Editor Introduction: 2021 has ended. Looking back on the past year, many people have entered the Douyin e-commerce industry. 2021 can be labeled as the explosion year of Douyin e-commerce. Although it is the explosion period of Douyin e-commerce, there are actually not many people in the entire industry who can be called successful. I believe that in the next 2022, the entire Douyin e-commerce will slowly enter a mature stage. This article will share with you the five trends of Douyin e-commerce discovered by the author in 2022. Friends who are interested should not miss it.
The just-passed year of 2021 was the year when Douyin e-commerce broke out. Since it is the year of outbreak, it means that many people have just entered the market, which also means that the entire ecosystem is still very immature and everyone is still exploring and moving forward.
If you look back carefully, we will find that although the popularity last year was great, not many people actually made money.
is very important. One reason is that a considerable number of people are affected by the environment and enter the market with their heads covering themselves. They have neither a mature methodology nor a reliable team. Finally, they enter the market happily and go home in a mess.
This year, this situation will improve significantly because the entire industry has accumulated enough experience and the model has gradually become clear. Businesses that are not profitable are unsustainable. 2022 is a year of transition from the outbreak to the maturity period, and it will also be a year when Douyin e-commerce starts to make profits.
If you want to take the morning bus, you need to make an arrangement as early as possible at the beginning of the year.
During the New Year's Day, I conducted a systematic inventory and analysis of 10 excellent accounts including Luo Yonghao , Big Wolf Dog Couple, Herborist , Beautiful Girls Hi Shopping, Hongling Cashmere.
discovered five trends in Douyin e-commerce in 2022. I shared it and hope to do a good job in Douyin e-commerce with everyone.
1. Trend 1: Staffing is an anchor, normalization of daily broadcasts
Not finding a good anchor is a major problem in live e-commerce. The crux of the matter is that the level of anchors plays a decisive role in live broadcast sales, resulting in a little capable anchor asking for a lot of prices and cannot be kept, because people are always looking at the mountain high, and bosses must accept this reality.
This problem will definitely be solved this year. The solution is to pull the anchor off the altar.
offsets the dependence on the anchor’s personal abilities by optimizing the speech and operational actions of the live broadcast room. Taking Luo Yonghao’s live broadcast room as an example, the anchor becomes an executor and a standardized profession.
simply calculates the calculation. Currently, the hourly salary of a good anchor is 300 yuan. It is broadcast for 6 hours a day, which is 1,800 yuan. It is broadcast for 20 days a month, which is 36,000 yuan. This salary is significantly higher than the average salary of the entire industry. It also has risks to the business of the company. Once the anchor leaves, the sales in the live broadcast room may collapse directly.
After standardizing the anchor’s profession, employees can take up their posts after short-term training. As long as they are implemented in accordance with standardized words and the process designed for live broadcast room operation, reducing their dependence on personal abilities, and the anchor’s hourly salary will drop to around 100 yuan, which is more reasonable. After the anchor becomes employee, the second move is to normalize daily broadcasts.
2022 brand self-broadcast starts at 6 hours a day, uninterrupted throughout the year, which will become the norm. Because the entire live broadcast team is its own internal employees, the longer the live broadcast time, the lower the marginal cost of the company will be, and profits can be maximized. What
live streaming pursues is no longer the explosion of traffic, but the flat sales in a stable state, which is more like moving offline stores online. The anchor is a salesperson, operating for one hour and 6 hours a day, and the sales difference may be more than 6 times.
So, the first trend is that companies will pursue stability, standardization, and profit maximization; anchors should be prepared in advance. After the industry matures, a large number of anchors will be cut or even unemployed.
2. Trend 2: Price breaking is unsustainable, the ability to organize goods is crucial
The lowest price on the entire network, this live e-commerce label will be broken this year.
There is a phenomenon in the industry now. If a product is sold for 59 yuan on Tmall and JD , then the price on Douyin will definitely be lower than 59 yuan. First, consumers will compare prices, and second, the anchor will also take screenshots of his competitors to prove that his live broadcast room is cheaper and used to increase sales.
This is a pathological condition.
Interest e-commerce brings stronger users than platform e-commerce. This is an advantage. You can sell higher average customer price and make more money on Douyin, but 80% of the live broadcast rooms have become a place where brands can sell at low prices. If the problem of
is solved, the test is the ability to organize goods in live broadcast operations. There are two common ways to use
group. First, the specifications remain unchanged, and the combinations are sold. For example, Tmall’s product priced at 100 yuan can be sold for 220 yuan on Douyin, including two products + one gift; second, the specifications are re-made. Tmall sells two bottles, and Douyin can sell three bottles or even four bottles.
Douyin e-commerce is doing well and has the ability to exceed the sales of Tmall and JD.com. Therefore, the first thing is to reverse the concept and no longer regard Douyin as a channel to break prices and drive volume. Douyin as the second growth curve.
The advantage of Douyin is that platform e-commerce requires users to actively search, while interest e-commerce is to open the door to do business. When you stand in the store to introduce products, people in the entire mall may be attracted, converted, and purchased by you.
So, the second trend is to refuse to break the price, and the first place to group goods.
3. Trend 3: From a single point breakthrough to a comprehensive layout
If you are only focusing on short videos and live broadcasts in 2021, you must start a comprehensive layout in 2022.
First of all, a concept is clarified. Douyin e-commerce is neither equal to short video e-commerce nor live e-commerce, but short video e-commerce + live e-commerce + search e-commerce + small store e-commerce + private domain e-commerce. In some scenarios, a local e-commerce must be added.
has a chance to eat only one direction during the explosion period. But when it comes to the maturity stage, only a comprehensive layout can reduce costs and form a moat. Especially for brands, first-mover advantage may directly determine the outcome of the competition.
When it comes to Douyin e-commerce, we should return to the four words "interest e-commerce". Interest is triggered by good content.
So Douyin e-commerce has such a growth flywheel: use grass planting and short videos to obtain traffic overflow, use the live broadcast room to harvest the overflowing traffic, and at the same time increase the search weight, and then superimpose the optimization of search keywords to further increase the overflow of traffic.
Douyin e-commerce is a mesh-like form, made up of single-point connections interleaved, and all of them have many opportunities that are easily overlooked.
Give a few small examples:
A blue V account, through the decoration of the homepage, optimizes the background image, signature, and top video, and then creates a sense of brand trust. Then, it does not open live broadcasts, but only brings traffic to the homepage, and guides it into the fan group through brand endorsement , and makes transactions in the fan group, with sales higher than live broadcast numbers.
"Luxury Car Du Lao Ji" who sells luxury cars, screens the experts who are popular with their target users, and goes to the comment section of the expert video to comment a lot of words "Dignified Cullinan Car Owner", which has become a phenomenal marketing event. I watch Lao Ji show luxury car consultation orders in my circle of friends every day, and many of them are attracted by other people's comment sections.
So, the third trend is that when the big dividend is gone, you must learn to eat multiple small bonuses of single point, from point to line, from line to surface.
4. Trend 4: Low-fan experts have great opportunities to sell goods in matrix
Douyin e-commerce strategy continues ByteDance's corporate culture, called "Great Miracle".
Big anchor, big channel, big supply chain, big budget. For merchants, this strategy is very effective during the explosion period. Once the explosion period is over ROI, it will become particularly low, so you can't keep staring at the big ones, and you also have to look for opportunities in the small ones.
Applying Xiaohongshu's Ant-Male Soldier Craftsmanship to Douyin is a new trend.
In the past, people called experts with 100,000 or 200,000 followers on Douyin as little experts. This is also the bottom line of cooperation in selling goods. No matter how few fans are, they will not consider them and will not look down on them at all.
This year, this standard can be reduced by another 10 times. The account of 10,000 fans can be defined as a little expert. If the fans are vertical enough, the account of thousands of fans is also valuable.The situation of these little experts in
is actually very embarrassing. They have a little fans and want to monetize them, but there is no way. Because when the traffic is rippling, the brand cannot see them at all, and everyone is surrounding the anchors on the head and waist.
But these little experts are actually very valuable, and they are cheap, and they are absolutely high-quality traffic assets, which are very worth a try.
only requires a business team of several people to discuss cooperation in large quantities every day, and add more and give up the amount if the effect is not good. This is a good way out for some small brands.
The practice in the era of Xiaohongshu is to collect a large number of small bloggers that match their products, and then monitor the changes in the number of fans of these people every day. Once you find out which blogger's number of fans has grown faster, you should discuss cooperation as soon as possible. This is the time when the sex ratio is the highest.
First, few of these small bloggers ask them to cooperate with each other, so the price is very low. Second, they determine cooperation before the number of fans explodes. After the number of fans increases, they will gain a big wave of dividends.
So, the fourth trend is to move the old traffic platform verified onto the new traffic platform, which is usually effective.
5. Trend 5: Search keywords are worthy of attention
Many people still don’t know a data. In fact, Douyin’s searches in the second half of 2021 have exceeded Baidu . It’s just that the live broadcast and short videos are too popular, which makes everyone intentionally or unintentionally ignore the search for this gold mine in Douyin.
has thoroughly studied search keywords. Even if you do not invest in paid traffic, it will have a great effect on short videos.
Regarding keywords, I have read a point of view from Teacher Fengnian and agree with it very much. The core point is as follows:
Many people are influenced by some training courses. The first word that comes to mind when starting a account is "positioning", and then "fans should be accurate, otherwise they will be worthless." In fact, requiring fans to be accurate at the beginning will greatly increase the difficulty of starting a account, which is completely unnecessary.
traffic is funnel-shaped. When choosing topics, make the user base covered by keywords as wide as possible. If the topic is "How to do a good job in Qianchuan's placement?", it may never be able to get up, because it is too professional and there are few people reading it, but it is easy to make a hit by the topic "How to quickly start a number?"
first sucks up relatively accurate flow, and then washes the flow with the next funnel. Suck and wash while doing this, and repeat this way, so that the account weight and accurate fans can also be found. The most taboo thing about shooting short videos in is to be self-interested. I think it is very powerful, but in fact I can't get the exposure at all.
Sometimes when you look at the target, it may be easier to achieve a turn, walk straight over and fall into the pit if you accidentally fall.
In addition, the platform's drop-down box will also have some keywords. Having keywords means there is a search volume, and having search volume means there is demand. It is easy to shoot videos by finding such keywords corresponding to the needs or long-tail keywords .
So, the fifth trend, if you use the keywords well, you will master the traffic password.
Everything is in constant development and change. Only by following the trend well can you be invincible.
Author: Shi Guipeng, WeChat public account: Fengqishe, author's work information: the manager of the new e-commerce entrepreneur community "Fengqishe".
This article was originally published by @Shi Guipeng. Everyone is a product manager. Reproduction is prohibited without permission.
question picture comes from Unsplash, based on CC0 protocol
