"I think Douyin is magic; people say it's like a demon, but it basically makes people addicted"
Ye Menghui , Social media executive Chief Editor at Grazia China.
The Chinese edition of Grazia doesn't have an independent app, relying instead on platforms, including Weibo, WeChat and now Douyin, to disseminate content. For Grazia, celebrity videos in particular have proven popular, especially when a simple message is delivered from a beautiful face with appropriate musical accompaniments.

The androgynous look and short, platinum hair of @Tender_Huang_Meng is one that has cut through the Douyin noise, with more than four million fans obsessed with her skincare regime and noting the high-low mix of brands she styles for lip-syncing videos.

Distinct from giant video hosting services like Alibaba's Youku Tudou, iQiyi and Tencent Video, short-video apps are abound in China from Kuaishou to Meipai. But the difference between Douyin and some of its competitors is the fact that clicking has become almost entirely unnecessary in order for its millennial and Gen-Z audience to fall into a black hole of meme-tainment. With no pause or play buttons, videos automatically play as the user scrolls by them.
Interesting for fashion executives is the fact that Douyin's audience is skewed more toward young women. According to data released in February from Jiguang, a mobile big data service provider, more than 43 per cent of Douyin users live in first-tier cities, with almost 53 percent of users aged 24 or under and 66.4 percent female.
In a country where millennial consumers are said to be driving a revival in consumer spending, particularly for the luxury sector, this is a mightily attractive demographic breakdown for many brands. As a relatively new app, however, these demographics are still evolving rapidly.

To this point, most fashion brands have taken a "wait and see" attitude to the app. It's an understandable position, particularly in a market such as China, where platforms rise and fall with extraordinary regularity and the nature of Douyin's user-generated content is likely to bring scrutiny from regulators.


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