ByteDance, the parent company of popular social media app Douyin (known as TikTok outside of China), has entered the fast-fashion clothing market with the launch of its clothing retail platform Feiyun Zhishang. The store is operated by Shanghai Xinpai Information Technology Co., Ltd., which is fully controlled by Douyin Group (Hong Kong) Co., Ltd.
While the clothing store is currently only available on the Douyin app, it has already garnered attention from customers with its fashionable women’s clothing, including down jackets, sweaters, and pants. The clothing is priced similarly to that of the wider market, ranging from dozens to hundreds of yuan. However, there are no visible brands in the product information.
ByteDance has previously entered the apparel market with the acquisition of trendy menswear brand company Silicon Bio in 2019 and the launch of a store of the same name on Taobao. However, the Taobao store was later renamed Douyin Wenchuang.
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ByteDance is not the only internet platform to venture into the clothing market. JD.com aims to create its own fashion brand in 2023, while Ali’s Taobao has launched its own fast-fashion apparel store iFashion offline and online, and NIO, a new energy vehicle company, sells its own brand of clothing.
As the apparel market continues to grow, internet companies are deploying their advantages in traffic and channels to accelerate their entry into this billion-dollar market. The Douyin store marks ByteDance’s venture into the fast-fashion clothing business in China, with the potential for expansion beyond the app in the future.