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** emerged as the most successful luxury brand on the Chinese short video app Douyin. During the week from August 17 to August 23, 2025, the American luxury fashion empire scored over 247,300 points on Douyin's brand index. ****remained second place with about 239,500 points, followed by *** and * which were head-to-head. The long-standing ex-champion, **** has lost its luster but remain one of the top ten. The brand index evaluates the overall performance of luxury brands on Douyin, based on effective brand content, user reach, and user search volume. 

Luxury marketing in China

Social marketing, particularly content marketing, referral links on videos, and affiliate marketing with live streamers, has become the center of luxury marketing in China. Many high-end brands have used social media to build loyalty and drive word of mouth. The most effective platforms to reach new and diverse customers were Weibo (Twitter of China), Xiaohongshu (Chinese equivalent of Instagram), and Douyin (TikTok’s sister). Short videos featuring major fashion shows were extremely popular on Douyin. To engage with Chinese high-end consumers, luxury ads need to be relatable, authentic, and accurate.

Which luxury brands have stood out?

Among the luxury labels in China, *** and **** have achieved outstanding marketing impact. When it comes to online advertising budgeting, , however, came in first; ** and ·É±ð°ù±ðÌýleading the luxury perfumes and cosmetics segment, whereas *** and ** were the biggest spenders in the luxury jewelry segment.