Article source: Knife Institute Author | Bing Qing Edit | Mammon Douyin e-commerce is presenting a hundred possibilities. Some people watched on CCTV host Wang Ning and actor Yan Ni to discuss "Dream of Red Mansions", some people squatted to get a coupon to hoard coffee rations for the next six months; some people waved their hands and bought 5000+ winter coats in the brand's live broadcast room, and some people placed an order for life The first floor scrubber in China, and some people included intangible cultural heritage Chinese chess. Since Douyin E-commerce put forward the concept of "interested e-commerce" in April 2021, the Knife Institute has seen more and more brands, supply chains, and talents entering Douyin e-commerce, looking for their own possibility sex. The more people who enter the game, the fiercer the competition, and the more specific the challenges that everyone faces: difficult to get an account, how to quickly attract fans to ensure subsequent stable traffic conversion; difficult to increase the volume, the quality of the content material determines the upper limit of the flow, and money to invest Nothing is more painful than no money; it is difficult to make a profit. Brands face the low-price strategy of white-branded and brand-name brands. The 1:1 ROI of higher-cost brands is also a loss for money; unstable, there is no shortage of Douyin e-commerce. A story that went viral overnight, but if there is no long-term plan, few people can continue to compound interest. Someone started to ask: Do any brands really make money on Douyin e-commerce? The end result of Douyin e-commerce is to sell goods at a better price, or to achieve the integration of product and efficiency? And the starting point of all this confusion is: how should brands do Douyin e-commerce? The "methodology" that has not been verified by actual operations is hooliganism. Recently, the Knife Method Institute chatted with Bosideng e-commerce live broadcast director Zhu Zongyin and Swisse Douyin director Wan Weining respectively, how they operate Douyin e-commerce-the former set a single brand self-broadcast GMV in November With a record of 15 million, the latter’s brand matrix account produced 7.13 million cross-border during the 818 Shopping Festival, an increase of 325% compared to 618. After chatting with them, the Knife Method Research Institute summarized 2 self-broadcasting methods of Douyin e-commerce brands for your reference. 01 Customer order 3500, how does Bosideng complete the new product outbreak on Douyin e-commerce? Bosideng's play in the Douyin e-commerce channel can be summarized as: daily brand self-broadcasting stable output + brand marketing campaign, linking platform hot topics, and increasing GMV in a single game . The specific operation takes November this year as an example. November is Bosideng's "Harvest Month". Founded in 1976, this down jacket brand with footprints in 72 countries completed the official announcement of a new brand spokesperson in November this year, and launched the two-year-old windbreaker and down jacket "Dengfeng 2.0" series. This series of actions also left Zhu Zongyin, the head of Bosideng's e-commerce live broadcast, with two impressive brand self-broadcast experiences. The first was the Douyin Super Product Day. On the day when Bosideng’s new windbreaker and down jacket was released, the brand’s self-broadcast GMV exceeded 14.2 million, and the customer unit price reached 3,500+. At the same time, the new product sold at the original price of 3,222 yuan became the No. One. In the second session, the brand official announced that Xiao Zhan became the brand spokesperson, and the sales reached 15 million throughout the day, of which the same series of Xiao Zhan accounted for 90% of the sales. After reviewing the successful experience of these two games, you will find that every explosive self-broadcast has just hit the convergence point of the brand marketing rhythm -not only in Douyin, but a combination of all social media channels, internal and external forces. In the following, Douyin e-commerce quickly detonated brand topic interaction, continuously attracting target users to enter the brand's self-broadcast room for conversion. Take the new self-broadcast on the windbreaker and down jacket as an example. It can achieve "new products that are explosive products", thanks to Bosideng’s short video sowing and live broadcast content from the brand side to the Douyin e-commerce company, which are all centered on "product characteristics." And the "new product launch" two core displays. In order to solve the pain points of consumers who prefer light business attributes to wear down jackets and don’t keep warm, Bosideng has created this innovative category of "windbreaker down jackets" that has both grace and temperature, and at the same time showed consumers its ongoing product development. On the strength. How can we attract such high-customer consumers who value product quality and prefer elegant daily clothes on the Douyin e-commerce platform? On the brand voice side, the "first Bosideng windbreaker and down jacket" immersive theme show and the dream wind and rain concert have been moved online. The high-quality brand activities have enhanced consumers' perception of Bosideng's "high-end" positioning. On the marketing side of the platform, we linked up with the top talents and sisters to release new varieties of grass content, which combined with the interesting topic of "what is the basic respect for cooling", aroused heated discussions on the site, and was listed on the Douyin hot search list 1 hour after the product was first released. TOP1, the playback volume reached 120 million. After the hot topic detonated the traffic, through the unique "site short video marketing grass-to-live room conversion" short link of Douyin e-commerce, the brand self-broadcast + head master/star live broadcast matrix was used to quickly take over the traffic and precipitate the brand Accurate and high-quality user assets. In order to increase the conversion rate of 3,222 Yuangao customer orders for new products, Bosideng also provided users with 12 interest-free DOU installments under the background of focusing on traffic undertaking and accurate delivery of the crowd. Finally, the penetration rate of windbreaker and down jacket single product was 62.5%, the first release. The total sales exceeded 30.74 million, achieving the integration of product and sales. This case also reflects the difference between Douyin e-commerce and other platforms- timely feedback on marketing effects, short and fast traffic conversion, to a large extent avoiding the waste of intermediate links . In an environment where the "content grass" cycle is getting longer and longer, it will take at least 3 days, 7 days, 3-6 for other content platforms to complete the full cycle of traffic from "content paving-topic fermentation-content grassing-user conversion". Months. In Douyin e-commerce, once a brand or product has a hot topic or a marketing campaign, the platform can be linked, and the traffic feedback is particularly direct, accelerating the outbreak. This characteristic has also made Douyin e-commerce a "new product incubator" and "explosive model building machine" . Douyin's ability to incubate new categories of e-commerce benefits from the positioning of "interest e-commerce". As we all know, new products need a lot of grass-growing content to reach users and help them build awareness. In traditional shelf e-commerce, merchants often need to plant grass outside the station or through trains inside the station to let new products reach the public. It requires constant trial and error, and the user entry path is funnel-shaped. In Douyin e-commerce, the user interest-oriented mechanism gives new products the opportunity to "actively" display to precise users, and once the user group is identified, a steady stream of similar people will be channeled to provide such content in the background. Finding a precise user pool makes it easier to hit a single product. The 2021 Douyin e-commerce "Douin Hotspot List" trend insight report research shows that in the past year, 76% of users have bought hotspots on Douyin e-commerce, and 51% of them will buy it next time. 80% of the crowds who buy hot items choose to buy from Douyin e-commerce. But if you want to grow Douyin's e-commerce business for a long time, it is not enough to rely on a single outbreak. Brand self-broadcasting rooms are more and more like a brand's online "store". As long as the broadcast is on, consumers will "pass by" from time to time. At present, Bosideng’s daily brand self-broadcasting time is stable at 15 hours or more, and the sales of live broadcasts account for more than 97%. In order to build such a branded self-broadcast room with stable output, Bosideng believes that people and goods are the most critical factors. People: The anchor is the soul, and the operation team is the backing Anchor is the focus of brand self-broadcasting. Zhu Zongyin, head of Bosideng e-commerce live broadcast, hopes that the brand and the anchor can grow together like family members. Many clothing brands on the market choose anchors based on good looks and good eloquence. Bosideng also requires anchors to have cultural background and strong learning ability. The anchor not only needs to know the selling points and materials of the product, but also the popular colors of the season and KOL/stars of the same style. As Bosideng is focusing on the enhancement of its brand value and benchmarking its target audience with luxury products, the anchor will use luxury products as a reference for users when making recommendations on how to wear it. After the broadcast, the anchor also needs to review the live broadcast situation with the operation team, and constantly iterate the words and the order of the goods. Operating team members who work in harmony with the anchor are also very important. Now Bosideng has established a fixed team, corresponding to different time periods of live broadcast scenes. Goods: the ultimate combination of goods, increase the conversion rate and customer unit price Goods management has always been a pain point in the apparel industry. According to the characteristics of the platform, Bosideng has selected the following 3 types of products: One is industry trend-oriented innovative products, such as this year’s windbreaker and down jacket, to open up new market segments; The second is topical products, such as celebrity models, brand co-branded models, etc., which will increase the brand's popularity on the platform and make it easier to create explosive models; The third is professional high-end products, such as the recently launched "Dengfeng 2.0" series, to enhance the brand's professional image. In terms of product pricing, Bosideng directly anchored high-customer orders above 1,500 yuan, avoiding low-price competition with competing products. According to official data, the unit price of Bosideng reached 1,900 yuan in November, and the new product rate reached 95%. Field: constantly changing according to the time period The extra-long live broadcast time of 15 hours a day means that the user groups faced by different time periods are also different. In the morning, there are mostly mothers, so the anchors of the morning shift will look sweeter and more friendly, the background music will be more relaxed and natural, and the unit price of the product will be slightly lower; and the audience in the evening is mainly office workers, and the consumption power is higher, so the image of the anchor at night It will be more diversified. Background concerts are hot songs at the moment, and the unit price of products is also higher. 02 Entering in March and starting quickly, how does Swisse "permeate" Douyin e-commerce channels? Swisse only joined Douyin e-commerce in March this year. However, the company's strategy is to fully develop Douyin e-commerce, and has established a brand self-broadcast matrix with five major accounts as the main force on the platform. According to Cicada's Swisse, sales in the past 30 days were RMB 22.43 million. According to Wan Weining, head of Swisse Douyin, 85% of Swisse's GMV comes from new customers, and 30%-40% of its core account sales are contributed by fans. Health care products are a category with high customer orders and heavy decision-making, and platform supervision is also very strict. Swisse is able to quickly start volume and grow steadily on Douyin e-commerce. What has it done right? After talking with Wan Weining, the Knife Method Research Institute discovered that Swisse had implemented a “big penetration†approach in the single channel of Douyin e-commerce . Brand penetration = marketing penetration + channel penetration. Marketing penetration = marketing scale (number of consumers reached) * marketing efficiency (efficiency of reaching consumers) Large channel penetration = channel size (number of channels reaching consumers) * channel efficiency (channel convenience) Because this is only Swisse's play for Douyin e-commerce channels , here is a slight modification of the formula: Large channel penetration in Douyin e-commerce = scale of user paths (the number of user paths that reach consumers on the Douyin platform, namely short videos, live broadcasts, information flow advertisements, etc.) * User path efficiency (switching purchases from different paths) Convenience, namely short video trailer, expert/brand live broadcast, tripartite jump) The significance of marketing penetration is to increase the brand's awareness in users' minds by constantly brushing the presence in front of users, so that users can think of themselves as soon as they want to purchase related products; the significance of channel penetration lies in consumption People can easily find a way to buy. Before Swisse officially entered the Douyin e-commerce platform, it had already deployed a large marketing penetration on the platform, made a large amount of brand advertising investment, and accumulated a large number of cognitive people. After Swisse settled in, the brand still insisted on reaching out to the target population through multiple touch points. Through multiple forms such as brand advertisements, live broadcast rooms, short videos, etc., it continued to make efforts on the number of exposures of a single user to let more potential users It has been touched by the brand many times in a certain period of time. Every time the people who are touched by the brand, educated and planted, may be transformed into brand users, so that TA gradually develops the mind of "Swisse as the first choice of health products". The establishment of the brand self-broadcasting matrix is ​​an important means for its large penetration in the Douyin e-commerce channel. In the early days when the brand entered the Douyin e-commerce company, Swisse opened about 10-20 accounts for self-broadcasting of the brand. This strategy is based on many considerations: First of all, the brand hopes to be able to survive the fittest through the DP horse racing mechanism, and choose a branded live broadcast room with better effects and long-term continuous operation. Secondly, Swisse’s product line is relatively rich. Although only oral beauty products are currently available on Douyin e-commerce, the product lines under the oral beauty category have also been differentiated With regard to detailed operation ideas, anchor selection, and positioning settings in different scenarios, users with different demographic tags are obtained on the platform to accumulate experience for subsequent expansion of other categories of product lines on the Douyin e-commerce platform. Inviting talents to plant grass in short video + live broadcast conversion is the core means of its marketing penetration. Swisse separates Daren and brand stores. Daren has a fan accumulation on the platform, and the appeal and influence of the station is relatively large. Therefore, the brand will reach a long-term cooperation with the head expert, such as making friends in the live broadcast room, Wang Fang, etc., with the help of its appeal to fans To strengthen the trust and favorability of fans to the brand. Experts are better at recommending fast-selling products with light decision-making and low customer orders. This is because a single expert will have 50+ SKUs in a live broadcast and cannot give a very detailed description and variety of a single SKU. Grass; on the other hand, most of the talents' personalities belong to the images of "friends" and "girlfriends" in the potential, and cannot sell high-customer unit price products. However, the unit price of health care products is higher and the decision-making cost is heavier. It requires long-term planting of grass. In response to this feature, Swisse develops basic nutritional products with lower customer unit prices that are suitable for talents to bring goods to help them better spread the products and deliver them to consumers. In the brand self-broadcast room, Swisse will choose some high-customer or upgraded nutritional products as the main products to realize consumption repurchase and consumption upgrade, so that consumers will gradually develop stickiness or loyalty to the brand. Swisse believes that Douyin e-commerce has a huge traffic pool, and there is still a lot of space to be developed that has not been tapped. Therefore, they will do more "big penetration" of existing users on the Douyin e-commerce platform through live room optimization and delivery optimization. At present, Swisse’s daily brand self-broadcasting time is stable at 16 hours, and the ratio of brand self-broadcasting and talent live broadcasting is 6:4, and monthly sales are in the tens of millions. This is inseparable from the brand’s continuous iteration of "people, goods, and fields" And polished. People: Empower the professional skills of the anchor, and strengthen the operation team to maintain the account operation Swisse has established a complete anchor training system, arranging training instructors every week, from the explanation of the promotion mechanism to the professional knowledge points related to health care products. At the same time, the brand has also set up a quick mini-program exam to help the anchor understand the product selling point and ensure the anchor The accuracy of the output information. Today, the Swisse brand has established a team of nearly 100 people for the self-broadcast of Douyin e-commerce, including brand internal members and DP operators. Goods: diversified product lines support brand self-broadcasting, and talented short videos differentiated planting grass Swisse has established a differentiated brand self-broadcast matrix for different scenes and different groups of people by virtue of its rich brand product line to create explosive products for segmented demand. And with the help of the company’s strategic support, the Tik Tok e-commerce channel has been tilted for goods resources, including some exclusive discount mechanisms (special specifications of product packaging and gifts) to help brands better match consumption in the Douyin e-commerce channel者 demand. For example, during the 818 Goods Festival, Swisse made some concessions, and the overall product conversion rate during the event was 50% higher than usual. Field: According to the core data A/B test, the detailed configuration of the live room Brands will also do A/B tests on the selection of live broadcast backgrounds. Swisse's live broadcast backgrounds are mostly pure colors. The color selection will be optimized by changing the color of the same anchor. During this time, the click-through rate of the live broadcast room under different colors will be optimized. In terms of speech skills, brands will adjust their selling points according to platform rules, and A/B test will also be done for the forced speech skills that will eventually lead to conversion. The proportion and rhythm of the product will be adjusted in 15 seconds, 35 seconds, and 45 seconds. Bosideng 03 and Swisse which experience can be replicated? In addition to the most critical "people and goods market" element of live broadcast, the two brands also have their own strengths in the ability to acquire traffic on the Douyin e-commerce platform. Here, the Knife Institute breaks it down into content marketing capabilities and talent matrix building capabilities. And advertising traffic capabilities, which can be used as a reference for brands with mature supply chain strength and e-commerce operation capabilities. Content marketing capabilities: Bosideng regards Douyin e-commerce as a platform integrating dissemination + content planting + brand transformation, hoping to fully and to a greater extent expose the overall brand content to consumer groups on this channel. Therefore, the strategy driven by brand integrated marketing content has greatly assisted Bosideng's explosion in Douyin e-commerce this year. It is very challenging to output health care products on Douyin. Swisse chose the young first-line star Di Lieba as the brand spokesperson to communicate with consumers. However, in the process of communication, the brand still hopes to maintain professionalism and rigor. In terms of talent selection, it prefers professional, but not "daddy" preaching content to plant grass for the brand. In the follow-up, we will try some plot accounts to allow consumers to understand the selling points of the product in a more friendly and life-like scenario. Focusing on the overall marketing rhythm of the brand to produce content can help the brand to more comprehensively, professionally and accurately deliver the core brand information, deepen consumers’ awareness of the brand, and at the same time it is easier to link the power of external channels to focus on outbreaks; and with the help of celebrities , KOL scene-oriented, daily-life content of grass planting is conducive to the accumulation of potential energy for the brand and pave the way for subsequent marketing activities. Ability to build a master matrix: The unit price of Bosideng is more than 1,000, and the threshold for Daren’s short video delivery is higher. As a result, the brand has deployed a large number of short videos to plant grass content to increase the exposure of topical new products. On the other hand, it also cooperates with celebrities Qi Wei, Batu & Bogu, Daren Yang Fafa, Wang Xiaoqian and other talents from different circles to achieve diversified The product grows grass. When Swisse cooperates with Daren, it will give corresponding products to the fan portrait of the Daren. For example, the products that choose the "Make a Friend Live Room" are more men's health care products; Wang Fang will prefer women's related functional nutrition products, including Children, mothers and babies, in order to gain more exposure and diffusion of dimensional products. In a nutshell, whether it's making Douyin short videos to bring goods, or brand self-broadcasting to complete the rapid transformation from planting to weeding, the choice of talents and anchors needs to be matched according to the depth and width of the brand's own product line. Use different subdivided items to penetrate the subdivided circles. Advertising capacity: During the cold start period of the brand, they often choose to launch a large amount of paid traffic to help the system recognize the crowd tags in the live broadcast room; during the big promotion period, they will also get more exposure and GMV by purchasing paid traffic. For example, the "Swisse Beauty Consultants Pavilion" account maintains a daily organic traffic of about 40%-50%, but during the promotion period, the proportion of paid traffic will reach 60%-70%. Knife method research also found that both brands have adopted the strategy of "short video content marketing, and brand self-poding with high unit price upgrade" , because the brand needs a higher-margin product portfolio to support the brand's paid traffic. Invest in and maintain the healthy growth of the brand. Going back to the business pain points of Douyin e-commerce mentioned at the beginning of the article, such as "difficulty in starting a number, difficult to obtain, difficult to profit, and instability", Douyin e-commerce is also making some active attempts, such as from the data level and product tool level, Do some attributions for the "popular" type of Douyin; made a centralized portal, including Douyin Mall and search, to help merchants to do business in Douyin e-commerce more stably. Lu Xun once said: There is no road in the world, and it becomes a road if there are more people walking. The rapid rise of Douyin's interest in e-commerce is inseparable from a large number of brand merchants and experts who keep trial and error and precipitation. Dafa also welcomes all traders to discuss the business methodology of Douyin e-commerce with us.
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