Joyoung × Douyin Live Commerce Matrix
Built a multi-account Douyin live commerce matrix for Joyoung, achieving a peak ROI of 8.2 and a record 221 units sold per creator through precision influencer selection and data-driven streaming strategy.
Client
九阳 Joyoung
Services
Platforms
Date
2024-03
Challenge & Goals
Joyoung, one of China's leading small-appliance brands, aimed to break through existing growth ceilings using Douyin live commerce. The core challenge: how to systematically improve ROI in a hyper-competitive streaming landscape while amplifying brand awareness?
Our Approach
FLAME designed a multi-account live commerce matrix, running brand self-streams and creator-led streams on parallel tracks. We restructured product selection logic — matching different price-point SKUs to appropriate creator profiles — and used real-time ad optimization to funnel traffic into high-conversion broadcast windows.
Key Execution Points
- Built a dedicated streaming ops team running 7×12-hour shifts
- Selected 80+ high-fit creators based on historical sales data and GMV potential
- Established a live-stream data dashboard with 15-minute granularity tracking UV, conversion, and ROI
- Ran A/B tests to rapidly validate cover images, sales scripts, and pacing combinations
Results
During the campaign period, peak live ROI reached 8.2×, one creator sold a record 221 units in a single stream, and average completion rate hit 23% — well above the industry benchmark — delivering both performance and brand outcomes.
Execution
