On August 9, Douyin E-commerce released data from the platform during the Tokyo Olympic Games. According to the data, from July 21 to August 8, the sales of Douyin e-commerce sporting goods increased by 365% year-on-year, and Hongxing Erke became the most sought after sports brand, and guijin bird, Li Ning and Anta, which are also domestic products, also ranked among the top five.
According to the data, the cumulative number of Olympic-related short videos on the platform reached 24.06 billion times, and the cumulative number of likes reached 618 million times. A total of 71.2 million people praised the Chinese team as "eternal god" and cheered for the Olympic athletes.
During the Olympic Games, the sales of Douyin e-commerce sporting goods were hot, and the turnover increased by 365% year-on-year. Among them, basketball, swimming, badminton, tennis, table tennis and other Olympic classic sports related products are the most popular.
In addition, some niche sports have also entered the field of vision with the Olympic Games. The data shows that sales of skateboarding, rock climbing, surfing, and baseball-related goods have surged year-on-year, of which skateboarding is as high as 353%. In these four new Olympic events, skateboarding is also the only sport in which Chinese athletes have reached the final.
In the list of sports brand sales, Hongxing Erke topped the list, and Guijin Bird, Li Ning and ANTA also ranked at the top. Among the top five in the list, domestic products occupy four seats, which shows that domestic brands are being favored by more and more consumers.
Douyin e-commerce is also a new track for retired athletes to open the second half of their lives.
Zheng Liang is the main player of the "Golden Generation" of the Chinese men's volleyball team. In 2017, 47-year-old Zheng Liang was paralyzed by illness and his life was once tight. In the days of rehabilitation, he filmed his experience as a short video and posted it on the Douyin number @ Zhengneng Liang (Zheng Liang) Volleyball celebrity, which attracted the attention of a large number of fans. Now, he has survived the most difficult days by live streaming with goods. "I want to find my own value more than other people raising money for me," he said. ”
Badminton star Gong Ruina has won many dazzling honors in world-class competitions, and after retiring from the army, he devoted himself to the cause of physical education. In 2020, she opened an account @ Gong Ruina on Douyin to exchange playing skills with netizens and share sports equipment. During the resumption of production and work during the epidemic, she also walked into the origin of Anhua black tea and recommended her hometown specialties to netizens to help tea farmers increase their income.
Former swimmer Zhou Yanxin registered an account in 2020@Michelle_Zhou, and gave live lectures on Douyin's popular science swimming knowledge and recommended good sports equipment to swimming enthusiasts. "Our group of athletes did not catch up with the traffic era, most of them are relatively lonely, there is no visibility. But I can be sure that at TikTok, I can help more people. Zhou Yanxin said.
Beijing News Shell Financial Reporter Bai Jinlei Editor Song Yuting Proofreader Liu Jun