On May 14, the Douyin E-commerce Good Goods Fair “China’s Fine Agarwood” event and Dongguan Agarwood Culture Festival opening ceremony were held at the China Agarwood Culture Museum in Liaobu Town, Dongguan. Wu Yiting, a member of the Municipal Party Committee and Minister of the Publicity Department, along with other leaders and guests, attended the event.
On May 14, the Douyin E-commerce Good Goods Fair "China's Fine Agarwood" event and Dongguan Agarwood Culture Festival opening ceremony were held at the China Agarwood Culture Museum. The picture shows the signing of the Dongguan Agarwood Culture Inheritance Strategic Agreement.
At the event, official agarwood industry data from Douyin E-commerce was shared. The unveiling ceremony for the Douyin E-commerce Jewelry and Cultural Play Dongguan Operations Center took place, along with the signing of the Dongguan Agarwood Culture Inheritance Strategic Agreement. Honorary certificates for the 2024 “China’s Fine Agarwood Recommender,” “China’s Fine Agarwood Outstanding Merchant,” and “China’s Fine Agarwood Cultural Ambassador” were awarded. The attending leaders and guests jointly launched the Douyin E-commerce Good Goods Fair “China’s Fine Agarwood” event and Dongguan Agarwood Culture Festival.
The “Douyin E-commerce Jewelry and Cultural Play Dongguan Operations Center” is Dongguan’s first official Douyin e-commerce operations center and live broadcasting base, paving a “shocking” development path for the Dongguan agarwood industry. This event, through the expansive platform of Douyin E-commerce, is dedicated to nurturing and promoting the “China’s Fine Agarwood” IP brand, driving high-quality development of Dongguan’s cultural heritage and economy. The event showcased the unique charm of Chinese agarwood culture and, through online promotion on Douyin E-commerce, allowed more people to recognize the “China’s Fine Agarwood” brand, tell the Dongguan agarwood story, shape the high-end brand value and appeal of Dongguan agarwood, and accelerate the goal of selling Dongguan agarwood nationwide.
Going forward, Dongguan will take the opportunity of the Dongguan Agarwood Culture Festival to further promote the scale and quality of Dongguan’s agarwood industry through a series of activities. These include the landing and upgrading of the official Douyin E-commerce IP, analysis of agarwood industry data, inheritance and promotion of intangible cultural heritage, and the dissemination of popular topics. This initiative aims to set new industry benchmarks and make “Dongguan Agarwood” a globally renowned brand.
The picture shows the scene of the opening ceremony
Further reading
Injecting new momentum into the development of the agarwood industry
Dongguan agarwood is the first agarwood product to be recognized as an indication of Chinese National Geography. Compared to agarwood produced in other regions, Dongguan agarwood’s most distinctive feature is its fresh and sweet scent. When burned as incense, it emits a rich, nutty aroma with a sweet, delicate, and pleasant fragrance that lasts for a long time.
Building on a solid manufacturing foundation, Dongguan agarwood has expanded from a traditional agricultural byproduct to diverse areas such as pharmaceuticals, handicrafts, and daily necessities. A range of high-value derivatives, including Dongguan agarwood pharmaceuticals, cultural artifacts, essential oils, cosmetics, agarwood liquor, and jewelry, endow the agarwood industry with unique cultural, geographical, and economic characteristics.
The “China’s Fine Agarwood Recommender” aids in the promotion of Dongguan agarwood, carrying out Douyin e-commerce agarwood enterprise “electrification” actions, organizing offline exhibitions and “Enjoy Shopping in Dongguan” events. This event will take the opportunity of the Dongguan Agarwood Culture Festival to showcase the unique charm of Chinese agarwood culture. Additionally, through Douyin e-commerce’s online promotion, it will help more people learn about and recognize the “China's Fine Agarwood” brand, injecting new momentum into the development of the agarwood industry.
The picture shows the exhibition hall
Creating a feast of culture, entertainment, and shopping
As one of the important birthplaces of Chinese agarwood culture, Liaobu Town in Dongguan boasts a rich cultural heritage of agarwood and a solid industrial foundation. Liaobu has not only planted tens of thousands of acres of agarwood forests and developed facilities such as the Agarwood Museum, Yaxiang Street, and the Agarwood Expo but also extended the agarwood industry chain. The town has promoted the establishment of the Douyin E-commerce Operations Center project in Liaobu, aiding in the “electrified” upgrade of agarwood culture.
Reporters have learned that the Dongguan Agarwood Culture Festival series of events will be exciting and diverse, including the launch ceremony of Douyin E-commerce’s “China’s Fine Agarwood,” the opening of the first Douyin Good Goods Fair · Dongguan Agarwood Culture Festival, the authoritative release of Douyin’s official agarwood industry development data report, the honorary introduction of the “China’s Fine Agarwood Recommender,” and the meticulous creation of Douyin E-commerce agarwood enterprise “electrification” actions and trending topics.
The inauguration of the Douyin E-commerce Jewelry and Cultural Play Dongguan Operations Center will involve collaboration with intangible cultural heritage inheritors to develop and promote cultural and creative products that embody the essence of Dongguan agarwood culture. This initiative aims to protect and preserve cultural heritage while leveraging the power of e-commerce to convey the charm of Dongguan agarwood culture.
This event will bring a feast of culture, entertainment, and shopping to the citizens of Dongguan and visitors. From May 14 to May 23, citizens will have the opportunity to purchase a selection of Dongguan agarwood products at the offline exhibition in the China Agarwood Museum and at the “Enjoy Shopping in Dongguan” event on Yaxiang Street. To encourage shopping and add fun to the experience, a random discount promotion will be offered during the event for purchases of 50 yuan or more, with discounts ranging from 5 yuan to 100 yuan, and a maximum discount of up to 100 yuan.
Additionally, the Dongguan Agarwood Culture Festival will also launch the “Dongguan Agarwood” cultural series of creative brand IPs, including the “Museum Collection Series,” the
“Dongguan Agarwood Intangible Cultural Heritage Inheritor Series,” and the “Dongguan Agarwood Trend Series.” These series will highlight the unique qualities and artistic cultural value of the products.
The picture shows the exhibition hall
Douyin influencers support the promotion of Dongguan agarwood
In the past year of 2023, which categories of the agarwood industry made it to trending topics, and where should the trends in the agarwood industry head in 2024?
During the launch ceremony, official agarwood industry data from Douyin E-commerce was released. Peng Min, the Operations Manager for the Wood and Cultural Play Industry at Douyin E-commerce, stated that a comparison of sales data from 2022 and 2023 on the Douyin platform showed that both agarwood and incense tools saw more than double the growth in 2023. Since the agarwood category was opened on the Douyin platform in 2021, each year’s growth rate has been remarkable. Over the past three years, Douyin has played a significant role in promoting the agarwood industry and incense culture.
Douyin influencer Putuo Mountain Xiaoshuai stated that agarwood is relatively niche and precious. The launch of the Douyin E-commerce Good Goods Fair “China’s Fine Agarwood” event and the Dongguan Agarwood Culture Festival has become a platform to promote agarwood culture. Through this event, he has seen many high-quality agarwood merchants. “Agarwood is like a fine wine but kept in a deep alley, seldom encountered by ordinary people. Moving forward, I will use my account’s traffic to promote agarwood culture, so more people can understand and appreciate agarwood,” said Putuo Mountain Xiaoshuai.
Douyin live-streaming merchant Lao Han believes that agarwood is a niche category, and consumers do not have a deep understanding of it. However, through this event, more people who are unfamiliar with agarwood can get to know it. The event’s choice of Dongguan as the main venue helps promote Dongguan agarwood and makes more consumers aware that there is not only Dianbai agarwood and Hainan agarwood but also Dongguan agarwood. “As a live-streaming merchant, I am more willing to share good products with everyone. Through online promotion and the influence of live-streaming merchants, consumers’ awareness of Dongguan agarwood will further increase, which will be beneficial to our sales performance,” Lao Han said.
The picture shows the exhibition hall
A coordinated effort across the entire city to promote the high-quality development of Dongguan agarwood
After the launch ceremony, Dongguan immediately held a meeting to advance the development of the agarwood industry, bringing together the efforts of various departments and towns to promote the high-quality development of the agarwood industry across the city.
At the meeting, relevant units, towns and subdistricts reported on their respective work in the field. The meeting emphasized that empowering the agarwood industry with culture requires innovation to achieve rapid progress. All departments and towns need to work together, with a unified vision and effort, to continue the legacy of Dongguan agarwood and to celebrate the cultural heritage of Dongguan.
Dongguan will leverage its strengths in sales and cultural dissemination to manage the “China’s Fine Agarwood” online sales platform effectively and enhance the level and influence of the “China’s First Agarwood Exhibition”—the China (Dongguan) International Agarwood Culture Industry Expo. A series of products integrating the primary, secondary, and tertiary industries of Dongguan agarwood will be introduced to promote “Dongguan Agarwood” as a cultural symbol of Dongguan. Efforts will continue to explore the cultural connotations of the Dongguan agarwood IP, and premium cultural tourism routes featuring agarwood will be developed in conjunction with cultural tourism planning. The unique value of the “China Agarwood Museum” will be consistently highlighted, and a group of talents skilled in the production and dissemination of Dongguan agarwood will be cultivated.
The picture shows the awarding of the honorary title “China’s Fine Agarwood Cultural Ambassador”
The picture shows the awarding of the “China’s Fine Agarwood Outstanding Merchant”
The picture shows the awarding of the honorary title “2024 China’s Fine Agarwood Recommender”
