The "Douyin Box" that focuses on fashion trends opens the internal test, and the Douyin e-commerce independent APP is coming?

Reporter | Ke Xiaobin Edit |

On December 2, according to Tech Planet, Douyin is testing the "Douyin Box" APP, positioned as a trendy e-commerce platform, and has completed the research and development of Android and Apple versions.

In response to this news, the relevant person in charge of Douyin e-commerce replied that the Vibrato box is mainly fashion fashion products, which is a scene exploration of Douyin.

A person close to Douyin e-commerce confirmed to Interface News that the Douyin e-commerce independent APP will be launched in the near future. However, it is uncertain whether the Douyin box is the Douyin e-commerce independent APP in the person's mouth.

Previously, Interface News also learned from another insider that during this year's Spring Festival, the Douyin e-commerce independent APP project was officially established, and the team responsible for the research and development of the project was in Shanghai, which was originally planned to officially launch the independent APP in October this year, but was later postponed to after double eleven.

In August this year, at an internal business sharing meeting of Douyin, whether to launch a Douyin e-commerce independent APP became one of the issues. Some Douyin e-commerce employees are worried that if there are too many e-commerce elements in the Douyin APP station, it may affect the content ecology of Douyin. At that time, Mu Qing, vice president of Douyin e-commerce, only said that from the background data, e-commerce elements did not have a negative impact on its content ecology, and did not clearly reply to whether to do an independent APP.

However, in the past year, Douyin's layout of e-commerce has been increasing.

In March this year, ByteDance launched a purchase system only for the douyin e-commerce live broadcast room - a huge amount of qianchuan, through this system, merchants can purchase accurate traffic, in order to enhance the popularity, interaction, order rate and other conversion effects of the live broadcast room.

Major merchants also regard Douyin e-commerce as an important strategic layout. In October last year, a home furnishing brand that started with Taobao e-commerce and has an annual GMV of more than 300 million yuan began to build a team of 10 people to bring goods on Douyin live broadcast, and to buy and advertise on a huge number of thousands of rivers. On the contrary, the ratio of personnel for live broadcasting on Taobao has been lowered.

"Taobao traffic is highly centralized, and live broadcasting on Taobao is not to pursue GMV, but to maintain the weight of the store in the Taobao station." He believes that interest in e-commerce is the future trend, although it has not yet had a substantial impact on the traditional shelf e-commerce, but the advance layout is a strategic defense, and it is too late to wait until the impact of the substantive sense is then laid out.

Douyin e-commerce has become a new growth point of Douyin, according to people familiar with the matter, Douyin e-commerce this year's GMV target is 1 trillion, this goal may have been completed during this year's Double Eleven. He said bluntly that this year's double eleven, Douyin e-commerce has created history.

In addition, Douyin e-commerce is also an important part of ByteDance's advertising revenue, in the case of tightening supervision in education, games and other industries, the proportion of huge amount of buying revenue has been nearly 40% of Byte's advertising revenue this year.

At present, the Douyin e-commerce infrastructure has been completed. Previously, ByteDance completed the payment closed loop through the acquisition of a third-party payment platform and launched Douyin Payment. At the same time, there are more and more signs that Douyin is actively building a logistics moat.

Recently, ByteDance established Shanghai Daoquyue Animal Flow Technology Co., Ltd. and Shanghai Xingchen Yuedong Supply Chain Management Co., Ltd. Prior to this, it also invested in a number of logistics technology companies including Syrius Torch Star, Jiazhi Technology, and Future Robots.

The interface news reporter inquired about the byteDance recruitment page and found that Douyin is vigorously recruiting e-commerce logistics and cross-border e-commerce related talents. Specific positions cover logistics product research and development, data warehouse construction, logistics service provider management, station, terminal dispatch, logistics supply chain, logistics algorithm and even cross-border export related logistics networks.

From logistics to payment, to the scene, Douyin has completed the infrastructure construction required by e-commerce, and its ambitions for e-commerce have been revealed, and it is only a matter of time before it launches the Douyin e-commerce independent APP.