This month we’re back with the “Luxury Industry Bi-Month Trends Focus”, a bi-monthly publication highlighting the latest luxury industry trends on Douyin, a popular video-sharing platform with over 600 million daily active users.
This publication is designed to serve as a key resource for industry professionals, presenting not just up-to-date platform data but also expert analysis distilling recent trends and case studies.
As part of our third edition, covering September and October 2023, we delve into the latest fashion shows, festivals, trending content, and new ad products.
During September and October 2023, Douyin hosted 8 luxury fashion shows and exhibitions, with 5 shows using the new livestream follower acquisition add-on, helping to acquire new followers.
In September alone, multiple fashion shows used this new add-on to gain over 10k followers.
Luxury brand, Loewe, hosted its first live fashion show on Douyin, which led to a significant increase in both its search index and followers across its social network. Part of this spike in attention was helped by the announcement that Yang Mi would become a spokesperson for Loewe, while Reservation In-Feed Ads, Livestream In-Feed Ads, and the follower acquisition add-on helped extend exposure, target and engage relevant audiences, and convert more new followers.
The luxury industry is taking advantage of the “Xingtu KOL + Ad promotion + Search + Livestream” campaign formula to connect the entire conversion path for social followers. This involves enlisting celebrities and creators through the Ocean Creator Marketplace and Xingtu, promoting content with boosted traffic, leveraging search and hyperlinked keywords to drive traffic, and hosting livestreams to drive traffic to new and trending products.
Brand Takeovers, Hashtag Challenges, and brand livestreams also proved successful in scaling exposure and traffic, ultimately driving business growth.
Swiss watchmarker, Swatch, partnered with DOU Content Lab to build buzz around its new product launch, resulting in 5+ million views and a 46% month-over-month increase in followers. The campaign was aided by content collaborations with extreme sports creators and hyperlinked keywords, which helped to reach and convert new target audiences.
Vacheron Constantin, meanwhile, hosted a content-rich livestream to convey its brand story and product value which resulted in 480,000 views and 450,000 likes.
New ad products
Italian luxury brand Bulgari took advantage of the new Swipe Up icon to create content and build buzz around its Divas’ Dream Jewelry collection as part of a Mini Program campaign. The Swipe-Up icon featured a customized necklace, which helped to enhance visual impact and brand recall.
Douyin E-commerce experienced significant growth in luxury sales during the pre-sale period of this year’s Double 11 Shopping Festival (Oct 20-31), with a 1.2x increase in GMV compared to the same period last year. This included substantial growth in all sub-categories, especially luxury apparel, which saw a 2.5x increase year-over-year.
Below are the top 10 lists of popular luxury brands and products during the first wave of Double 11.
Douyin in collaboration with Douyin E-commerce also celebrated 7 exclusive product launches for Fall/Winter, including VERSACE’s sneakers, BOSS’ Brand Code collection, Moose Knuckles’ shearling jacket, Marc Jacobs’ Teddy J Marc debut, MAX&CO’s De-Coated collection, and Wedgwood’s exquisite dinnerwear.
Industry data overview
From short videos and livestreams to search activity and hashtags, below is a snapshot of the latest industry trends in China’s luxury industry.
With an astounding 30+ billion views and 32% year-over-year growth (Sep and Oct), it’s evident that consumers are infatuated with short videos.
Interpreting category trends
Told through the hashtags, search keywords, and short videos that index the zeitgeist of modern luxury, this next section delves into the latest category trends.
All four major categories grew during this recording period, with views for Apparel surging 117% YoY (Sep-Oct), with views for Accessories growing 40% YoY and views for Handbags & Suitcases growing 18% YoY. Reversing the recent decline, views for the Footwear category increased 10% YoY.
Luxury handbags & suitcases
Spotlight on brand ads
Looking for ad inspiration? Explore a curated selection of ad creatives from leading brands including Prada, Cartier, Rimowa, Coach, and LONGINES.
Trending KOL content
From lifestyle vlogs to new product reviews, luxury brand and influencer collaborations remain a popular source of content.
Utilizing KOL management services from the Ocean Creator Marketplace, iconic brands including Gucci, FENDI Tory Burch, LONGINES, and Tissot recently partnered with Chinese KOLs to craft and distribute branded content.
Stay tuned for the next bi-monthly report
Drawing on inside knowledge and the latest data from Ocean Insights, Ocean Engine, and Douyin E-commerce, each bi-monthly report is designed to inspire and inform business strategies, assisting brands to stay a step ahead. To view the next bimonthly report, please bookmark and visit this page again soon.
We also invite you to take a deeper dive into the world of luxury marketing by downloading our newly-released whitepaper, ‘Douyin Luxury Gravitational Center.’ This comprehensive report offers invaluable insights into the latest trends and consumer behaviors to help you stay at the forefront of China’s luxury industry.
This report was jointly produced by Ocean Insights, Ocean Engine Consumer Goods Business Center Luxury Goods Industry, and Douyin E-commerce Luxury Goods Industry.
The text, data, and other content contained in this report are protected by the intellectual property laws and regulations of the People’s Republic of China. Except for third-party data and other public information cited in this report, this report belongs exclusively to Ocean Engine.
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Leveraging content consumption platforms such as Toutiao, Douyin, and Xigua Video, as well as Ocean Engine’s advanced data and technology, Ocean Insights provides leading, strictly objective, and careful insights into marketing trends. Ocean Insights publishes content trends, industry research, and advertising strategies, along with indexes, rankings, and data analysis tools to meet the needs of enterprises, marketing personnel, and creators.
About the data
The data in this report is from an internal data platform. Please note that it has not been validated.
Douyin luxury goods content: Videos on Douyin that contain luxury goods-related keywords in their titles as well as videos featuring luxury goods.
Time frame: September-October 2023 (unless otherwise specified)