With the emergence of dark horse anchors, what growth code does Douyin e-commerce contain?

With the continuous influx of high-quality authors, Douyin e-commerce has ushered in a new round of development space. E-commerce experts from all walks of life have successfully opened the door to making money through live streaming with goods through unique content effects, action and observation. This article analyzes the success of new e-commerce authors, condenses the value of the synergy of the two tracks of Douyin e-commerce, and is recommended for readers who want to understand the new business model of Douyin e-commerce.

Douyin e-commerce is still thriving and growing.

Data from the third Douyin e-commerce ecosystem conference held in May this year showed that the number of e-commerce authors with active sales reached more than 7.7 million, of which more than 23,000 had a GMV of over 10 million.

Compared with the data from the Author Summit in November last year, there are 6.27 million e-commerce authors with active sales, and 19,000 e-commerce authors with GMV exceeding 10 million. In just half a year, the scale of Douyin e-commerce authors has increased by more than 20%.

Among the newly launched authors, @陈圆圆超可爱, @东北雨姐, @是七七子, @刘雨鑫JASON and many other high-quality authors have achieved good results. What is their growth code?

01 High-quality authors flock to Douyin e-commerce

Recently, Douyin e-commerce has been particularly lively.

Beauty blogger @陈圆圆超可爱 addressed fans as "Master" and "Princess" in the live broadcast room, which made people stop and watch; @东北雨姐 continued her bold and down-to-earth style in the live broadcast room, giving fans another kind of company; @刘雨鑫JASON moved travel food to the live broadcast room, meeting the fans' dual needs of watching and experiencing; and in addition to the sweet plot, @是七七子 showed a more real side of himself in the live broadcast room...

In the past, authors attracted fans through short video content, and the main way to monetize was through advertising. However, the continuous development of Douyin e-commerce is becoming a new incremental space for authors. Live streaming, as a more real and vivid form of content, can not only help authors attract fans, but also increase the way to monetize. The potential of Douyin e-commerce in content and commercialization continues to attract high-quality authors to join.

It is worth mentioning that these new e-commerce authors have successfully achieved outstanding results. As a dark horse in the beauty track in 2023, @陈圆圆超可爱's first live broadcast on April 20 had a total GMV of over 7 million and a total transaction volume of over 80,000, ranking first on the exquisite beauty list.

The strong contrast between @东北雨姐 and her brother-in-law in the video made her stand out in the agriculture, rural areas and farmers market, and her sincere and down-to-earth live broadcast room continued to be loved by many fans. The GMV of her first live broadcast on April 4 was as high as 25 million. In the subsequent Thanksgiving Festival, 520 Love and Enjoy Goods Festival, and the 618 Decisive Battle, the total GMV was also stable at tens of millions.

As the heroine in the videos of the top drama account @三金七七, @是七七子's daily life aroused the curiosity of fans. Without uploading any warm-up videos, the cumulative number of viewers for @是七七子's first broadcast of all categories on May 18th exceeded 2 million, the GMV reached 3.7 million, and the transaction conversion rate reached 12.9%.

It can be seen that whether it is a funny and lively live broadcast room with entertainment attributes, a live broadcast room that focuses on sincere companionship, or a value-added live broadcast room that constantly meets the needs of fans, they all have a place in Douyin e-commerce. The authors cleverly magnified their own characteristics and advantages and successfully opened up the new field of live broadcast sales.

02 Unlock the growth code of high-quality authors

Behind the impressive results are many factors including heartfelt content, highly sticky fans, high-quality product selection, appropriate entry time, and responsible management attitude.

In the eyes of @陈圆圆超可爱, providing fans with content of unique value and gaining an in-depth understanding of their characteristics and preferences are the prerequisites for live streaming sales.

In the ever-expanding beauty industry, it is difficult for fans to be impressed by the same old makeup tutorials. In March this year, she innovatively launched the "Hand-in-hand tutorials for fans to put on makeup" column, which brought fans into the "actual combat" scene through live connection, helping fans avoid more misunderstandings. This series of videos was well received and also helped her gain millions of fans.

In the "Going to College After Losing the Bet" video series, Yuanyuan can be seen in classrooms, cafeterias, dormitories and other places with a strong sense of life. In her daily interactions with classmates who closely resemble her fan profile, she has a deeper understanding of her fans, which has made her more comfortable with live streaming. During the live broadcast, her lively and humorous style attracted many fans to watch, with the highest number of online viewers reaching 30,000+.

Chen Yuanyuan’s short videos are cheerful and interesting, and her live broadcast room is fun and creative. Her high requirements for content make her distinctive. @刘雨鑫JASON is no exception. His ten years of experience in food programs has made him extremely demanding on the quality of short videos. In his videos, he covers all aspects of evaluation. His identity as a professional host gives him an extra advantage in live broadcast performance.

As a travel and food blogger, @刘雨鑫JASON not only uses short video content to let fans experience the local customs and cultures of different places, but also strives to meet the extended needs of fans to enjoy food.

Among the many food review videos, Sichuan Leshan sweet-skin duck impressed him the most. In his lens, the sweet-skin duck's golden and crispy skin and rich taste made people salivate, and many fans left comments eager to buy it. After carefully comparing and evaluating three popular sweet-skin duck restaurants, he chose the one with a relatively balanced price and taste. However, he was troubled when communicating with the merchants. The shortage of sweet-skin ducks and lack of online sales experience made it difficult to promote live streaming.

"So our live broadcast team spent two weeks communicating with the merchants, teaching them how to link up, and finally we were able to get them to agree," Liu Yuxin said. The effort paid off, as soon as the sweet duck was put on the shelves, it became a hit in the live broadcast room and was snapped up by fans. And for a long time afterwards, fans still couldn't forget about the sweet duck and asked many times if they could still buy it.

Both of them deal with food, but @东北雨姐 seems more down-to-earth. The folk customs of Northeast China are the background of her content, and keeping her original intention is her commitment to live streaming. With a responsible attitude towards her fans, she dare not slack off in product selection, and personally trying the products is a necessary process before she live streams.

During the live broadcast, she maintained her usual sincere and simple style, without exaggeration or elaborate routines, giving fans a relaxed and comfortable viewing experience. Behind the live broadcast, @东北雨姐's feelings of helping farmers are also moving. How to promote the specialty agricultural products of the Northeast to the whole country? How to lead the villagers to the road to prosperity? These goals are her direction.

In terms of meeting fans' needs, @是七七子 is more concerned about seeking benefits for fans. When she is live streaming, she considers more about bringing unique value to fans. When preparing for live streaming, she will watch bloggers of the same type to learn, and analyze their fan portraits and pricing mechanisms. "If a product selection is good but there is no suitable pricing mechanism, I may give up or continue to work on the mechanism because I don't want to consume the trust of fans."

Although @是七七子 has not been live streaming for a long time, she has some experience in creating hits. The favorite products that often appear in short videos are also occasionally mentioned during live chats, which has played a certain role in promoting products. For example, a cleansing foam that she recommended in a short video sold more than 10,000 pieces in the first live broadcast.

The reason why these high-quality e-commerce authors were able to have a good start is not only because of factors such as content and product selection, but also because of the accurate grasp of timing and strong action. @陈圆圆超可爱 quickly put live streaming on the agenda after the "Hand in Hand Teaching Fans to Makeup" column went viral. In order to make the live streaming more smooth, recording a video explaining the product at night became her daily routine. @东北雨姐 had plans to live stream and sell goods from the beginning. After the video about stockpiling New Year's goods became a hit during the Spring Festival, she took the opportunity to start live streaming and selling goods.

For these e-commerce authors, live streaming is no longer a simple experiment, but a long-term business. @陈圆圆超可爱 continues to polish creative content to strengthen its competitiveness; @刘雨鑫JASON continues to iterate on content, live room design, live rhythm, etc., and maintains firm faith in the ups and downs of traffic and GMV; @东北雨姐 plans to open a special session to help farmers in the later stage, and will carry out the sentiment of helping farmers to the end; @是七七子 strives to balance the time and energy between short video shooting and live streaming to better meet the needs of fans.

The platform's series of methods and policies also provide support for the operation of high-quality authors. Under the official guidance, @东北雨姐 learned to select products based on fan portraits and age distribution, and @刘雨鑫JASON can more easily extract effective information from complex data. The release of the "FACT+ Author Growth Methodology White Paper" has made authors no longer confused in terms of traffic acquisition, product operation, data operation, and fan operation.

For the seed-seeking authors, Douyin e-commerce has a methodology to help them overcome the difficulties one by one, so as to achieve the transformation from a novice to an industry expert. @陈圆圆超可爱 and @是七七子 are working towards this direction.

03 Douyin e-commerce is more than just live streaming

With over 600 million daily active users, Douyin continues to attract many high-quality authors to join, which also enables Douyin's e-commerce live streaming to maintain strong vitality.

At the 3rd Douyin e-commerce ecological conference on May 16, Wei Wenwen, president of Douyin e-commerce, disclosed that in the past year, the average daily viewing volume of live broadcasts on the platform exceeded 2.9 billion times, the average daily search volume for e-commerce intentions reached 400 million times, and the platform sold more than 30 billion items. It can be seen that live broadcasting is still a strong area for Douyin e-commerce.

In the past, content such as short videos and live broadcasts carried the needs of users to actively watch. With the increase in the number of times users search for products and brands on Douyin e-commerce, the user's consumption decision-making chain is extending backward. Therefore, the shelf field as a field that can carry user needs beyond "interests" has been paid attention to.

Therefore, while Douyin e-commerce is constantly strengthening the construction of content fields, it has upgraded "interest e-commerce" to "global interest e-commerce", emphasizing the shopping mall, search, window shelf scenes to meet more user needs. The greater incremental space released by the integration and synergy of content fields and shelf scenes is also an opportunity for e-commerce authors.

Behind the live streaming of goods, the "synergy effect" of the content field and the shelf field has already emerged. @陈圆圆超可爱 and @东北雨姐 and other high-quality authors have opened windows, which can meet the purposeful shopping needs of users during the non-broadcast period. The live streaming hot-selling section shortens the "grass planting" path for users to enter the store, and the store's search function can also allow more products to be discovered by users. @是七七子's video grass planting section in the window allows users to reach the product page with one click, improving the efficiency from grass planting to conversion. The expert list in the window of @刘雨鑫JASON makes it easier for users to buy good things at the same price as the live streaming.

In addition, short videos and pictures and texts are also efficient genres for promoting products through e-commerce. Based on the characteristics of different genres, authors can enhance or supplement e-commerce operations.

According to the latest official data from Douyin e-commerce, in the past year, Douyin Mall GMV increased by 277% year-on-year, e-commerce search GMV increased by 159% year-on-year, and shelf scene GMV accounted for more than 30% of the platform GMV. In addition to live streaming, the imagination space of shelf scenes is worth serious management by e-commerce authors.

From interest e-commerce to global interest e-commerce, no matter in different categories or with different fans, dark horse anchors have emerged, which shows that the Douyin e-commerce mechanism is relatively fair and every high-quality author has the opportunity to be seen. Under the global interest e-commerce, the development ceiling of e-commerce authors will also be higher. In the future, we expect more distinctive authors to emerge in Douyin e-commerce.

Author: Aries

Source: WeChat public account "TopKlout (ID: TopKlout)"