During this period, news about the e-commerce industry has been constantly. Previously, the cross-border e-commerce APP - Fanno was launched in Europe, and later, a new APP - Douyin Box was born on the domestic e-commerce platform. It was officially launched on iOS and Android systems yesterday (December 16), and logged into major application markets.
Both products come from the same company - ByteDance. With TikTok with more than 1.2 billion monthly active users and TikTok with 800 million daily active users, it has heavily invested in cross-border e-commerce and domestic e-commerce, a feeling of "wherever you see, you have my business territory." His heart is clear, and the sun and the moon can be seen.
Tik Tok box, young people's box
The trendy e-commerce platform is the positioning of the Douyin Box App. Logo is a small square box for the animation version, focusing on fashionable and fashionable products. According to Tianyan Check information, Douyin affiliated companies not only applied for registration of a series of trademarks of "Douyin Box" and the software copyright of "Douyin Box Software", but also filed the official domain name of Douyin Box "www.boxdouyin.com".
In the Douyin Box App, there are four navigation bars - homepage, subscription, shopping cart, and mine, and the homepage has five functions: shopping, recommendation, searching for trendy goods, shooting video sharing, and news. Like Douyin, users can upload short videos or broadcast live.
However, three conditions need to be met when broadcasting on Douyin Box: First, the account has been authorized by Douyin Box to use the short video and live broadcast room information under your Douyin account. This can be managed authorization settings through "Tik Tok Box App" - "My" - "Settings" - "Account and Security" - "Information Management" - "Tik Tok Content Usage");
Second, the account has been opened on Douyin and is limited to the product decentralization. This can be applied through "Tik Tok App" - "I" - "Three" in the upper right corner - "Creator's Service Center" - "Product Showcase" - "Product Sharing Permissions");
Third, the account is not a private account. You can turn on or close a private account through "Tik Tok App" - "Me" - "≡" - "Settings" - "Privacy Settings" - "Private Account".
Like Taobao, Tmall and JD.com, after consumers click on the product page, they appear from left to right in sequence, namely store, customer service, add shopping cart, and buy immediately. The current payment methods are mainly Alipay payment, Douyin payment, and bank card payment. The default is Alipay.
Douyin Box is a trendy and fashionable e-commerce platform under Douyin, and it is also a trendy e-commerce platform for young people. It is said that the Douyin box mainly focuses on style, fashion, and shopping, and its content involves street culture, high-end fashion, as well as dressing skills, makeup and skin care.
Fight against Taobao, face it head-on
As soon as the news came out, everyone seemed not surprised, because the news of launching an independent e-commerce app was already in turmoil during this year's Spring Festival. After many rounds of struggle, the decision was finally made about whether to launch an independent e-commerce APP. It is said that the Douyin Box was originally planned to be officially launched in October this year.
According to the information released by Tianyan Check, both "Tik Tok Box Software" and "Tik Tok Box iOS Software" have obtained registration approval, and the approval date is October 2021. Douyin Box has also completed the website filing, and the review date is November 2021.
Split e-commerce from the Douyin app and launching an independent e-commerce APP can be said to be head-on with two traditional e-commerce platforms, Alibaba and JD.com. It is said that the Douyin box is directly targeted by Taobao and Tmall.
But Douyin's determination to do e-commerce has also evolved step by step. In 2018, Douyin connected to Taobao links. After users saw the product recommendation, they could directly click to jump to Taobao to place an order. Subsequently, Douyin reached cooperation with third-party e-commerce platforms such as JD.com and Pinduoduo. Douyin plays a "middleman" who directs traffic to external e-commerce platforms.
It was also in 2018 that Douyin began a series of actions on e-commerce, such as online shopping carts. Until 2020, Douyin began to build a closed-loop e-commerce internally, cut off the external links of products from third-party sources in the live broadcast room, and increased support for Douyin's own merchants. Today, the independent e-commerce app was officially launched, and Douyin's e-commerce ecosystem has been built step by step.
ByteDance's e-commerce map
It is obvious that ByteDance’s current ambition and dream is to “make monetization of self-built e-commerce platforms”, both domestic e-commerce and cross-border e-commerce are within its fishing net.
In June 2020, ByteDance officially established a first-level business department clearly named after "e-commerce", and coordinated the e-commerce business of its content platforms such as Douyin, Toutiao, Xigua Video, etc. In other words, since then, e-commerce has been determined to win a move.
In fact, around the strategic business of e-commerce, ByteDance has long begun to fully-chain layout of upstream and downstream links. It is reported that in the past six months, ByteDance has been making efforts in digital payment, logistics, e-commerce supply chain and other directions.
Previously, Douyin's payment methods were mainly Alipay and WeChat Pay. In August 2020, ByteDance acquired Wuhan Hezhong Yibao Technology Co., Ltd. and officially obtained a payment license. Not long after, Douyin launched the payment function. From then on, Douyin no longer has to pay channel handling fees to third-party platforms, and has taken all the core transaction data and user information into its own hands.
Since then, payment has been in hand, and the closed loop of Douyin's e-commerce business has also been fully formed. After solving the payment problem, ByteDance began to make up for another shortcoming - the construction of the logistics system, and it is currently trying to improve its logistics infrastructure. It is reported that ByteDance has established two logistics technology subsidiaries, namely Shanghai Daoquyue Logistics Technology Co., Ltd. and Haixingchen Yuedong Supply Chain Management Co., Ltd., whose businesses cover customs supervision of goods warehousing services, supply chain management services, etc.
And these are exactly what cross-border e-commerce associations need. Whether it is a Douyin box or Fanno, logistics is an unavoidable link unless you want to leave the cake in your hand to others. Judging from this series of actions, ByteDance's ambitions for e-commerce business are getting bigger and stronger.
Is the traffic of e-commerce gathering or dispersing?
For e-commerce sellers, the most concerned issue is traffic. Does the advent of Douyin box bring traffic to gather or to diversify traffic?
Only by considering this issue clearly can you know whether you want to layout this platform. After all, every company has limited energy. After all, multiple platforms are blooming in full swing. The layout of the platform must have primary and secondary, make choices, and focus on working hard.
Although the attitude of Douyin’s senior executives is that they do not want the e-commerce business to be overly dependent on Douyin, but hope to use Douyin App as the foundation of e-commerce business to make new expansions. But what is certain is that Douyin will definitely divert traffic to Douyin boxes, especially in the early stages.
ByteDance wants young people to have more trendy and cool products on ByteDance's e-commerce platform. The Douyin box launched is mainly fashionable and trendy products, and the targeted user group is young people.
If your product is targeted at young people, you may consider layouting the Douyin box. After all, growing with the platform, benefits and growth are visible. But if your product is not this group, it is recommended to consider carefully and take a look at the advantages, manpower, financial resources and energy of your company, and don’t lose everything.
Although Douyin will divert traffic to Douyin boxes, if Douyin can still shop, consumers may not have to buy Douyin boxes. Because the "My" backend of these two apps is connected, and the purchase record of Douyin box is exactly the same as that of Douyin. Since this is the case, consumers will definitely think about why I want to download the two apps and whether there is a need for the same mobile phone.
If necessary, the traffic of the two apps does not seem to be added, but is just interoperable. If it is not necessary, then the Douyin box only occupies some consumers, that is, there are only young people. In this case, it may be difficult to compete with Taobao, Tmall, JD.com, and Pinduoduo. Your traffic determines your number of users and then determines your echelon position in the market.
In short, the future of Douyin Box, whether it can win users, reshape the e-commerce industry landscape, and even change consumers' purchasing habits can only be left to time!
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