(Source: https://pltfrm.com.cn)
Introduction
Douyin, the Chinese version of TikTok, has evolved far beyond a short video app—it’s now a full-fledged e-commerce powerhouse. For overseas brands entering China, Douyin offers a high-conversion, content-driven path to market. By combining video storytelling with seamless in-app shopping, Douyin is transforming how consumers discover and purchase products. This article unpacks how brands can harness Douyin marketing to fuel e-commerce success.
1. The Power of Content-Commerce Integration
1.1 Video as the First Touchpoint
Douyin content captures attention fast—users often discover new products through engaging short videos. These aren’t ads in the traditional sense but lifestyle moments, unboxings, or tutorials designed to spark desire.
1.2 Seamless Shopping Features
What sets Douyin apart is its “see now, buy now” model. Products can be tagged within videos, with links to native product pages or livestreams. This shortens the customer journey and eliminates friction.
2. Building a High-Impact Douyin Storefront
2.1 Set Up an Official Douyin Store
Overseas brands can apply for a Douyin flagship store with the right licensing or through a Tmall Global partnership. Having a native store allows full integration with live commerce, product tagging, and affiliate collaboration.
2.2 Design With Local UX Expectations
Chinese consumers expect specific product layouts, user reviews, livestream replays, and real-time Q&A. Brands should localize store design with mobile optimization and leverage Douyin’s e-commerce UI modules.
3. Influencer and Livestream Strategies
3.1 KOL Collaboration for Product Launches
Partnering with Douyin influencers for product demos or launch events creates social proof and urgency. Many successful campaigns blend KOL content with paid media boosts for maximum reach.
3.2 Always-On Livestreaming for Sales
Douyin’s algorithm rewards consistent engagement. Scheduling weekly livestreams with product offers, flash sales, or expert guests helps maintain traffic and builds audience trust over time.
4. Performance Marketing and Retargeting
4.1 Douyin Ads with Embedded Commerce
Run auction-based ads targeting interest categories, search keywords, or lookalike audiences. These ads can lead directly to product detail pages or livestream sessions, closing the loop between media spend and ROI.
4.2 Retarget Based on User Engagement
Use Douyin’s native tools to build retargeting audiences from video viewers, live session attendees, or users who visited your store. This approach ensures efficient ad spend and higher conversion rates.
Case Study: Swedish Cosmetics Brand’s Launch on Douyin
A sustainable Swedish beauty brand entered China via Douyin by launching a 3-day campaign that combined short videos, livestream sessions, and affiliate promotions. They worked with a popular KOL to demonstrate product usage and answered questions live. With native product tags and WeChat Pay integration, the brand sold out its launch inventory and gained 120K followers in just one week.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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