Because the shoes sold on Douyin are less labor, rent and other expenses than offline stores, so they are relatively cheap. Usually, Nike on Douyin is cheaper because it has a certain discount.

The things sold on Douyin are indeed cheaper than those sold in physical stores. I think the first cost is lower than that of physical stores, and it does not require a lot of rent and labor. Second, it has a large volume. There are thousands or tens of thousands of products on Douyin, and the fewest are dozens or hundreds. People buy them when they see that they are cheaper than physical stores. So even if it is sold cheaply, it is still very profitable.