When promoting e-commerce on Douyin, it is essential to have a shelf market

In Douyin e-commerce, the importance of shelf field is becoming more and more prominent. Why is it necessary to have a shelf field? What opportunities and advantages can it bring to merchants? This article will explore the necessity of shelf field in Douyin e-commerce to help everyone better understand Douyin e-commerce marketing. Recommended for friends who are interested in e-commerce operations.

Some time ago, I chatted with a few friends who are engaged in e-commerce, and I found that everyone was very motivated, and the topic of discussion was surprisingly consistent: to find new traffic.

One of my friends is in the clothing category and is doing quite well. I asked him for his secret, and he said: In e-commerce, promotion and volume are very important. Not only do you need a keen sense of smell, but you also need to be flexible.

I asked him what business opportunities he had smelled recently, and he said he wanted to seize the flow of traffic in the shelf area.

Seeing him speak so confidently, I initially thought it was a kind of "survivor bias". But when I saw a piece of data, I found that it was not.

Data released by the 2023 Douyin E-Commerce Ecosystem Conference: In the past year, the GMV of Douyin Mall increased by 277% year-on-year, and more than 56% of merchants earned more than 50% of their GMV in the shelf scene.

Advertising has become a fuel for the explosion of mall traffic. During the just-concluded 618 period, the number of merchants using mall advertising products increased by 117% compared with the same period of previous promotions, and the average daily order volume brought by mall advertising increased by 330% compared with previous promotions.

A friend said something that left a deep impression on me: If you want to get results in Douyin e-commerce, you have to enter the shelf market, and you must become an amphibious species in both the content market and the shelf market.

Today we will talk about the value of shelf space and how merchants can implement good advertising strategies in shelf space.

1. Opportunity: Seek growth from shelf space

A friend told me that some businesses still only understand Douyin e-commerce in the content field, and their marketing strategy relies only on live broadcasts and short videos, ignoring the incremental value of the shelf field. This cognitive misunderstanding is precisely the opportunity point for many businesses that have achieved results to exert their strength.

For merchants, it is important to recognize the three advantages of shelf space:

1. Increase business certainty : The shelf field broadens the breadth of product categories, can undertake repeat purchases and daily sales from old customers, and bring long-term and stable traffic.
2. The multiplier effect of traffic : the shelf field is extended based on the content field - users can "find people through goods" in the content recommendation scene, and "find goods through people" in the shelf scene.
3. Marketing promotion doubles the fuel: The full-area promotion of Massive Qianchuan has been fully upgraded, which is triggering greater growth. In the past year, Massive Qianchuan has brought tens of millions of new users to merchants, with a month-on-month increase of 225%.

Many businesses do not understand the ecology of e-commerce traffic. I once shared a metaphor:

Some traffic ecosystems are like gardens, exquisite and beautiful, requiring meticulous carving and careful care, but because the traffic is of the trickle-down type, it will never grow.

Some traffic ecosystems are like artificial forests, neat, uniform and orderly, but the species are single and the traffic cannot be self-sufficient. It needs to be continuously supplied by external resources to grow in large quantities.

There is also a traffic ecology that belongs to the " rainforest ecology ", which has two most obvious characteristics: abundant rainfall and diverse species. In this ecology, different species can form resource sharing and synergy effects. Businesses of all sizes and in all kinds have their own unique ecological niches and can obtain appropriate resources from them. I think that Douyin's traffic belongs to a typical rainforest ecology.

So my advice to merchants is: if you promote e-commerce business on Douyin, if you stay in a corner and only focus on one pool, you will never get big results. You must use a wide-angle and global perspective to look at the traffic. Then you will find the unique value of the shelf market, and no matter the content market or the shelf market, the traffic between them is integrated and linked.

This connection is the driving force of the business growth flywheel and is also a stable business structure that can derive advanced gameplay with a global perspective.

2. Strategy: Full-area promotion and dual-market sales

This advanced way of playing is - global promotion .

How to understand it? If we divide promotion into three levels: daily mode without promotion, standard promotion mode and global promotion mode.

Then, in the non-promotion daily mode, products and live broadcasts with high-quality content have the opportunity to gain GMV growth brought by natural traffic; in the standard promotion mode, merchants can gain GMV brought by paid traffic;

In the global promotion model, there is no distinction between paid and natural traffic. Whether it is promoting live broadcast rooms or products, the overall ROI can be used as the delivery target, and the Douyin global traffic such as Douyin information flow recommendation, live broadcast square, mall, search, etc. can be coordinated and arranged to drive the overall increase of the transaction volume of live broadcast rooms or products.

Therefore, as the first product launched by Juleliang Qianchuan, global promotion has become the first choice for e-commerce marketing on Douyin.

How does it do this? In summary, it is mainly based on two technical capabilities:

1. One Uplift Model: The full-domain integrated efficiency improvement model uses technology to accurately determine the natural and paid conversion rates. Traffic that can be displayed through natural recommendations is free of charge. Paid competition is added only when natural recommendations themselves cannot get a chance to be displayed. This can actually ensure that every penny of the merchant's money is not wasted and has incremental value.
2. One AI Campaign single-project intelligent hosting and delivery : The system uses AI capabilities to help customers simplify operations, realize automated creation and optimization of material delivery, and better replace manual monitoring operations.

This year, Juliang Qianchuan upgraded its products. It not only iterated on the "global promotion of live broadcast", but also launched the "global promotion of goods", which provides assistance to customers from three dimensions:

• All short videos, product cards, and pictures and texts are uniformly controlled, so there is no need to worry about choosing the delivery tool to promote the product;
• Full scene coverage, achieving comprehensive traffic acquisition in content and shelf fields;
• Accompanying the entire growth cycle of products, it can achieve rapid sales during the cold start period of new products, help potential products fully explore opportunities to increase sales, support automatic selection of multiple products, reduce manual operation costs, and improve the efficiency of delivery.

Here’s a spoiler: “Global Product Promotion” will be fully launched in mid-to-late August. Platform data shows that using global product promotion can increase the overall GMV of products by 20% to 30%. Merchants can actively pay attention to it and seize the opportunity for business growth.

Of course, different businesses have different solutions. Let me explain it with some examples:

1. Promote newcomers

The common characteristics of this type of merchants are: many matrix accounts, great content pressure, and insufficient manpower; some merchants have little promotion experience and are unfamiliar with the platform and operations; in addition, some merchants have growth difficulties in the content field, such as difficulty in attracting traffic to the live broadcast room, unstable traffic, or encountering bottlenecks in the production of original video materials, and cannot find new ways and channels to increase volume.

For these merchants, "commodity promotion in all areas" allows you to choose single or multiple products for each smart plan, which can reduce labor costs and effectively improve labor efficiency. Another example is Konka electric shavers, which encountered traffic difficulties in the live broadcast room. After choosing All in Mall promotion, it made full use of "commodity promotion in all areas" and achieved stable operation during the promotion period, increasing the GMV of commodity card payments by 194% month-on-month.

2. Mall Advanced

These merchants are already relatively mature in the content market, so they want to gain more growth in the shelf market. For these merchants, "Global Product Promotion" supports single/multiple products, does not require frequent adjustments to plans, and can improve labor efficiency.

For example, the sports nutrition brand Combite already has short videos of celebrities and influencers, which have provided sufficient promotion for its products and accumulated strong crowd assets on Douyin. Therefore, Combite adopted the strategy of adding high-quality old products to potential new products, realizing multi-product investment, which not only effectively released the team's manpower, but also significantly increased the average daily consumption by 92% after using "global product promotion".

3. Comprehensive merchants

Merchants with strong business capabilities but want to explore more growth. For example, the snack brand Three Squirrels is a very mature merchant on Douyin. On the basis of its main products being selected as platform premium products and obtaining exclusive traffic incentives, it also superimposed "global product promotion", and its ROI increased by 81% month-on-month, average daily consumption increased by 220% month-on-month, and the average daily GMV of the mall increased by 45% month-on-month, which is equivalent to finding the second growth curve.

3. Summary: Evolving into an amphibious species for traffic

What businesses should always believe is that in the rainforest traffic ecosystem of Douyin, as long as they can master advanced tools and methods, there will be a steady stream of traffic.

From the perspective of a merchant, I would like to briefly summarize three points:

1. Merchants must evolve into amphibians : merchants who are used to the content field must go to the shelf field to grab incremental growth; merchants who are good at the shelf field must learn to use content creation to get more traffic. Only by using a global perspective to activate the traffic in the shelf field and the content field can we be at ease in the traffic ecology of Douyin, grab more incremental growth, and expand the scale of business.
2. Global promotion is the first choice for e-commerce marketing: if you want to do your job well, you must first sharpen your tools. Global promotion is currently the culmination of Juliang Qianchuan's advanced product capabilities. It not only has the ability of standard promotion, but also has more new and effective technical support to help merchants "gain volume in both the content field and the shelf field."
3. The essence of Juliang Qianchuan is a traffic amplifier : whether it is paid traffic or natural traffic, it can improve traffic conversion by collaborating with merchants to manage traffic, thereby increasing the transaction scale of merchants.

Finally, as e-commerce practitioners, this year we need to re-understand Douyin e-commerce marketing and re-plan our own gameplay and strategies in the global traffic ecosystem.

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Author: Swordsman