Another big move, Douyin e-commerce can be exempt from commissions!

On the last day of February, Douyin officially issued an announcement "Douyin E-commerce Product Card Commission-free Support Policy Rules".

This announcement announced a new news, that is, from March 1 to May 31, merchants who open Douyin e-commerce stores, whose stores are in normal business status, and who have received each commission-free push task of Douyin e-commerce can register for free to participate in the product card commission-free event.

- 01 - New boots landed, no commission on the mall

So what is the product card?

Product cards refer to the same genre as live broadcast rooms and short videos. Product cards are also distributed genres. After the merchant publishes the products, the product can be directly exposed through the product card.

For example, if you purchase a product card directly without going through live broadcast/short video, you can directly enter the product details page. This situation is the product card traffic position. When purchasing a live shopping cart, you need to go through the live broadcast room and enter the shopping cart to see product information. When purchasing a short video shopping cart, you need to go through a short video. Clicking on the shopping cart to see product information, it does not belong to the product card traffic position.

The activity lasts for 3 months in total, and is carried out in three phases, with one phase for each natural month.

Any merchant who opens a Douyin e-commerce store, stores in normal business conditions, and receives a commission-free push task for each Douyin e-commerce issue, as long as the merchant registers within the policy cycle and completes "releases of non-repeated distribution of goods on sale, store decoration quality, and adopts product title optimization suggestions", and can obtain the commission-free qualification for the product card of the month as long as the merchant registers within the policy cycle and completes "releases of non-repeated distributions, store decoration quality, and adopts product title optimization suggestions", and can obtain the commission-free qualification for the product card of the month.

The official pointed out that in principle, merchants only need to register once during the policy cycle to participate in the full cycle of policy activities.

For merchants participating in the commodity card commission-free policy, the platform will refund the technical service fees generated by the merchant’s commodity card order, which are divided into two situations:

One is that except for the remaining 6/1000 technical service fees for domestic goods, the remaining technical service fees will be returned to the merchant;

One is that except for the one-percent technical service fee for cross-border goods, the remaining technical service fees will be returned to the merchant.

The specific return time is the expected date of the 7th of the next month after the order payment is completed, and the expected date of payment after the 20th of the next month.

However, if the order that the platform has paid the rebate and the user refund occurs in the future, the platform will deduct it from the rebate paid by the merchant. If it cannot be deducted, the platform will deduct it from the merchant’s payment or deposit. If it involves non-RMB deductions, the exchange rate will be calculated at the real-time exchange rate at the time of deduction.

- 02 - TikTok's strategy for advancement

Regarding the new regulations on exempting commission from commodity card orders, Douyin E-commerce Vice President Mu Qing interpreted his background, because since the launch of global interest e-commerce, the platform's performance has achieved rapid development and user mall consumption habits have been developed.

Data shows that from November 19, 2021 to November 18, 2022, the average daily PV of e-commerce intention searches reached 460 million+.

The rising popularity of shopping malls has brought more traffic and opportunities for merchants to operate shelf business. If merchants want to further improve shelf operations, it is the key to making good product cards, which has the advantages of low threshold, large traffic and many display scenarios.

The majority of merchants only need to make pictures and text materials such as headlines, titles, product details pages, etc. to complete the production of a product card. The completed product card can be displayed through Douyin search, mall, store, windows, channel activities and other scenes, and can enjoy 24 hours of natural traffic throughout the day.

This move can also be seen as Douyin's strategy to seize the victory. After all, Douyin e-commerce has been the core area of ​​business growth in recent years. This new regulations on exempting commissions for commodity card orders are divided into two stages for merchants, one is the basic task stage and the other is the advanced operation stage.

During the basic task stage, you can make good releases of high-quality products, put 2-5 new products on the shelves every month, and adopt the recommendations for optimizing the search product titles, so as to achieve qualified or good quality store decoration.

In the advanced operation stage, on the basis of doing a good job in store decoration, merchants will put 5 main pictures of new products, hot products, and blue ocean business opportunities to 100 points, strive to enter the pool and recommend it, and get more exposure opportunities; continue to optimize the product title/main picture to cover more hot search terms, and at the same time, they will use the method of posting videos, adding topics, and leaving comments to do a good job of searching to achieve the purpose of improving search traffic.

- 03 - Shelf e-commerce, Douyin meets opponents

Product cards are a key element in improving shelf operations. It is not only Douyin that has laid out shelf e-commerce, but also Kuaishou. Both platforms add to shelf e-commerce, which is actually to reduce merchant costs. After all, not all merchants are good at shooting short videos and planning content.

It is said that the investment promotion project of Kuaishou New Mall is currently in the reporting stage, and investment promotion will be launched in February and is expected to be launched on a large scale in March. The new mall is also a new shelf e-commerce scenario that Kuaishou focuses on operating this year.

The entrance to the new mall is the Kuaishou Store on the sidebar of the Kuaishou App homepage, which is equivalent to adding more new columns and operation logic based on the existing channels and product pages of the Kuaishou Store.

At present, the new mall interface will add at least two new columns: "0 yuan try-on" and "low-priced good products". The former is mainly aimed at the footwear and clothing industry merchants, and will provide the function of using first and pay later; the latter will conduct a fixed cycle comparison with off-site, requiring the lowest price on the entire network.

Some media believe that the reason why Douyin and Kuaishou are accelerating the layout of shelf e-commerce is because the shelf mall is still the best carrier for big promotions, such as March 8, 618, Double 11, and New Year’s Festival.

Perhaps both Douyin and Kuaishou realized that this is a must-take. No matter what, this is at least beneficial to merchants. I hope the layout of both platforms will have good results.