Douyin e-commerce “Double 11” data released
Explosive list of domestic products exceeds 80% of Meixian kiwi fruit has entered the top five in fresh and good sales
2021-11-13 13:43:06Source: Xi’an News Network
Xi’an News Network reported on November 12, the data report of “Tik Tok Double 11 Good Things Festival” was released. The report shows that during the “Double 11” period, interest e-commerce allows more quality domestic products to be seen and purchased, and the number of domestic products on the hot money list accounted for 87.5%. From October 27th to November 11th, Douyin e-commerce live broadcast room lasted 25.46 million hours, and the live broadcast room watched 39.5 billion times. Consumers have strong demand for quality shopping, and sales of time-honored products, local agricultural products, and intangible handicrafts The increase was significant.
In order to allow the public to have a good shopping experience, the platform creates a safe and reliable shopping environment through “price protection” services and “purchase with peace of mind” rights protection products; and with the help of “General Rules for E-commerce Creator Management” and “E-commerce Content Creation Specifications” A number of other measures to create a high-quality content ecosystem on the platform to ensure that what consumers see is what they get.
Domestic product live broadcasts are booming, and time-honored brands gain “Double 11” increase
After the introduction of short videos and live broadcasts, more and more quality domestic products are known and recognized by consumers. According to the report, from October 27th to November 11th, the number of domestic products in the Douyin e-commerce “Tikin Hot Money List” area accounted for 87.5%. In addition, the number of domestic brands on the “Double 11” real-time hot list of the platform accounted for 85.1%.
Many brands choose to broadcast themselves in the Douyin live broadcast room to flexibly respond to consumer needs while introducing brand stories. According to statistics, in the statistics of the average number of people online per minute in the official brand live broadcast rooms, eight of the top ten are domestic brands. The live broadcasts of Guirenniao, Herborist, Bosideng, Proya and Li Ning Sports have been very interactive, and the average number of online users ranks in the forefront.
In the process of the development of domestic products, time-honored brands also rely on interest e-commerce to step out of the national trend in inheritance and innovation. At present, hundreds of Chinese time-honored brands have entered the Douyin e-commerce company, and they have gained new market growth during the “Double 11” period. The report shows that the sales of Ma Yinglong, Haitian, and Changyu have increased exponentially, with a month-on-month increase of 656%, 452% and 121%. The sales of Hengyuan Xianghe Guangming also increased by 75% and 62% from the previous month.
183,000 seasonal agricultural products are available for purchase, Meixian kiwifruit ranks among the top five in sales of fresh and good products
During the “Double Eleven” period, Douyin e-commerce went deep into the agricultural production areas of many provinces, and started broadcasting in the place of origin to promote the docking of local agricultural production and sales. The report shows that 183,000 seasonal agricultural products were launched on the platform during the event, and the sales of fresh agricultural specialty products increased by 327% year-on-year. Ningbo Shuimo New Year Cakes, Kiwi Fruits in Meixian County of Shaanxi Province, Peanuts in Nanyang of Henan Province, Free-range Eggs in Dabie Mountain and Tobacco Potatoes in Shandong are very popular, ranking top five in sales of fresh and good products at the source.
ByteDance Public Welfare and Douyin e-commerce jointly launched the “Shanhuo Toutiao” project, which aims to connect agricultural specialty areas that need to be seen and consumer groups with potential shopping needs through high-quality content and platform technology, and drive local agricultural products Upward, and then help rural development. During the “Double 11” period, the agricultural assistance project landed in Yanbian, Jilin Province, attracting more than 1,000 Yanbian experts and merchants to carry out short video and live broadcast of goods, and attracted the attention of millions of consumers. As of November 3, the live broadcast room of the agricultural assistance zone has received a total of 290 million praises.
High-quality cultural consumer demand is strong, and sales of intangible cultural heritage products and books have doubled
As the Winter Olympics enters “Beijing” time, mass sports and cultural consumption is enthusiastic. The report shows that the sales of ski clothing increased by as much as 813% year-on-year, and the sales of ski gloves, ski socks, sports quick-drying clothing, snowboards and other products also doubled compared with the same period last year. Procuring sports equipment in advance and feeling the joy of ice and snow sports at the ski resort have become a new shopping choice for many people this winter.
With the help of the Douyin e-commerce “Seeing Craftsmanship Project”, intangible cultural heritage techniques, traditional handicrafts and consumer-quality shopping needs have formed an effective connection. The report shows that during the “Tik Tok Double 11 Good Things Festival”, the sales of traditional handicrafts increased by 166% year-on-year. Jiajiang fermented bean curd, bamboo chopsticks, longxu pastry, old bamboo woven baskets and hand-made ginseng cakes and other intangible cultural products are deeply loved by consumers.
Book masters and cultural celebrities cooperate to recommend good books, and display the content value of books through short videos and live broadcasts have become a major feature of book sales on this platform. During the “Double 11” period, Deng Yaping introduced his first book “Heart Force” to readers through Douyin live broadcast. The expert Wang Fang and writers Zhou Guoping and Mai Jialianmai in the live broadcast room recommended hundreds of high-quality books for readers. According to statistics, during the “Double 11” period, the sales volume of Douyin e-commerce books increased by 194% year-on-year. The data report also reflects the public’s consumer preferences when buying books on Douyin. Family education, literary classics and Chinese history books are the top sales, followed by management and geography books.
The relevant person in charge of Douyin e-commerce said that in the face of the increasingly diverse consumer needs of the public, the platform will continue to use the characteristics of interest e-commerce, through short videos and live broadcasts, to let consumers know and buy more high-quality domestic products and local agricultural specialties. , Ingenious handicrafts and books of good quality.
Fan Hua, All-Media Reporter of Xi’an Press
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