Direct-sale e-commerce market trends and product intelligence in May

Which categories are hot-selling in various channels in May, what trends are showing in the overall market, and what are the best-selling commodities or items? Which products do direct-operated e-commerce advertisers pay the most attention to? What are the common copywriting routines for each popular category? Let’s take a look at the direct e-commerce market trends and product intelligence in May.

Note: The sales data of goods comes from the direct e-commerce advertisements of various channels we track (Tencent Maple Page, Toutiao Luban, Douyin Store, and Dudian). It is based on the product sales data and is further calculated and statistically organized. The number of advertisements is used as the basis for analyzing the intensity of advertising.

1. Overall mobile advertising trends

Among the direct e-commerce advertisements in May, the number of advertisements in the four major categories, namely clothing, shoes and bags, catering and food, digital home appliances, and daily necessities, accounted for a relatively high proportion. Compared with April, the proportion of clothing, shoes and bags advertisements in May increased significantly, while the proportion of skin care and beauty advertisements decreased.

Compared with the other two major traffic platforms, the proportion of direct-operated e-commerce advertisements of Bytedance has increased significantly, from 14.84% in April to 24.2%. It can be seen that Bytedance is increasingly tilting its traffic towards direct-operated e-commerce advertisements. The proportion of Tencent Advertising's direct e-commerce advertising has decreased slightly.

2. Trends in advertising placement in key traffic media

The following takes the four major media, Tik Tok, Toutiao, QQ, and Baidu Mobile, as examples to analyze the advertising overview of the corresponding traffic media.

2-1 In direct-operated e-commerce advertising, vertical videos account for more than 80% of Douyin’s advertising, while mobile QQ and mobile Baidu mainly use pictures.

Douyin media’s direct e-commerce advertisements are mainly vertical videos, accounting for 88.00%. When selling goods on Douyin, vertical video placement is the focus; QQ and mobile Baidu mainly use pictures, with picture ads accounting for more than 75%; on Toutiao, the three types of ads, picture, video, and gallery, account for a relatively close proportion, with horizontal videos slightly more at 33.03%.

2-2 The average order value of Douyin products is relatively high, with 45% of the products priced between RMB 69 and RMB 198

The lowest price of a product is taken as the price of the product, and the price range of the corresponding product number range is calculated using the normal distribution method as follows. Relatively speaking, the price range of Douyin's direct e-commerce products is lower, with 45% of the products priced between 69 and 198 yuan, while the price of Baidu mobile is relatively higher, with only 11% of the products priced below 99 yuan.

III. Overview of product sales in key channels

Among the new products, these four major channels still focus on clothing, shoes and bags. The proportion of new clothing, shoes and bags products on Tencent Maple Page reached 51.04%, while that on Dudian was only 21.39%. The order of the top five categories in each channel is different, but clothing, shoes and bags, daily necessities, and catering and food are all relatively important commodity categories. Relatively speaking, the categories of new products on Du Xiaodian are more evenly distributed.

Compared with April, the sales volume of clothing, shoes and bags on Tencent Maple Page increased significantly, from the original 16.79% to 33.70% in May, while daily necessities decreased from the original 39.87% to 15.49% in May; Toutiao Luban focused on the sales of clothing, shoes and bags, and the catering and food categories on the Douyin store channel were still the most popular. The top five best-selling categories in Douyin stores were clothing, shoes and bags, automobiles, home furnishings, catering and food, and skin care and beauty. Automobiles and auto parts related products were significantly higher than the other three channels.

4. Monthly ranking of hot-selling categories in each channel

The top 20 monthly best-selling categories in each key channel are summarized as shown in the figure below. Skin care and beauty - hairdressing performed well in Tencent Maple Page and Douyin Store channels, but the corresponding hot-selling items were slightly different. Tencent Maple Page mainly showed the hot sales of shampoo, hair dye pen, and hair dye cream, while Douyin Store showed the hot sales of three types of items: pearl hairpins, evaporation-free film, and wigs.

Men's shoes, facial care, and men's tops are ranked in the top 3 of Toutiao Luban's best-selling categories, fruits are hot-selling in Douyin stores, and home furnishings and bedding are popular in Dudian channels.

5. Inventory of hot-selling items

Based on the overall direct-sale e-commerce product data we tracked, we have compiled the best-selling items in each key category of the entire network as follows. Among them, T-shirts, vests, casual shoes, and ice silk underwear in the clothing, shoes and bags categories are currently very popular, and the ice silk underwear is mainly priced at 99 yuan for 10 pairs.

According to user search data of our direct-operated e-commerce version, in May, direct-operated e-commerce advertisers paid more attention to cooling products such as ice silk mats, fans, ice silk underwear, circulating fans, cooling sprays, sun-proof clothing, and tank tops.

Which items are more popular in each channel? We have compiled the top 20 best-selling items of Tencent Maple Page, Toutiao Luban, Douyin Store, and Dudian this month, hoping to provide more references for direct e-commerce advertisers in product selection.

6. Inventory of hot-selling products

Which hot products are worth paying attention to and which products have greater potential? We have compiled the list of hot-selling products in direct-operated e-commerce channels in the past 30 days. The past 30 days refers to May 11th to June 9th, the same below.

7. Inventory of Common Advertising Copywriting Routines for Key Categories

Based on the advertising copy of different categories of the overall direct-operated e-commerce that we tracked in May, we have summarized the following common copywriting routines for the three key categories of apparel, shoes and bags, daily necessities, and skin care and beauty.

The above is the monthly promotion information for the direct e-commerce version in May.

Author: App Growing

Source: App Growing