1、02Balenciagas 2025 Spring Fashion Show secures the No.1 ranking for trending topics on the entertainment chartFashion showsRalph Laurens content-based livestream room Professional Men&WomenTrending contentInnovative branding ads:Confession Balloon&More Than One ScreenNew ads productsHIGHLIGHTSLuxury

2、 Industry Quarterly Trend FocusLatest industry informationHighlightsApril-JunePart03LUXURY INDUSTRYQUARTERLYTREND FOCUS01Luxury Industry Quarterly Trend FocusFashion shows04Luxury fashion showsA total of 5 luxury fashion shows were hosted on Douyin in Q2 2024BalenciagaMay 30LOUIS VUITTONJune 18PRADA

3、June 16GucciJune 17DIORJune 21DIORJune 24Luxury Industry Quarterly Trend FocusFashion shows05BalenciagaBrand popularity increased rapidly,reaching the No.1 spot on the entertainment chart36KNew followers for official brand account100Mn+Total online impressionsHighest ranking achieved by the topicBal

4、enciagas 2025 Spring Fashion Show establishes a complete conversion path through livestreams+trending topics AudienceSOVBefore the showAfter the showDuring the showCelebrity-related topics continue to generate buzz and dominate trending chartsCelebrity teaser video generates widespread attention onl

5、ineMultiple topics dominate rankingsTrending topics LivestreamsLivestream follower acquisitionNo.1 on the entertainment chartLuxury Industry Quarterly Trend FocusTrending content06Ralph LaurenContent-based livestream Professional Men&Women created for Super Brand Day launchRalph Laurens Super Brand

6、Day opening tops Douyins luxury brand chart at No.1Super Brand Day resources fashion media celebrities&creators:A three-way collaboration to create fashion trends on DouyinGQ Editor-in-ChiefROCCODomineering CEOYitian HuWorkplace rising starQiao XinWorkplace newbieMen QiangOfficeReception roomCafCont

7、ent-based livestream Professional Men&Women2-hours non-stop content-based livestreamFour guests perform workplace skits Multi-scenario runway show in one takeGenerate buzz with the hashtag#UseWorkplaceFashionToEliminateWorkFatigueThe Professional Men&Women theme is combined with the trending topic o

8、f work fatigueThe hashtag co-created with top outfit creators maintained SOVThe hashtag surpassed 10 million views,helping the brand reach luxury brand chart TOPKOLS(vs.regular livestreams)GMV boost coefficient306%Average watch time7xLuxury Industry Quarterly Trend FocusNew ads products07Innovative

9、branding ads:Confession Balloon&More Than One ScreenCTR+106%CPC45%CTR+33%+7,652%Audience sizeRalph LaurenUnlock the world of Polo with Confession BalloonBreitlingInitial advertising of More Than One Screen for the brands 140th anniversary*Data metrics:Comparison of brand performance against the indu

10、stry average during the advertising periodConfession Balloon Follow brand beach ball through a wonderful journey with just one clickThree celebrities tell the story of the Navitimer watchLatest industry informationList of trending topicsPart08LUXURY INDUSTRYQUARTERLYTREND FOCUS02April-JuneLuxury Ind

11、ustry Quarterly Trend Focus09Sister Maomao and her aunt are preparing to walk the red carpet at CannesMy checklist of must-buy summer dressesLaid-back spring outfitsHow incredible can one T-shirt bePretty skirts perfect for a Labor Day outing12.7051M12.6624M12.4381M12.3965M12.1201M12345Trending sear

12、chesPopularityTrending searchesPopularityWind and waves-inspired travel outfits2024 Met Gala red carpetMint Mambo takes the fashion world by stormClosing of Shanghai Fashion WeekSummer outfits for mom11.8505M11.8010M11.7830M11.7684M11.7317M678910Trending topic chartsData source:Internal dataset(Apri

13、lJune 2024)Data metrics:Popularity is a weighted calculation based on metrics such as created videos,views,likes,comments,and shares.Trending topics1Bn.750KPopularity of top 100 trending topicsVideos related to the top 100 trending topicsTrending eventsTrending topic chartsTRENDING TOPIC CHARTS02PAR

14、TLuxury Industry Quarterly Trend Focus10741,287731,952681,011591,105577,803June 6May 23May 10May 22April 19568,649556,438495,534431,417427,477May 6April 16May 20May 17June 7#IveBeenCaptivatedByMonetsGarden#HeresWhatToWearForTravelingAfterGraduation#ChineseStyleCosplayHasArrived#InterpretingSummerWit

15、hMonetsGarden#DouyinMall520GiftSeason12345HashtagsPopularityCreated onPopularityCreated onHashtags#AGuideToSlimmingSummerOutfits#LetsPutOnSlightlyTipsyNudePeachMakeupTogetherThisSummer#SneakersAreMyGoToAllSummerLong#FantasticAllAroundPlanFor618#MonetsGardenInspiredNaturalOutfits678910List of trendin

16、g hashtagsData source:Internal dataset(AprilJune 2024)Data metrics:Popularity is a weighted calculation based on metrics such as created videos,views,likes,comments,and shares.Trending topic chartsTRENDING TOPIC CHARTS02PARTTrending hashtags14.3Bn.33Mn.1.5Mn.Views related to the top 100 hashtagsPopu

17、larity of top 100 trending hashtagsVideos related to the top 100 trending hashtagsHashtagsLuxury Industry Quarterly Trend Focus11Trending topic chartsTRENDING TOPIC CHARTS02PARTTrending videosFashion eventsCannes red carpetMet GalaShanghai Fashion WeekRepresenting ordinary people on the world stage,

18、showing that life at 60 is never too lateSister Maomao,along with her aunt,breaks out of Hangzhou and heads toward the world.Join us as we take you through all the red carpet looks at the 2024 Met Gala in 60 secondswho do you think looks the best?#MetGala#fashion#ExudeLuxuriousBeauty#zendaya#RedCarp

19、etLooksRaw footage of Laurinda Ho from the closing show of Shanghai Fashion Week is out today.Her amber-colored suit paired with earrings exudes elegance.#LaurindaHoOutfit trendsWind&wavesMint MamboMonets gardenI challenge you to fall in love with me in 15 seconds#TravelOutfits#WindAndWaves#travel#W

20、indAndWavesInspiredTravelOutfits#OotdIdeasAnother top fashion trend has emerged in the fashion world!What is the Mint Mambo style that is sweeping Shanghai Fashion Week?I slept and woke up in Phuket DANTE#SceneTransitionCosplay#phuket#TransformIntoMonetsGardenStyleWithASingleClick#InterpretingSummer

21、WithMonetsGardenLatest industry informationFestivals&holidaysPart12LUXURY INDUSTRYQUARTERLYTREND FOCUS03April-JuneLuxury Industry Quarterly Trend Focus13Festivals&holidaysFESTIVALS&HOLIDAYS03PARTTrend insights for 520Trend forecasts for QixiData source:Internal dataset(May 120,2024)Data description:

22、The search keywords are set to 520520-related search term trendsPlatform-wide 520 search index&ad load trendsList of top trending 520-related topicsList of top trending 520-related hashtagsUsers are more focused on boldly expressing love and self-loveAccording to data from the same period last year,

23、user searches for Qixi began to rise in popularity during the week leading up to the festival and peaked on Qixi.Dresses with a sense of ritual for a Qixi datePlan your Qixi giftsA week of fall outfits for the average coupleFashionable couple outfitsSearch trendsTrend forecastsDouyin Qixi Gift Seaso

24、nDresses for a Qixi dateQixi Dream of the MillenniumQixi exclusive romanceQixi braceletTrending events(Qixi 2023)Trending events(Qixi 2023)Last years Qixi was on August 22,while Qixi 2024 will be on August 10(12 days earlier)Aug 16A week before the festivalSearches increasedAug 22Qixi Searches peake

25、d3.625M50M40M30M20M10MAug 1Aug 5Aug 9Aug 13Aug 17Aug 21Aug 25Aug 29Search traffic peaks in leadup to key emotional dateYoY+35.09%|MoM+241.74%Average 4.936M520May 112Brand gift box recommendationsMay 1319Gift-giving guides/recommendationsMay 20Discussions about festival celebrations4.936MMay 1May 4Ma

26、y 7May 10May 13May 16May 19May 22 May 2550M30M10MMay 2May 5May 8May 11May 14May 17May 20Search PVPVRData description:The search keywords are set to 520Ad interception rates rose in the week leading up to the festival and peaked on T-4,with room for opportunities toward the end of the festivalNeo-Chi

27、nese style couple outfits perfect for a Qixi dateLuxury Industry Quarterly Trend Focus14Festivals&holidaysFESTIVALS&HOLIDAYS03PARTCouple life x TIFFANYXiaowu KaraSupermodel and musician#DavidYang wanders through the mountains and fields,allowing love to flourish freely.Experience the joyous moments

28、of love with dynamic watches from the#LonginesConquest collection.#FallInLoveThisMomentLuxury watchesLONGINES(More Than One Screen)Couple life x TIFFANYXiaowu KaraThrough 10 years of unrelenting effort from the age of 15 to 25,one boy changed his destiny.I did it#A D e c a d e O f A n O r d i n a r

29、y B o y Lifestyle vlogs x LONGINESAlmondCouple life x TIFFANYXiaowu KaraTIFFANYs 520 gift list|Born from love,expressed through love.This 520,connect with your loved ones through TIFFANYs Knot and other lovely gifts from TIFFANY.Luxury jewelryTIFFANYCouple life x TIFFANYXiaowu Kara#balenciaga#Balenc

30、iagaFashionScene#Balenciaga520#BalenciagaLovesFingerHeartsLuxury apparelBalenciagaAffordable luxuryCoach The brave hear love first and savor it first.Couple life x TIFFANYXiaowu Kara#MakeYourHeartFlutter with a love confession on 520!Discover the sweet gifts from the#Swarovski Hyperbola 520 collecti

31、on.#PinkFlutteringHearts Love you so much!Affordable luxury jewelrySwarovski*Xingtu ad videos with high viewership,ranked in no particular order.Popular emotional date contentLatest industry informationTendenciesPart15LUXURY INDUSTRYQUARTERLYTREND FOCUS04April-JuneTendenciesTENDENCIES04PARTTrend 1Ac

32、cording to data from the same period last year,the popularity of seasonal transitions surged at the end of August,driving up the demand for denim.August and September are the best times to market denim products.Fashionable outfit styles are constantly emerging,with key themes revolving around fall,u

33、rban,and retro scenarios.Leverage trending topics on the platform in order to make the most of this fall season.Denim is emerging from classic styles and continually reshaping future trends.Denim is a warp-dyed twill fabric.It first entered the public eye in 1988 when model Michaela Bercu appeared o

34、n the cover of VOGUE wearing a haute couture top paired with jeans.Popularity trends for the keyword seasonal transitionSearch trends for the keyword denimTrend forecastsTrend insightsKeywords comprehensive indexKeywords comprehensive indexComprehensive index of Douyin keywords(July 1September 30,20

35、23)Comprehensive index of Douyin keywords(July 1September 30,2023)6543210(10K)Jul 1Jul 11Jul 21Jul 31Aug 10 Aug 20 Aug 30 Sep 9 Sep 19 Sep 29Data source:Ocean Insights,July 1September 30,2023Seasonal transitionYoY+94.23%MoM+69.97%Average 28KDenimYoY+3,169.71%MoM+33.41%Average 2.03M28K2.03MJul 1Jul 1

36、1Jul 21Jul 31Aug 10 Aug 20 Aug 30 Sep 9 Sep 19 Sep 29400(10K)3002001000Suitable styles:Outdoor adventure/Western cowboy/Rock rebel Creator types:Travel/Outdoor/AdventureTrend 2#EmbraceFallWithFreeSpiritedDenimStylesSuitable styles:American preppy/Retro fashionista/Retro Hong Kong style Creator types

37、:Beauty cosplay/Fashion news/Outfit creatorsTrend 3#MyRetroDenimLookTrend 1#CasualAndLaidBackUrbanDenimSuitable styles:Commuter style/Casual style/Urban workwear style Creator types:Outfit creators/Models/Fashion editorsBe a cool denim guy in the wildernessCourage and freedom in cowboy cultureAmeric

38、an retro cosplayHong Kong-style red and blue pairingStylish denim outfits for working professionalsCasual and relaxed denim look for the weekend16Luxury Industry Quarterly Trend FocusTendenciesTENDENCIES04PARTThe concept of sports is continually expanding,with a wide array of general sports trends e

39、merging!With the rise of nationwide fitness and diverse aesthetic trends,sports are no longer confined to trending topics during sports tournaments but have become a gateway to lifestyle and spiritual healing.The discussion around sports content across the internet has been increasing year by year,e

40、xtending from content to lifestyle scenarios.Trend forecastsTrend insightsQ1 2022 Q2 2022 Q3 2022 Q4 2022 Q1 2023 Q2 2023 Q3 2023 Q4 2023Data source:CBNData,20232023 vs.2022+51%Competitive sportsAthleticsBasketballSwimmingTable tennis.Sports conceptsConcept and scene innovationTrend 2The most fashio

41、nable Olympic Games are coming,with crossover marketing trends in full swing.2024 is a big year in the sporting world,with Paris hosting the Olympics again after a hundred years.The opening ceremony on the Seine and the inclusion of breakdancing in the Olympics introduce themes of outdoor scenes and

42、 sports fashion that are expected to continue shaping trends for the second half of the year.Sports for allStreet dancingSkateboardingSkiingSurfing.LifestyleCity walksOutdoor hikingUrban cyclingOutdoor camping.Trend 2 She-power Health is synonymous with strength and beautyTrend 3 Overcoming tension

43、with stillness Therapeutic exercises have become a remedy for stressTrend 1 Sports idols Continuously attracting public attentionWhat are the trending topics related to Paris Olympics Athletes on Douyin?#YoungPeopleAreAllPracticingBaduanjinQigong#FallingInLoveWithPilatesBaduanjin qigong,Pilates,and

44、meditation are becoming more popular among younger urbanites,helping consumers achieve physical and mental relaxation.#SkaterGirl+162%Content searches3.7BContent views#RockClimbingGirlContent searches+99%70.39MContent viewsOct 6,20236.12M#EmbiidWillRepresentTheUSInTheOlympics#DurantWillCompeteInTheP

45、arisOlympicsOct 3,20238.04MOct 1,20234.63M#ChuqinWangAndYingshaSunAreLookingForwardToTheParisOlympicsSep 12,20234.60M#JamesWantsToParticipateInTheParisOlympicsAug 4,20233.94M#YanniWuSaysSeeYouAtTheParisOlympics17Luxury Industry Quarterly Trend FocusLuxury Industry Quarterly Trend Focus18Overall SOV

46、ranking in the luxury goods industry(as of June)Data source:Yuntu-Industry Search InsightsData description:SOV=Brand impressions after searches/Industry searchesBalenciagaLOUIS VUITTONLONGINESDIORTissot12345GucciAcqua di ParmaVan Cleef&ArpelsCartierOmega678910Before key emotional dateDuring fashion

47、shows4-1-20245-1-20246-1-20246-30-202403 Brand SOV rankingAppendixLuxury perfumes/Scented candles/Body careLuxury jewelryLuxury apparelLuxury handbags&suitcasesLuxury watchesLuxury footwearData source:Yuntu-Marketing Touchpoints-Industry Search Trends(as of June 30)Data source:Yuntu-Marketing Touchp

48、oints-Industry Search Trends(as of June 30)01 Industry search trendsSearches for luxury goods trend upwards before festivals and during fashion shows.Searches02 The competitive landscape of categoriesSearches for luxury watches are high,while searches for handbags and suitcases show a high MoM growt

49、h rate.Search landscape for luxury goods categories(Bubble size:Average searches per user)Search trends in the luxury goods industryMoM growth rate(%)AppendixLuxury Industry Quarterly Trend Focus19SOV ranking for luxury goods subcategoriesData source:Yuntu-Industry Search InsightsData description:SO

50、V=Brand impressions after searches/Industry searchesLOUIS VUITTONGucciHermsBalenciagaPRADAYSLCoachMiu MiuDIORFENDI12345678910Van Cleef&ArpelsCartierBVLGARIGraffHarry WinstonHermsPaneraiLOUIS VUITTONTIFFANYBalenciaga12345678910BalenciagaLOUIS VUITTONBurberryVersaceGucciEmporio ArmaniPRADADIORFENDIMax

51、Mara12345678910LONGINESTissotOmegaRolexVacheron ConstantinCartierPaneraiIWCBreitlingSwatch12345678910DIORAcqua di ParmaGucciBurberryRalph LaurenBVLGARIVersaceChloLOUIS VUITTONVan Cleef&Arpels1234567891012345678910BalenciagaLOUIS VUITTONValentinoGucciYSLAlexander McQueenVersaceHermsPRADAMiu MiuLuxury

52、 handbags&suitcasesLuxury jewelryLuxury apparelLuxury watchesLuxury perfumesLuxury footwear20StatementThis report was produced by Ocean Engine Consumer Goods Business Center Luxury Goods Industry.The text,data,and other content in this report are protected by the intellectual property laws and regul

53、ations of the Peoples Republic of China.Except for third-party data and other public information cited in this report,this report belongs exclusively to Ocean Engine.The authors of this report do not take any responsibility or liability for the third-party data and other public information cited in

54、this report.This report,in all circumstances,is for reference only.This report shall not be altered or modified without permission.You are welcome to share or cite this report.If you need to share or cite this report,please contact us.Also,do indicate the source when you share or cite this report.About the dataThe data in this report is sourced from an internal data platform.Please note that it has not been validated.Time frame:AprilJune 2024(unless otherwise specified).STATEMENTLUXURY INDUSTRYQUARTERLYTREND FOCUS