For Gen Z, becoming infatuated with a luxury label is as easy as scrolling through Douyin.

In the post-epidemic era, the luxury industry is facing many changes and challenges. With its powerful content ecology and online and offline content linkage, Douyin easily captures the attention of young people. A large number of users, especially GEN Z, gather on Douyin, making it an important marketing platform in the exploration of luxury goods.

For the luxury industry, it is not easy to find the right people, especially to capture the hearts of the GEN Z generation who are at the forefront of technological and cultural change. They come from different cultural circles, have distinct and constantly changing personalities, and socialize and express themselves soberly and authentically. Therefore, only with more refined labels can we better understand them.

Douyin’s super-detailed tag insight system includes more than 2.3 million refined tags such as crowd/product/content/touchpoint/industry dimensions. Through more scientific tagging logic and more refined crowd circle anchoring, brands can find the consumer groups they want. For example, through content insights, Douyin successfully customized communication strategies for brands in different circles such as subculture fashion crowd/high-knowledge overseas students/overseas tourists, allowing brands to communicate with target audiences more effectively and improve communication efficiency.

Douyin has unique advantages in content creation and dissemination. Douyin’s talent ecology, as the platform’s most high-quality creator resources, provides high-stickiness content for the luxury goods industry. From the familiar fashion/art/culture/unboxing/travel and other circle talents to the more segmented exquisite boy/sweet cp/hardcore technology/makeup imitation talents, users follow the travel blogger @幻想家姜时一’s travel and exploration of the world and feel the perpetual spirit of Rolex. Douyin’s luxury circle talent matrix speaks for brand stories and values in a form that users love to watch, communicates with people in different scenarios, and demonstrates diverse marketing capabilities.

In March this year, GUCCI and Douyin jointly let “Rosso Ancora” go off the screen, setting off a storm of Italian aesthetic colors.In this iconic global event for luxury brands, Douyin created full-link content marketing for the brand’s offline activities online and offline. Douyin amplified the exposure of the brand event through the first release of exclusive creative content on the entire network. The joint interpretation by celebrities and experts detonated the trend hotspot, successfully making “Ancora Red” a hot search.

For the luxury industry, it is not easy to find the right people, especially to capture the hearts of the GEN Z generation who are at the forefront of technological and cultural change. Douyin’s super-detailed tag insight system includes more than 2.3 million refined tags such as crowd/product/content/touchpoint/industry dimensions. Through more scientific tagging logic and more refined crowd circle anchoring, brands can find the consumer groups they want.

GEN Z’s life is inseparable from high-tech production tools and digital social networking. Douyin’s precise touch simulation technology can make advertisements “active”, form tactile interactions with users, and convey brand information more vividly.At the same time, Douyin Yuntu has the ability to verify marketing efficiency in all areas. It can connect the data of advertising and natural content, and is equipped with data capabilities for scientific measurement throughout the process, formulate effective marketing strategies for brand 5A groups, and visualize marketing effects through data.

In the field of e-commerce, Douyin’s luxury e-commerce has always maintained a steady growth trend. The live broadcast room is no longer just a single “321 link”. After the continuous optimization and development of the live broadcast format and content, new business scenarios are constantly being created. In the second half of the year, Douyin will also launch new ways to play autumn and winter e-commerce shows and create the first Douyin official fashion week. This 7-day fashion week will provide special support for big-name shows one track a day, with celebrities watching the shows and influencers walking on the catwalk, bringing an autumn and winter brand carnival.

From branded content to the social scene, Douyin is constantly innovating.

From the perspective of the brand, Douyin maximizes the efficiency of conventional brand content assets with the help of innovative brand advertising co-creation. The interactive advertising method makes brand content full of vitality and significantly enhances the influence of communication.

On Douyin, there is a content creation team with integrated resources covering the world, which produces creative content directly on the scene, so that users can visit the fashion week without leaving home.For example, “DOU fashion show” with DIOR 2024 Fall/Winter Ready-to-Wear created a new Douyin show-watching mode. From co-creating offline show content to dominating online celebrity hot spots, we have achieved both brand popularity and reputation.

In the face of the demand for more offline scenarios for luxury goods, Douyin has opened up through the CRM membership system, attracted new members for the brand through the online entrance, and introduced more accurate people for the business based on LBS recommendations. In 24 years, the “OPC” matrix has created a new grass-planting model. It is expected to attract offline stores through SA content, provide a one-stop service experience of new product delivery/physical display/reservation service, and complete more accurate “shopping guide” content conversion in the future.

In the future, with the help of Douyin, how will luxury goods connect more closely with GEN Z consumers and achieve business growth? COSMO believes that there are still new opportunities in the story of Douyin and GEN Z.