Douyin, TikTok’s China equivalent, saw its live commerce platform continue to soar in 2023, with total transaction volume growing 256% year-over-year, according to data released by the company early this year. The platform now covers over 370 cities and involves over 450,000 businesses.
influencer
Online users overview of China’s pet market 2021
As of October 2020, China pet-related influencers have a total reach of 530 million users, with 54.8% of males, 54.2% under the age of 30, and more than 60% users in the third, fourth and fifth-tier cities, according to data from QuestMobile. China Pet Market Active Online Users by Age Group China Pet Market Active […]
Short video market trends in China for 2020 (updated)
Internet traffic driven by short videos has become the new battlefield for many players in China. Content marketing enabled by short videos and live streaming has become an integral part of brand marketing, communication, sales, and operation strategies. Take a look at China’s short-video market status and be aware of differences between the top 2 […]
Chinese influencer platforms: Weibo, Douyin, Kuaishou, Xiaohongshu
Each of the biggest influencer community platforms, including Weibo, Douyin (TikTok’s Chinese version), Kuaishou (Kwai’s Chinese version), and Xiaohongshu, has its own characteristics and features, which also come from the differences in terms of KOL follower bases. Top 10,000 KOLs by Total Followers Weibo: after years of operation and user retention, all of the Top […]
The secret recipe of TikTok e-commerce in China
Douyin (Chinese version of TikTok; referred as TikTok below) has a GMV target of 200 billion yuan for its live-streaming e-commerce channel in 2020 according to Chinese media 36Kr. In 2017, after the overnight success of TikTok, its parent company ByteDance immediately developed its e-commerce advertising system “Luban”, and officially integrated in June 2018 the […]
How content help businesses in branding and driving sales in China
Nowadays, contents have penetrated all sectors in China and become an important productivity tool. They can help companies realize brand premium, iterate product selection, and upgrade CRM tools. Use contents on building a new brand Some Chinese content specialists think that they should work on content as if they were working on products. For companies, […]
China’s digital content ecosystems getting more diverse
Boundaries for content creators in China are disappearing. Their means of creation and background are diversifying. Thanks to the lowered barrier for distribution, now everyone can be a content creator, making the content area more diverse and colorful. On Douyin, fashion, relationship, food, and talent show categories are witnessing saturation; still opportunities in the field […]
Xiaohongshu community trends 2020
In terms of overall trends, beauty makeup, travel, fashion, cultural entertainment, and gourmet food rank among the top five in the content ecology of Xiaohongshu’s (a.k.a. Little Red Book) community. Education, photography, sporting events, technology & digital and home furnishing are among the top five rising categories according to a report from Xiaohongshu. Further, Xiaohongshu, […]
How an online influencer Li Ziqi boosted a stock price by 326%
A public-listed women’s shoe company saw 14 daily 10%-growth during the period from December 12 of 2019 to the middle of January 2020. This was because of one online influencer, which also shows the impact of online influencer and live streaming in China. If you are not familiar with mainland China’s stock exchange, it requires […]
Pinduoduo testing short videos with product searches
During the Chinese New Year holiday, Pinduoduo quietly launched a short video function called “Duoduo Video” in its app.
Story of Li Ziqi: Top YouTube influencer from China with 8.7M subscribers
The 29-year-old Li Ziqi was seated, wearing a pink cheongsam (a.k.a. qipao) and a white outfit, in the cover of the latest China Newsweek’s Dec. 30 2019 issue. Besides her are Gree Electric Chairman Dong Mingzhu, Executive Vice President of Renmin University of China Wang Liming, President of Mengniu Group Lu Minfang, Actor Yang and […]
Fake fans and manipulations on China social media
Hive Media, the largest MCN on Weibo, is accused of falsifying data. Parties involved in the whole incident – the advertisers, Hive and Weibo site – all received negative comments on social media in China. MCN, or multi-channel network, refers to companies that work with multiple channels and content creators, consulting or assisting towards success […]
How Everbright Bank promoted credit card on Tik Tok
The young Chinese consumers tend to focus on the quality of life and sense of ritual. They emphasize emotional consumption such as spirituality, entertainment, and lifestyle. They desire to try new and cool things resulting in the rising of popular online shop and travel places. China Everbright Bank Credit Card Center has a keen insight […]
Luxury brand marketing trends in China
Data-driven, social media and omnichannel are the focuses of digital marketing growth for luxury brands, while “young”, “geographic concentration” and “social” are the keywords that best describe the trend of luxury brand marketing in China.
7 Lessons for marketers on top short-video platforms: Tik Tok vs. Kwai
In Part 1, we saw the platform comparison; this article will show a comparison of social relationship, user behavior, KOL content categories and their marketing value, and top 10 sectors of advertisers. 1. Comparison of social relationship intensity KOLs on Tik Tok connect to users through contents rather than as individuals. Tik Tok’s main feature […]