Interest point to do articles, Douyin e -commerce explores the new model of full scene with goods

Douyin e -commerce "Mountain Goods Festival" live broadcast site. Douyin platform map supply

"The sun comes out of the west?" During the prevention and control of the new crown pneumonia, the Beijing citizen Haiwen, who was home for many days during the prevention and control of the epidemic prevention and control, found that the son and chair could stick to the son on weekdays, and they took the initiative to pave the yoga mat. Fitness. When he opened his son's new express delivery, he saw all sports items such as skipping rope, wristband and sweat hat. What makes your son change like this? Haiwen closer to the video -Liu Genghong's sister -in -law fucking in the picture is recently popular.

Can a video change people's habits? Obviously not, but the phenomenon of stimulating interest and attracting people to buy related products and learning tests generally exists on online video and live broadcast platforms. A public data from Douyin E -commerce shows that after Liu Genghong's fire came out, the heat of fitness short videos continued to increase, and the sales of sports products also rose. In April of this year, Douyin e -commerce sold 229,000 yoga mats, 110,000 dumbbells, and 752,000 skipping rope. Among them, the order volume of yoga cushions increased by nearly 48%a month.

You have to "find someone" but also "find people to find goods"

The phenomenon of fitness short video promotes the sales of sports products to the majority of practitioners. Haiwen is also curious: "Can it stimulate consumers' desire to buy through short videos? Originally, e -commerce can still play like this!"

Although this sales model is quite effective, many merchants are still confused from where they should start. Haiwen has tried to bring goods online in the past, but because there is no fame, the product sales effect is not ideal.

"Rather than the anchor's reputation, it is better to say that the video content lacks attractiveness and fails to arouse consumers' interest." In the face of many online sales effects, Wei Wenwen, president of Douyin e -commerce, is 5 At the second ecological conference of Douyin E -commerce on the 31st, it was introduced that in 2021, Douyin e -commerce named the new concept of stimulating interest in short video and promoting product sales to "interest e -commerce". "This is a way of bringing goods based on people's longing for a better life, satisfying the potential shopping interest of users, and improving the quality of consumer life." She said, "Its core value is to connect products with consumers with high -quality content. "

During the investigation, Wei Wenwen and his team found that after the consumer's interest was stimulated by short video content, he could promote short -term transformation. Interests would also extend and have persistence, and were naturally undertaken by more scenarios. In addition, "interest e -commerce" can also extend from content to more fields to meet the needs of users with diversified scenarios.

In the first year of the concept of "interest e -commerce", the GMV of Douyin e -commerce (the total commercial transaction is a concept in the e -commerce operation, which is used to represent the total transaction amount within a period of time). More than 10 billion pieces of goods. Its growth rate confirms that "interest e -commerce" is a huge business opportunity. Many views believe that the platform is still in the early stage of development. In the future, the proportion of new fields will account for more than 50%of business.

Although the prospects are available, it is a difficult topic for how to find consumers' interest in businesses. Wei Wenwen explained that in interest, e -commerce banks must not only be interested in stimulating and interested orientation, but also strive to understand how to "goods for people" in the content recommendation scenario, as well as how to "find goods" in the cover of users' active scenes. Essence Only in this way can we continue to extend the field with the interests of consumers.

At the same time, the Douyin platform also provides new assistance support for "new e -commerce", such as continuing to strengthen the construction of short videos, live broadcast and other content scenarios in terms of products; strengthen the construction of centralized scenarios such as stores, malls and search, which is easy to meet Consumers' initiative to search and repurchase found that they have found more opportunities to expose their products. In the product section, the Douyin platform improves products such as e -commerce compass, shaking shops, Douyin e -commerce supply chain Yuncang, huge amounts of hundreds and selection alliances, etc., helping merchants to make business decisions and improve operating efficiency.

Precision landing helps regional economic development

The rise of short videos and webcasts has set off a wave of live broadcasts. "From the perspective of development, live broadcast, short videos and other forms have become the standard of the e -commerce market." Yang Hutao, a professor at the Institute of Economics of the Chinese Academy of Social Sciences, said that it is different from traditional e -commerce. It is more integrated in the efficiency of platform matching requirements, stimulation needs and release demand. It has not only used user interest shopping, but also greatly meets users' active shopping needs.

In addition to relevant experts, many merchants also believe that "interest e -commerce" is an inevitable trend of e -commerce development. "The traffic of Taobao's live broadcast and cargo tends to be head -headed, and the selection of head categories is often competitive and added with large amount of service expenses, which can only play an advertising effect. It can make consumers understand the product details more intuitive and fully in just 3-5 minutes, thereby promoting a stable turnover. "Liu Wu, who once created a 30 -day performance of 1.6 million yuan in Douyin e -commerce platform Ouyang Gonghuang, the person in charge of the food franchise store, said.

Others do e -commerce to bring goods to pay attention to the good ideas of ingenuity, but Ouyang Gonghuang believes that there must be a down -to -earth "hard leg". He has tried companies and institutions in large and small cities such as Hangzhou, Guangzhou and other cities for several consecutive months to find out the relationship between the companies and business corresponding to each anchor, and laid the head and waist anchor to launch their own brand. A solid foundation.

In recent years, Douyin e -commerce has launched a series of support plans to various real estate belts and small and medium -sized businesses across the country. Some clothing, shoes, bags, food freshness, and beauty companies have opened up new development channels. Ouyang Gonghuang also cooperated with Xiuhe Village, Laoxin Town, Qianjiang City, Hubei Province to launch a 10,000 acres of "shrimp and rice co -operative" plan to establish more than 100,000 acres of breeding bases in the local area and acquire more than a thousand tons of crayfish daily to help help help More than a thousand farmers achieved stable income growth. How does "interest e -commerce" drive the sales of agricultural products? Ouyang Gonghuang said that he has two sets of cheats. One is to use the good traffic foundation, product comparison and price advantages to promote a certain high -quality agricultural product through short videos or live broadcasts; the other is to establish a complete crayfish fast -selling supply system , Breeding, processing, live broadcast, and transportation all fall in the local area, which can ensure the stable income of farmers and workers and form a virtuous circle.

Relying on the continuous efforts of a batch of e -commerce like Ouyang Gonghuang, the multi -real estate economy has developed rapidly. In order to set up a larger "stage" for users, Douyin e -commerce released the "Industrial Growth Plan" on June 9, announcing that it will make full use of high -quality resources to build the top 100 industrial belts for the national industrial cluster, systematically and large -scale land Support the industry belt and small and medium businesses, further enhance the popularity of local products, and help regional economic development.

Global upgrade formation is benign collaboration

After the one -year interesting model was born with colorful fruits, Wei Wenwen announced that he would upgrade the "interest e -commerce" to the "global interest e -commerce" stage. "By covering the needs of users 'full scenes and full -link shopping, it can meet users' diverse needs for a better life; through short video and live broadcast content, malls, search and other fields, it can bring new growth to merchant business." Wei Wenwen said.

This statement has received the support and support of many Douyin e -commerce platform companies, and Zhang Wenjie is one of them.

As the head of Dedai Shoes Group, a leading company in Wenzhou, Zhejiang, Zhang Wenjie has basically maintained three o'clock lines every day in the past 10 years -the office, conference room and production workshop. Beginning in 2021, he has another resident point -live broadcast room. "This point is not far away, and it is also in the factory." Zhang Wenjie said, from morning to night, he took more than 50 full -time staff to "open wasteland" at night with more than 50 full -time staff. workers. In June 2021, Desai joined the "Ace Factory" project initiated by the Douyin e -commerce clothing industry to continue to accelerate the brandization process.

Zhang Wenjie always said that he is a selling shoes, but the times are changing, and selling shoes also pays attention to external forces and use cleverness. "The new‘ whole -area interest e -commerce ’newly created by Douyin e -commerce is such a platform that can help companies quickly shape their brands and increase sales.”

Recalling the period when I first entered the e -commerce live broadcast last year, Zhang Wenjie was very excited: "In just one month, Dedai's operating performance gradually rose, and it felt like opening the door to the new world."

After drawing the experience of his peers, Zhang Wenjie did not go out of the live broadcast business because he wanted to get on. "It is a person with a person on the line, and you can push the goods out of the signboard. But this 'person' must understand your corporate culture and product value, so that it can accurately integrate with the consumer's interest points accurately "Zhang Wenjie said.

In fact, Zhang Wenjie has been in contact with traditional e -commerce for some years, but he deeply feels that simply selling goods online is more passive, and consumers are looking for consumers according to their needs. The subjective initiative of the enterprise cannot be well reflected. And Douyin's "Global Interesting E -commerce" platform allows companies to use more forms to impress consumers and get fans. "For enterprises, fans mean traffic and traffic contains business." Zhang Wenjie told China City News reporter.

For many companies with dual labels with "old brands and new e -commerce", Zhang Wenjie suggested that the Douyin platform is a amplifier, and the advantages and disadvantages of the product will be placed under the spotlight. Therefore, in the circle, we must establish a mechanism for leading the team and clearly understand their own corporate genes and product characteristics.

In fact, from e -commerce to "interest e -commerce" to "global interest e -commerce" is an upgrade of the industry's model to meet the diverse needs of users in a better life. Wei Wenwen said that in the "E -commerce E -commerce" environment, high -quality content such as short videos and live broadcasts can better stimulate users' potential interest and "plant grass" for users; Ordering, forming habits, realizing accurate matching and repurchase; various types of e -commerce behaviors of users are precipitated in the store, and the sales entity can expand the overall traffic through marketing solutions and achieve global acceleration. Active collaboration between these fields provides users with a "one -stop" shopping experience to help merchants comprehensively and long -term development.

■ China City News Reporter: Wang Nan

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