China’s social ecommerce market is projected to reach $430 billion by 2023, constituting nearly 29% of the country’s ecommerce market. In China, social media is seamlessly integrated into daily life, fostering a unique e-commerce ecosystem where platforms like WeChat and Douyin not only connect users but also serve as virtual shopping hubs; while in New Zealand, social media like Facebook and Instagram play a pivotal role in connecting users, but online shopping is typically conducted through dedicated websites rather than directly within these platforms.

We understand that brands are striving to achieve the dual objectives of brand building and sales growth, especially during these challenging times. It might sound like a mission impossible, but guess what? The secret sauce is out there. Let us introduce you to the dynamic duo: Little Red Book and Douyin. These platforms are game-changers where the journey to consumer decision-making is remarkably expedited. Thanks to influencer campaigns and live video streaming, what used to take ages now unfolds within minutes.

TikTok and Douyin – they’re like two peas in a pod, both under Bytedance and rocking similar interfaces. They both roll with that algorithm magic and the “for you” feed. Plus, they’re all about the ad game with options like banners, top view ads, and in-feed goodies.

Despite the uncanny resemblance, TikTok and Douyin are totally separate playgrounds. Think of TikTok as the junior version of Douyin. Let’s break it down:

• User Profile: TikTok is Gen Z’s turf, where 60% of users, aged16-24, gather for some chuckles and light-hearted fun. Douyin
  paints with broader strokes, attracting a diverse age range under 40, boasting a whopping 710 million daily active users.
• Content: TikTok’s videos often feature creators narrating their own shenanigans. These videos are branching out into the
  mainstream, mingling with an artsy bunch showcasing their talents, from crooning to cooking. No wonder it’s outshining Instagram for US Gen Z, becoming the go-to for entertainment.
• Live Video Streaming: This is where the real gap emerges. Chinese users go wild for live streaming, creating a chasm between TikTok and Douyin – cue KOL marketing and social ecommerce on Douyin. Celebs and KOLs have been ramping up brand exposure, especially during Covid.
• Social Ecommerce: Douyin is a shopper’s paradise, where users purchase without leaving the app. Whether from a video
  or a live stream, it’s a seamless process. Brands even set up their own Douyin stores, supercharging conversions.
• KOL Magic: Douyin’s KOLs (aka influencers on TikTok) don’t just strut their stuff; they sell directly during live streams. Douyin turns into a sales powerhouse.
• Global Influence: Douyin spreads its wings across both mainland China and overseas for Chinese folks, while TikTok is strictly for the global stage. It’s like a home-away-from-home for those who grew up with Chinese apps, making Douyin a force for overseas Chinese migrants, travellers, and international students etc.

Unlike Tmall or JD, users visit Douyin not for the purpose of shopping, but kill some time, entertainment, so content is the key to maximize your brand exposure and stimulate their shopping intent. It’s very hard to market to consumers coming to traditional online marketplace with clear buying intention and price comparison.

In Douyin universe, short videos and live streaming are the two main traffic sources. Your biggest rival is not your competitor but your customer, how you can persuade them from not knowing your brand to ordering within minutes of presentation and showcasing.