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兴趣电商×货架电商:立足抖音,意略明助力品牌实现从逛到买的全域跃迁
Sou Hu Cai Jing·2025-04-22 11:14

Core Insights - The article discusses the evolving marketing strategies on Douyin (TikTok) as traditional methods become less effective, highlighting the need for brands to understand consumer behavior across platforms and the role Douyin plays in this ecosystem [1][4]. Group 1: Consumer Behavior and Transaction Models - Consumers' transaction behaviors can be categorized into three main models: closed-loop transactions within a single e-commerce platform, cross-platform "planting grass - harvesting" models, and cross-platform collaboration models driven by category demand [2][4]. - Douyin plays a dual role in marketing: facilitating closed-loop transactions and stimulating category demand, which is essential for brands to optimize their marketing strategies [4][5]. Group 2: Consumer Journey and Engagement - The average consumer behavior shows that 100 exposures on Douyin lead to 6 subsequent actions and 0.8 transactions, indicating a significant engagement potential [5]. - The three core consumer journey types identified are search-based, impulsive/browsing, and interest accumulation, with impulsive/browsing consumers accounting for over 50% of transactions [6][10]. Group 3: Marketing Strategies and Recommendations - Brands should focus on creating engaging content that emphasizes value and brand identity rather than just product efficacy or price, especially for new and lesser-known brands [7]. - As consumer behavior evolves, brands need to refine their strategies to integrate interest-driven and shelf-driven e-commerce, optimizing the "reach - mindset - purchase" journey [10][12]. Group 4: Data-Driven Insights and Solutions - The article emphasizes the importance of using comprehensive data insights to understand consumer behavior and decision-making processes, which can help brands reshape their marketing strategies on Douyin [12][18]. - The "Douyin e-commerce growth strategy solution" focuses on aligning product and content operations based on consumer journey insights, aiming for sustainable growth in GMV and ROI [12][13].