The definition of trend has evolved over decades, from the earliest street culture to the continuous change of the rise of the national tide, and now it has grown into a collection of music, art, sports, clothing, shoes and bags, trendy play, and trendy luxury.
As more and more trendy brand merchants and trendy authors enter Douyin e-commerce, trendy culture has become a "good business". In the past three years, the Douyin e-commerce apparel industry has shown a "high scale, high growth" trend, with the continuous improvement of the platform trend ecology, many trend brands have entered Douyin e-commerce, so that the platform ecology presents or mainstream, or niche, taking into account the supply of diversified goods of different ages and genders, Douyin e-commerce has gradually grown into the preferred platform for the debut of many brands' new products in the coupling of trendy goods, crowds and fields.
Coinciding with the release node of new products of various trendy brands in May, the Douyin e-commerce apparel industry joined hands with the trend IP Sneaker Con to "come to Douyin, play the trend", and the trend circle enthusiasts gathered together to talk about new opportunities and growth in the Douyin e-commerce clothing trend track; At the same time, it is coupled with the 618 rush activity to add another fire to the trend business.
People, goods, space: trendy brands "global co-ignition" in Douyin e-commerce
"In Douyin e-commerce, the GMV of trendy attribute brands has achieved a year-on-year growth of 325% in the past year, which is ahead of the apparel and e-commerce market. There are 46 brands with a transaction volume of more than 100 million, 24 brands exceeding 50 million, and 65 tens of millions of brands. At the Sneaker Con event, Zhang Xinyang, director of operations of Douyin e-commerce apparel industry, shared the development of Douyin e-commerce trend brands in the past year.
"Our vision is to make Douyin e-commerce the 'birthplace of trends'. This year, Douyin may become the first in the trend track in terms of transaction scale," Zhang Xinyang said, the reason why Douyin e-commerce has confidence to do a good job in the trend is that it has three core factors, that is, there are people, goods, and space.
The so-called "people" are both creators and consumers. Douyin has 600 million DAUs, and more than 300 million users have purchased clothing. Among them, new white-collar workers, Genz, small town youth accounted for 50%, in the field of trendy clothing, trendy shoes, Genz accounted for 25%, 39% respectively, gender balance, showing the trend of "men's clothing and women buying", they are keen to try new things, more interested in national self-confidence, niche culture, tribal identity, for the trend business to provide the necessary consumer base.
In terms of creators, Douyin's unique talent author ecology includes more than 1.8 million influencers who have the behavior of bringing goods and have mobile sales, and they are an important "puzzle" that integrates the brand's global planting and product effect. In the friendly content soil of Douyin, influencers not only generated high-quality content, but also reaped business growth: the scale of clothing influencers increased by 16 times year-on-year, and the GMV of Dabo increased by 4 times.
In addition to the advantages of users and authors, Douyin e-commerce also has a rich and diverse supply of good "goods", basic, urban, street, retro, functional, Japanese tooling, sports outdoor diversified styles here presents a situation of "a hundred flowers blooming, a hundred schools of thought contending". Che Che Trend Live Broadcast Room, Li Chen Ninic Trend Live Broadcast Room, Ocai Live Broadcast Room, BONELESS Live Broadcast Room, STAHOOD Live Broadcast Room, D. Desirable Live Broadcast Room... More and more brands and influencers have found new win-win business opportunities in Douyin e-commerce.
In the future, Douyin e-commerce will start from hot spots, global co-ignition, and new product piloting, and bring greater development "space" for brand talents: based on Douyin's natural content attributes, entertainment and media endowments, create trendy hotspots and culture, and let more people change from listeners to speakers; At the same time, explore new modes outside the live broadcast, and achieve global growth by strengthening shelf scenarios such as grass windows, guessing, and channels; For new product launches, Douyin e-commerce will also help trendy brands achieve "explosive products on the market" through the combination of trend concepts and new product sales.
Sound reinforcement, proposing transactions: let the trend of good things achieve interest and good business
Trend is a value proposition and an attitude to life, Urban Outdoor clothing and design sense of functional style are more and more people wear out of the street; With the popularity of skateboarding, hip-hop and other cultures, street fashion brands have also become iconic symbols to express their attitude and lifestyle choices. This trend has further developed rapidly on the Douyin platform, and a large number of trendy short video content has been sought after by users, and at the same time, new trend business has also been derived from Douyin e-commerce: the content preferences of users with different interests have driven the gathering of circle culture, which in turn has triggered hot transactions.
New nodes are often the key for brands to create trends and stir up the trading floor. How to fit the new node, create a trendy mentality, and increase the scale of transactions? The Douyin e-commerce "Come to Douyin, Play the Trend" campaign revolves around the release of trendy new products, providing brands with a path for full-link planting and global transaction improvement.
Sound reinforcement: celebrities gather, expand the trend energy
In Douyin e-commerce, the trend depends on the "gathering" and "dissemination" of content: users see better trend content in Douyin e-commerce, form a more intuitive concept of the trend, pay attention to tens of millions or even hundreds of millions of people, and finally form a new trend of "wind movement". In order to continue this advantage, Douyin e-commerce has joined hands with SneakerCon, core brands, and celebrities to create content hotspots, help content with trends, feed trends back with content, and finally gather the trend energy to expand outward.
Watch more than 100 million short video content, adding a fire to the trend of breaking the circle. During the event, the short video of "Trendy New Products, Short Video Ranking Competition" and the content of talent unboxing, the topic achieved more than 100 million results in just 7 days. Core trend brands Ocai, Old Order, MEDM and top trendy experts Poison Corner Show, STA_BK, Jiu Girl, You Yue Sister, A Zhi, CL Cao Fang_ClutchFactor, SKYhahalife, etc. participated in it, driving the recognition of the trend crowd and creating a wide "ripple communication".
In addition to online content co-creation, SneakerCon offline exhibition also joined hands with more than 40 trend & sneaker brands, attracting more than 15,000 visitors to the scene, presenting a unique trend culture feast. Douyin e-commerce, the official content partner of Sneaker Con, organized a unique "TikTok Trend Summit" forum. Including Zhang Xinyang, director of operations of Douyin e-commerce apparel industry, Che Che, Sneaker Con Global Experience Officer, Alan, Sneaker Con Global CEO, Jerry Wu, China Director, Tutu, Boneless Manager, Scott, Old Order Manager and many other guests shared their trend attitudes on stage. Trend navigator Jeff Hamilton was also there: live signings, appeared on the trend forum, and let everyone feel the unique charm of the legendary designer who has worked with Supreme and is loved by superstars such as Michael Jordan and Kobe Bryant.
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Transaction: Interpreting trendy new products, multi-brand business has grown steadily
After the trend has expanded, Douyin e-commerce has also helped brand merchants of different styles and categories to meet different theme trends, and transformed the trend into real trading results through expert cooperation, new product sales, brand self-broadcasting, etc.
Che Che, a head expert who has always been good at exporting trendy content, joined hands with 16 trendy brands to bring flash sale benefits to young friends in the "My Birthday, Your Gift" themed live broadcast room; The two new products "Old Order X Disney's 100th Anniversary Toy Story Collaboration" and "Soap Opera X Yang Beyond Cooperative Bubble Shoes" were released on the whole network, which caused a hot onlooker as soon as they were launched; There are also guests such as Old Order manager Daxuan, Soap Opera co-stars Yang Chao, Zhou Mi, Li Jiage and other guests in the live broadcast room, achieving a lively "tide circle team building".
The American street fashion brand UNDEFEATED, which is a "sky-high co-branded manufacturing machine", is also called "five bars" by the trendy crowd because of its logo shape design. This time, UNDEFEATED entered the Douyin e-commerce company, joined hands with the trend leader Li Chennic, to explore the offline store, and at the same time warmed up and drained the live broadcast event through short videos, UNDEFEATED X Li Chen 521 special live broadcast on the day, the core explosive "Five Bars" LOGO T-shirt was sold out as soon as it was put on the shelves, and the cumulative sales of 7,000 orders were sold in the entire 3-hour live broadcast.
In addition to the top celebrities bringing goods, trendy brands are also becoming the trendsetters of new growth of trendy business through self-broadcasting. SMILEREPUBLIC's new product "Sea Salt Soda" premiered on Douyin, and the trendy new products derived from the summer sky and refreshing salt soda aroused fans to watch hotly, and the official Douyin fans increased from 71,000 to 103,000, becoming a trendy footwear rookie.
When young people are more and more willing to "spend money for love", the unit price of more than 1,000 yuan has become more common: the new Quotation Marks storm jacket debuted in limited quantities, and with only 3 hours of live broadcast time, it created a GMV of 3.5 million yuan, and the customer unit price was as high as 1100 yuan. The Ocai brand attracted the attention of many urban trendy young people with its basic commuting model, with GMV exceeding 8.5 million and the number of orders sold exceeding 20,000 during the event. The NPC brand debuted with the new Sorona cool trousers, creating a cumulative sales of 10,000 units; During the S45 brand event, the sales of basic logo multi-color short sleeves reached 16,000 units, becoming a veritable trend in the store.
Combined with the new product release in May and the offline activities of the trend IP Sneaker Con, the "Come to Douyin, Play the Trend" activity continues the youth trend gene, highlights the attractiveness of the trend brand itself with talent and content, and forms a collaborative communication field inside and outside the station through multiple off-site communication blessings, so that the trend can achieve good business. As the cultural value of trends becomes increasingly prominent, Douyin e-commerce will move towards the cultivation direction of "the birthplace of trends", and continue to drive the growth of trendy merchants with "trend consumption". Especially for many celebrity host brands, it is time to join Douyin e-commerce. Not long ago, the D.Desirable brand, which is popular in the trendy circle, has proved the feasibility of global interest e-commerce to convey brand value to the star manager brand and create trendy products; We expect that we can find more correct ways to "play the trend" in the increasingly mature content ecological soil of Douyin e-commerce, and explore a new business growth logic.