As the Spring Festival of the Year of the Dragon approaches, everyone is buying new clothes and dressing up beautifully, adding a sense of joy to the old and welcoming the new. This year, Douyin's e-commerce big clothing industry event "Douyin New Trend" is an important node before the New Year Festival, with forward-looking insight into the new trend of clothing in the Year of the Dragon, creating a hot spot in the Year of the Dragon, and launching the theme activity of "Super Terrier New Product Trend Release in the Year of the Dragon", formulating interesting strategies and gameplay, linking celebrities and head brands, helping clothing brands to breed new varieties of grass, and bringing a good start to business for participating brands in 2024!
The event started on January 4 this year and ended successfully on January 12, attracting the participation of many leading brands in the apparel industry, such as Xiahu Family, Cat Man, DSP, Luomeng, Caibai Jewelry, Calvin Klein, Finstina, MCM, CABBEEN, Dissona, Lee, ERDOS, etc. During the "Year of the Dragon" theme event, the number of new products supplied by participating brand merchants increased by 23%, and the proportion of GMV on the shelves of key men's comprehensive industries increased by 3.9%. Among them, the GMV of the new sweater shelves of the Xiahu family in the Year of the Dragon accounted for 29.71%, and the order volume exceeded 2,400, the GMV of the cat man China red warm suit gift box shelves accounted for 31.66%, with sales of more than 5,600 orders, and the GMV of the DSP new paper bag warm sweater shelves accounted for 37.1%, with more than 1,300 orders, which effectively activated the user's consumption demand for new clothes in the Year of the Dragon.
Burst new products, and the brand plays with the trendy business of wearing in the Year of the Dragon
Memes and memes are becoming a social way for young people to express themselves and create an atmosphere. Douyin's e-commerce clothing industry found through insight that the Spring Festival is approaching, and consumers tend to integrate elements of the Chinese dragon in their outfits, which not only reflects the strong flavor of the New Year, but also represents the "majestic and mysterious" auspicious power to protect the body.
"Super Terrier in the Year of the Dragon" seizes this consumption trend and cooperates with celebrities to create a "stalked" characteristic consumption scene in the Year of the Dragon, while the clothing brands represented by Xiahu Family, Cat Man, and DSP, combined with the trend of the Year of the Dragon and the brand tonality, have launched blockbuster new products, refined coverage of interested groups, and achieved new explosion.
The new "Water Repellent Goose Down Jacket" is comfortable to the touch, lightweight and portable, and can be washed and cared for. During the event, the two new products were successfully sold, highlighting consumers' enthusiasm for New Year.
The 25-year-old professional technology underwear brand Cat Man has played with the Year of the Dragon and launched the Cat Man New Year Red FUN Red Gift Box to bring consumers a new experience of warm technology. The Cat Man FUN Red Gift Box contains a five-in-one warm set of hot octave extreme cold de cashmere, selected Australian merino cashmere and natural mulberry silk, combined with consumers' expectations for "turning red luck" in the New Year, and has gained the love of a large number of users.
The trendy DSP creates a sense of New Year's atmosphere and launches a new "Paper Bag Little Dinosaur Casual Pullover Sweater". Starting from the IP image paper bag people, the brand uses skin-friendly soft and waxy half-edge velvet yarn, combines trendy elements with interesting intarsia patterns, basic version design, fashion and versatility, and has become a hot item in the men's sweater category.
Rich gameplay blessing to achieve a leap in brand power and business power
In order to help brand merchants achieve global outbreak, the "Shake in New Trend: Year of the Dragon Super Terrier" activity provides a variety of gameplay, linking the content field and the shelf field to help merchants quickly match interested groups, accelerate the rapid explosion of goods, and help merchants make business transactions.
Super terrier star, the official announcement of the new product of the Year of the Dragon
Douyin e-commerce cooperated with Pang Bo, a well-known talk show expert, to release a customized video and flat poster of "Super Terrier in the Year of the Dragon" to build momentum for the event. During the event, Douyin e-commerce released the "Year of the Dragon Super Stemmer New Product Trend" to show the style of the national tide brand, and linked up with many experts to plant grass for the product.
For example, Xiahu Shijia's "New Sweatshirt for the Year of the Dragon" was highlighted on the "Year of the Dragon: New Product Trend Release" channel and the main venue, and was first revealed in the short video of Pang Bo's talk show, rushing to the @粤粤YUE等多位达人@Vlogger list of "Year of the Dragon Elements Fashion Item Collection". Combined with a variety of gameplay, this sweatshirt has received nearly 2,500 orders, and the shelf GMV accounts for nearly 30%.
‧ Super stalk wear, create hot content, and open up the conversion link
The "Shake in New Trend, Year of the Dragon Super Terrier" event launched the two major topics of #Supporting the scene of the Year of the Dragon and #Year of the Dragon Super Terrier New Products, which aroused discussion and attention from consumers. Celebrities and influencers closely followed the hot spots, shared new outfits for the Year of the Dragon, and showed the trendy attitudes of different clothing brands such as down jackets, coats, wool knitwear, sweaters, and thermal underwear. Up to now, the total number of views of related topics has exceeded 300 million.
Among them, DSP opened up the whole link to plant grass, invited @Zhen Xiaoying, @不是小段等达人展现龙年新穿搭, and shared the new product of "DSP Paper Bag Little Dinosaur Casual Pullover Sweater" in the short video, creating a full New Year's atmosphere through high-quality content. During the event, with the topic of #Year of the Dragon Wear on the Douyin Hot Spot List TOP 5, DSP's new products covered more interested users, and through live broadcast and coupon superposition, the number of orders for this new product exceeded 1300, and the shelf GMV accounted for more than 37%.
At the same time, this event launched the "Shake in the Year of the Dragon New Product Trend Gold List", through the combination of short video diversion + commodity card marking and promotion + gold list channel page exposure and drainage, recommend grass planting for key high-priced goods, and improve the efficiency of grass planting with limited image search, help apparel brand merchants find accurate customer groups, realize the efficient linkage of content field and shelf field, and help brand sales explode. For example, during the event, the average daily GMV of jeans card increased by 78% month-on-month.
Blockbuster marketing and distribution to help the brand explode in terms of product efficiency
During the event, the platform will provide 100% business support for the participating apparel merchants with rights and interests such as star map talent distribution, talent field distribution, and marketing distribution. Through the cultivation of Xingtu talents, the total exposure of tens of millions of hot influencers exceeded 24 million, the total interaction exceeded 1.64 million, and the display rate of Xiaolan words was 100%.
During the event, @温迪Wendy, @叫我甜小姐, and @张振泽_等多位达人为猫人沉浸式种草猫人新年红FUN红礼盒 will provide consumers with the core highlights of the product such as the same thickness of the heating velvet technology, which is warmer, 8 times elastic and soft and skin-friendly, and the three-dimensional cut is more close-fitting. The total exposure of the cat man cooperation influencer video exceeded 10 million, and it received more than 170,000 likes.
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As the beginning of the Year of the Dragon created by the new trend IP of Douyin, "Douyin in the New Trend - The Year of the Dragon Super Terrier" strengthens users' awareness of the new trend of clothing in the Year of the Dragon, links multiple categories in the apparel industry, and builds trend marketing scenarios, so as to explode the marketing of new products in the Year of the Dragon and bring double growth in brand voice and sales to apparel brands.
In the future, relying on the "Douyin New Trend" IP, Douyin e-commerce will join hands with more brands to explore more trendy and interesting marketing methods, lead consumption trends in different periods, and bring more business growth paths for brand merchants.