6 criteria for selecting products on Douyin e-commerce

Six criteria for selecting products on Douyin e-commerce

Source: ByteDance official website

Let me explain these six standards to you. First of all, let me talk about the first standard. We have to choose products with high cost performance in Douyin. Regarding the high cost performance, some classmates have always had some plans for this concept. They think that we can only sell low-priced products such as 9 yuan or 99.9 yuan in Douyin. Is this really the case? There is one concept we must be clear about.

That is to say, high cost performance is not the same as low price. Wait a moment, I will explain it to you in detail. Next, let’s take a look at a case. This is a Douyin account that sells computer hardware. The unit price of the product is basically around two to three thousand yuan, which is considered a product with a relatively high unit price. Let's take a look at its live broadcast and purchasing data. Its sales in a single show are basically over 10 million.

The sales of this graphics card, which costs more than 3,000 yuan, reached nearly 1 million. We can understand this as a live broadcast room selling standard products. We all know that graphics cards are branded, right? Basically, their prices can be compared with other brands on the entire Internet. This is called a standard product. Let's look at another case. This is not a standard product to a certain extent.

Source: ByteDance official website

Source: ByteDance official website

It is a non-standard product. It is a Douyin account that sells second-hand luxury goods. We all know that second-hand luxury goods are not so standard, because each second-hand luxury product has different degrees of wear and tear and different usage time, so each product may have a separate price. This is also a live broadcast room with tens of millions of sales in a single session. An LV bag, a Louis Vuitton bag, sold more than 7 million in one session. This bag sold more than 7 million in sales.

This is not an isolated case. In Douyin, whether it is the live broadcast room for standard products or non-standard products, you will find many accounts like this that sell high-priced products.

So after seeing these cases, you still say that we can only sell products priced at 9.99.9 yuan on Douyin. I believe that you will no longer think so, right? The daily active users of our Douyin have now reached more than 600 million. We can imagine the impact of this. It will cover people of all consumption levels. When shopping on Douyin, we don't want people to buy cheaply, but we want people to feel that they are getting a good deal. In other words, we are pursuing products with high cost performance, not just low-priced products.

Speaking of this, we have to think about how we can choose cost-effective products in Douyin?

Source: ByteDance official website

Here, I will give you two ideas. The first category is called price anchoring, which is a product with price advantage. We can find such products on all major platforms except Douyin. Then it is a standard product, which means that everyone has a commonly agreed price. For example, the official price. We have the lowest price on Douyin through the entire network. This product must be displayed on Douyin, and it must be a cost-effective product. Our classmates may ask why our product is priced lower on Douyin.

Let me tell you, we have many brands. At the beginning, in order to expand the Douyin channel, we will generally choose to give up some profits in Douyin. That is to say, the prices in Douyin will be lower. We can choose by ourselves and we can definitely find such a type of product. For us, this type of product means that we can expand this category in the early stage and find our own cost-effective products.

Then, when we are presenting in the live broadcast room, many live broadcast rooms will do this. They will print out the prices of other brands, and then display them directly in the live broadcast room to tell consumers that ours is the cheapest. This is a method for selecting products with high cost-effectiveness. Okay, let’s take a look at the second category, which is products with large operating space for product presentation. What does this mean? What this means is that there is a lot of room for manipulating the effects our products present in live broadcasts.

At the same price, we choose products that are larger in size, larger in quantity, and have better texture. For example, cosmetics, like the one we show you in this picture, for example, this set of packaging sells for 399 yuan, then actually for 399 yuan, we can choose cosmetics of various types.

Source: ByteDance official website

But we can choose the one that is also 399, but the total quantity is larger and the volume is larger. We can see that in the live broadcast room, you display it in such a way, and you will feel that it is very cost-effective. There are still a lot of beef in it, right? For the same 99.9 or 29.9 yuan, you can go and buy the one that displays a larger quantity.

The same goes for food, for the same price can she present more of this state, and so on? For the same price, can I choose a product with better quality? This is the second type of idea of ​​choosing cost-effective gifts. Speaking of this, let's make a simple summary about high cost performance. We should choose a product whose performance meets your expectations but whose price is lower than you imagined. This is the first category. Our idea of ​​selecting products is that it is good for high-income families. Let’s take a look.

Source: ByteDance official website

The second thing is what we should choose. We should choose products with high appearance value. This is Douyin, the hot-selling products in the past seven days. These are the products with relatively better appearance among similar products. Then, in our Douyin live broadcast room, the appearance of the product is a very important factor. We have discussed this in detail in our previous courses. Why? Because we are here.

This carrier is very suitable for displaying a product like ours in 360 degrees. In this era where appearance is king, the higher your appearance, the easier it will be to attract your audience. For example, we both sell soap, right? So, ordinary soap may look ordinary when you take it out, right? But if you want to sell soap, you might as well choose the soap that looks good.

The effect will definitely be better. People are easily moved by beautiful things. Many people may buy it at first sight. This is also the purpose of our interest e-commerce that we mentioned before, which is to satisfy people's yearning for a better life, even if it is just a bar of soap, right? Okay, regarding the high appearance value, let me briefly summarize it. When we choose a product, and in the same category and at the same price, we should try to choose the one that looks better.

Source: ByteDance official website

Okay, let’s look at the third one. We need to choose products that are easy to display. What does it mean to be easy to display? That is to say, I don’t need to explain too much. You can perceive this product directly through vision. For example, let’s look at this picture. For the food in the picture, as long as you make the appearance and color of the first food good, you don’t actually need to tell the audience. Just by this visual communication, the audience can feel that it must be delicious. If you show it in the live broadcast room, it will feel like you are tasting it.

When your expression is well conveyed, the attraction will definitely be strong enough. This is a product that is displayed. Similarly, let's take a look at the slippers at the back. For example, it is a pair of slippers with a thickened three-centimeter sole. You can see it as soon as it is displayed. Then, for example, a lint remover that can quickly remove the lint on clothes, these are all products that are easier to display. Let's take a look at what are the ancient display products, such as the first massager in the picture below. It is difficult to convey its selling point through visual means.

Of course, you can try your best to tell the audience how comfortable it can make you, but the degree of comfort cannot be quantified. We all know that everyone has a different understanding of comfort. Therefore, products like yours are not easy to display, including the laundry detergent in the back. You put the laundry detergent there, or you just take out a bottle and display it.

No one can feel whether he can wash your clothes cleanly or not. He doesn’t even know what your skin smells like, or whether I am allergic to this smell, etc. This type of product is also what is called deliberate display. You can't let the audience directly feel the embodiment of its core value through the display in the live broadcast room, including the fitness equipment like the one in the back. It is particularly large. We know that the live broadcast room is actually just a small area like this. It is difficult to see it through this.

Why should we choose such a large product that can be displayed in such a one square meter area and which is easy to display? In fact, its essence is to reduce display costs, let the audience see what they get, and improve our conversion efficiency. As for the first display, let me briefly summarize it. We need to choose a product that can establish the expectation that what you see is what you get for the audience.

Source: ByteDance official website

Let’s look at the fourth one. We have to choose a product that is not picky about people. What is a product that is not picky about people? In short, it is a product that can cover the needs of most people. For example, let's look at this picture. There are four products in it, right? Let's see which products are selective and which products are not, such as slippers and paper towels, right? We can see that slippers and paper towels are basically used by everyone, so they are relatively easy to use products. Backpacks and razors are relatively more selective. We all know that the target audience of backpacks is basically students. Moreover, many students have requirements for the style and pattern of their school bags, right? As for razors, their target audience is adult men, and many men are not used to using manual razors. They are used to using electric razors. So, it is obvious that these two products are good at being selective. Why should we choose the product that is not selective? In fact, it is to take over some of the general traffic in the live broadcast room.

We can't do this to attract more traffic into the live broadcast room. I need to explain here that when each of our live broadcast rooms is just launched, especially some very new ones, when your live broadcast room doesn't have a label, Douyin doesn't know what kind of traffic you need, so it will push the common traffic to you, which means there are all kinds of people. At this time, you must use products that are not picky, because there are all kinds of people, young and old, men and women, and you cannot target a certain range of people.

Therefore, you should try your best to cover all such a range, and try your best to allow all people to interact and make transactions in your live broadcast room. At this time, Douyin will think that you are a very capable live broadcast room and will give you more traffic. Let's look at an example. This is a case of a women's clothing live broadcast room on Douyin. We can see that his live broadcast room sells women's clothing, but you will find that in many of the live broadcasts, he will mix another non-clothing product into the clothing. For example, he will put something in it, a baseball cap. We all know that summer is here, and the baseball cap is very attractive to women, because now in this summer, if you wear a baseball cap, you can not only block the sun, but also make people look very.

Youthful, energetic and fashionable, the baseball cap is a product that is not picky about people, and its price is very low. We can see the price of the entire product. The prices of other products are basically over 100 yuan, but this baseball cap is only 18.9 meters long and costs 18.9 yuan. With such a price, combined with the attribute of not being picky about people, it created sales of 4,680 in a single game, leveraged natural traffic, and then allowed other products to sell together. This is its method and principle of use. As for not being picky about people, I will briefly summarize it. We have to choose a product that can be used by the whole family, young and old, as a product to use in our live broadcast room to receive traffic.

Author: Silk Road Praise

Source: Silk Road Praise