Boost Merchant Longevity and Product Variety: A Comprehensive Strategy

Achieving long-term business operations for merchants and improving product diversity

• Business strategy:
  • Scenario-based increase: reach content-savvy users, acquire more mall users
    • Richer DAU: check-in, orchard, lottery
    • Placement: UG placement, in-house influencer short videos
    • Mall new user acquisition & recall: coupons, new user hot products
  • Channel construction: cultivate user repurchase mentality
    • Super value purchase: provide the most cost-effective products on the entire web, create a mentality that the Douyin mall is good and cheap, and promote user repurchase
    • Flash sale: guide user return by providing limited-time flash sales
    • Brand pavilion: provide genuine brand goods to meet the needs of high-end users
• Financial analysis approach:
  • Main steps: determine the main analysis goals, break down the driving factors based on actual achievement, and identify the gap reasons and propose business suggestions
  • Taking the analysis of the mall's major promotions as an example:
    • Determine the main analysis goal: GMV explosion coefficient during the major promotion period
    • Breakdown of goal dynamics: GMV growth is mainly driven by the increase in visit UV, UV payment conversion rate, and customer unit price
    • Analyze the gap: compare the above indicators with the same period growth rate of competitors, identify the points of difference, and analyze the effect of business projects on the above goals
    • Draw conclusions: the mall's major promotion explosion coefficient is lower than that of the competitors, and the main gap is in traffic and conversion rate explosion.