Marketing
April 3, 2020
Number of global users and growth trend- TikTok versus Douyin. Image courtesy of Fashionbi
By Dianna Dilworth
Luxury brands are turning to emerging social networks TikTok and its Chinese version of Douyin as a new way to reach younger affluent consumers at a time when many are locked down at home and looking for entertaining content on their phones.
{"ct":"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","iv":"6986849c971db8d084249de0f5d3362e","s":"bf5101b3a90f6678"}
Share your thoughts. Click here