How to do Douyin e-commerce? What is the best e-commerce in Douyin?

What is the best e-commerce in Douyin?

Before confirming what to do, we must first understand what monetization model is available in Douyin. In other words, what business operation model is available that can support us to continue to do it.

1. Live streaming sales

From 2020 to the present, the participation and recognition of live streaming goods has suddenly increased from less than 30% due to the epidemic to more than 60%. Although the top multiple top anchors showed bad news at the end of 2021, it can be seen from the expected target of Douyin e-commerce GMV in 2022 revealed on the Internet that TikTok e-commerce expected to be 1.3 trillion yuan, and it is about 800 billion yuan in 2021, and the performance volume is still growing.

2. Short videos sell goods

In fact, as ordinary users, we feel that short videos are not very good at selling goods. But from the perspective of traffic monetization, the predecessor of many live streaming sales started with videos.

3. Entertainment live broadcast

Whether it is Douyin or Kuaishou, the entire market is dominated by live streaming and selling goods, but more live streaming is actually live streaming of talent, which is just chatting and singing. This type of live broadcast relies on the audience to reward the anchor for profit, and there are guilds behind it.

4. Short video advertising

If you just take pictures and don’t sell goods, you will not have any operating income and you will not be able to stick to the end. Therefore, under this type of model, it is necessary to invest in advertising, whether it is consumer product advertising or software advertising such as APP. Nowadays, those who invest purely in advertising usually use star charts, ranging from more than thousands to hundreds of thousands. Refer to the mobile phone advertisement of Mr. Zhang.

5. Driving private domain

You must often see videos or live broadcasts of learning and training, and guide you to sign up or add personal WeChat account through attractive content. In addition to learning and training, as long as you can divert traffic from Douyin to the private domain, various monetization models will occur, such as those who sell aphrodisiacs, those who sell courses, those who conduct learning and training teaching, and even some who are in the edge.

The above is basically the monetization model of Douyin in the general direction. Naturally, there are some ways around Douyin’s small direction of making money. For example, we are a service provider that can make money without controlling goods or anchors, and being an intermediary can also make money. For example, a junior, I am a shaping and conveying Douyin store anchor.

Only by understanding the monetization model can we position ourselves more accurately what we can do. We will disassemble what specific capabilities, experience matching, goods matching, content matching, and manpower and material matching are needed in the monetization mode.

Compatibility matching under different business models

1. Horizontal decomposition under live sales mode

Live sales are nothing more than a model for people and goods yards. In the people-to-go yard mode, people and goods are the key points. If there is better innovation in the field, it will be icing on the cake.

The live sales person model is mainly live broadcast by experts and sellers. The product model is to choose alliances and sellers.

To put it directly, it is to be an anchor with your own goods and an anchor with your own control of goods.

For anchors who do not have their own goods, the most important thing is their operation and promotion capabilities and product grouping levels, and at the same time, the content creation level is also required.

Why is the level of operation and promotion topped the list? Since there is no traffic, it is equivalent to live broadcasting against the air, let alone conversion. Therefore, the ability to obtain traffic is the first priority.

If you don’t have this ability, how should you start? That is the ability to select products and content creation. As we all know, Li Ziqi has no purchasing links whether it is her Douyin account or content on Weibo. But her agency finally opened an official flagship store on Tmall to sell ginseng honey, beef chili sauce, and snail noodles and nut lotus root powder that became popular all over the Internet.

Therefore, when there is no live broadcast level in the early stage, you can first explore your own short video planning, shooting, and video editing capabilities. Start with short videos. After all, short videos can also be used to bring goods.

2. Horizontal disassembly under short video sales mode

In fact, in the ecological environment of Douyin live streaming, the threshold for selling short videos is the lowest, but it is also the highest. At the lowest point, you can publish it by taking a short video and meeting the link requirements. The highest is that if you want to have a short video to ship, and it is a one that costs thousands or more than tens of thousands of orders, you need your strong product selection ability, planning ability, shooting level, and editing level.

Especially those who need to appear in a live film or cultivate a personal IP, the requirements are relatively high and need to match more manpower and material resources to operate. For most people, starting with a simple life with selfies and starting with a video explanation of a certain vertical category, one mobile phone stand, one mobile phone, and one product, just start talking about it.

Therefore, it is actually not difficult to deal with the question of what to do in Douyin. The difficulty is how to choose your right position. Because everyone is a different social subject. Some people open stores and have many products. They know a lot about the products, but they don’t understand all kinds of online operations. Some people are opening online stores themselves and understand the operation of traditional Douyin e-commerce, but they don’t understand the Douyin ecosystem and don’t understand the content of short videos. Some people are full-time mothers at home. They have never worked in physical stores or e-commerce. They focus on their children's food, clothing, housing and use in one day.

Only by targeting different groups and combining their own situations can we clarify what to do. For example, if you open a store, you are good at finding the lowest-priced products from different channels. From this point of view, can you take a picture of the process of purchasing goods and accumulate trust? And there are two types of people watching your video. One is the end consumer, because he thinks that you are a store and has a high sense of trust, and can buy products directly from you. Another type is people who only want to open a store but don’t know what to do with the store and want to know. Can you think from more perspectives (to become your own physical store brand?)