Douyin, China’s version of TikTok, has become an unignorable force in e-commerce, challenging major platforms like Tmall. From 2022 to 2023, Douyin saw a remarkable 61% growth in athleisure sales, generating $2.2 billion in net sales in 2023, putting it on a par with Tmall.
Douyin’s unique ability to foster communities through short-form videos, live streaming, influencer marketing, and interactive user-generated content (UGC) has revolutionised brand strategies in China. More than just a social platform, Douyin excels at converting viewers into buyers by building tight-knit communities through active engagement.
| Key takeaway: Community plays a vital role in Chinese consumer culture.
As of February 2024, Douyin had 755 million monthly active users in China, with 35% of them aged between 18 and 24, spanning across China, including lower-tier cities. This young, active, and affluent user base makes Douyin a prime channel for athleisure brands looking to engage with the right target audience.
Image: A breakdown of athleisure wear sales by platform in China from 2021 to 2023
Data from our China Athleisure Wear: H1 2024 E-Commerce Sales Report
Though still a relatively new choice for many brands, Douyin presents huge opportunities. For instance, while Lululemon opened its Douyin account in 2020, the brand only officially launched its flagship store on the platform in January 2024 as part of its strategy to expand into lower-tier cities. To mark the opening, Lululemon introduced a New Year limited series and continued to release new products almost daily, sometimes even ahead of its Tmall flagship store. By H1 2024, Lululemon’s athleisure sales on Douyin had already reached $9 million.
Image via Lululemon: Lululemon 2024 New Year limited series
While Tmall remains the leader in premium e-commerce, Douyin is swiftly gaining ground. According to the 2023 Douyin Luxury Industry Report, 73% of Chinese luxury consumers use the platform. These consumers seek celebrity endorsements, trending content, and slow-paced, informative live streams, allowing them to purchase products seamlessly while watching short videos.
In the first half of 2023, brand name searches accounted for 66% of the top 100 search terms on Douyin. This indicates that Douyin is becoming a critical platform for brands to build awareness, engage with consumers, and drive online sales.
Image: A breakdown of Lululemon athleisure wear sales by platform in China from 2021 to 2023
Data from our China Athleisure Wear: H1 2024 E-Commerce Sales Report
Luxury brands have also adapted their strategies to embrace Douyin. Initially cautious due to concerns over operational costs and brand positioning, an increasing number of luxury brands have joined the platform since Dior’s launch in 2018. Early on, brands mostly repurposed advertisements from other channels, but over time, best practice cases indicated that a mix of branded content, influencer marketing, and UGC delivered the most impactful results.
Fashion houses now livestream runway shows on Douyin and host challenges to engage Chinese audiences. This approach presents a golden opportunity for premium athleisure brands to attract young urban consumers. By collaborating with influencers, showcasing product features, and demonstrating use cases, brands can generate organic buzz and direct users to their online shops.
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China Athleisure Wear:
H1 2024 E-Commerce Sales Report
The ever-changing landscape of Chinese commerce makes e-commerce data analysis a fundamental part of any China marketing strategy.
Discover more about China’s athleisure boom with our China Athleisure Report.
Header image via Douyin