Douyin’ playbook: How to crack the Chinese livesteam app

Douyin is a crucial battleground for luxury brands trying to close the loop from buzz to sale. We break down the platform with case studies on brands like Loewe, Prada, Valentino and Burberry.

From luxury brands Gucci, Dior, and Louis Vuitton landing on Douyin, fast fashion retailer Zara introducing an innovative livestreaming format on the short video app, to Lululemon opening its official flagship store on the platform last week, TikTok’s counterpart in China is increasingly expanding its share of voice in the fashion industry.

According to a Douyin sponsored luxury industry whitepaper released by Deloitte and Ocean Engine, in the first half of 2023, bimonthly luxury livestream sessions amassed 20 billion bimonthly views.

The total GMV (gross merchandise value) of goods sold on Douyin grew more than 623 percent year on year in H1 2023.

Given its content is mostly lighthearted short videos, Douyin’s e-commerce arm, launched in 2018, specialized in selling common goods at the lowest price at first, targeting impulse consumption. For instance, top KOL Crazy Little Brother Yang’s Douyin live broadcast attracted a huge following thanks to its massive discounts on everyday items. Continue to read the full article here

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