Source: Uncle Ni
Uncle Ni will first talk about the general trend of e-commerce that has been observed recently:
First, all platforms have increased live streaming and de-headedness. Through the large-scale anchor matrix, live broadcast e-commerce can cover more businesses. Second, returning to users, the whole industry pays attention to price power, and the platform helps the price power of goods to grow through big promotions, helping merchants achieve long-term operation. Third, the big promotion is simpler and has a lower threshold, such as canceling the pre-sale, no threshold restrictions on gameplay, and so on.
These are also the significant signals released by the 618 Good Things Festival on Douyin Mall. As the performance of Douyin Mall becomes more and more stable, a sense of certainty is becoming a new qualitative attraction of the 618 Good Things Festival of Douyin Mall.
1. Where does the sense of certainty come from?
Where does the sense of certainty come from?
When it comes to node promotions, the first reaction of many merchants is to "burst", and the 618 Good Things Festival in Douyin Mall is no exception.
From the perspective of a single node, the sense of certainty comes from Douyin Mall's investment in 618 this time, which can help merchants explode more efficiently. For example, investing tens of billions of traffic, supporting low-priced products to obtain up to 500% traffic growth in some gameplay, lowering the threshold to support the participation of all merchants, and supporting the growth of low-cost and high-quality products with global resources, etc., so as to further increase the ability of merchants to "explode". Therefore, the big promotion is an important part, especially the mid-year promotion of 618, which can quickly expand the business, so it is recommended that everyone seize the opportunity of the 618 promotion of Douyin Mall.
From the perspective of a longer period of time, the sense of certainty comes from the fact that the growth of the platform in the big promotion is continuous. It is always said that in order for merchants to operate for a long time, the platform must first have the ability to help merchants operate for a long time. Judging from the past sales results of Douyin Mall, this ability of the platform continues to strengthen - for example, in 2024, the average daily number of dynamic products sold on the platform of the "Douyin Mall New Year Festival" will increase by 113% year-on-year, and the GMV of "Douyin Mall 38 Good Things Festival" in 2024 will increase by 76% year-on-year. Many brand merchants and small and medium-sized businesses participating in the promotion have achieved good results, from the explosion of voice and sales to sustained and stable growth.
In terms of the gameplay and mechanism of the node promotion, taking this year's 618 as an example, the various gameplay methods of Douyin Mall also highlight the characteristics of simplicity and certainty.
2. How certainty is "certain"
Uncle Ni will talk about a general idea first, and then expand on the highlights of various gameplay.
The overall idea is - first, the platform to create a low-cost goods pool is more flexible: for example, the official discount and a direct drop, merchants follow the platform's gameplay, and can flexibly achieve low prices based on the situation of the goods; Second, products with price power advantages can get more resources and subsidies, such as in the Super Value Purchase & Spike Explosive Pool Channel, more pits and multiple price subsidies will be released during the big promotion period; Third, for the global operation of merchants, it has built a polygon gameplay matrix such as commodities, talents, and merchants: such as big-name Juhui, Wandian Juhui and merchant task competition, providing exclusive resources and customized rights and interests to help expand business scale and influence.
Obviously, this Douyin Mall 618 Good Things Festival has a definitive means of protection for all aspects of business operations.
Let's expand on some of the highlights.
First of all, this year's Douyin Mall 618 Good Things Festival will greatly improve the low-price creation link, that is, all merchants can flexibly achieve low prices. For example, the two platform-level gameplay methods of "official instant reduction" and "one-piece direct drop", "simple direct giving" - directly reduce the price for users, and the two major gameplay methods will be given exclusive label display, full-link preferential guidance, platform subsidy support and other rights and interests.
When the price goes down, the price power goes up. All merchants can sign up for these two major games, because this is a more flexible way to achieve low prices in the era of "low price for all".
Merchants log in to the [Marketing] page of the Douyin store background through the computer, find the [Douyin Mall 618 Good Things Festival] in the [Activity Square], and click [Instant Reduction & Direct Drop Pool] to register.
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The second is to closely fit the consumption decision-making trends of "low price" and "flat substitution", so that the 618 Good Things Festival of Douyin Mall can help merchants with price power advantages to gain more consumers. The question is, now that all major platforms want merchants to quote lower prices on the platform, why should merchants be on Douyin Mall? Because the mechanism of Douyin Mall is more attractive, this year's Douyin Mall 618 Good Things Festival platform will invest tens of billions of traffic, and low-priced products will get up to 500% traffic growth, so that those products with price power advantages can get resources and subsidies, so as to determine growth.
To this end, the platform has comprehensively upgraded the gameplay of "Super Value Purchase & Spike Explosive Pool", selecting the most "explosive products" from different dimensions of commodities such as "price competitiveness, transaction, users, service indicators and other comprehensive performance", and using the resources of the whole platform to help in every link of the whole domain. For example, in the content field of 100 million traffic incentives to increase exposure, in-depth grass to achieve user acquisition, increase subsidies in related channels, with direct discounts to attract users, in a short period of time to obtain a large number of orders, etc.
Thirdly, it is more targeted for merchants to do global operations, with exclusive exposure and customized resources to enhance core competitiveness, reach target users in multiple channels and scenarios, and achieve high exposure and high conversion. For merchant self-broadcasting, there are "10,000 Store Discounts" and "Merchant Task Competition" gameplay to help merchants make full use of self-broadcasting as a contact point to amplify business growth, continue to accumulate fans, and precipitate more high-precision crowd assets; In terms of talents, we have also innovated three types of customized content gameplay for different tracks and different talents: "Super Value Tiantuan Live Room", "Super Value Tiantuan Category Live Room" and "Live Task Competition" to encourage talents to bring goods for low-cost and good things.
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Douyin mall is in a high outbreak stage, and big promotions like 618 are the time for consumers to concentrate, these games can bring richer traffic, so as to win high sales, which is an opportunity to seize business opportunities, and the precipitated users are the guarantee of follow-up repurchase and continuous operation.
Uncle Ni won't repeat more gameplay, in short, through these gameplay, it is to help businesses of all tracks and different magnitudes to "achieve definitive growth" in this 618 as much as possible.
In addition, platform-level tools have become simpler to match the gameplay, making growth more certain.
The platform will comprehensively guide merchants to prepare for the war during the node promotion, and also support one-click synchronization of 520/618 registered products to help merchants reduce costs and increase efficiency. In addition, this year's Douyin Mall 618 Good Things Festival will also add AI algorithm tools in the registration process according to the main categories and core data of different merchants to help merchants more intelligently estimate the specific income, order volume and GMV increase of the whole store after registration, etc., to further help merchants to achieve a clear idea before 618 and do business simply.
3. Certainty, long-term sustainability
A big promotion is an upgrade of concepts and methodology.
For merchants, there has been a brand new harvest for 618 every year in the past, the difference is that the "harvest" of each year is uncertain.
This year's Douyin Mall 618 Good Things Festival is hopeful that the "harvest" of merchants will be more certain, and further, there will still be a stable path after 618 to continue this certainty.
Why does Douyin Mall 618 bring long-term value to energy saving? Because the growth of nodes can be projected into daily operations, the platform has also proven itself to have this ability.
From a deep level, it is actually because Douyin Mall has grown into the core position of merchant operation. From planting grass in the content field to impressing users with price in the shelf field, "planting and pulling in one" is more "silky", which is the advantage of the global interest e-commerce platform, and it is also one of the reasons why merchants choose Douyin Mall. In the big promotion, this kind of "silkiness" will be further smoother and faster in the continuous interaction between merchants and consumers, and project the nodal growth into the daily operation every day.
How does Douyin Mall 618 ensure this long-term sustainability? As mentioned earlier, to help improve the outbreak of nodes, the platform has invested tens of billions of resources, multiple gameplay subsidies and support. The other is the synergistic resonance of "content and shelves" superimposed on daily operations, that is, merchants can obtain global and definite growth in daily operations.
In a word, business friends want to be a "dark horse" who becomes famous in a fight, and there are opportunities in Douyin Mall, but they must do a definite business in Douyin Mall and be a "white horse of business". In short, 618 will do business this year, and business friends should focus on Douyin Mall, seize the opportunity of the outbreak, and seize the opportunity to determine the operation.