Ocean Engine: Great Small Businesses

严枫Leo, 周怡璇Kate, 陈俊舟Dan

Affected by the three-year pandemic, China's brick-and-mortar businesses struggled, so Douyin's B2B merchant marketing tool, Ocean Engine, aimed to assist more small and medium-sized businesses in discovering innovative sales approaches while enhancing the platform's market visibility.

Case Details

Brand: Ocean Engine

Brand Owner: ByteDance

Main Agency: MTOMORROW

Launched on the market: Chinese Mainland

Industry: Marketing Services (Internet)

Media channels: influencers (stars/celebrity spokespersons), social media (WeChat, Xiaohongshu, Zhihu), short videos & live broadcasts (Douyin)

Budget: RMB 5-6 million

Summary

In China, traditional e-commerce has created a group of successful business people; however, in an increasingly crowded market, the competition amongst early entrants is getting higher, and it is increasingly difficult for later entrants to get a fighting chance. At the same time, due to the impact of the three-year Covid pandemic, physical business...

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