Apr 11, 2022
In Beauty Forum
Parity noticed that in addition to some categories that are close to Douyin's ecology, Douyin's recently launched graphic and text functions have also been directly delegated to Douyin Box. Xiaohongshu positioned itself as a "fashionable community for young people" in the previous year. The categories in the Douyin "Shopping" application seem to coincide with the previous positioning of Xiaohongshu. The Douyin Box seems to be a step that ByteDance intends to avoid the traditional search e-commerce competition, and instead move towards the trend, fashion and other subdivisions. At the beginning of its establishment, ByteDance started from scratch due to the trend of young people’s short video. This time, the telemarketing list independent e-commerce company ByteDance seems to want to capture the consumer groups such as young people again. The consumption of Generation Z is no longer satisfied with the needs of life, and will pursue independent style, like the emerging consumer goods such as two-dimensional, virtual idols, Lina Belle, and blind boxes. For favorite products, Gen Z rarely talks about price, and interest drives consumption. Douyin is an e-commerce business with obvious intentions to target the "Gen Z". However, the pursuit of the future is the collective appeal of all large companies. Under the competition of a series of vertical platforms such as Dewu and pan-interest content platforms such as Xiaohongshu, whether Douyin can break through is still unknown. Fourth, write at the end Can’t do Taobao Pinduoduo, and Douyin Box has entered the “hintland” of Xiaohongshu. ByteDance and Taobao, and Pinduoduo’s e-commerce have been fighting fiercely, and Douyin has also gone from being full of confidence at the beginning to falling into the persistent anxiety that e-commerce cannot always close the loop. The birth of Douyin Box naturally carries the beautiful concept of ByteDance e-commerce closed-loop, but from the current point of view, Douyin Box seems to be unable to shoulder this heavy task.