A service provider that serves more than 80 brands told reporters that "instability" is the biggest problem. Douyin is explosive, and it is not uncommon for a short video to become popular with a popular item, but for businesses that need to run their Buy email list business for a long time, no matter how high the GMV is, it is just a series of numbers, and it still has to return to profit margins in the end.
In August last year, Douyin upgraded the “Douyin Store” to the “Douyin Mall”, followed by repeated tests of the entrance location.
Before this internal test, the entrance of Douyin Mall was deep, and it was necessary to jump through "Homepage - Personal Page - Douyin Mall", and the transaction path was long. This internal test moved the Douyin Mall to the first-level entrance of the homepage, which undoubtedly made it more conspicuous.
The cultivation of user habits in the past has brought enough precipitation to open up interest e-commerce for Douyin. Douyin has always been cautious about the exploration of shelf-style malls in the past, perhaps because the live broadcast e-commerce model started by Douyin is essentially about finding people for goods. Algorithmic recommendation logic does not involve search traffic.