How to sell goods through live streaming on Douyin in 2022!

The past year has been a turbulent year for the live streaming industry. Some people have been reborn from the ashes in adversity and made a fortune, but more people are still struggling to grope in the darkness and forge ahead.

This article revolves around the major events of the rise of live streaming, and fully records the iteration and evolution of live streaming gameplay in the commercialization process of Douyin in the past year. At the turn of the year, it also puts forward personal thoughts on the gameplay.

0 1 The past of Tik Tok gameplay

The initial stage of any platform is the golden period for increasing traffic.

The first batch of Taobao users are still talking about the Taobao dividends 10 years ago, and the 14-year public account wealth creation myth has created tens of millions of gold diggers on a daily basis. The same is true for Douyin.

As a new species of e-commerce model, Douyin's commercialization has gone through a process from cognition to recognition and then to acknowledgement, and the evolution of assessment at each stage is the underlying logic of the evolution of Douyin's gameplay.

Looking back on the past, all industries were in decline due to the epidemic, offline operations were blocked, and live streaming became popular.

As a catalyst for user transactions and a supplier of merchant products, Douyin in its early days had only one purpose, which was to sell goods.

In the early days, the assessment of Douyin was extremely simple. As long as the broadcast started, there would be traffic.

Most businesses do not need a high-quality live broadcast model. They can enjoy the traffic dividend just by broadcasting people, goods and places. If you have a keen sense of smell and a good brain, you can still get a lot of traffic even if there is no one live streaming.

This is version 1.0 of the Tik Tok gameplay.

However, the duration of this wave of dividends is extremely short. With the emergence of the first batch of crabs, a large number of short video teams in the market have transformed, and white-label merchants have entered the market. In contrast, brand-name companies remain unshakable, while traditional e-commerce companies sneer at them.

The influx of B and C-end users and the completion of the cold start of the model have promoted the adjustment of the Douyin algorithm. The interaction indicator based on retention has been designed from the beginning. However, only when the traffic becomes competitive can the interaction indicator have a real assessment role and become the core indicator for measuring the popularity of live broadcasts in the future.

New teams began to find that flat broadcasting could no longer obtain platform traffic, and live broadcast squares became the mainstream.

The team that holds the supply chain, with low prices in the left hand and screenshots in the right hand, has been trying to attract a lot of platform traffic. The miscellaneous teams have shown their talents. Carmen and window blocking have become the only ways to do unmanned live streaming. Later, Peter launched the seven-day spiral, which blew up the entire network.

This was the entrepreneurial era of grassroots heroes, and it was also an era that live streamers collectively miss. Low prices violated regulations, and tricks were rampant. Any effective way of playing was written into the Douyin rules. If black stockings and plump buttocks were the traffic code of this era, then the content live streaming of the grassroots era was simply a monster.

Interestingly, there was no word-of-mouth score at that time.

But soon after, simply gaining user retention could no longer meet the needs of the Douyin algorithm. Based on previous interaction indicators, the platform began to strengthen the assessment of shopping carts, product clicks, and even conversion rates, and launched a killer feature, word-of-mouth points.

At this point, the arena for live streamers has turned into a graveyard for routine live streaming.

Do you think the live broadcaster has compromised? A war over word-of-mouth scores has begun.

A large number of live broadcast rooms that relied on stay and attract traffic began to change their tactics. AB chains, compound chains, and collection chains emerged. The curse of shopping carts and product clicks was broken. The assessment of conversion rates obviously forced the live broadcast army into a panic, and AB stores based on the abandoned store model emerged.

Low prices are a tool for nurturing user transactions, and low prices are a magic weapon for merchants to attract traffic. However, Douyin’s success is due to low prices, and its failure is also due to low prices. A large number of low-priced live broadcast rooms have affected the orderly growth of live broadcasts to a certain extent.

The follow-up of Douyin is very similar to that of Pinduoduo in 2018, with the left hand using algorithms to regulate low prices and the right hand using them to attract brands to broadcast their own content.

2021 has become the first year of brand-run self-broadcasting, and 2021 has also become the zodiac year for live broadcasters.

The assessment of live broadcasts has become more refined, and algorithms increasingly hope that live broadcast rooms can not only sell goods, but also sell goods more compliantly.

On the basis of the original algorithm, the assessment of UV and conversion rate was first strengthened, and then the assessment of transaction density and click-through conversion was added;

There is only one purpose, which is to allow merchants to shift their focus from post-event review to real-time review. Live streaming has begun to change from a static positional battle to a dynamic battle of real-time horse racing.

Soon, all the tricks became a thing of the past, and altitude sickness emerged halfway through, but was soon suppressed by the platform. After October 2021, the algorithm of Douyin was no longer significantly changed, the red bottoms stopped working, and the live broadcasters in their zodiac year began to calm down.

If the gameplay is likened to the martial arts world, the other several schools are doing quite well.

For the short video hot-selling faction, which mainly relies on short videos, as long as the front-end explodes, the GMV can instantly climb to millions. For Qianchuan, a single product that explodes with single-point payment, as long as the profit is high and the materials can be produced, the sales will explode in every show.

But the core of Douyin is change. Under homogeneous competition, templated videos are becoming increasingly short-lived, and with payment becoming the norm, the cost of buying traffic is becoming increasingly high.

So, in 2022, when the rules of Douyin become more and more stringent, where will the gameplay of Douyin go?

0 2 How to play Tik Tok now

Recognize the reality, understand the essence, break the rules, and stay sharp. These 16 words of "mantra" should become a compulsory course for every live broadcaster at the beginning of 2022.

What does it mean to face reality?

Know your own identity. People who make strategies should never bargain with those who make rules. If TikTok is the one who makes the rules, then who are you?

Recognize the core of TikTok. The core of TikTok is algorithmic calculation. Learn to embrace the iterative thinking of algorithms. Falling behind in algorithms means being abandoned by algorithms.

Recognize the essence of live streaming. The essence of live streaming is business. It is impossible to realize the positive development of live streaming business by relying solely on routines. Cater to the platform algorithm instead of deceiving, acquire users by value instead of bait, gain conversions by trust instead of routines, and plan traffic in the long term instead of coveting temporary climax.

What does it mean to see into the essence?

Insight into the essence of Douyin, the essence of Douyin is that it is a commercial product. The evolution path of commercial products is the ultimate standard for formulating gameplay.

Insight into the essence of e-commerce, the essence of Douyin e-commerce is the supply chain.

If the gameplay is the technique, then the product is the way. If the gameplay is the slingshot, then the product must be the AK47.

But often many people are eager for quick results and push things forward blindly. I have classified those frustrated teams into three types.

Simply using gameplay to cover up product defects is at the level of an elementary school student, like covering one's ears and stealing a bell; simply using splicing gameplay is at the level of a junior high school student, and the product will break at the slightest touch; playing in violation of the rules is like a bad boy stealing, and violators will be caught.

What does it mean to break the routine?

Break the mindset of only buying traffic. Payment is a one-time transaction. Traditional buying of traffic cannot achieve value-added. Paid traffic should be coordinated with free traffic, 1+1>2, or short-term protection and long-term investment should be pursued to maximize long-term benefits.

Break the traffic-only mindset. Tik Tok is essentially a content platform. Pure traffic thinking cannot break through the ceiling. Focus on short videos, enjoy the pleasure of safety and cost-effectiveness, embrace the long-term benefits of content, and use high-quality content to exchange users' time and mind.

What does it mean to stay sharp?

Stay sensitive to the future of traffic. Any effective method must be supported by the current traffic trend of Douyin.

The current effective gameplay does not mean it will always be effective. The current traffic trend will not always be the traffic trend. Every team must stay sharp and keep running.

Stay sensitive to the future of Douyin. The future of Douyin is the integration of accounts and stores. Without refined operations, it is impossible to fully tap the value of users.

Pay attention to fan operations. The focus of any traffic must be private domain. Pay attention to word-of-mouth maintenance. The store is the biggest asset of live streaming. Pay attention to the product life cycle. Talking about refined operations without considering the product is like floating without roots.

Today's traffic will always be the cheapest traffic in the next ten years.

Live streamers should enjoy the benefits of traffic instead of being slaves to it.

Author: Yin Chen's live streaming

Source: Yin Chen's live streaming