In fact, it did not catch much attention until a week ago, when the brand posted five clips centering on its limited Dioramour bag launched exclusively in China for the nation's own Valentine's Day, which falls on Aug 17 this year.
But industry insiders and analysts said the unusually low following, which is only a fraction of that of brands such as Adidas and Uniqlo on the fast rising app, is not unexpected considering the "not so entertaining" content shared, but this doesn't mean that it's a failed publicity stunt.
"It's very much like when Burberry stood out as the first brand to open an e-commerce store on Tmall (in 2014). It's less about how much you sell, or how many followers you have attracted. Dior will always be remembered as the first one on Douyin, and how it stays connected to the young," said Alina Ma, associate research director of consultancy firm Mintel.
Consultancy Bain & Company's latest annual luxury study found that the millennial generation in China has become the key growth driver of the industry, capable of buying an average of eight luxury items every year, three more than their senior counterparts. But the report didn't reveal the price of the luxury items purchased by the younger generation.
"Every luxury brand today is making difficult decisions between staying exclusive and becoming accessible, which essentially means sticking to its tradition and driving up business," said Bedi Ye, founder and editor-in-chief of luxury watcher website Fashiontrenddigest.
Late in June, Serge Brunschwig, chairman and CEO of Fendi, told China Daily that "a brand like Fendi must communicate with the people of today and tomorrow, even if they cannot afford Fendi now".
For Dior, the strategies seem to be consistent with its global strategy. In July, its designer Maria Grazia Chiuri was quoted by Agence France-Presse as saying during the Paris Haute Couture Week that the audience that buys the French label's dresses is not "an audience that spends its time on Instagram".
This article originally appeared on China Daily website