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On December 16, the long-rumored Douyin e-commerce independent App-"Tik Tok Box" officially landed in major application markets.
After entering the APP, I found that the "Home" and "Subscribe" navigation bars were "shopping" in the Douyin box, respectively. Button, "Home" has five functions: "Shopping", "Recommendation", "Search Trendy Goods", "Shooting Video Sharing" and "Message".
Like Douyin, users can also upload short videos and broadcast live.
From the point of view of video content, almost all of them are trendy videos and live shopping of online celebrity anchors and brand stores. Swipe to the left from the right side of the screen.Then enter the homepage of the video publisher.
However, the recommendation page video only has a display function, without a shopping link. The user needs to enter the corresponding product information in the search box to get the shopping link and add to the shopping cart. The search result display is almost the same as the Taobao App.
Click to enter the shopping section, there will be hard-core subsidies, fashion trendy clothing, high-quality makeup and other explosive items. The products on this page are presented in the form of two-way graphics. Like other e-commerce apps, after a user clicks on the product page, several options such as evaluation, details, shop, and customer service will appear.
At present, Alipay is selected by default in the "Tik Tok Box". You can also choose Douyin Pay and add bank card payment. WeChat Pay has not been added yet.
01
independent electricity supplier aiming tide user
vibrato box APP formally launched,Also confirmed the previous rumors one by one. In addition, the Douyin Box has also launched a web version, but the web page is not available yet.
▲The picture comes from the Douyin box
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On the whole, the vibrato box is very similar to Dewu, not only in the product category, but also a trendy brand that focuses on young people.
Secondly, the products are presented in the form of videos and graphics, and users can find the products they want to buy through recommendation and retrieval. At the same time, the user's favorite goods and browsing history will be kept, and you can directly enter the store through subscription.
may be due to the recent launch,The category of Douyin boxes is much less than that of Dewu, and it is not as perfect as Dewu in the consumer scene. At present, the Douyin Box has not built the consumption functions of offline and second-hand goods such as store reservations and high-priced recycling.
As a bytebeat product, the Douyin box was born with the "golden spoon", backed by Douyin and . Today's headline and other byte apps are mature, and the Douyin is mature. The push mechanism of Douyin, what model can the Douyin box explore, and whether it can become a new explosive point for Douyin e-commerce, is indeed expected by the audience.
Whether to launch an independent e-commerce app before, Douyin seems to have experienced too many rounds of entanglement.
According to media reports, in fact, the establishment of the Douyin e-commerce App started as early as this year’s Spring Festival. For Douyin, the establishment of the first-level e-commerce business from June 2020 After the department, Douyin e-commerce is quick to step up.
originally planned to officially launch an independent APP in October this year, but it has been delayed for some reason. According to the information released by Tianyancha, both "Tik Tok Box Software" and "Tik Tok Box iOS Software" have been approved for registration, and the approval date is both October 2021; in addition, the Tik Tok Box has also completed the website registration, and the review date is November 2021.
launched a series of layouts such as Douyin shops and live broadcast rooms, which completely banned third-party platforms, launched the Douyin payment function, and vigorously invited brands to settle in.Improving Douyin's e-commerce ecosystem, completing the closed loop of e-commerce transactions, and now launching an independent e-commerce APP alone, shows Douyin's determination to become an e-commerce company.
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vibrato electricity supplier threshold gradually increase
vibrato box or into a new traffic caliber
In April this year, the president of Douyin e-commerce Kang Zeyu explained the concept of "interest e-commerce" for the first time in a keynote speech. The way to traditional e-commerce platforms such as JD.com.
At the same time, compared to GMV, Douyin wants high-quality GMV, which means that the barriers for the future of Douyin e-commerce will continue to increase, and more attention will be paid to the standardization of live broadcast ecology and content. sex.
October,TikTok E-commerce has released the "E-commerce Content Creation Specification", which clearly defines the content that is encouraged and discouraged by the platform. Around this standard, Douyin e-commerce has established a set of content ecological grading standards system, encouraging and guiding creators and people who bring goods to continue to work towards the direction of "true and objective description, professional introduction of products, sincere interactive communication, and lively and interesting content".
The questionnaire of commercial content shows that Douyin is understanding the user's acceptance of e-commerce content, and avoids commercialized e-commerce content from affecting the user’s "addiction" experience of video viewing.
The launch of a separate e-commerce APP is conducive to the formation of user awareness, and the development of platform dependence and trust, which will strengthen the scene for subsequent repurchases and avoid erosion of the original ecological content environment of Douyin From this point of view, Douyin's choice to launch an e-commerce APP alone is a step that has to be taken.
Although the Douyin box is a brand new product, as the first product of the independent e-commerce app for Douyin, it has broken through the content barriers with Douyin, based on the maturity of Douyin. The main premise of the proposed algorithm recommendation mechanism and interest in e-commerce, the Douyin box is bound to become a new battleground for traffic.
Earlier this year,There have been rumors that the GMV target of ByteDance's e-commerce business is 2 trillion, of which the GMV target of Douyin e-commerce and TikTok e-commerce is 1 trillion.
During the Double Eleven, a source said, “This year’s Double Eleven, Douyin e-commerce has made history.” This may mean the goal of 1 trillion GMV during Double Eleven this year. Has been reached.
Regarding the "Tik Tok Box", the person in charge of the Tik Tok e-commerce company once said, "The Tik Tok Box is mainly fashionable and trendy, and it is a scene exploration of ours." Based on this speculation, Douyin e-commerce may launch a variety of independent e-commerce apps for different scenarios.
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