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

This year's double 11, the major e-commerce platforms no longer squatting for sales data, but pay more attention to the growth of category merchants, and pay more attention to the consumer experience and participation feelings of users during the great promotion period. Platforms and merchants are aware that consumers pay more and more attention to the quality and service of the goods they buy, from snapping up at low prices to buying on demand. Consumption is upgrading to "concise and refined". What consumers need is real use experience and demand resonance. Being recommended by anchors and buying good things with anchors is becoming a favored way of consumption by many people.

At this time, double 11 promotion from a "hypermarket" is changing into a communication meeting between brands and users, good goods + good content + good services, becoming the card face for merchants to win. In this process, the e-commerce authors involved are the bridge between brand merchants and users and the media of two-way communication.

The professional content posted by e-commerce authors in various vertical industries can accurately stimulate users' interest in consumption, the products selected by the platform can speed up consumption decisions, and a good service experience can further enhance repurchase. Help brands turn users into fans. Douyin e-commerce data from August 31, 2022 to August 30, 2023 show that the overall number of fans of Douyin e-commerce platforms has increased by 42%, and the total number of viewers in Douyin e-commerce live rooms has exceeded 400 billion. The ecological prosperity of e-commerce creation has become an important driver of consumption in all walks of life.

In the double 11 promotion node, the live broadcast + video + mall multi-contact collaboration driven by e-commerce authors happens to drive the "new growth" of global interest e-commerce ecology with good content, good goods and good services. " According to the data report of Douyin double Eleven good things Festival, between October 20 and November 11, the cumulative length of live streaming hours in Douyin e-commerce rooms reached 58.27 million hours, short videos hanging shopping carts were played 1697 billion times, and Douyin GMV increased 119% year-on-year.

Refined consumption, e-commerce authors blossom

With the upgrading of consumption to "streamlining and refinement", users return to "I-standard" when consuming, and they pay more attention to their self-feelings in the process of consumption, and the e-commerce writers scattered in all details of the content ecology can cooperate with brands to carry out more detailed communication with users and complete the full chain service of supply and demand docking.

E-commerce authors not only understand the needs of fans, but also have in-depth research on products, the component party will be recommended by the evaluation content, and the experiential school will follow the experience of e-commerce authors to enrich their own life. There is a two-way relationship between e-commerce authors and users, which helps users tap demand and bring more "customized shopping guide" services.

The first is a customized lifestyle guide. The connection between products and people is reflected in the specific life scene, and the consumption around the way of life has unlimited room for extension. In the studio of @ he Rundong and Lin Yexi, Lin Chun-hsi, like the master of life, combines the needs of the scene with the characteristics of the product, and brings out the brand and product by sharing life. During the Singles' Day this year, taking into account the changing seasons and the needs of female fans, she and brands such as Bingfei, ONE MORE and Fu Yanjie dug up good items such as clothing underwear and home protection for fans. When introducing the live broadcast of female personal protection to fans, she will first ask fans how they are doing and if anyone is not feeling well, and then reassure fans not to be afraid of these situations, and then bring out the product by sharing. Statistics show that @ he Rundong, Lin Yexi and his wife watched the first live broadcast of Singles Day on October 23 for an average of more than 1 minute and 36s, and Bingfei brand down jackets sold more than 2000 units on shelves.

The second is the customized life scene solution. The essence of the product is to help users solve problems and improve their quality of life. Before the start of the double 11 good things Festival at Douyin Mall, the Cygnet brand laid out a variety of short video content to establish a strong relationship between the product and the user's life scene. During the double 11 period, the pre-sale order of "Xiao Wumei" washing machine exceeded 20,000 units. During the whole period, through global operation, Little Swan brand achieved a month-on-month growth of more than 1600% of GMV.

Through content closely related to users' lives, e-commerce authors help brands raise the temperature and open up users' hearts. At the same time, e-commerce writers who are deeply cultivated in various vertical fields can focus on special people and pain points, combine their own experience and product experience, bring professional knowledge and vertical product combinations to users, and accompany users through a special period.

For example, @ Xiaolu, an author of Douyin e-commerce in the field of maternal and child care, is a precious mother herself, and nearly 9% of her fans in Chengdu are women, focusing on the topic of mother and child. In addition to her professionalism, she can start from her own experience, empathize with the pain points encountered by her mothers, and select good things for them in need. During the Singles' Day holiday this year, @ Xiaolu, who took the baby, served a total of 19 mother and child brand shows, investigating selected products, so that her mother could buy good things at ease in the studio.

There is an interaction between good content, good goods and the author's personal comprehensive influence. Users will be interested in consumption because of the vertical content, and promote the consumption and purchase decision. From the data dimension released by various e-commerce platforms during double 11 this year, e-commerce authors + good goods have become an important driving force of consumption.

Product life, reconstruct the link between brand and users

Consumption is not only to meet the basic needs of life, but also to improve the quality of life. People expect to get better life experience, more convenience and comfort, as well as more opportunities and choices through consumption. Content and products that are strongly related to life scenes can move people's hearts more. E-commerce authors distributed in various vertical fields can better go deep into the contact points of users' life, take users' life scenes and needs as guidance, lay out good content and good goods, and help brands link users and go to a better life with users.

First of all, good content itself represents a way of life. E-commerce authors have a certain sense of life in their respective fields, so they continue to be concerned by users. In the early stage of double 11, Douyin e-commerce deeply paid attention to the clothing field of fashion matching, had an insight into the fashion trend, and jointly launched the new trend of "hardware Girl" with VOGUE. In less than three weeks after the event was launched, more than 47000 articles were submitted across the platform. In the life practice of this trend, the characteristic and accurate content of women's wear e-commerce author @ Qiu Yingying attracts 24000 fans. @ Huang Jialan lora released three consecutive short videos related to "hardware Girl" with a 20-fold increase in playback and interaction.

Second, good goods are the catalyst for life. The products verified by e-commerce authors can be better integrated into and create the way of life that users expect. In the process of back-to-back cooperation between brands and e-commerce authors, Douyin allows high-quality e-commerce authors to become "brand ambassadors", allowing them to choose products without worries, but also by helping brands reconstruct the link with the better life of users. to make consumers feel at ease. During the Singles' Day, Douyin e-commerce linked more than 130 brands and 164core e-commerce writers to form a deep cooperative relationship during the promotion period, helping brands to gain certainty of transaction outbreak and growth between e-commerce authors.

For example, in the beauty industry, consumers pay more attention to ingredients, pay more attention to efficacy and the suitability of their own skin, and brands sometimes do not disassemble in such detail, and the authors of beauty and makeup e-commerce can just combine their own use scenes and skin feelings. bring more professional product evaluation and usage suggestions. Superfluous and Maomao, who is deeply cultivated in the field of beauty makeup, is not sensitive skin until on a business trip, I found that my skin began to turn red and allergic in large areas, and I didn't realize that the product was good until I personally used Winona products. During the Singles' Day holiday, from the standpoint of consumers, he reflected Winona's brand mind of "focusing on sensitive skin and professional protection" through insight into consumers' emotions, which enhanced fans' recognition of Winona. It also helped Winona carry nearly 200,000 orders.

During the double 11 promotion period, e-commerce authors and brand goods cooperate with each other to create a link between the brand and users through products to help the brand continue to break the circle.

Optimize the consumer experience and increase the certainty of business outbreaks

Consumer experience lies not only in the feeling of the purchase process, but also in the comprehensive experience of product quality, supply chain and so on. In the subdivision categories of agricultural products and other industrial belts, users themselves have a strong demand, and the promotion such as double 11 is also an opportunity for many small and medium-sized businesses as well as the source merchants in the deep industrial belts to grow. However, due to the lack of understanding of the supply chain and marketing mechanism, it is difficult for industrial belt merchants such as agricultural products to grab traffic during the peak period of promoting traffic.

This year's double 11, Douyin e-commerce focused on 12 key industrial belts, creating a number of traceability live streaming features, by matching e-commerce authors with high-quality industrial belts, by means of offline traceability, online special shows, mixed broadcasting and joint broadcasting. Give e-commerce writers more flow incentives and income returns. The traceability model helps the participating e-commerce authors bring the source of straight hair from the origin, which wins the favor of more consumers, and drives the high-quality industrial belt merchants to further open the product market and achieve the double growth of sound volume and sales volume.

For example, in autumn and winter, home textile ushered in a new growth season. Nantong is the birthplace of the home textile industry. Douyin e-commerce author @ Hao Jiawen has adopted a new broadcast mode-leading users in front of the screen "directly" to the birthplace of Nantong, so that they can further witness the quality of home textile in Nantong. And be free to choose your favorite colors and place orders. The immersive shopping experience not only attracts users to stop and interact, but also further increases the popularity of live rooms. At the same time, Hao Jianwen promotes the purchase intention and accelerates the transformation by optimizing the cognition of good price and popular style products. Under the traceability mode, the maximum number of online users in Hao Jiewen's live room is 80,000.

This is also the practice of user experience carried out by industrial belt merchants and e-commerce authors. @ Hao Shengwen's excellent ability to carry goods and special cases in the past have made merchants "willing" to provide a live studio mechanism that is sufficient to satisfy consumers, and through careful selection and communication between business and live broadcast leaders, industrial belt merchants can also reap the motivation for product upgrading.

During the Singles' Day this year, Douyin e-commerce went deep into the industrial belt and went deep into the northeast, Shandong, Henan, northwest, Sichuan and Chongqing, Anhui, Hunan, Fujian, and Guangdong, focusing on 98000 small and medium-sized businesses involved in agriculture, linking local high-quality agricultural and specialty products to the double 11 major markets. In this process, more than 60 e-commerce authors have entered the source of the industrial belt during the double 11 promotion, providing consumers with real scenes and highly visible content, thus bringing differentiated and immersive shopping guide experiences. to help the upstream of the industry bring the certainty of the outbreak of orders.

The traceability model of industrial belt can help merchants and e-commerce writers to grasp more incremental space during the period of great promotion. During the recent Douyin Qixi Festival good gift season, Douyin e-commerce opened the upstream and downstream of Yunnan flower industrial belt, bringing together a large number of e-commerce writers to cooperate with industrial belt merchants. According to third-party data, during Qixi Festival's promotion, more than 7000 flower merchants participated, 300,000 e-commerce writers enthusiastically signed up to take part in bringing flowers, and finally 1.1 million flower orders were sold, and 24 leading authors sold more than 10,000 flower orders in a single game.

By opening up the upstream and downstream of the industrial chain, Douyin e-commerce and e-commerce authors work together to create industrial belt business cards with the minds of consumers, forming a long-term CCA cooperation of e-commerce authors'"source good stuff recommendation officials". The platform will participate in providing protection and support to help more high-quality industrial belt source good things seen by consumers and made in China.

Jointly create a prosperous e-commerce content ecology

Behind every e-commerce author is a highly aggregated field of interest, and they can better customize the consumer market through the dual drive of good content and good goods. Under the trend of e-commerce, good content and good goods are not only the key to short-term outbreak, but also the important rules that the author needs to practice in the long-term development.

From August 31, 2022 to August 30, 2023, 8.84 million users of Douyin e-commerce platform brought goods through live broadcasts, short videos, shop windows, pictures and texts and other rich forms, and earned income, of which the cumulative number of authors whose GMV exceeded 100000 yuan exceeded 600000. For e-commerce writers, high-quality content is their starting point, and high-quality goods are the key to their realization; for users, content and goods are part of their lives.

Under the global interest e-commerce ecology, Douyin e-commerce continues to enrich and subdivide the content of the race track, such as fashion trends, industrial belts, domestic products, non-heritage and other fields, and collaborate with e-commerce authors to continuously output high-quality content and products, so as to create a medium for communication between brands and users, and lead users to a better life. Good service provides a solid guarantee for brands, e-commerce authors and users.

When users' consumption needs more trigger points, good content + good goods + good services can help e-commerce authors better link users and continue to build a prosperous e-commerce content ecology.

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