Marketing in the News

 

Douyin marketing in China: enormous opportunities for all kinds of brands

    

    Although the short video mobile application of Douyin was not released recently, it is indeed a successful marketing case that I want to talk about most. According to QuestMobile statistics, in September 2020, the number of monthly active users of Douyin reached 600 million, and the average monthly usage time per capita arrived 1,569 minutes. Because of the success of this software, Bytedance, a small company, has become a well-known company that many highly educated people want to join. Not only in China, but the overseas version of TikTok is currently trendy. What kind of marketing strategy makes such a mobile application into an application that people turn on the phone every day? What about the apps that people still use before going to bed every day? Let us take a closer look at its marketing strategy.

    In fact, through the icon of Douyin, it is not difficult to see that the customers it faces are young people. The hero of Douyin looks like a beating note, which seems to make you want to open it. According to the data, it can be found that the majority of Douyin users are between the ages of 24 and 40. There is no shortage of young people in this age group who have time to use their products for a long time, and there is no shortage of middle-aged people who can buy. People. In this regard, Douyin has positioned itself very accurately.

    The value proposition of Douyin is to "record a good life." Everyone can publish the content they want to publish on Douyin for everyone to watch, significantly reducing the threshold for using this software. When Douyin was in operation initially, it would constantly push you some beautiful melodies and then add short videos of beautiful scenery from all over the world. You will hear a few unique kinds of music in Douyin every day, and then constantly Push it to you, let you fall in love with various types of short videos with good music. When you become a frequent user, it will push you the content you particularly like to watch, attracting you to use its software all the time. If the video posted on Douyin is viral, someone will ask you to advertise some products. If it is a top10 video blogger, an advertisement will have about $100,000 in revenue. Douyin allows ordinary people to see opportunities to make money, and many people even quit their jobs and focus on short video bloggers. TikTok can not only place ads but also post links to some products under the video. After seeing something recommended by the video blogger, you can even buy what you want without leaving TikTok to go to other software. Commodity. Douyin almost meets all people's needs.

Of course, Douyin is not without challenges. As more and more people start to shoot short videos, there are a series of problems such as the proliferation of advertisements and the quality of the things sold by video bloggers. If I were the company's management, I would raise the threshold of selling stuff on Douyin, and improve the conditions for becoming a high-quality blogger, so that Douyin will always be a place to share the joy of life.

    Through the case of Douyin, I learned that any product must find its market positioning and development, add services provided by others, do services better than the company, and integrate all resources. , Make people's lives inseparable from a product, then it is not far from success.

https://daxueconsulting.com/douyin-marketing-china/