Among Chinese social media, Douyin has become the main battleground for live streaming e-commerce. In China, Women’s Day not only commemorates gender equality but also sparks a shopping frenzy – various e-commerce platforms have launched various activities to offer various discounts and benefits to women.

According to Douyin’s e-commerce platform, from March 1st to March 6th, women accounted for as much as 69% of orders – not only during Women’s Day but also during other festivals, women have shown strong purchasing power.

What is Douyin? How many users buy products on Douyin?

Douyin is an intelligent short video platform that allows users to record videos ranging in length from 15 seconds to 10 minutes. Due to its ease of use for publishing videos, its audience has grown rapidly – initially it was mainly young people who were more receptive to new things, such as those born in the 1990s, but in recent years, Douyin users have been found in almost all age groups and social classes, including the affluent middle class, and once they enter, they contribute to the growth of the Douyin market.

Douyin stands out among Chinese social media: attracting women to immerse themselves in shopping

Currently, Douyin’s audience is distributed across all age groups in China. The magic of live streaming is that it can immerse audiences – especially women – in the shopping atmosphere. Anchors interact with people in the live streaming room, make various interesting actions, and launch various activities, making women happy to enjoy this form of shopping – they get an experience that is several times better than shopping in a mall. Therefore, among Chinese social media, Douyin can become the main battleground for live streaming e-commerce.

The Magic of Douyin in Chinese social media: unconsciously attracting people’s attention to products and prompting them to make purchases

For most of the audience, their purpose for opening Douyin is not shopping, but they are often unknowingly drawn to products. For example, while watching some interesting short videos, they may unintentionally come across a live-streaming channel – perhaps at first out of curiosity, but as they interact with the host, they are inevitably drawn into the shopping atmosphere. Therefore, the transaction volume of Douyin has always been among the top in Chinese social media.

Douyin has surpassed platforms like Kuaishou in the same Chinese social media category, taking the lead in the market

Initially, Kuaishou focused on creating a good “personality” to attract fans, while Douyin leaned more towards content creation. People living in cities prefer lively and interesting content, coupled with Douyin’s more advanced live streaming sales, which has led to Douyin leading in both content and advancement over other platforms such as Kuaishou. It has become a leader in Chinese social media, and as early as June 2022, the number of Douyin users had reached 1.051 billion, making it a large market in Chinese social media.

As a Chinese social media platform, how much influence does Douyin (also known as TikTok) have on people?

As of now, almost everyone, young or old, in the country has a Douyin account. They are willing to shoot and refine their daily lives using Douyin’s editing tools and share them on the platform. Douyin has become the main channel for sharing their daily life, replacing Weibo and WeChat Moments since 2018. Therefore, the market potential of Douyin is unprecedentedly huge.

At the same time, many overseas brands have also started marketing in the Chinese market through Douyin – brands such as Colgate and Coca-Cola have set up accounts on Douyin, and many niche brands have also entered the Chinese market through Douyin, further expanding the market.

If you are interested in the Douyin market, please contact Domatters