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Engage your Chinese Consumers Better

Music with your on line shopping?

Chinese business woman drinking coffee at a meeting

You may be used to either watching short videos, such as TicToc OR shopping via Amazon. A nice clear, clean line of demarcation. But perhaps that is about to change. The possibility is that soon, you will be able to watch your favourite TicTok, shop on line, send the link to a friend and also earn commission when she buys the same thing. In the near future?

In China, that future is now.
With the rise in popularity of Live Streaming in China, Chinese consumers are shifting their shopping habits to include video apps. Perhaps partially drawn by the convenience of being able to everything in one app. A trend that was probably initiated and popularised by Tencent when it Launched WeChat. The now, ubiquitous app in China that practically holds the key to live in China in one ecosystem.

In fact, it could well be WeChat that has also given rise to, or inspiration at least, the current phenomenon when, a few years back, they added a WeChat shop to their family.

Beijing Byte Dance is best know internationally for TikTok, but domestically, in China, it is the TikTok sister, Douyin that is currently making all the noise with its E-com ability. Last year, 2020, the app saw its revenue for e-com more than double. As did many on line shopping platforms. No surprise there really.

Current figures show that consumers who used the app shopped mostly on the existing and leading market heavy weights: Alibaba and JD MALL. The % of sales via Douyin’s one e-com site were comparatively minuscule. So might this grow to became more of a challenge to the top two?

Perhaps Douyin, alone might struggle to have any real impact, but the recent highly successful IPO of Kuaishou  last week adds another possibility to the mix. We can be pretty sure that as 2021 unfolds and Chinese consumers on line shopping appetite shows no sign of be satiated any time soon that we will see more opportunistic players entering this field. Hungry for their share of the pie.

So much for China, what about International?

Well it seems that so far Facebook’s Instagram which recently added a similar feature, pretty much has this market to itself. And Amazon shows no signs of wanting to enter the short video or live streaming market . Yet. But all that may change in the coming months. Byte Dance are now talking of emulating Douyin’s success with TikTok in the International area. So if you’re TikTok short video fan and a compulsive on line shopper, to boot, this may be your idea of heaven.

For more information on the state of short vid cum e-com apps in China please see this article from CNBC; Watch out, Alibaba. Chinese video apps are quickly becoming e-commerce players too or for an update on TikTok’s potential expansion into U.S. e-commerce scene, check out this Caixin Global premium article: TikTok to Import Popular Social Shopping Models from China.

To understand or make a time to chat about how your brand can perform better in China, please say “Hello” to Everlyne.

“A woman is like a teabag: you never know how strong she is until you put her in hot water”

Eleanor Roosevelt

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Then perhaps you may like to chat directly and personally with Everlyne?

But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she does eat, drink and sleep – sometimes.

Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;

Introducing Everlyne YU


In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.

She began Uengager, as a SaaS MarTech company focused on customer engagement in 2017.

Hello, Nihao, I’m Everlyne

I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.


Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.

Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.

If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.

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A selection of Bicyu clients since 2003


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B1 XlabBuilding 1, TusPark B, Tsinghua Science Park

No.1 East Zhongguancun Road,Beijing, Haidian District 100084China

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