--- title: "Behind the 60% Growth of Douyin's FMCG Market: How Can Small and Medium Brands Break Through?" description: "The same beauty product sells out instantly in a Douyin livestream but performs poorly on traditional e-commerce platforms. The '2025 Ocean Engine FMCG Industry White Paper' reveals that Douyin's FMCG market is booming with a 60% growth rate, yet nearly 80% of small and medium brands struggle to survive. This reflects deep changes in consumption scenarios, user needs, and marketing models." author: "专注消费的" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2025-02-22" language: "en" canonical: "https://xinjignxiao.com/en/articles/behind-the-60-growth-of-douyin-s-fmcg-market-how-can-small-and-medium-br-602d0278/" markdown: "https://xinjignxiao.com/en/articles/behind-the-60-growth-of-douyin-s-fmcg-market-how-can-small-and-medium-br-602d0278.md" original_source: "https://mp.weixin.qq.com/s/hrMH1YkNkTFcW077hCz54Q" translation: "https://xinjignxiao.com/zh/articles/%E6%8A%96%E9%9F%B3%E6%97%A5%E5%8C%96%E5%B8%82%E5%9C%BA-60-%E5%A2%9E%E9%95%BF%E8%83%8C%E5%90%8E-%E4%B8%AD%E5%B0%8F%E5%93%81%E7%89%8C%E5%A6%82%E4%BD%95%E7%A0%B4%E5%B1%80-602d0278.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/behind-the-60-growth-of-douyin-s-fmcg-market-how-can-small-and-medium-br-602d0278/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # Behind the 60% Growth of Douyin's FMCG Market: How Can Small and Medium Brands Break Through? > The same beauty product sells out instantly in a Douyin livestream but performs poorly on traditional e-commerce platforms. The '2025 Ocean Engine FMCG Industry White Paper' reveals that Douyin's FMCG market is booming with a 60% growth rate, yet nearly 80% of small and medium brands struggle to survive. This reflects deep changes in consumption scenarios, user needs, and marketing models. The same beauty product sells out instantly in a Douyin livestream but performs poorly on traditional e-commerce platforms. The '2025 Ocean Engine FMCG Industry White Paper' provides the answer. Douyin's FMCG market is booming, with a growth rate of 60%, but at the same time, nearly 80% of small and medium brands are struggling to survive in fierce competition. Behind this are profound changes in consumption scenarios, user needs, and marketing models. **Industry Landscape: Douyin's Ecosystem Reshapes the FMCG Competitive Landscape** **1. Douyin Becomes the Core Growth Engine for the FMCG Industry** **(1) Market Growth and Sales Seasons** Douyin's FMCG market has matured alongside the platform's commercialization capabilities, with monthly business scale exceeding 10 billion yuan in 2024. Sales peak during seasonal transitions and mid-year and year-end promotions. From May to June, as summer approaches, demand for personal hygiene and household cleaning rises; from August to November, covering the autumn-winter transition, consumers update daily chemical products, and promotions like 618 and Double 11 stimulate sales growth. Data source: Ocean Engine **(2) Fluctuations in Sub-category Demand** In personal care, different categories show seasonal and specific monthly demand variations. For example, sanitary napkins/private care products see significant boosts during Spring Festival promotions; oral care and body cleansing demand remains stable; hair dyeing/perms and hair styling products see rising demand early in the year; shampoo and conditioner products peak in early year and summer; body care products see increased demand in early and late year. In the household cleaning market, household environment cleaners see high demand early in the year due to spring cleaning; paper products/wet wipes have stable demand; laundry detergents/fabric care products see rising demand in early and late year; insect repellent products see significant demand increases in summer. Data source: Ocean Engine **2. Content Marketing Becomes the Decisive Factor** **(1) Brand and Store Development Trends** Douyin's FMCG market features a diverse brand landscape, with local traditional, emerging, international, and supply chain brands competing together. Local traditional brands are actively undergoing digital transformation and growing rapidly; local emerging brands leverage their understanding of niche markets and Douyin's user base to achieve leapfrog development; international brands emphasize localization; supply chain brands are numerous and need to adjust product lines and use content marketing to expand their share. Image source: Ocean Engine In terms of store types, flagship stores have strong influence and competitiveness, contributing most of the GMV; instant retail, though few in number, is growing rapidly; individual stores and distributors are numerous with steady growth. Image source: Ocean Engine **(2) Product Features and Market Positioning** Douyin's FMCG categories are rich, and based on advantage rate and business growth, they can be divided into advantage markets, mature markets, niche markets, and high-potential markets. Each sub-category adopts different strategies based on market characteristics. For example, advantage markets focus on product innovation and brand building; mature markets optimize packaging and product portfolios; niche markets invest resources to meet upgrading demands; high-potential markets explore scenario-based needs and innovative products. For instance, sanitary napkins/private care, as an advantage market, expand through product innovation, portfolio optimization, and promotion; hair dyeing/perms and hair styling, as high-potential markets, seize consumers' upgrading needs and explore new scenarios. Image source: Ocean Engine **(3) Marketing Selling Points** 'Official genuine products' and 'portability' are important selling points that attract consumers, reflecting their demand for brand authenticity and convenience. Among new products, selling points like 'biotechnology' and 'high-quality domestic products' stand out, indicating consumer recognition of technological content and domestic goods. **2. Content Ecosystem** **(1) Marketing Content and Promotion Effectiveness** In 2024, FMCG brands produced rich marketing content on Douyin, with substantial video volumes and views. During new product launches and pre-promotion periods, marketing content views peak, attracting significant user attention and clicks. During promotions in May-June and October, marketing content conversions increase significantly, and click-through conversion rates improve notably from mid-year to year-end. Image source: Ocean Engine **(2) Content Types and Appeal** Douyin offers diverse content types. Life snapshot videos are the most numerous and growing; entertainment and celebrity-related content is growing rapidly. Drama-style videos have the highest views and perform well in interaction and completion rates. Different video types have advantages in attracting clicks and searches; for example, celebrity and fitness videos have high click-through rates, while fashion and drama videos stimulate search behavior. Image source: Ocean Engine **(3) Livestream Content and Channel Potential** Douyin FMCG product livestreams attract consumers through the sheer number of livestream rooms, which stabilize and grow after early-year fluctuations. Influencer livestreams and store self-broadcasts each have value: influencer livestreams reach fans, while store self-broadcasts are key to long-term operations, with account numbers growing significantly early in the year and maintaining high growth rates after the Spring Festival. Image source: Ocean Engine ## **Consumer Trends:** ## **Hierarchical, Rational, and Circle-Divided** **1. Deepening Consumption Hierarchy, 'Honeycomb' Demand** **(1) Significant Scale Growth** Douyin's FMCG consumer base exceeds 200 million and grows rapidly each month, driven by factors such as the Spring Festival period, summer, mid-year and year-end promotions, and new product launches. Image source: Ocean Engine **(2) Brand Preference Differentiation** Consumption hierarchy and changing attitudes lead to significant differences in consumer choices of FMCG brands. Traditional domestic brands are favored for their market foundation and trust; international brands attract consumers with quality products and brand appeal; local emerging brands occupy the market with innovative products and concepts; supply chain brands win share with high cost-performance. Preferences vary across categories; for example, supply chain brands are popular in paper products and household environment cleaners, while local emerging brands excel in oral care and body care. Image source: Ocean Engine **2. Purchase Decision Factors** **(1) Key Decision Factors** When purchasing FMCG products, consumers prioritize product effectiveness, ingredients/materials, and price. Different sub-categories have slightly different focuses; for example, shampoo and oral care care more about effectiveness, while price is more important for paper products. Additionally, factors such as ingredient characteristics, effect scenarios, mode preferences, brand origin, and product style influence purchase behavior. **(2) Decision Factor Analysis** Consumers have clear requirements for ingredient characteristics, favoring products with natural organic or tech-researched ingredients. In terms of effect scenarios, some consumers prefer multi-effect products to solve multiple needs at once, while others prefer single-effect products, believing they are more professional. Image source: Kantar Consumer Data, Ocean Engine FMCG Consumer Quantitative Research When selecting FMCG products, consumers focus on product efficacy and applicable scenarios. Nearly 30% of consumers prefer multi-effect FMCG products; among those, 68% choose them because they meet multiple needs at once, and 51% value the convenience and the idea of saving space and pursuing a minimalist lifestyle. Meanwhile, about 46% of consumers prefer single-effect FMCG products. Among this group, 69% believe these products are more professional in achieving specific effects and more reassuring; others feel that choosing different single-effect products adds shopping fun and opportunities to try new products. Image source: Kantar Consumer Data, Ocean Engine FMCG Consumer Quantitative Research In terms of purchasing modes, 57% of consumers prefer trial purchases, seeking experience and novelty; 23% prefer stockpiling, valuing convenience and cost-effectiveness. Regarding brand origin, 44% of consumers favor domestic FMCG brands, 24% only choose imported brands, and 26% do not distinguish much. In terms of product style, consumers value appearance, fragrance, and the lifestyle conveyed by the brand, with most choosing products that enhance social image and bring personal enjoyment. Image source: Kantar Consumer Data, Ocean Engine FMCG Consumer Quantitative Research ## **Summary** Douyin, with its unique content ecosystem and algorithmic recommendation mechanism, has broken the traditional e-commerce traffic pattern, allowing consumers to access products more intuitively and conveniently. Small and medium brands face difficulties due to a lack of understanding and application of new platform rules, as well as insufficient investment in product differentiation and brand building. **【New Order · Symbiosis】** **The 10th China FMCG Innovation Conference** **Time: March 17-19, 2025** **Location: Chengdu, China** --- ## Copyright and AI use This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL. Contact: zhaobo258@gmail.com · +86 158 5481 7671