Shake the clothes "product card" online! There are new tricks to find the dynamics of competing against Douyin
2023-10-12
Zhiyi Technology
In 2023, the main delivery scenarios of Douyin e-commerce will be added to live broadcast, short video and commodity card.
Among them, the newly launched commodity card gameplay is similar to the shelf scene of the display of Tao products.It's one of a kindYou don't have to go through live streams and short videos, and consumers don't have to click directly to access the product link. At present, with the help of activities such as Douyin's official commission-free activities,The organic traffic of commodity cards has surpassed the short video of trailers, second only to live broadcasts。
It is worth noting that the organic traffic of the product card mainly comes from the active search of consumers, such as "autumn women's sweatshirt" or "gray casual sweatpants", etc., and as long as the corresponding product is on the shelf, consumers can be thereSearch pages, shop windows, mall recommendation pages, channel and event pages, store homepages, and post-purchase pagesand other scenarios to see the commodity card, at any time can accurately undertake this wave of traffic and make transactions.
Therefore, the bonus period of this wave of commodity cards is a traffic opportunity that clothing merchants should not miss.
"If you want to do a good job, you must first sharpen your tools." RecentShake the clothes newly launched the "commodity card" function, will add [commodity card] at multiple entrances such as [product library] and [store library] to distinguish sales scenarios, and provide more accurate and targeted operation strategies for merchants to select models and study competitors through data analysis!
Shake the clothes this upgrade【Product Library】MediumAdded conditional filtering and sorting for the [Product Card] scene, support the distinction of Douyin's live broadcast, short video and commodity card sales scenarios.
With the re-screening of time and product attributes, merchants can easily understandWhich scenarios are suitable for which modelsIn the future, you can tap good or potential models according to different sales scenarios.
Mr. Chen is the operator of a Douyin store, and recently the store wants to launch a new batch of men's jackets priced at about 150-160 to test the traffic and conversion of Douyin commodity card scenes.
However, Mr. Chen used to mainly do live broadcasts, and his operation ideas were completely different from those of commodity cards, and he didn't know much about how to operate the title and detail pictures to increase sales.
If Mr. Chen uses the "commodity card" function of Douyi to filter "last 7 days", "most sales of commodity cards", "price range of 150-160 yuan", "men's jacket",He was soon able to find a good set of references to compare and contrast around these styles, titles, prices, etc。
In addition, the [Delivery Methods and Channels] module in the [Product Detail Page] of Douyi is also on the shelves of the [Product Card], which is convenientCorrectly distinguish the reasons for the sale of a popular product, whether it is because of the live broadcast talent bringing goods, the long tail of the content of the work, or the conversion of commodity card traffic.
You must know that the causes of each sales scenario are very different, if a popular model is because of the external big anchor bringing goods, then it is difficult for the merchant to get real market feedback if he does not distinguish when analyzing and reviewing, after all, the sales volume is indeed confused with the influence of the big anchor.
Combined with the development of Douyin e-commerce in recent years, we can more or less understand the differences between the three major sales scenarios of live broadcast, short video and commodity card:
Consumers are easily attracted by passionate expressions, gimmicky elements, and competitive prices in live broadcasts and short videos, and then "go up" and place orders. Therefore, in order to stimulate consumers' desire to buy,Live streaming and video scenarios often need to have points that make consumers "get up" and "empathize"., the setting of the entire marketing mix is sensitive.
oppositeConsumers pay more attention to comparison and rational thinking on commodity cards。 Only by showing the unique selling points, advantages and brand strength on the product card will consumers have a sense of trust and recognition after "shopping around".
Based on this,Only after correctly distinguishing the sales styles of Douyin live broadcast, short video and commodity card can merchants choose the right model for each sceneTo achieve further refined style operation, save the need to use other people's live broadcast models as commodity cards, and find that the effect is not as good as expected after careful packaging and promotion, and the result is half the effort.
As mentioned above, Mr. Chen, who operates the store, is inIn addition to referring to the best similar styles of commodity cards in the Douyin market, you should always observe the sales dynamics of competitors' stores, because the operation of your own stores will indeed be affected by competition.
Shake your clothesThis timeUpgrades, the same support is in【Store Library】with【Shop details page】It is convenient for stores to directly obtain products with high sales of product cards in competitor stores and provide reference for their own selection.
The specific operation is: shaking clothes【Store Library】After searching for the name of the target store, click to enter the [Product List] of the [Store Details Page]. It is also available here:What's new, what's on sale, all products, and today's productsFour product dimensions to meet the more specific data analysis needs of merchants.
After Mr. Chen put a new wave of men's jackets on Douyin commodity cards, he found that the natural exposure and conversion effect was good, so the boss asked him to make the operation of commodity cards the focus of his work in the next quarter.
In order to better study the traffic pattern of commodity cards, Mr. Chen plans to analyze a wave of competitors first, summarize their successful experiences and failures, and use them as his first wave of Douyin commodity card operation guide.
With the help of Douyin, Mr. Chen only needs to search for the name of the competitor's Douyin store, then enter the [Store Details Page] and click on the [Product List], and select "Men's Jacket" and "Commodity Card Sales" on the [Hot Products] page.You can get all the hot-selling men's jackets of the other party in the commodity card scene with one click.At the same time, it supports secondary screening such as time and price, and excavates the best selling price band of the other party.
In the [Store Overview] module, Shake also providesScenario sales proportion chartFor example, Mr. Chen's competitors mainly rely on live broadcasts, short videos, or commodity cards to sell goods.
Because on Douyin, there are indeed some stores that will set up low-cost drainage models for live broadcasts and short videos, and then put slightly higher-priced image models and profit models on the product card. Therefore, when analyzing competitors,Only by distinguishing the composition of the sales scenarios of the other party's stores in various categories and price bands can we gradually analyze the operation and promotion rhythm and strategy of the other party。
When analyzing the sales of men's jackets of competitors, Mr. Chen found that most of the other party's sales were low-priced old models in the price range of 50-100 yuan, but almost all of the new models were above 200 yuan, and he could not determine the real pricing strategy of the other party for a while.
Combined with the [Product Analysis] in Douyi's [Small Store Details Page], Mr. Chen realized that the low-priced live broadcast model is just the other party's drainage method, and the real profit model is actually the new batch on the shelves in the commodity card scene, and the number in the past 30 days accounts for far more than the live broadcast and short video models.
Based on this, what Mr. Chen really needs to analyze is actually the other party's product card style, follow up the sales trend of this part of the style, and set the price, title, main image, etc., as the main reference object for optimizing his own products.
It has only been half a year since it was launched, and commodity cards have become an indispensable part of Douyin e-commerce sales. It is conceivable that in the bonus period of 2023, which is full of opportunities, any merchant who is interested in going further should make full use of the functions and advantages of commodity cards to increase their product exposure and conversion rate, and establish a closer connection with consumers to achieve higher business goals.
In the process of leaping upward, there are not many operations like Mr. Chen's, and they have encountered a lot of confusion, and they need more tools to study and analyze commodity cards to assist in operations and improve skills.
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