Chinese Douyin E-commerce: GMV of new products exceeds 100 million yuan in 15 minutes

For a long time, brands have been exploring ways to avoid new product failures and increase the success rate of "breaking through"—a common pain point in the industry. During the product launch phase, low seeding efficiency and imprecise traffic often make it difficult to capture consumer attention. In the explosive growth stage, the lack of refined operational methods hinders the ability to attract high-quality traffic and improve conversion rates effectively.

However, some brands have successfully cracked the code to launching hit products on Douyin E-commerce:

• WonderLab focused on new product gift sets, generating over RMB 15 million in GMV for its new items;

• Xiaomi achieved over RMB 100 million in GMV within just 15 minutes during its new product launch event;

• Disney boosted sales of new products by 478% year-on-year during its anniversary campaign;

• Bosideng, through an interactive live session with celebrity Yang Zi, saw search GMV surge by 3590.6% month-on-month.

Douyin E-commerce has compiled these success stories and introduced a practical four-step methodology: "Pre-launch Buzz, Launch Accelerator, Seeding Hooks, and Full-domain Activation." This approach offers brands a clear "instruction manual" to improve operational efficiency.

WonderLab adopted a "focus on new products, activate omni-channel" strategy. By integrating search to connect content and product display fields, it deployed omni-channel seeding and leveraged mall resources and membership systems to boost conversion, ultimately achieving over RMB 15 million in GMV for its new products.

Xiaomi participated in the "Douyin Mall New Product Day" campaign. Using a "search-driven, omni-channel explosion" strategy, it focused on the entire new product launch cycle, employed precise ad delivery, live stream traffic guidance, and re-engagement of interested users, setting a new record for Android devices with over RMB 100 million GMV in 15 minutes.

Disney implemented a "topic explosion, marketing resonance" strategy. By building momentum around its anniversary celebration, it garnered over 40 million exposures within the platform and optimized search to capture traffic, resulting in a 478% year-on-year increase in sales for new products.

Bosideng executed an "omni-channel linkage, full-domain explosion" approach. By efficiently integrating search, content, and mall features, it capitalized on trending traffic and drove a 3590.6% month-on-month increase in search GMV.

Douyin E-commerce has summarized a series of operational strategies to help brands improve efficiency, providing clear direction for many businesses. Data shows that 46% of brands now prioritize launching new products on Douyin E-commerce, with a new million-RMB product emerging every 10 minutes on average.

In the future, Douyin E-commerce will share more cases from various industries and product types to help brands across different sectors operate more effectively on the platform. With proven methodologies, brands can move away from relying on luck when launching products and achieve more predictable business growth through strategic Douyin marketing.