Research on the Brand Promotion Strategy Based on Douyin’ s Business Model in the Post-pandemic Era-- From the Perspective of Consumers

Abstract

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.