is a craftsman who posted a "scented" short video on Douyin during the Double 12 Shopping Festival. Netizens in the comment area shouted Hahahaha: Usually they withdraw when they see an advertisement, but they just finished watching this video. .
This is a Double 12 cooperation case between Liby Master Fragrance and Douyin Master. During Douyin Mallâs Double 12 Goods Festival, Libyâs growth was very impressive, occupying the top 3 stores in the shopping mall.
In Douyin e-commerce, there are many brands like Libai that are out of the circle during Double 12. Objectively speaking, this kind of business growth is quite common: the latest data shows that during Double 12, Douyin Mall payment GMV increased by 111% year-on-year, the number of Douyin Mall payment users increased by 105% year-on-year, and there were more than 160 brands with sales exceeding 10 million. .
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When reviewing the Double 12 in 2023, it is not difficult to find that the e-commerce industry has shown new changes due to changes in consumer behavior. For example, young people shift from "buy, buy, buy" to "save, save, save", consume rationally and "only buy good ones rather than expensive ones", spend more time growing grass, etc. The most significant adjustment that
has brought to the e-commerce industry and brand merchants is that Double 12 is no longer just a supplement to Double 11, nor is it just a carnival for small and medium-sized businesses, but has become an e-commerce hub that connects the past and the futureââ It embodies this year's consumer behavior, "rational consumption" and "happy and simple consumption", so needs to make subtractions in gameplay to allow merchants and consumers to obtain a simpler and more convenient high-quality promotion experience ; at the same time, unveil the following The annual business trend adds to the industry ecology and further integrates the content + shelf ecology. As a result, drives mass consumption and merchant business to achieve "simple and efficient" growth.
1
How to play "subtraction" for the big sale
Let's start with Libai mentioned at the beginning. Its gameplay for this big sale is "subtraction".
It is reported that this new product quickly entered the channel resource point during the Double 12 period, and participated in the group event of tens of thousands of people for the first time, and the single product exposure increased by more than 400,000 people.
This is the angle of exposure in the content field. In terms of laying out shelves, Liby has improved the operating efficiency of key single-product shelves. Focusing on the popular links of self-broadcasting & Dabo, has reported the Double 12 key product pools, thus making full use of the platformâs shelf-storage resources. This "scented" item was a hit in the content market + marketing market + shelf market. During the Double 12 period, it also helped the brand to be ranked among the top 3 stores in the shelf market.
Such streamlining of gameplay is not accidental. Even before the launch of Double 12, the Douyin Mall platform has shown a tendency to "simplify gameplay": such as key products, cross-store discounts and other core gameplay features that help Merchants and consumers can experience the efficient benefits brought by the Double 12 promotion with a lower threshold.
"Cross-store discount for every purchase" uses the full discount mechanism of "20 off for every purchase of 150", global traffic support, user shopping link discount guidance, etc., to fully lock the consumption needs of users, and at the same time provide merchants with exclusive "cross-store discounts" The consumption atmosphere of "collecting orders together" accelerates the order conversion during the big promotion period.
In the context of multi-field integration, the value of the key gameplay of "cross-store discounts for every purchase" in the shelf scene has been further highlighted. The brand is like the epitome of Douyin Mall. The shelf scene is an overall concept, which connects different "store scenes". Everyone fights together on the same front. The influence of a single store is amplified on a large scale, which affects consumers, brands, and The industry has brought better benefits: consumers have a smoother shopping experience, brand business is more certain, and the industry market has formed new potential.
"Key Products" provides merchants with hundreds of millions of traffic incentives and global exposure resources for good products from the aspects of mall exposure, search recommendations, and expert matching, shortens user transaction paths, and helps merchants quickly sell good products at high prices.
Key products correspond to "hot products" that are impressive to consumers. The logic behind it is that "good things must be popular". Through the platform mechanism, each merchant is guided to come up with special products in the big promotion, which brings consumers Super mental cognition: Douyin Mall has a big sale like the Double 12 Goods Festival, so you can buy good things with confidence.The establishment of this mentality is inseparable from the continuous creation of key products, and its influence goes far beyond big sales, and it also drives merchants to establish long-term mechanisms. To put it bluntly, means "only selling good products", and hot products mean good products, and good products That is business.
For example, in order to make a hit, Perfect Diary reported key platform resources during the big promotion period, including key mall resources such as value-for-money purchases. In terms of product management mechanism, the platform provides expert resources for key products to output high-quality short videos. At the same time, the sun never sets in the live broadcast room, and high-quality products and high prices drive conversions, thereby detonating sales.
Obviously, brands such as Libai and Perfect Diary are "more focused than too many" in the selection of gameplay for the Douyin Mall Double 12 Goods Festival. At the same time, they combine the multi-field value of the content field and the shelf field to effectively implement it in the shortest time. New products and hot-selling products are quickly released and become popular. This also proves the effective value of "subtraction" in the e-commerce industry's big promotion method, helping merchants and consumers achieve effective connections through high-quality and efficient platform mechanisms.
2
The e-commerce ecology is âaddingâ
If we say that Douyin Mallâs Double 12 Good Things Festival merchantsâ business growth is a âhub-typeâ phenomenon. So what actually reflects behind it is the long-term direction of the platform's scene ecology in the entire e-commerce industry. The direction of
is: ecology determines business.
What is the ecology of Douyin e-commerce? A complete and unique content market + shelf market, and the shelf scene is becoming increasingly mature. At this yearâs third Douyin E-commerce Ecosystem Conference, Douyin E-commerce President Wei Wenwen revealed that Douyin E-commerce GMV has increased by 80% year-on-year in the past year. Among them, mall GMV increased by 277% year-on-year, e-commerce search GMV increased by 159% year-on-year, and shelf scene GMV accounted for more than 30% of platform GMV.
Since the upgrade of "interest e-commerce" to "all-area interest e-commerce", all-area interest e-commerce has shown great value, and there is still huge room for growth in helping merchants do "all-area" business. The platform continues to use products and strategies to smoothly connect all content and products, allowing content and shelf traffic to interconnect, forming a flywheel.
For example, with the continuous growth of pictures and texts, product cards with short video covers, celebrities, experts, MCNs, and service providers, the mechanism updates of these content fields have effectively promoted the content field's ability to connect products; while in the shelf market , new popular products in the content scene have more exposure opportunities in the shelf scene, and it also allows merchants with better content management to get more traffic in the shelf scene; the platformâs marketing products are also continuing to iterate, such as Juliu Qianchuanâs launch of âglobal promotionâ ", aiming at the overall business of merchants, regulating traffic in the entire domain, and expanding GMV; at the level of merchant operation methodology, Douyin e-commerce released the "FACT+S" methodology this year, upgrading from FACT+ to "FACT+S", where S is Refers to search, Douyin mall (shopping center), and merchant store (shop). Since then, it has continued to launch new measures for global evolution such as pictures and texts, new products, post-view searches, memberships, etc., and has continuously upgraded and provided methodological guidance.
The continuously evolving ecological upgrade is an important reason for the business growth of merchants on the Douyin e-commerce platform during Double 12 this year. Covering different areas such as marketing, shelves, and content, Douyin Mallâs Double 12 Goods Festival provides merchants with comprehensive growth opportunities.
Therefore, subtraction in gameplay corresponds to "addition in ecology". The rich e-commerce ecology of provides a certain basic guarantee for "simple" gameplay and business growth.
Shelves are traditional consumption scenarios that are easier for consumers to understand. For example, supermarkets are the most typical shelf scenes. Early e-commerce businesses moved shelf scenes online. At the beginning, Douyin e-commerce innovatively adopted the interest model of "finding people for goods", and has since upgraded to "all-area interest e-commerce" - a full-area scenario of "finding people for goods" + "people looking for goods" to achieve flywheel growth. .
Therefore, what business friends especially need to understand is the central scene of the "shelf store".Starting from the launch stage of Double 12, the shelf store gameplay of cross-store discounts + key products is essentially to finalize more shelf business through mechanisms + attractive products, and finally link up with the content market to complete the overall Outbreak - The final point of business is still "transaction", and the shelf provides a rich and convenient "original station", "gas station" and "terminal station" for the transaction.
Overall review of Douyin Mallâs Double 12 Good Things Festival, we can see that many brand merchants have achieved definite growth. This proves that on the Douyin e-commerce platform, with the coordinated efforts of various fields, business is real and has huge growth potential. For business friends, when seeing this trend, they can also feel more True faith. From business to management, from business to life, our new direction to 2024 has become clearer, simpler and more solid.
