As we all know, Douyin has become popular. It not only retains the time of Douyin users, but also intentionally or unintentionally becomes a sales point. Products are sold out inexplicably. This wave of black hole-like sales ability caught even sellers off guard. The four words “Douyin same style” have become a big IP on Taobao, and there are so many strange searches for the same style that you doubt your life. The core secret of other people’s products being sold out is a word we often say – hot style. How can products be sold out? The author believes that there are mainly four steps.
The first step is to create exclusive scene interaction
Creating exclusive scenes means using social media to interact in familiar scenes. For example, when eating Haidilao, some netizens created their own Internet celebrity eating methods. There are homemade seasonings, homemade pot bottoms, DIY hot pot dishes, etc. As shown in Figure 8-13, the relevant pages of the topic “Haidilao” can be seen. The number of views of its short videos has reached 3.8 billion, and many short videos have won tens of thousands of likes.
With the spread of Douyin, Haidilao’s turnover during that period instantly increased several times. Even now, some people go to Haidilao to ask the waiter to order the Internet celebrity set meal. For this, everyone can make some interactive videos based on their own products in scenes familiar to fans. If not, you can also find some suitable hot spots to get involved.
The second step is that your product should be simple and practical
There is an Internet celebrity pancake machine on Douyin that costs 99 yuan and free shipping. It has been planted for a long time. Even the hand-clumsy party can quickly make a pancake as thin as a cicada’s wing. In the video, the pancake machine is dipped in batter and turned over. Just wait a while and the pancake will be baked. It is very convenient. So the pancake machine quickly became popular with Douyin users, and the sales of one store exceeded 40,000 units.
With this machine, people like me who are incompetent in making pancakes can also make master-level pancakes in minutes. Many lazy people who have high requirements for quality of life are crazy about this product. If your own product meets this point, you can show the use process in the video to show its simplicity and practicality.
The third step is to create social currency for communication
What does this mean? The reason behind the explosion of many products is not because of their practical value, but because of their social attributes. For example, the Peppa Pig watch that was once sold out online. Is it because this watch is better quality and more practical than other watches? No. It is because the sentence “Peppa Pig tattoos on the body, applause for social people” makes me different from others. This watch gives me a sense of identity and more topics to talk about.
Therefore, when you spread your own products, you must consciously create social currency for the products, so that your products can help users put more invisible labels, so that your products can get more dissemination and recognition.
The fourth step is that your product should be cost-effective
This is relatively easy to understand. In addition to the excellent quality of your products, the price should also be affordable. If you pay attention to all the popular products, the price will not be too high. This is mainly because no matter how good the things are, consumers will compare them. If you sell at a relatively cheap price and high cost-effectiveness, consumers will naturally choose your products. As shown in Figure 8-15, the relevant pages of the red kiwifruit in two stores, you can see that the price of 5 jin is 26.8 yuan in one store, and 63 yuan in the other store. Faced with such a large price gap, most consumers will choose the store with relatively lower prices to buy, and the sales volume of the red kiwifruit in these two stores also illustrates the problem well.
The above four steps are the core secrets to make your products sell out. If you have your own products, think about how to reflect and create the above four steps of your products. If you don’t have any products, don’t worry, think about what other products on the market meet the above four steps.