Retail in Asia

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DFS Group hosts second livestream beauty event with China’s Douyin Life Service

DFS Group has linked up again with Douyin Life Service this month, with the luxury retailer extending its cross-border retail partnership with the Chinese short-video platform.

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The duo held a two-day livestream beauty event from February 2-3, which saw professional hosts showcasing a variety of products across the skincare and fragrance categories to the Douyin platform.

With the goal of “improving Chinese travelers’ international luxury travel retail shopping experience,” the event comes two months after the duo debuted their first live streaming event back in November last year.

From November 23 to 26, the two parties staged a livestream for four days to introduce over 80 beauty products – including skincare, cosmetics and perfumes – to Douyin users.

According to DFS Group, some 30 percent of the direct revenue generated in the first livestream event came from new customers, and the sales per visit for customers attracted by the livestream event were 88 percent more than those from new customers at offline stores.

The partnership boosted the visibility and market shares of the DFS brand in Mainland China, and showcased ways that Douyin Life Service and its partners in Hong Kong can reach customers with relevant shopping experiences to generate e-commerce revenue and deepen the user experience on the platform.

As part of the alliance, DFS also became the first merchant in Hong Kong allowing customers to redeem their cash coupons by showing its QR code on the Douyin app when they pay for their purchases, saving customers the trouble of downloading additional apps or the need to printing cash coupons.

“DFS always remains true to our innovation philosophy, and has long been committed to leveraging technologies to continuously enhance the shopping experience for our customers,” said Long Chiu, executive vice president for global marketing and digital ventures at DFS Group.

“At the same time, innovation helps us to create value for our brand partners. We are pleased to have formed an unprecedented cross-border retail partnership with Douyin Life Service, and we are overwhelmed by the enthusiastic responses from Douyin users. The partnership has attracted new customers in Mainland China, a core customer group for us, and generated extra e-commerce revenue for both DFS and Douyin Life Service, setting a successful precedent for more diversified collaborations in the future.”

Established in Hong Kong in 1960, DFS Group is a global luxury travel retail chain, offering its customers products from over 750  brands. Owned by LVMH, its network consists of over 44 stores located in 15 major global airports and 21 downtown locations on 4 continents, as well as affiliate and resort locations.