New analysis of Tik Tok’s marketing strategy!

1. Long-term management returns to its essence

In the early stages of the platform, the rules were chaotic, and there was a mix of good and bad players. The platform was purely for the purpose of increasing GMV, and it expanded at a lightning speed. Bad money drove out good money, giving speculative players the opportunity to cash in through unconventional means.

Once the platform system is perfected, the invisible hand of market intervention will intervene, and the market will return to the normal competition system: good money drives out bad money.

A series of fancy operations will be smoothed out and replaced, such as AB chain, live broadcast square, KAV, seven-day spiral, eight-day volume increase, ten-day breakthrough of one million, etc.

Starting from the rules and systems of the platform, cut off your "quick methods" of being lazy and taking shortcuts, return to the essence of Douyin e-commerce, create "quality GMV", and do Douyin e-commerce under the major proposition of interest e-commerce. Its ultimate core competitiveness lies in "content and pallets". "Content" is close to interests, and "product pallet" is a return to e-commerce.

With the increasingly fierce competition in traffic bidding today, we are bound to be unable to escape the curse of buying volume to support sales. As the primary driving force for GMV growth, buying volume accelerates the brand's rooting and growth in the platform channel, but what the brand ultimately relies on is the long-tail traffic after buying volume and indirect growth other than simple delivery.

This is also the business advice that Juliang Qianchuan gives to all businesses: long-term operation.

The logic of "long-term operation" can be explained in one sentence: use advertising to leverage natural traffic, increase indirect GMV, and make the value of advertising last beyond the present.

We focus too much on the ROI of a single delivery plan and ignore the indirect GMV growth generated by the delivery. You should calculate the overall ROI based on time periods and count the natural growth that you have ignored.

The premise of long-term operation is pallet quality! We do not cheat consumers, our products are reliable, our prices are reliable, and our services are reliable, commonly known as the "three reliables".

Only when the business is reliable can we talk about repeat purchases. Only with repeat purchases can there be long-tail traffic, thus driving indirect GMV growth.

Especially for new consumer brands, in a series of marketing actions on Douyin, there must be a brand live broadcast room that serves as the ultimate carrier of all marketing actions, consuming long-tail traffic and indirect GMV growth.

Let’s take the “Wang Xiaolu” live broadcast room as an example. The monthly GMV of a single-store brand is about 5 million, and the UV value is 2.5. The value of long-term operation lies in the fact that even after the marketing activities weaken, there can still be a stable basic base on the platform, and relying on the previous user accumulation, it can also produce good monthly sales.

After the capital of new consumer brands has cooled, they should return to the product itself. The virtual growth supported by "Taobao Affiliates" is consuming the freshness of the first wave of users. Temporary bright and beautiful data cannot deceive capital, let alone the market.

The next round of growth bottleneck after Taobao brings in volume is the hurdle that new consumer brands cannot overcome. By the same token, sales stimulated by pure traffic strategies, without the support of repeat purchases and long-term operations, can only bow their heads and accept the bitter cry of low production.

Let’s borrow a sentence from Growth Hacker again: “Growth must be based on the verification of your product. If your product is not a good product, growth will destroy it.”

How can we talk about brand without repeat purchases? The repurchase rate and the LTV value of a single customer (customer lifetime value, the sum of all economic benefits obtained from all user interactions) are the key to survival, otherwise you will die in the B round.

This is also the core of "long-term operation" that we emphasize. Otherwise, we will fall into the dilemma of most players, "large turnover, low profit, and can only rely on bragging."

Plain and simple truths are not subtle. There are theories that seem to make sense at the "wow" moment, but they will seem vague after the cooling-off period. The truth is simple, and operation is not that difficult. You can't eat hot tofu in a hurry. Long-term operation is the key.

How to relieve worries? Only hard work can help.

2. Traffic bottlenecks need to be addressed with content

Hei Niu’s previous article mentioned that with the entry of a large number of brand players, the overall traffic will be tight, and traffic will definitely become more and more expensive. Today’s traffic will always be a little cheaper than tomorrow’s.

The fundamental purpose of learning all our strategies is to make traffic cheaper. However, after the launch of Juleliang Qianchuan, advertising traffic is coordinated with natural traffic, which is to use the guidance of advertising traffic to stimulate more attention from natural traffic. The core focus should be on "content quality", and the content should be carried in the form of either live broadcast or short video.

When the dimension of "goods" remains fixed, optimizing content and using content leverage to reduce the cost of buying volume is the most effective optimization method, and traffic bottlenecks need to be smoothed out with content.

The way to optimize content is nothing more than to continuously optimize the "people" and "place" during live broadcasts, align with peer benchmarks, and learn from excellent live broadcast rooms; the second is to pay attention to short video content, learn from sample cases given by the official of different categories, and use short videos to efficiently plant grass for users, thereby converting live broadcast rooms into orders.

After the operation logic and buying volume methods have become well known, the competition for overall traffic has become tight, and it is an indisputable fact that the cost of buying volume will continue to rise in the future. However, interest e-commerce cannot only focus on e-commerce and ignore interests. After the intervention of content leverage, Douyin, with the support of huge volume, may be the best place to practice "product and sales integration".

Brands should re-examine their strategies and prepare for long-term operations. At this stage, investment is not just about "sales volume", it can still take into account "brand promotion", combining product and sales into one.

The same is true for merchants selling goods, but while we all envy the premium value and persuasiveness of brands and influencers, aren’t their own Douyin accounts and category stores also another kind of "brand"?

Integrate product and sales, seize the 1.0 era of Juliang Qianchuan. At this stage, Juliang Qianchuan's delivery materials are still in a stage of rapid development. Regardless of whether it is a single product or a brand, it is easy to get a high ROI after seeing through Juliang Qianchuan's gameplay. Don't just stare at a single plan for production, but should look at the overall production of a certain cycle.

Because the competition is not that exciting and all the big players have not yet entered the market, both the competition for materials and the review of materials have not yet reached a saturation state. It is still far from the stage of competing for creativity. The current stage is the repeated and reduced use of past routines.

Once we reach the era of Juliang Qianchuan 2.0, it will be completely an era of brands. At that time, the competition for materials will be a contest between brands, and a contest between pain point discovery and marketing strength. Therefore, "content competitiveness" will definitely be the core competitiveness of DP companies in the future, and there will definitely be many 4A companies that understand e-commerce.

Let’s take a look at a single account case of “Yimian Pressure-Free Pillow”. The monthly GMV of the single account is about 12 million. In addition to the regular promotion of products by influencers and endorsements by celebrities in live broadcasts, Yimian’s short video content has entered the era of Massive Qianchuan 2.0, and its short video volume-enhancing effect is far higher than the industry average.

Yimian’s “The Glory of Domestic Products” single-content video has become a benchmark in the industry, truly taking into account the “integration of product and sales”. It not only increases the brand’s voice and exposure, but also relies on video content to bring consumers closer and plant seeds for users.

While other brands are still relying on "low-price inducement", "celebrity slicing" and "borderline materials" to barely maintain ROI, Yimian has already figured out the code for buying volume materials on Douyin and entered the 2.0 era of Juliang Qianchuan in advance. It has not only done product promotion but also taken into account the growth of the live broadcast room, relying on the product's exploration of the market's pain points and the power of content.

(Reply "Long-term Management" in the backstage to obtain the official 5,000-word long-term management methodology)

Brand videos can be used as materials to attract traffic to live broadcast rooms and the effect is very good. This kind of gameplay is the Juliang Qianchuan 2.0 that all brands should pay attention to. Douyin e-commerce is inseparable from interest and even more inseparable from content. Behind all of this is the "long-term operation" advocated by Juliang Qianchuan, which ensures that the value of the investment is not limited to the present.

As a brand, who would give up the best place to practice "product and sales integration"?

Grind your team and wait for the wind to come. Douyin has become the standard battlefield for brands. Perhaps only Douyin can take on the short-term explosive traffic of brands, and Qianchuan also takes into account the traffic of "content pool" and "advertising pool", truly integrating product and sales.

Only by witnessing the transition of a live broadcast room from daily sales of 2,000 to daily sales of 1 million through a single video, will you understand the significance of Jiliang Qianchuan to the brand.

Juliang Qianchuan will always be your "incremental lever", especially the explosive lever for brands that are good at content strategy!

Source: Black Bull Film Records

Author: Black Bull Film