The horn of 618 has sounded. As one of the most important marketing nodes in the first half of the year, merchants are in full swing to prepare for this big promotion. The fashion and sports lifestyle industry is no exception, and this is a great opportunity to sell orders.
In order to help merchants seize the opportunity of the "618" golden consumption node and tap more business space, on May 9, Douyin e-commerce held a fashion sports life industry ceremony and 618 matchmaking meeting. At the same time, the conference released industry business strategies, shared the latest trends and insights in the industry, and output multi-dimensional dry goods to help merchants grasp market dynamics, make adequate preparations for the upcoming 618 promotion, and detonate business growth.
Decode platform trends and optimize business strategies
In the past year, Douyin e-commerce has flourished, and the three major industries of home life, fashion accessories, and sports and outdoor have grown rapidly. Among them, whether it is an industrial belt business or a designer business, they have all gained new business increments.
In 2024, in the face of the current environment, how can merchants continue to tap the platform increment? Wu Pengchao, head of the fashion sports and life industry of Douyin's e-commerce integrated business, shared three business priorities at the event - "good price, good service, growth on the shelf". He said: "Merchants want goods at full price and pay attention to the price competitiveness of goods; Do a good job in service and improve consumer satisfaction; Pay attention to the opportunity space of the shelf field, and leverage the second curve of business growth with global operation. ”
Global operation is the top priority for merchants to do business in Douyin e-commerce, how can fashion sports and lifestyle enterprises efficiently stimulate user demand through multi-field operation in practice? At the event, Li Nannan, the marketing director of the fashion sports and life industry of Douyin's e-commerce comprehensive business, introduced practical dry goods to merchants to do a good job in prices, commodity cards, and marketing to accelerate the outbreak of the field, and provide scientific and comprehensive guidance for their business operations. Taking last year's order volume increase by 149% as an example, in order to fully grasp this opportunity, merchants should scientifically operate the five major traffic channels.
In view of the upcoming 618, Li Nannan also brought a comprehensive and detailed explanation, including the core strategy of the platform, the upgrade point of the big promotion gameplay, the IP recommendation of the business gameplay, the practical operation strategy of the shelf gameplay, and the massive marketing resources, etc., to provide nanny-level strategies for fashion sports and life merchants to help the business take off. For example, in terms of user development, she reminded merchants to pay attention to three major groups: young men (blue ocean market), high-quality white-collar workers (the main consumer force), and low-consumption students (in the summer season), so as to inspire potential user needs and raise the business ceiling.
Output practical dry goods and seize the industry opportunity
Different industries naturally have different business demands and marketing focuses. At the meeting, the relevant persons in charge of the three major industries of Douyin e-commerce comprehensive business, such as home life, fashion accessories, and sports and outdoor, output strategic guidance and practical dry goods to point out the business direction for merchants.
In the home life industry, special attention needs to be paid to scene grouping. Yin Jingxiang, head of the home life industry of Douyin's e-commerce integrated business, emphasized that merchants should look at trends, content, and sources to improve their product capabilities. For example, taking advantage of the content trends such as cream wind and surprise wind, it has shifted from a single product display to a scene display to provide users with home style solutions. When it comes to specific implementation, merchants should pay attention to the basic operation of goods and stores, participate in the transformation and hierarchical improvement of commodities in all areas, grasp the season, and market rhythm, so as to seize business opportunities one step ahead.
Fashion accessories merchants need to master the two key skills of "content creation" and "shelf wind", on the one hand, through the content advantages of Douyin to accelerate and amplify the business link from new to explosive, and on the other hand, grasp the opportunity traffic entrance of the shelf field. At the event, Xia Ran, the director of operations of the fashion accessories industry of Douyin's e-commerce integrated business, introduced the characteristics of the fashion accessories industry in depth, such as fashionable goods, luggage managers, etc. In addition, she also dismantled the opportunities for merchants in terms of good prices and new cooperation models one by one to help the steady growth of operating income.
The sports and outdoor market with a scale of over one trillion yuan is in a high-growth stage, and it can take advantage of the momentum of the 2024 sports year to achieve business explosion in Douyin e-commerce. In the view of Wang Kuang, head of the sports and outdoor industry of Douyin's e-commerce comprehensive business, businesses should first "stabilize the foundation" and then "seek development". That is, based on the supply of goods, to ensure the price power, timely adjustment of the structure of goods, pay attention to the portrait of explosive products, etc.; Then, we will transform from circle goods to multi-channel diversified operations and seek further breakthroughs.
Share business experience to help business growth
After a long period of exploration and development, many excellent cases have emerged in Douyin e-commerce, and their successful experience is of great reference significance. At the meeting, high-quality merchants, talents, and institutions brought richer and broader business perspectives to ecological partners through the sincere sharing of personal business experience and experience of explosive products.
Zhu Yibei, the brand manager of VINYVIOLA, and Li Chaoxiong, the owner of Spring and Autumn Home Textiles, shared the symbiotic story of the brand and Douyin e-commerce on the spot, from the source factory to the style design, from the content field to the shelf field, and chatted about the business experience. The perception of the former is that businesses must have a clear positioning, regular optimization and upgrading, and refuse internal friction in order to grow enthusiastically; The latter shared how to achieve business explosion through the three core weapons of "content first, shelf breakthrough, and alliance distribution". The participants benefited from the valuable experience of the traders.
Representatives of outstanding e-commerce authors in the three major tracks of celebrities, talents, and MCN institutions also shared their experience in product selection. The star author Mingdao was surprised to land, pushing the atmosphere to a climax, and he said that it is the mission of "the boss" to let fans enjoy the pleasure and peace of mind brought by cost-effective products in Douyin e-commerce; Mai Xiaodeng told about the transformation from a rural girl who "set up a stall" to a "tens of millions of anchors" of Douyin e-commerce, and he must firmly do a good job in "our people's live broadcast room"; From the perspective of a live broadcaster, Qi'er Leo & Oli shared the complete path of how to select and breed products in the Douyin e-commerce environment, so as to lock the minds of the crowd and drive sales conversion for merchants.
Offline matchmaking to broaden the path of cooperation
The event also deliberately set up a showroom selection meeting to efficiently match business cooperation, attracting a total of 300+ merchants from home life, shoes and accessories, daily necessities, sports and outdoor and many other industries to set up on-site exhibitions. The head authors Jia Nailiang, Qi'er Leo, Mai Xiaodeng, etc., more than 200 talents and institutions such as Three Sheep, Yuanwang Technology, and Wuwu Media selected products on the spot, opening up broader cooperation opportunities for both ends and fully doing a good job in the front station of the big promotion.
The atmosphere of the selection meeting was hot, and the merchants had in-depth exchanges. In the merchant exhibition area, home life & fashion accessories & sports and outdoor & tomorrow's star & industrial belt service providers are thriving together, with both cost-effective source goods and cutting-edge characteristic commodities of the national tide, with diversified and dazzling supply. The talent carefully selects the suitable pallet for the fans, and orders the pit on the spot. Sister Apple and others even directly started broadcasting and interacting, selecting high-quality things for fans online, and handing over the "decision-making power" to fans, which is full of vitality.
At the same time, three theme exhibitions are also set up - 520 gifts, quality selection of good homes, and sports and outdoor, which display high-quality products in a scene-based way, convey the core selling points of products in an all-round way, create an immersive exhibition experience, and provide a broad space for merchants in various industries to go out of the circle.
In addition, this event also awarded the "Quality Selection of Good Home TOP Merchants", "Fashionable and Good Things TOP Merchants", "Tomorrow's Star" and "Annual New Star"
"Quality Merchant of the Year", "Service Contribution Award of the Year", "Enterprising Star of the Year", "Shining Star Promoter", "Quality and Price Officer", "Breakthrough New Force", "Luggage Industry Manager", "TOP MCN Institution of the Year" and many other awards commend the outstanding achievements of outstanding ecological partners, set industry benchmarks, and show the power of new trends.
618 is coming, and the new summer campaign is slowly kicking off. At this time, Douyin e-commerce held a fashion sports life industry ceremony and 618 matchmaking meeting to innovate marketing methods, convey platform policies, and build a bridge of communication between merchants, talents, and institutions, which is conducive to more merchants and talents to seize the explosive period of user demand, activate business opportunities, and start the journey of explosive orders.