Marketing Management bu
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DSBI Group Project Instruction(1), 稿子, Qingyuan Yang rec letter 2
| Competitor analysis
Considering DTS’s characteristic that it combines socializing, entertaining, and shopping into one, it is truly a comprehensive and unique application. Instagram Shopping (the subsection of Instagram) shared similar targeting consumers with DTS, thus are treated as the main competitor. One of Instagram Shopping’s strengths is the huge user community it already has. As a popular social media, the app provides its shopping section with a huge audience reach which is very attractive to small and medium-size business owners who want to advertise themselves (Brown, 2020). The relatively high transaction fee is a notable weakness for Instagram Shopping. High expense it charges discouraged some small businesses and startups and lower their profit margin (Kinny, 2019). The age of short videos and photos is in favor of Instagram Shopping as the platform is famous for stylish pictures. It could grip this opportunity and expand its online shopping business. However, Instagram Shopping also needs to fight against the threats of newly emerging applications like DTS in the fierce competition of the online shopping market. With entertainment videos and subsidies as the core, guiding users to buy the goods they are interested in. DTS should be competing with shoppable platforms with the equally strong entertainment nature, such as Tik Tok. Sellers could promote the products with texts, pictures and video, and sell products within the Tik Tok, increasing the conversion rate of users. Besides, the “Selection Alliance "part, a product distribution platform for sellers and key opinion leaders (KOLs), provides KOLs corresponding commission after sharing and promoting the goods in their channels. Download 302.48 Kb. Share with your friends:
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