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MindMap Gallery The underlying logic of Douyin e-commerce product selection
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The underlying logic of Douyin e-commerce product selection
The underlying logic of Douyin e-commerce product selection teaches you how to list and group products in the live broadcast room. Check out this brain map for a detailed introduction~
Edited at 2023-10-31 14:27:04- bacteria
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The underlying logic of Douyin e-commerce product selection
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
- Reproductive development of animals
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
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- Outline
The underlying logic of Douyin e-commerce product selection
The essential difference between Douyin e-commerce and traditional e-commerce
Traditional e-commerce
Demand-Search-Purchase
Already have demand
Douyin e-commerce
Interest-Demand-Purchase
Creating demand, the process of planting and pulling weeds
Douyin e-commerce transaction scene
short video
Short video weight
1. Completion rate
2. Like rate
3. forwarding ratio
4. Likes and comments
5. Like-fan ratio
6. Repeat play ratio
Studio
Popularity index
1. Live broadcast room click rate
2. User stay time
3. interaction rate
4. Powder conversion rate
sales index
1. Product click rate
2. sales conversion rate
3. GMV
4. UV value
Product selection criteria
1. High cost performance products
High cost performance ≠ low price
There is price anchoring and price advantage.
Available on all major platforms
Have a clear price
Whole network price comparison
Douyin platform is the lowest
Product presentation with large operating space
Large quantity/large volume/excellent quality at the same price
Product meets expectations but price is lower than expected
2. High-looking products
Appearance is king
Visual appeal
3. Easy to display products
Taste
try on
try out
close-up detail
It can intuitively convey the functions and feelings of the product to users, establishing a WYSIWYG
4. Don’t pick products
The new live broadcast room handles widespread traffic
Start broadcasting welfare products to retain people
Wide user audience, high applicability, needed by the whole family
5. unplanned consumption
Will not actively search
Easily attracted and planted
Familiar Scenarios Unexpected Solutions
6. quasi-hot product
Try to choose products that are in the early stages of their life cycle
Use data to mine products with high sales and high conversions
Live broadcast room product strategy
Why do assembly
Increase user stay
Add live broadcast room GMV
Increase UV value
Good products bring joint sales, increase the weight of the live broadcast room, and attract fans
Product ideas
Pass live broadcast room
Live broadcast rooms of multiple categories
Combination based on product appearance/function etc.
shape
color
style
Such as clothing and jewelry
Combination based on product attributes/functions/efficiencies, etc.
Such as cosmetics, health products, sports and outdoor products
Single product live broadcast room
Single product/single category live broadcast room
Single products can be separated according to capacity, size, quantity, etc.
Establish low-priced SKUs through splitting to lower the purchase threshold
subtopic
For example, food, daily chemicals
Non-detachable item
Looking for extension products around upstream and downstream
For example, depending on food, home appliances
Live broadcast room traffic products
Why do we need to make diversion products?
1. The platform pushes the stream about 10 minutes before the broadcast starts
Traffic is widespread
2. Try to accept the launch traffic as much as possible
3. The first 30 minutes determine the entire subsequent traffic push
4. Use diversion products to improve user retention, interaction, conversion, etc.
Drainage product strategy
Lucky bag lottery
After the broadcast starts, lucky bags will be distributed to guide users to receive them.
Lucky bag selection criteria
1. Good looks
For the same type and price range, try to choose the one with the best appearance.
2. Easy to display
Build expectations that what you see is what you get
3. Not picky
It can be used by the whole family
Things to note about lucky bags
1. The sense of value cannot be too low and unattractive
2. The main purpose is to retain people, which requires continuous guidance with words.
3. Receipt conditions must be set reasonably, and the threshold cannot be too high.
4. Pay attention to illegal operations
Welfare Flash Sale
Things to note when choosing welfare products
1. Cost-effective models for sale
2. Very attractive
3. Good looks
4. Not picky
5. Easy to display
6. Regular priced related product but different product
7. Popular items on the platform
8. There is plenty of room for price manipulation and the ability to command a premium.
Undertake existing traffic and leverage natural traffic
Live broadcast room product explanation strategy
1. Focus on the eye at the beginning
Create suspense, stimulate curiosity and attraction, and ensure people stay
2. scene substitution
Use scenarios, demonstrations, etc. to induce click-to-plant behavior, directly address pain points and provide solutions.
3. Trust endorsement
Provide professional endorsements, data certificates, etc. to create a sense of trust, gain recognition, and capitalize on the momentum
4. finishing touch
Create comparisons, create value, dispel worries, help users make decisions, and promote order conversions with rights and interests skills