Douyin (Chinese Tiktok): The Battle Ground Of Luxury Brands In China

Diving into the fast-paced world of online advertising can feel a bit like stepping onto a battlefield, especially when it comes to new and rapidly evolving platforms such as China’s Douyin (TikTok).

Trust me, you’re not on your own – I’ve had my fair share of tussles with this platform too. Can you believe that in less than six years, Douyin has managed to reel in over 750 million users? Well, buckle up because I’m about to take you on a detailed exploration jam-packed with effective strategies designed to help you tap into the unrivaled potential of this ever-growing platform.

Major brands like L’Oreal have already seized billion RMB triumphs here. Eager for a slice of that pie? Alright then, let’s gear up and dive right in.

Key Takeaways

  • Douyin (TikTok) has become a popular platform for luxury brands to reach young consumers in China.
  • L’Oréal has been successful on Douyin, making 1 billion RMB in just six months and leading the beauty category.
  • Douyin is reshaping the beauty landscape in China, with over 70% of luxury buyers using the platform.
  • Luxury brands can leverage Douyin’s platform features, user-generated content, ad formats, and influencers to connect with Chinese consumers effectively.
Douyin: Douyin statistics and key info

How Luxury Brands Are Using Douyin for Marketing Purposes?

Luxury brands in China are flocking to Douyin, the short video-sharing app that has become a booming gateway for reaching young consumers and reshaping the beauty landscape.

L’Oreal emerges as a successful player

L’Oréal is doing great on Douyin. In just six months, it made a GMV of 1 billion RMB. It also did well during its launch event and sold $3.4 million worth of products in one week! Now, that’s a big deal for any brand.

They got to the top of the beauty list on Douyin too. L’Oréal even worked with the Palace of Versailles to come out with a special collection that was only for a short time. Brilliant move! Other brands like Perfect Diary, Lancôme, Kiehl’s, and Estée Lauder are also there but L’Oreal leads them all.

Fashion Shows

Luxury brands have recognized the power of streaming on Douyin, with a surge in fashion show streams during May and June. The platform’s “Follow” feature is a potent tool, turning viewers into dedicated followers both pre and post-events. This approach ensures that brands can engage and maintain a captivated audience long after the curtains close.

Trending Content

Louis Vuitton’s strategy of roping in Jackson Wang exemplifies how luxury brands can amplify their digital reach. By exploiting Douyin’s co-creation tool, content is simultaneously released under both the brand’s official profile and the celebrity’s account. This dual promotion directs users to follow both accounts, maximizing visibility and engagement.

Exhibitions: Going Beyond Conventional Methods

Gucci has innovatively incorporated augmented reality into its promotion strategy. With the launch of the AR Hashtag Challenge, anticipation for the Gucci COSMOS Exhibition in Shanghai was intensified.

Using a combination of Top View Ads, brand zones, celebrity endorsements, and a Brand TVC, Gucci set the stage for a comprehensive promotional campaign. This multi-faceted approach led to a significant increase in both professionally curated and user-generated content, sparking widespread conversation.

Douyin Recent exhibitions
Source: Ocean Engine

Driving Conversions with Douyin

Jaeger-LeCoultre’s collaboration with Douyin underlines the platform’s potential to bridge online interactions with offline events. The brand’s strategy of broadcasting customized video content as pop-up announcements built substantial online visibility. With Douyin creators further disseminating this content, online reservations for Jaeger-LeCoultre’s offline exhibitions saw a significant uptick.

How to Navigate Douyin: A Guide for Luxury Brands

Luxury brands can leverage Douyin’s platform, make use of user-generated content, utilize Douyin’s ad formats, maximize engagement with KOLs and KOCs, and connect with Chinese consumers through the popular short video-sharing app.

Utilize Douyin’s marketing function

By using this feature, luxury brands can enrich their homepage content and encourage shoppers to make purchases. This is a great way to showcase products, promotions, and exclusive offers. To be able to promote your brand with Douyin, you need to start with an official account setup.

Explore e-commerce services

Douyin is becoming a leader in the e-commerce space, offering various services for luxury brands. Take advantage of features like online shopping and seamless checkout experiences to drive sales.

Establish brand flagships on Douyin

With over 70% of China’s luxury buyers using Douyin as a marketplace, it’s essential for luxury brands to have a strong presence on the platform. Creating brand flagships will attract luxury consumers and enhance brand visibility.

Leverage Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs)

Gen Z consumers are heavily influenced by KOLs and KOCs on social media platforms like Douyin. Collaborate with these influencers to create authentic content and increase your brand’s reach among the target audience.

Target specific consumer groups

Douyin allows precise consumer targeting based on demographics, interests, and behavior data. Use this feature to focus your marketing efforts on reaching the right audience with relevant content and offers.

Make use of user-generated content

Using user-generated content is a powerful tool for luxury brands on Douyin. It helps to increase brand visibility and engagement with the platform’s audience. Here are some ways luxury brands can make use of user-generated content on Douyin:

Encourage users to create and share content featuring your products

By running campaigns or challenges, luxury brands can motivate users to create content showcasing their products. This not only generates buzz but also provides social proof for potential customers.

Leverage influencer partnerships

Collaborating with popular influencers on Douyin can help generate user-generated content that promotes your brand. Influencers can create videos highlighting your products or even participate in challenges specifically designed for your brand.

Engage with user comments and responses

Acknowledging and responding to user comments on your videos shows that you value their opinion and builds a sense of community around your brand. Encouraging users to engage in conversations by asking questions or seeking their feedback further enhances user-generated content.

Share user-generated content on your official account

Luxury brands can repost high-quality user-generated content on their official accounts, giving credit to the creator. This not only acknowledges the efforts of users but also boosts their loyalty towards the brand.

Run contests or giveaways

Promote contests or giveaways that require users to create content related to your brand or product. This incentivizes users to generate more user-generated content while also increasing engagement and brand awareness.


Utilize Douyin’s ad formats

Douyin’s ad formats offer a valuable opportunity for luxury brands to reach their target audience effectively. Here are some ways you can capitalize on these ad formats:

  • Native In-Feed Ads: These ads seamlessly blend into users’ content feeds, ensuring maximum visibility and engagement. By creating visually appealing and compelling ads, you can capture the attention of your target audience.
  • Brand Takeovers: Grab the spotlight with brand takeovers, where your ad will be the first thing users see when they open the app. This format allows for immediate brand exposure and can leave a lasting impression.
  • Hashtag Challenges: Partnering with Douyin influencers or Key Opinion Leaders (KOLs) to create hashtag challenges is an effective way to generate user-generated content and increase brand awareness. Encourage users to participate in fun challenges related to your brand and products.
How To Start Advertising on Douyin?
  • TopView Ads: Similar to brand takeovers, TopView ads are full-screen videos that start playing immediately upon opening the app. By utilizing this format creatively, you can deliver impactful messages and connect with your target audience from the get-go.
  • Branded Effects: Enhance user experience by offering branded effects such as filters or stickers that users can apply to their videos. These interactive elements not only engage users but also promote brand recognition.
  • Precision Targeting: Leveraging Douyin’s advanced targeting options enables you to pinpoint your desired audience based on demographics, interests, location, and behaviors. This helps ensure that your ads are shown to those who are most likely to be interested in your luxury products.

Maximize engagement with KOLs and KOCs through live-streaming

Conduct live streaming sessions on Douyin where you can demonstrate your products, answer questions from viewers in real-time, and offer exclusive deals or discounts. Live streaming has become a popular form of entertainment for Chinese consumers and is an effective way to engage with them directly.

Unlock Douyin’s Potential with Gentlemen Marketing Agency

Douyin (TikTok) has emerged as a battleground for luxury brands in China, offering an astonishing reach to young consumers. With its growing popularity and dominance in the e-commerce industry, Douyin provides a gateway for luxury fashion brands to connect with Chinese consumers.

By leveraging user-generated content, utilizing ad formats, and engaging with influencers, luxury brands can tap into the power of Douyin and boost their brand favorability in the competitive Chinese market.

Gentlemen Marketing Agency, as a certified Douyin partner, offers unparalleled expertise and insight into the workings of this dominant platform.

  • Content Creation: Crafting compelling stories that resonate with the discerning Chinese audience.
  • Strategic Campaigns: Implementing unique campaigns that drive maximum engagement and ROI.
  • Influencer Collaborations: Connecting your brand with influential personalities for amplified reach.
  • Trend Analysis: Staying ahead of the curve by analyzing and leveraging the latest Douyin trends.
  • Ads & Promotion: Maximizing brand visibility through optimized ad placements and promotional strategies.

The luxury segment on Douyin is teeming with opportunities. With our multifaceted approach, we aim to make your brand not just participate, but dominate. Partner with us, and let’s craft a Douyin journey that epitomizes success!


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