LIVESTREAM PLAYBOOK

OVERVIEW
 DOUYIN &TMALL LIVESTREAM STRATEGY
LANCASTER STORE LIVESTREAM

DAILY LIVESTREAM SPECIAL LIVESTREAM

CONCENTRATE ON SALES BRAND BUZZ & INSTANT SALES

PROFESSIONAL BA HOST CELEB / KOLS / DERMATOLOGIST

+ BA

With professional host experience to engage and interact consumer with products With support of celeb/KOL’s power to increase brand awareness and recruit new consumers

- To tell specific product unique selling point and mechanism to real fans - Invite celeb/KOL to livestream room
- To response the questions from audiences as a consumer service window - Offline event / roadshow / store tour
- To recall the fans with exclusive membership offerings - ”Skincare Class” – invite professional dermatologist to share the skincare tips

@ LIVESTREAM STUDIO @ LIVESTREAM STUDIO / EVENT / STORE

 DOUYIN CURRENT LIVESTREAM PERFORMANCE
DAILY STORE LIVESTREAM SPECIAL LIVESTREAM

RMB Mar. Apr. MTD May

Net GMV Target (after

18,000 120,000 160,000
return)

Net GMV Actual (after

20,274 48,184 23,860
return)

Frequency Daily Daily Daily

155h 200h 68h

Livestream hours
Ave. 6h/day Ave. 8h/day Ave. 6h/day

Sales per hour 131 241 351

Viewers 26,608 21,755 6,626

Engagement
4,969 2,767 951
 A GENERAL LIVESTREAM CALENDAR – FY23
MAR APR MAY JUN JULY
2023 2023 2023 2023 2023
DOUYIN

Local: Local: Local: Local:

Douyin Store Grand Launch Spring Outing 520 I love You Day 618 KOL LS to push sales
KOL LS to drive sales and brand awareness Store LS Store LS 618 store LS continuous education
PRODUC
T
SESSION

6H/DAY 8H/DAY 6H/DAY 9H/DAY 8H/DAY

13:00-16:00 12:00-16:00 13:00-16:00 12:00-16:00 12:00-16:00
19:00-22:00 19:00-23:00 19:00-22:00 18:00-23:00 19:00-23:00
 DOUYIN EDITIORAL CALENDAR

APR. MAY JUN. JUL. AUG. SEP.

KCP
CALENDAR FREQUENCY AND STORYLINE
& story Season
Spring season start
switch! Are you ready for
full spectrum repair & protection?
I LOVE YOU DAY
Repair & protect your skin and
618 Summer Animation
(music festivals, etc.)
Summer break 1/2
Protection first
Summer break 2/2
Protect and shine
Back to school
Regain your glow and
make your radiant beauty last Repair and protection everyday get prepared brightness
forever on the go for the beach

Assortment LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE
365 BRIGHT UP 365 BRIGHT UP 365 BRIGHT UP 365 BRIGHT UP 365 BRIGHT UP 365 BRIGHT UP
PINK TONER PINK TONER PINK TONER PINK TONER PINK TONER PINK TONER
UV SHIELD & MIST UV SHIELD & MIST UV SHIELD & MIST UV SHIELD & MIST UV SHIELD & MIST UV SHIELD & MIST
365 SKIN REPAIR CLEANSERS CLEANSERS CLEANSERS CLEANSERS CLEANSERS
365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR
Frequency 200h /month 213h /month
186h /month 270h /month 186h /month 270h /month

OCT. NOV. DEC. JAN. FEB. MAR.

D11 Phase 1 D11 Phase 2 Christmas New Year Winter sport season Women’s day
Season switch! Repair your Shop the full routine and Get ready to bright Empower your skin to act Repair and protect Brighten and empower your
skin, while continuing to integrate the perfect products to for the Holiday and gift young again in every situation skin and yourself
protect it fight cold your loved ones

LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE LINGE PRINCIERE
PINK TONER PINK TONER PINK TONER PINK TONER 365 BRIGHT UP 365 BRIGHT UP
365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR 365 SKIN REPAIR PINK TONER PINK TONER

279h /month 369h /month 387h /month 248h /month 232h /month 248h /month
PRODUCT STRATEGIES IN FY23-FY24

DOUYIN LIVESTREAMING

35% 25%

LP cream & eye cream Bright-up serum

25% 8%

Pink Toner UV shield & Mist

7%

365 repair serum

 FY23 MAY-JUN DOUYIN KOL LIVESTREAM PLAN
May Jun

Est. GMV 1,800k Est. GMV 2,856k

四火姐姐 Tracy 董博文 钱多肤 潘潘姐姐 可以叫我 Nina 唐泽讲护肤 KOLs keep contribution

Actress Social Elite Beauty KOL Beauty KOL Beauty KOL Beauty KOL from May to Jun

2558K Followers 970K Followers 433K Followers 537K Followers 495K Followers 1523K Followers

Est. GMV 1,878K 15K 100K 200K 1,200K 100K 1,556K

Tentative Jun
8th May 21st May Mid May Daily in May 10th Jun Mid Jun
Date

Other
Opportunities

田恬 TTyilia 阿 NiuNiu 阳六 6 朱梓骁 格子姐姐 老赵和 Kiki 马帅 搭搭

 DOUYIN LIVESTREAM HOST

安安 An An 大眼仔 小叶 阳阳 Yang Yang

Background Background Background Background

Makeup Artist+ Cosmetic Host Makeup Artist+ Cosmetic Host Cosmetic Host Makeup Artist+ Cosmetic Host

Experience Experience Experience Experience

MAC LA MER YSL CHARLOTTE TILBURY
MAKE UP FOREVER GIVENCHY SHISEIDO LANCOME
ESTEE LAUDER LOREAL PARIS BOBBI BROWN
THANK YOU.