The independent 'Douyin Mall Version' APP was launched
Offline QR code payment and local life left and right to protect the law
As far as wine is concerned, most of the wines found are no more than 100
It seems that the friendly scales are not tilted in favor of fine wines
Half a month ago, the Douyin mall version of the APP was officially launched in the app stores under the Android system, and the Apple system version has not yet been launched. In less than 24 hours after its launch, the number of downloads exceeded 100 million. I wonder if the more than 1 billion users accumulated in the form of live video and other content can successfully convert the daily activity of more than 700 million into consumption power? According to media reports, as of 2023, the total turnover of Douyin e-commerce will be about 2.2 trillion yuan, equivalent to 1/4 Taobao and 1/2 Pinduoduo.
Among the wine links on the Douyin platform, many have been criticized by industry insiders, such as "9 pieces of 9 and six bottles of free shipping", "false award-winning information publicity", "unknown origin", etc., which constitute the impression of wine sold in Douyin Mall. In recent years, after Douyin clearly shouted the slogan of "interest e-commerce", it has also successively launched many standardized policies, such as "no less than 199 for the whole box", "the deposit is increased to 150,000", "targeted access for alcohol merchants"...
However, this series of moves has made Douyin seem to be more welcoming to "big" players, and small boutique wine merchants can't roll up "money" here, nor can they roll up "(discourse) power".
First of all, Douyin Mall was independently launched on the APP, and then nearly 1.4 billion yuan was spent to complete the payment "puzzle", and 100% of the equity of Liandong Commerce was acquired, and Douyin Pay started offline QR code payment business. Since its establishment in 2016, Douyin has absorbed more than 1 billion users in 8 years, and during this year's Spring Festival holiday, the average daily active users reached 908 million, and the average daily usage time exceeded 7 hours. Flow is confidence.
In October 2020, Douyin announced that it would cut off shopping carts for products sourced from third-party platforms. In April 2021, Douyin proposed to position itself as "interest e-commerce". For a long time, the e-commerce model embedded in the Douyin short video platform has been "content + shelf", and the separation of this section seems to be able to solve the problem of low repurchase of "one-shot deal". The matter of spending money on things itself becomes the only concern.
On April 3, Hailian Jinhui, an A-share listed company, announced that it had signed an "Equity Transfer Agreement" with Tianjin Tongrong E-commerce Co., Ltd., and planned to wholly transfer 100% of the equity of UMF E-commerce Co., Ltd., a third-level subsidiary, with an appraised value of 1.382 billion yuan of all shareholders' equity. Translated into the vernacular, it means that "Douyin bought offline payment, cross-border payment and other licenses at a price of nearly 1.4 billion", following Alipay and WeChat payment, can the era of Douyin payment come?
Click on the Douyin mall version, the most eye-catching thing on the homepage is the "Exclusive Subsidy for Newcomers" and "Low-price Spike" area, but the platform that refuses to give a price advantage at the moment is obviously not competitive. Some media revealed the news, saying that Douyin e-commerce will set "price power" as the highest priority project in 2024, compared with the early years of benchmarking Taobao, now "more internal benchmarking Pinduoduo".
At present, it seems that most of the products come from the existing stores in the Douyin mall and Douyin's self-operated supermarkets, and the top menu bar is placed with sections such as "Hour Delivery", "Douyin Supermarket", "Mobile Phone Recharge", "Trial Collection", etc., perhaps because the APP is still being evaluated in the early stage of the launch, and the top menu still has "qualification rules" and "feedback" to show the platform qualification and collect user feedback.
Perhaps based on the previous Douyin consumption data, on the homepage of the Douyin mall version, the author obtained the recommended product "9.9 a bottle of dry red wine imported from France", and the promotional page reads "Scan the code price is ¥2188". Browsing the wine products in the mall, it was found that there were not a few activities in 9.9 and 19.9 bottles. At present, in the Douyin mall version of the APP, whether it is a self-operated Douyin supermarket or an accessed franchise store, the wine pushed to the search page is less than 100 yuan.
Another outstanding advantage of the Douyin mall version of the APP is that you can directly browse to nearby businesses on the search page. For example, supermarkets in the city where you can buy wine, such as "Sam's Club Purchasing Hour", "Dingdong Shopping", "Jiu Xiaoer", "Yonghui" and other merchants, can be directly searched on the platform. And this seems to be the best sign that after adjusting the structure of the local life team on March 31, the Douyin local life 2.0 era will be opened on April 1.
In the past year, Douyin has raised the requirements for opening stores higher, while the requirements for individuals to bring goods have been reduced. Two months ago, Douyin revised the deposit system for opening stores, and from February 13, the deposit for liquor stores was increased from 20,000 to 150,000. According to media reports, "The wine merchant's payment on the Douyin platform was directly deducted 130,000 yuan, or all the payment was frozen, and the store was urged to pay the deposit." "Does it really work?
Immediately afterwards, an announcement was issued saying that from April 16, the product promotion requirements for opening videos/graphics on Douyin's personal account will be adjusted from "≥ 1000 fans" to "500 effective ≥fans". (Effective followers refer to the real followers brought by creators by continuously publishing high-quality content that meets the requirements of the platform.) For authors who have opened e-commerce permissions but have < 500 effective followers, they will also lose the permission to bring goods with e-commerce videos/graphics and texts. It seems that Douyin wants to centralize the role of e-commerce to give a clearer differentiation between sales and branding.
It is true that there are not a few "outrageous wines" that have been exposed on the Douyin platform, and Lejiuke has also shared with you one of the "enviable" cases (Lejiu Observation|30-day live broadcast sold 20 million to the top of the list, and the price of scanning the code was ¥1200, which is shocking, what is the origin?). Now if you search for the same brand of wine, you can see that the product name in the link is deliberately marked with "Made in China" at the beginning. Search the Douyin wine product ranking on the Feigua data platform, and the top three on the list are all Chinese wines, but the wine labels are not Chinese.
Since the beginning of this year, there are not a few wine merchants who have been forced to suspend business due to the rise in margins or unqualified brand authorization, and some wine merchants admit that if they want to open a store on Douyin as a distributor, it becomes very difficult, and the wine sold needs a complete brand and a specific series of products "one-to-one" authorization, otherwise the live broadcast room will be closed for a period of time, and the store will be closed. In addition, the yin and yang links that do not match the actual external publicity products, or the quality and taste of well-known brands are not standardized, and the propaganda words have also been vigorously rectified.
To be sure, Douyin's series of rectification strategies have regulated the overall market to a certain extent and protected the rights and interests of consumers. But there's always a sense of one-size-fits-all, one that cuts out all the small wine merchants, rather than "driving out the bad money".
Many edging brands that have already earned a lot of traffic can easily exert their "money power" and become "serious" brands, while the edging wines they are selling can only make consumers disappointed with wine again. Douyin's strictness on brand licensing and the market environment where low prices are king have caused many boutique wine brands to basically lose their publicity and survival space. However, this also reminds wine merchants that maybe if they want to find a way, they can't just rely on how good the wine is, but also show the charm of people, who makes the world a huge grass platform team.