Mengying Xiang.pdf
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Navigating Douyin for E-commerce Business Growth Provided by Inbound Business Center @bytedance.com Mengying Xiang (Maya) • Inbound Partnership Manager, Ocean Engine, Bytedance • 5+ Years in China’s Cross-border eCommerce digital marketing • Outbound and inbound duality @bytedance.com Ocean Engine, ByteDance‘s comprehensive advertising platform, integrating ads across Douyin, Toutiao where We assist merchants in building brands, reaching a vast audience, and selling products CONFIDENTIAL & PROPRIETARY What can we do for your Business ? CONTENT 02 03 CHINA’S DIGITAL MARKET & MEGA TRENDS DOUYIN ECOMMERCE INSIGHTS DOUYIN E-COMMERCE IN PRACTICE(CASE) Confidential & Proprietary Confidential & Proprietary 01 CHINA’S DIGITAL MARKET & MEGA TRENDS Confidential & Proprietary 01 Digital channels transform consumer engagement Mobile-first country The biggest ecommerce market “Diversification ” of consumer attention 1.06bil 40% 25 Mobile internet users Data source: 1. China Internet Network Information Center (CNNIC) Global share of ecommerce sales Apps used monthly on average A snapshot of China’s key players (MAU) 2.4 b MAU WeChat Channels WeChat Subscription /Service OA WeChat Mini Programs WeChat Moments Weibo Toutiao Douyin Kuaishou REDNOTE Bilibili 800m 450m 700m 1.2b 600m 380m 780m 640m 350m 220m MAU Short video feed within WeChat Brief intro Demographics WeChat official accounts Mini-applications built within WeChat Even demographic distributions Newsfeed, microblogging social network Primary social sharing space Leading Short video based Social media and Content discovery destination for app with livee-commerce and creation short-form videos streaming platform function Majority are post More male users, 90’s in Tier 1 post 80/90’s, 1st cities and 2nd tier cities Western counterparts Data Source: Tencent Ads Media Guide ; Alibaba Ads Media Guide ; Douyin Media Guide ; Baidu Ads Media Guide ; Bilibili Ads Media Guide ; Xiao Hong Shu Ads Media Guide Even demographic distributions More popular in lower-tier cities Overwhelmingly female(90%) Video-sharing platform for fans of anime, comics and games Highly preferred by Gen Z Dominating short video platforms are revolutionizing the shopping experience Top 5 app types ranked by monthly user time spent (20152021) No.1 Short Video Apps No.2 Messaging Apps No.3 News Apps No.4 Streaming Apps No.5 Shopping Apps Data Source: Quest Mobile Confidential & Proprietary In 2023, users spent over 1.9 trillion hours on short videos, with Douyin alone accounting for more than 1.2 trillion hours. Over 50% of China’s eCommerce shoppers buy via short videos & livestreams in 2024 Number of brands that post content to drive online purchases (June,2024)2 Douyin 16x Growth in number of Douyin Shops 2023-2024 Sina Weibo WeChat RED Bilibili 20billion Daily video views(including livestream) generated by brand on Douyin Douyin Demographics: Beyond Stereotypes Engaging Users Across All Age Groups Beyond Metropolises: Tier-2 and Tier-3 Cities Fuel Spending Power Case Study – Health Products: Astaxanthin Reaches 50M Quarterly Sales, Projected to Surpass 100M Annually as Post-Pandemic Demand Rises Confidential & Proprietary Douyin is More Than Youth: DOUYIN ECOMMERCE INSIGHTS Confidential & Proprietary 02 China E-Commerce Penetration • China is the world’s largest e-commerce market. • Total retail e-commerce sales are projected to reach $3.9 trillion by 2027. • E-commerce continues to grow steadily as a share of total retail sales. • China has over 1 billion internet users, fuelling this growth. Confidential & Proprietary eMarketer: E-Commerce Sales in China China Cross-Border Import E-Commerce Growth import volume has increased Tenfold over the past 6 years. • Strong growth is expected to continue in the next 3 years, driven by rising consumer demand, supportive policies, and improved infrastructure. Confidential & Proprietary • China’s cross-border e-commerce China’s Remarkable Position as Today’s Global Trade Gateway 10X 210M 32% Increase in China’s cross-border Ecommerce imports Number of online shoppers who have purchased cross-border imported items in China Penetration rate of overall E-commerce consumers in China Confidential & Proprietary Data Source: 2024 Douyin EC Global Industry Trends Report, Douyin EC Global & Deloitte Douyin Users Exhibit Higher Activity Levels in Cross-border Product Purchases Customer Spending on Cross-border E-commerce Platforms Cross-border E-commerce Consumers in China Douyin User <1000 Age 23.80% Household Income Post-80s Generation Pre-70s Generation 20% 3% Post-70s Generation 8% 40% 20% > 1M 4% 7% 11% 32% <100K 510K~1M 310K~500K GenZ Post-90s Generation 1000-2000 18% 2000-5000 21.80% 5000-10000 20.90% 10000-26000 46% Data Source: 2024 Douyin EC Global Industry Trends Report, Douyin EC Global & Deloitte 9.90% 100K~300K >26000 5.60% Confidential & Proprietary All User Douyin close-loop e-commerce Product looking for People People looking for product Short video Live stream Search KOL/KOC Recommendations/livestr eam With-in app Mall Confidential & Proprietary Vast Engagement Repeat Views, Follow and Repurchase Douyin Business GMV breakdown 65% livestreaming sales Brand live streams KOL Live streams 35% from short video sales and shops Keyword search & purchase Recommended products on the Mall's home page, KOL showcase, and Mall promotions Confidential & Proprietary 85% from 'For You' Feed 15% from in-app mall KOL Confidential & Proprietary KOC Confidential & Proprietary Key Opinion Consumer: The Authentic Choice for Product Testimonials (Seeding) KOC/KOL Product Seeding Dear Doer x Douyin Product Seeding Mission KOC Endorsements KOC 860+ Douyin Creators Participated Matrix Celebrity Top KOL 1000+ Product Review Videos Created Mid-level Creators User Participation Product Review Challenge Celebrity Creator Confidential & Proprietary Product Seeding Mission 1M+ Hashtag Challenge Engagement Creators Merchants Product Seeding through KOL/KOCs: 85 % of customers are NEW customers1 Based on a survey of merchants; new customers made up 85% of all customers. 2.5 7.7 32 23 M+ merchants have sold products on Douyin. K+ Merchants have achieved 10M GMV in 1 year. M+ creators have helped brands sell products. K+ creators have achieved 10M GMV in 1 year. Confidential & Proprietary Helps New Customers Find You Boost success Business expansion Total Live Commerce users Livestreaming users are growing in China 800,000,000 68% 700,000,000 64.3% 600,000,000 500,000,000 70.5% Penetration rate of Live Commerce users 61.3% 70.3% 70.0% 510M 550M 460M 60.0% 50.0% 400,000,000 300,000,000 80.0% Livestream Users 40.0% 380M 30.0% 200,000,000 20.0% 100,000,000 10.0% - 0.0% 2021 2022 2023 Data sources: QuestMobile, iiMedia Research, Douyin Official Reports, China Internet Network Information Center - CNNIC 2024 Penetration Rate Confidential & Proprietary 550M Live Commerce: A Booming Trend with Skyrocketing Users Douyin: Livestream for faster Conversions People, Product, Field Lead generation Offline traffic and sales 3T(RMB) 2M 5.7X GMV via Douyin LIVESTREAM 2024. 8-12% comes from Cross-border No. of businesses leveraging Douyin for lead generation Increase in sales via livestreams Confidential & Proprietary Driving conversions Innovative Livestream Marketing for Enhanced Promotion and Sales Product Breakdown Product Selection: Curating Your Collection! 100% • Profit Drivers (20–30%): High-margin items for loyal customers Quantity Ratio • Mainstay Products (50–60%): Popular hits to boost GMV and orders 75% Mainstay Products Attract new customers and prompt first purchase Main business pillars for live streams Potential Products Profit Drivers Live stream product selection testing Boost profit margins or high-value orders 50% 25% • Special/Potential Products (0–10%): Customizable or experimental items, tested in streams 0 25% 50% 75% Revenue Ratio 100% Confidential & Proprietary • Traffic Drivers (10%): Low-priced items to attract new customers Traffic Drivers Meet the Douyin Live Dashboard! Confidential & Proprietary Accelerate Your Business Growth with our DualWheel Framework Marketing Boost Search Field Alliance (Creator) Content Livestream/ Short video/ Carousel In-Feed Top KOL Campaign + Product Promotional card Shop Douyin Shopping Center Confidential & Proprietary FACT+S DOUYIN CROSS BORDER ECOMMERCE IN PRACTICE (CASE) Confidential & Proprietary 03 Sales Acceleration Case Study Intima x Douyin Surprise Day and Celebrity Partnership • IIntima x Douyin Surprise Day (2023) • Partnered with celebrity Zhang Yuxi Confidential & Proprietary Summary In 1 campaign period, sales growth 5x achieved • Leveraged short videos + livestreams + creator collaborations • Boosted brand awareness and sales, becoming a rising star in intimate care Celebrity partnership integration Week 1 Short video x Livestream x Creator Cross-platform amplification Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Confidential & Proprietary Douyin: Where Viral Products Take Off, Unlocking the Potential of Global Brands in China Scale Soar International Licensees Accepted Dual-Wheel Propulsion to Scale Up Tailored Periodic Platform Support Offered Newcomer Commission Rebates Official Incubation Programs Success for Both Mature and Emerging Brands Confidential & Proprietary Start End-to-End Ecosystem to Empower Overseas Merchant Operations Bonded Warehouse • 29 Warehouses in 12 cities • 500K+ Square meters storage areas Overseas Direct Mail: • 10+ Markets • 20+ Direct mail line • Cross-border Ecommerce Bonded Import (Customs Supervision Mode Code 1210) • Cross-border Direct Import (Customs Mode Code 9610) Delivery Payment Confidential & Proprietary Inventory Customs Clearance Thank you Follow us for the latest updates on advertising in China. 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