618 merchants have doubled, and Shanghai people can buy the most ... Douyin upgrades the whole region of interest e -commerce. This step is very important in the future.

As of June 2021, the number of daily active users on the Douyin platform has exceeded 600 million. In the huge user plate, there may be a lot of consumers similar to Mr. Wei: this 618, the Douyin e -commerce who upgraded the "global" OK.

According to the data report of the "2022 Douyin 618 Good Material Festival" released by Douyin E -commerce on June 19, from June 1st to June 18th, Douyin e -commerce live broadcast is 40.45 million hours, an increase of 40 from the same period last year. %. From the perspective of cities, Shanghai consumers are ranked first. At the same time, during the 618 event, the sales of Douyin Mall drove sales by 514%year -on -year, search scenarios increased sales of 293%year -on -year, and the number of merchants participating in the event increased by 159%year -on -year.

Regardless of the surge in the merchant or the doubling of the live broadcast period, the growth performance of Douyin e -commerce business in just two years is staggering. However, an analyst of a long -term attention of the TMT industry told reporters that one of the main reasons for the good -looking figures of Douyin's growth is that the previous base was low.

Zhuang Shuai, an expert in the retail e -commerce industry and the founder of Bailian Consulting, was interviewed by a reporter from the "Daily Economic News" reporter that Douyin had grown into the fourth largest e -commerce platform after Tmall, JD.com, and Pinduoduo. He believes that Douyin wants to improve its competitiveness, and the next step needs to build its own performance system.

618 Douyin e -commerce will become the main consumer after 00

The total length of the live broadcast is closely related to the number of merchants settled in. Since the live broadcast has become a sales channel that merchants cannot ignore, Douyin.com has rushed more merchants. The data report of the "2022 Douyin 618" shows that the number of Douyin merchants increased by 159%year -on -year.

The reporter noticed that some old -fashioned brands, such as backbone leisure shoes, Haitian soy sauce, Zhang Xiaoquan ancient method, cutting kitchen knives, etc., also found new market increasing markets with the help of live broadcasts. The report shows that the cumulative sales of these old -fashioned brands increased by 176%year -on -year.

From the perspective of cities, the consumption popularity in many places has gradually recovered during the 618 period. In the early stage of Shanghai, it was affected by the epidemic sealing and controlling. Consumers' shopping desires were released during the 618 period. The report shows that the purchase volume of Shanghai consumers ranks first. In addition, consumers from Chongqing, Beijing, Chengdu, and Guangzhou are also at the forefront of the country.

From the perspective of age distribution, the post -00 group became the 618 consumption "vital army", and the purchase volume increased by 164%year -on -year. The purchase volume of the post -90s and post -80s groups also increased by 117%and 101%over the same period last year.

Douyin e -commerce does not pay attention to cultivating the head anchor on the platform, and it also respects the form of self -broadcasting of merchants. It is more in the form of a platform. But this does not mean that Douyin has no anchor. Prior to 618, the unique anchors such as Manchu and Liu Genghong, such as Peking University, had gathered a large number of iron powder and began to carry the goods.

It is worth mentioning that during the 618 period, New Oriental transformed the live broadcast from the education and training, and it received widespread attention in the "Oriental Selection" of Douyin's live broadcast room, especially the anchor Dong Yuhui bilingual with the goods. At present, the account volume of this account has exceeded the 10 million mark.

Crime, corn and corn recommended by Dong Yuhui, as well as books such as "Su Dongpo Biography" have also become the object of consumer orders. Data from Douyin shows that the sales of "Three Books of the Tang Poems and Song Cultural Book of Songs" have been sold close to 10 million yuan. Multiple books recommended by Dongfang Selected Live Room are ranked among the top sales of Douyin E -commerce 618 books.

The global interest e -commerce is the prototype

Douyin e -commerce 618 has grown high, and live broadcasts+short video with goods are indispensable. Just before 618 this year, Douyin held the second Douyin e -commerce ecological conference, announcing that the "interest e -commerce" was upgraded to "global interest e -commerce".

The reporter noticed that the overall upgrade is mainly in three points: first, the business growth formula with content as the core of the content is re -sorted out, so that merchants can see the growth path from content operations, and they can also disassemble the growth indicators. Based on the content field, the central field was supplemented, and the two -way consumer link between "Finding People" and "People Finding goods" was opened; third, combined with marketing fields to enhance the content of content reaching the content and make the brand content more widely touch the content With target consumers.

The rapid development of Douyin's "interest e -commerce" in the past two years is mostly based on its huge daily living base. This also made the Douyin platform a merchant's iron absorption.

Public data shows that from May 1st, 2021 to April 30, 2022, 1.8 million merchants newly settled in Douyin e -commerce and sold more than 10 billion items. Another group of data displayed at the time also showed that the search behavior of Douyin e -commerce buying product intention increased by 217%. During this period, the GMV (total product transaction) of Douyin Mall also increased 6 times.

The evolution of interest inspired by interest has become the confidence of Douyin to do full -time e -commerce. For example, Douyin Mall Scenaries drive sales by 514%year -on -year.

In addition, Douyin e -commerce is also linking other businesses to grow, such as today's headlines.

According to Sina Technology reported in early June, the headline issued today that the live broadcast sector will be upgraded as a whole, and the live broadcast service after the upgrade will be "provided by Douyin." In addition, the unexpected popularity of the Eastern selection may also let Douyin see a new way to bring knowledge.

The future of Douyin e -commerce: Performance ability is the focus of construction

Today's headlines have tried e -commerce business in the graphic era. This time, after the Douyin was upgraded to BU (business unit), it was not surprising that it was merged into today's headline to make live broadcasts.

"Headlines and watermelon videos should try live e -commerce follow -up. Now today's headlines and watermelon videos are a member of the entire system of Douyin BU, and it is inevitable to link with the shake e -commerce." Zhuang Shuai believes that this is also a push and shake and shake. Measures for the growth of audio e -commerce platform business. In fact, there are still many homework to make up for the cross -border e -commerce of the content platform.

"E -commerce promotion is not a simple aggregate merchant+marketing promotion. Behind it requires a complete set of complicated systems to support the promotion. There are many professionals behind Douyin e -commerce. It can be seen. "Zhuang Shuai told reporters.

Zhuang Shuai believes that Douyin has a better grasp of the rhythm of development in the past two years. Such as platform governance, strategic selection, and changes in operations and upgrades. "The three -dimensional construction makes the vibrato ecology very healthy, which is one of the reasons why Douyin can develop rapidly."

The growth rate of Douyin was recognized, but the specific volume was not disclosed. People in the industry believe that the growth rate of Douyin may put pressure on the old -fashioned e -commerce, but its volume is not enough to pose a threat to the old e -commerce.

Zhuang Shuai believes that Douyin wants to improve its competitiveness, and the next step needs to build his own performance system. "If the current Douyin is compared with the old e -commerce company, it also needs to make up for the construction of the performance system. I know that the current Douyin is already strengthening the construction of cloud warehouses. Experience. "He said.

Compared with the old -fashioned e -commerce platform, the experience of users in the performance and after -sales links is often the key to consumers and platforms to establish continuous trust. In the performance, Ali has a rookie, JD.com has Jingdong Logistics, and Pinduoduo is also developing very rabbits. Douyin is currently the representative of the new e -commerce. The number of merchants in service has increased, the number of orders has increased, and the construction of its performance system has always been attracted to the outside world.

"If you want to compete equally at the user experience level, the performance system still needs to continue to invest in technology, manpower and material resources, and optimize it. And if you want to have competitiveness, Douyin should think about how to surpass the old -fashioned e -commerce in this link and have your own Differential characteristics. "Zhuang Shuai said.

Daily Economic News

- END -