Winning in China Marketing

Just after the Spring Festival in China, a large number of Douyin’s users rushed into Watsons’ stores.   It was an online-to-offline marketing campaign which created more than 320,000 user-generated short video clips and 1.5 billions playbacks in just 7 days. Recently, Douyin (or TikTok outside China) just passes 1 billion global downloads, according to Reuters. If you want to enter the China market but you have never heard of Douyin, you may miss a good opportunity to promote your products.   Douyin is a super short videos of everything from make-up tips, selfies to amateur dancing, often set to catchy music and animations.   People generally use it to produce and browse quick-fire short clips.   Its editing functions have tapped into young Chinese users’ preference by adding interesting effects, music themes, filters, animated stickers and more.   It’s so addictive that some people even watch mind-numbing clips for an hour without d...

In short video market, two major market leaders, Kuaishou and Douyin, have already reached 100-million user milestone in China. Douyin is growing drastically and catching up with Kuaishou in recent half year.   In my previous article, I have shared some thoughts about Douyin for marketers after attending its marketing conference in Shanghai. Douyin Reaches 100 Million Daily Video Views. 4 Tips for Marketing on #Douyin Penguin Intelligence (Tencent Research) just releases a comprehensive user study for Douyin and Kuaishou today   (in Chinese).  The research is conducted by interviewing 1080 Kuaishou users and 1104 Douyin users, while 630 users have both apps. This report is important for marketers to understand the short video battlefield and to help you evaluate more objectively, especially if you are going to use short video for your future content marketing. Here I’ve picked up the 10 most important findings that marketers should know: ...

Short music video Douyin has quickly become soaring popularity among the Generation Z consumers in China.   Even for 70s and 80s, they also start to play Douyin.   Frankly, I’m not a Douyin user and I’ve just downloaded the app last week.   But as a marketer, we need to keep in touch with the latest trend and understand why people love it so much.   Douyin Annual Marketing Conference was just kicked off in Shanghai recently to demonstrate how brands work with Douyin.   As introduced, many big brands from different industries including adidas neo, Pepsi, Tommy Hilfiger, Toyota, Audi, Under Armour, Jeep, Ctrip and Pizza Hut have already run campaigns on Douyin.   Adidas neo is the Top 1 brand page in Douyin with astonishing result: 1.2 million fans, 150 million video views and 2.8 million engagement . Some people ask whether they should also consider Douyin as a marketing tool for their products.   Marketers are already frust...