Core Insights - The article highlights the successful sales growth of Guangdong Xiangyunsha, a traditional handicraft business, despite challenges faced by many non-heritage merchants in promoting their products effectively [1][3]. Group 1: Sales Growth and Market Expansion - The "Treasure Shop IP" initiative, in collaboration with Douyin's intangible cultural heritage plan, led to a significant increase in product exposure exceeding 330 million and a GMV growth of 103% year-on-year [3]. - The campaign helped many merchants transition from niche markets to broader audiences, showcasing a replicable model for market expansion in the intangible cultural heritage sector [3]. Group 2: Support and Training for Merchants - Douyin e-commerce provided comprehensive support to Xiangyunsha merchants, including tailored learning courses to enhance their e-commerce capabilities [4][6]. - The platform implemented various operational tasks such as new product promotions and live streaming operations, encouraging merchants to engage actively and improve their business performance [6][7]. Group 3: Engaging Content and Audience Connection - Douyin e-commerce successfully attracted a younger audience to Xiangyunsha by leveraging its strong "grassroots" attributes, breaking the previous demographic limitations [8][10]. - The introduction of trending topics and influencer participation significantly increased user engagement, with over 7,000 posts and a total content view count exceeding 300 million [10][12]. Group 4: Efficient Conversion Strategies - Douyin e-commerce established a comprehensive solution for converting traffic into actual sales, linking content-driven engagement with product availability [17][19]. - The platform's targeted marketing strategies, including high-quality video content and live demonstrations, effectively drove user interest and purchase decisions, resulting in a 211% increase in activity during the campaign [19][21]. Group 5: Resource Integration and Future Prospects - Douyin e-commerce's initiatives, such as the "Treasure Shop" and "Intangible Heritage Goodies," provided a platform for traditional artisans to showcase their products and overcome operational challenges [25]. - The platform's robust content operation and resource integration capabilities are expected to continue supporting the growth of traditional handicraft businesses, revitalizing their market presence [25].