Diaoyin E-commerce recently launched Dithering Shopping Mall Version Independent App This independent e-commerce platform Application, designed to meet users' online shopping Demand building. The original purpose of this design is to provide a one-stop, convenient and efficient shopping experience, which not only continues the original short of Tiao Yin video The advantage of the mode of carrying goods also strengthens the function of shelf e-commerce, allowing users to browse directly in the mall search And purchase goods.
[What's the difference between Dithering Mall and Dithering]
On March 26, Diaoyin launched an e-commerce shopping app called "Diaoyin Mall". This app is designed to provide users with product browsing, search, purchase of goods or services logistics Query, publish comments, share goods and other services. This is the first time that the dithering e-commerce has launched a comprehensive and independent program outside the dithering app E-commerce platform 。
The relevant person in charge of Diaoyin E-commerce said: "We have observed that some users have a strong demand for active shopping. In order to better serve these users, we launched the Diaoyin Mall version to help them find good products at good prices and manage orders conveniently."
It is worth noting that the interface of this app is not very different from the shopping process and the dithering app, but the shopping cart function has been adjusted. The shopping cart function has a separate entrance, and place At the bottom of the app Navigation Column. In addition, when the price of goods is reduced, a message will be automatically sent to users to remind them to place an order.
At the same time, the application also retains the video playing interface, but does not shoot a literary creation Function of. Users can select their favorite videos or live broadcast The content is directly synchronized to this new shopping platform for use. At present, "Ditto Mall" has been launched in Xiaomi, Huawei, OPPO and vivo App Store And App Store, but Apple App Store has not yet provided download.
[How did the Diaoyin Mall version go offline]
Because your store may not be opened or set to private status. In the Diaoyin Mall, you need to open the store first to allow others to enter your store to view the mall. If you have opened the store, but others can't see the mall after entering your twitter homepage
[How to watch the version of Ditto Mall on the computer]
open browser : First, make sure your computer is connected to the Internet and open any browser.
Enter the official website of Ditto Mall: enter "douyin. com" or "douyin. cn" in the browser and visit it to enter the homepage of the official website of Ditto Mall.
Go to the mall page: you can find the "Ditto Mall" option below the home page of the official website of Ditto, click Enter the mall page.
[How to upgrade when the version of Ditto Mall is low]
Upgrade in the Store.
According to the twitter app query, the version of the twitter store is too low and needs to be updated to a new version before it can be used.
Mobile app store in; Enter "Dither Mall Version" in the search bar, find the application download page, and click the "Update" button to upgrade;
Wait for the app store to download and install the latest version of the dithering app. After installation, open the dithering app.
[Related information]
The independent app of "Tiaoyin Mall" was launched, starting at 0.01 yuan, and the front of Hopendor PK
Here comes the independent app of Dithering Mall.
And the dithering two years ago Box ”Different from that, the newly launched app of "Diaoyin Mall" has completely opened up the user data and transaction data of Diaoyin, and obtained "full blood transfusion" on the flow side of Diaoyin while stripping the main station of its own position.
At present, the app of "Ditto Mall" has been launched on Android Application market , the Apple app market is not yet available for download.
In April 2021, Kang Zeyu, president of Diaoyin E-commerce, first proposed the concept of "interested e-commerce". In the following three years, Ditto has been constantly expanding the radiation of e-commerce. It also really holds up the "e-commerce dream" of dithering. According to the LatePost, in 2023, the total turnover of the Diaoyin E-commerce will be about 2.2 trillion yuan, which is equivalent to "half of the business will be more than one".
However, this transaction scale is gradually approaching the upper limit of the "content"+"shelf" mode. According to media interpretation, the GMV of Diaoyin E-commerce is mainly generated from "content" (live broadcast room, short video) and "shelves" (Diaoyin Shopping Mall, shops, etc.), while the ceiling of the GMV of live broadcast E-commerce is between 2 trillion yuan and 3 trillion yuan. Further improvement of business efficiency will affect the content experience.
How to find new "growth" for the dithering e-commerce that is approaching the ceiling?
It may be a feasible idea to build an APP alone to solve the "unstable" and "low repurchase" problems that have been criticized by the industry, and to increase income by increasing consumption frequency and consumption stickiness. After all, rather than constantly finding a balance between "content" and "e-commerce", allowing consumers to come and buy "Tiaoyin Mall version" APP frequently, it is obviously longer than buying and selling "Tiaoyin" APP at one stroke.
Two Axes of Diaoyin Mall: Low price Seckill and Content Drain
Open the app of "Tiao Yin Mall", you can see an interface very similar to Tiao Yin, but the first thing you see is not the infinite information flow that slides up and down, but the "Mall". The original content section "Video" is placed in the TAB column at the bottom.
On the display page of the first screen, the top of the display page has strengthened the business mind. The basic function modules, such as "My Order", "Evaluation Center", "Refund/After sales", which were originally located here, have disappeared, and the business modules, such as "Houda", "Tiaoyin Supermarket", "Mobile Phone Top up", "Trial Collection", have been retained and moved forward. The central part, which occupies the most visual center, is set with eye-catching "mall newcomer subsidy" and "low-cost second kill".
It is worth noting that the priority of "low price second kill", which was relatively low in dithering, has risen significantly, with 0.01 yuan paper towel, 0.01 yuan kitchen knife, 1 yuan mobile phone case simple The price of the rude label "subsidized xxx yuan" is basically within 10 yuan. While the original "Live Selection" and "Super Value Shopping" were ranked next, the "Brand Pavilion" lost its home page position directly.
This is also in line with this year's strategy 。 Previously, it was reported that Diaoyin E-commerce set "price power" as the highest priority project in 2024, and a person close to Diaoyin disclosed in an interview that compared with the early benchmarking of Ali, now "more internal benchmarking". This also means that the platform will invest more resources in cost-effective goods rather than brand goods.
In the TAB column at the bottom of the APP, in addition to the "video", there also appears the first "shopping cart" section - shopping cart has a special meaning for dithering. For a long time, Tiaoyin has been good at "one video with one popular product", but the emergence of shopping cart is aimed at "combined purchase", which is convenient for collecting orders and re purchasing. It is a shelf type e-commerce classic to configure.
Although it is backed by Diaoyin, the new "Diaoyin Mall" APP still needs more traffic to build a trading ecosystem.
The first one it focuses on strategy It is "low price". In the "low price second kill" section, the platform has subdivided three secondary zones, namely, "hot money second kill", "3 yuan 3 pieces" and "9.9 yuan 3 pieces". The special area for instant sale of popular products is marked with "starting on the hour and making up within a limited time". Users can clearly see that the goods "(inventory) has robbed XX%", and they can also make an appointment for time to rush to buy, with a strong sense of promotion; 3 yuan for 3 pieces, you can see a variety of "1 yuan commodities"; The "9.9 yuan and 3 pieces" section is currently a "jewelry section", which does not exclude other categories.
In addition, in the "Super Value Shopping" section of the app of "Tiao Yin Mall Edition", a special section of "8 o'clock every night, limited time shopping" has also been added: "Red Kidney Essence" of 599 yuan, and the official display "437 yuan has been supplemented". If the "low price second kill" is a grocery market for white brand goods, the "super value purchase" originally emphasized big brand subsidies, but at the same time, the "super value purchase" in the Diaoyin APP did not carry out this activity - it is not difficult to detect that this is more like a platform subsidy activity for the "Diaoyin Mall Edition" APP to attract popularity.
Besides "low price", the second diversion strategy is "content".
On December 16, 2021, Byte Beat was the first independent e-commerce APP "Tipping Box". At that time, the merchants who settled in told "e-commerce online" that the bottom data of the dither box and the dither box could be connected, and the dither box could synchronize the short videos, live broadcast content, products and even sales data of the dither store with one click. But the dither box at that time could not synchronize the data of fans and reviews of the dither account - which meant that the dither box was not actually provided, Import your own real users.
In comparison, today's app of "Tiao Yin Mall" is fully supported by Tiao Yin. The "Video" column at the bottom is like a reproduction of the full version of "Tiao Yin" - reprints, comments, likes, collection data are all connected with Tiao Yin. Even ordinary users who are not e-commerce sellers have been imported into the "Tiao Yin Mall version" APP. Users of Ditto can now search their own accounts directly in the app of "Ditto Mall" and inherit data such as fans interaction Sex is much more extended than dithering box.
It was once the path that many e-commerce platforms wanted to get through by channeling low-cost goods, quickly increasing the volume, and then extending the use time of users through short videos, live broadcasts and other content. The only difference is that with the dithering of the content gene, it seems that the most difficult step has been completed: building a content community, but is it as easy as imagined to graft content onto e-commerce?
Left: app video section of "Ditto Mall" Right: Ditto users with the same blogger can search their own account on "Ditto Mall"
【 edit Comments]
It is worth noting that the Diaoyin Mall version highlights the "low price second kill" area. This strategy is clearly the response of Diaoyin E-commerce to consumers' high attention to cost-effective goods, and also conforms to its core strategy in 2024 - that is, to attract more users and promote transactions by enhancing "price power". In combination with the original live selection and value-added shopping and other promotional activities, it provides users with more affordable and diversified shopping options, so as to establish a differentiated advantage in the highly competitive e-commerce market.
