-01-
"When you start to lose money when you pay, can Douyin e-commerce still do it?" This is the most direct question I was asked by a friend of Party A in October last year.
Today I feel like I was wrong......
I don't know how many such business friends have relied on the pure payment model to maintain a live broadcast room in the past six months.
Recently, I started to do corporate interviews, and I always feel that many people open Douyin e-commerce in the wrong way, just like the boss of a listed company I once met said, "I spend 10 million a year first, and I can afford to lose." "As a person who has never touched 10 million, I don't feel that this boss is "arrogant" at all, I just don't think it's worth it.
How to pay for the money, that's someone else's business, I can't speak, but I want to say, don't think of Douyin as Tmall, Jingdong...... They all sell goods, they are not the same at all, and the Douyin business has the way to open the Douyin business. Even if Douyin wants to reduce the price, you can't just reduce the price.
Maybe, just maybe, the answer to Douyin in 2024 is in 2023.
-02-
In 2020, I think Douyin e-commerce is a traffic business, and the traffic is in the hands of the official, at that time, the project in hand was matched with the publicity cost and traffic budget...... But the overall feeling is that as long as the traffic is locked in the live broadcast room, there will be more or less benefits. It is a shame for 1,000 people to be online, 10,000 people online is the norm, and 100,000 people online can be regarded as a bit of face......
I think this is also the common feeling of many influencers and merchants who entered Douyin e-commerce in 2020. Today, there are actually not many live broadcast rooms with goods online for 10,000 people.
In 2021, I felt that traffic alone was not enough, and I had to do some operational actions according to the platform algorithm, so that year I went to make a friend and really run my own trading business, and there was no concept of GPM that year......
In 2022, not only look at GPM, but also look at the GPM of 17 channels, and the playing style with a high proportion of different channels began to be different, so I gathered to the clothing track, and then found that the gameplay of clothing was also different, so I continued to sink and sank to the sports and outdoor track, this year Douyin began to be infinitely subdivided, not only to do operational actions, but also to have scene cooperation, a live broadcast obviously felt that the brain could not keep up, yes in June 2022, I left my job and began to work as a consultant for a number of vertical experts, build a team to do project management, and catch up with a wave of vertical dividends......
In the first half of 2023, I went to touch some store broadcasts, I looked at the data in the background, I was blinded, 800 live broadcast rooms, exactly the same Ma Bian speech, 800 live broadcast rooms, selling exactly the same goods, 800 live broadcast rooms, the proportion of payment is higher than the other, each sun does not set, and each 321 is connected...... At the time, I was thinking, how can Douyin be like this?
What I hear in this role is destined to be Party A's complaints, Party A's boss is complaining, the trader is complaining, and the anchor, field control, and pitcher are complaining...... There was a question asked to me by Party A at the beginning, "When the payment starts to lose money, can Douyin e-commerce still do it?"
-03-
I clearly remember that the first time I gave the other party was to improve the team's ability to refine operations, I think the stock era is to fight for refined operations, and reducing costs and increasing efficiency is the solution to the problem of doing Douyin business.
Recently, it wasn't until I put some of the things in the past six months together that I was more sure that I was wrong.
Today's Douyin has not reached the stock stage, and even his future increment is much larger than the stock. Although it has not been officially announced, the penetration rate of Douyin e-commerce is about 30%, which means that there are still about 70% of people who use Douyin leisure and entertainment have not bought anything on Douyin.
Many people say that the things they bought in the live broadcast room are not the right version, and they feel like they have been deceived, and even say that they will not place orders from Douyin in the future.
I'm not defending Douyin, and people don't need me to defend Douyin. But in fact, I think that after I placed the first order on Pinduoduo, I placed the second order about two years later, and the second order was the 10 billion subsidized goods, but today, I have placed orders on Pinduoduo for many products. Any platform with a low threshold will have the same problems in the early stage, but the timely implementation of platform governance will become more and more recognized by users.
Why does Douyin convert the other 70 percent? That's a good question.
Because Douyin has rich algorithms and content, a large number of users, and an average of 127 minutes of contact time per day......
-04-
What is the concept of 127 minutes per person?
A person spends 17 hours a day opening his eyes, 8 to 10 hours of work, and 4 of the remaining time is spent on Douyin, sitting on the toilet when he opens his eyes, commuting to and from work, before napping after lunch, and before going to bed at night......
This time can only be increased, not decreased. So whether it's an e-commerce live broadcast or an entertainment live broadcast, in essence, retaining users is the first priority for Douyin to leave you a message.
However, the live broadcast of selling goods cannot contribute time, so he can only make up for it by making Douyin money, because he is consuming Douyin's traffic, one is the platform usage fee for commodity sales, and the other is the cost of traffic procurement.
If you don't have enough ability, you have to pay to make up for it...... The more you think about it, the more it makes sense.
For the vast majority of live broadcast rooms, the repaid style of play is just a tool for lazy people to maintain vital signs.
And in 2024, the launch can become intelligent and global, and even the pitcher is omitted, will this really be a good thing for merchants?
Laziness will become a habit, once you start to be lazy when you make money, it means that your survival potential has become further smaller.
In 2024, if you don't pay, where else can the traffic come from?
-05-
I linked several hot events on Douyin in the past six months. Although you see that every hot spot is accidental, which makes most users laugh and pass, behind so many accidents, it is inevitable that people who do Douyin business should understand.
After each incident of Li Jiaqi Huaxizi in September, the world-shattering wealth descended on a number of domestic live broadcast rooms, vitality 28, bee flower, meticulous, white elephant...... 10,000 people are online in each live broadcast room
In October, actor Chen Muchi and his former roommate Wu Chuyi broke out a bunch of fierce news, and turned around and Wu Chuyi began to sell tea in the live broadcast room......
In December, the Oriental Selection Small Essay Incident broke out, and Gaotu Jiapin homeopathically increased its fans by 2 million, and even educational institutions such as Xueersi followed the increase in fans to start live broadcasts, and at the same time, a "Western Selection" came out
In December, Xie Qingshuai, a young man from Hebei who had been abducted for many years, went home, with a 3 million fans, and on December 23, he brought Hailan Home, and the third-party platform showed 10 million sales. This year, there are also Hua Hua Fugui Teacher Huang, Brother Da Yuan, and Wen Shen
On January 9, 2024, Dong Yuhui's new account premiered with Hui's peers, and the third-party display was 160 million on the same day, and tens of thousands of people have been online in the live broadcast room since then......
Then it became popular from the beginning of December to today's Harbin, and then there was Northeast F4, and now the country's cultural tourism is working hard
Friend, do you remember the dopamine outfit in the summer and the Maillard outfit in the fall?
Have you noticed that there is a large amount of free traffic on Douyin, and these traffic are hidden in hot events and new and strange concepts...... Have you ever found that flexible individuals can easily rub into these hot spots, and small businesses can respond in a timely manner, but the more formal the large enterprises, the less relevant these hot events are to them?
I'm not encouraging every company to rub hot spots, or even do things without moderation, we don't discuss whether people with popularity should bring goods, I want to understand Douyin's free traffic through these hot topics.
It is difficult to have a wider flow of live broadcast that can only be connected to 321 in the live broadcast room, and the more live broadcast rooms that can only undertake accurate paid traffic, the more illegal it is to undertake content traffic, and you can spend money to buy traffic, and your competitors can also spend more money to grab the traffic you want to buy...... That's why more and more merchants don't make money by paying for it.
-06-
Douyin is first and foremost a content platform, followed by an e-commerce platform, and e-commerce is just a commercial module of the content platform of Douyin, but in the end it is still a content platform.
I'm not saying that buying traffic is bad, as long as your profit is enough, your estimated click-through rate and estimated conversion rate are high, and your anchor's ability to undertake conversion is good enough, you don't need to be anxious, but I'm worried that you, like I once thought, live in a space where stock is contested, and end up working for the platform in vain. I can't make more sense of a lot of things, but there are really a lot of people who work in vain......
To do Douyin, no one can avoid making content, either you can rub hot spots and convert hot spots in a timely and efficient manner, or you can produce interesting content related to e-commerce, otherwise you can only pay, relying more and more on payment, and less and less able to get organic traffic.
Content not only refers to short videos, but also live broadcast rooms, and live broadcast itself is also a form of content.
Seriously, I'm not really good at making content, just like the Douyin account and video account I made myself are also in the novice stage, but this doesn't delay seeing this trend, and I hope that in the future, we will evolve in the direction of content together. I'll be sharing more of my content with you, and I look forward to sharing good news with you when you have good news.
Financial resources and creativity, you have to choose one to do Douyin in 2024.
Unless one day you withdraw from the platform of Douyin, otherwise doing a good job of content must be a must for every player.
Author | Shi Boyu is the manager of the broadcast, a certified instructor of Douyin e-commerce, a live broadcast coach consultant who is now making a friend, a former director of operations of Make a friend, and a former product promotion manager of the Douyin e-commerce marketing department.