Douyin temporarily removes Douke from the shelves

According to php editor Apple’s report, Douyin App was recently removed from the shelves due to content violations and other reasons, resulting in many Douyin users being unable to use it. As a popular short video platform, the removal of Douyin has attracted widespread attention and heated discussions. Users have expressed dissatisfaction and concerns, hoping that the problem can be solved as soon as possible and normal use can be restored. Currently, relevant departments are actively handling the incident and hope to resolve the issue of Douyin being removed from the shelves as soon as possible so that users can continue to enjoy the fun and convenience brought by Douyin.

Recent news indicates that Douyin’s off-site distribution platform “Dikke Platform” has suspended operations, and will no longer conduct review of Douyin’s entry starting from March 13. At the same time, the distribution promotion link generation function has also been offline at 10:00 on March 14. The distribution links that have been generated will expire at 18:00 on March 18, and you will no longer be able to receive commissions after that.

In fact, "Douyin" is a promotion tool created by Douyin in the spring of 2022 after the "Taobaoke" of Taobao e-commerce. External traffic transfer is a promotion tool that helps Douyin e-commerce attract traffic from outside the site and promote sales growth. Dike drives traffic to Douyin through other channels outside the site, promotes transactions, and earns commissions from them. The settlement is based on CPS (cost per sale), that is, promotion rebates are collected based on the transaction results.

The operating mode of Douyin is actually very simple, that is, through the Douyin Selected Alliance, after selecting the live broadcast room to be promoted and generating a promotion link, you can use Douyin passwords in the form of links or Douyin in the form of pictures. Promotion code, promote through various channels outside the site. When consumers enter the corresponding live broadcast room through the promotion link, as long as valid transactions are generated in the corresponding live broadcast room, short videos, and product showcases, commissions can be generated for Dike.

The reason why Douyin launched Douyin at that time was very simple, because the latter played an extremely obvious role in promoting GMV and attracting merchants to settle in. Take Taobao, which is imitated by Dike, as an example. At the 2023 Taobao Alliance Partner Summit held last year, Taobao revealed that the monthly number of merchants served by the investment group leader on the Taobao Alliance platform exceeded 100,000, and there were more than 22,000 promotions. Its transaction volume has exceeded one million, and it has become an important participant in its global scene marketing.

The charm of Taobao is that it achieves a win-win situation for all parties including the platform, merchants, Taobao and consumers. Consumers go to Taobao to purchase related products through Taobao customers' links. Each purchase allows Taobao customers to gain income, and then Taobao customers return part of the income to consumers, thereby gradually cultivating these consumers to go to Taobao for e-commerce through this channel. Shopping habits on shopping mall platforms. In the same way, Douyin has also used Douyin to cultivate its own e-commerce ecosystem to a certain extent.

At the second Douyin E-commerce Ecosystem Conference, official data showed that 1.8 million merchants have settled in the past year, and 3.86 million goods experts have opened up new businesses in Douyin e-commerce, exceeding Twenty thousand institutions and service provider ecological partners have seized the opportunity of interest e-commerce, created high-quality content, stimulated user interest, and achieved rapid growth. What’s more important is that Dike’s traffic to Douyin e-commerce is based on not harming Douyin’s content ecology.

For Douyin at that time, although the traffic on the site was abundant, it could not all be diverted to commercial projects. After all, it still needed to ensure the most basic user experience. Douyin has conducted multiple tests in the first half of 2022 and found that once the e-commerce content displayed exceeds 8%, the user retention and usage time of the main site will be significantly negatively affected. Yes, for a platform that earns hundreds of millions of daily users through its content, the increase in e-commerce content will inevitably lead to user resentment.

However, the traffic provided by Douyin comes from outside the Douyin ecosystem and penetrates into external channels such as WeChat and Weibo. This kind of traffic has a clear purpose and stronger purchasing desire, and can achieve off-site traffic and on-site transactions. . The essence of the Douyin model is actually that Douyin spends a small amount of money to allow "stragglers" to exert their subjective initiative and dig external traffic as a supplement to regular traffic procurement. From the perspective of Douyin, it is obviously not too much to describe this model with a million profits.

Unfortunately, the TikTok model also has disadvantages. How do TikTokers make money? It relies on getting commission from every order. As a result, in order to make more money, Dike has the motivation to inflate orders.

In addition to simply and crudely making fake orders, another common operation to defraud subsidies is "moving orders." That is, after selecting products in the Selected Alliance, add them to your own product showcase, use an account owned or controlled by yourself, hire others to place orders, and sell the purchased products at low prices on other platforms or channels to make money by reselling them. Take the difference.

To this end, on March 5 this year, Douyin e-commerce updated the "Douyin Off-site Promotion Violation Management Rules" and added new violations of "false transactions". But while the Douyin model has had negative impacts, Douyin e-commerce is also on the right track. Today, Douyin users are accustomed to seeing live broadcasts of goods and even advertisements on the site, and users are "desensitized" to e-commerce content, which makes merchants more inclined to complete marketing, transactions, and even resumption within Douyin at the same time. Purchase the entire link.

So the current situation is that Douyin has completed the traffic closed loop, and everything from traffic exposure to transaction conversion is completed on the site. Under such circumstances, the existence of Dike has become embarrassing, and it is not impossible to change from temporary suspension to permanent suspension in the future.

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