How effective is live streaming promotion in the maternal and infant industry on Chinese Douyin?

With the noticeable shift in consumer habits towards online platforms, interest-based e-commerce platforms like Douyin (China’s TikTok) are playing an increasingly prominent role in the maternal and child care industry. During the 2023 618 Grand Promotion, numerous maternal and child brands achieved remarkable growth on Douyin through clever marketing strategies and the integration of brand building and sales conversion. This article delves into several success cases and analyzes the effectiveness of Douyin live streaming in promoting the maternal and child care sector.

1. Integration of Brand and Performance Drives Business and Visibility: The Success of Bademe

German maternal and infant skincare brand Bademe collaborated with several well-known maternal and child influencers for live streaming promotions during the 618 period. They fully leveraged Douyin's FeedLive platform and live stream heating tools, alongside a multi-product linked投放 strategy via Qianchuan, to achieve significant growth in both traffic and sales. Their tactics included:

• Pre-launch Hype and Efficient Content Delivery: Multiple预热 videos were released in advance to build anticipation among followers. The live stream content was closely aligned with these videos, maintaining continuous user engagement.

• Combined Brand-Performance Investment Strategy: By utilizing FeedLive’s heating功能 and Qianchuan’s multi-product linked投放, they enhanced the conversion efficiency of their live streams. Additionally, the introduction of high-value gift bags and limited-time 9.9 RMB flash sales further boosted member participation and brand loyalty.

These initiatives not only improved the interactive user experience but also significantly increased both viewer retention and conversion rates, leading to impressive sales results for Bademe.

2. Celebrity Endorsement and Super Brand Day: The Success Story of Kangaroo Mommy

As a representative brand in maternal and child care products, Kangaroo Mommy once again partnered with celebrity endorser Tian Liang during the 618 promotion. Using powerful traffic tools such as Douyin开屏 ads and Grassplanting BigDay magnetic stickers, the brand successfully launched a celebrity-themed live stream, achieving over one million RMB in sales in the first session alone.

• Impact of Celebrity Endorsement: Tian Liang’s influence and appeal on Douyin significantly drove product exposure and sales. The high engagement rate of种草 videos further enhanced product recognition and purchase intent.

• Cross-Platform Collaboration and Traffic Strategy: Through Douyin开屏 ads and BigDay magnetic stickers, the brand effectively directed user attention to its activities, greatly increasing both participation and sales.

3. Major Event Marketing and IP Collaboration: A Holistic Approach by Feihe

As a leading brand in the infant formula industry, Feihe strengthened its leadership on Douyin through multiple successful large-scale events and IP collaborations. Their strategies included:

• Feihe 528 Baby Day: By integrating StarMap IP and science-based educational messaging, Feihe created the "Feihe 528 Baby Day," which garnered widespread user attention and participation on Douyin.

• Cross-Industry Collaborations and Live Stream Co-Branding: Leveraging popular IPs such as "Nailong" (a trending animated character), Feihe incorporated themed live stream layouts and limited-edition gift boxes, effectively aligning with festival themes and consumer interests. This further elevated brand awareness and sales performance.

Conclusion

The above case studies demonstrate that live streaming promotions on Douyin are highly effective for brand marketing in the maternal and child industry. Through strategies such as celebrity endorsements, Super Brand Day activities, large-scale event marketing, and cross-industry collaborations, brands have successfully attracted massive user engagement and driven substantial sales growth and market share expansion.in, contact us to discuss your strategy.