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1、LUXURY INDUSTRYQUARTERLYTREND FOCUS01Luxury Industry Quarterly Trend Focus is a quarterly content insight publication jointly released by Ocean Insights,Ocean Engine Consumer Goods Business Center Luxury Goods Industry,and Douyin E-commerce Luxury Goods Industry.The report aims to inspire business s

2、trategies for practitioners within the luxury goods industry through a multidimensional analysis of luxury goods and other related industries,including data and case studies.Douyins luxury goods industry experienced rapid growth in short videos,livestreams,and searches in Q1 2024YoY growth rate49%Sh

3、ort video views50BYoY growth rate44%Livestream views80B+YoY growth rate51%Searches570M+FOREWORDHIGHLIGHTS02Douyin Fashion Show x DIOR:Creating a new style of watching fashion shows on DouyinFashion showsGuccis Ancora Red explodes in popularity with advertising across both offline and online platform

4、sTrending contentThe premiere of a luxury apparel brands fashion show generates hype for its new spring releases and turns intoa trend on the Douyin platformNew contentThe official launch of Douyins luxury product tag and the return of creative Chinese New Year(CNY)adsNew ads products Collaborations

5、 with festival IPs drive buzz and boost sales for new productsFestivalsLuxury Industry Quarterly Trend Focus*Not listed in any particular orderLatest industry informationLatest industry informationJanMarHighlightsPART03LUXURY INDUSTRYQUARTERLYTREND FOCUS01Luxury Industry Quarterly Trend FocusFashion

6、 shows04Multiple trending topicsspark discussionsFirst-hand reporting byprofessional editorial teamsFirst-hand reporting byprofessional editorial teamsAggregated branded contentfuels trending topicsAggregated branded contentfuels trending topicsDouyin Fashion Show x DIOR:Creating a new style of watc

7、hing fashion shows on DouyinLuxury fashion shows Douyin livestreamsSeven luxury brands streamed their fashion shows live on Douyin in Q1 2024GUCCIFENDIPRADAGUCCIDIORLOEWEBalenciagaYSLNew brand followersNew brand followers27K+Fashion show livestream viewsFashion show livestream views31M+Hashtag page

8、viewsHashtag page views47M+LivestreampromotionsHigh-quality content frombrand and media accountsFrontline reporting from the runwayFashion icons on stageExclusive celebrity interviewsDouyin trending contentBranded content(BGC)Hashtag page(PGC)Trending topics created online(UGC)Trending content05Gucc

9、i Ancora:Ancora Red explodes in popularity with end-to-end advertising on the Douyin platformGucci x Douyin:Ancora Red gains search popularity as advertising sparks 3 waves of trending topics on DouyinDouyin Fashion Show x Douyin Entertainment x Douyin Fashion collaborations link up internal resourc

10、es and generate buzz across the InternetLuxury Industry Quarterly Trend FocusTotal onlineimpressions800M+Total impressions of the#GucciAncora hashtag600M+Duration on list oftrending searches24 hours+Increase in officialaccount followers60K+Project rolloutProject rolloutProject rolloutPreloaded keywo

11、rds in multiple locationsOfficial announcement through Brand TakeoverExclusive Glambot celebrity photoshoot releasedOfficial&marketing accounts focus on sparking celebrity-related topicsUrban Video Hashtag ChallengeIn-Feed AdsDouyin Fashion ShowDouyin Entertainment:Official celebrity announcementsSe

12、arch BrandZoneBrand rankingtabHashtagsWarm-upWarm-upTrending event hashtag#GucciDinnerDeparturePhotosA touch of modern and mysterious red appearsExplosive growthExplosive growthMain trending hashtag#AncoraRedsPopularitySpreadsToHalfOfTheEntertainmentIndustryCelebrities and creators perform togetherA

13、ncora Reds popularity spreads across the InternetHype-upHype-upTrending Hashtag Challenge hashtag#CelebrityAncoraRedUrbanVideoHashtagChallengeFour cities collaborate to generate buzz across the InternetMultiple topics to dominate rankingsAccount matrix to top trending topic rankingsOffline:Easily ob

14、tain celebrity styles with Glambot camerasDouyin Fashion:Special guest creatorsto create online buzzOnline:Experience Italian aesthetics with custom effectsCreators attach recommended search terms to divert traffic to the Brand ZoneLuxury Industry Quarterly Trend FocusNew content 06Tommy Hilfiger:Dr

15、iving brand searches&sales by launching the new Gentle Power collection+Taking advantage of platform trendsMainstream celebrity collection:Combining hard-sell ads with viral celebrity endorsements to generate multiple peaks in engagement and SOVThe remaining SKUs in the store capitalizedon the popul

16、arity of the Mint Mambo trendCelebrity materials+cardsFashion creators endorse celebritys outfits+cardsTommy Hilfiger Mint Mambo(brand+trending keywords)The celebrity collection peaks in popularityon the platform after advertisingVirality 87%Promotion ofviral content100%SOV&salesTrends&popular topic

17、sHUGOs new brand ambassador enters a livestream room with dual stages,creating an immersive multidimensional fashion show.The worlds first Image Store,combined with the release of the 2024 Spring/Summer collection,creates a brand livestream fashion show for new product launches.Event warm-up with Bl

18、ue VBusiness Accounts&celebrity accountsCelebrities watch the fashion show from the front row,directly glimpsing these new product releases.HUGO 2024 Spring/Summer Mens Wear Fashion ShowMarch 16:Teaserfrom Blue VBusiness AccountsMarch 18:Celebritys newproduct videoOnline warm-upCelebrities singing&d

19、ancing on stageCelebrities talk about their outfitsfrom the same brandMultiple camera positions were set up offline to create thedual stages,A and B,at the fashion show held on March 22.Shootingfrom multiplecamera anglesTop 2 in sales:Rikimaru Chikada in an interviewInteractive interviewNo.1 in sale

20、s:Rikimaru Chikadaon stageABMaxMaras first brand livestream on Douyin:The multi-camera runway sets the benchmark for luxury product livestreaming rooms aimed at high-end customers.Runway showinterpretsnew arrivalsContent-basedlivestream roomsHigher coreengagement valuesBetter businessconversionsSix

21、camera positions with modelswalking down the runwayAverage view duration 38s Livestream room CTR 9.27%Product CTR 85%Nearly 7K followers were gained within the first 2 hours of the debut livestreamSingle-session average customer spending reached 23K CNY Target achieved by 200%Unveiling new styles at

22、 brand runway showsStrategy 1Product&celebrity ads+Taking advantage of trendsStrategy 2Luxury Industry Quarterly Trend FocusNew ads products07CNY Not Just 1 ScreenCNY Like for Fireworks LONGINES(first purchase)&TIFFANY(repeat purchase)Coach(No.1 in the industry for orders)Official launch of Douyin E

23、-commerces luxury product tag in Q1Luxury brands Year of the Dragon CNY Not Just 1 Screen ad goes liveChinese New Year x Limited edition release of luxury goods:Not Just 1 Screen showcases multiple product series while boosting the click-through rates and engagement rates of branding ads,effectively

24、 encouraging users to make active brand searches.Branding ad leverages Year of the Dragon CNYimagery as part of innovative marketingIn this branding ad,users can tap the Like button to set off fireworks to celebrate the New Year with Coach,fostering a stronger emotional connection via this two-way i

25、nteraction.*Data source:Branding ads dataset-Comparison of the luxury goods industrys TopView benchmark from JanuaryFebruary(Case studies are for internal reference only.)Trend in search volumeAdvertising effectively drives users to make active searchesAdvertising effectivelydrives users to makeacti

26、ve searchesTrend in search volumeWith growing awareness among luxury product consumers,the Douyin luxury goods tag was officially introduced in Q1 this year.Consumers can clearly see flagship stores featuring the Douyin luxury goods tag across various touchpoints on Douyin Mall.The launch of Douyins

27、 luxury goods tag stems from the recognition of Douyins e-commerce environment by brands that have joined the platform,while also giving greater confidence to brands that have yet to join.From the consumers perspective,emphasizing the authenticity of official flagship stores allows for a worry-free

28、selection of their desired luxury goods on Douyins e-commerce platform,ensuring an ultimate luxury shopping experience.Douyinluxury goodsContentDigital shelvesCTR increased byCTR increased by200%Engagement rateincreased byEngagement rateincreased by50%#TiffanyLovesToUsherInTheNewYearA short film wit

29、h New Year vibes showcases 3 classic jewelry piecesTIFFANY Luxury jewelryRepeat purchaseLONGINES Luxury watchesFirst try#LonginesDragonRoarBringsGoodFortuneThe auspicious,soaring dragon ushers the arrival of a special zodiac edition and classic watch seriesCTR increased byCTR increased by23%Engageme

30、nt rate increased byEngagement rate increased by169%27%+Inspired searchesInspired searches(Average daily searches)08Luxury Industry Quarterly Trend FocusFestivals CNY new arrivals Calvin Klein x Platform IP:A Captivating Year of the DragonCalvin Kleins self-created dragon dance team triggers constan

31、t searches and hashtag trends,heralding a prosperous start to the business year!Event period:January 412 HashtagviewsHashtagviews200MParticipating platform IP#ACaptivatingYearOfTheDragonNewProductsBrand-initiated#DragonDanceCalvinKleinHashtagChallenge+62%MoM business expansion+40%Average daily searc

32、hesAudience size after advertising+983%Data period:Dec 26,2023Jan 22,2024Overall dataperformanceRunway show featuringnew dragon-themedsweatersLaunch of captivatingYear of the DragonoutfitsTrendy and popular outfitcreations for the Year ofthe DragonCalvin Kleins dragon dance team sparks trending hash

33、tags Celebrities create their ownCNY Year of the Dragon danceThe public joins thedragon dance in unisonCelebrity CasperDec 26,2023:Hashtag Challenge was launchedTangible increase in business duringthe IP periodJan 12,2024:KOLs started posting videosand searches increasedSales&searches reached a peak

34、 in the second week after content advertisingCelebrity Amber Liu Blue V Business Account-A teamof livestream hosts dance in unisonCreators-Respond tocelebrities dragon danceCreators-Respond tocelebrities dragon dance#DragonDanceCalvinKleinhashtag pagePaid GMVSearches09Festivals Coachs new product la

35、unch:Product&celebrity ads+Hashtag Challenge expands reach to a wider audience,while e-commerce IP leads to massive breakthroughs in salesNew arrivals Coach x E-commerce IP:Members Day Ad viewsAd views170MUser acquisition rate(68%of the industry)User acquisition rate(68%of the industry)78%Luxury Ind

36、ustry Quarterly Trend FocusExposure:New series of conceptualbrand ads using a hard-sell approachHashtag viewsHashtag views650MVirality Virality 50%A3 user acquisitionrose byA3 user acquisitionrose by3.8%Breakthrough:Xingtu+Effect Hashtag ChallengeMoM GMV growth throughoutthe campaignMoM GMV growth t

37、hroughoutthe campaign582%Conversions:Celebrities enter content-based livestream rooms From March:Launch hard-sell ads for new productsMarch 20:Celebrities discuss spring/summer outfits in content-based livestreamsFrom March 18:Xingtu+Hashtag Challenge sparks consumer engagement with captivating effe

38、ctsMarch 18:Campaign hard-sell ads drive traffic to closed-loop livestreamsIndustry data overviewIndustry data overviewDashboardPART10LUXURY INDUSTRYQUARTERLYTREND FOCUS02JanMarIndustry data overviewDASHBOARD02PART11Data source:Ocean Insights,JanMar 2024Note:The YoY growth rate compares data between

39、 JanMar 2024 and JanMar 2023.Hashtags are sorted by views,and search keywords are sorted by the number of searches.Trending hashtagsPopular search keywordsYoY growth rate49%Q1 views50BYoY growth rate44%80B+Q1 viewsYoY growth rate51%570M+Q1 searchesShort videosLivestreamsSearchesLuxury Industry Quart

40、erly Trend FocusTrending industry hashtagsBig 4 international fashion weeksData source:Ocean Insights,JanuaryMarch 2024Trending hashtags about luxury goods in Q1 2024Trending hashtagsCreated onPopularityApplicable categories#WhatToWearToFashionWeekShows#ShanghaiFashionWeekOpeningShow#ShanghaiFashion

41、WeekNeoChineseStyle#ImAheadOfTheMintMamboFashionTrend#FirstGenerationSupermodelBingHuReturnsToTheRunwayForAFashionShow#MiYangWearsHauteCoutureOnPreliminaryEve#YuxinLiuChangesOutfitsInAFlashAtFashionWeek#MengchenShensCatwalkInParis#SisterMeiShowsUpAtShanghaiFashionWeek#ZhileiXinInTopTierHauteCouture2

42、024-03-272024-03-252024-03-302024-03-042024-03-242024-02-022024-02-292024-03-032024-03-292024-01-239.940M9.682M9.678M9.334M9.040M8.777M8.564M8.531M7.946M7.516MApparel,accessories,handbags&suitcases,footwearApparel,accessories,handbags&suitcases,footwearApparel,accessories,handbags&suitcases,footwear

43、Apparel,accessories,handbags&suitcases,footwearApparel,accessories,handbags&suitcases,footwearApparelApparel,accessories,handbags&suitcases,footwearApparel,accessories,handbags&suitcases,footwearApparel,accessories,handbags&suitcases,footwearApparelIndustry data overviewDASHBOARD02PART Views in Q1 2

44、0242.8B+Hot brands&trending hashtagsYSL#ParisFashionWeek#outfits#TheFlowerOfYSLNeverWithersGUCCI#SeanXiao#MilanFashionWeek#SeanXiaoAtMilanFashionWeekDIOR#ParisFashionWeek#JayChou#jisoo12Luxury Industry Quarterly Trend FocusParis Fashion WeekData source:Ocean Insights,JanuaryMarch 2024Industry data o

45、verviewDASHBOARD02PART Views in Q1 20241.7B+Hot brands&trending hashtagsYSL#ParisFashionWeek#outfits#TheFlowerOfYSLNeverWithersBalenciaga#balenciaga#ParisFashionWeek#balenciagaMilan Fashion WeekDIOR#ParisFashionWeek#JayChou#jisoo Views in Q1 2024900M+Hot brands&trending hashtagsGUCCI#SeanXiao#MilanF

46、ashionWeek#SeanXiaoAtMilanFashionWeekTODS#SeanXiaoAtMilanFashionWeek#SeanXiao#TodsBrandAmbassadorSeanXiaoVersace#MilanFashionWeek#RosyZhaoAtMilanFashionWeek#VersaceGlobalBrandAmbassadorRosyZhaoNew York Fashion WeekCOACH#NewYorkFashionWeek#peta#LuluXu Views in Q1 202492M+Hot brands&trending hashtagsT

47、ommy Hilfiger#NewYorkFashionWeek#fashion#StraightOffTheRunwayMichael Kors#NewYorkFashionWeek#fashion#inspirationLondon Fashion Week Views in Q1 202426M+Hot brands&trending hashtagsBURBERRY#GiannaJun#KoreanStyleOutfits#AirportOutfitsHerms#LuxuryGoods#AngelaWang#herms13Luxury Industry Quarterly Trend

48、FocusHolidays&festivalsTrend of Douyin content views from January 2023March 2024Data source:Ocean Insights,JanuaryMarch 2024Industry data overviewDASHBOARD02PARTTrending 520 hashtagsPopularity#ListOfNicheAndTastefulGiftsFor520#AGuideToGiftsForBoyfriendsOn520#TheSenseOfRitualFromReceivingGiftsOn5206.

49、700M4.400M4.125MTrending Qixi hashtagsPopularity#TheRightWayToCelebrateQixi#QixiGiftSharing#TheMostCompleteListOfQixiGiftsForGuys9.207M6.691M6.344MTrending Christmas hashtagsPopularity#IKnowHowToCaptureTheChristmasVibe#100WaysToCelebrateChristmas#CelebritiesRadiateTheChristmasSpiritBeyondTheScreen7.

50、665M6.055M5.744MTrending New Year hashtagsPopularity#TheNewYearAtmosphereIsInFullSwing#HaveYouPreparedYourNewYearOutfit#NewYearGiftShoppingGuide9.467M9.239M6.086MJanJunJulFebMarMayAprAugSepOctNovDecNew Year(New Years Day/Spring Festival)520QixiChristmas2024202314Luxury Industry Quarterly Trend Focus

51、Data source:Ocean Insights,JanuaryMarch 2024Note:E-commerce search intent refers to users searching for brand categories/product-related terms,such as LOUIS VUITTON handbags,LOUIS VUITTON handbag prices,Neverfull,and other keywords with a clear intent to purchase.The ranking is based on the number o

52、f searches.The YoY growth rate compares data between JanuaryMarch 2024 and JanuaryMarch 2023.Accessories include accessories,jewelry,and watches.Data source:The data on the top trending brands by e-commerce search intent is from Douyin E-commerce,Q1 2024Note:The top trending brands by e-commerce sea

53、rch intent are ranked based on user searches with a clear intent to purchase.Industry data overviewDASHBOARD02PARTTrending brandsTop trending luxury brands on Douyin by e-commerce search intent in Q1 202412345678910LOUIS VUITTONBalenciagaOMEGADIORGUCCIHermsValentinoROLEXLONGINESCalvin KleinCartierGI

54、ORGIO ARMANICOACHYSLIWCVersacePRADARalph LaurenBURBERRYBVLGARI11121314151617181920Category developmentMore content viewsFootwearAccessoriesHigher YoY growth in contentApparelHandbags&suitcases139%YoY growthin content viewsApparel16%YoY growthin content viewsHandbags&suitcases41%25%YoY growthin conte

55、nt viewsAccessoriesYoY growthin content viewsFootwear15Luxury Industry Quarterly Trend FocusLuxury goods landscape in Q1 2024Interpreting category trendsInterpreting category trendsTendenciesPART16LUXURY INDUSTRYQUARTERLYTREND FOCUS03JanMarLUXURY BAGS17Data source:Ocean Insights,JanuaryMarch 2024Not

56、e:Hot brands and trending hashtags are ranked by views,while trending products and popular search terms are ranked by search frequency.Star categories refer to categories with high views,and potential categories refer to categories with high growth rates in terms of views.The YoY growth rate compare

57、s data between JanuaryMarch 2024 and JanuaryMarch 2023.Interpreting category trendsTENDENCIES03PARTStar categoriesPotential categoriesHot brandsHandbagsCrossbodybagsBackpacksTote bagsWalletsDumplingbagsHobo bagsBasketbagsSuitcasesQuiltedbagsTrendingproductsPopularsearch termsLOUIS VUITTONcarryall ba

58、gsCarryallMini carryallCarry allHERMSshadow bagsShadow HermsShadowHerms ShadowCOACHtote bagsHow much doesCoachs tote bag costHow much doesCoachs 蔻驰 tote bag costCoach tote bagsHermsGucciCoachLOUIS VUITTONBalenciagaYSLBVLGARIFENDIDIORLuxury Industry Quarterly Trend Focus#BagFinds#BeautifulBagSharing#

59、LuxuryBags#BagRecommendations#LuxuryGoods#bags#ABagCuresEverything#LouisVuitton#herms#unboxingHot brandsCategory landscapeTrending hashtagsTrending productsStarcategoriesPotentialcategoriesTrending videos18Data source:Ocean Insights,JanuaryMarch 2024Note:Trending videos are sorted by views.PRADAs 20

60、24 Spring Festival ad,filmed at the PRADA Mansion,showcases performers Juan Du and Lei Zhao amidst joyful melodies,capturing the essence of spring during the New Year.#PradaNewYearGiftDocumenting my first luxury bag at 34 years old is a must!The salespeople at LOUIS VUITTON,Gucci,YSL,and DIOR are al

61、l quite enthusiastic.#ABagCuresEverything#ShoppingIsInWomansNature#LouisVuittonEmbark on a journey with the global brand ambassador of#RIMOWA,Jay Chou,as you listen to the landscapes unfold and capture the pulse of the world.The unbelievable happens naturally.#LegendsNeverEndAn encounter with elegan

62、ce#GucciSpringSummer2024CollectionAdCampaign#GucciBamboo1947HandbagsAreTimelessInnovations#GucciAncoraWhen I gave my mom a Herms handbag.#herms#birkinLuxury Industry Quarterly Trend FocusLuxury Industry Quarterly Trend FocusLUXURY APPAREL19Interpreting category trendsTENDENCIES03PARTStar categoriesP

63、otential categoriesHot brandsT-shirtsJacketsDownjacketsSweatersSuitsDresspantsStraightcut pantsSportswearWoolenapparelLace tops#AffordableLuxuryWomensWear#TrendyOutfits#NewSpringArrivals#QualityMensWear#LooksStunningOnAnyone#ShortSleevedTShirts#TrendyBrandsWithUnisexStyles#SpringOutfits#OotdIdeas#We

64、arThisAndExudeLuxuryMonclerdown jacketsMoncler down jacketsHow much does a Monclerdown jacket costAuthentic Moncler down jacketofficial flagship store livestreamTianxiChinese formal dressesXi Lans catwalk in ShanghaiMarried couple Yang Sun&Doudou Zhang showcase traditionalChinese wedding attire on t

65、he runwayFemale celebrities showcaseneo-Chinese style atShanghai Fashion WeekVivienne TamChinese bridal gownMengchen Shens catwalk in ParisMengchen Shens stunningChinese bridal gownMengchen Shens catwalk in aChinese bridal robeDIORGiorgio ArmaniYSLMonclerGucciCanada GooseRalph LaurenValentinoBalenci

66、agaData source:Ocean Insights,JanuaryMarch 2024Note:Hot brands and trending hashtags are ranked by views,while trending products and popular search terms are ranked by search frequency.Star categories refer to categories with high views,and potential categories refer to categories with high growth r

67、ates in terms of views.The YoY growth rate compares data between JanuaryMarch 2024 and JanuaryMarch 2023.Hot brandsCategory landscapeTrending hashtagsTrending productsStarcategoriesPotentialcategoriesTrendingproductsPopularsearch termsLuxury Industry Quarterly Trend FocusTrending videos20Wow!Sister

68、Meis aesthetic is on point here;she reigns as the queen of Chinese style.#ShanghaiFashionWeek#StraightOffTheRunway#FashionShowLive#XiLanReinventing denim aesthetics,we invite you to join in and appreciate the LOUIS VUITTON 2024 Fall/Winter Mens Wear Fashion Show.#LVMensWearWalking the entire runway

69、in a single breath is a piece of cake;my face and shoulders never move.Its always the clothes that matter the most.#ChinaInternationalFashionWeek#HelloFashionSeason#BingHuGoesWorldwideThe#Prada2024 Spring/Summer collection explores the opposition and harmony between the individual and the community,

70、as well as the moment and the eternal,with apparel at its core.#YSL 2024 Winter Mens Fashion Show by Anthony Vaccarello#YSL#YvesSaintLaurent#SaintLaurentLuxury Industry Quarterly Trend FocusLUXURY ACCESSORIES21Interpreting category trendsTENDENCIES03PARTHot brandsStar categoriesPotential categoriesW

71、atchesBraceletsNecklacesHatsEarringsEarringsPocketsquaresBanglesPendantsCasualhats#WatchRecommendations#WatchSharing#FashionAccessories#rolex#LuxuryGoods#balenciaga#watches#longines#AccessoriesSharing#EarringLoverBalenciagatape braceletBalenciaga tape bangleDoes Balenciagas tape braceletlook good?Ba

72、lenciagas tape braceletsparks debateCartierLOVE braceletCartier LOVECartier LOVE braceletCartier LOVE bracelet WanningPatek PhilippeNautilus watchNautilusPatek Philippe NautilusNautilus watchBalenciagaRolexLONGINESPatek PhilippeOmegaTissotGiorgio ArmaniDIORHermsCartierHot brandsCategory landscapeTre

73、nding hashtagsTrending productsStarcategoriesPotentialcategoriesTrendingproductsPopularsearch termsLuxury Industry Quarterly Trend FocusTrending videos22Swatch Switzerland collaborates with Omega to create the Bioceramic MoonSwatch watch series.#MoonSwatchWith the Lunar New Year approaching,TIFFANY

74、presents the brand new TIFFANY Keys series:the global limited edition Woven mini key necklace.#Longines launches the new Conquest Heritage Central Power Reserve watch series,inspired by the iconic timepieces of the late 1950s,as a tribute to the 70th anniversary of the Conquest series.The#Prada2024

75、Spring/Summer eyewear collection rejects isolated perspectives,embodying the transformative essence of fashion.Cartier presents the new Trinity ad,bringing together 5 brand ambassadors to portray the diverse and rich emotional connections between individuals.#Trinity100 Luxury Industry Quarterly Tre

76、nd FocusLUXURY FOOTWEAR23Interpreting category trendsTENDENCIES03PARTHot brandsHot brandsCategory landscapeStar categoriesPotential categoriesHigh heelsBootsLeathershoesSneakersAthleticfootwearTennisshoesFlip-flopsEspadrillesSnow bootsDr.MartensbootsTrending hashtags#LouisVuitton#ElevatorShoes#valen

77、tino#AffordableLuxuryWomensFootwear#EasyToWearAndVersatile#ShoeRecommendations#HighHeels#YSL#balenciaga#BalenciagaTireTreadShoesTrending productsYSLhigh heelsYSL high heelsYSL heelsYSL high heels for womenBalenciagatire tread shoesTire tread shoesBalenciaga tire tread shoesBalenciaga tire shoesLOUIS

78、 VUITTONtrainerTrainerLouis Vuitton trainer shoesLouis Vuitton trainerBalenciagaYSLValentinoLOUIS VUITTONMiu MiuGucciPRADAHermsDIORStarcategoriesPotentialcategoriesTrendingproductsPopularsearch termsTrending videosData source:Ocean Insights,JanuaryMarch 2024Note:Trending videos are sorted by views.I

79、 finally understand why Balenciagas tire tread shoes sell so well.#balenciaga#BalenciagaTireTreadShoes#ElevatorShoesWhich pair should I choose?#YSL#valentino#cl#HighHeels#CelebrateTheNewYearWithGucci Celebrating the New Year with actress and brand ambassador Ni Ni,may the new year blossom with joy.M

80、iu Mius shoes are all so beautiful!#ShoppingVlogThey say wearing these LOUIS VUITTON denim shoes will earn you many compliments.#LV#SpringOutfits#LouisVuitton#BeautifulShoesSharing#NewShoesLuxury Industry Quarterly Trend Focus24High-quality contentHigh-quality contentPOP AdsPART25LUXURY INDUSTRYQUAR

81、TERLYTREND FOCUS04JanMar*Branding ad videos with high viewership,ranked in no particular order.High-quality contentPOP Ads04PARTBRAND ADS#Luxury apparelCelebrities attended the Bottega Veneta 2024 Winter fashion show,embarking on a new journey of inspiration.BOTTEGA VENETA#LONGINESLuxury watchesThe

82、2 dragons playing with a pearl bring blessings to the 4 seas!#Longines iconic winged hourglass is transformed into a dragon ball,adding the finishing touch to the Year of the Dragon-themed special zodiac edition watch,bringing good luck to the new year.#LonginesDragonRoarBringsGoodFortune#CartierLux

83、ury jewelryCartier presents the new Trinity ad,bringing together 5 brand ambassadors to portray the diverse and rich emotional connections between individuals.#Trinity100#YSLLuxury apparelYSL 2024 Winter Womens Fashion Show#COACHAffordable luxury apparelBegin your journey with courage and stride for

84、ward fearlessly.26Luxury Industry Quarterly Trend Focus*Branding ad videos with high viewership,ranked in no particular order.High-quality contentPOP Ads04PARTViral Xingtu contentKOLYou dont know about PRADA yet?Lets go!Ill take you to the PRADA exhibition.#ThePradaIDidntKnowAbout#PlanetPradaMassive

85、 high vv x Massive high interest user conversionHuaze Ocean Fashion exhibition x PRADAThe artistic charm created by the collision of music and fashion#LVNanogramMassive high interest user conversionLeyou LiuProduct recommendations x LOUIS VUITTONSabato:If you know more about Gucci than I do,hurry up

86、 and come to work!#AncoraRedMassive high interest user conversionVincent Is Really AwesomeFashion x GucciYou can shine brightly at crucial moments as long as youre sincere enough!Coach#ShanghaiDialect#funny#TheContentIsTooRealistic#MeetingTheParents#BestFriendsMassive high vv x Massive high interest

87、 user conversionMen QiangSkits x CoachIn the Year of the Dragon,wear Calvin Klein and perform the dragon dance,move to the rhythm of Caspers music,and be confident and bold as you move forward,just like me.Massive high vv x Massive high interest user conversionClassmate Xiaoyang(Chenyang Wang)Dances

88、 x Calvin KleinIn essence,traveling is just sleeping in a different place.#DailyCoupleLife#travel#TommyGentlePowerNewStyleMassive high interest user conversionZhiyangSkits x Tommy HilfigerGirls can become whoever they want to be.#dreams#PandoraToBeContinued#AnimationProjectMassive high vv x Massive

89、high interest user conversionCity Girl VivianAnimations x PandoraLONGINES isnt as simple as it appears on the surface,is it?#longines#LonginesConquest#LonginesWatch#fashion#trendMassive high interest user conversionTissue LinProduct recommendations x LONGINES27Luxury Industry Quarterly Trend Focus28

90、StatementThis report was jointly produced by Ocean Insights,Ocean Engine Consumer Goods Business Center Luxury Goods Industry,and Douyin E-commerce Luxury Goods Industry.The text,data,and other content in this report are protected by the intellectual property laws and regulations of the Peoples Repu

91、blic of China.Except for third-party data and other public information cited in this report,this report belongs 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

92、 all circumstances,is for reference only.If you have any questions about the content of this report,please contact 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 in

93、dicate the source when you share or cite this report.Ocean Insights,a brand under Ocean Engine,provides insights into content consumption and content trends.Leveraging content consumption platforms such as Toutiao,Douyin,and Xigua Video,as well as data and advanced technologies from Ocean Engine,Oce

94、an Insights provides leading,strictly objective,and well-thought-out information on content trends,industry research,and advertising strategies.It also makes extracting insights from data easier for companies,marketers,and creators by making data analysis tools,including Ocean Insights Indexes and O

95、cean Insights Rankings,publicly available.About the dataThe data in this report is sourced from an internal data platform.Please note that it has not been validated.Douyin luxury goods content:Videos on Douyin that contain keywords related to luxury goods in their titles,as well as videos featuring luxury goods.Time frame:JanuaryMarch 2024(unless otherwise specified)STATEMENTOcean InsightsOfficial websiteOcean InsightsWeChat official accountLUXURY INDUSTRYQUARTERLYTREND FOCUS