Gucci has reclaimed its position as the most successful luxury brand on Douyin, China's popular short video app, surpassing Ralph Lauren. According to a Statista report, during the week from February 23 to March 1, 2025, Gucci achieved over 226,000 points on Douyin's brand index, while Ralph Lauren secured about 222,000 points. Louis Vuitton and Longines closely followed, with both brands performing head-to-head. Notably, Dior, a former long-time leader, has fallen out of the top ten.
Luxury Marketing in China
Luxury marketing in China has evolved significantly, with social media platforms like Weibo, Xiaohongshu, and Douyin becoming crucial for reaching high-end consumers. These platforms allow brands to leverage content marketing, referral links, and affiliate marketing with live streamers to build brand loyalty and drive word-of-mouth marketing.
Short videos featuring major fashion shows have been particularly popular on Douyin, highlighting the platform's effectiveness in engaging luxury consumers. For instance, the use of "employee influencers" or "KOS" (key opinion sales) has become a trend, where sales associates create engaging content to boost brand visibility and sales, as seen in the case of Wengweng, a sales associate at Bottega Veneta who gained popularity on Xiaohongshu.
Key Players and Strategies
- Gucci: By reclaiming the top spot, Gucci demonstrates its ability to adapt and engage with Chinese consumers through effective content and strategic marketing campaigns. Gucci has also expanded its online presence in China through partnerships with platforms like JD.com.
- Ralph Lauren: Despite slipping to second place, Ralph Lauren remains a significant player, emphasizing the importance of consistent brand presence on social media.
- Louis Vuitton and Longines: Both brands are closely competing, indicating their strong appeal and marketing efforts on Douyin. Louis Vuitton has been a leader in luxury marketing in China, with a strong brand power index in 2023, as reported by Statista.
- Dior: The decline of Dior from its previous top position suggests a need for refreshed strategies to regain consumer interest.
Luxury Market Outlook
The luxury market in China is projected to face challenges due to economic uncertainties and changing consumer behavior. However, digital innovation and multichannel sales strategies are helping brands navigate these challenges.
Luxury brands are increasingly focusing on Very Important Consumers (VICs) and leveraging digital technologies to enhance customer experiences across online and offline platforms, as discussed in China Briefing.
As the market continues to evolve, brands must adapt to changing consumer preferences, leveraging platforms like Douyin to maintain their competitive edge.
