巨量算数-奢侈品行业双月趋势焦点-9月和10月（英）_市场营销策划_重点报告202301202_do.docx

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1、Co-published byOcean Engine Consumer Goods Business CenterDOUYINSep-OctLuxury Industry Bi-Month Trends Focus&巨量引擎I0巨量算取I db抖音电商Luxury Industry Bi-Month Trends Focus is a bimonthly publication jointly released by Ocean Insights, Ocean Engine Consumer Goods Business Center Luxury Goods Industry, and D

2、ouyin E-commerce Luxury Goods Industry. The report aims to provide inspiration for business strategies to practitioners in the luxury goods industry through multidimensional analysis, including data and case studies.In the bimonthly period of Sep-Oct 2023, the luxury goods industry saw rapid growth

3、in short videos and searches but a slight drop in Iivestreams:30b32%Short video viewsYOY growth rate35bLivestream viewsYoY growth rate-3 20m 42%SearchesYoY growth rateOlHIGHDGHISInvDouyins Iivestream follower acquisition add-on helped luxury fashion shows gain more followers.The luxury industrys fir

4、st comprehensive Xingtu KOL + Ad promotion + Search + Livestream campaign connects the entire conversion path.NeWCQntentDOU Content Lab partners with Swatch for their new product launch. Vacheron Constantin shares their brand story in a content-rich Iivestream.NewadsproductsBulgari leads with custom

5、ized Splash Ads.FestivalsE-commerce platforms launch new products, gaining hype during the Double 11 pre-sale period.Latest industry informationHiblhtsLatest industry informationESHINSHOWSLuxury fashion shows:During September and October 2023, Douyin hosted 8 luxury fashion shows and exhibitions, wi

6、th 5 shows using the new Iivestream follower acquisition add on.LoewesSpring/Summer 2024 Womens ShowGuccis2024 Ancora Fashion ShowDouyin,s Iivestream follower acquisition add-on helped luxury fashion shows gain more followers.Loewes first live fashion show on Douyin saw a significant increase in bot

7、h search index and followers across the network.Wpcsur drivs followerRequisition，AnQuncmt f global brarcH BpokMperseni DSUyin for tMfit tH*Search index during major shows vs. regular periodFollower acquisition add-onExposure11.2Follower increase per show H,DIQDouyin,s first Spring/Summer 2024 showat

8、 Paris Fashion Week.In September 2023, multiple fashion shows using the add-on gained over 1 Ok followers.TRENDlNG GaNmENTThe luxury industrys first comprehensive llXingtu KOL + Ad promotion + Search + Livestream11 campaign connects the entire conversion path.CelebritieSOcean Creator Marketplace cel

9、ebrities and creators create dress-up videos.Visual consistencyin offline events with uniform templates for shooting.+ 189%A2 AppealA3 InquireSearCheSE-commerce Brand Zone + Hyperlinked keywords to drive search traffic.LiVeSITeamSUse Iivestreams to drive traffic 睡嚅普虫盥ding ProductsofClosed-loop Brand

10、 Takeover + Hashtag Challenge to drive exposure and traffic.Coordinated offers and gifts in brand Iivestreams and creator Iivestreams to spur business growth.Landing pagelanding rateMate marperformanceAdd-to-cart cost vs. market-45%Closed-loop Brand Takeover and store redirectionBrand Iivestreams:pr

11、omotional offers, membership gifts, and 12-month interest-free payments.Creator videos with shopping carts attachedHashtag Challenge views:370m#To ry B u rc h GI i tte r Lo veBrand Iivestreams:offers + gifts (1,700 canvas bag) + 1 2-month interest-free payments + price guarantee against Double 11*GM

12、V trends: Tory Burch, September 1 3-28*Data source: Yuntun post-buying indicators, September 21-28NEWGQNnnENTDOU Content Lab partners with Swatch for a new product launch, featuring a content-rich Iivestream by Vacheron Constantin.Swatch X DOU Content Lab:Co-created content to build buzz around new

13、productsBrand platform collabora-tion on high-quality contentto build hype for new releases.Collaboration with coolextreme sports creatorsto break into new target audiences.Good content drivesHyperlinked keywordsto boost searches and brand visibility.Total video viewsM +Follower increase per show 46

14、% , MoMText & imagesJoint releaseBrand search score increase36%，Search index growth27% Vacheron Constantins content-rich IivestreamsExplorative Iivestreams featuring diverse assets help to convey the brand story and product value more effectively.+ Brand value+ Craftsmanship value+ Product valueClos

15、e-ups of exhibits+ More interactionsViews480,000Likes450,000Like rate90%+NEWADSPRoDUCiSBulgari leads with customized Splash AdsBulgari X Swipe Up icon: debuts a new screen style on DouyinProject background: Divas Dream Jewelry collection Customized necklace icon to enhance visual impact & brand recallHighlight U J.: Precision targeting with CTR & CPC s