Author |Youyou.
Edit |Che Mao Mao.
The "circle-breaking" journey of the source industry belt
This winter, the vigorous "National Specialty Survey" activity has allowed more people to see the source of good things hidden in all parts of the country, and refreshed people's cognition of products with different regional characteristics.
Guangxi sugar oranges have recently become popular on Douyin, becoming the first hot specialty in this "bottom-out" activity, and it has also allowed more people to see the good things in their hometown.
In other parts of China, there are countless treasure source industrial belts waiting to be seen by more people.
In order to trace the source of the industrial belt and let more consumers know the source of good things, Douyin e-commerce launched the "Gold Origin Plan". Through high-quality traceability content, hot topics, business influencers traceability live broadcasts, ** activities and other diversified gameplay, the Douyin e-commerce gold origin plan has helped 15 source origin areas of good things to open up sales, and also showed more people a distinctive origin "business card". The Douyin e-commerce gold origin plan is a "business card" of origin, covering all aspects of our daily life. Let's follow the pace of Douyin e-commerce gold origin plan traceability and witness more stories of the source industry belt being "seen".
The road to independent brands:Differentiated innovation and ultimate cost performance
Cost performance is a consumption keyword that has been repeatedly mentioned in the past year, and after the carnival mood fades, people return to the simplest shopping logic. In terms of quickly responding to the personalized needs of consumers and maintaining the balance of "good quality and low price", the source has a natural advantage.
A comfortable and versatile underwear can make daily life more relaxedAnd 75% of the country's underwear comes from Shantou, the easternmost part of Guangdong.
In the past, businesses in the industrial belt mainly did brand OEM, but as the market continues to change, they will focus directly on consumers. However, it is faced with the difficulty of lacking market feedback data and accurately grasping the real needs of consumers. Now, they've found a solution to the problem in Douyin e-commerce.
Using the live broadcast room, based on user interaction and post-purchase feedback data, merchants can quickly adjust the design and style of underwear, launch products that are more in line with consumer needs, and continuously drive sales growth. The Douyin E-commerce Gold Origin Plan invited top experts and ace factories in the industrial belt to participate, and carried out 2,000+ live broadcasts of origin traceability, so that more consumers can understand the good things in the origin and improve the popularity of the origin. The source merchants of Shantou underwear industry are conducting live broadcasts on Douyin e-commerce, exuding fragrant flowers and bringing happiness to life. Most of the flowers are sent from Kunming, Yunnan, the "flower capital of China".
Ten years ago, flowers in Kunming needed to be purchased through dealers, and they could only reach consumers many times, and the transaction link was long and flowers were expensive. Ten years later, more and more businesses in the industrial belt use Douyin e-commerce as a sales platform to make their products more advantageous.
The origin is directly connected with the end consumer, which reduces the transaction links and costs, so that the flowers are truly "high-quality and low-priced". In the gold origin plan, whether it is a self-broadcast by merchants, a live broadcast by a talent or a special session, it provides consumers with ultra-low prices from the source of origin, so that more people can enjoy the beauty brought by flowers. The source merchants of the Kunming flower industry belt are self-broadcasting on Douyin e-commerce.
Let the industrial belt face the demand, balance the quality and the best, cross the gap between production and consumption, and let consumers buy comfortable and at ease, which is the simple wisdom of these small southern cities.
Grab the ** node:Win the favor of consumers with high-quality goods
At the end of the year and the beginning of the year, the sense of happiness is multiplied by the arrival of the new year, and people buy New Year's goods, buy new clothes, and welcome the new. ** nodes like this are also the busiest time of the year for many businesses.
Nuts are a must-have New Year's item for every household. Lin'an, Hangzhou, Zhejiang Province has gathered hundreds of nut roasting source enterprises, most of them are foundries of leading brands, and the nuts produced are known for their high quality. Merchants in the industrial belt hope to let more people taste this delicacy through the Internet in the form of source origin brands.
Through the Douyin e-commerce gold origin plan, the merchants in the Lin'an nut industry belt continue to focus on "source optimization + factory direct supply" with the help of short ** and live broadcasts, display directly sourced good products with the background of the source factory, attract potential customers with high-quality and low-cost nuts, and make Lin'an nuts become "high-quality goods" in the hearts of more people.
During the traceability period, the average daily order volume of Lin'an nuts increased by more than 50%.More and more people began to pay attention to Lin'an nuts, and spontaneously promoted the goods for the industrial belt, and the merchants in the industrial belt also found more ways to operate their business, and the sales of products continued to expand.
The experts came to Lin'an to carry out the live broadcast of traceability.
Adding new clothes for the New Year and buying a cashmere sweater for yourself and your family is also one of the rituals of the Spring Festival.
In the sweater industry belt of Puyuan in Jiaxing, Zhejiang, the proportion of merchants engaged in live broadcast sales is as high as 80%. For them, short ** and live broadcast not only provide a platform for dynamic display of finished sweaters, but also can present the whole process of sweaters from wool to manufacturing, and the display of "transparent" production allows consumers to see the authenticity and quality of Puyuan sweaters, which is easier to stimulate purchase interest.
Douyin e-commerce gold origin plan into Puyuan, in order to let good things out of the circle, but also online Who's wardrobe does not have a woolen sweater in Puyuan topic, aggregate a large number of high-quality traceability content, so that this area of only 64 square kilometers of "Chinese woolen sweater town" into the field of vision and daily life of more users, for this 100 billion industrial belt and inject new vitality.
Merchants in the Puyuan sweater industry belt are introducing New Year's cashmere sweaters.
The Spring Festival is approaching, and the factories and businesses in the small cities of Jiangsu and Zhejiang are becoming more and more busy, busy with live broadcasts, busy working overtime to catch up with production, and sending batches of high-quality New Year's goods to all parts of the world. For everyone who is looking forward to the New Year, they send out products, but also send out the joy and anticipation of the New Year.
Breaking through geographical restrictions:The original ecological grass planting in the origin scene
When we look to the north, we see the magnificent grasslands and majestic mountains, the cattle and sheep on the grasslands, and the wild game in the mountains are all generous gifts from nature. However, due to geographical and mountain barriers, it is often difficult for consumers to have an in-depth understanding of the products of the industrial belt.
The Xilin Gol Grassland in central Inner Mongolia is famous for its delicious and nutritious beef and mutton. However, it was difficult for local brands to connect with consumers, and the outside world had little understanding of the value of beef and mutton in Inner Mongolia. In recent years, local herdsmen or invited influencers to create Douyin shorts** allow users to have an in-depth understanding of grassland culture and realize product identity, so as to tap new growth space.
The first stop of the Douyin e-commerce gold origin plan came to Inner Mongolia. Through the traceability documentary, the audience is led into the vast grassland, seeing the natural pastures, free-range cattle and sheep, and strict quality inspection, creating a "healthy and high-quality" image of Inner Mongolia beef and mutton. It also provided training to local businesses, sharing with them the development experience of other industrial belts, and broadening the business ideas of the source brand.
Shake out the "gold origin" Inner Mongolia beef and mutton traces the origin of nature's gifts, in addition to the fertile beef and mutton in the grassland, there are also mountain delicacies. The ginseng industry belt in Changbai Mountain, Jilin Province, has also completed the acquisition of consumers' minds in Douyin e-commerce.
Most consumers don't understand ginseng - they don't understand the value and quality of ginseng, and they don't know how to distinguish the quality of ginseng, so ginseng is not popular among individual consumers. For a long time, businesses in the industrial belt could only sell ginseng to these consumers during the peak tourist season.
The Gold Origin Program has provided one-on-one guidance to merchants in the production area, allowing businesses in the industrial belt to share ginseng picking experience and ginseng identification knowledge for users through short **, and find more potential consumers in Douyin's huge user base. Through the self-broadcast of merchants and the traceability of talents, the average daily order volume increased by more than 30%, allowing more users to buy good ginseng at a low price from the origin.
Shake out the gold origin" of Jilin Changbai Mountain ginseng traceability.
Break through the geographical restrictions, tap the good products of the origin, and let consumers experience the original gift from nature, so that the origin can achieve sustainable development from behind the scenes to the front of the stage.
Conclusion
In the past three months, Douyin e-commerce's "Gold Origin Plan" has traced the origin of 15 origins and incubated 248 origins of 10,000 explosive products, bringing gains to both consumers and merchants.
For consumers, they not only get a one-stop experience from interest to shopping in Douyin e-commerce, but also meet their demand for high-quality products with affordability**. For businesses in the industrial belt, the gold origin plan can help the industrial belt to "play out" the business card of the production area, help them achieve deep links with consumers, open up sales channels, increase sales, and promote long-term business growth.
In the future, it is the direction of the gold origin plan to explore more source good things for consumers, let more high-quality and good products from the origin continue to go out of the circle, continue to promote the rapid integration of businesses in the industrial belt into the content e-commerce ecology, and help the development of more industrial belts.
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