抖音电商罗盘

Tool introduction:

抖音电商罗盘It is a core data tool created by ByteDance for the Douyin e-commerce ecosystem. It positions the "interest e-commerce data hub" and solves the pain points of merchants "having no direction for operation, no basis for optimization, and no path for growth." The platform integrates Douyin's global data (content field, shelf field, and service field) and is divided into three major modules: "Compass·Operation (merchant store diagnosis), Compass·Strategy (brand growth decision), and Compass·Talent (Talent operation optimization)". The module realizes data disassembly and trend prediction through AI technology (semantic recognition, graphic recognition), such as identifying hot search terms to optimize product titles, and analyzing crowd preferences to guide content creation. Whether it is a cold start for small and medium-sized businesses, a burst of brand new products, or a talent to improve the efficiency of goods delivery, you can obtain accurate data insights through the compass. It is the core infrastructure of Douyin E-commerce's "data-driven business growth".

Core functions:

1. Compass·Management (Store Management Brain) ​
   • Full-link operation diagnosis: covering three major scenarios: shelf operation, content operation, and service experience-- ​
   • Shelf operation: Identify hot search terms such as "moisturizing and moisturizing" and "skin care water emulsion", optimize product titles and main pictures, and a beauty merchant's search for GMV and the exposure has increased significantly; analyze the layout of store classification pages, and optimize the classification pages GMV and product exposure. Increase in click-through rate; ​
   • Content operation: Replay Short videos (such as optimizing plot scenes, increasing the completion rate by 3 times, and increasing the interaction rate) and live broadcasts (monitoring data in real time, adjusting the order of product explanation, and improving live broadcasts conversion); ​
   • Service experience: Monitor indicators such as delivery timeliness and bad review rate, promptly warn problematic products, and reduce return rates. ​
   • Intelligent diagnosis and strategy recommendation: Automatically locate business problems (such as high traffic but low conversion), provide implementable optimization suggestions (such as adjusting live streaming techniques, replacing low-conversion products), and help businesses grow healthily. ​
2. Compass·Strategy (Brand Business Growth Engine) ​
   • Market insight and trend prediction: Explore industry hotspots and consumer trends (such as blue ocean categories, potential attributes) to help brands formulate product plans. A brand relies on the trend and new product fast-reaction strategy, and its average GMV has increased by 40 times; ​
   • Global data and competitive analysis: Integrate multi-store data, gain insight into industry competition dynamics, and formulate global growth strategies through product, content, and crowd dimensions; ​
   • Crowd and product optimization: By calibrating product selling points through category trends, hot search terms, and user questionnaires, and improving the conversion of new products, the unit price of high-end customers of a certain brand has increased significantly. ​
3. Compass·Talent (leader of talent growth) ​
   • Crowd analysis: Clearly present fan portraits (interests, preferences) to help people create content that suits their fans 'preferences; ​
   • Product selection strategy: Analyze the "exposure-click-conversion" link of products, match high-quality products, and improve the efficiency of goods delivery; ​
   • Content creation guidance: Disassemble content data (such as the proportion of TOP10 video GMV), guide people to optimize content forms, and achieve grass planting.

Usage scenarios:

• New products from merchants burst out: Using the compass to explore blue ocean trends and optimize product planning and Short videos content, the GMV payment for a brand's new product exceeded expectations, and the VV and completion rate of Short videos exceeded the same period; ​
• Brand-wide growth: Relying on market insights to target target groups and optimize product and content strategies, a brand has achieved growth in new customers with high customer prices and continues to expand its business scale; ​
• Talent bringing goods to improve efficiency: Analyze fan preferences and product data, match suitable products, and optimize content. The GMV and interaction rate of a certain talent bringing goods will be significantly improved; ​
• Store operation optimization: Identify high-click categories/products, adjust the main map and store decoration, and increase the GMV and product exposure click rate on a store's classification page.

Applicable population:

• Small and medium-sized businesses in Douyin: Need to diagnose store problems through data, optimize shelves and content, and achieve cold start and steady growth; ​
• Brand side: It is necessary to gain insight into market trends, formulate global growth strategies, and promote the explosion of new products and the precipitation of crowd assets; ​
• Douyin Daren/MCN organization: It is necessary to understand fan preferences, optimize product selection and content, and improve product conversion and account influence; ​
• E-commerce operation personnel: It is necessary to formulate refined operation scheme (such as live broadcast goods group and Short videos creation) based on data to help business growth.

Unique advantages:

1. Open up global data: Integrate data from Douyin content fields (Live Broadcast/Short videos), shelf fields (Mall/Search), and service fields (Logistics/After-Sales) to avoid data silos and achieve "Grassing-Transformation-Retention" full-link analysis; ​
2. AI intelligent empowerment: Automatically disassembles data and locates problems through semantic recognition and graphic recognition technology, provides precise strategic suggestions, and lowers the data analysis threshold for small and medium-sized businesses; ​
3. Layered scenario adaptation: Design differentiated functional modules for merchants, brands, and talents to meet the core needs of different roles in "Operation-Strategy-Operation"; ​
4. The effect is verifiable: Many cases have proved the value of the data (such as a 40-fold increase in average GMV and a 3-fold increase in completion rate), and it is seamlessly linked with the Douyin e-commerce ecosystem (Diandian, Qianchuan), and the strategy can be directly implemented.