Shuo Yin E-Commerce Focuses On "National Tide Good Goods" And "Source Good Goods"

　　
Tuiyin e-commerce was officially established in June last year. This year, it joined the e-commerce promotion to promote the culture of Guochao and the origin of specialty products. It aims to make more and more characteristic and good products from all over the country "seen" through the form of interest in e-commerce.
This also coincides with the needs of many regional talents.
Congle came back to his hometown and chose to do the fresh fruit business in his hometown. It took only a few months for congle to be able to do it well. Since November last year, he has participated in the national activity of regional good goods sales of shuoyin e-commerce, and has sold 6 million yuan of Dandong strawberries from his hometown in three months. "I like the good products from home to be seen and recognized in live e-commerce," he said
Gong Hongyu, from Hunan Province, is called "Xiangye Hongjie" on the shaking tone. She uses the camera to record the villages, towns and delicacies in Hunan Province, and promotes the agricultural products of Xinhua, such as chopped pepper and Chinese onion. She has sold tens of millions of Hunan products a year. When she was middle-aged, she unexpectedly became a "net red". Besides her joy, she had a broader desire to "let the authentic Hunan flavor of the village float to further places".
Like congle and Hongjie, there are tens of thousands of ordinary people who have benefited from the existence of live e-commerce, and there are more examples of local characteristic culture coming into public view.
In this huge marketing node of the whole platform, the addition of the chattering e-commerce will undoubtedly add a lot of patterns and highlights to this session of 618.
　　 Run in
The 618 of Shuo Yin e-commerce started earlier.
On May 25, Shuo Yin platform announced the launch of a 25 day "Shuo Yin 618 good things Festival" until the end of June 18. During the activity period, Shuo Yin e-commerce will invest 10 million yuan in goods subsidies, not only to support the flow of relevant businesses, but also to provide users with a sense of scene based interactive participation and a variety of concessions.
What is "Scene participation"? That is to say, Shuo Yin e-commerce combines with short video platform to create a multi interest e-commerce shopping scene by launching 618 exclusive expression props, interactive city and other special playing methods, so as to give consumers a sense of substitution for "shopping" on the spot with content ecology.
On the twitter short video page, users can use the 618 exclusive props to post the video with the topic "Shuo Yin 618 good things Festival". After releasing the video, they will have the opportunity to obtain e-commerce direct discount coupons. In addition, Shuo Yin category list, theme list and other good items list will be launched one after another, and provide users with shopping reference and suggestions.
In 618 this year, Shuo Yin e-commerce focuses on "national tide good goods" and "source good goods".
In the section of "meeting the new tide of the country" launched on June 11, hand-made leather carved small round bags, nine tail fox King Star fans, printed cloth Hanfu, olive core carving, Miao embroidery sachets and other intangible cultural heritage handicrafts appeared on the platform.
A number of masters of intangible cultural heritage will show their traditional crafts through short videos and live broadcast; Qiao Xue, inheritor of intangible cultural heritage in Yinchuan City, carved nearly 100000 knives and produced exquisite handmade leather bags with 126 processes; Song Shuiguan, the intangible cultural heritage master who carved a small olive delicately and vividly
On the one hand, this multi-faceted window of intangible cultural heritage culture on the platform provides consumers with the opportunity to see and approach the "new trend of the country", and at the same time, it captures many high-quality goods in Shuo Yin e-commerce, which are originally unknown; On the other hand, interest e-commerce is used to help local source businesses gain new market growth, which not only helps more craftsmen to cash in, but also promotes cultural heritage and landing in the long run.
Among the tens of thousands of source goods promoted by Shuo Yin, agricultural products with local characteristics and agricultural by-products account for more than 60%.
Lin'an small sweet potato, Yantai sand flesh tomato, Jilin black glutinous corn, Heilongjiang pearl rice, Jingzhou fish cake, Hainan jinhuanmang... Many kinds of regional characteristics of good products will be launched during the promotion period.
It is reported that during the "618 Haowu Festival", shuoyin e-commerce cooperated with Hubei Qianjiang government to help sell Qianjiang crayfish, whole shrimp, shrimp tail, shrimp ball, spicy taste, thirteen flavor flavor flavor, frozen and ready to eat crayfish products online.
On June 11, on the day of the opening ceremony of Hubei (Qianjiang) Lobster Festival, shuoyin e-commerce also set up an offline live broadcasting room in the local area, inviting its creators to come to the country of origin to broadcast, and share the characteristics and eating methods of Qianjiang crayfish.
　　 Breaking traditional e-commerce
As a gathering place for new consumers, tremolo has gradually become a customer acquisition channel that many businesses do not want to miss.
In the operation logic of e-commerce, "flow, transformation and precipitation" are the three basic elements.
In the first quarter of 2021, the daily peak value of tremolo (including tremolo volcanic version) is about 700 million, and the average value is over 600 million《 As of December 2020, the average number of video searches has exceeded 400 million.
The flow pool, which is composed of content such as twitter short video and live broadcast, provides a natural channel for customers. The realization logic from content to e-commerce is relatively more "emotional". After the process from "discovering products" to "generating interest", purchase decisions are easier to transform and precipitate.
This mode is defined as "interest e-commerce" by tremolo.
Kang Zeyu, President of shuoyin e-commerce, once explained that "interest e-commerce" is an e-commerce based on people's yearning for a better life, satisfying users' potential shopping interests and improving consumers' quality of life.
Zhang Jing, a global partner of Bain, believes that the purchase decisions of new users are gradually changing from price driven to psychological driven, and from functional requirements of products to emotional needs. Therefore, the final decision to buy a product depends on which one can better impress them.
"If you know the skills and origin of the goods, you will feel that the overall consumption experience will be more textured." Lisa, who is keen on live e-commerce shopping, is interested in the sense of interaction and participation in the shopping process. She told EEO equalocean that "it's more intuitive to communicate with merchants face-to-face, just like visiting physical stores."
On April 16, this year, Shuo Yin e-commerce launched the "rich domain plan" to give full play to the advantages of e-commerce interests and cooperate with local governments to help consumers find and understand the good things in different places, and then sell them to the whole country.
On the one hand, Shuo Yin combines the characteristics of its own interest in e-commerce to provide new market increment for brands and businesses. This means that more and more consumers will find out about the products and the good products from the source. It will be much easier to understand the products, generate interest and facilitate the transaction.
Ding Lang, 33, who returned to Guizhou to start his own business, is one of the beneficiaries. From July 2020, he started shooting and operating a short video with the theme of 72 year old granny Zhang Jinxiu cooking delicious food. With the support of "regional good things to sell in the whole country", his video made Guizhou mountain products such as fern root powder, green pepper and smoked sausage in his hometown well known by netizens all over the country. In half a year, he carried more than 500000 yuan of Gmv.
On the other hand, Shuo Yin adds product transformation and user precipitation data into recommendation. Based on the analysis of the interaction, attention, additional purchase and re purchase of the content generated by users, it can help the product content be recommended and reach more potential consumers, and stimulate the audience's interest in the local characteristic culture.
The mature recommendation model based on deep learning plays an important role in it. Different from the traditional e-commerce "flow, conversion, precipitation" interlocking one-way growth, the trill recommendation technology and algorithm can enable the three to achieve organic integration and two-way promotion.
In terms of users, the recommendation mechanism can break through the logic of "people looking for goods", memorize user preferences and recommend similar content according to their usage habits, and effectively promote transaction transformation based on the algorithm recommendation logic of "goods for people"; In terms of businesses, the accumulation of user size and transaction data can leverage more traffic distribution to obtain more potential consumers for businesses, making "snowball growth" possible.
　 Behind "fried rose"
Interest e-commerce not only attracts many potential consumers, but also inspires many creators and entrepreneurs.
Ma Lingmin, a Yunnan girl with 7.47 million fans of tremolo, came from the "fried rose" video shot unintentionally.
"Fried rose" is a Yunnan specialty food. Ma Lingmin didn't expect that the price of noodles would increase by 50000 overnight after it was uploaded and released. "The local food and local products are so novel in the eyes of outsiders.". After experiencing the influence of live broadcasting, she decided to make short videos and live broadcasting, so that the local products of her hometown could be seen by the people all over the country.
Within one year, Ma Lingmin has traveled tens of thousands of kilometers and visited more than 30 villages in Yunnan Province. She has sold local unique Wogan, pomegranate, orange, loquat, chestnut, walnut, honey, fungi, etc. the total sales volume of tremolo in the whole year reached 1.23 million yuan, and the order volume exceeded 25000 pieces. Three years ago, she was just one of the first ordinary girls to play tremolo among her friends.
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Shuo Yin e-commerce provides a smooth "interface" for the docking of content and consumption, and also provides an entrepreneurial stage for countless young people like Ma Lingmin.
The stimulation of new brands and new formats has brought local entrepreneurship and employment opportunities to all regions. More and more young people are going back to their hometown to start their own businesses, which has become the talent base for the strategic transformation of county economy.
He Xiaobin, associate professor of the school of Social Sciences of Tsinghua University and director of the county Governance Research Center, pointed out that the platform represented by tremolo can not only enhance the degree of county production agglomeration, but also provide space for training more young County talents.
The "Research Report on short video and live broadcast assisting the development of new county economy" released by national development and Strategy Research Institute of Renmin University of China points out that the e-commerce promotes the circulation of county commodities, serves the creation of county brand, and is the basis for the innovative development of county economy in the direction of industrialization and integration.
Ma Liang, a professor at the school of public administration at Renmin University of China, said that the county economy is the basic unit of the national economy, and it is of great significance to vigorously develop the county economy.
In the special year of 2020, Shuo Yin launched activities such as aiding Hubei Province to revive and boost the online economy. According to official data, there were 42779 Hubei merchants shaking audio tapes in the whole year last year, with sales of 4.1 billion yuan; Among the top 10 counties, Jinzhai County in Anhui Province, Xinhua County in Hunan Province, southern Sichuan county and Huoqiu County in Anhui Province have all been lifted out of poverty this year.
　 Write it at the end
The existence of the Internet creates a symbiotic environment for multiculturalism. Under the condition of free growth of inspiration and creation, driven by interest and personality, the intersection of content and e-commerce will give future imagination.