Douyin e-commerce Du Bin: Undertaking conversion and customer acquisition is the key to the business life cycle

【Ebang Power News】On September 27, at the "2021 Ebang Future Retail Conference - New Traffic Summit" held today, Du Bin, vice president of Douyin E-commerce, delivered a speech entitled "New Traffic Position Trio: Undertaking, Symbiosis and Expansion". He pointed out that traffic creates new scenarios, new motivations, and new channels in the shopping behavior one at a time. How to grasp these new traffic is worth exploring in depth.

Du Bin said that new traffic contains new opportunities and challenges, and there are three common problems for merchants: First, whether there is enough capacity for new traffic. Let's imagine that in the past, the traffic continued to be stable, and suddenly there was a huge amount of traffic, and behind the attention there were huge opportunities and challenges, how we could take over the surging traffic. Second, whether the new traffic has enough conversion power, whether the new traffic is a cornerstone of passers-by or growth. Third, whether there is enough customer acquisition for new traffic, customer acquisition is an important direction for brands, and how our brands focus on user acquisition in new traffic.

It is reported that the 2021 Ebang Future Retail Conference New Traffic Summit is co-hosted by Ebang Power and Star Chacha, with the theme of "YYDS", to explore which elements of future retail are likely to become "eternal gods"? It will also bring unlimited reverie about "new traffic" to the industry, and more than 40 senior celebrities in the industry will come to the scene to share, analyze the current situation of the industry, and work with the industry to "break the superstition of traffic, relieve traffic anxiety, and find traffic to break the game".

Warm reminder: This article is a shorthand preliminary review, to ensure that the original intention of the guests on the spot, uncut, or omissions, please understand.

The following is a transcript of the speech:

Du Bin: Hello everyone, I am Du Bin, from Douyin e-commerce.

Thank you very much for mr. Zhang's particularly wonderful speech just now, when he talked about the experience of flying in Xinjiang, my idea was whether there was a vibrato, I really wanted to see.

Before we start sharing today, let's have an interaction with you, friends who have shopped on Douyin, please raise your hand, thank you. At the same time, I also see that in fact, our business still has a lot of room for growth, you can recall, in what kind of scenario, inspired your shopping behavior on Douyin e-commerce? And these moments that inspire shopping are closely tied to the themes we share today.

We can see that under the underlying logic of Douyin interest e-commerce from discovery to stimulation to purchase, consumers from all over the world have built a rich and interesting shopping map with interests and preferences, and the new traffic has shuttled through the shopping behavior one at a time, creating new scenes, new motivations, new channels, and more possibilities in the future. It can be said that more and more merchants have seen the unusual "interest growth point" of today's Douyin e-commerce, and what is worth exploring in depth is how we grasp these new traffic.

New traffic contains new opportunities and challenges, for businesses, in the face of many tests, there are three questions that are universal: First, for the new traffic whether there is enough to undertake, we imagine that in the past the traffic continued to be stable, suddenly there is a huge flow, behind the attention there is a huge opportunity and challenge of the duality, how do we take the surging traffic to bear. Second, whether the new traffic has enough conversion power, whether the new traffic is a cornerstone of passers-by or growth. Third, whether there is enough customer acquisition for new traffic, customer acquisition is an important direction for brands, and how our brands focus on user acquisition in new traffic. Regarding the three capabilities of undertaking, converting and obtaining customers, Douyin e-commerce has summed up some experience in the past cooperation with brands and talents, and hopes that our methods can also provide you with some ideas that can be used as a reference.

First, watch an interesting video (watch the video).

This video comes from the official account of Hongxing Erke, the sewing machine smoking in the Hongxing Erke factory, which also represents the hot purchase of the hospital by consumers, and the explosion incident of Hongxing Erke is familiar to everyone, and there are many students among us who are participants in this matter. It can be seen that after the outbreak of hot spots, the volume of Hongxing Erke fans, GMV, and PV in the live broadcast room has increased by hundreds of times and thousands of times, and the peak GMV has reached 105 million, which can be said to have created a phenomenon-level hot spot.

This wave of hot spots came so suddenly, after the outbreak of the first wave of hot spots, consumers urgently need a platform to undertake their enthusiasm for the brand, to understand the brand more deeply, to establish a connection with the brand, to strengthen their preferences for the brand, douyin with more than 600 million DAU has naturally become one of the landing points for users to release this enthusiasm, the douyin e-commerce team responded to the hot outbreak event for the first time, and took a series of actions to escort the Hongxing Erke brand in this hot event.

Let's take a look at this response timeline: On July 21, the Hongxing Erke hot spot event landed on the social platform hot search, in the face of consumers' "help" enthusiasm, the Douyin e-commerce team conducted positive guidance from July 22, and carried out 100% human resource investment, live broadcast room strategy, risk avoidance coordination, public opinion guidance, positive energy publicity and other actions; July 23 false account cleanup; July 24 Hot spots have begun to cool down, and sales continue to increase Douyin e-commerce for the first time to invite THE CEO to open Douyin account certification, To achieve users can directly communicate with the CEO on Douyin; at the end of the event on July 25, Douyin e-commerce helped Hongxing Erke to efficiently undertake this wave of traffic, and consumers did not reduce their continuous attention to the brand because of the hot spots.

Just shared with you, to help Hongxing Erke to undertake super traffic, Douyin e-commerce team has taken many actions, and the core is to help the brand build a brand image and risk control capabilities, help the brand establish a deep relationship with consumers, respect and care for consumers' shopping wishes, and strengthen the brand social responsibility mentality to enhance the value of domestic brands.

We also have a variety of types of talents in Douyin, whether it is the public or niche types, will find followers who like you, and then resonate, you can see from the head of the talent to the growth of the talent, all levels of the talent have a piece of development space, in the vibrato e-commerce has the soil to achieve value, they gradually began to bring goods, become the high-quality talent of the vibrato e-commerce. For example, we are more familiar with the Guangdong couple, they from 0 fans to more than 30 million fans, it took less than two years, the other day I saw that their fans have exceeded 50 million +, but also constantly refreshing the single GMV and single-day GMV of a new high. (Watch the video)

Such a life-oriented video is the daily life of thousands of people with goods, including the host Wang Fang, Dad evaluation, Heidi's garden, Putuo Mountain Xiaoshuai are typical transformation masters, but not all talents have the ability to cooperate with merchants to carry goods, for merchants how to establish cooperation with mature talents to achieve traffic conversion, which is a topic that Douyin e-commerce constantly thinks about.

In order to let merchants improve higher traffic conversion, help them find people with high-quality cargo capabilities, but also in order to let talents continuously improve their monetization capabilities, cooperate with merchants in depth, and let new traffic form a complete link of conversion, Douyin e-commerce has opened a series of plans to enhance the value of talents, we provide creators with a series of growth programs and plans, to provide them with refined operation services, including 100,000 good things star selection officer, so that in Douyin with goods become an interesting, efficient, simple thing, At the same time, we launched the Talent Growth Task, Nebulas Plan, Brand Live Broadcast Base and E-commerce Learning Center, etc., and the upgraded "DREAM UP" plan will continue to stimulate the growth of Talents in three dimensions: capacity, goods and traffic.

This year, we are very concerned and supporting MCN institutions, so that merchants can find this group of high-quality growth talents to cooperate.

Just talked about the carrying capacity and conversion capacity of traffic, now let's talk about how the customer acquisition power of traffic is reflected in Douyin e-commerce? Start with a video. (Watch the video)

This video is a documentary "To New Force" filmed by Shanghai New Century Daimaru Department Store, in which it can be seen that the sales volume has been significantly improved through the form of live broadcasting, and behind the increase in sales is the change of business model, breaking the traditional customer acquisition model.

Douyin e-commerce continues to stimulate the potential of offline stores, no longer a simple shopping guide and transaction performance, the store carries the production of short video content, in-store live broadcast, collect consumer feedback on goods and quickly adjust the ability of products, increase sales is only the inevitable result of continuous optimization of live broadcasting.

Douyin e-commerce has helped merchants revitalize their offline assets, so that the advantages of offline assets have been continuously amplified, offline stores and consumers have had barrier-free communication, through the DTC direct consumer model to change the inherent brand-based product development, supply process, into each consumer's "private wardrobe", merchants can change their production links according to the feedback and suggestions of consumers watching live broadcasts.

Finally, I would like to share with you that Douyin E-commerce will continue to pay attention to every role in the middle of the e-commerce process, we will provide merchants with a solid ability to undertake traffic, provide a bridge for traffic conversion for talents and merchants, and continuously expand new possibilities for merchants to obtain customers, so that each role can have a complete life cycle, obtain benign development, jointly cast a benign ecological environment, grasp new traffic, and create new opportunities, thank you!