Chinese language counterpart TikTok Douyin adjustments the best way magnificence manufacturers promote their merchandise in China: NPD Group

When TikTok’s Chinese language counterpart, Douyin, first launched its e-commerce technique within the nation, many of the manufacturers that determined to launch this specific channel have been native. Nonetheless, as visitors to Douyin continues to speed up and a brand new ecosystem is created (largely resulting from its interest-based method), increasingly more prestigious magnificence manufacturers have determined to affix.

In 2022, retail gross sales of cosmetics in China within the first quarter elevated by 1.8%, and gross sales of cosmetics in e-commerce elevated by 8%. That is a formidable improve, particularly because the nation has confronted uncertainty and restricted social interplay by means of Covid-19. Nonetheless, gross sales of cosmetics at Douyin over the identical interval elevated by 164%. Whereas most worldwide magnificence manufacturers are scuffling with offline gross sales by blocking COVID-19 and fewer guests to retail shops, cellular apps are opening up new alternatives for channel improvement as locks improve the time shoppers spend on their cellular units.

Lancôme opened its retailer on Douyin in Might 2022, given the platform’s massive client pool of 600 million each day energetic customers, supported by a variety of high-quality content material that enables them to speak emotionally with shoppers. The success of Lancôme’s launch at Douyin is predicated on well-prepared collaboration with greater than 20 main authorities on the platform. In reality, as of Might 2022, Lancôme, Lancôme 196 and Lancôme 888 are three subjects which have already garnered greater than 2 billion views on Douyin.

Due to robust advertising and marketing and PR, together with collaboration with among the main authorities within the subject of magnificence, Lancôme has achieved success in gross sales in China in simply 10 days on the platform.

To maintain tempo with gross sales and improve natural gross sales progress, Lancôme launched a each day reside broadcast from 4pm to midnight, used the membership program and fan chats to extend non-public area visitors and interact its clients immediately to extend repeat purchases. In contrast to conventional e-commerce platforms, extra generations of Zer are Douyin customers, so realizing tips on how to create content material that adapts to their preferences might be crucial to the success of any Douyin model.

For magnificence manufacturers which might be watching Lancôme’s success at Douyin and are contemplating the same method, Samuel Yang, e-commerce industrial supervisor in China, The NPD Group, presents the next ideas:

  • Collaborate with main magnificence authorities and create related subjects earlier than the official launch of the platform;
  • Concentrate on non-public area visitors and use efficient instruments to handle and interact shoppers (e.g., membership program, fan chats, reside streaming, and many others.);
  • Watch out together with your selection of merchandise, scorching make-up and skincare merchandise are among the best-selling magnificence merchandise on Douyin;
  • Do not forget that content material is king. In contrast to conventional e-commerce platforms, the place value and product availability are key to purchasing, content material is extraordinarily necessary at Douyin to extend visitors and convert gross sales. Era Z is a key group of shoppers right here, so manufacturers want to know the mentality of this era and communicate their language to raised develop them and improve protection and consciousness; and
  • Create a well-organized multi-channel technique to show offline / conventional e-commerce clients into Douyin to not solely promote the product, but additionally assist distribute content material to new clients.

Leave a Comment

A note to our visitors

This website has updated its privacy policy in compliance with changes to European Union data protection law, for all members globally. We’ve also updated our Privacy Policy to give you more information about your rights and responsibilities with respect to your privacy and personal information. Please read this to review the updates about which cookies we use and what information we collect on our site. By continuing to use this site, you are agreeing to our updated privacy policy.