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 situation and verify their strategies efficiently.
Throughout the day, consumers found that their e-commerce shopping on Dole had a more complete and smooth rhythm.
In addition to pulling grass in the short video and live broadcast room, you can also click on the linked paradise at any time to hang out and place orders...
Behind this is the "shelf scene" established by the platform and merchants in addition to the content scenes of short videos and live broadcasts with goods.
In order to prepare for this battle, Doule e-commerce has upgraded its "interest e-commerce" to "all-area interest e-commerce" and opened up a two-way link between "people looking for goods" and "goods looking for people".
After Pinleyuan and WeChat parted ways, Doule e-commerce took this opportunity to continue to develop "shelf e-commerce", strengthen the operation of third-party channels such as Pinleyuan, and form a more efficient supply and demand connection and conversion path.
As for the specific effects, big sales are the best testing ground for brands.
Official data shows that during this year's "Doule Double 11 Good Things Festival", the number of merchants participating in Doule's e-commerce activities increased by 86% year-on-year. Shelf e-commerce drove average daily sales to increase by 156% year-on-year, and product exposure was 3.6 times that of the first half of the year.
As of the evening of Double Eleven, the transaction volume of Doule Mall increased by 629.9% compared with the same period last year.
The all-interest e-commerce model allows brand merchants and experts to gain new increments and new imaginations, and also provides them with a new growth continent where they can make great efforts.
"This Double Eleven, we used two-wheel drive, linking content and shelves, and achieved fruitful results!"
No one can sleep tonight, and e-commerce companies have started working overtime all night.
In the joint video conference between Pinyuan and Doule, Su Hua was dressed in a formal suit with a new microphone on his chest, talking to the camera with great energy.
This is also the first time that DouLe officially exerts its efforts on Double Eleven and joins hands to build a paradise, revealing its ambitions and layout.
Short videos and live broadcasts seem to be far more interesting and interactive than traditional shelf "shopping" 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.
During this shopping festival, some merchants who had made early efforts in Doule Mall experienced the benefits of having a good “shelf” in addition to content e-commerce.
"Third-party channels such as DouLe short videos, live broadcasts and Pinyuan Park have a certain order of purchase. Such complete links actually increase the conversion rate of single product transactions."
Zhu Jiefei, head of Doule’s e-commerce live streaming channel, revealed that during this year’s Double Eleven, the sales performance of Pinyuan’s platform increased by more than 100% year-on-year.
Entering Doule e-commerce and following the continuous iteration of the platform, it became a new turning point for Pinyuan to regain growth after the traffic decline.
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 Doule Mall produced results much faster than expected during the big sales.
At this shopping festival, the Three Little Goats store achieved outstanding results with a three-hour pre-sale turnover of over 1.5 million through the selection of popular products, platform benefits and subsidies, ranking highest in the second place in the mall store list.
You know, "Three Little Goats" is a high-end brand with a unit price of more than 8,500 yuan. Yang Yuyong was very surprised by this achievement: "The volume of pre-sale transactions in three days is almost one-tenth of what it was offline in a whole year."
"If nothing else, DouLe's traffic is really awesome!"
The early bird catches the worm. Since the launch of Doule e-commerce this year, the "Miumiu official flagship store" has launched multiple efforts in Doule Mall.
While continuously increasing investment in manpower and material resources for store operations, various strategies such as visual upgrades, copywriting optimization, and exclusive customer service have been implemented, seizing the opportunity to upgrade the platform mall, and also bring benefits to this Double Eleven promotion.
new opportunities.
As a typical mid-to-high-end affordable luxury brand, Miumiu's sales on Doule Mall have increased from only 10% of online sales to the current 35%. It has also driven the growth of overall GMV, and the store's average unit price has increased by 34%.
%.
From "Three Little Goats" to "Miumiu", these merchants have their own focused product strengths, and then they seize the dividends from the launch of Doule Mall to replenish their capabilities in a timely manner and break through at the big promotion node, which also creates a smooth path for themselves.
A new field for growth in Doule e-commerce.
During this year’s Double Eleven Shopping Festival, Doule Mall’s visit PV increased by 518% year-on-year last month, and its GMV increased by 434% year-on-year.
With the huge influx of users, Doule Mall has increasingly become a key channel for Doole e-commerce users to purchase, convert and repurchase, and provides a stable trading place for merchants.
When merchants can open their doors at the "fixed booths" of Doule Mall to welcome customers, support search and order placement, and gain trust, a broader space for growth will follow.
"Mr. Su is right. We in Pinyuan are very happy to participate in Doule's diversified e-commerce ecosystem. Building a win-win situation for all parties is the future of the e-commerce industry."
After Huang Zheng took over the conversation, he turned his eyes to Gu Yun, who was also smiling beside him.
The big boss took out a remote control and pressed a button. As the fireworks of celebration flashed on the screen, data from multiple dimensions 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 laughed at by the former traffic provider Penguin, in order to gain publicity, and in order to let everyone see the background of the park group, Gu Yun really racked his brains.
Not only did he fully demonstrate the advanced concepts of later generations, he took advantage of the exit of WeChat to perfectly integrate the functions of Pinyuan and Doule in the e-commerce field.
No matter what Pinduoduo did in the previous life, Penguin, as the major shareholder, at least played a check role and had some say.
But in this life, after relying on the huge traffic of the penguin to take off, the Pingu Paradise decisively broke away from the penguin's control and found a new traffic entrance. From then on, the sky is high and the bird can fly.
This chapter is not finished yet, please click on the next page to continue reading the exciting content! Gu Yun explained that global interest e-commerce is different from the traditional e-commerce format. It is completed through the linkage of content scenes and shelf scenes.
The content scene stimulates interest, and the shelf scene provides product acceptance for the content scene, which can cover consumers' full-scenario and full-link shopping needs.
The all-interest e-commerce model not only creates a new growth logic for merchants in Doule e-commerce, but also opens up the way his two helmsmen, Huang Zheng and Su Hua, understand e-commerce.
For merchants, the Double Eleven promotion is a verification field for fully implementing new strategies.
"Interest e-commerce" and "shelf e-commerce" complement each other, that is, to attract attention through professional, interesting and personalized content on a regular and quantitative basis, and then use a "mall" that reveals the brand's tone to meet the needs of searching and buying at all times.
.
The content field and the mall attract each other, and the fields are linked, allowing for more diverse gameplay and providing a richer consumer experience.
To put it simply, at the specific implementation level, taking clothing as an example, clothing has seasonal repurchases. After the content is connected and the cooperation of Doule Mall, it can reactivate the purchasing desire of old customers and complete multiple repurchases.
"Dule e-commerce has a large user pool. In the early stage, we may have been doing some planting work to locate a group of users. Now when we move to the global interest e-commerce, we complete the matching through users' active searches."
After getting the fruitful results, Gu Yun started to summarize with great interest.
When DouLe was still unpopular, Gu Yun had already begun to try to combine it with Xiaojushu to guide users to plant grass, and complete the closed loop of consumption through the combination of Xiaojushu and Pinyuan.
But now, he already has the two big killers of algorithm and live broadcast. For him, he has completed the process of changing from passive to active, and the needs of users are no longer a problem.
In this regard, Doule's operations department interviewed Yang Yuyong from "Three Little Goats" and asked him, as a merchant representative, to talk about his feelings about Doule's interest in e-commerce.
He has a very certain judgment, "This path is definitely on the right track. 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 after searching for the store will also have a deeper sense of trust due to the brand content.
"For example, we not only supply large anchors, but also small and medium-sized anchors with more than 100,000 fans. We will also choose those with good repurchase rates and retention rates for business cooperation. Their quotations are not high, but the results are very good.
To some big anchors.”
For merchants, there is in-depth and vivid promotion and interaction during live broadcasts, as well as daily polishing in still water.
When consumers grow smoothly on the platform step by step and finally harvest high-quality goods, they will also become more and more trustful in the merchants, forming long-term consumption stickiness.
From the perspective of self-iteration of Doule e-commerce, the shelf e-commerce originating from Pinleyuan has become an increment in itself and has also brought a new increment.
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 "hot items."
After Doule opened the interface with Pinyuan, it even launched a direct search function for the products of both parties.
Take books as an example. The SKU of the book category is huge. Experts and publishers can generally 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 Doule e-commerce can cultivate users’ search habits on the platform and drive the sales of more Pinyuan’s long-tail book products.
It can even help merchants and publishers discover unexpected, hidden gem-like “hot items” or potential “hit items”.
When consumers are willing to watch short videos and live broadcasts to bring goods, and are accustomed to browsing mall shelves to actively look for products, merchants can gain new sales through the full-time Pinyuan Mall without live broadcasts.
Starting this year, when Miumiu, one of the few affordable luxury brands in Pinyuan, shifted its operational focus to online live broadcasting, the brand team discovered that more and more users would actively search for stores and place orders.
As a result of this situation, even when the brand is not on the air, it can still have "passive" income.
The live broadcast "detonates", the shelves "reserve water", and classic long-selling products bring a steady stream of income.
Merchants who have integrated content and shelf e-commerce have developed a unique growth path in the e-commerce field under Gu Yun's leadership.
Such success cannot be replicated.
Because competing products do not have such a group style of play, Kuaishou e-commerce, which is also developing rapidly, does not have the support of the top three e-commerce giants in the industry, Taobao JD.com in the e-commerce field, and has a strong influence on live broadcast e-commerce.
Nothing is known.
This year's Double Eleven, Doule and Pinleyuan became the biggest winners at the shopping festival through advanced dimensionality reduction methods.
For example, the official flagship store of Boji Tianjuan Doule sold out Lin Yutang's version of "The Biography of Su Dongpo" by logging into the live broadcast room of a popular celebrity. 200,000 copies were sold in one day on Double Eleven.
Subsequently, the book has been ranked among the top in search keywords and traffic conversions in the backend of Boji Tianjuan Doule's official flagship store.
On a weekly basis, nearly 1,000 copies can be sold through search traffic alone.
More importantly, after the stores in Doule Mall are connected to third-party channels such as Pinyuan, consumers can "watch" the brand anytime and anywhere in addition to the live broadcast, becoming the "front" for the brand to display its tone and sell its products.
This is especially beneficial to merchants who pay attention to texture and tonality and are good at shelf operations.
After all, unlike the quick decision-making in the live broadcast room, consumers often need to take their time to consider high-priced products, and the mall has taken on this demand.
For example, "Shirt Lao Luo" tried to focus on the category of suits with high customer unit prices. The sales of suits drove the store's average customer order to more than double the original.
Under the global interest e-commerce model, content scenes and shelf scenes are efficiently linked. Some merchants who have gone to the forefront have used content and shelves to attract each other to achieve market growth, and have also confirmed a new entrance to growth.
As a global interest e-commerce platform, in addition to complementing shelf e-commerce, Doule 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 shelf e-commerce’s strengths to expand global interest
The boundaries of e-commerce.
Gu Yun concluded: “Future interest e-commerce has great opportunities, and the proportion of new fields will reach more than 50% of the business.”
The entire meeting was recorded by the publicity department, edited and released, and officially made public on the entire Internet.
After sharpening its skills, Doule has officially found the best way to make profits. The Doule Mall, which implements "people looking for 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 for emerging incremental fields.
A person who has studied the e-commerce industry for a long time judged that the opportunities for Doule e-commerce have just begun by filling up the "shelf".
"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 operations team of "Three Little Goats" has increased from a dozen people to nearly fifty people after this battle.
It’s not just this family that has tasted the benefits and continues to work hard.
At the end of November, countless merchants have formed dedicated online operations teams in the hope of reaching more consumers during the next peak sales season.
Double Eleven is over, but the future is promising.
