Zhang Yiming picked up a big bargain.
Produced by |E-commerce headlines Author |The wind is clear
This year's Double 12, Douyin advances, and Ali retreatsAt this time in previous years, Amoy merchants have already prepared the goods and are gearing up to welcome Double 12. But this year's **Double 12 was quiet, and I didn't even see any publicity. It turned out,This year, Ali canceled Double 12。**According to the online merchant service hall, the Double 12 event will no longer be held, but a large-scale event will be held on the platform in December this year"**Year-end Good Price Festival".At present, it has begun to attract investment. 
Source: **Screenshot of the merchant service hall.
However, this double 12, which was "abandoned" by Ali, was picked up by Douyin. In mid-November, Douyin** opened the Double 12 investment promotion and launched"20 off for every 150 across stores".The full reduction mechanism has lowered the threshold for consumers to participate in making orders to a certain extent, which is intended to stimulate consumption and promote order conversion. On December 1, Douyin**Double 12 Good Things Festival was officially launched, which will end on December 12. During the event, the Douyin**Double 12 venue will set up a special area for full reduction, and online consumption coupons of various denominations such as 300 minus 30, 600 minus 60, and 1200 minus 120 can be used together. 
Source: Douyin.
Behind the advance and retreat of Ali and Douyin, it reflects the difference in the platform strategies of the two. Ali canceled the Double 12 to recreate the "Year-end Good Things Festival", the main purpose is to play differentiation. Double 12 has been a little awkward since its birth, like a weakened version of Double 11. However, the birth of Double 11 is more or less attached to the mind of "Singles' Day", while Double 12 gives people a feeling of being generated out of thin air, and the user's mind has not been successfully established, giving people a feeling of "double 11, how to give birth to double 12". Moreover, Double 12 is too close to Double 11, with less than a month between the start and end times. The needs of most consumers have been met on Double 11, and at most Double 12 is regarded as a means of "making up tickets" for consumers who have not had time to "get on the bus". The newly launched year-end good price festival conforms to the needs of consumers for year-end purchases of New Year's goods, forming a clear distinction from Double 11. What the market needs is not a continuation of Double 11, but a year-end summary of consumption. And Douyin pushes Double 12, the purpose is to strengthen Douyin**"Shelf e-commerce".Attribute. For Douyin, which has not been doing ** for a few years, only one double 11 may not be enough. 
Global interest e-commerce is inseparableLiterally, the full name of Douyin Double 12 is "Douyin**Double 12 Good Things Festival", not "Douyin E-commerce Double 12 Good Things Festival", although it is a word difference, it is a world of difference. Entering the event page, you can see that whether it is a cross-store full discount or an exclusive tag, the activities of Douyin Double 12 are all around"Shop".The activities that unfold are completely different from the activities around the live broadcast room and anchors on weekdays. And the store is the core of shelf e-commerceDouble 12 is an important part of Douyin's e-commerce layout of shelf e-commerce
Source: Douyin Actually, Douyin has paid more and more attention to ** in the past two years. Douyin** was formerly known as Douyin's official account "Heartbeat Department Store", and in 2021, this account does not have an actual ** page, but mainly focuses on attracting investment. But later, with Douyin's repeated increase in e-commerce business, merchants were eager for a centralized transaction scenario with their own traffic. Later, "Douyin**" began to appear in the form of a similar mini program on Douyin APP, and at the same time, the content design of ** has also been continuously enriched, not only a variety of forms of cards including commodities and live broadcasts, but also online search bar, shopping cart, product collection and other functions, as well as "second-hand good things" and "**consignment" services. April 2022,Douyin** got the first-level entrance of the Douyin app, marking that Douyin's shelf e-commerce is on the right track. At the 2nd Douyin E-commerce Ecological Conference in May 2022, Wei Wenwen, president of Douyin E-commerce, announced that she would upgrade her interest e-commerce toGlobal interest e-commerce。By all, we obviously mean that it has increased"People are looking for goods"., i.e., shelf e-commerce-related scenarios. After a year of hard work, Douyin has become more and more successful in the field of shelf e-commerce. According to the data released by the 3rd Douyin E-commerce Ecological Conference in May this yearIn the past year, Douyin's overall shelf GMV has accounted for more than 30%.Among them, Douyin** GMV increased by 277% year-on-year, and Douyin e-commerce search GMV increased by 159% year-on-year. At present, in the Douyin e-commerce ecosystem, 56% of merchants account for more than 5% of the GMV in the shelf scene. 
2023 Douyin E-commerce Ecology Conference.
Although shelf e-commerce in the traditional sense is "people looking for goods",But the shelf field of Douyin e-commerce is not entirely based on search logic。Douyin** has added a lot of "goods to find people" designs, such as guess what you like, post-purchase page recommendations, etc., Douyin's personalized recommendations are scattered in all corners of the shelves. Similarly, in the content field of Douyin e-commerce, there are also relatively "shelf-oriented" designs, such as Douyin windows. It can be said that the content and shelves of Douyin do not exist independently, but complement each other. Douyin is committed to interconnecting the traffic of the content field and the shelf field, forming a flywheel to operate, and playing a 1+1>2 effect. This year's Douyin Double 11 battle report shows that the super brand shelf scene of Douyin's Double 11 Good Things Festival has ushered in an all-round growth, and the brand search GMV has exploded to 235%.**GMV burst to 325%.。Obviously, Douyin hopes to continue the momentum of the outbreak of shelf e-commerce on Double 12 and create a beautiful growth curve. 
The rise of shelves is good for small and medium-sized businessesJudging from the results, Douyin's efforts should be the bestSmall and medium-sized businesses。Although live e-commerce has indeed promoted consumption and enabled countless merchants to achieve business growth, it has to be admitted that a considerable number of merchants are not good at live broadcasting. On the one hand, their industries and categories are notNot suitable for live streaming, such as daily necessities, hardware tools, underwear, etc.;On the other hand, liveThe cost of trial and errorIt also makes them unbearable, after all, the expenditure of investment cannot be underestimated. Not to mention, most merchants have onePath Dependency, compared with the relatively unfamiliar live broadcast e-commerce, they prefer to deepen the field they are familiar with. Douyin is to create a familiar stage for these businesses, so as to attract more small and medium-sized businesses to settle in. Indeed,Douyin** has been trying to lower the operating threshold of small and medium-sized businesses。For example, several support measures released at this year's Douyin E-commerce Ecological Conference: in terms of merchant policies, the platform has launched a commission-free activity for commodity cards to reduce the operating costs of merchants;For small and medium-sized and individual businesses, the "0 yuan settled" rights and interests are launched to alleviate the financial pressure of small and medium-sized businessesIn terms of talent management, the platform has launched the "window management cashback" policy, reducing or exempting technical service fees, and helping talent management and merchant commodity sales. Supporting small and medium-sized businesses is an inevitable requirement for manufacturing in large countries. China is a big manufacturing country, and what businesses lack is never production, but how to find market delivery after production. Now this task falls on the shoulders of major e-commerce platforms, which is why traditional e-commerce platforms such as Taotian and Jingdong have also vigorously supported small and medium-sized businesses this year. At the end of the day,The shelf is the basic plate and foothold of e-commerce, and no matter how high the live broadcast flies, it will always fall to the ground. When a platform realizes that the industry is shifting, it is wise to return to the most primitive and simple path.