飞瓜·抖音版

Platform introduction:

Feimelon Data Douyin version is a "data-driven operation hub" built for Douyin ecosystem practitioners. It solves five types of Douyin operation pain points: Data fragmentation : Douyin background data is scattered in the "creator service center, e-commerce compass, local life background", manual summary takes more than 3 hours/day and lacks depth dimensions (For example,"proportion of traffic sources" and "competing marketing actions"); It is difficult to match talents : Douyin has more than 10 million talents, so manually screening talents with "high conversions, low pit fees, and fan matching" is inefficient, easy to step on the trap of "false fans and inconsistent categories"; The conversion link is blurred : It is impossible to track the full-link data of "exposure-click-add-purchase-transaction", and it is difficult to locate "which step has a high churn rate"(For example,"Product clicks are high but transactions are low, which may be a problem with the details page"); Poor live broadcast control :"GMV trends, product conversions, and audience retention" cannot be known in real time during live broadcast, and it is difficult to chase after orders are released., traffic is serious waste; Local group purchases are difficult to benchmark : Local merchants do not know the "live broadcast time, package design, and drainage skills of high-conversion merchants in the same region", and blind operation leads to low store arrival rates.

Its core logic is to "reduce costs and improve efficiency with 'Douyin algorithm adaptation + full-link tool chain'": there is no need to manually integrate data, and the entire platform data is summarized with one click; there is no need to blindly find people, and intelligent screening and matching" brand target group "High-quality resources; no need to keep a close eye on the live broadcast screen, real-time monitoring and transformation funnel help you control the overall situation, allowing Douyin operations to shift from" experience-driven "to" data-based and precise execution ", adapting to all levels of needs from small and medium-sized businesses to leading brands.

Core functions: (based on the ecological characteristics of Douyin and user needs)

1. Core: Four major functional modules

(1) Mining e-commerce hot products: foresee traffic outlets and quickly select products

Solve the problem of "Douyin selection 'blindly following the trend and missing the blue sea'"and cover all selection scenarios:

1. Market trend insight :
   • Covering 8000+ sub-categories, displaying "category growth rate (such as 'personal care and home clearing category growth rate of 724.84%'), market share, and user preferences" in real time, and helping to lay out blue ocean categories in advance (such as "Summer 'Cooling Home Appliances' category Traffic increased by 60%");
   • Analysis of segmented channels: The proportion of the three major sales channels of "live broadcast/video/commodity card" for disassembled products. Example: "70% of sales of a snack product come from live broadcast and 30% come from commodity cards", which can be mainly invested in live broadcast to bring goods;
2. Multi-dimensional Hot List :
   • Update the "Hot Products List, High-Conversion Traffic Words List, and New Products List" in real time, marking the "Hot Products Logic"(such as "A certain beauty product relied on the 'Oil Pimples Muscle Measurement' video to hit the list, and the playback exceeded 5 million");
   • Traffic word mining: Capture hot words in Douyin Mall/Marketing SEO (such as "white lipstick" and "affordable storage") to help optimize product titles and obtain natural search traffic;
3. Post-purchase feedback analysis :
   • Focus on the user's true evaluation after the transaction, extract "product likes (such as 'refreshing texture') and bad points (such as 'poor packaging')". Example: A certain skin care product optimizes the "bottle opening design" through post-purchase feedback, and the repurchase rate is increased by 25%.

(2) Targeted delivery: full-link management, improved conversion

Solve the problem of "Douyin Daren Cooperation 'difficulty in finding an account, weak monitoring, and chaos in reordering'", covering the entire launch cycle:

1. Before voting: Target matching :
   • Multi-dimensional screening: according to "talent type (grass planting/clothing/emotion), fan-level (10,000 - 10 million +), GMV with goods (e.g.'5.234 million'), fan portrait (age/interest/region)" Screening, support "talent comparison"(such as "A talent female fans account for 80%, B talent male fans account for 70%, and beauty brands give priority to A");
   • High conversion list: Break down the 10+ talent list (such as "Beauty High Conversion List, Local Life Drainage List") and quickly target "low pit fee, high ROI" talent;
2. Investment: Minute monitoring :
   • Track the "video exposure, product clicks, and sales conversion" of collaborators in real time, and support "minute-level data updates"(for example,"The video of a celebrity is released and broadcast exceeds 100,000 per hour, triggering a follow-up reminder");
   • Talent monitoring: Pay attention to Daren's "recent operating data, types of goods with goods, and fan growth trends" to avoid "decline in Daren's data" leading to launch failure;
3. After the vote: effect review :
   • Automatically generate delivery report: including "Talent Performance, ROI Measurement, Audience Feedback", and support Excel export;
   • Launch influence analysis: Evaluate the driving effect of talents on "brand search volume and product sales" and optimize the follow-up talent matrix.

(3) Brand competition analysis: Benchmark competing products and find differentiated advantages

Solve the problem of "Shuanyin brand operation 'ignorance of the actions of competing products and lack of differentiation'" and focus on the core of competition:

1. Market share and tier :
   • Analyze the brand's "market share and growth rate ranking" in the category, and clarify its own level (such as "head/waist/tail"). Example: A food brand found that "its own market share is 8.33%, and competing product A accounts for 20%.", need to adjust its marketing strategy;
2. Competitive marketing dismantling :
   • Track the "video/live broadcast/soft broadcast actions" of competing products (such as "Competitive product A broadcasts itself 3 times a week, mainly promoting '100 minus 30'"), and the cooperation list of talents (such as" Competitive product B has long-term cooperation 10 100,000 fans and beauty talents ");
3. Self-broadcast dynamic analysis :
   • Gather the "brand self-broadcast numbers/brand store data" of competing products, including "self-broadcast duration, GMV trends, product structure, live broadcast skills". Example: A home appliance brand increased the self-broadcast duration from 2 hours/day to 4 hours through benchmarking., GMV increased by 50%.

(4) Live broadcast real-time operation: control the overall situation and optimize transformation

Solve the problem of "Douyin live broadcast 'blind broadcast' and difficult to control conversion", covering the entire live broadcast process:

1. Live broadcast data market :
   • Capture the overall traffic trend of Douyin live broadcasts and discover "hot tracks"(such as "beauty live broadcasts have the highest traffic from 8:00 p.m. to 10 p.m.");
   • Large visual screen: Visually present the "real-time GMV, interaction volume, and audience Retention rate" in the live broadcast room, and control the core data on one screen;
2. E-commerce transformation funnel :
   • Monitor the conversion rate at each step of "exposure-click-additional purchase-transaction", and quickly locate and optimize the optimization links (such as "the additional purchase rate is high but the transaction is low, so you need to optimize the discount in the live broadcast room");
3. Local group purchase adaptation :
   • For local merchants with high exposure and high conversion, check "their live broadcast time, package design (e.g.'99 yuan meal for two'), and drainage skills". Example: After a catering merchant benchmarked, it adjusted "the live broadcast time to the afternoon and evening peak"., in-store conversion increased by 40%.

typical application scenarios

• E-commerce merchants 'selections : A Douyin snack merchant found that the sales of "Zibo Nuts Moon Cake" have soared recently through the "Hot List". It followed up the same model and paired it with the "Mid-Autumn Festival Gift Box" marketing. Sales exceeded 100,000 orders within one week, which is three times more efficient than previous product selection;
• Brand Talent Launch : A beauty brand found 15 talents with "100,000 - 500,000 fans and oil-acne skin fans accounting for 70%" through "Talent Screening". After launch, real-time monitoring found that "a certain talent The video playback exceeded 3 million", and additional releases were released in time. The GMV in a single game reached 800,000, and the ROI exceeded 1:6;
• Drainage by local merchants : A milk tea shop learned the "live broadcast conversation skills of high-conversion merchants '''9.9 yuan second kill coupon' through" local group buying benchmarking ", adjusted the live broadcast time to" afternoon tea time ", and arrived at the store. The write-off rate increased by 35%;
• MCN Talent Management : A certain Douyin MCN used the "Talent Monitoring" function to discover that its "fan growth of talent wearing has slowed down recently" and adjusted the content to "workplace commuting wear" through competitive product analysis. Within a month, the number of fans increased from 5000 to 30,000, and the GMV with goods increased by 200%.

applicable population

• Double-tone brand merchants : Brands such as beauty, food, and home appliances need to benchmark competing products through data, optimize talent delivery, and improve self-broadcast conversion;
• Douyin e-commerce merchants : Douyin store owners and individual e-commerce companies need to select popular products, optimize product titles, and connect with high-quality talents;
• MCN organization : Douyin exclusive MCN needs to manage talent accounts, batch docking brand launch, and improve the GMV of talent bringing goods;
• Local lifestyle merchants : Local merchants such as catering, beauty industry, and retail need to use group buying live broadcasts to divert and transform their peers;
• Douyin Talent : Full-time/part-time talent needs to optimize content direction, find high-commission products, increase fans and conversion.

Unique advantages (compared with similar chatter tools)

1. In-depth adaptation of Douyin algorithm : It understands the Douyin "short, direct, dual drive, algorithm recommendation" logic better than general data analysis tools, such as "disassembling traffic sources (natural flow/DOU+/Qianchuan), live broadcast audience retention curve", a brand feedback that "using flying melons can find the content direction of 'algorithm preferences', while other tools only look at surface data";
2. Real-time and comprehensiveness of data : Live/video data update frequency reaches "1 minute/time", covering all scenarios of "e-commerce, local life, and brand self-broadcasting", which is twice faster than similar tools, and it is more timely to chase orders.;
3. Exclusive local group buying function : The only tool suitable for Douyin's local life provides "regional merchant benchmarking, package design reference, and store conversion analysis", and the store arrival rate of local merchants has increased by an average of 30%;
4. MCN resource docking : Built-in 1000+MCN institutional contact information, brands can quickly connect with talent resources, reduce intermediate links, and increase delivery efficiency by 40%;
5. Novice-friendly design : Provides "Douyin Operation Tutorial, Breakout of Hot Product Cases, 1-on-1 Newbie Guidance". Newbies can master core functions within 1 week, and the learning cost is 50% lower than "professional data tools".

precautions

1. Data interpretation combined with Douyin Rules : Douyin "traffic fluctuations are large", so it is necessary to interpret the data in conjunction with the "algorithm recommendation cycle (such as the 'new number cold start period')" to avoid misjudgment (such as "The sales volume of new products in the first three days is normal, so there is no need to blindly remove them from the shelves");
2. Select paid packages on demand : Local merchants can choose "E-commerce Merchant Edition", brands need to unlock "Brand Matrix Analysis +MCN Docking", and MCN needs to open "Multiple Sub-accounts + Talent Monitoring";
3. Compliance use of data : Data is only used for your own operating decisions. It is not allowed to "disclose trade secrets of competing products (such as talent pit fees) or forge data to deceive brands." Violation will be punished by Douyin officials;
4. Live broadcast optimization requires manual cooperation : The tool can warn of "low conversion rate", but the reason needs to be manually analyzed (such as "speech problem vs product problem") to avoid over-reliance on the tool;
5. Local group buying focuses on regional characteristics : Users in different cities have different preferences (such as "first-tier cities prefer high-end packages, third-tier cities prefer affordable packages"), and "merchants in the same region" need to be screened when benchmarking.