Five or six years ago, an e-commerce CEO commented that WeChat is a very "demon" APP. The word "demon" contains envy of the exponential growth of WeChat's users and revenue. Some people predict that China's Internet will no longer have phenomenal products like WeChat. Now, another APP - Douyin, has become an amazing new monster for e-commerce people. As a short video community under Toutiao, the number of downloads of Douyin launched in September 2016 has been soaring, and has long occupied the first place in the App Store since 2018, with more than 500 million monthly active users in China. In the first half of 2019, the daily active users soared by 70 million to 320 million, and the daily playback volume reached 3 billion. In 2018, 36Kr disclosed that the valuation of Toutiao's parent company ByteDance reached US$75 billion. Some media estimated that Douyin's revenue that year was 11 billion. At the same time, TikTok, the overseas version of TikTok, was launched worldwide in the summer of 2017, quickly winning the love of overseas users. TikTok covers more than 150 countries and regions, and has been ranked first in the local App Store and Google Play rankings many times in the United States, Japan, Thailand, Indonesia, India, Germany, France, Russia and other countries.

　　02Why is Douyin?

　　TikTok short videos provide a closed social scene between sellers and users, allowing people to quickly immerse themselves in this scene without being disturbed.

　　Through video content, the appearance, function, value, and usage scenarios of the product are intuitively displayed. High-quality video content will also be recommended by Douyin algorithm, attracting more and more people to pay attention. Users with strong purchasing intentions will search and purchase products.

　　This short video platform with 320 million daily active users naturally has the attribute of selling goods, bringing huge traffic to merchants, and making many products that were originally unwatched suddenly become popular and accidentally became popular.

　　03 Which products are more likely to become popular Douyin Internet celebrities?

　　According to statistics from the Internet business data survey agency "Magic Mirror Market Intelligence", from 2018 to the first quarter of 2019, products with prices below 1,000 yuan were the mainstream Douyin hottest products, accounting for 94% of sales.

　　The categories are mainly women's beauty and skin care products, such as facial masks, face slimming patches, sunscreen, CC cream, eye shadow, lipstick, blush, mascara, hair dye cream, eyebrow pencil, etc.; as well as some cost-effective women's consumer products, such as necklaces, bracelets, handbags, women's clothing, storage tools, etc.; and also cute products that women like, such as plush teddy bears, dolls, wedding candy boxes, etc.

　　It can be seen that in this price range, those who win the hearts of women will win the world . Creating hot products can start by meeting women's consumption needs. Products that show cost-effectiveness in the video are easy to "plant grass" and turn them into purchasing behavior.