TikTok self-broadcasting is an unprecedented opportunity and an unprecedented difficulty.
Editor’s note: This article is from the WeChat official account “Qunxiang Liu boss “(ID: applemanliu641) , author: Liu Siyi love of learning.
A few days ago, these two pictures flowed out of the group of the private board of directors:
DSR is a standard cancellation policy, in KaiShou also did similar things last year for e-commerce The eco-environment of ecological production of good coins drives out merchants who purely make traffic income.
It proves that Douyin e-commerce has begun to operate seriously as a long-term trading platform, and has entered the nomadic fishing period for traffic nomads, encouraging high-quality businesses to enter the ecological pool. This is a new stage.
Summarize the Douyin e-commerce opportunities during this period and share with readers:
1 Douyin Store will become an increasingly stable trading channel
It’s very simple, because Douyin’s traffic is over there. Douyin is an official baton that is more than everything. The official hopes to have both advertising revenue and GMV, So the e-commerce platform must be developed by Douyin.
If you want to develop e-commerce, you will not bypass the Douyin store. Therefore, the store will become the basis of the traffic conversion medium, so you must come to Douyin to gather traffic,
Although planting grass here may be opened for a long time for businesses that need to operate on Taobao Tmall,
However, the conversion rate brought by direct transactions is definitely higher than that of jumps, and live broadcast only supports small shops to come to small shops.
Therefore, every iron that is made into Douyin needs to be a small shop.
2 The Douyin store does not have Tmall traffic feedback, so it is not a closed loop
Currently, there is a very big problem with small shops. In addition to the fact that the Douyin e-commerce team does not currently have a complete and powerful, the ability to operate categories like Ali, and the schedulable resources and voice rights are not enough to do more activities. Besides, there is another very terrible point.
So far, the Douyin Store is just a Tik Tok “You like” such trading tools ,
In fact, Kuaishou also collects transaction data for the platform, and then provides the platform with rate income. This is to B SAAS.
Of course, you can say that Douyin has traffic, so you need to keep investing and constantly trading on this medium tool.
As long as there is a steady flow of traffic, there will be a steady flow of transactions, so merchants should come.
This is the practice of selling goods, this is the practice of short-termism.
In order for merchants to really use it as a platform, Douyin stores need to give merchants their own position in their traffic pool.
What is the position is to let brand merchants have a centralized traffic pool that can be used for loyalty operation, brand operation, and user operation on the side of Douyin.
Or, maybe, it’s not like Tmall’s stacking of SKU details pages, one store-one-stop single store shelf style,
Maybe it is only necessary for the merchants to have a little bit of visibility into the future LTV, and there may be hopes of similar flow backfeeding in the future, so that some businesses that are open or are impatient for flow can be leveraged.
After all, we look at Pinduoduo. Back then, Pinduoduo used a single item of daily grocery + WeChat fission, go to
A trading platform for goods is formed, because merchants have traffic, positions, and orders.
So Tik Tok, what is it? Tik Tok needs to answer.
3 The huge engine and the Douyin e-commerce team are still very different
Me and a fewHuge amount of engine’s local general manager talked about, they are very headline Very capable commercial lords,
Either sent from far away Beijing to take charge of the key cities of Shanghai, Hangzhou, or local mediabody guest A media teacher with a very strong relationship with the user.
No matter what kind of person it is, theirKPIs are all tied to commercialized revenue. They are not only commercializing Douyin’s traffic, but also a lot of it is on the headlines today.
The massive engine system has been implemented since Toutiao’s commercialization, and BaiduA lot of squeezing is not the same as relying on an agent system,
Zip jump has realized a large number of localized operations, and also differentiated horizontally according to the size of customers.
The ultimate significance of the business of e-commerce to Bytedance is not only in GMV, but also in the linkage of revenue.
And for Bytedance customers, the ones who can instantly reply to messages today, can visit immediately, and can help save the game, are actually the sales of huge engines that consume KPIs,
They actually take on all customer operations that use ByteDance.
This is a very strange thing. E-commerce operations and the commercialization of huge engines must cooperate and have a mechanism for traffic procurement and e-commerce operations to do things on the basis of official coordination.
4 Douyin self-broadcasting is an unprecedented opportunity and an unprecedented difficulty
The brand self-broadcast of Douyin has seen the light, and it can break through the 400,000-day brand.
Member of the Group’s Private Board of Directors, and a client of Mr. Zhang Yang, the first person I certified for brand self-broadcasting.
Self-broadcasting requires stable content production, stable traffic, and stable live room trading capabilities. For brands, the temptation on the other side is greater The top-ranking talents of the group are swarming directly.
Every day, is it long-term or inefficient for today’s Douyin?
At present, the Douyin platform really doesn’t understand category operations. The main reason is that there are too many teams to develop and establish, the policies formulated for many categories are simple and rude, and there are a lot of things to be debugged.
But daily broadcasting is indeed a direction. Douyin will have a feature in the future, which is an excellent traffic depression for leading businesses with daily broadcasting capabilities.
My order, when users go in to check my order, Douyin will compare each categoryRecommend the accounts of two top merchants. Daily dynamic recommendation.
The traffic will be greater after this function is functionalized (currently inconspicuous, and many users don’t know how to use it). A recommended position estimates that 1 million UVs can be used for nothing every day.
This is the platform’s flow of feedback to brand merchants. Only a brand that does a good job of daily broadcast can have a bonus. There are only two recommendations for each category every day.
5, choose one of Tmall’s Douyin, you need to give businesses more temptation
Last Friday, we held a group of private board of directors. Everyone had a pair. We discovered that the Tmall store with a monthly sales of 1 million had been warned by the second person before Double Eleven.
Choose one of the live event of Douyin Store and Double Eleven event. Once found, Immediately Stop flow backfeeding.
This is actually a big threat. Douyin is not unaware of this, so the closed loop inside Douyin must give the brand an outlet, give all high-quality merchants a greater hope, and attract more merchants to enter.
One cannot just look at the export of sales, there are two key roles in it, one is the Featured Alliance, and the other is the feature of Douyin’s self-operated products,
The feature of traffic, such as the closed loop mentioned above, such as SEO, such as some permissions.
At present, excellent brands all know that they want All in Douyin, but they are not determined enough, and they are also very afraid of Tmall. This depends on how bytebeat sees these Tmall merchants.
6 After killing Wechat, self-employed, and Luban Class II merchants, Douyin left a blank battlefield
The Douyin doesn’t need WeChat business, and we don’t need WeChat business. They do not need to use their routines to shape the character, and to cut so many silly white sweets to cut leeks;
Douyin does not require self-employed individuals. Any self-employed who do not create commercial income and continue to have a huge GMV have no long-term value;
At present, TikTok does not need the second-class e-commerce, because the second-class e-commerce accompany the Douyin e-commerce to complete the product and operation debugging period has passed, ends the historical mission ,it’s time toImprove the quality of DSR and merchants, as well as quality GMV.
In the future, there will be a large number of Luban merchants and Luban traders who are expelled from the operation of the brand’s small store, and they will become Party B, or they will be dug, or they will become the founder of the Dou brand.