Night is always the easiest time to emo and the most impulsive.
Wang Xuelin was using Douyin before going to bed, and saw a cosmetics brand broadcast live. It happened that she wanted to buy anti-aging essence recently, so she clicked in and listened to the introduction from the anchor lady before placing an order. When I got up the next morning, I was hesitant to return the product, and when I was shopping around, I received a delivery reminder on my mobile phone, "It's so fast! Forget it, buy it early and use it sooner!" Two days later, she used the essence.
Zhang Meng, who also has the habit of using Douyin before going to bed, regretted it after placing the order. "The rice noodles looked really delicious and the price was affordable, but after placing the order, I remembered my great career in losing weight, so I returned it immediately."
Wang Xue and Zhang Meng are not alone. In Douyin e-commerce, some of them have planned for a long time, some placed orders impulsively, or looked forward to the arrival of the product, or regretted their impulsiveness. The same thing is that they can get what they want in the end.
Statistics show that since the beginning of this year, the number of orders delivered by Douyin e-commerce within 48 hours has increased by 14%, and the "quick refund" before delivery has now covered nearly 80% of the orders as a whole.
From savage growth to rational development, from sales first to focus on consumer experience, China's e-commerce has gone through this road for more than ten or twenty years. Live e-commerce, which has only exploded for three or four years, seems to stand on the shoulders of giants and shorten the time limit for taking this road. Growth rate or consumer experience is not a single-choice question here.
Where does good experience come from
"The focus of work in the coming year has two parts, that is, the two directions of consumer experience improvement: first, the reduction of negative experience; second, the increase of positive experience." On August 24, Douyin e-commerce consumers On the experience open day, Wen Wei, head of consumer experience of Douyin e-commerce, said in an interview with the media.
Three years ago, Douyin e-commerce emerged as a new force, breaking through a relatively stable market structure. The data released by it in June showed that the growth rate of GMV in the past year exceeded 80%. In contrast, the data from the National Bureau of Statistics showed that the year-on-year growth rate of the national e-commerce platform transaction volume in 2022 will be 3.5% — Douyin E-commerce is still growing rapidly.
While growing rapidly, Douyin e-commerce is increasingly referring to another vocabulary, "consumer experience", both internally and externally. It is understood that Douyin e-commerce is working hard to create a healthy ecology of "good services, good products, and good content", focusing on consumer needs, improving consumers' shopping experience, and strengthening consumer rights protection.
According to "Yiandian Finance", for Douyin e-commerce, good service, good products, and good content are a trinity, and they revolve around a common core, that is, "good experience."
Customer experience can be divided into three layers, the bottom layer is "meeting needs", that is, "I achieved my goal"; the middle layer is "easy to use", that is, "I don't need to make a lot of effort"; the top layer is "pleasure", That is, "I feel good about it": This is the Customer Experience Pyramid.
Applied to Douyin e-commerce, good products correspond to "satisfying demand", and buying "good products" is the first goal of consumers; good service and content correspond to "ease of use needs", convenient logistics, Quick-response customer service and credible content make products "easy to buy" and lower the threshold for consumers to buy; the top level of "pleasure" corresponds to "good experience".
This means that in order to improve the consumer experience in the whole link, Douyin e-commerce must achieve two levels of "good products" and "easy to buy" from the three aspects of good products, good services, and good content, so as to satisfy consumers. The needs of the lower layer can ultimately bring it a good experience.
First, good products are the foundation of a good experience.
On the one hand, Douyin e-commerce strengthens product quality management, strictly controls product quality control, strengthens product quality inspection, and strictly controls product shelves; Crack down on fakes at the source. According to reports, this year Douyin e-commerce has intercepted more than 3 million low-quality products by upgrading its identification strategy.
Second, good content is the prerequisite for a good experience.
As a content e-commerce platform, Douyin e-commerce is unique in that many consumers touch products through short videos, live broadcasts and other content, which means that in order to ensure consumer experience, Douyin e-commerce needs to focus on quality from the source of content . As Wen Wei said, good content can drive the two-way growth of word of mouth and business, "authentic and credible is the best way to bring goods."
According to reports, by clarifying the overall high-quality content standards and streaming mechanism, Douyin e-commerce has strengthened the identification and crackdown on low-quality and false content, and the number of negative feedback on orders brought by talents has been reduced by 52%.
Third, good service is the core of a good experience.
△Wen Wei, Head of Consumer Experience of Douyin E-commerce
Consumers' shopping journey includes pre-purchase, logistics, and after-sales. The good services of Douyin e-commerce cover these three links. Transportation, distribution and inverse integration solutions, etc. to improve logistics service levels; after-sales, to protect funds for consumer rights, etc., to handle after-sales disputes and claims for rights protection.
According to reports, in the past six months, Douyin e-commerce has strengthened its front-end identification capabilities, increased its exclusive customer service team by more than 1,000 people, invested nearly 400 million yuan in consumer protection throughout the year, and increased consumer satisfaction by 7.6%. At the same time, through the merchants' rectification of customer service and after-sales issues, the feedback rate of consumers' dissatisfaction with services has dropped by 15.3%.
In the end, in Douyin e-commerce, good content, good products and good services together constitute a good experience.
The core driving force of Douyin e-commerce
In just three years, Douyin e-commerce has achieved triple jumps: the concept of "interest e-commerce" will be explained for the first time in 2021; "interest e-commerce" will be upgraded to "global interest e-commerce" in 2022, and live broadcasts, short videos and shelves will be integrated ; In 2023, the boundary of "global interest e-commerce" will be further expanded, and the future will be an overall ecology covering various traffic.
While jumping three times in a row, Douyin e-commerce has always taken platform governance as its top priority. In 2021, it is proposed that GMV is not the first goal, and platform governance is the first priority. As the Douyin e-commerce ecosystem grows larger and more complex, platform governance has always been the top priority, although the difficulty has increased.
The core of platform governance is user first and consumer experience. Whether purely as a content platform or as an e-commerce platform, good experience is the core competitiveness of the platform and the core driving force for the growth of the platform. The quality of consumer experience is the key to determining whether it can develop in the long run and how high the ceiling is.
According to Yidian Caijing, there are two logics for Douyin e-commerce to do a good job in consumer experience: first, good experience can retain users; second, good experience can accelerate the transformation of good content and good products into good business.
First, a good experience improves user satisfaction, improves consumer retention and repurchase rates, and makes the growth of merchants and Douyin e-commerce platforms more sustainable.
Two data from the E-Commerce Research Center of NetEase show that in 2022, the number of domestic online retail users will reach 845 million, and the growth rate will hit a record low. Among them, the number of live e-commerce users will reach 473 million, a year-on-year increase of 10%. rapid decline. This means that user retention and repurchase rates are becoming more and more important.
That quick anti-aging essence purchase experience made Wang Xue more and more start shopping on Douyin, especially cosmetics. "I never thought that cosmetics could be bought from Douyin. The last time I bought it, I found that it was no different from other platforms. The product was genuine and arrived quickly. Through the live broadcast, I could ask the anchor lady all kinds of questions and get answers on the spot."
Second, a good experience makes good content and goods more vital. Shelves and content are the twin engines of Douyin e-commerce. The platform connects the two through products and strategies, thereby providing an accelerator for the development of e-commerce; consumer experience improvement is a fuel that accelerates the growth of good content and good products to good business. transform.
According to public reports, a men’s clothing merchant that settled in June last year received a lot of traffic support from Douyin e-commerce during the 618 period this year, and was also reduced or exempted from some technical service fees. The reason is that they usually do a better job in terms of content and customer service. Of course, during the 618 period, they also put forward requirements in terms of delivery logistics, after-sales service, and customer service reception.
The operating logic of the Douyin e-commerce "global interest e-commerce" is that interest is stimulated by content, which can promote short-term conversion; interest will also extend and have continuity, and user interest will be naturally taken over by more scenarios. According to this logic, a good consumer experience can make interest last longer, and naturally make conversion more sustainable.
"Good experience can create core competitiveness", Wen Wei, head of consumer experience of Douyin e-commerce, said this sentence is applicable to both merchants and Douyin e-commerce.
Live streaming e-commerce is moving towards rational growth
According to the data of NetEconomics, the overall market size of the live e-commerce industry in 2022 will be 3.5 trillion, an increase of 48.21% compared to 2021. Although it is still in a state of high-speed growth, compared with the growth rate of 83.77% in 2021 and the growth rate of more than 100% a few years ago, it has obviously slowed down significantly.
After several years of brutal growth, live broadcast e-commerce is currently entering a stage of rational growth. In the stage of barbaric growth, problems such as product quality and consumer experience can be covered up by high growth rates, but these unresolved problems will only accumulate and deal a fatal blow to the industry and enterprises when the growth rate slows down.
A truly smart company will change the engine while flying the plane, and find a second growth engine for itself when the industry and itself are still growing at a high speed. This is the case for Douyin e-commerce. Why does it put platform governance first in 2021, and why does it focus on improving user satisfaction from the beginning? This is the reason.
Facts have proved that the good experience measures of Douyin e-commerce have had a positive impact on itself and the entire industry, making consumers, businesses and platforms more rational.
Different from traditional shelf e-commerce, live e-commerce is more about “content” to stimulate users’ potential consumption needs, and the proportion of impulsive consumption is higher, which in turn brings a higher return rate and a lower repurchase rate to the industry. This is a problem that must be resolved if the industry is to develop healthily.
At present, more and more anchors and organizations call on users to place orders rationally and reduce "impulse" before consumers place orders. But this is far from enough. The healthy ecology of "good services, good products, and good content" that Douyin e-commerce plans to create is essentially to make the entire chain more "rational" from the perspective of the supply side.
On the one hand, it solves the core demands of consumers in terms of delivery, pre-sales, logistics, refunds, and customer service. For interest e-commerce companies, slow delivery, no delivery, and long pre-sale cycle will seriously affect consumers' willingness to place orders, and make consumers more likely to withdraw orders.
A Douyin e-commerce survey found that delivery speed is the most concerned issue for consumers, accounting for 35%. To this end, Douyin e-commerce clearly stipulates that only merchants with good experience in terms of contract performance and service are allowed to use the pre-sale function, and has adopted a number of measures to encourage merchants to sell spot goods and shorten the pre-sale cycle.
The data shows that compared with last year, the average delivery time of Douyin e-commerce merchants has been shortened by 10 hours, and the number of delivery orders within 48 hours has increased by 14%. Consumer satisfaction continued to improve, and the number of help requests due to delivery logistics experience decreased by more than 50%.
For consumers who really want to withdraw their orders, "Quick Refund" can improve the consumer's return and refund experience. Zhang Meng, who had that impulsive shopping experience, is now very relieved to buy things on Douyin e-commerce, "I have a bottom line in the end, but I will feel a little embarrassed after buying and returning, so I will think carefully before buying."
On the other hand, by strengthening basic service capabilities, as well as new technologies and models, Douyin e-commerce has achieved a more precise match between consumers, good products, and good content. Some Douyin e-commerce merchants said that despite the implementation of unreasonable returns, the return rate on their platforms has still dropped by half compared to last year.
Driven by Douyin e-commerce, the live e-commerce industry is becoming more rational: the platform is more rational, putting consumer experience and platform governance first, rather than blindly pursuing GMV; service, focusing more on user repurchases rather than one-off transactions.
The rationality of the two has allowed them to reap more stable growth and a higher repurchase rate, allowing consumers to shop more freely under the guidance of "interest".
epilogue
There are two kinds of evergreen trees in the retail industry: one is to maximize the cost performance through the improvement of supply chain efficiency; the other is to maximize the consumer experience through platform governance and infrastructure. Both paths can bring continuous growth of the enterprise, one is efficiency growth and the other is quality growth.
Douyin e-commerce, which has been established for only three years, has efficient matching on the one hand and a healthy ecology of "good service, good products, and good content" on the other hand. It is looking for the possibility of 1+1 for live e-commerce.