In Douyin e-commerce, which domestic products are popular? On January 9, Douyin e-commerce released the "2022 Douyin E-commerce Domestic Products Development Annual Report" (hereinafter referred to as the report), which shows that in 2022, the sales of domestic brands on Douyin e-commerce increased by 110% year-on-year. With the help of the platform, domestic brands continue to upgrade and innovate, the sales of time-honored brands increased by 156% year-on-year, the sales of cutting-edge brands increased by 84% year-on-year, and domestic products such as fresh garden art, personal care and home cleaning, sports outdoor, mother and baby pets, and smart homes on the platform were loved by consumers.
The sales volume of domestic brands continues to grow, and live streaming releases consumption potential
With the improvement of cultural self-confidence, buying domestic products has become the first choice for many consumers. The report shows that the sales volume of domestic brands on the platform increased by 110% year-on-year, and more and more consumers buy domestic products through the platform. The data shows that the search volume of domestic products on the platform increased by 165%, and the number of domestic short videos increased by 3652%, and the platform is giving full play to the advantages of global interest e-commerce, supporting the innovation and development of domestic products, and achieving a continuous increase in domestic sales.
According to the report, the top 5 cities in terms of sales of domestic goods on the platform are Shanghai, Beijing, Chongqing, Chengdu and Guangzhou. In addition, the top 5 cities where domestic brands on the platform are located are Hangzhou, Guangzhou, Shenzhen, Shanghai and Beijing, which have a large number of domestic brands, complete categories and high sales, demonstrating the development potential and market vitality of local domestic brands.
Live streaming has also driven the rapid growth of domestic sales. The report pointed out that the proportion of consumers purchasing goods through the live broadcast room of domestic brands has increased significantly, the number of live broadcast viewing views increased by 2106% year-on-year, and live broadcast sales increased by 102% year-on-year, and domestic brands are continuing to release their potential through live broadcasting.
In addition, among the top 5 categories of domestic product sales growth on the platform, the sales volume of fresh garden art products increased by 178% year-on-year, the sales volume of personal care and home cleaning products increased by 141% year-on-year, the sales of sports and outdoor products increased by 137% year-on-year, the sales of maternal and baby pet products increased by 130% year-on-year, and the sales of smart home products increased by 121% year-on-year.
Global interest e-commerce helps brands out of the circle, and the sales of time-honored brands increase by 156% year-on-year
In 2022, with the continuous help of Douyin e-commerce, a number of cutting-edge domestic brands and time-honored brands will continue to innovate and achieve brand "out of the circle" with the help of the platform.
Cutting-edge brands connected consumers through short videos, live broadcasts and other methods, with live broadcast viewing views increasing by 2,328%, search volume increasing by 240% year-on-year, and cutting-edge brand sales increasing by 84% year-on-year, further demonstrating vitality. With the help of the platform, new brands in parent-child life, clothing, shoes and bags, personal care and home cleaning, beauty, and consumer home furnishing are in the forefront of growth.
The platform also launched activities such as "Meet the New National Tide" to help time-honored brands go nationwide. More and more time-honored brands are reinventing their vitality through the platform, and some time-honored brands are leading the new national trend with the help of co-branding and brand innovation.
According to the report, time-honored brands continue to make efforts to meet the new consumption needs of young consumer groups such as fashion and personalization, and spread brand voices through short videos, with short video views increasing by 4497% year-on-year, time-honored brand searches increasing by 369% year-on-year, and sales of time-honored brands increasing by 156% year-on-year.
Young consumers have become the main force of domestic consumption, and "content + shelf" boosts domestic consumption
The report shows that short videos and live broadcasts are becoming one of the main channels for young consumers to obtain commodity content, and live broadcast rooms have become a new channel for purchasing domestic products. Driven by live streaming and goods, the purchasing power of post-00 consumers continues to increase, and the domestic consumption of consumers aged 18-24 on the platform has increased by 152% year-on-year, and the domestic consumption of consumers aged 25-30 has increased by 119% year-on-year, and young consumers are becoming the main force of domestic consumption.
Among the domestic consumer groups on the platform, female consumers accounted for 65.63%, male consumers accounted for 34.37%, the proportion of male consumers showed an upward trend compared with 2021, female consumer groups are keen on clothing, shoes and bags, food health, beauty and other domestic goods, male consumers are more inclined to clothing, shoes and bags, consumer electronics products.
In 2022, Douyin e-commerce will focus on building shelf e-commerce through the integration of global interest e-commerce content scenarios and shelf scenarios, strengthen channels such as shopping malls, search, and shop windows, create more growth opportunities for domestic brands, and continue to help domestic consumption upgrades. The data shows that the sales volume of domestic products in Douyin Mall increased by 280% year-on-year, and domestic products accounted for more than 90% of the top 100 hot selling products on Douyin Mall. During the Double 11 period, the average daily sales volume driven by platform shelf e-commerce increased by 156% year-on-year, and the exposure of goods increased by 1.6 times compared with the first half of the year.
Through the integration of global interest e-commerce content scenarios and shelf scenarios, the platform allows domestic brands to find more development space and help the consumption of domestic goods continue to grow.
Continuously improve service capabilities to meet the diversified shopping needs of consumers
In 2022, on the basis of improving the service guarantee of the platform, Douyin e-commerce will protect the rights and interests of users from the perspectives of logistics and marketing, enhance user consumer confidence, and launch the "Meet Good Domestic Products" plan to help the development of domestic brands.
The platform launched the logistics service product "Yinxuda", and cooperated with leading logistics companies to provide consumers with high-quality services such as pre-dispatch teleconnection, priority delivery, and on-demand home delivery, so as to enhance consumers' shopping experience. The platform also builds a supply chain cloud warehouse system, and sets up warehousing facilities in many core node cities across the country, with warehousing networks covering major economic regions and industrial belts.
At the platform governance level, platforms carry out special actions to combat "false marketing and non-performance" and "illegal marketing gameplay", and regulate and govern behaviors that seriously affect consumer experience and disrupt the platform's fair competitive environment.
The report pointed out that the platform effectively boosted the production and dissemination of domestic content with the help of short videos and live broadcasts, and enhanced users' confidence in domestic consumption. At the same time, the platform also provides consumers with a number of preferential measures to help domestic consumption.
The relevant person in charge of Douyin e-commerce said that with the help of global interest e-commerce, the platform is becoming a new channel for the sustainable development of domestic brands. The platform will successively give full play to the advantages of "content + shelf" e-commerce, further improve service capabilities, and help the development of domestic brands. Douyin e-commerce will continue to help domestic brands "out of the circle", so that more consumers like domestic brands and meet consumers' diversified quality shopping needs. (Liu Rui)
Source: Guangming Web