Juliang Bendi Tui, how can Chinese Douyin advertising help beauty stores break through 1.57 million GMV?

In China's competitive beauty industry, where standing out is increasingly challenging, merchant customer acquisition strategies are constantly evolving. Douyin Advertising has emerged as a highly focused new channel, offering businesses a powerful alternative for growth. Established in 2013, Melicorn, a beauty brand embracing concepts of "Natural, Simple, Fresh," has flourished over ten years, expanding to nearly 1000 franchise stores nationwide, with 361 claimed online. To drive further growth, Melicorn urgently needed to tap into online traffic to attract more customers to its physical stores.

To achieve this, Melicorn adeptly utilized Jùliàng Local Push (a China advertising agency service for localized Douyin promotion). They employed a dual-strategy of short-video and live-stream commerce. Initially, they optimized short-video content for precise traffic generation, effectively building their potential customer pool. Subsequently, they leveraged live streams to synergize online and offline channels, successfully increasing their online claimed stores from over 200 to more than 360.

1. Dual-Channel Synergy: Combining Short-Video & Live Streams for Maximum GMV Efficiency

For brands, adopting a combined short-video and live-stream approach is highly effective for customer acquisition. However, managing both simultaneously involves significant cost pressures. Here, Jùliàng Local Push provided Melicorn with a successful solution.

Content quality is paramount for video reach. Melicorn refined its video assets by analyzing past performance, adjusting content direction towards creating beauty knowledge topics relevant to its target audience, which attracted substantial user interest. Strong short-video performance not only built their traffic pool but also reinforced brand value in users' minds.

Utilizing Jùliàng Local Push's [PC Managed Package], Melicorn operated its short-video channel cost-effectively, enhancing brand image, increasing product exposure, and driving sales growth. As traffic grew, they used the [Omni-Promotion] product, leveraging live-stream commerce to bridge online and offline worlds, bringing more users to stores. This integrated approach allowed Melicorn to acquire customers more efficiently, ultimately maximizing GMV.

2. Intelligent Ad Delivery Saves Manpower, Boosts Efficiency

For its inaugural combined short-video and live-stream campaign on Douyin, Melicorn's own optimizations, paired with Jùliàng Local Push's precise投放策略 (delivery strategy), ensured highly efficient dual-channel conversion, laying a solid foundation for success.

Intelligent management and automated optimization were key. Daily short-video operations were handled efficiently via ‘Smart Hosting,’ saving significant manpower and effort from posting to comment management and private message responses, ensuring sustained account operation. The ‘Automated Optimization’ feature analyzed account performance data, suggesting adjustments to posting times and content for maximum impact. For exploring both paid and organic reach, ‘Ad Traffic’ quickly boosted viewer numbers at live-stream start, while ‘Natural Traffic Omni-Exploration’ via Jùliàng Local Push offered flexible efficiency gains to leverage organic reach.

During live streams, ‘Preferred Videos’ – system-selected content with high conversion potential – were targeted precisely at potential users, boosting purchase intent and confidence. Furthermore, seamless ‘Product Purchasing,’ a robust rating system, and reliable after-sales service enhanced the shopping experience and user satisfaction, adding significant value to the brand.

Through strategic Douyin marketing with Jùliàng Local Push, Melicorn successfully implemented its dual-channel model. This strategy amplified online brand exposure, captured audience attention, and efficiently converted traffic, achieving a breakthrough of over 1.57 million RMB in monthly GMV, with a verified payment amount exceeding 720,000 RMB, opening a new chapter for the brand's presence on this vital new channel.