Editor’s introduction: Nowadays, more and more companies choose to UAE Phone Number be new brands in Doujin, so where are the next wave of growth opportunities? The author of this article summarizes 8 thoughts through the research of 120 Doujin brands. Interested friends can take a look.
I’ve been busy doing some year-end planning for a lot of new brands lately, and without exception, all brands ask me a question, where is the next wave of growth opportunities?
The main battlefields of traditional e-commerce such as Tmall can be understood as conventional weapons. If you want to achieve leapfrog growth, you need nuclear weapons.
Obviously, the biggest change and incremental space for this nuclear weapon actually UAE Phone Number appeared in the Douyin department or the Kuaishou department, but when the Douyin traffic ecology gradually rose, many people fell into a greater confusion. This confusion is the Douyin electricity. Do businessmen want to do it? Is it worth doing? How to understand the Douyin e-commerce business from the most essential point of view?
Do you still need to understand Douyin according to traditional e-commerce logic? Can Douyin build a brand? How much effort does it take to do it?
This is a good question. From the perspective of a marketing observer, I will give 8 new thoughts on Douyin e-commerce. Corrections and criticisms are welcome.
What is the biggest difference between Doujin e-commerce VS traditional e-commerce?
Traditional e-commerce is actually a typical rigid-demand e-commerce + cost-effective e-commerce logic, which solves the product of users’ clear needs.
What core users want and what they are looking for. Refers to user needs and their clarity. Most of the needs of Douyin e-commerce are not the logic of what users want, but the logic that they don’t know what they want, but let’s take a look, and see the logic that triggers.
In the classic user role hierarchy, we can divide users into three categories according to their purchase behavior:
The first type of users are Daming users, the so-called deterministic demand customers, corresponding to the demand of leaving when they are used up.
The second type of users are Xiaoxian users, that is, the so-called users who have needs, but the needs are not obvious, and they only buy after shopping.
The third category is the stupid user, that is, the so-called user who does not buy it for the time being.
The users of Douyin e-commerce obviously correspond to the second and third types of users, while traditional e-commerce corresponds to the first group of people.
We can understand the products purchased by the male mind vs the products purchased by the female mind.
Therefore, this determines that the traditional commodity-oriented shopping products must be just-needed, high-frequency, and continuous purchases.
This determines that a large number of Douyin e-commerce purchases are long-tail, low-frequency, emotional purchases and disloyal purchases.