Investment Rating - The report does not explicitly state an investment rating for the luxury goods industry Core Insights - Celebrity endorsements and commercial collaborations remain crucial marketing strategies in the luxury goods sector, with a notable trend towards younger, female, and post-90s actors as brand ambassadors [1][6][8] - Social media platforms like Weibo and Xiaohongshu are primary channels for brand promotion, while e-commerce platforms like Tmall facilitate commercial conversion [1][6] - Despite a decrease in the number of officially announced celebrity endorsements (down by 51), the luxury sector remains highly active, second only to apparel and beauty categories [6][8] - Brands such as Dior and Guerlain have shown high interaction rates with their celebrity endorsements, while Chaumet has demonstrated significant commercial value through its social media presence [1][8] Summary by Sections Celebrity Endorsement and Commercial Collaboration Overview - The luxury goods industry has seen a reduction in the number of official celebrity endorsements, yet it remains a vibrant category with high activity levels [6][8] - The report highlights the effectiveness of celebrity endorsements in driving brand engagement and commercial success [1][6] Celebrity Endorsement Case Study - Chaumet - Chaumet has successfully utilized its celebrity endorsements to enhance brand visibility and engagement, with significant interaction metrics on social media [1][10] - The current brand ambassador, Yu Shi, has contributed to a notable increase in the brand's social media following and engagement [26][29] Brand Marketing Case Study - Dior - Dior has maintained a high frequency of commercial collaborations, achieving substantial sales through these partnerships [13][14] - The brand's marketing efforts have been significantly boosted by high-profile events and endorsements from celebrities like Dilireba and Liu Yuxin, leading to peaks in brand visibility [50][56]

2024 防晒衣消费趋势洞察 艺恩出品 2024年05月 前言 防晒衣行业正朝着更加细分和专业的方向发展。消费者不再仅 仅满足于防晒功能，而是追求更全面的防护，如抗紫外线、防风、 防水、抗敏感、易收纳等。此外，随着科技的进步，防晒衣的材质 和设计也日趋创新，从而满足消费者日益增强的防晒需求。 根据防晒衣穿着场景的专业性，我们将防晒衣人群划分为硬核 党（溯溪、越野等专业场景）、轻户外人群（露营、骑行等轻户外 ...

2024 五一营销复盘简报 艺恩出品 2024年05月 前言 五一期间，不仅是打工人期待的假期狂欢，也是品牌营销的重 要节点，社交媒体营销的趋势愈发凸显其创新与互动性。今年五一 期间品牌相关社媒种草内容量在24年同比增长，但互动量却有所下 滑，在种草内卷的大环境下，品牌通过种草出圈变得更加艰难。品 牌们需要探索新的玩法，力求与消费者建立更紧密的联系。 从营销玩法上看，场景化营销成为品牌种草的关键。品牌结合 ...

食饮行业 数据大盘∣ 行业动态∣ 企 业动态∣ 产品创新∣ 营销玩法 ...

Investment Rating - The report indicates a positive outlook for the apparel industry, particularly in the summer clothing segment, with strong consumer demand anticipated as summer approaches [1][2]. Core Insights - In April 2024, the demand for summer apparel significantly increased, with T-shirts leading sales on major platforms like Douyin and Taobao [1][2]. - The lower garment category topped the sales volume rankings across both platforms, while high-heeled shoes dominated the footwear category [1][5]. - The report highlights a notable increase in sponsorship activities by apparel brands in the entertainment sector, with a 120% rise in sponsorships for TV dramas and variety shows [12]. - New brand endorsements are on the rise, with 46 new brand ambassadors added in April, although this represents a 15% decrease from March [10]. Summary by Sections Apparel Industry Overview - The apparel industry is experiencing a surge in demand for summer clothing, particularly T-shirts, which are performing well on both Douyin and Taobao platforms [1][2]. - The report notes that new brands are gaining traction on Douyin, while established brands dominate Taobao's sales rankings [2]. Sales Volume Rankings - In April 2024, lower garments became the top category in sales volume across both platforms, while high-heeled shoes led the footwear category [5][6]. Brand Performance - The brand ranking on Xiaohongshu remained stable, but there were significant changes in the estimated advertising investment rankings, with brands like Jiao Nai and UGG rising to the top [8]. Sponsorship Activities - The apparel industry saw a significant increase in sponsorships for TV dramas, with a 120% growth noted in April 2024 [12][13]. Brand Endorsements - A total of 46 new brand ambassadors were appointed in April, with a focus on collaborating with popular celebrities to enhance brand visibility [10][11]. Financial Performance - Companies like Skechers reported a strong performance in the Chinese market, with a 12.5% increase in sales [16].

美妆行业 美妆行业 数据大盘∣ 行业动态 ∣ 企业动态∣ 营销玩法 ...