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The previous two days 6.18 The pre-sale began, and many online celebrities on Douyin have become active to “get things done.”

For example, Luo Yonghao did a “6.18” cross-night live broadcast on the evening of the 31st, and the GMV of the audience exceeded 9000W, selling a lot of high-customer price products.

I was about to sigh “Lao Luo is still powerful, selling so many thousands of dollars of goods in the live broadcast room”, but a friend who made Douyin told me:

Actually, the KOLs on Douyin are already making high-price single-price products.

This aroused my curiosity.

Then my friends told me now that there is a new trend in Douyin tapes: the polarization phenomenon is very serious. The real money-making team is either a matrix with “ultra-low price” explosions, or it is directly selling hundreds or thousands Yuan high-priced goods.

01、Taoker “invasion”, vibrating with polarized goods

After having a deep chat with this friend who made Douyin, I carefully studied it and found that the goods on Douyin’s products are indeed polarized.

1) Amoys flooded into Douyin, a matrix-style “dumping” of low-cost goods

For a long time, the unit price of customers who bring goods on Douyin is not high.

Most profitable and easy-to-sell commodities are almost “low-priced” commodities. There is an almost universally accepted statement in the industry:

If you want to have sales, the unit price of the goods must be less than 100 yuan.

Of course, this is not to say that if it is more than 100 yuan, it will definitely not sell well, but 100 yuan is indeed a threshold for vibrato.

For example, the actual operating trader @李荣鑫 behind Douyin@牛肉哥, said bluntly at the sharing meeting of the operating agency: when the customer’s unit price exceeds 100 yuan, the goods will be difficult to sell.

3V3 phenomenon: When your pricing is 3 digits, it is difficult to sell more than 3 digits.

Therefore, the products on Douyin have basically been concentrated at RMB 100 and below.

Now, with the influx of a large number of Douyin Amoys, this low price effect has become more obvious. Opening the list of Douyin belts, the ultra-low-cost goods below 10 yuan almost dominate the screen.

PS.Douyin Taoke is a distributor who specializes in Douyin’s distribution of Taobao products. Users buy products through the product links in the video, they can get the corresponding commission.

The way they brought goods on Douyin can be said to be very wild:

Through the multi-account matrix, use Dou+ to buy traffic, and make money by the logic of “traffic * conversion rate = revenue”.

What do you mean?

It is that they hardly make a single large size of millions and tens of millions of fans, but build an account matrix and manipulate dozens of “tens of thousands” or “hundreds of thousands” of small and medium-sized accounts.

The logic of bringing goods is also simple and rude: instead of pursuing natural traffic (recommended for vibrato distribution), directly use money to buy Dou+ traffic.

The practice is to first select products that are easy to ship (usually at low prices), and then mass-produce a batch of videos.

Then put these videos in the matrix differentlyIssued on the account, and a small amount of Dou+ is placed. Filter out the videos that can achieve positive commission income (such as investing 100 yuan Dou+ and producing 200 yuan commission).

Finally, select the videos that the video is earning, buy Dou+ with a large amount, and make money by the logic of “traffic * conversion rate = revenue”.

2) Douyin’s low- and mid-price goods are brought into the Red Sea, and KOLs enter high-priced goods

The “multi-account matrix + Dou+ buying volume” method of bringing goods on Douyin Taoke has two obvious characteristics.

One is to buy based on Dou+, which does not require too many fans to accumulate, nor does it require high quality videos (high-quality videos are easier to obtain the recommended traffic of Douyin), and the threshold is low. Most teams can mass produce; The other is that multiple accounts are distributed at the same time, it is easy to make a certain type of product swipe the screen and become an explosion.

The threshold of this model is very low. As a result, competition is becoming more and more fierce. The low-priced goods in the vibrato have become the Red Sea, and the red is black.

In addition, according to my friends, the natural traffic of the short video of Douyin with goods is very low, and it is particularly easy to be restricted. Officials have also been emphasizing that the video of bringing goods should be a high-quality and valuable content.

Under this circumstance, many KOLs have begun to selectively abandon the mid- and low-priced merchandise brought into the market and enter the high-price unit price merchandise.

Why does this happen?

This is because the commissions for low- and medium-priced products are often not high, and the cost of producing high-quality video with goods is not low. It takes a lot of investment from creativity to scripting to shooting promotion.

In addition, there are a lot of competing products for low- and medium-priced products. Once the shipment of the video with the goods is not enough, the expert may not even receive the production cost.

B station@acaozi

But if it is a high-price unit price product, the commission for a single order will be tens or hundreds of yuan, and it may only need to sell dozens or even a few.

On Douyin, I can’t directly calculate the data of the anchors’ delivery. However, according to friends, there are a lot of teams around him doing high-price unit price merchandise, with a monthly income of hundreds of thousands, and millions of people.

distribution commission on Jingdong

02、High customer unit price with goods, 2 principles and 4 routines?

In Douyin’s goods with high customer prices, the ideal state is one video with hundreds of thousands of views, and a few hundred shipments a day will earn him tens of thousands.

But the reality is that the decision threshold for high-price unit price goods is relatively high, and many people just watch the excitement but do not buy it.

So how are these bloggers shaking their vibes and selling high-price single-price products? With strong curiosity, after watching all the videos of more than 20 bloggers, I discovered 2 core principles and 4 conversion routines for bringing high-price and high-price products.

1) 2 core principles

① High-priced goods make people personal

As we said above, Douyin Taoke often brings videos in batches and then distributes them in large areas through the account matrix. Although a single order does not make much, but because of the low price, users have little concerns and can win by quantity.

But for customer price products, there is a big problem: how to gain user trust?

For users, why should I buy such expensive items from you? How do I know if you are not reliable?

And the best way to quickly gain user trust on Douyin is to “act as a person in a real person” Only if you let users perceive that you are a real person, have professional knowledge to choose goods, and supply through resource channels, they can trust you to buy goods.

For example, the following bloggers with digital products, each of which is a real person, and focuses on creating his own professional settings:

Founder of XXX, serving fruit powder for 18 years;

Hardcore digital blogger, don’t ask me why there are so many new products because I have someone on top.

……

② Essential characteristics of high-priced commodities: long decision-making cycle

The most essential feature of high-price unit price products is not the high price itself, but the long decision-making cycle.

For a few bucks or tens of bucks, there is a lot of impulse consumption. When users see it as good, they are likely to place an order to buy it.

But for high-price single-price products, impulsive consumption is very small. From the perspective of conversion logic, users actually go through 4 stages from discovery to purchase:

Grow grass for users to make them feel they need it;

Get the user’s trust and make him think you are trustworthy;

Scratch the pain point to the plan, make the user want to buy;

Remove the purchase threshold and let users pay.

Therefore, the process of bringing goods with high customer price per unit also needs to go through these four stages before it can finally transform users.

2) 4 major conversion routines

What is the specific operation, and what are the routines?

① “Scenes” planting grass to stimulate user needs

The so-called scene grass planting is to help users imagine”What it looks like at the time of the product”, tell the user: you have this demand.

This routine is often used in some good living items and home appliances, and it has been unsuccessful.

There is a psychological effect behind this: the hippocampus effect. “Hippocampus effect” originally meant that users see a certain phenomenon in reality, they will have a feeling of deja vu.

The application in real life is that merchants help users imagine how they feel when they own a certain product, and make users have a yearning and dependence on the product.

For example, when a Douyin blogger brought a multifunctional breakfast machine, the scene of the actual breakfast was shown in the video, and the copy is also:

Children love this kind of breakfast!

Guide users to imagine the scene when children use this breakfast machine very much, which inspires users’ demand for this breakfast machine.

② Knowledge, misunderstanding, and gain user trust

After the grass content stimulates user needs, the user’s trust needs to be resolved next.

I have mentioned above that user trust can be obtained through Liren. What form does it take?

Most of the anchors are exported through dry goods, and provide users with some industry knowledge, skills, and misunderstandings… These can help bloggers establish a “knowledgeable boss”.

And when users gain new cognition and new skills in the video, they will naturally slowly recognize the blogger’s personal settings, and then believe their recommendations.

In practice, many anchors will also create a “same front line with the user” atmosphere, so that users feel that bloggers are thinking about them. For example, in the picture below, the blogger will answer the questions of each user and help them solve the problems encountered.

③ Grasp the pain point to the plan to stimulate users’ desire to buy< /p>

Understand the pain points in the user’s demand stage and tap the needs. Next, we need to give solutions to the user’s pain points. At this time, it entered the “stage to meet user needs.”

If it is a short video, you can give a solution to the user’s actual pain points in the form of a mini-drama.

For example, many office workers and white-collar workers are low-headed. The video will tell the user that “using this massager can be easily solved”, and then display the selling points of the product to stimulate the user’s desire to buy.

④ High-price unit price products are converted without taking into account the gains and losses of the moment

Of course, because the customer price is relatively high, a short video is not enough to really convince users to buy. Therefore, many anchors also choose to broadcast live, interact with users in the live broadcast room, and answer the questions that users are most worried about.

For example, a blogger under my cover normally has more than 100 people in the live broadcast room. Even if he can’t bring much goods during the live broadcast, he still broadcasts every day.

This is because the conversion cycle of high-price unit price products is relatively long. The users who participate in the live broadcast interaction are basically users in the demand stage. Every time the anchor answers in the live broadcast room, he is ambushing for the final transformation.

So, you don’t have to worry too much about the gains and losses of one city and one pool of goods. Even if a single live broadcast or a single video cannot be directly converted, it is also constantly dispelling user concerns and building trust.

For example, the blogger below hardly makes short videos (links are inserted in the video), and only sends videos of evaluation and dry goods skills, and only puts three in the vibrato “album”Preferential product collection to guide private message communication.

I found that although the video was released in March 2019, people continue to consult under the video until now. It can be seen that the delivery of high-price unit price products is still very long-tailed.

03, Conclusion

Seeing this, you must have a certain understanding of the routines of Douyin’s goods with high customer prices.

First there are 2 core principles:

① To be personalized and gain user trust.

2) The core feature of high-price unit price commodities is the long decision-making cycle, which can be started from 4 major stages.

Then four conversion routines:

① Scene grass planting to stimulate user needs.

② Through dry goods science, let users gain new cognition and gain user trust.

③ Grasp the user’s pain point and give a solution to stimulate the user’s desire to buy.

④ High-price unit price products are converted, and don’t be too concerned about the gains and losses.

But in the end I want to say that although I have summarized a lot of transformation routines, these are just icing on the cake.

In fact, sincerity is the biggest routine. Bring high-quality goods, give “True Fragrance” discounts, and then think more from the user’s point of view, the transformation is actually a matter of course.