Douyin

Douyin’s “Treasure Store” initiative leverages cultural storytelling and digital tools to elevate niche merchants. Combining live streams, short videos, and AI-driven targeting, the program connects specialized sellers with tailored audiences, helping over 8,300 merchants grow during its debut campaign. Key strategies include content innovation (showcasing heritage craftsmanship), precision audience engagement, and traffic amplification, resulting in 620 million product views. Highlighting success stories like artisan Wang Jumei’s 275% sales surge for traditional clay sculptures and viral #CulturalGemsRedefined plush toys, the initiative demonstrates how authentic narratives and platform integration transform cultural resonance into scalable commerce.