Yesterday evening, I chatted with a brand founder for more than an hour on the phone. We served his brand + Xiaohongshu, and he made Douyin and live broadcast by himself.
On the phone, I said an angry remark about his current status of Douyin: If you do this, don't start a business . Unexpectedly, at night, he called me again, saying thank you, and was woken up by my words. It made sense, and he had to adjust according to the new direction communicated Number List on the phone.
In this article, let's talk about the cause + process + result of a common brand doing Douyin. Hope to give some reference to other founders. Especially for products with medium and high customer unit price, please wake up the boss, don’t expect new brands to be broadcast live, you can sell goods by finding traffic channels, it’s 2022, and the times are really different. Can cooperate with this article: "2 Skills Spoilers | How to sell high customer single products? "Better results.
1. Doing Douyin, the problems encountered
Seeing that the whole world is saying that Douyin can make money, for brands, it is like seeing water in the desert.
Background: The brand founded by this boss is a very winding track, similar to the mother and baby industry, and needs trust very much. He went in to do Douyin, but after 2 months, he invested a lot of time and energy, but it didn't work. The problem he encountered was:
The low-price conversion of Douyin is poor: the original product was a medium-high customer unit price, but in order to attract new users, a drainage model was specially developed, and it reached 9.9 yuan. It turned out that the conversion was particularly poor. Basically there is no conversion, they are all wool parties.
Develop products for group products: Listening to the sharing of masters, Douyin is very important to "group products", but there were only 2 products in the store before, and there were many SKUs in the competing stores, so the founder developed several new products, but the marketing did not follow. On the other hand, the development of new products has led to financial constraints;
Poor popularity of welfare funds: In order to provide welfare in the live broadcast room, a low-priced product was developed. I wanted to increase the popularity of the live broadcast room through low prices, but the price was low, but it did not stimulate the popularity, resulting in a pile of inventory;
Poor short video data: I usually shoot short videos, but the data is average. Live broadcasts force myself to broadcast every day, and the effect is ok at first, but worse later.
Yihulu didn’t draw a good scoop: I studied a lot of competing products in the industry, imitated what they did, and found that someone could do it, why can’t I do it myself?
Can't keep up with energy: The anchor is not very professional, so during the growth process of the anchor, he also did live broadcasts himself. As a result, it took time and his body was hollowed out, which also affected other work.