10 major changes in Douyin's new advertising platform, Juliang Qianchuan

It has been several months since TikTok announced the launch of Juliang Qianchuan . I believe everyone must be curious about what this new e-commerce advertising platform looks like? Today, let Lao Xu show you what changes Qianchuan has made compared to the original delivery platform.

1. 10 major changes

【Change 1】

Account: It can be directly bound to the Douyin store backend, without the need to open a separate account.

Viewpoint: Most of the previous advertising had to go through agents.

Moreover, the agents have clients all over the country and give high rebates in order to boost sales.

But Qianchuan has blocked this loophole. Not only can you open an account by yourself, but even if you find an agent,

There is no rebate, but you have to pay service fees to the agent.

This will force service providers who lack optimization capabilities to exit the market.

But can service providers with certain optimization capabilities receive service fees?

It is questionable.

【Change 2】

Platform: Three versions:

1. Shop promotion (mobile phone APP);

2. PC rapid promotion;

3.PC professional promotion.

Viewpoint: In the past, except for Douyin+, which can be operated directly in the APP, feed delivery needs to be operated on the PC;

Feeds can be delivered from the AD backend or from the Luban backend;

It's very chaotic, so chaotic that even our own people can't figure it out;

It is very inconvenient, especially inconvenient for people to spend money.

Now it's good, krypton gold is very convenient, novices can directly use APP or express version, masters use professional version, more

Clear.

【Change 3】

Promotion purpose:

1. Distinguish between short videos and live streaming;

2. The methods are divided into fast and professional

Viewpoint: This classification is clearer and more convenient for newbies to spend money quickly, efficiently and economically.

At the same time, a professional version was also created to leave some room for agents.

【Change 4】

Conversion goal: Support dual-goal conversion, such as increasing fans + product sales at the same time

Viewpoint:

Douyin has used practical actions to tell everyone that you can have your cake and eat it too.

At least, if you think you can.

I’ve got to say it, just transfer the money!

【Change 5】

Data: Support data aggregation by product or TikTok account

Opinion: Qianchuan is really easy to use, far ahead of other advertising platforms

【Change 6】

Effect: Provides a more intuitive estimate of the effect of the delivery, and even provides an estimate of the order, but the accuracy is limited

Viewpoint:

First of all, I would like to state that “limited accuracy” is the official statement, not Lao Xu’s opinion…

In addition, this interface is very cool and very friendly to newbies.

【Change 7】

Traffic: Integrate content + advertising to expand the traffic pool

Viewpoint: The previous Douyin+ traffic pool was biased towards content

feed, traffic pool is biased towards advertising

In other words, the traffic pool within Douyin actually distinguishes between content and advertising.

But this time, Qianchuan can push your ads to the entire traffic pool.

In a word, if Douyin wants to engage in e-commerce, it must work hard to create miracles.

Now, you don’t have to worry about not being able to spend all your advertising money…

【Change 8】

Delivery speed: supports two delivery modes: increasing volume and controlling costs. If you choose to increase volume, the system will automatically accept the cost increase and give priority to volume.

Viewpoint: What the hell?

Are you still worried that you won’t be able to spend all your advertising money?

Try to increase the volume and I will teach you a lesson in minutes.

【Change 9】

Authorization: Any merchant/individual can open an account and place orders, even individuals who do not have a product display window.

Viewpoint: What is the threshold for placement?

It doesn't exist, invest if you want.

Brothers who have dealt with the Douyin binding certificate should all know how annoying and troublesome this thing is.

Now it’s good, just like investing in Douyin+, you can invest as long as you have money.

【Change 10】

Delivery materials: In addition to using your own videos, you can also use videos of influencers

Viewpoint: Influencers finally have a way to monetize their influence.

The previous collaboration with the talent required the star map, which was troublesome;

The influencer posted a video, but the effect was not good, so he had to buy Douyin+ to increase the number of views himself;

Now, we can also use the videos of influencers to advertise

Whether you are shooting a store visit or a creative story

Party A can reuse this video.

2. Why promote Qianchuan?

Why does Douyin promote Qianchuan?

I think there are three reasons:

• Solve the problem of chaotic delivery
• Solve the problem of difficulty in krypton gold
• Solve the problem of effect optimization

Previous ads, Dou+, Luban, feed, feedslive…

I am not a professional in this field, so I have no idea where to spend the money.

Many people who specialize in this field have no idea how to spend money.

Now, with Qianchuan, all advertising resources and advertising placements are brought together.

Then use the big data delivery system to eliminate the junk optimizers and ensure that everyone’s delivery can reach the 60-point level.

Tik Tok is like using Qianchuan to educate everyone:

The most powerful pitcher is the system. You just need to focus on selling the goods and leave the placement to the system.

In a word, all the changes are to make live streaming more convenient for everyone to spend money quickly, efficiently and economically.

Author: Lao Xudipan

Source: Lao Xu's site