Text | hickory
Entering 2024, although the macro consumption environment is recovering from the slope, segmented business scenarios are emerging frequently, and e-commerce marketing is also moving towards science and refinement, in an era of stock, wanting to do a good job has never been as full of diverse challenges for brand merchants as it is today.
On the one hand, Chinese consumers are tending to "shop smart" and enter a fourth consumption era that advocates rational consumption. On the other hand, the intricate consumption links, scattered reach channels, and the complexity of the media environment have virtually amplified the pressure on brands and merchants in terms of traffic, cost, and effect. Under the impact of supply and demand, the company itself is also actively calculating an economic account and paying attention to efficiency first.
"Rational consumption, complex decision-making, cost reduction and efficiency increase" are the three key words summarized by Juda Qianchuan on the changes in the current business environment. How can these challenges be turned into opportunities? As an e-commerce marketing platform under the giant engine, at the 2024 annual upgrade conference of huge Qianchuan products held recently, huge Qianchuan not only brought a revolutionary upgrade of business growth for thousands of merchants with more advanced products and technical capabilities, but also provided a new idea of "making business outbreak easier", and also led e-commerce marketing to the next journey.
1. Use a more efficient "product way" to break the traffic dilemma
As the e-commerce industry enters the second half of stock competition, brands and merchants are paying more and more attention to in-depth marketing goals such as ROI, and mainstream e-commerce platforms are also actively solving merchants' traffic anxiety.
In terms of traffic, what are the common needs of brand merchants? First, it is necessary to broaden the scale of traffic, and a larger scale of traffic will undoubtedly have more advantages in traffic competition. The second is to improve the accuracy of traffic and seek stable ROI performance.
By breaking the boundary between organic traffic and paid traffic at the bottom level, "global promotion" takes the global production ratio that merchants are concerned about as the overall goal, leverages the global traffic of Douyin, including organic traffic, and helps merchants explore a larger GMV scale on the basis of ensuring ROI.
It's a process from manual driving to autopilot.
Caijing Mowgli has learned that since the official launch of "global promotion" in May last year, more and more brand merchants have regarded it as the first product choice for "e-commerce marketing".
According to the huge amount of Qianchuan data, up to now, the vast majority of merchants in the Douyin e-commerce ecosystem have started the exploration of global advertising, and the consumption of users who have used "global promotion" in the Qianchuan market has reached 60%, and more merchants have seen the expansion of business scale and the improvement of human efficiency through "global promotion".
The huge amount of thousands of rivers did not stop there. At this press conference, focusing on traffic collaboration, product functions and user experience, Juda Qianchuan once again gathered the power of the platform to systematically upgrade the "global promotion" - launched the "live broadcast global promotion" with advanced capabilities and the new product "product global promotion".
The confidence of evolution comes from the upgrading of the underlying technology, and the key technology behind the "global promotion" is summarized as "two ones" - One Uplift Model and One AI Campaign.
The former relies on leading efficiency model capabilities to leverage and synergize paid and organic traffic, and accurately estimate the incremental value of each traffic from a global perspective. The latter uses AI capabilities to realize automatic creation and optimization of materials according to the real-time estimation of the platform's global traffic, and truly realize the intelligent delivery that replaces manual monitoring.
These underlying technologies are all productized and packaged by a huge number of thousands of rivers in "live broadcast global promotion" and "product global promotion".
Live streaming is an accelerator for business growth and explosion. Since its launch a year ago, the "Live Global Promotion" has become a powerful tool for many brands to efficiently leverage traffic and expand their business scale. Caijing Wuji observed that the first advantage of "live broadcast global promotion" is that it is applicable to all merchants, whether it is a mature brand with a multi-brand layout and crowd assets such as Unilever, or a cutting-edge skin care brand "Zibenli" that is out of the circle with the sub-category of "hand cream", all of them have maximized the scale of business with the help of "live broadcast global promotion".
In addition, another visible advantage that businesses feel the most is to liberate manpower and improve quality and efficiency. After using the "live broadcast global promotion", the team has saved an average annual cost of nearly one million.
"Caijing Mowgli" has learned that within this year, Giant Qianchuan will also update the "live broadcast global promotion" in three aspects, including optimizing the ability of the underlying efficiency model to leverage traffic more efficiently; Match the live broadcast rhythm of merchants, launch more refined control tools, and combine AIGC generation capabilities in content materials to achieve efficient fitting of materials and scenes.
Not only for the live broadcast scene, Juda Qianchuan also expanded the logic of "global promotion" from the live broadcast genre to short videos, product cards and graphics, and launched "global product promotion". This means that merchants who are good at content management and shelf management can take advantage of the opportunity to obtain visible global increments.
Similar to "live global promotion", "global product promotion" also connects organic traffic and paid traffic, and at the same time, covering shelf scenes and content scenarios, merchants can achieve one-stop global traffic reach for promoted products. In terms of products, "Product Global Promotion" provides solutions covering the whole growth cycle of products, and supports the combined placement of single products or multiple products.
For example, novice and novice merchants who have advantages in goods but lack promotion experience can use "product global promotion" to quickly cross the cold start period of new products; If some merchants with good business capabilities want to explore new business increments, they can also explore business opportunities for potential products through the AI intelligent hosting system of "global product promotion......
In order to allow more merchants to enjoy the dividends of "global promotion", a huge number of Qianchuan has launched the "Global Promotion Riding Wind Plan", which plans to invest tens of billions of traffic throughout the year, as well as welfare rights and interests such as red envelope incentives and exclusive services.
It can be said that with the help of "global promotion", merchants can finally achieve the synergy between traffic scale and traffic quality, which is a healthier business growth flywheel.
2. Use more certain "business leverage" to leverage business increments
After giving the more efficient way of operation of "global promotion", the thinking of Juda Qianchuan continues:
In the stock era, where should brands and merchants look for increments?
The direction of the platform is the direction of operation. At the beginning of 2024, Douyin e-commerce will set "price power" as the highest priority task throughout the year, and in the Douyin e-commerce ecosystem, more and more consumers value cost performance and have the habit of comparing prices.
This is also the reason why in this press conference, a huge number of Qianchuan repeatedly emphasized "good prices and good things". "Financial Mowgli" understands that in 2024, Douyin's e-commerce traffic mechanism will also be fully oriented to high-priced and high-quality products.
For brand merchants, price power is competitiveness, and it is a more certain business leverage.
In order to let more "good things at good prices" be seen, the platform undoubtedly needs to pave roads and build bridges, and Giant Qianchuan also gave its own specific path of "one big label and three major actions".
The first is to build bridges for more "good prices and good things". In terms of identifying high-priced products, a huge number of Qianchuan will launch high-priced product labels to help more high-priced products break the circle. Huge Qianchuan aligned with the product price power standard of Douyin e-commerce's "good price and good things" (low price on the whole network, low price of the same model, and high price of the same model), and launched the label of high-priced products, including "low price on the whole network" and "low price of the same model".
Merchants can quickly lock in high-priced products, introduce paid traffic for rapid diffusion, and rely on price power advantages to achieve business explosion. For the live broadcast scene, Huge Qianchuan has also launched a high-price live broadcast room, marking some Douyin live broadcast rooms with the label of high-price live broadcast rooms to strengthen the price power mentality of the C-side.
The second is to pave the way for more "good prices and good things". In terms of massive Qianchuan promotion traffic incentives, red envelope rights and interests and synergistic global traffic, comprehensive support is given to help more high-priced products achieve breakthroughs in traffic acquisition, conversion and transaction.
"Caijing Mowgli" has learned that many merchants have leveraged the operation of "good prices and good products" in Douyin e-commerce to leverage more business increments in the fierce node promotion, and run a growth path of both product and sales.
During this year's 38 promotions, "Lychee" participated in the 38 promotion activities of Qianchuan "Good Prices and Good Things", and adopted the two-way parallel strategy of "main products + premium products" to actively launch high-price label products, and the advertising traffic and transaction volume have been significantly improved.
Many factory-type and white-label merchants in the industrial belt do not lack good goods, but lack promotion experience, and by creating "good prices and good products", they can not only achieve sales breakthroughs, but also accumulate successful experience in product management. For example, the self-operated menswear brand "Hackhambey" has closely followed the trend of the platform and achieved business growth by adjusting its bidding and grouping strategies in a timely manner.
What is certain is that along the trend of "good prices and good products", with the product capabilities of a huge number of Qianchuan, more merchants can provide users with good products through differentiated business strategies and product strategies, while obtaining deterministic traffic and achieving long-term growth.
3. Use a simpler "operating platform" to do efficient business
If you carefully observe the product upgrade of Juda Qianchuan, an important change reflected is that starting from the needs of the business scenarios closest to the merchants, Juda Qianchuan is clarifying the core main line from the complex and changeable marketing trends, making it easier for business to explode.
But back to the real world, how to meet the personalized needs of different businesses? This undoubtedly puts forward higher requirements for the capabilities of the platform.
Small and medium-sized merchants are the largest group of merchants in Douyin's e-commerce ecosystem, and their demands also reflect a more direct understanding of "simplicity".
In the past, Juda Qianchuan visited nearly 1,000 businesses of different sizes, different business scales and different industries, and asked the merchants about the specific difficulties in the delivery process, which were summarized as three major pain points: first, the product is too complex to invest, and the second is that the threshold is too high, the content is difficult to do, and there is a lack of funds; Third, the effect of the delivery is uncertain, and I dare not invest.
The observation of the huge amount of Qianchuan is consistent with the trend that Caijing Mowgli has learned. Many merchants have told Caijing Wuji that there is a problem of "high learning cost and too high migration cost" in the current e-commerce platform products. Many small and medium-sized businesses are doing small businesses, and these complicated products and tools actually increase their operating pressure.
In response to the above three major pain points, Giant Qianchuan has given a simple and easy-to-use solution, and has made three steps around this direction: The first step: simplify the product. Step 2: Lower the threshold. Step 3: Make sure it works.
The first step is to simplify the product, never invest in it to everyone will invest in it, and actively subtract a huge number of Qianchuan construction plans and usage scenarios. For example, pitchers used to have to put a lot of effort into building a plan, but now it only takes two steps and less than 1 minute to create a plan. In the use scenario, in order to meet the mobile office needs of merchants, Giant Qianchuan has launched mobile products, and a huge number of Qianchuan modules are embedded in the store.
The second step is to lower the content threshold and funding threshold. Small and medium-sized businesses lack the ability to create content, and a huge number of Qianchuan has launched the first product that supports the placement of Douyin Mall - commodity card promotion, which reduces the difficulty of operation. Merchants don't need to shoot short videos and start live broadcasts, and they can sell goods efficiently with graphic materials. In addition, there is also the empowerment of AIGC capabilities for merchants' graphics, texts and videos.
In terms of funds, the platform has also reduced the minimum investment amount, and simultaneously launched the function of transferring the payment of the store to Qianchuan. Small and medium-sized businesses can solve their questions in any delivery process through a large number of intelligent customer service to achieve one-stop answers.
The third step is to ensure the effect. The "global promotion" mentioned above is a very friendly business tool for small and medium-sized businesses.
In the view of Caijing, the above-mentioned easy-to-use product solutions have two advantages for merchants: First, in the short term, simple and easy-to-use products greatly reduce the threshold for launch, helping merchants save their hands and reduce costs and increase efficiency. Second, in the long run, liberated from complex tools, merchants can return to the essence of business and explore new business increments. The two benefits actually broaden the business quality of small and medium-sized businesses, and small businesses can naturally have a big explosion.
4. This 618, a huge number of thousands of rivers have evolved, and e-commerce marketing has become simpler
The upcoming 618 promotion is undoubtedly the best testing ground for the above-mentioned products and technical capabilities of the huge Qianchuan.
With the return of consumption to rationality, the 618 promotion has gradually returned to the essence of the shopping festival, advocating user experience and real discounts, but this undoubtedly puts forward higher requirements for the business ability of brand merchants.
In recent years, Douyin e-commerce, which has a strong GMV growth momentum during the big promotion period, has become the main position for merchants to operate. This 618, what are the marketing trends of Douyin e-commerce? What are the strategies and suggestions for the platform?
The huge engine also laid the key points for the 618 operation of merchants this year, giving the three major marketing potential energy blessings of "wide volume of voice, efficiency of planting and income, and traffic increase", with multiple combination strategies and rich incentive measures, to help merchants accumulate global voice in Douyin and achieve global outbreak.
In terms of loud voice, businesses need to grasp the key indicator of "brand voice". The big engine found that the higher the volume of the brand, the greater the increment during the big promotion, the better the performance of indicators such as exposure share, content interaction share, and search share.
On the question of "how to store volume", businesses need to have a sense of rhythm step by step. To this end, the giant engine has launched a three-band combination strategy, with the "REACH+COV+SOV" method, to achieve the three-band explosion of 618 global volume, and achieve business growth.
In terms of planting revenue and improving efficiency, the giant engine has launched "Xingtui Sozhi" 2.0 to provide targeted solutions for the pain points of merchants operating on Douyin. For example, "Star Product Chasing" aims at the efficiency of advertising that merchants are concerned about, so that the content can be heated faster; "Star River Pursuit" can help merchants efficiently improve the reuse rate of star map materials; "Star Push and Brush" can shorten the viewing and broadcasting link of grass planting groups and realize efficient recall of people.
In terms of traffic increase, continuing the trend of preferential prices on the platform, for brand merchants, this year's 618, doing a good job of "preferential prices" is the basis for big promotions to obtain traffic. On top of this, the use of "global promotion" in the 618 promotion can bring higher GMV inflation, preferential support from more exclusive platforms and stronger recall of grass planting crowds, so that the promotion will explode as soon as it is pushed. At the same time, the linkage between Qianchuan scenario-based products can realize the full coverage of the e-commerce business scenarios of people, goods and yards, making the business outbreak more certain.
After more than 20 years of iteration of China's e-commerce, whether it is goods and advertising, marketing and management, or content and shelves, it is no longer clear, and it is precisely because of this that it is necessary to return to the simple essence to find the direction of evolution.
From the huge number of Qianchuan's product upgrades, we can see two constants: First, only by being close to user value and business scenarios can we find the direction of evolution. The second is the history of the development of e-commerce, but also the history of technological innovation, the platform can only make the technology truly prosperous by keeping the complex technology to itself and opening up simpler product capabilities.
From this point of view, the huge number of thousands of rivers that strive to grasp and continuously solve these "main tasks" also lead e-commerce marketing to a new era of simplification.