Three ways and strategies of bringing goods to new media Douyin

5,000 orders of Shiseido red kidneys in 3 minutes; "Zhengshan Beef Brother" sold 1 million bottles of wine, 100,000 boxes of beer, and 200,000 steaks during the 618 shopping festival; Li Jiaqi sold 15,000 lipsticks in a 5-minute live broadcast. These Douyin influencers’ sales seem impossible through traditional marketing channels.

A 15-second short video can showcase the hot spots of a product within an effective time and guide users to consume. Is it really possible for Douyin to promote sales of a product?

Currently, many Douyin accounts with millions of followers have opened product showcase links. The previous article introduced the story of Pang Ge selling data cables. Many of Xiaohan’s readers have also started to create product display accounts, and some have five at a time. Some can even make five or six videos a day. They are really working hard! Some savvy e-commerce and micro-business people have already switched to Douyin and Kuaishou, which fully demonstrates that this is a path worth exploring.

There are three main ways to sell products on Douyin. Xiaohan has sorted out some official information from Douyin and online data for your reference.

1. Douyin jumps to the online store link

The qualifications that need to be prepared include: business license for individual business owners or enterprises, legal person ID card, trademark registration certificate and authorization letter, trademark registration certificate, brand authorization letter, etc.

You need to meet Douyin's requirements for Taobao stores, open for more than half a year, with a store level of 1 diamond or above, and a store rating of 4.7 or above

Personal products enter the Taobao Alliance and a 20% commission is set, which is taken once for each sale.

2. Douyin Store

Deposit required: single category (2000 for individual and 4000 for enterprise), more than one category (10000 for individual or enterprise).

Account term: Half-month bills will be issued from the 15th to the 30th, and payment will be made to the small shop merchants within three weeks after the contract is filed.

Only by joining the Selected Alliance can e-commerce experts distribute in showcases/videos/live broadcasts (the Selected Alliance takes 10% of the transaction volume). Currently, the Selected Alliance has been closed.

3. Douyin Mini Program Mall

You only need to provide a corporate or individual business license to enable window display/video/live broadcast and expert distribution. There is no jump for internal purchases and no deposit is required.

There is no third-party commission, influencers can freely set their commissions, no long account period, WeChat management, and user data analysis.

As a short video platform, Douyin’s commercial marketing and traffic monetization are inseparable from the above three ways of selling goods.

In addition to opening your own store, you also need to master three purchasing strategies.

1. Celebrities promote products

Like the big Vs with millions of fans on WeChat official accounts, Douyin now also has many such celebrities. Some of the very popular ones have almost signed contracts with MCN. You can also find celebrities who are willing to promote products through brokerage platforms. You need to carefully check whether their content tone and fan tags are in line with your products.

Celebrities with high popularity and strong fan stickiness, and good content creativity, even if there are product photos switching in the video without voice-over but placed in a prominent position, will attract fans to buy, actively search, and click on the shopping cart next to the video to jump to the purchase page. This is the fan economy.

Case: Beef Brother's Selection

Account level analysis: The IP is positioned as an individual, and the idea promoted by the account is to lower the price from the source and highlight the huge discount temptation;

Product level analysis: most products are from the Kaola platform (mainly selecting big brand products with preferential prices to show the preferential temptation of account positioning), Taobao and small store products account for a minority, and these two are operated and shipped by self-owned stores. It is expected that such products are preferential strategies negotiated from the source supply chain. The product categories are all selected based on the big discounts offered by big brands.

Video-level analysis: Based on product selection, we first discuss the market demand for the product. Then, each video mainly highlights the brand value of the product and the great discounts offered by the product. The emphasis on product features is relatively weak.

2. Clever introduction

There are many accounts that have very smart content planning. They do not simply, directly or crudely display the selling points of products. Instead, they mainly make indirect recommendations through soft implantation, creative plots, or practical education, especially beauty and skin care, which teach people how to make themselves beautiful.

An account is a big positioning direction (for example: vertical positioning such as beauty products, women's clothing, mother and baby products, etc.). The following products should be made and selected around your account positioning direction. The video should be made around your product to highlight the efficacy of the product and the pain points of product demand. Promotion is a booster to help the video be better displayed and generate more profits. At the same time, the quality of the video can also be analyzed through promotion data.

Case: Haitou Port Hantou (Seafood)

Account level analysis: The IP is positioned as an individual, and the concept promoted by the account is: showing a silly personality combined with an exaggerated laugh, so that fans have no more concerns, while also leaving a more unique impression on people.

Product level analysis: The seafood products promoted in the small shop are all its own products, positioned as seafood-related products, and the number of categories is not large.

Video level analysis: Highlight the freshness of seafood and arouse viewers’ appetite through eating videos.

3. Bringing goods later

This strategy generally has a brand mindset. In the early stages, it focuses on creating high-quality content, gradually accumulating traffic, interacting with fans, riding on hot topics, and increasing fans. After having a certain fan base, it slowly guides attention to products and stores.

The early accumulation is to avoid the direct introduction of products, which will cause the loss of traffic. After the traffic gradually stabilizes in the later stage, we can create our own hidden menu below the video to display our best-selling products or create a car purchase window.

In short, you need to understand the characteristics of the platform, figure out the algorithm mechanism, learn to summarize content trends, and then reasonably use the Douyin platform to sell goods.

Author: Tang Xiaohan

Source: Tang Xiaohan