Short Video Douyin Uses POI to Achieve O2O Conversion

Douyin or Tik Tok just passes 1 billion global downloads. If you want to enter the China market but you have never heard of Douyin, you may miss a good opportunity to promote your products.

Just after the Spring Festival in China, a large number of Douyin’s users rushed into #Watsons’ stores. It was an online-to-offline marketing campaign which created more than 320,000 user-generated short video clips and 1.5 billions playbacks in just 7 days.

Recently, #Douyin (#抖音 or #TikTok outside China) just passes 1 billion global downloads, according to #Reuters.

If you want to enter the China market but you have never heard of Douyin, you may miss a good opportunity to promote your products.

Douyin is a super short videos of everything from make-up tips, selfies to amateur dancing, often set to catchy music and animations.

People generally use it to produce and browse quick-fire short clips.

Its editing functions have tapped into young Chinese users’ preference by adding interesting effects, music themes, filters, animated stickers and more. It’s so addictive that some people even watch mind-numbing clips for an hour without doing anything.

Since its launch in 2016, it quickly went viral among millennials in China. As of January of 2019, Douyin has already reached 250 million daily active users (DAU).

Douyin is not simply a short video app for fun but people are using it to sell products.

I know an #influencer who used a short clip and broadcast to sell a product at Douyin. In one afternoon, he successfully sold 45,000 pieces. In return, he could get RMB8.4 per order as commission so he earned RMB300,000 (USD50,000) in one single day.

Besides big brands, brick and mortar retail stores are also using short videos to increase shop exposure, conduct sales promotion, and acquire new customers.

Douyin has another important feature called #POI with the aim to provide new retail solutions and to achieve online-to-offline conversion (#O2O).

What is a POI?

POI means a point of interest.

According to Wiki,

POI is a specific point location that someone may find useful or interesting.