<\/p>\n
Khi Milky Guan \u2013 m\u1ed9t sinh vi\u00ean \u0111\u1ea1i h\u1ecdc \u1edf Th\u01b0\u1ee3ng H\u1ea3i \u2013 mua m\u1ef9 ph\u1ea9m, c\u00f4 th\u01b0\u1eddng kh\u00f4ng b\u1ecb \u1ea5n t\u01b0\u1ee3ng b\u1edfi c\u00e1c c\u1eeda h\u00e0ng sang tr\u1ecdng hay nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn. Thay v\u00e0o \u0111\u00f3, c\u00f4 g\u00e1i 20 tu\u1ed5i th\u01b0\u1eddng xem c\u00e1c b\u00e0i vi\u1ebft tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i Xiaohongshu \u0111\u1ec3 t\u00ecm xem th\u1ee9 g\u00ec \u0111ang hot nh\u1ea5t. Tr\u00ean Xiaohongshu \u2013 1 startup lai gi\u1eefa c\u1ed5ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i, Guan theo d\u00f5i m\u1ed9t nh\u00e2n v\u1eadt n\u1ed5i ti\u1ebfng c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng l\u1edbn trong ng\u00e0nh l\u00e0m \u0111\u1eb9p v\u00e0 h\u1ecdc c\u00e1ch trang \u0111i\u1ec3m t\u1eeb \u0111\u00f3. M\u1edbi \u0111\u00e2y, trong l\u00fac xem bu\u1ed5i livestream c\u1ee7a nh\u00e2n v\u1eadt n\u00e0y, ch\u1ec9 trong v\u00e0i ph\u00fat Guan \u0111\u00e3 \u0111\u1eb7t mua 4 lo\u1ea1i m\u1ef9 ph\u1ea9m kh\u00e1c nhau, \u0111\u01a1n gi\u1ea3n b\u1eb1ng c\u00e1ch click v\u00e0o nh\u1eefng \u0111\u01b0\u1eddng link \u0111\u01b0\u1ee3c nh\u00fang trong video.<\/p>\n
Guan l\u00e0 m\u1ed9t trong h\u00e0ng tri\u1ec7u ng\u01b0\u1eddi mua s\u1eafm thu\u1ed9c th\u1ebf h\u1ec7 Z (\u0111\u01b0\u1ee3c sinh ra sau n\u0103m 1996), nh\u00f3m ng\u01b0\u1eddi \u0111ang b\u1eaft \u0111\u1ea7u khi\u1ebfn ng\u00e0nh b\u00e1n l\u1ebb \u0111ang b\u00f9ng n\u1ed5 c\u1ee7a Trung Qu\u1ed1c \u0111\u1ea3o l\u1ed9n. H\u1ecd l\u1edbn l\u00ean b\u00ean c\u00e1c thi\u1ebft b\u1ecb di \u0111\u1ed9ng v\u00e0 m\u1ea1ng x\u00e3 h\u1ed9i kh\u00f4ng ch\u1ec9 l\u00e0 n\u01a1i ti\u00eau t\u1ed1n th\u1eddi gian m\u00e0 c\u1ea3 r\u1ea5t nhi\u1ec1u ti\u1ec1n b\u1ea1c c\u1ee7a h\u1ecd.<\/p>\n
Gi\u1ed1ng nh\u01b0 Guan, th\u1ebf h\u1ec7 Z c\u1ee7a Trung Qu\u1ed1c kh\u00f4ng b\u1ecb \u1ea5n t\u01b0\u1ee3ng b\u1edfi nh\u1eefng c\u00e1i t\u00ean h\u00e0o nho\u00e1ng v\u00e0 c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o theo ki\u1ec3u truy\u1ec1n th\u1ed1ng. H\u1ecd kh\u00f4ng quan t\u00e2m \u0111\u1ebfn c\u00e1c c\u1eeda h\u00e0ng v\u1eadt l\u00fd v\u00e0 c\u1ed5ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed nh\u01b0 c\u00e1c th\u1ebf h\u1ec7 tr\u01b0\u1edbc m\u00e0 b\u1ecb \u1ea3nh h\u01b0\u1edfng r\u1ea5t l\u1edbn b\u1edfi c\u00e1c nh\u00e2n v\u1eadt c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng l\u1edbn tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. H\u1ecd s\u1eed d\u1ee5ng tin nh\u1eafn, c\u00e1c video ng\u1eafn, livestream v\u00e0 c\u00e1c \u1ee9ng d\u1ee5ng m\u1ea1ng x\u00e3 h\u1ed9i \u0111\u1ec3 mua h\u00e0ng.<\/p>\n
Nh\u1eefng g\u00ec \u0111ang di\u1ec5n ra trong ng\u00e0nh b\u00e1n l\u1ebb Trung Qu\u1ed1c l\u00e0 l\u0103ng k\u00ednh ph\u1ea3n chi\u1ebfu t\u01b0\u01a1ng lai c\u1ee7a ng\u00e0nh b\u00e1n l\u1ebb tr\u00ean kh\u1eafp th\u1ebf gi\u1edbi. Theo h\u00e3ng nghi\u00ean c\u1ee9u Frost&Sullivan, \u0111\u1ebfn n\u0103m 2020 h\u01a1n 413 t\u1ef7 USD h\u00e0ng h\u00f3a s\u1ebd \u0111\u01b0\u1ee3c b\u00e1n th\u00f4ng qua c\u00e1c k\u00eanh th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, t\u0103ng g\u1ea5p g\u1ea7n 5 l\u1ea7n so v\u1edbi con s\u1ed1 90 t\u1ef7 USD c\u1ee7a n\u0103m 2017.<\/p>\n
T\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi, t\u1eeb \u00f4ng l\u1edbn Alibaba cho \u0111\u1ebfn nh\u1eefng startup nh\u01b0 iQiyi (Netflix phi\u00ean b\u1ea3n Trung Qu\u1ed1c) v\u00e0 Bytedance (c\u00f4ng ty \u0111\u1ee9ng sau \u1ee9ng d\u1ee5ng video n\u1ed5i ti\u1ebfng TikTok) \u0111ang b\u01b0\u1edbc v\u00e0o m\u1ed9t cu\u1ed9c ch\u1ea1y \u0111ua \u0111\u1ec3 l\u00f4i k\u00e9o ti\u1ec1n b\u1ea1c c\u1ee7a th\u1ebf h\u1ec7 Z. “Th\u1ebf h\u1ec7 tr\u1ebb c\u00f3 s\u1ef1 \u0111am m\u00ea l\u1edbn v\u00e0 r\u1ea5t t\u00f2 m\u00f2 kh\u00e1m ph\u00e1 nh\u1eefng th\u1ee9 m\u1edb m\u1ebb”, Zhang Xiaobo, 1 l\u00e3nh \u0111\u1ea1o c\u1ee7a iQiyi \u2013 trang web stream video l\u1edbn nh\u1ea5t Trung Qu\u1ed1c, n\u00f3i. “H\u1ecd \u0111ang d\u1eabn \u0111\u1ea7u xu h\u01b0\u1edbng ti\u00eau d\u00f9ng m\u1edbi v\u00e0 \u0111\u00f3 l\u00e0 nh\u00f3m kh\u00e1ch h\u00e0ng m\u00e0 ch\u00fang t\u00f4i kh\u00f4ng th\u1ec3 l\u1edd \u0111i”.<\/p>\n
Khi kh\u00e1ch h\u00e0ng c\u1ee7a iQiyi xem ch\u01b0\u01a1ng tr\u00ecnh tivi hay c\u00e1c show kh\u00e1c tr\u00ean m\u00e1y t\u00ednh c\u1ee7a h\u1ecd, c\u00e1c \u0111\u01b0\u1eddng link s\u1ebd xu\u1ea5t hi\u1ec7n \u1edf ph\u00eda d\u01b0\u1edbi c\u1ee7a m\u00e0n h\u00ecnh, \u0111\u01b0a h\u1ecd t\u1edbi gian h\u00e0ng \u1ea3o n\u01a1i h\u1ecd c\u00f3 th\u1ec3 mua qu\u1ea7n \u00e1o v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m m\u00e0 nh\u1eefng ng\u01b0\u1eddi n\u1ed5i ti\u1ebfng xu\u1ea5t hi\u1ec7n trong show \u0111\u00f3 \u0111ang s\u1eed d\u1ee5ng.<\/p>\n
H\u1ed3i th\u00e1ng 1, iQiyi cho ra m\u1eaft c\u00f4ng ngh\u1ec7 m\u1edbi khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng mua s\u1eafm tr\u00ean \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng khi \u0111ang xem tivi. N\u1ebfu th\u00edch mua th\u1ee9 m\u00e0 di\u1ec5n vi\u00ean \u0111ang m\u1eb7c, h\u1ecd c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng chi\u1ebfc \u0111i\u1ec1u khi\u1ec3n tivi \u0111\u1ec3 hi\u1ec7n ra m\u00e3 QR r\u1ed3i sau \u0111\u00f3 qu\u00e9t qua \u0111i\u1ec7n tho\u1ea1i \u0111\u1ec3 ngay l\u1eadp t\u1ee9c \u0111i \u0111\u1ebfn gian h\u00e0ng tr\u1ef1c tuy\u1ebfn v\u00e0 ho\u00e0n th\u00e0nh c\u00f4ng vi\u1ec7c mua h\u00e0ng.<\/p>\n
Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed ch\u1ec9 chi\u1ebfm 1 ph\u1ea7n nh\u1ecf trong doanh thu c\u1ee7a iQiyi, nh\u01b0ng n\u00f3 \u0111ang t\u0103ng tr\u01b0\u1edfng r\u1ea5t nhanh b\u1edfi ng\u01b0\u1eddi tr\u1ebb Trung Qu\u1ed1c th\u00edch c\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi. Theo Frost&Sullivan, \u0111\u1ebfn n\u0103m 2022 mua s\u1eafm qua m\u1ea1ng x\u00e3 h\u1ed9i \u1edf Trung Qu\u1ed1c \u0111\u01b0\u1ee3c d\u1ef1 b\u00e1o s\u1ebd chi\u1ebfm t\u1ef7 tr\u1ecdng 15% t\u1ed5ng doanh thu b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn, trong khi con s\u1ed1 n\u0103m 2017 ch\u1ec9 l\u00e0 8,5%.<\/p>\n
\u1ede M\u1ef9, c\u00e1c n\u1ec1n t\u1ea3ng g\u1ed3m c\u1ea3 Instagram v\u00e0 Snapchat \u0111\u00e3 b\u1eaft \u0111\u1ea7u b\u1ed5 sung th\u00eam t\u00ednh n\u0103ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed tr\u1ef1c ti\u1ebfp. Mua s\u1eafm qua m\u1ea1ng x\u00e3 h\u1ed9i \u0111ang lan r\u1ed9ng nhanh ch\u00f3ng, nh\u01b0ng t\u1ed5ng doanh thu v\u1eabn c\u00f2n khi\u00eam t\u1ed1n. N\u0103m 2018 con s\u1ed1 l\u00e0 16,94 t\u1ef7 USD theo s\u1ed1 li\u1ec7u c\u1ee7a h\u00e3ng nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng Technavio, t\u01b0\u01a1ng \u0111\u01b0\u01a1ng 3% t\u1ed5ng doanh thu b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn.<\/p>\n
D\u01b0\u1eddng nh\u01b0 ng\u01b0\u1eddi tr\u1ebb Tung Qu\u1ed1c kh\u00f4ng quan t\u00e2m r\u1eb1ng c\u00e1c ng\u00f4i sao m\u1ea1ng x\u00e3 h\u1ed9i \u2013 hay c\u00f2n g\u1ecdi l\u00e0 KOL (Key Opinion Leaders, ng\u01b0\u1eddi d\u1eabn d\u1eaft d\u01b0 lu\u1eadn ch\u1ee7 ch\u1ed1t) \u0111ang h\u01b0\u1edfng l\u1ee3i t\u1eeb ng\u01b0\u1eddi h\u00e2m m\u1ed9. H\u1ec7 th\u1ed1ng thanh to\u00e1n \u0111i\u1ec7n t\u1eed c\u1ee7a Trung Qu\u1ed1c c\u0169ng \u0111ang ph\u00e1t tri\u1ec3n nh\u01b0 v\u0169 b\u00e3o, gi\u00fap cho vi\u1ec7c mua s\u1eafm tr\u1edf n\u00ean r\u1ea5t d\u1ec5 d\u00e0ng b\u1ea5t c\u1ee9 khi n\u00e0o ng\u01b0\u1eddi d\u00f9ng mu\u1ed1n.<\/p>\n
\u1ede Trung Qu\u1ed1c, c\u00e1c kh\u00e1ch h\u00e0ng th\u1ebf h\u1ec7 Z \u2013 th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u00f4ng b\u00e0 v\u00e0 b\u1ed1 m\u1eb9 n\u00e2ng niu chi\u1ec1u chu\u1ed9ng b\u1edfi trong m\u1eaft h\u1ecd ch\u00fang ch\u1ec9 l\u00e0 1 \u0111\u1ee9a tr\u1ebb, \u0111\u1ed3ng th\u1eddi th\u01b0\u1eddng c\u00f3 tri\u1ec3n v\u1ecdng ngh\u1ec1 nghi\u1ec7p kh\u00e1 t\u1ed1t \u2013 hi\u1ec7n \u0111\u1ea1i di\u1ec7n cho 13% t\u1ed5ng chi ti\u00eau c\u1ee7a c\u00e1c h\u1ed9 gia \u0111\u00ecnh. \u1ede M\u1ef9 t\u1ef7 l\u1ec7 ch\u1ec9 l\u00e0 3%.<\/p>\n
R\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi thu\u1ed9c th\u1ebf h\u1ec7 Z v\u1eabn mua nhi\u1ec1u h\u00e0ng h\u00f3a tr\u00ean c\u00e1c c\u1ed5ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed truy\u1ec1n th\u1ed1ng, nh\u01b0ng h\u1ecd c\u00f3 r\u1ea5t nhi\u1ec1u “c\u00e1nh c\u1ed5ng” m\u1edbi \u0111\u1ec3 ti\u1ebfp c\u1eadn. N\u0103m ngo\u00e1i TikTok (\u1ee9ng d\u1ee5ng c\u00f3 1 t\u1ef7 l\u01b0\u1ee3t t\u1ea3i tr\u00ean to\u00e0n c\u1ea7u) b\u1eaft \u0111\u1ea7u t\u00edch h\u1ee3p v\u1edbi c\u00e1c n\u1ec1n t\u1ea3ng mua s\u1eafm c\u1ee7a Alibaba. C\u00e1c nh\u00e0 s\u00e1ng t\u1ea1o video n\u1ed5i ti\u1ebfng tr\u00ean TikTok c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u1ee9ng d\u1ee5ng n\u00e0y \u0111\u1ec3 n\u00f3i v\u1edbi c\u00e1c fan c\u1ee7a m\u00ecnh v\u1ec1 nh\u1eefng s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd \u0111ang b\u00e1n tr\u00ean Taobao. Alibaba c\u00f3 th\u00eam l\u01b0\u1ee3ng truy c\u1eadp, v\u00e0 TikTok nh\u1eadn \u0111\u01b0\u1ee3c hoa h\u1ed3ng n\u1ebfu c\u00f3 giao d\u1ecbch.<\/p>\n
Tencent v\u00e0 Alibaba \u0111\u1ec1u \u0111\u1ea7u t\u01b0 v\u00e0o Bilibili, trang game mobile v\u00e0 video c\u00f3 93 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng th\u01b0\u1eddng xuy\u00ean h\u00e0ng th\u00e1ng v\u1eeba l\u00ean s\u00e0n n\u0103m ngo\u00e1i. H\u1ee3p t\u00e1c v\u1edbi c\u00e1c startup nh\u01b0 Bilibili v\u00e0 Bytedance \u0111ang gi\u00fap Alibaba c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn v\u1edbi th\u1ebf h\u1ec7 Z v\u00e0 t\u1ea1o ra nh\u1eefng c\u01a1 h\u1ed9i kh\u1ed5ng l\u1ed3. \u0110\u00f3 c\u0169ng l\u00e0 m\u1ea3nh gh\u00e9p \u0111\u1ec3 Alibaba “ho\u00e0n thi\u1ec7n h\u1ec7 sinh th\u00e1i cho th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed.<\/p>\n
T\u1ea5t nhi\u00ean d\u00f2ng ti\u1ec1n \u0111\u1ed5 v\u00e0o m\u1ea1ng x\u00e3 h\u1ed9i \u0111ang g\u00e2y t\u1ed5n h\u1ea1i cho c\u00e1c nh\u00e0 b\u00e1n l\u1ebb v\u00e0 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn ch\u01b0a b\u1eaft k\u1ecbp xu th\u1ebf. C\u00e1c c\u00f4ng ty c\u0169ng kh\u00f3 c\u00f3 th\u1ec3 d\u1ef1 \u0111o\u00e1n th\u1ebf h\u1ec7 Z s\u1ebd “cu\u1ed3ng” KOL n\u00e0o. Guan, c\u00f4 sinh vi\u00ean \u0111\u01b0\u1ee3c nh\u1eafc t\u1edbi \u1edf \u0111\u1ea7u b\u00e0i vi\u1ebft n\u00e0y, h\u00e2m m\u1ed9 Xiao Zhu Jie Jie – c\u00e1i t\u00ean thu h\u00fat d\u01b0\u1ee3c 4 tri\u1ec7u fan tr\u00ean Weibo nh\u01b0ng kh\u00f4ng h\u1ec1 n\u1ed5i ti\u1ebfng ngo\u00e0i \u0111\u1eddi th\u1ef1c. Guan th\u00edch c\u00f4 b\u1edfi v\u00ec “c\u00f4 \u1ea5y \u0111\u01b0a ra nh\u1eefng l\u1edd khuy\u00ean h\u1eefu \u00edch v\u1ec1 ch\u1ecdn m\u1ef9 ph\u1ea9m v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c da sau khi t\u1ef1 m\u00ecnh d\u00f9ng th\u1eed”. Guan th\u01b0\u1eddng xuy\u00ean v\u00e0o c\u1eeda h\u00e0ng c\u1ee7a Xiao Zhu tr\u00ean Taobao \u0111\u1ec3 mua h\u00e0ng.<\/p>\n
Xiaohongshu \u0111\u01b0\u1ee3c h\u1eadu thu\u1eabn b\u1edfi Alibaba v\u00e0 Tencent, c\u00f3 220 tri\u1ec7u ng\u01b0\u1eddi d\u00f9ng t\u1ea1o ra h\u01a1n 3 t\u1ef7 b\u00e0i vi\u1ebft m\u1ed7i ng\u00e0y v\u1ec1 th\u1eddi trang, l\u00e0m \u0111\u1eb9p v\u00e0 c\u00e1c ch\u1ee7 \u0111\u1ec1 kh\u00e1c li\u00ean quan \u0111\u1ebfn phong c\u00e1ch s\u1ed1ng. H\u01a1n 50% ng\u01b0\u1eddi d\u00f9ng c\u1ee7a n\u1ec1n t\u1ea3ng n\u00e0y \u0111\u01b0\u1ee3c sinh ra sau n\u0103m 1995.<\/p>\n<\/div>\n
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Khi Milky Guan \u2013 m\u1ed9t sinh vi\u00ean \u0111\u1ea1i h\u1ecdc \u1edf Th\u01b0\u1ee3ng H\u1ea3i \u2013 mua m\u1ef9 ph\u1ea9m, c\u00f4 th\u01b0\u1eddng kh\u00f4ng b\u1ecb \u1ea5n t\u01b0\u1ee3ng b\u1edfi c\u00e1c c\u1eeda h\u00e0ng sang tr\u1ecdng hay nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn. Thay v\u00e0o \u0111\u00f3, c\u00f4 g\u00e1i 20 tu\u1ed5i th\u01b0\u1eddng xem c\u00e1c b\u00e0i vi\u1ebft tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i Xiaohongshu \u0111\u1ec3 t\u00ecm xem […]<\/p>\n","protected":false},"author":2,"featured_media":110,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-tin-tai-chinh"],"yoast_head":"\n
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Khi Milky Guan \u2013 m\u1ed9t sinh vi\u00ean \u0111\u1ea1i h\u1ecdc \u1edf Th\u01b0\u1ee3ng H\u1ea3i \u2013 mua m\u1ef9 ph\u1ea9m, c\u00f4 th\u01b0\u1eddng kh\u00f4ng b\u1ecb \u1ea5n t\u01b0\u1ee3ng b\u1edfi c\u00e1c c\u1eeda h\u00e0ng sang tr\u1ecdng hay nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn. 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Khi Milky Guan \u2013 m\u1ed9t sinh vi\u00ean \u0111\u1ea1i h\u1ecdc \u1edf Th\u01b0\u1ee3ng H\u1ea3i \u2013 mua m\u1ef9 ph\u1ea9m, c\u00f4 th\u01b0\u1eddng kh\u00f4ng b\u1ecb \u1ea5n t\u01b0\u1ee3ng b\u1edfi c\u00e1c c\u1eeda h\u00e0ng sang tr\u1ecdng hay nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u l\u1edbn. 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