Douyin: The Social Media + E-Commerce Powerhouse in China

Douyin , Perfect Place for Brands in China

1. Introduction to Douyin: Launched in 2016 by ByteDance. Known as “shaking sound” in Chinese. Targets Millennials and Generation Z. Boasts 730 million monthly active users, with one-third under 24 in 2023.
2. User Engagement: Features short, music-backed videos with advanced editing. User Generated Content (UGC) driven. Highly addictive due to a performance-driven algorithm. Average user spends 45 minutes per day on the app. User base grew by 200% in two years.

Douyin is witnessing a consistent year-over-year growth in online retail sales, creating lucrative opportunities for global brands to tap into trending sectors within this market.

📈 Case Study Highlights: Men’s Skincare and Oral Care Sectors

• Men’s Skincare on Douyin: There's a notable surge in this category, with sales of men’s makeup on Douyin increasing by 365% in the first half of 2023.
• Oral Care Market Growth: Douyin is significantly driving the growth in the toothpaste sector, with an impressive growth rate over 60% and market share crossing 30%.
• Influence of Male Influencers: The uptick in personal hygiene products on Douyin is linked to the rising popularity of male influencers. These influencers are engaging audiences through tutorials, product reviews, and live streams, thereby promoting self-grooming and care among male users.

Douyin Makeup Tutorial

Experience the charm of Douyin makeup, a sensational Chinese makeup trend that's captivating the world through TikTok! This style is not just about makeup, it's about enhancing your natural beauty to emit a youthful, soft, and doll-like aura. Esteemed figures like IVE's Jang Won-young, beauty Youtuber Jessica Vu, and renowned Chinese celebrities Esther Yu and Nana Ou-Yang are ardent fans of this style.

🌟 Key Features of Douyin Makeup:

• Flawless, pore-less porcelain base
• Eye-catching eye makeup with glitter highlights
• Defined contour and blush for added dimension
• Aeygo-sal (under-eye puff) for a cute look
• Pouty, irresistible lips

Examples

🔍 Deep Dive: The Porcelain Base Achieving that perfect, blemish-free base is crucial in Douyin makeup. A semi-matte or matte finish ensures your skin looks immaculate, drawing attention to your eyes, nose, and lips. This foundation style helps to minimize the appearance of pores, setting the stage for the rest of your makeup.

🌸 Product Spotlight: Clio's Kill Cover Founwear Cushion is your go-to for that ideal base. Offering smooth coverage for up to 54 hours, it's lightweight and keeps your skin fresh throughout the day.

👁️ Big Doll Eyes: Douyin makeup emphasizes big, youthful eyes. Start with a soft eyeshadow base in natural tones like browns or pinks. Add depth with darker shades at the corners. The key is subtlety – you're aiming for a natural, soft look.

Eyeliner can be bold or subtle, tailored to your preference. Enhancing the lower lash line adds depth, making your eyes appear larger. Keep eyebrows natural, filling in only sparse areas. For lashes, aim for volume and length, and consider false eyelashes for added impact.

📈 Douyin Market Analysis & Tips:

• Trend Popularity: This makeup style is gaining traction globally, driven by its presence on social media platforms like TikTok.
• Target Audience: Aimed at younger consumers who are keen on embracing youthful and natural beauty trends.
• Marketing Strategy: Leverage social media influencers and beauty tutorials to showcase the makeup style. Highlighting the versatility and ease of achieving this look can attract a wider audience.
• Product Focus: Emphasize products that are key to achieving the Douyin look, such as high-coverage, long-lasting foundations and eyeshadow palettes with natural tones.

How to market makeup Brands on Douyin ?

• Douyin for Beauty and Fashion Brands: A vital platform for beauty brands .Features content on makeup and skincare routines. Influences consumer buying decisions in China.
• Douyin Store: From Viewing to Buying: Transforms viewers into buyers. Previously required 8K followers to open a store, now only 10 posted videos needed. Enables direct selling on the platform.
• Douyin Marketing Strategies: Online shop: Create a store within Douyin Livestreaming: Host sessions for product selling. Short video selling: Link brand pages from e-commerce websites. Content Creation Fuels Trust and Sales Growth on Douyin for numerous international merchants, Douyin has emerged as the fastest-growing online sales channel in China. In 2022, Douyin’s cross-border e-commerce data revealed that 186 global merchants each achieved over 10 million Yuan in sales, with the Gross Merchandise Value (GMV) increasing by 1.5 times – nearly doubling the average industry growth.

Key Factors Behind Douyin’s Cross-Border E-commerce Success:

• Interest-Based Algorithm: Douyin’s sophisticated algorithm expertly aligns video content with the right audience based on their interests.

Diverse and Influential Creators: Access to a wide range of popular, unique, and trusted content creators. These creators attract a diverse user base, including affluent individuals, new parents, and well-educated viewers, thus creating a community centered on personalized content and trust.

The Impact of Visual Content:

• The platform’s global visual content effectively raises awareness, recognition, and purchasing intent among consumers. The premise is simple: consumers trust what they see and purchase what they trust.
• A notable example is a creator who visited an Australian milk powder warehouse and broadcasted live, showing rows of original products and providing commentary tailored to the Chinese audience. This kind of genuine, relatable content is invaluable for international brands in building trust, increasing brand recognition, and driving sales..
• Best Practices for Douyin Marketing: Douyin is evolving into a social e-commerce platform. Focus areas: Branding, live-streaming, e-commerce. Brand Image and E-reputation: Create an official account, use Professional Generated Content (PGC), and engage with KOLs for brand awareness. Audience Engagement: Utilize live-streaming to boost consumer engagement and sales, with the "See Now, Buy Now" approach. KOLs' Role: Leverage influencers' creativity for product promotion and brand discussions.
• The Role of Live Streaming: A primary method for product sales in China. Companies can host their own live sessions on Douyin. Live streaming is integrated with short video promotions. Links to e-commerce platforms like Taobao, Tmall, and JD.com can be included.
• Effectiveness of Live Streaming: Encourages immediate purchases. Example: Li Jiaqi's record of selling 15K lipsticks in 5 minutes.

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