Douyin marketing
Introduce your Turkish brand to Chinese consumers with short videos and live streams on Douyin
Douyin is one of the centres of product discovery and live-stream selling in China. Yeni İpekyolu runs account setup, Chinese video content, live streams and ad planning for Turkish brands with its team in China.
Douyin marketing: a short-video and live-stream strategy for Turkish brands
How discovery works on Douyin: interest-driven commerce
Douyin is a short-video platform that serves content based on users' interests rather than only the accounts they follow. That is why even a new account can reach many people with a good video. Chinese consumers discover products here not through a search result but inside an entertaining or informative video, and often buy within the same app. This structure is commonly called interest-driven e-commerce. For Turkish brands, it is a strong opportunity to tell the product's story, the production process and Türkiye's cultural richness visually.
However, succeeding on Douyin takes more than uploading your Turkish social media content as is. Chinese viewers respond to videos that grab attention in the first few seconds, are edited fast, carry Chinese subtitles and follow local trends. At Yeni İpekyolu we produce content together with Chinese creators and editors, following viewer habits in China. For example, harvest footage for an olive oil brand, a weaving workshop for a textile brand or city views for a tourism brand are turned into scripts with Chinese narration that capture viewers' interest.
Enterprise account, shop and live-stream selling
Brands typically appear on Douyin with a verified enterprise account. For sales, the platform's shop solutions or its cross-border channel can be used; which route is open depends on whether your company has a legal entity in China, your product category and the platform's current policies. Because account and shop requirements are updated often, we confirm the current rules together before applying. For brands without a company in China, selling through an authorised distributor or service partner is also a common model.
Live-stream selling is one of Douyin's strongest tools. The host presents the product live, answers questions and leads viewers to purchase with limited-time offers. Brands can run regular streams on their own account and also place products in streams by well-known hosts. For Turkish brands, a “live from Türkiye” format, broadcast from a production site or store with a Chinese-speaking host, can be eye-catching. We plan the stream script, product order, offer structure and technical preparation with our team.
Advertising, measurement and integration with other channels
Although organic content matters, growth on Douyin is often supported by the platform's advertising tools. Successful videos are pushed to wider audiences, traffic is driven to live streams and audiences can be narrowed by age, city and interest. At Yeni İpekyolu we start your budget with small tests and scale up once we see which content and products perform better. We report views, engagement, store visits and sales data regularly in Turkish and update the next month's content plan based on that data.
Douyin delivers the best results not on its own but together with other channels. Recommendation content on Xiaohongshu builds trust, a store on Tmall Global and JD captures buyers who come via search, and WeChat maintains loyal customer relationships. For tourism and service brands, Douyin's local-life features can also be an effective way to reach Chinese travellers. With this integrated approach we position Douyin as a showcase that quickly raises your Turkish brand's recognition in China.
Which brands is Douyin marketing suited to?
Visually strong products
Food, cosmetics, home textiles, ceramics and handmade products explain themselves easily on video, where the making and the moment of use persuade viewers.
Tourism and experience brands
Hotels, tours, restaurants and health tourism brands can showcase Türkiye visually on Douyin, an effective channel for appearing in Chinese travellers' pre-trip research.
Brands wanting to move fast to sales
For brands wanting content and sales on the same platform, Douyin is a fast testing ground where demand can be measured quickly through live streams and campaigns.
What our Douyin service covers
Strategy and competitor analysis
We study successful accounts and content trends in your category and prepare a roadmap for audience, content tone and sales model.
Account and shop setup
We coordinate enterprise account verification and the application for the right sales channel, confirming current requirements with the platform and service partners.
Short-video production
We prepare scripts, shooting briefs, editing and Chinese subtitles, adapting footage shot in Türkiye to local style with Chinese editors.
Live streaming
We plan brand streams with a Chinese host, script and offer design, and manage collaboration talks with well-known hosts if needed.
Advertising and reporting
We set up and optimise ad campaigns, report results in Turkish and update the monthly content calendar based on data.
Service summary and requirements
| Platform | Douyin (short video and live streaming) |
|---|---|
| Delivered by | Our Shanghai–Hangzhou content team and Istanbul office |
| Pricing | Monthly service package, ad budget separate |
| Service languages | Turkish · Chinese · English |
| Cities served | Guangzhou · Shenzhen · Yiwu · Shanghai · Hangzhou · Beijing (coordinated from our Istanbul office) |
The final price and timeline depend on the scope; we send you a clear quote promptly.
What you need to provide
- Brand and product information, prices and target market
- Product samples for filming or access to your production site
- Company documents and trademark status in China
- Monthly content and advertising budget range
Steps to grow your brand on Douyin
- 1
Discovery call
We discuss your products, goals and sales channels in China and clarify whether Douyin is the right starting point for you.
- 2
Strategy and setup
The content strategy and sales model are defined, and account verification and shop linking are coordinated.
- 3
Content production
The first video series is shot, edited and published, and formats are quickly refined based on viewer response.
- 4
Live streams and ads
Live streams and ad tests begin, and winning content and products are scaled with budget.
- 5
Reporting and growth
We review results together in monthly reports and update the plan for campaign periods and new products.
Frequently asked questions
Do I need a company in China to open a Douyin account?
Enterprise account and shop requirements depend on your company structure and the platform's current policy, and there are also solutions via cross-border channels or authorised partners. We confirm the right route for you against current rules.
Can I use my Turkish videos on Douyin?
The footage can be used, but it usually needs re-editing, Chinese voice-over or subtitles and adaptation to local trends, as Chinese viewers expect a different rhythm and storytelling. We review your archive and reuse it in the best way.
Who hosts the live streams?
We plan streams with experienced Chinese-speaking hosts. In streams from Türkiye your brand representative can also appear with our live translation and script support, and we can arrange collaborations with well-known hosts.
How soon will I see results?
Viewer response shows quickly with the first content and ad tests, while steady growth comes from regular content and optimisation. We set a realistic roadmap by clarifying goals and budget at the start.
Should I start with Douyin or Xiaohongshu?
Douyin is strong for broad reach and fast conversion, while Xiaohongshu stands out for recommendations and trust-building. Depending on your product and budget, we prioritise one or plan both together.
How will I actually sell my products on Douyin?
Sales can run through the platform's shop solutions, its cross-border channel or an authorised distributor's shop, with products linked to videos and live streams for direct purchase. We choose the right model for you based on current rules.
Can I receive reports in Turkish?
Yes, we regularly report views, engagement, ads and sales data in Turkish, including recommendations for next steps, not just numbers. Our meetings are held in Turkish too.
Tell us what you need in China
Our consultant reviews your needs for free and gives you a clear price and timeline.
