Douyin top luxury brands in China 2024

Dior overtook Longines to be the most successful luxury brand on the Chinese short video app Douyin. During the week from September 22 to 28, 2024, Dior was back to the top, scoring 222,225 points on Douyin's brand index. Coach claimed the second place with nearly 220,000 points. The former winner, Longines has lost its luster and slipped to fifth. 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

Social marketing, particularly content marketing, referral links on videos, and affiliate marketing with live streamers, has become the center of luxury marketing in China. Many high-end brands have used social media to build loyalty and drive word of mouth. 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). Short videos featuring major fashion shows were extremely popular on Douyin. To engage with Chinese high-end consumers, luxury ads need to be relatable, authentic, and accurate.

Which luxury brands have stood out?

Among the luxury labels in China, Louis Vuitton and Dior have achieved outstanding marketing impact. When it comes to online advertising budgeting, Prada, however, came in second after Louis Vuitton; Lancôme and Shiseido were leading the luxury perfumes and cosmetics segment, whereas Van Cleef & Arpels and Tiffany were the biggest spenders in the luxury jewelry segment.

Brand index of major luxury brands on Douyin in China as of September 28, 2024

Characteristic	Brand index
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Release date

October 2024

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Region

China

Survey time period

September 22 to 28, 2024

Supplementary notes

The brand index is based on the brand's strength in the following three aspects:
i. content (including the content published by the official brand account and other user-generated content about the brand, as well as effective ads); ii. user reach (including the visibility of the content from the official brand account, user-generated content, and the related ads, as well as the viewership of livestreaming sessions); iii. search volume, i.e. page views of searches.

Release date is the date of data access.

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