Economic Herald reporter Liu Yong
Recently, a store called "Douyin Import Supermarket" opened on the Douyin App. It is understood that this is a cross-border e-commerce business under Douyin e-commerce, which is mainly self-operated.
The Economic Herald reporter noted that at present, there are 28 items on the shelves of Douyin imported supermarkets, mainly based on the masks of Musiken and Ti Jiating.
The product detail page shows that the goods are directly purchased from all over the world by a senior procurement team, and have been strictly reviewed by the platform suppliers, and all goods are cleared and entered by sunshine customs to ensure that they are cross-border imported goods. Official bonded warehouses and overseas warehouses check the warehousing and inspection of goods, and are delivered directly by the authorities, and some goods support quality traceability.
The highest-selling item in the store is the Ti Jiating Mask Single Box, which has sold 193 pieces, with a second sale price of 39 yuan and an instant discount of 33.9 yuan. Followed by Ti Jiating's three-box (15 pieces) of facial masks, 186 pieces have been sold, with a second sale price of 99 yuan and an instant discount of 86.1 yuan.
Taking the three boxes of Ti Jiating Blue Hydrating Mask as an example, the price of Douyin was reduced by 86.1 yuan, equivalent to 5.74 yuan per piece; Tmall Global's self-operated estimated hand price is 118 yuan, equivalent to 7.87 yuan per piece; The activity price of Jingdong Tijiating's self-operated flagship store is 106.5 yuan, equivalent to 7.1 yuan per piece. It can be seen that the price advantage of Douyin import supermarkets is more obvious.
In the eyes of industry insiders, the launch of Douyin import supermarkets marks that Douyin personally "ends" cross-border e-commerce in an official capacity, making up for the gap of Douyin in self-operated cross-border e-commerce.
In April this year, Douyin launched the "Feiyunwei Shang" store, which currently mainly sells fashion women's clothing, including but not limited to down jackets, knitwear, thermal pants, hooded jackets, etc., with prices ranging from dozens to hundreds, but the clothing brands sold are not marked in the product parameters.
In May, Douyin launched a store called "Super Cheap Little Shop" for low-priced e-commerce. All types of products sold in the store will be sold at lower prices, and the product range will be updated daily. The products sold in the store mainly include data cables, toilet mats, refrigerator non-slip mats, mobile phone holders and other products that are used frequently in daily life, and some products are even priced at only 1 cent.
In June, Douyin e-commerce began to lay out its own beauty e-commerce business, which was previously called "Meili Xinxuan", and officially changed its name to Douyin e-commerce self-operated beauty during the Douyin 618 Good Things Festival, and opened self-operated stores to sell high-end brand beauty products.
The self-operated business also involved in Douyin e-commerce includes the cultural and creative e-commerce "Douyin Cultural and Creative" surrounding Douyin, the agricultural products e-commerce business "Source Preferred", the self-operated e-commerce business of Douyin Wine, the Douyin e-commerce wine flagship store, and the "Douyin supermarket".
Douyin has also launched a cross-border e-commerce business "Global Preferred Import Supermarket", but it is not a self-operated model, but invites cross-border brand merchants to settle in. With this entry into the import supermarket track, the in-goods version of Douyin e-commerce may continue to expand.