This Double 11, Take The Wind Of Dithering

This Double 11 has a long span in history. The dithering e-commerce was launched first, proving that "the early bird catches the worm" with solid results.

The live broadcast of "Double 11" on October 29, Dithering E-commerce Reviewing the highlights of the stage achievements of this Double 11, from October 8 to October 20, there were 380 more than 10 million live broadcast rooms in Diaoyin e-commerce, more than 10000 brands doubled their turnover year on year, and nearly 8000 brands grew more than 200% year on year.

With the joint efforts of the platform, merchants and experts, the period before the Double 11 was not only a "momentum building period" and "water storage period", but also a "golden period" for orders. During this period, the overall transaction volume (GMV) of Dithering Mall increased by 91% year on year.

As "going to the Diaoyin Mall to buy" has become an integral part of consumers' lives, Diaoyin e-commerce continues to improve its e-commerce scene across the region and expand its business boundaries. As the annual exam for e-commerce industry, Double 11 is the time to test this point. If the "content field", which focuses on short videos and live content, is the basic platform for Qiaoyin E-commerce to gather a large number of users, then the "shelf field" matrix, which consists of Qiaoyin Shopping Mall, search, and commodity window, has become a growth force that can not be underestimated in the past two years when Qiaoyin E-commerce has made great efforts to "e-commerce with global interests". On this Double 11, so far, the GMV of Tiao Yin e-commerce commodity card has increased by 64% compared with the same period last year, and the growth of search GMV has reached 77%.

In order to further benefit the business operation and share the growth dividend, at this mobilization meeting, Diaoyin E-commerce also announced the support policy of "four drops and two optimizations" for all businesses. At the same time, Diaoyin E-commerce also launched the "four good" policy for new businesses and small and medium-sized businesses, including lowering the threshold, free of commission within a limited time, traffic incentives and customized marketing. This is also the first time that Douyin E-commerce has given great support to new businesses since its establishment.

At the consumer level, after more and more complex digital games in the past few years, everyone has gradually lost patience with various sales promotion routines. In addition to affordable prices, only those creative ideas that can meet consumers' pursuit of a better life can really impress consumers. In other words, it is all about buying things. Whoever can provide a better atmosphere and better goods will have the heart of consumers.

The dithering e-commerce that beat the Double 11 has become an entrance for consumers to go shopping on the Double 11, and also a destination for businesses to boost business.

　　 Start in advance and attack

As a category with 80% business volume relying on new products, Clothing merchants Choosing where to launch new products is the vane of industry growth focus. Since this year, many clothing businesses have significantly increased their investment in Tiaoyin E-commerce. In order to prepare for the Double 11, many businesses began to deploy the pallets of Diaoyin E-commerce since the beginning of September, so as to support the growth goal of the whole year with the ability of Diaoyin to create trends during the Double 11.

During the Double 11 Festival, the Diaoyin E-commerce also launched the winter clothing new product day and the "Top 100 Celebrities New" activity with platform characteristics. All major head apparel brands, authors and managers of Tiaoyin e-commerce have joined the trend of "fashion innovation", bringing new seasonal products with rich styles to Tiaoyin users. On that day, there were more than 17000 new clothing categories, and the whole clothing category ushered in a double explosion of traffic and sales.

As Wei Fanshu, the founder and manager of the WEIFANSHU brand, shared at the kick-off meeting, for businesses, such activities as "Top 100 celebrities are new" are good opportunities to focus on displaying and promoting new products. Play methods such as the Top 100 celebrities list and hot challenge games closely combine the content with new products, giving more display space for the celebrity brands, It also brings a lot of exposure opportunities to the brand.

WEIFANSHU has prepared 50 new autumn and winter products for this activity, and also designed a wealth of content playing methods, from the matching recommendation of the manager to the multi person interpretation of a single product, to the interactive live broadcast of sister chat rooms with a sense of scene, so that users can be attracted by the content in the process of watching, and then produce varieties of grass, forming a natural consumption transformation.

"By constantly creating interesting and rich new content, we found that more users were attracted to the live broadcast room, and the traffic growth was particularly obvious." Wei Fanshu pointed out in the sharing that "as long as we stick to high-quality content, the traffic in the live broadcast room will be better and better." Finally, the live broadcast view on the category day increased by 60% compared with September, The sales of commodity cards increased by about 5 times compared with that before the event.

This is not a special case of WEIFANSHU brand. The GMV of the "Top 100 Celebrities Get New" activity increased by 38% year on year, the cumulative live broadcast duration increased by 97%, and the GMV from the shelf increased by 76% year on year. This means that more and more users are settled down due to the content, and the value accumulated in the live broadcast room continues to be amplified in the shelf.

It can be said that at every time point, it is difficult for consumers to go out empty handed when they open the live broadcasting room of the Tiao Yin e-commerce.

Follow closely Clothes & Accessories After the category day, there are Jewelry gold The rich activities of multiple category days, such as parents and children love pets, outdoor sports, fresh food, provide consumers with a steady stream of shopping surprises.

The move of Double 11 of Diaoyin E-commerce is not only a change of activity rhythm, but also means that Diaoyin E-commerce has become an entrance to consumers' Double 11 carnival shopping, as well as a destination for businesses to promote business.

　　 Good business comes from good content

The women's clothing brand of Douyin E-commerce broke the single day sales record on this Double 11.

"Dithering is a good platform for mental grass planting." For example, Zhizhi founder Li Sanshou shared in the live broadcast of the general mobilization, "the stories and culture behind our products, as well as the brand heritage with oriental aesthetics, can be passed on to more consumers. I think that if you can maintain the style of the goods and express the attitude of the brand for a long time and stably, you can make your own characteristics in dithering. "

The growth story of the clothing industry has also been staged in other industries. In the Diaoyin e-commerce, it has become one of the common understandings of businesses that feature content plays a big role.

The first launch of the new product was at Tianke on the Double 11, which gained unprecedented exposure and explosive force with the innovative live broadcast mode.

Tianke invited Chen He, the brand recommendation officer, to the live broadcast room. The participation of stars and the display of the use scenarios of product features made the live broadcast more entertaining and attractive, and greatly improved the interaction of the live broadcast room. The form of "warehouse broadcast" gave users a more realistic understanding of the brand's supply chain and delivery efficiency. "We want every live broadcast not only to bring goods, but also to provide a unique experience," said Sheng Wei, the director of Tike Live, who witnessed the instant when the single product broke the hundred million mark.

The new product release, which broke through 110 million live broadcasts, proved that where there is good content, there is a possibility of good business.

In the natural pet industry with strong content attributes, Dithering E-commerce It has also shown its advantages.

"The audience thinks that the daily life of these cats, dogs and dogs is like their own pets. Some of the small actions of Big Card in the video and live broadcast - whether it is throwing at toys, happily eating snacks, or a little bit of a little temper and ignoring people - have a special sense of substitution." For example, Deng Feng is cute and bruised Deng Feng, the manager of, shared at the mobilization meeting that this sense of closeness is a unique way of natural purchase transformation in the pet industry. "Mengli" not only brings emotional resonance, but also seamlessly integrates with product recommendations to let the purchase go.

During 618 this year, the category of pets increased by 168%. On this Double 11, more than 30000 popular fans participated in the activity of "Top 100 popular fans". Many authors worked together to create a new and popular broadcast room. In addition, online and offline interesting experience activities such as Top 100 popular fans' talent selection, super cute challenge, and great appreciation of popular fans led to the explosion of related content traffic.

Hot topics combined with good goods and new products, and the newly upgraded traffic strategy of Tiaoyin E-commerce has brought new business growth points, which has been verified in the pet industry - the live broadcast GMV of "Top 100 Cute Owners" has increased by 107%, and 205 live broadcast rooms have sold more than one million.

　　 Growth, not only in Double 11

The content advantage is the constant background of the continuous iteration and evolution of the dithering e-commerce over the years. "Creative content" is a lever that leverages greater growth possibilities. At the same time, the rise of search portal, a new business link, plays an increasingly important role in receiving content traffic and strengthening users' minds.

Different from traditional search, the "search performance" in the Diaoyin e-commerce ecosystem is closely related to the popularity of the content field.

As the forefront of the outbreak of domestic goods business and the preferred platform for experts to promote domestic goods, Diaoyin E-commerce has made remarkable achievements in helping domestic goods out of the market. On the Double 11 of this year, the theme communication activity of "Out of Circle Chinese Elements" launched by Diaoyin E-Commerce not only helped Chinese skin care brands to dig deeper into the core advantage of "elements", but also provided a sample for brand three-dimensional marketing with the full link operation method of "planting and weeding as one".

Runbaiyan chose to launch a new collagen firming cream during the Double 11. During the launch, the brand cooperated with stars and talents to create a hundred million level of exposure outside the live broadcast room, and the brand's self run live broadcast room was "shining with technology" Collagen infusion "is the theme. The product manager and director will be invited to the live broadcast room to give benefits to consumers. While bringing good prices to consumers, they will also let consumers face to people who understand the products and quickly establish new product awareness in the minds of consumers. The broadcast room of the Guangdong couple with talent takes the 10th anniversary of Run Baiyan's founding and throwing away the essence as the core highlight. While bringing surprise benefits to the majority of fans, it also makes the concept of "collagen is constantly growing" deeply rooted in the hearts of the people. With the help of the ecological advantages of the global interest e-commerce, Run Baiyan has achieved the success of breaking the GMV billion.

During the Double 11 Festival, Diaoyin E-commerce took advantage of the ecological advantages of e-commerce with a wide range of interests to help Chinese skin care brands create diversified high-quality content such as origin tracing, capable people planting grass, etc. It is committed to the spread of the concept of "Chinese ingredients" during the Double 11 Festival, acting as a key role similar to "magnifying glass" and "accelerator".

Through the joint communication of multiple channels, the brand magnified the core advantages of skin care brand ingredients, established positive word of mouth recognition on the consumer side, and then cooperated with the broadcast room, shelf and other channels to undertake transformation, quickly opened the link between content and transactions, and achieved sales explosion.

In the longer term business link, the role of settling traffic is the "shelf", more specifically, the search portal. Users are "planted grass" in the burst of traffic, and can also "pull grass" at different entrances.

As the content of Diaoyin E-commerce has entered into all aspects of consumers' lives, consumers who have gradually formed the habit of shopping in Diaoyin have begun to actively search for shelf content more and more. On the one hand, it is the incremental demand continuously stimulated by content recommendation; on the other hand, it is the spontaneous "search and purchase" behavior of more mature users, and the "consumer mind" of Tiaoyin E-commerce has become.

The "shelf field" will become a more deterministic growth scenario in the whole Diaoyin e-commerce ecosystem.

　　 The growth will not only be double 11.

It can be said that the mining of users' whole life cycle based on this will be the key to the next round of business competition.

In this Double 11, Diaoyin E-commerce is not only a stage for businesses to show their strength, but also a good place for consumers to experience high-quality goods.

With the organic interaction of "content field" and "shelf field", Ditto E-commerce has demonstrated its unique advantages as a "global interest e-commerce". We are witnessing the explosive opportunities of the whole platform, as well as the sincerity and infinite vitality of businesses in all walks of life.

After Double 11, online retailers The pattern will be clearer, and who will ride the wind is more worthy of expectation.

Source: Titanium Media