Rebirth declares war on the honest

Chapter 546 542. The Future Can Be Expected
On the day of Double Eleven, the fast-paced big promotion node is often the best time for brand merchants to take advantage of the opportunity to efficiently verify their style of play.

Throughout the day, consumers find that they have a more complete and smooth rhythm of shopping on Dou Le e-commerce.

In addition to pulling weeds in the short video and live broadcast room, you can also click on the hang-up and then hang out in the Paradise to place an order at any time...

Behind this is the "shelf scene" established by the platform and merchants in addition to the content scene of short video and live broadcast with goods.

In order to meet this battle, Dou Le E-commerce has upgraded the "interest e-commerce" to "global interest e-commerce", opening up the two-way link of "people looking for goods" and "goods looking for people".

After Pingleland and WeChat parted ways, Dou Le e-commerce took this opportunity to continue to develop "shelf e-commerce", strengthen the operation of third-party channels such as Pingleyuan, and form a more efficient supply-demand connection and conversion path.

As for the specific effect, the big promotion is the best testing ground for brands.

According to official data, this year’s “Double 11 Shopping Festival” saw a year-on-year increase of 86% in the number of merchants participating in Doule’s e-commerce activities. The average daily sales volume driven by shelf e-commerce increased by 156% year-on-year, and the exposure of products was 3.6 times that of the first half of the year.

As of the night of Double Eleven, the transaction volume of Dou Le Mall increased by 629.9% compared with the same period last year.

The global interest e-commerce model has allowed brand merchants and experts to gain new growth and new imaginations, and it has also opened up a new growth continent for them that can fully exert their fists.

"This Double Eleven, we have achieved fruitful results by linking content and shelves through two-wheel drive!"

No one sleeps tonight, and e-commerce companies have started working overtime all night.

During the joint video conference between Pinyuan and Dou Le, Su Hua was dressed in formal attire, with a new-style microphone pinned to his chest, talking to the camera with great vigor.

This is also the first time that Dou Le has made an official effort on Double Eleven, joining hands to fight for the paradise, revealing its ambition and layout.

Short videos and live broadcasts seem to be far more interesting and interactive than traditional shelf "street-style" shopping, but complementing the shelf scene can make the e-commerce ecosystem more diverse and cover shopping needs in more scenarios. The transaction conversion rate is also higher.

At this shopping festival, some merchants who worked hard on Dou Le Mall in advance tasted the sweetness of superimposing a good "shelf" in addition to content e-commerce.

"Third-party channels such as Dou Le's short video, live broadcast, and Pinyuan have a certain order of purchase. Such a complete link actually improves the conversion rate of single product transactions."

Zhu Jiefei, head of Dou Le's e-commerce live broadcast channel, revealed that on Double Eleven this year, the sales performance of the Pinyuan platform increased by more than 100% year-on-year.

Entering Doule e-commerce, following the continuous iteration of the platform, has become a new inflection point to re-achieve growth after the traffic of Pinyuan has declined.

For major brands, this is also a brand new sales method.

Yang Yuyong, the founder of the domestic cashmere coat brand "Three Little Goats", found that the investment in Dou Le Mall has achieved much faster results than expected during the big promotion.

At this shopping festival, the Three Little Goats store achieved a remarkable three-hour pre-sale turnover of over 150 million through selected popular products, platform benefits and subsidies, and ranked No.2 in the store list of the mall.

You know, "Three Little Goats" is a high-end brand with a unit price of more than 8500 yuan. Yang Yuyong was pleasantly surprised by this achievement: "The transaction volume of the three-day pre-sale is almost one-tenth of the offline whole year."

"Not to mention anything else, Dou Le's traffic is really awesome!"

The early bird catches the worm. Since the launch of DouLe e-commerce this year, "Miumiu Official Flagship Store" has been making efforts in multiple lines in DouLe Mall.

While continuously increasing the investment in manpower and material resources for store operations, various tactics such as visual upgrades, copywriting optimization, and exclusive customer service have been implemented, and the upgrade of the platform mall has been taken advantage of the trend, which has also brought great benefits to this Double Eleven promotion. new opportunities.

As a typical mid-to-high-end light luxury brand, Miumiu’s sales in Dou Le Mall have increased from 10% of online sales to 35% at present. It has also driven the growth of overall GMV, and the average store price per customer has risen by 34% %.

From "Three Little Goats" to "Miumiu", these merchants have their own focus on product growth, and then seize the bonus of Dou Le Mall's launch, replenish their capabilities in time, and break through the big promotion nodes first, and also pull through for themselves A new field for incremental growth in Dou Le e-commerce.

This year’s Double Eleven shopping festival, Dou Le Mall’s visit PV increased by 518% year-on-year, and GMV increased by 434% year-on-year.

With the huge influx of users, Dou Le Mall has increasingly become a key channel for Dou Le e-commerce users to purchase, convert and repurchase, and provides a stable trading platform for merchants.

When merchants can open their doors to welcome customers at the "fixed booths" in Dou Le Mall, support search and place orders, and undertake trust, a broader incremental space will also come.

"Mr. Su is right. We, Pinyuan, are very happy to participate in the diversified e-commerce ecosystem of Dou Le. Building a win-win situation for multiple parties is the future of the e-commerce industry."

After Huang Zheng took the conversation, he turned his gaze to Gu Yun who was also smiling beside him.

The big boss took out a remote control, pressed a button, and with the celebration fireworks shining on the screen, multi-dimensional data was displayed in front of everyone.

Above the data analysis is a huge topic - "New Journey: On Global Interest E-commerce".

In order not to be seen as a joke by the former traffic provider Fang Penguin, in order to win the breath, and in order to let everyone see the background of the Paradise Group, Gu Yun really racked his brains.

Not only did he fully reveal the advanced concepts of later generations, but he took advantage of the opportunity of WeChat's exit to perfectly integrate the functions of Pinyuan and Dou Le in the field of e-commerce.

No matter what Pinmouduo did in the previous life, Penguin, as the major shareholder, at least plays a check role and has a part of the right to speak.

However, after relying on the huge traffic of penguins to take off in this life, the Paradise of Fighting decisively broke away from the control of penguins and found a new traffic entrance.

Gu Yun explained that global interest e-commerce is different from traditional e-commerce, and it is completed through the linkage of content scenes and shelf scenes.

The content scene stimulates interest, and the shelf scene provides commodity acceptance for the content scene, which can cover the shopping needs of consumers in all scenes and links.

The global interest e-commerce model not only builds a new growth logic for merchants in Dou Le e-commerce, but also opens up the understanding of e-commerce for his two helmsmen, Huang Zheng and Su Hua.

For merchants, the Double Eleven promotion is a verification field for fully implementing new strategies.

"Interested e-commerce" and "shelf e-commerce" complement each other, that is, to gather attention through professional, interesting and personalized content regularly and quantitatively, and then use the "mall" that reveals the brand's tonality to undertake and satisfy the needs of searching and buying at the same time .

The content market and the mall attract each other, and the field is linked, which can implement more diverse gameplay and provide a richer consumption experience.

To put it simply, at the specific implementation level, taking clothing as an example, there is a seasonal repurchase of clothing. After the content is connected, Dou Le Mall cooperates to reactivate the purchase desire of old customers and complete multiple repurchases.

"Dou Le e-commerce has a large user pool. In the early stage, we may be doing some grass-planting work to locate a group of users. Now we are switching to the global interest e-commerce business, and the matching is completed through the active search of users."

After getting a lot of results, Gu Yun happily made a summary.

When Dou Le was still uninterested, Gu Yun had already begun to try to combine Xiaojushu to guide users to plant grass, and complete the closed consumption loop through the combination of Xiaojushu + Pinyuan.

But now, he already has the two big killers of algorithm and live broadcast. For him, he has completed the process of turning passive into active, and the needs of users are no longer a problem.

In this regard, Dou Le’s operation department interviewed Yang Yuyong of “Three Little Goats” and asked him, as a business representative, to talk about his feelings about Dou Le’s interest in e-commerce.

He has a very positive judgment, "This path must be right. The combination of content and shelves has huge potential and a bright future."

Users who come for the content will have purchasing interest and demand, and users who come to search for the store will also deepen their sense of trust because of the brand content.

"For example, we not only supply large anchors, but also small and medium-sized anchors with more than [-] fans. We will also choose business cooperation with good repurchase rate and retention rate. Their price is not high, but the effect is very good, no less For some big anchors."

For merchants, there are in-depth and vivid promotions and interactions during the live broadcast, as well as the daily polishing of still water and deep flow.

When consumers plant grass smoothly on the platform step by step, and finally harvest good-quality goods, they will also trust merchants more and more, forming long-term consumption stickiness.

From the perspective of the self-iteration of Dou Le e-commerce, the shelf e-commerce originated from Pinyuan has become an increase in itself, and it has also brought a new increase.

That is, to help a steady stream of Paradise merchants expand their sales categories in addition to live broadcasts and short videos, leveraging long-tail products and potential "explosive models".

After Dou Le opened up the interface with Pinyuan, it even opened the direct search function of the products of both parties.

Taking books as an example, the SKUs of book categories are huge, and experts and publishing houses can only select a very small number of products for short video and live broadcast promotion. It is difficult to expose a large number of long-tail products, but shelf e-commerce just makes up for this problem.

In Huang Zheng's view, the shelf model of Dou Le e-commerce can cultivate users' search habits on the platform and drive more sales of long-tail book products of Pinyuan.

Even, help merchants and publishers find unexpected "hot styles" or potential "hot styles" like hidden jewels in the sea.

When consumers are not only happy to watch short videos and live broadcasts to bring goods, but also accustomed to browsing the shelves of the mall to actively find products, merchants can obtain new sales through the full-time Pinyuan Mall without live broadcasting.

Since this year, when "Miumiu", one of the few affordable luxury brands in the Paradise, has shifted its operating focus to online live broadcasts, the brand team has discovered that more and more users will actively search for stores to place orders.

This situation leads to "passive" income even when the brand is not on the air.

The live broadcast "detonates", the shelves "reserve water", and classic long-selling products bring a steady stream of income.

Merchants who have opened up content and shelf e-commerce, under the guidance of Gu Yun, have embarked on a unique growth path in the e-commerce field.

Such success cannot be replicated.

Because competing products do not have such a group style of play at all, Kuaishou e-commerce, which is also developing rapidly, is not supported by the top three e-commerce behemoths in the industry, and Taobao JD. I don't know.

This year's Double Eleven, Dou Le and Pin Paradise have become the biggest winners at the shopping festival through advanced dimensionality reduction methods.

For example, Boji Tianjuan Dou Le’s official flagship store sold out Lin Yutang’s version of “The Biography of Su Dongpo” by logging into the live broadcast room of a top V, and sold 20 copies in one day on Double Eleven.

In the follow-up, the book has always been among the best in the search keywords and traffic conversion in the background of Boji Tianjuan Dou Le's official flagship store.

On a weekly basis, nearly 1000 copies can be sold through search traffic alone.

More importantly, after the store of Dou Le Mall is connected to third-party channels such as Pinyuan, consumers can "watch" the brand anytime and anywhere outside of the live broadcast, and become the "front" for the brand to display its tonality and manage its products.

This is especially beneficial to merchants who pay attention to texture and tonality, and are also good at shelf operations.

After all, unlike the quick decision-making in the live broadcast room, consumers often need to consider slowly for high-customer unit price products, and the mall undertakes such needs.

For example, "Shirt Lao Luo" tried to focus on the suit category with high customer unit price. The sales of suits drove the average customer order of the store to more than double the original one.

Under the global interest e-commerce model, the content scene and the shelf scene are efficiently linked. Some merchants who have come to the front have used content and shelves to attract traffic to achieve market growth, and have also confirmed a new growth entry.

As a global interest e-commerce platform, in addition to complementing shelf e-commerce, Dou Le E-commerce is also accelerating the improvement of basic e-commerce capabilities such as supply chain, high-quality supply, logistics, and after-sales service, taking advantage of the long board of shelf e-commerce to expand global interest The boundaries of e-commerce.

Gu Yun finally concluded: "Global interest e-commerce has great opportunities in the future, and the proportion of new fields will reach more than 50% of the business."

The meeting was recorded by the publicity department, edited and released, and officially made public on the whole network.

After sharpening its sword, Dou Le has officially found the best way to make profits, and the Dou Le Mall, where people find goods, will become a potential growth pool for merchants in the future.

In the era of pattern reshaping, the most rare thing is to discover and go all out to emerging incremental fields.

A person who has studied the e-commerce industry for a long time judged that the opportunity for Dou Le e-commerce has just begun to fill up the "shelves".

"After all, everyone wants to do business in a relatively mature and upwardly developing market."

Merchants who have seized the dividends have begun to plan for further development.

For example, the online operation team of "Three Little Goats" has increased from a dozen people to nearly 50 people after this battle.

It's not just this family that has tasted the sweetness and is continuing to make efforts.

At the end of November, countless merchants have set up dedicated online operation teams, hoping to reach more consumers in the next peak sales season.

Double Eleven is over, but the future can be expected.

(End of this chapter)