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It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

E-commerce newspaper Pro

2024-06-18 14:33Posted on the official account of Guangdong E-commerce News

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Leaving the scene in tears, the head women's clothing store on Douyin, Lola Password, stopped broadcasting and closed the store

Another women's clothing brand has fallen, with 5 million fans on Douyin, and it can sell billions a year on Douyin, and the "Lola Code", which ranks TOP5 in the women's clothing store list, has closed its store.

Just as the major merchants were intensively preparing for the 618 promotion, Douyin's head women's clothing store "Laura Code" gave up the opportunity to make money during the promotion and directly announced the suspension of the broadcast and the closure of the store.

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Source: Douyin

From May 30th to 31st, the official account of "Lola Code" Douyin held the last live broadcast on Douyin and left the venue in tears. At present, the name of the account has been changed to "Caesar", the product window has been emptied, and there are still 5.049 million fans.

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Source: Douyin

According to reports, the person who took over the account is the quality control trader of Lola Password, and he is also the husband of the founder of Lola Password, and will continue to do business in women's clothing, skin care, and daily necessities. Caesar also broadcast three times on June 11-12.

The head women's clothing store with 5 million fans has closed, and this news has attracted a sigh from industry insiders. It is understood that Lola Password has been in Douyin for 5 years, and it has completed the process of closing the store from novice to head on Douyin.

In addition to sighing, there are also merchants who complain that they can't play. Some merchants said, "The women's clothing track is too rolly", and some merchants think, "Is there a new opportunity, so I quit?" ”

It is understood that the "Lola Code" is named after the founder LOORA, whose real name is Wang Shanshan, she is a well-known original fashion designer in China, and has been engaged in the clothing industry for more than 15 years.

Shenzhen Luola Fashion Group Co., Ltd. was established on December 30, 2016, and the company is positioned as an original design of mid-to-high-end women's ready-to-wear. In 2016, the company launched the LOORA PWD brand in Hong Kong, and in 2017, it appeared at Milan Fashion Week.

2018 is the time period for the rapid growth of short videos, and it is also the bonus period for short videos. Lola Password saw the opportunity to enter Douyin, and began live streaming in May 2020, and also created a lot of GMV myths.

It is understood that the average price of clothing in the store is controlled at about 200 yuan, which takes care of the spending power of most users.

Shortly after switching to Douyin, Laura Password achieved a total transaction volume of more than 66 million yuan in only 11.5 hours, and the official account increased by 100,000+, once becoming the top of the Douyin women's clothing series rankings.

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Source: Douyin

By 2021, the annual turnover of the Lola Crypto brand will reach billions, which has exceeded more than half of the revenue of listed companies.

In addition to live broadcasts with goods, Lola's password account usually posts some content that can easily resonate with female users, and "Lola" herself has mostly smart short hair with suits and high heels in the video, creating the image of the "queen".

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Source: Douyin

Through this operation, Lola Password has collected a group of fans and established trust with users. Statistics from a data platform show that 7% of the fans of Lola Password are women, and the main age group is 31-50 years old.

It can be said that Lola Password is the first batch of merchants to eat crabs in the era of short videos, so why is it leaving in such a hurry now?

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Why did the Lola password of the head women's clothing of Douyin leave in a hurry

Nowadays, the competition in the e-commerce industry is gradually fierce, and the industry has gradually become standardized, and merchants will also face huge challenges. And the departure of Lola Cipher also reveals the helplessness of merchants to the involution of the industry.

On the one hand, there is news that the e-commerce industry will usher in a "wave of tax payment", and merchants who do not comply with tax payment will be punished more severely. For example, in March this year, the Zhejiang Provincial Taxation Bureau of the State Administration of Taxation announced that an e-commerce company was investigated for tax evasion, and Hangzhou Yishang Garment Co., Ltd. was fined 360 million yuan for evading tax payment.

It is understood that during the period from January 2014 to June 2021, the company did not pay or underpaid the tax payable of 212.3793 million yuan. This 7-year retrospective check broke through the past 3-year retrospective practice.

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Source: Zhejiang Provincial Taxation Bureau, State Administration of Taxation

Recently, some netizens broke out that an e-commerce company was audited by tax for concealing 74.63 million yuan of income and zero declaration, and finally fined 1.12 million yuan and paid 2.24 million yuan in taxes.

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Source: Little Red Book

On the other hand, under the shouting of the anchor "3,2,1, on the link", buyers usually place orders impulsively, and the high return rate is a common problem in the live broadcast e-commerce industry.

The "2020 China Live E-commerce Industry Research Report" has pointed out that the average return rate of live broadcast e-commerce is 30%-50%, which is higher than the 10%-15% return rate of traditional e-commerce.

In the apparel industry, with the blessing of live broadcast e-commerce, the problem of high return rate is even more prominent. Generally speaking, consumers can return goods at any time if they are not satisfied with the experience, and the operating costs of merchants will also rise.

A Douyin winter women's clothing brand revealed that the return rate of her Douyin store is 40%, which is a low level in the industry, and the return rate of some stores can be as high as 70%-80%.

There are also clothing suppliers who say that it is difficult to do in the clothing wholesale industry now. The rate of e-commerce returns has skyrocketed, especially for women's clothing, and with freight insurance, it is difficult for those stores to make money.

At the same time, this year, the 618 e-commerce platform has gradually canceled the pre-sale system, and the risk of clothing sellers is also rising.

According to reports, under normal circumstances, the pre-sale practice of clothing merchants is that after selling 300 pieces, only 200 pieces of orders are placed on the factory, and different pre-sale periods are set, such as 5 days, 10 days, 15 days, 30 days, often the 30th day has not been shipped, and the batch of people have returned the goods on the 5th day.

Some merchants said that although they were very annoyed by the practice of pre-sale. But now the return rate is too high, and the cost is getting higher and higher, if you don't do pre-sales, merchants are easy to lose money and can't survive.

Finally, today, when the traffic dividend is gradually peaking, customer acquisition and conversion have also become the most headache for merchants, and spending money to buy traffic investment has become the best option for merchants, but the return of investment may not be proportional to the effort. Some merchants even shouted, "Am I working for the platform?" ”

For now, exiting may be the best option for Lola's password. Of course, the exit of the head can also give small and medium-sized businesses more opportunities to survive, and users, product quality, and service are always the only magic weapons for businesses to win.

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Where is the way out for clothing merchants

It is said that "natural selection, survival of the fittest", if the business can not adapt to the changes in the industry, it will not be able to avoid the end of being eliminated, and the industry will always continue to evolve in the tide of history.

At present, the exit of the Lola password may be a "timely stop loss", and some clothing merchants have even been exposed to the news of running away with money.

Last month, a consumer broke the news that Taobao's 5.5 million followers merchant "Girl Kayla" closed its store and ran away, the store was still live on May 12, and the store's office was closed on May 13, and the warehouse was empty. In the early morning of May 14, the store was completely unsearchable on the Taobao platform.

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Source: Taobao

Subsequently, a notice from the street was posted at the door of the offline company of the store: "The company's incident Dayuan Street has intervened to deal with it, and the victim is requested to move to No. 12 Hele Road, Dayuan Street (Dayuan Street Comprehensive Management Petition and Stability Maintenance Center) to register and join the group." ”

A supplier said that according to the solitaire situation of the merchants in the group, the number of suppliers who have been in arrears has reached 195, and the arrears of payments are "as high as 30 or 40 million".

On the evening of May 15, the official account of Taobao Apparel released the "Follow-up Service Measures for the "Girl Kayla" Store", which mentioned that "for orders that have been placed and have not been shipped: consumers can initiate a "refund only", and the platform will pay the full compensation; For orders that have been shipped and have not confirmed receipt: the consumer can choose "refund only" or confirm receipt; For orders that have been confirmed: If consumers encounter problems, they can also initiate a refund, and the after-sales service will be guaranteed by the platform.

It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears

Source: Taobao

At present, behind the closure of the store by the girl Kayla is the comprehensive impact of various factors such as changes in consumer demand, fierce competition in the industry, and the gradual rise in cost management.

To this end, merchants need to pay close attention to market dynamics and adjust their business strategies in a timely and flexible manner to adapt to market changes. Otherwise, it will face the end of being eliminated by the market.

Author | Li Ying

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  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
  • It's useless to sell billions of dollars a year, and Douyin's head women's clothing closes the store with tears
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