1, the rise of e-commerce live broadcast trend: With the continuous development of e-commerce and live broadcast technology, more and more consumers tend to buy goods through online platforms, especially luxury goods market. As a short video platform with huge traffic, Tik Tok has naturally become a popular channel for brands to reach consumers.
2. Adjustment of brand marketing strategy: luxury brands seek innovation and diversification in marketing strategy. Tik Tok has a young and active user base, and luxury brands hope to attract more young consumers and enhance their market activity through this platform.
3. Declining trend of consumption: luxury brands, trendy brands and emerging businesses all show high growth in Tik Tok, which reflects the downward trend of luxury consumption in the market, that is, luxury brands gradually pay attention to and enter the market that was less targeted before.