Shulou(Shulou.com)11/24 Report--

On May 16, Douyin held the third Ecological Congress in Guangzhou. Wei Wenwen, president of Douyin e-commerce, revealed that in the past year, Douyin e-commerce GMV increased by 80% compared with the same period last year, of which the shelf scene GMV accounted for 30%, and the platform sold more than 30 billion high-priced items.

Wei Wenwen said that the boundary of global interest e-commerce is very large, the future "global" will be an overall ecology, fully meet the needs of all kinds of transactions of users. In 2023, Douyin e-commerce will invest 10 billion in cash and a number of support measures to help merchants develop and promote better and faster growth of global business.

Wei Wenwen also said that Douyin e-commerce always adhere to work with all parties to seriously create social value, the platform will cultivate global interest e-commerce, enrich the better life of users.

Upgrade global interest e-commerce to meet the multiple needs of users in pursuit of a better life

In 2022, Douyin e-commerce will upgrade its interest e-commerce to the global interest e-commerce stage, vigorously invest in shelf e-commerce construction, and collaborate with Douyin Mall, search, stores and other shelf scenes through short videos and live streaming content scenes, bringing new growth to merchants' business and meeting users' diverse needs for a better life.

In the past year, live streaming on the platform averaged more than 2.9 billion views a day, with 400 million searches intended and more than 30 billion items sold on the platform, according to Douyin ecommerce data. Learning about and buying goods through Douyin e-commerce has become a part of a better life for users.

Wei Wenwen said that in the year when Douyin ecommerce upgraded to become a global interest ecommerce, the shelf scene business was growing rapidly, with Douyin Mall GMV growing 277 per cent year-on-year and ecommerce search GMV growing 159 per cent year-on-year. More than 56% of merchants on the platform get more than 50% of the GMV in the shelf scene.

In the past year, 2.52 million merchants and 7.7m ecommerce writers have earned new revenue on the platform, as well as 23000 MCN institutions and more than 23000 service providers operating with merchants and authors, according to official Douyin ecommerce. With the help of the global interest e-commerce model, good goods have also opened up new markets, with sales of more than 10, 000 items exceeding 10 million yuan in Douyin e-commerce. High-quality products such as the new Kovos floor sweeper and L'Or é al VC in Paris have become popular "explosions" on Douyin's e-commerce platform, winning new sales and good reputation.

Extend the boundary of global interest e-commerce, tens of billions of cash to support the development of merchants

Wei Wenwen said that global interest in ecommerce has shown great value, but Douyin ecommerce is still in the early stage of "global". In the future, global interest e-commerce will cover all kinds of traffic and fully meet the various transaction needs of users.

In the global interest e-commerce environment, the content scenes composed of short videos and live broadcasts, as well as the shelf scenes composed of Douyin, search and stores, all contain a lot of traffic. Among them, content and goods are the engines of traffic. Douyin e-commerce connects all content with goods smoothly through products and strategies, and the traffic between the storage farm and the shelf yard is interconnected to improve traffic efficiency. At the same time, do a good job in user operation and user experience to promote business "flywheel growth".

Wei Wenwen said that in the future, Douyin e-commerce will work with merchants to do a good job in global content construction, global traffic coordination, global user operation and global experience enhancement. In 2023, Douyin e-commerce will invest 10 billion in cash to help merchants do a good job in shelf business.

At the meeting, Douyin e-commerce also issued four major support measures: first, in terms of merchant policy, the platform launched a commission-free activity for commodity cards to reduce business costs; second, in terms of merchant rights and interests, launch the "Douyin flagship" exclusive identity for brand merchants to help improve business efficiency; third, launch "0 yuan resident" rights and interests for small and medium-sized and individual merchants to ease the financial pressure on small and medium-sized businesses. Fourth, in the talent management, the platform launched the "window management cash back" policy, reducing the technical service fee for the window order of the author who meets the relevant conditions, and helping the talent management and merchandise sales.

Zhu Di, a researcher at the Institute of Sociology of the Chinese Academy of Social Sciences, believes that today's e-commerce market is booming, consumers' demand for online shopping is strong, and interest in e-commerce arises at the historic moment, which has played a great role in promoting consumption transformation and stimulating consumption enthusiasm. From interest e-commerce to global interest e-commerce, and then to deepening the "global", Douyin e-commerce exploration and in-depth adaptation to changes in consumer demand, so that consumers and consumer goods, services can achieve a more efficient match, stimulate more efficient consumption motivation and willingness to consume. The release of "global" energy will also further boost consumer confidence, she said.

Do not forget the original ideals, aspirations and responsibilities, Douyin e-commerce work with all parties to create greater social value

Wei Wenwen said that Douyin e-commerce has never forgotten its original intention and responsibility, spared no effort in social welfare investment, and is committed to making every transaction more socially valuable.

In order to promote the popularization of knowledge, Douyin launched the "National good Book Project", selling 250 million books in the whole year. Recommended by Oriental to select anchors, the right Bank of the Erguna River quickly came out of the circle, and the book has sold more than 1 million copies through Douyin, making it the top-selling literature book of the year on the platform.

In terms of promoting rural development, in the past year, "Mountain goods on the headlines" promoted the sale of 2.83 billion single agricultural specialties to the north and south of the Yangtze River, while the "seeing Craft Project" helped the inheritance of traditional culture and the realization of craftsmanship, so that the sales of non-relics on the platform increased by 668% compared with the same period last year. Douyin e-commerce also provides special support for domestic brands and small and medium-sized businesses in the industrial belt to help established brands expand new markets and promote regional economic development.

"We have experienced a leap of interest in e-commerce and entered the vast world of interest in e-commerce all over the world." Wei Wenwen said that Douyin e-commerce driven by both shelf and content scenes will achieve sustained and rapid growth, and the platform will also work with merchants, authors and ecological partners to cultivate global interest e-commerce and enrich the better life of users.

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