Tips on store operation and product selection in Douyin store

Core reading:

In the era of the rise of the Internet in the past few years, traffic was relatively scattered, and search engines were the entrance to Internet traffic at the time. At that time, if Internet businesses wanted to obtain traffic, they had to purchase it from search engines and bid for traffic. Therefore, search engines, mainly Baidu, became the main source of Internet traffic at that time.

Until now, with the emergence of apps like WeChat and Douyin, traffic has gradually begun to tilt towards other apps, and search engines no longer account for the majority. Take Douyin as an example. Now Douyin can push content to users according to algorithms, and the number of Douyin users is unmatched by any other app except WeChat, which has led to more and more people choosing to conduct their own Internet business (e-commerce, advertising, etc.) on Douyin.

1. Advantages

The threshold is low and the operation is easy.

The entry threshold for Doudian is no longer the same as before. Now you only need to provide a trademark certificate and the store opening information of the company's legal person. Even if the Douyin account is newly registered and has 0 fans, you can still enter. For most small and medium-sized businesses, the information required to enter the market is not much and the time cost is very low.

As for the operation of Doudian, the backend page of Doudian is gradually being improved. The backend page is concise and easy to operate. If you have experience with the backend of Taobao Qianniu before, the time to get started with Doudian will be greatly shortened. If a company already has a relatively complete system (customer service, logistics, after-sales), then the operation of Douyin will reduce a lot of labor and time costs.

Comes with live broadcast room, no need to jump

Doudian has its own live broadcast room. People who join Doudian are definitely there to sell goods, and some companies will also try live broadcasting. What’s better is that Doudian comes with a complete set of processes, and you can sell goods directly in the live broadcast room. Compared with the need to jump to Taobao or other e-commerce platforms, it greatly reduces the user churn rate during the jump. At the same time, the controllability of selling goods in your own live broadcast room is strong, and the entire process is under your control.

Store Rating

The store rating is particularly important. The higher the store rating, the higher the traffic rights given to it.

The store’s scoring indicators are mainly assessed from three aspects: product experience, user experience, and service experience, among which the product experience score and service experience score account for 50% and 35% respectively. Many people will wonder how much rating is appropriate for their own store. Here, there is no specific rating for the store experience score. The higher the better. It is best to reach a full score of 5.0.

2. Product selection

The product selection of Doudian is essentially not much different from that of Taobao. It mainly depends on the company's main business, and try not to be too different. At the same time, some companies will choose to stagger the products promoted by Taobao.

You can use data platforms (such as Selected Alliance, etc.) to understand the types of products that are currently being promoted well on Douyin, and use this as a reference to choose the products you need to sell. However, there are also disadvantages, because the data platform is data that everyone can see, and selecting products through the data platform is also a method that most companies will use, which may cause a traffic competition problem.

Compared with the current mainstream e-commerce platforms (Taobao, JD.com, etc.), Doudian has not yet developed to a particularly mature level. Consumers will still choose to purchase some products (such as digital products and home appliances, etc.) on mainstream e-commerce platforms. However, with the development of Doudian and the improvement of its rules, I believe that consumers’ acceptance will become stronger and stronger. Therefore, product selection also needs to consider the current and future development trends of the platform.

My personal experience in product selection can also be used as a reference:

• Daily necessities, products with strong functionality
• Seasonal products, products that can be used in the current season and are in high demand; or you can try to sell off-season goods at a low price or through promotions
• Products that are relatively rare, unique, and highly playful are often easy to create a hit, but the duration is relatively short. This type of product is more suitable for companies that need to create a hit in a short period of time or only need a short-term bonus.

• flow

• Selected Alliance, the Selected Alliance can be said to be expert traffic to a certain extent. The main purpose of the Selected Alliance is to select a product from the store and put it in it, then set a commission of 0-50%, and then choose your product to promote it during the live broadcast of the influencer. The advantage of this is that if the commission is high, more influencers will choose this product. Although the income is reduced, it also allows the product to have an exposure effect. Therefore, many companies now choose to use the Selected Alliance for promotion.

3. Live broadcast and video promotion traffic

Live streaming: It depends on the company’s own choice, whether it needs to broadcast it itself or find influencers to do it. There is still a lot of traffic in Douyin, so it is an area that can be controlled.

Video: Many companies now ignore the video traffic. In fact, this is also a large traffic entrance. If the video quality is high, Douyin will provide much more traffic support than others, because Douyin is mainly based on video. If you add Qianchuan’s paid promotion, it will be invincible!