It's Not Too Late! Introduction to China Inbound & Cross-Border E-Commerce [8]From Branding to Sales Promotion! Seven Creative Principles for Short-Form Videos in the Chinese Market
Huang Yi
Douyin EC Global
Wang Yi
Dentsu Inc.
Cross-border e-commerce from Japan to China has already reached a market size of ¥1.9 trillion. This series explores tips for Japanese companies to expand their e-commerce presence in China's massive market.
Continuing from the previous installment, we introduce know-how for conducting cross-border e-commerce on Douyin (TikTok), the national short-form video platform used by over 600 million users daily.
Douyin is also gaining attention as a "social commerce" channel where users can purchase products directly within the app without leaving to external sites. World-renowned companies and brands are establishing sales channels here.
On Douyin EC, companies can approach consumers through various means like "short-form video content," "live commerce," and "advertising." What makes video content effective on a short-form video platform?
Mr. Huang from Douyin EC Global, the Chinese IT company operating the platform, and Ms. Wang Yiyi, a creator from Dentsu CXC collaborating with the company, discussed this topic.
<Table of Contents>
▼Short videos for "seeding" are crucial on Douyin
▼7 Creative Secrets to Capture Chinese Consumers' Hearts
▼The first 3 seconds of a video determine whether it hooks consumers
On Douyin, short videos for "seeding" are crucial
Wang: On Douyin, countless short videos—both personal and corporate—are posted and viewed daily. When Japanese companies open shops on Douyin EC, creating videos that promote products and brands as a gateway to their shops is standard practice. Could you share key points for video production?
Huang: To drive traffic to your shop on Douyin EC, you need to strategically use these four types of videos:
① Videos to build brand followers
② Videos to boost brand awareness and engagement for products/services
③ Videos to drive traffic to your shop or products
④ Videos to drive conversions
Yellow: Among these, ③ and ④ are promotional videos designed to boost sales in the short term. They concisely convey product or service features, then direct viewers straight to live streams or product cards(※) to encourage purchases.
※Product card = The most crucial element in Douyin EC: the product thumbnail image. Whether in ads, live commerce, or physical stores, this is the first product information consumers see, so design and copy require careful attention.
For example, if you want to sell "meatballs," you'd post live videos with sizzle appeal—showing the meat being ground or fried.
Wang: I see. So it's content designed to guide users directly to purchase once they engage with the video. What kind of videos are ① and ②?
Huang: They are "Seeding" videos. Seeding is especially crucial when launching new brands or products on e-commerce platforms. Seeding videos build brand awareness by showing product usage scenarios and communicating long-term benefits. By growing this core user base, we aim for sustained sales growth.
Let's break down the benefits of seeding videos into three main categories.
First, they become drivers for the brand or shop. Users interested in the video become assets for the company's account or store, accelerating the initial launch phase.
Second, they increase organic traffic. Videos posted organically by a company, rather than through paid ads, generate a continuous flow of user traffic. This results in more efficient store operations.
Third, it expands the target audience. For example, when using an influencer, you gain access to that influencer's followers, allowing you to capture new target demographics.
Wang: So these foundational videos are more about boosting user engagement than immediate sales-driven promotions. While implementing such video strategies, I believe we must also focus on observing "medium-to-long-term changes" in GMV (Gross Merchandise Volume).
The 7 Creative Secrets to Capturing the Hearts of Chinese Consumers
Wang: Earlier, Mr. Huang mentioned branding. I sometimes collaborate with ByteDance staff, including Mr. Huang, on video content, and I feel it differs slightly from what we call branding videos in Japan. On Douyin, it's difficult to gain resonance without properly capturing Chinese consumer insights. That's why Dentsu CXC created creative tips for seeding videos in Douyin e-commerce.
Huang: Conversely, while we understand Chinese consumer insights well, we sometimes struggle to pinpoint exactly where our understanding differs from that of Japanese companies. Could you elaborate on a few points?
Wang: Sure. This is a key tip I want Japanese companies engaging in cross-border e-commerce with China to remember. Video production requires an understanding of Chinese culture, distinct from Japan's.
● "Attainable Aspirations" Over "Unattainable Aspirations"
Videos tailored to Chinese culture are more readily accepted than those aimed at a global audience. Casting Chinese people rather than foreigners fosters greater relatability.
Our research shows that content depicting relatable local life scenes tends to drive higher engagement than polished image-based visuals.
● "Overly Sophisticated Advertising" vs. "Down-to-Earth Sketches"
Chinese audiences tend to view even slightly idealized narratives positively. Examples include videos depicting "a girl who moves to the city striving bravely for her dreams" or "a store clerk helping a child troubled by getting caught in the rain."
While Japanese viewers might perceive these as slightly staged, China's culture values "humanity." Even if the dramatization is a bit exaggerated, it's often accepted without discomfort and can receive high praise.
● The Unchanging "Family Love Culture"
Traditionally, Chinese culture places immense importance on "family." Consequently, videos centered on the theme of "family love" tend to be valued more strongly than in other countries.
Huang: I see, thank you! Even though we're neighboring countries, it's precisely because of that proximity that we need to deeply understand cultural differences to create compelling video content.
Countless short videos are uploaded daily on Douyin. To stand out in this sea of content, it's essential to grasp these Chinese insights and incorporate them into video production.
Beyond that, I believe it's crucial to not only run short-term promotions but also consistently share videos that convey your brand's core values. This builds goodwill and, , helps grow your fanbase while cultivating a "community" from a long-term perspective.
The first 3 seconds of a video determine whether you can capture viewers' attention.
Wang: No matter how great your video content is, it's meaningless if users don't watch it. Mr. Huang, what do you think we need to focus on to get people to watch?
Huang: On short-form video platforms like Douyin, users swipe through videos they're not interested in. There are several ways to stop their finger and capture their attention. One example is effectively grabbing the viewer's interest right at the "beginning" of the video.
Our analysis of Douyin viewing data shows the first 5 seconds are a critical decision-making period for viewers. Especially within the first 3 seconds, sparking interest is key to preventing viewers from leaving. Once you clear this 3-second hurdle, the subsequent 5 to 10 seconds significantly increase the likelihood of viewers taking actions like liking or commenting.
Therefore, when producing videos, you need to structure them to effectively convey "key information" within the first 3 seconds. Additionally, regardless of the video's content, it's advisable to structure it based on three elements: "persona," "scene," and "selling point."
Wang: So, the key is to firmly establish a "persona" as a relatable character for users, then organize what "scenes" to depict and what message you want to convey through them, delivering it memorably and clearly right at the start of the video. Thank you for today!
Douyin EC Global and Dentsu Group Initiatives
The Dentsu Group has developed original solutions and sales packages for Japanese companies entering China's cross-border e-commerce market, leveraging the services of "Douyin EC Global," which operates Douyin EC.
- You're already doing cross-border e-commerce but are dissatisfied with sales growth or advertising ROI, seeking new approaches or breakthroughs.
- Want to start small overseas using short-video platforms while keeping initial investment low.
- For overseas business, you seek not just outsourcing partners, but business partners who will grow together with you.
- Want to be among the first to implement cutting-edge "Interest Commerce" and accumulate know-how and insights applicable to future domestic business.
If you are interested in cross-border e-commerce targeting China, please feel free to contact Dentsu Inc. CXC!
Business Transformation Division, Dentsu Inc. China Xover Center
＜ dentsucxc@dentsu.co.jp＞
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Author
Huang Yi
Douyin EC Global
Arrived in Japan as a teenager, graduated from a national university, and joined Bytedance after working at a major manufacturer, consulting firm, and e-commerce platform. Currently serves as Head of the Japanese Market for Douyin EC Global, supporting Japanese companies in their cross-border e-commerce ventures into China.
Wang Yi
Dentsu Inc.
After gaining experience in planning and copywriting at Mass Creative, I was seconded to Dentsu Digital Inc. I handle a wide range of digital promotions, including social media account management. Having been born and raised in China, I am responsible for content creation and promotions not only on the Japanese version of TikTok but also on the Chinese version, Douyin.
