Douyin E-Commerce Launches Douke to Increase User Traffic

Douyin E-Commerce, the online shopping arm of the Chinese mainland version of TikTok, has launched testing for a new tool called Douke (“抖客”Dǒukè) to attract more traffic to the platform’s live shopping channels. According to the platform, there are more than 60 service providers, including, Beijing Zhidemai Tech and GYLM.

Douke will build a commodity library for Douyin KOLs (Key Opinion Leaders) and merchants within the platform. After selecting the live shopping channels to be promoted and generating related links, Douke can attract interest through various channels outside Douyin by using the platform’s codes or pictures. When consumers enter the corresponding livestreaming channels and place orders, they can generate commission for effective transactions. The commission will be calculated according to the transaction results.

In addition, the Douyin E-commerce Learning Center successively released two guidance documents in February this year, explaining the way to open Douke functions for individuals and businesses. The platform also launched the official group chats in WeChat and Lark, and simultaneously started livestreaming explanatory classes. However, the documents made clear that this function “is currently in a testing and has not been fully opened yet.” The documents also stated that the Douke product promotion function is still in the invitation stage.

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Douke is similar to Taobaoke, a sales commission-based affiliate marketing platform for Alibaba‘s Taobao marketplace. There are two kinds of participants in Taobaoke, including professionals with websites, who are masters of various commission websites, and individuals on various social platforms. Taobaoke has achieved a win-win situation among merchants, Taobaoke and consumers: merchants get traffic, Taobao guests get commission and consumers get shopping discounts.

According to relevant details released by Taobao in 2021, Taobaoke has influenced more than 400 million consumers, and during the June 18 shopping festival last year, Taobaoke also helped merchants achieve a year-on-year growth rate of 40% for traditional categories and 200% for hot products.