Take Douyin's popular store as an example, let's talk about the dismantling of the operation strategy
2023-12-22
Zhiyi Technology
Saying goes, it is often the enemy who knows himself best.
So when you don't have a clue about running a store/official account,Found it"Copying homework" by one's own enemies is not a shortcut to competition.
This time we had the pleasure of inviting oneDB in Hangzhou(Douyin certified agent operation)ServiceMr. Liu, who has operated multiple store accounts, is familiar with how to use data to accurately mine benchmark stores and dismantle them in a targeted manner, so as to form his own operation strategy.
Next, Zhiyi Technology will organize it into a copy according to Mr. Liu's interview points"Douyin store operation strategy dismantling strategy"for reference:
1. Find a benchmark store
STEP1 : Locate the target account type
It's different from looking for an expert, generallyCooperation to be examinedmainIt is the talent's ability to carry goods, conversion rate, cost performance and other indicators, and when looking for a benchmark store, I want to understand the other party's operation strategy to have a deeper understanding of the market and customer base.
This requires finding competitors in the same track who are completely in line with their own stores in order to achieve thisFill in the gaps or go further.
But Mr. Liu told us that when he was looking for a benchmark, he would focus on distinguishing between two types:
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✅ A dark horse on the same track: Compete with your own store to fully benchmark your own store, and understand the latest trends in the industry at the first time according to the gameplay of your peers;
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✅ TOP merchants in different tracks: The top brands of other sub-categories, because their products and gameplay must have merit.
For example, down jacket stores that are mainly engaged in the price range of 200-500 yuan can focus on the dark horses whose sales in the same price segment have soared recently, or top merchants such as Flying in the Snow and Duck Duck, and check or pull together the operation strategy of their stores by observing them.
In particular, the Douyin e-commerce ecology also has a high-level gameplay with a multi-number matrix, which drains each other through the chain communication between accounts, taking "Flying in the Snow" as an example, they have nearly 100 official flagship stores certified by Douyin, and there are more than a dozen fans with more than 500,000 fansIt's worth looking into for a while.
STEP2 : Search for dark horses by filtering conditions
Mr. Liu told us that when he wants to tap dark horse merchants on the same track, he will generally focus on targeting outside the industry and categoryPrice band, and then according toStore word-of-mouthFind quality stores.
If you use the "Shake Clothes" product, you can select [Customer Unit Price] and [Store Reputation] in the [Store Library] to filter.
▲抖衣【店铺库】界面
The second is viewingData for the last 7 days, According to the sales and sales methods, if there is a store where the main sales method is mainly live broadcast and ranks high before the store, then Mr. Liu will determine that the other party is a recent dark horse store.
✅ Key Formulas:
blackHorse shop = live broadcast sales ranked top new on the list
▲ Shake clothes [store library]
2. Dismantle the store operation ideas
STEP1 : Basic analysis of the store
After confirming the target store, the next step is to disassemble the overall operation idea of the store.
First of allBasic disk data, Mr. Liu will mainly look at the followingKey metrics：
Sales: Understand the other party's marketing capabilities and competitive advantages
Unit valueUnderstand the purchasing power and willingness to pay of the other consumer, and more accurately target your target customers for targeted marketing and promotion
Number of collaborators: Understand the cooperation network of the other party, as well as the scale and breadth of promotion channels
How to sellUnderstand the sales model and channel selection of the other party, and make corresponding adjustments and optimizations in your own business strategy
Delivery channels: Understand the sales channels of the other store, so you can discover new marketing and promotion opportunities to better interact and communicate with potential customers
For example, the "CO CO ZONE clothing flagship store" that recently sold "exploded" during the Douyin Double 11 Good Things Festival, Mr. Liu first summarized such a basic disk data through "Shake Clothes":
▲ Shake clothes [store details page]
Based on this, we can preliminarily summarize the brand profile of this 23-year-old Douyin Double 11 phenomenon:
Positioning in the high-end women's clothing, the main consumer group is 31-40 years old, the sales method is mainly self-broadcast in the store, and the graphics and videos of short videos are basically not hung with small yellow cars, relying on the brand's own brand positioning and fan benefits to drive the brand's sales growth in this year's Double 11.
STEP2 : Analyze the store co-creators
In Mr. Liu's view, if the sales method of a Douyin store is mainly based on live broadcasting, he will nextFocus on the brand's connected influencers, and how the influencer operates, he will focus on the following indicators:
The number and size of Co-Hosts: Understand the influencer relationship of the other store's cooperation, including the number of influencers, industry classification, number of fans, cooperation frequency and other indicators
The promotion effect of talents: To understand the promotion effect of co-creators, mainly to see the sales volume and the number of broadcasts of the work
A fan base of talents: Observe the audience targeting and scope of the influencers you work with
For example, in the "Meiyang Official Flagship Store", through "Shake Yi", it was found that there were a lot of Meiyang's co-creators in the past 30 days, and most of them were women's clothing vertical experts with fans of less than 2W.
▲ Shake clothes [store details page]
But then you will find that among these co-creators, the live broadcast and the good effect of bringing goods to the works are basically Meiyang's own accounts.
For another example, the aforementioned "CO CO ZONE clothing flagship store" basically does not rely on the small yellow car of the work to bring goods, but the works mostly show the life and daily life of the manager "Liu Yiyi", creating a relaxed and intellectual female image.
▲ Shake clothes [talent details page]
Combined with the storeIt's more like chatting than bringing goodsIn the form of live broadcast, it can be seen that the store and the associated influencers are building a sense of trust among consumers at all levels.
✅ Focus:
The positioning of the store should be consistent with the persona of the associated influencer
STEP3 : Analyze the product structure of the store
In addition to the experts who cooperated, Mr. Liu taught us to further look at the product categories, attributes and prices of the other store, and dig deep into their product structure.
For example, through "Shake Clothes", you can find the "CO CO ZONE clothing flagship store"atThere is a significant difference between the main price segment during the Double 11 period and after the Double 11 period: the main force during the Double 11 period is500-1000 yuan price range goods, andIn the past 30 days, it is in the price range of 200-500 yuan, and it is dominated by wool knitwear and down jackets.
▲ Shake clothes [store analysis]
In addition, there are more important color trends for clothing, combined with the store analysis of "Shake Clothes" - color analysis, it can be clearly seen that the main sales force during the Double 11 period is black, and recently there are coffee colors, navy blue and other better performance.
▲ Shake clothes [store analysis - color analysis]
Specific to the hot-selling items in the past 30 days, you can notice that the recent sales of coffee-colored wool knitting are bullish, and you can adjust the number of coffee-colored wool knitting products in your store。
▲ Shake clothes [store analysis - product list】
3. Continue to pay attention to store dynamics
Finally, Mr. Liu added that due to the seasonality of clothing sales, new dark horse stores or head merchants will adjust their new styles and operation strategies at different times, so he suggestsFocus on and continue to pay attention to the dynamics of the influencer or store during the time period of the change of seasons or events。
▲ Shake clothes [monitoring station】
In addition to the regular sales trends and new products, the dynamics of the recent co-hosts and the dynamics of promotion channels can further enrich the cognition of the store.
In this regard, Mr. Liu suggested admittingBy "Shake the clothesThe monitoring target can be viewed daily in the [Monitoring Console], which is efficient and convenient.
✅ Focus:
Remember to click on "Monitor"
The above is what Mr. Liu shared"Douyin store operation strategy dismantling strategy"，If you are interested in learning more about the functions of "Shake Clothes", welcome to click hereSchedule a product demo~We'll see you 👋🏻 next time
