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.

　　Only 6% of products with a price of more than 1,000 yuan can become popular products. For products with high customer unit prices, the consumption decision-making path is longer, and the probability of users having impulsive consumption after watching videos is greatly reduced. However, there are also many excellent hot products. Among the products above 5,000 yuan, large-scale home products such as sofas, seats, and treadmills can also be sold as "super popular".

　　As long as you can fully demonstrate the advantages of the product, provide sufficient product information, and grasp the pain points of users, the conversion rate will increase sharply. Even products sold for B-end such as 3D printers, amusement machines, vending machines, shoe cover machines, studio equipment, etc. can achieve explosive sales growth through Douyin Display.

　　04 What should I do if I can’t play Douyin?

　　For traditional e-commerce, the biggest problem is not knowing how to play Douyin. Similar products, seeing others suddenly sold into hot products, but I felt like I was separated by a glass curtain wall and had no idea how to start.

　　Lao Gao once said in a sharing with club members: "When doing it in the face of difficulties, you will win over the person you don't dare to do. " Napoleon also has a famous saying, "Acknowledging that you are not good is creating opportunities for failure." Therefore, daring to think and do is already at the starting point of success.

　　Besides, Douyin itself has also seen the value of commercial monetization and has continuously optimized its on-site functions. In May this year, Douyin launched a major new feature "Product Search". Obtaining product information links through mini programs, users no longer need to jump out of other e-commerce shopping platforms to search for products, making users more direct paths to find products.

　　The Douyin platform is in its growth stage, and it is hard to say how large it will be in the future. Big brands that see the trend will definitely pour into this new channel of traffic, and merchants can seize the initiative by entering first.

　　05 Breaking through the dilemma requires a circle that can solve confusion

　　Laogao's e-commerce circle gathers practical mentors and well-known e-commerce celebrities on short videos and live broadcasts on platforms such as Douyin, Kuaishou, and Taobao. Among them, many sellers who have achieved annual sales of over 100 million through Douyin. The unique brotherly culture of Laogao’s e-commerce circle encourages the elderly to lead new people and is willing to share the successful experiences summarized from actual combat. It can gather the wisdom of many great people to solve the dilemma of some e-commerce companies. In today's economic downturn, e-commerce people need a top circle to be guided to see the general trend of the times, update their cognition, and seize the opportunity of enterprises to overtake on the curve.