2024 Douyin Luxurious Business Summit: Reconstructing the Worth of Social Eventualities and Upgrading Various Consumer Experiences
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The GEN Z gathered on Douyin are precisely the core competitiveness of future consumption that luxurious manufacturers are searching for. Douyin has reached the following stage by letting GEN Z “get into” luxurious manufacturers in numerous methods.
In keeping with the 2024 “Luxurious Items Worldwide Market Examine” collectively launched by Bain & Firm and the Italian luxurious items producers’ trade affiliation, Altagamma, the worldwide luxurious market is projected to say no by 1% to three% within the first quarter of 2024. Most regional markets are experiencing a slowdown in progress, prompting main luxurious manufacturers to regulate their enterprise methods by elevating costs, exploring new alternatives, and reworking their approaches. The trade is at a pivotal level of divergent growth.
With over 600 million DAU, Douyin has the most important person base, particularly the GEN Z era with sturdy private opinions, which is the mainstay of the quickly rising luxurious consumption market, making Douyin a gathering place and birthplace of occasions with big visitors. As well as, with its highly effective content material ecology and on-line and offline content material linkage, Douyin simply captures the eye of younger individuals. Many customers, particularly GEN Z, collect on Douyin, making it an necessary advertising platform within the exploration of luxurious items. Final yr, all the luxurious trade’s advertising share on Douyin elevated by 35% year-on-year.
In 2024, Ocean Engine Yun Tu provided greater than 2.3 million viewers profiles. Constructing on the inspiration of concentrating on core, potential, and interest-based luxurious customers, it allows exact segmentation of audiences in numerous situations, serving to luxurious manufacturers swiftly goal their ultimate buyer base and obtain environment friendly communication and conversion.
From the angle of the model, Douyin maximizes the effectivity of standard model content material belongings with the assistance of modern model promoting co-creation. The interactive promoting technique makes model content material stuffed with vitality and considerably enhances the affect of communication. As well as, Douyin has efficiently created an unique courtesy node, making it vital for luxurious manufacturers’ promoting visitors. In the course of the vacation season, when customers’ consideration to new merchandise reaches a peak, it makes use of giant publicity to draw customers’ consideration after which converts customers into branded crowd belongings.
This yr, Douyin’s modern “OPUGC” (Occupationally Generated Content material (OGC) – Skilled Generated Content material (PGC) – Consumer Generated Content material (UGC)) interplay mannequin has launched new alternatives for luxurious manufacturers in content material advertising. It deepens connections with customers and transforms into an impactful advertising scene for luxurious manufacturers. In contrast to conventional built-in advertising methods, the “OPUGC” content material integration strategy focuses on content material, enhancing its worth via impression, protection, and authenticity to drive shopper engagement and model conversion.
具体来说,主要由抖音平台供给IP,打造独创的奢品IP营销方案,以IP势能加持奢品品牌价值,产出具有权威影响力的OGC内容;再联动时尚、艺术、文化、体育等垂类圈层达人,采用话题挑战、AICG等形式和玩法,生产生动有趣的PGC内容,快速拔高奢品品牌的声量曝光、精准触达核心人群、深化品牌认知;最后大量普通受众在受到OGC与PGC内容的触动后,自发地在抖音平台上分享真实且原生的UGC内容,达成奢品品牌影响力、覆盖力、口碑力的三重覆盖。
Particularly, Douyin supplies the IP to create distinctive luxurious advertising options, enhancing model worth with IP momentum and producing authoritative OGC content material. That is then linked with influencers from the style, artwork, tradition, and sports activities sectors, utilizing codecs and strategies like matter challenges and AICG to supply participating PGC content material. This strategy boosts the luxurious model’s publicity, reaches the core viewers exactly, and deepens model recognition. Many customers, influenced by the OGC and PGC content material, spontaneously share genuine UGC content material on Douyin, attaining triple protection of brand name affect, attain, and status.
Because the annual spotlight of luxurious manufacturers, the 4 main worldwide style weeks have additionally develop into the core focus of customers within the trade on Douyin. “Paris Trend Week” and “Milan Trend Week” have been sizzling search matters for 23 years. On Douyin, there’s a content material creation workforce with built-in assets protecting the world, which produces artistic content material immediately on the scene, in order that customers can go to the style week with out leaving house. Highly effective present ecological product capabilities, the style present ecological surroundings created for manufacturers and customers, search space, Feedlive custom-made part capabilities…Douyin supplies manufacturers with full-link cooperation alternatives for present stay broadcasts. For instance, “DOU style present” with DIOR 2024 Fall/Winter Prepared-to-Put on created a brand new Douyin show-watching mode.It delivered a style present expertise that buyers might totally immerse themselves in, from the opening of the present to backstage and visitor interviews, all from the consolation of their houses. This format showcased and interpreted the inspiration behind the model’s new season designs in a various method. The panoramic on-line and offline present format allowed extra shoppers to expertise the attract of style up shut, enhancing the model’s world affect.
In apply, the worth of content material depends on collaboration with the platform’s ecosystem. Douyin’s “DOU Content material Lab” enhances content material originality, with a devoted manufacturing workforce aware of the platform’s customers, providing custom-made on-site content material concepts for world luxurious occasions, and leveraging the platform’s IP to maximise model content material worth.
今年3月,GUCCI联合抖音,让「Rosso Ancora 安可拉红」走出屏幕,掀起一股意式美学色彩风暴。在这场标志性的奢侈品牌全球性活动中,抖音为品牌线下活动打造线上线下全链路内容营销。预热期打通端内资源,在品牌活动前多点位预埋关键词前置种草,让2024第一抹流行色进入用户视野。Massive Day携手DOU来看秀直击活动现场,通过独家创意内容的全网首发放大品牌活动曝光度,由明星达人共同演绎引爆趋势热点,成功让「安可拉红」热搜出圈。GUCCI在北京、上海、成都、深圳四城联动打造的体验空间,在抖音KOL矩阵的助力下全网造风,将新趋势概念转化为优质种草内容。全网8亿+的总曝光、超24H的热点在榜时长,证明了抖音平台在搭建奢侈品行业趋势消费上的多元势能。
In March this yr, GUCCI and Douyin collectively let “Rosso Ancora” go off the display, setting off a storm of Italian aesthetic colours. On this iconic world occasion for luxurious manufacturers, Douyin created full-link content material advertising for the model’s offline actions on-line and offline. Within the preheating interval, the top assets had been linked, and key phrases had been pre-buried at a number of factors earlier than the model occasion to advertise the primary widespread coloration of 2024. Massive Day and DOU got here to the present to immediately hit the occasion web site and amplified the publicity of the model occasion via the primary launch of unique artistic content material on all the community. The joint interpretation by celebrities and consultants detonated the development hotspot, efficiently making “Ancora Pink” a sizzling search. GUCCI’s expertise area created in Beijing, Shanghai, Chengdu, and Shenzhen, with the assistance of the Douyin KOL matrix, created a development throughout all the community, remodeling the brand new development idea into high-quality content material. The entire publicity of greater than 800 million on all the community and the length of the recent spot on the record for greater than 24 hours show the various potential of the Douyin platform in constructing development consumption within the luxurious trade.
The content material advertising ecosystem for luxurious manufacturers is constantly evolving, shifting from a give attention to direct visible presentation and sensory impression to a extra built-in strategy that includes social situations and enhances the perceived worth of luxurious items.
With CRM integration, manufacturers can drive recent visitors by attracting new offline members via on-line channels. Seamless integration of the product pipeline permits the model to realize a full cycle from person concentrating on and exact guided interactions to driving retailer visitors. This creates a complete luxurious buying expertise for shoppers, providing every little thing from new product supply and bodily shows to appointment companies, whereas exploring extra enterprise alternatives throughout each on-line and offline.
This yr, to assist manufacturers obtain extra environment friendly omnichannel enterprise progress, Ocean Engine Yun Tu has upgraded its “rational” verification capabilities to embody all the advertising ecosystem. It contains complete metrics for model efficiency and SPU5A, providing holistic viewers evaluation and integrating measurement indicators throughout all content material, touchpoints, knowledge, and channels to help strategic advertising choices.
From an “emotional” perspective, the platform has developed a metrics framework to guage model picture, extending to the alignment between model positioning and shopper notion. Manufacturers can acquire a multi-dimensional, in-depth understanding of their model picture via metrics reminiscent of model affiliation, point out quantity, status, and choice, guiding the buildup of long-term model fairness.
By leveraging the synergy between on-line and offline capabilities, together with Ocean Engine Yun Tu’s model picture metrics framework and integrating brand-specific viewers knowledge with effectivity monitoring from third-party platforms, luxurious manufacturers on Douyin can obtain exact front-end advertising and scale back acquisition prices. They’ll additionally validate complete enterprise outcomes throughout all the chain, constantly refining advertising methods and exploring further omnichannel enterprise alternatives each on-line and offline.
Sooner or later, with the assistance of Douyin, how will luxurious items join extra carefully with GEN Z shoppers and obtain enterprise progress? We imagine that there are nonetheless new alternatives within the story of Douyin and GEN Z.
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