HONG KONG, CHINA. DFS Group today launched a second collaborative beauty product livestream event with Douyin Life Service, the most popular short-video platform in Mainland China.
The two-day event (2-3 February) follows DFS making retail history by becoming Douyin Life Service’s first cross-border retail partner last November in the inaugural livestream. That event generated an “overwhelming” response, DFS said.
For the follow-up livestream, professional hosts will once again introduce an array of popular skincare and fragrance products to the Douyin platform.
DFS said the move revolutionises Chinese travellers’ international luxury travel retail shopping experience.
The first event was conducted over four days from 23 to 26 November. The two parties introduced more than 80 beauty products – including skincare, cosmetics and perfumes – to Douyin users.
Livestream viewers could instantly purchase convenient, HK Dollar-based coupons with Renminbi which could be directly redeemed for purchases at all four DFS stores in Hong Kong.
As Douyin Life Service’s first livestream collaboration with retailers based in Hong Kong, the partnership created a novel shopping experience for as many as 600 million Douyin users, DFS noted.
By interacting with livestreaming hosts, customers could easily see the top products curated to their needs, discover selected DFS beauty products and subsequently purchase their desired items at preferential prices within DFS’s Hong Kong stores.
30% of direct revenue from new customers
The collaboration between the two parties encourages purchases by members of DFS CIRCLE, the app-based loyalty programme (pictured below), while also attracting new customers with high spending power, the travel retail said.
Statistics show that 30% of the direct revenue generated in the first livestream event came from new customers. Moreover, sales per visit for customers attracted by the livestream were +88% more than those from new customers at offline stores.
The partnership effectively enabled DFS to reach customers who are more inclined to spend on beauty, while boosting the DFS brand’s visibility and market share in Mainland China.
The partnership also showcased innovative ways that Douyin Life Service and its partners in Hong Kong can reach customers with relevant shopping experiences to generate ecommerce revenue and deepen the user experience on the platform, DFS commented.
As part of the strategic alliance, DFS also became the first merchant in Hong Kong to allow customers to redeem their cash coupons by showing the retailer’s QR code on the Douyin app when they pay for their purchases.
The seamless payment system saves customers the trouble of downloading additional apps or the need to print cash coupons.
DFS Executive Vice President for Global Marketing & Digital Ventures Long Chiu said, “DFS always remains true to our innovation philosophy, and has long been committed to leveraging technologies to continuously enhance the shopping experience for our customers.
“At the same time, innovation helps us to create value for our brand partners. We are pleased to have formed an unprecedented cross-border retail partnership with Douyin Life Service, and we are overwhelmed by the enthusiastic responses from Douyin users.
“The partnership has attracted new customers in Mainland China, a core customer group for us, and generated extra ecommerce revenue for both DFS and Douyin Life Service, setting a successful precedent for more diversified collaborations in the future.”
For this week’s livestream event, customers can redeem the cash coupons at DFS’s Hong Kong stores from within three days after the purchase.
Douyin users can follow the DFS Global Travel Shopping account and participate in the livestream beauty event in real time.
DFS and Douyin Life Service plan to further expand their collaboration to DFS stores in Macau, so Douyin users watching livestreaming content purchase cash coupons valid in Macau DFS stores, expanding the locations and the range of possibilities for their shopping journey. ✈
