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What brand is successfully active on Douyin while utilizing the platform’s e-commerce features? 
哪个品牌游刃有余地利用了抖音的电子商务平台?

Rick Yuan
Account Manager / We Are Social

抖音最大的优势是快速为消费者,通过视频的形式创建一个消费场景,抖音平台的电商销售视频创意,也往往基于消费者真实生活场景中的痛点。
underarmour在今年4月上线了新的rush系列产品,与抖音平台知名健身博主 申驰 合作,通过创意短片的形式,呈现了“为用户注入能量”的key message。
同时在合作视频评论区加入电商链接,用户被视频种草后可直接导流至电商平台完成购买。
这样的种草购买的闭环回路,有效提高了消费者的下单率,收到了良好的效果。

The biggest advantage of Douyin is to quickly create consumer needs in the form of bite-sized videos that highlights situations from real-life.

Under Armour launched its new “rush” series products in April this year, and cooperated with Shen Chi, a well-known fitness blogger on the Douyin platform, to present the key message of “injecting energy for users” through creative short videos.

These videos provided e-commerce links in the comment sections, which allowed users to directly visit the e-commerce platform and complete the purchase. As a result, this closed-loop of planting recommendations in the form of short videos has effectively increased the order rate of consumers and has generated good results.

Douyin Account: @UnderArmour

Ruby Wang
Senior Account Executive / We Are Social

MUFE玫珂菲在抖音构建私域流量积累、品牌声量引爆的营销打法,形成了一条卓有成效的品牌直播链路。
第一步,让专业的线下试妆教学场景以“抖音直播”形式展现,让观众更直观、更轻松地掌握美妆干货和技巧,进一步加深对品牌的理解,实现广泛种草。
第二步,品牌超级挑战赛全面卷入用户创意互动,打造#花式不脱妆 系列话题挑战,开创新颖的创意互动玩法。邀请品牌大使和知名美妆博主带头示范,最大化发挥粉丝效应,引发全民跟拍创作热潮,迅速引爆品牌全网声量,有效传递品牌理念。
第三步,打通小店转化链路,创造一站式沉浸购物体验。打通官方视频、明星达人视频、挑战赛话题等全渠道引流路径,实现“种草到拔草”的转化闭环。借小店上线之势,进行长达11小时的品牌彩妆师连续霸屏直播,通过创意互动让消费者充分融入直播场景,激活消费者抢购热潮。

The cosmetic brand MUFE, or MakeUpForever, has built a marketing strategy of nurturing a dedicated fan group with a clear brand voice and engaging live-streams.

First of all, the brand has used professional makeup artists on Douyin Live, to teach the audience new techniques, learn more about the products, and deepen the understanding of the brand. Secondly, the brand has made "creativity" as part of its brand strategies,  such as launching challenges like "Fancy without makeup", and inviting brand ambassadors and beauty bloggers to maximizing the fan effect. Lastly, the brand has made Douyin into a one-stop immersive shopping experience, taking advantage of the online trend of small stores, and allows consumers to fully immerse themselves into the live broadcast, stimulating consumer buying behavior.

Douyin Account: @MakeUpForever

Lucille Li
Account Executive / We Are Social

利用抖音的电商性质,将品牌传播做的好的我觉得可以算上古驰一个。虽然是今年4月底才入驻的抖音,截至目前,已经获赞超过5百万。这是古驰一出手就抓准抖音用户喜好的结果。看其#意料之外的风格领袖#系列,旋律和动作都令人格外上头。

I think Gucci is a great example of a brand taking advantage of the e-commerce features of Douyin. Although Gucci's Douyin account was launched at the end of April this year, it has received more than 5 million likes so far. This is the result of Gucci's ability to grasp the preferences of Douyin users as soon as possible. Looking at its #Unexpected style leader# series, the harmony and action is particularly impressive.

Douyin Account: @GUCCI

Iris Lin
Account Executive / We Are Social

联想将社交媒体与其电子商务的结合做得很出色。 自6月下旬以来,联想一直在抖音上同步发布3个视频,并保持视频清晰、一致的关联性和故事性。 尽管这些视频没有直接链接到联想的网店,但它们成功地引起了用户的注意并吸引了一些特别的的用户。 在他们的抖音主页上,可以找到他们网店的链接并且可以快速访问他们的产品。 我认为这是运用内容间接销售产品的一种不错的方式。

Lenovo is doing a great job of connecting social media with its e-commerce conversion goals. Since late June, Lenovo always posts 3 videos simultaneously on Douyin, with a clear and consistent connection and story. Although those videos do not connect to Lenovo's e-commerce store, it does succeed in driving user attention and attract unique visitors. From their main Douyin page, you can find direct links to their e-commerce store and quick access to their products. I think this is a suitable way to use content to redirect sales.

Douyin Account: @Lenovo

Summer Xia
Account Executive / We Are Social

完美日记作为2017年成立的本土化妆品公司。它是第一批通过在抖音平台上的直播带货的销售策略快速成长的品牌。利用了“明星造势+各种KOL带货+路人分享”的金字塔策略,飞速达成了铺天盖地刷屏的目的。2019年在本土小众化妆品牌中脱颖而出,被大众所认知。最终通过抖音直播和KOL带货的方式成功引导了电商销售。

Perfect Diary is a local cosmetics company established in 2017. It's one of the first brands seeing rapid growth through selling via live-streaming on Douyin. The brand has successfully reached their goals by using a pyramid strategy; firstly use recommendations by KOL, then amplified by KOL marketing, and finally increase the spread through public sharing.

The brand has stood out among the local cosmetic brands and was recognized by the public in 2019. In the end, it successfully guided e-commerce sales through live-stream and KOL marketing.

Douyin Account: @PerfectDiary