According to Huaan Securities data, the total sales volume of the whole network during the Double Eleven period in 2021 reached 965.12 billion yuan, an increase of 12.22% year-on-year, and the growth rate slowed down significantly. Among them, the total sales of Tmall Double Eleven during the period reached 540.3 billion yuan, an increase of 8.45% year-on-year for the first single digit, while the growth rate of traditional e-commerce slowed down, the growth of emerging e-commerce such as Douyin and Kuaishou grew rapidly, and the GMV of Douyin "Double 11 Good Things Festival" increased by 224% year-on-year, the brand self-broadcast GMV increased by 1400% year-on-year, and the turnover exceeded 10 million brands reached 577.
From the shelf e-commerce based on the logic of "people looking for goods", to the social e-commerce with social fission as the core, to the interest e-commerce of "goods looking for people", it is not difficult to find that the e-commerce industry model is constantly being reconstructed and developing in a diversified direction. With the new consumption scenario of "content + interest", Douyin e-commerce has become an important position for brand marketing.
One
Interest-driven brand marketing
In 2021, at the Douyin E-commerce Ecology Conference, Douyin redefined its e-commerce model with the positioning of "interest e-commerce", and Kang Zeyu, president of Douyin E-commerce, said that this is an e-commerce based on people's yearning for a better life, meeting users' potential shopping interests and improving the quality of consumers' lives, the core is "actively helping users find potential needs", which also means that Douyin will become an e-commerce platform that understands young consumers better through algorithms and UGC content.
For brand marketing, the positioning of Douyin's "interest e-commerce" has changed in many ways compared to traditional e-commerce platforms: First, based on the push rules of interest tags, decentralized content push flow methods allow interest content and KOLs to replace traditional advertising as the main body of planting grass, consumers can easily plant grass in the process of brushing short videos and watching live broadcasts of "cloud shopping"; secondly, the "planting grass- transaction" closed loop created by short videos, live broadcasts and Douyin small shops also smoothly completes the whole process of planting grass to placing orders. It subverts the previous consumption process from consumer demand to search to order; in addition, more three-dimensional, direct video media content also strengthens the emotional link between fans and brands and anchors, which also improves the efficiency of the platform.
With the characteristics of going out of the circle with interest content, constantly improving the transaction closed loop and fan value, "interest e-commerce" Douyin also provides a fertile soil for brands to grow. Starting from interest and combining high-quality content, new brands can quickly achieve a 0-1 start here, and traditional brands can also take this opportunity to renew their image. Emerging brands such as Perfect Diary and Yuanqi Forest, which have risen in recent years, are examples of overtaking in curves with the help of interest e-commerce platforms.
Two
'How can brands seize the opportunity of interest in e-commerce?'
The value of platform marketing is prominent, and the traffic ecology of Douyin is also changing. For some of the head masters, once a live broadcast can be easily sold to 5 million without any traffic, and at present, the paid traffic of the masters has accounted for more than 30%. So for brands, is it still a good opportunity to enter the vibrato live broadcast room?
The answer is yes. If the best time for brand Douyin marketing is before the start of the epidemic, then, as paid traffic becomes more and more expensive, it is always the best time to enter the interest of e-commerce. Avoiding the Red Sea to find a subdivision track with competitive advantages, and seizing the characteristics of the platform to drain from many aspects of self-broadcasting and talent matrix is the key to breaking through. In addition, live content, video drainage, pre-sales communication, after-sales service, every detail from planting to conversion requires professional operation to achieve optimal efficiency.
This also prompts the brand side that if you want to get on the car vibrato marketing, you can start from the product, and the traffic and content side can choose professional DP cooperation. Professional DP can not only help brands carry goods and open up new growth curves, but also operate with a brand mentality, which can not only help brands sell goods, but also provide content services to brands, and even become partners to help brand positioning transformation.
Three
Get on the car vibrato live broadcast, Zhuoer digital science takes you a key to break through
As the only KA business partner in central China, Zall Digital has been continuously cultivating the huge platform for several years, providing customers with huge ecological full-link services by laying out multiple tracks such as DP live e-commerce, huge cloud map, and huge star map. With outstanding hardware advantages and full-link industry service experience, it can not only help brands open up a new growth curve in Douyin, but also from a professional point of view, refined to help brands achieve the goal of "increasing powder, drainage and conversion" on the Douyin platform, making Douyin an indispensable position for brand marketing.
In terms of live e-commerce, based on the advantages of five major hardware resources and the improvement of the service system, Zall Digital Provides full-link solutions for brand e-commerce live broadcasting from the aspects of anchor, venue, goods, operation logic, etc., from the aspects of product selection, content operation, live broadcast operation, traffic operation, and data analysis, to solve the pain points such as low self-broadcast efficiency and weak growth of store self-broadcasting from 0 to 1, helping brands to seize the new battlefield of interested e-commerce transactions.
In order to continue to create a successful live broadcast, in addition to the hardware foundation, it is also inseparable from the support of soft power in operation, service, selection, supply chain and other aspects. At present, Zall Digital has also precipitated five major service advantages from many service cases: content operation, talent matching, advertising delivery, data analysis and team service capabilities, and empowered live broadcast operations. In terms of content operation capabilities, Zall Digital summarized the traffic funnel from traffic acquisition, live broadcast room retention, shopping cart purchase to single transaction, and extracted the 5i model, from the dimensions of eye-catching power, information volume, communication sense, internalization power and identity, and improved the live broadcast effect with professional details in many links such as live stream drainage and conversion.
In this live broadcast, Gao Hanli also shared the experience and summary of Zhuoer Digital in the selection of Douyin. She dismantled the full-link operation of Douyin selection from four aspects: the necessary work before the selection, how to turn a single explosive product into a multi-explosive product, the manufacture of explosive products, and the long-term operation of explosive products. Among them, in terms of the long-term operation of explosive products, she also refined the practical methods such as combination and matching supplement method, anti-seasonal push method, explosive supplementary reserve, and artificial compensation style sound volume.
In addition, it is worth noting that in addition to helping the brand bring sales growth, Zall Digital, which is deeply cultivating the Douyin track, can also empower the growth of the whole life cycle of the brand from the case experience and nourish the continuous growth of the brand power. For the brand from the start-up to the final maturity stage, Zall Digital will give different playing methods and strategies, and through the ecological layout of the data field "public domain + business domain + private domain", provide enterprises with full-link services from public domain drainage, to accurate user reach, to conversion and repurchase.
As an APP with more than 600 million daily active person-times, the importance of Douyin for brand marketing is self-evident, and how to take the new positioning of "interest e-commerce" as the fulcrum and leverage the new consumer market is the key to the current brand breakthrough in this track. Working with DP Company to plan the layout is a brand efficient and long-term choice. "Strategy + content + service" attaches equal importance to multiple capabilities, Zall Digital is willing to use one-stop professional customized fine services to empower brands to break through the era of e-commerce live broadcasting, and help brands undertake "interest e-commerce" traffic dividends, win in the present, but also win in the future.
1. Progressive activity starting game
(Private message reply to "Douyin play" to get the original picture)
Progressive activity starting play, by catering to the live broadcast algorithm, progressively pull the live broadcast weight, balance to obtain live broadcast recommendation traffic, the current progressive in the personal live broadcast room a single month to contribute the order of 10 million GMV.
2. Short video test explosion gameplay
Compared with the traditional short video test, this set of gameplay can obtain higher accurate and natural recommendations, which is widely used in clothing and food live broadcasts, contributing 20 million GMV in a single month.
3. Single product Chikawa delivery gameplay
Qianchuan single product play, single product single delivery strategy, greatly reducing the threshold of mixed product delivery, currently in my live broadcast room monthly contribution of more than 50 million GMV, is my personal application of the most live room play.
4. Troika mixed traffic gameplay
Troika gameplay, the traffic structure of the troika is the most stable mode in the future live broadcast form, but the operation process is more complicated, currently occupying less than 10 million monthly GMV, and the novice team is not recommended.
Author: Gao Hanli Director of DP Division of Zhuoer Digital Science