TikTok has been expanding at an astonishing rate since its inception, and the number of downloads and users is constantly hitting new highs. We have a Douyin store in China, and TikTok also has a store. The domestic Douyin store is successful, so the success of the TikTok store is inevitable. So how can the TikTok store have better sales and do better?
1. The development prospects of Tik Tok stores
(1) The scene reproduction of Douyin in China
Judging from the success of Tiktok stores in China, the success of Tik Tok is almost inevitable.
(2) The trend of interest in e-commerce
With the vigorous development of short videos as an entertainment form, the e-commerce environment has undergone almost earth-shaking changes. Many little-known small brands have been known to users with the help of Douyin’s sharing-planting-grass-pulling model and have large sales. increase. It turns out that this model of interested e-commerce still works for Tik Tok.
A video showing snow model toys was released on TK. After a very simple display, we can clearly see through the pictures that this video has received more than 700,000 likes and more than 5,000 comments. It is very high, and it is tentatively predicted that the playback volume of this video has reached one million or even ten million levels. It is conceivable that such a large amount of traffic, even with a conversion rate of only 1%, is a huge profit.
2. Tik Tok store delivery mode
The Tik Tok store is divided into three modes to bring goods, namely short video plus small yellow car, live broadcast, and homepage window display. In fact, it is not unfamiliar to Douyin users. In fact, no matter which mode, it will enable users to complete a one-stop purchase, which greatly shortens the user’s purchase link compared to diverting traffic to other platforms. Meanwhile, the sales mode of video, which makes people immersive and shows the scene, will greatly increase the transaction rate.
This is also the true meaning of interest e-commerce.
(1) Short video plus small yellow car
Most of the short video content is mainly about the display of products. In the lower left corner of the video, a small yellow cart of the corresponding product will be hung, and users can directly click to buy.
(2) Live broadcast
This method is also popular among China users, and has become one of the most important shopping methods for modern people.
(3) Window display of the homepage
Through the attraction of videos, users can click to enter the account homepage to see what other products are on sale, and make purchases according to their interests and needs.
4. Selection
The importance of selection goes without saying, combined with a lot of time and experience.
(1) Fit the market
This is the first priority of product selection, that is, when selecting products, don’t rely on feeling, and think that the products that sell well before, selling well now. This requires us to conduct a lot of research in the early stage, combining our own resources and advantages to see which products have potential in the country.
At present, the open sites of Tik Tok stores are Indonesia and the United Kingdom. Taking the United Kingdom as an example, the Tik Tok UK site will provide popular tags and search keywords in the British local market. We need to track the fashion trends of the local market for a long time and learn more about social culture. phenomenon, keep up with the trend and combine our own advantages to adjust the selection direction in time.
(2) Types of explosive products
Judging from the current excellent accounts with goods in China on Tik Tok, the types of products that are more popular in Europe and the United States are concentrated in two categories: daily necessities and creative and scarce products.
1) Daily household items
Taking daily necessities as an example, we commonly have all kinds of good things, such as bottles for various storage, cleaning supplies for pets, items for use in kitchens and bedrooms, etc., all of which have been obtained a lot on Tik Tok. traffic.
Daily household products are small in size, light in weight, convenient in transportation, and practical in the meantime. Such demands are almost universal in the world, and the market potential is very large.
2) Creativity and scarcity
Items of this kind are also very popular on Tik Tok, such as creative toys, creative daily necessities and so on.
The characteristics of this kind of goods are extremely creative, the unit price is relatively low, and the scene-based display can easily arouse the interest of users and lead to purchase behavior.
(3) Product collocation in the live broadcast room
If a Tik Tok store wants to make a profit, live streaming is one of the most important ways to bring goods, and the good sales effect of live broadcast room is inseparable from scientific product collocation, and a qualified product collocation needs to have four categories:
① Reveal the plot
The so-called spoiler money means a product that undertakes the task of attracting followers in the preview video before the live broadcast.
The biggest feature of the spoiler is that it needs to be universal, the products that the public does not need have what age geographical limit to wait, such as toilet paper, fruit, etc., of course price is the ultimate weapon, must be to want bottom price just to have attraction.
Spoiler money can also be a product with a high perceived price, a product that is usually very expensive in the public perception, but the purchase price in the live broadcast room is much lower than the market price, giving users the psychology of taking advantage, such as the ultra-low-priced Apple cell phone and so on.
Relatively speaking, spoiler funds undertake the task of attracting traffic, which means that these products are all losing money, mainly to attract traffic and promote the sales of other products.
② Benefits explode
The so-called Welfare Explosion is a supplement to the drainage or to undertake the traffic, and the purpose is to stimulate the interaction and sales of products. It can slightly improve the contribution value of users in the live broadcast room, but it will not be very different from the price of the drainage money, which leads to the situation that there will be fewer people in the live broadcast room when the goods are converted.
Most of the welfare funds are popular products of the same industry or high-quality goods, the price is not low, but basically no money.
③Profits
Profitable funds are easy to understand, that is, products that bring profits to the entire live broadcast. Note that the profit point is basically set at more than 10%, and the selection of profit funds is very particular, because the profit of the entire live broadcast is supported by sales, which means that your profit funds bear a lot of pressure on sales, so Profitable items must be commodities with explosive potential.
Therefore, the profit model needs to have both the characteristics of stable sales and a similar explosion.
④Special contribution
The so-called special contribution is that when you have certain resources or strength, the live broadcast room must have brand-specific products, which are products that users cannot buy in other live broadcast rooms. This has become your soft power, which can attract more At the same time as traffic, you also have certain pricing power.
The above are the categories of products selected in the live broadcast room. Of course, how to arrange the products, that is, the order in which the products are put on the shelves, is also very particular. The specific method will be discussed in the live broadcast room operation section later.
(4) Traffic
Traffic is the basis of live broadcast, and talking about sales without the support of traffic is pure followertasy. There are three main sources of traffic for live streaming: free traffic, private domain traffic and paid traffic
What traffic mix will maximize revenue? After practice and statistics, a formula can be followed:
(60%-80% organic traffic) + (10%-20% private domain traffic) + (10%-20%) paid traffic = maximum profit
So let’s analyze the specific situation of these flows one by one:
1)Natural flow
The so-called natural traffic is the random users that the official pushes to you during the live broadcast, so it is your live broadcast room data that determines whether the official pushes more traffic to you. Your new followers, paid conversions, comment interactions and staying during the live broadcast determine whether the official will push you more traffic. So what we need to do is to optimize the process for these data during live broadcast, aiming to increase the weight of the live broadcast room.
(1) What is the weight of the live broadcast room
The so-called weight of the live broadcast room refers to the rating of the account by the official system. Of course, the higher the rating is the higher the weight, the flow will naturally be more, so we have to do is to think of ways to improve the weight.
(2) Influencing factors of weight and corresponding improvement methods
① Account
When registering an account, you shall remember the principle of one phone, one card, one account. One mobile phone only logs in to one account. If you switch accounts frequently, the weight will be directly reduced, and at the same time, your video will be limited. Different account types will also affect the weight. If the ranking is in descending order of weight, they are government agencies, MCN accounts, and personal accounts.
A higher level of certification can be carried out under consideration of its own actual situation.
②The duration of the live broadcast
In the same time period, compared to other recommended hosts, the longer your live broadcast time, the higher the weight of the live broadcast room. This is easier to understand and the easiest to do. The true meaning of making money – to be patient with what people can’t bear, and what people can’t.
The length of the live broadcast is all about perseverance.
③Interaction rate of live broadcast room
There are many ways to interact in the live broadcast room. Comments, likes, sharing, joining the follower group, etc. will affect the weight of the live broadcast room, and what we need to do is to design language and actions for each possible interaction. For example, guide followers to join the follower group to enjoy more benefits, etc.
④User conversion rate
The so-called user conversion rate refers to the ratio of the number of non-followers who enter the live broadcast room to follow you. Of course, the higher the ratio, the higher your weight will be. Therefore, for non-follower users in the live broadcast room, it is necessary to guide attention in a timely manner, and have targeted words, such as reminding followers to pay attention in time to avoid finding them, so that they can buy better and more favorable products in the future.
⑤Retention rate
Regarding the issue of retention rate, the importance of traffic in the four elements of the live broadcast room has been explained above, that is, the higher the rate of retention of natural traffic entering the live broadcast room, the higher your weight will naturally be. You can also get higher traffic. For this, the test is actually the comprehensive ability of live broadcast operation. If the elements above can be done well, the natural retention rate will have a good performance.
⑥Online number
This is easier to understand, that is, the more people online in your live broadcast room, the higher the weight. Of course, this is not something that can be achieved overnight. There are many factors that affect the number of people in the live broadcast room. It is related to your account creation, the number of followers, and other operational capabilities, so I won’t go into details here.
2)Private domain traffic
The so-called private domain traffic is your followers. Of course, in addition to Tik Tok followers, you can also guide followers of other social platforms to live broadcast rooms such as Instagram, Facebook, YouTube, etc. This requires us to make a preview of the live broadcast in advance. In addition to the most basic product preview, the content of the preview should also show the benefits and discounts of the live broadcast room to followers in order to attract more followers.
3)Paid traffic
Promote is a paid advertising tool on the tiktok site, which can be used to promote live rooms and short videos. For live broadcasts, Promote will increase the exposure of the live broadcast room through the live broadcast preview stream. Users can see the preview card of the live broadcast room when swiping a short video, and can enter the live broadcast room with one click.
We need to choose the age and gender of the target population in combination with our products. At the same time, after creating a paid plan, the system needs 15-20 minutes of review after activation, so the delivery time should be arranged in advance according to the traffic situation of your own live broadcast room. You can refer to the traffic situation of the historical live broadcast room by time period to determine at which stage of the live broadcast the traffic generally begins to drop, and create a plan in the first 15-20 minutes of the time period.
All small stores must be inseparable from business, no matter what product, the flow of the account to improve the sales must be no problem, the amount of the explosion will certainly appear. Another point is that the service of the store must be better, otherwise people will not like to buy in your store.