Douyin for B2B: Unlocking New Growth Opportunities in China

April 11, 2025

As the B2B marketing landscape in China rapidly evolves, staying ahead means understanding where your audience spends their time—and increasingly, that place is Douyin. Once considered primarily a B2C platform, Douyin is now gaining significant traction among B2B marketers looking to connect with China’s next generation of decision-makers.

Why Douyin Is Emerging as a B2B Marketing Powerhouse

With 743 million Monthly Active Users (MAUs) and strong penetration in Tier 1 and Tier 2 cities, Douyin has become the third most-used social media platform by multinational corporations in China, after WeChat and WeChat Channels.

So, what’s fueling this growth?

  • Changing Buyer Behavior: Millennials—now key B2B decision-makers—prefer self-guided research over sales calls. They seek engaging, short-form content to inform purchasing decisions.
  • Smart Recommendation Algorithms: Douyin’s algorithm ensures that your content reaches the most relevant users, increasing targeting efficiency and lead quality.
  • Immense Reach: The platform’s scale and format offer unprecedented brand visibility, especially at the top of the funnel.

Key Benefits of Using Douyin for B2B Marketing

1. Massive Brand Exposure

Your brand can reach millions of professionals—many of whom are actively involved in procurement and decision-making.

2. Highly Engaging Content Format

Douyin’s short-form video format is perfect for showcasing product use cases, customer success stories, or industry trends in a digestible, entertaining way.

3. Two-Way Engagement

Comment sections and DMs allow for direct interaction with prospects—something not easily achieved through traditional B2B channels.

How to Do B2B Marketing Effectively on Douyin

Create Short, Impactful Videos

Focus on content like:

  • Product demos
  • Thought leadership insights
  • Case studies
  • Behind-the-scenes of your company or product

Tell a Compelling Brand Story

Users connect with stories, not sales pitches. Humanize your brand with:

  • Founder stories
  • Team introductions
  • “A day in the life” at your company

Embrace Creative Formats

Douyin rewards creative content. Try:

  • Animation and explainer videos
  • Light-hearted skits or scenarios
  • Interactive Q&As or challenges

Best Practices for Douyin B2B Campaigns

  • High-Quality Production: Use professional visuals, crisp audio, and seamless editing to capture attention.
  • Active Engagement: Respond to user comments and messages promptly to build relationships.
  • Timely Content: Align content with trending topics, industry news, or product launches to stay relevant.

Case Study: JLL’s Douyin Strategy

Global real estate leader JLL used Douyin to build professional video profiles for their consultants. The result? More human, relatable connections with potential clients—boosting both individual engagement and overall brand perception.

Ready to Leverage Douyin for Your B2B Growth in China?

If your brand wants to tap into a fast-growing, digitally savvy B2B audience in China, Douyin is a powerful tool worth investing in. Contact us today to build a tailored Douyin strategy that drives awareness, engagement, and long-term value for your business.

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Examining Potentialities: Evaluating China’s Most Recent Advances

April 24, 2024

  1. JD introduces avatar of founder Richard Liu to promote goods in move to lure shoppers

  • The creator of the Chinese e-commerce business JD, Richard Liu, used an avatar that resembled him to debut his live streaming show on Tuesday. 
  • In less than an hour, the billionaire’s virtual twin propelled overall sales volumes to surpass RMB 50 million ($6.9 million), according to the company.
  • With significant investments in new markets, JD is finally attempting to take advantage of China’s online retail trend of fusing content forms with shopping. 
  • Liu’s rare public appearance, albeit through an extremely life-like avatar, demonstrates the urgency of change for the company as it plays catch-up to rivals that have cultivated high-popularity influencers over many years.

Link: https://technode.com/2024/04/18/jd-introduces-avatar-of-founder-richard-liu-to-promote-goods-in-move-to-lure-shoppers/

  1. Luxury brands take a bite of China’s bakery boom

American fashion house Michael Kors collaborated with edgy pastry connoisseurs Basdban to create a denim-clad patisserie filled with treats like croissants, eclairs, and coffee branded with the Michael Kors brand to celebrate the launch of its MK denim bag collection in Shanghai.

  • Michael Kors isn’t the first brand to tap into China’s sweet tooth with its foodie-focused pop-up. Across the mainland, the communal, relaxed appeal of the country’s bakeries has whet luxury’s appetite.
  • In January, Valentino Beauty teamed up with South Korean chain Butterful & Creamorous to take over the bakery’s Shanghai flagship store. 
  • Max Mara also capitalized on Butterful & Creamorous’ cultural success with its own installation last September. The campaign’s hashtag amassed over 44,000 views on Xiaohongshu.
  • For consumers, the appeal of the pop-ups expands beyond just tasty treats. The collabs are also satiating Gen Z’s appetite of embellishing their social media accounts with visually appetizing trends.
  • These collaborations arrive at a time when luxury is inching ever-closer towards the hospitality industry, as experiential marketing and lifestyle choices such as “xiaozi” (petite bourgeoisie) gain traction with consumers.

Link: https://jingdaily.com/posts/luxury-brands-take-a-bite-of-china-s-bakery-boom

  1. Third time’s the charm? Douyin relaunches seeding app Kesong

  • The new version of Kesong is created and operated by the team behind the likes of CapCut (剪映), ByteDance’s short-form video editing app. 
  • The new design of the app resembles a combination of Xiaohongshu’s layout and Instagram’s colour scheme. 
  • Kesong can provide a more lifestyle-centric community for the platform outside Douyin, but with access to Douyin’s pool of users and content. 

Link: https://daoinsights.com/news/third-times-the-charm-douyin-relaunches-seeding-app-kesong/

  1. How luxury brands can get into pole position with F1

  • All eyes are on motorsport Formula 1: average viewership doubled from 554,000 in 2018 to 1.11 million in 2023. It is a cross-cultural phenomenon, being increasingly leveraged by luxury brands.
  • After F1 confirmed a series of streaming partnerships with Chinese firms Tencent, Guangdong TV, and Shanghai TV in 2018, China was named as a “key market for Formula 1” by Ian Holmes, the company’s director of media rights.
  • From streetwear like Palace, to luxury watchmakers such as IWC and H.Moser & Cie, F1 is becoming a frequently-tapped franchise for its high cultural capital.
  • After a five-year hiatus, the Chinese Grand Prix returns on April 18 2024, so it is a good moment for luxury brands to utilize the mainland’s adoration for the sporting event — Lululemon, for example, has named the only Chinese F1 driver, Zhou Guanyu, as brand ambassador.
  • Brands want in on the extensive exposure that F1 offers, yet producing authentically cool collaborative collections requires a sophisticated understanding of cultural nuances and the fans who are watching.

Link: https://jingdaily.com/posts/how-luxury-brands-can-shift-into-high-gear-with-f1

 

  1. How Ami’s Suzhou runway and celebrity front row won Chinese fans

  • In an electrifying encore presentation, cult French fashion label Ami Paris took to Suzhou, China, on April 10 to showcase its Fall/Winter 24 collections (women’s, men’s, and accessories) amid the historical backdrop of the ancient Xiangmen Wall.
  • The hashtag “Ami’s Suzhou show” quickly climbed up Weibo’s Hot Search List, with 46.1 million views so far.
  • The brand’s Weibo livestream also reached over 3.55 million views, thanks to an impressive lineup of influential Chinese celebrities. Attendees from film and music included Bonnie Chen, Kara Wai, Daddi Tang, Jerry Yan, Peng Wan, Cheng’en Yu, Tony Yu, Cecilia Boey, Mika, Henry Lau, and Qin Li.
  • At the same time, the choice of location garnered approval of netizens and guests alike. Suzhou, often dubbed “China’s Venice” for its extensive canal system and UNESCO-recognized classical gardens, seamlessly blends heritage and modernity, providing a fitting frame for Ami’s design philosophy.
  • Teaser videos from the brand even zoned in on Suzhou’s historical setting and traditional culture, tapping neatly into China’s guochao, or national pride, trend — a move that so many brands have been attempting.

Link: https://jingdaily.com/posts/ami-suzhou-runway-celebrity-front-row-won-chinese-fans

  1. Xiaohongshu 2024 Spring Trend Report

Since the beginning of spring, more than 400 billion have been read on spring-related topics. Posts on spring-related content increased by 118% year on year. The users are more interested in fashion, culinary, photographic skill and destination strategy.

  • Discover spring in a unique manner: people may not always seek out popular destinations.
  • Experience spring in the park: people seek joy in local parks instead of distant travel.
  • Unlock outdoor activities: canoeing, hiking, fishing, biking are current trends.
  • Embrace spring with close ones: picnic with friends, park visit with mother suffering from Alzheimer’s disease were the hot topics.

Link: https://mp.weixin.qq.com/s/P7nWnmEXma5mpVExNommnw

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Exploring Possibilities: Assessing China’s Latest Updates

April 8, 2024

1.Tmall Luxury Pavilion playbook: How brands find success in 2024

  • Despite market uncertainties, Tmall luxury consumers expressed a desire to increase their investment in luxury goods in the first half of 2024.
  • The majority of consumers on Tmall Luxury Pavilion comprise women born after 1995, who are willing to invest in luxury while strategically leveraging discounts and promotions.
  • With VICs demonstrating greater resilience in luxury spending, brands should focus on converting interested customers into loyal fans by providing personalized experiences across both online and offline channels.
  • Digitalization is not only about driving online sales, but also about promoting brand culture. This can be achieved by utilizing 3D and AR try-on features and creating immersive digital stores within the Tmall app.
  • While Tmall continues to be an important e-commerce platform for luxury brands, Douyin is starting to pose competition to the traditional marketplace. However, shopper preferences differ between the two.

LINK: https://jingdaily.com/posts/tmall-luxury-pavilion-janet-wang 

 

2. Douyin launches dedicated shopping platform

  • Douyin, has launched a new app focussed just on shopping. Douyin Mall will enable Douyin’s e-commerce team to establish its own distinct brand identity, effectively showcase its e-commerce functionalities and strengths, and expand into international consumer markets.
  • Following in the footsteps of Chinese e-commerce giants Alibaba, JD, and Pinduoduo, Douyin set “price advantage” as one of its strategic priorities for 2024, which will include funneling more traffic exposure towards low-priced products. 
  • Douyin users can access short video content from within the Mall app just as they can on the main app, but the video shooting and editing feature is absent. 

LINK: https://daoinsights.com/news/douyin-launches-dedicated-shopping-platform/

 

4.Top 3 findings from this year’s China Internet Audio and Video Convention

  • Shorts and livestreams continue to fuel consumption, including domestic tourism. A whopping 71.2% of users say they have purchased products after watching short videos or livestreams, and 40% agreed with the statement “short videos and livestreams have become my main consumption channel”.
  • The volume of microdramas online has doubled. 39.9% of internet users said they frequently watch microdramas and 31.9% said they have paid to watch microdrama content.
  • The fastest-growing viewership segment is rural. In 2023, the number of rural viewers accessing audio-visual content hit 320 million, representing around 67% of the total rural population and 6.8% growth on the previous year.

LINK: https://daoinsights.com/news/top-3-findings-from-this-years-china-internet-audio-and-video-convention/

 

5. How brands can tap the booming Chinese ‘old money style’

  • The “new Chinese style” fashion craze has exploded on Chinese social media over the past two years, with young generations mixing traditional culture and contemporary styling. 
  • The growing popularity of “Chinese old money style” not only offers a chance to preserve traditional Chinese crafts, but is also an opportunity for savvy fashion and lifestyle brands to elevate their designs for high-end consumers.
  • Like its “old money” counterpart in the West, the Chinese style symbolizes an appreciation of historical pedigree and refined taste (often referred to as “noble temperament” in China). While retaining some traditional design elements, the luxury of the style is mainly manifested in the use of traditional craftsmanship and textiles.
  • The Chinese government’s protection and promotion of the country’s intangible cultural heritage have helped raise awareness of traditional craftsmanship.

LINK: https://jingdaily.com/posts/how-brands-can-tap-the-booming-chinese-old-money-style

 

6. Vuitton develops bespoke trunks for Olympic medals and torches

  • Louis Vuitton has developed a series of bespoke trunks in which to carry and protect the medals and torches of this summer’s upcoming Paris 2024 Olympics and Paralympics.
  • The trunks will be associated with key Paris 2024 moments of celebration, such as the Olympic and Paralympic Torches Relays. The Torches Trunks and the Medals Trunks will be notably presented at the Champions Park.
  • The medals have been designed by Chaumet, the noted Paris jeweler that is another prestige mark within LVMH, the luxury conglomerate whose largest brand is Vuitton.
  • Besides Chaumet, LVMH-owned Berluti will attire the two entire French Olympic team at the opening ceremonies on July 26 and August 28.
  • Vuitton has enjoyed a long link with top-level international sporting competitions, creating the trunks for such prestige competitions as the America’s Cup, the Australian Open, Ballon d’Or, Davis Cup, FIFA World Cup, Grand Prix de Monaco, NBA Championship, Roland Garros, and the Rugby World Cup.

 

LINK: https://ww.fashionnetwork.com/news/Vuitton-develops-bespoke-trunks-for-olympic-medals-and-torches,1619016.html

 

7.Douyin Entertainment Music White Paper

Douyin released the White Paper on Entertainment Music, focusing on six sectors. It combined industry insights, model exploration and publicity strategies.

  • Film and TV dramas: Douyin has emerged as a critical platform for film and TV drama promotion. Quality films and TV dramas gain wider attention from Douyin
  • Innovative Reality shows: New variety shows will spotlight life, music, emotion, language, and E-sports to produce entertaining content.
  • Quality mini dramas: Douyin wants to make the content cover a wide range with deep insight, so these real-life stories could engage a diverse audience and resonate profoundly.
  • Celebrities: The scaled celebrity community engages with their active fans in a rational and friendly manner.
  • Various performance types: it merge live performances with interactive experiences online.
  • Music: Good music shines in Douyin and musicians also fulfill dreams there.

LINK: https://mp.weixin.qq.com/s/l9Mf-bdaw1brqmHYSjL44w

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Exploring Possibilities: Assessing the Latest Advancements in China’s Industry

January 16, 2024

1.Maths professor recognised as top content creator by Bilibili

  • Mathematics professor Song Hao gains fame on China’s Bilibili platform, akin to YouTube.

  • He got 7.2 million subscribers and 140 million views on certain videos, but recognition as one of Bilibili’s Top 100 Channels of 2023 is attributed to his “Longest Viewing Time.”

  • Hao’s award reflects the highest cumulative hours of viewing since 2021, emphasizing Bilibili’s unique approach to honoring creators based on expertise, influence, and innovation.

  • Bilibili intentionally rewards creators with clear specialist content areas, aiming to distinguish itself from platforms with generic content such as Douyin.

LINK:

https://daoinsights.com/news/maths-professor-recognised-as-top-content-creator-by-bilibili/

https://mp.weixin.qq.com/s/p7Vacoa9aTscYRFNKD4bqw

 

2.China’s Gen Z wants ‘lazy health,’ budget lifestyle trends in 2024

Whether it is due to an intensive work schedule, geographical distance, or social isolation, China’s Gen Zers are experiencing a so-called “friendship recession.” Their shopping habits and hobbies have evolved in response to mounting social and economic pressures. Below are five of the key trending terms on the platform that capture Gen Z users’ mentality entering the new year.

 

  • Self-love (自恋浪漫主义):

Young Chinese are learning to embrace their flaws and live on their own terms.

  • Value-for-money lifestyle (性价比生活):

Chinese young consumers are adopting a more rational approach to their consumption.

  • Lazy health (懒系健康):

Young people are opting for low-cost and low-effort methods to maintain their well-being.

  • Stress-relief worship (释压崇拜):

Young workers have been relieving their stress by volunteering or meditating at temples.

  • Rebuilding neighborhoods (重构“多维”附近):

As Chinese youth experience isolation in urban environments, there’s a growing desire to seek connections within the community and build relationships with their neighborhood.

LINK: https://jingdaily.com/posts/china-gen-z-lifestyle-trends-soul-2024

 

3.Tsingtao brews up new ice cream sub-brand

  • The Chinese beer brewery Tsingtao has just dropped a beer-flavoured ice cream. At the helm of the product launch is Tsingtao World, China’s first beer museum situated in the company’s birthplace in Qingdao’s Old Town.

  • Tsingtao World has been developing beer-flavoured ice cream for 10 years and has even been selling it on-site for some time. Now they finally going to be rolled out nationwide under the new brand name Pi Ka Bing “啤咔冰”,

  • There are also a pair of sweet, fruity twists to the main ice cream flavours, like Original Beer with Vanilla and Buttermilk and White Beer with Cherry Blossom and White Peach.

LINK: https://daoinsights.com/news/tsingtao-brews-up-new-ice-cream-sub-brand/

4.Michelle Yeoh stars in a Chinese New Year short film for Lululemon

  • Academy Award-winning actress Michelle Yeoh joins eight Wing Chun dancers to herald the arrival of the Spring season in Lululemon’s short film, Be Spring.

  • The film celebrates the arrival of Spring through the concept of wellbeing, encouraging everyone to find their eternal spring in their everyday lives.

  • The 61-year-old star and the Wing Chun dancers are clad in Lululemon’s Lunar New Year capsule collection that draws inspiration from dragon scales, a timely nod to the year of the dragon.

  • This campaign gained great popularity on China’s social media like RED, where Lululemon surged on the top when searching for Michelle Yeoh.

  • This campaign also received waves of positive reactions from social media users, it shows lululemons focuses on Chinese kungfu culture.

LINK: https://cnalifestyle.channelnewsasia.com/style-beauty/michelle-yeoh-lululemon-chinese-new-year-382926

5.What is the ‘Metallic Girl’ fashion trend in China?

  • Metallic Girl (五金女孩) refers to women who adopt a metallic aesthetic, and in less than three weeks, this trend has garnered 2.2 billion views on Douyin and 22 million views on Xiaohongshu. It has also claimed the top spot in eight Douyin hot topic rankings so far.

  • Incorporating elements such as patent leather, glitter, sequins, glossy satin, golden eyeshadows, or anything with a metallic or shiny quality — Metallic Girl brings a touch of brightness to the normally dull and muted fall wardrobe, aiming to elevate both the outfit and the wearer’s mood.

  • What makes China’s Metallic Girl fashion trend distinctive is its origin; it’s not an organic phenomenon, but rather a trend manufactured by Douyin E-commerce to generate original content and attract more traffic to its platform.

LINK: https://jingdaily.com/posts/what-is-metallic-girl-fashion-trend-china

6.The total value of goods sold through WeChat’s video Channels nearly tripled year-on-year in 2023

  • The total value of goods sold through WeChat’s TikTok-like service nearly tripled year-on-year in 2023

  • the key figure was revealed at WeChat’s annual flagship event, but creator of the all-in-one app, Allen Zhang, was absent from the event again for three years and director-level executives also haven’t attend this year.

  • Tencent did not disclose absolute figures. Livestreaming e-commerce orders completed on Channels, WeChat’s in-app short video feature launched in 2020, increased by over 244%, the company said.

  • Tencent allowed content creators to charge viewers for watching certain videos last year, and has now expanded that to allow creators with at least 10,000 followers to set up members-only areas, where they post content only for paid subscribers.

LINK: https://www.yicai.com/news/101954484.html

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Uncovering Potential: Evaluating the Most Recent Developments in China’s Sector

December 6, 2023

1.Alibaba is being urged by Jack Ma to “change and reform” 

In an internal memo, Alibaba founder Jack Ma made an infrequent appearance and urged the e-commerce behemoth to “change and reform” following rival PDD’s stronger earnings report, which almost brought Alibaba’s market capitalization within striking distance. 

Ma called on Alibaba staff members to return to the company’s mission and vision to reform in order to secure “tomorrow and the day after glory,” while congratulating the eight-year-old PDD for its decision-making, execution, and efforts over the previous few years. 

Even though Taobao and Tmall Group are the most profitable divisions of Alibaba, new players in the e-commerce space, such as PDD and ByteDance’s Douyin, are posing a threat. 

Ma continued, saying he believed AI e-commerce was only getting started, which offered both an opportunity and a challenge. This statement aligns with Alibaba’s primary strategic focuses, previously disclosed by the new Alibaba CEO Eddie Wu, which prioritise being “user first” and “AI-driven.”

LINK: https://36kr.com/p/2538801460323843 

 

2.Prada showcases beauty and power with women’s national football players 

Three players from China’s women’s national football team—Yang Lina, Chen Qiaozhu, and Dou Jiaxing—participated in the launch of Prada’s newest campaign on November 21. This campaign followed the format of their campaign with 4 other Chinese women athletes early last year. Prada and Douyin, the Chinese counterpart of TikTok, collaborated to release a fashion shoot video and two clips featuring football players conducting one another’s interviews.

Prada officially partnered with the women’s national football team in July, just before the FIFA Women’s World Cup. 

The players and the Chinese national team received a resounding reception online, garnering over 35,000 likes across the three videos and hundreds of comments, proving that their efforts were worthwhile.

LINK: https://daoinsights.com/news/prada-showcases-beauty-and-power-with-womens-national-football-players/

 

3.Virtual bling takes over Chinese social media

Young Chinese consumers have discovered a creative way to enjoy a luxurious lifestyle without having to pay the price tag, in an era of digital technology where image frequently takes precedence. With photo editing, users can virtually try on and showcase luxury items like jewellery, handbags, and cosmetics without having to pay for the real thing. This new trend is called dianzi dapai, or “digital high-end brands” in English.

Because it gives young people an alternative to traditional luxury consumption, this newly discovered virtual luxury experience is appealing.

Mixing irony and fun, the trend indicates a shift in how the younger generation perceives and interacts with luxury brands. 

Given that numerous luxury brands own patents on their designs, legal experts caution against possible infringement issues.

It sends a strong message to luxury brands hoping to get into or grow in the Chinese market: success in this market will largely depend on how well they can combine the appeal of their goods with the technological sophistication of this market.

LINK: https://daoinsights.com/news/virtual-bling-takes-over-chinese-social-media/

 

4.What luxury brands can learn from Zara’s new China livestream concept

Zara is setting the bar. At first glance, the brand’s most recent broadcast could be mistaken for a movie or music video backdrop thanks to its 9,000-square-meter set, 12 cameras, and 50 professionals.

 Zara’s was much more controlled and orchestrated. The presenter demonstrated the brand’s sophistication and style by taking her time while posing for the products.

With no live broadcasting noise or sales, the anchors were conversing casually about merchandise, coordinated looks, and fashion.

Luxury brands could integrate interactive elements into their broadcasts, like live Q&A sessions with designers or virtual tours of ateliers, for a more holistic brand experience. Making the livestream not just informative but also engaging and memorable.

The goal should be to create a memorable brand experience that resonates with the audience, fostering loyalty and elevating the brand’s status in the consumer’s mind.

LINK: https://jingdaily.com/china-hard-luxury-report-promo/ 

 

5.WeChat Index Adds Live-streaming as Data Source

WeChat Index added livestreaming as a new source to help users better understand the popularity of keywords within the WeChat ecosystem.

WeChat index live-streaming source data will be factored into the computation starting on October 1, 2023. 

The following changes are expected to be observed: 

-The index number of keywords will increase.

-Records of changes in keywords may disappear or be added.

-The data source chart adds “live” sources, and the proportion of each source channel will change.


LINK: https://mp.weixin.qq.com/s/lzNt8iVAgwRygrfmclrM5w

 

6.Luxury Lessons From China’s Singles’ Day 2023

Luxury Brands Adapt to Consumer Behaviour:

Acknowledging the growing trend of “exquisite poverty” (精茴穷) among younger consumers, luxury brands deliberately engaged in Singles’ Day promotions. Companies that understood changing consumer tastes, like Gucci, Balenciaga, and Max Mara, provided exclusive items and interest-free instalment plans.

Trends and AI Integration:

During the event, Gen-Z consumers demonstrated a preference for jewelry, home furnishings, and wedding products. Their skill at taking advantage of platform discounts presented difficulties, though. Additionally, the integration of AI and the promotion of China-focused products emerged as prominent trends, indicating a shift towards technologically-driven shopping experiences.

AI produced virtual try-ons for MCM and Ralph Lauren, using the “Miaoya Camera” to create consumer avatars for clothing try-ons. Tmall (and Taobao) introduced 10 free AI features for merchants and launched a generative AI chatbot named Wenwen to address user queries.

The vulnerabilities of the platform have grown to be a serious problem. By employing reverse bundling strategies to take advantage of sales on high-end merchandise from labels like Dior, Versace, Burberry, and Ralph Lauren, young consumers are gaming the system. These tactics are widely discussed on social media platforms like Xiaohongshu, and their prevalence has disrupted business operations.

It’s a key occasion for consumers in China’s fourth- and fifth-tier cities who lack access to physical luxury brand stores in their areas.

While Tmall and JD.com accounted for the majority of sales during the event, orders across other social commerce platforms were up significantly: 20% on Pinduoduo, 50% on Kuaishou—and Douyin saw a jump of 119%. Xiaohongshu was a big winner too. According to the company, live-streaming sales saw an astounding 420% increase in addition to a 380% year-over-year increase in GMV. 

LINK: https://www-forbes-com.cdn.ampproject.org/c/s/www.forbes.com/sites/gemmawilliams/2023/11/15/luxury-lessons-from-chinas-singles-day-2023/amp/

 

7.Douyin’s e-commerce clampdown: platform cancels controversial sales star Xinba

Popular livestream anchor Douyin banned Xin Youzhi, also known as “sales king” and Xinba, at noon on November 2 for repeatedly posting misleading content, demeaning others, and inciting strife on China’s version of TikTok.

Douyin unveiled new rules earlier this year that prohibit offensive language, unfair competition, and malicious speculating among anchors’ online conduct. 

The move against Xinba is an indication that the industry leader in social commerce is taking tough measures against vendors in an effort to raise the caliber of its live streaming offerings.

LINK: https://jingdaily.com/douyins-e-commerce-clampdown-platform-cancels-controversial-sales-star-xinba/ 

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Revealing Potential: Assessing the Latest Advances in China’s Industry

November 9, 2023

1.WeChat added recommended attention traffic entry

Addition of traffic entry to the WeChat account homepage. After selecting “follow account,” the account of “other followers also like” will appear, asking how many friends have looked at the account. If you click the “more” button in the upper right corner of the screen, a list of 18 suggested accounts for attention will appear.

 

2.Tmall Double-11 155 brands opened to break 100 million, the first hour of 70,000 brands more than last year all day

On October 31, at 8 PM, Tmall Double 11 officially opened for business. 155 brands were available for purchase, and in the first hour, 71,900 brands were sold—more than on the first day of the previous year.

A total of 14 brand live broadcasts broke 100 million, 280 store direct broadcast rooms broke 10 million, the opening of 29 direct broadcast rooms broke 100 million, and the store broadcast became a new dividend for brand growth. 

The live broadcast of drinks continued to be hot, with a year-on-year growth of 782% in 4 hours. Azhuo Tavern, wine fairy Liangge became the second Taobao, the fourth broke the million broadcast room.

 

3.Xiaohongshu taps into outdoor fall trends with “Go Wild Festival

  • Xiaohongshu launched its second annual “Go Wild Festival” on October 19, collaborating with prominent outdoor media organizations such as “Outdoor Adventure” and “Hiking in China.”
  • Along with collaborating with numerous outdoor brands, the online platform planned a series of offline events that coincided with fall.
  • The campaign covers a wide range of outdoor sports, such as cycling, hiking, fishing, and rock climbing.
  • The launch of the “Go Wild Festival” not only aligns with the platform’s ethos but also magnifies the burgeoning interest in outdoor activities among today’s youth.

LINK: https://daoinsights.com/news/xiaohongshu-taps-into-outdoor-fall-trends-with-go-wild-festival/

 

4.Douyin anchor’s ‘vulgar’ YSL beauty livestream a cautionary tale for brands this Singles’ Day

  • As she advertised YSL beauty products on her show, top Douyin anchor Traffic Yellow (红绿灯的) faced accusations of being impolite and vulgar due to her messy hair and twisted expressions. 
  • YSL’s official Weibo account featured screenshots of her that many netizens shared, criticizing the livestreamer for pushing the foundation cushion of the upscale brands.
  • In order to determine whether the live broadcast room’s content and price point are consistent with their brand, brands must conduct due diligence. 
  • Luxury brands like YSL would be well advised to put image alignment ahead of quick sales in order to maintain their exclusive aura, even though some live streamers do not have large followings.

LINK: https://jingdaily.com/ysl-beleaguered-douyin-top-anchors-livestreaming-crazy-little-brother-yang/

 

5.How to build and maintain customer loyalty in Chinese market
In China, customer loyalty, especially among Generation Z, is a crucial consideration.

  • Key strategies for building and maintaining customer loyalty in China include:
  • Emphasizing good product quality as the foundation of loyalty.
  • Implementing effective marketing strategies that connect with customer values and emotions.
  • Personalization to cater to individual customer needs and stand out in the market.
  • Utilizing loyalty programs, such as membership cards and rewards, to encourage ongoing engagement.
  • Chinese brands are successfully leveraging the Guochao trend by incorporating cultural elements into their products and marketing, enhancing customer loyalty.
  • KFC’s localization strategy in China, with regionally tailored menu items, has contributed to customer loyalty in the country.

LINK: https://daxueconsulting.com/customer-loyalty-in-china/

 

6.Sign of the times: Halloween with Chinese characteristics takes flight in Shanghai as cultural jamboree sees young lampoon public figures

  • Young people in China have adapted the Western Halloween celebration into a “Meme Playing Festival” in which they lampoon controversial public figures and express themselves through performance art.
  • Not only did the extravagant costumes on show and the carnival atmosphere draw sizable crowds of people, but they also sparked a lot of conversation on mainland social media.
  • Numerous youths also took advantage of the chance to be dissatisfied with their current employment circumstances.
  • A young man in a plaid shirt with disheveled hair and dark bags under his eyes introduced himself as “The agent.” The suggestion was that he needed to be prepared to work anywhere and at any time, as evidenced by the tea drink and traditional black backpack he was carrying.
  • “Chinese people have their own way of celebrating ‘foreign’ holidays,” someone said. Could this be a novel manifestation of cultural self-assurance?

LINK:https://www.scmp.com/news/people-culture/trending-china/article/3240127/sign-times-halloween-chinese-characteristics-takes-flight-shanghai-cultural-jamboree-sees-young 

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Uncovering Prospects: Examining the Most Recent Developments in China’s Market

October 31, 2023

Singles’ Day 2023: Retailers pursue low-priced strategies in hopes of consumers opening wallets

  • Chinese e-commerce companies are vying with one another to offer customers tempting discounts on Singles’ Day this year. However, the nation’s largest online shopping event has gradually lost its shine as promoting low prices has evolved into a yearly marketing tactic for companies that are having trouble reviving customer sentiment. 
  • As the 11.11 pre-sale period begins, up-and-coming retailers like Douyin and Kuaishou, as well as more established competitors like Alibaba and JD, are resorting to offering direct discounts to customers. This is because they still believe that the massive event will motivate customers to divulge their personal information and open their wallets, particularly in light of China’s uneven economic recovery.

LINK:https://technode.com/2023/10/24/singles-day-2023-retailers-pursue-low-price-strategies-in-hopes-of-consumers-opening-wallets/

 

Ctrip introduces a feature for booking restaurants abroad.

In addition, Ctrip announced that it will be in the Ctrip App and overseas version of Trip.com simultaneously online overseas restaurant booking function. The first phase covers more than 6000 restaurants in more than 1000 cities around the world. The Ctrip Group global partner summit was recently held in Singapore on October 26. During the meeting, the 2023 Ctrip Food Forest “global restaurant selection list” was released for Paris, New York, London, and other 24 cities overseas. 

Taobao uses an AI shopping assistant to prepare for Double 11.

For the first time this year, AI will be assisting Double 11 bargain hunters. Taobao Wenwen, Taobao’s integrated AI model, uses text understanding and generative capabilities to respond to user queries.

  • As part of the Double 11 special promotional period, the AI shopping assistant will combine product information with tips on the best discounts, giving shoppers added confidence in their decision-making.
  • The intention is to retain users who visit Taobao exclusively and discourage them from using Xiaohongshu, Baidu, and Douyin for recommendation-seeking purposes.
  • Other online reviews note that the recommendations given by the AI assistant sometimes do not correspond to the question asked and that the overall quality and coherence of the content need to be improved.
  • Taobao Wenwen’s user base is currently only 5 million, and many more will be required to train it before it can rival Xiaohongshu’s 190 million monthly active users as a reliable sidekick.

LINK: https://daoinsights.com/news/taobao-gears-up-for-double-11-with-ai-shopping-assistant/

 

What Brands Should Know About Singles’ Day 2023: China’s Version of “Black Friday”

  • Value innovation, or pursuing low cost and differentiation simultaneously, is this year’s winning Singles’ Day tactic for the luxury market.
  • Value lies in thoughtful packages supported by persuasive marketing narratives rather than aggressive pricing.
  • Discerning Chinese luxury consumers at a shopping festival will accept paying less for the same value or paying the same for more value.
  • AI improvements to customer interactions are being introduced in this year’s festival. It makes wiser purchasing decisions possible by deciphering intricate discount combinations.

LINK:https://jingdaily.com/chinas-black-friday-is-here-what-brands-need-to-know-about-singles-day-2023/

 

Internet addiction: China rolls out most comprehensive regulations yet

  • The regulations, which go into effect on January 1, 2024, ask technology companies and schools to work together to protect minors online by providing specialized intervention software and better internet literacy education.
  • ByteDance decided to implement an automatic “teen mode” on their popular video-sharing app Douyin in 2021 due to growing government scrutiny. This mode places limitations on the amount of time users can spend using the app.
  • The regulations, according to the statement, are designed to protect young people’s “physical and mental health” online from various threats, such as invasions of privacy, cyberbullying, and internet addiction.

LINK:https://daoinsights.com/news/internet-addiction-china-rolls-out-most-comprehensive-regulations-yet/ 

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Exploring New Horizons: Uncovering the Latest Developments in China’s Market

October 23, 2023

1.Wechat Channel releases the “flash purchase” new function, only to specific categories opened

The Channel has unveiled the conditions for its “flash purchase” service, allowing retailers to facilitate online ordering during live broadcasts for specific users. To activate this feature, merchants must meet certain criteria related to their business category, qualifications, credit, product quality, and sales volume. The flash purchase products must be physical and described fully during live broadcasts, matching the invoice card and product information. Flash sale items can only be sold during live broadcasts, and the sale ends either when the broadcast concludes or when stock is depleted.

Merchants can create flash purchase orders for particular users, which are accessible only to those users. Multiple intended users can also be targeted with flash orders, but the same user can’t have duplicate orders and must create new ones after successful payment.

 

2.Bus rentals become this autumn’s hottest wedding trend

The usual Golden Week marriage boom came as expected this year, but so too did a fresh take on the traditional Chinese wedding custom of 接亲, or “picking up the bride”.

In a down-to-earth spin on the tradition, some young couples teamed up with local transport departments to create a bespoke “wedding bus” experience. In this trend, public buses decked out in DIY wedding decorations carry the wedding party to their venue, instead of the typical suite of austere luxury cars.

The top wedding bus post on the lifestyle-sharing platform Xiaohongshu, which garnered over 20,000 likes. 

With birth and marriage rates sinking lower and lower in China, state-led campaigns to encourage marriage and childrearing have become pervasive and transparent. Trends like wedding buses breathe new life into staid traditions and allow Gen Z and millennials to take ownership of these highly personal life decisions. 

LINK: https://daoinsights.com/news/bus-rentals-become-this-autumns-hottest-wedding-trend/

 

3.Is there a solution to China’s $81 billion ‘daigou’ gray market?

  • With young consumers having grown accustomed to purchasing from daigou, the market is growing at lightning speed. 
  • According to report, “The Daigou Index 2.0,” China’s gray market size is an estimated $81 billion (600 billion RMB), having expanded by over 40 percent since 2019.
  • Daigou can offer tax-free products, which are more affordable than purchases made within China. And even some brands don’t even have counters”.
  • Aspirational middle-class consumers are becoming more cautious with their spending. And as a result, they may prefer to buy products at a discount rate from daigou rather than purchasing directly from the brands.
  • In addition, Chinese Gen Z shoppers are keen on discovering and experimenting with new brands – gray market importers’ ability to access limited-edition or products unavailable in China has made the sector popular among young consumers.

https://jingdaily.com/is-there-a-solution-to-china-81-billion-daigou-gray-market/

 

4.WeChat Luxury Index 2023: How to Connect With 1.3 Billion Consumers?

  • WeChat has evolved into a vital platform for brands to engage and convert Chinese consumers, extending beyond mere communication.
  • WeChat’s various components, like Mini Program, Channels, WeCom, and Official Account, create a seamless customer journey loop. It has evolved into a primary direct-to-consumer (DTC) channel, offering services and information, challenging traditional websites. Brands can accompany customers from acquaintance to purchase, nurturing their private domains on WeChat.
  • WeChat’s open rates for articles have declined, partly due to muted notification settings for Service Accounts and follower disinterest.
  • Brands have adapted content strategies, pushing content less frequently but more focused on ROI.
  • Menu clicks and service-related behaviors have gained prominence, with over 55% of menu engagements being CRM-related.
  • Brands are redirecting efforts and investments to other WeChat assets, but Official Account content remains vital.
  • Brands capture more data through Mini Programs, with 85% of behavioral data collected from them, enhancing consumer profiles and WeChat strategies.

LINK: https://www.luxurysociety.com/en/articles/2023/10/wechat-luxury-index-2023-how-connect-13-billion-consumers

 

 

5. Coca-Cola teams up with Holiland for futuristic AI chocolate

  • Coca-Cola and bakery brand Holiland bring out a new flavour of Holiland’s popular ‘Dandelion Air Chocolate’ truffle.
  • This time they co-created with AI and named Y3000. On Weibo, China’s Twitter-like microblogging platform, ‘#可口可乐 好利来#‘ (#Cocacola Holiland) gained 27 million views, peaking at number 6 on the hot search list.  
  • This collaboration comes after the release of Coca-Cola’s Y3000 Zero Sugar Coke, an AI co-created soda of the future.
  • Holiland has been on a streak of crossovers including Hello Kitty and Rick & Morty. 
  • Now that AI is playing a bigger role in China’s digital economy, this co-branded chocolate feels like a natural next step for both parties.  

LINK: https://daoinsights.com/news/coca-cola-teams-up-with-holiland-for-futuristic-ai-chocolate/ 

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Unlocking Opportunities: Exploring the Latest Developments in China’s Market

September 11, 2023

Tencent officially launched its large language model

  • Chinese tech giant Tencent officially launched its Hunyuan large language model at the company’s Global Digital Ecosystem Summit.
  • The move comes several months after fellow Chinese tech giants Alibaba and Baidu launched their own AI products.
  • The full stack self-developed Hunyuan LLM with over a hundred billion parameters is trained with 2 trillion tokens of pre-training data. It possesses strong capabilities in Chinese language comprehension, content creation, logical reasoning, and task execution.
  • In the future, the Hunyuan model will support Tencent Cloud’s MaaS (Model-as-a-Service), with customers able to directly access it through APIs and use it as a foundational model to develop applications for various industry scenarios, Tencent said.

LINK: https://www.jiemian.com/article/10057854.html

 

Publish without notification display in the homepage

  • When an article is posted, there will be two buttons, one to publish to all and one to publish without notification.
  • Publish without notification means that published content is not pushed to users. However, now the published content will be displayed on the home page of your WeChat account. The published article can also be forwarded to friends, friends in your circle, set for automatic replies, deleted, and so on.
  • Although, only fans can actively come to the home page to see the post article, if businesses publish frequently, it will end up making the home page look very busy. This then points to the need to be careful when using the post function in the future.

 

Xiaohongshu embarks on the era of “personal shoppers”, boosting social commerce

  • After the livestream momentum gained by the Chinese actress Dong Jie and subsequently KOL Zhang Xiaohui, Xiaohongshu now seeks to give influencers the official title of “personal shoppers”, stepping up efforts in social commerce.
  • The move closely follows the just concluded Red-commerce Partner Week 2023, which was hosted on August 24 in Shanghai. Touting the tagline “Entering the era of personal shoppers”, the event also marked the public debut of Xiaohongshu’s e-commerce division.
  • “Personal shoppers” would “play a crucial role in connecting merchants and consumers”. “The first things personal shoppers on Xiaohongshu need to work on is to understand the specific needs of their target audience, they are expected to direct other users to the products they are looking for.” As such, “personal shoppers” would act as upgraded KOLs, bringing together the content-focused “Community” and e-commerce ecosystems that are not yet well integrated on the platform.
  • This shows the ambition of Xiaohongshu in setting itself apart in the much-contested territory of e-commerce from existing experts such as Douyin (Chinese TikTok) and its rival Kuaishou by differentiating its approach to “influencing” consumers to that adopted by other social media platforms.
  • Such a practice also appears to be more persuasive and appealing to Xiaohongshu’s user demographics, which are economically satisfied and more knowledgeable in fields related to their interests.

LINK:https://daoinsights.com/news/xiaohongshu-embarks-on-the-era-of-personal-shoppers-boosting-social-commerce/

 

 

China Sets Filing Requirements for Smart Phone Applications

  • On 4 August 2023, the Ministry of Industry and Information Technology (MIIT) set a timeline to enforce the filing of mobile applications (APPs), in the published Notice on Carrying out the Filing of Mobile Internet Applications (Notice). 
  • APPs that are pre-installed on a smart phone or downloaded by users, should conduct filing through their network access service providers. For example, an APP hosted on Tencent Cloud’s cloud service should conduct filing through the Tencent Cloud portal. 
  • APPs based on API that users can use without installation, such as mini programs, quick apps, etc. should conduct filing through their distribution platform. For example, mini programs in WeChat should conduct filing through the WeChat portal. 
  • A foreign company that operates an App in China can register its Chinese subsidiary or representative office as the APP holder. Alternatively, it can enter into a cooperation agreement with a local partner.

LINK: https://mp.weixin.qq.com/s/w2xLVI75H4X59DRR5rODNA 

 

 

China’s newest viral collab: megabrands Luckin Coffee x Moutai join forces

  • Many young Chinese people are tasting their first cup of luxury liquor—Kweichow Moutai — at domestic café chain Luckin Coffee. The two beverage giants partnered up to co-create a new flavor of latte, Moutai Latte (酱香拿铁), which was released today. 
  • The collaboration was an instant hit, with long queues forming outside the 10,000-plus Luckin coffee shops distributed across China, and several related hashtags topping Weibo’s Hot List, each with over 100 million views. 
  • Through the partnership with Luckin Coffee, Moutai is using a fresh way to popularize its product’s taste and brand among China’s younger demographic. 
  • The collaboration seems to be a winning formula for both. The high-low partnership has tapped China’s guochao trend, offered surprise, delight, and nostalgia for consumers, and earned both brands new virality. 

LINK: https://jingdaily.com/luckin-coffee-moutai-collaboration/ 

 

 

‘Mom skincare’ —China’s maturing Gen X consumers give rise to new beauty opportunities

  • The cohort of 60-years-plus consumers could provide a new growth engine for skincare and personal care labels.
  • The options for mature skin are lacking, with many major local and global brands focusing on launching skincare lines for young women and men.
  • China’s Gen X consumers are big savers and users of high-end skincare labels. They have more knowledge about skincare and beauty than the preceding generation had.
  • Older consumers rank anti-aging effects as the top product function. However, hydration and moisturization also rank highly.
  • Brands have deployed celebrities in their 40s and 50s to endorse their skincare lines and promote their products on Weibo, Douyin, and Xiaohongshu. 

LINK: https://jingdaily.com/chinas-gen-x-saves-big-but-also-consumes-high-end-skincare/

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Weekly China Updates

July 12, 2022

JD.com Announces Renewed Strategic Cooperation With Tencent

Tencent will keep providing JD.com with main entry points on its WeChat platform in order to maintain traffic. It also includes collaboration in areas like membership services, marketing and advertising, technology services, and communications.

The deal will carry out business cooperation in the areas of e-commerce portals, cloud technology and cloud services, membership systems, online conferences, enterprise services, smart retail and advertising, supply chain, and other areas. It will also strengthen technical exchanges and cooperation in artificial intelligence and other fields.

JD.com and Tencent are collaborating strategically for the third time at this time. The contract is extended for another three years.

Link: https://pandaily.com/jd-com-announces-renewed-strategic-cooperation-with-tencent/

Navigating Douyin — A Guide For Luxury

The mainland’s TikTok has already solidified its position in the market despite just having launched its e-marketplace in June 2020; it is currently ranked among the top five e-commerce applications with the greatest market shares.

600 million DAUs are on Douyin. The innovative consumer journey that Douyin delivers is what makes it so intriguing since it is completely changing the e-tail landscape. By connecting interest to final transactions, the software completes the cycle.

Link: https://jingdaily.com/douyin-guide-for-luxury/ 

Head & Shoulders Father’s Day Campaign Taps Into Paternal Pathos

Despite the fact that Father’s Day is not a recognised holiday in mainland China, it is nonetheless observed there in accordance with Western custom. On this day, the majority of Chinese advertisements are usually more sentimental than those in the West and focus on father-child connections. That said, it is remarkable how the Head & Shoulders commercial managed to stir up laughter in its viewers while also bringing them to tears.

For this very reason, family marketing is a common motif in Chinese ads. The good or service could be marketed to the whole family as a shared activity that is consumed together.

This video promo is not only directed at men who lose their hair but also at kids of all ages who value their father figures. In reality, sons and daughters wrote the majority of the posts under the Weibo hashtag #Dadsloveistoobald, which received an astounding 10 million views.

Link: https://daoinsights.com/works/head-shoulders-fathers-day-campaign-taps-into-paternal-pathos/ 

Weibo to Launch New Interest-Driven Social App

Several reports claim that Planet, a new interest-based social app, will be released by Weibo. An improved version of Planet Video, which already includes millions of communities covering a variety of themes, is the new app. Importantly, it will primarily serve as a tool for Weibo users to follow famous people and influencers while immersing themselves in groups of people who share their interests.

At the moment, Planet Video is divided into five categories: Home, Discover, Shoot, News, and My. The app immediately demonstrates Weibo’s interest in short video content. The move comes as no surprise given China’s tremendous demand for live streaming and brief video content.

On the other hand, some social circles may view the affiliation with a platform that promotes fan interaction and celebrity culture as disrespectful of the government’s efforts to curtail “excessive fan culture.” As a result, the luxury brands associated with Planet may find themselves in a sticky situation, dealing with criticism and reputational issues.

Link: https://jingdaily.com/weibo-planet-app-celebrities-short-video/

China’s All-Purpose Wechat App Lets Users Register Two Accounts With One Phone Number In Pilot Test

Tencent Holdings’ all-purpose social media platform WeChat is currently pilot testing a feature that enables users to sign up for an additional account using their existing mobile number. This could make it easier for users to balance their use of the app between their personal and professional lives.

According to a report by Chinese media outlet Thepaper.cn, the new capability has been in experimental testing with a small group of users since last year, and it is unclear if or when it will be formally released.

Some welcomed the move as a way to better separate work and life, while others were not impressed. However, some complained that the two accounts cannot work concurrently and they could miss the message on the main account when switching to the other one. 

Link: https://www.scmp.com/tech/big-tech/article/3184348/chinas-all-purpose-wechat-app-lets-users-register-two-accounts-one

WeChat Service Marketing

The service market is an official platform to help find cooperation. At present, millions of companies are looking for small program development, customer service and other high-quality services here.

In the article, the marketing managers of two companies recommended this platform. They said that after they applied to join this platform, they signed a lot of customer resources and got a lot of cooperation service providers who meet the following standards to enter the service market-content service area: 

  • It must be an independent corporate legal person, with fixed office space, and be qualified as a general taxpayer; 
  • Has been registered and operated for more than 1 year; 
  • The business scope should include: Daren, celebrity, self-media and other related businesses, providing market planning and publicity services, providing supply chain or e-commerce agency operations, etc., and engaging in related businesses for more than half a year; 
  • The registered capital is more than 500,000 yuan;

He has experience in providing live broadcasts, short videos, and graphic operations for merchants in the WeChat ecosystem. One of the following conditions is met:

  1. Sign a real and effective live broadcast operation business contract with at least 3 or more mini-program merchants, the live broadcast cooperation relationship can be checked, and the live broadcast comprehensive data performance during the service period is good;
  2. Possess an agency operation business contract based on short videos and pictures and texts signed with more than 3 merchants in the WeChat ecosystem.
  3. If neither of ① and ② is available, it is necessary to prove other materials that can prove the serviceability in the WeChat content service field.

Link: https://developers.weixin.qq.com/doc/oplatform/service_market/provider_guideline/enter_guideline/mcn_enter_guideline.html

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