Douyin Live-streaming Case Studies: ROI and Sales Data

Tingyi Chen New WeChat features

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

Tingyi Chen New WeChat features

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

Tingyi Chen New WeChat features

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, …

¥800 billion WeChat Mini-Program Transaction Volume in 2019: Tencent Annual Report

Thomas Graziani New WeChat features

Amid the Covid-19 epidemic, Tencent released its Q4 2019 results. The performance is overall good, with a large uptake of Mini-program transactions and revenues from FinTech sector. A service ecosystem moving toward Fintech Tencent seems determined to stand out among Tech giants. It definitely doesn’t want to be an advertising company and is even diversifying away from gaming revenues. Instead, …

Is China’s E-commerce Industry Already Bouncing Back After Coronavirus Epidemic?

Thomas Graziani New WeChat features

The covid-19 epidemic has shed concern over the world’s health and economy. The impact of the epidemic on e-commerce remains however unclear. How did the covid-19 impact the Chinese e-commerce sector, and what trend can we expect in the coming weeks? Fashion sales slump, cosmetics, and F&B remain strong As most of the population in China went into voluntary quarantine, …

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 …

How WeChat is Losing the War for Users Attention

Thomas Graziani New WeChat features

Back a couple of years ago, WeChat seemed like an unstoppable force. It was completely dominating the Chinese social media landscape, was beating Alibaba in payments and was making forays into e-commerce. Fast-forward to 2020, and users are already spending more time on Douyin than they are on WeChat, swiping for hours between short videos. What went wrong? Too disruptive …

Douyin Marketing Guide: 7 Examples of Successful Douyin Marketing Campaigns

Thomas Graziani New WeChat features

Where did the last hour go? You notice you are scrolling through a feed again, with no memory of opening the app. A cute puppy on Douyin grabbed your attention, bringing a burst of happiness so brief it’s addictive. Conveniently you swiped up to a bottomless feed of 15-second videos, from people (often attractive young females) eating/making food, doing passionate …

Why is Kuaishou Better than Douyin for E-commerce Conversion & Social Engagement

Tingyi Chen New WeChat features

Kuaishou and Douyin are the two largest short-video platforms in China. However, due to the difference in their audience demographics, the 2 platforms have evolved quite differently:  Kuaishou has 3-5 times higher e-commerce conversion rates compared to Douyin Kuaishou is more likely to evolve as a closed e-commerce ecosystem while Douyin signed a strategic partnership with Taobao Kuaishou’s is more …