The daily chemical industry is a mature and highly competitive industry, traditional brands and channels have been difficult to meet the diverse needs of consumers, and new platforms and content have brought new opportunities and challenges to daily chemical brands.
As a short-term platform with more than 600 million daily active users, Douyin has become a marketing and e-commerce position that cannot be ignored by daily chemical brands. So how did the daily chemical industry increase its sales in Douyin?
Content wins: Take advantage of entertainment and live broadcast rooms
Douyin's content ecology is its biggest advantage, whether it is short** or live broadcast, it can provide rich content forms and scenarios for daily chemical brands, and help brands establish effective communication and interaction with consumers. In the past year, the content e-commerce of the daily chemical industry increased by 70% year-on-year9%, the driving force is full, and it is easier for brands to break through with content marketing, for example, they can unlock new increments with the help of content live broadcast rooms and entertaining content.
The content live broadcast room is the core scenario of Douyin e-commerce, and efficient conversion and sales can be achieved through the delivery of influencers and celebrities. For example, the paper brand Jierou cooperated with the big wolf dog couple, the head of Douyin, and sold 650,000 boxes of products in a single live broadcast, and the GMV reached 20 million + 1. In addition to live streaming, brands can also enhance brand awareness and favorability through entertaining content forms, such as **, challenges, topics, etc.
New products burst: small and big
For some cutting-edge daily chemical brands, the Douyin platform is also a good place to display and test new products, and through precise targeted delivery and differentiated content strategies, the effect of small and big can be achieved. According to relevant surveys, the current proportion of new products in the daily chemical industry on the Douyin platform is as high as 367%, which shows that the Douyin platform has a significant advantage in the promotion of new products in the daily chemical industry.
The promotion of new products on the Douyin platform mainly relies on the intelligent marketing capabilities of the massive engine, and through the analysis of historical delivery data, the most suitable combination of content, influencers and delivery groups is optimized, so as to improve the efficiency and ROI of advertising.
Global growth: do global management
The Douyin platform can not only help daily chemical brands achieve content marketing and new product promotion, but also help brands complete transactions and build new businesses with online integration. With the improvement of Douyin's e-commerce infrastructure, Douyin content will affect consumers' consumption decisions, and consumers will discover and activate potential demand in the content scene, and consume from the original"Demand-driven"Steering"Interest-driven", thereby bringing incremental consumption to the consumer goods industry.
On Douyin, content connects consumers at one end and goods and services at the other, using content to stimulate consumer interest and turn advertising into business, which forms a new ecology and generates new opportunities. It is reported that in 2020, the overall GMV of Douyin e-commerce will increase by 113 times, of which, the GMV of Douyin stores increased by 46 times, and the number of new stores increased by 176 times, Vinda, Jierou, Gaojiesi, Blue Moon and many other daily chemical brands have joined the ranks of Douyin e-commerce.
At the same time, the emergence of a huge number of Qianchuan e-commerce integrated intelligent marketing platforms has opened up the brand's Douyin stores, Douyin accounts and huge Qianchuan accounts, and realized"One store, one number"to help brands efficiently operate on Douyin. More and more daily chemical brands have seen the potential of the platform, increased investment in Douyin, and seized the opportunity of the platform's overall operation.
In short, the Douyin platform has become a new incremental engine in the daily chemical industry, helping daily chemical brands achieve the marketing and e-commerce goals of integrating quality and efficiency through the three propositions of content winning, new product explosion, and global growth, and transforming Douyin's traffic and content dividends into the brand's own business dividends.