About the Author

Tingyi Chen

Jenny has 4 years experience as co-founder of a WeChat marketing agency and software platform WalktheChat helping large companies (Deutsche Bank, Cisco, McLaren, Nestlé, Bosch, NFL, Transferwise, etc.) understand and use WeChat. Before joining WalktheChat, she was founder of EatwithChef, private dinning platform. Jenny graduated from University of Illinois at Urbana-Champaign. Contact Jenny: jenny.chen@walkthechat.com

Tmall advertising – A step by step guide

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Tmall has a massive display ads system divided into 16 Tmall advertising formats. Optimizing the spending on Tmall is one key operational tactic to increase revenue in China’s largest marketplace.  In this article, we will introduce: The major Tmall advertising formats How to create a strategy for each type of Tmall advertising What is a good ROI for Tmall advertising …

JD, Alibaba and Pinduoduo’s Strong E-commerce performance Post-COVID

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The pandemic has caused damages to the world’s economy, but for internet companies, it’s an opportunity for growth and expansion. JD, Alibaba, and Pinduoduo, the 3 largest Chinese e-commerce companies, have released their financial earnings last week.  More active e-commerce users as a lasting impact of COVID-19 The pandemic has changed the users’ behavior by forcing most people to stay …

Douyin stepping up in e-commerce game & 2 other news

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Douyin is pushing Douyin stores and starts to softly break ties with Taobao Douyin recently started to block a Taobao order management system, Qianniu 千牛, from accessing its Douyin store e-commerce data. Douyin launched Doudian 抖店, an order management system, similar to Taobao’s Qianniu at the end of 2019. It’s a comprehensive e-commerce system for merchants to create products, manage …

Celebrities and Record-breaking Live-streaming Campaigns

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Zhang Yuqi & Xin Ba – 223 million RMB sales on a Kuaishou live-streaming Zhang Ting – 256 million RMB sales during her first Douyin live-streaming Liu Tao – 148 million RMB sales during her first Taobao live-streaming These record-breaking data reports show that Chinese celebrities are also becoming live-streaming superstars. Live-streaming overview According to the China Statistic Bureau and …

Douyin Beauty Industry Report

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Ocean Insights, a Bytedance subsidiary, released a Douyin Beauty Industry Report 2020. The report shows Douyin is increasingly becoming a good marketing channel for beauty and cosmetics brands. Some highlights for the Douyin beauty industry includes: Daily video view reached 1.2 billion Beauty video content has increased by 228% YoY in 2019, above the average Douyin YoY growth of 192% …

Douyin Live-streaming Case Studies: ROI and Sales Data

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Douyin live-streaming generates lots of buzz lately: Luo Yonghao, the tech KOL & ex-founder of Smartisan smartphone, sold 168 million RMB during his 1st campaign Celebrity Li Xiaolu sold 35 million RMB in her 1st campaign Chairwomen of Glee, a large electronic brand, sold 232K RMB Is Douyin live-streaming the next channel to spend your marketing budget? Or is it too …

WeChat is the main traffic source for Taobao, Bilibili marketing, and WeChat changes algorithm

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Quest Mobile Female Consumption Trend Report Quest Mobile released the Female Consumption Trend Report.  WeChat is the top traffic source for Taobao (excluding direct traffic) among female consumers: 18.8% of Taobao female consumer traffic initiates from WeChat. In contrast, Weibo only contributes to 1.7% of the Traffic despite the deep integration with Taobao.  Douyin is the 2nd largest traffic source …

2019 Social media report

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Tencent continues to lose market share in mobile time usage to Toutiao Back in the good old 2016, the Tencent ecosystem used to represent over 50% of the time Chinese users spent on mobile devices (source: Mary Meeker’s report). Now Tencent only takes up 42.9% of user’s time. This lost market share goes to Toutiao, the parent company of Douyin, …

What is WeChat Video Channels & Interviews with KOLs

Tingyi Chen New WeChat features

WeChat recently launched a short video feed called Channels… what do we think about it, and most importantly, what do Chinese Key Opinion Leaders (KOLs) think about the new feature? WeChat Video Channels WeChat short video platform looks very similar to the Facebook timeline. Surprisingly, this means its UX is also very different from other short-video platforms such as Douyin …