![Douyin E-commerce Mastery: Supercharge Sales with Brand Livestreams](https://www.oceanengine.io/wp-content/uploads/2024/07/Douyin-Brand-Streaming.png)
Douyin E-commerce Mastery: Supercharge Sales with Brand Livestreams
Nothing stays the same when it comes to e-commerce and digital marketing, especially in China. The e-commerce landscape is evolving by the day, with product trends shifting rapidly and consumer preferences constantly adapting.
To succeed in this dynamic environment, brands must stay agile and innovative to capture the attention of not just anyone, but, specifically, their target audience. One strategy that has gained significant traction in recent times is brand livestreaming.
In this post, we delve into the value proposition and strategic trends associated with brand livestreaming, highlighting its role in showcasing products, interacting with customers, and driving conversions under the backdrop of a shifting consumer market.
Consumer behavior continues to shift in China
Amidst rising incomes, consumer purchasing behavior in China has undergone a notable transformation, gravitating towards a more measured rate of growth in recent years.
This shift underscores the growing emphasis on value and quality within the Chinese market. Consumers are progressively discerning, seeking products and brands that not only resonate with their values but also deliver tangible benefits.
![Brand Livestream 1](https://www.oceanengine.io/wp-content/uploads/2024/07/Brand-Livestream-1-1024x348.png)
2023 Chinese Consumers Insight Report, iResearch
Brand livestreams are key to connecting with potential customers
In today’s digitally-driven society, consumers crave authentic, real-time connections with the brands they love. Livestreaming allows brands to forge those vital connections at scale, breaking down barriers and fostering a sense of community around their offerings.
Whether it’s launching a new product, providing expert insights, or simply giving the audience a behind-the-scenes glimpse into the brand, livestreaming puts you in direct dialogue with your customers.
Brands in China are recognizing this fact. In the first half of 2023, sales from Douyin brand livestreams experienced a remarkable 80% year-over-year growth, prompting numerous brands to increase their investments in this marketing channel over other alternatives.
![Brand Livestreams 2](https://www.oceanengine.io/wp-content/uploads/2024/07/Brand-Livestreams-2-1024x330.png)
Data source: H1 2023, Douyin E-commerce Data Report, Chanmama.com
For many brands, this strategic shift aims to lessen reliance on Key Opinion Leaders (KOLs) for social commerce or hiring external livestream hosts. KOLs and top hosts typically demand steep fees, often in the range of 20-30% commission or more. Furthermore, engaging top hosts entails a lengthy process involving outreach, sample provision, product selection, scheduling, and more.
In contrast, brand livestreaming offers greater control, profitability, and scalability, enabling hundreds of shows annually.
This direct approach empowers brands to maintain tighter control while potentially enhancing margins compared to collaborating with KOLs (Douyin creators) in creators’ livestream rooms. Additionally, returns from brand livestreams typically stabilize over time as operational costs become more manageable and predictable in the long run.
![Brand Livestreams 3](https://www.oceanengine.io/wp-content/uploads/2024/07/Brand-Livestreams-3.png)
![Brand Livestreams 4](https://www.oceanengine.io/wp-content/uploads/2024/07/Brand-Livestreams-4.png)
The 3 key roles of brand livestreaming
From building awareness for new brands to fostering long-term customer loyalty and sales, brand livestreaming offers an effective and highly versatile solution. Below are three key ways brands can leverage livestreaming to drive success.
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Rapid onboarding for new accounts/white label merchants
Brand livestreaming is a valuable onramp for new accounts or white label merchants looking to build local brand awareness from scratch or establish their brand presence.
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Establishing daily sales and long-term stability
Regular, extended brand livestream sessions keep brands top-of-mind while maximizing shopping opportunities on platforms like Douyin E-commerce. This drives daily sales, boosts loyalty, and helps forge long-term customer relationships for stability and sustained sales over time.
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Enhancing brand image and credibility
When brands host their own livestream show, they have full control over important factors such as product selection, pricing, and personnel hosting, giving them greater control over how their brand is perceived in the market. This includes the flexibility to make real-time adjustments to products, prices, and strategies based on direct user feedback during the livestream.
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New strategic trends in brand livestreaming
As brand livestreaming continues to gain traction, forward-thinking brands are embracing innovative strategies to amplify their impact and maximize the potential of this powerful medium.
Here are two emerging trends redefining the brand livestreaming playbook.
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Consistent livestreaming cadence + Expansion of livestreaming matrix
Forward-thinking brands are adopting a stable livestreaming cadence while constantly expanding their livestreaming account matrix to reach broader audiences and drive sustained engagement.
![brand livestreams 5](https://www.oceanengine.io/wp-content/uploads/2024/07/brand-livestreams-5-1024x642.png)
Data source: H1 2023, Douyin E-commerce Data Report, Chanmama.com
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Short video traffic + Pre-screening high-quality users
Leveraging short video traffic sources enables brands to pre-screen and target high-intent users, guiding them to livestreams. This boosts conversion efficiency, maximizing the ROI of livestreaming initiatives.
Get a boost with the right advertising products
To fully harness the power of brand livestreaming and amplify its impact, leveraging the right ad products is crucial.
Aligning with brand livestreaming objectives, a range of advertising solutions, including Livestream Omni-Advertising and Livestream Enhancer, have proven to significantly enhance overall performance.
Livestream Omni-Advertising
Omni-Advertising helps to control and optimize overall ROI (organic and paid) by allowing advertisers to explore high-quality traffic across the entire Douyin ecosystem. Specifically, this advertising solution maximizes brand exposure and engagement across all platforms, ensuring broad reach and optimal conversion rates for target users joining livestream shows.
Livestream Enhancers
The Livestream Enhancers are 3 key tools to improve livestream performance, which are Autopilot Mode, Payment ROI, and Long-term Conversion (7-day Total ROI). Leveraging the 3 enhancers with brand shopping ads campaigns in a three-pronged approach boosts livestreaming efficiency and maximizes store GMV.
Why staying ahead is all about starting now
By staying ahead of the curve and embracing innovative trends, your brand will be well-placed to succeed in China’s fast-paced e-commerce market.
This means starting today and working closely with your China team to implement a consistent livestreaming cadence, expand your livestreaming matrix, and leverage short video traffic to pre-screen high-quality users.
To learn more about high-potential Douyin e-commerce marketing strategies for China, be sure to read our in-depth posts on product seeding and the Douyin product venue.