Luxury Industry-Douyin Quarterly Trend Focus (Spring Issue)

FOREWORD LuxuryIndustryQuarterlyTrendFocusisaquarterlycontentinsightpublicationjointlyreleasedbyOceanInsights,OceanEngineConsumerGoodsBusinessCenterLuxuryGoodsIndustry,andDouyinE-commerceLuxuryGoodsIndustry.Thereportaimstoinspirebusinessstrategiesforpractitionerswithintheluxurygoodsindustrythroughamultidimensionalanalysisofluxurygoodsandotherrelatedindustries,includingdataandcasestudies. Douyin'sluxurygoodsindustryexperiencedrapidgrowthinshortvideos,livestreams,andsearchesinQ12024 50B Shortvideoviews 49% YoYgrowthrate 80B+ Livestreamviews 44% YoYgrowthrate 570M+ Searches 51% YoYgrowthrate LUXURYINDUSTRYQUARTERLYTRENDFOCUS 01 HIGHLIGHTS Fashionshows DouyinFashionShowxDIOR:CreatinganewstyleofwatchingfashionshowsonDouyin Trendingcontent Gucci'sAncoraRedexplodesinpopularitywithadvertisingacrossbothofflineandonlineplatforms Newcontent Thepremiereofaluxuryapparelbrand'sfashionshowgenerateshypeforitsnewspringreleasesandturnsintoatrendontheDouyinplatform Newadsproducts TheofficiallaunchofDouyin'sluxuryproducttagandthereturnofcreativeChineseNewYear(CNY)ads Festivals CollaborationswithfestivalIPsdrivebuzzandboostsalesfornewproducts LuxuryIndustryQuarterlyTrendFocus02 *Notlistedinanyparticularorder Latestindustryinformation PART01 Highlights Latestindustryinformation Jan–Mar LUXURYINDUSTRYQUARTERLY TRENDFOCUS03 Fashionshows Luxuryfashionshows·Douyinlivestreams SevenluxurybrandsstreamedtheirfashionshowsliveonDouyininQ12024 GUCCI FENDI PRADA GUCCI DIOR LOEWE Balenciaga YSL DouyinFashionShowxDIOR:CreatinganewstyleofwatchingfashionshowsonDouyin First-handreportingbyprofessionaleditorialteams Aggregatedbrandedcontentfuelstrendingtopics Newbrandfollowers 27K+ Fashionshowlivestreamviews 31M+ Hashtagpageviews 47M+ Frontlinereportingfromtherunway Fashioniconsonstage Exclusivecelebrityinterviews Douyintrendingcontent Brandedcontent(BGC) Hashtagpage(PGC) Trendingtopicscreatedonline(UGC) Livestreampromotions High-qualitycontentfrombrandandmediaaccounts Multipletrendingtopicssparkdiscussions Trendingcontent GucciAncora:AncoraRedexplodesinpopularitywithend-to-endadvertisingontheDouyinplatform GuccixDouyin:AncoraRedgainssearchpopularityasadvertisingsparks3wavesoftrendingtopicsonDouyin 800 600 24 60 DouyinFashionShowxDouyinEntertainmentxDouyinFashioncollaborationslinkupinternalresourcesandgeneratebuzzacrosstheInternet M+ Totalonlineimpressions Warm-up M+ Totalimpressionsofthe#GucciAncorahashtag Projectrollout hours+ Durationonlistoftrendingsearches K+ Increaseinofficialaccountfollowers PreloadedkeywordsinmultiplelocationsOfficialannouncementthroughBrandTakeover Atouchofmodernand In-FeedAds SearchBrandBrandranking Hashtags mysteriousredappears Zone tab [Trendingeventhashtag]#GucciDinnerDeparturePhotos Explosivegrowth Celebritiesandcreatorsperformtogether AncoraRed'spopularityspreadsacrosstheInternet [Maintrendinghashtag]#AncoraRedsPopularitySpreadsToHalfOfTheEntertainmentIndustry Projectrollout ExclusiveGlambotcelebrityphotoshootreleasedOfficial&marketingaccountsfocusonsparkingcelebrity-relatedtopics DouyinFashionShowDouyinEntertainment:Officialcelebrityannouncements MultipletopicstodominaterankingsAccountmatrixtotoptrendingtopicrankings Hype-up Fourcitiescollaborateto Projectrollout UrbanVideoHashtagChallenge DouyinFashion:Specialguestcreators generatebuzzacrosstheInternet [TrendingHashtagChallengehashtag]#CelebrityAncoraRedUrbanVideoHashtagChallenge Offline:EasilyobtaincelebritystyleswithGlambotcameras tocreateonlinebuzz Online:ExperienceItalianaestheticswithcustomeffects CreatorsattachrecommendedsearchtermstodiverttraffictotheBrandZone Newcontent Strategy1 Unveilingnewstylesatbrandrunwayshows MaxMara'sfirstbrandlivestreamonDouyin:Themulti-camerarunwaysetsthebenchmarkforluxuryproductlivestreamingroomsaimedathigh-endcustomers. Runwayshowinterpretsnewarrivals Content-basedlivestreamrooms Highercoreengagementvalues Betterbusinessconversions Sixcamerapositionswithmodelswalkingdowntherunway Averageviewduration38sLivestreamroomCTR9.27%ProductCTR85% Nearly7Kfollowersweregainedwithinthefirst2hoursofthedebutlivestreamSingle-sessionaveragecustomer spendingreached23KCNY Targetachievedby200% HUGO'snewbrandambassadorentersalivestreamroomwithdualstages,creatinganimmersivemultidimensionalfashionshow. A fromthefrontrow,directlyglimpsingthesenewproductreleases. Theworld'sfirstImageStore,combinedwiththereleaseofthe2024Spring/Summercollection,createsabrandlivestreamfashionshowfornewproductlaunches. Onlinewarm-up BusinessAccounts&celebrityaccounts Eventwarm-upwithBlueV Multiplecamerapositionsweresetupofflinetocreatethedualstages,AandB,atthefashionshowheldonMarch22. Celebritiessinging&dancingonstage Celebritiestalkabouttheiroutfitsfromthesamebrand BCelebritieswatchthefashionshow March16:TeaserfromBlueVBusinessAccounts March18:Celebrity'snewproductvideo No.1insales:RikimaruChikadaonstage Shootingfrommultiplecameraangles Top2insales:RikimaruChikadainaninterview Interactiveinterview HUGO2024Spring/SummerMen'sWearFashionShow Strateg