Outstanding Female Creators Active in Douyin E-commerce
In 2021, daily active users exceeded 600 million, and there is no doubt that Douyin has become an indispensable app in many people's lives. On the Douyin platform, you may have noticed that, at some point, you started seeing more and more high-quality content created by female creators. This subtle change is hard to perceive directly; only by looking back at Douyin content from a few years ago do you realize how significant the change has been.
If you have a strong interest in traditional Chinese jade carving, you will likely come across videos by @苏然玉雕 (Su Ran Jade Carving), a female creator. Su Ran, a master of Chinese jade carving, unlike her previous teaching at the Beijing Jade Factory School, now shares jade knowledge in her Douyin live streams with jade enthusiasts she has never met and may never meet.
If you have a 'little monster' at home and are worried about your child's education, you can find @主持人周洲 (Host Zhou Zhou) on Douyin, who basically has the right answers. As a former senior host of CCTV Children's Channel, Zhou Zhou resigned and now promotes scientific child education concepts and knowledge to the public on Douyin. Adhering to the philosophy of 'giving children better parents,' her live stream has recommended and sold over 10 million books in a year.
If you are tired of the monotonous hustle and bustle of city life and yearn for the vast skies and light clouds of the Qinghai-Tibet Plateau, though your body cannot go there, your heart longs for it, then you should definitely follow @漠里姐姐-牛梦琳 (Sister Moli - Niu Menglin). As a post-90s girl, Niu Menglin bravely left the city and returned to her family's farm on the Qinghai-Tibet Plateau. In her videos, you can see the magnificent scenery where grasslands and deserts interweave, and you can also taste the red and black goji berries from her farm, as well as the plateau honey from her hometown. From this perspective, isn't this post-90s girl helping you realize your unfulfilled pastoral dream?
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Today, there are many more female creators like @苏然玉雕, @主持人周洲, and @漠里姐姐-牛梦琳 active on Douyin e-commerce.
They seem to exist in a parallel world that transcends physical distance. On Douyin e-commerce, they share their daily lives, showcase their skills and heritage, and recommend and sell their unique products to millions of fans through videos and live streams. More and more female professionals are shining with feminine brilliance here, living out extraordinary lives that were hard to imagine in the past.
Why can they create such wonderful content on Douyin e-commerce? Why can countless users who love them see them, recognize them, and ultimately adore them? What development mechanisms and environmental ecology lie behind this?
Interest E-commerce: Walking with High-Quality Sellers
'Interest e-commerce' is a distinctive e-commerce model developed on Douyin. Adhering to its philosophy of 'making a better life within reach,' Douyin e-commerce has focused on connecting users with a 'better life' since its inception. Creators, as producers of short videos and live stream content, connect the platform, users, and merchants, and are a core part of the Douyin e-commerce ecosystem. Looking at the recent development and changes in Douyin e-commerce, every step is related to strengthening and enhancing creator capabilities.
In 2021, Douyin e-commerce launched the 'DREAM UP Plan' to empower and safeguard creators' careers from dimensions such as capability, products, and promotion, helping them grow faster on the platform.
Douyin e-commerce insists that creators have unique and irreplaceable value, and with the platform's support, the future direction of creators is becoming more and more professional. Douyin e-commerce keenly identified this trend and launched a support plan for creators centered on 'professionalism.' In the future, it will continue to remind consumers of the shopping experience on the Douyin platform while also giving creators better and more sustainable creative returns.
At the beginning of 2022, Douyin e-commerce launched the long-term project 'Finding Companions' (寻找同行者), dedicated to discovering high-quality creators and merchants, and through various support plans, helping creators achieve more long-term development on the platform. Notably, to support the development of female creators, Douyin e-commerce also set up a special long-term project called 'Walk with Her' (与她同行) within 'Finding Companions.' During different festivals and activity projects, the platform specifically plans corresponding activities and zones for female creators, giving them more opportunities to be seen and discovered.
As more and more women choose interest-based shopping, Douyin e-commerce also continues to pay attention to the development of female professionals. Women from various regions and fields, including new farmers, returning entrepreneurs, TV hosts, and intangible cultural heritage artisans, have achieved entrepreneurship through the platform and driven employment for more people.
During the 2022 'Douyin 38 Festival,' thanks to the 'Finding Companions · Walk with Her' project, the number of female creators on Douyin e-commerce increased by 359.6% year-on-year.
It is precisely Douyin e-commerce's emphasis on creators in its ecosystem that lays the foundation for their continuous development; and because of Douyin e-commerce's attention and support for female creators, the phenomenon of female creators blooming like a thousand flowers has emerged.
Douyin 38 Festival: The Stage for 'Her Power'
Taking the recently concluded 2022 'Douyin 38 Festival' as an example, let's look at what special actions Douyin e-commerce took. During the 11-day 'Douyin 38 Festival' from February 26 to March 8, Douyin e-commerce specially set up a themed zone called 'Encounter Her Power' (遇见她力量). This zone connected quality merchants, outstanding female creators, and users, meeting users' quality shopping needs while conveying the warm power of female professionals among book creators, skilled artisans, and new farmers.
Throughout the 'Douyin 38 Festival,' Douyin e-commerce also highlighted different female creators' short videos and live streams every day, giving them more opportunities to be seen and followed, and supporting their entrepreneurial development.
More importantly, the 'Finding Companions · Walk with Her' project is not a short-term support action by Douyin e-commerce but a long-term support plan that will continue to be implemented in future platform activities.
On March 10, the 'Douyin 38 Festival' data report was released. The report showed that interest e-commerce has become a new choice for female consumers. During the event, the number of female consumers increased by 115.6% year-on-year.
From February 26 to March 8, the '38 Festival' zone on Douyin e-commerce saw 24.7 billion live stream views, 2.6 billion live comments, and 700 million live interactions. Women understand women better. In the 'Encounter Her Power' zone, female creators' recommendations were particularly welcomed by female consumers. Sales of beauty, books, agricultural products, sports, and nourishing products all grew several times over.
In the beauty category, the top three bestsellers were Chando's water, lotion, cream, and essence set, Florasis's sunscreen, and Proya's firming skincare set.
In the sports and nourishing categories, the number of female consumers more than doubled. The number of female consumers of sports products increased by 326% year-on-year; the number of female consumers of nourishing products increased by 311% year-on-year.
In the agricultural specialty category, Sichuan Pāpā Orange became the favorite agricultural specialty among women. Other agricultural products such as Northeast barbecue seasoning, Shaanxi sandy tomato, Guangxi Orah, and Liancheng peeled sweet potato dried strips also sold well.
In the book category, the amount spent by female consumers on live stream book purchases increased by 70.6% year-on-year. In the 'Encounter Her Power' zone, books such as 'Sugar-Free Life,' 'A Room of One's Own,' and 'Her World: A Unique Female Spiritual Growth Guide' sold well.
Women are gentle and strong. They understand life, know how to consume, love beauty, and also have passion, drive, and determination. Through continuous efforts and evolution, Douyin e-commerce continues to empower and support female creators on the platform, opening up different lives for them. Today, more and more female creators are joining and becoming increasingly active on the Douyin platform, and Douyin e-commerce is becoming a business that many female creators can operate, sustain, and devote themselves to wholeheartedly.
Are you 'watching' me?