Luxury Livestreaming Reimagined: How Baozun X Max Mara Set New Records on Douyin (China’s TikTok)
- Raven Wong
- Jun 23
- 3 min read
Overview
The luxury industry is at a pivotal moment as digital commerce reshapes consumer engagement. Baozun and Max Mara embarked on an ambitious livestreaming initiative on Douyin, achieving remarkable results: over 10 million RMB in GMV, a 40.7x increase in viewership, and a 51.3x surge in brand followers. This case study examines the strategic approach, execution, and impact of this pioneering campaign.
Challenge
Luxury brands have historically relied on exclusive, high-touch experiences to engage their audiences. However, the shift to digital requires brands to innovate and replicate the emotional connection of physical retail in a virtual setting. Max Mara sought to:
Build stronger engagement with younger, digital-native consumers.
Translate the premium luxury experience into an interactive, content-driven livestream.
Drive immediate purchase conversions while reinforcing long-term brand affinity.
Solution: A Formula for Luxury Livestreaming Success
Baozun developed a structured approach to ensure maximum impact, incorporating the following key elements:
{Brand DNA + Platform Campaign IP + N (emotional value)} X User Perspective X Visual Experience X Sales Rhythm
This formula allowed the campaign to seamlessly integrate storytelling, cultural relevance, and commercial impact.
Execution
1. Thematic Storytelling & Visual Immersion Max Mara’s livestream event, themed “A Grand Festive Banquet, A New Year’s Blessing”, was meticulously crafted to reflect a luxurious yet relatable New Year celebration. The set design incorporated traditional home elements, such as tea tables, red folding screens, and octagonal tables, reinforcing an intimate yet aspirational ambiance.
2. High-Profile Guest Engagement To enhance credibility and engagement, the livestream featured:
Liu Tao (Celebrity Actress) – Bringing star power and relatability.
Xiaoxue (Former Fashion Editor) – Offering industry expertise and brand heritage insights.
Meng Ying (TikTok Fashion Influencer) – Connecting with younger audiences.
Fil Xiaobai (Style Blogger) – Providing trend-driven perspectives.
By addressing topics such as career aspirations, self-expression, and modern femininity, the livestream resonated deeply with viewers.
3. Content-Driven Commerce To maximize engagement and sales, the campaign employed:
Expert-Led Fashion Insights: Practical styling tips enhanced audience confidence in purchasing.
Ultra-Macro “Laowa Lens” Showcase: A first in luxury livestreaming, magnifying garment textures up to 25x, offering unprecedented detail into Max Mara’s wool and cashmere craftsmanship.
Cinematic Production Standards: TVC-grade lighting, dynamic camera angles, and immersive storytelling enhanced the premium digital experience.
4. Strategic Sales Integration A data-driven approach ensured seamless transition from content engagement to purchase:
Optimized Sales Cadence: A four-round structure with micro-cycles every 15 minutes incorporated product showcases, storytelling, and interactive discussions.
Exclusive Product Drops: Limited-edition scarves and iconic red coats were positioned as must-have items, creating urgency and driving immediate conversions.
Gamified Interaction: Activities like printmaking for good fortune enhanced participation, reinforcing cultural connections and boosting audience retention.
Results
The campaign’s impact exceeded expectations across key performance metrics:
GMV surpassed 10 million RMB in a single day, setting a new luxury e-commerce benchmark on TikTok.
Live viewership surged 40.7x compared to daily averages.
E-commerce search volume for Max Mara increased 8x, indicating lasting brand interest.
Follower growth reached 51.3x, underscoring the campaign’s long-term engagement effects.
Limited-edition collections sold out instantly, reinforcing the power of content-driven commerce.
Key Takeaways
This case study highlights several critical success factors for luxury brands in digital commerce:
Deep Storytelling Enhances Brand Perception: Aligning cultural relevance with brand values strengthens audience connection.
High-Production Livestreaming Drives Engagement: Investment in immersive visuals and expert-led content elevates the digital experience.
Strategic Sales Integration Increases Conversions: Structuring content around shopping behaviors optimizes purchase intent.
Conclusion
Baozun’s partnership with Max Mara demonstrates the potential of luxury livestreaming when executed with precision. As a leading Diamond Partner of Douyin/TikTok E-commerce, Baozun continues to pioneer innovative strategies that merge digital storytelling with commercial impact.
For luxury brands looking to refine their digital engagement strategies and maximize online sales, this case study underscores the power of consumer-first, content-driven commerce.