Tik Tok launches a new version, but netizens across the country are stunned

This article deeply analyzes the new version of Douyin, the Douyin Mall version, explores its functional features and potential impact on the e-commerce field, and provides readers with a new perspective on Douyin’s e-commerce strategy. I hope it will inspire you to understand the trend of the integration of social media and e-commerce.

If Xiao Lei were to say, nowadays APPs are no longer hiding anything and are embracing the "big and comprehensive" approach.

Looking back at the early years of the Internet, everyone was still carving out their own niche, focusing on what you don’t have. However, after the magical development of the Internet over the years, now an APP has to do “all-round” work. If all the functions are practical, it’s acceptable, but the key is that many of the forced functions are really not used most of the time.

So, as the number of functions increases, the size of the APP also increases, and the days of using small-storage mobile phones are getting harder and harder.

Taking advantage of this opportunity, some large companies have also launched some apps with independent functions, thinking of streamlining things?

Just in the past two days, Xiao Lei discovered that Douyin, which many of his friends love to watch, has launched a new version again.

As a loyal user of Tik Tok, Xiao Lei's interest was piqued all of a sudden. He had to try it out and have a good chat with everyone.

1. The Douyin Mall version is here

Well, the new app joining the Douyin APP family this time is none other than the "Douyin Mall". Judging from the APP Logo, the Douyin Mall uses the dislocation effect and red, white, blue and black color combination of the Douyin Logo. The classic black musical note pattern is located in the center of the icon, and the red, white and blue shopping bag patterns overlap and stagger, which has a certain flavor. Anyone with a discerning eye can also tell from the name of the APP that the Douyin Mall version focuses on one-stop service in the "shopping" aspect.

Image source: vivo mobile app store

If you want to use the full functions of the APP, you need to log in to your personal Douyin account and log in directly.

Xiaolei reminds everyone that the APP will give a new user 8 yuan free coupon for new users when they log in. After opening the APP, the homepage of the Douyin Mall version is the "Mall" page. The layout is similar to the Douyin Mall but more refreshing. The former has a search box on the top and 10 subdivision buttons on the bottom. They are:
The entrance to mobile phone recharge, Douyin Supermarket, Hourly Delivery, Trial Collection, Collection, Footprints, Evaluation Center, Brand Membership, Qualification Rules and Feedback.

Image source: Douyin Mall version

Further down the mall are the low-price flash sales, live broadcast selections, super value purchases, and product waterfall recommendation pages. In general, the homepage interface layout is more relaxed, the button colors are more eye-catching, and Xiao Lei feels much more comfortable for his eyes. The biggest difference between the two apps is the bottom bar layout. The mall version is video + shopping cart, while Douyin is friends + release.

Image source: Douyin Mall version on the left, Douyin on the right

You read that right. The Douyin Mall version can watch videos and live broadcasts, but you can only watch them but not post them. The Douyin Mall version also has all the buttons such as like, comment, favorite and share that Douyin videos should have.

Image source: Douyin Mall version on the left, Douyin on the right

The shopping cart of the Douyin Mall version is basically the same as the Douyin shopping cart in terms of interface design and operating logic.
The shopping cart is divided into two sections: add-on items and discounted items. Xiao Lei tried to place an order and found that the payment logic was no different. So, the Douyin Mall version can actually be seen as a new version of Douyin that puts the "shopping" attribute first.

Image source: Douyin Mall version

2. Douyin focuses on e-commerce

Some of you may be wondering, why did Douyin suddenly launch a mall version? Isn't the previous one also available? In fact, as early as 2021, Douyin had already laid out its own e-commerce path, and at that time it started with food delivery. Big brands like KFC and Heytea can handle Douyin's food delivery orders through mini programs. At that time, Douyin also internally tested "Heart-beating Food Delivery", hoping to share a piece of the pie with food delivery platforms such as Meituan and Ele.me.

Image source: Internet

Last year, Douyin’s delivery service was launched in Beijing and other places in July, and the second batch of cities will be launched in September.

Image source: IT Home

In recent years, Xiao Lei discovered that Douyin's e-commerce path has extended to local life and online brands.

Local life is easy to understand. When we go out to eat, drink and have fun, we inevitably search for discounted group purchases, right?

Tik Tok’s algorithm is inherently strong, and coupled with the geographical attributes of its positioning, the recommended businesses are indeed more accurate than one another.

Therefore, more and more businesses are entering the market to provide local group-buying services, which makes consumers happy and forms a positive cycle.

Image source: TikTok

In addition, a number of online brands have also settled in Douyin, live-streaming and setting up stores to sell goods on the platform. Douyin has become very skilled at selling goods through short videos and live-streaming, and it is time to expand the scale. Now that there are stores, even if the merchants do not start live-streaming, users can freely go to the stores to shop and place orders. The person in charge of Douyin's e-commerce said that some users prefer to buy actively, so the online mall version is launched to facilitate them to manage orders.
So, in addition to placing the shopping cart at the bottom column, the Douyin mall version also puts the "Low Price Flash Sale" section in a prominent position.

3. Too many versions need to be streamlined

Of course, Xiao Lei thinks that there are still some areas that need to be improved in the Douyin Mall APP. Since it has been separated, can the short video function be cancelled? At least add a start button? Otherwise, you can shop in the short video APP, and watch short videos in the mall APP. This operation is like a nesting doll.

Another point is that the current Douyin Mall version is too far away from the original Douyin in terms of shopping operation logic. How to attract users to approve and use the Mall version? Douyin will either continue to optimize or take out price advantages. Finally, Xiao Lei may not be the only one who feels this way. The number of derivative apps of Douyin has increased a lot. Douyin, Douyin Speed ​​Edition, Douyin Volcano Edition, and now Douyin Mall Edition, there are 4 in total. The key is that everyone’s naming is similar, which can easily cause confusion and make users not know what to use at a glance. So, Douyin may consider streamlining these derivative apps, after all, they all have similar functions of brushing short videos.

If other apps have other operational considerations, the Douyin Mall version might be able to change to a more iconic name. For example, "Douyin Shopping" or something like that.

It has the attributes of the Douyin name, but does not have the visual sense of being the XX version of Douyin.

Image source: Douyin official website

To sum up, Douyin has launched the mall version of the APP, which seems to be determined to compete head-on with Taobao, JD.com and Duoduo. For consumers, competition between e-commerce giants always brings price discounts, which is naturally a good thing. However, can the Douyin mall version finally stand out from the crowd and gain a firm foothold? Let's wait and see!

Author:Jonty

Source: Xiaolei Bibi (ID: xiaoleibbb)