Dior remained the most successful luxury brand on the Chinese short video app Douyin. During the week from April 21 to 27, 2024, Ralph Lauren scored the highest - 229,000 points – on Douyin’s brand index. Longines overtook Coach to the second place with 227,000 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.
