orchard, he casually sent a video of kiwifruit, which became popular. Many friends sent him private messages. Do you sell this kiwifruit?

The merchant’s nature, he casually quoted a high price: 20 yuan a catty. As a result, the other party immediately placed an order of 200. On the second day and the third day, a large number of orders appeared one after another, and he immediately felt that this was better than "selling building materials to make money."

He immediately began to purchase goods from friends, and then delivered them by SF, and the business of selling fruits began. Kiwifruit is sold more, and the word of mouth is getting better and better, so someone comes to ask them if they still sell durian.

At this time, he didn’t even know what durian was. I still have to go online to search, but the customer said that Malaysia and Thailand have it, so he resolutely booked air tickets, applied for visas and passports, and went to Thailand to find a durian supplier.

There’s no goods. Who else wants to place an order? This phenomenon is hard for traditional e-commerce to imagine, but for Aauto Quicker, users often trust you as a real person, so they are willing to push you to improve the supply chain to meet their needs.

High-end people are stereotyped, and interesting souls have private domain traffic.

One obvious reason may be that the anchor in Aauto Quicker is not the same as the anchor in other platforms.

In the past two years, the concept of KOL has been very popular. This word means super influence and key communication nodes, so it has a strong ability to carry goods. Weibo online celebrity, Zhihu V, Live God and Taobao anchor are all products derived from this concept in essence.

Its core is to use their own professional advice to stimulate user consumption. So you will see a lot of big V’s talking about product data and parameters, behind which they are using their professional knowledge to endorse products. This is also the key to Li Jiaqi’s success. Because he is a cosmetics teller himself, he has far more understanding of cosmetics such as lipstick than ordinary people, and has been facing users for many years, and he knows very well how to sell products to users.

(Li Jiaqi, whose home is full of lipstick)

However, with the popularity of live broadcast in online celebrity and its considerable income, there are many false experts on the Internet, such as the fake certification of Nankai University master’s degree in Zhihu some time ago. Only then did everyone find that it is less difficult than expected to forge a degree certificate to cheat the platform certification.

In this day and age, identities and all kinds of people are very easy to forge. Even if it is exposed, you can quickly rebuild an account and continue. This has led to a phenomenon that bad money has eliminated good money in many communities.

You have worked hard to study communication major, and worked hard in a big company for many years. Finally, you have a unique understanding of hardware products such as mobile phones. As a result, in a blink of an eye, you find a large group of amateurs who can build a large number of people in the industry with forged doctoral certificates. It is also possible to fool countless small white users by boasting that they earn millions of dollars a month and 100,000 yuan a year.

Many professional digital bloggers have talked to me about this phenomenon more than once.

The essential problem is that in life, most people often don’t make judgments based on the content of their speeches, but on who said them.

The core of KOL is professional advice, but most users can’t distinguish professional advice. In fact, everyone has always judged it according to the professional label on KOL. And labels can be forged. This is the core reason why the KOL industry is in trouble now. What everyone is loyal to is actually a label with a very low threshold. Once it is broken, a large group of experts will appear in the market in an instant.

This means that the competitiveness of your goods will be very low. After all, anyone can pull out a group of industry experts who don’t know whether it is true or not to endorse the goods. How can the conversion rate go up?

Therefore, why many people are emphasizing private domain traffic now is that only by establishing private domain traffic can we avoid falling into competition with false people to set up a party.

By the way, this is also the reason why many platform anchors don’t make money, but the people who open anchor training classes earn a lot of money. It is because the anchors of these platforms do have a fixed routine that can quickly establish an account and set up a salary.

In contrast, KOL, the anchor of Aauto Quicker, is different. Whether it’s Junge Basketball or Shan Ye Takeo, they don’t actually rely on very strong professional labels to establish personnel. Even according to the situation that Junge University came into contact with basketball, this is a complete amateur basketball, and it is impossible to say anything in Zhihu.

But in Aauto Quicker, relying on authenticity and real content, they still got their own fans.

Manual Geng is the most typical case of this spirit.

According to the gameplay of other platforms, manual Geng should certify some high-end personnel with "Electrification Master" and "Ten-year Mechanical Expert", but in Aauto Quicker, these are not needed. He has long insisted on making some useless inventions to bring happiness to everyone. This extremely unique tonality ultimately brings extremely unique loyalty.

The loyalty of this kind of user is neither loyalty to the identity aura on the tall, nor loyalty to professionalism, but recognition of its values and this person.

In a sense, this is the real private domain traffic, or it is closer to the real concept of "brand". The so-called brand itself is unreserved loyalty that can be regardless of cost performance and logic.

Then, someone has to ask again, why do other platforms like to set people up, while Aauto Quicker likes the real system?

Here, we have to talk about the values of a company. Aauto Quicker’s live broadcast style is caused by the algorithm of the platform and the values behind it.

Many platforms will certify professional authors, add blue V, yellow V, weight and recommendation.

But in Aauto Quicker, everyone’s accounts are treated equally, and all accounts have access to traffic. Therefore, the small anchors on the fast hand have more long tail traffic than other platforms, and there is no need to set up people.

This is more obvious in the arrangement of attention buttons.

In Aauto Quicker’s interface menu, attention comes first, followed by discovery and the same city.

This order is not the same as many platforms, even many platforms hide the user’s attention page and push the recommendation page of the platform.

Compared with a bunch of blue V and yellow V that the platform gives you, users will undoubtedly have higher loyalty to the authors they care about. The interactive data such as quick comments and likes are very high, and the phenomenon that the overall sense of community is extremely strong also stems from this. The benefits brought by private domain traffic are not only the author’s, but its more active features also contribute to the platform itself.

(According to the current data of Aauto Quicker, 91% of Aauto Quicker users have some interactive behaviors such as likes and comments when watching short videos; 47% of Aauto Quicker users will directly ask other consumers’ information in the comments after they are interested in the products introduced by short videos; 60% users in Aauto Quicker will decide whether to buy or not because of the discussion under the short video of the product. )

The platform doesn’t push people to set numbers, and users also like the real authors of grounding gas. The benefits of setting people up are low, so naturally there are not so many people who forge false people.

The most exquisite you VS the most authentic you.

This is also the most essential difference between Aauto Quicker e-commerce and other e-commerce. The real account brings strong social interaction. Therefore, although everyone is called a live e-commerce, selling goods quickly is not just a commercial act.

Taobao JD.COM Xiaohongshu and other platforms are looking for people because of the goods. Seeing your content has triggered the demand for goods, and then buying from the channels on the platform. The so-called planting grass is the most practical description of this scene.

And Aauto Quicker bought your goods because of the logic of people looking for goods, because he trusted this person.

The former is Jianzong. At the beginning, people set up a good aura and endorsed goods with exquisite life and professional data, and the conversion rate will be high. However, more and more goods and more advertisements will inevitably dilute professionalism, and all kinds of competing products will be reproducible, so the conversion rate will slowly fall behind.

The latter is an air Sect. At first, he was a silly country boy, but what he sold was truth and himself. Others wanted to copy it, and there was no way to start. Step by step, loyal users would get bigger and stronger, eventually forming a unique brand effect.

This is why many people don’t understand Aauto Quicker. They will think that this military elder brother is neither a member of the national team nor a streetball master. Why do so many fans buy it? In essence, the fast-paced users don’t like the cool streetball master, but the more civilian military brother who has grown up step by step. Trust has also emerged.

The word "Lao Tie" is the truest portrayal of this feeling.

Before the deadline, the person in charge of e-commerce in Aauto Quicker said that the scale of e-commerce anchors has exceeded 1 million, and the average daily PV of consumers covered by content has exceeded 100 million. In the past year, Aauto Quicker has brought more than 20 billion benefits to creators, covering live broadcast, e-commerce, advertising, knowledge payment and other forms. More than 16 million users have benefited from Aauto Quicker.

While many people are still looking at anchor Aauto Quicker with strange eyes, their commercialization has been fully launched when everyone is not paying attention.