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1、FOREWORDLuxury IndustryBi-MonthTrends Focus01YoY growth rate23%YoY growth rate35%YoY growth rate55%Luxury Industry Bi-Month Focus is a bimonthly publication jointly released by Ocean Insights,Ocean Engine Consumer Goods Business Center Luxury Goods Industry,and Douyin E-commerce Luxury Goods Industr
2、y.The report aims to provide inspiration for business strategies to practitioners in the luxury goods industry through multidimensional analysis,including data and case studies.In the bimonthly period of JulyAugust 2023,the luxury goods industry saw rapid growth in short videos,livestreams,and searc
3、h:Short video views26B+Livestream views45B+Searches350M+HIGHLIGHTSLuxury Industry Bi-Month Trends Focus02Luxury fashion on Douyin livestreams:Unleash a wave of styleFashion shows#Maillard-Hot new trends,integrated promotion and salesT rending contentLet Harpers Bazaar and GQ be your style guides for
4、 this Qixi FestivalF estivalsStep into a world of luxury as Burberry and SHANGXIA open their Boutiques on Douyin,while VERSACE holds its first Boutique livestreamKick offLuxury IndustryBi-MonthTrends FocusLatest industry newsLatest industry newsHighlights01PART03F ASHION SHOWSLuxury Industry Bi-Mont
5、h Trends Focus04Luxury fashion on Douyin livestreams:Unleash a wave of styleDIOR 2023 Autumn-Winter Ready-to-Wear Showcase in ShenzhenSOV&Followers both grew during and after the showDuring the showFeedsLive boosted exposureReal-time online viewership peak100K+18 celebrities graced the runwayAfter t
6、he showPromotion kept the buzz goingFollowers from livestreams+homepages+videos20K+Show assets ignited sustained buzz,attracting traffic to brand pagesLong-tail exposureNative hashtag operationsLuxury brand rankingTop 1#DIORRocked-Shenzhen#DilrabaDIORand many other native hashtagsTRENDING CONTENTLux
7、ury Industry Bi-Month Trends Focus05#MaillardCollaboration with GQ for new trend release#MaillardMakeoverSellers:closed loopContent linkage+SEO+Integrated promotion&sales to drive conversionContent conversion path(livestream&short video)Search conversion path(SEO&search acquisition)Powering trends w
8、ith influencers Generating BuzzContent creation+Livestreaming+Inventory matchingMaillard content creationMaillard exclusive livestreamMaillard inventory matchingHot new trends,recommendation-inspired searches,closed loopFESTIV ALSLuxury Industry Bi-Month Trends Focus06Bazaar+GQGuiding the fashion na
9、rrative with creative contentContent:Bazaar+GQ Qixi Luxury SpecialProduct:Shopping channel+ShopsKICK OFFLuxury Industry Bi-Month Trends Focus07Opened in JulyNPSincreasedLuxury brand search rankingVERSACEStep into a world of luxury as Burberry and SHANGXIA open their Boutiques on Douyin,while VERSACE
10、 holds its first Boutique livestreamBrand livestreamsShopKOL livestreamsContentLivestreams/short videosProductShopping center/ShopSearchAcquired by brand zonesincreased by 4X%Industry data overviewIndustry data overviewDashboard02PART08Luxury IndustryBi-MonthTrends FocusIndustry data overviewDASHBOA
11、RDLuxury Industry Bi-Month Trends Focus09Data source:Ocean Insights,JulyAugust 2023Note:The YoY growth rate compares data from JulyAugust 2023 to JulyAugust 2022.Hashtags are sorted by views,search keywords are sorted by the number of searches,and trending content is sorted by popularity.Accessories
12、 include accessories/jewelry/watches.The axis in the matrix diagram represents the average value.YoY growth rate for Jul-Aug23%YoY growth rate for Jul-Aug35%YoY growth rate for Jul-Aug55%Bimonthly views26B+45B+350M+Bimonthly viewsBimonthly searchesTop hashtagsTop search keywordsShort videosLivestrea
13、msSearchesElevated styleOOTD inspoBag recommendationsValentino Qixi exclusive gift setFashionYSLValentinoHigh fashion looksWomen watchesLuxury bagsQixi giftsStyling Whoever wears it looks stunningEarly autumn fashionRolexLuxuriesRadiate luxury beautyYSL Qixi limited editionLVWatchesLonginesContempor
14、ary fashionVan Cleef&ArpelsCockroach bagEmpress DowagerMiu Miu hair clipBvlgariAcademy of Arts&Design,Tsinghua UniversityHu Bing holding a baby on the runwayBalenciaga stockingsEmpress Dowager necklaceYSL high heelsIssey MiyakeChanel hair scrunchieRalph LaurenBalenciagaTeaching AttireZhang Yuanying
15、Miu MiuLonginesTsinghua fashion showValentinoSelena GomezPatek PhilippeLuxury Industry Bi-Month Trends Focus10Data source:Ocean Insights,JulyAugust 2023Note:The YoY growth rate compares data from JulyAugust 2023 to JulyAugust 2022.Hashtags are sorted by views,search keywords are sorted by the number
16、 of searches,and trending content is sorted by popularity.Accessories include accessories/jewelry/watches.The axis in the matrix diagram represents the average value.Trending industry hashtagsCategory development#AngelababyTakesXiaoHaiMianToParis#PradaOfficialPartnerOfChinaWomensFootballTeam#LiuShiS
17、hiParisShowLive#JingBoranPhotoLiuWenOnRunway#ChicLongDressesStylishBeachLook#FootwearAndBagsGenerationalAesthetics#WhatModelsCarryInTheirPurses#SonYeJinAtParisFashionShow#UnderstatedEleganceProducts#AutumnFashionTipsJul 5Jul 10Jul 4Jul 20Jul 8Aug 31Aug 30Jul 6Jul 27Aug 297.300M7.073M5.150M4.848M4.53
18、2M4.490M4.411M4.328M4.128M4.104MOtherOtherApparel,accessories,handbags&suitcases,footwearApparel,accessories,handbags&suitcases,footwearApparelApparel,handbags&suitcasesHandbags&suitcasesApparel,accessories,handbags&suitcases,footwearApparel,accessories,handbags&suitcases,footwearApparel,accessories
19、,handbags&suitcases,footwearTrending hashtagsCreation timePopularityApplicable categoriesIndustry data overviewDASHBOARD49%YOY growth in views24%YOY growth in views33%YOY growth in views-1%YOY growth in viewsMore viewsFootwearHandbags&suitcasesApparelAccessoriesHigher YoY growthApparelHandbags&suitc
20、asesAccessoriesFootwear02PARTJulyAugust luxury goods trending hashtagsJulyAugust luxury goods landscape#Angelababy带小海绵去巴黎看秀#Prada成中国女足官方合作伙伴#刘诗诗巴黎看秀生图#井柏然拍刘雯走秀#清冷高级感海边长裙合集#统一几代人审美的鞋子包包#揭秘模特包包里都装什么#孙艺珍巴黎看秀#不露声色的高级感时尚单品#入秋高级感穿搭攻略Interpreting category trendsInterpreting category trendsTendencies03PART1
21、1Luxury IndustryBi-MonthTrends FocusLuxury handbags&suitcasesLUXURY BAGSLuxury Industry Bi-Month Trends Focus12Data source:Ocean Insights,JulyAugust 2023Note:The YoY growth rate compares data from JulyAugust 2023 to JulyAugust 2022;Star categories refer to those with high views,and Potential categor
22、ies refer to those with high view growth rates.Hashtags and videos are sorted by views,and search keywords are sorted by the number of searches.Interpreting category trendsTENDENCIES03PARTStar categoriesPotential categoriesTop hashtagsTop search keywordsCategory landscapeHot videosStar categoriesPot
23、ential categoriesHandbagsBackpacksTote bagsBucket bagsWalletsDumpling bagsWristlet bagsComputer briefcasesHiking bagsBaguette bagsCountdown to Qixi Festival,gifting is in full swing!In LVs exclusive Qixi selection,you can warp your love in exquisite packaging.Shop now for the people you love!I just
24、found a new way to carry my cash!#Unboxing#LuxuryGoods#Europe#EuropeanShopping#France#Unboxing Miu Miu hairpins and tiny little bags.Gucci,in collaboration with brand ambassador Hanni,singer-songwriter and actress Halle Bailey,and actress Julia Garner,debuted a new ad campaign for the#GUCCI1955Bag.L
25、ouis Vuitton brand ambassador J-Hope made a spirited entrance with the Keepall bag,showcasing the dynamic flair of a dancer.Luxury goodsRecommended bagsGucciLuxury bagsShare your bagChanelUnboxingHermsLouis VuittonAffordable luxury womens bagKimbees Herms bagsCoachGucciFendi bag priceChanel bagsMust
26、-buy classic Louis Vuitton bagsRIMOWA suitcasesGucci bagsMiu MiuHermsDress up essentialsLUXURY APP ARELLuxury Industry Bi-Month Trends Focus13Data source:Ocean Insights,JulyAugust 2023Note:The YoY growth rate compares data from JulyAugust 2023 to JulyAugust 2022;Star categories refer to those with h
27、igh views,and Potential categories refer to those with high view growth rates.Hashtags and videos are sorted by views,and search keywords are sorted by the number of searches.Interpreting category trendsTENDENCIES03PARTStar categoriesPotential categoriesTop hashtagsTop search keywordsCategory landsc
28、apeHot videosStar categoriesPotential categoriesT-shirtsSetsDressesJeansShirtsSportswearLow-rise pantsDenim jacketsLace topsMini skirts#VOGUE ON AIR|Balenciagas 2023 Fall/Winter Haute Couture Collection wowed in Paris.#LiuWen graced the runway in a metallic chainmail dress.#ParisHauteCoutureWeekHave
29、 you tried denim jeans as light as silk?#MiuMiu#DenimJeans#CelebrityStyle#Fashion#VersatileLiu Shishi shines at Chanels Paris Fall/Winter Haute Couture show,donning a houndstooth suit paired with a bow headband,exuding a vintage charm.Shes always poised and elegant#LiuShishi#ParisHauteCoutureWeek#Ca
30、ndidPhotosGuccis Chinese-style Dragon Dress makeover vlog is here#DailyVlog#WhatToWearToday#Gucci#ChineseStyle#EveningGown#ParisFashionWeek#HauteCouture Valentinos haute couture dresses are truly stunning Constance.Orange Daughter also looked beautiful.A diary of Haute Couture Mother-Daughter rushin
31、g through the Paris Haute Couture Fashion Week.Elevate your eleganceLuxury goodsEarly autumn new arrivalsOOTD ideasAffordable luxury womens apparelWhoever wears it looks stunningRadiate luxury beautyElevated fashionQuality mens wearNew summer stylesBlack sweaterValentino lace camisolesBalenciaga sto
32、ckingsLiquid dressIssey MiyakeRalph LaurenBalmain dressesBalenciagaCardi B Paris Fashion WeekDesigner itemsLUXURY ACCESSORIESLuxury Industry Bi-Month Trends Focus14Data source:Ocean Insights,JulyAugust 2023Note:The YoY growth rate compares data from JulyAugust 2023 to JulyAugust 2022;Star categories
33、 refer to those with high views,and Potential categories refer to those with high view growth rates.Hashtags and videos are sorted by views,and search keywords are sorted by the number of searches.Interpreting category trendsTENDENCIES03PARTStar categoriesPotential categoriesCategory landscapeHot vi
34、deosStar categoriesPotential categoriesNecklacesMechanical watchesBraceletsCapsHand chainsPendantsSquare scarfsStraw hatsDiamond ringsElectronic watchesTop hashtagsTop search keywordsRolexBallon Bleu de CartierBuccellatiLonginesMiu Miu hair clipsSeamaster 300 watchesQi Laobans CartierPatek PhilippeC
35、hanel hair scrunchieVivienne Westwood necklacesPatek PhilippeMechanical watchesWatch sharingRolexRecommended watchesWatchesWomens watchesLonginesHigh-end watchesLuxury goodsSoulmates take flight together.#Longines presents the new Conquest Concas series for Qixi,with a green sunburst dial that symbo
36、lizes the mutual understanding of two hearts that keep time together.#TheColorThatSparksInstantJoyHaving ventured into the world of stacking,maybe a jade bracelet could be next?#Age23#CartierStarrySkyBraceletIntroducing the all-new Jaeger-LeCoultre Rendez-Vous Moon Phase watch.Grace your wrist in ce
37、lestial beauty.Two stars converge,telling the ancient tale of the heart.A watch crafted with the intricate poetry of love makes the perfect gift for this Qixi Festival.In the presence of breathtaking beauty,only the most exquisite timepiece is worthy!Today is another day for expanding your horizons#
38、Watches#PatekPhilippeGucci Hairpin#UnboxingDesigner shoesLUXURY FOOTWEARLuxury Industry Bi-Month Trends Focus15Data source:Ocean Insights,JulyAugust 2023Note:The YoY growth rate compares data from JulyAugust 2023 to JulyAugust 2022;Star categories refer to those with high views,and Potential categor
39、ies refer to those with high view growth rates.Hashtags and videos are sorted by views,and search keywords are sorted by the number of searches.Interpreting category trendsTENDENCIES03PARTStar categoriesPotential categoriesTop hashtagsTop search keywordsCategory landscapeHot videosStar categoriesPot
40、ential categoriesHigh heelsSlippersSneakersSandalsDad shoesDerby shoesFootball shoesSnow bootsStrappy sandalsPerforated clogsLove yourself in a hundred ways-Treat yourself to YSL.#HighHeels#YSL#SaintLaurent#DreamyKicks#Unboxing#MaryJane For Mary Janes,it has to be Miu Miu!Pradas viral denim martin b
41、oots#DouyinRecommended#CoolMartinBoots#WomensBoots#WomensShoes#AnkleBoots#DouyinRecommended#ChunkySneakers#WomensShoes#ViralDadShoes#BalenciagaThese boots,priced at under 20,000 CNY,feature a stylish design that is exploding in popularity.#LV#LVShoes#LVHighHeels#LVBootsBalenciaga tire shoesValentino
42、 high heelsYSL high heelsValentinoSalvatore Ferragamo shoesYves Saint LaurentjimmychooBalenciaga dad shoesTrainersPrada sandalsCL red solesRadiate luxury beautyYSLBalenciagaWhoever wears it looks stunningHigh heelsValentinoAffordable luxury womens shoesAffordable luxury mens shoesDreamy kicksHigh-qu
43、ality contentHigh-quality contentPOP Ads04PART16Luxury IndustryBi-MonthTrends FocusBRAND ADSLuxury Industry Bi-Month Trends Focus17*High-viewership brand ad videos,ranked in no particular order.#VanCleef&ArpelsLuxury exhibitionVan Cleef&Arpels Poetry of Time limited-time experiential space.Lets meet
44、 at the Pont Des Amoureux.#CELINELuxury fashion showCELINE 17 THE WILTERN 2023 Womens Collection runway show,directed by Hedi Slimane#LONGINESLuxury watchesThe brand new Longines PrimaLuna watch,with dreamy cherry blossom and refreshing ice-blue hues,was inspired by a lazy seaside with a touch of ro
45、mance.#TheColorThatSparksInstantJoy#CartierLuxury jewelryCartiers iconic red box hides stories and moments of love.With Qixi approaching,open the red box and let the love out.KOLLuxury Industry Bi-Month Trends Focus18*High-viewership Ocean Creator Marketplace ad videos,ranked in no particular order.
46、Popular Ocean Creator Marketplace contentCouple life x Tiffany小五KaraBalenciagas only haute couture show this year#BalenciagaHauteCouture#Balenciaga#HauteCoutureBrand stories x Balenciaga熙格儿Couple life x Tiffany小五KaraThrough 10 years of unrelenting effort from the age of 15 to 25,one boy changed his
47、destiny.I did it#A D e c a d e O f A n O r d i n a r y B o y Lifestyle vlogs x Longines杏仁Couple life x Tiffany小五KaraThe path to excellence is paved with determination.Thats why the classics stand the test of time.As part of VacheronConstantins limited-time Maison 1755 The Art of Time HOME exhibition
48、 in Shanghai,One of Not Many:Committed to Craftsmanship Heritage gracefully balances tradition and innovation,embracing moments of exemplary creativity.#VacheronConstantin#OneOfNotManyArtist x Vacheron Constantin陈镇威Couple life x Tiffany小五KaraOut at sea,exploring the world outside and yourself within
49、,we take back our time and take control of ourselves.Longines is our companion,always reminding us not to forget why we set out in the first place.#LonginesExtreme sports x Longines林林一Couple life x Tiffany小五KaraMy cure for retroactive jealousy.#CoupleLifeCouple life x Coach小辰吾妮Couple life x Tiffany小
50、五KaraIn the summer,dressing up for a music festival is a must!#SwarovskiLoveLetter#MusicFestivalOutfit#OOTDOutfits of the day x SwarovskiWwwendyLuxury Industry Bi-Month Trends Focus19NoticeThis report was jointly produced by Ocean Insights,Ocean Engine Consumer Goods Business Center Luxury Goods Ind
51、ustry,and Douyin E-commerce Luxury Goods Industry.The text,data,and other content contained in this report are protected by the intellectual property laws and regulations of the Peoples Republic of China.Except for third-party data and other public information cited in this report,this report belong
52、s exclusively to Ocean Engine.Writers of this report do not take any responsibility or liability for the third-party data and other public information cited in this report.This report,in all circumstances,is for reference only.If you have any questions about the content of this report,please contact
53、 us at .This report shall not be altered or modified without permis-sion.You are welcome to share or cite this report.If you wish to share or cite this report,please contact us.Also,do indicate the source when you share or cite this report.Ocean Insights,a brand under Ocean Engine,provides insights
54、into content consumption and content trends.Leveraging content consumption platforms such as Toutiao,Douyin,and Xigua Video,as well as Ocean Engines advanced data and technology,Ocean Insights provides leading,strictly objective,and careful insights into marketing trends.Ocean Insights publishes con
55、tent trends,industry research,and advertising strategies,along with indexes,rankings,and data analysis tools to meet the needs of enterprises,marketing personnel,and creators.About the dataThe data in this report is from the internal data platform.Please note that it has not been validated.Douyin lu
56、xury goods content:Videos on Douyin that contain luxury goods-related keywords in their titles as well as videos featuring luxury goods.Time frame:JulyAugust 2023(unless otherwise specified)STATEMENTLuxury IndustryBi-MonthTrends FocusOcean Insights WeChat official accountOcean Insights Official website