導(dǎo)讀快手搞信用電商，2022目標(biāo)GMV9000億Kuaishouengagesincredite-commerce,withatargetGMVof900bil....快手搞信用電商，2022目標(biāo)GMV9000億 Kuaishou engages in credit e-commerce, with a target GMV of 900 billion in 2022

2019年、2020年，快手整體電商GMV（商品交易總額）分別為596.41億元、3811.69億元，以上述數(shù)據(jù)計(jì)算，快手GMV在2021年實(shí)現(xiàn)了121.71%的年復(fù)合增長(zhǎng)率。2021年，快手GMV（商品交易總額）完成6500億元的目標(biāo)，但仍不及抖音。快手將2022年GMV目標(biāo)定為9000億元。

In 2019 and 2020, Kuaishous overall e-commerce GMV (gross merchandise transaction) was 59.641 billion yuan and 381.169 billion yuan respectively. Based on the above data, Kuaishou GMV will achieve a compound annual growth rate of 121.71% in 2021. In 2021, Kuaishou GMV (gross merchandise volume) will achieve the goal of 650 billion yuan, but it is still not as good as Douyin. Kuaishou set the GMV target for 2022 at 900 billion yuan.

2021年中，快手電商曾拋出“大搞信任電商、大搞品牌、大搞服務(wù)商”三個(gè)目標(biāo)，希望提升平臺(tái)商品質(zhì)量，并引入更多品牌。

In mid-2021, Kuaishou E-commerce once put forward the three goals of "big trust e-commerce, big brands, and big service providers", hoping to improve the quality of products on the platform and introduce more brands.

截至2021年11月，快手電商披露數(shù)據(jù)顯示，平臺(tái)新入駐品牌數(shù)量同比增長(zhǎng)186.1%，直播GMV同比增長(zhǎng)841%，有33個(gè)品牌在快手支付GMV破億。快手隨后又提出要“大搞產(chǎn)業(yè)帶”，把觸角伸向供應(yīng)鏈。

As of November 2021, the data disclosed by Kuaishou e-commerce company shows that the number of new brands on the platform has increased by 186.1% year-on-year, and the self-broadcast GMV has increased by 841% year-on-year. There are 33 brands paying GMV in Kuaishou. Kuaishou then proposed to "build an industrial belt" and extend its tentacles to the supply chain.

快手GMV不及抖音 Kuaishou GMV is not as good as Douyin

快手的直接競(jìng)爭(zhēng)對(duì)手抖音，在電商領(lǐng)域起步相對(duì)較晚，但目前GMV超過(guò)快手。

Kuaishous direct competitor, Douyin, started relatively late in the e-commerce field, but its GMV currently exceeds that of Kuaishou.

快手2021年的GMV目標(biāo)為6500億元，而在11月底抖音內(nèi)部就已經(jīng)預(yù)期全年GMV將超過(guò)快手。在兩大短視頻平臺(tái)競(jìng)爭(zhēng)中，主播與平臺(tái)、品牌間的關(guān)系雖然有動(dòng)態(tài)調(diào)整，但整體趨于穩(wěn)定。

Kuaishous GMV target for 2021 is 650 billion yuan, and at the end of November, Douyin already expected that the annual GMV would exceed Kuaishou. In the competition between the two short video platforms, although the relationship between the anchor, the platform and the brand has been dynamically adjusted, the overall relationship has tended to be stable.

快手強(qiáng)調(diào)流量普惠，花錢買流量的做法不一定行得通，因此對(duì)“高舉高打”的玩家不太友好。抖音的優(yōu)勢(shì)在于能把流量和廣告商業(yè)化銜接得比較好，生態(tài)內(nèi)的商家肯花錢，買流量就能在銷售數(shù)據(jù)上提升。但這一特點(diǎn)也造成抖音商家的馬太效應(yīng)比快手嚴(yán)重，讓肯花錢的“人民幣玩家”占了優(yōu)勢(shì)。

Kuaishou emphasizes that traffic is inclusive, and the practice of spending money to buy traffic may not work, so it is not very friendly to players who "hold high and fight high". The advantage of Douyin is that it can better connect traffic and advertising commercialization. Merchants in the ecosystem are willing to spend money, and buying traffic can improve sales data. However, this feature also causes the Matthew effect of Douyin merchants to be more serious than that of Kuaishou, giving "RMB players" who are willing to spend money to have an advantage.

但從2021年下半年的情況看，越多越多的“老鐵”，在快手中學(xué)習(xí)職業(yè)相關(guān)知識(shí)，下面我們就分享兩個(gè)案例。

However, judging from the situation in the second half of 2021, more and more "old irons" are learning career-related knowledge in Kuaishou. Below we will share two cases.

快手上的水果種植和銷售培訓(xùn) Fruit planting and sales training on Kuaishou

快手上有一個(gè)賬號(hào)叫“江蘇小蘋果”，運(yùn)營(yíng)者是一個(gè)叫陳厚武的江蘇果農(nóng)。陳厚武從2019年開(kāi)始在快手上講解果樹的種植技術(shù)，現(xiàn)在粉絲也快50萬(wàn)了。

There is an account on Kuaishou called "Jiangsu Little Apple", and the operator is a Jiangsu fruit farmer named Chen Houwu. Chen Houwu started explaining fruit tree planting techniques on Kuaishou in 2019, and now he has nearly 500,000 fans.

陳厚武跟明哥不太一樣的是，陳厚武是科班出身，他本科學(xué)的就是農(nóng)業(yè)技術(shù)，大學(xué)畢業(yè)了才回家開(kāi)始種蘋果，是老家的技術(shù)明星，他還管過(guò)1500多畝的大農(nóng)場(chǎng)。

The difference between Chen Houwu and Brother Ming is that Chen Houwu came from a professional background. His undergraduate degree was agricultural technology. After graduating from college, he went home and started to grow apples. He is a technology star in his hometown.

陳厚武在快手上放免費(fèi)視頻，開(kāi)免費(fèi)直播，也賣更專業(yè)的付費(fèi)課程，比如《蘋果全年施肥方案》，88元；《大櫻桃樹全年修剪、植保、施肥教學(xué)》，129元。他的小店總共7門課，最受歡迎的賣了6000多份。

Chen Houwu posted free videos on Kuaishou, launched free live broadcasts, and sold more professional paid courses, such as "Apple Year-round Fertilization Plan", 88 yuan; "Big Cherry Tree Pruning, Plant Protection, Fertilization Teaching", 129 yuan. His shop has a total of 7 courses, and the most popular one has sold more than 6,000 copies.

買他課程的人，江蘇本地的也有，遠(yuǎn)在甘肅的也有。“江蘇小蘋果”的一個(gè)甘肅粉絲買了他的課，按照課程指示，讓自家的蘋果多套了幾天保護(hù)袋，結(jié)果鄰居們種的蘋果脫袋之后都返青了，這個(gè)粉絲家的蘋果還是紅艷艷的，她家蘋果往年也就賣個(gè)6000元，那一年賣了9000元。

There are people who buy his courses from Jiangsu, as well as from as far away as Gansu. A Gansu fan of "Jiangsu Little Apple" bought his class and, according to the instructions of the class, kept his apples in protective bags for a few more days. As a result, the apples grown by the neighbors turned green after taking off the bags. The apples of this fan are still Hong Yanyan, her apple sold for 6,000 yuan in previous years, but it sold for 9,000 yuan that year.

陳厚武不但在「江蘇小蘋果」這個(gè)賬號(hào)里教怎么種果樹，還教粉絲們預(yù)判行情。比如說(shuō)2020年蘋果市場(chǎng)豐收，陳厚武就建議粉絲們?cè)琰c(diǎn)把蘋果賣掉，前面說(shuō)的那個(gè)甘肅粉絲又言聽(tīng)計(jì)從，2020年凈賺了25000。而她同村的另外一個(gè)朋友沒(méi)聽(tīng)這個(gè)建議，屯著蘋果過(guò)了冬，結(jié)果最后賠錢了。身體力行地證明了知識(shí)就是財(cái)富。

Chen Houwu not only taught how to plant fruit trees on the account "Jiangsu Little Apple", but also taught fans to predict the market. For example, in the 2020 apple market, Chen Houwu suggested that fans sell their apples as soon as possible. And another friend of hers in the same village did not listen to this suggestion and kept apples for the winter, and ended up losing money. Prove that knowledge is wealth.

農(nóng)機(jī)維修培訓(xùn)賬號(hào) Agricultural machinery maintenance training account

在中國(guó)，全國(guó)農(nóng)業(yè)的機(jī)械化率已經(jīng)達(dá)到70%了，農(nóng)民們耕地、種地、收割都要用到農(nóng)業(yè)機(jī)械。像黑龍江是中國(guó)農(nóng)業(yè)機(jī)械化程度最高的省份，達(dá)到98%，種地的農(nóng)民家里至少都要有兩臺(tái)拖拉機(jī)和收割機(jī)。

In China, the national agricultural mechanization rate has reached 70%, and farmers use agricultural machinery for ploughing, farming, and harvesting. For example, Heilongjiang is the province with the highest degree of agricultural mechanization in China, reaching 98%. Farmers who farm must have at least two tractors and harvesters at home.

只要是機(jī)械，就有概率遇到故障問(wèn)題。

As long as it is mechanical, there is a chance of encountering failure problems.

一個(gè)農(nóng)民的農(nóng)業(yè)機(jī)械出了問(wèn)題，周圍的維修網(wǎng)點(diǎn)是很少的，大家通常是在春耕或者農(nóng)忙季節(jié)才要用到農(nóng)機(jī)，用的時(shí)候才會(huì)發(fā)現(xiàn)它出故障，而這個(gè)時(shí)候，也就是維修師傅們最忙的時(shí)候，有的時(shí)候想修農(nóng)機(jī)，光是排號(hào)就得排好幾天。耽誤了農(nóng)時(shí)，就得損失幾百上千塊。

A farmers agricultural machinery has a problem, and there are very few maintenance outlets around. People usually only use the agricultural machinery during spring ploughing or busy farming season, and only when it is used will they find that it is out of order. At this time, it is the maintenance master. When we are busiest, sometimes we want to repair agricultural machinery, and we have to line up for several days just to arrange the number. If the farming time is delayed, hundreds of thousands of yuan will be lost.

好不容易排到了，像東北、內(nèi)蒙、新疆這樣的糧食產(chǎn)區(qū)又地廣人稀的，維修師傅來(lái)回一趟好幾個(gè)小時(shí)，就算不算維修費(fèi)，光是路費(fèi)也得給人家?guī)装賶K。來(lái)了之后呢？給不給你好好修，會(huì)不會(huì)偷換零件，或者虛報(bào)價(jià)格，這也都說(shuō)不好。

It’s hard to get there. Food-producing areas such as Northeast China, Inner Mongolia, and Xinjiang are so vast and sparsely populated that the maintenance master travels back and forth for several hours. After you come? Its hard to say whether it will be repaired for you or not, whether it will steal parts, or falsely report the price.

快手上就有賬號(hào)發(fā)現(xiàn)，這件事也有創(chuàng)業(yè)空間。

Kuaishou has an account and found that there is also room for entrepreneurship in this matter.

哈爾濱有一個(gè)小董，快手賬號(hào)叫“電器搬運(yùn)工小董”。小董原來(lái)是在自家鎮(zhèn)上開(kāi)農(nóng)機(jī)維修鋪的，他為了擴(kuò)大生意，2018年開(kāi)始在快手上發(fā)自己修理農(nóng)機(jī)電路的短視頻，幾個(gè)月粉絲就漲到了30萬(wàn)，他就趁勢(shì)在快手上開(kāi)始賣車燈。

There is a Xiao Dong in Harbin, and the Kuaishou account is called "Electrical Porter Xiao Dong". Xiao Dong originally opened an agricultural machinery repair shop in his own town. In order to expand his business, he began to post a short video of himself repairing agricultural machinery circuits on Kuaishou in 2018. In a few months, his followers rose to 300,000, so he took advantage of the situation in Kuaishou.

小董發(fā)現(xiàn)在快手上一天就能賣出去2000多塊錢的貨，相當(dāng)于維修鋪半個(gè)月的銷售額。到現(xiàn)在，小董的快手粉絲已經(jīng)240萬(wàn)了，大多是全國(guó)各地的農(nóng)民，東北的、內(nèi)蒙的、河南的、廣西的客戶，都找他買過(guò)貨。這些粉絲們都是看過(guò)小董的維修培訓(xùn)的，知道什么情況下要換什么零部件，覺(jué)得在他這里買東西不被宰。

Xiao Dong found that Kuaishou could sell more than 2,000 yuan in one day, which is equivalent to half a months sales of a maintenance shop. So far, Xiao Dong has 2.4 million Kuaishou fans, most of whom are farmers from all over the country. Customers from Northeast China, Inner Mongolia, Henan, and Guangxi have all bought goods from him. These fans have all seen Xiao Dongs maintenance training, know what parts to replace under what circumstances, and feel that buying things from him will not be deceived.

快手成生活服務(wù)平臺(tái)和職業(yè)培訓(xùn)學(xué)校 Kuaishou has become a life service platform and vocational training school

不同領(lǐng)域的行家們，在快手教種果樹，教修農(nóng)機(jī)，變成了一個(gè)個(gè)在線的職業(yè)教育教室。做職業(yè)教育攢下的人際信任，又能夠把行業(yè)的交易鏈條打通，讓這些教室同時(shí)成為一個(gè)一個(gè)小小的在線行業(yè)交易所。這么來(lái)看，快手就不僅僅在做生活服務(wù)，也成了生產(chǎn)服務(wù)平臺(tái)了。

Experts in different fields, teaching fruit trees and agricultural machinery in Kuaishou, have become online vocational education classrooms one by one. The interpersonal trust gained through vocational education can also open up the trade chain of the industry, making these classrooms become a small online industry exchange at the same time. From this point of view, Kuaishou is not only a life service, but also a production service platform.

這些行家在做的事情，都是把行業(yè)的“Know How”打開(kāi)，破除信息門檻，來(lái)構(gòu)建自己的信用和生意模式。借助這些行業(yè)知識(shí)的展開(kāi)，以前拼多多、淘寶這樣的消費(fèi)電商沒(méi)有能夠覆蓋的生意，像賣牛，快手也能夠覆蓋了，這是非常有趣的變化。

What these experts are doing is to open the "Know How" of the industry, break down the information threshold, and build their own credit and business models. With the development of these industry knowledge, consumer e-commerce companies such as Pinduoduo and Taobao have not been able to cover businesses, such as selling cattle, and Kuaishou can also cover it. This is a very interesting change.

更有趣的是，它能借助視頻，來(lái)展示知識(shí)的形成過(guò)程和應(yīng)用場(chǎng)景。比如教怎么修發(fā)動(dòng)機(jī)，我要是用音頻給你講可能5000字也講不清楚，但快手上的這些職業(yè)教育老師們，直接指一指發(fā)動(dòng)機(jī)的關(guān)鍵部位，2分鐘就給你講清楚了。要是用這個(gè)思路來(lái)孵化其它各種工程技術(shù)行業(yè)的職業(yè)教育，那快手是不是有機(jī)會(huì)成為一所前所未有的職業(yè)學(xué)校呢？

Whats more interesting is that it can use videos to show the formation process and application scenarios of knowledge. For example, if I teach you how to repair an engine, I may not be able to explain it in 5,000 words if I use audio to tell you, but these vocational education teachers in Kuaishou directly point to the key parts of the engine, and they will explain it to you in 2 minutes. If this idea is used to incubate vocational education in other engineering and technology industries, will Kuaishou have the opportunity to become an unprecedented vocational school?

快手提出要“大搞產(chǎn)業(yè)帶”，把觸角伸向供應(yīng)鏈，并將2022年GMV目標(biāo)定為9000億元。觀察2021年至今的發(fā)展趨勢(shì)，越來(lái)越多的行業(yè)專家在快手把行業(yè)的“Know How”打開(kāi)，破除信息門檻，構(gòu)建自己的信用和生意模式，身體力行地證明了知識(shí)就是財(cái)富。

Kuaishou proposed to "build an industrial belt", extend its tentacles to the supply chain, and set a GMV target of 900 billion yuan in 2022. Looking at the development trend from 2021 to the present, more and more industry experts are opening the industrys "Know How" in Kuaishou, breaking the information threshold, building their own credit and business model, and proving that knowledge is wealth.