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Douyin is a vital battleground for luxurious manufacturers attempting to shut the loop from buzz to sale. We break down the platform with case research on manufacturers like Loewe, Prada, Valentino and Burberry.
From luxurious manufacturers Gucci, Dior, and Louis Vuitton touchdown on Douyin, quick trend retailer Zara introducing an modern livestreaming format on the brief video app, to Lululemon opening its official flagship retailer on the platform final week, TikTok’s counterpart in China is more and more increasing its share of voice within the trend trade.
In response to a Douyin sponsored luxurious trade whitepaper launched by Deloitte and Ocean Engine, within the first half of 2023, bimonthly luxurious livestream periods amassed 20 billion bimonthly views.
The full GMV (gross merchandise worth) of products offered on Douyin grew greater than 623 % 12 months on 12 months in H1 2023.
Given its content material is generally lighthearted brief movies, Douyin’s e-commerce arm, launched in 2018, specialised in promoting widespread items on the lowest value at first, concentrating on impulse consumption. As an illustration, high KOL Loopy Little Brother Yang’s Douyin stay broadcast attracted an enormous following because of its large reductions on on a regular basis objects. Proceed to learn the total article right here
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