Douyin livestreaming has become a game-changer for brands looking to thrive in China’s digital ecosystem. As the country’s most popular video platform, Douyin has transformed the way brands connect with consumers, offering an unparalleled opportunity to engage, promote, and sell directly through livestreams.

For businesses looking to tap into the rapidly expanding Chinese market, mastering live broadcasts could be the key to unlocking massive growth and visibility.

In this blog post, we’ll explore the mechanics of Douyin livestreaming, how brands can leverage it for e-commerce success, and why it’s become an essential tool for a local digital marketing strategy.

Why Douyin livestreaming is a game-changer for e-commerce

The rapid rise of social commerce—where social media and e-commerce interconnect—has changed the face of online retail in China, with Douyin livestreaming at the heart of this transformation.

Below are five reasons why livestreaming is a powerful tool for brands:

1. Real-time engagement with consumers

2. High sales conversion rates

3. Viral potential

4. Integrated shopping experience

5. Targeted audience reach

How brands can leverage Douyin livestreaming for e-commerce success

1. Host regular livestream events

2. Partner with influencers and KOLs

3. Create engaging and interactive content

4. Incorporate limited-time offers and flash sales

5. Optimize livestreams for mobile

The 3 stages of growth on Douyin E-Commerce

Merchant growth on Douyin E-Commerce can be broadly divided into three key stages: incubation & setup, scaling up, and stable operations.

During the incubation & setup phase, the focus is on laying the foundation. This involves leveraging influencer short videos and live sales to boost brand visibility and begin building an audience. At this stage, it’s crucial to collaborate with influencers and third-party platforms to help raise awareness and establish an initial presence.

The scaling up phase sees brands driving more traffic to their brand livestreams. Paid traffic campaigns are particularly important here, as they help increase the popularity and reach of these livestreams. As the brand attracts more viewers, their account will experience explosive growth in followers, further strengthening their position on the platform.

In the stable operations stage, brands shift their focus to refining their strategy and optimizing for long-term success. This includes delving deeper into short video content and embracing omnichannel marketing tactics.

Reusing high-quality content and incorporating highlights from livestreams can keep the audience engaged while improving brand recall. Additionally, optimizing product combinations can help increase the average order value during livestreams, while adjusting the balance of organic and paid traffic boosts return on investment (ROI).

At this stage, the brand should be well on its way to achieving stable Gross Merchandise Value (GMV).

Stay ahead of e-commerce trends in China

As Douyin livestreaming continues to grow, brands should also stay aware of new and emerging trends to stay ahead of the competition:

Live shopping festivals: Major e-commerce events like Double 11, Double 12, 618, and Douyin’s Black Friday Shopping Festival feature a blend of special promotions and livestream events, helping brands maximize exposure during key sales periods.

Cross-border e-commerce: Pairing livestreaming with cross-border e-commerce enables more global brands to connect directly with Chinese consumers and supercharge their sales into China. Note that Douyin E-Commerce Global offers end-to-end solutions tailored for cross-border e-commerce including access to bonded storage facilities and streamlined direct mail services for global brands.

Integration of AR: To enhance the viewer experience, some brands are experimenting with AR technology in their livestreams. This allows viewers to virtually try on products, like makeup or fashion items, adding an extra layer of interaction.