Combining live streaming with cross-border imports, Kuaishou’s self-operated cross-border import business is here

In March, Kuaishou built the "Kuaishou Cross-border E-commerce Linyi Product Selection Center" in Linyi Import Commodity City. The center was jointly built by Kuaishou E-commerce, Tmall Global, Taobao Alliance, Cainiao and Taopi Technology. Recently, the news that Kuaishou is preparing to build a cross-border self-operated closed loop has also spread in the industry.

On April 19, there was news that Kuaishou e-commerce will start independent cross-border import business. It is reported that Kuaishou e-commerce's cross-border import business will adopt a "closed loop" model, set up independent Kuaishou cross-border stores, and be connected to cross-border bonded warehouses by the official. Currently, Kuaishou has been conducting preliminary tests with key merchants and bonded warehouses. At the same time, Kuaishou is also launching a mobile phone for cross-border import basic information in the industry to find out the situation of suppliers and evaluate the strength of merchants, which will be used as a reference for the first phase of brand library cooperation invitations.

Just this year, Douyin launched its cross-border import business ahead of Kuaishou, and achieved sales of over 100 million yuan in the first round of cross-border warehouse opening festival. Meituan has also launched cross-border import e-commerce related businesses.

As the two giants in my country's short video industry, Kuaishou and Douyin have huge traffic pools. It is only a matter of time before they cooperate with e-commerce companies or even develop their own e-commerce businesses. Before this, the cross-border tax-declared imported goods sold on the Kuaishou platform mainly came from external e-commerce platforms such as Tmall Global and Taobao Global Shopping, but it also caused a lot of chaos.

In the past month, Kuaishou E-commerce has issued three consecutive announcements to regulate cross-border goods, merchants and anchors. After the launch of Kuaishou's cross-border closed-loop service, these problems can be alleviated to a certain extent. Coupled with the recent rise of live streaming, it is hard for Kuaishou, which is guarding a huge traffic dividend, not to be tempted.

Kuaishou previously set up its cross-border product selection center in Linyi for this reason. It is reported that the Kuaishou platform in Linyi has 121 anchors with more than one million fans, 7 anchors with more than 5 million fans, and 2 anchors with tens of millions of fans. The lineup of anchors with millions of fans far exceeds that of the three economically powerful cities of Jinan, Qingdao and Yantai, ranking first in the province. Even in the whole country, it is only slightly behind the two megacities of Guangzhou and Beijing, and is called the "Kuaishou e-commerce city."

According to data from January 2021, Linyi anchors accounted for 8 of the top 50 anchors in the country in terms of sales, and Linyi also accounted for 3 of the top 20 anchors, second only to Guangzhou. Among the top 50 anchors in Linyi City in January, 40 anchors had monthly sales exceeding 10 million.

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