In 2021, there will be fewer and fewer references to "integration of product and effect" and "integration of product and effect", and a new term has emerged in the industry, called "integration of product, effect and sales". "Effect" itself includes "pin", why is it unnecessary to take out "pin" separately and keep pace with "quality effect"? During the 618 period in 2020, in the sub-categories, there will be about 20 new brands occupying TOP1. From 618 in 2021, that number has turned into 459. Let’s take another look at the annual brands selected by Douyin e-commerce in 2020: Liancao, a coffee retailer, Huazhi, a make-up seller, and seventeen light years with fruit wine as its core product… You may not have heard of many brands, but they already have an annual income of several hundred million.
In the past, brand building was a slow effort that required years of accumulation. Now, a brand from nothing to become famous, this cycle has been Fax List greatly shortened. Why take out the "pin" alone and keep pace with the "quality effect"? Because we hope that the rate of product resale and effect resale will be accelerated. So, how can we achieve "integration of product, effect and sales"? We examine this issue from the media and corporate perspectives, respectively. 1. How to achieve "integration of product, effect and sales"? 1. Media: Solutions that provide "acceleration" Today's media just looks like media, but in fact they are all evolving into channels for selling goods.
If there is a medium without channel attributes, it must not be a hot platform. Douyin, WeChat, Xiaohongshu, and Station B have all added e-commerce attributes to accelerate the last mile of traffic realization. So, how to achieve this speedup? I think there are three acceleration points, namely: accelerating product conversion, accelerating sales growth, and accelerating brand positioning. Let's take the platform of Douyin as an example, and take a look at the layout of the huge engine "integration of product, efficiency and sales".