The 2024 “Affiliation Plan” is newly upgraded!Increased search rights help merchants expand business across the region
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Douyin’s e-commerce “affiliate plan” is upgraded again: two major cooperation models tap new increases in advertising
Traffic is the key to business growth, and more important than traffic acquisition is traffic conversion. In order to further help merchants seize business and improve operating efficiency, Douyin’s e-commerce “Affiliation Program” will be upgraded in 2024, launching two major cooperation models. The types of exchange resources will be richer and better, and the cooperation process will be more convenient, helping merchants to explore A new “increment” in advertising!
The “Affiliate Program” refers to Douyin’s e-commerce brand joint promotion plan, which aims to increase Douyin’s traffic and some off-site advertising resources through joint marketing resource promotion with merchants, assist in completing on-site deployment, and help merchants in Douyin e-commerce business is growing rapidly, and together we are building and improving the marketing and business ecosystem of merchants in Douyin e-commerce.
With the help of the “Joint Affiliate Plan”, merchants in various industries can not only gain more exposure through off-site advertising, but also use the resources on the Jie Alliance site to reach target users for a second time, accelerating and improving business conversion efficiency.
1. Two major cooperation models, opening up the idea of win-win and joint construction
In order to better achieve win-win cooperation, the “Affiliate Plan” has been upgraded again, launching two cooperation models: “regular exchange” and “search rights plus” to meet the advertising needs of different merchants.
The “regular exchange” mode is to embed the visual elements of Douyin e-commerce in the merchant’s advertisements or own resources (except for byte systems) for joint exposure. At the same time, the merchant will also receive the corresponding value of the alliance currency exchange given by the alliance. On-site resources form a full-link business model of “off-site advertising exposure – on-site conversion acceleration” to make the traffic conversion link smoother.
The way for merchants to participate in regular redemption cooperation is also very simple. The value of advertising outside the site is no less than 5 million. If you add Douyin Mall visuals (Douyin Mall logo, search box, QR code) to the material display screen, you can redeem the festival. Alliance coins and get rich traffic feedback from the site.
With this upgrade of the affiliate program, what is more worthy of merchants’ attention is the cooperation model of “increased search rights”. Under this cooperation model, during the period of off-site advertising, for merchants that provide free items, coupons and other search rights, the affiliate program will increase the amount of affiliate coins exchanged for Douyin traffic and some off-site advertising resources (* The exchange of off-site resources is limited to the platform’s major promotion period), and at the same time, more abundant on-site search resources are allocated to undertake (user big cards, store big cards, search Easter eggs, brand areas, etc.) to help merchants achieve rapid business growth.
Compared with the conventional cooperation model, the “Search Rights Plus” model obviously has the following advantages:
• Lower barriers to entry. The threshold for off-site advertising has been lowered to 3 million (the value of the publication), helping more merchants to obtain cooperation opportunities in the “Affiliate Program” and achieve win-win cooperation through cooperation with the platform.
• The exchange value of Alliance Coins is more. Add “Search Benefit Points” guidance (such as discount information) to merchants’ off-site advertisements to guide users into Douyin search, and cooperate with the site to carry out post-search work. Jiefang will exchange an additional 20% of Jiefang coins on the basis of the original exchange ratio. (The apparel industry can also redeem an additional 50% of the alliance coins) to obtain more high-quality resources on the site.
• The site’s search resources are richer. Jiemeng provides rich search resources such as user cards, store cards, search Easter eggs, and brand areas to guide high-interest users directly to the merchant’s Douyin official banner or hot product page with one click, accelerating search GMV improvement.
• Off-site supplementary exposure and exchange resources are more comprehensive. In addition to online resources, the affiliate program also prepares a wealth of off-site cooperation resources for merchants, such as outdoor large screens, social/vertical media, and OTT/OTV videos, etc., to better promote online and offline joint exposure and provide off-site Advertising – a one-stop redemption solution for on-site search conversions. (*Can be exchanged for off-site resources during the platform promotion period)
Based on its own marketing resources, merchants can choose to co-build with Douyin e-commerce based on their actual situation, exchange for corresponding platform resources, increase the merchant’s global reputation, reach more users and boost business performance.
2. Abundant resources and support will drive the explosion of business across the board.
Since the launch of the affiliate program, more than 800 merchants have participated in the cooperation and achieved a business jump through joint advertising. Their successful experience in advertising is of great reference for other businesses.
During the 2023 Douyin Mall Double 11 Goods Festival event, clothing brand YAYA participated in the festival alliance search rights cooperation and gained over 17 billion off-site exposure, with GMV increasing by over 72%. First of all, YAYA has created a diversified celebrity matrix and combined it with Douyin’s e-commerce vision to gain strong exposure in high-traffic subway stations, high-speed rails, airports, and landmark business districts in first- and second-tier cities. It has penetrated large-scale community ladder media across the country and directly reached massive consumers. group. On this basis, the advertising screen adds a search benefit point “Scan the QR code on Douyin to get a limited-edition free gift” to awaken users’ consumer interest. At the same time, with the help of off-site exposure, it guides on-site search. The alliance has done a good job in undertaking search resources to help drive product sales. .
Moutai Ice Cream took advantage of the potential of the Douyin e-commerce Super Product Daily IP event and fed back resources from the Jiemeng site to achieve good results of 660,000 GMV in traffic and sales. Targeting the urban emerging white-collar + middle-class high-consumption groups, the brand has carried out a comprehensive and refined layout both inside and outside the site. Outside the site, the multi-channel resource matrix of Shanghai Wujiaochang section elevators + business district placement dominated the screen, attracting 21.4 million A1 people. Within the site, rich mall resources such as easter eggs and value-for-money purchases, as well as IP activity resources such as expert matchmaking, are linked to attract users to actively search within the site and recharge Qianchuan advertising by exchanging alliance currency resources to achieve an explosion of product efficiency.
Preferential benefits can often attract more users. Aware of this characteristic of users, the consumer-resistant brand Wanhe not only focuses on advertising in high-speed rail stations in new first-tier cities and invites more than 600 experts of different levels to conduct large-scale grass planting, but also pays special attention to the exposure of preferential rights in advertising materials. For example, 50% off and half price benefits, 1088 large red envelopes, Wuling Hongguang MINI lottery, etc. Attracted by multiple preferential rights and interests, users’ active search behavior has increased significantly. Jiemeng has provided Douyin resource support worth nearly one million copies, including on-site resources such as open-screen advertisements and special products, to help improve conversion efficiency and increase search GMV growth rate. 1025%.
It can be seen that through the alliance plan, merchants can simultaneously complete the cross-position linkage of off-site brand promotion and Douyin Mall on-site conversion, building a full-link marketing and operating ecosystem of touch-sales.
At present, the Douyin e-commerce 2024 affiliate brand joint promotion plan is now fully launched. You can quickly report and participate in platform activities in seven simple steps to obtain more incremental revenue. For details, please refer to the following steps:
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