According to May 18, Douyin has quietly launched the store function recently, and users can shop directly at Douyin experts' stores. In fact, not only Douyin, but also Toutiao is also trying its own e-commerce platform and named it Fangxin Shopping. As a well-known short video platform in China, the Douyin platform has accumulated a lot of fans and users. Now I want to monetize fans quickly, so Douyin has begun to enter a profit model. But whether it is Toutiao or Douyin, if the information platform enters the e-commerce field, will the future be a blue ocean or will the prospect be slim? Domestic e-commerce platforms include Taobao and JD.com, and all the rising stars have died on the road.
Can fans be converted into product consumers
Users on the two major platforms, Douyin and Toutiao, are almost all for reading or watching videos and text. It is not easy to convert these users or fans into consumers. Most consumers do not have the habit of shopping while watching videos. If you want to buy online, you will go directly to Taobao or JD.com. Of course, if you are a loyal fan of a Douyin expert, you may go to your idol’s store to check it out or even buy some products. However, the number of popular experts on the Douyin platform is limited, so the overall conversion rate will not be very high. For e-commerce platforms, consumers are more concerned about price, quality, and express delivery services.
Will Douyin evolve into an e-commerce traffic outlet
Douyin has explained recently that the shopping cart function of the master store is just a gathering for Taobao links, which is the entrance to attract traffic to the Taobao platform. Similar to the former Meilishuo and Mogujie, Douyin can reach a cooperation with JD.com or Taobao to provide it with traffic portal. Although Douyin is very popular, it is probably not ideal to see the real traffic conversion rate. The cooperation between WeChat and JD.com is an example in this regard. JD.com’s link portal is directly implanted on WeChat social platform, but not many WeChat users are paying attention to this function. Social e-commerce is not yet mature, and even more so on information platforms.
Short video platforms may not have any chance to enter the e-commerce field
Short video platforms such as Douyin and Volcano are very popular among young people. The main reason is that the short video content is that it is that its unique personality and humorous content is in line with the values of young people. Just imagine what it would be like to implant e-commerce advertisements in short videos? The content itself is short and concise, and the laughs or pictures must be able to attract the audience's attention. Advertising will lose many users and fans, and of course some ads can be displayed on the video page. As a content platform, Douyin, Toutiao, etc. should work hard to optimize the content on the platform and stay away from vulgar and boring spam content. Both platforms have a lot of room for improvement in this regard.
The domestic e-commerce field has long been monopolized, and it is too difficult to challenge JD.com and Alibaba's dominance. The two major platforms have done a good job in brand influence. But shopping guide platforms such as Meilishuo and Mogujie still have value, but it is difficult for short video platforms to transition to shopping guide platforms.
Douyin has gained a large number of fans through short videos, and the group's consumption capacity is also very impressive. However, the fight in the e-commerce industry cannot be simply achieved by relying on fans, but I still hope that Douyin will get better and better.
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