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

With the development of economy and the improvement of the quality of life of the public, users' demand for good goods is becoming more and more urgent. According to the White Paper on Global purchase Industry Trends of Douyin E-commerce in 2023, China's cross-border import consumption is in a stage of high growth, with the number of users growing from 66 million to 168 million in the past six years. More than 70% of users tend to give priority to domestic imported cross-border e-commerce platforms to buy imported consumer goods. Thanks to China's continuous opening up to the outside world and the support of the global efficient supply chain system, more and more foreign brands begin to enter thousands of households in China.

Douyin e-commerce global shopping business has entered a period of rapid development.

Since Douyin launched the global shopping business in 2021, in the past two years, the platform has continuously improved the operating environment for cross-border e-commerce, such as shopping malls, supply chains, advertising and marketing products, and launched a series of open investment promotion business. promote the rapid development of global shopping business and achieve the goal of collecting good goods from the world to meet users' growing demand for overseas goods.

In terms of supporting the development of global purchasing business, from merchants "bringing in" to business "doing", the platform has successively introduced a number of support policies and marketing activities, such as head brand incentive, backbone brand operation support, Douyin e-commerce super day, accurate category segmentation and mall commission reduction and so on, to help merchants broaden their user access and improve the conversion rate. Under the influence of a series of favorable activities of the platform, Douyin e-commerce global merchants have achieved rapid development. At present, the volume of global buyers of the platform has more than tripled compared with the same period in 2022.

In order to better promote the rapid growth of merchants on the platform and seize the opportunity of cross-border consumption, the platform has issued three targeted incentive policies for different groups of merchants, namely, "investment incentives" for new merchants, "transition incentives" for some old merchants whose business performance needs to be improved rapidly, and a "brand acceleration plan" to encourage all cross-border buyers to achieve rapid growth. Continue to help businesses reduce costs and improve efficiency, and grow rapidly on the platform.

"Investment incentive" helps new businessmen to open up a new situation of business.

At present, Douyin e-commerce global shopping as a brand management position with overseas mentality, the platform has gathered a large number of high-quality users with demand for overseas goods, but also attracted more and more overseas brands to join the bureau. For new global buyers of Douyin e-commerce, the platform has offered an "investment incentive" policy, in which merchants who open stores after September 1 will receive a 60-day commission refund. The incentive policy is designed to help new merchants quickly open up new businesses in Douyin e-commerce.

It should be noted that: first, the "new merchant" here refers to the newly opened store where the store pays the deposit after September 1; second, the platform returns the commission within 60 days after the merchant opens the shop, and returns the flow coupon according to the amount returned.

In addition, merchants who receive the return of this part of the commission will no longer enjoy commission-free return of commodity cards and pictures and texts. The platform will issue a unified rebate reward for merchants at the end of December 2023, and merchants who open stores later after November may receive rewards in 2024 due to problems such as cost accounting and process flow.

The commission return form adopted by "Investment incentive" will help new businesses save start-up capital, accelerate capital flow, reduce costs and improve efficiency, and quickly open a new situation of business on Douyin e-commerce platform.

"transition incentive" drives the operation of cross-border businesses to speed up

"transition incentive" is aimed at those businesses that have opened stores before September 1, but have never reached the incentive threshold in a single month of history. Although these merchants have opened the global shopping business in Douyin e-commerce, with a certain number of orders and fans, due to a variety of subjective and objective reasons, business has always been in a tepid state, businesses urgently need an opportunity to achieve business development.

According to the "transition incentive" plan, this business group can get a maximum flow reward of 500000 yuan when the monthly settlement GMV reaches the threshold. The platform will reward merchants with different levels of GMV settlement for the first time within 30 days, as follows:

The transition incentive policy will be calculated and issued at the end of each month, each gear reward will not be repeated, and the highest reward will be obtained for multiple transitions in a single month. The amount of the reward will be rounded to 100 places, and less than 1000 yuan will be given free discount coupons for small shops. Merchants who get rewards of less than 1000 to 100000 yuan can choose one of the red envelopes or discount coupons freely pushed by small shops. Merchants who get more than 100000 of the reward will be eligible to apply for compensation in advance. The flow coupon reward will be distributed to the cross-border Qianchuan account corresponding to the merchant. If there is no account, you can communicate and issue the industry second generation investment account.

Platform through phased incentives to enhance the business motivation of these businesses, in the process of gradually achieving the incentive goals, businesses will usher in the business situation of leap-forward development.

The Brand acceleration Program provides customized development plans for all merchants

Today, with the deepening development of global interest in e-commerce, more and more overseas brand merchants begin to choose Douyin e-commerce global shopping as a new channel to enter the Chinese market. Since the launch of Douyin e-commerce global shopping business, the platform has always put product quality first, guiding merchants to build brand awareness, and paying attention to guiding merchants to accurately position themselves from users' interests and needs in terms of business strategy; in terms of marketing, by providing merchants with a variety of content production tools and advertising paths to enhance product exposure and achieve high conversion rates.

In order to further promote the rapid development of all cross-border merchants on the platform, Douyin e-commerce has launched a customized support program, the Brand acceleration Plan, which aims to grow business from scratch and from small to large through customized incubation of five hundred brands in Douyin e-commerce worldwide.

Under the scheme, the platform will give up to 3 per cent incremental settlement GMV awards to merchants who meet the incentive standards. The details of the plan are as follows:

The merchant submitted a 7-14-7 (day) plan, of which 7-14 (day) must be selected.

(714) Total settlement GMV- (May-July daily sales * 21) = incremental settlement GMV

Incremental settlement of GMV*2%~3%= award amount

The Brand acceleration Program sets the reward standard separately according to the merchant's goal, up to a maximum of 3% of the incremental settlement GMV, and the reward received by a single merchant does not exceed 5% of the merchant settlement GMV award during the policy period.

Wei Wenwen, president of Douyin e-commerce, said at the 2023 Douyin e-commerce global shopping industry ceremony that global interest in e-commerce has become the mainstream position for domestic consumers to buy cross-border goods. in the past year, Douyin e-commerce global purchase orders issued by users increased by 43% year-on-year, Douyin e-commerce global purchase-related e-commerce intention to search more than 7.88 million per day, Douyin e-commerce global purchase GMV increased by 80% year-on-year Buying global goods on Douyin is becoming a choice for more consumers. The huge user demand means broad business space. Seizing the valuable opportunity of the platform's global merchant incentive policy to reap a new increase in cross-border business in Douyin e-commerce has also become a choice for many global shoppers.

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