INTERNATIONAL_ Douyin E-Commerce’s New Brand Growth Report for 2022 was recently released.
The report notes that game advertising activities take place here. This report was co-published by Douyin E-commerce, Ocean Engine’s Massive Consumer Business Center, and ByteDance’s Arithmetic Reports. The report targets brands across industries, including gaming, that are using the platform to grow their businesses faster with the app.
The report focuses on brands established after 2016 with three key characteristics, namely emerging digital channels, innovative marketing methods and responsiveness to consumer needs.
A total of 280 companies are included in the list of reports, of which many game companies choose TikTok China as a channel to advertise and market their products. By analyzing these brands, the report demonstrates the value of Douyin’s e-commerce features to brands and how they can be applied in the company’s growth.
According to the report, from March 2020 to November 2021, 23% of Douyin commerce platform consumers purchased, selected new brand products, and this percentage is still growing. Many gamers know their games when watching TikTok.
From January to November 2021, the monthly transaction volume of new brands using Douyin has increased by more than 24% compared to the previous month. The report shows that the platform has become an integral part of new and emerging trends.
Since the release of the bestseller list, the number of new branded products selected has more than quadrupled. More than 73% of the products tracked are “hot” products, on sale, and have been purchased more than once per month.
The business of many new game brands is still growing strongly. In terms of gender and age, the proportion of female users far exceeds that of men, while the group of young users aged 18-30 accounts for the largest proportion.
From a location-based attribution perspective, new brand users mainly live in high-end cities, new tier-one and tier-one cities with stronger purchasing power, accounting for about a third of new brand consumers .
Douyin E-Commerce plans to launch a special support scheme, which aims to help 100 new brands sell more than 100 million yuan on its platform in the next year.