April 8 news, at the first ecological conference of Douyin e-commerce, Douyin E-commerce proposed to exert "interest in e-commerce" and announced the launch of three major support plans, which will help 1,000 merchants to achieve annual sales of more than 100 million yuan in the next year, of which 100 new brands will sell more than 100 million yuan per year; help 100,000 high-quality talents achieve annual sales of 100,000 yuan, of which 10,000 talents will sell more than 10 million yuan a year; help 100 high-quality products to break through 100 million yuan per year. In addition, the platform will also provide support for merchants and talents from various aspects such as special support, service provider system and multi-dimensional training.
Kang Zeyu, president of Douyin E-commerce, mentioned that since Douyin officially entered the e-commerce industry last year, there have been many interpretations in the outside world, but the positioning of both "content e-commerce" and "live e-commerce" is not very accurate. He believes that Douyin e-commerce is actually "interest e-commerce", and users shopping in Douyin e-commerce is actually equivalent to being stimulated by goods, and there may not be a clear plan before consumption. The core of "interest e-commerce" is to meet the potential shopping interests of users and improve the quality of life of consumers. Based on the popularity and recommendation technology of short videos and live broadcasts, the popularity and recommendation technology is becoming more and more mature, coupled with the continuous emergence of high-quality content creators, interested e-commerce has great value. From the perspective of consumers, interested e-commerce can meet their potential shopping needs and help them discover new goods and services; from the perspective of merchants, they can more accurately find target users and create larger markets and more opportunities.
Mu Qing, vice president of Douyin e-commerce, further explained that interest e-commerce = accurate user recommendation * massive user demand. For traditional e-commerce, under the funnel-type business model, the total amount of business is limited, and the vibrato e-commerce is snowballing growth, the total amount of business is unlimited, the traffic is gathered, precipitated and promoted conversion, and the user base is younger and has higher consumption capacity.
Kang Zeyu quoted data from a third-party agency report that by 2023, the volume of interested e-commerce will reach 9.5 trillion yuan. However, Kang Zeyu also stressed that GMV is not the first indicator of Douyin e-commerce at this stage, and it is the top priority to improve the basic service capabilities of the platform to merchants and provide users with high-quality purchase guarantee and experience. In other words, "quality GMV is the core goal", and it is better to sacrifice GMV than to do a good job of platform governance.
As for the performance of Douyin e-commerce, Kang Zeyu said that his Feishu signature is "far away, guard against arrogance and impetuosity", "which reflects the attitude of our team to e-commerce, confidence and patience, not in a hurry". "Only high GMV is not Douyin e-commerce, and it is Douyin e-commerce that can provide good prices." He added. (text| AI Finance and Economics He Chang Editor| Dong Yuqing)