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

Douyin Mall double 11 has entered a period of explosion, the "content + shelf" double flywheel-driven global interest e-commerce model is accelerating the release of consumer vitality, rich brand play, platform hundreds of billions of flow resources and official support, so that the platform global potential to break through the peak, many brands take advantage of the opportunity to harvest the global outbreak of good results.

Through global games such as official cuts, key goods, mall gold cards, brand carnivals and festivals, Douyin e-commerce helps brand merchants reach users at high frequency and transform them efficiently during the promotion period. In addition, with the help of special promotion methods such as value shopping and super category days, the drainage and transformation between Douyin e-commerce "content field" and "shelf yard" is also more smooth, greatly improving the conversion efficiency of Douyin Shopping Mall "shelf yard". Help brand merchants single products, the whole store in the promotion period of high-frequency outbreak.

Douyin e-commerce case marketing IP "DOU CASE", during the promotion period specially launched the "Douyin Mall double 11-100 brands global outbreak" feature, the release of the first round of about 40 brands, from different industries, categories, their respective pre-sale rush, category fashion, shelf increment, efficient transformation of the four dimensions to achieve a global outbreak, specific actions have their own characteristics and highlights, worthy of more brands reference.

First, pre-sale preemptive, preemptive outbreak

In order to help platform merchants lock in big promotion opportunities in advance, Douyin e-commerce launched the deposit pre-sale method to enhance the perception of goods in three forms: full-link commodity labels, merchant detail page atmosphere, and systematic commodity master map templates. at the same time, for the goods involved in the game to provide Douyin Mall center resource and search location exposure bonus opportunities.

Under this blessing, women's clothing brand Dongli small cashmere series of new products double 11 deposit pre-sale ranked TOP1 cashmere category, in which two coats through deposit expansion and other games to achieve online seconds out; Nongfu Spring in the content field to promote the deposit preheating and water storage model, talent and central market to increase the exposure of the mall, the brand increased by 87.1% compared with the same period last year. At the same time, LYNEE, CO CO ZONE, BEQUEENSTORY, five female doctors, honest mouthful, Chinese tea, even coffee and other brands have achieved pre-sale, taking the lead in completing a round of outbreak.

Second, accurate selection of goods to create popular styles

In the "key goods" game, Douyin e-commerce to tens of millions of magnitude of goods subsidy, hundreds of millions of flow subsidies, internal and external gold resources exposure and other exclusive rights and interests to promote commodities out of the circle. At the same time, in the "Super Category Day" series of activities, Douyin uses "official reduction + category full coupon + category characteristic play" triple discounts to boost clothing and shoe bags, home, fresh food, and parent-child life. Help Disney, Shixi, Feihe, kangaroo mother, Longya, POP MART, Dayi, Xingmian, Little Swan, Xueyisi, three squirrels, Chihuashi and other brands of "selected goods" smoothly advanced to "promote fashion style".

For example, Disney accurately creates popular styles according to the gradient of goods, with network-wide sales of three-in-one jackets exceeding 30,000 sets; POP MART Douyin's exclusive debut product sold out of a second; Little Swan recommends short video content and prepares food layout in advance; and the advance deposit order for Xiao Wumei washing machine exceeds 20,000 units.

Third, focus on the shelf, harvest increment

Focusing on mall operation, Douyin e-commerce has created more simple and direct price promotion methods, such as official cuts, value purchases, low-price seconds, red envelopes in stores and so on. Driven by a series of games, brands such as Starbucks, Martell, Luzhou laojiao, Mr. Yang, Huaxi, Barabara, Adidas, FILA, White Elephant, Grain Mill, GROTTO and other brands have gained considerable increments in Douyin.

Among them, with Starbucks Mall discount information exposed, search GMV increased by 170% compared with the previous cycle; Martell enjoyed platform activity subsidies on the shelf side, sales transformation increased significantly, mall shelves grew by more than 100% compared with the same period last year, and the mall shelves grew by more than 100% over the same period last year. Fila conducted fine operation of search 5 elements, coupled with channel cooperation such as value shopping, and the new entrance GMV of the mall broke out more than 2126%.

Fourth, global marketing, ultra-high transformation

At the same time, Douyin e-commerce live room, good things live room, live room shopping red packets and other content scene play and 100 million-level consumer vouchers and other global marketing, but also further push up the consumption atmosphere of the platform. During the pre-sale period, WONDERLAB, Tan Baye, Wang Wanshuan, VERO MODA, OPPO, Bedmei, Fenjiu, Yan House, Haier and other brands have achieved access to a wider range of interested consumer groups.

During this period, the new WONDERLAB gift box landed in the studio, and the store broadcast GMV increased by more than 200% through the addition of welfare and welfare bags to members. Yan House set up a head-to-head live broadcast with goods matrix to achieve efficient recommendation, and the GMV of the main product increased by more than 300% compared with the same period last year.

"Douyin double 11" is still in progress, the global growth flywheel continues to accelerate, looking forward to the birth of the next wave of global brand cases!

* the above data come from Douyin e-commerce.

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