In a year, as the junction of winter and spring, the "Golden Three, Silver and Four" often produces a large number of "clothing renewal" demand, and it is a must-do homework for clothing brands to grasp the fashion trend and orient the new.
However, now the "trend discourse" of the apparel industry has obviously migrated, from opinion leaders leading the trend to users from top to bottom, to users creating "new trends" on content platforms. Douyin e-commerce, as the birthplace of fashion trends, has shown strong momentum in terms of content increment: from dopamine dressing, to Maillard style in autumn, to mint mambo in spring......
However, at present, the shelf field (search, mall and store) is obviously an important position for the performance growth of brand merchants, creating a higher business space. According to the "2024 Douyin Apparel Industry Trend Report" released by Giant Engine, Giant Mathematics, Douyin E-commerce and CBNData, the contribution of shelf yards to sales is growing at an above-average rate. At the same time, the shelf field has also broadened the width of commodity categories, and undertook the daily sales and repurchase of old customers precipitated by the content of interest.
Therefore, in order to help apparel brands undertake the trend potential energy of the content field through the shelf field and achieve explosive transactions, Douyin e-commerce will officially launch the "Douyin Mall Super Show" IP for the apparel industry in 2024, which is also a new marketing IP plan for the Douyin e-commerce platform focusing on "apparel categories", including single-brand marketing and multi-brand trend qualifying. The platform jointly released the current clothing trend style track, and gathered the power of the platform and merchants to burst the trend style track and the growth of product quality and efficiency.
In March this year, at the new node of the brand's spring and summer, Douyin e-commerce and Harper's Bazaar launched the first phase of the "Douyin Mall Super Show" - "Life is the Show" theme marketing campaign, releasing a new spring trend, allowing consumers to buy their favorite fashion clothing at the same time, but also injecting new activities into the business explosion of brand merchants.
SMFK, COS, TEENIEWEENIE, BOYLONDON and other clothing brands are deeply involved, through the fine operation of stores, especially commodity cards, integrating trends into the titles and covers of commodity cards, brands do not need to start broadcasting, send short videos, but also have the opportunity to get search, mall recommendations and other 12 channels display, convenient for users to lock their favorite trend products, so as to achieve business growth and explosion.
Among them, SMFK seized the hot trend "Mint Mambo" to achieve a single-day GMV of more than 1.2 million merchandise cards, and COS combined its own tonality to strengthen the "minimalist and quiet luxury" style, achieving a 254% increase in store GMV......
01: How do these brands do it with the help of Douyin e-commerce?
Apparel brands "stand out", perceiving the trend style is only the first step, more important is how to bind the brand to the trend, and at the same time let users get it at a glance, and how to boost the heart of users to place orders.
Insight into the needs of the brand, Douyin e-commerce aggregated the superior resources of the platform and launched a combination of "capturing trends→ "launching new pallets→", "search undertaking→ "marketing amplification" → "breaking new products", and with the help of the platform power in every link, it boosted the brand's business growth.
Among them, different brands and different tracks will have their own focus.
1) A designer brand that follows the hot spot of "Mint Mambo": SMFK
The main audience of designer brands is young people who like new things, and for this kind of audience, brands that can keep up with hot topics or even create hot spots will always be attractive, so the potential energy transmission of the content field is very important for this kind of brand.
Focusing on the hot trend of "mint mambo", SMFK combines the colors of the classic denim series with a new spring launch.
In terms of pallet optimization, on the one hand, the brand combines the trend color mint green, launches new jeans and denim jackets with spring-style "Temple Garden" and "Hunting Garden" series, and optimizes the title of the product card, directly binding hot trends to new products to improve product appeal.
Then, through the full-link fine operation before and after the search, the content potential energy is accurately transmitted to create an efficient conversion path.
For example, before the search, the brand and the expert Liu Gege released a new short video to increase exposure, and the number of likes on its video was close to 2 million, attracting a large number of users to watch + search.
In the post-search process, the brand also created a "Mint Mambo" hot atmosphere package, optimized the product card, further undertook the trend, deepened the effect of exposure and conversion, and combined the super show IP and live broadcast room to further amplify the brand's voice, improve the product potential energy, realize one-stop weeding in the whole field, and finally detonate the transaction, and achieve a 4-fold increase in the GMV of the event big day store.
2) A high-end brand that captures the "minimalist and quiet luxury" crowd: COS
On the basis of combining its own brand tonality, Cos, a high-end fashion brand owned by H&M, has targeted the audience of new products to users who follow a minimalist and quiet luxury style.
In order to capture this segment of the audience, brands have doubled up on new pallet launches and marketing campaigns:
On the one hand, the brand focused on promoting new products in the industry, intensively cultivated the operation of the store page, and strongly recommended the "2024 Spring/Summer Collection" on the homepage of the store, providing users with a lot of choices and achieving a 254% increase in store GMV.
On the other hand, brands have also continued to increase their marketing efforts, such as signing up for the "Douyin Mall Super Show" IP to attract the target audience by superimposing full discounts, and participating in value-added shopping activities to highlight new product discounts, thereby increasing product price power.
After all, in the era of "cost performance is king", whether or not you can cultivate a "good price mentality" in the hearts of users is the key condition that determines user conversion.
3)迎合「都市趣野」趋势的时尚品牌:TEENIE WEENIE
FASHION BRAND TEENIE WEENIE HAS CARRIED OUT A GLOBAL REFINED OPERATION IN COMBINATION WITH THE PLATFORM TREND "URBAN WILD FUN".
TEENIE WEENIE 针对趋势提前上架新品,抢占趋势赛道优先位置,转化多重用户。
In terms of the optimization of the product card, the brand updated the latest poster of the spokesperson Zhao Lusi, and put "Zhao Lusi with the same style" in the title to amplify the star effect, convert the fan group and increase the click-through rate. TEENIE WEENIE HAS A SHELF GMV OF 1.2 MILLION+.
In order to further cover groups other than celebrity fans and brand users, TEENIE WEENIE also linked the whole domain to carry out grass planting transformation, linked the content field at the front end, and "stored water" through the short video content of celebrities, guiding users to generate active search behaviors;
IN ADDITION, BY DOING A GOOD JOB IN THE OPERATION AND MAINTENANCE OF "SEE AND SEARCH", TEENIE WEENIE SHORTEN THE LINK OF "PLANTING GRASS → PULLING WEEDS", AND DIRECTLY JUMP USERS WITH PURCHASE INTENTIONS TO THE SHELF YARD AND ENTER THE OPTIMIZED PRODUCT CARD PAGE ABOVE.
At the same time, TEENIE WEENIE also participated in the "Douyin Mall Super Show" marketing IP, which deeply bound the brand's new amphibious color shell and urban wild fun through the opening screen advertisement, radiating more users, thereby promoting business upgrading and achieving 12 million GMV sales of new products.
4) A fashion brand that digs deep into the hot word of "relaxation and high intelligence": BOYLONDON
FASHION BRAND BOYLONDON HAS FOCUSED ITS OPERATIONS ON KEY SEARCH TERMS IN THE BROADER MARKET.
On the basis of the trend of "relaxation and high intelligence", combined with the key search terms of the market, BOYLONDON has carried out a series of optimizations on the product card: for example, in addition to the hot word "summer gallery" in the title of the single summer dress, it also emphasizes hot words such as thin and loose to improve search exposure;
To meet the needs of users to "visit new stores and buy new products in the new season", the brand has also unified the decoration of the store theme to promote a strong new atmosphere of marketing, and at the same time recommend coupons on the homepage, with a maximum discount of 200, which enhances the user's motivation to place orders through ultra-high price power.
In product activities such as the 38th Festival, brands not only found high-quality traffic with the help of the potential energy of platform activities, but also cooperated with "big brand special sale value purchases" and "daily value purchase activities" to implant the mentality of "new products with discounts" into users' minds, so as to accelerate conversion, explode new products, and achieve a 10-fold increase in monthly sales.
02: In 2024, will there be any business growth opportunities for clothing brands in Douyin e-commerce?
The answer is yes, combined with the above cases, it is not difficult for us to find that apparel brands in Douyin e-commerce of course have business growth opportunities, and they are inseparable from the following three points:
First, the product side: to achieve the full price of the goods, through the new products to undertake, the transformation of high-quality traffic. For apparel brands, the wider the SKU, the higher the traffic, which is like the larger the offline mall, the richer the category, and the higher the customer flow that can be accommodated. At the same time, the better and more competitive the price, the higher the turnover.
Throughout the March refresh campaign, we can see that Douyin e-commerce focuses on various trends and styles, not only to help merchants achieve effective new products, so that users can "visit shopping malls and search for new products" online without leaving home, but also to launch core gameplay such as "official instant reduction" and "one direct drop" to empower merchants through preferential subsidies and discounts, improve product price power, and then improve conversion efficiency.
Second, infrastructure: multiple touchpoints cover different consumption scenarios to promote long-term operation. Consumers' purchase path usually follows the 5A link of "understanding → attracting → inquiry→ purchasing → repurchasing", and theoretically the smoother the decision-making path, the greater the room for brand business growth.
With the rapid development of Douyin e-commerce, more consumers choose to actively search or browse product information. On the other hand, through the long-term commission-free policy, the commodity card will be amplified to amplify the advantages of the product and improve the efficiency of inquiry→ purchase → repurchase, after all→, merchants do not need to shoot short videos or open live broadcasts, as long as the graphic materials accurately match the fashion trend, they can achieve efficient sales.
For example, SMFK optimized the product card to highlight "Mint Mambo in Spring" in the package atmosphere material, strengthened the user's motivation to place orders, and achieved a maximum GMV of 1.2 million+ in a single day for the product card, and COS highlighted the new products in the summer of 2023 in the title of the product card, which attracted a strong eye-catcher, with a GMV of 210,000, of which the commodity card accounted for 38%.
Third, marketing: with the help of platform marketing potential, further amplify the operational effect.
Many industries, represented by clothing, have strong seasonal characteristics. Seasonal business is often time-sensitive and explosive, and once the new product does not go well, it may affect the sales of the whole season. For the apparel industry, the opportunity of Douyin e-commerce lies in the ability to create specific promotion nodes ("Douyin Mall Super Show" and "Douyin Mall Clothing New Week" for specific industries (apparel industry) through strong platform influence, so as to enhance the certainty of merchants and assist merchants in marketing amplification.
We can see that at present, Douyin e-commerce is still continuously improving the global exposure of goods, so that merchants' clothing and good things can be seen by more consumers, so as to accelerate the explosion of categories and broaden the trading volume of goods. For example, in the self-owned business position of merchants, Douyin e-commerce has specially launched the "big brand big discount" gameplay, providing full-cycle traffic support and core resource exposure and other support for registered brands to help further amplify the operation effect of merchants.
At the same time, as a powerful and marketing-oriented e-commerce platform, Douyin e-commerce activities are not only more targeted, such as the "Douyin E-commerce Super Show" IP launched for the apparel industry, which effectively helps brands solve the problem of shelf field undertaking the trend potential energy of the content field, but also truly subsidizes traffic, helping brands improve product price power, enhance new product exposure, and further detonate consumption without the need to compress quality.
03: Epilogue
In the past conversations with e-commerce traders, the operation agency learned that there are two types of incremental opportunities for the platform:
One is "natural opportunities", which often appear at the beginning of the platform, such as when online shopping behavior is just emerging, choosing to enter the shelf e-commerce, and then starting to lay out private domains and do user operations after the social platform becomes popular.
The other is "artificial opportunities", also known as "activity opportunities", that is, various support activities launched by the platform at different nodes. After understanding the actions and achievements of the above-mentioned apparel brands in this spring launch event - high customer unit price, high sales, and high GMV. We will find that those "apparel brands" that really do well never rely on natural opportunities, but also on the accurate grasp of platform policies and favorable activities.
After all, the natural opportunity will fade, but as long as the platform exists, especially a platform with a huge handicap like Douyin e-commerce, its support actions and favorable activities will obviously not stop.
In the future, we will wait and see what opportunities Douyin e-commerce will bring to "clothing brands".