【巨量算数】2024奢侈品行业-抖音季度趋势聚焦报告（春季发行）

LUXURY INDUSTRY QUARTERLY TREND FOCUS

01 Industry Data Overview

• Short videos: Q1 2024 views reached 50B+, YoY growth 44%.
• Live streams: Views surged to 80B+, YoY growth 51%.
• Searches: Q1 searches totaled 570M+, YoY growth 49%.
• Top brands by e-commerce search intent: LUIS VUITTON, Balenciaga, OMEGA, DIOR, GUCCI, Herms, Valentino, ROLEX, LONGINES, Calvin Klein.

02 Marketing Highlights

• Gucci Ancora Campaign: Red-themed advertising sparked three waves of engagement, boosting trending topic status with 600M+ hashtag impressions.
• HUGO x Celebrities: Celebrity participation drove high engagement during livestreams, with 3 waves of marketing activities increasing sales significantly.
• MaxMara Livestream: Pioneered a 6-camera luxury livestream model achieving 38s average view duration and 9.27% CTR.

03 Festival Performance

• CNY Season: Coach's "Not Just One Screen" campaign drove record conversion rates with >60% traffic increase from branding ads.
• 520 Gifts: Calvin Klein's dragon-themed collection increased searches by over 40% during pre-Qixi period.
• Christmas/SNew Year: YSL achieved 200%+ CTR growth on festive content compared to previous year.

04 Category Insights

• Trending Luxury Bags: Hermes shadow bags, LOUIS VUITTON carryalls, Coach totes saw highest search volumes.
• Luxury Apparel: Moncler dominated winter wear searches; Chinese New Year motifs boosted YSL and DIOR womenswear.
• Accessories: Cartier's LOVE bracelet remains top searched jewelry item; luxury watches saw 23% YoY engagement growth.

Statement

This report presents data and case studies for internal reference only. Users should contact eresearch@bytedance.com with questions regarding content.