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…
