Is promoting in Chinese Douyin live streams useful? Of course, take a look at this case!

Luxihe Taosu's Decade Celebration: A Masterclass in Douyin Marketing

Luxihe Taosu, a hallmark Chinese baking brand from Jiangxi renowned for its exquisite traditional pastries and preservation of ancient techniques, recently celebrated its 10th anniversary. Moving beyond a conventional celebration, Luxihe partnered with massive local promotion tools to orchestrate an unprecedented "immersive birthday gala" on Douyin Life Services. This groundbreaking campaign set multiple records within Douyin's baking industry segment, showcasing the power of innovative Douyin marketing.

Strategic Innovation

The triumph of this event was no accident; it was rooted in profound strategic insight and innovative execution. Staying true to its ethos of "preserving ancient methods and promoting traditional pastry culture," Luxihe integrated intangible cultural heritage (ICH) performances into its live stream. Dynamic multi-scene transitions ("sea, land, and air") created a captivating audiovisual experience, immersing viewers. Strategic adjustments to the live stream product lineup further boosted sales conversions, transforming passive viewers into active participants and consumers.

Execution Strategy

To precisely reach its target demographic, Luxihe conducted a deep analysis of its brand audience, leveraging the precise targeting capabilities of its promotion platform. Campaigns were bundled and launched based on product type, industry trends, competitor analysis, and scenario, significantly enhancing exposure. Product strategy was also key; optimizing the product mix and implementing flexible promotional mechanisms encouraged user engagement and conversion. Pre-bundling and strategic positioning of higher average-order-value items laid a solid foundation for the event's commercial success, a tactic often managed by a specialized China advertising agency.

Content Creativity

Content-wise, Luxihe cleverly leveraged traditional Chinese culture. Performances like ICH demonstrations and Guo Feng (国风) fashion shows, combined with seamless outdoor scene switches, not only ignited the live stream atmosphere but also effectively communicated the brand's core values. Diverse hosts engaged in creative sales pitches, adding fun and vitality. Meticulously designed costumes and IP mascots, aligned with the brand's identity, made interactions more attractive, successfully prolonging user dwell time—a core goal of effective Chinese social media marketing.

Omnichannel Exposure

Finally, Luxihe achieved omnichannel exposure through a combination of hit promotional videos and clipped highlights. Pre-live streaming videos drove traffic, while continuous postings of video clips during the broadcast sustained user interest and pulled audiences into the live stream, amplifying overall reach. By utilizing differentiated campaign setups through its promotion platform, Luxihe successfully merged brand building with sales performance (品效合一). This approach not only drove substantial sales but also significantly elevated brand awareness and influence, cementing its position as a leader in Douyin's baking category—a prime example of successful advertising on Douyin.

Conclusion

Luxihe Taosu's 10th-anniversary celebration was more than a retrospective; it was a launchpad for the future. With strategic promotional support, the brand achieved its business objectives while delivering a rich, value-packed experience to consumers, setting a new benchmark for the Chinese baking industry. We anticipate even greater achievements for Luxihe Taosu as it continues its mission to preserve and innovate within traditional pastry culture.