How to sell products on Douyin? One article will tell you everything!

The two most popular words recently are online and at home . So, in the current situation, how can companies use online capabilities to make up for their losses?

1. Online? Don't think of eating a big fat man in one bite

Yesterday, a classmate from Chaos asked me a question that was very representative. He asked, what kind of products sell best on Douyin, or what is the most important thing to do on Douyin?

In fact, not all products can be sold on Douyin, especially expensive ones such as educational products, luxury goods, consulting services, and training services, as the average order value is too high.

Many people are confused now. If Kuaishou is popular, they will use Kuaishou; if Douyin is popular, they will use Douyin. In fact, traffic platforms are not suitable for all companies. First of all, everyone should check their business to see if the product is suitable for Douyin, WeChat, and Xiaohongshu. There are many new media platforms and many ways to play. As long as you do the right thing, you can succeed on any platform.

Let me give you a simple example: Many people asked me, what is the difference between Douyin and Kuaishou?

Share a piece of data with you:

The daily activity indexes of Douyin and Kuaishou are different: Douyin is particularly active between 9pm and 12am; Kuaishou is particularly active between 6pm and 9pm.

Douyin users are mainly in first-, second- and third-tier cities, and they get off work late, so they become active later; whereas Kuaishou users are generally in third-, fourth- and fifth-tier cities, and they get off work early, so they become active early as well.

Many people are concerned about how to quickly improve performance or conversion rates through online marketing, but it must be noted that it requires a certain amount of operating time and patience. Many companies always want to get rich overnight. If you always want to take shortcuts, you will find that you will waste a lot of time and the input-output ratio will be unstable.

I have a client who sells bedding. He found that it was popular online, so he put all his bedding on Tmall, JD.com, WeChat, and Xiaohongshu, but he didn’t sell anything. Later, we helped him do market research and found that young people don’t like bedspreads with large patterns and purples, but prefer plain and solid colors. So they changed all their bedding into simple and elegant ones with Japanese and Korean styles, and sales immediately went up.

So, you have to fully understand the methodology.

Tik Tok is currently the most active new media platform, with more than 300 million daily active users and more than 500 million monthly active users. So, today we will take Douyin as an example to introduce how new media platforms can drive corporate online traffic to achieve high conversions.

2. What kind of products sell best on Douyin?

Why talk about the product first? Because when we are converting many products, we often go through the entire marketing process only to find that there is a problem with the product. Product problems are always the biggest flaw.

Qian Zhiya of Luckin Coffee said something that I think makes a lot of sense:

“Any category, especially food, is worth doing again in the form of influencers.”

We can see that some products that we had never heard of before became popular after being on Douyin and Kuaishou. First of all, I would like to share with you the logic behind the popularity of these internet celebrity products.

1. Good-looking

Consumers choose to pay for appearance.

For example: I have a client who sells rice. The quality of the rice is very good, but this category is very difficult to convert because there are too many homogeneous products. We helped him find nine domestic designers, who designed nine types of rice packaging using the "Year of the Rat" as the cultural and creative element. Later, they became particularly popular in the gift market.

But we do not emphasize excessive packaging - we see some bird's nest products wrapped in three layers inside and three layers outside, which is not a sense of design.

2. Delicious

If you are in the food business, the taste must be good, only good taste will attract repeat purchases.

For example, a warming drink for girls to drink during their period has good functions, but the taste makes it difficult for people to keep buying it.

3. The whole product experience should be good

From the time the user sees it, buys it, to when it gets it, is there any problem with the entire chain?

A product I chose last year had its entire packaging torn and dirty when it was delivered to my home. This was a terrible user experience.

4. The raw materials of the product must be healthy

Nowadays, people have very high requirements for quality of life. It is also very important that raw materials including packaging must be environmentally friendly, natural and pollution-free.

To sum up, the products may still be the same products, but some optimization in design, function and packaging can help us carve out a blue ocean market in the red ocean of traditional commodities.

3. What kind of companies are suitable for Douyin accounts?

First of all, not all companies need to do Douyin, but all companies do need to pay attention to Douyin, especially when your peers have achieved great conversions on Douyin.

What kind of business is Tik Tok suitable for?

Companies that target younger customers.

Currently, Douyin’s daily active users have exceeded 300 million. In terms of age, people under the age of 35 account for more than 90%, and the proportion of female users (the main shopping force) is greater than that of male users.

What are the characteristics of this group of people?

They are highly social, like to try new things, and are relatively insensitive to prices.

From an industry perspective, tourism, food, education, health, and technology are all very suitable for conversions on Douyin.

Now many educational companies are still hesitating whether to use TikTok. From my point of view, education is the industry that needs to use TikTok the most. There are two entry points when creating educational content. One is to find professionals to share their professional knowledge. The other is to share some learning methods and attract target fans from an angle that is closer to students' lives. Both methods are very effective from a conversion perspective.

Including technology companies, some of them provide some technical instructions based on the functions of their products and combine them with daily life usage scenarios, which are very popular among young people.

Finally, no matter what different industries do, the essence remains the same: our core products must be integrated with mass entertainment.

4. Should you create your own account or place it externally?

Many companies think that the investment in creating a Douyin account is too large, and they think they can directly find celebrities to endorse their products, or they just want to invest in information flow advertising. You will find that the conversion rate of such advertising is not particularly good.

Here is a piece of data: the conversion rate of creating your own account is 3-5 times higher than that of external advertising.

If you can have your own fixed fan pool, do some sedimentation, and then make conversions on this basis, it will be a relatively more effective long-term conversion method.

Of course, a better way is to take two steps at the same time, which we call the "dual track system" in the industry:

1. First create some personal accounts for the company (cultivate some personal internet celebrities within the company), and quickly accumulate fans. Compared with corporate accounts, personal accounts are easier to quickly increase followers and realize e-commerce monetization.
2. At the same time, seek cooperation with the Douyin platform and individual internet celebrities to divert traffic to each other and solve the time difference in accumulating fans.

5. Public domain traffic or private domain traffic?

Now, many people still think that as long as they advertise on Douyin and reach more users, they can directly sell goods and realize cash. I think this is still based on a very extensive traffic mindset.

Douyin's operation has entered the 2.0 era, and it now emphasizes user thinking more.

What is user thinking? I define my users in a specific field, such as age, gender, study, hobbies, etc. I establish competitive barriers in this field, carry out refined operations for private domain users, and continuously explore the value realization of the brand.

What are the benefits of building a good brand? You can sell goods directly on Douyin. With just a good video, it is very easy to get sales of 500,000 or 5 million.

In addition, it can also be deposited into its own private domain traffic and directed to Taobao stores, Tmall stores, as well as its own APP and community. These are the key points of Douyin 2.0 operation.

6. What content forms can be used as reference?

1. Animation

Many people think that animation is a better method. Animation accounts have indeed gained a lot of fans over a period of time, but the production cost is too high. I don’t think it is suitable for enterprises (except animation and comics companies).

2. Daily office life

We found that many companies, especially small companies, often put aside some daily office activities, which I don’t understand.

——Because this kind of video of daily office life and work scenes is only suitable for large companies and celebrity companies, everyone should not explore this path anymore, it is really a waste of time.

3. Create content based on product features and consumption scenarios

For example, Xiaomi can quickly find loyal fans by introducing its product features in some specific scenarios.

4. Knowledge Popularization

Speak about your professional knowledge in a more relaxed way that young people like. Through the explanation of this professional knowledge, you can accumulate a lot of fans (such as fans who are interested in red wine). Then you can convert them into selling red wine. You will find that the effect is particularly good.

5. It is best to focus on one field with one account

We found that many companies have Douyin accounts that sell eggs today and that tomorrow, take pictures of cute babies today and cute pets tomorrow. This makes it difficult to accumulate core analysis.

If you work in a vertical field, it will be easy to have hundreds of thousands of fans in about 2-3 months. Only after you have hundreds of thousands of fans can you think about monetization.

7. Douyin Operation Methodology

1. First of all, you need fans.

At the very least, you need to have fans first, and only on this basis can you convert them.

2. Carry out precise and personalized operations.

3. Add new users on a large scale.

The first step to increase followers is the hardest, and it is difficult to go from 0 to 300,000 followers. So all our work at the beginning revolved around finding a way to increase our number of followers to 300,000. Once this method is found, it will be possible to quickly increase from 300,000 to 1 million. But it is more difficult to make 1 million to 2 million. From our current experience, 1 million fans is very cost-effective, and for enterprises, it is also the most cost-effective input-output ratio. If we go further, it will probably cost several times the previous investment.

4. Use data thinking to make placements.

We will launch products on many accounts. The ROI of some accounts is 6.6. We think this ratio is OK and we can continue to increase the investment. However, the conversion rate of some accounts is only 2, so this needs to be stopped. This also applies to our testing of content. If this content brings you a very low ROI, it means it is not right and you need to continue to make changes.

5. Don’t be obsessed with celebrity halo.

Currently, 61% of online consumers prefer recommendations from friends and family rather than products endorsed by celebrities. Therefore, when looking for spokespersons, you don’t have to choose celebrities or internet celebrities, because the cost of finding them is really very high.

6. The number of followers does not equal the amount of sales.

You will find that many large accounts with tens of millions of users have very poor e-commerce conversion rates.

In fact, this also shows that Douyin operations have entered the 2.0 era, and having fans does not necessarily mean you can sell goods. Your fans must be very accurate in order to turn it into an account with strong sales capabilities. Therefore, there is still a lot of room for small and medium-sized accounts to operate.

7. Be patient, be patient, be patient.

The same product, with different content formats, will have different sales results.

But if you want a hit product, you must study the data and users. For the same topic, different presentation forms will produce different data. Be sure to test more often where the explosive point is. As long as you find that point, one video can get millions of conversions.

Author: Mou Jiahe

Source: Chaos University