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Do Douyin (TikTok China) Users Align with My Target Market in China?
As Douyin (TikTok China) becomes extremely popular these days, more and more advertisers are using this great tool to launch marketing campaigns. However, although TikTok China has more than 809 million users, advertisers have to take the user profile into account to make sure they could successfully reach their target audience and launch effective campaigns.
Age distribution:
According to the official data released by TikTok China, the age distribution of TikTok China users is relatively wide, mainly focusing on the age of 18-35. Among them, the proportion of users aged 18-24 is the highest, accounting for 35%, the proportion of users aged 25-30 is 27%, and the proportion of users aged 31-35 is about 16%.
The data shows that TikTok China is most popular in Post 00s and Post 90s. Moreover, the Post-00s and Post-90s have a longer average daily usage time and high user stickiness. Compared to the Post-90s, the Post-00s are more prominent as "digital natives'', with 173 hours of monthly per capita use of the Internet, much more than the 159 hours of the overall population, and with a higher activity rate throughout the day than the overall user base, with 30.9% of the user base still active after 0:00 pm. Furthermore, some of the younger users only use TikTok as their entertainment platform.
If your target audience is a young consumer group such as Generation Z or Millenials, it is essential to do marketing in TikTok China.
Gender:
The male-to-female ratio of TikTok China users is about 4:6, which is a significant increase in the proportion of male users compared to the previous 3:7. But there are still more female active users. Beauty and other industries mainly targeting female users are very popular for promotion on TikTok China.
Geographical distribution：
Users are mainly concentrated in first and second-tier cities, such as Beijing, Shanghai, Guangzhou, and Shenzhen. Among them, Beijing, Shanghai, and Guangzhou have a higher proportion of users, with 7.9%, 6.7%, and 6.3% respectively.
Crowd classification:
TikTok China categorizes its users into eight strategic groups according to the city level, age, consumption power, life stage, and other indicators, which are GenZ, delicate mothers, new white-collar workers, urban blue-collar workers, small-town youths, senior middle-class, urban old people with silver hair, and middle-aged/old people in small towns.
Generation Z: Generation Z refers to the new generation of young people born with online technology, mainly in third-tier cities and above. Generation Z has a growing environment with more abundant materials and information, and a more confident culture, which allows them to pursue higher spiritual needs such as socialization, respect, and self fulfillment. 342 million active Internet users of Generation Z have been recorded.
Delicate Moms: Nowadays, post 80's and 90's have become the mainstream of young mothers. Compared with the previous generation of mothers, these new generations of mothers have unique values and self-consciousness. In addition to meeting their children's developmental needs, they also pay attention to their children's education at an early age. In the fast-paced urban life, they are more enthusiastic about online shopping, especially attaching importance to the health and safety of the products, and are also very favorable to buying high-quality milk powder and complementary food products originating from overseas. Their online consumption power is very strong, and in addition to buying just-demanding products on big FMCG platforms more frequently, they are also very concerned about new and novelty products with high value and convenience.
New white-collar: mainly refers to the high-income group aged 25-35, living in first and second-tier cities, with a young mindset, independent economy, and strong consumption ability. Different from the previous white-collar's view of luxury consumption, new white collars are more willing to try new things, pay attention to product quality, have higher acceptance of new brands, and love to pay for self-improvement. They are the main force in the consumption of fitness and knowledge payment.
Urban blue-collar: More than 50% of urban blue-collar workers are aged 31-40, and more than 70% of them have children. The consumption concept of this generation of blue-collar workers has changed drastically. They pursue high-frequency and high-quality shopping experiences, pay attention to the quality of goods, and are willing to pay for a high-quality state of life, having a greater demand for non-rigid material goods such as sculpture ornaments, fine dining, and medical beauty and skincare.
Small-town youths: mainly refers to fourth-tier cities residents aged 24-40 years old. Small-town youths do not have a high consumption level, but are good at online shopping, keen on promotions, and focus on quality. Small-town youths prefer health care and pets, and they are incredibly fond of goods with favorable cost-effectiveness.
Small-town middle-aged and elderly people: mainly refers to middle-aged and elderly users living in fourth-tier cities, this group of people's consumption concept is more arbitrary, focusing on cost-effectiveness. They attach importance to socializing with acquaintances and have high social needs.
Senior middle class: mainly refers to 35-50 years old people living in third-tier cities and above. The senior middle class has a high consumption level, focuses on quality experience, and pursues exquisite life and health.
Silver-haired people: The silver-haired people in the urban areas have sufficient income such as a pension. They represent the "second spring of Internet consumption". According to CNNIC data, the number of elderly Internet users over 50 years old has accounted for 26.3% of the total number of Internet users, and the Internet has further penetrated the middle-aged and elderly groups. As for the elderly Internet users, they are more inclined to new ways of retirement, especially after the lifestyle of silver-haired KOLs on TikTok China, and are willing to boldly try new things. They are enthusiastic about planting novelty products and trying trendy tools, such as using live streaming to talk with young people.
User interest preference：
Among a host of topics, food, beauty, fitness, travel, pets, funny stories, education, and lifestyle are the hottest on TikTok China. These industries target different groups of people and do precise marketing campaigns on TikTok China, which is very popular and welcomed by users. And in addition to physical goods, the services extended by these industries are also very popular on TikTok China, for example, because of the explosion of the topic of tourism, various travel services and hotel accommodations can also be advertised and sold directly on TikTok China at a favorable price.
In addition to these industries, many other products and services can also be advertised and get high returns, such as health care, clothing, artificial intelligence, and so on. Because of the wide age distribution and huge volume of users on TikTok China, no matter whether it is a traditional industry or an emerging industry, as long as the content is attractive, it can be successful on TikTok China.
Conclusion:
The users of TikTok China are mainly young women in first and second-tier cities. Male users are growing fast, and it can be predicted that the ratio of men and women will become more and more balanced in the coming years. Besides, although the proportion of people under 35 years old accounted for nearly 75% of users, the middle-aged and old-aged group is still an indispensable part that can not be ignored. With a high consumption level, strong consumption ability, and increasing penetration of the Internet, this group has great potential.
In addition, TikTok China is extremely inclusive and tolerant. Most of the goods and services advertised in TikTok China can find their target audience. It is important to have precise positioning and targeted content, as TikTok China will push videos to different groups of people according to the content of the video.
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