Douyin(tiktok in China) livestreaming Shop , Good tools for Fashion Brands.
Douyin offer great options for fashion Brands in China… Have a look!
- Interactive and Visual Platform: Douyin, known internationally as TikTok, with its video-based format and real-time interaction, offers an ideal platform for livestreaming. Users can watch live videos, interact with hosts via comments, and even make purchases during broadcasts.
- Influencers and KOL : Livestreams on Douyin are often hosted by popular influencers, celebrities, or experts in specific fields. These personalities can attract a large viewership, which is crucial for the success of live events.
- E-Commerce Integration: Douyin integrates e-commerce features that allow viewers to purchase products showcased live. This integration creates a seamless and interactive shopping experience, thereby increasing sales and consumer engagement.
- Diverse and Engaging Content: KOL on Douyin cover a wide range of topics, from fashion and beauty to education and entertainment. Chinese Hosts often use creative strategies such as product demonstrations, tutorials, games, and interviews to engage their audience. (like TV shopping)
- Data and Performance Metrics: Brands and influencers can track various performance metrics on Douyin, like view counts, engagement, and generated sales. These data help to optimize content and marketing strategies for future livestreams.
Case Study: Zara’s Fashion Livestream on Douyin
Zara, the international fashion brand, conducted an innovative livestream on Douyin that set a new benchmark in fashion marketing. The event was a four-hour fashion show, where Zara showcased its latest collection.
- High Production Value: The livestream was produced with a high level of sophistication, utilizing at least 9 cameras, Steadicams, dollies, and cranes, giving it the feel of a high-end fashion shoot or a movie set.
- Celebrity Hosting: The event was hosted by supermodel You Tianyi, adding a touch of glamour and drawing in her fans.
- Interactive Format: You Tianyi not only showcased the outfits but also introduced the behind-the-scenes crew, including the camera and makeup teams. This approach gave viewers a unique insight into the production process.
- Sales Integration: Viewers could directly purchase the showcased products during the livestream, effectively blending fashion showcasing with e-commerce.
- Impressive Engagement: The livestream attracted 1.22 million views, peaking at 13,000 simultaneous viewers. The event marked a significant increase in viewership compared to Zara’s previous livestreams, demonstrating the effectiveness of high-quality production and celebrity involvement in attracting a larger audience.
This case study illustrates how Douyin can be leveraged for high-impact fashion marketing, blending entertainment, interactivity, and ecommerce effectively.
Zara in China innovate with the Livestreaming
- Host and Format: The livestream on Douyin was hosted by supermodel You Tianyi. It featured live views of the studio, camera crew, and makeup team, offering an immersive behind-the-scenes look.
- Presentation and Choreography: You Tianyi showcased her outfit and introduced the team, followed by a catwalk. The event was enhanced by perfectly choreographed camera movements, including dolly shots, crane shots, and Steadicam shots, blending onstage action and behind-the-scenes footage seamlessly.
- Content Integration: The livestream naturally incorporated introductions to styling tips and Zara’s beauty products, enriching the viewing experience.
- Viewership and Engagement: The four-hour show garnered 1.22 million views, with a peak of 13,000 viewers simultaneously tuned in. This was a significant increase from Zara’s previous livestreams, which averaged less than 200,000 views.
- Financial Performance: Despite high viewership, the livestream’s Gross Merchandise Volume (GMV) ranged between 250,000 RMB (35,133 USD) and 500,000 RMB (70,265 USD), indicating a lower conversion rate than previous events.
- Zara’s Douyin Presence: Zara joined Douyin in 2019, but only started livestreaming in 2023. Since April, the brand has been going live about 40 times each month. As of now, Zara’s Douyin channel, with 1.3 million followers, has aired 177 livestreams.
- Streaming Strategy: Zara employs an unconventional streaming format, eschewing low price promotions or offscreen voices for a “quiet selling” approach, similar to several Xiaohongshu streamers.
- Revenue Trends: In the second half of 2023, Zara’s livestreaming revenue has experienced a decrease compared to the first half of the year.
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