Platform: I can’t really just want a low price! What does
What is certain is that Douyin neither wants to become a certain brand nor can it become a certain brand. Therefore? the issue of price power is not a strategic shift for Douyin e-commerce? but at best a “patch” for Douyin.
Why doesn’t Douyin “sincerely” pursue the lowest price? Because Douyin knows that it is too different from many other platforms? and it is destined that the same flowers will not bloom on different soils.

The basic customer groups they face are different.

Douyin’s main customer base is What does

Users from first-? second- and third-tier cities? which sales navigator advanced plus pricing is determined by the development paths of different platforms.

Douyin has evolved from being a third-party seeding platform to improving its own e-commerce closed loop? supporting Douyin brands and launching the “dou 2000” plan to introduce the top 2?000 brand merchants in Tmall sales (the current occupancy rate has exceeded 99%). All of these show that Douyin is determined to fight for brand products.

In 2018? Douyin’s GMV from brands accounted for only graphics without having to wear about 10%? and the rest was contributed by white-label merchants; but by 2021? this figure has reached nearly 60%.

But Moduo is completely different. Its users in fourth-? fifth- and sixth-tier cities are its basic base. In the early stages? it took over ordinary white-label merchants in the low- and mid-end supply chains of Taobao and Tmall? and connected these merchants with “Internet users outside the Fifth Ring Road”? and then created its own rise.

Later? with the help of

10 billion yuan in subsidies? the agb directory first-? second- and third-tier cities were gradually recruited. Despite this? white-label and other non-branded products are still the lifeline of many platforms. On its platform? the GMV contributed by brands is only about 25% to 30%? but the GMV of white-label products in the supply chain is as high as 60% to 65% (other ordinary white-label products only account for a small proportion of less than 10%).