“To some extent, Douyin e-commerce is building a “new e-commerce” where everyone sells goods to everyone.”
In the eyes of observers who are keen enough on the development trend of the e-commerce industry, the biggest highlight of this year’s Double 11 may not have spawned a large number of “finalists”, but a large wave of new brands that have come to the center of the stage and are fast in major e-commerce platforms. Rise. After all, the emergence of “final money” is only because of the adjustment of the rules of the game, but the emergence of new brands may change the overall ecological pattern.
Just as discussed in advance, all major e-commerce platforms have intensively launched various new brand support policies this year. In fact, when new brands start to become a new growth point to improve e-commerce performance, it is not surprising that major platforms invest more energy in this area. The centralization of e-commerce platforms on mature platforms is propelled by the “28th effect” to direct traffic to strong competitors. At this time, short video and live broadcast platforms represented by Douyin were also regarded by small and medium enterprises as a breakthrough point for brand growth.
Seize the “Bonus Zone”
At the Shenzhen Fashion Week held at the end of October, you can see more “net celebrities” and new clothing brands than in previous years, and their mass appearance is largely related to Douyin.
As a domestic head short video platform, Douyin used its own advantages to cooperate with Shenzhen Fashion Week to create the “DOU Brand Super Canton Ceremony”, with a large number of head talents, brand owners and original designers who were originally active on Douyin Be active on this stage, and continue to magnify the influence of offline clothing week through the online platform.
In fact, in addition to a large number of technology and digital brands, the Pearl River Delta region also has a relatively complete clothing industry chain, and a large number of clothing brands rely on it here Favorable infrastructure began to rise rapidly. In the past, it was not easy to build a clothing brand from scratch. After all, the establishment of brand and channel advantages in the traditional environment is by no means a day’s work; but when the external environment changes, some emerging brands begin to curve and overtake and quickly realize Up the brand from zero to one transition.
If you examine the rise of many brands, you will find that emerging e-commerce channels like Douyin e-commerce have become common “overtaking points”.
LYNEE is an original design women’s clothing brand that has soared in popularity recently. The cumulative transaction volume on the “DOU Brand Super Canton Ceremony” exceeded 2.77 million yuan, and the transaction volume in a single live broadcast also exceeded 1.28 million yuan. However, the size of the team supporting this performance is only about 10 people, and the brand has been established in less than two years.
LYNEE, which has gathered more than 200,000 fans on Douyin, is by no means an isolated case. There are more brands that have obtained short, flat and fast development. Dissimiling, who also appeared at the “DOU Brand Super Canton Ceremony”, came to Douyin with the mentality of “playing” in 2019, but won 15.8 in the first live broadcast of only one single product. Million in sales. In this year’s “Super Guangdong Ceremony”, the cumulative turnover of Dissiming’s activities exceeded 9.4 million yuan.
These new clothing brands that shined at the “DOU Brand Super Canton Ceremony” turned around and devoted themselves to the larger “11.11 Douyin Pet Fan Festival” Platform level carnival. According to the data released by Douyin e-commerce, the total transaction volume of the platform for this event exceeded 18.7 billion yuan, and the transaction volume on the double 11 also exceeded the 2 billion mark, including a single GMThere are more than 100 live broadcast rooms with V breaking 10 million. For an e-commerce platform that has just started, this is obviously a very good result.
The rapid release of commercial value dividends has naturally attracted the attention of many new brands. They hope to find breakthroughs outside the increasingly centralized e-commerce ecology, and Douyin provides them with such an opportunity.
@晓董服饰 only entered Douyin on March 14 this year, and then accumulated 1 million fans in just five months, with an average monthly performance of 15 million; @星间小熊精品童装 is aimed at the mother and baby market I joined the Douyin e-commerce company in April, and the sales peak of the single live broadcast of the small store that opens regularly every day has reached 1.6 million; @UPSTAR, who makes boutique women’s clothing, entered the Douyin even later, and only applied for an account in July. This brand has already achieved a total sales of nearly 20 million in October.
“Tik Tok has become our main position, because this platform can quickly attract fans, and the relative conversion is also very high”, as the founder and chief designer of the LYNEE brand, Li Huizhen’s words may explain why More and more new clothing brands are moving closer to this short video platform that is known for its content.
Douyin, which has more than 600 million daily active users, is becoming an ideal scenario for product realization. From January to August this year, the overall GMV of Douyin e-commerce has increased by 6.5 times year-on-year, and closed-loop live broadcast GMV has increased by 36.1 year-on-year. The number of shopkeepers increased by 16.3 times.
To a certain extent, you can regard the brand operators as “nomads” who are keenly aware of the lushness of different “grasslands” and adjust their bases accordingly. As a grassland that has not been fully developed, more and more new brands are aware of the huge opportunities hidden in this “bonus zone” and begin to move in.
Anchor the Industrial Belt
This year’s Double 11, the rapid rise of the new brand corps is closely related to the “industrial belt”.
As an important feature of China’s regional economic development, the industrial belts distributed throughout the country are regarded as the backbone of “Made in China”. Its appearance is the result of the optimal allocation of production resources, which is specifically manifested in the construction of a complete industrial chain in a certain geographic location by a specific industry, forming an unshakable industrial agglomeration effect.
But for a long time, factories are more willing to play the role of OEM, lower costs can exchange for considerable income, so that they do not have to do their own brandpower. Of course, the original centralized communication channels were controlled by powerful brands using their capital advantages, which also repelled the brand awareness that those industries brought around.
However, the new environment has shaken this seemingly stable pattern. The epidemic and the dramatic changes in the foreign trade environment have made those original foundries aware of the power of brands, and the emerging new e-commerce ecosystem also requires new brands to bring increments to the platform. The two needs coincide to make more The platform began to deepen the industrial belt and tap its potential.
Sister Ying, 42 years old this year, and her husband originally lived a relatively rich life. In a third-tier city like Cangzhou, Hebei, the couple is mainly engaged in the wholesale business of clothing and has a warehouse with an area of more than 4,000 square meters. However, the sudden outbreak of the epidemic at the beginning of this year disrupted the original rhythm of life. The epidemic caused a large number of downstream businesses to close their stores, and the performance of upstream wholesalers fell precipitously. The continuous backlog of inventory once caused a daily net loss of 7,000 yuan.
The boat is naturally straight to the bridge head. Forced by the harsh external environment, Sister Ying started shooting short vibrato videos to gather fans, and opened live broadcasts based on the existing fans. As the live broadcast is getting on the right track, the single-day sales of the live broadcast room has reached the level of 300,000 to 1 million. The business that was about to collapse is about to collapse.New online found a turnaround.
The wholesale business of the Ying sisters and his wife was opened in the Pearl Trade City in Cangzhou, Hebei, which has a business area of 260,000 square meters. Due to its function of relieving Beijing’s non-capital, the Pearl Trade City has gathered a large number of merchants who originally operated in Beijing Dahongmen, the Zoo Wholesale Market and other places. These businesses already have more flexible business thinking, and after the epidemic, many of them have changed from a pure wholesale business to a hybrid model of “offline wholesale + online live streaming”.
Similar situations are not only found in Cangzhou Pearl Trade City, but also in Baigou International Bag City in Baoding City, Hebei Province, Clothing Industry Belt in Suzhou City, Jiangsu Province, and Technology and Digital Industry Belt in Hefei City, Anhui Province. The more live broadcast rooms appear. Many of them only entered this new and vast world this year, and in just a few months experienced the value of the dividends released by the platform.
As a partner of a communications equipment distribution company in Anhui Province, Zhang Ming’s original business also encountered trouble under the epidemic. As the business could not be carried out, the business of about 20 million yuan per month was in vain. At this time, as a full-time housewife, Zhao Shuyan accidentally discovered that the number of fans of a Douyin anchor had increased by 170,000 overnight, which made her realize the potential in this new ecology.
Zhao Shuyan acted quickly in March of this year. By opening multiple accounts, the monthly sales of her Douyin store exceeded 20 million yuan. The results achieved after years of intensive operation in traditional offline channels were quickly achieved online in just a few months. However, it is not surprising to achieve such results. After all, offline business is affected by geographical factors, but online business is facing the country. As a full type=”2″ href=”https://36kr.com/projectDetails/65601″ target=”_blank”>Working mother Zhao Shuyan, a mother, discovered this, and she also found a good opportunity for the family’s business to change. .
In fact, when the e-commerce platform anchors the industrial belt, it will Discover the vast market of China The huge possibility of such a market, even the tiny sub-categories placed in such a market means a huge blue ocean. In the Douyin ecosystem with a daily activity of 600 million, blueThe sea also changed from a distant dream to the present reality.
This year’s unfavorable external environment is certainly not a good thing. It has put pressure on many industries and small and medium businesses. But at the same time, it is also a good thing. The ever-increasing pressure has turned into a driving force for innovation and change. These businesses have begun to put brand awareness into practice and redeem the huge amount of traffic in the new ecology of Douyin e-commerce. value.
From “personal brand” to “new e-commerce”
For the huge “Made in China” people, there are many reasons why they are comfortable with “OEM” for a long time, but are unwilling to build their own brands. Among them, the difficulty of shaping a new brand is an important factor for them to retreat.
Overview of the course of brand development, it initially assumed the function of separating the products or services it provided from the competition, and then began to shoulder the function of obtaining premiums for the company and increasing profit margins. However, in the context of traditional brands and sales channels where the Matthew effect is obvious, building a brand not only means huge capital and time costs, but also means enduring great uncertainty in the long cultivation process.
But the emergence of new content forms such as short videos and live broadcasts is subverting this traditional perception. Compared with the time-consuming and laborious process of product or corporate branding, short videos and live broadcasts have elevated “people” to a higher position.
Because traditional advertising often needs to be completed in a short time, the amount of information that can be carried is bound to be limited; while short videos and live broadcasts with more duration can present the image of the operator and product information in a more three-dimensional manner. Will help establish a strong relationship between operators and users.
Although more and more companies are complaining that it is difficult to establish a connection with consumers and that the relationship is delicate and fragile, but behind this helpless statement more highlights the embarrassing situation of products and corporate brands. On the contrary, in more and more live broadcast rooms, people can see that strong anchors and users begin to establish unimaginable and unbreakable stable connections, and even form One call one hundred response.
The huge change in the consumption environment has caused business operators to adjust their thinking. Instead of influencing consumers through a slender and fragile path, it is better to build a “personal brand” to strengthen the connection with end users. This also explains why Douyin e-commerce can achieve rapid success in a short period of time. Its initial popularity is because it can show people’s colorful personalities, and when such characteristics collide with the e-commerce scene, it is derived Infinite imagination.
In fact, even those merchants who started to nuggle money on Douyin e-commerce this year have not missed the opportunity. As long as the image of the operator is fresh enough, it can become a viable path for the rapid rise of small and medium-sized businesses and other new brands in the industry by shaping the personal brand and feeding back the product brand. At this point, the Douyin e-commerce ecosystem is still emerging with new cases.
On the one hand, with the improvement of e-commerce infrastructure such as logistics and payment, the threshold of e-commerce is rapidly lowering, and those ecology with huge traffic are beginning to seek the possibility of entering e-commerce; on the other hand, short video public domain , Live broadcast private domains and e-commerce conversion links have become a complete platform beyond mature forms such as platform e-commerce and social e-commerce New choice, and the value of this option has been highlighted in the development process of a large number of small and medium-sized industries and businesses.
Wired magazine used to describe “new media” as “all-to-all communication”: To some extent, we can also say that Douyin e-commerce is building a “all-to-all The “new e-commerce” of “selling goods” is also being proved by more and more cases.