1、FOREWORDLuxury IndustryBi-MonthTrends Focus01YoY growth rate19%YoY growth in luxury goods GMV in Douyin E-commerce 254%YoY growth rate36%YoY growth rate56%Luxury Industry Bi-Month Trends Focus is a bimonthly publication jointly released by Ocean Insights,Ocean Engine Consumer Goods Business Center L

2、uxury Goods Industry,and Douyin 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 2023,the GMV for luxury goods sold through Douyin E-comme

3、rce increased dramaticallyRapid growth in short videos,livestreams,and searchesAverage monthly short video views13BAverage monthly livestream views22BAverage monthly searches150M+HIGHLIGHTS02LOUIS VUITTONs livestream show and the announcement of its creative director joining Douyin dominate trending

4、 topicsFashion showsMore Than One Screen launched,a major first in the luxury industryNew ads products PRADA collaborates with Douyin Content Lab once again to create a blockbuster video about Chinese womens footballNew contentMaxMara joins Douyin!Debut livestream sales exceeding 10 millionKick offL

5、ivestreams featuring luxury content boost business in a major wayF estivalsMany luxury brands launch new products,creating a collective festive moodHolidaysLuxury Industry Bi-Month Trends Focus*Not listed in any particular orderLatest industry informationNovemberDecemberHighlights0103Luxury Industry

6、Bi-MonthTrends FocusLatest industry informationPARTF ASHION SHOWS04Luxury fashion shows LOUIS VUITTONPre-Fall Mens 2024 ShowCELINESummer Mens 2024 CollectionBALENCIAGAAutumn 24 Series ShowLuxury Industry Bi-Month Trends FocusPRADAs Warehouse StoryLuxury exhibitionBalenciagaFollowedFollower acquisiti

7、onadd-onFollower acquisitionadd-onCELINEFollowedRelease of 2 teaser videos LouisVuitton,tagged#LVMensShow#MaleCelebritiesAtLVShow reaches the top 2 on the entertainment chart#LVMenswearCreativeDirectorJoinsDouyin reaches the top of the entertainment chartAn announcement by the creative directors acc

8、ount leads to multiple trending topicsFeedsLive adds to the buzz10-day lead-up:lead generation10-day lead-up:lead generation2-day lead-up:account opening2-day lead-up:account openingFor the first time ever,brand keywords trended on the platformFor the first time ever,brand keywords trended on the pl

9、atformPreparation phasePreparation phasePopular phase:Brand livestream show&creative directors announcementPopular phase:Brand livestream show&creative directors announcement*Data period:November 30,2023,on the day of the show.LOUIS VUITTONs livestream show and the announcement of its creative direc

10、tor joining Douyin dominate trending topics.Brand Takeover:Swipe up for redirection to exhibition reservationsDouyin Hot ListBrand Zone-Search interceptionXingjuli-Li Xian invites you to explore togetherXingtu#PradasphereNEW ADS PRODUCTS05Luxury Industry Bi-Month Trends FocusLaunch of More Than One

11、Screen,a major first in the luxury industryLuxury Winter Festival begins at the end of November:3 major jewelry brands experiment with the More Than One Screen concept,using glasses-free 3D visuals and innovative advertising to tell brand stories across 3 screens.#TIFFANYSparklingHolidaySeason#TIFFA

12、NYSparklingHolidaySeason#TIFFANYSparklingHolidaySeasonFollow the Bird on a Rock into a charming winter wonderland.The second and third screens display gift boxes,showcasing exquisite details of high-end jewelry.#CartierTempleTour#CartierTempleTourThree screens present 3 signature Cartier collections

13、 for a surprise-filled festive journey.Anne Hathaways wonder-filled journey presents brand highlights on the second and third screens.BVLGARI#CelebrateWonderMomentsNEW CONTENT06PRADA collaborates with DOU Content Lab one more time to create a blockbuster video about Chinese womens football!Douyins o

14、fficial matrix postsWomens football Douyin account posts120+120+Internet-widemedia outlets provide coverage2 40 M+2 40 M+Total exposure Internet-wide exceedsTop 4 Top 4 Douyin Hot ListLuxury Industry Bi-Month Trends FocusWomens football Douyin account&PRADA x Douyin Content LabFour major online mark

15、eting platforms accelerate the spread of content,creating trending topics Focusing on creating trending topics#WomensFootballNewLookStunningAndCoolProfessional interpretation from platformsOfficial media+industry external mediaIncreasing exposure+viral marketingSports marketing accounts+entertainmen

16、t marketing accountsFASHION item promotionsPRADA items worn by women football players#WomensFootballNewLookStunningAndCoolHyping up eventsKICK OFF07Luxury Industry Bi-Month Trends FocusMaxMaras official flagship store joins Douyin and quickly adopts KOL livestreams while preparing for brand livestre

17、ams across all Douyin touchpoints.November 2023Operational preparationsLaunch Blue V accounts and storesDecember 2023Quick adoption of KOL livestreamsQuick sales+accumulation of brand audience assetsJanuary 2024Long-term brand livestream operationsFACT+omnichannel operationsMaggie11GMVM+37Average va

18、lue per orderK+15-color teddy coat short video promotion+exclusive livestreamsMelinda7.6GMVM+27Average value per orderK+Offline participation in brand shows+exclusive livestream collaborationHOLIDAYS08Luxury Industry Bi-Month Trends FocusGuccis holiday giftsFENDI:Swipe to unlock new winter arrivalsC

19、ontent hashtag pageSwipe-up iconFENDI Winter Capsule Series holiday new arrivalsPRADA Holiday CollectionPRADA 2023 Holiday Collection-Brand TakeoverPRADA 2023 Holiday Collection-In-Feed AdsPRADA LineaRossa Ski-Brand TakeoverCollaboration with Xingtu creatorsEnjoying joyful times with GucciBrand co-c

20、reates with celebritiesCreating the festive spiritCo-creation with celebritiesDiscover the power of gifting with Coach new arrivalsThe all-new Spade SeriesConveying love through novelty and thoughtfulnessIn-Feed Branding AdsHOLIDAYS09Luxury Industry Bi-Month Trends Focus2023 Chinese Valentines Day:2

21、 major fashion media outlets,Bazaar and GQ,guide the fashion narrative through creative contentCase reviewContent:Bazaar+GQ Qixi Luxury SpecialProduct:Shopping channel+ShopsFESTIV ALS10Luxury Industry Bi-Month Trends FocusLuxury watch brand Tissot using livestreams to build a cloud-based luxury coun

22、ter with 5 qualitiesSense of luxury&valueStore experienceExclusive&limited-timeBrand history&craftsmanshipOriginated from Switzerland in 1853Celebrity endorsementOne watch,one card,same as in storesDouble 11 Douyin official livestream roomsItems worn by Mr.Gong Jun,Mr.Huang Xiaoming,Ms.Liu YifeiDisp

23、lay with black glovesHigh-definition close-up shotsWrist display7-day free trial Shipping and returns with SF Express Guaranteed after-sales service,global warrantyBuy 1 get 4 giftsGift GIF displayThe 4th gift is limited to 10 itemsLivestream hosts sales pitchOfficial announcement about new brand am

24、bassadorDouble 11 brand ambassador announce-ment boosts brand hype,with Douyin content effectively driving traffic.Brand livestreams set new historical highs,with brand ambassador endorsement driving sales growthE.g.,Versace,Lanvin.Tactic 1 Off-site marketing to create a buzzDuring Double 11,endorse

25、ment from a hot dramas female lead drives popularity,with searches and brand livestream GMV breaking historical recordsE.g.,Karl LagerfeldTactic 2CEO enters livestream roomsOn Double 11 Big Days,CEO joins livestreams,helping break single-day brand livestream recordsE.g.,Moose KnucklesTactic 3Themed

26、brand livestreamAfter Double 11,a themed event on skiing keeps the business boomingE.g.,Hugo BossTactic 4Douyin E-commerces Double 11 Luxury Goods Promotion Strategy:Content marketing drives a surge in business,with the luxury category seeing+123%YoY growth during Double 11.The apparel category stan

27、ds out with+235%growth in business and nearly a 20%increase in average spending per customer.FESTIV ALS11Luxury Industry Bi-Month Trends Focus2023 autumn/winter new arrivals-Douyin E-commerces Super New Product IPCase review7 luxury brands launch limited and exclusive new products on DouyinBranded s

28、hort videosDouyin Brand Takeover adsBrand livestreams for new product launchesRepresentative brands new approach to launching productsIndustry data overview2023Dashboard0212Luxury IndustryBi-MonthTrends FocusIndustry data overviewPART13Content trendsIndustry data overviewDASHBOARD02PARTLuxury Indust

29、ry Bi-Month Trends FocusDouyins luxury content ecosystem is flourishing with rapid growth in short videos,livestreams,and searches.There is a diverse range of hot hashtags and trending search terms,with industry topics trending frequently.YoY growth rate19%Average monthly views13BYoY growth rate36%2

30、2B+Average bimonthly viewsYoY growth rate56%150M+Average monthly searchesShort videosLivestreamsSearchesData source:Ocean Insights,2023.Note:The YoY growth rate compares data from 2023 to 2022.Hashtags are sorted by views,search keywords are sorted by the number of searches,and trending content is s

31、orted by popularity.Top hashtags in 2023Top search keywords in NovemberDecemberJanJunJulFebMarMayAprAugSepOctNovDecJanJunJulFebMarMayAprAugSepOctNovDecJanJunJulFebMarMayAprAugSepOctNovDec14Trending industry hashtagsIndustry data overviewDASHBOARD02PARTLuxury Industry Bi-Month Trends FocusData source

32、:Ocean Insights.NovemberDecember 2023.Note:Hashtags are sorted by popularity.NovemberDecember luxury goods trending hashtags#方圓臉貴氣感耳飾分享#LuxuriousEarJewelryForSquare&RoundFace#LV秀場的男明星們#MaleCelebritiesAtLVShow#冬季皮草外套測評#WinterFurCoatReview#通勤高級感半裙#ElegantSkirtsForWork#T臺上華流就是頂流#C-popIsTopTrendOnTheCat

33、walk#聽說每個女孩都有一個新手鐲#EveryGirlsNewBracelet#珍珠項鏈戴法#WaysToWearPearlNecklaces#古力娜扎娜然走秀#Gulinazha&NaransCatwalk#劉詩詩一天穿了六套高定#LiuShishiWears6HauteCoutureOutfitsInADay#肖戰拉夫勞倫活動現場#SeanXiaoAtRalphLaurenEventNov 4Nov 30Nov 7Dec 13Dec 23Dec 1Nov 29Nov 24Oct 31Dec 18.534M8.365M7.226M6.288M6.135M5.855M5.707M5.632M

34、5.194M5.138萬AccessoriesClothing,bags,footwear,accessoriesClothingClothingClothing,bags,footwear,accessoriesAccessoriesAccessoriesClothing,bags,footwear,accessoriesClothingClothing,bags,footwear,accessoriesTrending hashtagsCreation datePopularityApplicable categories15Data source:The data on the over

35、all top trending brands is from Ocean Insights;the data on the top trending brands by e-commerce intent is from Douyin E-commerce,2023 Note:The overall top trending brands are based on various brand-related information searches and represent overall brand popularity rankings;the top trending brands

36、by e-commerce intent are ranked based on user searches with a clear intent to purchase.Trending brandsIndustry data overviewDASHBOARD02PARTLuxury Industry Bi-Month Trends FocusUsers habit of searching continues to strengthen.Brand-related content becomes the focus of search,leading to a growth in e-

37、commerce transactions.Overall top trending luxurybrands on Douyin in 2023LOUIS VUITTON BVLGARIDIORYSL CELINEBalenciaga ROLEX IWC Valentino GUCCI ARMANI HermsMIU MIU LONGINESCartier PRADA Ralph Lauren Givenchy PIAGET Van Cleef&Arpels 1234567891011121314151617181920Top trending brands on Douyin bye-co

38、mmerce search intent in 2023LOUIS VUITTONBalenciagaDIORCartierValentino PRADAGUCCIIWCHermsYSLARMANIBURBERRYCELINEBVLGARIFENDIGivenchyVersaceMIU MIUCANADA GOOSEFERRAGAMO123456789101112131415161718192016E-commerce trendsIndustry data overviewDASHBOARD02PARTLuxury Industry Bi-Month Trends Focus20232022

39、254%YoY growth rateLuxury industry GMV in 2023JanJunJulFebMarMayAprAugSepOctNovDecQixi618 Sale520 DayValentines DayDouble 12/Christmas&New Years DayDouble 11Boosted by festival and major promotions,the GMV for Douyin E-commerces luxury industry soared in 2023,with a growth rate exceeding 250%.Scenar

40、io-wise,brand livestreams are the main space for transactions,accounting for 52%of sales;business for product sales grew more than 4-fold compared to the previous year.Luxury industry GMV trend for Douyin E-commerce in 20222023Luxury goods GMV across channels in Douyin E-commerce in 20222023 Brand l

41、ivestreamsKOL livestreamsDouyin MallStores and showcasesSearches(excluding Mall)Others2022202352%15%13%9%5%6%8%49%25%Brand livestreamsKOL livestreamsMallShowcasesSearchesOthers5%6%6%Product:33%(YOY+7pt)Content:67%(YOY-7pt)Mall accounts for 13%,YoY+5pt(8%13%),GMV YoY+451%Showcases account for 9%,YoY+

42、3pt(6%9%),GMV YoY+443%Searches account for 5%,GMV YoY+272%Brand livestreams:a key and fast-growing transaction channelAccounts for 52%,YoY+3pt(49%52%)GMV YoY+270%KOL livestreams:increasingly less relied on Account for 15%,YoY-10pt(25%15%)GMV YoY+109%Data source:Douyin E-commerce,20222023.17Audience

43、trendsIndustry data overviewDASHBOARD02PARTLuxury Industry Bi-Month Trends FocusIn 2023,the number of luxury goods buyers using Douyin E-commerce grew by 208%compared to the previous year.They are predominantly aged 31-40 and live in high-tier cities.They also fall into affluent audience groups like

44、 the seasoned middle class,emerging white-collar professionals,and sophisticated mothers.Luxury goods buyer profile in 2023 for Douyin E-commerceMaleFemaleProportion of usersYoY growth rate+105%+247%Female users constitute a larger and faster-growing segment,with a YoY growth of+247%Gender+208%18242

45、530313536404145465050+179%+160%+159%+161%+170%+157%Proportion of usersYoY growth rateAge3140 year olds account for 53%Proportion of usersYoY growth rateProportion of usersYoY growth rate+164%Affluent middle classEmerging white-collar workersSophisticated momsSmall-town middle-aged&elderlySmall-town

46、youthUrban seniorsGen ZUrban blue-collar workers+153%+216%+178%+179%+216%+164%Strategic audiencesHighly penetrated audience contributes 72%of transactions184%Tier-1New Tier-1Tier-2Tier-3Tier-4Tier-5Tier-6&below+170%+157%+152%+171%+193%City tiersTier-1 and Tier-2 cities combined account for 82%Data s

47、ource:Douyin E-commerce,2023.18Category trendsIndustry data overviewDASHBOARD02PARTLuxury Industry Bi-Month Trends FocusIn 2023,all luxury categories across Douyin E-commerce saw stable growth.Clothing stood out as a category with high supply and high growth,witnessing a YoY growth of over 300%.Othe

48、r categories need more product offerings to meet consumer demands.The content landscape mirrored the sales market across categories,with clothing leading growth.The footwear category requires an increased supply of content and distribution.Data source:Ocean Insights,2023.Note:The accessories categor

49、y includes accessories,jewelry,and watches.The YoY growth rate compares 2023 to 2022.In the matrix chart,the central axis represents the average value.Douyin E-commerce luxury goods content landscape in 2023Data source:Douyin E-commerce,20222023More viewsFootwearAccessoriesHigher YoY growth in conte

50、ntApparelHandbags&suitcases47%YoY growth in viewsApparel28%YoY growth in viewsHandbags&suitcases24%YoY growth in viewsAccessoriesYoY growth in viewsFootwearNo changeDouyin E-commerce luxury goods supply and demand landscape in 2023Douyin E-commerce luxury category growth in 2023Luxury clothing&acces

51、soriesLuxury bagsLuxury watchesLuxury footwear+over 300%+19%+187%+143%20222023Luxury watchesYOY growth in GMV(2023 vs.2022)Product supply proportionLuxury clothing&accessoriesLuxury handbags&suitcasesDesigner shoes400%900%Interpreting category trendsTendencies03192023Luxury IndustryBi-MonthTrends Fo

52、cusPARTInterpreting category trendsLuxury handbags&suitcasesLUXURY BAGS20Interpreting category trendsTENDENCIES03PARTTop hashtags in 2023Top search keywords in NovemberDecemberCategory landscape in 2023Star categoriesPotential categoriesHandbagsTote bagsWalletsBackpacksBucket bagsSuitcasesBaguette b

53、agsBriefcasesBoston bagsSports bagsBag loversRecommended bagsBag discoveryLuxury bagsA bag cures all illsSecond-hand product recommendationsAffordable luxury womens bagChanelLouis VuittonHermsCarryallNeverfullLouis Vuitton bagsValentinoLittle LindsayDIOR bagsHerms Faubourg bagsGucci Dionysus bagsMiu

54、 MiuChanel bagsData source:Ocean Insights,2023.Note:Star categories refer to those with high views,and Potential categories refer to those with high view growth rates(2023 vs.2022).Hashtags and videos are sorted by views,and search keywords are sorted by the number of searches.Trending videos in Nov

55、emberDecemberStilettos are a womans must-have secret weapon.#HighHeels#Versace#Fashion#Runway#Model Perforated clogs forever!#GucciPerfo-ratedClogsHi all,help me decide between these two#Balenciaga#Thai-PantsHot#HumorEmbark on a journey through an immersive exhibition space to explore the narrative

56、aesthetics of the horse-#Prada2023HolidayCollection launches an incredible holiday journey with PRADA.Unveil holiday joy with#Versaces global brand ambassador Huang Xuan Chen,#Versace2023HolidayCollection Athena Tote Bag is now online.#VersaceThis German girl is so real#Prada#LuxuryGoodsLovedByWomen

57、#Fashionista#DesignerBags#FashionIEasilyUnderstandYour Christmas gift has arrived.Check it out now!A giant eye-catching bag appears on the Huangpu River in Shanghai!#LouisVuitton#LV#ExploreTheWorld#MagicalShanghaiA best friend compatibility test!Dare to take it?白鹿my and 是孫珍妮 share their holiday pick

58、s!The answer is the horsebit buckle!Guccis holiday giftsLuxury Industry Bi-Month Trends FocusStarcategoriesPotentialcategoriesDress up essentialsLUXURY APP AREL21Interpreting category trendsTENDENCIES03PARTTop hashtags in 2023Top search keywords in NovemberDecemberCategory landscape in 2023Star cate

59、goriesPotential categoriesT-shirtsJacketsSetsSweatersDown jacketsPantyhoseWoolen pantsSportswearPadded coatsDown pantsElevated fashionAffordable luxury womens apparelNew summer stylesNew fall/winter stylesQuality mens wearShort-sleeved T-shirtsFashionable outfitsOOTD ideasWhoever wears it looks stun

60、ningSweatersZhao Lusi in Magnolia dressMonclerBlack sweatersChanel silk shirtsSean XiaoMoncler down jacketsShu Qi kicks up her skirtCanada Goose down jacketsMiu MiuRalph LaurenData source:Ocean Insights,2023.Note:Star categories refer to those with high views,and Potential categories refer to those

61、with high view growth rates(2023 vs.2022).Hashtags and videos are sorted by views,and search keywords are sorted by the number of searches.Trending videos in NovemberDecemberStilettos are a womans must-have secret weapon.#HighHeels#Versace#Fashion#Runway#Model Can any woman resist#Valentino high hee

62、ls?Each pair looks so good on the feet.They really understand women#RecommendedHighHeels#HighHeels#Summer-Shoes#SanyaInternation-alDuty-Free CityPhaseIIPerforated clogs forever!#GucciPerfo-ratedClogsEmbark on a journey through an immersive exhibition space to explore the narrative aesthetics of the

63、horse-Pause!Rotate the camera and let every heartbeat find a response.Follow 張晚意 and 王楚然 to feel the holiday spirit.Guccis holiday giftsSecond thing I did after returning to Chongqing:Got new pants#DailyVlog#BalenciagaChen Qiaozhu and Dou Jiaxing,dressed in PRADA 2023 Autumn/Winter Collection,appear

64、 in Douyins DOU Film#ThePowerOfBeauty video series,showcasing the cool demeanor of women football players.Hi all,help me decide between these two#Balenciaga#Thai-PantsHot#HumorLOUIS VUITTON Pre-Fall Mens 2024 Show#LVMenFashionShowCELINE 2020-2024 Summer Mens Collection Delusional Daydream,directed b

65、y Hedi Slimane,is now released.Luxury Industry Bi-Month Trends FocusStarcategoriesPotentialcategoriesDesigner itemsLUXURY ACCESSORIES22Data source:Ocean Insights,2023.Note:Star categories refer to those with high views,and Potential categories refer to those with high view growth rates(2023 vs.2022)

66、.Hashtags and videos are sorted by views,and search keywords are sorted by the number of searches.Interpreting category trendsTENDENCIES03PARTCategory landscape in 2023Star categoriesPotential categoriesNecklacesHatsBraceletsMechanical watchesEarringsDiamond ringsElectronic watchesStraw hatsPolarize

67、rsPendantsTop hashtags in 2023Top search keywords in NovemberDecemberLoro PianaBallon Bleu de CartierLONGINESVan Cleef&Arpels four-leaf clover braceletMiu Miu hair clipsRolexPatek PhilippeLotos glassesHow much does a Vivienne Westwood necklace cost?Tan Jiancis stylingPatek PhilippeLONGINESWomens wat

68、chesMechanical watchesWatch sharingNecklacesRolexDRRecommended watchesHigh-end watchesTrending videos in NovemberDecemberStilettos are a womans must-have secret weapon.#HighHeels#Versace#Fashion#Runway#Model Can any woman resist#Valentinos high heels?Each pair looks so good on the feet.They really u

69、nderstand women#RecommendedHighHeels#HighHeels#Summer-Shoes#SanyaInternation-alDuty-Free CityPhaseIIPerforated clogs forever!#GucciPerfo-ratedClogsHi all,help me decide between these two#Balenciaga#Thai-PantsHot#HumorEmbark on a journey through an immersive exhibition space to explore the narrative

70、aesthetics of the horse-BVLGARI invites you to experience a dreamlike miraculous momentAll I heard was:So handsome#EddiePeng#LONGINESWatches#FullOfCharisma#EddiePengTheIdolIn a silver-coated universe,Omega narrates the brands legendary story through unique elements.Welcome to Omegas Winter Wonderlan

71、d.#OmegaLight up TIFFANYs sparkling holiday season,and look forward to surprises,joy,and adventures.Inspired by iconic boutique architecture,Cartiers 3 temples take you on a journey of imagination,tracing the trail of gifts.#CartierTempleTourLuxury Industry Bi-Month Trends FocusStarcategoriesPotenti

72、alcategoriesDesigner shoesLUXURY FOOTWEAR23Data source:Ocean Insights,2023.Note:Star categories refer to those with high views,and Potential categories refer to those with high view growth rates(2023 vs.2022).Hashtags and videos are sorted by views,and search keywords are sorted by the number of sea

73、rches.Interpreting category trendsTENDENCIES03PARTTop hashtags in 2023Top search keywords in NovemberDecemberCategory landscape in 2023Trending videosStar categoriesPotential categoriesHigh heelsLeather shoesSlippersDad shoesSneakersChelsea bootsFootball shoesSnow bootsDerby shoesFlip-flopsStilettos

74、 are a womans must-have secret weapon.#HighHeels#Versace#Fashion#Runway#Model Can any woman resist#Valentinos high heels?Each pair looks so good on the feet.They really understand women#RecommendedHighHeels#HighHeels#Summer-Shoes#SanyaInternation-alDuty-Free CityPhaseIIPerforated clogs forever!#Gucc

75、iPerfo-ratedClogsHi all,help me decide between these two#Balenciaga#Thai-PantsHot#HumorEmbark on a journey through an immersive exhibition space to explore the narrative aesthetics of the horse-High heels cant offer the comfort of flats,but flats cant offer the confidence of high heels.#SaintLaurent

76、#HighHeelsShoes I bought for over 10,000 CNY a decade ago,now theyre#LV#ChanelReal dragons have 5 claws,centipedes have 50#ShoeWall#Trainer#LV#Shoes#DisplayCabinetThe most eye-catching alien shoes at the 2024 Paris Spring/Summer Fashion Week.#TrendingHashtags#Fashion#TrendyOutfits#RadiateLuxuryBeaut

77、y#LooksGoodOnEveryoneNo longer low-key with my new kicks:Sporting fresh sneakers again!#Sneaker#DailyLifeOfASneakerFan#ShoeAddict#SneakerLife#LoeweCELINE Duck BootsMargielaLouis Vuitton mens shoesDirty shoesJimmy ChooSaint Laurent high heelsYSL high heelsValentinoBalenciaga dad shoesTrainersValentin

78、oRecommended mens shoesQuality shoesWhoever wears it looks stunningWow,your shoes look amazing!High heelsAffordable luxury womens shoesAmazing shoesYSLRecommended shoesLuxury Industry Bi-Month Trends FocusStarcategoriesPotentialcategoriesHigh-quality contentNovemberDecemberPOP Ads0424Luxury Industry

79、Bi-MonthTrends FocusPARTHigh-quality contentBRAND ADS25*High-viewership brand ad videos,ranked in no particular order.#BvlgariLuxury jewelryBVLGARI invites you to experience a dreamlike miraculous moment#CartierLuxury jewelryInspired by iconic boutique architecture,Cartiers 3 temples take you on a j

80、ourney of imagination,tracing the trail of gifts.#OmegaLuxury watchesIn a silver-coated universe,Omega narrates the Welcome to Omegas Winter Wonderland.#BvlgariLuxury jewelryRelaxed and elegant,blooming gracefully.BVLGARI global brand ambassador Liu Yifei showcases the Divas Dream collection,reflect

81、ing the endless aspirations of the heart.#PradaDress up essentials#Prada2023HolidayCollectionLuxury Industry Bi-Month Trends FocusKOL26*High-viewership Xingtu ad videos,ranked in no particular order.Popular Xingtu contentCouple life x Tiffany小五KaraUnboxing:Items that last for 10 yearsUnboxing x LOUI

82、S VUITTOND表姐 Couple life x Tiffany小五KaraGucci Horsebit Family-Fashion is a cycle,and classics continuously evolve within this cycle.#GucciHorsebitChain#Gucci1955#GucciLoafers#Horsebit#FashionBrand history x GucciEVANO時尚 Couple life x Tiffany小五KaraWow,such an amazing down jacket,who could resist?#Tom

83、myHilfiger#AlwaysOpenForGoodStuff#DownJacket#PineappleDailyDown jacket review x Tommy HilfigerSimon菠蘿 Luxury Industry Bi-Month Trends FocusLuxury Industry Bi-Month Trends Focus27StatementThis report was jointly produced by Ocean Insights,Ocean Engine Consumer Goods Business Center Luxury Goods Indus

84、try,and Douyin E-commerce Luxury Goods Industry.The text,data,and other content contained in this report are protected by the intellectual property laws and regulations of the Peoples Republic of China.Except for third-party data and other public information cited in this report,this report belongs

85、exclusively to Ocean Engine.The authors of this report do not take any responsibility or liability for the third-party data and other public information cited in this report.This report,in all circumstances,is for reference only.If you have any questions about the content of this report,please conta

86、ct us at .This report shall not be altered or modified without permission.You are welcome to share or cite this report.If you wish to share or cite this report,please contact us.Also,do indicate the source when you share or cite this report.Ocean Insights,a brand under Ocean Engine,provides insights

87、 into content consumption and content trends.Leveraging content consumption platforms such as Toutiao,Douyin,and Xigua Video,as well as Ocean Engines advanced data and technology,Ocean Insights provides leading,strictly objective,and careful insights into marketing trends.Ocean Insights publishes co

88、ntent trends,industry research,and advertising strategies,along with indexes,rankings,and data analysis tools to meet the needs of enterprises,marketing personnel,and creators.About the dataThe data in this report is from the internal data platform.Please note that it has not been validated.Douyin l

89、uxury goods content:Videos on Douyin that contain luxury goods-related keywords in their titles as well as videos featuring luxury goods.Time frame:JanuaryDecember 2023(unless otherwise specified)STATEMENTOcean InsightsOfficial websiteOcean InsightsWeChat official accountLuxury IndustryBi-MonthTrends Focus