Interest commerce may be more powerful in driving new product launches and the development of new consumer behaviours, but it is less effective in attracting repeat purchasers or planned purchases as of now. Unlike Tmall or JD, it is more of an online shelf commerce space where consumers browse products. Douyin is ahead of Kuaishou on establishing a closed-loop from paid media to feeds, live broadcasting and Douyin stores as well ecommerce sites, empowered by data platform and biddable as well as SEM-driven experience.ĭouyin’s ecommerce is built around consumer interest and discoveries. Both Douyin and Kuaishou have driven the ecommerce growth both from KOL live broadcasting as well as the brand’s own live-broadcasting and campaign-driven effort to conversion on ecommerce sites. The 818 shopping festival is leveraged by Douyin to boost its GMV and cultivate shopping festival behaviours among its audiences. Two games, Train Sim World and Train Simulator 2022, are becoming more popular with Chinese players, because the brand began to work with gaming KOLs since April 2020 “using short-form promotional videos and gameplay videos, with the average viewing per video between 40,000 to 100,000”.Ĭampaign asked marketing and branding experts to analyse Douyin's capabilities compared with direct competitors such as Kuaishou, discuss potential downsides for brands, and discuss the differences between Douyin and TikTok.ĭouyin and Bytedance have pushed on the e-commerce front super hard and aggressive and have seen real momentum in 2021, leveraging drastic growth during the pandemic time when consumers have more time staying indoors and consuming short-video content. According to Kaitlin Zhang, Founder and CEO of Oval Branding, the brand “worked with two Douyin KOLs to get 600,000 viewings and 24,000 likes within seven days”. UK-based Dovetail Games worked with KOLs on Douyin (it also works on Weibo, Bilibili, Toutiao and Youku) to excel during the recent 2021 summer sale period. While long-established brands, such as KFC and Oreo, make efforts on Douyin, overseas brands, which are newcomers, have also used the platform successfully to enter the Chinese market and raise their brand awareness. In the long run, creative short videos are driving up sales for KFC, allowing it to surpass its major competitor McDonald's on Douyin. While many brands rely on livestreaming to increase their sales in the short term. For example, Mindshare China took more than six months building a new business model for KFC on the Douyin platform starting from scratch. In the domestic market, Douyin's livestreaming and short-video campaigns are becoming a trendy battlefield for brands.Īgencies have seized on the opportunity to use the platform for their clients. It reflects a more competitive scene in the Chinese market, encompassing ecommerce, gaming and livestreaming in addition to short video. In comparison, the brand value of Kuaishou, another short-video app which counts Tencent among its investors, surged 282% and ranked as 10th on the list.ĭouyin is not simply the domestic version of TikTok in China. It also ranks eighth on Kantar's BrandZ list of the most valuable Chinese brands, with brand value growing 131% over the past year. 1 short-video platform in terms of brand value. In the light of even more restrictions from the Chinese market, Douyin is still the No. 1 short-video app in terms of monthly active users in the Chinese market. In October 2020, South China Morning Post reported that Chinese people spend more time on Douyin (72.9 minutes) as well as on Toutiao, a news aggregator app developed by ByteDance (73.4 minutes), than they do on Tencent’s super app WeChat (60.6 minutes).Īs of May 2021, Douyin is No. In Campaign Asia-Pacific's Asia's Top 1000 Brands research for 2021, Douyin ranks second among all social-networking sites in China, while WeChat and Tencent are first and third. Owned by Bytedance, China’s fourth internet giant outside the BAT group (Baidu, Alibaba and Tencent), Douyin is becoming a money-making machine for brands because of a rapid expansion of ecommerce activity, as well as its position as a platform for creators and KOLs to monetize their talents. TikTok is known in China as Douyin (literal meaning: “shaking sound”).
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