The Objective
GLOBAL E-SHOP, an overseas flagship store on Douyin E-commerce Global, officially launched in 2024 and quickly emerged as a major cross-border destination for premium milk powder brands including Aptamil, Friso Prestige, Nutrilon, and Australia’s a2.
Entering Douyin’s Global Brand Trend Week – Spring Calcium Boost, GLOBAL E-SHOP sought to amplify sales by evolving from a livestream-first approach to a dual-engine strategy combining regular self-broadcasting with strategic product card placement.
Their objectives were to boost sales momentum, attract new users, and strengthen trust in product authenticity—while climbing into the top tier of cross-border mother-and-baby retailers on the platform.
The Solution
GLOBAL E-SHOP adopted a full-funnel, round-the-clock strategy to optimize both content and shelf placement. With livestreaming as the main growth driver, the brand sustained an average of 17 hours of daily broadcasting throughout Global Brand Trend Week.
Their live hosts were trained to engage viewers through a mix of scenario-based product selling, emotional triggers tied to parenting needs, and time-sensitive promotional incentives to create a livestream room atmosphere primed for sales conversion.
In parallel, the team prioritized product card placements across all major platform traffic sources, including Douyin search results, For You recommendations, brand homepage, and event pages. Each product card was optimized with clear and appealing visuals, combining promotional highlights, scenario context, and trust-building claims such as traceability and return guarantees. These optimizations helped reduce decision fatigue and bounce rates while steering users toward immediate conversion.
The campaign’s breakthrough came from linking livestreams with product cards to form a closed loop funnel. Keywords embedded in the card metadata were strategically chosen to intercept category searches and route users directly into live shopping sessions, where exclusive offers and content reinforced their purchase decisions. This “search-to-card-to-livestream” funnel allowed GLOBAL E-SHOP to capture and convert intent-based traffic with high efficiency.
Throughout the campaign, ad delivery was managed using the Ocean Engine advertising and marketing platform.
Ad Products
The Results
¥500K in GMV
15K daily viewers
The strategic synergy between long-form livestreaming and product card placements allowed GLOBAL E-SHOP to maximize both the scale of sales as well as user trust.
GLOBAL E-SHOP’s dual-channel strategy, in particular, enabled the brand to maintain an average daily GMV of 500,000 RMB and over 15,000 daily viewers during Douyin’s Global Brand Trend Week, paving the way for future success in China.
