China: Douyin leading luxury brands 2023

Dior remains the most successful luxury brand on the Chinese short video app Douyin. During the week from April 2 to 8, 2023, Dior scored the highest brand index on Douyin with 193,135 points. Coach kept its second place with about 186,000 points. Cartier regained its third place. The brand index evaluates the overall performance of luxury brands on Douyin from the relevant brand content to user reach and user search volume.

Brand index of major luxury brands on Douyin in China as of April 8, 2023

Characteristic	Brand index
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Release date

April 2023

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Region

China

Survey time period

April 2 to 8, 2023

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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