Core Insights - The article discusses the challenges faced by e-commerce businesses in accurately calculating their return on investment (ROI) amidst complex operational costs and marketing strategies [1][2][3] Group 1: E-commerce Challenges - Many e-commerce businesses are struggling to reconcile their gross merchandise volume (GMV) growth with actual profits, as seen in a case where a company reported sales of 13 million yuan but only 50,000 yuan in net profit due to a focus on GMV without considering ROI [1] - The complexity of the e-commerce ecosystem, including various costs such as traffic, influencer marketing, and logistics, makes it difficult for businesses to track the effectiveness of their investments [1][2] Group 2: User Behavior and Marketing Strategies - User behavior on platforms like Douyin is evolving, with consumers engaging in a full-chain experience of "watching, searching, buying, and sharing," leading to a need for businesses to understand the entire customer journey rather than focusing on isolated metrics [2][3] - Businesses are encouraged to adopt a holistic approach to ROI calculation, integrating all aspects of marketing and sales to avoid inefficient resource allocation [2][3] Group 3: Douyin's New Marketing Solutions - Douyin has introduced a new marketing product called "Qianchuan·Chengfang," which aims to help businesses clarify their operational costs and maximize the value of every investment [5][6] - The platform offers three key capabilities: strategic management, execution management, and intelligent recommendations, enabling businesses to optimize their marketing efforts and improve ROI [5][6][7] Group 4: Budget Optimization and Profit Maximization - The new system allows businesses to set budgets and ROI targets without needing to differentiate between various marketing channels, enabling more efficient budget allocation and decision-making [7][8] - Douyin's platform aims to enhance profit levels by optimizing marketing strategies based on real-time data, ensuring that businesses can achieve the best possible ROI [8][9] Group 5: Accessibility of Advanced Tools - The advancements in Douyin's marketing tools are designed to democratize access to sophisticated budgeting and decision-making capabilities, previously available only to larger businesses [9][10] - The platform's intelligent coupon system has been upgraded to help businesses achieve specific conversion goals, addressing common challenges in promotional strategies [10][11] Group 6: Influencer Collaboration and Product Selection - Douyin has introduced a dual-commission model for influencer collaborations, allowing for more flexible and profitable partnerships that benefit both influencers and businesses [11][12] - Businesses can now leverage the platform's capabilities to identify potential best-selling products without relying solely on past experiences, thus maximizing growth opportunities [12][13] Conclusion - The evolution of user behavior and business needs has prompted Douyin to shift its focus from advertising metrics to shared ROI goals, marking a significant transformation in the e-commerce landscape [13]

Core Insights - The article emphasizes the importance of understanding the return on investment (ROI) in e-commerce, as many businesses struggle to reconcile their sales growth with actual profits, highlighting a case where a company achieved 13 million yuan in sales but only 50,000 yuan in net profit due to focusing solely on GMV growth without considering ROI [2][4]. Group 1: E-commerce Challenges - E-commerce platforms are becoming more complex, requiring businesses to adapt to diverse consumer behaviors and marketing strategies [3]. - Businesses are encouraged to analyze the entire customer journey rather than focusing on isolated metrics, as this can lead to better resource allocation and decision-making [4][11]. Group 2: New Solutions from Douyin E-commerce - Douyin E-commerce has introduced a new marketing product called "Qianchuan·Chengfang," which aims to help businesses clarify their operational costs and maximize the value of every investment [8][10]. - The platform offers three main capabilities: Qianshe (strategy management), Qianyi (execution management), and Qianxun (intelligent recommendations), which collectively enhance businesses' marketing effectiveness [10][14]. Group 3: Steps to Optimize Business Operations - The first step involves helping businesses calculate their total costs across all stages of the sales process, providing a comprehensive view of user acquisition costs [11]. - The second step focuses on optimizing budget allocation and ROI targets through intelligent systems that streamline marketing and advertising efforts [12][15]. - The third step aims to enhance profit levels by optimizing marketing strategies to achieve the best ROI and maximize overall profits [15]. Group 4: Enhanced Marketing Strategies - The article discusses the upgrade of smart coupons to help businesses achieve specific growth targets, such as attracting new customers or activating memberships [20]. - A new dual-commission model for influencer partnerships allows for more flexible collaboration, benefiting both influencers and businesses by reducing costs and increasing profits [21][22]. Group 5: AI Integration and Dynamic Decision-Making - AI plays a crucial role in optimizing marketing strategies by analyzing user behavior across the entire customer journey, enabling businesses to make informed decisions [14][23]. - The integration of AI tools allows for real-time adjustments and recommendations, helping businesses stay aligned with market trends and consumer preferences [23]. Conclusion - The evolution of user behavior and business needs has prompted a shift in platform strategies, with Douyin E-commerce moving towards a model that emphasizes shared ROI goals with businesses, marking a significant transformation in the e-commerce landscape [25].