The user laughed and the Douyin cried.
Although the DAU of Douyin is getting higher and higher, the probability of the next Li Jiaqi and papi sauce appearing is getting smaller and smaller.
I have found that recently Douyin has modified the shopping cart function. The product link of Douyin is not the original order page, but a stream of information that contains recommendations for the same, similar and interesting products. . In other words, when you click into the shopping cart because of the influencer A ’s video and recommendations, the vibrato may be a short video of influencer B and a series of links to similar products.
Image of the page after the product link jumps: Screenshot of Douyin
This move undoubtedly adds a lot of shopping options to users. With the maturity of e-commerce functions, Douyin is moving closer and closer to the omnipotent Taobao fan. Advertisers and people are mourning.
During the platform bonus period that Douyin has just started, even a small video of “gucci gucci prada prada” in the underground garage can suddenly become popular, but the bonus period ends, the more talented people on the platform After more and more, latecomers want their videos to be seen by users, and then attract the first wave of fans, the best and fastest way is to spend money through the “dou +” function of Douyin. This official Taobao-like function, the official description of Douyin is “a video heating tool for creators of Douyin, which can effectively increase the amount of video playback and interaction, and enhance the exposure of content.”
As for the price, using 1,000 yuan can bring about 5000+ exposures. Although the price is not cheap, it is recommended for those who need to increase the playback volume in a short time and then enter the vibrato flow pool. For internet celebrities, this money has to be spent.
The problem is that with the revision of the shopping cart function, those people who receive e-commerce advertisements and spend money on dou + placement face a reduction in conversion rate, and even their fans are being other similar Possibility of large V interception. After all, in the jump information flow of the new version of the shopping cart function, in addition to similar product links, there will also be similar product promotions from other talents, and they are ranked according to the amount of likes.
Features such as “same paragraph” recommendation and like ranking have undoubtedly exacerbated foreignMinistry competition. Especially for those in the middle and the tail, the hard-working promotion may end up just draining those same products that like it first.
Taobao has the same functions as “Same Model”, “Similar” and “Interested”. The difference is that Taobao is sorted by sales volume, while Douyin is sorted by likes. local. On the one hand, the amount of likes is a response to the quality of the video content and does not represent the quality of the products being promoted. If you only rank according to the amount of likes, it will promote the industry to a certain extent and form bad coins to drive out good coins. On the other hand, this may be a signal of Douyin. Burning money and holding people will not work. The quality of the content is the most important.
In addition, recently, I also found that Douyin ’s “Shopping Assistant” page has a preliminary product classification display. In addition to attention and recommendations, the product categories are mainly “wearing” and “beauty” And “cuisine.”
Vibration Shopping Assistant page
In addition, according to relevant reports , since January 1, 2020, The small yellow car icon at the bottom left of the Douyin video will be adjusted to the comment area. This time the local adjustment of the Douyin shopping cart function can be regarded as a warm-up action before the official implementation. Faced with the current disagreement among various parties, how to follow Douyin’s next e-commerce road will inevitably require onlookers and discussions.