Content e-commerce has entered a very obvious explosive phase. Various celebrities and tens of millions of fans have begun to enter the game to bring goods live. In addition, tens of millions of businesses have begun to enter content e-commerce.
In this stage, compared with the original platform, content e-commerce has expanded a new consumption boundary, and also has new characteristics in the form of e-commerce, such as interest Recommendations, multi-scenario coverage, efficient display and ordering links, large traffic reaches a large number of new users……
At the moment when short video and live broadcast are widely used, Jun Chao invited Fan Ruizhen, marketing director of Douyin’s e-commerce business department, to share how to drive business with content on Douyin Growth, for your reference.
This article is from WeChat official account:Chaos University (ID: hundun-university)< / span> , author: FAN Rui true (vibrato electric provider business unit marketing director), head Figure from: vision China
1. Operational logic in the era of content e-commerce
The core logic of content e-commerce is to use high-quality content to drive efficient transactions. The form of short video and live broadcast allows the brand to be more intuitively displayed in front of users, taking the opportunity to stimulate users’ desire to buy, facilitate transactions, and increase transaction volume.
Specifically, this process can be viewed in three steps:
1. Maximize demand and create unlimited potential. Diversified content scenarios give brands more opportunities to appear inIn front of the user, stimulate the user’s purchase demand;
2. The most simplified path, what you see is what you get. Buy while watching, sowing the grass and weeding the grass to improve the efficiency of users’ purchase with a quick and easy shopping experience;
3. Incorporate into popular fashion and unite product and sales. While selling, we will continue to shape the brand image through Intercom to help the brand upgrade.
From its launch in September 2016 to today, Douyin has developed into a DAU(daily active users) platform with 400 million. At the same time, Douyin provides more and more functions for e-commerce business.
As shown in the picture above, the yellow window on the personal homepage is equivalent to the homepage of the official flagship store; the video shopping cart is located in the lower left corner of the video, and its function is to put shopping links; the live shopping cart is located under the live room, inside It is the product information. After clicking on the product link, a explaining card will appear on the right side of the page to help users place an order.
The latest data shows that from December 2019 to June 2020, the number of users who opened the Douyin shopping cart function increased by 101%. The increase in users of the cargo-carrying function drives the output of the overall cargo-carrying content. There are two types of content output:
First, the number of short videos posted with a shopping cart. This data has increased by 173% from June 2019 to June 2020;
Second, the live broadcast with a shopping cart. This data has increased by 876% from December 2019 to June 2020.
It can be said that the entire content of Douyin and the amount of human reach are growing very fast. Of course, our e-commerce business is not only centered on Douyin. A series of ByteDance apps such as Toutiao, Watermelon, and Volcano can be used as e-commerce.
Second, what do content e-commerce users “look”
Many people are curious, what kind of people are these e-commerce users on Douyin?
Only by understanding the attributes of users can we formulate a suitable overall strategy. The users on Douyin are very unique, let’s look at a set of data:
First of all, the users on Douyin are very young and quality, and the overall activity is very high. The consumption data of Double 11 in 2019 shows that 64% of the consumers are 18 to 29 years old. This part of the user group is relatively young and early adopters. They like movies, beauty, food, Two dimensions, games, etc.
This is the consumer group on Douyin. If you look at the audience on Douyin, you can also draw this conclusion.
As can be seen from the two bar graphs below the above figure, the video playback volume of post-00s + 90s accounted for 70% of the video playback volume of all generations, and the amount of video likes also accounted for all generations. 69% of video likes.
The high proportion of post-00s + post-90s is particularly ideal for e-commerce business. Under this particularly ideal crowd, apparel, beauty and personal care, food and beverages have become the top three categories of high attention:
In all product categories, specific category consumers can more clearly see the behavior characteristics of each category.
For example, in the portraits of people interested in fashion wear on Douyin, there are obviously more female users than men who like to wear clothes; the proportion of post-00s and post-95s in fashion wearers and the TGI index(Reflect that the target group is in a specific research scope, such as geographic area, demographic field, media audience, product consumer, etc., strong or weak index) is much higher than Other age groups; People in first-tier, new first-tier and second-tier cities are much more interested in fashion wear in this category than in other cities.