Douyin Luxury Gravitational Center - 2023 Douyin Luxury Industry White Paper

DOUYINLUXURYGRAVITATIONALCENTER DouyinLuxury GravitationalCenter 2023DouyinLuxuryIndustrywhitePaper 名巨量引擎小抖音电商今巨呈算数Deloitte LUXU4V(NEUSTVIW-ITEMAFERDOUMNLUXIU-YGRAVITATONALELNIERLUXU-V(NEUSIPYW-(TE2APER5110°0- TianbingZHANGWenbinLIN D:loitte:AsiaPaxific:Ined.istryFectp-Lisacer,GareurmeFrorurtiare:Reol.Whxolesm.e:&DistrisutisnHeadofCceanEngireBusinessAnalysis 1eeensseuids6ujploaunq,e.o,cee.,eJos.o;sesms,elusS70zU] tegldbraltrdrclandanese,CuerdlessreicaltesdluangCrirresecsssurrteruase,wleereluxu'yilearsarmI50mi.ionuserswit-ekesninterestinhigsndlprocucts.Aotao.y.73%,cfChirasluxuycrnsimsrbassactive.y inereasng,ysesnretnsre.yassoalalcasrtal,bu,as2ssetsforparsonzlerjoymsntarclorg-termimvastmsnt.rergegsswit-Douyin,sstat'sricunnatehedbyanyctherplstfarmregardi-grmarh,brardergegeme.endcor th=crarne.frent,tezcce.arateddigitaltransformatienfCnnasluxurymarketlacerasslevateaenlineplatversionrats.Aswsmwsforward,vesreeegertcollaoo'stew-lrandstoeff=ctive.ycsmmunicateth: Ianrsntoirdissereatle.o.udipcintsalonghetorsumerjourrey.L:ukirgalaad,trefu.u'ecofceiureadvdtzy. XueginWANGHuangHONG vicePresiciencofCceanErgineConsurierCooc'sBusinessCenterMediaFrofessioal,Author Inecentyea/s,thedigit'zaticnofthegloballusurymarke:hssbeentransforns:ive,'uncamentallyalteringlco*-T-isvrhitepeperu'cerscoresscr.ca.reve.ston:Ciouvinisrotjust=sccia.plstformcutasoohisticate:t=cinclo: sunsrbehsvior.ichira-increesingl.ydigita.centsntecosys:em.Sh/--fumvideo,svitalco-tentm=dium,isprs-companyrichincataa*el,tcscacailites.Inlusurymarzsting.Courinsetsiteel'spsrtasthemcetnefinedplativm canahleofceliverinncompre-gnsive,oscissdatafrrtareedbrandstratesissFiouyinsinnmativeapnroar? short-vice:plstforms.issettinnewstsncacsi-o-linsrsrketineficiencythroughds.s-cnv=nnsishts.ke:perseamlesslyintegratesb'ancli'g.marketing].sndsales,leveraginge-cormercetcdirestlycontributetoabrancl's tentpatiorm,sndxlo'te,wsofferataledaocrsc~eahjngl,xuryoranvistc:prvciselyisentythviroctimglcomrisn:settenrienfmmtheincustry busiresschanrslsandconsumsrteucrpoints.Thissrategialgnrrentservestosolstermarketsustainsbilityi- C-ina QingMU WicePresidentofDsuyin=-Commerce fullymergingcempslli-gcvntertthatsparkssheopingintersstwihsvsll-dlesgnedprosuctsrslfcateri-gto :vr"ti,redintoDpuyintpuuoyttur,rigcro,sly testngsndvalidat'ngitshusi-essmcde.Byutilizigewsll-curerecmixofhigh-jjeliryccntsnt,superiorssrvics. ansoficialyeutrenticetesigrocuc:s,theseorendscffrrtiwlysatisfythedierrseccngimpticnatterrsofDouvins srhasThiscrestesesmvmlinxi.endteendconaumyeaperienen,frerthrendergegrntoTeguxticn sonversinThe5y'egyhstee-lusuryhrancssn,DouvinE-commerceemon'sesafuunglledwithpotsntisl DOUMNUXUAVGRANITATON.LELNILR FOREWORD In1972,LOJISvUITTONpeneditsfirststereinimainlanclCrinaat:ha[erinsul:HotelBejing. andCartier'ocenedthefirstwatc:co.ntercnNanjirgRzacinSnarghaithatthesameyear:Fest forxarcloverthreede:ades,ancChinahssevolve:intoacivo.elplayertheglolza.luxury market.Ccns.mershav=dee:enecltheiraocrecatorferlusurygoocls.Afteracniefcl(:in2c22. Veexp=ctChinaccntinueitsleadlngrolin202a.orooallingtherrarkette#sizecfBSS0 cilin.wtharinpessivegrowhrateof1e%. Chine'sdigtal.Isnciscacefeaturesm,tip.etoucihipointssnclrichccntenttsbuildauniquelusury =cosysterr,Chireseconsumersarel:rosdl=ningarcdivesifyingtheirluxurys'oocinghabirs.wich aroticesbleshifttovarcvarisusoninep.atformi,Furthemrore,Chireseconsumersaregroring mcreconfidenta'doiscening.T-eir'motivsticnfor(usuryspendingisincressirglycrivnl:y self-indlg=nceadvsll-corsid=redchcices Dcuyin,thsn<stoitsdsti'ctiv=cortentcrestcna*ddistributionsystem,hssseenamo.fyingthe uxuryi-dustry'scicewithinisscosystem.Asafrominentcententsncle-connsrcepls:formi- Chns,Douyinleveragesitsuseroase,contantocportunities.arde-ccmmerscepalilitiest: re.:brancsoreciselyidentfytagetcustomeri,controleycecisor-maingtoucpoints,tailor centsntscenariceaccrdi-gh.ardestablishac.csedlopwitrinheDsurvireceysten. In2023,CceanEngine,DiourinE-commerceancOcesnInsighesinco~jurcicnvithDelcitt: Ch'na.p,bliclyrelsesecitsfirstw-itspapercnChi-e'sluxurymarkst.it.sd*Douvin.Lusury SraitsticnalCe'ter-2023Co/rinLuxuryl-dustryhteFaozr.Weain20providebusinesses ithva.uebleincustryirsights,riarketinginspiatior,ende-comnercestrategiesamicithe sgxistsnceofocpouritissancchsllenggsThoughar:in-dopthsxaminerienChina's(uxjry market.aesplzreticncfChineseccnsumre'Ibehevior,andaranslysisof[cuyi-'scorestergtrs andsuccsfulcssstudles,vehosetoassistluourylrancisatvariousstagssofcexelcprertin theC-inssemerke.Qurgeaistoenshb.etheecrendsteachievesustsinaslesgroathonDcuyn /22ds,adCu0-2e;v0geu P01 LLXUR-IINDLSTRYVHFEPADE CONTENTS PART01 ResilientGrowth LuxuryMarketandConsumerInsights MarkatOutiook:theChireseMarketBecomesAMust CategaryLandiscape:RapidGrvethforWatches,JewelryandBags FourNewTrenosintheCrineseMarket ChinescConsumers:CaurtiouslyOptimistic.withSresterAcreptancoofQnlireChannels DuuyinCorisLrrers:Pusl-walchSearchMinrdse! PAR02 OmnichannelLinkage TheMormenturmofDouyinLuxuryIndustry 2C23 YIN EcosystemEvolution:DouyinhasBecormieAComprehens