Play with Douyin on Double 11. For home appliance merchants to outperform the overall situation, it depends on these four points.
From the perspective of the overall social consumption situation, the stable growth of the large market environment lays the foundation for the expansion of the business cake in the home appliance industry. According to the data from the National Bureau of Statistics, from January to August 2024, the total retail sales of consumer goods reached 31,245.2 billion yuan, with a year-on-year growth of 3.4%, achieving a steady increase.
In this process, online platforms have contributed significantly to the total retail sales of the home appliance industry. According to the National Household Electrical Appliance Industry Information Center, in 2023, the proportion of online retail sales of home appliances reached 56%.
In the past few years, many home appliance brands have already tasted the sweetness of the online market. Data from Chanmama shows that the market size of the large home appliance industry on Douyin E-commerce is growing rapidly. The compound annual growth rate from 2021 to 2023 is 280%, the year-on-year growth rate in 2023 is 206%, and the expected year-on-year growth rate in 2024 is 106%.
More experiences prove that Douyin E-commerce has become the engine for the home appliance industry to break through. In addition to well-known home appliance brands such as Laifen and Xiaoxiong that are loved by young people, various categories of the home appliance industry have achieved new growth on Douyin. Official data shows that the proportion of Douyin GMV in the omni-channel is increasing year by year, whether it is personal care small appliances or the overall home appliances.
As the 2024 Double 11 approaches, merchants and platforms are gearing up, and the rhythm is faster than ever. For multiple industry categories, Douyin E-commerce has currently launched the Jumei Engine Double 11 Good Product Festival, cooperating with a variety of product combination gameplay and incentive policies to help merchants unlock the upper limit of their business.
Compared with previous promotions, this Double 11 is not only a "campaign-style" marketing, but also has new changes in rhythm. For the home appliance industry, on the one hand, the platform launches four new strategies during the promotion period to outperform the market together with merchants; on the other hand, through an omni-channel perspective and detailed operational methodology, Douyin also hopes that merchants will form multiple frequent outbreaks during this Double 11, forming an online and offline linkage operation in the home appliance industry.
In the combination of multi-point content layout and omni-channel multi-frequency outbreaks, this Double 11 becomes an opportunity for merchants to re-understand the "innovative value" of content e-commerce. And in today's highly competitive industry, this is also a trial completed jointly by the industry and Douyin E-commerce.
Find the Explosive Growth of Home Appliances on Douyin
In September this year, an event jointly launched by Midea Group and Douyin Mall attracted much attention. After adhering to the theme of "Home Appliance Renewal", the brand created differentiated marketing and used multiple means such as content IP creation and creative short videos to achieve an online marketing sample with a sales volume of over 200 million yuan.
After experiencing the growth period in the previous two years, more and more home appliance merchants have realized the importance of the online platform for the overall business increment. Now, merchants who are still in the growth period should be better prepared for the "traffic war" online.
During the Double 11 in 2023, the content exposure number of Douyin exceeded 1.3 billion, with a year-on-year growth of more than 160%; the content interaction number exceeded 360 million, with a 190% growth compared to the regular sales period. In the past year, the GMV of Douyin E-commerce increased by 46% year-on-year.
The achievements of the home appliance category once again confirm the potential of Douyin E-commerce, which in turn promotes the enthusiasm of brand participation. Douyin data shows that compared with the regular sales period, the payment order volume of large home appliances during the promotion increased by 32%; the unit price of large home appliances during the promotion also increased by 36%. The substantial results have encouraged more merchants to participate in Douyin Double 11. During the Double 11 in 2023, the number of active merchants increased by 91% compared with the same period in 2022. Many small and medium-sized merchants have delivered perfect answers during the promotion, and the enthusiasm of both consumers and merchants to participate in the promotion is increasing.
As a content e-commerce platform with more than 1 billion users, the mystery of Douyin's assistance to the growth of the home appliance industry is not only traffic.
Especially during the promotion period, the gameplay provided by Douyin has a more omni-channel perspective, using multi-point layout content to connect online and offline businesses. It is worth mentioning that in the home appliance industry that pays attention to the offline experience, the life service population of Douyin overlaps with the e-commerce population. Based on this, the offline scene has also been improved in terms of conversion.
Currently, the 2024 Jumei Engine Double 11 Good Product Festival has kicked off, and the home appliance industry has ushered in the storm moment of the Double 11 promotion. Under the dual stimulation of the traditional sales peak season and the new round of "old for new" policy, this year's promotion is an important node for home appliance merchants to compete closely. The necessity of deep participation is self-evident. Next, what merchants need to do is how to deeply analyze the market and find the most efficient "combat" strategy.
Conquer the Home Appliance Double 11, Four Core Strategies to Help Break Through
Content e-commerce is not a new concept, but not all merchants can clearly understand and deeply exert its value.
How to help the home appliance industry stimulate new growth in this Double 11, the answer given by Douyin involves four aspects - grasping the rhythm, laying out the goods, doing a good job in content, and improving conversion efficiency are all indispensable. Analyzing the logic, this Double 11, the four strategies given by the Douyin home appliance industry cover the omni-channel arrangement before, during, and after the promotion, bringing business outbreaks to merchants in stages, and ultimately forming a joint force.
Strategy 1: Grasp the Rhythm
In today's marketing trend, merchants understand the importance of a complete layout. And the "grain storage" before the promotion starts is the first step to determine whether merchants can win.
For home appliance merchants participating in this Double 11, fully grasping the rhythm is the basic cognition that needs to be established urgently - pre-layout product and star seeding can improve the certainty of the business; based on this, merchants can grasp the rhythm of the four stages to gain business opportunities in different periods.
Specifically, merchants often need to increase brand investment and pre-layout strategies during the "water storage period"; during the preemptive period, they need to accelerate seeding and stimulate a small peak of seeding on the user side. In these two stages, the pre-sale of new products and the spot sale of popular products will become the earliest achievements of the entire Double 11 promotion.
During the opening period, the competition for traffic intensifies, and merchants of different categories will compete for consumers' attention. At this time, increasing exposure and placement becomes an essential strategy; and merchants in the outbreak period need to continue to carry out high-frequency large and small live broadcasts to improve the business peak.
In the opening period and the outbreak period, home appliance merchants also need to make different session adaptations according to their goals. Through large sessions to achieve a breakthrough peak, and small sessions to focus on staggering the peak to create a gap from competitors. In the final return period, how merchants continue the rhythm will be an important ending for the overall business. Home appliance brands can seize the opportunity to increase sales by distributing benefits at off-peak times.
Strategy 2: Lay Out the Goods
For the home appliance industry, the quality and innovation degree of products directly affect the brand's reputation in the minds of consumers. Now that new and old brands are competing at the top, the layout of core goods has become the top priority for merchants during the promotion.
It needs to be clear that in the layout of different goods such as new products and secondary new products, only by operating the goods throughout their life cycle can home appliance merchants explore opportunities at various stages.
First of all, in the new period of the promotion, if merchants want to keep up with the rhythm, they need to use different tools of the Jumei Engine to achieve a faster new product seeding action; the transformation of secondary new products focuses on the gameplay, making use of the traffic advantage while upgrading the seeding content, and expanding the business cake through matrix collaboration. The key words for old products are different, focusing on favorable prices and breaking the circle. Therefore, whether in the selection of old products, prices or marketing levels, merchants can use the e-commerce policies of the platform, marketing incentives and various promotion tools provided by the Jumei Engine to ultimately improve the conversion of old products.
As for the clearance products that merchants hope to increase sales during the promotion period, the key to increasing GMV is favorable prices and good products and multiple traffic. In the low-price channel, Douyin provides Super Value Purchase and Live Broadcasting. Merchants themselves should also pay attention to the grouping mechanism of long-tail products and clearance products, and jointly promote the explosion of clearance volume through member benefits such as lucky draws and purchases with gifts.
In fact, the core of merchants' victory in Double 11 is still the competitiveness of the goods themselves, and the key to improving the conversion rate lies in how to group the goods.
With the support of a series of tool combinations of the Jumei Engine, home appliance merchants may focus their efforts on enhancing the sense of value, enhancing the sense of experience, differentiated competition, and increasing the unit price of customers. For example, in differentiated competition, merchants can select Douyin-exclusive products, set prices by platform, and at the same time focus on the production of characteristic marketing content; in terms of increasing the unit price of customers, popular product combinations, new and old combinations, and set combinations, etc., are all ways of grouping goods during the promotion period.
Just like the decoration of a house, after preparing the materials, using different tools to arrange the process in stages is another topic for home appliance merchants during Double 11.
Especially in the gameplay of content e-commerce, the operation of layered goods plays a key role in improving efficiency. For this Double 11, in the layered supply of goods, home appliance brands can stabilize favorable prices through mental products / explosive products inside and outside the station; key new products / seasonal / trendy products are used for mental education; price complementary products / clearance old products are used for channel layout, and combined to achieve a large scale. There are also particularities in how to match goods and scenarios: in sales channels driven by favorable prices such as the Select Alliance / Super Value Purchase / Commodity Card, merchants can layout price complementary products or clearance products; stagger the top talents at off-peak times or daily live-streaming evaluation experts mainly promote mental explosive products, old explosive products, and seasonal products; in the official flagship store, agency operation and dealers driven by brand power, new products / trendy products / mental explosive products should be the main products.
Strategy 3: Do a Good Job in Content
In the past two years, many domestic 3C electrical appliances have become popular on Douyin. Looking at these cases, regardless of the category of the brand, their success has one thing in common: the refined operation of content.
As a traditional industry that used to be rooted offline, the home appliance industry does business online and should find its own content strategy. Nowadays, doing content layout on Douyin E-commerce, amplifying the volume, deeply seeding, and then achieving efficient conversion, every step has a mature methodology.
In order to assist brands in amplifying the volume, one of the major strategies launched by the Jumei Engine during this Double 11 is to allow merchants to combine using the e-commerce IP, content IP and life service IP of the platform to improve the efficiency of exposure.
At the same time, home appliance merchants can also take advantage of the platform's hotspots and efficiently follow the hotspots, which is conducive to detonating the promotion traffic; in the dissemination of content, the combination of tools is also a booster. A series of hard-advertising products, hot-push products and new gameplay such as interactive efficiency improvement and coupon drainage of the Jumei Engine will increase the breadth of the content.
After the brand exposure is strengthened, how to use the "deep seeding" as this sharp sword tests the dual insights of home appliance merchants for the platform and consumers.
And the role of tools and products for the brand is no less than the seeding content itself.
With the tool support provided by the Jumei Engine, merchants can first perceive the trend changes during the promotion period, and then carry out targeted seeding for the nine major life groups of home appliances. With the marketing inspiration found from the Jumei Star Map, merchants can continue to achieve seeding and efficiency improvement. At the product level, the Star Push Search, Drama Push Search and other products of the Jumei Engine are important links throughout the seeding process.
It is also worth emphasizing that the "short-video and live-streaming linkage" is now also an effective strategy promoted by the platform. Before the investment, the Jumei Engine mainly discloses the dual data of short-video and live-streaming of the experts; during the investment, it focuses on optimizing the traffic strategy to improve the conversion rate of the live-streaming room; finally, after the investment, merchants can measure the effect of short-video and live-streaming more clearly. With the support of incentive policies, brands and agencies implement cash incentives; short-video and live-streaming conduct real-time traffic incentives to help brands achieve both brand and performance, and the combination of short-video and live-streaming allows home appliance merchants to deeply explore the value of seeding.
Strategy 4: Improve Conversion Efficiency
All business transactions ultimately need to be implemented in order conversion, and the same is true for online marketing. At this point, the different conversion paths provided by Douyin E-commerce inside and outside the station are worthy of serious consideration by home appliance merchants.
In terms of improving the conversion effect, the Jumei Engine has also formed a complete link. The core idea is that in the promotion, merchants should not only do a good job in the conversion of the in-station business, but also combine the business rhythm of the off-station e-commerce platform to improve drainage and efficiency.
