Amidst the hustle and bustle of 618, only the video account remains quiet as usual. Is it a Buddha-like stance of staying put or being passively forgotten?

Author | Sakuragi | Editor | Jiuli

On the evening of 618, e-commerce platforms entered the climax stage of the final showdown.

When Jia Nailiang surpassed Xiao Yangge and Dong Yuhui with 707 million yuan to become the new top influencer on Douyin, and when Li Jiaqi announced the launch of his self-operated brand, Mei One Preferred, entering the self-operated brand market and initiating a new brand model, on the video account, the most significant event during 618, Christy Chung's live streaming debut, also kicked off on schedule.

On the official marketing page of Tencent's video account, Christy Chung is the only major event mentioned during 618. To some extent, Christy Chung may be the top influencer with the most significant influence during 618 on the video account.

Top influencers are more like a facade for e-commerce platforms. Even during "the most intense 618 in history," from the data perspective, the top influencers of major e-commerce platforms still remain extremely popular. On the first day of 618, the GMV of beauty products in Li Jia's live streaming room exceeded 2.675 billion yuan. From this perspective, Christy Chung seems quite intriguing for the video account.

Christy Chung has 8.684 million followers on Douyin, which belongs to the top tier, but compared to Xiao Yangge, Dong Yuhui, and others, there is still a significant difference in fan base. In addition, in terms of reputation, Christy Chung's product endorsements have not been smooth sailing. According to public data, in 2023, there were media reports that Christy Chung charged 50,000 yuan as a slot fee, but the product endorsement effect was poor, only selling 7 orders. Whether from reputation or endorsement ability, Christy Chung's limitations are quite strong.

However, against this backdrop, the video account chose Christy Chung at the critical juncture of 618, which, to some extent, also means that compared to other e-commerce platforms' multi-dimensional and comprehensive efforts, the video account seems to be "running out of tricks."

This year, the video account has begun to make comprehensive efforts in e-commerce, local life, and other commercial directions. Rules such as cracking down on AI anchors and restricting the publication of vulgar content have been implemented, giving the outside world the impression that this year will be a year of rapid development for the video account's e-commerce. However, from the performance of 618, the quiet video account seems to still have a lot of lessons to learn. Whether it's from e-commerce infrastructure, new positioning for middle-aged and elderly users, or from content to e-commerce conversion, currently, the video account is far from the top e-commerce platforms.

After experiencing rapid growth, "the hope of the entire village" has already completed all the simple tasks. The next, more difficult part, how the video account will break the deadlock, and the prospects seem unclear.

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The "most intense 618," the video account chooses a "Buddha-like" stance

"This year's 6·18 is really the most intense 6·18 I've ever seen. I even doubt if there will be a 6·18 next year." An e-commerce practitioner with 15 years of experience sincerely lamented in the report.

In terms of content, Tmall and JD.com have canceled the pre-sale system, allowing consumers to buy spot goods directly. The full-deduction coupons of Tmall and Taobao have also been connected for the