China’s TikTok counterpart Douyin modifications the best way magnificence manufacturers market their merchandise in China: NPD Group

When China’s TikTok counterpart, Douyin, first launched its e-commerce technique within the nation, most manufacturers that selected to have interaction on this specific channel had been native. However as visitors on Douyin continues to speed up and the brand new ecosystem is established (largely due to its interest-focused method), increasingly more prestigious magnificence manufacturers have determined to hitch.

In 2022, retail gross sales of magnificence merchandise in China grew by 1.8% within the first quarter, and wonder gross sales for e-commerce elevated by 8%. That is a powerful development, particularly because the nation confronted insecurity and restricted social interactions because of Covid-19. Nevertheless, gross sales of magnificence merchandise at Douyin throughout the identical interval elevated 164%. Whereas most worldwide magnificence manufacturers are fighting offline gross sales because of COVID-19 lockdowns and fewer pedestrian visitors in retail shops, cellular apps current new development alternatives for channels as lockdowns improve client time spent on their cellular gadgets.

Lancôme opened its retailer on Douyin in Might 2022 because of the platform’s massive client pool of 600 million day by day energetic customers supported by a variety of top of the range content material that permits them to attach emotionally with customers. The success of Lancôme’s entry into Douyin relies on the nicely – ready collaboration with greater than 20 high magnificence influencers on the platform. In actual fact, “Lancôme”, “Lancôme 196” and “Lancôme 888” from Might 2022 are three matters which have already generated greater than 2 billion views on Douyin.

Due to sturdy advertising and marketing and PR, together with collaboration with among the nation’s greatest magnificence influencers, Lancôme achieved gross sales success in China after simply 10 days on the platform.

To take care of gross sales momentum and improve natural gross sales development, Lancôme launched day by day self-live streaming from 6 p.m. 4pm to midnight, used a membership program and fanchatrooms to extend non-public area visitors and to have interaction its customers immediately to extend the variety of repeat purchases. Not like conventional e-commerce platforms, a number of Gen Zere are customers of Douyin, so understanding find out how to create content material that adapts to their preferences can be essential to any model’s success at Douyin.

For magnificence manufacturers that see Lancôme’s success at Douyin and are contemplating an identical method, Samuel Yan, China’s industrial chief in e-commerce, The NPD Group, suggests the next suggestions:

  • Collaborate with the most effective magnificence influencers and create scorching matters earlier than formally launching on the platform;
  • Concentrate on non-public area visitors and use efficient instruments to handle and interact customers (ie membership program, fan chat rooms, self-live streaming, and so on.);
  • Watch out with the selection of things, scorching make-up gadgets and skincare gadgets are among the many best-selling merchandise at Douyin for magnificence;
  • Keep in mind content material is king. Not like conventional e-commerce platforms, the place value and product availability are necessary issues when shopping for, content material is extraordinarily necessary at Douyin to drive visitors and convert gross sales. Gen Z is a key client group right here, so manufacturers want to grasp the mentality of this technology and converse their language to raised domesticate them and improve publicity and consciousness; and
  • Set up a well-organized omni-channel technique to convert offline / conventional e-commerce prospects to Douyin to not solely promote the product, but in addition assist unfold content material to new prospects.

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