KOTRA announced on the 10th that it is collaborating with Douyin, China's leading short-form video and e-commerce platform, to accelerate the export of K-consumer goods. Following the first cohort of buyers welcomed in January and the hosting of a 'Douyin Direct Buying Seminar' at KOTRA's headquarters, the organization has now invited a large-scale buyer group consisting of over 100 key stakeholders, including purchasing managers and influencers, for an intensive export showcase and B2B consultation with K-beauty firms.

On May 21st, KOTRA executed the 'K-Beauty Douyin Pinpoint Consultation' as part of the K-Beauty Expo Korea at KINTEX in Goyang. The initiative is designed to stimulate marketing support for exports that integrate online platforms, influencers, live commerce, and direct buying.

As consumer behavior in China's market shifts from search-driven sales to content and live commerce-based shopping, Douyin has emerged as the largest content commerce platform in the region. Currently, South Korean products hold a commanding 32% of the beauty direct-buy market on Douyin, illustrating that one in three beauty products purchased by Chinese consumers on the platform is Korean. In response to this demand, KOTRA organized the 'Douyin Utilization China Direct Buying Seminar' in January and opened the 'K-Consumer Goods Matching Center' in Qingdao in April, strengthening efforts for collaboration.

The recent consultation event, co-hosted by KOTRA and KINTEX, saw participation from over 100 K-beauty companies and a significant Douyin buying team. The event included an introduction session on entering Douyin followed by B2B export consultations. Notably, a live commerce session led by influencers resulted in approximately 400,000 yuan (about 8 million KRW) in sales on-site.

A participant from cosmetic export company A highlighted the value of the opportunity, stating, "Through this event, I was able to learn about marketing methods associated with entering Douyin and collaborating with local influencers for live commerce. Real-time consumer feedback from the live session also aids in establishing product strategies."

A sourcing representative from Douyin noted, "With K-beauty enjoying immense popularity in China, we are progressively advancing cooperation with Korean firms. This visit is aimed at transitioning past collaborations into tangible purchases, with plans to expand partnerships with promising K-beauty companies."

KOTRA operates 'K-Consumer Goods Logistics Desks' across ten overseas bases, including Qingdao, aiming to enhance export logistics, customs, labeling, and direct-buy shipping services to improve export outcomes. Additionally, from October 15th to 17th, KOTRA will host the largest 'K-Beauty Expo Korea' at KINTEX, inviting 200 overseas buyers including those from Douyin to continue expanding K-consumer goods exports.

Yoon Hee Kim, Director of KOTRA's Qingdao Office, remarked, "Chinese consumer goods distribution is rapidly evolving from reliance on online and offline channels to a focus on content and platform-driven strategies. By systematically collaborating with local platforms and influencers, as well as providing integrated marketing and logistics support, we aim to enhance K-consumer goods export effectiveness in the Chinese market."