In recent years, the commercial property sector has been accelerating into a new cycle amid the wave of digital development. As younger generations become the main consumer group, they are no longer satisfied with standardised services. They expect more personalised and distinctive content, products and services at every stage of the customer journey.
Against this backdrop, Douyin Heartbeat Block 1733 partnered with Tech-Trans to embrace technological innovation at an early stage. By integrating a suite of eight mini programs into an omnichannel touchpoint matrix and connecting user data across the entire customer journey through the CDP, GMP and SMP platforms, the project has created a user-centric, data-driven growth system for granular omnichannel operations.
01 Project Requirements
Douyin Heartbeat Block 1733 is located beneath Douyin's headquarters at Dazhongsi in Beijing. Developed by Douyin in conjunction with the Douyin Group headquarters project, it offers more than 20,000 sq m of commercial gross floor area (GFA). Conceived as a versatile showcase and a destination for leisurely living, the project includes a casual dining street, a 300-metre outdoor garden promenade, the Magic Box atrium, the Flying Saucer space, the Douyin market and other attractions, creating a photo-worthy destination with a distinctive digital-culture identity.
Younger users: The project is surrounded by leading technology companies and top-tier universities in China. Younger consumer decision-makers tend to place greater trust in innovative digital marketing channels.
Personalised consumption: The project targets new patterns of consumption shaped by the internet, with users seeking diverse experiences that are vibrant, trendy and playful.
Diversified touchpoints: As customer touchpoints expand from a single channel to multiple channels, omnichannel marketing has become an industry trend, making integrated cross-channel data governance an urgent priority.
02 Solution Implementation
Against this backdrop, commercial projects must adopt granular, data-driven operations across channels and throughout the customer lifecycle to respond to evolving user characteristics and consumer needs. For Douyin Heartbeat Block 1733, a central operational priority is to engage younger audiences through personalised interactions and granular customer management, convert target audience segments into loyal users and create greater value.
Tech-Trans integrated and launched a suite of mini programs for Douyin Heartbeat Block 1733 and built a personalised, targeted marketing system supported by the CDP, GMP and SMP platforms, supporting user growth throughout the customer lifecycle.
Building an Omnichannel Touchpoint Matrix
As digital traffic becomes increasingly scarce, projects must leverage the broader traffic ecosystem to build their own touchpoint matrices, an essential foundation for data-driven membership operations. Only by creating sufficient touchpoints can they expand the breadth of customer interaction. In addition to the WeCom, Alipay, DingTalk, Kuaishou and LINE mini programs, Tech-Trans launched WeChat, Douyin and Feishu mini programs for Douyin Heartbeat Block 1733. Covering almost all mainstream digital platforms used by younger consumer decision-makers, this suite helps the project build an omnichannel touchpoint matrix and engage Generation Z across channels.
Building Three Digital Intelligence Platforms
As the eight mini programs become more deeply embedded in operations, fragmented and incomplete user data collected across different touchpoints will directly affect the effectiveness of the project's marketing decisions. To address this, Tech-Trans integrated the CDP, GMP and SMP platforms to break down data silos between the mini programs for Douyin Heartbeat Block 1733. The solution provides a comprehensive and accurate tagging system, enables audience segmentation and generates customer insights, supporting personalised marketing campaigns and delivering an exceptional customer experience.
CDP: Integrating Cross-Source Data to Build Complete Customer Profiles
Data quality is fundamental to effective data use. Through the CDP (Customer Data Platform), data from the eight mini programs is integrated across sources, cleansed and unified, with the resulting cross-source, multidimensional data stored in a standardised format.
Through this process, the Tech-Trans CDP identifies interactions and behaviours from different channels as belonging to the same customer. Each member is assigned a unique ID that links rich, standardised information on customer identity and behavioural history. This enables Douyin Heartbeat Block 1733 to develop a customised tagging system, segment audiences and build a 360-degree customer view, creating a closed feedback loop for marketing data. Operations staff can better understand customer intent and preferences in real time across channels, informing personalised marketing and content delivery plans.
GMP: Enabling Personalised, Targeted Engagement
Based on the CDP's data services—granular customer data, audience segmentation and audience insights—marketers can use the GMP (Growth Marketing Platform) to combine tags and create audience segments based on customer profile tags and clustering. They can then develop differentiated marketing strategies and design customer journey workflows based on these insights.
GMP's triggering capabilities use inputs such as user attributes, behavioural data and order records to infer customer preferences for marketing messages, content and promotional offers across different consumption scenarios. This helps the operations team deliver targeted or recurring personalised marketing and content more efficiently.
SMP: Deepening Social Engagement with Users
The GMP feeds audience insights and data analysis results back to the SMP (Social Marketing Platform). Douyin Heartbeat Block 1733 then uses the SMP's capabilities to manage user interactions and content through the back-end systems for membership, communities and merchants, maintaining continuous two-way communication and meaningful connections with users.
At the front end, diverse social interaction features also increase user participation and social engagement. For example, consumers using mini programs such as the Douyin mini program can create group activities or join activities that match their interests, participate together in entertainment and social events, and share product recommendations and practical tips. The personal updates feature also allows users to post photos and videos and express their individuality.
The implementation of this solution has brought significant changes to the management and marketing practices of Douyin Heartbeat Block 1733. Enabled by digital and intelligent technologies, the project's business data operations and customer marketing are becoming more personalised and granular.
Digital and intelligent transformation has become a broad industry trend. With CDP as the 'brain' and GMP and SMP as the 'hands', together with integrated operations across the mini program suite, Tech-Trans has built a digital and intelligent marketing system for Douyin Heartbeat Block 1733. The system supports new operating models, creates new engagement scenarios and attracts new audiences, driving sustainable growth.
About Tech-Trans
Founded in 1986, Tech-Trans has focused on commercial digitalization for 40 years. To date, the company has delivered more than 3,000 commercial projects, with over 100,000 POS terminals installed. Its business covers a wide range of formats, including commercial complexes, airport retail, cultural and tourism districts, and chain brands. Its clients include more than 1,000 enterprises, such as Capital Airports Holdings Co., Ltd., Beijing Capital Group Co., Ltd., China Resources Land Limited, Greentown China Holdings Limited, Wangfujing Group Co., Ltd., Douyin, China CITIC Bank Corporation Limited, and Industrial and Commercial Bank of China Limited.Its product portfolio spans Commercial ERP, CRM, Smart POS, Data Middle Platform, Customer Data Platform (CDP), Precision Marketing Platform, Data Asset Management Platform, and Business Intelligence (BI) analytics, together with digital-intelligent construction, upgrade and transformation services.