Douyin operation strategy in e-commerce industry

1. Current status of e-commerce industry

1. According to data from my country's National Bureau of Statistics, my country's online retail sales increased from 515.56 billion yuan in 2016 to 1176.01 billion yuan in 2020, a year-on-year increase of more than 10%. In 2020, the total offline consumer retail sales fell by 3.9% throughout the year. Despite the sluggish offline consumption, the online retail business was still able to maintain a good growth rate, which shows that my country's e-commerce market has a strong momentum of development.

2. External environmental factors. Since the outbreak of the epidemic in 2019, in response to the national call for epidemic prevention and control, people have stayed at home and their daily necessities need to be purchased online. Some physical manufacturers have also started e-commerce models and sold their products online. It also prompted the further expansion of the e-commerce industry.

3. Convenient logistics conditions, rapid development of the logistics industry, and fast and convenient logistics conditions. Can meet consumers' shopping needs in a timely manner.

2. Number of Tik Tok short video users

1. At present, Douyin is the platform with the largest number of short video users in the country. Among all short video platforms, its total user scale can reach more than 70%, ranking first. Where there are people, there is a market. Douyin has huge consumption potential.

2. Most of Douyin users are from first-tier and second-tier cities, with a relatively high overall consumption level and strong purchasing power. There are also a lot of young people who are used to online shopping. They are not averse to online shopping and are more trusting of it. It will further promote the rapid development and growth of the e-commerce industry.

The e-commerce industry now has huge development potential. So for new e-commerce industry bosses, how should they use Douyin, the largest short video platform, to make profits for themselves?

Let’s take a look at how to operate short videos on Douyin in the e-commerce industry.

3. What are the Douyin short video operation strategies in the e -commerce industry?

Generally speaking, the short video operation strategy is what we usually call the positioning of the Douyin account.

Customers on TikTok tend to be younger and have purchasing power. Therefore, bosses in the e-commerce industry must determine what kind of people their products are suitable for. It is aimed at the general public, and is a comprehensive range of products that everyone needs in daily life, such as clothes, shampoo, cosmetics, snacks and other products that meet the needs of the general public. Or they may be more targeted, such as customers who buy cars, calligraphy and paintings, and artworks. This is very important for positioning your account. He thinks your account is suitable for posting certain types of works. In order to attract this type of customers, there are certain requirements for the number of customers' fans.

The types of videos that attract fans quickly include life comedy, art display, drama interpretation, and industry expert. So how should our e-commerce industry do video positioning? Follow the editor to take a look.

From the nature of the e-commerce industry, it can be divided into two categories: manufacturers and distributors.

(1) First, let’s take a look at the manufacturers. The release of new products by manufacturers is the key point and requires more publicity and promotion. Display the characteristics and selling points of your products to customers in a timely manner to attract customer attention and increase the manufacturer's visibility.

The second point is to do corporate brand promotion. Generally speaking, as a manufacturer, it will be very beneficial to build your own brand. It can not only expand your sales quota and increase profits. It can also increase consumers’ awareness of the company, increase the stickiness between the company and its customers, and establish customers’ trust in the company. Allowing enterprises to operate better.

Third, as a company grows bigger and stronger and has its own brand, it will attract more people to become its agents and increase the coverage of its products. Using your own brand to attract agents from all over the country to cooperate with you can not only make profits but also increase the brand's coverage across the country, killing two birds with one stone.

(2) Brand agents mainly focus on product performance. What they need to consider is how to sell the products. How to demonstrate the advantages of a product through video. Use the advantages of the product to attract customers' attention. For example, for some cosmetics brand agents, the whitening, moisturizing and other effects of cosmetics can be reflected. Secondly, the brand’s advertisements and some publicity will be very effective. It’s nice to stay under a big tree, so there’s no need to do any brand promotion. Just put up some preferential policies and special activities such as gift giving to fans. Attract customers to come and buy. It would also be possible to produce more video outputs in this regard, adopting the policy of small profits but quick turnover.

(3) Comprehensive e-commerce industry

The comprehensive e-commerce industry sells a wide range of products, including daily necessities. Such target customers are relatively general. Therefore, the main purpose is to attract enough fans to pay attention. However, the fan loyalty of Dazhonghua is not that high, and fans don’t know what specific products will be launched and whether they are the products they need. It’s just that the verticality of fans is not that high. As a boss in the e-commerce industry, you need to know two things. First, in the face of the uncertainties of mass consumers, the scale of fans of e-commerce accounts must reach a certain amount before you can make monetization conversions. If you only have tens or hundreds of thousands of fans to make conversions, it is definitely not possible.

Secondly, what types of videos do the general consumers prefer? Funny videos and emotional videos are the most popular and also the two types that attract fans the fastest.

Funny

1. It can be a personal funny joke. Similar to a personal talk show, this kind of thing needs to be supported by good jokes, some humorous elements, and the ability to come up with better jokes. But it requires high literary talent to support it.

2. Drama-based ones, these are positive and funny ones that focus on the elderly issues that are of great concern to society today. An old person in the family is like a treasure. The way older people think is different from the way younger people think. You can create funny jokes based on plots, or funny things that happen in daily life. Capturing moments from daily life can resonate more with the public, and it is also possible that you have encountered similar situations in your own life. It is easier to attract fans and thus attract their attention.

The second category is the daily funny behaviors of children in emotional families, which are relatively easier to attract fans. Children’s daily funny behaviors and adorable children are easy to attract fans, and they are funny in themselves, so there is no need for scripts. Their daily performance can achieve great funny effects. Adults can also relieve stress by watching these funny actions of children.

The e-commerce industry is currently developing rapidly. As a business owner, you must pay attention to online sales and cannot ignore it. Especially considering the current external environment, which is not conducive to the development of offline physical industries, companies must be prepared for online sales in order to make their businesses better and better.