Introduction This article is the first article of the "Tik Tok E-commerce Merchant 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.

Introduction

This article is the first article 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.

If you are planning to join Douyin e-commerce, or you are a new merchant in the exploration stage, this "Business Manual" will provide you with the following help: First, in Chapter 1, the "Business Manual" can help you understand the full picture of Douyin e-commerce; second, in Chapter 2, the "Business Manual" can guide you to build a basic position for Douyin e-commerce; finally, in Chapter 3 to 6, the "Business Manual" will be launched in the four major business tracks of FACT to answer the question of "how to do it" in detail.

The content of this issue is the first chapter of the manual. By reading it, you can have a more accurate understanding of interest e-commerce and master the business philosophy under the new form of interest e-commerce. You can also understand what kind of team you need to build to run Douyin e-commerce well, and what product tools can improve the efficiency of Douyin e-commerce business.

Chapter 1

Basic cognition and organizational preparation of Douyin e-commerce

1

knowing interests e-commerce

knowing interests e-commerce

interest e-commerce is an e-commerce that satisfies users' potential shopping interests and improves consumers' quality of life based on consumers' yearning for a better life.

yearning for a better life is the source of potential consumer interest

consumption interest comes from people's yearning for a better life. People improve their lives every day by discovering and meeting needs. Some needs are clear. Consumers go straight to the topic in the shopping channels they are familiar with to meet clear needs; some needs are clear, but the method of meeting needs is unclear. Therefore, consumers turn to content platforms and try to find products that meet needs through keyword searches. But in more cases, people's needs need to be prompted, and it is difficult for people to say "what do I want" from the similar life trajectory day after day. The discovery of needs comes from the restoration of life scenes by rich content. Through the "sense of substitution" brought by short videos and live broadcast content, people realize that "it turns out that life can be better." This is the interest in e-commerce.

Potential consumption interest is a blue ocean of incremental opportunities for new business. As the number of Internet users enters a new normal for stock competition, merchants' competition for users' opportunities on traditional platforms is becoming increasingly expensive. In contrast, since Douyin was officially launched in September 2016, it has reached 600 million daily active users in less than five years (data disclosed in June 2021). The rapid growth of the number of users and the steady increase in user usage time mean that Douyin, as a new content platform, has been fully recognized among users. Among the limited total number of Internet users, there is a steady stream of users migrating to new content forms. Users not only come with the demand for content consumption, but also with a massive potential shopping interest, creating a blue ocean of opportunities for interest e-commerce business growth for merchants.

Interest e-commerce not only meets clear shopping needs with product supply, but also stimulates potential shopping interest with massive content supply. Douyin e-commerce relies on the new content methods of short videos and live broadcasts, and integrates product content into concrete life scenarios with higher information density, richer content style, and more direct interactive gameplay, realizing an efficient transformation path from identifying and reaching interest groups, stimulating shopping interest, and then to taking on shopping demand, becoming the main base for merchants to undertake new business growth opportunities.

Discovery e-commerce that stimulates potential interests of users through interest content matching

Interest e-commerce provides efficient matching scenarios for finding people through decentralized interest content matching. In e-commerce operations, how to obtain more and more accurate traffic is an eternal topic for all merchants.In the "people and goods yard" of Douyin e-commerce, the "field" is the matching field between product content and consumer interest. There are three prerequisites for achieving this accurate match:

. allows products to have the communication attributes through product content. In interest e-commerce, products are presented in the form of content, so that products can be viewed, interactive and disseminated. Through the analysis of content, the tags matching the content are identified and the tags predict the population that may be interested through the tags, so that the content pushes the interested population.

. Consumers use interactive behavior to express consumer interest. When the product content reaches the consumer, any behavioral reaction of the consumer is to feedback his interest in the product content. Those who are not interested in the product content will quickly pass by it, while those who are interested in the product content will stay and watch it for a long time and express their attitude through likes and comments. Decentralized interest recommendation is to "understand" each potential consumer's preference for content through such behavioral feedback, and constantly adjust the content push strategy for the consumer, so that the consumer can stably access the content he is interested in.

. interest recommended matching strategy is adjusted in real time. On the one hand, when continuously pushing a piece of content, the content quality can be evaluated through the accumulation of feedback from many consumers, and whether to expand the scope of push people based on the content quality. Differentiated feedback data from different groups increases the accuracy of matching targets, allowing content to continue to be distributed to the most interested groups. On the other hand, by continuously pushing content to the same consumer, he can also judge his preference for content based on his feedback on different content, so as to recommend more accurate matching content for him.

Content, goods, and services, link interest needs and interest supply

Content, goods, and services are the main forms to meet interest needs. When consumers shop in e-commerce, in addition to stimulating consumers' interest in shopping through good content, they also need to provide consumers with high-quality products and improve consumers' shopping experience through good services.

Rich interest supply promotes the rapid development of interest consumption. Douyin e-commerce not only provides high-quality content with e-commerce experts, but also MCN institutions are constantly helping experts grow and improving the content quality and cooperation efficiency of experts. Douyin e-commerce merchants not only provide high-quality products and services, but also serve as content producers, reach consumers directly through high-quality content and realize consumer conversion. Faced with the new e-commerce environment, merchant service providers provide merchants with one-stop operational solutions to help merchants produce high-quality interest supply and meet consumers' interest shopping needs.

In Douyin e-commerce, various interest suppliers have developed rapidly, constantly making breakthroughs in quantity and quality, and use high-quality content, goods and services to stimulate consumers' more shopping interest, improve consumers' shopping experience, and promote the rapid development of Douyin e-commerce business.

2

Understand the business ideas of Douyin e-commerce

Adaptive to the business decision-making of Douyin e-commerce

. Embroidering the decision-making power of the content era

Embroidering the content era, building e-commerce new business capabilities around content, which can help merchants discover new growth opportunities in e-commerce operations. In interest e-commerce, content is a bridge connecting consumers and merchants. On the one hand, high-quality content can win the love of consumers, help brand information and product information gain reputation and influence on the content platform, and plant widely in the front link of e-commerce operations; on the other hand, high-quality content can stimulate consumers' shopping needs and improve the conversion efficiency of the link after e-commerce operations.

. Embrace the agility of change

Embrace changes with agile business capabilities iteratively, which can help merchants master new methods of Douyin e-commerce operations and gain new value for business growth. In the interest e-commerce industry, consumer interests are changing rapidly, which are adapted to the continuous update of content, the rapid upgrade of gameplay, the iteration of new and popular products, the emergence of high-quality new experts, etc. Whoever can take the lead in grasping the freshness of consumers will be able to lead consumers' interest and interest to consume . This requires merchants to have very flexible and agile power, be able to quickly capture new trends, and make targeted adjustments and upgrades from content, products, and services to seize every growth opportunity.

. Strategic determination for long-term investment

Adhere to long-term investment with firm strategic determination can help merchants gain long-term high-value returns. The optimal business method of Douyin e-commerce is not standard answer, and there is no shortcut for merchants to operate in Douyin e-commerce. Under the underlying logic of decentralized recommendation, the successful method of each merchant is unique, and it requires the merchant's long-term investment in manpower, material resources and financial resources to continuously optimize . In terms of manpower, the operation of Douyin e-commerce requires very refined operational support. The merchants' content is diverse, the data is time-sensitive, and the population is different. Fine operation is necessary for the rapid growth of merchants' business; in terms of material resources, Douyin e-commerce has strong explosive power and new product growth. Merchants need to operate Douyin e-commerce with independent pallets to support the growth of business with stable supply of goods; and in terms of financial investment, we advocate long-term planning, rapid iteration of business methods to verify strategies, and then accelerate business growth with the amplification of content investment, advertising placement, and team configuration.

Douyin e-commerce FACT business matrix model

Douyin e-commerce's FACT business model is a summary and summary of the business methodology of Douyin e-commerce. Through this business model, the three most core questions encountered in merchants' operations can be answered:

What is the growth logic of Douyin e-commerce?

How to layout business in Douyin e-commerce?

How should the organizational capabilities of merchants match?

. Digital e-commerce growth logic

● The funnel model of traditional e-commerce: traffic opening determines the upper limit of business

Trade, conversion, and precipitation are the basic three elements of e-commerce operations. In traditional e-commerce, the source of business is limited traffic supply, which is lost step by step in many links such as browsing, clicking, placing orders, and payment, and finally formed a transformation. A small number of users who are very satisfied with the products or services can settle down and become fans or old customers of the store. This also constitutes the one-way funnel logic in traditional e-commerce. When such a business path is over, in addition to the repurchase of fans and old customers, most of the new business sources of need to rely on new external traffic to supply . Therefore, in traditional e-commerce, the increase in business mainly comes from two key points: one is to find new external traffic supply, and the other is to improve the conversion efficiency of internal funnels and reduce loss.

● Douyin e-commerce snowball model:

a. Leverage traffic supply with high-quality acceptance capabilities

In Douyin e-commerce, if you look at a wave of traffic journey alone, it is essentially the funnel path from traffic to conversion to precipitation. But in the long run, the reception of the previous wave of traffic has a joint impact on the supply of the next wave of traffic. When the conversion and precipitation data perform very well, the decentralized recommendation will push the content to more similar groups of people of interest, thus achieving rapid amplification of traffic. New traffic continues to generate corresponding conversion and precipitation data, and the accumulation of these data will further promote more traffic distribution. can be said that in the growth logic of interest e-commerce, traffic, conversion and precipitation are gradually amplified in repeated cycles, forming a snowball-like growth cycle .

b. Calibrate the traffic source for long-term operations

The effect of conversion and precipitation data on traffic is not only to amplify the opening, but also to calibrate the traffic source.The difference in the conversion and precipitation data of different population portraits is the basis for the calibration of traffic sources. For people with better data performance, content distribution will actively look for people of similar types , so that the source of traffic becomes more and more accurate and the conversion and precipitation efficiency is further optimized.

Good operation can enable conversion and precipitation to leverage traffic . Therefore, in the operation process, operators need to pay attention to the efficiency of traffic acceptance in each link of the operation. Through efficient delivery of traffic, business can be gradually amplified in the cycle again and again, thereby achieving snowball growth in business.

. combines business goals and lay out four major tracks

After understanding the business growth logic of Douyin e-commerce, merchants need to make good use of Douyin e-commerce resources as much as possible to find a growth path that is more suitable for them. Combined with the accumulation of a large number of merchants' business practices, we have summarized the four major growth tracks of FACT, where merchants can freely combine according to their own business needs. In the second half of this book, we will also use the four major tracks as the basis to disassemble the management methods of each track in detail.

Position Self-operated (Field): The basic market for Japanese sales operations

Field means "own positions". We believe that when merchants operate Douyin e-commerce business, it is the basis for operating the merchant's own business position. In the self-operation of the position, merchants have strong control over key operation nodes such as brand image, product selection, discount strength, and live broadcasting. In addition, through long-term accumulation, the position's self-operated output is stable and the operating costs are relatively controllable. At the same time, self-operation of the position will also help establish long-term relationships with users and achieve continuous accumulation of people's assets.

Expert Matrix (Alliance): Amplifier for business growth

Alliance represents the "Expert Alliance". We have found that many merchants have established close alliance and cooperative relationships with many experts. Merchant business grows rapidly with the increase in the capabilities and number of experts

. With the help of expert resources, merchants can enter the market faster and quickly build brand popularity and sales performance on Douyin. At the same time, a certain scale of experts can expand traffic and stabilize supply, and the image of experts with unique characteristics can deeply expand the consumer population. Sustainable close cooperation ensures the long-term stability of matchmaking efficiency and commission costs, and is the best help to amplify business growth.

marketing activities (Campaign): The explosion of large-scale sales

e-commerce promotions, marketing IP, industry activities, and other series of marketing Campaigns have given Douyin e-commerce holiday and theme marketing capabilities , constantly creating reasons and minds for users to consume on Douyin, and with the help of large-scale traffic aggregation effect, it triggers high-order concentrated transactions in a short period of time. It is an important way for merchants to grow rapidly with the help of platform resources.

Head V (Top KOL): a win-win promotion and sales promotion site

A series of success stories in the past prove that the cooperation between brands and top-KOLs such as celebrities and top experts can help brands achieve the "double detonation" of product promotion and sales. Celebrities and top experts use their strong fan influence and character endorsement to create hot marketing events, helping brands quickly break the circle and achieve a "win-win product sales" in one fell swoop.

. Matching the business capabilities of Douyin e-commerce

In order to plan the four major FACT tracks and achieve snowball-like business growth, merchants need to master new capabilities by adapting to Douyin e-commerce's organizational capabilities upgrades, and operate Douyin e-commerce with a brand new independent team.This is more like a kind of integration of the capabilities of a marketing team and an e-commerce team: on the one hand, the marketing team provides high-quality and efficient content production capabilities, displays brand image and product information with short videos and live broadcast content, and uses rich expert resources and expert public relations experience to help business and voice growth; on the other hand, the e-commerce team has rich product selection and testing experience and supply chain management capabilities to form an independent pallet of Douyin e-commerce, and ensures transaction performance with efficient store operations and high-quality pre-sales and after-sales services, and ensures traffic growth with advertising capabilities. Through an independent team, various abilities can be integrated together, so that all members of the team have the same goals and vision, and use tacit and close cooperation to achieve efficient operation of Douyin e-commerce.

At the same time, merchants also need to look at the entire business of Douyin e-commerce from a more global perspective. Douyin e-commerce has formed the four major FACT tracks with rich e-commerce ecological resources, which can achieve a variety of business goals for merchants. Merchants need to measure the long-term benefits of Douyin e-commerce operations with the dual goals of brand growth and sales growth, and operate Douyin e-commerce with independent budgets and pallets to fully utilize the brand's growth potential in Douyin e-commerce.

3

Set up the Douyin e-commerce management team

Set up an independent integrated team, which is the basis for doing a good job in Douyin e-commerce management. Through unified goals and coordinated actions, we jointly promote the improvement of overall business; through close cooperation of different functions, we can meet the diversified needs of Douyin e-commerce operations; through mutual support and real-time optimization, we can provide consumers with a high-quality shopping experience.

When forming a business team, we recommend that you refer to the following team structure

Content operation team:

Do a good content, complete consumer reach and undertake

Content production capacity is the core capability requirement for operating Douyin e-commerce. Content is the bridge between stores and products linking consumers. Doing a good content will help improve brand awareness and drive product sales conversion. Therefore, it is crucial to configure a content team that matches the business needs of Douyin e-commerce. In Douyin e-commerce, the two core contents operated by merchants are live broadcasts and short videos. In response to the characteristics and demands of the two content forms, merchants can refer to the following configurations for the content operation team.

. Live Content Team

● Anchor: The anchor is the "host" of a live broadcast room . He/she plays the role of the main outputter of the live broadcast room content. It is necessary to promote the live broadcast room process, drive the audience to participate in interaction, explain and display products and guide orders, etc. The anchor is the core role of a live broadcast room, and the anchor's ability directly determines the content quality and conversion ability of the live broadcast room. In the position self-operated track in the following text, the anchor's ability and screening will be introduced in detail.

● Deputy broadcast: The deputy broadcast is the anchor’s right-hand assistant . He/she plays a role in cooperating with the anchor in front of the camera, providing assistance to the anchor’s interactive gameplay and product display. At the same time, when the anchor is busy interacting with the audience, the sub-broadcast also acts as an intermediary for the field control and communication with the anchor, reminding the anchor to advance the process, change the link, change the state, etc.

● Central Control: Central Control is the "command tower" of the live broadcast room . In the following article, we will introduce that the live broadcast of Douyin e-commerce needs to be adjusted and optimized based on real-time data performance in order to achieve snowball growth of live broadcast GMV. The main responsibility of Zhongkong is to monitor the fluctuations in live broadcast data, promptly discover abnormal data and attribute it, and then convey specific adjustment strategies to the departments of live broadcast operations.

● Field control: Field control is the "metronome" of the live broadcast room . During the execution of the live broadcast room, due to the fast pace of content and the various emergencies, an efficient and unified information transmitter is needed between characters, that is, " field control ".As a unified closing and exit of all information in the live broadcast room, field control issues action instructions to all parties in the live broadcast room to ensure that all departments in the live broadcast room are in a consistent and close cooperation.

● Planning: Planning is the "creator" of live broadcast room process, gameplay, and speech. Planning requires comprehensively collecting the content needs of all parties, such as the product selling point display needs, the anchor's fan interaction needs, the live broadcast room popularity needs, etc., combining the needs of all parties with the overall process of the live broadcast room, thereby producing content points for each link. In addition, the focus of planning is not limited to the live broadcast room, but also coordinates and unifies with account character creation and short video content cooperation to maintain the consistency of the content.

● Technical Team: The technical team is the main person in charge to ensure the clear and stable live broadcast picture . The technical team needs to consider the setup and debugging of the lens, and cooperate with lighting to ensure that the live broadcast room is clear and can display the anchor and products to the maximum extent; at the same time, it is also necessary to configure software and hardware conditions such as network connection to ensure the smooth and stable live broadcast picture. The editing is mainly responsible for editing the live broadcast room slices, and helps the live broadcast room attract traffic by editing the wonderful moments in the live broadcast room into short videos.

● Live room decoration: Live room decoration is responsible for building the live room screen. The decoration of the live broadcast room needs to match the requirements of brand tone and product presentation, and it also needs to be updated regularly in combination with different event themes to ensure the freshness of the audience. Sometimes the live broadcast scene is not only in the live broadcast room, but also in special scenarios such as shopping malls, factory assembly lines, and source of origin. The decoration of the live broadcast room needs to be matched according to the specific needs of different live broadcasts.

. Short video content team

● Short video planning: Short video planning is responsible for the creation and editing of short video content. Due to the particularity of short video content, the planning team needs to fully understand the content preferences of Douyin e-commerce users, match the short videos' pictures, plots, rhythms, shots, music and other elements, and create content that users like. At the same time, the planning team also needs to combine the specific uses of short videos, such as account fans, live broadcast trailers, product planting, etc.

● Actors/Anchor: Actors are the actors who appear in short videos . Sometimes they are anchors, sometimes they are actor groups. They need to have a certain performance ability and sense of camera to make the content vivid and interesting.

● Photography & Editing: The photography and editing team of short videos are responsible for the delivery of materials . Short videos are more lively and diverse in lens language. The photography team needs to communicate fully with the planner and actors to ensure the smooth shooting of short videos. Sometimes the short video photography editing team can share the staff team with the live broadcast team.

● Scene layout: When shooting short videos in , specific scenes are also required. The construction team needs to understand the needs of short video shooting. The scene layout team of short videos can sometimes share the staff team with the live decoration team.

Shop operation team:

Realize the basic functions of the store and ensure product sales and conversion

●Product management: Product management team is a very important function in store operations, responsible for product selection and testing, product selling points sorting and editing, product up and down management, etc. What is very different from traditional e-commerce is that Douyin e-commerce has a strong ability to create explosive products, which requires the product management team to have a full understanding of the characteristics of the products, consumers and platform, be able to screen out the most explosive products from a variety of products, and give live broadcast and short video presentation forms and corresponding conversations that combine product selling points. At the same time, it is also necessary to connect the expert team to give the author screening suggestions, and link the store decoration team to give the product window pictures and the key information suggestions on the details page.

● Store decoration: store decoration team is responsible for beautifying the store, including the design of the store homepage large picture, as well as the window picture and detail page design of each product. The store decoration team needs to highlight the selling points of the products in the design to help the store undertake product conversion.

● activity report: In Douyin e-commerce, merchants can participate in a variety of platform activities to help store growth. The event report team is responsible for the schedule of the store's participation in the event, and needs to coordinate the resources of the store, account and experts, plan the store's activity plan, and coordinate all parties to participate in support.

● Business Diagnosis: Business Diagnosis Team is responsible for controlling the store's operating status, using various business diagnosis tools of Douyin e-commerce to understand the store's operating problems and find corresponding solutions. The business diagnosis team needs to work closely with various teams such as live broadcast operation, short video operation, product management, event reporting, expert business, advertising placement, etc., collect business feedback from all parties, and attribute the problems found in combination with data analysis to ensure the continuous optimization of store operations.

By analyzing the asset structure of the population and paying attention to the accumulation and circulation of the population, merchants can make a reasonable proportion of grass-planting content and sales content. In addition, the content direction can also be adjusted according to the grass planting effect or the expert cooperation strategy can be adjusted.

Advertising delivery team:

Finally cooperate with content and store operations to leverage the growth of total traffic

In Douyin e-commerce, advertising delivery is not only the main method to obtain precise population exposure, but also an important way to leverage the distribution of natural traffic of accounts . In the analysis of Snowball -style growth, we mentioned the role of interactive viewing data and conversion data in the account in amplifying traffic entrances. Actively finding accurate traffic groups through advertising delivery, and optimizing various data indicators in the account through precise crowd acceptance is an important way to leverage the natural traffic recommendation of the account.

In addition, Douyin e-commerce advertising is not only responsible for "buying traffic", but also needs to optimize various data indicators with advertising based on the content and store operating conditions and phased goals. Therefore, the advertising delivery team of Douyin e-commerce must not only understand delivery, but also understand the content and operations of Douyin e-commerce and maintain close cooperation with each other. One of the biggest differences between Douyin e-commerce and traditional e-commerce is the dynamic changes in content. The data performance of short videos and live broadcasts will fluctuate up and down during different time periods. The advertising delivery team needs to conduct real-time detection of data performance and achieve minute-level refined regulation in order to maximize the traffic guarantee for the operation of Douyin e-commerce.

● creative material production: is responsible for the analysis of product selling points and core usage scenarios, write creative material copywriting and scripts, shoot and edit creative material, and optimize the direction of creative material based on the feeding data.

● Advertising delivery: formulate delivery strategies according to different promotion needs, reasonably set delivery goals, allocate promotion budgets, and maximize input-output. The advertising delivery team needs to work closely with the content operation and store operation teams to fully understand the operating conditions and business goals of the account and content, so as to maximize the value and role of advertising delivery.

● delivery data analysis and optimization: is responsible for recycling advertising delivery data, conducting data diagnosis and attribution targets, providing real-time and effective guidance on delivery optimization, and continuously iterative optimization of delivery effects.

达人商务团队：

撬动平台达人资源，带动店铺生意成长

达人运营，包括达人矩阵的建立和头部大 V 的合作，是抖音电商生态中的重要组成部分，达人是核心的内容创作者，也是帮助商家连接消费者的桥梁，因此做好达人端的运营就尤为重要。Merchants need to have multiple abilities from expert screening, matching, data result analysis, and long-term relationship maintenance. At the same time, the expert operation team also needs to understand the brand, products, and e-commerce business, and maintain close cooperation with multiple teams such as self-broadcasting, account content construction, and advertising placement to ensure the formation of a joint force and jointly promote the growth of business.

● Expert public relations: Expert public relations team is responsible for the expert's matchmaking and establishment of alliances, communicate specific cooperation matters, and maintain expert relationships on a daily basis to establish a stable expert cooperation matrix.

● Expert Filter: Expert Filter Team is responsible for finding suitable Expert Cooperation Goals for the store. The store has a variety of cooperation goals for experts, including sales of goods, new product promotion, brand awareness improvement, etc. The Expert Filter Team can combine different cooperation goals, screen and diagnose the matching degree of experts through various data tools, and provide cooperation suggestions to the expert public relations team.

Service guarantee team:

Guarantee consumers' shopping experience and build a long-term sense of trust

As an emerging e-commerce platform, every consumption experience of users is an opportunity to gradually build trust, and this trust needs to be maintained by the platform and merchants. Therefore, good pre-sales and after-sales service has also become a key focus that merchants must pay attention to in their operations. The Douyin e-commerce platform has also established a series of store scoring systems to conduct multi-dimensional comprehensive evaluations of merchants' service performance, helping merchants better improve their service capabilities. Store service points have also become an indicator that merchants need to pay attention to in their daily operations. Service points will affect merchants' recommendation traffic acquisition, activity reporting and other rights.

● Logistics Management: Logistics Management Team is responsible for store packaging, delivery, signing and confirmation, etc., and is responsible for the complete delivery of goods, the timeliness of logistics, and the service experience of logistics. In addition, the logistics management team also needs to respond quickly to after-sales issues such as return and exchange to optimize consumers' after-sales service experience.

● Customer Service Team: Customer Service Team is responsible for the reception of consumer questions, including pre-sales and after-sales issues, and is responsible for the resolution rate, response speed, resolution speed, etc. of consumer problems. An excellent customer service team can assist the anchor in handling traffic, improve the traffic conversion rate, and ensure the maintenance of store experience points. The customer service team needs to maintain close communication with various teams such as product management, live broadcast operation, short video operation, expert operation, etc., to understand the information output of each team to consumers, so as to match the corresponding reply speech.

● fans & member operations: fans and member operations team are responsible for long-term operations to consumers. Through the platform's data products, we can understand the asset accumulation status of the store population and the characteristics of the crowd portraits of fans and members. Top up the long-term operation indicators and strategies of fans and members, and cooperate with other departments to complete the implementation.

4

Familiar with platform products

Dou Store:

recommended for merchants One-stop business management platform for full-link services

● store decoration

store decoration refers to the customized design of the store's homepage. Since the homepage is the first vision for consumers to enter the store, the information on the homepage needs to be clear and clear, and at the same time it must be attractive enough to guide consumers to browse more. The main visual of the brand can be displayed through the store header image; the store poster can display important activities or key products of the store; the coupon module allows consumers to know the shopping benefits in advance; and the "Recommended Products" module provides more exposure opportunities for the store's main products.

●Product management

Product management is the most basic function of the store to realize online transactions. Merchants can create, edit, remove products and other basic operations.On the one hand, merchants can set up basic transaction information of products, such as product name, classification, price, transaction method, fulfillment service, etc.; on the other hand, merchants can also edit and beautify product window pictures and details pages, and display the product appearance, selling points, efficacy, usage methods, target groups, etc. information, so that consumers can read and understand the detailed information of the product by themselves and make purchase decisions.

● Order Management

Order Management Function implements the management function of merchants for orders from auction to evaluation completion. Merchants can view the real-time status of orders, manage order shipments and maintain product evaluations, etc.

●Logistics Management

can open an electronic facebook, you can view the timeout waybill and process it.

● After-sales service

can instantly process consumers' returns and exchanges and refund applications, support flexible small-scale compensation scenarios, and can complete after-sales service communication through online real-time communication. You can also see the orders involved in the platform and process them.

huge amount of responses:

Connect to merchants/experts/institutions, providing one-stop content marketing services

● Alliance plans to release

Merchants select products and set product commission rate, which can attract experts to actively sign up for the sale of goods, and conduct commission settlement based on the amount of the sale of goods. In the expert cooperation plan, merchants can choose: ordinary plan, that is, a unified commission cooperation set by merchants for all experts; targeted plan, that is, a cooperation plan where merchants set exclusive commission rates for designated experts; exclusive plan, that is, a plan that can be promoted only for specific experts; recruitment plan, merchants register to participate in a huge number of goods-promoted activities.

● Expert cooperation registration

mainly includes three cooperation methods: Expert Square, Group Leader Investment Promotion, and Expert Investment Promotion.

In the Expert Square, merchants can actively screen the target experts and view the cooperation data of each expert, including live broadcast data, short video data, fan portraits, product analysis, etc. For satisfactory experts, merchants can send cooperation invitations for further communication, or directly choose to place an order with one click.

In group leader investment, merchants can see the investment promotion needs released by MCN institutions and report products that meet the investment promotion needs to achieve batch cooperation with experts. Merchants can filter commission rates, investment categories, and event types to find activities that suit them.

In the expert investment promotion, merchants can see the investment promotion needs published by the expert and report the products that meet the investment promotion needs.

● matchmaking activity

In the matchmaking activity function, merchants can register to participate in online or offline activities organized by the Douyin e-commerce platform. For products that have more complex explanations and need detailed trials, they can obtain more experts' cooperation opportunities by participating in the matchmaking activity.

Douyin e-commerce compass:

Help merchants provide data diagnosis and support business decisions

. Diagnostic function

● Self-cast diagnostic

self-cast diagnostic

self-cast diagnostics that are self-cast transaction amount generated by the bound account of this store’s products. The overall diagnosis logic is [self-cast transaction amount = live broadcast room views (traffic scale)* The transaction amount (traffic value) of thousands of times viewed] can be broken down based on the two dimensions of traffic scale and traffic conversion efficiency, and the performance of indicators will be determined based on the average level of merchants of the same scale and the historical data of the merchant.

● Agent broadcast diagnostics

evaluates the transaction amount of broadcasts that merchants cooperate with all experts, including four modules: overall diagnosis, head experts diagnosis, middle and waist experts diagnosis, and recommendation cooperation experts. By diagnosing and attributing the overall broadcasting of merchants, merchants help merchants continuously optimize their cooperation strategies.

● Service Diagnosis

Service Diagnosis includes three modules: focus on products, indicators to be improved and other indicators to be focused on. It aims to link the disassembly, attribution and provide suggestions and solutions of nine service indicators through merchant service capabilities to help merchants improve their overall service capabilities. Specific diagnostic indicators include 48-hour delivery rate, quality return rate, bad review rate, complaint rate, 3-minute reply rate, logistics arrival time, self-financing time for refund only, self-financing time for return refunds, and dispute intervention rate. Each indicator will determine whether it is an indicator to be improved based on the average level of merchants of the same size in the peer industry and the historical data of the merchant, and disassemble the detailed products/orders and the factors that have the greatest impact on the indicator based on the indicator to be improved.

● FACT List

List comprehensively calculates the rankings based on the performance of merchants in different industries in the four major tracks of F (positional self-operated), A (expert matrix), C (marketing activities), and T (head V), to help merchants understand the store's position and changes in the industry. It is an evaluation system for merchants to operate long-term business capabilities in Douyin e-commerce.

. content

● Live live broadcast

Real-time live broadcast displays today's live broadcast core data, showing merchants changes in the core data of the self-broadcast live broadcast room and the alliance's cargo expert live broadcast room, and helping merchants optimize the live broadcast room and formulate live broadcast strategies.

● Live broadcast analysis

Live broadcast analysis is to integrate and display the data of previous live broadcasts, including a live broadcast overview and live broadcast room details. The live broadcast overview is used to view the summary data of core data indicators such as the number of broadcasts, duration, number of viewers, transactions and refunds in the month, as well as the daily data change trends. The live broadcast room details are used to filter the associated live broadcast list and detailed data indicators according to different time dimensions. Merchants can also click to view the data details of a live broadcast based on the filter results.

● Short video analysis

short video analysis module includes two submodules: data overview and short video details. The data overview is used to view core data indicators such as the overall number of short videos released in that month, transaction amount and after-sales amount, and daily data change trends. Short video details are used to filter and view short video lists and data indicators according to different time dimensions. Click on the short video title to view short video content playback and corresponding detailed data.

. Transaction

● Transaction composition

Transaction composition is an overview of the overall transaction status of the store by merchants. Transaction data of store source composition, account composition, new customer composition, and terminal composition can be viewed according to different time periods.

● Financial Overview

Financial Overview is an overview of the overall financial revenue and expenditure of the store. It includes two modules: the overview of payment and the overview of payment account receipts and payments. Merchants can view the amount of cash withdrawal, the amount of cash withdrawal and the frozen payment, or they can also conduct detailed inquiries on the receipts and expenditures of the payment according to different time dimensions.

. Expert

● Expert Analysis

Expert Analysis module is used to view the basic information of historical cooperation experts, and to view or download the transaction, after-sales and commission data of cooperation experts according to different time dimensions.

.Product

●Product analysis

Product analysis module includes two submodules: product overview and product details. In the product overview, merchants can filter and sort according to multiple segmented data dimensions under transaction indicators, after-sales indicators, evaluation indicators, live broadcast indicators, and short video indicators, and support filtering of multiple time dimensions. Entering the product details can help merchants understand the transaction, after-sales, evaluation data trends and transaction composition of each product in detail, so as to analyze and diagnose the sales of individual products.

● Product ranking list

Product ranking list is a list composed of all the products sold by our merchants, including excellent list and improvement list. Among them, the excellent list is sorted in three dimensions: high transactions, high conversions and many new customers. The improvement list is sorted in four dimensions: low conversion, poor reputation, many returns, and slow arrival. Each list supports viewing the top 30 products according to the statistical range of nearly 7 days / 30 days / 90 days. The product rankings aim to help merchants comprehensively take stock of products based on the overall sales of store products on the platform, and quickly identify explosive products, potential products, retained products, dangerous products, and unsold products.

. Service

● Service Analysis

Service Analysis mainly uses the core data of after-sales, customer service, and evaluation to intuitively display the service status and changing trends of the store. It supports screening according to multiple time dimensions. Merchants can monitor abnormal data through this module to improve the overall service level.

● Logistics Overview

Overview specifically includes four modules: logistics link monitoring, logistics data, logistics services and logistics details. Among them, logistics link monitoring is a summary of the status of orders in all logistics links of the store, helping merchants understand the overall logistics status of the store; logistics data includes key logistics indicators and changing trends in multiple time dimensions; logistics services include average arrival time, reasons for logistics complaints, logistics returns and logistics evaluation data, aiming to help merchants improve logistics capabilities and consumer logistics experience by understanding the operating conditions of each link of logistics, monitoring various core indicators and identifying abnormal details; logistics details help merchants understand the performance of different logistics companies, and summarize logistics information according to the product dimension.

● Experience Policy

Experience Policy Data is a hot topic for platform promotion to display the data and effect analysis of merchants after use, assisting merchants in making decisions.

● Refund Analysis

Refund Analysis is an analysis tool that helps merchants understand the reasons for order refunds and reduce the refund rate of products. It includes five modules: details of the transaction refund amount, focus on content, refund category, reason for refund and how long after payment.

.Popularity

● Core population

Core population includes two dimensions: fan group and transaction group. Both dimensions can support viewing 4 types of people whose relationships deepen layer by layer based on different accounts. The four types of fan groups are content reach users, content interest users, new fans, and loyal fans. The four types of transaction groups are product display users, product interest users, first-time purchase customers, and repurchase customers. Merchants can view the changing trends of each group of people, the characteristics of the crowd portrait and the circulation.

● Crowd portrait

Merchants can also further view detailed information of each group in the crowd portrait function, such as crowd preference tags, content preference tags, 8-group share, gender, age, region, active time, etc. Through detailed analysis of crowd portraits and observation of the deepening changes in crowd portraits layer by layer, merchants can find the people that best match the store, and at the same time can also diagnose the loss of people reaching the crowd in each business link, and perform corresponding attribution and optimization.

huge number of Qianchuan:

Help merchants to achieve integrated e-commerce advertising delivery and integrated marketing

. Promotion

Promotion management is divided into two delivery scenarios: short video/graphic promotion and live broadcast promotion, which are mainly divided into the following major functions:

● Data Overview

can view the total consumption, total impressions, total clicks, total transaction orders and total in the selected time range. ROI helps merchants quickly understand the overall situation and changing trends of advertising.

● Plan Management

In plan management, merchants can browse all created plan lists, and can intuitively understand the bid, budget, consumption, etc. of each plan. They can also see the data performance of each promotion content, such as short video display, click, conversion, ROI and live broadcast watching, interaction, click, ordering, etc. Use advertising data and content data to determine the delivery status of each plan, and you can click on the advertising plan to edit and modify it.

● New plan

Merchants can choose two marketing goals: short videos or live broadcasts to create new advertising plans, and support multiple delivery methods, delivery speeds, conversion goals, crowd targeting and other settings.

● Creative management

Merchants can use different creative materials as dimensions to judge the quality of creativity through the data performance of different creatives, and create or edit a promotion plan for a certain creativity.

. report

provides the overall data overview, trend comparison, conditional filtering, planning/creative batch export and other capabilities of the account, meeting the merchant's daily review demands.

. Financial

Financial zone includes capital wallet, financial statements, recharge records, and refund records. Among them, the funds wallet displays the account balance, distinguishes between non-grant balances and grant balances, and supports merchants to recharge, invoice, refund and other operations.

. tool

● Live broadcast real-time monitoring

In the live broadcast real-time monitoring [Today's Live Broadcast], merchants can view the live broadcast room's real-time delivery and changes in the dynamic effect in the live broadcast, provide real-time, multi-dimensional, and multi-index analysis data, and promptly monitor and manage the promotion plan of the huge Qianchuan in investment in a timely manner. In addition, merchants can also check the live broadcast sessions that have ended on the specified date and review the data trend of the live broadcast that has ended.

● Short video insights [Product Competition Analysis] in

Short video insights is a tool for advertisers to provide product placement effects and creative references in short video marketing scenarios. By identifying "similar products" and "competitive products" and providing advertisers with real-time optimization strategies.

● Comment Management

Comment Management Tool manages comments through three methods: [Comment Content], [Block Word Management], and [Block User Management] to maintain the image of the live broadcast room and the brand. It has the following four main functions: find comments that need to be managed according to certain conditions, manage the results found, manage blocking words, and blocking user management.

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.

, progressive activity starting gameplay

(reply to "Tik Tok Play" to get the original image)

progressive activity starting gameplay , by catering to the live broadcast algorithm, progressively pulling the live broadcast weight, and obtaining live recommended traffic in a balanced manner. Currently, progressively contributes 10 million GMV in a single month in the personal live broadcast room.

, short video test hit gameplay

(Private message reply "Tik Tok gameplay" to get the original image)

short video test hit gameplay. Compared with traditional short video test hit gameplay, this gameplay can get higher precision and natural recommendations, which are commonly used in clothing and food live broadcast rooms, and contribute 20 million GMV per month.

, single product Qianchuan placement gameplay

(Private message reply "Tik Tok gameplay" to get the original image)

Qianchuan single product gameplay, single product single delivery strategy, greatly lowering the threshold for mixed product placement. Currently, the monthly contribution of more than 50 million GMV in my live broadcast room is more than my most used live broadcast room.

, Three-horse horse hybrid traffic gameplay

(Private message reply "Tik Tok gameplay" to get the original image)

Three-horse horse gameplay, the traffic structure of the Three-horse horse is the most stable mode in the future live broadcast form, but the operation process is relatively complicated, and currently accounts for less than 10 million monthly GMV, which is not recommended by the novice team.

Author | Douyin E-commerce-Interest E-commerce Research Institute Produced by