Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The industry is experiencing significant growth in user engagement, particularly with long-form video content, which has seen a 27-fold increase in viewership compared to previous months [7] - There is a notable trend towards integrating cultural and educational content into entertainment platforms, enhancing user experience and knowledge [9][20] - The rise of local cuisine and travel content reflects a growing interest in authentic experiences, with significant engagement metrics reported [39][52] Summary by Sections Part 1: Humanities and Social Sciences - The report highlights a surge in long video content, with specific examples like 450-minute analyses of classic literature gaining substantial viewership [7][8] - Users are increasingly engaging with content that connects literature to personal experiences, indicating a shift towards deeper understanding and appreciation of cultural works [13][14] Part 2: Science and Technology - The report emphasizes the importance of making scientific knowledge accessible and engaging, with a focus on everyday phenomena that resonate with users [21][24] - There is a trend of collaborative learning, where users invite friends to engage with educational content, enhancing the learning experience [26][27] Part 3: Finance - The report discusses the need for financial literacy and the integration of practical financial knowledge into everyday life, making complex concepts more relatable [32][33] - Experts are increasingly participating in content creation, sharing valuable insights that simplify financial topics for a broader audience [35] Part 4: Food - The report notes a growing interest in local cuisines, with significant engagement metrics for content showcasing regional dishes and culinary experiences [39][44] - The trend of food content is not just about recipes but also about cultural storytelling, enhancing the connection between food and identity [47][48] Part 5: Travel - The travel section highlights a shift towards exploring lesser-known destinations, with increased user interest in authentic local experiences [52][56] - Content creators are focusing on personal narratives and cultural insights, making travel content more relatable and engaging [54][59] Part 6: Fashion - The fashion segment emphasizes the integration of everyday life into fashion content, showcasing how various aspects of life can influence style [66][70] - There is a notable increase in user-generated content around fashion, reflecting diverse styles and personal expressions [68][72] Part 7: Sports - The report indicates a growing community around sports, where users share their fitness journeys and experiences, fostering a sense of camaraderie [76][79] - The portrayal of sports content is shifting towards a more inclusive and enjoyable experience, appealing to a broader audience [78][82]

Investment Rating - The report does not provide a specific investment rating for the industry Core Insights - The Grand Canal's "water system" cuisine has seen a significant increase in content creation on Douyin, with a notable rise in viewership and engagement for various regional dishes [4][9][24] - The integration of local culinary traditions along the Grand Canal has inspired creators to explore and share the cultural stories behind these foods, leading to a surge in interest and viewership [9][10][12] Summary by Sections Section 1: Growth of "Water System" Cuisine - Since June 2024, content related to the Grand Canal's "water system" cuisine has experienced rapid growth on Douyin, with specific dishes like Huai'an salted duck eggs increasing by 148% in viewership [4] - Other dishes such as Huainan beef soup and Cangzhou hot pot chicken have also gained significant attention, with viewership numbers reaching over 51 million and 6.9 million respectively [4] Section 2: Creative Trends in Culinary Content - Creators are increasingly focusing on the cultural narratives behind the dishes, with topics related to the Grand Canal cuisine generating over 230 million views on Douyin [9] - The trend of "finding local flavors" has emerged, where creators immerse themselves in local cultures to discover authentic tastes and share the stories behind them [12][19] Section 3: Innovation in Traditional Dishes - There is a growing trend of "revamping" traditional dishes, where creators experiment with new ingredients and cooking methods to give classic recipes a modern twist [19][20] - For instance, the combination of traditional Lakezhou dishes with international ingredients has showcased how culinary traditions can evolve while respecting their roots [19][20] Section 4: Cultural Significance of the Grand Canal - The Grand Canal serves as a vital link for the exchange of culinary techniques and ingredients between northern and southern China, fostering innovation in cooking styles and flavors [24] - The canal's influence on regional cuisines has been documented extensively on Douyin, providing a platform for creators to share their culinary explorations and insights [24]

d ll ll s l d 抖音 ll o o c R S • 9 -{z n /L h ( J off ) ll l ly o 2 n le /� Art h t o PART 07 短剧行业是全速增长的增量市场 PART 01 目 1.1 微短剧发展现状:增量市场全速增长,未来潜力大 PART 02抖音短剧发展迅速用户爱看爱追 录 2.1 抖音持续为微短剧行业带来好内容 2.2 抖音短剧用户爱看爱追,激发内容与商业价值 2.3 牵手头部阵营,优质合作生态成就高质量内容 2.4 抖音短剧爆款频出,赢得观众喜爱与行业口碑 抖音短剧持续打造好内容 PART 03 3.1 平台扶持、剧场打造、档期运营,三大方向让好内容持续涌现 3.2 抖音短剧涌现多题材好内容,赢得观众喜爱与行业口碑 3.3 精品短剧全年不断档,多题材付费短剧均有原生高收益 3.4 好故事和好表达成就爆款 抖音短剧产品能力 PART 04 4.1 流量协同、矩阵经营,让好内容带来更多收益 抖音短剧经营方法 5.1 抖音短剧经营方法一览 PART 05 | --- | --- | |---------------------------|----- ...

Investment Rating - The report does not provide a specific investment rating for the industry. Core Insights - The "Monet's Garden" fashion trend is characterized by a relaxed and romantic aesthetic, inspired by the Impressionist painter Claude Monet's garden, emphasizing vibrant colors and natural elements [2][6][8]. - The trend is gaining traction on social media platforms, particularly Douyin, with significant engagement metrics indicating a growing popularity in summer fashion [4][5][9]. Summary by Sections Fashion Trends - The "Monet's Garden" style incorporates floral elements and soft, flowing fabrics, creating a dreamy and romantic vibe suitable for summer [8][10][12]. - Key color palettes include low-saturation hues such as blue, purple, and pink, with an emphasis on color blending and harmony [12][14]. Social Media Engagement - The report highlights the popularity of "Monet's Garden" themed outfits on Douyin, with specific hashtags achieving high engagement rates, such as MonetGardenFashion with a heat value of 815.5 million [5][9]. - The top 1000 videos related to this trend show a significant focus on dresses, particularly short and long floral dresses, which account for 36.3% of the content [17]. Material and Design - The materials used in "Monet's Garden" fashion are described as lightweight and breathable, enhancing comfort and movement, which is ideal for summer wear [10][20]. - The design emphasizes soft lines and natural silhouettes, avoiding rigid structures to maintain a relaxed aesthetic [8][10]. Target Audience and Usage Scenarios - The "Monet's Garden" style is versatile, suitable for various occasions such as casual outings, dates, and even office wear, promoting a blend of elegance and comfort [18][21]. - The trend appeals to a wide demographic, including younger audiences and those seeking a romantic, nature-inspired look [22].

Investment Rating - The report does not explicitly provide an investment rating for the luxury goods industry. Core Insights - The luxury goods industry on Douyin has seen rapid growth in Q1 2024, particularly through short videos, livestreams, and searches [2] - The introduction of Douyin's luxury product tag enhances consumer confidence and promotes a seamless luxury shopping experience [22] - Collaborations with festival IPs and innovative advertising strategies have significantly boosted sales and engagement for luxury brands [20][24] Summary by Sections Industry Overview - The luxury goods industry is experiencing a surge in engagement on Douyin, with significant increases in livestreaming and video content [2] - The report highlights the importance of leveraging social media platforms for brand visibility and consumer interaction [2] Fashion Shows - Seven luxury brands conducted live fashion shows on Douyin in Q1 2024, showcasing a new style of engagement with audiences [10] - The Douyin Fashion Show x DIOR collaboration exemplifies innovative approaches to fashion presentation [11] Trending Content - Gucci's Ancora Red has gained immense popularity, driven by strategic advertising and trending topics on Douyin [13] - The report notes that luxury brands are increasingly utilizing celebrity endorsements and trending hashtags to enhance brand visibility [19] Advertising Strategies - The launch of Douyin's luxury product tag aims to improve the shopping experience by highlighting official flagship stores [22] - Creative advertising campaigns, such as the CNY "Not Just 1 Screen" initiative, have effectively increased engagement rates and consumer searches [20][21] Festivals and Events - Collaborations with festival IPs have generated buzz and increased sales for new product launches, particularly during the Chinese New Year [23][24] - The report emphasizes the role of cultural events in driving consumer interest and engagement with luxury brands [23] Trending Hashtags and Searches - The report lists several trending hashtags related to luxury goods, indicating a strong consumer interest in fashion and luxury items [27] - Popular search keywords reflect the growing engagement with luxury brands on Douyin, highlighting the effectiveness of targeted marketing strategies [26] Brand Performance - The report identifies top trending luxury brands on Douyin, including Louis Vuitton, Gucci, and Dior, based on e-commerce search intent [35] - The luxury goods landscape is characterized by significant year-over-year growth in content views across various categories, including apparel and accessories [35]