Over the past year, more than 8.84 million Douyin e-commerce creators have earned income through a variety of channels including live streaming, short videos, storefronts, and image-text content. The short video views of e-commerce creators have surpassed trillions, with total views in live streaming rooms exceeding 400 billion. Taking the apparel industry as an example, cooperation between apparel merchants and e-commerce influencers has reached 80 million times, resulting in 4.8 billion orders in the apparel category and an 84% increase in apparel business generated through this cooperation. It's evident that outstanding content creators not only flourish in their own businesses but also serve as a bridge between merchants and users.
With the development of business and the maturity of the ecosystem, the influence and monetization capabilities of high-quality content from Douyin e-commerce creators are growing stronger. The value of traffic and fans behind them is clear to see. In this context, high-quality merchants seeking cooperation with outstanding creators have become a major trend. Based on this, Douyin's e-commerce platform has launched the "Douin Star Trends" plan, aiming to facilitate more efficient and deep-scale cooperation between outstanding creators and high-quality merchants, helping both parties to accumulate more user assets while stimulating bilateral business growth.
It is understood that the "Douin Star Trends" plan launched by Douyin e-commerce covers three aspects: commercial cooperation, high-quality content, and author marketing.
Commercial Cooperation Upgraded Across the Board to Facilitate Win-Win Situations for Merchants and High-Quality Creators
In terms of commercial cooperation, the platform will focus on building a high-value author matrix, promoting the Quixote 2.0 comprehensive cooperation model, and supporting Star Quixote data products. Douyin e-commerce takes the user perspective as the starting point, pioneering the "6 major types of high-value authors" based on the differences in user preferences for creators among different lifecycle users and different types of consumers. Based on this, according to the characteristics of different stages of product lifecycle, the platform matches exclusive creator matrices for merchants, helping cooperation transition from stabilizing GMV with existing authors to expanding GMV with incremental authors.
To further deepen collaboration between merchants and high-quality authors, the platform has launched the "Magpie Bridge 2.0 Matching Mode," achieving deep integration of market and e-commerce resources. Under the Magpie Bridge 2.0 mode, merchants and authors fulfill mutual commitments around business goals and defined tasks. On the merchant side, orders are dispatched based on their own market and e-commerce investments, while authors undertake corresponding market and e-commerce tasks upon receiving orders. This creates a fully integrated marketing linkage from businesses to influencers, facilitating mutual user engagement and business growth.
For businesses seeking to integrate data from different user scenarios, "Douyin Xing Fengxiang" has launched the "Xingque Plan". This initiative facilitates the seamless exchange of user data between scenarios such as in-store and live streaming through influencer short videos, as well as the reintegration of data assets from live streaming. This achieves "short-video and live-streaming linkage", bridging the gap between content and e-commerce to attract high-quality user groups. It embodies the concept of "seeding and harvesting in one", seamlessly integrating marketing strategies with sales team promotions.
In addition, the platform will select and showcase collaborative cases with merchants to promote both internally and externally. Selected merchants not only enhance their industry influence but also gain more favor and recognition from users. E-commerce creators can also use this opportunity to broaden the reach of their content and enhance their commercial value. For organizations and leaders, leveraging the showcase enhances market awareness and opens up more business opportunities.
High-quality content creates trends and ignites the entire network.
Riding on the vibrant creative atmosphere of Douyin, the Douyin e-commerce platform "Yinfeng" leads the way, creators "set the trend," fashion trends "become popular," and businesses "ride the trend" of marketing. This marketing chain has been validated: by "leading concepts, deepening interpretations, activating users, and connecting products," Douyin e-commerce creators and merchants have found a new social language to communicate with consumers, leading industry trends with high-quality content, creating business value, and achieving double growth for users and businesses.
Take the fashion statement of "Merada style" as an example. This trend attracted 16,000 high-quality creators, including many top influencers, with a total of 1.03 million submissions and participation from over 957 merchants, surpassing a total topic playback volume of 3.5 billion. From the rise of local trends to co-creation by the masses, from "Western trends coming East" to the rise of "national trends," this phenomenon has also been hailed by People's Entertainment as a "win-win situation among platforms, creators, merchants, and users."
Following "Meirade Style" and "Hardware Girls", this year Douyin e-commerce once again ignited the new trend of "Mint Manbo" and "Wind-sense Particle". Taking "Mint Manbo" as an example, over 55,000 high-quality creators and 2079 merchants participated in related topic creation. With the participation of consumers, merchants, creators, and others, the related content exposure exceeded 4.8 billion, leading to a strong outbreak in early spring sales of new products by many merchants. The precise connection between high-quality creators and content with premium goods and merchants efficiently facilitated by Douyin e-commerce once again validates the successful path of continuous creation of good business brought by the new trend.
In the thriving content ecosystem, Douyin e-commerce has become the new origin of trend. In the future, "Douyin Star Trend" will continue to insightfully explore and tap into cutting-edge trends, working with high-quality creators and merchants to create trends across the board, and helping all parties achieve a double leap in users and business.
Platform marketing resources are strengthened, and the "Super Value Team" continues to exert its efforts.
As consumer attitudes evolve, the hyper-value of goods, personalized experiences, and premium services have become new expressions of consumption. Recognizing this consumer trend, Douyin e-commerce collaborates with high-quality creators and merchants on the platform to jointly create the heavyweight IP of "Super Value Team", leveraging "super value and peace of mind" as an advantage to provide users with super value prices and reliable service experiences.
In the just-concluded first quarter, the "Super Value Team" handed in a satisfactory report for merchants, authors, and users alike: with over a hundred live broadcasts, the total number of orders exceeded 25 million, with significant increases in both average viewership and viewing time per session. Order conversion also increased by 26.4% compared to the same period last year, truly achieving the goal of "merchants selling more, users enjoying watching, and strong order conversion".
In the future, around the "Super Value Team" event, the platform will continue to increase policy and resource support. With measures such as exposure exceeding tens of billions and support from traffic of tens of millions, it aims to help participating authors and merchants gain better traffic explosion and business growth.
Below is the introduction to the "Doin Star Trend" plan. Merchants and authors are welcome to collect, share, and sign up for participation, seizing the opportunity for growth!
