Every small transaction has the opportunity to open up a new world in Douyin e-commerce.
A small garbage bag can hold a big business with a monthly income of 3 million; An obscure foundry can be transformed into an independent brand and complete the growth leap of 60 million yuan in annual revenue; A mobile phone accessories stall that was originally hidden in Huaqiangbei can now open 48 Douyin stores with a management team of 12 people, allowing 90,000 talents to bring goods for themselves at the same time, achieving an annual revenue of 80 million......
Nowadays, more and more small and medium-sized businesses are actively embracing the opportunities of the times and taking Douyin stores as an important business growth position. At the same time, Douyin e-commerce also takes the initiative to provide assistance through a series of policies, support and rights and interests in all aspects such as entry, traffic, content, finance, training, etc., so that Douyin stores and the majority of small and medium-sized businesses can "go both ways".
At the recent Douyin e-commerce new business policy conference of "New Policies and Worry-free Store Opening", Douyin e-commerce once again opened its doors to small and medium-sized businesses, and released two new policies: "margin reduction" and "one certificate to open multiple stores".
Specifically, Douyin e-commerce will reduce the margin of the core categories of the platform, covering nearly 70% of the Douyin small store merchants on the platform, and more than 90% of the enterprise store category margin will be reduced by more than 50%, further relaxing the entry threshold; At the same time, it was announced that "one license to open multiple stores" was allowed, from the original only one business license to open one store, to open to no more than 5 flagship stores, specialty stores, franchise stores, and enterprise stores of the same entity, and no more than 3 individual stores, so as to facilitate the expansion of small and medium-sized businesses on the platform.
With the introduction of these two major policies, Douyin e-commerce will directly reduce the burden and increase the efficiency of thousands of small and medium-sized businesses to "start a new business", and open up a broad space for business growth for countless small transactions.
Two major policies have been implemented to help small and medium-sized businesses leverage "new opportunities" with "low cost"
At present, the development of Douyin e-commerce is one of the important breakthroughs for merchants to seek online increments. With the support of platform advantages such as a large number of users, hundreds of millions of daily active users, and efficient marketing tools, it seems that it is "inevitable" for small and medium-sized businesses to settle in Douyin stores, and the layout of multiple Douyin stores at the same time has gradually developed into a business trend.
However, small and medium-sized businesses often encounter two major thresholds when opening a store for the first time or expanding a store for the second time: one is the security deposit, and the other is the restriction on the use of the business license. These two factors have caused merchants to settle in concerns to a certain extent, and the two major policies launched by Douyin e-commerce this time are to solve these two major pain points.
The first is a significant and widespread reduction in margins. Although the amount of security deposit varies for different categories of goods, for most small and medium-sized businesses, security deposit is a cost that cannot be ignored. This time, Douyin e-commerce specially lowered the margin of the core categories of the platform, which is to help merchants "save real money", enhance the capital liquidity, operational flexibility and anti-risk ability of merchants in the start-up stage, so that small and medium-sized merchants can use the initial funds on the "blade" such as supply guarantee and user operation and maintenance, and enter the normalized business track as soon as possible.
The second is to allow merchants to "open multiple stores with one certificate". When merchants want to further develop on the platform and achieve differentiated supply by opening multiple stores, the old regulation of "one business license to open a store" will become another threshold, especially at a time when the cost of obtaining multiple business licenses is becoming more and more expensive, adding a burden of capital, time and energy to small and medium-sized businesses. Nowadays, the arrival of Douyin's e-commerce policy of "one certificate to open multiple stores" will directly benefit those small and medium-sized businesses with the needs of "multi-brand/multi-category differentiated operation" and "store group matrix operation", help such businesses save the complicated process of applying for multiple business licenses, and reduce the maintenance cost of multiple entities.
Overall, the implementation of these two major policies is essentially a further reduction in the threshold for Douyin small stores to enter and expand stores, which greatly benefits small and medium-sized business groups. It is not difficult to foresee that in the future, more small and medium-sized businesses will establish business positions in Douyin e-commerce with "zero burden", and use "lower cost" and "higher efficiency" to easily leverage new opportunities for business development.
Create a new situation in the industry and release the potential "big potential energy" of "small business" in an all-round way
Small and medium-sized merchants are the main body of the economy, and they are also the largest and most distinctive merchant groups in the Douyin e-commerce platform. In the market environment of consumption grading, small and medium-sized businesses rely on stronger price power, more diverse innovation, and faster action, on the one hand, they continue to create commercial value, and on the other hand, they have converged into the vigorous driving force for the rapid development of Douyin e-commerce, and symbiosis, co-prosperity, and win-win with the platform.
After the release of the two major policies, this positive symbiotic relationship between merchants and platforms is also expected to be further strengthened.
From a horizontal point of view, the substantial and large-scale reduction of the margin will attract more small and medium-sized businesses in more industries and subdivisions for Douyin Xiaodian, and the continuous growth of this group will not only provide platform consumers with richer and more price-powerful choices, but also promote the formation of a fairer, more efficient and diversified business ecology of Douyin e-commerce.
From a longitudinal point of view, the implementation of the policy of "one certificate to open multiple stores" not only provides convenience for merchants with supplies, ideas and the ability to do differentiated supply, so that merchants can more flexibly tap business increments in the track, but also greatly broadens the innovation boundaries of small and medium-sized businesses on the platform in terms of content, goods and services, creates a new situation for the business development of small and medium-sized businesses, and deeply releases the "big potential energy" hidden behind each "small business".
It is worth noting that long before the release of these two major policies, Douyin e-commerce has been very concerned about the needs and pain points of small and medium-sized businesses at all stages of the business cycle, and has continuously provided merchants with effective method guidance, rights support and analysis tools.
Still taking the entry link as an example, Douyin e-commerce has previously launched "0 threshold rapid start business rights" including 0 yuan entry trial operation, 0 fans to enjoy enterprise number blue V certification, 0 fans to open e-commerce with goods, etc., and now the deposit is lowered, and the launch of the two major policies of "one certificate to open multiple stores" will form a strong superposition with the original rights and interests, better help merchants to grow rapidly, and promote the virtuous circle of coordinated development between merchants and platforms.
Cultivate e-commerce soil that is more suitable for the development of small and medium-sized businesses
At this press conference, Douyin e-commerce also announced that it would provide an online way to change the qualification of small and medium-sized businesses to reduce the impact of process work on the daily operation of merchants by optimizing the process link. Douyin e-commerce also said that in the future, it will continue to pay attention to the breakthrough, development and business breakthroughs of small and medium-sized businesses on the platform, and constantly upgrade relevant policies and rights and interests to help merchants grow in the long run.
Douyin e-commerce's precise assistance and long-term support for small and medium-sized businesses not only found business increments for countless small and medium-sized businesses, achieved the resilience and sustainability of the platform's own development, but also is expected to jointly open up a broader and more suitable e-commerce soil for the development of small and medium-sized businesses from a larger perspective.
Author: Min Xue