巨量引擎：2023奢侈品引力场-抖音双月热点（9-10月）（中译版）（21页）.pdf

1、FOREWORDLuxury IndustryBi-MonthTrends Focus01YoY growth rate32%YoY growth rate-5%YoY growth rate42%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 Douyin E-commerce Luxury Goods

2、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 SepOct 2023,the luxury goods industry saw rapid growth in short videos and searches but a

3、 slight drop in livestreams:Short video views30B+Livestream views35B+Searches320MHIGHLIGHTS02Douyins livestream follower acquisition add-on helped luxury fashion shows gain more followers.Fashion showsThe luxury industrys first comprehensive Xingtu KOL+Ad promotion+Search+Livestream campaign connect

4、s the entire conversion path.T rending contentDOU Content Lab partners with Swatch for their new product launch.Vacheron Constantin shares their brand story in a content-rich livestream.New contentBulgari leads with customized Splash Ads.New ads productsE-commerce platforms launch new products,gaini

5、ng hype during the Double 11 pre-sale period.F estivalsLuxury Industry Bi-Month Trends FocusLatest industry informationLatest industry informationHighlights0103Luxury IndustryBi-MonthTrends FocusPARTF ASHION SHOWS04Luxury fashion shows:During September and October 2023,Douyin hosted 8 luxury fashion

6、 shows and exhibitions,with 5 shows using the new livestream follower acquisition add on.DIORsSpring/Summer 2024 Womens ShowBalenciagasSummer 2024 Womens ShowGuccis2024 Ancora Fashion ShowLouis VuittonsSpring/Summer 2024 Womens ShowPradasSpring/Summer 2024 Womens ShowLoewesSpring/Summer 2024 Womens