The Short video and live broadcast e-commerce have gain popularity in 2019 in China, and this pandemic seems to have added firewood under the boiling water. More and more ordinary people, KOL and small merchants have joined the “content e-commerce” in the tide, “Dai Huo (Carrying goods to the customer)” has increasingly become a national movement.
Is this trending going to present new opportunities for you? Are you also a player on the Dai Huo track? If you are one of them, have you mastered the skills and methods of choosing Douyin (Tik-Tok) selection products and making short video e-commerce content? In addition to the regular content Dai Huo, what other alternatives to Douyin e-commerce? We will answer you in detail with four posts, and this is Part 1/4.
Ever-changing Douyin e-commerce
As early as 2014, Toutiao launched the e-commerce product “Today Sale”. In 2016, the “JD-Toutiao Plan” was launched. Still, because of Toutiao lack of proper integration between e-commerce and graphic content, Toutiao has not improved much in the e-commerce sector.
In 2017, with the success of Douyin, Toutiao quickly opened the e-commerce advertising system “Lu Ban” and officially added the e-commerce function, which is the “shopping cart” that everyone saw daily in June 2018. After half a year of testing, the shopping cart was officially opened to the public at the end of 2018. The initial threshold required account followers to be higher than 1W, and ten or more videos were released. Afterwards, the limit was changed several times according to the strategy changes in different periods. Until August 2019, with the further revision of the system, Douyin e-commerce officially entered the right track.
With the entrance of a large number of Taobao managers and speculators, Douyin’s e-commerce ecosystem faced severe problems of normalization, low content quality and false publicity for a while. Douyin also frequently adjusts the policy of e-commerce to fight against speculative players. From the change in the number of Douyin’s shop window, the purpose and impact of the adjustments of Douyin’s various measures can also be seen.
Starting in September 2019, a large number of e-commerce players moved to Douyin, and it was the most obvious among the number of shop window in October with an increase of nearly three times. In November, due to the impact of Douyin’s action, the number of commodities dropped slightly. Since then, Douyin officially lowered the threshold for adding the shop window (the number of followers was adjusted to 1,000, and more than ten videos should have been released). In December, the number increased nearly three times again.
In the same month, to further standardize the regulations on the platform, Douyin revised the shopping cart and jumped to the product aggregation page. Increased the difficulty of diversion to conversion, so the number of products fell sharply. With the various subdivided measures released by Douyin since January this year, we believe that the platform’s e-commerce ecosystem will no longer grow wildly.
The above mentioned is Douyin’s various policy adjustments and changes in the e-commerce environment. The following, we will analyse the differences in the recommendation flow of Douyin under five different login states to understand the traffic environment of Douyin’s e-commerce competition.
First, as we can see, for the three unlogged accounts, Douyin cherishes the initial experience of “new” users. The newer users, the lower the chance of seeing low praise videos. At the same time, new users see very little business information and shopping carts. Information flow ads are between 4% and 6%, so for these users, there’s rare opportunity to see the e-commerce video content.
But for living streaming content, Douyin can be said to be the same. Regardless of new and old users, the proportion of receiving live push videos is 7% -13%. The difference is that new users can get higher liked live, which reflects a better quality of live content.
So in terms of traffic environment, the advertiser needs to catch the active users who have certain viewing habits in Douyin. An official report of Douyin shows that there’re more than 38% active users with great play volume, high logs times and high interacts. It is a crucial step to break through Douyin e-commerce by successfully capturing the 38% of users’ attention.
We can get a very accurate signal from above that it is not easy to make a Douyin account successfully, and it is more challenging to create an e-commerce Douyin account. Then do we still have to do it?
The answer is yes.
Douyin is a top traffic platform with over 400 million DAUs and short video must be the most worthwhile field in the future, and 2020 will also be the last year of Douyin’s e-commerce window.
Then, we will smooth the way for you to get successful on Douyin though what “goods” you can sell and how to sell through “content”.