Subject areaChannels and tools
Douyin is the Chinese short-video social network, born in China in 2016.
The following year the same idea was launched internationally under the name TikTok, and today the two platforms are separate, although both belong to the same group, ByteDance.
Its defining feature is the deep integration of online shopping with short videos and live video: viewers can buy inside the app, at the moment they discover the product. For this reason Douyin is a reference point for anyone studying live commerce (selling during a live video) and the step from discovery to purchase.
An example
A tool manufacturer selling in China presents a new drill in a live stream on Douyin: viewers see the tool at work and buy it without leaving the video, so the sales manager measures the stream on the orders received.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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