On November 24, Kuaishou e-commerce held a trust upgrade conference, launched the service brand “trust purchase” and “Kuaishou with goods expert civilization Convention” and other contents, for the digital era of acquaintances on the economic insurance, and strive to create a trust order system for consumers to place orders with their eyes closed.
At the press conference, Kuaishou e-commerce released two sets of data. One is the re-purchase data since the trust was greatly enhanced: The re-purchase rate of new users of Kuaishou e-commerce increased by 10%, the re-purchase rate of stores with trust rights and interests increased by 20%, and the ordering willingness of consumers who enjoyed “refund without return” increased by more than 20%. The data of kuaishou’s third-quarter financial report just released shows that in September 2021, the repurchase rate of Kuaishou’s e-commerce business exceeded 70%.
Another group is the governance results of fast hand electricity business. From April to November this year, Kuaishou e-commerce penalties for false publicity total more than 160,000 times, false publicity efforts in October compared with March increased 440%, users reported false publicity in October compared with March decreased 41%. At the same time, about 450,000 old tietian users work with Kuaishou daily to combat false propaganda in live broadcast rooms. In view of fake goods, since April 1, 2021, Kuaishou e-commerce cooperated with law enforcement authorities to close 22 cases, involving a total value of more than 96 million yuan. At present, Kuaishou e-commerce has established alliances with 66 brands to establish mutual communication of fake goods characteristics and form a joint online and offline crackdown.
Build trust purchase service brand
Kuaishou e-commerce experience director Luo Qiong undertook the “trust to buy” brand release. For “trust” is based on the well quickly electric business trust ecosystem service brand, the brand connotation has three levels, on the one hand, through the platform management and community power around a deal to build trust, on the other hand also for different industry launched jewelry jade official distinguishing “really treasure storehouse” and second-hand mobile phone 180 days warranty industry upgrade solution. Meanwhile, anchors are encouraged to carefully manage the private trust between them and their fans, and build the “ultimate trust” between buyers and sellers through “refund without return” and fan group operation.
“Trust economy is one of the important driving forces supporting the second growth curve of Kuaishou E-commerce. We want to give businesses that operate with integrity greater access to more business possibilities. At the consumer level, we hope to make new users dare to place orders and old users dare to repurchase through trust purchase, so that buyers and sellers become old acquaintances from strangers.” Rochon said.
“Trust to buy” is not only a logo, but also let consumers “pain point” become “cool point”. Consumers can see the “trust purchase” sign in many places, including the atmosphere of the broadcast room, the yellow car, the product details page, and the order details page.
Behind this, it is the unique attribute of kuaishou e-commerce based on trust economy and acquaintance economy. In Luo qiong’s view, to build trust in e-commerce is to give financial insurance to acquaintances in the digital age.
In Kuaishou e-commerce, the principle of universal benefits allows more ordinary people to be seen. Ordinary people provide kuaishou with a large number of real life records when they create and record themselves. In Kuaishou, users first see the real content with fireworks, and then understand the real people behind the real content and identify with the human nature, so as to generate trust, and then generate re-purchase based on trust.
For example, anchor Dayingzi (Kuaishou ID: 233706254) opened an offline car wash and beauty shop named “Fan Experience Hall”, which is only open to Kuaishou fans for free. There is also a diehard fan who answers for Daiying when it is too late to respond to comments, and answers correctly. Later, She directly set up the fan as an administrator and asked him to help maintain comments in the live broadcast room.
According to Yan Feifei, the person in charge of kuaishou e-commerce transaction and industry products, trust purchase is a win-win product for merchants and consumers, and the opening of trust purchase also brings more incremental value to merchants: “The certification of high-quality business logo can strengthen consumer trust, get priority recommendation of the platform, but also get more exposure during the promotion period, in the following Double 12 promotion activities, these high-quality businesses can enjoy the platform exclusive incentive, promote the transformation of anchors live broadcast.”
To create a fair and transparent environment for livestreaming e-commerce, we will launch a talent civilization convention
Compared with traditional e-commerce, livestreaming e-commerce is more difficult to govern and involves more complex governance rules. In the past half a year, Kuaishou e-commerce in cracking down on counterfeiting and other aspects of increasing efforts. According to data from Kuaishou, as of November this year, kuaishou has identified more than 300,000 fake sales clues, punished more than 40,000 violations, and blocked more than 2,000 fake brands’ entry qualifications on average every month. In addition, Kuaishou e-commerce has also opened the function of leaving traces on live broadcast, and the live broadcast videos of all anchors with goods will be saved on the platform for at least three years. By November 2021, Kuaishou e-commerce and more than 66 brands fang Jianlian have identified more than 300,000 fake clues and punished more than 40,000 violations. Since April 2021, more than 10,000 inferior teams have been removed.
At this press conference, Kuaishou e-commerce also launched “Kuaishou with goods master Civilization Convention”, invited many Kuaishou anchors to participate in online, and proposed more kuaishou platform anchors to join the Convention. “In fact, no matter whether there is a convention or not, I don’t want to use some bad means to cheat the fans into trust. I treat Lao Tie with sincerity. I think this is an essential quality for an anchor.”
Luo Qiong said, “Kuaishou e-commerce is the temperature of the e-commerce, behind it is a fresh story, kuaishou e-commerce to let the integrity of business have the opportunity to get more business opportunities.”
In the third quarter of Kuaishou quarterly earnings call, Kuaishou co-founder and CEO Cheng Yixiao also said that the primary strategy of Kuaishou e-commerce is to continue to consolidate the trust e-commerce model, on the basis of the trust between users and platforms, users and anchors to form a high re-purchase rate.