How can daily chemical brands carry out marketing and promotion on Chinese Douyin e-commerce?

KONO, an emerging hair care brand established in 2018, has always been committed to becoming a leading domestic professional salon-grade hair care brand. Since 2019, KONO has partnered with ByteDance’s advertising platform, Ocean Engine, and through three years of relentless effort, emerged as a dark horse in the industry. It steadily secured the top position in Douyin's hair care product sales rankings and achieved 300% growth across all channels in 2022.

This success highlights KONO’s keen market insight and highly effective brand operations, as well as the instrumental role of Ocean Engine in driving brand development. Looking ahead, KONO aims to continue leveraging the power of Ocean Engine to further expand its omni-channel business, deepen its presence in the hair care industry, and consistently build brand equity.

Douyin Strategy: Expand Market Share and Enhance Brand Image

KONO will focus on the Douyin platform, utilizing its unique features and massive user base to break through user segments with diverse content and products. Simultaneously, it will strengthen brand endorsements to elevate brand image and perception.

Marketing Perspective:

1. Content Creation and Conversion:

KONO fully leverages top influencers on Douyin and collaborates with official content and service stores to improve conversion rates. The use of celebrity-edited materials further enhances brand image.

2. Livestream Marketing:

Prior to livestreams, KONO prepares necessary infrastructure and aligns with e-commerce node events to create promotional festivals. By inviting influencers to participate in livestreams and designing year-round large and small-scale scenarios, KONO continuously breaks its own livestream sales records. The use of smart coupons also improves the efficiency of livestream campaigns.

3. Douyin Mall Promotion:

KONO amplifies its link influence to climb industry rankings, maintains stable product pricing, and continuously optimizes the "Guess You Like" feature. Additionally, it employs celebrity seeding strategies to stimulate passive searches and uses e-commerce-specific features to attract active searches. The brand also actively tests Douyin search ads and new products to achieve long-term positive ROI.

Operational Perspective:

1. Seeding Empowers Precision Marketing:

KONO combines hard advertisements and celebrity promotions with varied formats and content to achieve efficient market expansion. This strategy facilitates collaboration with precision marketing platforms, driving both sales volume and operational efficiency.

2. Livestream Investment:

Relying on precision marketing livestream platforms, KONO grew from scratch to achieve a monthly GMV exceeding 30 million yuan, ranking first in its category.

3. Celebrity Promotions:

Through collaborations with celebrities and strategic placement in top trending content, KONO successfully claimed the top spot on the hot list, achieving significant brand exposure and breaking into new user circles.

4. Brand Hard Ads:

KONO uses brand hard ads to reach a broader user base and enhance brand favorability. Experiments with TopView ads have further improved new user acquisition efficiency.

5. IP Collaborations:

Aligning with major platform promotions and its own brand planning, KONO partners with IPs across various fields, such as the Douyin 818 Discover Good Things Festival · Good Things Awards, helping the brand achieve a GMV breakthrough of 100 million yuan.

Through these strategies and executions, KONO has not only achieved remarkable results on the Douyin platform but also established a strong brand image within the industry, laying a solid foundation for future growth.