Revolutionizing Real Estate Marketing: China Resources Group’s Douyin Strategy Makes Huge Impact
In the digital era, China Resources Group (CR in short) leads the real estate industry in innovation and operations. Dedicated to transforming online marketing, the company has pioneered a comprehensive Douyin (China’s Tiktok) ecosystem, revolutionizing real estate digital marketing and driving exponential organizational growth. CR launched a company-wide Douyin enhancement program in collaboration with MytePro Real Estate Research Institute and its digital marketing team, aiming to build a unified Douyin system and comprehensive marketing strategy in short-video and live-streaming marketing.
Short Video and Live Streaming: The New Frontier of Real Estate Marketing
The digital revolution, led by Douyin, has transformed how real estate consumers seek information. In 2023, the platform saw 260 million property-related searches—a 44% year-on-year surge. Homebuyers increasingly relying on live streams and interactive content for insights, making Douyin as a primary source for property information and services.
For developers, Douyin has emerged as a top lead-generating channel. Certified developer accounts generated 1.8 million leads in 2023, with monthly volumes exceeding 200,000 from August to December—rivaling traditional paid ads on ByteDance’s OceanEngine Platform. Meanwhile, brand searches for the top 20 developers dominated 70% of traffic, solidifying Douyin’s role as an essential brand promotion platform.
Industry-Wide Embrace of Douyin Marketing
According to Douyin’s official data, 2023 saw significant growth in the number of verified real estate developer accounts and published content. By the end of 2022, 81.7% of the top 200 developers by sales had joined Douyin, a figure that climbed to 90.9% by November 2023. Operating both short-video and live-streaming functions on Douyin has become standard practice for developers.
Companies like Yuexiu, Vanke, Poly, and Dongyuan have strategically leveraged Douyin’s ecosystem, developing customized online strategies that significantly increased leads and reduced acquisition costs.
CR’s Group-Wide Douyin enhancement program
Since early 2023, some regional branches of CR have independently explored the short video and live streaming model on Douyin, using methods such as mentoring programs, establishing new media hubs, and recruiting digital marketing talent to drive lead generation and conversion.
These initial efforts yielded positive results, with several branches successfully developing effective Douyin marketing models and achieving notable online lead growth. Building on this momentum, CR aims to fully capitalize on Douyin’s vast user base by creating a sophisticated account matrix and launching targeted marketing campaigns to enhance brand influence and optimize marketing outcomes.
To realize these goals, CR invited some digital marketing experts from MytePro to initiate the “CR’s Group-Wide Douyin Ecosystem Enhancement Program”. This program officially launched consulting services and AI – empowered tools for integrated short video and live streaming operations.
In collaboration with MytePro, CR has designed a three-tiered lead-generation system covering the headquarters, regional offices, and individual projects. The Douyin ecosystem aims to establish a coordinated operation model, where the headquarters drives capability building, regional platforms collaborate, and frontline teams conduct regular short-video and live-streaming activities. This structure ensures effective management, profitable operations, and a sustainable talent pipeline.
For regional Douyin ecosystem development, CR has integrated business opportunity management modules, providing customized performance guidelines, role definitions, and goal-setting strategies to help each region tailor its approach.
In building an online marketing database, the company has standardized video marketing processes, aligned with its digital marketing strategy, and created a resource repository to facilitate rapid talent development.
Conclusion
Already a leader in online lead generation, CR is advancing its new media transformation through the Douyin enhancement program, underscoring its commitment to innovation. This initiative marks a new chapter, where the company will leverage new media solutions and MytePro’s digital marketing expertise to build a robust new media ecosystem.
As a leading enterprise in real estate marketing, MytePro has lauched AI Creative Lab, a cutting-edge solution harnessing AI to facilitate content creation for developers. It is equipped with tools like intuitive script generators and dynamic content-creation aids, driving high-quality lead generation and sales through short video and live streaming channels.