Tik Tok group buying channels are mainly divided into short video push and live broadcast with goods, among which short-sighted frequency is still the most important channel. Through the built-in algorithm, Tik Tok pushes the videos of food and scenic spot experience shot by Daren to the target users. When the consumers click on the link mounted on the video, they can buy the package at a preferential price and use it offline.

In the early days of the group buying system in p>22, Tik Tok launched the "Tik Tok Shop Visiting Group" incentive plan for shop visiting bloggers with more than 1, fans on the platform. With the topic of sharing the video of exploring the store, the most popular bloggers can get official traffic support and bonuses. The TOP three in the TOP list can get a DOU+ worth 8, yuan (the traffic pool inside the platform allows users to get more exhibitions), the fourth to tenth can get a DOU+ worth 3, yuan, and the top ten in the cutting-edge list can also get traffic rewards. As of press time, there are more than 9, members of the "Shop Visiting Group", including many head food bloggers such as "Langweixian", and the topic of the same name has 32.2 billion broadcasts.

In addition to training shop-exploring bloggers, Tik Tok also actively contacted some merchants and provided them with a certain fan base for free to explore shops and help them drain; Under the influence of the epidemic, some precarious physical stores will also actively contact the platform to stimulate business vitality through online traffic.

under the enthusiasm of live e-commerce, the group buying mode has also caught up with the live broadcast fast lane. Different from the simple snack recommendation, the live broadcast of the shop shows the specific decoration, service attitude, hygiene and food freshness of the shop to the audience at a glance, and the online eating and broadcasting of bloggers gives the audience an immersive experience. According to the online questionnaire data, compared with other time periods, the traffic of watching the live broadcast of the store reached its peak in the evening, and the number of group purchases and orders increased the fastest in the early morning.

Compared with traditional group buying software such as Meituan and Dianping, the Tik Tok platform with more than 6 million daily users has a unique sinking advantage. Some middle-aged and elderly users and users below the fourth-tier cities may not understand the definition of "group purchase" at all, but they unconsciously completed the group purchase consumption behavior under the guidance of Tik Tok. This kind of people rarely download group-buying apps specifically, but the simple purchase procedures and intuitive experience brought by shaking audio and video make them have repeated consumption behaviors.

With the development of group buying in full swing, Tik Tok's heart-warming take-out will be launched soon, and the layout of group buying may become a good chess for Tik Tok to connect with offline services.

3.

Ways to realize the mainstream of shop-exploring blog

In a data report of "Z generation ideal career" published on a data platform, the profession of "shop-exploring blogger" is impressively on the list. When a shop-exploring blogger has a large fan base in Tik Tok, the promotion of realizing traffic makes this career attractive. The source of its realization lies in the income from store exploration and the commission on package sales.

The reporter of Knowledge Economy interviewed a blogger who once visited a store in Tik Tok and had tens of thousands of fans. She said: "In 22, the price of an account with about 5, fans will range from 5, to 7, yuan at a time; The income of an account with millions of fans can reach 1, ~ 15, yuan at a time. By selling a set meal through the link, you can get a certain percentage of commission. Although the quotation will fluctuate, I think it should continue to rise. " In addition, the size of the vermicelli is different, and the commission ratio is also different, which is adjusted by the boss. Bloggers who have a good shop visit will also be invited to visit the store twice.

for bloggers with large fans, the package commission is less than the income from visiting the store; However, for the waist and tail bloggers who are the "majority", although the income from visiting the store is not much, if the video is wonderful, the package commission will be considerable.

bloggers can bring traffic to businesses, and powerful businesses can also give bloggers more exposure. For example, under the topic page of online celebrity brand "Nan Hotpot", on average, there are 3~4 bloggers' shop exploration videos on one page. For small shop-exploring bloggers, choosing online celebrity brand is a good choice to increase traffic.

In addition to publishing video of shop exploration in the public domain, shop exploration bloggers also have their own fan base in Tik Tok. Group members often exchange food and let bloggers share the package of planting grass.

In the fan base, the psychological distance between group members and bloggers is closer, which is easy to generate "acquaintance identification" and the probability of purchase is higher, so bloggers can realize the conversion of private domain traffic through this. At the same time, members can contact bloggers at any time in the fan base, consult after-sales and other related issues, and get a higher sense of security when spending.

Although the shop-visiting bloggers carry the name of "good food recommender", it is not easy to cultivate their identity. A high-quality shop account needs to be carefully produced in shooting and editing, which puts forward certain requirements for the number of people; Secondly, the homogenization of the video of the store is serious, and the appearance must have the personality traits that attract the audience, so that the account can get more praise; Finally, exploring the store is a long-term investment process. At the initial stage, bloggers are likely to have to pay their own money often, and they need certain economic strength to cross the threshold of entry.

4.

The emergence of Tik Tok group buying and exploring the store is an effective traffic tool for some businesses.

In Chongqing, where hot pot restaurants are everywhere, some community hot pot restaurants have a very bleak business after the epidemic because they can't use online tools. However, with the promotion of shop-exploring bloggers and the preferential treatment of group buying, the business has gradually improved.

however, if the merchants do not properly handle the discount, they will easily lose money. Because of the preferential nature of group buying, it is determined that this is a price-oriented market, accompanied by the risk of malicious competition. Although Tik Tok provides platform, traffic support and talents, the real money of the final discount is still paid by the merchants.

9.9 yuan Group's Frog Hot Pot in 15 yuan and 28 yuan Group's Hot Pot Package for Three ... In the fiercest competition, it is often seen that ultra-low-priced group purchase packages are sold in Tik Tok, and the sales volume exceeds 1,.

according to the price of ingredients in the market, many packages can't break even, and if they continue to be sold, the losses will be aggravated. It is not known whether the merchants are willing to make money at a loss.

in p>21, the "Hundred Regiments Battle" competition mode of the group-buying websites was similar, but only a few players finally emerged, and more participants only left a feather.

there are also shop-exploring bloggers traversing between merchants and platforms. High-quality shop-visiting bloggers can bring package sales and objective evaluation to shops, but with the rapid expansion of the scale of shop-visiting bloggers, the level and quality of bloggers are becoming more and more uneven. For example, in the news at the beginning of the article, it has happened more than once that "visiting a shop" is used as an excuse to eat a king's meal, and what's more, it is inevitable that it will be a bad review.

Faced with this kind of "good goods recommender" with uneven quality, it is difficult to guarantee the actual income of the merchants and the rights and interests of consumers, so some merchants strongly welcome the arrival of bloggers, and some businesses are afraid to avoid it. Although it is a new format, how to standardize it by system is still a problem that the platform needs to think about.