The maximum rate is 8%! Starting today, Douyin e-commerce will also start charging...

Yesterday (May 31), the 2022 Douyin E-commerce Ecology Conference was held online.

Wei Wenwen, president of Douyin e-commerce, said that in the past year (May 1, 2021-April 30, 2022), Douyin e-commerce GMV (total commodity transaction volume) was 3.2 times that of the same period, and more than 10 billion items were sold. The growth rate confirmed that interest e-commerce is a huge business opportunity.

Douyin, which has opened up a closed-loop business loop, has the first move to charge fees!

The maximum rate is 8%!

Douyin released the "2022 Life Service Software Service Fee Standard Explanation" on the official website of "Juliangxue", which clearly stated that from June 1, Douyin will charge service fees for life service business.

Among them, the average software service fee rate for each product category is 3%, and the maximum fee rate does not exceed 8%. At the same time, there is a 60-day protection period for new merchants, and only payment channel service fees are charged during the protection period.

Among all e-commerce categories, marriage category tops the list with a rate of 8% . Parent-child and education and training ranked second with a rate of 4.5%. The lowest rate is the game category, which requires a rate of 2%. The food rate is 2.5%, which is also in the category with a lower rate.

It is reported that the Douyin Life Services sector previously only charged merchants 0.6% of payment channel fees such as Alipay and WeChat payment, and the platform's service fee is 0. Such preferential policies have lasted for more than a year.

In addition, in order to encourage merchants to carry out marketing activities on the platform, for small and micro e-commerce merchants that operate in compliance, the platform will actively give 100% monthly refund two months before the policy implementation; for other merchants that operate in compliance, a 50% monthly refund will be given. For merchants in cities that have adopted the "static control" of the epidemic within each natural month (T month), the platform will actively return 100% in T+January.

This is also another Internet giant announced the charging standards after the company WeChat adjusted the charging model of service provider platforms on May 16.

You are willing to make a clear price

In 2020, Douyin began its food, drinking and entertainment business in the same city, becoming Meituan's strong rival, but as a rising star, it does not have much advantage in market share.

Therefore, in order to seize the market, Douyin's life service business chose to deepen its business for one and a half years to serve users and attract merchants to settle in.

Now TikTok has found the commercial value of interest e-commerce . It is understandable to choose to charge fees while the data has risen sharply. It can also truly leave high-net-worth users for the platform, promote the commercialization process, and improve monetization capabilities. Moreover, under the clear price, the most fair and just consumption is willing to be.

Just like two residential communities, everyone in one community takes the initiative to pay property fees, while the residents and owners of another community turn a deaf ear to it. The management of those two communities must be very different.

Therefore, it is desirable to start charging on Douyin, after all, even the size of the company needs capital operation. At the same time, merchants can urge the platform to serve themselves more righteously after paying money, forcing the platform to develop ToB business, thereby building a good ecological environment.

Of course, this is from the perspective of future development. For merchants who are currently suffering from the epidemic, there is not much surplus left in their pockets. At this moment, the platform decided to charge, which undoubtedly sprinkled some merchants with salt on their wounds.

However, every change in the environment will always cause some people to be injured, which is inevitable.

but

As long as the platform can benefit merchants more

As long as the platform service is worth the price

Then there is no need to worry about anything, just keep rushing forward!

Data surged! Douyin enters all-round interest e-commerce

The commercial value has been realized and the profit model has been opened, and these may only be one part of Douyin's future development layout.

At yesterday's Douyin e-commerce ecosystem conference, Douyin e-commerce president Wei Wenwen announced that Douyin e-commerce will upgrade its interest e-commerce to the whole-region interest e-commerce.

That is, the shopping needs of all scenarios and all links meet users' diverse needs for a better life; through the collaborative communication between short videos and live content, malls, searches, etc., it brings new growth to merchants' business.

At present, Toutiao has opened the Douyin live broadcast entrance and has become a new fulcrum of traffic.

In addition to the GMV being 3.2 times that of the same period, 1.8 million new merchants entered Douyin e-commerce last year, 3.86 million sales e-commerce experts have deepened their careers, and more than 20,000 MCN institutions and service providers have flourished.

Compared with April last year, the cumulative number of short videos of trailer increased by 31% year-on-year, and the number of orders in live broadcast rooms increased by 112% year-on-year.

These growing data confirm from all aspects that the business model of interest e-commerce has great prospects.

Therefore, this year, Douyin e-commerce will be upgraded to a brand new concept - global interest e-commerce.

Provide users with a "one-stop" shopping experience, while bringing traffic and brand precipitation to merchants, forming a healthier business closed loop.

It is worth mentioning that Ji Pengfei, the head of Douyin e-commerce product, introduced that in the next year, Douyin e-commerce will provide exposure of 100 billion yuan to support the development of high-quality merchants in the mall. At the same time, Douyin e-commerce will also help merchants optimize operating costs and improve operational efficiency by improving the product capabilities of merchant platforms.

Douyin e-commerce predicts that the proportion of new fields will reach more than 50% in the future.

Conclusion

After WeChat announced in early May that it had adjusted the charging model of service provider platforms, Douyin also launched the charging model for local life merchants today (June 1). At the same time, Alipay also launched the "Fanxing Plan 2.0" for B-side merchants.

Internet giants have set their sights on the B-end cake, which shows that merchants have become "hot cakes" in the eyes of giants, which is an opportunity and a challenge for merchants.

At the same time, in the future Douyin’s “all-regional interest e-commerce”, what kind of experience can Douyin bring to merchants and consumers? Let's wait and see!

Original text: The maximum rate is 8%! Starting today, Douyin e-commerce will also start charging...