Since 2024, China's economy has continued to recover.
Recently, the state issued the "Action Plan for Trade-in of Consumer Goods", which requires the continuous increase in the proportion of advanced production capacity, and the entry of high-quality durable consumer goods into people's lives, so that this work can benefit more enterprises and consumers.
Against this macro background, "high-quality consumption" has become the main theme leading China's economy upward.
The so-called high-quality consumption, in the direction of people's livelihood, is often to provide high-quality products.
The promotion of the national strategy is inseparable from the help of core enterprises.
In June 2022, Douyin e-commerce's "Industrial Growth Plan" was launched, aiming to make full use of the platform's high-quality resources to systematically and large-scale support industrial belts and small and medium-sized businesses, and help develop the regional economy.
On February 27, 2024, the latest data report came out:
In the past year, the number of merchants in the industrial belt of the Douyin e-commerce platform has increased by more than 194%, the sales volume of goods in the industrial belt has increased by more than 66%, and Douyin e-commerce has covered more than 684 characteristic industrial belts across the country.
How to guide consumers' high-quality consumption, the answer given by Douyin e-commerce is worth going deeper.
The high-quality consumption advocated by Douyin e-commerce is a consumer-centric concept.
In the consumption of 1In the 0 era, people tend to only pay attention to the "cost performance" of goods and services - which platform is cheaper?
But in the era of high-quality consumption, more and more people pay attention to the "quality-price ratio" - cheap and good.
Especially when "Generation Z" has become the main consumer force, consumers who pay more attention to product experience are not only concerned about "whether there is any", but also "whether it is good or not".
For example, the requirements of the older generation for vegetables are only fresh and cheap.
But now, the new generation of consumers is still demanding green, organic, environmentally friendly, nutritious ...... vegetablesDon't forget, this generation of consumers can understand the ingredient list.
The key to high-quality consumption lies in quality.
How to bring inner satisfaction to consumers?
Douyin e-commerce has its own way**.
From August 2022 to August 2023, driven by Douyin e-commerce, the sales volume of goods in the Nantong home textile industry belt exceeded 2400 million pieces, a year-on-year increase of 60%.
As of August last year, the number of merchants from the industrial belt exceeded 10,000, three times that of the same period in the previous year.
The cardinal's movement is in heaven and earth, and his clothes are all over my southeast. ”
One hundred and ten years ago, in 1914, Zhang Jian, a national entrepreneur, embraced the dream of "saving the country through industry" and instructed his enterprise Dasheng Yarn Factory to imitate the first power textile machinery made by the Chinese in Nantong.
After that, the first museum, the first meteorological observatory, the first normal school, and the first school for the deaf and dumb appeared in Nantong, ......
Zhang Jian started a business in Nantong, an important reason is: the cotton here is ***
South) cotton, strong and tenacious silk long, the best in Asia. ”
How to sell Nantong's high-quality products?
Douyin e-commerce unites more than 5,000 anchors of various types in Nantong, including big Vs with millions of fans, focusing on Nantong's textile culture and excellent products, attracting a large number of consumers from the Internet.
Take a wool quilt as an example, what is the difference between the wool on the belly and the hair on the back, from the equipment and process for processing wool to how much is a kilogram of chemical raw materials used, why use this raw material, and how will the effect be ...... after useDouyin e-commerce experts will introduce them to consumers in a few treasures.
On September 1, 2023, Douyin e-commerce also hosted the "2023 Nantong Home Textile E-commerce Live Festival", helping the 103 stores to start e-commerce live broadcasts.
At the same time, it also goes deep into every link and every chain of the home textile industry chain.
A practitioner with live broadcast sales of more than 300 million in the previous year said:
In the past, the requirements put forward by the factory to the brand were generally not very meticulous, and the brand was helpless. Now even a single stitch has to be exactly as specified. ”
Live e-commerce has changed the composition of consumers in the home textile industry, and even after-sales service has been changed.
In the past, as long as the goods did not have quality problems, the merchant did not return them; But in today's live broadcast era, consumers can return for no reason as long as they are not satisfied.
However, excellent quality management has also allowed many small and medium-sized businesses in Nantong to rely on high-quality products to make their white-label products become domestic brands and become the spark of high-quality development of Nantong's home textile industry.
Under such a mechanism, Nantong's home textile industry is reviving Zhang Jian's dream a hundred years ago.
The most intuitive embodiment of high-quality consumption is to make the quality of clothes worn by young people reliable, and the diet is healthier and safer.
What Douyin e-commerce has done is to continue to lead consumption upgrades.
Among the six traditional Chinese tea systems, white tea is a rising "new star" in recent years.
According to statistics, in the five years to 2021, the market size of white tea has increased from 2.6 billion yuan to 15.2 billion yuan, with a huge growth rate.
In the face of the opportunity of "export to domestic sales" in the white tea market, many tea farmers and tea merchants in Fuding are also taking a "key step" through short-term sales, live broadcasts and interest e-commerce.
According to internal data from Douyin e-commerce, in 2022, the number of Douyin merchants in the Fuding white tea industry belt will more than double year-on-year, and the market size of Fuding white tea on Douyin e-commerce will increase by nearly five times.
Xiao Shi, a tea farmer who has successfully transformed from a local tea farmer in Fuding to a cutting-edge brand of Douyin e-commerce @Beilu Tea***, said:
Previously, although Fuding was the origin of white tea, many tea farmers only knew how to plant tea and wait for others to collect it, and at most they did some tea processing, and they had no concept of the industrial chain and consumers.
But now, many Fuding tea people are beginning to realize that the logic of the white tea business has changed, and they can directly connect with the end consumer ...... by virtue of the advantages of origin and understanding of white teaStart your own brand. ”
From planting and processing, to creating brands, finding channels, and doing business.
Under the guidance of Douyin e-commerce, Xiaoshi is turning agricultural products into consumer goods.
I want young people to enjoy tea as much as they like coffee and cola."
A number of merchants in the Fuding White Tea Industry Belt said that through the new e-commerce model, today's white tea industry has achieved more diversified development.
The same story also happened in Xingtai, Hebei Province.
Chinese need high-quality wool, and Douyin e-commerce has conducted an in-depth investigation of Qinghe County in Xingtai City, Hebei Province.
They found that the annual output value of Qinghe cashmere reached 20 billion yuan, and the tax revenue was 3With 500 million yuan, it is the country's largest cashmere raw material processing and distribution center, the country's largest cashmere spinning base and the country's important cashmere products production and marketing base.
However, due to the "deep alley", most of Qinghe's enterprises are mainly engaged in brand OEM, wholesale and export business, and have failed to give birth to well-known consumer brands.
Due to the difficulties in channel development and the market being dominated by the ordering preferences of big brands, the transformation of many merchants' "own brands" has not gone smoothly.
Qinghe's high-quality cashmere products are also difficult to reach consumers.
Through deep links to local merchants, Douyin e-commerce has given more opportunities for local cashmere products, so that people who like cashmere products can buy their favorite clothes.
Douyin e-commerce also directly gives local small and medium-sized enterprises the opportunity to "touch the Internet", and the speed of online streaming is beyond the imagination of merchants.
As of October last year, more than 8,000 merchant accounts in the Qinghe Cashmere Industrial Belt were active on Douyin, looking for new business opportunities, with a year-on-year growth rate of 4601%。
Search for "Qinghe cashmere" on Douyin, you will find that the account is not at all, and many merchants will use hundreds of words to introduce their twenty or thirty years of cashmere business history, how to purchase raw materials, and how to ...... from sorting, cleaning, carding, dyeing, and textiles
In August 2023, Douyin e-commerce also released the "Weaving China Industrial Belt ** Booster Plan", which created a category origin business card with distinctive regional characteristics by mining high-quality products in the production area on a large scale, and incubated a cashmere brand that is very popular with users.
Let cashmere enter the wardrobe of every Chinese person and realize the freedom of cashmere, this is our goal, and this goal needs to be achieved through Douyin e-commerce. ”
Many small businesses in the Qinghe cashmere industrial belt are moving from one household to another, factory warehouses, and in front of mobile phone screens.
High-quality consumption is not just about selling products.
It's more important to make better products.
Last year, flowers sent directly from Yunnan ushered in explosive growth in Douyin e-commerce.
The number of merchants from this industrial belt on the platform increased by 4 times year-on-year, with a total of 5480,000 live streams of flowers. During the same period, the number of related consumers increased by 3 times, and the payment GMV maintained a rapid growth trend.
On Valentine's Day last year, the GMV of flower payment increased by more than 170%, the number of orders increased by more than 160%, and the number of authors with goods increased by 210%.
During the Yunnan special event of Douyin's e-commerce agricultural assistance project "Mountain Goods on Toutiao", the "flower economy" grew significantly, with the sales of local hydrangeas increasing by 627%, and the sales of succulents, roses, carnations, etc.
With sales coming up, how will the industry match and upgrade?
Taking roses as an example, the flower source of Douyin e-commerce, Shangyunxuan, requires that no matter any quality grading, roses must not have problems such as sickness, insect pests, unfreshness and breakage; After eliminating the above four problems, the cloud selection ** chain will be graded according to whether the rose has slight flaws and other details.
In order to have a unified production standard for flowers, Yunxuan Chain has also developed a "Flower Chain Information System", which can trace the traceability of each flower on the micro level, and realize smart marketing and smart customer service on the macro level.
On the factory side, the intelligent production line put into use by the cloud selection chain has been able to fully automate the processes of flower cutting, bundling, and water retention.
At present, there are more than 300 upstream bases selected for cooperation by Yunxuan** Chain.
In the win-win mode, more merchants in the flower industry belt with the strength of the first chain can successfully "touch the net" Douyin e-commerce.
In addition, the Douyin e-commerce platform will also guide merchants to aim for 100 points of praise for the store, not only requiring merchants to clearly indicate the product details page, but also assisting merchants in decorating stores, timely feedback on consumer demands, and helping merchants to do a good job in the long-term operation of Douyin stores.
Insisting on improving the quality of flowers, promoting the standardization of the flower industry chain, and meeting the diversified shopping needs of consumers is the right way for merchants and platforms to do a good job in flower e-commerce, and it is also a kind of perseverance and determination of Douyin e-commerce to deepen the consumer field.
In the history of China's e-commerce, Douyin e-commerce has created a rare growth miracle and has become the most eye-catching existence among today's e-commerce powerhouses.
The latest report discloses that in 2023, the sales volume of goods in the Douyin e-commerce industry will increase by more than 66%, of which the sales volume of the shelf scene will increase by 103%.
The platform also helped the sales of agricultural goods in the industrial belt exceed 4.7 billion orders, of which the sales volume of shelf scenarios increased by 137%.
With the expansion of the scale and the deep penetration, the problems in front of Douyin e-commerce have changed from big to good.
From the pursuit of quantitative growth, to the pursuit of qualitative improvement.
In the context of "high-quality consumption", the starting point of Douyin e-commerce is to dig a deep well where there is water, rather than digging a bunch of shallow wells to get water.
What distinguishes Douyin e-commerce from traditional e-commerce platforms lies in its ability to quickly subdivide - the form is more intuitive and the feedback speed is faster.
In the context of the shorter and shorter product life cycle, enterprise life cycle and customer retention period, its product iteration shows an exponential growth trend, which can evolve into a variety of forms, directly touch the business and product information to consumers, not only strengthen communication with consumers, but also timely feedback problems, and promote merchants to update products, so as to more accurately meet consumer needs.
Promote the digitalization of production through the digitalization of the market.
The road of Douyin e-commerce is not only the present, but also the future.