Douyin e-commerce growth logic

Have you noticed that in recent years, Internet platforms, represented by e-commerce, seem to be more and more keen on launching their own methodological models.

For example: Alibaba’s “AIPL”, “FAST”, and “GROW” models; JD.com’s “4 A” and “GOAL” models; Douyin’s “TRUST” model; Kuaishou’s “RISE” model…

The introduction of methodological models seems to have become one of the important means for major e-commerce platforms to attract a large number of brand merchants to their platforms and make resource investments in the competition for existing markets.

The reason behind this is easy to understand: for most brand merchants who "dare not be the first to try new things", they will only believe in the platform's so-called "empowerment" after seeing a set of systematic and replicable business growth methodology.

Now, Douyin e-commerce , which is experiencing strong growth momentum, has also launched its own platform's operating methodology model.

In order to help merchants quickly understand Douyin e-commerce and gradually achieve stable long-term operations, in the second quarter of this year, Douyin E-commerce and Bain Consulting jointly released the "Douyin E-commerce Merchant Business Methodology White Paper", the most important of which is the "FACT Business Matrix" model.

This model "inherits" the growth logic of Douyin e-commerce and "connects" to how brand merchants should layout in Douyin e-commerce and what kind of organizational capabilities they should build in order to achieve business growth.

In today’s article, we will use relatively colloquial language to talk about Douyin e-commerce’s latest “FACT business matrix” model, hoping it can help everyone understand it more easily.

1. Douyin e-commerce growth logic

Before entering the "FACT business matrix", we must first talk about the growth logic of Douyin e-commerce, which is the most essential difference from traditional e-commerce platforms.

Looking back at when we were working on traditional e-commerce platforms like Tmall and JD.com, we always had a funnel logic in our minds. From top to bottom, this funnel is: traffic inflow, store conversion, and crowd sedimentation.

Therefore, we have to continuously expand the volume at the top of the "funnel", that is, continuously inflow traffic, so that the conversion and sedimentation below will be greater, and correspondingly, the business can be expanded. This is the growth logic of traditional e-commerce platforms.

But for Douyin e-commerce, it is completely different. To understand its growth logic, let’s first look at the form of Douyin e-commerce.

1. The form of Douyin e-commerce

I believe everyone has heard of it more or less. Douyin created a new concept some time ago to summarize its e-commerce form, called "interest e-commerce." The purpose is to help everyone distinguish themselves from "traditional transaction e-commerce" and "social e-commerce".

The starting point of traditional e-commerce business is clear shopping needs, and the typical consumption path is "demand-search-shopping". Consumers will first have clear needs before actively searching on the site, choosing trusted products and merchants in a shelf-like scenario, placing orders to complete transactions, and cultivating fixed online shopping habits.

The core of social e-commerce business revolves around trust relationships between people. The typical consumer path is "trust - demand - purchase", that is, consumers establish interpersonal trust relationships on social networks, generate demand for products recommended based on trust in people, and stimulate transactions by bargaining with multiple people.

This "interest e-commerce" stimulates consumer interest through content, and the typical consumption path is "interest-demand-purchase". First, we identify user interests through content recommendations, and then based on users' continued attention to product content, we stimulate their expectations for product use and emotional resonance, thereby creating new consumption motivations and bringing in new business growth.

Some people may say after seeing this: "Isn't this content e-commerce? Many traditional e-commerce platforms are also vigorously developing this part."

Personally, I feel that the logic behind it is actually similar. In essence, they are all content recommendations based on crowd tags to stimulate users' various "pain points/itch points/pleasure points" needs. However, as the king of algorithm recommendations, Douyin can provide crowd labels with dimensions and granularity that are far more refined than those of Tmall and JD, most of which are defined around consumer behavior. Therefore, they dare to promote the concept of "interest e-commerce".

The form of interest-based e-commerce can be intuitively felt through the following consumer path:

After understanding the form of Douyin e-commerce, it will be much easier to understand its growth logic.

2. Douyin e-commerce growth logic

If the above picture describes the user front-end path, then the system back-end path is roughly:

Recommendation technology uses content as a carrier to help products reach potential consumers, and based on users' positive feedback on content and products, such as interaction, adding fans, purchases, and repeat purchases, product content can be recommended to more users with similar interests. As the user scale and transaction data continue to accumulate, stores can calibrate and amplify traffic, thereby creating a "snowball" growth effect on the total business volume.

Therefore, if we still use the three dimensions of traditional e-commerce operations, namely "converging traffic", "promoting conversion" and "accumulating sedimentation", to look at the growth of Douyin e-commerce, then the logic we get is not a top-down filtering "funnel", but a positively rolling "snowball". As shown below:

So, the next question is: How to achieve the growth of the three core elements of this "snowball"?

For example: in the area of ​​"traffic convergence", in the past, on traditional e-commerce platforms such as Tmall and JD.com, we usually divide it into two categories as a whole, namely off-site traffic and on-site traffic. But in a social content traffic pool like Tik Tok, how can we get more traffic?

For example, how to "promote conversion" and "accumulate sedimentation" in the Douyin ecosystem?

Next, let’s focus on how to master the three basic skills for “snowball” growth in Douyin e-commerce.

3. How to master the three basic skills for Douyin e-commerce growth

1) Basic Skill 1: Convergence

As we mentioned earlier, the core of Douyin is still a platform based on social content, so the most important means to obtain traffic here is: content management. Only with good content will users be willing to watch it, and the pool of people recommended by the algorithm will become larger and larger. Otherwise, it will be miserable.

So, how do brands manage their own content on Douyin?

The first point is to clarify the positioning of your content.

This is a commonplace topic. In fact, no matter which platform you create content on, the primary consideration is this issue, and Douyin is no exception. Therefore, this requires Douyin service providers to have content creativity capabilities like advertising companies.

The second point is to ensure both the quality of the content and the quantity of output.

The quality of live broadcast and short video content is the key to stimulating user interest and gaining traffic. When the content’s interaction, conversion, and sedimentation data are good, we believe it is high-quality product content that can acquire traffic. By aggregating a large amount of content data and fans, merchants can continuously optimize the content and summarize the high-quality content that is most suitable for the store.

While ensuring quality, we must also ensure quantity, just like the "octopus", the more "tentacles" extended, the more traffic it can bring. Daily self-broadcasting is one of the best ways to ensure output quantity.

The third point is to coordinate free traffic and paid traffic.

As a commercial platform, Douyin will of course also have its paid traffic products. Therefore, in addition to obtaining free traffic by continuously outputting high-quality content, brand merchants can also pay to purchase traffic to expand the traffic pool and coordinate with free traffic.

On the one hand, paid traffic can leverage the recommendations of free traffic.

For example, in the early stages of Douyin’s operations, the store had less asset accumulation, lacked a clear crowd portrait, and the accuracy and magnitude of free traffic recommendations were low, causing the store to encounter a growth bottleneck during its startup period.

At this time, paid traffic can be directed to potential users by selecting target audience packages. When the data of paid traffic population performs well, recommendation technology will distribute content to similar populations, thereby improving the efficiency of free traffic, leveraging free traffic through paid traffic, and allowing merchants to increase overall traffic.

On the other hand, free traffic can help determine the accuracy of paid traffic.

Through the content data performance brought by free traffic, the matching degree of the population reached by paid traffic can be optimized. When mature accounts run advertising campaigns, the quality of the intelligently recommended audience packages is often better than that of the actively selected audience tags. This is because free traffic has found the best audience delivery strategy for the account by continuously testing the performance of different audiences.

2) Basic Skill 2: Promoting Conversion

Traffic alone is not enough. There are many brand accounts that perform very well on Douyin. They have a large number of fans and good interactions, but they just can’t sell goods and make conversions.

Promoting conversion means driving the traffic gathered in the previous link to place orders and purchases to complete the conversion. The survey found that the key to successful conversion lies in organizing product strategies to match the needs of potential groups, and maximizing conversion efficiency through mature live broadcast rooms and short video content operation plans.

Therefore, the first step to promote conversion is to find potential groups.

As mentioned above, some merchants and influencers have transformed from interactive content accounts to live streaming e-commerce accounts. The fans accumulated through interactive content before the transformation cannot be immediately converted into live streaming purchasing fans, resulting in a low conversion rate in the initial stage of the live streaming room. At this time, it is very necessary to find the target potential audience for product sales content.

To find potential groups, on the one hand, we rely on the creation of distinctive personalities and long-term stable content output to form continuous accumulation; on the other hand, we rely on the assistance of operational actions to accelerate the identification and growth of target groups through pre-heating videos, marketing tools, advertising, etc.

After finding the potential target group, the second step is to optimize the product grouping strategy.

Given the content-based and discovery-based consumption attributes of Douyin's e-commerce products, the real, vivid and comprehensive content features of live broadcasts, and a fairer recommendation traffic mechanism, merchants can continue to explore more diverse product combination strategies and improve conversion efficiency.

Douyin e-commerce can not only sell popular brand products across all channels, but also sell second-tier products where marketing resources are relatively tight, and even bring opportunities for explosive growth to industrial belts with high-quality and low-price products. At the same time, new model launches, Douyin special products, and fan benefit products have gradually become important strategies for merchants to attract new customers on Douyin e-commerce. In addition, based on the content attributes of different accounts and influencers and the differences in fan needs, the granularity of product grouping can be further refined in combination with scenarios to bring sales potential to more products.

The third step is to provide a mature live broadcast room operation plan.

The logic of Douyin live streaming and traditional e-commerce store live streaming is significantly different. In traditional e-commerce, most consumers who enter the live broadcast room already have a familiar understanding of the brand and clear needs. The anchor of a traditional store is more like a customer service role.

On Douyin e-commerce, users who enter the live broadcast room often have expectations for the content. At this time, the distinctive style of the anchor and the carefully planned content become the first contact point between consumers and products. Therefore, Douyin e-commerce anchors must capture consumers’ attention within seconds and stimulate consumers’ potential needs within minutes.

Douyin's e-commerce live streaming needs to meet multiple marketing goals such as traffic generation, grass-roots promotion, interaction, conversion, etc. The live streaming process is more compact and requires higher capabilities from the live streaming team. The operation of a mature live broadcast room requires high-quality anchors, accurate speech skills, a fine rhythm of live broadcast, flexible product adjustments, quick response advertising, etc.

3) Basic Skill 3: Polyprecipitation

In the short term, accumulation and sedimentation means "increase in fans" and "repeat purchases". The portraits of purchasing fans can be analyzed to further calibrate the operations of the live broadcast room. In the long run, accumulation and sedimentation means accumulating merchant crowd assets, which is an important cornerstone for merchants to operate long-term in Douyin e-commerce.

Therefore, to do a good job of "aggregation and sedimentation", we can do it through the following two aspects.

The first is to optimize daily operations and focus on "increasing fans" and "repeat purchases".

In daily short videos or live broadcasts, inviting viewers to interact and add fans is the most common and important accumulation action.

By following, joining fan clubs, and joining store fan groups, merchants can gradually deepen fan operations on fans, and have multiple contacts with fan groups through multi-level operations. They can enhance fan stickiness through a variety of marketing tools (such as fan coupons and fan lotteries), establish long-term trust relationships with fans, and achieve long-term and sustainable conversions.

The second is to make good use of data tools to manage crowd assets.

In order to help merchants better utilize crowd assets, Douyin E-commerce provides merchants with a variety of product tools, including the Douyin E-commerce Compass for analysis and guidance of Douyin store operating data, the cloud map for crowd data accumulation of all interactive users on the Douyin site for brand merchants, the huge amount of Qianchuan for data insights for Douyin store advertising, and the membership area to help brands manage and operate loyal users. Through different data management tools, merchants can conduct multi-dimensional analysis of their own crowd assets and make accurate judgments on their operating conditions.

2. Douyin e-commerce "FACT business matrix"

If the first part "The Growth Logic of Douyin E-commerce" talks more about principles, then in the next part, we will talk about the specific implementation based on the principles, that is, what brand Douyin e-commerce should do to achieve business growth.

The FACT model summarizes the four major business matrices in Douyin e-commerce, which correspond to different business goals and business scenarios. Merchants can layout the four major business positions based on their own growth needs to achieve long-term and efficient business growth.

In general, merchants’ self-broadcasting (Field) and influencer matrix (Alliance) are used to build stable daily sales, while marketing activities (Campaign) and top KOLs are used to achieve large-scale product sales explosion.

Next, we will discuss the application and practice of FACT position management.

1. F (Field) Merchant Self-broadcasting Application

Self-broadcasting is the most basic business position for merchants and the most direct contact point between merchants and consumers. It is not only an important source of business for merchants, but also the main undertaker of official image and service experience. Through self-broadcasting, it can establish a solid foundation for long-term operation for merchants and bring stable growth of business and crowd assets.

1) Personalization of brands and merchants

When a business operates its own live streaming business, content creation is the most important first step. As a content platform mainly based on short videos and live broadcasts, the core of its content is "personalization". Personalization that matches the brand tone helps users quickly establish an understanding of the merchant or brand, narrows the distance between users and merchants, thereby creating a sense of trust and laying the foundation for transactions. We recommend that all content output should revolve around the brand or merchant’s personal image to create a holistic brand experience for users.

2) Stable product guarantee

The sales scenarios of merchants’ self-broadcasting have high requirements for the supply of goods. Merchants need to have a fast-response product team to ensure the stability of the supply of goods.

When selecting products, merchants need to continuously optimize and adjust the selection of products based on past live broadcast performance, and adjust strategies such as new products, hot-selling products, and traffic-generating products according to different sales goals, which will ultimately be reflected in complete stocking preparations.

At the same time, Douyin e-commerce also has a product evaluation system. Merchants should maintain product ratings and, while ensuring product quality, improve and upgrade products based on after-sales feedback to further meet user needs.

3) Complete pre-sales and after-sales services

Providing good service guarantees is a necessary condition for the long-term operation of a store, and the quality of service has also become one of the important business indicators of the Douyin e-commerce platform.

Anchors and customer service who respond quickly before sales can effectively increase the conversion rate to orders and improve the efficiency of traffic utilization. High-quality after-sales service can improve consumers' evaluation of the store, increase consumer trust and repurchase rate. In the service experience score, merchants can understand consumers' overall evaluation of store products, logistics, and customer service, and make corresponding improvements.

4) Closely coordinated advertising

As mentioned in the previous article, advertising is an important way for stores to obtain traffic, and the advertising strategy needs to be closely coordinated with the rhythm of the live broadcast room. This requires merchants to have an experienced advertising team that can make real-time adjustments to advertising strategies at the minute level.

Douyin e-commerce has integrated the advertising function into Bytedance Qianchuan, and merchants can achieve diversified advertising goals in one stop on the Bytedance Qianchuan platform.

5) Comprehensive data analysis

Through the Douyin e-commerce compass, merchants can track various data indicators of store operations and provide real-time feedback to the optimization measures in the live broadcast room. Common diagnostic indicators include:

• Real-time indicators of live broadcast: including real-time online number of people, payment GMV, product click-through rate, product transaction amount per thousand views, etc., to make real-time adjustments to the live broadcast room.
• Key trend indicators: including page views, effective live broadcast duration, average number of online users, maximum number of online users, average viewing time per person, transaction price per item, as well as GPM, transaction price per item, product click-through conversion rate, product click-through rate, and viewing-to-transaction conversion rate. Used to determine store growth trends.

2. A (Alliance): Talent Matrix Application

The influencer matrix is ​​not simply about influencers bringing products. We recommend that merchants establish long-term and close cooperation with influencers with a high degree of matching, reach out to the fan base at a stable frequency, and provide merchants with incremental sales and popularity. In addition, merchants also need to continuously track the data performance of influencers and continuously optimize the composition of the influencer matrix.

1) Efficient matchmaking and connection of talents, quickly increasing the number of cooperative talents

• DouLink : Efficiently match people and goods through offline product selection meetings, and build an offline bridge connecting Douyin e-commerce influencers, MCN agencies and brand merchants.
• Selected Alliance : A convenient online matchmaking platform. In the Selected Alliance section, two-way matching can be achieved between influencers looking for merchants and merchants looking for influencers. The "Selected Alliance" has a product selection plaza for discovering products, and merchants can also find their favorite influencers and MCN agencies through the influencer plaza.
• Nebula Project : Based on the needs of brands and merchants, we will carry out customized training and continuous operation of influencers through online influencer recruitment activities, and continuously incubate a stable, long-term pool of professional influencers.
• Live e-commerce base : With a sound offline physical space and live broadcast environment, as well as a mature operation team and operational experience, it can provide influencers with one-stop butler services, and also provide a stable and high-quality supply of influencers for brand merchants to cultivate Douyin in the long term, contributing more business growth.

2) Expert data diagnosis to improve the accuracy of cooperative experts

In the Douyin e-commerce compass, there is a special tool module to track the data of cooperating influencers to help brands evaluate the performance of influencer cooperation. There are two main measurement dimensions.

One is the influencer’s conversion rate . By comparing the influencer’s conversion rate with the average conversion rate of merchants in the same industry and at the same level, it can help merchants judge the degree of match between influencers and products.

For influencers with high conversion rates, we recommend that they conduct more live broadcast attempts and establish closer cooperation regardless of the size of their audience. Even if some influencers are small in size, their excellent conversion rates prove their future development potential.

For influencers with low conversion rates, you can first try changing the cooperative products, optimizing the explanation language, adding live broadcast interest points, etc. If the influencer's conversion rate is still not high, it may be that the influencer's fan group is not in line with the merchant.

The other is the number of times a single product is displayed , which can help merchants preliminarily judge the traffic performance of this live broadcast and whether it provides sufficient display opportunities for the products.

Influencers with high conversion rates and impressions are important contributors to brand business, and we can strengthen cooperation with these influencers. Experts with high conversion rates but small display volumes may be potential new stars for future development. Merchants can also pay close attention to changes in their display volumes to determine whether the frequency of cooperation needs to be deepened in the future.

Merchants can diagnose the abilities of talents from two core indicator dimensions and gradually optimize the talent matrix structure.

3. C (Campaign): Marketing campaign application

With the help of various marketing activities, merchants can achieve large-scale traffic aggregation and user mind reinforcement based on different business goals such as brand promotion, new product launches, and big sales, thereby facilitating concentrated transactions with high turnover in a short period of time.

1) Multi-level platform marketing activities

• Platform promotions : Cooperate with e-commerce nodes that are familiar to consumers, and concentrate the power of platforms and merchants to create a sales explosion during the time periods with the highest consumer awareness, such as the New Year’s Goods Festival, 618, 818 promotions, 11.11, etc.
• Marketing IP activities : Taking full advantage of Douyin's marketing, it can not only create a marketing scenario of integrated product and sales from "planting grass to pulling grass" for brand merchants, but also provide users with a new consumption experience. For example, Douyin Super Brand Day is when the industry's leading brands join hands with Douyin e-commerce to jointly create a brand-exclusive big day; Douyin New Day is when the brand's hot new products join hands with Douyin e-commerce to jointly launch a "launch ceremony"; Douyin's new release is exclusively customized for emerging brands, and Douyin e-commerce and emerging brands jointly release new consumption, new trends, and new life concepts.
• Industry activities : Based on the characteristics and scenarios of different industries, we use traffic incentives, joint promotion and other activity resources to bring new business opportunities to brands, merchants and vertical influencers in various industries. These activities will have distinct industry characteristics. For example, "DOU Creative Designer" is an exclusive event tailored for original designer brands in the apparel industry to help original apparel achieve rapid growth in sales and brand on Douyin e-commerce. The "Spring and Summer Rejuvenation Season of the Beauty Industry" combines the high-frequency season of new beauty products with the focus on new seasonal products and new categories, in order to acquire a large number of new users for the brand.
• In addition, a series of theme activities, such as the selected alliance sales king, new product theme activities, and good product theme activities, will focus on supporting the large-scale growth of new products and good products in Douyin e-commerce.

2) Complete and adequate preparation planning

In order to make full use of traffic resources during the promotion period, merchants must carefully polish the content planning, product mix, service mechanism and delivery plan for the day of the live broadcast in units of hours or even minutes in advance, and respond flexibly according to the on-site situation on the day of the live broadcast to seize the opportunity to promote a sales explosion.

4. T (Top-KOL): Application of top influencers

The Douyin e-commerce platform has locked in many celebrity and top influencer resources through official signings. Celebrities and top influencers have huge fan bases and strong social influence. By matching celebrities and top influencers that are suitable for the brand tone, merchants can achieve rapid product promotion and sales "double explosion".

The specific ways of cooperation with celebrities and top talents are usually divided into mixed performances and special performances.

Mixed placement refers to merchants implanting one or several products into the live broadcasts of celebrities or top influencers, thereby achieving an explosion in sales of a single product. By implanting the same product into mixed placements for a long time, the product can be made into a "hot product" on the platform.

A special session refers to a live broadcast in which the merchant invites celebrities or top influencers to conduct a special live broadcast only for the merchant or brand. Not only can they promote products, but they can also convey brand information in the special session, leveraging the influence of top influencers to enhance brand awareness and influence.

3. Organizational capabilities required for brand management of Douyin e-commerce

In the last part, let’s talk about the organizational capabilities required for brands to operate Douyin e-commerce.

At present, some merchants have placed the Douyin e-commerce team under the marketing department, focusing on controlling marketing content; some merchants have placed the Douyin e-commerce team under the e-commerce department, paying more attention to obtaining the dividends of sales growth; and some merchants have established a separate Douyin integration team in order to respond to demand quickly. Regardless of the organizational form, almost all merchants said that the operation of Douyin e-commerce has put forward new requirements on the capabilities of merchants.

The management team responsible for Douyin's e-commerce needs to focus on the business logic of using content to connect people and goods in interest-based e-commerce, take the continuous production of high-quality product content as its core competitiveness, and optimize personnel capabilities and organizational structure.

If merchants want to take the lead in Douyin e-commerce, they can upgrade their organizational structure based on the five basic dimensions of content, products, influencers, advertising, and services.

1. Content production: the core of Douyin e-commerce operations

Content is the core for merchants and brands to achieve long-term operation of Douyin e-commerce. The quality of content not only determines the exposure of traffic, but also determines the data performance of conversion and sedimentation. It can be said that without good content, there is no way to get the snowball rolling.

Therefore, businesses also need to prioritize the ability to develop and produce high-quality video content in order to highlight the account’s personality and match the target audience with distinctive personality content, thereby accumulating high-quality loyal fans. By strengthening the capacity building of the content production team and closely integrating the content team with other operations teams, content production can be integrated into all parts of Douyin's e-commerce business.

2. Product management: provide users with good products at low prices

Good products at low prices are the core shopping needs of most Douyin users. Douyin users have high requirements for the quality of goods, which requires merchants to do a good job of controlling the quality of goods.

For brand merchants, the guarantee of authenticity backed by brand endorsement is a basic requirement for product quality; and for merchants in industrial belts, ensuring quality control from the source can achieve a win-win situation for merchants and consumers. The Douyin e-commerce platform is also strengthening the control requirements of platform governance to ensure users' consumption experience during the consumer process, while also protecting the image of brands and merchants.

On the other hand, as a shopping scene that combines the promotion and sales of new products, Douyin users have a natural high acceptance and interest in new products. Some merchants will choose Douyin as a place to promote new products and create e-commerce marketing activities that integrate product and sales through the launch of new products.

3. Talent operation: Integrate into the talent ecosystem to increase business opportunities

Expert operation, including the establishment of an expert matrix and cooperation with top influencers, is an important part of Douyin's e-commerce ecosystem.

Experts are not only core content creators, but also bridges connecting consumers, so it is particularly important to do a good job in expert operations.

Merchants need to have multiple capabilities from talent screening, matchmaking, data analysis to long-term relationship maintenance. At the same time, the expert operation team also needs to better understand the brand, products, and e-commerce business, and maintain close cooperation with multiple teams such as self-broadcasting, account content construction, and advertising, to ensure the formation of synergy and jointly promote business growth.

4. Advertising delivery: minute-by-minute precision delivery

As an interest-recommendation e-commerce with content as its core, the biggest difference between Douyin e-commerce and traditional e-commerce lies in the dynamic changes of content. Whether it is live broadcast or short video, the performance of different content materials in different time periods will fluctuate. The e-commerce advertising platform and Juleliang Qianchuan also have the ability to detect data in real time and adjust advertising strategies.

Therefore, while the advertising team needs to be clear about the business goals and advertising logic, they also need to monitor the data performance of the content in real time and achieve fine-grained regulation at the minute level in order to maximize the traffic guarantee for Douyin's e-commerce operations.

5. Service guarantee: creating flexible services across the entire chain

As an emerging e-commerce platform, every consumption experience of users is an opportunity to gradually build trust, and this trust needs to be maintained jointly by the platform and merchants. Therefore, good pre-sales and after-sales services have also become the focus that businesses must pay attention to. The Douyin e-commerce platform has also established a series of store rating systems to conduct comprehensive multi-dimensional evaluations of merchants' service performance, helping merchants to better improve their service capabilities. Store service has also become an indicator that merchants need to focus on in their daily operations. Service points will affect many of the merchants’ rights and interests, such as acquisition of recommended traffic and event submissions.

Summarize

This article is based on the "FACT Business Matrix" and answers three key questions: What is the growth logic of Douyin e-commerce? How to plan your business on Douyin e-commerce? And how do the merchants’ organizational capabilities match it?

Author: Pulang

Source: Planner (ID: planner2333)