Douyin e-commerce business matrix

Global growth is the only way for brands. The above article sorted out the battle manuals of major online platforms, the grass-planting and mowing guide for Xiaohongshu, and the growth guide of JD.com's self-operated business. This article will focus on the stages of brand infrastructure construction and brand asset consolidation. For the Douyin platform and interest e-commerce, it will output a brand Douyin e-commerce growth strategy from five parts: development history, crowd insights, business touchpoints, underlying logic and growth tools.

Each part will provide different levels of interpretation and suggestions to ensure that everyone can obtain the maximum amount of information through pictures and texts. We will only focus on the key points and try to explain them separately.

1. The development history of Douyin e-commerce

1. Tik Tok content is growing rapidly

In September 2016, A.me was launched as a music creative short video social software incubated by ByteDance. In December 2016, A.me was officially renamed Douyin. At the same time, Toutiao’s core algorithm advantages were also applied to Douyin. From the very beginning, an algorithm recommendation model was added at the product level to ensure content distribution efficiency.

In September 2017, Douyin launched video partnership advertising, officially embarking on the road to commercialization. In November 2017, Douyin launched the live streaming function. In June 2018, Douyin launched the content marketing tool "DOU+", which can empower video traffic. In July 2018, Douyin launched the “Star Map Platform”, which allows influencers and brand owners to complete content transactions by themselves. As the infrastructure continued to improve, TikTok began to develop dramatically.

In January 2019, Douyin became the exclusive social platform for the Spring Festival Gala, with daily active users exceeding 250 million. In April 2019, Douyin released the “Brand Hot DOU List”, which aims to reflect the brand’s popularity on Douyin and establish long-term brand marketing awareness for the brand.

In January 2020, Douyin’s daily active users exceeded 400 million. In August 2020, Douyin’s daily active users exceeded 600 million. In December 2020, the average daily number of video searches exceeded 400 million. The rapid development of content and the high stickiness of users provide an excellent soil for Douyin e-commerce.

2. Douyin e-commerce takes a different approach

In April 2020, Douyin signed a contract with Luo Yonghao for 60 million yuan, entering the live streaming e-commerce track in a high-profile manner. In June 2020, ByteDance internally regarded e-commerce as a strategic business, officially established a first-level business department named "E-commerce", and officially launched the "Douyin E-commerce" brand.

In August 2020, Douyin launched its first platform-level e-commerce promotion event, the Douyin Wonderful Goods Festival. As of October 2020, Douyin’s live broadcast room does not support products from third-party sources. Immediately afterwards, Douyin's closed-loop e-commerce entered its first year of rapid development. In January 2021, Douyin launched the New Year Goods Festival, and transaction volume grew rapidly, increasing by more than 50 times in January 2021 compared with the same period last year.

In March 2021, Douyin Queen’s Day will begin. In April 2021, the first Douyin e-commerce ecological conference proposed the concept of "interest e-commerce", launched Douyin e-commerce's three major support plans and the "FACT" marketing matrix, and fully launched Juliang Qianchuan. In June 2021, Douyin brand special support plan was released. In August 2021, the Douyin 818 New Trendy Goods Festival will be launched.

In October 2021, the Douyin E-commerce Creator Conference and Service Provider Ecosystem Conference were held, and the alliance investment promotion team leader was launched, and the Douyin E-commerce Compass 2.0 version was newly upgraded. In November 2021, Douyin’s Double 11 Good Products Festival will be launched. In December 2021, Douyin’s Double 12 Goods Carnival Season will begin.

In April 2022, the e-commerce intention search PV reached over 6.4 billion, and the content interaction volume reached over 155.9 billion. In May 2022, the Douyin E-commerce Ecosystem Conference was held and the "FACT+" full-domain business management methodology was released.

Douyin has achieved overtaking with the help of live streaming e-commerce, which has also become a popular online consumption scenario, gradually changing people's lives. Live streaming e-commerce is centered on visual product content, focusing on product content operations and interest content recommendations, and taking stimulating interest as its starting point. It can greatly shorten the consumption chain and attract more companies and users to join. At the same time, the decentralized algorithm recommendation model has also become an important infrastructure for Douyin's live e-commerce to flourish in multiple areas.

"Interest e-commerce" is based on accurate interest recommendations based on algorithms, matching products and content with massive user needs, using content to activate user consumption needs, and then using products to satisfy users immediately after the needs are activated. And through the accumulated data, content can be recommended to more potential users, obtaining a new round of more accurate traffic injection. This will ensure a continuous flow of new traffic, new conversions, and new deposits, bringing in new consumer groups and new business growth.

Ultimately, a positive cycle of users-content-products-services will be achieved. At the same time, through the supply of influencers and brand merchants as well as the support of MCN and service providers, the entire ecosystem will continue to prosper and accelerate this positive cycle.

It is worth noting that the data from the most recent Douyin Double 11 Shopping Festival showed that on the demand side, the number of Douyin e-commerce ordering users increased by more than 100% year-on-year, while the number of repeat purchase users increased by nearly 200%. The trust between users and interest-based e-commerce is gradually deepening and forming consumption habits. The formation of consumption habits is inseparable from high-quality content as a foundation: during the Good Products Festival, the correlation coefficient between Douyin content playback volume and transaction volume was as high as 0.96; 34 "Ace Live Rooms" attracted more than 70 million users to watch.

It can be found that content attractiveness is the basis for the growth of transaction scale and live streaming is the primary driving force for the growth of transaction volume. On the supply side, the number of brands launched is 2.4 times that of the same period last year, and the number of brands actively selling is 3.5 times that of the same period last year. The number of viewers who started broadcasting has also doubled year-on-year. Both the demand and supply sides are moving towards high growth rates.

Using content to activate users' consumption needs is the key and new growth point of interest-based e-commerce, which will be discussed in detail in the third part.

2. Douyin e-commerce crowd portrait and behavior insights

In Douyin e-commerce, content scenarios and consumption scenarios are integrated with each other, and the number of purchasing users is growing rapidly. Users can discover and purchase good products at low prices through recommendations from their favorite experts, and what they see is what they get. Among Douyin e-commerce users, female users are the main purchasing group, but recently the purchasing growth rate of male users has been faster.

This is actually a potential consumer group that other e-commerce platforms do not have, because the ratio of male to female users is relatively balanced. As the consumption demand of male users is continuously activated and their consumption enthusiasm is gradually released, all Douyin e-commerce has to do is to let existing male users develop purchasing habits on Douyin, while other e-commerce platforms are still struggling with how to get men to become new customers on the platform. This will undoubtedly become a unique advantage of Douyin e-commerce in the future.

In terms of age distribution, young users born in the 1980s and 1990s have an absolute advantage, and those born after 1995 have the highest growth rate. While advancing in both first-tier/new first-tier and fourth-tier cities to lead user growth, the next step will be to focus on insights into the post-95s generation, who occupy the high ground of Internet traffic and are the "C position" that brand marketing must compete for.

1. Four major characteristics of the post-95 generation

1) Post-95s have strong spending power

According to the survey, more than half of those born after 1995 have an average monthly consumption of 1,000-3,000 yuan, and the proportion of those born after 1995 with a monthly consumption of more than 3,000 yuan is close to 20%. They have both growing spending power and growing willingness to consume, and have a high degree of recognition for high-end brands and well-known brands.

2) Post-95s have the ability to spread themselves

As early adopters and promoters of cutting-edge brands, those born after 1995 occupy the center position in the consumption of fashion and beauty, fast-moving consumer goods and entertainment products. Data shows that young people aged 18-30 account for nearly half of the users interested in emerging brands, especially those born after 1995. They are very willing to try popular emerging brands. Therefore, the choices of those born after 1995 largely determine the present and future of many emerging brands. Their new concepts and new demands have also driven the rapid growth of these new brands and new products.

3) Post-95s love social circle culture

The development of the Internet and the improvement of family economic strength have given those born after 1995 more opportunities to observe and experience different cultures and different foods. Compared with other generations, they have broader vision and more diverse perspectives. They have a wide range of interests and hobbies, and have many identity labels. They gather together because of common interests, hobbies, attitudes and values ​​to form specific circles.

4) Post-95s support national trends

As those born after 1995 who have witnessed the country's economic boom and have the country's strong economic strength and cultural foundation behind them, they have a stronger sense of identification, love and pride in the national culture than other generations. In recent years, the "national tide fever" has gradually expanded from the fashion industry to various industries. Chinese elements have gradually penetrated into many fields, from consumption to entertainment, all of which reflect their love for national culture. From Hanfu gradually appearing on the streets, to the rise of domestic beauty products, to domestic films dominating the box office, the national trend driven by the post-95 generation has affected all aspects of life.

2. Four characteristics of post-95s short video behavior

Short videos have become one of the favorite content formats of the post-95s generation. Their content consumption and shopping behaviors on short videos have four major characteristics:

1) Post-95s love watching videos

They have a wide range of interests and hobbies, and many tags. The categories of short videos they watch are also all-encompassing. There are both vertical circle short videos such as games and the second dimension, as well as more popular fashion, news, food, etc. The three most preferred content categories are games, movies, and the second dimension.

2) Post-95s love to create short videos

Those who are willing to express themselves in the process of creating short videos are becoming a new force in creation and publishing. In the first half of 2021, the number of videos created and released on Douyin by people born after 1995 increased by 40% compared with the same period last year. As active people on short video platforms, they naturally have a keen sense of content, and can more easily understand the eye-catching rules of short video content such as fresh experiences, information sharing, emotional resonance, circle influence and value identification, and better understand the content needs of young users on short video platforms.

3) Post-95s are prone to being attracted to products

When watching short video content, it is easy to be inspired and stimulate the desire to shop. However, their shopping recommendations are based on rationality first. The desire to buy comes first, and they will also fully judge whether the product or brand is suitable for them and whether it is what they really need. The high popularity of the product, recommendations and use from friends around them, and recent hot topics and highly talked-about brand discussions can all attract their attention from multiple angles.

4) Post-95s “see, search and buy quickly”

After being attracted by the content, they have a strong desire to “see and search immediately”, and will “rush directly” when faced with more daily and reviewed products. They focus on experience, consume for social interaction and appearance, and reflect on consumerism instead of blindly following trends. Those born after 1995 who live in first-tier and emerging first-tier cities are more willing to pay for content and spend money on luxury goods and collectibles that represent their status. Those born after 1995 who live in second- and third-tier cities are more willing to consume trendy new products and blind boxes. Those born after 1995 who live in fourth- and fifth-tier cities prefer physical products such as electronic products.

The proportion of people born after 1995 who have purchased goods on Douyin is as high as 75%, of which 49% purchased through live broadcast rooms, 44% purchased through short video shopping carts/windows, and 20% purchased directly in Douyin stores.

3. Top 10 Trends in Lifestyle on Douyin E-commerce

Next, I will post the top ten trendy lifestyle trends of Douyin e-commerce in 2022, which will help brands communicate with this group of young users through content and scenarios in a targeted manner (the trends are mainly based on the apparel industry, but the underlying principles are the same, and each brand can flexibly draw inspiration from them to create its own fashion code).

• The rise of high-quality wild life, escaping from the city in a second, 42.2% of Douyin users yearn for outdoor life, and choose to relax by visiting parks, fishing, camping, hiking, climbing, surfing, etc. on weekends. Camping may become a hot spot for high-quality wild lifestyle in 2022.
• With the rise of street photography, check-ins are everywhere. 30.6% of users on Douyin are keen on "checking in" with internet celebrities, and they like and pay attention to popular attractions and street snacks to discover the beauty of life. Temperamental fashion may become a hot spot under the ceiling lifestyle of street photography in 2022.
• With the rise of immersive home life, people stay at home to entertain themselves. 27.4% of TikTok users like to stay at home lazily on weekends and would not go out if they can. Leisure and comfort may become the hot spots in the immersive home lifestyle in 2022.
• With the rise of recyclable things, everything is recycled, and 29.9% of users on Douyin actively practice and support green and environmentally friendly lifestyles. Environmental protection is a trivial matter for everyone. Simplicity may become a hot topic in the recyclable lifestyle in 2022.
• The rise of Chinese style, or the top trend, is turning back the clock on national style. 30.8% of users on Douyin like the design elements of national style and support domestic brands. National trends and domestic products may become the hot spots of the Chinese trend or top-tier lifestyle in 2022.
• With the rise of office show-offs, people can do whatever they want in the workplace. 35.3% of users on TikTok believe that they should pay attention to their outfit and style in the workplace. The sense of luxury may become a hot topic in the office lifestyle in 2022.
• It’s a bit like the rise of the past and a dream back to the modern era. 32.7% of users on Douyin are increasingly fond of nostalgia, collecting old items, and also trying retro style dressing and styling. Sweet and spicy may become a hot topic in 2022, which is somewhat similar to the previous lifestyle.
• The rise of technical coolness has unleashed youthful vitality. 30.4% of TikTok users bravely express themselves and like the street culture of pursuing self-esteem and showing individuality. Relaxation may become a hot topic in the cool lifestyle of technology-savvy people in 2022.
• The rise of the ritual of sweating profusely has filled the energy battery. 45.2% of the users on Douyin realize the importance of health and will insist on exercising regularly. With the deepening of health awareness, functional needs may become a hot topic in the sweating ritual lifestyle in 2022.
• A new outlet for the needs of second-dimensional artists breaks the dimensional barrier. 10.8% of users on Douyin are very interested in second-dimensional culture and can accept new cultures such as JK, Lolita, and Cosplay. Breaking gender prejudice, genderlessness may become a hot topic in the dimensional artist lifestyle in 2022.

The above trends are actually the concrete expressions of the four major consumption trends I mentioned in the "Brand Global Growth Model".

3. Douyin e-commerce business matrix

Douyin e-commerce has opened up a new e-commerce track through content. Next, let’s sort out the business touchpoints that brands can focus on in Douyin e-commerce. They are mainly divided into two modules—self-operated touchpoints and platform touchpoints.

1. Brand self-operated touchpoints

It is mainly divided into two parts: live broadcast and short video.

Douyin short videos can be roughly divided into three categories: grass-planting short videos, product promotion short videos and traffic-generating short videos.

The most obvious type of short video is one that promotes products, with the purpose of direct harvesting. The purpose of short videos that attract traffic is to warm up the brand’s live broadcast room, with the purpose of indirect harvesting.

The more advanced or more difficult ones are actually the short videos that promote products, because they are difficult to measure. However, I believe that they are actually the most valuable touchpoints for brands in interest-based e-commerce, because brands can use short videos to promote products and realize the complete chain from water storage to harvesting. So how do you make a good short video to promote your products? Walter White summarized it as the 4M-Model.

1) Content-Matrix builds content matrix

There are four key elements to planting grass - "people", "goods", "place" and "needs", that is, by having "characters" use "goods" in the "scene" to meet "needs", the audience, i.e. the target users, will have a strong sense of substitution and thus be planted.

Regarding these four key elements of grass planting, I will talk about the content suggestions respectively:

• "Character": in line with the brand tone and aesthetic preferences of the target group. Be expressive and infectious, and be able to drive emotions through body language and voice tone. It is better if you have your own popularity (such as internet celebrities, stars, etc.).
• "Scene": The content has texture and rhythm, and the plot is fascinating and not abrupt. Combine hot topics and content formats.
• 「Product」: Naturally integrated into the scene. Professional introduction, highlighting selling points. Exclusive benefits stimulate users.
• 「Demand」: Really hit the pain points.

2) KOL-Matrix: Building a KOL Matrix

You can reversely select influencers based on the target population or directly select industry influencers. It is recommended that brands first cooperate with vertical influencers to screen out the hot products in the content matrix, and then reuse the hot content and cooperate with top influencers. Finally, use the influence of top influencers to radiate more mid- and low-level influencers to further expand content coverage.

3) Content-Monitoring

It is mainly monitored through playback volume and interaction rate indicators. After setting the monitoring cycle, new content is continuously tested and optimized.

4) Effect-Maximum: Popular content is released in large quantities

You can first conduct a quick trial run through Sui Xin Tui, continuously monitor the interaction rate and ROI indicators, and after achieving the set goals, you can use Juliang Qianchuan to mix and release popular materials to fully extract the value of the popular materials.

2. Platform touchpoints that brands can engage with

It is mainly divided into two parts: marketing activities and Douyin Mall.

1) Douyin e-commerce marketing activities

The core difference from other platforms is that Douyin is a content platform. Douyin's e-commerce marketing activities are unique on the content side. The participants are not only users and brand merchants, but also the key factor of influencers. The goals are not only result-oriented GMV, but also process-oriented seeding.

According to different scopes, activity objects, and business models, it can be divided into the following types:

• Platform S-level/SS-level activities: The most important annual marketing activity nodes in the industry - 618 promotion, 818 promotion, Double Eleven, New Year's Day
• Platform A-level activities: marketing activities during the intervals between major promotional activities across the industry - Queen's Day, May 1st Festival, May 10th Confession Day, back-to-school season, Mid-Autumn Festival, National Day, and Double 12.
• Platform marketing IP activities: Top brand merchants across the industry can participate in PK marketing activities—Douyin Super Product Awards, Douyin Super Product Day, Douyin Happy Day, and Douyin Newcomer Release.
• Industry activities: The most important marketing activities of a single industry in a year - Food - Hi Food Festival, Clothing - Douyin New Trend, Beauty D-Beauty, Home - Home Goods Recommendation Officer.
• Industry IP activities: daily marketing activities of a single industry - Douin Taste Tasting, Douin Life Style, Douin Trendy Electronic Show, Douin Global Tour.

2) Douyin Mall-Centralized Trading Platform

As an independent scene with a fixed tab, it brings together a variety of shelf formats to meet user needs that cannot be met by live broadcasts and videos. It has prime resource positions such as search, pop-up windows, banners, and double-column waterfall flows, achieving two-sided aggregation of "interest" and "search". In fact, this is also to conform to the long-standing shelf e-commerce logic of most e-commerce users and to complete the user's shopping scenarios. On the one hand, it allows users who have developed the habit of searching and placing orders to complete their "first purchase" in the Douyin Mall. On the other hand, it allows mature and old users in various scenarios to make "repeat purchases" in the Douyin Mall. There is a term called "traffic overflow", and Douyin Mall is a response to it.

You can imagine the ideal closed-loop path for Douyin e-commerce users: first stimulate user interest through short videos to achieve seeding, then achieve user first purchase through live broadcast/product cards, and finally achieve user repurchase through the mall. For brand merchants, Douyin Mall is also a business base that connects Douyin's global traffic, which can expand product coverage and thereby reduce operating costs.

Brands can communicate with Douyin e-commerce users through two touchpoints: self-operation and platform, thereby realizing refined operations across the entire Douyin e-commerce area.

4. The underlying business strategy of Douyin e-commerce

Douyin e-commerce’s “FACT+” business strategy, where FACT refers to the content field and ➕ refers to the center field and marketing field. In fact, you will find that the ➕ here is exactly the platform touchpoint in the brand management matrix analyzed by Lao Bai above.

1. F-Field merchant self-broadcast

Merchants’ self-broadcasting is the basic foundation of daily sales operations and has become an important force for merchant growth. Operating the merchant’s own business position well is the foundation. During the merchant’s own live broadcast, the merchant has strong control over key operating nodes such as brand image, product selection, discount intensity, live broadcast language, etc. In addition, through long-term accumulation, the output of merchants' self-broadcasting is stable and the operating costs are relatively controllable. At the same time, self-broadcasting by merchants can also help establish long-term relationships with users and achieve continuous accumulation of crowd assets.

Some suggestions on brand store self-broadcasting:

1. Establishing a brand image that matches the brand’s tone helps users quickly establish brand awareness, shortens the distance between users and the brand, thereby creating a sense of trust and laying the foundation for transactions.
2. Ensure the stability of goods, which includes the stability of the quantity of goods as well as the stability and optimization of the quality of goods.
3. Improving service experience and providing good service are necessary conditions for the long-term operation of a brand. The brand can understand users' overall evaluation of products, logistics, and customer service and make corresponding improvements.
4. In conjunction with advertising, advertising is an important way for stores to obtain traffic, and the advertising strategy needs to be adjusted in real time within minutes. Merchants can achieve diversified advertising goals in one stop on the Juleliang Qianchuan platform.
5. Analyze business data, track various data indicators of store operations, and provide real-time feedback to the optimization measures of the live broadcast room. Key real-time indicators include the number of online users, payment GMV, product click-through rate, GPM (product sales per thousand views), etc. Key trend indicators include page views, effective live broadcast time, average viewing time per person, unit price of transactions, and transaction conversion rate, etc., to judge the growth trend of the store.

2. A-Alliance Talent Matrix

The expert matrix is ​​an amplifier of business growth. Many merchants have established close alliance cooperation relationships with numerous experts, and their business grows rapidly as the abilities and number of experts increase. The influencer matrix is ​​not simply about influencers bringing products. Brands establish long-term and close cooperation with influencers with high matching degrees, reach users at a stable frequency, and provide merchants with incremental sales and popularity. In addition, brands also need to continuously track the influencer data performance and continuously optimize the composition of the influencer matrix.

Here are some suggestions on the brand influencer matrix:

1. Efficient talent building, you can efficiently build connections with talents through DouLink, Selected Alliance and Nebula Plan, and quickly increase the number of cooperative talents.
2. When analyzing influencer data, we focus on two data indicators. One is the influencer's conversion rate. By comparing the influencer's conversion rate with the industry average conversion rate, brands can determine the degree of match between influencers and products. The other is the number of times a single product is displayed, which can help the brand preliminarily judge the traffic performance of this live broadcast and whether it provides sufficient display opportunities for the product.

3. C-Campaign theme activities

Theme events are the venue for large-scale sales explosions. A series of themed activities such as e-commerce promotions, marketing IPs, and industry events have endowed Douyin e-commerce with festive and themed marketing capabilities, continuously creating reasons and mindsets for users to consume on Douyin, and leveraging the large-scale traffic aggregation effect to trigger high-cost concentrated transactions in a short period of time. This is an important way for merchants to grow rapidly with the help of platform resources.

The main advice about marketing activities is to be fully prepared. First of all, you must selectively participate in marketing activities at multiple levels. Once confirmed, you must carefully polish the content planning, product mix, service mechanism and delivery plan for the day before the event, and respond flexibly according to the on-site situation on the day to seize the opportunity to promote a sales explosion.

It can be divided into four stages:

1. Preparation period: Lock in the potential for a hit product through testing the matching of people and goods.
2. Warm-up period: guide topics through content and accumulate user minds.
3. Activity period: full deployment, traffic boost and atmosphere improvement to create a big promotion experience.
4. Return period: the content continues to be popular and retains fans and members.

4. T-TopKOL Head V

The cooperation between brands and Top KOLs such as celebrities and top influencers can help brands achieve a “double explosion” in product promotion and sales. Celebrities and top influencers use their powerful fan influence and personal endorsement to create hot marketing events and help brands quickly break out of their circle.

5. ➕Central venue/marketing venue

Douyin e-commerce further highlights Douyin Mall, which will also form a complete closed loop of Douyin e-commerce's four major fields: live broadcast-large-scale outbreak, short video-in-depth interest planting, search-accurate matching of needs, and mall-stable trading field.

Regarding search, brands need to do a good job of keyword optimization and content supply so that users can "search" them, and at the same time do a good job of search display to attract user clicks. Regarding the mall, brands need to increase the supply of good products, optimize the display of product details pages, do a good job in store decoration, and actively participate in channel activities.

Marketing field refers to the marketing capabilities of brands combined with "massive engine" to comprehensively improve brand breakthrough, water storage and grass planting, transaction conversion and asset accumulation to achieve long-term growth.

6. Douyin e-commerce organizational structure

It is necessary to focus on the business logic of interest-based e-commerce to use content to link people and goods, take the continuous production of high-quality product content as core competitiveness, and optimize personnel capabilities and organizational structure. The organizational structure needs to be comprehensively upgraded around the five dimensions of content, products, influencers, advertising, and services:

1) Content Production

The operational core of Douyin e-commerce is to strengthen the capacity building of the content production team, closely integrate the content team with other operation teams, and ensure that content production runs through all parts of Douyin's e-commerce business.

2) Product management

Good products at low prices are the core shopping needs of most Douyin users. Douyin users have a natural high acceptance and interest in new products.

3) Talent operation

The establishment of an influencer matrix and cooperation with top influencers are important components of Douyin's e-commerce ecosystem. Influencers are not only core content creators, but also bridges connecting consumers.

4) Advertising

As an interest-recommendation e-commerce with content as its core, the biggest difference between Douyin e-commerce and traditional e-commerce lies in the dynamic changes of content. Therefore, while the advertising team needs to be clear about the business goals and advertising logic, they also need to conduct real-time testing of the content data performance and achieve fine-grained regulation at the minute level in order to maximize the traffic guarantee for Douyin's e-commerce operations.

5) Service guarantee

Every consumption experience of a user is an opportunity to gradually build trust, so good pre-sales and after-sales services have become a focus that businesses must pay attention to in their operations. Service points will affect the merchant’s acquisition of recommended traffic, event submissions and many other rights and interests.

5. Essential tools for Douyin e-commerce growth

The last part is the most important part of this article, because "If you want to do your work well, you must first sharpen your tools." Reasonable use of product tools is the key to improving the growth and efficiency of Douyin's e-commerce. Brand growth strategies must also be implemented through product tools. Let me talk about what Lao Bai believes is the iron triangle of Douyin's e-commerce tools.

1. Doudian

Doudian is a one-stop operation platform for Douyin e-commerce merchants. It provides full-link services for merchants, helps them to operate long-term and efficient transactions, and achieve new business growth. It can mainly achieve four major capabilities:

1) Pre-sale preparation

Brands can achieve unified management of the content and e-commerce sections of an account by opening a new account store. Product management can be used to add and remove products from shelves and set up display pages. Optimize users’ shopping experience through store decoration. Use marketing tools to set up a variety of marketing methods, such as coupons, limited-time events, scheduled sales, etc.

2) Product promotion

Brands can use Doudian to sell products through live broadcasts and short videos. At the same time, delivery fulfillment is completed through order management; and the sales data of all products can be seen in the background.

3) After-sales service

Brands can use the after-sales workbench to handle after-sales issues in real time and improve users' after-sales service experience, including tools such as "After-sales Assistant" and "Feige".

4) Service Market

To meet the diverse needs of brands, brands can cooperate with more service providers through the service market, customize personalized services, and improve operational efficiency.

2. Huge Thousands of Rivers

Juliang Qianchuan is Douyin’s e-commerce advertising platform, providing brands with integrated marketing solutions. The three versions of "Promote your store on mobile device at will", "Quick promotion on PC" and "Professional promotion on PC" meet the brand's various promotion demands. It can mainly achieve three capabilities:

1) Deep integration of business scenarios

Meet the different marketing needs of brands through brand advertising, live broadcast promotion and product promotion. In terms of e-commerce conversions, it supports shallow conversion goals (viewing, interacting, and staying) and deep conversion goals (short video product purchases, live broadcast orders) to help operate the entire scenario.

2) Integrated intelligent marketing

Through the automated delivery system, it provides product selection, budgeting, bidding, and targeting recommendations and automatic optimization capabilities. Through the creative editing system, it provides live highlight editing and short video content optimization to improve the quality of creative materials.

3) Data technology support

Through DMP capabilities, we can create crowd marketing in e-commerce scenarios to meet brand crowd mining, insight, selection and delivery needs, and dynamically adjust marketing strategies through pre-investment analysis, mid-investment diagnosis and optimization, and post-investment attribution measurement.

3. Douyin e-commerce compass

E-commerce Compass is a data product under Douyin E-commerce. It is an excellent data tool for brands to implement FACT+ business strategy, providing brands with product + service solutions from strategy to operation. The E-Commerce Compass is divided into two versions, Compass·Operation and Compass·Strategy. Compass·Operation focuses on the store dimension and is positioned as the store operation brain. It covers diagnostic analysis of multiple business scenarios such as live broadcast, short video, shopping mall, and influencer, as well as comprehensive monitoring of transactions and services to help merchants reduce costs and increase efficiency.

This article focuses on the Compass Strategy, which focuses on the brand dimension. The Compass Strategy is positioned as a brand business growth engine and can provide four major capabilities for brands, especially group brands, in Douyin e-commerce operations. Lao Bai summarizes it as GIFT-Power.

1) Global power

Providing brand decision-makers with a global view of data and resource traction capabilities. After long-term development in Douyin e-commerce, brands mostly adopt matrix operations, that is, multiple stores and multiple accounts, and the problem of data dispersion comes with it. Compass Strategy’s brand cockpit can help brands achieve global data integration, crowd asset integration, global traffic monitoring, and global product tracking. As decision-makers, we can quickly locate problems, allocate resources and formulate strategies through overall data.

2) Foresee

Providing market insights and hot tracking capabilities to brand marketing and e-commerce teams. As a content e-commerce, the biggest difference between Douyin e-commerce and traditional shelf-based e-commerce lies in the pre-value of the content. Completed transactions are only results, and the result data is often lagging. However, users' interactive behaviors such as likes, comments, collections, and even watching or not under Douyin content are pre-transactions, and can represent users' purchasing preferences to a certain extent.

Compass Strategy's market insights can help the brand's e-commerce department see the trends of the entire industry. More valuable, it can help the brand's marketing department see demand trends and track market hot words. The hot words here include both search terms and content terms, allowing brands to have a clearer understanding of the industry they are in, what users are searching for and what they are looking at, and to carry out marketing in a targeted manner. Implement the new C2M (Content to Manufacturer) model.

3) Identify

Provide the brand product team with the ability to explore segmented opportunities + multi-market analysis. As mentioned earlier, through Compass Strategy, you can discover pre-emptive content data. In fact, this can not only be applied to the marketing level, but also to the product level. If the brand discovers a segmented opportunity market and the market is relatively blank, the brand product team can plan new product development to meet user needs as soon as possible. At the same time, Compass Strategy also provides multi-market identification and analysis functions, providing strategic support for brands to group products and cross-border.

4) Target accuracy

Provide consumer operations teams with crowd insights and circle application capabilities. Users are the most important assets of a brand. Luopan Strategy stratifies users into high-potential users, first-time new customers, and repeat customers, allowing brands to see the core factors of crowd flow in the stratification and clarify key operational directions. Customers can also be split according to their contributions based on content channels (live streaming, short videos, product cards), allowing brands to make targeted optimizations. At the same time, Compass Strategy can also provide accurate insights into target users, and after the insights, reach the target users through customized selection and targeted delivery.

The above is the entire strategy for the brand’s Douyin e-commerce growth. The content may be dry, and we will later provide detailed interpretations and case sharing through video accounts and official accounts to facilitate better understanding.

Content reference source:

Massive Arithmetic/Douyin E-commerce Ecosystem Conference and other public information

Author: Brand Old White

Source: BrandLaoBai (ID: BrandLaoBai)