In the post-epidemic era, the luxury industry is facing many changes and challenges. The slowdown in global business growth has forced luxury groups to start exploring new directions.
With over 600 million DAU, Douyin has the largest user base, especially the GEN Z generation with strong personal opinions, which is the mainstay of the rapidly growing luxury consumption market, making Douyin a gathering place and birthplace of events with huge traffic. In addition, with its powerful content ecology and online and offline content linkage, Douyin easily captures the attention of young people. A large number of users, especially GEN Z, gather on Douyin, making it an important marketing platform in the exploration of luxury goods.
Find the right person in the right way on Douyin
For the luxury industry, it is not easy to find the right people, especially to capture the hearts of the GEN Z generation who are at the forefront of technological and cultural change.
Douyin’s super-detailed tag insight system includes more than 2.3 million refined tags such as crowd/product/content/touchpoint/industry dimensions. Through more scientific tagging logic and more refined crowd circle anchoring, brands can find the consumer groups they want. For example, through content insights, Douyin successfully customized communication strategies for brands in different circles such as subculture fashion crowd/high-knowledge overseas students/overseas tourists, allowing brands to communicate with target audiences more effectively and improve communication efficiency.
After finding GEN Z, how to break the ice with them? Douyin’s answer is ：technological innovation.
GEN Z’s life is inseparable from high-tech production tools and digital social networking. They are positive about all new technologies and are riding the wind and waves in the AI era.
Douyin’s accurate facial capture and newly upgraded AR/VR technology allow users to easily be in the same frame with Van Gogh across the ages. Precise touch simulation technology can make advertisements “active”, form tactile interactions with users, and convey brand information more vividly.
So how do you communicate with the right people in the right way? Douyin Yuntu has the ability to verify marketing efficiency in all areas. It can connect the data of advertising and natural content, and is equipped with data capabilities for scientific measurement throughout the process, formulate effective marketing strategies for brand 5A groups, and visualize marketing effects through data.
The user experience has been upgraded on Douyin
From branded content to the social scene, Douyin is constantly innovating.
From the perspective of the brand, Douyin maximizes the efficiency of conventional brand content assets with the help of innovative brand advertising co-creation. The interactive advertising method makes brand content full of vitality and significantly enhances the influence of communication.
Tiffany”More than one screen” LAMER”Polaroid”
On Douyin, there is a content creation team with integrated resources covering the world, which produces creative content directly on the scene, so that users can visit the fashion week without leaving home. Powerful show ecological product capabilities, the fashion show ecological environment created for brands and users, search area, Feedlive customized component functions…Douyin provides brands with full-link cooperation opportunities for show live broadcasts. For example, “DOU fashion show” with DIOR 2024 Fall/Winter Ready-to-Wear created a new Douyin show-watching mode. From co-creating offline show content to dominating online celebrity hot spots, we have achieved both brand popularity and reputation. It is foreseeable that Douyin will become a normalized show in the future and become one of the reserved programs of Fashion Week.
Content is more deeply rooted in people’s hearts on Douyin
Douyin has unique advantages in content creation and dissemination. First of all, Douyin’s talent ecology, as the platform’s most high-quality creator resources, provides high-stickiness content for the luxury goods industry. The number of talents in the luxury circle unique to Douyin has continued to grow in recent years, with more than 30+ SVIP authoritative creators in different fields, making Douyin a gathering place for creators with real artistic and cultural heritage. Douyin’s luxury circle talent matrix speaks for brand stories and values in a form that users love to watch, communicates with people in different scenarios, and demonstrates diverse marketing capabilities.
Secondly, with the help of platform IPs such as “DOU Lab”, professional teams that understand platform users better can combine with brand influence to customize high-quality content that is more suitable for dissemination on Douyin.
In March this year, GUCCI and Douyin jointly let “Rosso Ancora” go off the screen, setting off a storm of Italian aesthetic colors. The total exposure of more than 800 million on the entire network and the duration of the hot spot on the list for more than 24 hours prove the diverse potential of the Douyin platform in building trend consumption in the luxury industry.
On the other hand, as a catalyst for brand marketing, Douyin’s hot spot strategy can provide the ability to predict future hot spots and create trend hot spots through the cooperation of expert content and platform-level voice. 21 billion views of spring and summer #dopamine, 14 billion views of autumn and winter #maillard, and the healing-themed “Spring is #mint mambo”, Douyin is now the birthplace of many GEN Z fashion trends.
Renewing GEN Z’s new online and offline luxury consumption posture on Douyin
In the field of e-commerce, Douyin’s luxury e-commerce has always maintained a steady growth trend. The live broadcast room is no longer just a single “321 link”. After the continuous optimization and development of the live broadcast format and content, new business scenarios are constantly being created. The current Douyin live broadcast room, from LANCOME and ARMANI 1.0 makeup show to share trend content, to HUGO 2.0 outfit show, with performances + interviews + shows with catwalk stars, to Ralph Lauren 3.0 variety show combined with the “class flavor” hot spot, multi-scene live broadcast rooms with topics and catwalks have brought Ralph Lauren a +306% GMV explosion.
In the second half of the year, Douyin will also launch new ways to play autumn and winter e-commerce shows and create the first Douyin official fashion week. This 7-day fashion week will provide special support for big-name shows one track a day, with celebrities watching the shows and influencers walking on the catwalk, bringing an autumn and winter brand carnival.
In the face of the demand for more offline scenarios for luxury goods, Douyin has opened up through the CRM membership system, attracted new members for the brand through the online entrance, and introduced more accurate people for the business based on LBS recommendations. In 24 years, the “OPC” matrix has created a new grass-planting model. It is expected to attract offline stores through SA content, provide a one-stop service experience of new product delivery/physical display/reservation service, and complete more accurate “shopping guide” content conversion in the future.
The question that luxury brands have always been concerned about is, “How is the effect of my current wave of delivery?”, “What kind of content does my ‘TA’ like?”, rational and emotional marketing result measurement, how to measure the accumulated brand value of marketing actions? Douyin Yuntu system can take into account both short-term and long-term measurement and track long-term brand power.
From a rational perspective, its Campaign cycle tracking capability covers the early, middle and late stages of the marketing plan in terms of time span, and with the 5A and A3 basic models, it provides brands with a mature scientific marketing full-domain measurement system.
From a perceptual perspective, in the short term, we can use search + SOV + NPS (recommendation value to others) to measure brand power, and in a longer period, we can conduct multi-dimensional brand image insights such as voice, association, reputation, preference, etc., and expand to a measurement system for measuring brand image.
At the same time, the new linkage of brand-owned groups and the efficiency tracking of third-party platforms will highlight Douyin’s ability to help brands achieve precision marketing.
In the future, with the help of Douyin, how will luxury goods connect more closely with GEN Z consumers and achieve business growth? We believe that there are still new opportunities in the story of Douyin and GEN Z.
