In terms of stars and talent lineup, Tik Tok can be said to have made a lot of efforts. Not only Tik Tok's old friends Luo Yonghao, Michael Chen, Hu Haiquan and other artists, but also Tik Tok joined in, such as Summer, Qian Feng, Jerry, Jerry Lee nic, Sun Li, Rose and other stars.
At the same time, Tik Tok local talents, such as Zheng Jianpeng, the great German shepherd &; Yan Zhen couple, white rabbit, etc. I also brought the goods to the live broadcast room as an anchor to recommend selected good things for fans. In addition, this year11.11,Tik Tok also laid out an ecological lineup. Suning, Xiaomi, Xiaomi Youpin and Netease YEATION are all brand partners of Tik Tok.
This year tiktok 1 1.11,the final total turnover of the event exceeded 187 billion, and the single-day turnover11exceeded 2 billion. As a formal platform to enter e-commerce, Tik Tok's achievements are reflected.
Due to different genes, the gameplay of each e-commerce platform is different. The strength of Tik Tok lies in the star talent lineup, content creation ability and trend leading force. Based on this advantage, Tik Tok chose "Pet Powder", which formed a differentiated play with other platforms.
Unlike displaying goods in the form of "shops" and waiting for consumers to choose, Tik Tok has established a selection and recommendation mechanism between consumers and branded goods by establishing an "anchor" layer. Under such a mechanism, consumers' purchase comes from their trust in the anchor, which saves consumers' time and energy.
At the same time, thanks to the emotional connection between consumers and anchors, the brand side has indirectly narrowed the distance with consumers. For brands, selling goods in Tik Tok is not only a sales behavior, but also a marketing behavior that integrates selling goods and brand display. Such platform assistance is difficult for traditional e-commerce.
Live broadcast with goods can reshape the relationship between consumers and brands. On this basis, Tik Tok's "Star" brand has played a greater role. In summer, Li Dan, Jerry, Luo Yonghao and many other stars showed great enthusiasm.
As the "star" in Tik Tok ecology, the indigenous people with goods in the station play an irreplaceable role in this platform centered on creators. According to the new shake data,1on October 3rd, Zheng Jianpeng & Yan array couple165438+1.1/brought more than 72 million goods, and iPhone 1 1 became hard on the spot. Genius rabbit also performed well, with sales exceeding 100 million, which shows that fans trust her. Daren and fans have a highly sticky interactive relationship, building trust through short video content and live broadcast.
Compared with the ordinary anchor, the traffic and word-of-mouth effect of the experts in the station are appearing in the live broadcast room of Tik Tok, which empowers the brand and benefits consumers at the same time, forming a multi-win business model. This * * * win-win model is the driving force for the development of Tik Tok e-commerce.
On the basis of * * * win mode, Tik Tok's platform and talent's content creation ability have also given many blessings to this year's Pet Powder Festival. In Tik Tok, different talents broadcast live in their vertical fields, such as Ogilvy who focuses on clothing, Xiao Guan who brings original steaks to fans, and Wang Fang, the host who insists on publishing books and sharing knowledge.
These talents are outstanding in their respective fields. It not only framed the choice range of the live broadcast room, attracted more accurate consumers, but also increased interest and trust for consumers to "shop". Diversified professionals meet the diverse needs of users.
This summer, Tik Tok established the first-level department of e-commerce and formally entered e-commerce. Tik Tok, which started with short video content and cut into e-commerce by live broadcast, is building a new "people, goods and fields" on the e-commerce track.
In terms of "people", Tik Tok not only has a professional talent anchor, but also introduces live stars with goods across the times. In Tik Tok, stars are no longer high-profile images in advertising blockbusters, but fresh people who have daily needs like ordinary people. On the client side, official data show that as of August this year, the number of daily users of Tik Tok has exceeded 600 million, and the huge user group contains huge consumer demand.
On the basis of "people", Tik Tok is gathering "goods". Relying on the gathering of stars and talents, as well as hundreds of millions of users to attract brands and businesses to settle in, and select good products through the quality control of Tik Tok officials, talents and star teams, so as to continuously attract consumers and form a positive cycle.
In the traditional sense, "market" refers to the place where goods are sold, that is, offline shopping malls, supermarkets, or shops and commodity display spaces in traditional e-commerce. Tik Tok built a new consumption scene through live broadcast, and helped massive anchors connect massive consumers through data and algorithms, thus accommodating diverse consumer groups. At the same time, Tik Tok gathers "people" for the "venue" through coupons and welfare distribution.
According to the data of research institutions, in the first half of this year alone, there were 2.85 million new anchors on the Tik Tok platform, with 553 1 10,000 live broadcasts. From this year's11.11Tik Tok, we may feel the difference between Tiktok e-commerce and other platforms, which also indicates its future to some extent.
Author: the opposition