How can whole-house customization businesses achieve business growth through Chinese Douyin advertising?

Sheshangshe Whole Home Customization Factory has built its brand on being a source factory offering great value. However, catering to a niche audience, we were acutely aware of the challenges of breaking through in the competitive online home furnishing space.

Through in-depth research and experimentation, we achieved a significant breakthrough in our Douyin Advertising strategy. We successfully overcame audience reach challenges, substantially increased lead generation, reduced costs, and propelled Sheshangshe's business growth.

Highlight 1: Content is King – Authentic Storytelling Reshapes Perceptions

We understand the power of content in the custom furniture industry. We focused on showcasing the real factory production process, using video to capture every detail and product USP. This not only highlighted product quality and factory capability but also broke industry stereotypes by featuring aesthetically pleasing protagonists. After capturing leads, we maintained friendly, peer-like communication, enhancing customer stickiness and successfully driving conversions.

Highlight 2: Tool-Driven Efficiency – Building a Private Domain to Retain Users

We fostered an excellent private communication channel and active community atmosphere through timely DM responses, optimized profile homepage design, and active fan group interactions. Within these private domains, we implemented various interactive cards and components, significantly boosting exposure and lead capture. This enhanced the user experience and laid a solid foundation for brand building.

Highlight 3: Matrix Expansion – Multi-Account Operation Amplifies Results

Moving beyond single-account management, we built a matrix of 18 interconnected accounts. By testing different IP styles and content formats, we catered to diverse user content preferences. This multi-account strategy broke down traffic barriers and allowed for batch production of assets (profile headers, avatars, etc.), massively expanding brand influence. Compared to a single account, our follower growth rate increased 60x, successfully disrupting traditional industry approaches.

Data & Results: Quantifying the Success of our Ad Strategy

Using the Douyin account matrix as our primary online channel, we garnered over 150,000 new followers across all accounts within six months. This data is a testament to the strategy's success and the brand's strength. The matrix approach reduced the time and cost required to gain traction. Single accounts achieved up to 17.36 million views with an impressive 7% interaction rate.

Our cost per lead (CPL) averaged around RMB 10, less than 20% of the industry average. The effective cost per acquired customer was approximately RMB 100, also below market rates, further underscoring the high efficiency of our Douyin marketing strategy.

Core Tactic: DOU+投放 (DOU+投放) for Engagement & Growth

Our primary objectives for Douyin Ads were likes, comments, and follower growth, with direct messages (DMs) as a secondary goal. With individual video campaign budgets of RMB 100-300, we utilized platforms like巨量算数 (Juliang Arithmetic),抖音热点宝 (Douyin Hot Spot Treasure), and巨量创意 (Juliang Creative) to identify interest-based keywords. This enabled precise, interest-targeted campaigns with fewer, higher-performing ad sets. This strategy ensured a high quantity and quality of leads with exceptional cost-effectiveness.