Recently, an turtle shell became a hot search on Douyin.
Douyin data shows that as of July 26, the topic video "All Douyin is recommended by Amway" has been played 70.68 million times.
The popularity of turtle shell originated from a video of Zhao Lusi a few days ago: She was wearing a tortoise shell doll about one meter long, with a flat face effect, showing the new guy on her body a little clumsy and funny, and finally lay on the ground with peace of mind, becoming a "lying turtle".
Afterwards, fans who received Amway rushed into the live broadcast room of the manufacturer "Youqu Youpin" , and wrote in the comment area "Is this the same model for Zhao Lusi?"
For this reason, one of the company's shareholders, , Liu Fengming, , also specially posted a video of Zhao Lusi's same style, saying, "Well, it's the same style of lying flat artifact."
After Zhao Lusi, many Douyin experts were attracted by this ingenious "weird" toy and shared videos of wearing turtle shells.
Liu Fengming mentioned that before this wave of craze, about 700 turtle shells could be sold every day. Recently, thanks to the popularity of the topic, the order volume of turtle shells suddenly increased to 2,000 orders a day.
In addition, in recent days, the highest number of live broadcast rooms has increased to more than 6,000 people, and the account has increased by more than 300,000 fans.
In fact, before Zhao Lusi released the video, Youqu Youpin had already become quite popular.
If you are a regular customer of plush toys, you must be familiar with these "weird" homophone dolls: the combination of snakes and dinosaurs "snake fear" (social terror), the combination of sharks and bananas "shark bananas" (coquettish), and the combination of watermelon, winter melon, cantaloupe and ducks "Xigadong gahamiga".
These are products of Youqu Youpin, and the inspiration for the design is almost all the messages left by netizens in the live broadcast room or short video comment area.
"I will do whatever fans want. As long as they want, I can do it." Liu Fengming said.
Liu Fengming's logic is that the comments are high, which proves that the product has a market, and if it is made, someone will pay. As a brand that has just entered Douyin e-commerce for a year, Youqu Youpin's order volume has been stable at around 10,000 orders per day.
On Douyin e-commerce, like Liu Fengming, they also use real-time feedback from fans to produce products. "Liu Family Bamboo Weaving (with Bamboo Weaving Cat Nest)" (hereinafter referred to as "Liu Family Bamboo Weaving"). The account manager Liu Xiabing recalled that after netizens woke up, they originally made fruit baskets and other bamboo weaving products in a small town in Guangxi, and began to develop various pet supplies. As a result, the products became very popular after they were put on the shelves. This year, the overall output of bamboo weaving products has increased by 2-3 times compared with last year.
How do these brand merchants make content in Douyin e-commerce? How to open up production ideas and discover product creativity? We talked to the managers of the two brands to try to find out.
A video has 200,000 likes, and the popular Youqu Youpin
At the beginning, Youqu Youpin just made some ordinary cute dolls, such as Big Goose toys, flower pillows, bread cushions, etc., especially Big Goose , which sells to the top orders and can sell 5,000 pieces a day. Liu Fengming said: "I didn't have a holiday during the Chinese New Year, and I was broadcast on the first day of the Chinese New Year."
But the good times didn't last long. Replicating products like Dage is too simple. Youqu Youpin, and his peers also started to do it, and they even fought a price war with them to attract consumers with simpler workmanship and cheaper prices.
Youqu Youpin was suffering from this bottleneck that could not break through. Until one day, Liu Fengming saw a fan's ID called "Shark Riding Horse", and suddenly there was a flash of inspiration: Shark Riding Horse, Shaqima . It's better to be a shark Riding Doll, maybe fans will like it.
Liu Fengming's idea is correct. In this account with only a few thousand likes in the usual video, because of "Shark Riding Horse", one of the few videos with more than 200,000 likes appeared.
"Shark Riding", nicknamed "Shark Matt"
After seeing shark riding become popular, Youqu Youpin took advantage of the victory and launched "Shark Melon" (shark + watermelon), "Cai Dog" (cabbage + dog) and "Spicy Chicken" (chili + chicken). Almost every video is a new homophone toy, which is so new that fans are afraid.
But later, fans gradually changed from being funny and joking to "order-based comments", "Boss, I want this", "When will the boss come out that", "Ten Thousands of People's Blood Books ask for XXX"... Liu Fengming was also used to the process of fans' thoughts and brand cooperation in designing.
To a certain extent, this is a virtuous cycle of brand content creation - merchants' creative high-quality content stimulates netizens' desire to create and interact, thus constantly bringing traffic to their accounts. This popularity feeds back to merchants, allowing merchants to "open their brains" and promotes product upgrades and sales.
"We have never been exposed to this method (interacting with fans to make products) before coming to Douyin e-commerce. After experiencing it, we feel that the product is very popular, and now there are basically no unsold products." Liu Fengming said.
The traditional toy production model may produce unsold products because manufacturers cannot have real-time and zero-distance interactions with customers. The user feedback cycle is long, which can easily cause waste of resources. This is precisely solved by the interactive mechanism of Douyin e-commerce.
Liu Fengming recalled that when he first joined Douyin e-commerce, he didn’t know how to make videos or live broadcasts. He spent tens of thousands of yuan to study in training classes, but he didn’t even know much about telescope , and he had to memorize the words during live broadcasts word by word. "I haven't been so serious in school."
At that time, there were only a few people in the live broadcast room. In order to attract new customers, Liu Fengming's hair was also worried.
In this process, Liu Fengming gradually realized that as long as the product is good enough, there is no need to play tricks or hold orders in the live broadcast room, and there is no need to do too much additional preparation before the broadcast. He only needs to intuitively display the doll size during the live broadcast, explain the product truthfully, and then hang a link, which can also attract a group of loyal viewers. As they explored, the live broadcast room's view increased day by day, and the number of online users stabilized at about 2,000.
Liu Fengming said: "I told fans that I can learn routines, but it's boring."
What they do is to absorb the opinions of netizens as much as possible and continue to output creativity in short videos.
High-quality content brings more resources. At that time, Douyin e-commerce waiter took the initiative to contact Youqu Youpin, proposing that he could provide some resources for celebrities and experts to bring goods. The live broadcast room for making friends (hereinafter referred to as "Make Friends") was how he contacted Youqu Youpin.
In terms of the product, I made a friend and chose a combination of bananas and ducks - "Bananas, Friends, Duck", which played the homonym of "dream linkage".
Make a friend and take a fancy to Youqu Youpin "Banana Friend Duck" (I want to make a friend) Plush toy
The unique creation and interaction methods of Douyin e-commerce have allowed Youqu Youpin to achieve unprecedented growth. Liu Fengming simply stopped the business of all other platforms and focused on Douyin e-commerce.
He said: "With the same energy, the best results are done here. So I am quite grateful to Douyin e-commerce. Without Douyin e-commerce, it should not be able to achieve this level now."
made a cat nest that fans brushed in the live broadcast room. The total output of the store increased by two or three times
There is more than Liu Fengming who has such an idea.
strong interactiveness, high-quality content has soil, and it is also Liu Xiabing Reasons for choosing to do Douyin e-commerce.
Liu Family Zhuwen has opened a Douyin account for about three and a half years, and has 68,000 fans. Although there are not many fans, they can occasionally create videos with hundreds of thousands of likes.
"In fact, other platforms also have accounts, and they are also posted these contents, but no one follows them. "Liu Xiabing said.
The most popular product of Liu Family bamboo weaving is a bamboo weaving cat nest, with a production of 30% of hundreds of bamboo weaving products. Why did the creative inspiration of this cat nest come from? A sentence in the account introduction is: A rural bamboo bamboo craftsman who was fortunate to be teased by netizens and successfully launched pet products such as cat nests and dog nests.
What netizens’ evaluations of cat nests are
In a video with nearly 200,000 likes, Liu Family Zhumeng said that at the beginning, it was just making some handicrafts such as dustpans, fruit baskets, steamed bun baskets, , etc., but on a live broadcast one day, the situation changed.
Liu Xiabing said: "I remember it very clearly that it was the night of March 19, 2021. Suddenly (live room) there were many people coming in. I don’t know what happened. Everyone has been brushing cat nests. "
Inspired by netizens, Liu Xiabing put up the bamboo cat nest and sold more than 200 orders in a few days. This was a big deal for the Liu family, who was running small books. They had to mobilize bamboo craftsmen in the village to complete the order.
Afterwards, the cat nest was extremely popular, so she simply changed the name of the account and added five big words to the original "Liu Family Bamboo Weaving": There is a bamboo cat nest.
It is not enough to make a cat nest. In order to meet the growing demand of the pet-raising army, they have also made cat bags (for carrying cats out), cat tunnels (cat toys), pigeon nests, hamster nests and other pet supplies.
Bamboo weaving is a traditional Chinese intangible cultural heritage technique. Liu Xiabing, who grew up immersed in bamboo weaving culture, has a deep affection for this. She often sees fans' messages, "It says that the product is very good, and bamboo weaving culture is also a very excellent traditional craft in our country, and we all encourage us to stick to it. ”
The Liu family’s bamboo weaving products are produced in the form of a family workshop. She once mentioned in a video that her great-grandfather, grandfather, and father all worked as bamboo craftsmen when they were seven or eight years old. The seventh aunt, eighth aunt, uncle and uncle are all bamboo craftsmen with decades of experience in bamboo weaving.
But because production takes time and effort, the monthly income of bamboo craftsmen is not After two or three thousand yuan, her family didn't want Liu Xiabing to become the next generation of bamboo craftsman. After dropping out of high school, Liu Xiabing went to Guangdong to work and worked step by step as the manager of a clothing store, and soon had the hope of being promoted to regional management. But on the eve of the promotion, she resolutely resigned and returned to a small town in Lingshan County, Qinzhou, Guangxi to inherit the family business.
She said: "At that time, if she didn't come back to do it, there might be no chance. "
Liu Xiabing returned to her hometown in 2016. Before 2016, the bamboo weaving product export processing business that her family head did seemed to have reached its end at a glance, with no orders, and no development prospects. From 2016 to 2020, after Liu Xiabing took over the business, the local bamboo weaving production increased significantly, but the sales channels still have certain limitations. In order to attract more customers, she came to Douyin e-commerce.
In 2021, thousands of videos carefully introducing the product finally reached the time to accumulate strength. The transformation brought by "cat nest" seems to be accidental, but it is actually inevitable.
The first video of Liu Family Bamboo (left) and the effects brought by high-quality hot products (right)
At that time, this wave of "out of the circle" content became popular with relatives and friends.
Liu Xiabing said: "They will send (the content they have browsed) to my father and send it to me, and then many friends come over and say 'You are famous'."
But she was not addicted to this short-term popularity. On the contrary, she was constantly iterating the products based on the opinions of fans.
There are many burrs in the product? Specially arrange for the aunt to pull the thorn by hand; want a double-layer cat nest? Dad personally drew the drawings.
In the past, their imagination of products was limited to hotel supplies, kitchen utensils, household supplies and tea ceremony utensils. Inspired by fans, they also plan to build a pet product series brand in the future.
The key to success in Douyin e-commerce: good at creating high-quality live broadcasts and video content
Review the account operation model of Youqu Youpin and Liu Family Zhuwen. The two are essentially similar: their live broadcast room has no routines and terms, nor is there a complex and complicated product combination. Some are simple product introductions, eye-catching product creativity and content operators who are good at listening to fans' suggestions. This is the key to their success.
It is understood that Douyin e-commerce launched the "Spring Rain Plan" in March this year, announcing that it will fully leverage resources to provide more traffic incentives, rights protection and business assistance, encourage merchants and experts to create high-quality e-commerce content, improve long-term operation efficiency, and promise to provide 20 billion traffic for creative incentives.
Douyin E-commerce Learning Center listed in the "Spring Rain Plan" announcement
It is not difficult to see that Douyin E-commerce encourages the content creation of merchants and experts, and supports the development of high-quality content. One of the reasons why Youqu Youpin and Liu Family Bamboo Weaving became popular is the unique content displayed in the video and live broadcast rooms. Through interviews and research, the editorial department of Xinbang summarized the three elements that led to their formation of a high-quality content production model:
Youquyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyouyou Creating a single-product hot product is the first step to success, and seizing the explosive point, continues to work hard on product research and development and video creation is the second step to success.
Liu Fengming revealed that in order to write a better video script, they interviewed several director candidates, but they did not find a suitable one. "Later, I could only think about it myself. The script was too difficult."
Liu Fengming (left) personally took the live broadcast room to bring goods, hoping to absorb more traffic
Liu Fengming once mentioned: "As long as you have altruistic thinking and consider the problem from the perspective of fans, you can succeed."
Only by doing "altruistic" can you truly "benefit me".
. Quickly update the product based on fan feedback.
Youqu Youpin usually develops products that are highly praised in the comment area within two weeks, which can allow fans who have watched it to follow up in a short period of time, thus creating a sense of closeness to the brand.
In order to support more content e-commerce creators like Youqu Youpin and Liu Family Zhumeng, in January this year, Douyin E-commerce launched the "Find Peers" plan - this is the creator growth base of Douyin e-commerce, committed to discovering high-quality experts and merchants. Through special support plans such as "Mountain Goods Headlines", "Seeing Craftsmanship Plan", and "National Good Book Plan", we will help them gain more attention and opportunities and achieve longer-term development on the platform.
Under the popular Turtle Shell video of Youqu Youpin, netizens are still busy giving Liu Fengming ideas:
This Turtle Shell is carrying the popularity of high-quality content in Douyin e-commerce, and will also carry people's hope for more high-quality content.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-