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Free shipping as low as 1.9 yuan! Douyin launches a special price zone of 9.9 yuan to benchmark Pinduoduo?

2022-10-13


9.95 kilograms of candy apple;

9.9 a pair of slippers;

9.9 a pair of Bluetooth headphones;

Since when it started, more and more e-commerce platforms and merchants have joined the ranks of "free shipping for 9 yuan, 9 yuan", from "cutting a knife" in Pinduoduo, Taote 10 yuan store to community group Jingxi Pinpin, and have all come to seize the cake of the sinking market.

Now, Douyin e-commerce platform has also targeted this low-price market and launched the "9.9 special offer" zone...


1. Launch the "9.9 Special Offer" channel


Recently, it has been reported that Douyin e-commerce will launch a new channel called "9.9 Special Price", where users can enjoy low discount prices.

According to relevant screenshots, the "9 yuan 9 special offer" channel is embedded in the mall of the Douyin Speed ​​Edition APP, and is mainly divided into hot product areas, 4.9 yuan zone and 9.9 yuan zone . The price of the product is the highest 9.9 yuan. Among them, the hot product areas have launched a number of 1 yuan products, with a minimum of 1.9 yuan free shipping.

After users click to enter this channel, they can see special products for each limited-time discount.



At present, the channel is still under test, and only some users of the TikTok Speed ​​Edition can see it.

From the perspective of shopping experience alone, the "9.9 Special Offer" channel in the Douyin Speed ​​Edition is not much different from the "9.9 Special Offer" channel displayed on the Pinduoduo homepage.


2. TikTok Mall starts investment at the same time


This new move by Douyin e-commerce has been planning for a long time.

In fact, Douyin Mall launched the "Low Price Flash Sale" channel on its homepage, but the maximum price of the products displayed in it is 19.9 yuan. The "9.9 Special Price" channel in this internal test further reduces the price and free shipping prices of hot products, and is an important symbol of Douyin e-commerce's efforts in the sinking market.

Not only that, during the internal testing of this "9.9 Special Sale Zone" channel, on September 30, Douyin E-commerce also released the "Douyin Speed ​​Edition Mall's 9.9 Special Sale Channel Investment Rules", which detailed the purpose of the "9.9 Special Sale" channel, investment guidelines, and the platform's support for the platform.



According to the investment rules, the "9.9 special sale" channel of Douyin Speed ​​Edition Mall is a consumption scenario that meets users' cost-effective needs; through centralized traffic distribution, it forms a special store with good quality and ultimate price, meets the shopping needs of Speed ​​Edition Mall users, improves user stickiness, and forms the user's mind of "selling good goods every day".

The event time for the 9.9 yuan special offer starts on August 19, 2022, with a natural day as an activity cycle (adjusted according to actual conditions, and the specific display at the registration office shall prevail); the registration entrance is located at "Merchant Backstage - Marketing - Marketing - Event Square - Channel Activities - Douyin Mall (Extreme Edition) - 9.9 yuan special offer".



The types of shops that are invested in include: official flagship stores, flagship stores, specialty stores, specialty stores, corporate stores, and individual stores (the order volume is not less than 1,500 orders in the past 30 days) . The "activity price" designated by the product must be the lowest transaction price in the past 30 days. If there is no transaction price for the commodity within the past 30 days, the last transaction price before the event will be used as the "activity price".

After the merchant submits that the product has passed the review, the platform will lock the price and inventory of the product. The merchant will bear the costs of promotions and discounts during the event.


3. Strike to the sinking market merchants usher in new opportunities


According to data from the Ministry of Commerce, in the first half of this year, the national rural online retail sales were 975.93 billion yuan, an increase of 2.5% year-on-year, which means that the national rural online retail sales could exceed one trillion yuan throughout the year.

Faced with a trillion-dollar sinking market, e-commerce platforms such as Taobao, JD.com, and Pinduoduo have long been launched in the 9.9 zone, and use low-price strategies to attract users who pursue cost-effectiveness.



In fact, the Douyin Speed ​​Edition, which has a monthly active user base of 100 million, invested a lot of resources, operating costs, technical development and maintenance costs, management costs, etc. on the eve of this year's Double Eleven War, and launched the "9.9 Special Price" channel. Its intention to attract down-to-earth users is like Sima Zhao's heart, and everyone knows it.

There is no doubt that Douyin e-commerce independently launched low-priced channels. For merchants entering Douyin e-commerce, adding a channel to quickly penetrate the sinking market will definitely gain more traffic support.

Free shipping for 9.9 yuan is not only able to quickly clear inventory and allow goods and funds to flow, but also use 9.9 yuan to drive explosive sales growth, quickly improve merchant rankings, and attract more people to the store.

It is undeniable that it is difficult to make money for some products with free shipping of 9.9 yuan, but the traffic value brought by the traffic drainage through explosive products has benefited merchants infinitely.

The Double Eleven promotion is coming soon, so it is recommended that merchants with low customer unit prices give it a try.

Of course, it is far from enough to rely on the 9.9 yuan special offer section of Douyin Mall to achieve highlights in the Double Eleven promotion.

Short video + live streaming sales are the key operation methods of Douyin merchants, and they must focus on layout.

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