With the development of Internet technology, short video platforms, led by Douyin, are becoming increasingly popular among young people. The outbreak of COVID-19 has hindered offline shopping and brought unprecedented development opportunities to online shopping. In the post-pandemic era, Douyin has transformed its business model into an e-commerce industry. Many brands choose the Douyin platform as a publicity and sales channel, showing excellent development prospects for Douyin e-commerce. In this context, this study first analyzes the reasons for the rise of online shopping and the development of Douyin e-commerce from the pandemic’s impact. Then, this study will analyze Douyin’s business model based on big data analysis and oriented by consumer preference. Due to Douyin’s business model, content-oriented campaigns to meet the new needs of consumers in the post-pandemic era are the foundation for the company’s successful publicity. On this basis, this study will further explore the new needs of consumers. Finally, based on actual cases, this study will analyze the successful publicity cases of Michelle City and Hongxing Erke and summarize the publicity strategy suggestions of Douyin’s e-commerce brand in the post-pandemic era.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.