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

DOUYIN1.uxuryIndustrySeH)CtBi-MonthTrendsFocusCo-publishedbyOceanEngineConsumerdsBusinessCenterFQREWORD1.uxuryIndustryBi-MonthTrendsFocusisabimonthlypublicationjointlyreleasedbyOceanInsights,OceanEngineConsumerGoodsBusinessCenterLuxuryGoodsIndustry,andDouyinE-commerceLuxuryGoodsIndustry.Thereportaimstoprovideinspirationforbusinessstrategiestopractitionersintheluxurygoodsindustrythroughmultidimensionalanalysis,includingdataandcasestudies.InthebimonthlyperiodofSep-Oct2023,theluxurygoodsindustrysawrapidgrowthinshortvideosandsearchesbutaslightdropinIivestreams:30b÷Shortvideoviews32%YoYgrowthrate35b÷1.ivestreamviews-5%YoYgrowthrate-320m42%SearchesYoYgrowthrateOlHIGHnGHTSIicnwsDouyin,sIivestreamfolloweracquisitionadd-onhelpedluxuryfashionshowsgainmorefollowers.IfendirgaQntentTheluxuryindustry'sfirstcomprehensive"XingtuKOL+Adpromotion+Search+Livestream"campaignconnectstheentireconversionpath.NeWoQntentDOUContentLabpartnerswithSwatchfortheirnewproductlaunch.VacheronConstantinsharestheirbrandstoryinacontent-richIivestream.NeWadSPIOdUetSBulgarileadswithcustomizedSplashAds.IstivalsE-commerceplatformslaunchnewproducts,gaininghypeduringtheDouble11pre-saleperiod.LatestindustryinformationHigMights1.atestindustryinformationEASHImSHOwS1.uxuryfashionshows:During with 5喘 a 9r nseshUf O n Dm ，a 3re 2 t O S 2Ve erH b W OeV ctne O 8qu d C e axlt U Sshows and exhibitions,Loewe'sSP嗡制嚅r歙4GuccfsDIOR,sSPr嘱瓢魄然4Louis Vuitton'sBalenciaga's Summer 21O24 Womerrs SnowDouyin's Iivestream follower acquisition add-on helped luxury fashion shows gain more followers.Loewe's first live fashion show on Douyin saw a significant increase in both search index and followers across the network.er<jbofl Bn-FMdAdsrrea Pfirshowf 0a brand< Bpompeswn t0ur>n f, tfMt twwIn-Feed AdsEkwtsiv Imhur drw5 fkwwrFdh)Mr MquiMion add-onSearch index during major sho*5 vs. regular period124.Douyin's first SpringZSummer 2024 showat Paris Fashion Week.Bpkti«er6sswork.InSeptember2023,multiplefashionshowsusingtheadd-ongainedover1Okfollowers.Dj,.JSOUreC.0cc11YuntUfjIuwcj>jv'*'-Itvcstfedrrid*,>.>Il*rue.TRENDINGaQNTENTTheluxuryindustry'sfirstcomprehensivevaXingtuKOL+Adpromotion+Search+Livestreamavcampaignconnectstheentireconversionpath.CeIebritieSOcean Creator Marketplace celebrities and creators create drcss-up videos.Visual consistencyin offline events with uniform tempUtes for shooting.ThC new 'T MOroeram 0Uk ter (r¼ SenCT fehm a 9h1 ath rt189.216.LiVeStreamSE-COmmerCe Brand Zone 十 Hyperlinked keywords to drive search trank.Use Iivestreams to drive traffic 躯臂膈喧雁?ding products of11%Uvttttream roo«n <lkk-r0w9h rate ter Oc«en Creator recomfY)ft<UckmsSeHrUm room top CMV: T Monoorm <U½ic <ersClosed-loop Brand Takeover + Hashtag Challenge to drive exposure and traffic.Coordinated offers and gifts in brand Iivestreams and creator Iivestreams to spur business growth.Brand Iivestreams: promotional offers, membership gifts, and 12-month interest-free payments.*Data source: Yuntun post-buying indicators. September 21-28Luxury Industry Bi-AAonth Trends FocusBrand Iivestreams:offers + gifts (¥1,700 canvas bag) + 12-month interest-free payments + price guarantee against Double 11DOUContentLabpartnerswithSwatchforanewproductlaunch,featuringacontent-richIivestreambyVacheronConstantin.SwatchXDOUContentLab:Co-createdcontenttobuildbuzzaroundnewproducts5m+Brand x 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 vievsFollower increase per show 46% , MoMJoint releaseBrand search score Increase 36% >Search index growth27% Brand valueExhibition hall Craftsmanship valueProduction process Product valueClose-ups of e×hbs More InteractionsVlP room brand pavilionVacheronConstantinvScontent-richIivestreamsExplorativeIlvestreamsfeaturingdiverseassetshelptoconveythebrandstoryandproductvaluemoreeffectively.Views480,0001.ikes450,0001.ikerate0%+NEWADSPRoDUCiSBulgarileadswithcustomizedSplashAdsBulgariXSwipeUpicon:debutsanewscreenstyleonDouyinProjectbackground:Divas'DreamJewelrycollectionCustomizednecklaceicontoenhancevisualimpact&brandrecallHKjhIight U 1: Precision targeting WWh CTR & CPC $<UI abov tb Induntry avr*gH19hl9h< U N rw UWS rpcm 90% Ct SA au(>ence during ur *cqulitonHighlight U «5 Slgniftcam improvement In brand Affanlty. with a 38% iner*> in daily *earch>.Fesitval