Douyin surpasses JD marketplace in health product sales

It is the second largest platform for consumer health products behind Tmall.

Popular Chinese short-video platform Douyin has emerged as the second most popular online retailer of consumer health products in China.

According to Euromonitor International, whilst the Tmall marketplace has emerged as the major online retailer with the highest sales for vitamins and dietary supplements, Douyin has surpassed JD direct sales and become the second largest platform.

The Douyin marketplace has gained momentum from Q2 2022 and maintained its performance from 2023 onwards, with sales reaching those of Tmall during Q1-Q3 2023.

Douyin sales in Q4 2023 surged by 55% YoY, higher than the growth rates of Tmall at 13%, and JD at 6%.

Its efforts on short-form video content become a draw for merchants with the platform’s user video preferences with their product assortments. To widen the market share, Douyin has made the channel available for various online and offline marketing activities for health products.

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With consumers relying on video content and livestreams to make health-orientated purchases, local brands partner with Douyin to drive market opportunities. Brands such as WonderLab, Nutrend, and Wugenvboshi (Five Doctors) have gained popularity in Douyin.

Douyin is also able to balance its operations with an invitation-based approach through entry thresholds. As a result, the platform has maintained its appeal amongst demanding younger consumers despite the rise of regulations and compliance procedures.

In 2023, the market size of consumer health products in China is $57.1b, with a 42% e-commerce penetration rate.