秋上新，来抖音｜300万款新品首发！抖音商城全力推爆“好新品”

Core Insights - The "Autumn New" event is a critical business node for fashion and cosmetics retailers, reflecting a cultural shift towards newness and emotional value in consumer behavior [1][2] - The event saw over 3 million new products launched on Douyin Mall, with nearly 7,000 products achieving over 1 million in GMV, indicating strong market demand and effective product strategies [2][5] - The "Amber Flow" trend, introduced during the event, emphasizes a blend of earth tones with bright accents, resonating with consumers' desire for freshness and emotional connection [6][8] Product Launch and Sales Performance - Douyin Mall's "Autumn New" featured over 300 new products achieving significant sales, including the Berghaus jacket with sales exceeding 14 million and Miss Sixty pants surpassing 3 million [2][12] - The event's success is attributed to a robust product incubation mechanism and enhanced exposure through various traffic channels, leading to a 25% increase in new product visibility [2][25] Marketing and User Engagement - Douyin Mall implemented innovative marketing strategies, including the "New Trend Captain" initiative, to encourage high-quality content creation and enhance user engagement [3][14] - The "Five Senses New" collaboration with various brands and influencers aimed to create a multi-dimensional sensory experience, effectively connecting brands with high-value new customers [12][24] Trend Analysis and Consumer Behavior - The "Amber Flow" trend generated significant buzz, with over 300 celebrities participating and achieving over 11 billion video views, indicating strong consumer interest and engagement [8][10] - The trend's impact on consumer behavior was evident, with searches for new products increasing by 63% and GMV rising by 76% compared to regular periods [8][12] AI and Content Creation - Douyin Mall leveraged AIGC tools to assist merchants in creating high-quality content at lower costs, significantly improving engagement metrics such as video views and GMV [14][15] - The use of AI in content creation has led to substantial increases in performance metrics, with some merchants reporting up to a 346% increase in video views [15][16] Event Highlights and Brand Exposure - The "Autumn New" event culminated in a high-profile offline fashion show, attracting numerous brands and influencers, which provided a significant platform for product launches and brand visibility [28][32] - The event not only showcased established luxury brands but also highlighted emerging Chinese designers, creating a diverse and engaging experience for consumers [32][36] Strategic Implications for Retailers - The "Autumn New" serves as a precursor to major sales events like Double 11, allowing brands to capitalize on seasonal demand and consumer trends [38] - The systematic approach to product launches and marketing during the event positions Douyin Mall as a key player in the fashion and cosmetics industry, driving growth and innovation [38]