Chinese Douyin E-commerce Case: Rapid and Stable Volume Growth in Women's Shoes Omnichannel Promotion

Clothing and footwear serve as an outward expression of individuality and personal aesthetics. In this era of personalized consumption, a growing number of young consumers are moving away from blindly chasing major labels and fleeting trends. Instead, they are investing time in thoughtfully combining minimalist accessories to showcase their unique style. This shift in consumer values has created unprecedented opportunities for numerous local brands that prioritize product quality and design, attracting a dedicated following. In this landscape where personality and aesthetics converge, Douyin has emerged as the premier stage for these domestic brands to showcase their appeal.

Take Ame Handmade Women's Shoes as an example. The founder launched the brand from Chengdu, known as the "Capital of Women's Shoes," starting with traditional e-commerce. However, in 2020, the company faced significant challenges with declining sales and mounting inventory, pushing the business into a difficult period. To turn the situation around, beginning in 2021, the founder led the team to pivot their focus towards Douyin marketing, choosing to start from scratch once again. They set an ambitious goal of livestreaming consecutively for 365 days a year.

By 2022, Ame Handmade Women's Shoes was making comprehensive strides on Douyin E-commerce, achieving a GMV growth from zero to breaking the 100 million RMB mark. Their follower count also grew from 1.8 million to 2.37 million, and they secured the top position for repurchase rate in the women's footwear category on Douyin. In 2023, they consolidated this success. By upgrading their marketing tactics and further leveraging multi-account matrix livestreaming, Ame generated over 300 million RMB in sales.

Marketing Goals and Strategy

Within this context, Ame clearly defined its marketing objectives: to drive stable organic traffic to new matrix accounts, foster simultaneous growth in GMV and ROI, enhance the account's audience scaling capabilities, replicate successful models by adding new accounts, and continue expanding product sales and brand influence.

To achieve these goals, Ame Handmade Women's Shoes implemented a series of specific marketing strategies, potentially developed with their China advertising agency partner:

Cold Start Phase:

1. Utilize standard ad plans for rapid scaling, initially testing high-potential creatives through 10-20 standard plans paired with tested素材 (creative assets).

2. Set up omnidirectional plans, increasing the number of creatives at a ratio of 500:1 (daily budget per creative). For example, a 20,000 RMB/day budget = 20,000 / 500 = 40 creatives.

ROI Adjustment & Control:

1. Initially, set the target ROI 20-30% higher than the original baseline.

2. Given the slower traffic scaling efficiency of omnidirectional plans, adjust the target ROI based on performance data after 1-2 days.

3. Increase ad spend for videos with high conversion efficiency, gradually scaling up volume. When ROI completion rates are high, attempt to increase the budget and number of creatives, adding up to 200 videos if necessary.

Results: While maintaining initial ad spend levels, Ame achieved an ROI increase of 1.5 and a 30% growth in GMV.

Conclusion

Through its dedicated efforts on Douyin E-commerce, Ame Handmade Women's Shoes continuously refined its hit product strategy and adjusted its marketing implementation, developing a methodology suited to the footwear industry for "rapidly identifying bestsellers through brand persona and short videos." This serves as a new model for peers in the footwear sector. Their journey is a testament to the rise of personalized consumption and local brands, reflecting the ongoing fusion of fashion and innovation, and demonstrates the power of effective Chinese social media marketing.