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When Chinese Tradition meets Modern Trends — 2022 Douyin E-commerce Food Industry Conference

client:
Douyin E-Commerce
region:
APAC

Introduction

The traditional Chinese New Year's atmosphere

As a short video online community focusing on young people, Douyin (known as TikTok in the West) has always attracted a large number of users, and due to Douyin E-Commerce’s recent success, more and more people now watch food-related content on the platform.

The Challenge

Designed to inspire

In the Chinese market, public demand for food products is becoming more and more diversified. Segmentation into categories such as health, gourmet, and convenient foods commands meeting the social and emotional needs of consumers and can become an important choice factor.

Douyin is committed to helping merchants gain insight into the latest consumer trends and industry developments, providing merchants with comprehensive e-commerce guidelines. Uniplan was briefed to create an unforgettable event to further enhance Douyin E-Commerce’s influence in the market.

What We Did

A mash-up of Chinese style and contemporary design

Chinese New Year is an important festival when tradition takes centre stage, and the sense of ritual and that typical new year flavour should always be reflected in events surrounding this season.

Bringing together Chinese style with modern elements, we delivered an event that successfully created a Chinese New Year atmosphere and yet suited the taste of the younger crowd.

How we delivered

Creating a seasonal Chinese food festival

To create a unique event, we chose a famous venue in Hangzhou, infused with over 2000 years of history and culture, close to five history museums, three ancient streets and six other historical sites.

A large screen was set up outside the venue to showcase event visuals, while bright colours were used to decorate the venue’s surroundings and create a visual impact, the event key visual was designed by Tezign Tech & Design Limited.

The main event kicked off with an opening show of traditional Chinese dance, featuring shadow dance performers and a choreography inspired by a shopping feast on the eve of Chinese New Year. Our use of video content and stage props gave the gala the flavor of a joyous Chinese New Year gathering. The live program linked the various brand booths to the main stage, fully interacting with the audience, and bringing alive the emotions of the eve of Chinese New Year.

At the end of the conference, we delivered a ceremony where a range of awards was presented to key partners to encourage outstanding brands, masters, and partners to keep working hard and create more business growth for the coming year.

The key facts

Project: 2022 Douyin E-Commerce Food Industry Conference

Mission: Create a memorable seasonal food festivals

Solution: We created an event bringing together traditional New Year foods and a wide range of modern products. Our event set was designed to appeal to younger audiences while at the same time keeping the traditional Chinese New Year's atmosphere of seasonal food festivals.

Result: Together with Douyin Ecommerce, we created an engaging and interactive New Year food festival.

The numbers

1 large event

4 interactive industry booths

3 commercial booths

13 industry-specific merchant booths

350 on-site guests

1 celebrity and KOL with million followers on Douyin

What They Said

Food is the paramount necessity of the people. We took food with Chinese New Year as the story, combining tradition and new trends to create a distinctive Chinese New Year's food festival.
— Uniplan Creative Team