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]

Group 1 - The core theme of the fashion industry in 2025 is "seeking innovation amidst competition," with brands focusing on differentiation through sustainable materials and live-streaming events to maintain consumer interest [2] - Consumer trends show increasing segmentation and diverse demands, with rising popularity of national trends, anime culture, and eco-friendly concepts, leading to more complex product requirements [2] - The competition landscape is evolving, with brands leveraging innovative marketing strategies such as "influencer launches" to enhance brand visibility and drive long-term value [3][4] Group 2 - The "Amber Flow" trend, launched by Douyin Mall in collaboration with PANTONE and WGSN, aims to create a unified consumer wave and stimulate spending across platforms [6] - The launch of the "Amber Flow" trend generated significant engagement, with over 1.3 billion external exposures and participation from over 200 celebrities, resulting in more than 51 billion visits to related trend hotspots [6][5] - Influencers play a crucial role in amplifying trends, with their deep understanding of niche markets and ability to create engaging content that resonates with consumers [8][9] Group 3 - The influencer-driven launch strategy has proven effective, with significant sales growth during the 2025 618 shopping festival, where over 20 influencer stores achieved sales exceeding 100 million [15][24] - Influencers are combining their roles as content creators and brand managers to enhance consumer engagement and trust, leading to shorter decision-making processes for consumers [21][24] - The overall success of the influencer launch strategy reflects a broader trend in the fashion industry towards sustainable growth and innovative marketing practices [25][20]

Core Insights - The report highlights the "Amber Flow" fashion and makeup trend for Autumn/Winter 2025, developed by Douyin Mall in collaboration with WGSN, emphasizing a vibrant and healing aesthetic that resonates with consumer emotional needs [1][2]. Fashion Trends - The "Amber Flow" trend is characterized by a blend of classic earth tones with bright accents like light gray-blue and butter yellow, aiming to inject vitality into the typically muted autumn/winter palette [1]. - Key fashion styles under "Amber Flow" include: - **Flowing Nomadic Style**: Features outerwear like trench coats and fur coats in natural colors, paired with a natural makeup look [1]. - **Flowing High-Intelligence Style**: Low-saturation amber clothing with sharp silhouettes, complemented by a clear and three-dimensional makeup look [1]. - **Flowing Sweet-Cool Style**: Combines structured fabrics with lace and sequins, alongside Y2K metallic makeup, merging softness with rebellion [1]. - **Flowing Sports Style**: Incorporates polo shirts and retro sports sets in low-saturation colors, paired with a natural blush makeup [1]. - **Flowing Functional Style**: Features light nude and earth-toned outdoor clothing with high-performance fabrics, suitable for light outdoor activities [1]. - **Flowing Retro Style**: Revives vintage patterns with velvet and embroidery, complemented by a luxurious vintage makeup look [1]. Makeup Trends - The "Amber Flow" makeup emphasizes luminosity and transparency, with a focus on natural-looking base makeup, warm brown or brown-orange eye makeup with subtle shimmer, and transparent lip gloss layered with metallic shimmer for a three-dimensional effect [2]. - The overall aesthetic aims to provide warmth and hope through both fashion and makeup, offering clear trend directions for consumers and businesses alike [2].