The Year of the Dragon is coming, Vientiane is renewed!As we enter the Year of the Dragon, what kind of style will lead this year's fashion trends?Which brand of clothing will become a hit in the 2024 New Year?From January 4th to January 12th, Douyin e-commerce will create a theme activity of "Douyin New Trend, Year of the Dragon Super Terrier", focusing on the image of the Chinese dragon and various New Year-related elements, launching the first major clothing industry activity at the beginning of the year, leading the hot trend of the Year of the Dragon.
This event specially invited Che Che as a "new product on the new official", and joined hands with Lu Xianren, Yongqi, Yamashiro Oguri Shun and other celebrities and friends to join hands in the new, attracting many trendy brands such as BJHG, CHINISM, GOODBAI, AFGK, Jack Jones, MLMR, etc., and during the event, he joined hands with talk show actor Pang Bo to create a theme TVC, released the "stalked" outfit trend in the Year of the Dragon, and cooperated with the content field and shelf field to achieve global linkage and #龙年超有梗 and other related topics have been exposed 160 million times, and the exposure of co-influencers has exceeded 20 million, with an activity outbreak coefficient of 100%.
The harvest quality and efficiency exploded, and the fashion clothing brand won at the beginning of the year
From various dressing styles such as "dopamine" and "Maillard", to seasonal keywords such as "autumn sweater", "light down jacket" and "New Year's shirt", based on the huge number of users and interest content, Douyin is becoming the birthplace of a new generation of Internet trends. At the beginning of 2024, Douyin e-commerce's "Year of the Dragon Super Terrier" theme activity not only opens up the conversion link and realizes the effective planting of new products, but also unites the power of celebrities to present the new trend of New Year's clothing in an all-round way, helping participating brands to achieve a "good start" in quality and efficiency.
Xiahu Shijia has launched a new [Year of the Dragon 10,000-needle embroidered red and velvet round-neck long-sleeved New Year's sweatshirt], which is customized for the Spring Festival of the Year of the Dragon, focusing on the festive atmosphere. The embroidery behind the 10,000 needles is delicate and gorgeous, and the New Year's red color scheme is festive and warmer in winter. During the event, the sweatshirt was successfully exploded, receiving nearly 2,500 orders, and the GMV of the shelves accounted for nearly 30%.
On the occasion of the arrival of the Year of the Dragon, the Cat Man launched the Cat Man New Year Red FUN Red Gift Box, which means that the Year of the Dragon is full of good luck and good luck, and meets the needs of consumers for wearing red in the New Year, wearing red in the natal year and gifts. The Cat Man FUN Red Gift Box contains a five-in-one warm set of hot octave extreme cold velvet, selected Australian merino cashmere and natural mulberry silk, using velvet black technology, and the same thickness is warmer.
The DSP successfully broke the [Paper Bag Dinosaur Sweater] during the event. The sweater starts from the brand IP image paper bag person, combines the trend elements with the pattern, adopts skin-friendly soft and waxy materials, and the basic version is easy to match whether it is worn as a base or alone. When the popular fabric that is easy to wear meets the New Year's trendy red, it successfully leads the New Year's node.
Open up the transformation link, and global resources help "get off to a good start"
Looking at this round of "Douyin New Trend, Super Stem in the Year of the Dragon", Douyin e-commerce took advantage of the New Year's node to gather trendy brands and celebrities, configure gold resources on the site, and open up the whole link from content to ordering, which not only helps brands get a very high voice, but also helps New Year's fashion clothes to achieve "new and explosive".
- Highlight 1: The full atmosphere of Douyin Mall is blessed, and the key operation of value shopping is combined to stimulate the enthusiasm of New Year's consumption
During this event, Douyin Mall directly filled the New Year atmosphere of the whole channel, and at the same time focused on the "Value Purchase" channel, with the average daily supply of goods increasing by 10.3% month-on-month, making the incremental contribution of the channel larger. At the same time, with the help of the short video of "Pang Bo Talk Show", it actively attracted traffic to the mall, and finally, the average daily shelf payment of the registered products on the "Value Purchase" channel increased by 8% month-on-month, the average daily commodity card payment increased by 15% month-on-month, and the mall shelf contributed more than 39% GMV.
- Highlight 2: Combined with hot trend products, search bidding competitions, etc., to guide brand search improvement
In addition to the full atmosphere of the shelf field, Douyin Mall also combines hot trend products, Aladdin resources and "search bidding competition" and other gameplay to guide brand search improvement and establish an efficient undertaking link. In terms of content, "Shake in the New Trend: Year of the Dragon Super Terrier" joined hands with many influencers to create the topic of #Supporting the scene of the Year of the Dragon, and it was on the top 5 of the hot list of the whole site, of which the total exposure of the influencers exceeded 24 million, and the total interaction exceeded 1.64 million. The PV of "Year of the Dragon Wear" related searches exceeded 350,000, and the average daily search GMV from January 4 to January 9 exploded by 8.62% compared with the benchmark value.
- Highlight 3: Gather the key high-priced goods in the event and launch the "New Product Trend Gold List for the Year of the Dragon", a one-stop direct access to good things
In order to plant grass in a more targeted manner with key and high-priced products, "Shake in New Trend: Year of the Dragon Super Stem" specially launched the "Shake in Year of the Dragon New Product Trend Gold List", which presents many trendy new products in the form of a list, and then actively diverts traffic to the list through the layout of the short video comment area of talents, marking and promoting commodity cards, etc., to improve the efficiency of grass planting. During the event, the PV exposure on the list page was 1.83 million, and the GMV of the listed product cards increased by 8%, of which the average daily GMV of Lee's listed jeans product cards increased by 78% month-on-month.
Celebrities gathered, and the starlight show "tide" moved the New Year
Douyin's thriving creator ecosystem, especially the rich reserve of celebrities and trendy vertical talents, can bring diversified and cutting-edge interpretations to trendy brand merchants, and at the same time radiate a wider range of interest groups with its own influence. On January 12th, Douyin Mall joined hands with the Chao Workshop to open the annual live broadcast ceremony of "Oriental Tide SHOW", which is exciting.
The live broadcast ceremony specially invited Che Che to be the new official of the "Super Terrier New Product in the Year of the Dragon", and united 23 fashion brands and 13 trendy experts to stage a new year's trend show. The live broadcast lasted for 5 hours, and was divided into the national tide personality show, the release of the Year of the Dragon's dress, the oriental tide finale show, the award of the TOP national tide shortlisted brands, and the delivery of goods. In addition to @CheChe, there are many participants such as @Luxianren who have more than one million or even tens of millions of fans, which quickly increased the volume of the live broadcast room in a short period of time, detonating the attention of users and the industry. The total number of fans of the on-site catwalk KOL exceeded 100 million, and a total of more than 2.9 million users "watched the show" online.
As an important opportunity point for new product marketing, "Super Terrier in the Year of the Dragon" makes Xinyi "stalked" in Douyin e-commerce hot, and has more good business. Behind this, it is the "Douyin New Trend" that can use the potential energy and advantageous resources of the Douyin e-commerce platform to provide apparel brands with a complete set of marketing links from content, explosive points to conversion, helping brands grasp important node business opportunities, achieve "new and explosive products", and harvest significant growth. And this "Shake in New Trend, Year of the Dragon Super Terrier" is a "good start" for the good business of participating brands in 2024. Looking forward to the new year, "Douyin New Trend" will help more apparel brands find their own "trend group" and win new business opportunities!