What is e-commerce of interest?Looking at new marketing ideas from Douyin's comprehensive creation of interest e-commerce

interestE-commerceis a concept.

• August 2021, 4, byVibratoKang Zeyu, president of e-commerce, proposed at the first Douyin E-commerce Ecological Conference.
• Interest in e-commerce is based on people's interest in beautyLifeE-commerce that satisfies users' potential shopping interests and improves consumers' quality of life.
• Douyin has a good content ecology, has many high-quality creators, diversified users and relatively mature interest recommendation technology, and has a great opportunity to do interest e-commerce.

The concept of interest e-commerce is in line with the three major artifacts of digital marketing: scene marketing, big data, and content marketing.

Interest e-commerce also has a good starting point, which is based on consumer interest, focusing on consumer demand, and recommending based on algorithms.

Douyin has the ability to convert UGC (User Generated Content) and push all relevant content to you, thus directly forming a purchase demand.

traditionalAIIn the PL (Awareness-Interest-Purchase-Loyalty) model, the cognitive education spent by the brand in the first half of the funnel conversion may take a lot of time.

On average, advertisements need to be touched many times before they are consumed, and the next step is to leave an impression in consumers' minds and form cognition and interest. This is a linear consumer psychological impact model.

The Marketing Funnel of Interest E-commerce

Under the "interest e-commerce" model, the conversion efficiency in the first half of the marketing funnel is greatly improved, and the conversion cycle is greatly shortened.

In a short period of time, there are countless users of one user, and the content produced by other users of the same type is "bombed", and the effect is self-evident.

It is a "circle-level" consumer psychological impact model.

Brands want users to be interested in the process of “moving around”, and content is key.

Compared with pictures, texts, sounds and other forms, videos have improved the effect of attracting user interest and causing users to click, no matter what brand is displayed.DNAOr brand connotation content, such as brand history, latest events, brand stories are excellent materials to show brand value.

Interest in e-commerce is the consumption trend of the post-95s and post-00s generation

You may not be interested in the word interest e-commerce.

But if we study the consumption trends of the post-95s and post-00s, we will find that they are more willing to pay for fun.

• Why does MINISO buy a lot of animation IP?
• Why is Yunnan Baiyao toothpaste so cute?
• Why is Bubble Mart co-branding everywhere?
• There is also the Gatling Bubble Gun, why is this inexplicable thing so popular on the Internet? Have you ever thought about it?

In the future, no matter whether you are a big company or a small company, when developing products, in addition to functional and practical, the appearance and packaging must be interesting to sell.

The logic of business has changed. Friends who do business must start paying attention to "interested e-commerce". It is recommended to listen to young people's ideas more often, and there will be many ideas.

Foreign interest e-commerce

In fact, foreigners also have this trend. They are interested in e-commerce, all kinds of strange elements, funny things, and there are a lot of them.

I saw that a netizen shared it, and it was also a toy shot like Gatlin.

And recently, some people are looking for adult funny wear products, and the amount is scary.

If it develops in this direction, it is impossible to register a patent, just to do cross-border.

Entertaining spirit is very important

Let me tell you another piece of advice. No matter you are doing business orself-media, have a spirit of entertainment.

In terms of business, what is shared here is super dry goods worth 1000 million - interested in e-commerce, making interesting products, one explosive model and one suite.

From the media, write interesting content.

A little bit of heat is appropriate, who doesn't like eating melons, a world without melons is so boring!

Some netizens, listen to my advice, really, don't keep a straight face all day long, go to the top at every turn, kidnap morals, and people won't like to play with you in the future.

Interest e-commerce relies on content to detonate traffic

I personally think that Alibaba's biggest enemy is not Pinduoduo, JD.com, maybe ByteDance.

We analyze e-commerce from the perspective of consumers, and there are three major camps:Taobao, JD.com, Pinduoduo.Alibaba’s real moat is the massive number of personalized small sellers.

Pinduoduo is not called personalization, it is called low price, Jingdong is mainly a standard product, you can go to Jingdong to buy a niche designer brand and see, can you buy it?

Taobao is really powerful, with millions of personalized small sellers, non-standard products, including small but beautiful, designer brands, online celebrity shops, niche boutiques, these sellers, on JD.com, Pinduoduo is hard to find of.

Recently, I have been thinking about the interest e-commerce, and suddenly found that it is actually a personalized product, and it is not a change of medicine.

ByteDance’s interest in e-commerce is aimed at this market. At present, a large number of online celebrity stores have gone to Douyin, and various trendy products, designer stores, and personalized products have also begun to enter.

Because the logic of the Douyin platform is to rely on content to detonate traffic, the genetic advantage is better than Alibaba'sdrainagequantity mechanism.

If this part of the sellers were pried away, it would be a really sad day.

Although many people, as a small seller who started from Alibaba, often scold Alibaba, they still have feelings after all.

We used to think that Alibaba was invincible in the e-commerce field, but now we really feel the chills.