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Traditional Industry's Transformation to TikTok E-commerce: Three Pain Points and Solutions
The core contradiction in traditional industries' transformation to TikTok e-commerce lies in the conflict between industrial DNA and content ecosystem. Based on Chapter 1 of the book, which presents standardization, differentiation, and scaling challenges, this article breaks down practical solutions adapted for traditional industries to help businesses overcome their "adaptation difficulties."
I. Standardization Pain Point: From "Assembly Line Thinking" to "Content Assembly Line"
- Product standardization redesign
- Popular product selection: Choose SKUs with high repurchase rates and strong visual impact (e.g., food gift boxes, home decorations)
- Scenario-based packaging: Design content templates for "unboxing ceremony" and "usage process visualization"
- Quality inspection visualization: Film raw material tracing/quality inspection processes, embedding the mindset that "established brand quality inspections are stricter than internet celebrities'"
Execution formula:
- Content production SOP
- Topic planning: Weekly fixed library of 3 user pain points (Tool: Ocean Engine hot topic list)
- Shooting and editing: Establish enterprise-exclusive special effects library (Tool: CapCut enterprise version)
- Publishing and operation: Prime time publishing + fixed update rhythm (Tool: Feigua data scheduling function)
Pitfall guide:
- Avoid "instruction manual-style" product explanations (completion rate usually <20%)
- Control single video production cost within 500 yuan during new account testing period
- Use "one-to-three" editing method (1 main video + 3 clips)
II. Differentiation Pain Point: Finding the "New Expression" for Traditional Industries
- Value misalignment positioning method
- Cognitive contrast: Century-old craftsmanship × Gen Z language (e.g., "Viral recipe passed down for five generations")
- Scene crossing: Traditional products inserted into sci-fi/national trend scenes (tea brewing process paired with cyberpunk special effects)
- Character reinvention: Old masters transformed into "technical internet celebrities" (explaining machine tool operation in formal attire)
Differentiation tool system:
- Cross-generational content matrix
- Craft documentaries: 35+ quality users (Completion rate >45%)
- Quirky adaptation plays: 18-24 year-old users (Interaction rate >8%)
- Knowledge Q&A: All age groups (Save rate >5%)
Key indicator: Under-30 user proportion needs to exceed 40%
III. Scaling Pain Point: Building an "Aircraft Carrier Battle Group" Operation System
- Account matrix layering model
- Flagship account: Brand image output (20% of total content)
- Vertical accounts: Targeted scenario breakthrough (e.g., @FoodWorkshop, @HomeTips)
- Employee accounts: Real person matrix diffusion (cultivate 2-3 KOCs per store)
- Industrial content production line Four major middle platforms:
- Data middle platform: Daily monitoring of "viral factor" replication index
- Material middle platform: Establish reusable BGM library/special effects template library
- Training middle platform: New employees master standardized content production process in 3 days
- Supply chain middle platform: >95% shipping rate within 3 days for pre-sale products
Execution template:
Long-term Operation Iron Triangle
Successful transformation = Standardization foundation × Differentiation edge × Scaling engine
- Produce 50 standardized content pieces monthly, with 3 undergoing differentiation upgrades
- Find the optimal ratio of "traditional DNA × trendy expression" through A/B testing
- Build a content ammunition library with 100+ templates
Through the coordinated operation of these three systems, traditional enterprises can complete TikTok e-commerce infrastructure within 90 days, achieve a cold start ROI goal of 1:3, and gradually build brand awareness as "established brand new forces."
