"Short video + e-commerce", a new trend in e-commerce!

　　Today we want to talk to you about the topic of e-commerce + short videos. Because it is like the wheel of history, the general trend is. As a Taobao merchant, if you don’t know much about it and have never tried it, it’s too late.

　　If the pictures and texts are beautiful skins, then short videos are interesting souls. Today, we are still trying our best to make our skin less monotonous, and interesting souls have begun to penetrate into every corner of e-commerce. The content form of short videos is a common product of the needs of people and technological progress in the development of the times.

　　As the pace of life accelerates, fragmented scenes such as restaurants, buses, and subways have increased, and short videos use fragmented time more reasonably. People are exposed to massive information every day, and people are more willing to use fragmented time to see short and interesting content.

　　With the advancement of the entire mobile era and the upgrading of technology, traffic is getting cheaper and mobile phones are becoming smarter, and content consumption has entered the era of streaming media.

　　E-commerce + short videos are fission of 1+1>2.

　　Short videos and e-commerce have inherent complementary needs.

　　First of all, short video users and e-commerce target audiences have a high degree of overlap.

　　Secondly, China's e-commerce has developed for more than 20 years and has become an indispensable part of life. But at the same time, competition intensifies and traffic is becoming more and more expensive. Compared with pictures and texts, short videos are more vivid and readable, and are more likely to arouse consumers' desire to buy. This natural and strong entertainment and topical nature can quickly attract traffic. Taobao said that compared with simple pictures and texts, short videos on Taobao can help products increase conversion rate by 20%. Therefore, the emergence of short videos has given e-commerce a great inspiration.

　　On the other hand, the short video industry is generally developing with money and has not yet fully realized commercial monetization. The e-commerce industry has a ready-made profit model, and e-commerce has given short video companies a path to monetization. Therefore, both parties see the elements they urgently need in each other, and moving towards cooperation has become an inevitable trend.

　　As a Taobao merchant, you must understand that Taobao has tried its layout on short videos. To summarize, there are the following important nodes:

　　1. In August 2016, Taobao's second floor launched the short video program "One Thousand and One Nights", which caused a huge response. In terms of sales conversion, taking the episode of mackerel dumplings as an example, as of 10 am the second day after the program was broadcast, its sales volume had increased by 150 times compared with usual, which shows the shopping guide ability of short videos.

　　Now that Taobao is open, short videos are everywhere: there is a "video" column in the "Taobao Headlines" section; multiple store creative short videos are pushed every day in the "Daily Good Store" section; there are "Video Live" columns in the "WeiTao" section, and other sections such as "News", "Experts", and "Discovery" columns with short videos; there are also high-quality PGC content production institutions stationed in the content account, etc. These are the channels for short videos.

　　2. On March 26, 2018, a shopping cart button appeared in multiple Douyin accounts with more than one million fans. After clicking, product recommendation information will appear, which will be directly linked to Taobao. The alliance between Taobao and Douyin means that the two companies affirm the monetization model of e-commerce x short videos and their temptation to integrate with each other.

　　3. At the Taobao merchant conference on May 17, 2018, Wen Zhong, the person in charge of Taobao content ecology, said that he would explore the use of short videos on Taobao. First, Taobao will organize good templates and continuously refine the shooting templates; second, this year, Taobao will build at least 100 short video bases, so that merchants can distribute orders to produce short videos, and can also receive more short video guidance through the base; third, on the presentation of short videos, Taobao will explore interactive short videos and interactive sitcoms.

　　Many keen Taobao merchants have already smelled the smell. More than a month ago, a friend who was doing original design of high street clothing said he wanted to shoot short videos because Taobao would give products with short videos higher search weights. He said: "The weight is comprehensive in many aspects. Short videos are one, I don't know how much to add, but it's all added." "No matter whether it looks good or not, put it on first."

　　As this friend said, based on the above layout, Taobao merchants will try their best to increase product weight. If short videos are linked to search weights, short videos will have to be done.

　　First, let’s look at a case.

　　Douyin 600W Big V@Wu Jiayu released a short video in which she played two roles, playing the role of a doctor and a patient respectively. At the beginning of the video, the doctor diagnosed the patient, saying that there was no problem with the patient's health. Then the camera turned and jumped to the side of the patient she played. The patient said in Henan dialect, "The doctor always talked about minor illnesses and minor illnesses. Do I have an incurable disease?" Then he embarked on the extremely exaggerated path of drama. With funny body language, the whole video is hilarious and makes people feel that the protagonist of the video is cute.

　　However, the related products recommended by this video are very surprising. It recommends a universal macro fisheye three-in-one set for non-deforming high-definition wide-angle mobile phone lenses that are exclusively used by Douyin experts...

　　The sales logic of traditional advertising is: to show products to users - to leverage users' desire to purchase, but the sales logic of short videos is: to allow users to form a certain identity with the video and the protagonist behind the video - to leverage users' desire to purchase. Looking deeper, what is sold is not goods, but a complete set of imaginations of "people" and "lifestyle". That is: if you watch a certain type of content for a long time, you will most likely want to be such a person or have such a life.

　　So, which products are more suitable for short videos?

　　1. There are advantages to daily necessities

　　Short video time is short, allowing users to make purchase decisions within ten seconds to reduce users' thinking time. An important way to reduce thinking time is to sell daily necessities. At this time, the first level of consideration that users consider when purchasing: "Do I need this product?" is completely omitted, greatly reducing the cost of thinking. Therefore, most products of short video e-commerce have a characteristic: they are necessary or in some cases.

　　For example, clothes and food are necessities in daily life, and there must be a use scenario when you buy it. "In a certain situation, it is necessary" means that after a certain condition is met, the product becomes a necessity. For example, for people with pets, the decision-making cost of buying cat litter itself is very low, because cat litter is a necessity.

　　2. Lower price

　　Low prices can effectively reduce user decision-making costs.

　　Because, if you pay less, the value of the product can be easily matched with the money you pay, and users do not need to weigh too much and make decisions easily. Therefore, among the e-commerce products promoted, more than 90% of the products are priced below 300 yuan. Even those short videos on Douyin that are equipped with luxury cars and luxury houses, when clicking on the shopping cart, it is often less than 100 yuan for clothes.

　　3. Products can benefit users in the short term or directly

　　Let users find that they can directly obtain some visible profit by purchasing products, which will stimulate the occurrence of purchasing actions.

　　If it is a long-term profit project, such as when investing and financial management, users need to consider various time costs and opportunity costs, which will naturally increase the decision-making time. During this consideration, a short video with only a dozen seconds may be skipped, and the transaction will naturally fail.

　　This also shows that products that take a long time cycle to see the effect may not be suitable for short videos.

　　4. The corresponding user group of the product

　　Currently, the age group of short video users is mostly 20-30, so if the product is targeted at people of other ages, the recommendation experience is actually very unfriendly.

　　In summary, a young, fashionable and exquisite positioning, low average customer price, and a certain degree of necessities can achieve better results.

　　What kind of short videos can better trigger users to "buy, buy, buy"?

　　Major e-commerce platforms are vigorously promoting short videos, which also shows the effectiveness of short videos in sales promotion. The person in charge of short video marketing of an e-commerce platform said that short video content has performed outstandingly in increasing user stay time and potentially increasing conversion rates, especially in industries such as beauty, toys, kitchen utensils, and home furnishings that need to fully display the use scenarios. As the saying goes: the threshold for short video production is lower than for text manuscripts, while the threshold for consumption is lower than for text.

　　So, what kind of short video content can more impress users? Inspire users’ enthusiasm and impulse to buy in a subtle way?

　　1. Vertical video, a more intimate interaction method

　　Compared with horizontal videos, vertical vertical videos can bring a more immersive viewing experience and impress the audience by reshaping the narrative method. This not only highlights the characters in the video, but also narrows the distance between them and the audience, giving people a sense of intimacy.

　　Snapchat report shows that the playback completion rate of full-screen vertical video ads is 9 times higher than that of horizontal video ads. The company's internal research also shows that vertical video ads have 2 times higher visual attention than similar platforms.

　　2. IPization, scenarioization, fragmentation, and younger can stimulate sales

　　When sharing experience in making e-commerce short videos, Mark, the head of Aiyou marketing, emphasized the core of a good short video.

　　IPization: If your video itself is an IP, you will definitely get a good exposure. If you don’t have an IP, you can find some IPs to cooperate with, and small IPs are OK.

　　Scenario-based: When shooting products, we need to restore their scenes. The core of short videos is that we need to use videos to solve things that cannot be solved by graphics and texts;

　　Fragmentation: Don’t think about reflecting all the functional points of your product, but give consumers the most valuable information within an effective time.

　　Younger: After all, the consumer group of Taobao is still mainly young people, and it may not be effective to put some content targeting the elderly.

　　3. Telling real stories is easier to remember

　　Among almost all research reports, the first factor affecting consumer purchasing decisions is the recommendations of relatives and friends and user comments. What consumers want to see is the real thoughts and reviews of users who have bought the product.

　　The second update of the short video production company, when making videos for the brand, extracted a "three truths" principle - real characters, real stories, and real emotions. "We hope that all our emotions, all the reflected content will be told through some real characters, and reflect the real emotions, so that everyone can remember them."

　　Advertisers are also changing now. What they care about is not whether the logo is big enough. What they care more about is whether the product or brand can be integrated into native content and use the content to impress users.

　　Finally, I would like to remind everyone that when we talk about short videos, we need to pay attention to not only the number of views, but also the completion of the short video, interaction with the audience, and whether we have done a good job in secondary playback and guiding the store. The ultimate goal of short videos is to help everyone monetize, create IP, and realize traffic conversion from public domain to private domain. Finally, the product and sales are integrated and put into sales.