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...

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...