The underlying logic of Douyin’s product selection

There is a popular saying in the Douyin e-commerce circle : 30% depends on operation, and 70% depends on product selection.

Many friends who have just started live streaming believe that the operation skills of the live streaming room are very important. They spend a lot of energy to improve their skills but some have little effect. In fact, the selection and arrangement of products in the live streaming room are like the foundation of the live streaming room. If the foundation is solid, the subsequent increase in GMV will come naturally.

Today, we will bring you some practical tips on selecting and scheduling products for live streaming, so that you can achieve twice the result with half the effort!

The underlying logic of Douyin’s product selection

First of all, we need to understand the underlying logic of Douyin’s product selection. Douyin's e-commerce model is not quite consistent with the traditional e-commerce model we are familiar with. In the traditional e-commerce model of Taobao, JD.com, Pinduoduo, etc., the user's purchasing path is demand - search - purchase .

But Douyin e-commerce is "interest e-commerce ". This term was introduced by Kang Zeyu, president of Douyin e-commerce. Interest e-commerce is a type of e-commerce based on people's yearning for a better life, satisfying users' potential shopping interests and improving consumers' quality of life. Douyin e-commerce users are "planted with grass" , and their purchasing path is interest-demand-purchase . There are two main transaction scenarios, one is short video planting , and the second is purchase in the live broadcast room .

If you want to achieve the goal of promoting short videos, you need to attach product links to the short videos. More importantly, you need to increase the completion rate, like rate, forwarding rate, like-to-review ratio, like-to-fan ratio, and replay rate to obtain more traffic support from Douyin.

▲Picture from the Internet-TikTok short video weight system

If you want to increase the chances of explosive sales in your live broadcast room, you must first understand the user conversion path of the live broadcast room. In the early stages, you need to select products to increase the popularity index of the live broadcast room in order to increase subsequent sales indexes.

▲Picture from the Internet-User conversion path of Douyin live broadcast room

Both of these transaction scenarios require merchants to select and arrange products and then create high-quality content on the Douyin platform to make Douyin users interested in the products, stimulate their potential needs, and thus make ordering decisions.

Fan portrait and content verticality, targeting target circles

First of all, before selecting products, you need to analyze the fan portrait of your own account and interpret the information behind the fan portrait. The age of fans largely reflects their purchasing power. If the fan group is younger, the account will choose some cost-effective products for live broadcast. The real-time dashboard of Chan Mama can query fan portraits, final transaction portraits of goods, fan activity time, regional distribution, etc. It is very helpful for arranging live broadcast time and choosing categories to put on the shelves in the live broadcast room.

▲Picture from Cicada Mom

In addition, if a vertical account starts live streaming, the content of the account and the selection of goods must be consistent and maintain a strong correlation . Generally speaking, Douyin accounts have their own account attributes. When live streaming to sell goods, you can first choose products in a vertical field, emphasize personal tags, obtain traffic pushed by Douyin to increase the popularity and weight of the live broadcast room, and then try to sell other categories. For example, on Douyin, @浪味仙and @麻辣德子, the products they broadcast live are mostly food-related products, condiments, kitchen utensils, local specialties, etc.

Six criteria for selecting products on Douyin e-commerce

The first criterion is cost-effective products . Many friends have misunderstandings about "high cost performance", thinking that high cost performance refers to products priced at 9.9 or 19.9. In fact, high cost performance is not the same as low-priced products .

There are two types of high-cost-effective products. One type is products whose value is well known to consumers . These products usually have an official price on other e-commerce platforms, but have a lower price in the Douyin live broadcast room, making consumers feel that they are "getting a bargain." For example, @起切 in Korea will directly compare prices with the audience.

▲Picture from TikTok

The second category of cost-effective products is products with large operating space that can give the audience a sense of "great value for money" . For example, displays of multiple packs of paper towels, sanitary napkins, and gift packs of great value snacks.

▲Picture from TikTok

The second criterion is high-value products . Douyin often has popular products with high appearance value, such as the internet celebrity crushed ice cup, atmosphere sunset lamp, aromatherapy machine, etc. At the same price, choose products with high appearance value and easy to shoot grass-planting videos.

▲Picture from TikTok

The third criterion is easy display of products. As a content creation platform, Douyin has more than 600 million traffic every day. Compared with traditional e-commerce, Douyin provides extremely rich product display models and platforms to amplify product value , and is more likely to leverage Douyin's large traffic pool. For example, a mascara that costs only 15.9 yuan and is comparable to international brands that cost hundreds of yuan received 50,000 likes in just a short video showing the exquisite makeup effects. It not only successfully sold the product with the help of the little yellow bag, but also successfully attracted traffic to the live broadcast room. On the contrary, products that are difficult to display include rose-scented hand cream, laundry detergent, etc. Because the audience has no way to directly experience the product through taste, nor can they clearly know the washing effect of the laundry detergent.

▲Picture from TikTok

The fourth criterion is to choose products that are not picky about people and have a wide audience . We should choose items that users often use in their daily lives, such as slippers , paper towels , etc. When you first enter the Douyin e-commerce market and your account has not yet formed a distinct label, such products can better absorb the general traffic pushed by Douyin and achieve sales conversion. If it is a vertical brand store, it also needs to add a product link that can be used by "men, women, young and old" in the products it sells, such as socks in the women's clothing category, wet wipes in the mother and baby category, etc.

The fifth criterion is non-planned products with strong seeding power . This type of product refers to products that users will not search for specifically but will be stimulated to buy strongly when browsing Tik Tok videos. For example, the dish towel that can "clean everything", the stamp pen that can quickly cover private information when opening express packages, the small flower gel that can quickly clean the toilet and keep the bathroom air fresh...

▲Picture from Cicada Mom

The sixth criterion is a quasi-explosive product . This type of product refers to a product that is about to become a hot-selling product. Through Chanmama data, we can detect the products that are gaining popularity on Douyin in advance. By entering the market in the early life cycle of potential hot-selling products, we can naturally easily sell the products and realize them efficiently.

On Chanmama Douyin, users can select potential hot-selling products based on different product categories and on a daily, weekly, or monthly basis. The table will clearly present reference information such as total sales, views, orders, conversion rate, etc. during this period, and users can also add them directly to their own Douyin showcase with one click.

In the product details, you can also view the product’s hot influencer trends, product fan portraits and other information, and determine the product’s potential index based on the trend curve.

▲Picture from Cicada Mom

Summarize

This issue shares three main points about product selection:

1. The underlying logic of short video sales and live broadcast sales in Douyin e-commerce is that product selection is an important factor that determines sales.

2. The account should select products based on the information behind the fan portrait , so as to better meet the needs of fans and increase the probability of placing orders. In addition, the product selection for vertical accounts must be consistent with the account attributes .

3. Six major product selection criteria for Douyin e-commerce to increase the duration of short video/live broadcast, reduce user purchase decision time, and increase sales.

In the next issue, Chan Mama will also bring you live broadcast room product grouping strategies and various traffic-generating techniques , so stay tuned.