In response to the inaugural Shanghai Summer international consumption season, Douyin Life Service launched a series of summer activities designed to boost consumer engagement.

As a result of these initiatives, group buying sales in Shanghai saw a 92 percent month-on-month spike from July 19 to Aug 13, according to Douyin Life Service.

The Shanghai Summer, a flagship event aimed at establishing Shanghai as an "international consumption center city", began on July 6 and will run through to the second weekend of October.

Over 100 activities are planned, offering a diverse range of urban experiences for both domestic and international visitors.

Douyin Life Service has attracted over 2,000 merchants through media exposure and product subsidies – introducing exclusive Shanghai Summer products that range from buffets and hot pots to shopping deals, offering consumers appealing group-buying packages.

The hashtag "Shanghai Summer" on Douyin (#上海之夏) now has over 1.37 billion views. [Photo/WeChat account: scofcom]

The hashtag "Shanghai Summer" (#上海之夏) has gained significant traction on Douyin, with local bloggers and international visitors sharing guides on dining, entertainment and citywalk routes. To date, the hashtag has garnered over 1.37 billion views.

A highlight of the Shanghai Summer consumption season, the Shanghai International Cruise Festival saw the Adora Magic City become the first direct-sale cruise brand to join Douyin Life Service.

The brand is said to have connected with younger consumers through live streaming, short videos and discounted cruise ticket group buying – offering a variety of ticket options for routes departing from Shanghai to destinations such as Jeju, South Korea and Fukuoka, Japan.