Text: Wuzhou.
The Spring Festival is the first stop of the brand in the New Year, and it is also an important accumulation force for subsequent growth.
Especially in the home appliance industry, the node of the New Year's Festival is very important, and before the Spring Festival, it is a thing that can make a sense of happiness and a sense of gain fill the whole year with a year-end bonus for yourself or your family. Node Finance found in the "supply and demand" of the home appliance industry during the New Year's Festival that Douyin e-commerce has become one of the main sales positions of "New Year's home appliances".
In the 01 New Year's goods season, experience the "silky home" of major appliances in Douyin e-commerce
In the past, there were many pain points in buying electrical appliances. I am worried that the delivery will not be timely, I am worried that the master will not be able to use it before the festival when I go home, I am worried that no one will install it when the order quantity is large, and I am worried that the communication with the elderly is not clear when the master has not gone back to install. When the node financial researcher helped his family buy a Midea air conditioner on Douyin e-commerce, he found that the installation experience before the holiday was very "silky".
First of all, the installation no longer requires the elderly to call ** to contact, nor does it need to take the initiative to call the brand's 400**, and there is no need to pass back and forth between the elderly and the installation master, but the seller's service will take the initiative to contact the door-to-door installation, and the speed of installation is also faster.
At the same time, the junior can see the installation progress in real time on the mobile phone of the order, and the information of the installation service provider and service master, to see which step the gift to the elderly has been sent.
Just use language to describe the "silkiness" of this kind of improvement, make a comparison, once when buying an air conditioner, the installation needs to be contacted first, and you have to note down each time node feedback to the elderly; If it involves high-altitude work, you need to tell the elderly how much the auxiliary materials are and under what circumstances they may be charged, so as not to have a dispute with the installation master; After the installation is completed, some masters will teach the elderly how to use the air conditioner by the way, and some masters' services stop there, and they have to teach the elderly to use it; Sometimes the delivery and installation are separated, and it may take a week to make an appointment for installation after the air conditioner is delivered. All the above pain points do not exist when buying this Midea air conditioner on Douyin e-commerce, and the elderly only need to open the door at home.
It is understood that during the New Year's Festival, the silky "door-to-door installation" experience is being launched one after another, and this service has appeared on the side of Midea and other head home appliance brands.
In addition to buying electricity for the elderly, the demand for renewal before the Spring Festival is very high, taking the washing machine, water heater, and air conditioner that many families look at during the New Year's Festival as an example, you have to dismantle the old one to buy a new one, and last year, Douyin e-commerce launched a trade-in, which can be used with the current door-to-door installation service, which is convenient for consumers to dispose of old products and buy new products at a lower cost.
The official store manager of Douyin e-commerce Midea told Node Finance that the radius of future services will not stop there, because Midea is also planning to put some "cleaning coupons" on the shelves, as well as planning a new service of "appointment delivery", that is, the house decoration may be in September, but if you see a good price in June, you can stock up and then make an appointment for delivery.
Thanks to the unique global e-commerce model of Douyin e-commerce, the service chain will be improved to create a higher standard and clearer service experience. This New Year's Festival, buying "home appliances New Year's goods" on Douyin e-commerce has naturally become a popular trend, and brands have also begun to boldly launch their fists, not only to build their own purchasing positions, but also to build infrastructure for service positions and upgrade the shopping experience of Douyin users.
02 The service black box is transparent, and the industry growth is concrete
The trend of buying appliances on Douyin has been traced in the past year. In 2023, Douyin e-commerce is the platform with the highest growth rate on home wires, especially major appliances, which have achieved triple-digit year-on-year growth. The trust and choice of users have driven the outbreak of multiple subcategories, for example, the user's upgrade demand is obvious, 70 inches or more, the proportion of washing and drying sets above 8000 yuan is much higher than the average proportion online.
Node Finance believes that the big logic behind the three-digit growth is:
First, from trade-in to door-to-door installation, Douyin e-commerce has been in the home appliance track, accelerating the improvement of service rights and interests on the user side; Optimize the experience of consumers before, during and after purchase; Help consumers make shopping decisions more efficiently, and the conversion efficiency of the brand side will be improved accordingly. For example, when the broadcast and the store broadcast, users come with needs, and the relevant services are introduced on the business details page, and they are also mentioned in the background board in the live broadcast, but some users think that the service is not at ease in the final order, and some users do not pay much attention to it. Now, these ports are combined, and there is a clear guarantee from order to installation, which is to use the power of the platform to promote the transparency of the black box of home appliance services.
Second, accelerate the opening of the service chain and make the user experience smoother. The relevant person in charge of Douyin e-commerce home appliance and home improvement industry said that the user coverage of Douyin e-commerce services is wide and the crowd is more rich and diverse, and consumers have formed the habit of active consumption and active search in Douyin. At present, the platform will accelerate the linkage of brand merchants to continue to increase service rights and interests, optimize service links, and allow users to experience "good service" more conveniently and intuitively, adding another reassurance to the shopping experience. According to reports, in the future, these service rights and interests will also be reflected in Douyin** value shopping, brand pavilions and other shelf scenes, so as to facilitate consumers to buy goods.
The ever-improving platform ecology is also the reason why Douyin e-commerce has become the first choice for home appliance brands to launch new products, and it has helped products become explosive products faster. It is understood that in the past year, new categories in the home appliance circle, such as built-in refrigerators, flush washing machines and other integrated home appliances, have gained more than 10 times growth in Douyin e-commerce.
Third, more home appliance brands and small and medium-sized brands in subdivided fields have also begun to pay more attention to the user experience of Douyin e-commerce. The relevant person in charge of Douyin e-commerce home appliances and home decoration also said that after discussing and jointly building category service standards with Midea and other brands, it will also empower more small and medium-sized brands with service capabilities to help them improve user experience and promote the healthier development of the online home appliance industry. It is understood that in the future, Douyin e-commerce will match the production and research capabilities of the back-end and accelerate the provision of service systems and capabilities to the brand side.
In 2024, for other home appliance brands, in Douyin e-commerce, everyone will have equal opportunities for growth by "improving services".
03 In the era of open cards, continuous increase in service is the hole card
Not only the home appliance industry, when all categories are close to white-hot competition in e-commerce, "back to basics" has become the basic demand, that is, the essence of e-commerce is retail, and the essence of retail is service.
Therefore, increasing the service is also increasing the "weight" of Douyin e-commerce itself. Since it was upgraded to a global interest e-commerce last year, Douyin e-commerce has taken a series of measures on the server, content, and commodity sides, and has been improving user satisfaction in complex transaction scenarios.
For example, in the past, Douyin e-commerce has been continuing to improve the governance efficiency of merchants, products and content through rules, technology and product capabilities. And build more service rights and enhance consumer experience. As consumers, we can clearly experience the "return of broken food and official quality inspection" of fresh food, and the logistics experience of "compensation for late arrival" in Douyin supermarket.
In addition, the relevant person in charge of Douyin e-commerce also mentioned last year: "In the initial stage of e-commerce, we must first solve the negative problem, and then do positive improvement." "In recent years, Douyin e-commerce has continued to strengthen the upgrading of consumer experience.
At this year's New Year's Festival, Node Finance found that in addition to launching a wealth of high-priced New Year's goods, Douyin e-commerce has also launched a number of service upgrade measures, focusing on optimizing the core demands of consumers such as delivery timeliness, logistics time, return and exchange guarantees, and after-sales periods.
For example, Douyin e-commerce encourages merchants to sell spot or shorten the number of pre-sale days to optimize the delivery time; The after-sales period of 13 types of commonly used commodities such as flowers and plants, parent-child products, catering utensils, and automobile supplies has been extended from 7 to 15 days to 90 days; Through cooperation with express companies, we have upgraded the "Promise Daily Delivery" and "Late Arrival" services. Specific to the home appliance industry, trade-in, door-to-door installation and other services are only the first step, after the service has a certain coverage of the brand, Douyin e-commerce can also research differentiated services for different home appliance brands, or provide differentiated services for different categories, and further promote the upgrading of multiple chains such as physical production, processing, and sales.
Importantly, while emphasizing the ultimate experience for consumers, Douyin e-commerce also protects the actual interests of brands and merchants. For example, it provides merchants with pre-warning and standardized service processing mechanisms, and builds intelligent customer service assistance to improve efficiency. At present, the standard of "good service" is also defined by Douyin e-commerce, brands and merchants, which is close to the demands of users and the ability of merchants, which is the standard that is most likely to bring growth. With service standards, whether it is constraints or incentives, the flywheel of the global interest e-commerce ecology can turn faster.
At present, e-commerce has completely bid farewell to the barbaric growth model of GMV-only theory, and has officially come to the era of open brand competition. The core driver of growth is "good**" and "good service" to bring better user experience. The growth of the experience-oriented home appliance industry in Douyin e-commerce may be just the beginning, proving that brands have a positive correlation between the growth of Douyin e-commerce and "good service". In 2024, I believe that more high-quality brands will build their own service positions in Douyin e-commerce.