Break through the traffic ceiling and grasp certain growth. Recently, Douyin E-commerce has launched a new CORE operational methodology, focusing on products, content, marketing, and experience, outlining key points for business operations. A group of merchants have taken the lead in practicing this methodology and achieved remarkable growth results.

As the operational practice path becomes increasingly clear, the "Douyin E-commerce DOU Case Yearbook 2024" has been officially released, illustrating the practical effectiveness of the new operational methodology through vivid cases.

Breaking ground, taking root, sprouting new branches, and blooming... The "Douyin E-commerce DOU Case Yearbook 2024" (hereinafter referred to as the "Yearbook") uses the CORE methodology to analyze the survival and development of emerging brands, as well as the transformation and innovation of mature brands. As stated at the beginning of the Yearbook, "We hope to help every merchant plant the seeds of explosion and growth, and reap fruitful results from their business endeavors."

01: Starting Out:

Witnessing the Rebirth of Brands and Models

With the rise of overseas brands in China, the explosive growth of niche categories, and the resurgence of old domestic brands, the "Breaking Ground" chapter of the Yearbook tells the stories of brands finding new life on Douyin E-commerce.

Fenty Beauty By Rihanna, an internationally emerging beauty brand founded in 2017, found the key path to rapid development in the Chinese market through Douyin E-commerce's "Brand Surprise Day" omnichannel campaign - the "golden triangle" of product strength, content power, and platform resources, setting an example for global brands entering the Chinese market.

After three years on Douyin E-commerce, Shanxi Laohan achieved its first live streaming event with sales exceeding ten million yuan in the agarwood industry, showcasing the winning formula for niche categories - using the category to drive brand recognition. The platform unleashes the enormous potential of the category, allowing merchants to quickly connect with a large number of users through exposure, turning interest into business opportunities.

Huo Li 28 has won the favor of a new generation of consumers with its sincerity and simplicity, successfully transforming from an "old" domestic brand to a "new" one. On Douyin E-commerce, the two-way communication between the brand and consumers has created unique stories between over 8.9 million "cloud shareholders" and Huo Li 28, which has become a strong driving force for the brand's continuous business growth.

02: Rapid Growth:

Revitalizing Products with Robust Vitality

On Douyin E-commerce, there are brands that are particularly adept at engaging with users. They communicate deeply with users through creative short videos or set up fashion shows in live streaming rooms, with endless creative approaches. Today, these brands have taken root and are thriving on Douyin E-commerce.

Shi Zhancheng, the third-generation successor of Jieliya, used seven episodes of short dramas with hundreds of millions of views to connect the established towel brand with younger consumer groups, achieving a surge in both business and brand awareness on Douyin E-commerce, as well as a breakthrough in brand rejuvenation.

Qiaoyufu, which sold over 5,000 fishing rods in just five hours after launching, has become a flagship of the Weihai fishing tackle industry. By integrating content and product display, Douyin E-commerce has made traditional offline industry belt merchants more visible to consumers, driving brands to improve their omnichannel operations and invigorating local economic development.

The high-end clothing brand COS (Collection of Style) has keenly recognized that combining with platform hotspots can promote products and services more easily and vividly. Whether it's watching fashion shows online, buying while watching, or adding trending keywords to products, COS has found a powerful way to express its brand on Douyin E-commerce.

03: Innovation and Iteration:

Exploring New Boundaries of Business Operations

Brand rejuvenation is a challenge that many "large" enterprises must face. How to create new products that users love and are willing to choose? Where are the new growth points for enterprises? How can brands remain evergreen? The Yearbook answers these questions with "New Branches."

When it comes to Bosideng, many people first think of down jackets and then sunscreen clothing. "Functionality + fashion" has become Bosideng's new identity among young people, and all of this is inseparable from its mid-to-high-end layout on Douyin E-commerce.

A "chair inspired by a clamshell bag" has driven new growth for Linshiyijia's entire store. On Douyin E-commerce, home furnishing purchases have become attitude-driven, and Linshiyijia targets young people's emotions with trendy products, generating buzz and driving sales from trending topics to bestsellers.

Haier has launched the "Haijing Green Recycling" program, offering "trade-in" services to customers, appearing on variety shows, and linking to the "Made in China Smartly" IP. Over the past 40 years, the brand has combined brand power with service quality, providing meticulous and unexpected user experiences, supplemented by precise marketing reach on Douyin E-commerce, which is the secret to Haier's continued success.

04: Breakthroughs without Limits:

Building Enduring Growth Together

More brands are flourishing around the clock on Douyin E-commerce. The Yearbook shows that some products have surpassed 100 million yuan in sales within 15 minutes of their launch, while other merchants have achieved steady growth through meticulous daily operations, and still, others are actively "panning for gold" in the existing market.

Relying on fan culture to find content hotspots, gathering new product traffic to drive sales leads, and ensuring a seamless consumer experience across domains. On Douyin E-commerce, Xiaomi leveraged the SU7 hype and its executive IP to make its new product an instant hit.

With year-round live streaming, a relentless focus on content, products, and services, Xiaoxing Fen Wine has taken over four years to build a mature e-commerce operations team, unleashing its product strength and brand power, demonstrating the poise, focus, pioneering spirit, and innovation of an established brand.

In the era of market saturation, members are a brand's most valuable asset. Midea focuses on the "longer life cycle value" of its customers, integrating resources across "self-broadcasting, influencer broadcasting, and product shelves," leveraging fresh, engaging, and interactive content to tap into hundreds of thousands of members on the Douyin platform, achieving steady growth.

05: Conclusion

Based on Douyin E-commerce's new CORE operational methodology and a series of vivid DOU Case examples, we can see several clear paths to growth.

Douyin E-commerce believes that a methodology is like a seed, and a case study sets a benchmark path. Business growth holds countless possibilities. We hope this Yearbook can inspire more merchants in terms of branding, product development, and operations. We also look forward to seeing more merchants achieve business growth on Douyin E-commerce.