破解消费者购买链路直面电商“内卷”困局

Core Insights - The report discusses the challenges faced by brands in the current e-commerce environment, particularly due to competition from emerging platforms like Douyin and traditional e-commerce platforms, which are both experiencing limitations in sales growth and marketing ROI [1][5][6]. E-commerce Challenges - Emerging e-commerce platforms like Douyin are struggling with low sales return on investment (ROI) and mismatched marketing expenditures, while traditional e-commerce faces traffic bottlenecks that limit sales growth [6][8]. - The complexity of consumer purchasing behavior and the lack of effective strategies to capture external traffic from Douyin are significant challenges for brands [8][10]. Key Strategies for Resolution - The key to overcoming these challenges lies in deconstructing consumer behavior and motivations across various platforms to better align with purchasing pathways [10]. - Monitoring in-app consumer behavior can capture diverse actions across multiple platforms, providing real data to evaluate marketing effectiveness and track consumer performance [10][12]. Douyin's Role in the Purchase Journey - Douyin plays different roles throughout the exposure, interest, and transaction stages of the consumer journey, with significant variations in purpose, efficiency, and consumer preferences across different link types [12][15]. - Approximately 80% of consumer actions related to transactions occur within Douyin, highlighting its importance in the sales funnel [13][18]. Insights on Consumer Behavior - The report emphasizes the need for refined operations in e-commerce marketing, focusing on unlocking Douyin's potential for consumer engagement and conversion [1][10]. - Brands should utilize the Shopping Mission - Platform - Occasion - Portfolio model to gain deeper insights into consumer needs and preferences [1][10]. Recommendations for Brands - Brands should enhance their operational strategies by identifying key touchpoints and optimizing exposure frequency to improve conversion rates [17][25]. - Effective strategies for capturing Douyin's external traffic include leveraging in-app content, intercepting searches on platforms like JD.com, and optimizing product offerings [25][26].