China’s TikTok counterpart Douyin adjustments how 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 explicit channel have been native. However as site visitors on Douyin continues to speed up, and the brand new ecosystem is established (largely because of its interest-focused strategy), increasingly prestigious magnificence manufacturers have determined to hitch.

In 2022, retail gross sales of magnificence merchandise in China elevated by 1.8% throughout the first quarter, whereas e-commerce magnificence gross sales elevated by 8%. That is a powerful development, particularly because the nation confronted insecurity and restricted social interactions as a result of Covid-19. Then again, gross sales of magnificence merchandise at Douyin elevated by 164% throughout the identical interval. Whereas most worldwide magnificence manufacturers are battling offline gross sales as a result of covid-19 locks and fewer customer site visitors in shops, cell apps supply new alternatives for channel development as locks improve shoppers’ time on their cell units.

Lancôme opened its retailer in Douyin in Might 2022, given the platform’s massive shopper pool of 600 million each day energetic customers, supported by a variety of high-quality content material that enables them to attach emotionally with shoppers. The success of Lancôme’s entry into Douyin is predicated on the well-prepared collaboration with greater than 20 greatest magnificence influencers on the platform. In reality, as of Might 2022, “Lancôme”, “Lancôme 196” and “Lancôme 888,” are three substances which have already generated greater than 2 billion views on Douyin.

Because of robust advertising and public relations, together with collaboration with among the nation’s main magnificence influences, 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 each day self-live streaming from 4pm to midnight, utilizing a membership program and fan chat room to extend personal area site visitors and to have interaction its shoppers immediately to extend recurring purchases. Not like conventional e-commerce platforms, extra Gen Zers are customers of Douyin, so realizing the way to create content material that adapts to their preferences will probably be essential to the success of any model on Douyin.

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

  • Collaborate with the perfect magnificence influencers and create sizzling matters earlier than formally launching on the platform;
  • Concentrate on personal area site visitors and use efficient instruments to handle and interact shoppers (ie membership applications, chat rooms for followers, stay streaming, and so forth.);
  • Watch out with the selection of things, sizzling make-up objects and skincare objects are among the many best-selling merchandise at Douyin for magnificence;
  • Keep in mind that content material is king. Not like conventional e-commerce platforms the place value and product availability are key elements for getting, content material is extraordinarily essential at Douyin to drive site visitors and convert gross sales. Gen Z is a key shopper group right here, so manufacturers want to grasp this technology’s mentality and communicate their language to higher domesticate them and improve publicity and consciousness; and
  • Set up a well-organized omni-channel technique to convert offline / conventional e-commerce clients to Douyin to not solely promote the product, however assist unfold content material to new clients.

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