Did you know that Douyin is the second most popular social media app in China? By the last quarter of 2024, the platform had surpassed 766 million daily active users.
Since rising to fame, Douyin has become a central platform for brands aiming to reach Chinese video content consumers. The growth of online shopping also prompted the app to launch flagship stores in 2021, allowing users to make purchases while watching short-form videos and livestreams.
In this post, we’ll explore how international businesses can establish accounts, expand their presence, and employ strategies to grow their Douyin e-commerce stores.
What is Douyin Flagship Store?
A Douyin Flagship Store is an e-commerce interface that can be integrated into the app’s social features, such as video feeds, livestreams, and other media formats. It enables brands to create a more immersive online shopping experience for Chinese consumers by allowing them to browse and purchase products without needing to connect to a third-party website.
Clarins’ flagship store on Douyin
On Douyin, everything happens in one place, which reduces friction and can lift conversion. Smart targeting helps you reach the right audience. It also blends content and commerce, so brands can run campaigns that spark user generated content.
- Product Integration: When you promote a product within the app, it seamlessly blends into the platform’s content feed. Using your business profile, you can create short videos to showcase your products, making purchasing easier for consumers.
- Live Streaming: This feature enables brands to connect with Chinese consumers in real-time. The content can range from product demonstrations to Q&As, all of which are particularly effective for conversion.
L’Oréal live streaming on Douyin
- Customization and Branding: Flagship stores offer customization options to align with the brand’s identity, ensuring a consistent shopping experience.
- Data Analytics: After launching marketing and advertising campaigns in Douyin, business accounts will have access to data and analytics. Through these details, brands can gain a deeper understanding of consumer behavior, optimize their strategies, and increase sales more effectively.
How Does Douyin Store Work?
Since its creation, Douyin has made setting up a store even more accessible for its users. To establish it, users must upload at least ten short videos. Here are two primary methods through which you can engage with the e-commerce functions on Douyin:
- Direct E-commerce Links in Videos and Livestreams: While watching a video, Douyin users can interact with an e-commerce link embedded within the content. This link directs them to a detailed product introduction page within the app.
- Product Banners on Video Loop: A product banner will be displayed upon the video replaying for a second time. This banner serves as a visual prompt, inviting viewers to explore the featured product.
Once it captures the user’s interest, they can proceed by clicking the “Buy Now” button. It’ll redirect them to the product’s page on Taobao, one of China’s largest online shopping platforms.
The integration between Douyin and Taobao exemplifies the interconnected nature of social media and e-commerce in China’s digital market landscape.
How to Create a Flagship Store on Douyin App
Like other e-commerce giants, such as Tmall Global and JD.com, Douyin requires businesses to undergo an approval process. You must complete the application on https://fxg.jinritemai.com/ and provide the following requirements to have access to the platform’s e-commerce features:
- A previously created Douyin account
- Ten short videos must already be uploaded to the account
- A business license to prove the legitimacy of the brand
- An ID card information from the marketer or business owner/s
- Bank card information and real name for authentication purposes
- A deposit fee for your Douyin Mall account
The requirements above are needed to verify that the business is eligible to operate within China’s digital ecosystem. It’ll take one to five working days to know if you’re allowed to establish a Douyin store.
To complete the verification process, you’ll be asked to pay a security deposit fee of at least 50,000 RMB or more, depending on your business scope.
The fee is primarily used to ensure that the store adheres to the platform’s regulations. It’s also implemented to prevent the sale of fake goods. If the store violates the rules or a dispute arises, Douyin will deduct the corresponding penalties from the deposit.
After that, you can go to “Share Merch” and register your Douyin store. It usually takes a few hours to get feedback on your application. From there, you can link your JD, Taobao, or Tmall store to the platform and add products to your store’s landing page.
As previously stated, you can opt to add your products to a short video during the posting process. The rest of your products will be visible on your Douyin account profile.
How to Manage and Promote Your Douyin Store
● Develop An Effective Branding
When you launch a brand account on popular short video apps like Douyin, users expect to find everything they need to know about the business within the platform. Consumers in China are savvy online shoppers, so it’s worth noting that they’re especially wary of new brands entering the local market.
Typical customers would like to see basic information, like your brand name, contact details, and official website links, on your account. Businesses can also connect more effectively with their target audiences by creating a brand video or a personalized hashtag.
● Add Product Listings
After establishing your brand profile on the Douyin platform, the next step is to add products to its catalog. These common features can accommodate a diverse range of items, from tangible goods like clothing, accessories, food, and beverages to digital offerings such as software.
For each product, it’s essential to include comprehensive details like:
- Showcase your products with clear, appealing images
- Provide thorough descriptions to inform and entice potential customers
- Clearly state the price of each item for better selling results
- Outline the available shipping methods, ensuring they are tailored to your product type and target audience
- Specify realistic delivery times to set appropriate customer expectations
● Set-Up Digital Payment Options
Don’t forget to configure your payment settings when selling products on Douyin’s e-commerce platform. The platform supports various payment options, allowing users to make purchases using credit cards or connect via Alipay and WeChat Pay.
● Create Engaging Content
With your Douyin store fully operational, the focus shifts to its promotion. Fortunately, the app offers a comprehensive suite of templates and tools designed to help you create video campaigns that align with your marketing goals.
Another way to amplify your brand presence on the app is to use hashtags on your product listings. You can rely on it to boost your post’s visibility, which can lead to more customers discovering your products.
Adding personalized hashtags to your store’s marketing content can also potentially build a dedicated community around your brand.
We recommend using the same hashtags for your digital marketing campaigns as much as possible, as this will help generate better brand recognition among Douyin users.
● Collaboration with Key Opinion Leaders and Key Opinion Consumers
The number of KOLs and KOCs on Douyin is significantly lower than on other platforms in Mainland China. With 48% of the Gen Z consumer market interested in following the recommendations of these influencers, brands can rely on this strategy to enhance their visibility and recognition within the app.
Influencer marketing strategies are an excellent way to reach your target audience in China, mainly because these influencers often have a specific niche or demographic that trusts their opinions and recommendations.
KOL collaboration for Heineken
When a popular KOL endorses a product from a global brand’s Douyin flagship store, it can lend credibility and foster trust among its potential customers.
They are also well-versed in Douyin’s functionalities and trends. To promote products more engagingly and interactively, collaborations with these online personalities can include live streaming, short video clips, and interactive elements (like polls or quizzes).
● Utilize Douyin Advertising Tools
Compared to other apps, there’s no denying that Douyin has a relatively larger user base and a higher engagement rate. As a result, ads launched on the app can reach a wider audience and provide substantial exposure for your flagship store.
Brands can also choose from various Douyin advertising formats, including short video ads, brand takeovers, in-feed ads, search ads, and hashtag challenges. These ad types can be creatively utilized to engage users and direct traffic to the brand’s flagship store.
Douyin Ad formats for businesses
The advertising system on this short video app also allows brands to set precise targeting options based on user demographics, interests, and behavior.
Douyin’s integrated e-commerce functions allow users to shop directly through ads without issues. It also gives brands more control over the consumer buying cycle, as users can quickly transition from discovering a product in an advertisement to purchasing it in the flagship store without switching platforms.
Here are ad formats you can utilize for your Douyin e-commerce store:
-
Short video ads and in-feed placements
-
Brand takeovers
-
Search ads
-
Branded hashtag challenges
Advantages of Douyin Store over Other E-commerce Platforms
1. High User Engagement Rate than Other Apps
The average time spent on Douyin monthly is 33.9 hours, the highest among other short video platforms in China. You may not know, but this engagement rate is all thanks to the platform’s algorithm. It’s designed to keep users engaged with content that matches their interests.
For brands, increased engagement rates on Douyin mean more visibility and the opportunity to connect with a highly engaged audience. If utilized correctly, it can translate to better conversion rates than other e-commerce platforms.
2. Douyin Store Mini Programs
WeChat originally created mini programs, but their popularity has expanded across many other platforms, including Douyin. ByteDance allows merchants to sell directly to users through these features.
These mini-programs enable users to make more informed product selections and provide a seamless, all-in-one shopping experience.
It can also be shared with users in various ways, including via WeChat in the form of QR codes. However, the most effective way to drive traffic is through video links.
3. Access to a Younger Demographic
One out of every three Douyin users belongs to the younger user base under 26 years old. So, for brands targeting Gen Z and younger millennials, it’s an ideal platform to reach this demographic.
Most of this demographic is drawn to dynamic and interactive content, which Douyin specializes in. The platform’s focus on short-form videos resonates well with the younger generation’s preference for quick, engaging, and visually appealing content.
Douyin (TikTok) user age distribution in China 2022 (Source: Statista)
4. Viral Marketing
The main structure of Douyin’s content is short, creative videos, which are characteristics that are perfect for viral video marketing. Through these content formats, brands have higher chances of gaining rapid popularity within the app. This organic reach is a significant advantage over traditional e-commerce platforms, where visibility often relies heavily on paid advertising.
Hashtag challenges for Coach
How can a foreign brand open a Douyin store in China?
Opening a Douyin store as a foreign brand can feel overwhelming at first, but there are two primary methods available. Each comes with its own requirements and benefits, depending on whether you plan to sell directly from overseas or establish a deeper presence in the Chinese market.
Option 1: Cross-Border Store (No local company required)
This is often the easier entry point for international businesses. It allows you to sell directly to Chinese consumers without having to register a mainland company.
Steps include:
-
Register on the Doudian platform (Douyin’s official e-commerce system).
-
Submit documents for your overseas company, including business licenses, trademarks, and product safety certificates.
-
Provide store details, including name, category, and brand qualifications.
-
Verify your bank account with a small transfer from Douyin.
-
Pay the security deposit, which varies by product category.
-
Await platform review before the store goes live.
This route is well-suited for brands that want to test the Chinese market with less commitment while still tapping into Douyin’s massive audience.
Option 2: Native Flagship Store (Local presence required)
For brands that want long-term growth in China, setting up a native flagship store is the more comprehensive option. This often involves building local operations.
Key steps include:
-
Establish a mainland entity, usually a Wholly Foreign-Owned Enterprise (WFOE).
-
Work with a Trade Partner (TP) who can handle registration, compliance, and day-to-day operations.
-
Open a Douyin business account with a local phone number.
-
Meet platform requirements, such as uploading product compliance documents and publishing a minimum number of public videos.
-
Obtain the proper licenses, including a Commercial ICP license if your setup includes a website.
This route offers more control and credibility, particularly for large or well-established international brands planning long-term market expansion.
What is restricted on Douyin?
Douyin has specific content guidelines that must be adhered to. Any promotions or advertisements that are misleading, false, or deceptive are not allowed. It includes making unsubstantiated claims about a product’s effectiveness or benefits.
There may also be limitations on how certain products can be advertised on the platform. Most restrictions govern how and when products, such as pharmaceuticals or financial services, can be marketed.
How Much Does It Cost to Open a Douyin Store for Your Brand?
Compared to some major platforms, Douyin’s store launch fees are relatively more affordable. Brands are only required to pay 500 RMB to set up a basic virtual storefront.
However, if the business wishes to open flagship, specialty, and franchise stores in Douyin, they’ll need to prepare for fees of up to 20,000 RMB. These required payments are separate from the security deposit brands must pay during the verification process.
The payment for individual businesses and enterprises also varies depending on the store type you’re trying to open. Your required deposit can also change according to sales volume, so we suggest allocating your e-commerce budget accordingly.
Quick Q&A
Can I use Douyin outside of China?
No, Douyin is designed for the Chinese market and is only available within China. ByteDance offers TikTok, the international version of Douyin, for users outside China. While the core functionality of sharing short videos is similar, the two apps have distinct content features and are subject to different regulatory requirements.
What role do KOLs and KOCs play in Douyin E-Commerce Marketing?
KOLs and KOCs can drive product discovery and trust through authentic video content and live-streaming. Their influence helps boost engagement, increase conversions, and build credibility for new brands on Douyin.
Do I need a WFOE or ICP license to launch a Douyin store?
Yes, an ICP Commercial License is required if your Douyin store is hosted in mainland China and sells directly to Chinese consumers. This license ensures your e-commerce operations comply with China’s internet regulations.
Your Douyin E-commerce Partner in Mainland China
China is one of the largest e-commerce markets in the world, so new brands need to choose the best platform to list their products. Douyin, in particular, has a massive reach that can boost your brand’s visibility and potential revenue. However, utilizing this tool requires a deep understanding of the Chinese digital landscape.
You may also want to read:
At Sekkei Digital Group, we understand the subtleties inherent to this local platform – including consumer behaviors and the ever-evolving trends that shape it.
If you want more insights into Douyin’s e-commerce features or have any questions about setting up your brand’s account, don’t hesitate to contact us today!
References:
Why Social Commerce on Douyin is the Next Big Thing in China
6 Easy Steps for Setting Up a Store in Douyin Mall
How to Create a Douyin (Chinese Tik Tok) Store?