short video live streaming e-commerce brings new growth, making "encountering good domestic products" a daily routine
2024-09-18
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this year's mid-autumn festival, the mooncake industry once again ushered in a peak sales season, and the online market continued to maintain a strong momentum. data shows that from august 23 to 29, the number of mooncake merchants on douyin e-commerce increased by about 80% year-on-year; since september, well-known domestic brands such as huamei, suzhou daoxiangcun, jinjiu, and guangzhou restaurant have increased by more than 500% month-on-month.
in addition to the growth in the number of merchants and sales of classic brands, what is eye-catching is that in this mid-autumn season, regional specialty mooncakes have also grown rapidly and have been "rediscovered" by the public on douyin e-commerce: shanxi hollow mooncake sales increased by more than 1277% year-on-year, xinjiang specialty milk skin mooncake sales increased by more than 300% year-on-year, pangdonglai's golden pancake sales increased by more than 133% year-on-year, and the popular online durian snow skin mooncake sales increased by more than 90% year-on-year...
as a time-honored chinese brand and a jiangsu province intangible cultural heritage protection unit, suzhou daoxiang village is "old but not old at heart". after 251 years of ups and downs, it is still exploring ways to make its brand younger. this mid-autumn festival, suzhou daoxiang village joined hands with the popular black myth: wukong to make mooncakes with game characters. through cross-border cooperation, product innovation, and e-commerce marketing innovation, the cultural symbol of chinese pastries is closer to young people. the wonderful ideas that collided with traditional culture and modern technology have set off a storm of discussion and a sales boom on douyin. according to reports, during the pre-sale stage, pre-sale orders from online stores and distributors such as e-commerce kept the factory busy even after working overtime. now this co-branded mooncake is the most popular on douyin e-commerce, with sales accounting for 60% of the total.
in addition to time-honored brands that adhere to the tradition and innovate, there are also cutting-edge brands that seize the opportunity and take the lead. this mid-autumn festival, shanxi hollow mooncakes shined on douyin, and local cultural and tourism bureaus also "played with the meme". for a time, almost everyone wanted to taste this "hollow" mooncake. hollow mooncakes are made of baked crust with brown sugar, peanuts, walnuts, etc. they are hollow inside and crispy when eaten. they are the "childhood memories" of many shanxi children. in the past, hollow mooncakes were only sold in shanxi, and basically relied on traditional offline channels. outsiders had never even heard of this intangible cultural heritage of shanxi.
wenxin yupin, a start-up brand in shanxi, followed this round of hot spots and invited 30 to 40 experienced people to ensure the supply of goods. in order to reduce the damage rate during the logistics process, the traditional hollow mooncakes were improved: the mooncakes were reduced to two-thirds of the original area, the skin was slightly thickened, and each mooncake was placed in a small plastic plate and then wrapped in independent plastic packaging. now, wenxin yupin's sales on douyin e-commerce account for 70% of the total sales, which is about six times more than in previous years.
douyin e-commerce has not only brought considerable new growth to the mooncake market, but in recent years, a large number of new and old domestic brands have also gained attention through short videos and live e-commerce, winning more consumers' favor with cost-effective products, and achieving "explosive popularity" to "long-term popularity". the "2024 douyin e-commerce domestic consumption trend data report" released in may this year shows that chinese time-honored brands such as white cat, white rabbit, and warrior have opened up the young people's market on douyin e-commerce, and classic brands such as vitality 28, bee flower, and yumeijing have soared in attention.
short videos and live streaming e-commerce help domestic brands grow. one of the outstanding advantages is that brands can fully communicate and interact with users, continuously update and iterate products based on user feedback, and break through the inherent radiation range of traditional marketing models. for example, yunnan’s time-honored brand pan xiangji entered douyin e-commerce in 2021, stimulated interest through short videos and live streaming, and sold salty mooncakes to the northeast, allowing ham mooncakes and flower cakes to go all over the country. in order to make the products younger and more innovative, pan xiangji pays attention to the preferences and needs of young consumers, and has launched new products such as small-packaged, low-weight "tasting" flower cakes, five-black flower cakes that focus on health, and goose oil flower cakes that do not contain trans fatty acids.
domestic products are taking off, and it is now. short videos and live e-commerce have helped domestic products expand their business to a higher level, allowing consumers to enjoy more domestic products during traditional festivals such as the mid-autumn festival and the spring festival, making it a daily routine for consumers to "encounter good domestic products", and also giving us greater hope for the high-quality development of china's domestic economy and platform economy.
