CBO reporter Guo Fen
Diversified consumption channels are taking shape.
A few days ago, Douyin E-commerce released the "2021 Douyin E-commerce Domestic Product Development Annual Report" (hereinafter referred to as the report). The report shows that in 2021, the volume of Douyin e-commerce transactions will continue to rise, the share of domestic products will be as high as 89%, and the sales volume will increase by 667% year-on-year.
Among them, the sales volume of domestic products in the forefront are food and beverage, beauty, clothing, shoes and bags, personal care and other categories, beauty sales rose by 696%, personal family care increased by 912%. The top 5 cities for domestic sales are Chengdu, Shenzhen, Guangzhou, Suzhou and Shanghai.
It is understood that Douyin e-commerce will take "domestic brands" as an important point of strength, with "helping the development of cutting-edge brands" and "helping long-established brands to revitalize" as the starting point, and through the introduction of a number of support measures, such as the introduction of special support for new products, the launch of the Douyin e-commerce ranking list, and the formulation of a special support plan for "Jitter Brand", etc., to help the development of platform brands.
The report pointed out that after refined operation, 80% of the brands that sold more than 100 million on the platform are domestic brands, and domestic brands account for more than 90% of the explosive list. Among these domestic products, cutting-edge brands in the fields of beauty, food, and clothing have developed rapidly, and the number of cutting-edge merchants that mainly promote domestic products and national tides has also shown an increasing trend.
Among beauty brands, one of the fastest growing cutting-edge brands is Huaxizi, with a year-on-year increase of 2440%. One of the fastest growing personal care brands is spes, with a year-on-year increase of 7461%.
It is worth noting that in the rapid growth of Huaxizi, in addition to the recommendation and marketing of brand cooperation stars, talent Zhou Shen, Li Jiaqi, Du Juan, Ju Jingyi and others, it is also inseparable from the self-broadcast of the brand Douyin store.
According to the news on March 30, 2021, Huaxizi Douyin store self-broadcast completed 22 million yuan, refreshing the single record of self-broadcast in the beauty industry store. During the event from March 22 to 27, the GMV reached 44 million yuan, and the brand fans increased by 300,000 yuan, an increase of more than 500% over the previous week.
This rapid growth of GMV is related to Hua Xizi's model of multi-store joint live broadcasting on Douyin. Opening the Douyin platform, it can be found that Hua Xizi has 10 certified blue V accounts on Douyin, half of which are selling goods live. Spes also has more than 5 Blue V certified official stores to sell live.
In fact, with the emergence of the phenomenon that live streaming with goods is expensive and the traffic is difficult, in addition to cooperating with celebrities and Internet celebrities, more controllable self-broadcasting has become their new choice. At the same time, this has also prompted platforms such as Douyin, Kuaishou, and Taobao to take live broadcasting as a new direction and growth point for the platform.
The above-mentioned Douyin report data shows that in the top 10 domestic sales, 50% is done through brand self-broadcasting. The number of views in the brand live room increased by 250% year-on-year, and the number of interactions increased by 389% year-on-year.
Editor Edit | Peng Shi
Proofreader proofreader | Wang Yuying
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