How can the home furnishing industry quickly achieve regional store lead growth on Chinese Douyin by starting a live broadcast with zero followers?
Date: 01/04/2026Views: 310
In the current market environment, home furnishing retailers are facing significant challenges due to declining offline foot traffic and consumer spending, which directly impacts the operational performance of store merchants. In response to these challenges, CIMEN quickly adapted by formulating a innovative marketing strategy aimed at driving high-quality lead generation for regional stores through a targeted campaign on Douyin.
Background and Challenges
In recent years, market volatility and the rise of e-commerce have severely impacted traditional home retail spaces. With a noticeable decline in offline consumption, many merchants are experiencing growth stagnation. To restore merchant confidence, CIMEN urgently needed a large-scale marketing campaign to stimulate new growth in offline business.
Business Strategy
- Building a Brand Employee Account Matrix
To better leverage employee resources, CIMEN implemented a strategy centered around a brand employee account matrix. By linking all employee accounts under the official regional store accounts for unified management, the company selected 10 self-operated stores and expanded with 100 employee accounts to conduct professional lead management. This approach resulted in a cohesive and thematically consistent account matrix, enhancing both employee engagement and brand consistency.
- Host PK Competition to Boost Engagement
The campaign was primarily livestream-focused and incorporated a group-based competitive mechanism. Headquarters provided strategic support, while individual stores offered hands-on coaching to ensure high-quality livestream content. Through internal host PK competitions, CIMEN established a comprehensive rewards and incentive system that motivated employees and ensured effective execution.
- Professional Training for Rapid Scaling
To enhance employees’ livestream capabilities and overall campaign effectiveness, CIMEN organized specialized training sessions covering both theoretical and practical aspects of livestreaming. A high-end live studio in Shanghai served as a model for national stores to replicate. Employees were trained to guide merchants in creating short videos and conducting livestreams, thereby strengthening the merchants’ content creation and self-broadcasting abilities. Additionally, the integration of short videos and livestreams became a highlight of CIMEN’s Douyin marketing strategy. By using preview clips to promote upcoming livestreams, they effectively increased exposure and traffic.
Data
The campaign delivered impressive results: over 6,000 employee matrix accounts generated new leads within a single month, and the entire account matrix accumulated more than 20,000 leads over three months. Eight regions even exceeded a thousand leads each. These figures clearly demonstrate the success of CIMEN’s new marketing approach.
Conclusion
CIMEN’s Douyin Advertising campaign achieved remarkable outcomes. By establishing an employee account matrix, implementing host competitions, and providing professional training, the company successfully drove efficient lead growth for its regional stores. This effort not only increased brand awareness and influence but also laid a solid foundation for CIMEN’s future development.
