We do Douyin e-commerce, which cannot optimize our details pages, main pictures and other things like Taobao, and then promote our products. What Douyin e-commerce needs is a suitable packaging to package our products, so that fans can actively contact us, purchase our products, and then subtly promote the products to our fans. This is the essential area between us doing content e-commerce and traditional e-commerce, actively and passively marketing our products, impressing our fans through content, so that fans can believe us and develop a desire to buy our products. This is the fundamental difference between content marketing and Taobao direct selling, which is simpler and more crude and has no side effects.
Below we share how we should use content to package our products:
1. Combining our own products, for example, we are a clothing brand, it is very simple. We can do some dressing categories and design styles, and start from these contents to package our products.
Take a look at a gift for clothing: 1. Teach you how to wear it, implant your own products into every short video, and teach you how to match our clothes. The colleagues who also found that her clothes looked good and wanted to buy her clothes. This method has a good effect of attracting fans; 2. You can also teach you how to take photos, how to take photos with their clothes, and put their clothes in front of you with very direct soldiers. If you like their products, you will naturally buy their clothes through their shopping cart link. Neither of these methods directly display their products, but combine them with their products through outfits and photos, promote their products, and influence Douyin content.
2. Combined with our corporate philosophy, for example, we are doing home furnishings, we can use the home as the theme to do some knowledge dissemination, teach you how to choose home products, how to avoid being cheated when choosing home furnishing products, etc., these contents can then package our products.
For example, the evaluation account on Douyin mainly evaluates various cosmetics on the market, or whether food uses additives, and whether there are some ingredient that are harmful to the people. Their works are all promoted by these contents, and their corporate philosophy is also very clear, indicating that the thing they do is the same as what I promote your products, and will make people feel safe, safe and reliable. It makes you feel that the products they have reviewed are very trustworthy. This is a very good product. Therefore, they have very strong fans in the early stage, and even when promoting the products later, the sales conversion is very high. Because the number of fans is here, they are all die-hard fans, and fans are very happy to buy them. Although the products may not be fixed, all their products combine this concept, which is safe, safe and reliable, and fans do not need to think more when buying them.
3. Combining the brand or personal image, for example, we need to combine the brand to launch a person and combine our brand to associate products. For example, we are making high-end mahogany furniture, then our brand positioning must be high-end, and our content must also be tall and elegant , and the person who represents our brand also needs a gentle and high-end image, and can make some mahogany choices, talent performances, etc. to cater to our product types and results. The brand will promote some image.
Take a look at the two accounts that are very good at selling red wine on Douyin, two big internet celebrities, they both sell red wine and steak. Their image is also related to red wine steak. They have no direct connection with the brand. However, they appear in front of everyone as a wine review or wine expert. They have been recommending what kind of wine is suitable for what occasions, and what kind of tricks are there in each wine? Such an image appears in front of everyone. Selling their own products for them later is a product that happened to be explained in the video content. Everyone will think that they are a very professional person. They have a very comprehensive knowledge of red wine, so the products they promote must be good. For example, in the Douyin video, they first taught everyone how to choose steak to cook steak, and then they directly sold steak later. Combined with the image of their Red Bull steak expert, they sell steaks and red wine they operated. During the entire TikTok account operation process, although their personal appearance has nothing to do with red wine steak, they incorporated the knowledge of red wine steak into the video content and finally tied the products together, laying a very good foundation for later marketing products. Three common methods are used to spread video content by combining video content, attract fans through knowledge dissemination, and ultimately lock fans, because fans who follow us are all die-hard fans with very high loyalty. As long as the product is still passable during the later monetization process and there is no problem with the product, it can basically be cashed smoothly and make money through Douyin e-commerce.
