Tik Tok e-commerce marketing system!

Relying on a huge content ecosystem and interest-based recommendation logic, Douyin e-commerce has brought new vitality to mature brands and incubated countless Douyin dark horse brand merchants. Faced with the vibrant new ecosystem of interest e-commerce, how can brand merchants seize development opportunities and achieve overtaking?

Today, based on successful cases in the industry, we will briefly analyze the marketing techniques of brand exposure, traffic conversion, and user retention to help brands quickly build a Douyin operating system and enhance their brand voice.

Play with joint marketing to help brands go viral

In the increasingly fierce e-commerce marketing competition, creating IP activities to take advantage of the trend has become an important way for many brands to gain traffic and expand marketing methods. Recently, "L'Oreal" launched the brand event #You Deserve Versailles, co-branded with the French Palace of Versailles IP, to promote two new products, Ryukyu Honey and Mini Honey Pot Cream. The current topic playback volume has reached 3743.9w.

▲ Tik Tok topic page

According to the content of Xindou's "Video Search", "L'Oreal" started with the creation of a heartfelt advertising song, and then used a series of combined punches such as experts' fancy performances and celebrity live broadcasts to cause widespread dissemination and enhance the brand's external influence.

▲New Douyin-Video Search

On April 15, @MrMiss and @MrMiss released a song with the same name, "You Deserve Versailles". The catchy melody and positive and cheerful tone stimulated the song's potential to break through the circle and become popular;

Then, using #你值得Versailles as the core topic, we collaborated with @ZouHaoHao@Yuki雪雪 and other influencers from various circles to cover and perform the song in a variety of ways, softly implanting the functions of anti-aging and moisturizing products, and forming a strong perception in the minds of users.

In addition to the interesting interpretations by experts, the brand also invited celebrities such as Ouyang Nana and Yang Di to release supporting videos to announce the Douyin e-commerce Super Brand Day to the target audience, and through the endorsement of celebrities' influence, bring higher attention to the brand's products.

According to the new Douyin "Brand Search" details page, after the joint video was released on April 15, the number of likes for the short video began to increase, reaching a small peak.

▲ Xindou-Brand Marketing-Brand Search

With the rapid development of live streaming e-commerce, brands should closely follow new consumer demands and continuously upgrade the industry marketing matrix to meet the brand's various needs in terms of products, scenarios, and value.

Brands can achieve precise conversions through self-broadcasting, and videos can help increase product exposure

After gaining brand exposure, how to increase conversion?

The emerging brand "Jiaoxia" has strongly associated products with the brand through the brand's own broadcast + video sales model. In the past 30 days, a total of 617 products have been promoted, with estimated sales of 64.5885 million yuan. On April 5, the sales volume reached 95,000 orders, which is a recent peak.

▲ Xindou-Brand Marketing-Brand Search-Brand Overview

Using the "Brand Search" live streaming sales data, it can be found that most of the sales are contributed by @蕉下 official flagship store.

In terms of live broadcast room configuration, Jiaoxia configures it according to the classic mode of anchor + assistant + off-site assistant. It accurately controls the live broadcast rhythm through anchor introduction, assistant demonstration, and off-site guidance. In addition to product introduction, it frequently guides users to send designated commands to increase the popularity of the live broadcast room.

The live broadcast scene was also optimized according to the current season, and attention was paid to creating the atmosphere of the live broadcast room. For example, in the live broadcast on April 27, outdoor camping-related backgrounds were chosen to create a summer travel scene.

▲ Brand Tik Tok page

The products selected are mostly summer sun protection products such as "sun protection clothing", "sun hats", and "ice sleeves". Combined with the frequent appearance of descriptions such as "May Day" and "summer" in the host's words, consumers' demand for sun protection is stimulated, prompting them to place orders quickly.

▲ Xindou-brand marketing-live streaming-products

In addition to the brand’s own broadcasts, Jiaoxia Video also has a good sales effect. In the past 30 days, there have been 254 related sales videos with sales reaching 285,600 yuan.

Among them, home furnishing expert @悠悠 performed outstandingly, releasing a total of 14 videos promoting products, contributing 257,800 yuan in sales, accounting for 90%. Unlike the sunscreen products that were the main products in live broadcasts, the products with the highest sales in video promotion were mainly daily clothing such as "canvas shoes" and "T-shirts".

▲ Xindou-brand marketing-brand search-promote products

By building a professional people-goods platform, Jiaoxia's live broadcast room has attracted users with sun protection needs and achieved precise conversion; the video has a diverse selection of products, and non-mainline products can not only broaden the product line and increase sales, but also play a role in brand exposure, laying the foundation for subsequent conversions.

Member benefits help brand operations, and the national trend brand Pechoin achieves new breakthroughs

According to official data from Douyin, on the super product event day in December, "Pechoin" launched membership operations, with an average daily number of new members exceeding 1,000, member transactions exceeding 2 million, and the average order value of members being 1.2 times that of non-members.

Therefore, when repeat purchases and private domains gradually become keywords in the e-commerce economy, the membership system naturally becomes the key for the Douyin brand to crack the growth code and tap into high-value users.

So how does the beauty brand "Pechoin" quickly recruit members and improve brand conversion?

Go to the "Pechoin" brand details page and check the sales data for the past 30 days. You can find that sales mainly come from live streaming, reaching 443.49w.

▲ Xindou-Brand Marketing-Brand Search-Promoted Products Overview

Through the "Pechoin" live broadcast room, it was found that the brand has been displaying a carousel of stickers for joining the club and receiving gifts for a long time, and the anchor will also guide people to join the club through verbal broadcasts during the live broadcast.

▲Brand Tik Tok page

In addition, a membership port is set up on the flagship store homepage, which can be jumped with one click. It not only realizes the acceptance of traffic from the live broadcast room, but also ensures that fans who enter the store from the short video of selling goods can pay attention to the membership information, capture scattered traffic, and achieve membership growth.

▲ Brand Douyin store homepage

After becoming a member, a 5-yuan card opening gift with no threshold can attract members to place orders quickly; large coupons ranging from 1,000 yuan to 50 yuan can effectively increase member orders; 19.9-yuan member-exclusive products and 1-yuan member lottery activities not only attract new members to join, but also bring benefits to old members.

With the continuous expansion of the brand consumer system, membership operations have developed into a link for brands and consumers to maintain long-term and stable connections. Brands continue to convert ordinary consumers into brand members, continuously tap into consumers' potential consumption power, and promote new growth in brand operations.

The above is the analysis of this brand marketing case. By creating marketing activities, precise marketing conversion, and membership system retention, the brand can effectively realize the three-in-one global marketing model of product, effect and sales.