Ocean Engine hosted the “Spark Creativity, Endless Exploration—2024 Douyin Luxury Industry Summit” on August 20th. The summit showcased Douyin’s comprehensive solutions for luxury brands, covering aspects from precise audience targeting and scientific content production to full-chain brand metrics. These solutions are designed to help luxury brands connect with emerging consumer needs, capture new marketing trends, and accelerate the enhancement of omnichannel experiences.
Douyin, with over 600 million DAUs, features a diverse ecosystem of creators and a large, cross-generational audience with significant consumption potential. The challenge for luxury brands is to accurately identify target audiences with high economic status, cultural sophistication, and demand for quality from the vast amount of crowd data. This is one of the foremost issues in luxury marketing today.
In 2024, Ocean Engine Yun Tu offered more than 2.3 million audience profiles. Building on the foundation of targeting core, potential, and interest-based luxury users, it enables precise segmentation of audiences in various scenarios, helping luxury brands swiftly target their ideal customer base and achieve efficient communication and conversion.
The next step after identifying ideal audiences is to retain consumers. According to industry data, GENZ (born between 1995 and 2009) is expected to contribute 100% of the incremental growth in China’s luxury market. This necessitates luxury brands to engage them with continuously innovative content formats.
Douyin is the premier platform for diverse content formats, including trending events, popular content, micro-series, short dramas, interactive creativity, and more. It also offers advanced technological tools to bridge the gap with consumers, such as precise facial recognition, upgraded AR/VR, and accurate tactile simulations.
21 billion views of spring and summer #dopamine, 14 billion views of autumn and winter #maillard, and the healing-themed “Spring is #mint mambo”, Douyin is now the birthplace of many GENZ fashion trends.When high-quality brand content aligns with diverse social scenarios, creating effective brand marketing environments becomes more attainable.This year, Douyin’s innovative “OPUGC” (Occupationally Generated Content (OGC) – Professional Generated Content (PGC) – User Generated Content (UGC) ) interaction model has introduced new opportunities for luxury brands in content marketing.Unlike traditional integrated marketing strategies, the “OPUGC” content integration approach focuses on content, enhancing its value through impact, coverage, and authenticity to drive consumer engagement and brand conversion.
In March this year, GUCCI and Douyin jointly let “Rosso Ancora” go off the screen, setting off a storm of Italian aesthetic colors. The joint interpretation by celebrities and experts detonated the trend hotspot, successfully making “Ancora Red” a hot search. At Dior Fashion Week, the “DOU Content Lab (DOU来内容实验室)” segment “DOU Fashion Show (DOU来看秀)” marked its international collaboration debut with the brand by providing live-streaming technical support. It delivered a fashion show experience that consumers could fully immerse themselves in, from the opening of the show to backstage and guest interviews, all from the comfort of their homes.
In addition to audience insights and content marketing, the synergy between Douyin e-commerce and Douyin Local Services—both online and offline—has brought new omnichannel business opportunities for luxury brands. Additionally, Ocean Engine offers key scientific tools for verifying omnichannel marketing effectiveness through a holistic approach, helping luxury brands seize new opportunities.
With CRM integration, brands can drive fresh traffic by attracting new offline members through online channels. Seamless integration of the product pipeline allows the brand to achieve a full cycle from user targeting and precise guided interactions to driving store traffic. This creates a comprehensive luxury shopping experience for consumers, offering everything from new product delivery and physical displays to appointment services, while exploring more business opportunities across both online and offline.
Conclusion
Focusing on cutting-edge trends in the luxury goods industry and future growth opportunities, the Douyin platform leverages its robust content marketing capabilities and comprehensive data technology to continuously optimize its marketing ecosystem and tools. It is committed to enhancing the creation, incubation, and development of high-quality content and working with brands to explore new solutions for marketing challenges.
