In this case? why does Douyin still launch price The trend power?
Simply put? it is to make money while taking into account the user experience. win at a lower price? and Douyin cannot ignore this. In addition? Douyin is still essentially a content platform. If the degree of commercialization is too high? it will affect the user experience.
To achieve the GMV target of over 3 trillion yuan set by Douyin e-commerce in 2024? Douyin needs to increase its investment in shelf e-commerce. According to Douyin e-commerce’s vision? the GMV of content scenarios and shelf scenarios will each account for half in the future.
Price power is a link to further The trend
Strengthen Douyin’s shelf e-commerce. As early as 2023? Douyin world bank calls for targeted reforms to boost business climate began to vigorously introduce white-label and small and medium-sized merchants? which were mainly concentrated in the mall at that time. Although it is rumored that Douyin’s shelf e-commerce GMV has reached 30%? it is very likely that the data improvement is actually caused by adjusting the statistical caliber.
Price power is an initiative that Douyin hopes to take to news pymnts news technology what’s hotopenai further enhance the competitiveness of shelf e-commerce. The Douyin Mall APP? which was recently launched separately? puts “low price flash sales” below the banner recommendation position? indicating that Douyin attaches more importance to product prices.
Douyin’s low-price strategy is
Likely to be further expanded to the content field? but the agb directory first it will be mainly in the mall and short videos? with less interference in the live broadcast room. The live broadcast rooms with high conversion efficiency are still dominated by brand merchants? and it is difficult for their products to truly have the so-called “lowest” price only on Douyin.
Merchants: Non-brand merchants (white label merchants) are hurt
Douyin e-commerce internal operations are divided into two groups: brand merchants and non-brand merchants? which shows that brand merchants and white-label merchants are not competing on the same track.
