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"if you want to do a good job in douyin e-commerce, you have to rely on good content."

"tianyuan deng gang", the person in charge of wuhan tianyuan fishing gear, has a deep understanding of this.

deng gang was called "the ceiling of the fishing world" by netizens. in the video, he can easily catch more than 100 kilograms of herring, and can also activate the "restocking" fishing mode, which made the fish pond owner stunned and said through gritted teeth: "if you fish like this, i will pay you to death!"

with his professional and interesting fishing videos, "tianyuan deng gang" has accumulated 36.49 million fans on douyin. he not only attracted the attention of countless professional fishing enthusiasts, but also allowed a group of netizens who did not know how to fish to experience the joy of fishing.

while gaining followers, “tianyuan deng gang” also boosted the sales of wuhan tianyuan fishing gear on douyin e-commerce. at present, more than 100 fishing-related products are listed in the douyin window of the "tianyuan official flagship store", with total sales exceeding 10.78 million orders, and the sales of one fishing rod alone have exceeded 26,000 pieces.

the story of "tian yuan deng gang" is not an exception. another douyin e-commerce author, "uncle wu in high heels" focuses on contrast. as a "middle-aged uncle", he personally tried on women's high heels and attracted more than 3 million fans on douyin. "uncle wu uncle wu" to be among the top women's shoe brands on douyin e-commerce, there are many authors like them who rely on good content to bring good business to douyin e-commerce.

at the just-concluded douyin e-commerce author ceremony, douyin e-commerce president wei wenwen proposed returning to the essence of content and letting good content drive business growth. at the same time, she revealed that this year, the platform has upgraded its traffic mechanism. under the new mechanism, “good content” will become the primary productive force for business growth.

what exactly is good content for douyin e-commerce? how can good content drive business growth?

a single video has 600 million views, and they rely on good content to get out of the industry

perhaps everyone knows the importance of good content, but what are the criteria for judging good content?

there are a thousand hamlets in the eyes of a thousand people. good content is not like a mathematical formula with a fixed answer, but good content must be content that users need and like.

in order to explore the content that users like, deng gang and his team spent a lot of time and energy. a video of "black pit boss" went out of the circle and made deng gang popular.

in this video, deng gang, a fishing expert, pretends to be a novice to get fishing opportunities from the boss of heikeng. then he can catch hundreds of kilograms of fish in a few hours, giving the bosses a good lesson.

the ups and downs of the plot can be called a refreshing article in the fishing industry, and it has set an astonishing record of 600 million views and has continuously topped the douyin hot list.

the professional fishing content attracted a lot of attention, and deng gang also doubled the performance of his company wuhan tianyuan fishing gear through live broadcast and other methods.

from deng gang, we can see that high-quality and professional content can naturally attract interested users, grow fans, and then drive sales.

also exploring good content is douyin e-commerce author "sun yue".

many people first met sun yue from the title "sister sun zhuo".

when sun yue was 9 years old, his younger brother sun zhuo was abducted, and then their father sun haiyang began a long journey to find his son. it was not until 2021 that sun zhuo was recovered. his story became a hot news and was reported by major media. the outside world also recognized sun zhuo's sister sun yue.

soon after, sun yue registered the douyin account "sun yue" and began to use short videos to record her family's reunion life and share her study notes. in addition, her university major was chinese international education, so many fans left private messages hoping that sun yue would recommend her. good book.

sun yue once said: "i found a small refuge in the world of books." with his love for reading, sun yue began to try to share books on douyin.

when preparing a book recommendation video titled "the cloud collector's handbook", sun yue specially wore a white dress, a headband and exquisite makeup to shoot in a nearby park. she hoped to bring a sense of tranquility to netizens. a feeling of peace.

in the video, sun yue talked about the life attitude of "sitting and watching the clouds roll and relax" from an italian sentence "the sweetness of doing nothing". in just a few words, netizens were brought into the reading situation. netizens in the comment area opened up the praise model called her a "treasure girl", and someone else said, "i really like this way of introducing books."

through book recommendation videos, sun yue once sold more than 90,000 copies of a picture book "the classic of mountains and seas that children can understand". currently, sun yue's douyin showcase includes both children's picture books and world famous books. she has also created a list of must-read books for primary school students during the summer vacation, including summer solstice, so that fans can accurately find the books they are interested in.

after becoming a book creator, some fans wondered who "sun zhuo" was often mentioned in the comment area. this means that some people no longer follow sun yue for the title of "sister sun zhuo", but recognize her knowledge and content.

by sharing professional book content, sun yue gradually shed the label of "sister sun zhuo" and completed a gorgeous turn. among them, the value of good content is self-evident.

in douyin e-commerce, there are countless authors like deng gang and sun yue who rely on good content to drive good business.

for example, maternal and infant author "host zhou zhou" has attracted the attention of more than 8 million fans on douyin through short videos and live broadcasts recommending books and maternal and infant goodies, and sold tens of millions of books in the live broadcast room in just one year.

another example is that mo mo, the manager of yuanqi moshe, shared jingdezhen ceramics on the douyin account "yuanqi moshe tea ware collection" and live-streamed the goods, selling out the inventory of 6 physical stores in one month.

official data from douyin e-commerce shows that in the past year, there have been more than 2 million young e-commerce authors on the platform, and more than 7.53 million new e-commerce authors have joined the platform and are actively selling.

in the age of attention, good content can naturally attract users and build a relationship chain between e-commerce authors and users. in the sharing of good content, users can truly learn knowledge, find interests, and are willing to follow the recommendations of e-commerce authors and place orders for consumption.

how can e-commerce authors make money by opening up the traffic pool?

the traffic of douyin e-commerce is further tilted towards good content.

in the past, the basic traffic volume of e-commerce related content and live broadcasts was limited to the trading pool. here, there are more direct trading scenarios, and the accuracy of traffic distribution and conversion effect are also better.

"chaoba lao liu" is an e-commerce author who focuses on transactions.

"as long as there are after-sales problems that occur in my live broadcast room, you can come to me to solve them. our principle is to reply within 3 minutes, give a solution within 5 minutes, and give a conclusion in 10 minutes." this article about handling after-sales problems the video was pinned to the top of the account homepage by "trendy dad liu", and the comments section of the video praised him for his good attitude and reliability.

since the beginning of live streaming, "chaoba lao liu" has put user experience first. to this end, "chaoba lao liu" has established his own customer service team. "our priority offer is the customer service position, because i clearly know that good user service experience is one of the core competitiveness. i want to take this the cards are fine," he said.

when there are after-sales problems, he will not only pay a corresponding proportion of cash compensation, but also give some small gifts to express his apology. at present, the reputation score of "chaoba lao liu" douyin showcase has reached 4.9 points, with more than a thousand comments saying "will repurchase" and "recommended".

focusing on transactions has resulted in a high fan stickiness and product repurchase rate in the "chaoba lao liu" live broadcast room.

douyin e-commerce has reconstructed the traffic mechanism, and each author's content can obtain traffic and conversions in the content pool and transaction pool at the same time.

from the perspective of obtaining traffic, good products and good content will become two important directions for authors. liu fengming, the person in charge of "youquyoupin", is one of the authors who uses good content to generate sales.

in front of the camera, liu fengming flipped the doll named "fox and dog friend" in his hand. with a slight flip of the doll, it switched from an orange fox to a white puppy. this video was posted on the douyin account "youquyoupin". the number of likes exceeded 200,000.

four days after the video was released, liu fengming redesigned the pendant version of "fox friends and dog friends" at the request of netizens in the comment area. this creative doll is included in the "we are all good friends" series of "youquyoupin". the current sales volume on douyin has reached 30,000 pieces.

in the eyes of netizens, the video comment area of ​​“youqu youpin” is their “wishing pool”.

netizens always have all kinds of weird homophone ideas to make liu fengming into a doll. liu fengming has fulfilled the wishes of netizens one by one and made many popular products, such as the turtle shell "turtle honey" that can be worn on the body, etc. .

good content can be directly linked to business. today, "youquyoupin" has attracted 3.17 million fans on douyin, and the store's product sales have reached 2.363 million pieces, making it a treasure store for douyin e-commerce.

as wei wenwen emphasized in her speech, "with good content and good products, if the author does one of these things well, his business will grow; if he does both well, his business will grow faster."

conclusion

sun yue said in a speech: "if my video can let 10 million people see the larger world outside their lives, let 1 million people open a good book that they would never open otherwise, let even if 100 children take less detours on their way to growth, i feel like i am creating a small utopia.”

countless authors on douyin e-commerce are also building a utopia for themselves and their users through good content, allowing users to gain something while relaxing and entertaining. the core purpose of douyin e-commerce's upgrade of traffic mechanism is to return to the original intention of content.

in the first half of the douyin e-commerce competition, many e-commerce practitioners relied on repetitive rhetoric, price wars, and lengthening live broadcasts to attract users' attention and stimulate their impulse consumption. but now we have entered the second half of the competition. users have long been accustomed to those routines and have become more rational when placing orders.

it can be said that the past hawking-style routines are difficult to create a sense of novelty in users and attract their attention. the key to breaking the situation lies in the content.

in the future douyin e-commerce competition, whoever can continue to output good content will be able to retain users and achieve stable business growth.