The Research on Fast-Moving Consumer Goods Promotion Strategies on the Chinese Short Video Platform Douyin

Abstract

With the surging popularity of the short-video platform Douyin (also known as TikTok), a significant transformation is occurring in the realm of retail. Retailers are increasingly leveraging this platform to promote their fast-moving consumer goods through a range of effective strategies. The underlying importance of this research lies in its potential to facilitate the rapid promotion and substantial increase in sales volume of the fast-moving consumer goods. This study adopts a qualitative research approach, focusing on the utilization of renowned online celebrities to delve into this subject matter. The primary findings shed light on the tactics embraced by famous beauty and skincare online celebrities to captivate a larger customer base. Notable techniques include personally testing products, employing concise and lucid language in their content, and offering enticing rewards to customers. These strategies have proven to be considerably more efficient in promoting their consumer goods. In essence, this research serves as a valuable resource for retailers seeking insights into the effective strategies employed by online celebrities on Douyin. Furthermore, it holds the potential to inform marketing decisions for businesses and enhance the understanding of online celebrities on how to efficiently promote products within the realm of short-video platforms.