As the Paris Olympics draws to a close, Chinese athletes have performed well in table tennis, tennis, diving, swimming and many other sports, which not only attracted global attention, but also set off a strong "Olympic fever" in China. Douyin e-commerce data shows that during the "Hot Pioneer Season" theme event from July 20 to August 2, the turnover of sports goods in Douyin e-commerce increased by 43% year-on-year, and good things such as clothing and beauty, digital home appliances, food and wine are also selling well in Douyin e-commerce.
During the Games, more than 300 athletes from the Chinese delegation shared their training preparations, competition life and Olympic testimonials on Douyin. From July 20th to August 2nd, the cumulative number of searches related to "Olympics" exceeded 1 billion, and nearly 10 hot topics related to "Olympics" were generated on Douyin on average every day. #全网寻找北京奥运同款背包#登上抖音热榜后, Xiangxing bags were urgently launched, and more than 2 million people poured into the live broadcast room on the first day. Huang Yuting, the first gold medalist of the Chinese team, is also highly sought after, and the continued popularity inside and outside the Olympic stadium has jointly promoted the prosperity of the sports consumption market, and also driven the growth of Douyin's e-commerce shelf and content fields. According to the data during the "Hot Pioneer Season" theme event, the turnover of Douyin Mall increased by 83% year-on-year, and the search turnover increased by 68% year-on-year; The cumulative duration of live broadcasts increased by 41% year-on-year, driving the growth of content fields. Protein powder, sportswear, fishing gear, bicycles and billiard cues have become "hot" products on the platform.
The excellent performance of Chinese athletes has further set off a boom in popular sports, and the sales of table tennis and badminton have increased significantly. According to Douyin e-commerce data, the turnover of table tennis-related goods increased by 44% year-on-year, and professional products such as table tennis base plates and table tennis rubber sets that help improve technical level and sports experience are particularly popular. The turnover of badminton, volleyball and outdoor bicycle related products also increased by 98%, 145% and 130% respectively year-on-year. It is worth mentioning that the new events of this Olympic Games also brought surprises to everyone, 15-year-old Yang Siqi made his debut on the Olympic stage on behalf of Chinese surfing, and Chinese players Deng Lijuan and Wu Peng advanced to the speed climbing final. The new program also led to new consumption growth, with a 110% year-on-year increase in sales orders for surfing-related products and a 160% year-on-year increase in the turnover of climbing-related products.
In order to better meet the consumption needs of users in the Olympic season, Douyin e-commerce launched the "Hot Pioneer Season" theme activity, and released three "hot pioneer trends" of "High Energy", "French Ullet", and "Watching Partner", combining the three trends to vividly display the corresponding special products and help merchants and influencers grow their business. According to the data, the turnover of "high-energy" goods such as sports equipment, outdoor products, and nourishing health products increased by 137% year-on-year, driven by the "Olympic fever". The turnover of clothing, beauty and other products corresponding to the trend of "French Eulaite" increased by more than 3 times year-on-year. The turnover of "must-have" goods such as wine, food, and digital home appliances corresponding to the trend of "watching the games" increased by more than 2 times year-on-year, and domestic brands such as Midea, Moutai, Haier, Xiaomi, and Huawei gained new growth space in the "Olympic season".
In addition to the growth of commodity sales, more and more sports authors are earning income on Douyin e-commerce, and retired athletes are also turning to a new track in their lives on Douyin e-commerce. During the "Hot Pioneer Season" theme event, the number of sports authors who earned income from bringing goods increased by 25% year-on-year, and the turnover increased by 39% year-on-year, among which the turnover of retired athletes' live streaming increased by more than 5 times compared with the daily period. During this Olympic Games, a number of well-known domestic table tennis players collectively launched broadcasts on Douyin e-commerce, Olympic champion Xu Xin, world champion Guo Yan, and world champion Fang Bo have started broadcasting and interpreting Olympic table tennis events. #许昕太全面了 topped the Douyin hot list, and its personal brand Xuperman sold well, with weekly sales of a one-week limited edition commemorative plate increasing by more than 8 times.
The relevant person in charge of Douyin e-commerce said that the national popularity brought by the Olympics and the extended Olympic economy have brought more attention and consumption growth to merchants, and the platform has helped more merchants convert the popularity of the event into brand exposure and topic traffic into product sales through the theme activity of "Hot Pioneer Season". In the future, Douyin e-commerce will continue to deepen and continuously improve the sports marketing ecology to provide users with more sports hot content and high-quality products.