Within the post-epidemic technology, the luxurious business is going through many adjustments and demanding situations. The slowdown in world industry enlargement has compelled luxurious teams to start out exploring new instructions.
With over 600 million DAU, Douyin has the biggest consumer base, particularly the GEN Z technology with robust non-public evaluations, which is the mainstay of the all of a sudden rising luxurious intake marketplace, making Douyin a meeting position and birthplace of occasions with large site visitors. As well as, with its robust content material ecology and on-line and offline content material linkage, Douyin simply captures the eye of younger other folks. Numerous customers, particularly GEN Z, accumulate on Douyin, making it a very powerful advertising platform within the exploration of luxurious items.
To find the fitting particular person in the fitting method on Douyin
For the luxurious business, it isn’t simple to seek out the fitting other folks, particularly to seize the hearts of the GEN Z technology who’re at the leading edge of technological and cultural trade.
Douyin’s super-detailed tag perception gadget comprises greater than 2.3 million subtle tags similar to crowd/product/content material/touchpoint/business dimensions. Via extra medical tagging common sense and extra subtle crowd circle anchoring, manufacturers can in finding the shopper teams they would like. For instance, thru content material insights, Douyin effectively custom designed conversation methods for manufacturers in numerous circles similar to subculture type crowd/high-knowledge in a foreign country scholars/in a foreign country vacationers, permitting manufacturers to keep in touch with goal audiences extra successfully and give a boost to conversation potency.
After discovering GEN Z, tips on how to wreck the ice with them? Douyin’s solution is :technological innovation.
GEN Z’s existence is inseparable from high-tech manufacturing gear and virtual social networking. They’re sure about all new applied sciences and are using the wind and waves within the AI technology.
Douyin’s correct facial seize and newly upgraded AR/VR generation permit customers to simply be in the similar body with Van Gogh around the ages. Exact contact simulation generation could make commercials “lively”, shape tactile interactions with customers, and produce model knowledge extra vividly.
So how do you keep in touch with the fitting other folks in the fitting method? Douyin Yuntu has the power to ensure advertising potency in all spaces. It may well attach the knowledge of promoting and herbal content material, and is supplied with knowledge functions for medical size all over the method, formulate efficient advertising methods for model 5A teams, and visualize advertising results thru knowledge.
The consumer revel in has been upgraded on Douyin
From branded content material to the social scene, Douyin is repeatedly innovating.
From the standpoint of the emblem, Douyin maximizes the potency of typical model content material property with the assistance of cutting edge model promoting co-creation. The interactive promoting way makes model content material filled with power and considerably complements the affect of conversation.
Tiffany”Multiple display screen” LAMER”Polaroid”
On Douyin, there’s a content material introduction group with built-in assets overlaying the sector, which produces inventive content material immediately at the scene, in order that customers can talk over with the rage week with out leaving house. Robust demonstrate ecological product functions, the rage demonstrate ecological surroundings created for manufacturers and customers, seek house, Feedlive custom designed element purposes…Douyin supplies manufacturers with full-link cooperation alternatives for demonstrate reside pronounces. For instance, “DOU type demonstrate” with DIOR 2024 Fall/Wintry weather In a position-to-Put on created a brand new Douyin show-watching mode. From co-creating offline demonstrate content material to dominating on-line famous person scorching spots, we’ve got completed each model recognition and popularity. It’s foreseeable that Douyin will change into a normalized demonstrate one day and change into probably the most reserved methods of Style Week.
Content material is extra deeply rooted in other folks’s hearts on Douyin
Douyin has distinctive benefits in content material introduction and dissemination. To begin with, Douyin’s ability ecology, because the platform’s maximum high quality author assets, supplies high-stickiness content material for the luxurious items business. The selection of abilities within the luxurious circle distinctive to Douyin has persisted to develop in recent times, with greater than 30+ SVIP authoritative creators in numerous fields, making Douyin a meeting position for creators with actual inventive and cultural heritage. Douyin’s luxurious circle ability matrix speaks for model tales and values in a kind that customers love to observe, communicates with other folks in numerous eventualities, and demonstrates numerous advertising functions.
Secondly, with the assistance of platform IPs similar to “DOU Lab”, skilled groups that perceive platform customers higher can mix with model affect to customise high quality content material this is extra appropriate for dissemination on Douyin.
In March this 12 months, GUCCI and Douyin collectively let “Rosso Ancora” move off the display screen, surroundings off a typhoon of Italian aesthetic colours. The full publicity of greater than 800 million on all the community and the period of the recent spot at the record for greater than 24 hours turn out the varied attainable of the Douyin platform in development pattern intake within the luxurious business.
Alternatively, as a catalyst for model advertising, Douyin’s scorching spot technique can give you the skill to expect long term scorching spots and create pattern scorching spots throughout the cooperation of skilled content material and platform-level voice. 21 billion perspectives of spring and summer season #dopamine, 14 billion perspectives of autumn and wintry weather #maillard, and the healing-themed “Spring is #mint mambo”, Douyin is now the birthplace of many GEN Z type traits.
Renewing GEN Z’s new on-line and offline luxurious intake posture on Douyin
Within the box of e-commerce, Douyin’s luxurious e-commerce has all the time maintained a gentle enlargement pattern. The reside broadcast room is not only a unmarried “321 hyperlink”. After the continual optimization and building of the reside broadcast structure and content material, new industry eventualities are repeatedly being created. The present Douyin reside broadcast room, from LANCOME and ARMANI 1.0 make-up demonstrate to proportion pattern content material, to HUGO 2.0 outfit demonstrate, with performances + interviews + presentations with catwalk stars, to Ralph Lauren 3.0 selection demonstrate mixed with the “magnificence taste” scorching spot, multi-scene reside broadcast rooms with subjects and catwalks have introduced Ralph Lauren a +306% GMV explosion.
In the second one part of the 12 months, Douyin will even release new techniques to play autumn and wintry weather e-commerce presentations and create the primary Douyin respectable type week. This 7-day type week will supply particular reinforce for big-name presentations one observe an afternoon, with celebrities gazing the presentations and influencers strolling at the catwalk, bringing an autumn and wintry weather model carnival.
Within the face of the call for for extra offline eventualities for luxurious items, Douyin has spread out throughout the CRM club gadget, attracted new participants for the emblem throughout the on-line front, and offered extra correct other folks for the industry in accordance with LBS suggestions. In 24 years, the “OPC” matrix has created a brand new grass-planting fashion. It’s anticipated to draw offline shops thru SA content material, supply a one-stop provider revel in of latest product supply/bodily show/reservation provider, and entire extra correct “buying groceries information” content material conversion one day.
The query that luxurious manufacturers have all the time been desirous about is, “How is the impact of my present wave of supply?”, “What sort of content material does my ‘TA’ like?”, rational and emotional advertising outcome size, tips on how to measure the collected model worth of promoting movements? Douyin Yuntu gadget can have in mind each non permanent and long-term size and observe long-term model energy.
From a rational standpoint, its Marketing campaign cycle monitoring capacity covers the early, center and overdue phases of the selling plan on the subject of time span, and with the 5A and A3 elementary fashions, it supplies manufacturers with a mature medical advertising full-domain size gadget.
From a perceptual standpoint, within the quick time period, we will use seek + SOV + NPS (advice worth to others) to measure model energy, and in an extended length, we will habits multi-dimensional model symbol insights similar to voice, affiliation, popularity, choice, and so forth., and increase to a size gadget for measuring model symbol.
On the identical time, the brand new linkage of brand-owned teams and the potency monitoring of third-party platforms will spotlight Douyin’s skill to lend a hand manufacturers succeed in precision advertising.
Someday, with the assistance of Douyin, how will luxurious items attach extra intently with GEN Z customers and succeed in industry enlargement? We consider that there are nonetheless new alternatives within the tale of Douyin and GEN Z.