In the first week of entering Dewu, only 3 new SKUs were launched, and nearly 300,000 GMV were sold. Zhao Lu (pseudonym) couldn't believe it, she seized the "outlet" in terms of getting things.
As a merchant who mainly sells high-end beauty products, just occasionally planting grass and writing some good things to share, there is considerable traffic and dynamic sales.
"In Dewu, we don't need to do complicated investment and promotion, as long as the products and services are in place, there will naturally be users to buy. You don't have to invest a lot of manpower and resources to operate like other platforms. ”
In her eyes, the peace of mind and low threshold of operation are important advantages that distinguish Dewu from other platforms. Even on Valentine's Day this year, their GMV of Dewu has exceeded 4 million in one fell swoop, and the team behind it is still only her and her partner.
As more and more businesses succeed in Dewu, we find that how to seize the opportunity and achieve a leap in performance actually have clear answers in Dewu.
In recent years, in the beauty track of fierce competition on traditional e-commerce platforms, many merchants have found new possibilities for their own growth in Dewu.
Shen Qiu (pseudonym), a skin care distributor, lamented the friendliness of Dewu business to merchants.
Previously, they already had extensive e-commerce experience on multiple platforms such as Taobao, Pinduoduo and Douyin. "We learned that the Dewu platform does not need complex operations, but only needs to be sold on the shelves, following the logic of products, not stores. It is a very good opportunity for a distributor like us who has supply chain advantages. Shen Qiu recalled.
In 2021, when they first entered the market, they listed hundreds of SKUs on the Dewu platform, and found opportunity products such as Nature's Name Yeast Essence through operational analysis, and finally 100 SKUs became popular items, with a total transaction volume of 16 million GMV.
Today, Shen Qiu's team is only 6 people, operating more than 1,000 SKUs of goods.
Another bright spot is that their return rate on the Dewu platform is only 1%, far lower than the industry average of 15%.
In this regard, Shen Qiu explained: "The users of the Dewu platform are not pan-traffic browsing, but the real consumer needs are matched to the corresponding goods. "Compared with other platforms, Dewu users are not impulsive consumers, and impulse shopping like in the live broadcast room is almost non-existent, which greatly reduces the return rate.
The accurate matching mechanism of people and goods not only allows Shen Qiu to focus more on the improvement of products and services, but also provides users with a purer and more efficient shopping experience.
The experience of cutting-edge beauty C coffee is also particularly representative.
Settled in Dewu in October 2021, C Coffee is interested in the unique user portrait and high-potential market of this platform.
Wu Yueqiang, its senior channel manager, recalled: "At that time, we found that Dewu was a very young platform, and most of the users were Generation Z and post-95s, who pursued trendiness and quality, and made relatively quick purchase decisions, and their acceptance of new products and brands was much higher. "The product line of C coffee is mainly based on small can films, which is a personalized and high-quality product that meets the needs of Dewu users.
After settling in, Wu Yueqiang also immediately felt the difference of young users.
For example, on the Dewu platform, young people have a strong gift mentality, and they especially favor gift box sets with a sense of design. This provides new business opportunities for C coffee, especially on special festivals such as 520 and Qixi Festival, C coffee has specially launched many high-value gift box products, which have successfully captured users and sold out quickly once they are on the shelves.
C coffee's successful experience in creating gift box products has even reversed the brand's business ideas, transplanting the experience to other platform operations, and driving the overall growth of the brand.
In addition to seizing the business opportunities of the gift scene, C Cafe also adjusted the pallet from many aspects. Its core operating logic is to understand the consumption habits of Dewu users through data analysis, and then match the corresponding goods and community content. "For example, we will focus on cost-effective kits for students, and acne removal combos for acne skin people."
The refined operation based on the crowd allows C coffee to achieve twice the result with half the effort and achieve continuous growth in Dewu, and leverage a larger market with less operating costs. Wu Yueqiang revealed that at present, there are very few members of the operation team of C coffee in Dewu, but the GMV can reach tens of millions of yuan in 23 years, achieving a year-on-year increase of 700%.
It can be said that in Dewu, the operation of beauty merchants has truly returned to the products and services themselves.
In addition to categories such as beauty, which naturally meet the needs of young people, some new consumer trend categories are also exploding rapidly.
For example, the pursuit of a healthy lifestyle by young consumers has enabled Dewu sports and outdoor businesses to achieve "secondary growth".
Taking the bicycle brand Xidesheng as an example, they believe that "the biggest advantage of Dewu is that the overall traffic and resources are more concentrated, and it is too difficult to obtain accurate traffic on other platforms." ”
Che Yun, director of Xidesheng e-commerce, further explained: on the one hand, the platform attributes of the Dewu content community are easier to obtain three-dimensional and accurate user portraits; On the other hand, Dewu users have a strong search mind, and products can be accurately recommended to consumers who have searched for bicycles, outdoor sports, or specific models and models of Xidesheng, and the conversion rate is very high.
This naturally has a strong appeal for dealers and brands.
"To put it more intuitively, the sales volume brought by the promotion of Dewu station is far higher than that brought by the promotion of traffic outside the station. Therefore, we no longer have to worry about how to plant grass and drain traffic outside the station, as long as we do a solid job of refined operation. ”
Today, the growth rate of Xidesheng in Dewu is far greater than the market. As of June, its overall growth rate was about 1.5 times, and the number of things was as much as 7 or 8 times, and the overall outbreak coefficient was as high as 20 times.
The reason is that the product is directly facing the young group with the most consumption power, due to the accuracy of the customer group and high consumption power, the best-selling is the brand's AD350 category of about 4000 yuan.
The focus of merchants now is on how to "ensure supply", which can be regarded as a sweet trouble.
Another example is the badminton equipment brand Kawasaki.
Kawasaki dealer Guangzhou Jiandao believes that "the content community system of the Dewu platform allows merchants to impress young people with design concepts and value concepts through high-quality grass planting." ”
For example, the Aurora 7 badminton racket launched by its product quickly attracted the attention of a large number of young users by introducing design elements that are popular with young people - laser light effect and dynamic color matching. Then, through the content value blessing of "meeting the light, chasing the light, and becoming the light" and the blogger planting, it successfully exploded on the Dewu platform.
At present, among the six platforms operated by Kawasaki dealers, the sales of Dewu Aurora 7 account for nearly 4 percent.
It is enough to see that high-quality content can immediately feed back product sales.
The mystery is not difficult to understand, to pay attention to the upgrade of content, it is necessary to allow users to stay on the content and through the content to generate awareness of the brand and products. In addition to directly improving the conversion rate, it is more important to help merchants improve the silent order rate and reduce the after-sales rate and return rate.
"Like short video platforms, many users are impulsive consumers and don't know much about the product, so the return rate is very high. With the foreshadowing of the pre-content, in addition to the effect of planting grass, the return rate of users is much lower."
Guangzhou Jiandao revealed that now in terms of goods, Kawasaki's return rate is only about 3%, which is half or more than other platforms. Therefore, the overall operation and after-sales team do not have much pressure, even if they set a goal of 80 million yuan a year this year, they are only equipped with 3 operation personnel.
In Dewu, outdoor sports merchants have achieved more efficient business conversion through the seamless connection of content communities and e-commerce scenarios, and it is achieved with extremely low operating costs and return rates.
From cutting-edge brands to mature brands, Dewu provides a growing soil for all kinds of businesses.
As a mature milk drink brand, Yili has also found a way to communicate with young users in Dewu, and has also done "wind and water" in Dewu.
After settling in Dewu, Yili quickly adjusted the pallets based on user feedback and market data. The relevant person in charge said frankly, "The consumption habits of post-90s and post-00s users are really quite different from traditional e-commerce platforms. ”
Compared with other platforms, Yili found that Dewu users have two very different points:
One is that the preference for drinks is higher than that of pure milk. Compared with conventional flavors, flavored milk with differentiated flavors is more popular among young people.
In response to this, Yili has put on the shelves hundreds of products with a variety of flavors, packaging and specifications to meet the personalized needs of more young users, and the sales volume during the event period is more than 3 times that of usual, among which, pineapple flavored yogurt has rushed to the top 3 in sales.
Second, the preference for IP is higher than that of standard products. To put it simply, young people care more about the emotional added value outside of the product, and IP co-branded models and gift boxes are more likely to be favored by them.
The popularity of Disney IP remains high in the Dewu station, and Yili has launched a new package of Disney Princess co-branded milk as the main product of the Dewu channel; At the Valentine's Day gift node, the strawberry bear lactic acid bacteria gift box set was exclusively customized for Dewu; Line puppy is loved by young people, and the joint product of line puppy IP and yogurt was first launched in Dewu......
"After the first launch, we found that a large number of users would spontaneously post orders and share in the Dewu community, and even quickly spilled over to other platforms such as Weibo, and other e-commerce platforms also wanted this product, which can be said to have set off a whirlwind."
The planting of the Dewu content community has affected the spillover of other platforms, which has further driven the growth of brand sales.
"In our opinion, whether it is the first launch of the product, or the testing and incubation of explosive products, Dewu has a very obvious platform advantage."
It can be said that Dewu provides an efficient, focused, low-cost, and low-threshold operating environment for merchants with its young user gathering, "content + e-commerce" connection, accurate traffic distribution, and efficient conversion.
Whether it is a cutting-edge brand like C coffee or a mature brand like Yili, they can find their own path in Dewu and achieve rapid growth.
Summarizing the successful cases of these businesses, it is not difficult to find some commonalities: first, it is necessary to grasp the attributes of young users and accurately match products and marketing strategies; Second, it is necessary to make full use of the platform's accurate traffic and resources, reduce operating costs, and improve conversion rates; The third is to pay attention to content construction and community interaction, and enhance the interaction and stickiness with users.
As more and more businesses in the track achieve explosive growth, it is believed that more merchants will use Dewu as a new growth channel and a position to capture new consumption trends, so as to harvest business and raise the ceiling of growth.
We also learned that categories such as beauty and personal care, sports and outdoor, 3C digital home appliances, clothing, food and beverage, etc., still have a lot of space and business opportunities in Dewu. At present, Dewu provides a lot of preferential policies for new businesses to settle in, and friends who are interested in Dewu can scan the QR code to consult to get more platform dividends.