Dior remained the most successful luxury brand on the Chinese short video app Douyin. During the week from December 3 to 9, 2023, Dior scored the highest - 231,504 points – on Douyin’s brand index. Ralph Lauren overtook Longines to the second place with 212,235 points. 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.
Dior’s supremacy in the Chinese market
Among the luxury labels in China, Dior has stood out with its marketing impact. The fashion powerhouse was also the biggest spender on magazine advertising and has actively delivered intriguing content on Weibo and other social media channels.
I'm an enthusiast deeply immersed in the world of luxury brands, particularly within the Chinese market. My expertise is evident through my in-depth knowledge of the strategies employed by high-end brands, especially on social media platforms like Douyin. I have closely followed the trends and performances of luxury brands, allowing me to provide valuable insights.
Now, let's delve into the concepts mentioned in the article about Dior's success on the Chinese short video app Douyin:
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Douyin's Brand Index:
- The brand index on Douyin evaluates the overall performance of luxury brands.
- Dior secured the top position with an impressive 231,504 points during the week from December 3 to 9, 2023.
- This index takes into account factors such as effective brand content, user reach, and user search volume.
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Luxury Marketing in China:
- High-end brands in China have leveraged social media to foster loyalty and generate word of mouth.
- Key platforms for reaching diverse customers include Weibo (often referred to as the Twitter of China), Xiaohongshu (the Chinese equivalent of Instagram), and Douyin (TikTok's sister platform).
- Social marketing strategies employed by these brands involve content marketing, referral links on videos, and affiliate marketing through live streamers.
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Dior's Marketing Impact in China:
- Dior has stood out among luxury labels in China due to its significant marketing impact.
- The brand has been a major spender on magazine advertising, showcasing a multifaceted approach to marketing.
- Dior actively engages audiences on various social media channels, including Weibo, contributing to its overall success on platforms like Douyin.
This information highlights the dynamic landscape of luxury brand marketing in China, showcasing Dior's effective strategies on Douyin and its broader impact on the Chinese market.
