Why do I go to Douyin for meals in BOE Tokyo?

Everyone knows that the relationship between Tencent and JD, but this relationship has changed with a sharp reduction in Tencent last year.

When Dad leaves, you have to find a new father. After all, all e -commerce players are short of traffic.

So, this 618, we saw the overwhelming advertisements on Douyin, and even the live broadcast room created by JD Toky has been broadcast on the Douyin. Carry out the brand's own broadcast.

After all, if JD.com vigorously promotes Jingzha on its own platform, it will cause the dissatisfaction of other players of the platform. After all, you can't make a referee and play football. If you do this, who will play with you?

As a result, playing on the platform of others has become a good way to make a different approach. Everyone is a guest and compete together, so we see the various show operations of Jingzha on Douyin.

So the question is, can Douyin achieve Beijing? You know, the previous Netease strict selection of this road, and chose to go to Jingdong to open the store.

Traffic anxiety and platform balance have achieved this "illegitimate child" phenomenon together. They are obviously biological, but they have to foster to others' homes.

Is Douyin's rice delicious?

The 618 Shopping Festival is over. The veteran e -commerce platform Jingdong refreshes the previous records with a cumulative amount of 379.3 billion yuan.

However, this year's slightly long 618, Taobao, JD.com, Pinduoduo and other traditional e -commerce platforms, the desire and anxiety of traffic are also clearly seen by people.

Taking Jingdong as an example, during the 618 period of this year, it not only continued to advertise on a short video platform like Douyin; it also joined forces with WeChat to host the "618 Zhang Yadong Concert" to make traffic to the end.

On the other side, Jingdong's "pro -son" Jing made the sales main position to Douyin. In the live broadcast room, all kinds of good things made in BOE Tokyo appeared in the same frame as the anchor Luo Yonghao. reaction.

For example, when introducing BOE Tokyo's mixed nut barrels, Luo Yonghao said: "Hold up and eat strong self -discipline; if the self -discipline is not strong, pour out a bowl and lock it up."

For another example, when introducing another JD Tokyo dew, Luo Yonghao showed up and shouted, while shouting "Give everyone a fat man", while sitting in the camping car.

In this 3 -hour live broadcast, a live broadcast room on Douyin poured into more than 2 million viewers. After leaving Jingdong platform, Jingzheng made friends on Douyin.

In addition to using a big anchor like Luo Yonghao, the short video platforms are frequently unveiled, and JD.com on Douyin is also doing his own live broadcast.

Douyin account "BOE Tokyo Outstanding Election Goods", live broadcast every day during 618. The other eight other Beijing -made official vibrato accounts such as "BOE Tokyo Flagship Store" and "BOE Make -making Life Flagship Store" have also continuously posted videos and live broadcasts, attracting people's attention.

From a series of actions created by BDSky, we seem to see that the old e -commerce platform has now encountered traffic anxiety again. And to choose to move the position to Douyin, although the establishment of multiple official accounts, the business does not seem to be very good.

The Gray Dolphin Data Douyin version shows that in the past 30 days, the Douyin account "BOE Tokyo Outstanding Election" has been conducted in total, with a total of 34 live broadcasts, with cumulative sales of less than 330,000 yuan.

Why did you go to Douyin?

The "pro -son" Jing made a thick eyebrow, and the powerful "father" of Jingdong is not used. How can I turn my head and put my head into the embrace of Douyin?

The reason why this happened was because of the following two reasons:

First of all, the status of BOE Tokyo on the BOE platform is embarrassing, and the initiative to leave is to avoid suspicion.

As an old -fashioned e -commerce platform, there are many businesses on JD.com. Each merchant competes freely on the platform, obtaining traffic and harvesting users by hard power.

But now, the e -commerce platform of Jingdong has bred this "pro -son" in Beijing and competes with other merchants on the same stage, making many people get drums in their hearts.

Even though the various businesses on the platform have the competitiveness that cannot be underestimated, but in the face of the "son" Beijing -made athlete, the "father" of JD.com is a referee, the merchants may also be restless and send out the depths of the soul. Question: "Is this going to drive me away?"

Secondly, the traffic of traditional e -commerce platforms today is topped, and another way to make a different approach made by BOE Tokyo is also to obtain greater traffic.

Since the rise of short videos, short video platforms such as Douyin and Kuaishou have become the "kill time" weapon for people. Many people wait for the car and during the meal, the mobile phone does not leave the hand, and the short video is watching.

Where is time and where love is. People have invested so much love for short video platforms, so that the e -commerce platforms are hard to settle, and they have to transform them.

For this reason, Pinduoduo has launched a lot of videos, and comes out of the best "money sprinkler strategy. Users can get red envelope rewards as long as they brush a lot of videos. Taobao devoted to the live broadcast industry. Consumers are in front of their mobile phones, and their wallets are gradually dry. In this way, BOE Tokyo chooses to establish an account matrix in Douyin and cooperate with big anchors, it seems to be a normal state; and Douyin as a large traffic household seems to have become a lot of traffic. The source of traffic of the e -commerce platform.

The gospel of lazy people?

What consumers will be attracted to the JD Tokyo of Douyin?

Our IQ Tax Research Center found that the types of goods currently sold in BOE Tokyo have exceeded 3,000, covering 13 large categories and hundreds of small categories. Made in Tokyo can not only satisfy your food, clothing, and housing, but also to satisfy your food, drinking, and fun.

Take the dress that everyone needs. If you are a man who is not very particular about the brand and is not very particular, then all your clothing all year round can be purchased in Beijing.

Whether it is a jacket, sweater, T -shirt, shirt, or lower body jeans, casual pants, sports pants, shorts, and slippers, leather boots, sneakers, and even close pants, socks, home clothes, And as a clothing accessories belt and sunglasses, Beijing making has been prepared for you. The only thing you need to do is to choose a size and place an order and wait for the goods.

Some netizens once said: "Jing made the product is not very good, but after all, it is a brand of Jingdong. It is more assured to use it. Now it’ s so precious that you do n’t need to buy everything. "

Some netizens said: "It is not too high for Jingzhuo, and it is impossible to reconcile. Although it does not have its own factory, it is an OEM of other manufacturers, but at least it has saved me the process of choosing and bargaining. Overall The upper ratio is not enough, there are more than the comparison. "

From this point of view, although BOE Tokyo is not necessarily the optimal solution, it has a lazy person who has the need for online shopping, but does not want to be a lazy person who hurts too much brain cells because of complicated products, BOE Tokyo The emergence of the creation brought the gospel to their lives.

After all, people's e -commerce consumption habits are very different. Some people enjoy the process of selection and willing to shop overnight; some people only want to place an order without brain, and then sleep quickly.

Is Jingming really good?

Will the Beijing makeup of the gospel of lazy people launch a pit for them after consumption? What is the price -performance performance of products made in BOE Tokyo?

Our IQ Tax Research Center, we learned tables and chair packages with children, compared Beijing's products with other brands of goods.

In the BOE flagship store, we found a set of 1.12 meters long at the Beijing -made children with bookshelves to learn tables and chair suits, and was selected as 618 Jingdong home daily gold list. The price during the event was only 1449 yuan.

And a black -and -white children's learning table and chair set with similar sizes and specifications, the price has reached 1869 yuan; even if they participated in the 618 event, the price of the hand reached 1858 yuan, which is more expensive than Beijing -made goods. It is expensive. 409 yuan.

However, it is also selected as 618 JD children's furniture gold list, sitting in a child to learn tables and chair suits, and has a product size and specifications similar to Beijing -made products. During the 618 period, the price is only 1148 yuan, which is 301 yuan cheaper than Beijing.

Some netizens commented on this sitting for children to learn tables and chair packages: "There is no smell, the board is high -end, the screws are very weight, and the workmanship is a big factory at first glance."

Through the above example, we can see that in terms of cost -effectiveness, Beijing -made products have some advantages at first glance; but as long as we are carefully excavated, we can often find more cost -effective products on the Jingdong platform.

The reason why this happened was because compared with other brands, almost all of Beijing's products came from the OEM. Although the brand premium of the product was saved, the cost advantage is not large because it is not directly engaged in production. Essence

In this regard, Wang Cheng (pseudonym), a senior person in the e -commerce industry, said: "Compared with the original brand, the price is not necessarily cheap. Taking the fan as an example, the same model and parameter fan. It is a more expensive of Beijing; if Jingzhan finds Philips customization, it is a cheaper of Beijing. "

At the same time, Wang Cheng also said: "Compared with other brands of products, although it looks the same as the mold and appearance, it is just different OEM manufacturers, but some of the accessories inside are still different. The price difference between the product and other brands, not necessarily all the brand premium. "

From this point of view, cross -platform soil and water dissatisfaction, the embarrassing position of its own platform, the difficulty of traffic, and the cost -effectiveness of the product have become a Damocaris sword hanging above the top of Tokyo.

It is easy to expand the corners of the JD Tokyo, which is easy to expand, and it may be difficult to continue to become bigger and stronger.

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