With over 750 million active users, Douyin, TikTok’s Chinese counterpart, has become a key growth vehicle for luxury brands in a critical market.

Ever since Dior graced the platform with an official Douyin account in 2018, a growing number of luxury brands have followed suit. Official data shows that in the first half of 2023, 66 per cent of the top 100 search words on Douyin were dedicated to brands — names like Chanel, Louis Vuitton, Prada, Cartier and Bulgari experienced a surge in popularity. These user search trends have helped brands to rapidly gauge product demand and adapt assortments accordingly. The number of consumers buying luxury goods on the platform has also increased, with Douyin’s luxury GMV sharply rising by 254 per cent year-on-year in 2023.