Dior overtook Longines to be the most successful luxury brand on the Chinese short video app Douyin. During the week from August 25 to 31, 2024, Ralph Lauren scored the highest - 221,731 points – on Douyin's brand index. Coach surged to the second place with nearly 215,344 points. The former long-term winner Longines has lost its luster and slipped to the fifth. The brand index evaluates the overall performance of luxury brands on Douyin, based on effective brand content, user reach, and user search volume.
Luxury marketing in China
Many high-end brands have used social media to build loyalty and drive word of mouth in China. The most effective platforms to reach new and diverse customers were Weibo (Twitter of China), Xiaohongshu (Chinese equivalent of Instagram), and Douyin (TikTok’s sister). Content marketing, referral links on videos, and affiliate marketing with live streamers were the common social marketing strategies.
The brand index is based on the brand's strength in the following three aspects:
i. content (including the content published by the official brand account and other user-generated content about the brand, as well as effective ads);
ii. user reach (including the visibility of the content from the official brand account, user-generated content, and the related ads, as well as the viewership of livestreaming sessions);
iii. search volume, i.e. page views of searches.
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Ocean Engine. (September 11, 2024). Brand index of major luxury brands on Douyin in China as of August 31, 2024 [Graph]. In Statista. Retrieved September 19, 2024, from https://www.statista.com/statistics/1327660/china-douyin-leading-luxury-brands-by-brand-index/
Ocean Engine. "Brand index of major luxury brands on Douyin in China as of August 31, 2024." Chart. September 11, 2024. Statista. Accessed September 19, 2024. https://www.statista.com/statistics/1327660/china-douyin-leading-luxury-brands-by-brand-index/
Ocean Engine. (2024). Brand index of major luxury brands on Douyin in China as of August 31, 2024. Statista. Statista Inc.. Accessed: September 19, 2024. https://www.statista.com/statistics/1327660/china-douyin-leading-luxury-brands-by-brand-index/
Ocean Engine. "Brand Index of Major Luxury Brands on Douyin in China as of August 31, 2024." Statista, Statista Inc., 11 Sep 2024, https://www.statista.com/statistics/1327660/china-douyin-leading-luxury-brands-by-brand-index/
Ocean Engine, Brand index of major luxury brands on Douyin in China as of August 31, 2024 Statista, https://www.statista.com/statistics/1327660/china-douyin-leading-luxury-brands-by-brand-index/ (last visited September 19, 2024)
Brand index of major luxury brands on Douyin in China as of August 31, 2024 [Graph], Ocean Engine, September 11, 2024. [Online]. Available: https://www.statista.com/statistics/1327660/china-douyin-leading-luxury-brands-by-brand-index/