Introduction
This article is a novella of the "Tik Tok E-Commerce Business Manual". This manual aims to help merchants understand the new model of Douyin e-commerce, master the new methods of Douyin e-commerce business, and find their own growth path.
The content of this issue is the second chapter of the manual. Through reading, you can learn about the "integer store" business position, and understand the core elements and main views of Douyin e-commerce from the four dimensions of goods, content, services, and advertising. These views will run through the entire Douyin e-commerce operation and become the "basic principle" for doing a good job in Douyin e-commerce operation.
Chapter 2
Build a basic position for merchants to operate
01
01
Douyin e-commerce store integrated business position
store integration is the basic position for merchants to complete the entire link of e-commerce operations, and consists of two parts: Douyin account and Douyin store. , among which Douyin account is the marketing position of merchants, mainly implementing functions such as brand marketing, content reach, fan interaction. Douyin Store is the store operation base of merchants, mainly implementing product management , transaction performance, pre-sales and after-sales services, etc. By binding Douyin account with Douyin store one-to-one, merchants can achieve efficient integrated management of Douyin e-commerce operations, and consumers can also have a more complete one-stop experience during shopping.
account
1. The value of account
account is the content base of merchants and the main carrier for brand appearance.
● account has the ability to attract content traffic.
In the Douyin account, merchants can mainly operate two types of content: short videos and live broadcasts. Unlike traditional e-commerce forms, in Douyin e-commerce, content is the first touchpoint for consumers, and high-quality content can attract consumers to watch, interact and ultimately guide conversion for merchants.
● account has the ability to establish a character through content aggregation.
Douyin account can precipitate and manage the content published in the past, become a short video collection of merchants, create a distinct brand image through content with unified styles, and establish a three-dimensional character for the brand. By visiting the merchant’s Douyin account, consumers can see all the short video content published by the merchant’s history and browse and interact with the content they are interested in.
● account is a long-term position for merchants to interact with people.
Consumers can interact with merchant accounts through private messages, or express their emotions such as likes and comments on short videos and live broadcasts. They can also participate in topics and contribute UGC content by participating in brand customized activity gameplay.
2. The basic functions of account
● account decoration is the basic understanding of consumers' brand image
Merchants can decorate their account based on the brand image, and provides consumers with a unified visual element of brand tone . These mainly include setting the account name, account text description, adding platform authentication, setting background pictures or videos, etc.
● content release is a means of communication that actively reaches consumers
content release is the main function of the account. Merchants can publish short video materials in their accounts and update or remove videos based on marketing goals of different time nodes. Merchants can also start live broadcasts on their accounts and interact with consumers in real-time video live broadcasts. The shopping cart function can be set in both short videos and live broadcast content, which can directly divert products and guide consumers to click to add purchases and place orders.
● Activity topic is a tool to promote consumer participation
Merchants can initiate activity topics in their accounts, guide consumers to produce and interact content on the topic page, and accumulate UGC under the corresponding topics to improve consumers' sense of participation and interaction.
● mention tab is a gathering place for high-quality brand content on the platform
Merchants can include videos created by consumers or experts in the mention tab to intuitively display consumers entering the brand account. Tab can improve the richness of brand accounts through different content sources, form a positive public opinion gathering area for the brand within the account, and maintain the brand image.
● products / merchant tab is the display of store product information
products / merchant Tab is the aggregation page of product and marketing information provided to merchants. Merchants can customize store information display here, including product windows, store activities, promotional pictures, coupons, etc., which is a more intuitive way to display store information.
store
1. store value
store is the main carrier for merchants to carry out e-commerce operations on Douyin, helping brands and consumers to realize the transaction of goods, and complete services and fulfillment before and after the transaction.
2. basic functions of the store
● store is the carrier for consumers to complete orders and purchases
By operating the store, merchants can realize the most basic product listing function. After consumers enter the store, they can browse the products, add to shopping carts, place orders and complete product delivery.
● Shop is a collection of product and event information
After consumers enter the store, they can see the poster of the store's latest event, and they can also see the latest discount activities and coupons to receive. On the product collection page, consumers can see the window picture of all the products in the store. By clicking on the window picture to enter the product details page, consumers can see the detailed introduction of the product and obtain the specific selling points of the product.
● store is a window for consumers to obtain merchant services
Consumers can call the customer service live chat interface by clicking the customer service button to communicate pre-sales issues to customer service. After receiving the goods, consumers can also find the purchased products through the order page and consult and deal with after-sales issues.
account matrix operation
1. core ideas
● Why do you need to make an account matrix?
Multi-account matrix can expand business opportunities. More accounts of means that more traffic portals can be created through the output of more content, bringing more crowd reach, interactive accumulation, click conversion, etc.
achieves differentiated business goals. For single accounts, we recommend using content with more consistent styles to create a clear image and reach accurate people. When a merchant has multiple accounts, he can reach different groups of people through the differentiated content of the account matrix, or adapt to different business scenarios, or convey different brands and product minds to meet the different requirements of e-commerce operations and achieve different business goals.
The three-dimensional contents can cooperate with each other to achieve the effect of 1+12. Through the reach of multiple content angles of different accounts, can deepen consumers' impressions, develop a more specific understanding of brands and products, increase consumers' awareness and love, and increase the probability of conversion.
● Under what circumstances should I do an account matrix?
An excellent main account is the basis for matrix operations. merchants can accumulate account operation experience by first operating the main account. With successful operation experience, and then copying a new account, they will have a higher success rate and efficiency. At the same time, a mature main account can also bring about a stable business guarantee, and it is safer to explore multiple accounts on the basis of stable business.
The clear multiple business goals are necessary conditions for matrix business. merchants need to make overall considerations of the entire business of Douyin e-commerce, plan different business goals at different stages, configure the positioning of different accounts according to different goals, and clarify the linkage and promotion methods between different accounts.
● What is the layout idea of the account matrix?
extracts brand DNA, unifying brand tone and visual style. Although the content settings of the matrix account are slightly different, it should continue to be unified in brand tone and visual style, so that consumers can establish a unified brand image awareness and achieve the effect of complementary and progressing content.
expands around core people and core products, so that each matrix account has clear positioning. core population and core products are the foundation of brand business. The matrix account should cooperate with the main account's population strategy and product strategy to perform appropriate differentiation of to create incremental on the basis of the original business. The differentiated positioning and functions of each matrix account relative to the main account also need to be clear and clear. For example, sub-accounts can reach younger people through younger content, or increase brand exposure and popularity with highly disseminated content, or use sub-accounts to specifically undertake big promotion activities, etc.
2. matrix account composition
● brand main account
Definition: The main account representing the official image of the brand, usually the account with the longest operating time and the largest number of fans.
Value: Represents the authoritative image of the brand and exposes the positive image of the brand. At the same time, it can also bring stable business contributions through long-term operations and fan accumulation.
● Brand matrix number
Definition: a sub-account with the official brand mind but serving a specific business goal.
Value: Conduct separate content production and release based on specific business goals, accurately locate the target population, and drive the sale of products of a certain category. At the same time, cooperate with the main account to amplify content dissemination and sales conversion.
Classification basis: Classify the target population, such as gender, age, interest tags, etc.; classify the brand product line, such as entry-level and professional models; classify the content, such as brand promotional content, product testing content, interactive and affordable content, etc.
● employee number / president number
definition: a personal account created with specific personalities such as employees, presidents, fan clubs, etc.
Value: Create a more concrete character, use the character image to narrow the interaction distance and deepen the stickiness of fans.
Classification basis: Classification is based on different personalities, such as the president giving benefits, designer talking about styles, employees talking about specific usage scenarios, and factory introducing quality assurance for production processes.
● dealer number / store number
definition: an account operated by distributors, online branches, and offline stores as personnel teams.
Value: Through resources from different channels such as dealers, partners, stores, etc., operate multiple parallel accounts simultaneously to open more business entrances for brands and merchants.
02
Supply good products
Excellent product quality is the basics of operating Douyin e-commerce
In the Douyin e-commerce business, products are the most basic link. The development of merchant business first starts with the control of product quality.
On the one hand, high-quality products are the cornerstone of consumers' long-term trust in merchants. Only good products can generate high repurchase frequency and high reputation for products, thereby further driving the rolling amplification of business.
On the other hand, high-quality products are the prerequisite for merchants to reach cooperation with experts . On the one hand, experts are often very strict in product quality with an attitude of being responsible to their fans. On the other hand, good products are also guaranteed by experts' sales data.Therefore, only high-quality good products can have more opportunities for experts to bring goods, and use the power of platform experts to achieve business growth.
Product selection and testing: Use high-quality products to drive the crowd and content
1. Use hot products to support business
Featured products are an important support for Douyin's e-commerce business and can drive the rapid growth of business on a large scale.
hot products can also be understood as "star products". From the perspective of product competitiveness, hot products often have unique selling points and advantages , which can fully meet the needs of corresponding consumers, and thus have better conversion data. The excellent performance of conversion data can leverage more recommended traffic to to drive the overall sales of live broadcast rooms or stores; at the same time, hot products also have high-quality product usage experience, and continues to accumulate positive evaluation and reputation, thereby leveraging business growth; in addition, hot products can also improve stable repurchase and ensure stable business output for brands and stores.
From the perspective of product discussion, popular products can often become a hot topic for consumers to discuss spontaneously. has great communication power on the content platform. can reach more consumer groups through the dissemination of topics related to popular products, and use the exposure of products to drive the overall exposure of brands and the increase in popularity of .
When conducting expert sales cooperation, hot products are more likely to be favored by experts . The stable conversion rate and discussion guarantees the GMV and viewing volume of experts when selling goods. As more and more experts promote goods, they can further promote the accumulation of popularity and reputation of hot products, and achieve accelerated growth of hot products.
2. Discover growth with new products
New products can bring opportunities for merchants to grow their business, and Douyin e-commerce consumers have stronger demand for new products.
On the one hand, Douyin e-commerce consumers themselves have a higher acceptance of new things . In the environment of interest in e-commerce, consumers are shopping discovery with a more open mind. As long as they are new products that can stimulate viewing interest and successfully hit consumers' pain points, they have the opportunity to promote transactions.
On the other hand, Douyin e-commerce can help solve the problems of low popularity of new products, unclear target users, and unclear selling point information based on the content distribution logic of interest . High-quality content created around new products and new features can be quickly spread and exposed among consumers with the help of stores and expert media, thereby increasing the popularity and discussion of new products; by analyzing the portraits of interest groups in the new product content, combined with the data performance of targeted advertising to reach different groups of people, it can help brands analyze the most matching target user group; and by constantly optimizing and adjusting sales speeches and continuously adjusting selling point information with the feedback of sales data, it can help merchants gradually optimize the communication strategies of new products, find the most accurate selling points and make corresponding speeches.
3. product selection is mainly based on
● Whether conforms to market trends: the first step in product selection is to observe market trends, and market trends are the verification of changes in consumer demand.When observing market trends, it is generally analyzed from large to small:
a. First, the overall trend of category . If the overall sales of the category is rising rapidly, it means that the demand for such products is expanding and the category has sufficient market space;
b. followed by trend analysis of segment selling points , specifically new styles, new technologies, new ingredients, new flavors, etc. The differentiated manifestation of segment selling points represents that the competitive relationship in the category is changing. If your own products have advantageous selling points that conform to the upward trend, it is easier to win in the competition;
c. Next is price band trend . Some categories tend to take the prevalent route, while others gradually become more high-end. Understanding the price band trend can help merchants better understand the purchasing power of the demand group, thereby making more reasonable pricing;
d. The last point is 's trend on discussion and hot topics . In the content environment of Douyin e-commerce, the heat of discussion of the product itself brings exposure and grass planting to the product. Merchants can configure corresponding products based on hot topics and attract more attention with the help of topic popularity.
● Does have unique selling points and competitive advantages: 's clear competitive advantages in products can be turned into sales rhetoric for anchors and experts, promoting consumers' planting and conversion of products. Some common selling points and advantages of products are:
a. Uniqueness: is a unique selling point that people have no one, making it difficult for the product itself to be replaced.
b. Comparative advantages: means that people have the advantages of my products, and they are more convincing by intuitively reflecting the advantages of products.
c. Authoritative endorsement: is a supporting material that expresses product recognition from the side, such as sales data, celebrity same style, third-party testing/certification, etc.
● Does have a high-quality product experience and accumulate consumer stickiness:
a. A high-quality product experience can bring about the accumulation of positive reputation of , and get free UGC exposure for brands
b. A high-quality product experience can bring about higher store and product ratings in , and high ratings can leverage more natural traffic recommendations. On the contrary, if the product experience is too low, it will lead to store traffic restrictions.
c. High-quality product experience is easy to obtain More stable consumers repurchase , bringing loyal fans to the brand and creating long-term benefits.
● Is convenient for content presentation in video language: On the Douyin e-commerce platform, products are displayed in the main forms of short videos and live broadcasts. Therefore, the selling points of the products must be fully "visualized" to truly attract consumers in front of the screen. Common ideas are:
. Clothing, jewelry and other products with appearance and styles as the main selling points usually require more appropriate camera settings to ensure that the products are clear and complete, and try-on and display with appropriate models, fully reflecting the style design advantages of the products.
b. Products with efficacy as their main selling points such as beauty, skin care, and cleaning can highlight the comparison before and after use through on-site trial explanations.
c. Fresh food, food and other products that need to promote the senses can be highlighted through on-site tasting, and product quality can be emphasized through close-up shots of color and texture.
The main method of measuring products
After screening out potential products, it is also necessary to verify its sales potential through sufficient test methods . Commonly used test methods are:
● short video test products
The products to be tested are made into multiple sets of short videos for synchronous release according to different sales techniques and different display scenarios. According to click conversion data and like comment data, the sales potential of the product can be understood, and it can also judge different sales techniques and display forms.When there are multiple similar products that need to be selected with priority, you can also produce similar short video materials for multiple products for product testing, and select products with better sales from the conversion data as the main sales products.
● live broadcast room hanging test products
During the live broadcast process, several alternative products are put on the shelves simultaneously, and their natural clicks and conversion data are observed without explaining them. This is a relatively simple and low-cost test method, and the advantage is that the live broadcast room can be adjusted in real time based on the test results. When there is a good natural conversion of an alternative product, the anchor can be temporarily arranged to explain the product to further test its conversion effect.
● live broadcast room interactive test
During the live broadcast process, you can also understand the audience's needs by actively asking questions to the audience. For example, the anchor can describe a specific life scene and prompt pain points, so that the audience can respond to whether they will encounter such a scene in life. If the audience's response is strong, it means that there is a greater chance of solving the corresponding pain points. The interactive method of live broadcast room not only allows the anchor to understand the audience’s needs, but also allows the audience to gain more sense of participation.
Different display ideas for standard products and non-standard products
standard products usually refer to products with certain standard specifications in appearance, function and model, such as laundry detergent, white T-shirts, refrigerators, etc. Consumers often have a certain experience in the functions of the benchmark products, are more clear about their specific needs, and at the same time, they also have certain psychological expectations for the price of the benchmark products.
Non-standard products usually refer to products with strong personalization and high differences, such as fashion, shoes, etc. Consumers’ purchase of non-standard products is in the form of “buying while shopping”. They will place an order to buy products that are acceptable for the price, and there is no particularly strict price comparison process.
Since consumers have different consumer minds about the two products, in the process of selling Douyin e-commerce, merchants need to display the products in different ways.
1. Display method of standard products
● Brand power
Since consumers have clear functions and quality expectations for standard products, brand power has become a very important consideration when choosing standard products. A familiar brand often represents stable quality and guaranteed services, which can provide consumers with more trust. Therefore, when displaying benchmark products, you should actively highlight brand strength and genuine product protection. For new brands with weak brand power, on the one hand, they can increase brand awareness through more brand advertising, and on the other hand, they can use third-party certification and endorsement to enhance brand power, such as through celebrity sales, expert sales, and authoritative organization certification.
● price power
Since consumers have clear expectations for the price range of standard products, when choosing standard products, a price that meets expectations or even lower than expected can more stimulate consumers' shopping impulse. Some merchants choose to place discount information in prominent locations such as preheated videos, live broadcast room covers and names; some merchants choose to spread goods and gifts in front of the screen to highlight the richness of the gifts; some merchants choose to broadcast live goods in factories, implying that there is no intermediary fee, which are effective ways to emphasize the price power of goods.
● core selling points highlight
Since the functional gap between similar standard products is not large, when the product has obvious advantages and selling points, merchants should try to highlight the core selling points with visual means and win with the product selling points. For example, when introducing the strength and toughness of paper drawing, merchants highlight their strength characteristics by hand tearing and blistering in front of the camera, thus opening up the gap with ordinary paper drawing.
2. Display method of non-standard products
● Content power
Content power represents the viewability of live broadcasts or short videos. Since non-standard products are often more personalized and distinctive, merchants need more space to fully display non-standard products. At this time, it is necessary to improve content power to increase consumers' interest in content, and fully convey product selling points by attracting consumers to watch for longer. For example, when selling clothing products, the live broadcast room often attracts consumers to stay for a longer period of time through music, show and interactive gameplay.
● grass power
grass power represents the content's ability to stimulate consumers' shopping interest. Because when purchasing non-standard products, consumers often have the mentality of "buying while shopping", and the degree of demand for products is unclear. Merchants need to highlight the advantages and characteristics of the products more, and at the same time, they use targeted grass planting in combination with consumers' usage needs. For example, when selling hole shoes, the anchor will depict the scene of walking on the beach on vacation in Sanya, targeting consumer needs through specific scenes, and thus successfully planting grass.
03
Create good content
content is a bridge connecting consumers and products. In Douyin e-commerce, products are integrated into rich content, thus having communication, allowing products to reach accurate target consumers as the content spreads. Consumers also browse content to understand products and make their own shopping judgments. The quality of content directly determines the ability of products to reach consumers and the ability to stimulate consumers' shopping interest. Creating good content in is the top priority for running a good Douyin e-commerce. The value of
content
1. The value of content
content titular value of titular value of titular value of titular value of titular value of titular value of titular value of titular value of titular value of titular reference to the ability of content to bring exposure to brands and products. Through the continuous accumulation of exposure times and the touch brought by different content directions, consumers will gradually establish their awareness, recognition, love and support of the brand through the content. This kind of consumer's emotional attitude towards the brand has deepened step by step, becoming the basis for high conversion and high viscosity in the subsequent business process. The value of the content of
can be judged by disseminating data. In actual operations, merchants can pay attention to exposure data mainly based on the number of views (views) and the completion rate (stay time) to judge the exposure ability brought by the content, and can also judge the positive impact of the content on the audience through positive interactive behavior data such as likes, comments, and fans.
product value is an important basis for content distribution. The better the data performance, the easier it is to obtain traffic distribution to generate more product value. According to the different data performance of different groups of people, interest recommendations will also selectively push more high-value groups to make the reach of people more accurate.
2. The conversion value of content
content conversion value refers to the ability of content to bring product conversion to brands. through the continuous transmission of product selling point information, consumers gradually accumulate interest in products, and gradually go from planting grass to purchasing, to repurchasing and sharing. The conversion value of
content can be judged by conversion data. In the actual operation of , merchants can judge the content's ability to stimulate audience's shopping interest through click-through rate and purchase rate, and can also judge the ability of content to leverage purchasing behavior through conversion rate and GPM (GMV generated by thousands of PVs).
In the Douyin e-commerce environment, conversion value is also an important basis for content distribution. When the conversion data is better, the content is easier to obtain traffic distribution to generate greater conversion value. Similarly, when the conversion data of labels of different groups of people differ, interest recommendations will also increase traffic push for high-value groups, making the reach of people more accurate and conversion efficiency higher.
Principles of content planning
1. Based on brand
Based on brand
Based on brand content planning, merchants can use brand power to drive long-term growth of business. , so-called around the brand, means that by refining the core information points of the brand, the core information is uniformly implanted into various short videos and live broadcast content, accumulating coherent consumer awareness for the brand, thereby establishing a long-term connection between the brand and consumers. Content planning around brands usually includes the following points:
● The value pursuit of the brand is an important way for brands to gain consumer recognition. , such as pursuing quality, advocating technology, improving quality of life, etc., the brand's value pursuit makes consumers more trustworthy and can win the support and followers of consumers for a long time.
● brand emotional characteristics can help brands establish emotional resonance with consumers. such as cheerful, warm, rational, etc. The emotional characteristics of the brand can quickly gain interaction with consumers and enhance consumers' sense of participation.
● brand visual elements can allow consumers to establish a visual impression of the brand, such as the brand logo, pattern elements, color matching, etc. The brand's visual elements are consumers' main memory points of the brand, bringing consumers a familiar and intimate feeling.
2. Book content planning around products
Book content planning around products can help merchants improve their ability to plant and convert products. focuses on the content planning of products with the main goal of stimulating consumers' shopping interest, and implants the selling points, advantages, promotions and other information of products into short videos and live broadcasts in the clearest and most direct presentation. The content planning around products usually includes the following points:
● basic information of products to ensure that consumers establish correct expectations for products. , such as size, size, color, validity period, origin, material, etc., the accurate transmission of basic information plays a function similar to the "product details page", allowing consumers to have a comprehensive and accurate understanding of the product.
● The advantage selling point of products is the main information to stimulate consumers' shopping interest. , such as unique new functions, new appearance, new design, new ingredients, new technologies, etc., or improvements in effects and optimization in experience. When introducing the selling points of product advantages, in addition to intuitive video display, more supporting information is usually needed, such as third-party testing and certification, authoritative awards, historical sales data, etc., so that the advantages of product are more credible through more information.
● The quality assurance of products is the cornerstone of trust in consumers' shopping. On the one hand, needs to explain the source of the product and convey the authenticity of the product through authorization, certification, testing reports, etc.; on the other hand, it also needs to make commitments to long-term after-sales service to dispel consumers' concerns.
● product scene matching is an intuitive presentation connecting consumer needs. , such as food tasting sessions, clothing dressing suggestions, cosmetic makeup display, etc., uses and experience scenarios of products, and uses and experience scenarios through on-site display or oral statements by the anchor, to define the real pain points of consumers, so that consumers can feel the urgent need to solve the pain points.
3. revolves around target consumers
revolves around target consumers. By analyzing the portrait of target consumers, they can understand their values, attitudes to life, emotional needs, etc., so as to create a content form that is more suitable for them. increases the efficient reach of target consumers.
Insight into consumers' potential needs and accurately stimulate shopping interest. Each group portrait information corresponds to a lifestyle, and the lifestyle contains potential needs. Producing corresponding content based on potential needs can improve the effectiveness of the content.For example, through the age level of the target consumers, you can understand the stage of consumers' life; through the city distribution, you can understand the purchasing power of consumers and the brand awareness of ; through the interest tag, you can understand the interest preferences of consumers.
is familiar with consumers' behavior and optimize the viewing experience. For example, determine the broadcast time based on the crowd's daily routine, change the proportion of promotional content based on the crowd's sensitivity to price, and let the content match the consumer's behavior, which can cultivate the audience's viewing habits and create higher stickiness to merchant content.
uses the communication language of interest circle to improve the intimacy of content. People in different interest circles have different language habits, such as game-specific terms for game people, "black words" for trendy people, etc. By applying the language and vocabulary habits of the target people, it can help quickly narrow the distance between merchants and consumers, and make subsequent interactions and conversions more efficient.
Content form
1. Live Room: A centralized scene with multiple business goals in one go
Live Room is a concentrated scene with high information richness and density. When arranging live content, should use rich content to let consumers "look on" and use multiple information combinations to let consumers "make decisions". . The following content forms are usually required in a live broadcast:
● Attract stay: When a consumer has sufficient stay in the live broadcast room, he can obtain the main information of the live broadcast room and make an effective judgment on whether to continue watching or purchasing. The decoration of the live broadcast room needs to be clear and clear, so that consumers can understand the live broadcast room's sales products and categories, discounts, applicable groups, etc. at a glance, while the anchor can lead the topic discussion and gameplay interaction, so that consumers can stay as fully as possible.
● Create interaction: A live broadcast room with a lively atmosphere will be easier to mobilize consumers' sense of participation, and gradually guide the shallow-level interaction of likes and comments to deep-level interactions of placing orders and adding fans. In the live broadcast room, anchors can invite consumers to interact in the comment area by setting up questions, interactive lottery, etc. The lively comment area often drives more people to participate, thereby increasing the overall popularity of the live broadcast room.
● Product planting: Product conversion is the first goal of e-commerce live broadcast room, and the product planting process is also the key content of the live broadcast room. In the previous article, we talked about the product introduction methods for different goods. In the actual live broadcast, in addition to oral broadcasting and demonstration of the pre-prepared grass planting content, the anchor also needs to pay attention to the comment area and ask questions and answer them in a timely manner.
● guide ordering: guide ordering is the last step in product conversion. The guide ordering process requires the anchor to have a good control over the rhythm of the live broadcast room and find the time point when consumers' shopping enthusiasm is the highest. At the same time, it also requires close cooperation between field control and central control to allow the product to be put on the shelves at the right time.
● Enhance stickiness: E-commerce live broadcast is not a one-time transaction. Consumers' long-term patronage and repurchase can bring more long-term value. Therefore, various ways to add fans and rhetoric need to be set up in the content of the live broadcast room to ensure the precipitation of fans.
2. Short video: A scattered touch with a loop deepening
Short video is a more scattered way of reaching. A short video usually has only one content focus, and therefore requires multiple scattered videos to output the overall content. When producing short video content, needs to maintain the consistency of content style, and allows consumers to form stable memory points. At the same time, it is necessary to match the business goals of different time nodes to achieve different goals of short videos in different times. The content forms of short videos mainly include:
● Brand image: Short videos have the ability to establish a brand image, and form consumers' memory points for the brand by introducing brand stories and presenting the main visual of the brand.The brand image is often continued for a long time, and it is repeatedly strengthened from multiple angles around the same spiritual core or visual element through different short videos, which is easier to bring deep memories to consumers.
● character creation: short videos can create a character image for the brand. Through actors (or anchors) of the same style, they will form a brand character image that is young and cheerful, niche, or professional and serious, so that target consumers can feel more intimate.
● Product planting: short videos can focus and enlarge the product, integrate the product into a specific use scenario, and focus on one of the core selling points of the product, present it with a clear and visualized picture, allowing consumers to remember the core advantages of the product, and contact the life scene to be prompted for pain points and arouse purchase interest.
● Direct conversion: While short videos plant products, consumers can also be guided to the product page to make direct purchases through short videos. In short videos, product price information and preferential benefits can also be added to increase the purchasing appeal to consumers.
● live broadcast trailer: short videos can preview important live broadcast sessions in advance, with hot products, discounts, theme activities, and celebrity experts appearing as the core points of content, highlighting the attractiveness of the live broadcast room and inviting consumers to make appointments in advance.
● Live broadcast traffic: During the live broadcast of the account, you can use short videos to drain traffic. On the one hand, you can record interesting traffic videos in advance and release the traffic videos during the live broadcast; on the other hand, you can also edit the exciting moments into a highlight collection of live broadcast rooms based on the sales situation of the live broadcast room, so that consumers who have seen short videos can understand the sales goods and activity information of the live broadcast room.
Basic ideas for hot content creation of Douyin e-commerce
1. Douyin sense
Douyin e-commerce users have formed a certain aesthetic commonality for Douyin’s content, which is also the reason why many short videos and live broadcasts can gain a lot of exposure and interaction. When producing content materials for Douyin e-commerce, you can appropriately choose the special materials of "Tikto sense", such as popular music, visual animation, lens language, etc., so that the audience can feel "familiar" after seeing it.
2. Hot topics
Hot topics can effectively attract consumers to watch and interact. By combining content creation with hot topics, they can drive consumers' enthusiasm for participation, deepen consumers' recognition and love for content, thereby achieving more efficient content input.
When combining with hot topics, brands should give priority to vertical content topics, topics that target groups pay attention to, and topics that are consistent with brand value concepts, convey a positive attitude and output valuable opinions.
3. Scenario-type
Live broadcast and video not only need to display the products, but also need to implant the products into a concrete life scene. By re-releasing the scene and magnifying the pain points in life, such content can give consumers a sense of substitution, thereby truly stimulating consumer interest.
4. tag type
By establishing a brand’s own topic tag, you can accumulate brand content and expert content in the same topic, and drive consumers to spontaneously participate in the co-creation of the topic, improving the richness of brand content. At the same time, merchants can also borrow other related hot hashtags in the video content, such as #today wear topics in the clothing industry, #summer sun protection topics in the beauty industry, etc., and use specific topics to reach accurate consumers.
04
Improve good service
The importance of service
The importance of service
High-quality pre-sales service can improve traffic utilization efficiency, accelerate business growth, and bring about business growth.Although content can stimulate shopping interest in live broadcast or short video scenarios, it cannot take on the personalized problems of a large number of consumers, which may lead to the possibility of loss of these consumers. Good pre-sales service is an important supplement to traffic acceptance capabilities. The faster the response time, clearer the answers, and better the service attitude, the more likely it is to promote consumer conversion and increase fans. As mentioned above, the business growth of Douyin e-commerce is a snowball-like circular growth. The pre-sales function is not only to undertake traffic, but also to improve the conversion rate and GPM value, which can help stores leverage greater traffic recommendations and accelerate the positive cycle of business growth.
High-quality after-sales service can reduce operating costs and save worry and effort on the store. On the one hand, the rapid response of after-sales service can reduce consumers' doubts about products and reduce impulsive returns, thereby retaining more sales for the store; on the other hand, the rapid answers and improvements of after-sales service to logistics and product use problems can also improve store ratings and maintain positive reputation for the store. In addition, high-quality logistics services are also an important way to accumulate consumer trust and praise for stores. They reduce waiting time by fast and efficient collection, delivery and delivery of items, ensure that the goods are not damaged with high-quality packaging materials, and reduce consumer communication costs with fast and convenient self-service refunds and returns. These are the high-quality experiences that logistics services can provide consumers.
High-quality services can improve the store's experience score. experience score is an important assessment system for Douyin e-commerce for store service quality. Its goal is to conduct quantitative assessments of merchants based on consumer feedback and standardize merchants' daily operations through reward and punishment actions. In order to avoid the unqualified shopping experience affecting more consumers, when the store experience score is low, it may affect the store's traffic entrance, including the recommendation of organic traffic, the placement of advertising plans, and the participation of platform activities. At the same time, experience scores are also an important basis for consumers to judge the store. Lower experience scores will also affect consumers' conversion rate when shopping.
Key elements of good service
1. Improving product quality
Product quality is the core of consumer shopping experience. When optimizing consumer product experience, merchants can start from two dimensions.
First, manage the subjective experience of consumers well. consumers have made certain judgments on the appearance and efficacy of products by browsing live broadcasts or short video content. These judgments not only constitute the motivation for shopping, but also inject expectations of products into them. When the actual experience of the product is not as expected, it is easy to generate negative reviews and complaints. Therefore, merchants should reasonably guide consumers to expect the product in the early stages of selling the product. accurately explains and describes the product, and does not exaggerate and promote the product, so that consumers can "what you see is what you get" in shopping.
The second is to solve the objective problems of the product. means improving the quality and reliability of the product itself, improving the yield rate, and reducing after-sales return. At the same time, we can increase investment in warehousing capacity, transportation and packaging, and warehouse quality inspection to ensure that consumers receive quality goods.
2. Optimize logistics experience
The quality of logistics service that consumers can experience from the time they place an order to receive the product mainly includes the following two aspects.
First, the timeliness of logistics, means the total time from placing an order to receiving the product. Merchants can choose express delivery companies with more guaranteed logistics timeliness, and at the same time they can increase efficiency in their own warehousing links and shorten the time for packaging, order assignment and collection. In addition, in order to reduce consumers' anxiety when waiting, it is also very important to update the logistics status in a timely manner and to answer the logistics problems by customer service.
Second, the proper storage of goods in the logistics link, and avoids squeezing, damage, loss, etc. Merchants can optimize the packaging method of products and have obvious warning signs for fragile products to facilitate logistics personnel to identify them during transportation.At the same time, for damaged or lost products, merchants also need to communicate with consumers about solutions as soon as possible and arrange reissue or refund.
3. Improve customer service capabilities
Customer service is the main role in taking over consumer services. High-quality customer service can strengthen consumers' sense of trust in merchants. merchants can optimize service quality from several main service touchpoints of customer service.
When consumers actively seek customer service help, response speed is the first sense of consumers' customer service experience. merchants can improve the response speed of customer service by setting automatic reply to common questions or setting fixed speech methods. At the same time, editing fixed reply speeches in advance can also allow different customer services to remain unified when answering.
When consumers make demands for after-sales service, the merchant needs to respond as soon as possible and provide an after-sales solution. On the one hand, clear return guidance can be set up to guide consumers to complete returns and refunds independently. On the other hand, it is also necessary to prepare solutions and corresponding conversations in advance for different after-sales issues, so as to save communication costs and help consumers solve problems as soon as possible.
05
Understand the advertising delivery
The value and significance of advertising
1. Advertising delivery brings stable traffic sources
01. Advertising delivery brings stable traffic sources
The greatest value of advertising delivery to merchants is that it can bring stable traffic sources. Different advertising forms can meet the diverse marketing demands of merchants. Brand advertising can bring large-scale traffic inflow to merchants, and is the most exposed paid promotion form, which can maximize the reach of users and increase brand voice. Effective advertising can accurately reach high-intention people through targeting, flexible delivery and clear and monitored results. Different traffic combinations and access methods can obtain long-term and stable traffic sources for merchants and recommend product content to more users.
2. Advertising can directly optimize the deep conversion goals of e-commerce and enhance merchants. GMV
is based on two forms of short video and live streaming. Advertising can provide precise optimization support for the entire link of user interaction, increase fans, and transactions. While supporting shallow conversion goals such as viewing, commenting, and product clicking, can support the optimization of in-depth goals such as product purchase and ordering in live broadcast rooms, driving the growth of merchants' GMV.
3. Paid traffic can leverage natural traffic and promote long-term growth of business
In the Douyin e-commerce ecosystem, paid traffic and natural traffic are efficient synergistic relationships. Paid promotion and natural recommendation models, samples, and data interoperability. Short videos and live broadcast rooms placed in paid promotion can accumulate interactive transaction data such as viewing, likes, and comments. Data accumulation will promote model estimates, help shorten the time for advertising cold-up, and live broadcast rooms or stores with good interaction, transactions, and service experience will gain more exposure opportunities in natural traffic. With the same advertising investment, the coordinated reach of paid promotion and natural recommendation can significantly accelerate consumers' transition from interaction to communication, improve long-term ROI, and drive the scale growth of merchants' GMV.
The role of advertising in different business scenarios
1. Advertising can help merchants grow at different stages of business
Advertising can help merchants operate at different stages of business
Advertising can provide support for merchants' operations at different stages of business operations. During the startup period, advertising is selected by selecting target groups, which can help merchant accounts quickly accumulate crowd tags; in the growth period, the introduction of paid traffic can leverage more natural traffic, continuously increase the popularity of live broadcast rooms and small stores, and help merchants grow rapidly; in the mature period, on the one hand, advertising is able to bring large-scale traffic to merchants, introduce new customers continuously, and on the other hand, advertising is able to accurately reach fans, form repurchase, and continuously improve merchant GMV.
2. In the scenarios of merchant daily sales conversion and product sales explosion, advertising can provide effective support for
In different business scenarios, advertising can also play different roles. In the daily sales conversion scenario, the effect advertising can effectively attract merchants through precise targeting and real-time optimization. On the one hand, builds the mind of fans' repurchase through multiple precise reach of fans; on the other hand, by expanding similar groups of fans and purchasing groups, gradually increasing the reach range of users and constantly attracting new users to convert. In the event of product sales explosion scenarios such as platform promotions, Douyin Super Product Day, and node activities, the combination of brand advertising and effect advertising can bring super exposure and drainage to merchants and achieve explosive growth of GMV. On the one hand, has the combination and superposition of various types of advertising resources such as opening screen, information flow, and search, which can maximize the traffic for merchants. On the other hand, the targeted reach of merchant fans, celebrities/experts, competitors, and category groups can make merchants more accurate.
Advertising Types and Functions (July 2021)
Advertising Optimization Ideas
1. Deeply understand the core logic of advertising delivery
Advertising Optimization is not just about optimizing advertising accounts, we need to start from the perspective of business and think about the delivery strategy comprehensively. To formulate an effective delivery strategy, we must deeply understand the core logic of advertising delivery. Every time a user swipes an advertisement, it means an advertisement display opportunity. Every time there are many advertising ideas competing for each display opportunity. What determines which advertising idea can finally be displayed is the delivery logic behind it. The advertising delivery system will calculate an ECPM value of each ad based on the probability of clicking on the ad, the probability of clicking on the conversion and bidding. Among them, ECPM=click rate × conversion rate × bid × 1000, and the ECPM values of all candidate advertising creativity are sorted from high to low, so that advertising creativity with high ECPM has a more chance of gaining exposure. based on the ECPM formula we can understand that click-through rate, conversion rate and the bid we set are the three most important indicators that affect our delivery performance. Only by understanding which factors will affect click-through rate, conversion rate and bid settings can we truly understand how to better optimize the advertising performance.
2. optimizes the core influencing factors of advertising delivery metrics
What factors will affect ad click-through rate and conversion rate metrics? In addition to the setting of factors such as targeting, conversion goals, bidding, etc. of advertising delivery, it is more about the coordination of advertising delivery with content and products. For example, factors such as the first 3 seconds of the golden content of short video creative content, whether the short video displays the product's selling points are attractive, the creation of live broadcast scenes, the creation of live broadcast atmosphere, and the affinity of anchors will affect the advertising click-through rate; factors such as the anchor's explanation of the product and the duration of the product, the order of the product listing, the discount benefits of the product, and the inventory of the product will affect the advertising conversion rate. Bidding requires us to flexibly set up according to different stages of the advertising delivery plan and changes in the traffic competition environment, and to flexibly adjust according to real-time data feedback.
It can be seen that on the one hand, we need to continuously optimize our advertising delivery strategy, and through the setting and tuning of factors such as targeting, conversion goals, bidding, etc., we need to bring more and more accurate traffic to the live broadcast room and Douyin store; on the other hand, we need to closely cooperate with the introduction of products, content and traffic, improve the traffic carrying capacity of the live broadcast room and Douyin store, effectively drive more conversions, and improve the overall GMV of the store. Only by simultaneously introducing and accepting traffic can our advertising deliveries achieve the best results.
Summary
I hope the "Business Manual" can help businesses and friends have a more systematic understanding of Douyin e-commerce, master the correct business methods and growth ideas, and ultimately gain a new model of fast and long-term healthy business.
For more content, please pay attention to the subsequent update of the "Tik Tok E-commerce Merchant Business Manual"!
*This article is produced by "Tiktok E-Commerce-Interest E-Commerce Research Institute"
