Chinese fresh grocery e-commerce retailer Missfresh announced Thursday that it has entered into a strategic partnership with Ocean Engine, a digital marketing platform owned by Beijing-based tech giant ByteDance, and has expanded its presence on TikTok’s sister app for mainland China, Douyin, by launching a livestream grocery shopping service offering delivery across Beijing and Shanghai in less than one hour.
Going forward, Missfresh and Douyin intend to extend this livestream shopping experience to all 17 cities where Missfresh operates its on-demand Distributed Mini Warehouse (DMW) business. Moreover, Missfresh will offer more private-label products to Douyin livestream consumers to deliver an instant shopping experience.
The collaboration primarily focuses on fresh ingredients, prepackaged food and beverage products. When a shopper places an order for Missfresh products via Douyin’s livestream channel, the Missfresh DMW that is nearest to the delivery address will instantly fulfill the order by completing the collection, packing and shipping process within several minutes, delivering to the shopper’s doorstep within one hour. Apart from placing orders during Douyin livestream sessions, customers can also purchase Missfresh products by browsing its online store on Douyin’s platform, where they can again enjoy Missfresh’s instant delivery in as little as 30 minutes.
“Douyin’s massive user base is predominantly made up of a younger demographic, and one that is highly compatible with the young, high-value users we mainly target in first- and second-tier cities. Douyin is concentrating on building its livestream shopping ecosystem and is looking to connect with our DMW supply chain and technology capabilities,” said Catherine Chen, Chief Financial Officer of Missfresh.
“Prior to our presence on Douyin, Missfresh has established collaborations with other on-demand e-commerce partners such as Ele.me and Meituan. On these third-party platforms, Missfresh also provides users with outstanding shopping experiences by offering over 4,000 SKUs and home delivery in as quick as half an hour, while at the same time expanding its own user base and sales channels. Notably, the monthly GMV generated from the aforementioned three platforms exceeds 100 million yuan ($15.7 million),” Chen continued.