Gold origin overseas plans to trace to the United States, Douyin e-commerce global shopping helps merchants unlock new growth

In recent years, quality life has become a key word for many people's consumption, and choosing imported goods is gradually becoming one of the main consumption methods for the public.

Data shows that by 2023, the number of Chinese cross-border e-commerce users will reach 168 million, and final consumer spending will rank second in the world. Users' pursuit of rich products and quality life has brought growth momentum to the cross-border e-commerce industry.

In this context, how to strengthen users' awareness of authentic products and convert growth momentum into tangible brand sales has also become a question that overseas brands need to think about. In March this year, Douyin e-commerce Golden Origin Overseas Plan and Douyin e-commerce Global Shopping focused on overseas origin tracing and launched the first tracing stop in the United States in March. Through the traceability live broadcast, it brings users an immersive shopping experience and a one-stop shopping service around the world without leaving home, helping merchants grow their business. The marketing strategy is also worth our consideration and reference.

Amplify the potential of overseas influencers to help overseas brands move from being “known” to being “recognized”

For the global shopping industry, although user consumption demand will show explosive growth in 2023, some consumers still lack trust in the source of goods. How to shape users' perception of authenticity is a problem that brand merchants and platforms need to solve together.

On the one hand, users prefer products from well-known brands and are not very interested in exploring good products from other sources, which makes many emerging overseas brands lack the opportunity to connect with consumers; on the other hand, even for well-known overseas brands, users are reserved about the authenticity and price of the products.

As an important bridge between global high-quality goods and Chinese consumers, Douyin E-commerce Global Shopping, based on its deep insight into the industry, has linked up with the overseas gold production plan to solve the pain points of operations. Through the traceability of overseas influencers in the United States, with the help of intuitive and visual live broadcast scenes and the strong fan stickiness of influencers, overseas goods are liberated from the old impression, helping more overseas brands to establish cognition and build trust on the user side.

1. Start from the characteristic traceability scenario and establish overseas origin awareness

The place of origin is the best business card of a product.

In order to give full play to the advantages of production areas and use the production area effect to establish users' trust in the source products, after the first stop of the event landed in the United States, Expo West, Las Vegas, and Disney's Mickey Avenue were selected as key traceability scenes.

Among them, Expo West is not only one of the largest natural food, organic and health product exhibitions in North America, but also deeply loved by brands. It is an important place for brands to showcase new products and innovative trends. At the same time, this event is also the only exhibition in the world where both ingredients and finished products can be seen, attracting users from all over the world to communicate and purchase; and the entertainment capital Las Vegas and Disney Street are the iconic existence of American entertainment and culture, and users have a good perception and recognition of them.

Integrating overseas products into three typical scenarios can allow users to immediately associate the products with their U.S. origin, and with the endorsement of the origin, stimulate users’ interest in learning about the brand and its story.

2. Overseas experts help to amplify overseas products

"Awakening of Demand" once pointed out: In the current era of information explosion, what people actually need is not more information, but people who are professional enough to help us filter this information.

On the one hand, this event focuses on user consumption needs, and invites overseas experts in popular fields such as fashion and life to participate in the event and visit special scenes on the spot. Through the live broadcast room camera, overseas products are displayed with real exhibition and store visits, helping overseas brands gain a sense of closeness and trust, and precipitating interested people for subsequent brand sales growth.

Take the expert @子豪妈妈讲营养成分 as an example. The professional information output by the expert as a senior nutritionist is highly consistent with the current users' pursuit of nutritious products, and the fan base has high stickiness. The expert's participation in overseas origin tracing has increased the certainty for nutrition brands to accurately reach potential consumers and achieve efficient seeding.

On the other hand, the event also linked the influence of the platform. With the topic as the attraction, it created popular traceability content such as #Stay at Home and #What's Worth Buying Abroad to expand the influence of the event. On the day the topic #What's Worth Buying Abroad was launched, it landed on the TOP1 of the Douyin Recommendation List, achieving further contact with interest circles and amplifying overseas source goods.

The combination of the two methods can not only ensure that users with strong consumption needs can be accurately reached by overseas brands, but also allow other potential users to further awaken their consumption minds when they discover more trustworthy overseas products.

Transform purchasing desire into business growth, allowing overseas good products to flow in both directions with users

The ultimate goal of promoting or influencing consumers is to promote consumer decisions and convert the potential of the activity into real business growth for the brand. However, from a statistical point of view, whether it is the pursuit of "cost-effective" consumption that is worth the money, or the "heart-to-heart" consumption that gains emotional value, the decision is never made overnight, but is distributed in a "chain" shape, requiring brands to hit each point one by one to drive users to complete the order.

In addition to focusing on overseas traceability and introducing overseas products to users with high-quality content, this event also revolves around the user's decision-making chain, providing users with reasons for consumption from dimensions such as before, during, and after purchase.

In order to meet the shopping needs of users, the event aggregates a large number of good products at low prices, covering multiple popular categories, to meet users' yearning for quality life. At the same time, in response to users' pursuit of healthy products and product stories, the event also invites authentic American brands such as Movefree, COACH, Olly, vitafusion, and MICHAEL KORS to bring good products and good stories that match users' needs, and through a rich selection of products, stimulate users' consumption desire before purchase.

For example, Move Free/Yijie focuses on knee health, not only bringing products that can protect joint health, but also sharing knee health knowledge in the form of life tips in the live broadcast room, allowing users to intuitively feel the brand's professionalism and sincerity. COACH delivers brand value and product stories to users to satisfy their curiosity, thereby establishing consumer recognition and loyalty to the brand. In this event, the above brands all achieved a double breakthrough in brand volume and product sales.

In addition to good products, good prices are also an important factor driving consumption. During the purchase process, the event, on the one hand, guides users through search, allowing them to quickly access products of interest and shorten the decision-making process; on the other hand, it stimulates the shopping enthusiasm of thousands of users with generous benefits through genuine product subsidies and special events for 10,000-person groups under the Super Value Purchase channel.

For users, a complete and good consumption experience will undoubtedly deepen their favorability towards the brand, and they will have the opportunity to become loyal users of the brand, bringing a steady stream of growth to the brand.

The post-purchase link is also an important part of the consumer experience. Douyin E-commerce Global Shopping continuously improves the user shopping experience by helping to improve the after-sales mechanism, so that consumers can place orders with confidence and get their favorite overseas products on Douyin E-commerce Global Shopping.

In order to meet the brand's growth needs and match corresponding resources, under the linkage of Douyin e-commerce Golden Origin Overseas Plan and Douyin e-commerce Global Shopping, more and more overseas brands have completed the process from "cognition-recognition-consumption" and achieved certain growth.

Looking back at Douyin's e-commerce overseas plan, we can find that a good activity can bring value to different levels:

For users, Douyin E-commerce Global Shopping not only aggregates a large number of good products at low prices to meet users' shopping needs, but also timely guides overseas brands to bring trend products to meet users' further consumption needs based on changes in user consumption behavior, and establishes the mentality of "Go to Douyin E-commerce Global Shopping to buy good products at low prices around the world".

For overseas brands, Douyin Global Shopping has explored a growth path of "using influencers as a medium to help overseas source goods establish deep links with global shopping users, and driving user consumption decisions with good prices and trending goods" . The fact that many overseas brands achieved business breakthroughs in the event also proves the feasibility of this business path.

In the future, Douyin e-commerce gold production overseas plan will also enter more special overseas production areas to help every merchant who wants to gain business growth and gain business growth by polishing the "gold production area" overseas business card.

Douyin e-commerce global shopping

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Tracing the source