Purchasing New Year's goods is the most ceremonial and expectant consumption scene of the year, and it also has a strong timeliness: when the family gathers to prepare meals, there is a need to quickly purchase fresh food, when visiting relatives and friends, there is a need to temporarily prepare New Year's gift boxes and 3C products, and before the party, there is an urgent need to purchase beauty and skin care products...... These needs will reflect the characteristics of instant retail, such as quick decision-making and immediate access.
During the 2023 Double 11 period, Douyin E-commerce's home-to-home service "Douyin Instant Retail" made its debut on Double 11 promotion, providing consumers with an average hour-level one-stop instant home shopping experience within 3-5km of the store. In this Douyin Mall Good Things New Year Goods Festival, "Douyin Instant Retail" helps merchants quickly capture accurate crowds and seize the New Year's shopping boom with the help of New Year's consumption scenarios. Consumers only need to place an order for products marked with "Hourly Delivery", and they can quickly receive their favorite New Year's goods on an hourly basis. At present, "Douyin Instant Retail" is continuing to expand its geography and categories, providing business growth opportunities for more merchants.
During the Chinese New Year Festival, "Douyin Instant Retail" also linked up with a number of Douyin influencers to build momentum for brands such as Apple, BBK, and colorist on the content and product side, and there were also preferential games such as direct drops of popular models and no threshold coupons for newcomers to facilitate transactions.
In this article, we will share how brand merchants can better meet consumers' expectations during the Chinese New Year through "Douyin Instant Retail" and create a second growth curve for brands from the dimensions of brand content gameplay, product mechanism and platform assistance.
One
Accurate insights, efficient links
The business of New Year's goods has been accelerated in an all-round way
Waiting for the package, it hurts and is happy, but in the consumption scene of instant retail, this "pain" is compressed to a large extent - consumers can buy a mobile phone online, just like ordering a cup of milk tea, and can enjoy it immediately. During the "Douyin Mall New Year Goods Festival", more and more brands are providing consumers with an "hourly" shopping experience through "Douyin Instant Retail".
The demand for mobile phone consumption during the Spring Festival has been upgraded, and Apple's authorized stores have helped users easily cope with the shopping peak of the New Year's Festival with hourly delivery services.
In the early part of the Chinese New Year, mobile phones ushered in a peak of consumption: young people saved money to get new mobile phones for themselves, students on vacation pulled weeds for new models, and returnees gave mobile phones to their parents...... Merchants are also well versed in consumer psychology, in addition to price, but also service and experience, so that consumers can buy new mobile phones satisfactorily during the New Year's Festival. This time, based on the Spring Festival gift-giving scene, Douyin funny plot expert @刘一duo customized a popular video for iPhone15 mobile phones, transparently passed on the limited-time discount mechanism of the product, and guided users to search for "Apple Hours".
After the user places an order, a number of Apple authorized stores will receive orders nearby, providing users with hour-level instant delivery services during the New Year Festival, and quickly completing the process of grass planting and transformation. At the same time, the "Hour" product also enjoys the interest-free installment and other rights and interests provided by Douyin monthly payment, which lowers the purchase threshold for users, improves product conversion, and injects new vitality into the 3C track.
Focusing on the family learning scene, BBK has created a live broadcast room for the Spring Festival to provide consumers with hourly delivery services, and children can also play and learn at home during the Spring Festival.
During the Spring Festival and winter vacation, families have replaced campuses as important learning scenes, and parents' demand for learning machines is on the rise. Based on this insight, the BBK learning machine cooperated with Douyin family parent-child expert @多肉小pot友 customized a short video, through the interpretation of the theme of children's talent performance, leading to the backgammon learning machine - "Children learn good partners, Douyin hours up to 1 hour delivery", and emphasize the product time-limited discount mechanism to guide consumers to place orders.
In order to allow children to better contact and understand the traditional classic culture, BBK has created a national poetry garden party. In this Douyin Mall New Year's Festival, the BBK hourly live broadcast room and the poetry garden party are linked to create a live broadcast room for the New Year. Millions of fans such as Little Eagle Xuan's mother and Chen Guoguo were also invited to parachute into the live broadcast room with surprise gifts and interact closely with fans across the country.
During the Spring Festival, consumers have a high demand for portable cosmetics, and the colorist launched the "Taste New Pack" every hour, which received an enthusiastic response and business sales broke a new high.
During the Chinese New Year, social scenes such as visiting relatives and friends, parties and gatherings are frequent, and women are showing the characteristics of instant consumption of beauty products. The colorist teamed up with Douyin expert @潇潇学女 to create a creative video, focusing on the scene of emergency makeup at the Spring Festival party, and vividly interpreting how the "Hourda" business can quickly respond to needs and solve user pain points in life. Tens of millions of exposures for colorist brands quickly reached the volume of Douyin station and completed the accumulation of the first batch of seed users.
In addition, combined with the arrival of the New Year's homecoming tide, Colorist has launched the "New Taste Pack" customized products, providing users with a multi-piece travel-size combination at an ultra-low price to meet the needs of users to return to their hometowns in a portable manner.
Two
Activate more consumption scenarios
Node marketing to achieve "quality and efficiency integration"
With the continuous development of e-commerce, instant consumption has become an indispensable part of modern life, and is gradually becoming daily and diversified.
Whether it is a hard-core 3C electronic consumption such as mobile phones, an experience-oriented teaching and auxiliary consumption such as a learning machine, or a grass-based consumption such as beauty, judging from the results they have made during the New Year Festival after entering the "Douyin Instant Retail", instant retail can take into account "product efficiency":
On the one hand, the biggest advantage of "Douyin Instant Retail" is its high user repurchase rate and new customer acquisition efficiency, because "Douyin Instant Retail" not only relies on shelf scenes, but also actively obtains user purchase needs through content scenarios, realizing dual-scenario driving, and users can complete the entire process from planting grass to placing orders on Douyin, thereby improving users' shopping experience and loyalty. And based on the positioning of merchants, it can activate surrounding consumers, accelerate grass planting to weeding, and promote the outbreak of merchant nodes.
On the other hand, "Douyin Instant Retail" is backed by the entire Douyin thriving content ecosystem, whether brands are looking for influencers to bring goods or self-broadcasting, they can use content as a leverage point to highlight product characteristics at specific nodes, efficiently complete grass planting, and directly complete transactions.
Through the complete marketing infrastructure of Douyin e-commerce, coupled with the mature promotion gameplay of Douyin Mall, planting grass is pulling weeds, marketing is business, and the "one-stop" characteristic marketing ecology ensures that every step of marketing can be measured.
At present, "Douyin Instant Retail" has opened a global entrance, whether it is the live broadcast room on the content side, short videos, or the entrance of the mall's homepage, guessing the joy, and direct access from search, you can link to specific products. With more than 600 million daily active users, Douyin relies on a deep ecological traffic pool to accurately reach high-potential users after distribution based on merchant positioning, helping brands achieve "integration of quality and efficiency".
Three
Seamless online and offline conversion
A new opportunity that brands can't miss
On the one hand, "Douyin Instant Retail" can reach these high-quality traffic based on merchant positioning to attract orders or enter stores, and on the other hand, its global entrance can reach accurate customers with strong demand, so that from "people looking for goods" + "goods looking for people" two-way reach, so that online and offline can achieve seamless conversion, which can not only allow potential customers to convert efficiently, but also attract new customers for the brand and precipitate crowd assets.
The next big promotion is the Spring Festival promotion, which is the peak of business during the Spring Festival, and for the instant retail business, it will face the disadvantages of reducing the capacity of the Spring Festival, and "Douyin Instant Retail" will undertake more consumer demands during the Spring Festival and achieve more GMV for the brand.
It is foreseeable that with the further integration of online and offline, instant retail will penetrate into more industries and categories, becoming a new engine for consumption growth.