Winning in China Marketing

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...