01 Clarify the idea of ​​opening a store and the source of traffic.

The Douyin e-commerce live short video channel is mainly composed of short videos hanging on the small yellow car and experts bringing goods, and these basically require anchors and 1,000 fans to start, which has a certain threshold for most merchants.

In comparison, the threshold requirements for Douyin stores are relatively low. Small stores do not need anchors to bring goods, do not need to shoot short videos, and do not need to study Qianchuan investment flow, because Douyin stores are currently mainly doing free traffic, that is, recommended traffic! This is a major premise for us to open a store.

What are the recommended traffic entrances for Douyin stores? The recommended traffic (free traffic) we are doing now is recommended through system tags. This part of the traffic entrances mainly include: 1. Live broadcast products; 2. Short video hanging on the small yellow car products; 3. Product cards, collections and purchases, card packs; 4. Major hot-selling rankings.

Based on the above entrances, the system recommends products of the same category to consumers, and our Douyin store is mainly to seize the above traffic entrances and sources.

02 Thousands of orders, violent product selection method in the blue ocean category

When doing Douyin stores, we must choose a good category in the process of product selection. Judging from the practical results of our team, daily necessities, personal cleaning, kitchen and catering are relatively easy to do. We have set up 4-5 stores in these categories, and we can basically make thousands of orders a day, with daily sales of 60,000 and profits close to 20,000.

In addition, women's bags are also relatively easy to do, but it is recommended to make leather bags, which can make about 400-500 orders a day, with a profit of about 3,000/4,000 yuan.

As for the maternal and child categories that many people are concerned about, many maternal and child toy categories currently require 3C qualifications, which is more troublesome, and there are too many negative reviews for children's clothing and children's shoes, and the market return rate is close to 30%, so everyone should choose carefully!

After selecting the category, how to select products? Intercepting peers is actually a relatively violent method of selecting products.

How to judge and select peers in vertical categories? The standard is to see whether the scope of the business license is fully open, the number of products is not less than 200, the Douyin account does not broadcast or shoot videos, the number of fans is low, and the sales volume of the store.

Which ones are high-quality competitive store peers?

First of all, there are usually 3-5 small explosive products in high-quality competitive store stores, and the click-through rate, conversion rate, price, and discount coupon settings of the pictures will be more attractive.

Secondly, the product labels of high-quality peers are basically the same. I have told you before that Douyin itself is playing with labels. What we do in Douyin stores is actually to make product labels, strengthen crowd labels, and amplify labels.

For example, a store that sells women's bags should mostly have leather bags. That is to say, when a product is sold, we should also choose similar products to put on the shelves of the store according to the product, do store-wide sales, increase the label traffic, and strengthen the crowd label.

Finally, after referring to the above standards and selecting the vertical category competitor store, we can find the products with good sales in their stores, find the same products to put on the shelves and operate.

03 Product pricing, lock in profit space

We are doing the Doudian no-source model, and the pricing of products is also very critical, because it directly determines the profit space, which is very important for the continued operation of merchants and stores.

In terms of pricing, we focus on the following two dimensions:

First is the initial pricing of the product. The initial product pricing space should be 30% of the profit. If it is too low, there will be no room for operation in the early stage, which will also affect the store effect to a certain extent.

For example, if the previous price is 29.9 yuan, then our price should be 39.9 yuan, which is about 130%-150%. Medium to high profit.

The second is to benchmark against competing stores. If you want to intercept traffic from your peers, then our product pricing should be lower than that of your peers, generally 10% lower than that of your peers (directly 8-9% off). There is profit margin by following this operation. After the order volume increases, adjust the discount, and the highest profit expectation is about 30%.

After the product labeling and pricing are completed, we will start to promote sales in the whole store. The practical steps of this part have been shared before: activating store ratings, three rounds of promotion in the whole store, urging users to give good reviews after receiving the goods, optimizing labels, increasing traffic, etc.; then, we can increase the product profit margin according to the situation and continue to strengthen the label.