As the saying goes, it's often the enemy who knows you best.
Therefore, when there is no clue about running the official account of the store, finding your own enemy to "copy homework" is not a shortcut to competition. This time we had the pleasure of inviting oneHangzhou's DB (Douyin Certified Agent) service providerMr. Liu, who has had a number of store accounts, is familiar with how to use data to accurately mine the benchmark store and dismantle it in a targeted manner, so as to form his own operation strategy. Next, Zhiyi Technology will organize it into a copy according to Mr. Liu's interview points"Dismantling the operation strategy of Douyin stores"., for reference:Step 1 : Locate the target account type
Different from finding talents, general cooperation mainly focuses on indicators such as the talent's ability to bring goods, conversion rate, and cost performance, while when looking for a benchmark store, it is to understand the other party's operation strategy to have a deeper understanding of the market and customer group.
This requires finding competitors in the same track who are completely in line with their own stores, in order to achieve the purpose of filling in the gaps or going further.
But Mr. Liu told us that when he looks for a benchmark, he will focus on distinguishing between two types:
The dark horse of the same track: a competition store that is completely benchmarked with its own store, and understands the latest developments of the industry at the first time according to the gameplay of its peers;
Top-level merchants in different tracks: top brands in other sub-categories, because their products and gameplay must have merits.
For example, down jacket stores that are mainly engaged in the price range of 200-500 yuan can focus on the dark horses whose sales in the same price segment have soared recently, or top merchants such as Flying in the Snow and Duck Duck, and check or pull together the operation strategy of their own stores by observing them. 
In particular, the Douyin e-commerce ecology also has a high-level gameplay with a multi-number matrix, which drains each other through the chain communication between accounts, taking "Flying in the Snow" as an example, there are nearly 100 official *** certified by them on Douyin, and there are more than a dozen fans with more than 500,000 fans.
Step2 : Filter to find a dark horseMr. Liu told us that when he wants to tap dark horse merchants on the same track, he will generally focus on targeting outside the industry and category**Belt, and then according toStore word-of-mouthFind quality stores. With the help of Shake Clothes products, you can select [Customer Unit Price] and [Store Reputation] in the [Store Library] to filter.
Shake the clothes [Store Library] interface.
The second is viewingData for the last 7 days, according to the sales and sales method sorting, if there is a main sales method based on live broadcast + top ranking + stores that have not appeared before, then Mr. Liu will determine that the other party is a recent dark horse store. Key Formula:
BlackHorse shop = live broadcast sales + top ranking + new listing
Shake clothes [store library].
2. Dismantle the store operation ideas
Step 1 : Basic analysis of the storeAfter confirming the target store, the next step is to disassemble the overall operation idea of the store. First of allBasic disk data, Mr. Liu will mainly look at the followingKey metricsSales: Understand the other party's marketing capabilities and competitive advantagesUnit valueUnderstand the purchasing power and willingness to pay of the other consumer, and more accurately target your target customers for targeted marketing and promotionNumber of collaborators: Understand the cooperation network of the other party, as well as the scale and breadth of promotion channelsHow to sellUnderstand the sales model and channel selection of the other party, and make corresponding adjustments and optimizations in their own business strategiesDelivery channels: Understand the other store's delivery channels, so as to discover new marketing and promotion opportunities, and better interact and communicate with potential customers, such as the recent sale of "explosive" co co zone clothing during the Douyin Double 11 Good Things Festival*** Mr. Liu first summarized such a basic disk data through Douyin Yi:
Shake the clothes [store details page].
Word-of-mouth score: 50 points sales: 2Unit price of 1.5 billion customers: 500-1000 or moreMain categories: wool knitwear, down jacketsNumber of related reachers: 2 people (mainly their own numbers) Main delivery channels: live broadcast related influencersFan portraits: 31-40 years old, Zhejiang, Guangdong and Jiangsu are the majority.
Based on this, we can preliminarily summarize the brand profile of this 23-year Douyin Double 11 emergence: positioning in the middle and high-end**, the main consumer group is 31-40 years old, the sales method is mainly self-broadcasting in the store, and at the same time, the short **and** basically do not hang a small yellow car, relying on the brand's own brand positioning and fan benefits to drive the brand's sales growth in this year's Double 11. Step2 : Analyze the store co-hostsIn Mr. Liu's view, if the sales method of a Douyin store is mainly based on live broadcasting, he will nextFocus on the brand's connected influencers, and how the influencer operates, he will focus on the following indicators:The number and size of Co-Hosts: Understand the influencer relationship of the other store's cooperation, including the number of influencers, industry classification, number of fans, cooperation frequency and other indicatorsThe promotion effect of talents: To understand the promotion effect of the co-host, the main thing is to look at the sales volume and the amount of worksA fan base of talents: Observe the audience positioning and scope of the cooperating talents, such as Meiyang official*** through Douyi found that the number of cooperating talents in the past 30 days is very large, and most of them are **vertical talents with fans of less than 2w.
Shake the clothes [store details page].
But then you will find that among these co-creators, the live broadcast and the good effect of bringing goods to the works are basically Meiyang's own accounts.
For another example, the aforementioned co co zone clothing *** basically does not rely on the small yellow car to bring goods, but the works mostly show the life and daily life of the manager "Liu Yiyi", creating a relaxed and intellectual female image. 
Douyi [Talent Detail Page] combined with the store is more like a chat than a live broadcast with goods, it can be seen that the store and the associated influencers are building consumer trust at all levels.
Highlights:
The positioning of the store should be consistent with the persona of the associated influencerStep 3 : Analyze the product structure of the store
In addition to the experts who cooperate, Mr. Liu taught us to further look at the product categories, attributes and ** of the other store, and dig deep into their product structure. For example, through Douyi, it was found that the main price segment of co co zone clothing *** during the double 11 period was significantly different from that after the double 11: during the double 11 period, the main force was 500-1000 yuan price segment, and in the past 30 days, it was 200-500 yuan price segment, and wool knitwear and down jackets were the main categories. 
Shake clothes [store analysis].
In addition, there are color trends that are more important for clothing, combined with the store analysis - color analysis of Shake Clothes, it can be clearly seen that the main sales force during the Double 11 period is black, and recently there are coffee colors, navy blue and other better performance. 
Shake clothes [store analysis - color analysis] Specific to the hot-selling items in the past 30 days, you can notice that the recent sales of coffee-colored wool knitting are bullish, and you can adjust the number of coffee-colored wool knitting products in your store. 
Shake the clothes [store analysis - product list].
In addition to the regular sales trends and new products, the dynamics of the Shake Yi [Monitoring Desk] can further enrich the cognition of the store. In this regard, Mr. Liu suggested that the target can be monitored through Shake Clothes, which can be viewed daily in the [Monitoring Console], which is efficient and convenient. Highlights:
Remember to click on "Monitor".The above is what Mr. Liu shared"Dismantling the operation strategy of Douyin stores".If you are interested in learning more about the features of Shake Clothes, welcome to ***See you next time