抖店

Platform introduction:

抖店(Originally "Douyin Store") is a one-stop store operation center created by ByteDance for Douyin e-commerce merchants. It positions itself as the "main position for interested e-commerce business operations" and aims to solve the problem of merchants "" The pain points of decentralized management on multiple platforms, the separation of content and transaction links, and the difficulty of tracking business data." The platform deeply integrates Douyin content ecosystem (Short Video, live broadcasts) and transaction capabilities. Merchants can directly complete full-process operations such as product shelves, order processing, customer service, and marketing promotion in 抖店, and at the same time, link up with huge amounts of Qianchuan (traffic delivery) and Douyin E-commerce Compass (data insight) to achieve a business closed loop of "content drainage-transaction undertaking-data optimization". Whether they are brand merchants, small and medium-sized e-commerce companies, or individual entrepreneurs, they can quickly enter the Douyin e-commerce ecosystem through 抖店. In a typical case, clothing merchants use "Short Video planting grass +抖店 undertaking" to achieve a monthly GMV exceeding one million, which is a key connection platform for Douyin e-commerce from "content field" to "business field."

Core functions:

1. Full-process basic store management

   • Store opening and qualification management : Support individual industrial and commercial households, enterprises, brand merchants and other types of entities to settle in, and provide qualification review, store information setting (name, Logo, main category), authority management (sub-account division) and other functions to quickly complete store construction;
   • Commodity management : Supports product creation (filling in title, specifications, price, inventory), listing/removal/sold-out management, SKU optimization, main picture/detail page editing, and also provides a "product material center" to facilitate merchants Manage product pictures, videos and other materials in a unified manner to meet the needs of Douyin content display;
   • Orders and performance : Real-time synchronization of orders generated by Short Video/live broadcasts, supporting order inquiry (filtering by status and time), shipment processing (docking with logistics service providers, printing of face orders), after-sales management (refund, replacement review), and some categories support services such as "use first and pay later" and "speed refund" to improve user experience.

2. Marketing and traffic operation tools

   • Store marketing activities : Built-in basic marketing tools such as "limited time kill","full discount","coupon" and "group group", support customized event time and discount intensity, and adapt to daily promotions and big promotions (618, Double 11) scenario;
   • Traffic linkage capability : Seamless connection with the huge amount of Qianchuan, merchants can directly jump to Qianchuan in the 抖店 background to place advertisements to drain stores; at the same time, it supports the "product mount" function to associate 抖店 products to Short Video/live broadcasts, realizing the direct conversion of "content planting-click to order";
   • Daren Cooperation Management : Provide "Daren Plaza", where merchants can select suitable Douyin Daren (based on category, number of fans, and ability to bring goods) and initiate cooperation invitations. Daren can mount 抖店 products through the "commodity window" to help merchants expand distribution channels.

3. Data insight and business optimization

   • Store data center : Display core operating data, including store GMV, order volume, visitor number (UV), conversion rate, customer unit price, etc., support viewing trends by day/week/month, and help merchants grasp business trends;
   • Product data : Analyze the exposure, clicks, additional purchases, and transaction data of individual products, and locate high-potential products (such as high-conversion hot products) and products to be optimized (such as low-click products, the main map needs to be adjusted);
   • User data : Present portraits of store visitors (age, gender, region, consumption preferences) to provide basis for product selection and marketing group targeting. At the same time, it supports "member management" to enhance user repurchase through points and rights.

4. Compliance and service guarantee

   • Compliance management : Provide interpretation of Douyin e-commerce rules (such as prohibited goods, false publicity definitions), violation warning and appeal channels to help merchants avoid business risks;
   • Official service support : Connect to the "Douyin E-commerce Learning Center" to provide courses such as shop opening tutorials, operation skills, and industry cases; also provide "official customer service" to answer questions about store operations and rules. Some merchants can apply for "Official Operation Guidance" service.

Usage scenarios:

• Brand merchants operate in the entire region : A beauty brand opened 抖店 and put new products on 抖店 through the dual model of "brand self-broadcast + talent distribution", with the huge amount of Qianchuan launch and "time-limited seconds kill" activities, the GMV of a single live broadcast exceeded 5 million;
• Cold start of small and medium-sized e-commerce companies : An individual clothing merchant uploads its own clothing products through 抖店, shoots Short Video for wearing and fitting, and mounts product links. At the beginning, it heats content through DOU+ to gradually accumulate fans, achieving monthly sales ranging from 0 to 100,000;
• Transformation of local lifestyle merchants : A certain chain restaurant brand has been launched 抖店 and put on the shelves of "On-the-Store Verification Coupons" and "Takeout Packages". Through Short videos drainage from shop-visiting people, users will arrive at the store after placing orders at 抖店 Spend or enjoy takeout delivery, and expand online customer acquisition channels;
• Daren's own store operation : A gourmet celebrity opened a 抖店 and put on shelves the prefabricated dishes he developed. Through live demonstrations of the cooking process, he guided fans to place orders directly at 抖店, realizing "content IP-A closed-loop monetization of self-owned goods."

Applicable population:

• Brand side : Enterprises that need to deploy official stores in Douyin E-commerce to realize brand self-broadcasting, new product promotion and user privacy (such as beauty, clothing, and 3C brands);
• Small and medium-sized e-commerce merchants : Individual industrial and commercial households, small and micro enterprises, operators who hope to obtain traffic through the Douyin content ecosystem (Short Video/live broadcasts) and realize product sales;
• Douyin Daren : Those who have their own products or cooperative sources of goods need to open a store to accept their own content traffic and realize "content creation-product realization";
• Local lifestyle merchants : Offline merchants such as catering, beauty industry, and scenic spots need to use 抖店 to put on the shelves of group purchase coupons, tickets and other products to expand online drainage and in-store conversion channels.

Unique advantages:

1. Deep closed-loop loop of Douyin Ecosystem : Seamless linkage with Douyin Short Video, Live broadcasts, Talent, Traffic Tools (Qianchuan), and Data Tools (Compass), eliminating the need for cross-platform operations, realizing the full link of "Content-Traffic-Transaction-Data" is open to reduce business losses;
2. Low threshold for opening stores and operations : Streamline the check-in process and provide a wealth of free tools and learning resources, so that novice merchants can quickly get started without professional e-commerce experience;
3. Strong adaptability to interested e-commerce : The design of product displays and marketing activities conforms to Douyin users 'habit of "content-driven consumption", supports Short Video/live broadcast scenes to plant grass, and the conversion efficiency is higher than that of traditional e-commerce;
4. Full-cycle business support : From cold start of store stores (traffic support), daily operations (marketing tools) to long-term growth (data optimization, member management), it covers the needs of merchants at different operating stages and helps business continue to grow.