August 2nd, 2019

Douyin TikTok Marketing Debut in Hong Kong


We are thrilled to announce NDN Group’s latest partnership with GELOS to introduce Douyin (抖音) TikTok marketing to Hong Kong. It is a short video app that has 500 million monthly active users and 250 million daily active users. Brands big or small are scaling fast and producing fun engaging content on their platform.

You are probably wondering what is the difference between Douyin and TikTok? In 2017, the apps’ parent company ByteDance brought TikTok’s competitor Musical.ly, merged the two together and became the app we know today. TikTok is the overseas name Douyin uses. ByteDance also owns Jinri Toutiao (今日頭條).

With the sophistication of the Internet environment in Mainland China, where businesses are fully immersed into the online to offline model, it makes perfect sense that Douyin is more e-commerce-focused and brands use it as a sales funnel. On the contrary, TikTok is more entertainment-focused, at least for now. It has plans to be more.

This short video app is gaining momentum globally because it fulfills people’s need for instant gratification in today’s fast-paced world. KOL or influencers who became popular on their platform are producing captivating content and bringing high conversion rate to brands.

Look at popular beauty KOL Austin Li (李佳琦). He is known for his record of selling out thousands of lipsticks in an instance his personal best was 14,000 pieces in a minute. The novel idea of a man reviewing lipstick color live and his comedic ways of reviewing products is why fans love him and why mega beauty brands like Chanel, MAC, Shiseido and Tom Ford love to work with him. When Li says “Oh my god, buy it!” that particular color will sell out.

Well-known hot pot chain Haidilao was able to increase 1,000% ordering on a single dish because they created a live stream video on how to cook that specific meat for hot pot.

Austin Li and Haidilao are selling two very different category of products, yet they both enjoy a high conversion rate because of a strategic usage of Douyin TikTok. There are many more showcases where brands achieved exponential growth within a short period of time regardless of their product. The market is so optimistic, they believe that any product will perform well on the platform.

With ByteDance behind Douyin TikTok using powerful algorithms with machine learning, to aggregate and distribute content, your brand message will be optimized with precise targeting. So rest assured your marketing budget won’t go to waste.

Are you a local brand in Hong Kong with no payment gateway or setup in Mainland China, but keen to enter the market? We can assist and offer advice. Get in touch with us to discover more and learn about our trial package.

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