Douyin is drawing Taobao's soul

Although it belongs to two completely different paths, Douyin e -commerce is imitating Taobao.

According to the TECH planet report, recently, Douyin announced that some medium waist business will be handed over to the Douyin e -commerce service provider team. In the future, Douyin e -commerce mainly goes to the mall and brand.

It is worth mentioning that Li Tian, ​​the person in charge of the author of the original jitter e -commerce author, left in June this year. Li Tian is a member of the "Seven Seven Group" of Douyin. The "content" and "commodities" are gradually diversion, which also means that Li Tian's duties have also been differentiated. The change of this series of "big swords" has accelerated the departure of Li Tian, ​​the person in charge of the commodity operation of the Douyin e -commerce author.

But it is certain that the current Douyin is moving closer to the traditional e -commerce platform. The Douyin shop has been quietly upgraded to Douyin Mall. The new version of the interface is not only very similar to the traditional shelf e -commerce, but also launched 10 billion subsidies, groups, spikes and other activities. There is no difference in business platforms.

And Douyin's ambition is far more than that. After the interface was changed, Douyin began to try to create e -commerce festivals. Similar to Taobao's Double Eleven, Douyin e -commerce has opened the "Douyin 818 to find a good thing." From the perspective of Douyin's festival demands, Douyin seems to be preparing to meet the diversified business needs of merchants through channels such as short videos, live broadcasts, and pan -malls, help them expand market growth, and make 818 into the third e -commerce festival in the country.

Douyin and traditional e -commerce seem to be inevitable "two -way go." Traditional e -commerce such as Taobao and Pinduoduo is short video. While transforming in the direction of interest e -commerce, Douyin is transformed into traditional shelf e -commerce. Both sides are deeply rooted in their main positions, which seems to be able to spy out the dilemma facing Douyin e -commerce.

First of all, Douyin e -commerce does not have an advantage at the brand level. Douyin's previous main force seems to be concentrated in "interest e -commerce". Interesting e -commerce rely on emotional drive, mainly impulsive shopping. The main dilemma is that the repurchase rate is very low. It also does not have rigidity. Interesting e -commerce has almost no advantage in the need for goods, large products, and even formal brand products. The status quo of the market also confirms this truth. Brand merchants will still use Taobao Tmall's mainstream traditional e -commerce as the core business position. Douyin's interest in e -commerce is not the best choice for major flagship stores.

Secondly, the content -oriented e -commerce lacks the central field layout. On the content -oriented platform, the content and traffic have played a decisive role. The Douyin e -commerce has been operating in the form of "looking for people". The anchors and fans are the core of live broadcast and cargo. However, the essence of content e -commerce is content. High -quality content must be completed by professional anchors, but ensuring that the output of continuous and high -quality content itself is a very difficult thing. Between the content and traffic, the merchant and the brand side also It's difficult to make a weighing. If you want to form an absolute advantage in front of traditional e -commerce, Douyin e -commerce must complete the transition from people -centered to goods.

In the end, although e -commerce is already a major direction for Douyin, whether it is logistics and after -sales service or product supply chain, the current Douyin e -commerce has a lot of deficiencies, far from reaching the height of the old e -commerce platform. The most critical point is that the bottom trust system of Douyin e -commerce is different from the real e -commerce platform. The bottom -level trust of Douyin e -commerce is more from users' trust in the anchor, not from the Douyin platform. If the anchor is strong enough and the content is high enough, even if you change a platform to bring the goods on the platform, it can still achieve good results.

To some extent, Douyin's interest e -commerce is more like a siege. People outside want to go in, but those who enter. When the Internet dividends disappear and traditional e -commerce gradually touches the development of ceiling, the interest represented by Douyin e -commerce e -commerce is undoubtedly an alternative, and short videoization has also been identified as the future development trend of e -commerce.

However, today's Douyin seems to have to make changes. Because traditional e -commerce already owns, it is also never owned by Douyin e -commerce.

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