2024 Douyin Luxury Industry Summit: Douyin Leads the Way with Precision Marketing and Content Innovation

Amidst the post-pandemic era, the global luxury industry is undergoing unprecedented transformations and challenges. According to the “Mid-Year Update of the 2024 Global Luxury Market Study” jointly released by Bain & Company and Altagamma, the Italian luxury goods association, global luxury market sales are projected to decline by 1% to 3% in the first quarter of 2024, with market growth generally slowing down. In this context, major luxury brands have adjusted their strategies in search of new growth opportunities. Douyin, with its vast user base, sophisticated tagging system, and innovative content ecosystem, is emerging as a vital marketing ground for the luxury industry.

The Rise of Z Generation and Douyin’s Mutual Embrace

For the Z Generation (born between 1995 and 2009), falling in love with a luxury brand might be as simple as scrolling through Douyin. The Z Generation congregated on Douyin represents the future consumer core competitiveness that luxury brands are seeking. Characterized by their distinct personalities, pursuit of novelty, and willingness to share, their brand choices and perceptions are often influenced by social media. Therefore, how to precisely reach and retain Z Generation consumers on Douyin has become an urgent issue for luxury brands.

Precise Audience Targeting: Douyin’s Tag Insight System

Douyin boasts an ultra-fine-grained tag insight system, encompassing over 2.3 million refined tags across dimensions such as demographics, products, content, touchpoints, and industries. These tags, enabled by scientific tagging logic and precise audience segmentation, empower luxury brands to precisely target their desired audience. For instance, through scenario classification, niche groups like subculture enthusiasts, highly educated overseas students, and travelers are given special attention. Brands can leverage these tags to swiftly identify their target customer segments and facilitate efficient communication and conversion.

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. They are willing to share their attention span, which is only 8 seconds shorter than that of a goldfish, with a higher-dimensional technology experience, so that technology can empower life. For example, 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.

Content Innovation: Douyin’s Influencer Ecosystem and IP Support

In terms of content creation and dissemination, Douyin holds unique advantages. Firstly, its influencer ecosystem, comprising the platform’s top creators from fields like fashion, art, culture, unboxing, and travel, provides luxury brands with highly engaging content. These influencers wield extensive and profound influence, effectively reaching and influencing Z Generation consumers. For example, GUCCI’s partnership with Douyin to launch the “Ancora Red” color trend, igniting a wave of Italian aesthetic color fever.

Secondly, platform IPs like “DOU Content Lab” collaborate with professional teams and brand influence to curate tailored, high-quality content suited for Douyin’s environment. Examples include PRADA’s collaboration with “DOU Content Lab” on a video featuring the Chinese Women’s Football Team, which garnered over 2.4 billion exposures across the web.

As the annual highlight of luxury brands, the four major international fashion weeks have also become the core focus of users in the industry on Douyin. “Paris Fashion Week” and “Milan Fashion Week” have been hot search topics for 23 years. 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, and the topic page has exceeded 47 million. It is foreseeable that Douyin will become a normalized show in the future and become one of the reserved programs of Fashion Week.

Omnichannel Integration: Douyin’s Measurement System and New Marketing Opportunities

Douyin is not merely a content platform but a comprehensive marketing ecosystem. Through CRM integration, brands can leverage online entry points to attract new offline members, driving fresh traffic. The connectivity of product linkages enables brands to deliver a seamless service from user acquisition to precise shopping guidance and in-store traffic redirection, offering consumers a comprehensive, one-stop luxury shopping experience. Additionally, Douyin Insight’s comprehensive validation of marketing efficiency empowers brands to scientifically measure campaign results and optimize their marketing strategies.

Summit Outlook: Douyin Empowers the Luxury Industry to Break Through

On August 20th, the ” Spark Creativity, Endless Exploration – 2024 Douyin Luxury Industry Summit” hosted by Ocean Engine presented luxury brands with a comprehensive set of practical solutions. From precise audience targeting, scientific content production, to omnichannel brand measurement, Douyin is facilitating luxury brands in better connecting with new consumer demands, capturing marketing trends, and accelerating omnichannel experience upgrades. The summit not only showcased Douyin’s latest achievements and cases in the luxury industry but also provided an opportunity for brands to exchange ideas and learn from industry elites.

In the post-pandemic luxury market, Douyin, with its unique advantages, has become a vital battleground for brands seeking to establish their presence. Through precise audience targeting, innovative content marketing, and omnichannel integration strategies, Douyin is empowering luxury brands to achieve marketing breakthroughs and sustainable growth. As technology continues to advance and consumer needs evolve, the collaboration between Douyin and luxury brands will deepen further, jointly ushering in a new chapter for the luxury industry.