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1、eTOC GroupeTOC GmbH 2023Douyin WhitepaperLegal notice.We help international brands sell and grow in China via e-commerce and digital marketing.Copyright 2023 eTOC GmbHAll rights reserved.This white paper or any portion thereof may not be reproduced or used in any manner whatsoever without the expres

2、s written permission of the publisher eTOC GmbH except for the use of brief quotations for reference purposes.Although the authors and publisher have made every effort to ensure that the information in this paper was correct at press time,they do not assume and hereby disclaim any liability to any p

3、arty for any loss,damage,or disruption caused by errors or omissions,whether such errors or omissions result from negligence,accident or any other cause.The publisher has made every effort to ensure that URLs for external websites referred to in this paper are correct and active at the time of publi

4、shing.However,the publisher has no responsibility for the websites and can make no guarantee that a site will remain live or that the content is or will remain appropriate.Every effort has been made to trace all copyright holders but if any has been inadvertently overlooked,the publisher will be ple

5、ased to include any necessary credits in any subsequent reprint or edition.Please contact us at for any related enquiries.eTOC,a forward-thinking technology-driven digital agency.1Douyin Whitepaper 2023101.What is Douyin?Parent company introduction Three evolutionary phases of Douyin Douyin success

6、reasonsConsumer insights Trendy content Profit model for Bytedance 02.How is Douyin e-commerce now?Douyin e-commerce is a new phenomenon Categories to keep an eye on Case study New brand Case study Renowned brand 03.How to do business via Douyin?Douyin e-commerce business model Content as the core e

7、valuation 04.ConclusionAgenda.2Douyin Whitepaper 2023-P.03-P.05-P.08-P.13-P.15-P.16-P.18-P.20-P.23-P.26-P.28-P.30-P.31Douyin,born for mobile internet.201.What is Douyin?The greater the reliance on mobile internet,the more crucial it becomes to have personalized portals for information.We(BytedDance)

8、are born for mobile internet.Zhang Yiming,founder of BytedanceIn Zhang Yimings observation,the explosion of information brought by mobile Internet makes everyone face more and more choices and many people are at a loss to choose.In this case,the way to obtain information will no longer be the manual

9、 editing mode used by traditional media,but more intelligent and personalized automated recommendations-recommendation engines.3Douyin Whitepaper 20233Bytedance,an international technology company driven by recommendation engine#1 Technology DNAAt the core of Bytedances technology DNA is its recomme

10、ndation engine,reflected in the companys name,which suggests that data is everything.When the company was founded,there were few other companies that were focused on recommendation engines.Zhang Yiming,who described himself as a heavy information seeker,set the companys direction towards mobile pers

11、onalized information recommendation.He graduated from Nankai University,where he changed his major from microelectronics to software engineering.His experience is mostly related to technology,including positions at Microsoft and the travel search site Kuxun.In the beginning,the team consisted of abo

12、ut 300 people,with 50%of them responsible for technology and backend operations.90%of them had previous experience at internet companies such as Baidu and Tencent.Bytedances first famous product is Toutiao,an information distribution platform with a core competency in personalized recommendation bas

13、ed on big data and algorithms.Although most of the information is news,Toutiao has no editorial team,no human intervention in the content,and no production processing of the content,instead relying on machine recommendations.#2 Global StrategyBytedances global strategy is to make global products wit

14、h local content.When the company was founded in 2012,the team started to discuss internationalization and came up with the English name ByteDance.The globalization strategy was launched in 2015.Headquartered in Beijing and incorporated in the Cayman Islands,ByteDance Ltd.was founded in 2012 by Zhang

15、 Yiming,Liang Rubo,and a team of others.4Douyin Whitepaper 2023TouTiaoDouyinAcquisitionsOverseasSource:Qianzhan;eTOC analysisGlobal layout of ByteDanceOverseas VersionSelf-ownedInvestmentChinese mainland6From Latecomer to Dominance:Three Phases of Douyins EvolutionShort video has indeed become a pop

16、ular format for content consumption,and Douyin entered the field in late 2016,relatively later than many other tech giants.Its success can be attributed to three main phases of development.Phase 1:2016-2020 PreparationDuring this phase,Douyin focused on user accumulation and the launch of its e-comm

17、erce services.In contrast to other giants in the short video industry,Douyin targeted a more segmented market-music-and positioned itself as a short music video community focused on young people.To expand its user base,Douyin leveraged the popularity and financial power of Toutiao,employing celebrit

18、y promotions and acquiring Musical.ly.Once its user base reached 15 million,Douyin began to establish its e-commerce services,including Douyin Store and the ability to cut off text links during live streaming.201120122014Sept.20162015Dec.2016Kuaishou快手Sina Miaopai秒拍Meipai美拍Xiaokaxiu小咖秀A.me music sho

19、rt video Renamed as DouyinLaunch time of short-video mainstream AppsSources:Open data,eTOC Analysis5Douyin Whitepaper 2023Source:Bytedance;Zheshang Securities Co.LTD;eTOC analysisDaily active usersDec.2016Direct link to Taobao Douyin storeSept.2016Oct.2017A.me music short video community launched Re

20、named as DouyinLow profile launch of Live streaming100 million+Nov.2017Mar.2018June.2018Sept.2018Jan.2019150 million+250 million+Douyin development timeline:Phase 16From Latecomer to Dominance:Three Phases of Douyins EvolutionPhase 2:2020-2021 E-commerce test Due to the COVID-19 pandemic and the fac

21、t that its user base had grown to 400 million,Douyin placed more emphasis on the development of e-commerce.In April 2020,Douyin signed a contract with Luo Yonghao,marking the beginning of its foray into live streaming e-commerce.The Douyin e-commerce division was established as a first-tier division

22、 in June,and as the DAU exceeded 600 million in August,Douyin ramped up its e-commerce efforts by launching the 818 Wonderful Goodies Day and Double Eleven.In January 2021,the e-commerce giant Tmall officially announced that brands could open Douyin stores without having to choose between it and Tma

23、ll.Douyin Whitepaper 2023Source:Bytedance;Zheshang Securities Co.LTD;eTOC analysisApr.2020June.2020Aug.2020Sept.2020600million+Douyin development timeline:Phase 2Jan.2020400million+Entry into live e-commerce with the 60 Million yuan contract with Luo Yonghao Establish of Douyin E-Commerce division a

24、s the strategy directionAug.2020The first promotion Douyin 818 Goodies Festival with 8 billion Yuan GMVCut off the external link in live streaming,remain it in Douyin storeNov.2020Own Double 11 Festival，single-day turnover exceeds 2 billion yuanDaily active users6From Latecomer to Dominance:Three Ph

25、ases of Douyins EvolutionPhase 3:2021-2022 E-commerce upgradesDuring this phase,Douyin clearly positioned itself and attempted to upgrade its internal ecology to better compete with Tmall.In April 2021,Douyin defined itself as an interest-based e-commerce platform,helping consumers discover new shop

26、ping trends.By May 2022,Douyin had upgraded to an integrated interest-based e-commerce platform,and in August,it restructured its business lines,separating content and marketplace into separate divisions.This marked a gradual shift away from the fusion of content and goods.Additionally,the importanc

27、e of scenarios such as Douyin Mall,search,and merchant stores that did not rely on content began to increase.Meanwhile,Bytedance utilized its 1.9 billion MAU to drive e-commerce development by combining companys products.Source:Bytedance;Zheshang Securities Co.LTD;eTOC analysisApr.2021Jan.2021600 mi

28、llion+2021Aug.2022Apr.2022May.2022e-commerce search:100 million+Douyin development timeline:Phase 3Douyin pay Interest-based e-commerce help consumers discover new shopping newsupgraded to“integrated interest-based e-commerce”,and opened“Douyin shop”on the Douyin homepageDivided e-commerce business

29、into content line and shelf line,Daily active users7Douyin Whitepaper 20238Douyin succeeds via its addictive recommendation algorithm#1 Personalized recommendation algorithm-Engaging content tailored to user interestsDouyins recommendation algorithm is designed to show users relevant and personalize

30、d content based on their interests and past behavior on the app.Using artificial intelligence,the algorithm continually learns and adapts to a users preferences,resulting in a highly personalized experience.The algorithm takes into account several key indicators,including:As previously mentioned,Byt

31、edance is a technology company driven by its recommendation engine.Douyin relies on two main traffic mechanisms:intelligent personalized distribution and tiered traffic pooling,to ensure that users are constantly exposed to engaging videos and high-quality content.Douyin Whitepaper 2023Source:Byteda

32、nce;eTOC analysisIntelligent traffic distributionFollowersContactsRecommended in the same cityTag user recommendedSocial connection:following fans,contactsLocation:recommending content from the same cityContent tags:structured into categories such as dance,pets,beauty,etc.,to match the users interes

33、t tags based on their past behavior.4Douyin succeeds via its addictive recommendation algorithm#2 Tiered traffic pooling-Filter out low-quality contentDouyins tiered traffic pooling system comprehensively evaluates content based on likes,comments,forwards,completion rate,and followers.Content that m

34、eets the criteria enters the next flow pool for greater traffic,while low-quality content is filtered out layer by layer.The platform also provides support for popular content videos,such as challenge gameplay,which can result in increased traffic.Source:Bytedance;eTOC analysisEighth exposureSeventh

35、 exposureSixth exposureFifth exposureFourth exposureThird exposureSecond exposureFirst exposure 300 plays 3,000 plays12,000-15,000 plays100,000-200,000 plays 400,000-600,000 plays 2-3 million plays 7-11 million plays30 million+plays9Douyin Whitepaper 2023Inverted triangle traffic recommendation mech

36、anism5Douyin succeeds via its short-video and expands other content modelsTo attract users,Douyin was initially positioned as a music short-video social platform for young people.Since the birth of video technology,the most popular short videos worldwide are music videos.Douyin makes it easy to crea

37、te a music video and its short time model meets the needs of people in the age of fragmentation.To capture young people,it sponsored a series of variety shows with similar audiences to gain exposure and recruit users.As the user base grows,Douyin is also enriching its content model,such as medium-le

38、ngth videos and graphics.#1 Short videoThe length of short videos is 15 seconds to 60 seconds.60 seconds short videos are popular,accounting for 90%of total content.The creators include layman,celebrity,professional short video production team and brands.Source:Douyin,eTOC AnalysisTop 5 hot categori

39、es on Douyins short videoLifestyle knowledge12345Special effectsachieve eye-catching effectAnime and comic FunnyShort drama video creation with storyline10Douyin Whitepaper 202311Douyin succeeds via its short-video and expands other content modelsSource:Bytedance;Feigua;eTOC analysis#2 Live-streamin

40、gRegarding the live-streaming,the peak time is from 8pm to 12am.The creators include layman,celebrity,KOLs and brands.Douyin Whitepaper 2023Three main types of Douyin live-streamers132Commerce live-streamersHighly-related with brands,who introduce and try products in the live broadcast to facilitate

41、 online transactions.Entertainment live-streamerGood-looking persons with certain talent(singing and dancing,etc.)Game live-streamersAttract users to watch and reward through online game commentary,tournament reports,real-time games,etc.Douyin succeeds via its short-video and expands other content m

42、odelsSource:Bytedance;Feigua;eTOC analysis#3 Douyin is enriching its content modelMedium-length video(1 to 15 mins)The postsed number rises 594%in 2020 and the average number of likes is 2.3 times that of short videosGraphicSince the average daily play volume of graphic exceeds 10 billion,it becomes

43、 Douyins strategic focus to support the traffic.1210-minute fitness video10-minute meditation video12Douyin Whitepaper 20238Douyin owns huge user baseRegarding short-video platforms,WeChat channels owned the largest active users with 813 million MAU,with 59.2%overlap of Douyin users.The fast growth

44、of WeChat channel is because it relies on the WeChat ecosystem.In the public domain traffic,Douyin is still the dominant video channel with 715 million monthly active users.The monthly usage time per capita is 41.4 hours.Regarding the audience,Douyin owns huge user base with rather balanced gender a

45、nd all-ages covered but mostly under 40 years old,especially between 24 to 35.Most users live in fast-growing cities Tier 2&3&4 cities.Douyin was initially positioned as a music sharing community for young people,and with the expansion of its user base,it gradually covered the old ages:Source:Byteda

46、nce;Questmobile;eTOC analysisJune.2018Switched from the early 19-24 years old to 24-30 y/o.June.201919-35 years old accounted for 45%Feb.2020Over 35 years old increased,especially over 46 years old(10%)15 million+25 million+40 million+Douyin DAU715 millionDouyin MAU(2022)41.4 h Monthly usage time pe

47、r capita 55%Female 45%Male 13Douyin Whitepaper 2023Geographic distribution(%)Age distribution(%)Douyin users of different ages consume different interest-based contentDouyin serves a diverse source of content,encompassing all ages groups.The interests and consumer behaviour of different groups are v

48、aried.Young consumers are more interested in game and ACGN while the elderly are focus on music,food and daily life.45 y/oSource:Bytedance;eTOC analysisDance,traditional culture,daily life include planting,public newsEntertainment gossip,on trend program,positive lifestyle,parent-childStyling,cuisin

49、e,celebrity,product comparison,KOL recommendation Campus situation,ACGN,niche&fancy products,Young idol 14Douyin Whitepaper 202310The most popular Douyin KOLs are“film,TV and entertainment”The growth traffic of KOL videos reflect the trend of Douyin content.According to 2022 H1 KOL video by content

50、tag:With the support of platform,three agriculture-related(agriculture,the countryside and farmers)content and graphic KOLs maintain high traffic and high growth.The lifestyle KOLs with wide audience see impressive YoY growth of 106%.Good-looking KOLs are less popular but the number of content is st

51、ill in the top.With a high number of content,high traffic and growth rate,“film,TV and entertainment”KOLs are the most popular type.Source:Oceanengine;eTOC analysisTechnologySocietyWeatherCampusMilitaryTrafficTalentsAnimationCultural educationPlatform entertainment rulesEntertainmentPolitics&social

52、issuesFashionMini-playCarFinanceTravelFoodParent&childPetGameSports2022 Douyin hot hashtags15Douyin Whitepaper 2023Bytedances ads profit:make content,create traffic,sell ads,develop tools,and expand into e-commerceIn September 2017,Bytedance launched video ads,trying the news feed ads for the first

53、time,which becomes the beginning of Douyin commercialization.While selling ads,Douyin has also created its comprehensive digital marketing service platform:Ocean Engine(巨量引擎),which includes different tools to meet different business needs.￥72.4 billion 9.3 billion Douyins ads revenue in 2022 Source:

54、Bytedance;eTOC analysis;ithomeOn July 2018,“Xingtu”(巨量星圖)launched,which is content creators platform for content trading with over 2 million creators available for orders,over 1,5000 MCN and over 10,000 service agencies.For news neef ads,there is a one-stop service platform called Ocean Engine ads(巨

55、量廣告平臺).However,the traffic-oriented ads is facing a ceiling as on Nov 18th 2021,Bytedance publicly claimed that its domestic advertising revenue stopped growing in the past six months.As a result,the company expanded into e-commerce,launching“Qianchuan”(巨量千川)on Dec 2020.It is an e-commerce ads platf

56、orm,providing integrated marketing solutions for merchants and experts in Douyin e-commerce.At the end of 2021,35%revenue came from e-commerce advertising and Bytedance ads ranked first in China.Besides,Bytedance also introduced consumption beyond e-commerce:local life.250%Ads revenue YoY A marketin

57、g platform based on the creators ecologyLeading new growth in e-commerce businessIntegrated digital marketing service platform16Douyin Whitepaper 2023For Douyins ads,there is an ads tool called Dou+to help the content get more traffic,including account,target audience,product and live stream promoti

58、on.The Blue V certification for the enterprise is the first step for the enterprise to promotes its own account,as it enhances the authority of the brand.For the ads on Douyin,there are three different types:Open ads:Douyin APP start-up display with strong strong visual impact.Formats include pictur

59、e,GIF,video,TopView,Topview,the latter two including a 3-second full-screen immersive display.News-feed ads:Use a variety of short video display methods to meet the multi-dimensional needs of exposure,clicks,downloads,and followers-increase.Formats include recommendation,Feedslive and direct-to-loca

60、l.Search ads:Display ads after a search hit keyword.Formats include brand words,pop-up animations,hot listings,bidding ads and precision ads.17Douyin:a certification,an ads tool,three ads typeNews feed adsads on the recommendation pageSource:Bytedance;eTOC analysisOpen odspicture ads on the start-up

61、 pageSearch Adsads on the recommendation page17Douyin Whitepaper 2023Douyin e-commerce is a new phenomenonDouyin,the Chinese version of Tiktok,developed its e-commerce business from 2019.With the growth rate of e-commerce giants decelerating,Douyin achieved about 80%YoY growth in 2022,becoming an at

62、tractive new e-commerce phenomenon and quickly taking away the market shares.Although its total GMV is still lower than e-commerce giants,the gaps in total GMV between Douyin and other e-commerce platforms are also closing rapidly.Top 5 e-commerce platform GMV shareSource:LatePost;eTOC analysis02.Ho

63、w is Douyin e-commerce?18Douyin Whitepaper 2023AlibabaJDPinduoduoDouyinKuaishou201920202021202220%40%60%80%100%Douyin e-commerce is a new phenomenonIn May 2023,Douyin e-commerce annual conference was held in Guangzhou,China.Wenwen Wei,president of Douyin e-commerce,disclosed a series of data in the

64、past year(2022 May-2023 Apr),which reflects the rapid development of Douyin e-commerce and proves its unignorable today.19Douyin Whitepaper 2023Douyin e-commerce is rising rapidly205 billion 2022 Douyin e-commerce GMVSource:Douyin public data,all data collected from 2022 May to 2023 Apr+80%2022 Douy

65、in e-commerce YoYUsers e-commerce mind is building on Douyin2.9 billionAverage daily live-streaming viewershipMerchants business is growing on Douyin700+Brands biggest business platform180,000+Merchants annual sales exceeding 1 million RMB10,000+Products annual salesexceeding 10 million RMB400 milli

66、onAverage daily search with e-commerce intentionConsumers are willing to watch content,search for products and make purchases on Douyin.30 billionProducts soldAlong with the development of users e-commerce behavior and mind,the scale of merchants businesses grows on Douyin.Categories on Douyin to ke

67、ep an eye onBest-selling categories on Douyin are clothing&underwear,beauty&skincare,food&beverage,accessory&jewelry as well as footwear&bags.According to 618 shopping festival in 2023,new rising categories include 3C digital home appliance,clocks&accessories,pet,luxury,and green plants,all of which

68、 realized more than 120%YoY growth.27ATV(Average transaction value)Clothing&underwear has always been a large category of Douyin e-commerce,accounting for more than 35%total sales.Clothing&underwear97%YoY growth rate in 202224ATV(Average transaction value)Beauty&skincare is the second largest catego

69、ry on Douyin e-commerce with slow growth,accounting for around 7%total sales.The ATV is medium.Beauty&skincare85%YoY growth rate in 20221Top 5 categories in 20222Source:Chanmama;36kr;eTOC analysis20Douyin Whitepaper 2023154ATV(Average transaction value)Accessories&jewelry accounts for 5%total sales.

70、The ATV is high.Accessories&jewelry85%YoY growth rate in 20226ATV(Average transaction value)Food&beverage accounts for 8%total sales with rapid growth and low ATV.Food&beverage110%YoY growth rate in 202225ATV(Average transaction value)Footwear&bags accounts for 5%total sales with relatively rapid gr

71、owth and medium ATV.Footwear&bags97%YoY growth rate of 2022 H1Categories on Douyin to keep an eye onTop 5 categories in 2022345Source:Chanmama;36kr;eTOC analysis21Douyin Whitepaper 2023Source:CNLI;Feigua;eTOC analysisRising categories in 2023 618 promotionCategories on Douyin to keep an eye on3C dig

72、ital home applianceClocks&accessoriesPetLuxuryGreen plants200%YoY220%YoY190%YoY260%YoY120%YoYFrom the sales performance and growth rate of first-level categories,it can be found that mainstream categories of the e-commerce market have shown a growth trend,especially the luxury category,whose sales i

73、ndex have maintained rapid growth.Emerging categories such as 3C digital home appliances,clocks,accessories,pets and other categories have shown great market potential during the 618 promotion period in 2023,achieving an explosive growth trend in sales.22Douyin Whitepaper 2023Florasis(花西子花西子)a succe

74、ssful new brand on DouyinIntroductionFounded in 2017,Florasis(花西子)is uniquely focused on oriental aesthetics,The brand name pronounces Hua Xizi in Chinese language,meaning“make up with flowers”.It also refers to the use of floral ingredients in their cosmetics.Xizi is also the honorary name for one

75、of the ancient Chinese beauties.This Chinese cosmetics brand hopes to help Chinese women feel as beautiful as Xizi no matter how they do their makeup.Even as a young brand with only 5 years,Florasis has already achieved remarkable results,especially on Douyin.Florasis flagship store ranked first of

76、beauty live-streaming GMV in 2021.During 2022 Double 11,Florasiss GMV exceeded 75 million,accounting for 30%of the total GMV of the Top 10 brands.StrategyThe strategy of Florasis can be concluded as:segmentation of the crowd,focus on attracting traffic,top sellers to accelerate the conversion.GMV is

77、 reached through live-streaming,70%from brand shop-own live-streaming,others from KOL live streaming.Florasis mainly collaborates with TOP KOL(500w+fans)for GMV and short video material as the brand backup.It is worth noting that the brand has great relationship with top livestreamer and beauty KOL

78、Austin Li,co-branding limited-edition makeup sets.Top sellers:TOP 10 accounted 75%of total GMV with only four SKU setting powder,air cushion,sunscreen,cosmetic sets in eastern dressing box.23Douyin Whitepaper 2023Source:Douyin public data;Digitaling;CAASDATA;JingDaily;eTOC analysisFlorasis(花西子花西子)se

79、gmented consumer via shop-own live-streamingSince May 2020,Florasis has launched different live streaming accounts to segment the consumers and test the best way for business via the competition.As of December 2022,it has 13 accounts.Meanwhile,the main account is only Florasis flagship store,which c

80、oncentrates all the traffic of other segmented accounts,targeting at the final GMV conversion in the shop-own live-streaming.Florasis flagship store花西子官方旗艦店9859K followersMake over素人大改造1126K followersEastern Beauty東方有佳人1028K followersFlorasis gift selection花西子禮物精選60K followersMakeup Art彩妝有術437K foll

81、owers24Douyin Whitepaper 2023Key takeaways from Florasis(花西子花西子)How does Douyin platform help Florasis succeed?1.Right audience:the Douyin users are mainly below 40 years old,living in Tier 2-4 cities.Their age and consumption level match the brands target audience.2.Accurate audience:Florasis brand

82、 positioning is clear beauty brands with the focus of oriental aesthetics.With Douyins strong recommendation algorithm interest labels,the reach TA is more accurate and easier to converse.3.Traffic support that is more accessible for new brands:Unlike other platforms,brand awareness is no longer the

83、 core reason for the platform to provide traffic tilt.There is no traffic support gap between old and new brands,instead content quality and operation is the survival of brands in Douyin e-commerce ecosystem.4.More attractive content model:Instead of graphic and words,short video and live streaming

84、is more attractive.Short video showcases products to stimulate interest and live-streaming accelerates conversion.Meanwhile,the shop-own live-streaming improves brand exposure and autonomy instead of relying strongly on KOL.Florasis key success factors on Douyin1.The brands audience and price are in

85、 line with Douyins user base2.The brand has a clear positioning to leverage Douyins algorithmic recommendations3.The brand has a strong content production capacity to survive in the Douyin ecosystem4.The brand has the ability to organize shop-own live-streaming25Douyin Whitepaper 2023McDonalds:help

86、brand overcome challenges via precise marketingAs one of the worlds largest restaurant chains,McDonalds has entered the Chinese mainland market for 32 years and has a leading market share in the Chinese mainland market.Its own user base is already very large.The goal of attracting new fans this time

87、 is not only lie in the number,but in the precise marketing.McDonalds want to attract segmented interest groups and develop more customized communication strategies according to the characteristics and preferences of different groups.Algorithm+KOL+Content：To communicate with target audience,McDonald

88、s developed a precise content strategy.Based on Douyins data,brand discovered a high overlap between the people between people who buy McCrispy Chicken and the young users who like esports.As a result,McDonalds invited the SKY(李曉峰)a Chinese former professional gamer in a special session of McMuffin

89、Crispy Chicken.During the live-streaming,SKY shared his growth experience along the way and then mentioned the joy of sharing McCrispy Chicken with teammates during daily training.Strong data and precise algorithms,matching KOLs,vivid content have contributed to McDonalds bright results.The growth r

90、atio of new fans of McDonalds Douyin flagship store exceeded 2 times of 618,and the GMV of Double 11 increased more than 250%compared with the same period last year,ranking first in the industry.Source:Oceanengine;eTOC analysis26Douyin Whitepaper 2023McDonalds:help brand overcome challenges via O2OM

91、cDonalds has 4,905 stores across the country,and in order to promote business in regional offline stores,more than 20 McDonalds regional Douyin flagship stores launched live-streaming simultaneously.In terms of traffic,the regional live-streaming leverages Douyins algorithm for location recommendati

92、ons and the traffic support for expanding its local life business;in terms of content,the subdivision into regions can have more distinctive regional characteristics to attract consumers.McDonalds key success factors on Douyin Source:Douyin;eTOC analysis1.The brand has a certain popularity and fan b

93、ase.2.The brands business source is mainly offline.3.The brand have the ability to invite top KOLs.4.The brand can produce vivid live-streaming content copy.5.The brand has the ability to operate multiple live streaming teams and integrate resources.27Douyin Whitepaper 2023Douyin,as a content platfo

94、rm,stimulate peoples consumption desireUnlike traditional marketing e-commerce,Douyins primary consumption is not generated by consumers search.As a content platform,it leverages its powerful recommendation algorithm to match content to consumers,thus stimulating their interest and purchasing desire

95、.The basic logic behind it is not the traditional consumer finds consumer goods,but consumer goods finds consumes.Source:Bytedance;eTOC analysisConsumer journey on Douyin3.How to do business on Douyin?Entertainment&leisure,no immediate purchase motiveShort Video&Livestream via recommended FYP or Fol

96、lowed creatorsVideo demonstrating product with strong selling pointsCustomer become hooked and plan to make purchaseCustomer click to make the purchaseVisit AppContent ConsumptionMatchInterestedPurchase28Douyin Whitepaper 2023Douyin overcomes its shortcomings successfullyIntegrated e-commerce:In gen

97、eral,Douyins challenges are generated by the way of stimulating consumers interest for consumption.The way Douyin to overcome this shortcoming is to make up for the traditional marketplace e-commerce,accelerating the development of Douyin mall and search.From the interest side,Douyin enable“consume

98、good to find consumers”for stimulating consumption;from the demand side,Douyin undertakes consumers need and support“consumers to find consume goods”.The solution and business model has achieved success:Source:Bytedance;groupM;eTOC analysis30%GMV share of DouyinConsumer journeyAwarenessInterestPurch

99、aseLoyaltyScenarioVideo feedsVideo feedsStoresStoresConsumer behaviorBrowsing/discoverSearchPurchaseRepurchaseInterest stimulates demandsDemands fulfilledDouyin traditional marketplace e-commerce in 2022Douyin combines interest-driven and demand-driven29Douyin Whitepaper 2023277%YoYAverage daily sal

100、es56%Merchants marketplace e-commerce GMV 50%As mentioned before,Douyin distributes traffic with the core measure of content.However,the measurement criteria varies in different stages,which are simply summarized as 5A.Aware:exposureAppeal:engagementAsk:switching from content consumption to online s

101、tore trafficAct:purchase/add to cart/likeAdvocate:brand loversEvaluate content on Douyin in 5 phases “5A”AdvocateAwareAskActAppealKey indexViewsEngagementsStore-entering numberNumber of“add to basket”/”orders”Number of new fansReference indexPostsCompletion rateNumber of store-entering search/Total

102、number of fansSource:Bytedance;eTOC analysis30Douyin Whitepaper 2023Douyin:A pivotal platform for both digital marketing content and e-commerceStarting with short video content,Douyin has garnered a large number of active users through strategic innovation and user-centric design.It continually enri

103、ches content and its formats,thereby enhancing user engagement.In 2022,the MAU reached 715 million,with an average monthly usage time of 41.4 hours.Building upon this foundation,Douyin has vigorously developed its e-commerce capabilities.In 2022,the GMV exceeded 205 billion euros,marking an 80%year-

104、on-year increase.Both new and established brands have found new opportunities on Douyin.In addition to stimulating consumer demand through short videos,Douyin has made significant strides in the development of its traditional marketplace e-commerce and has achieved notable success.4.ConclusionNaviga

105、ting Douyin:Balancing act of opportunity and complexityNeed help?Douyin offers a significant opportunity for brands to engage with a wide-ranging audience through attractive content.However,achieving success on this dynamic platform requires a strategic and comprehensive approach.Douyin places compr

106、ehensive demands on brands,encompassing aspects such as organizational structure and budget allocation of digital marketing and e-commerce,mastering Douyins algorithm,compelling storytelling,and overall operational proficiency.eTOC consulting agency is your partner for successful China e-commerce&di

107、gital marketing,helping international brands to sell and grow in China via digital transformation.We stands ready to assist you in navigating Douyins complexities and maximizing its potential.You can also find our Douyin guide on our website.31Douyin Whitepaper 2023eTOC team wishes you the greatest success in Douyin!Do you want to sell or grow in China?Contact us and wed love to help!Your contact person DE/EN/中文中文Hao TongManaging Director ChinaMoonie Zhu Managing Director E