Under the global interest e-commerce model, many brands have achieved amazing sales performance and growth rates on the Douyin e-commerce platform.
According to official data, on November 11 this year, the GMV of Douyin e-commerce brand merchants increased by 244%, the GMV of key brands increased by 454%, the GMV of shelves increased by 289%, and the search GMV increased by 397%, breaking the annual peak for four consecutive years. Compared with last year's Douyin Double 11, more than 50% of the categories this year, more than half of the new top 10 brands on the list, and even the top 10 brands in individual industries have been completely renewed.
With the intensification of competition in the industry, users' consumption is becoming more mature and rational, and brands in different industries, different stages of development, and different backgrounds are also continuing to tap new growth points. Zhuang Shuai retail e-commerce channel believes that for a long time in the future, every brand will have the opportunity to continue to grow on the Douyin e-commerce platform.
In order to help brands achieve new growth in a more methodical way, Douyin e-commerce has recently officially launched the "Potential Brand Growth Plan Growth Accelerator", first of all, "basic self-examination" to continue to lay a good business foundation, rely on the growth accelerator for advanced diagnosis, and provide four ways to achieve "directional breakthroughs", and help more brand merchants to achieve new business growth through practical guides.
Brands can directly rely on the effective methods and tools provided by the official to allow their own teams to learn and practice, make breakthroughs and improvements again, and achieve new growth. You can also choose a suitable Douyin e-commerce service provider (DP) for in-depth cooperation, which not only shortens the learning cycle, but also reduces the difficulty and operating cost of the team, so as to quickly achieve the sales growth target in the short term.
Recently, Zhuang Shuai Retail E-commerce Channel conducted an in-depth exchange with Douyin e-commerce diamond brand service provider: Yanzu & Duola, and found that the service provider plays an important role in promoting the brand's new growth in Douyin e-commerce by virtue of its own mature operation experience, deep understanding and sensitive forward-looking insight into the industry, and combined with the actual combat ability that can be implemented.
Ge Yichen, co-founder of Dora, is full of confidence in obtaining new growth"At present, the unit price of 3ce on the Douyin e-commerce platform has nearly tripled, and the unit price of members is nearly 30% higher than that of non-members."
Liu Fang, the co-founder of Yanzu, said frankly"When we first took over Lu Anshi, the daily sales were only 3,000 yuan, and we quickly helped the brand achieve a daily sales of one million, and achieved the sales target of more than 100 million yuan that year. ”
Diamond Yanzu x Lu Anshi
Through crowd breaking, shelf layout, and resource import
Achieve breakthroughs from millions to billions
As a health care brand under Dehaa Rossun, Luanshi has been awarded the "2019-2021 China's No. 1 in China's high-end and ultra-high-end diaper market position" certification by Frost & Sullivan, a world-renowned growth consulting firm.
However, the high-end positioning made it difficult for Lu Anshi to break through the original customer circle when he first entered the Douyin e-commerce platform, and his team's limited understanding of the business advantages of the content e-commerce platform led to the inability of the brand to effectively coordinate between the platform's business strategy and product research and development, and the sales volume was mediocre.
As a diamond service provider with three certificates and has been on Douyin e-commerce for many years, Yanzu encountered such a challenge when he was suitable for the brand Luan at the beginning of 2023.
"Luanshi's diapers average about 5 yuan per piece, which is 2-3 yuan more expensive than many popular brands, and the largest unit price on the Douyin e-commerce platform is a few cents. We must first clarify the brand positioning and differentiation advantages, and find the brand growth direction and growth breakthrough. ”Liu Fang, co-founder of Yanzu, said.
1. Build a brand mentality and realize the crowd breaking circle.
Based on the deep insight and accumulation of practical experience in the parent-child mother and child industry, Yanzu's strategy team formulated the brand strategy of "Hermes in diapers" and the goal of annual sales of more than 100 million yuan for Luanshi, which was highly recognized by the president of Luanshi e-commerce.
Liu Fang thinks"For high-end positioning of maternal and infant brands, if they only compete with mass brands in first- and second-tier cities for high-quality mothers, if they want to achieve breakthrough growth, the opportunity is relatively small. ”
Based on industry experience and platform data, the Yanzu team found that the young mother group in the sinking market is a very big opportunity, and the brand mentality of this group of people can be re-established through short ** live broadcast content, and the accumulation of brand group assets can be realized.
In the face of the differences in the needs of different user groups of the brand, the Yanzu team helped Lu Anshi to carry out a variety of innovations in product differentiation: the main promotion of new micro-climate diapers, penetrating into high-quality people in first- and second-tier cities, and maintaining the proportion of ultra-high-end diapers;The second push of the explosive product is pure and pure, and the positioning of high-end cost performance promotes the growth of the sinking market, becoming a popular product in the live broadcast roomThrough the content trend of the maternal and infant parenting industry on Douyin, Douyin IP customized special contributions have been created, achieving the dual growth of users and GMV.
At the same time, the Yanzu team also conducted research on the applicable population of diapers, expanded new consumption scenarios, guided the brand to launch fat baby diapers suitable for faster development, and also broke through the industry's age convention of 0 to 3 years old, and made diapers suitable for big babies around 4 years old.
2. Optimize the layout of shelves and grow steadily in the whole area.
"With a clear strategy for people and products, brands must do a good job of global operation if they want to continue to achieve new growth in Douyin e-commerce. We have an independent ** team, and through the experience and accumulation of traditional shelf e-commerce platforms, we have further helped Lu Anshi to achieve leapfrog growth in Douyin**. ”Liu Fang said.
According to Zhuang Shuai retail e-commerce channel, the Yanzu team has its own "three-ring theory" for serving brand customers to operate Douyin**, that is, through industry trend insight and platform operation data analysis, the selling points of brand goods are mined, and then the shelf operation is optimized accurately to achieve significant growth in business data.
With rich experience in e-commerce operations, the Yanzu team helped Lu Anshi carry out a complete layout and overall optimization in Douyin shelves**, and promoted Lu Anshi's GMV on Douyin** to quickly exceed 10 million.
In the most basic store dimension of the shelf, we have created a decoration that conforms to the tonality of the Luanshi brand, carried out the decoration layout on the store's classification page, featured page, and brand page, and configured guess what you like to sell at a great value, etc., so that the click-through rate of the products on the store page of Luanshi has increased by 28182%。
Combined with the platform's vigorous promotion and preferential policies for commodity cards, the Yanzu team optimized the title and main image of Luanshi's products, increased the interest points and eye-catching selling points, and significantly increased the ranking of Luanshi's commodity card recommendations, and actively participated in Douyin e-commerce activities, such as big-name trials, value-added purchases, big-name 1 yuan lottery purchases, low-price spikes, etc.
At the same time, the content is combined with the shelf, and the talent is configured to search and attract traffic into the store after watching the grass, insert the product card of the channel activity in the short**, and hang the store on the short** and the top link of the comment, etc., to carry out store diversion.
3. Introduce star resources
With the help of the original talent and star resources of the Yanzu team, the operation team quickly locked in fitness and food experts with a large number of high-quality mother fan groups to spread and plant grass. and then cooperate with celebrities in live broadcasts, blow up the brand's IP customization on Douyin, and leverage a wider range of consumers through celebrities.
The data shows that on April 18 this year, Han Geng walked into the live broadcast room of Lu Anshi, and the GMV exceeded 1 million on the same dayDuring the promotion of the 618 platform, Lu Anshi's GMV on Douyin e-commerce exceeded 6 millionOn the day of Double 11, the president of Luanshi E-commerce, the founder of Yanzu and the star Dong Xuan carried out a live broadcast room linkage, and the GMV of a single game exceeded 1 million, and the GMV reached more than 9 million during the entire Double 11 period.
For the high growth of Luanshi, the reason why the Yanzu team has such a clear understanding and strategy is that the start-up team of Yanzu has created its own maternal and child brand on the traditional shelf e-commerce platform, and knows that accurate brand positioning can quickly occupy the minds of the target user group.
"As a diamond service provider of Douyin e-commerce, we position ourselves as a 'small platform within a big platform', and we have done everything for advertising companies, MCN companies and e-commerce agents to help brands continue to achieve new growth. ”Liu Fang said about the value that Yanzu can provide to brand owners.
Diamond Dora x3ce
Dig into the "makeup" trend content + group products
Increase customer orders to achieve scale growth and profitability
As a diamond brand service provider and a gold marketing science service provider in the beauty track, Dora launched a cooperation with 3CE, a Korean fashion makeup brand, in April 2022.
"Due to the production in Korea, the cost is high and the unit price is low, and the ROI is too low, and it will definitely be a loss. ”Ge Yichen, co-founder of Dora and Zhuang Shuai retail e-commerce channel, were frank in the exchange"This is the most central challenge for the development of the project. ”
As the founding team of Dora with experience in branding, e-commerce platforms and MCN agencies, the concept of serving customers has always been guided by "explainable and sustainable business growth". The growth logic of global interest e-commerce is explainable, and there is continuity in the rules, systems and activities of the platform, and brands can achieve sustainable business growth as long as they are willing to invest and have a method.
So, for 3CE, a single product that is only in the early 100 yuan, or is produced in South Korea, there is only one way to achieve "profitable" new growth"You have to increase your average order value and conversion rate. ”
Now that you have a goal, what is the way to grow?
1. The triangular cycle of "content, commodities and people".
In the process of serving customers, Dora combined with the capabilities of its own team to summarize a set of effective growth methods**: content, goods and people".
Through exchanges, Zhuang Shuai Retail E-commerce Channel learned in detail how this set of formulas helps brands achieve sustainable and profitable growth in Douyin e-commerce: selecting products through content, and using content and products to reach the target group for sales conversion, which is a positive cycle;According to the needs of the crowd, it affects the direction of content creation, product selection, group products and even product research and development, which is a reverse cycle.
Ge Yichen said"In Douyin**, the most effective way to increase the unit price of makeup brand 3ce is to sell in sets, because there are many colors involved in makeup lipstick, blush and other products, the traditional shelf** associated sales model obviously does not work. ”
Based on strong data analysis capabilities, the team began to find the needs of the makeup crowd from the platform data and industry trends, and found that they could start from the crowd's demand for "makeup and makeup", and combine different shades of lipstick, blush and eyeshadow to create different makeup looks, and this demand was also valid.
The needs of the crowd are clear, and the strategy of assembling the corresponding makeup and makeup effects of 3ce products is also clear, so how to produce the current popular makeup content?
"We continue to leverage the team's data capabilities to mine the content that matches all keywords related to 'makeup' on Douyin, including 'peach blossom makeup, commuting makeup, boiled water makeup, Western Regions princess makeup' and other makeup effects, and at the same time analyze which makeup and makeup trends are trending through data. ”
Every week, the team of Dora will conduct in-depth communication with the product team of 3CE to select the makeup that meets the tonality of the brand, and at the same time match the corresponding products from the product library to form a makeup set, and the content team will then plan and produce the content according to the brand tonality, the characteristics of the set products, and the requirements of makeup and makeup.
For example, the cherry blossom crushed ice makeup that suddenly became popular on dog days this year, 3ce planned the effect of its jelly pink grapefruit series of eyeshadows, cool lotus pink blush and watermelon red lipstick in the short **;In the face of the popular Maillard style in autumn and winter, the Maillard makeup set was also planned.
"Now we can continuously produce high-quality content through data monitoring, and even produce new makeup inspiration, and we can lead the trend, and at the same time, these high-quality content derives professional discourse in the live broadcast room, which can more effectively promote the business explosion of customers."
2. Achieve further growth and breakthroughs in membership operations.
In addition to making brand growth sustainable and profitable, membership is another strategy for beauty brands that can greatly increase brand repurchase rates and average customer value.
In the process of operating 3ce Douyin***, the Dora team became the first beauty brand to try to cooperate with the IP of the brand member day, attracting new members and tying cards to the top 1, and continued to dominate the makeup category during the event cycle, with a 57% increase in member business and 130,000 new members.
"The membership system of Douyin e-commerce has greatly exceeded our expectations for the promotion of the brand, first, the cost of acquiring members is very low, which makes the overall ROI higherThe second is that the same ROI is 40% higher than the GMV of non-members. ”
At present, 3CE's members on Douyin** have the characteristics of high frequency, high repurchase, and high customer orders, which provides a great guarantee for the continuous growth of the brand.
After a year and a half of the Dora team**, the unit price of 3ce on the Douyin e-commerce platform has nearly tripled, and the unit price of members is nearly 30% higher than that of non-members.
Find selling points, set strategies, guide resources, do content, and operate globally
The indispensable value of the service provider to the brand and the platform
Judging from the two cooperation case studies between Yanzu and Lu Anshi, and Dora and 3CE, the capabilities of more and more Douyin e-commerce service providers have become more and more comprehensive, reflecting their indispensable value for brands and platforms.
First of all, for brand owners, Zhuang Shuai Retail E-commerce Channel believes that the value of service providers is mainly reflected in the following four aspects:
1. Help brands explore core selling points and formulate clear strategies and playing methods that are in line with brand growth.
2. Relying on the resources accumulated by service providers on the Douyin e-commerce platform, such as fans, talents, and stars, quickly introduce and help brands achieve performance.
3. According to the service provider's data analysis capabilities and high-quality content planning and production capabilities, help brand owners find effective methods suitable for brand tonality, brand positioning and product characteristics and improve ROI.
4. In the customized research and development of product selection, group products and products, it can help brands choose suitable products and customized development platform proprietary products according to the target group, combined with talent star resources and marketing strategies.
Secondly, for the platform, service providers are an indispensable and important role in the platform ecology, they are equivalent to the bridge between the platform and the brand, reducing the threshold and difficulty of the brand's operation on the platform, and only by helping the brand to make increments in Douyin e-commerce, the platform and service providers can benefit together.
With the continuous upgrading and improvement of global interest e-commerce, Douyin e-commerce and brand requirements for service providers are also putting forward new requirements, and only service providers who understand the platform, brand, industry, content and data can become good partners of brands in Douyin e-commerce.