Douyin top luxury brands in China 2024

Gucci overtook Dior and Longines to be the most successful luxury brand on the Chinese short video app Douyin. During the week from November 17 to 23, 2024, Gucci was back to the top, scoring 219.677 points on Douyin's brand index. Louis Vuitton claimed the second place with about 213,000 points. The former long-time winner, Dior has lost its luster and slipped to sixth. 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 November 23, 2024

Characteristic	Brand index
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Release date

November 2024

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Region

China

Survey time period

November 17 to 23, 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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