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Abstract: According to the report, in the first half of 2024, the number of images, texts and videos on Douyin will double. Users' enthusiasm for discovering and sharing good things has increased, especially in the areas of on-the-go photography, cute pets, and parent-child content. Quality content is still key to attracting users. For creators, grasping these hot topics can not only quickly accumulate followers, but also effectively enhance the value of their personal brand.
In the field of e-commerce, Douyin's performance in the first half of the year was remarkable. The sales of commodity cards increased by 153.6% over the same period last year, becoming an important force to promote the development of the e-commerce market. Especially in categories such as clothing and underwear, smart home, jewelry, and cultural toys, the usage rate and sales of commodity cards are among the best. The sales growth of medical and health care and sports and outdoor categories is particularly significant, becoming a new blue ocean in the market.
Among the newly registered creators, the proportion of creators who are mainly in the lifestyle industry is relatively high, while the number of creators in the education industry is small, but the number of followers is growing rapidly. Knowledge sharing content has huge potential for growth. The dissemination of intangible cultural heritage has also become a major highlight. Through short videos and live broadcasts, traditional culture has been rejuvenated and attracted the attention of a large number of young users. This not only helps to protect and inherit traditional culture, but also provides new ideas for brand marketing.
Through micro-films, short dramas and other forms, brands can quickly establish emotional resonance with consumers, thereby enhancing brand influence and user stickiness. This type of emotional marketing is becoming more and more common because of its ability to reach the deep emotional needs of consumers and make the brand story more engaging.
The new trend of cultural and tourism integration is outstanding, especially in East China, where the consumption of cultural and tourism content is leading. The official accounts of cultural tourism in various places attract tourists through innovative content forms and inject new vitality into the development of local tourism economy. This combination of local characteristics and cultural connotations of content creation has brought tangible benefits to the local economy.
The abundance of game-related content and the e-commerce of game live streaming have brought new business models and profit possibilities to the game industry. The rise of virtual recharge has opened up new revenue channels for game manufacturers. This is undoubtedly a major positive for the game industry.
Douyin e-commerce's industrial belt plan goes deep into the source of good things, and realizes the co-increase of product sales through special theme activities, which enhances the price competitiveness of the platform. Douyin Global Shopping has doubled its growth in categories such as personal care, home cleaning, beauty, and maternal and infant pets.
Douyin's accelerated deployment in the field of group buying and instant retail has brought new growth points to local life services and provided more sales channels for merchants.
Excerpts from the report are set out below
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