Young people who love "sports and socialization" have bought a blue ocean in Dewu.
Text / Yin Hang
Editor / Huang Mengting
The new sports lifestyle of young people is selling out in Dede
Three days after placing the order, Awen received the long-awaited delivery. He retrieved a slender box about a meter high, tightly wrapped in black tape at the end and labeled with the object's Aurora Blue. This is a billiards cue of the Mystery brand, and under the recommendation of a golfer, he decisively chose to start on the Dewu platform.
More than 7,000 people, like him, bought this billiard cue called "Gunner", which is the best-selling star product of Orbi. Ningbo Hanyun, the distributor of the Orbi brand, entered the Dewu platform in August last year, and the sales exceeded 10 million from January to May this year, making the brand a dark horse from the sports subdivision.
Orbi has the highest selling gunner series of billiard cues on Dewu
The first wave of mystery in Dewu broke out around Valentine's Day and Spring Festival this year. Ningbo Hanyun told Krypton: "Young people will go home for the Chinese New Year to meet friends to play billiards, and there will be gifts between couples on Valentine's Day, and the festival marketing node has brought explosive growth."
The high proportion of young users and the strong sense of gift consumption are the key to the mystery in breaking the waves, and they are also the basic advantages of the platform. Orbi consumers are concentrated in the 18-25 age group, and Dewu has the youngest consumer group in the e-commerce platform, with post-90s users accounting for 9 percent, and the consumer group is highly compatible, which also makes Orbi twice the result with half the effort, and the sales volume has exploded in the short term and continued to grow steadily.
"It may be the reason why there are more young people, the content of the Dewu platform has a good sense of participation, and there are some serious questions, and there will also be 'Can you beat Ding Junhui after buying?' It's a hilarious discussion, and the overall atmosphere is very lively." The relevant person in charge of Ningbo Hanyun said. These discussions are related to user-generated billiards-related content such as buyer shows, and the sales conversion brought by them is also very impressive after entering the platform's content pool.
At present, Orbi's sales have shown a month-on-month growth rate of 200%+, and billiards is also a business with a high growth rate in things, with billiards' monthly active users increasing by 900% year-on-year.
Consumers are young and receptive, which can also support merchants to do more marketing plays. Combined with the trendy shopping methods that young people love, Orbi has put on the shelves two blind box products of 199 yuan and 499 yuan in the form of blind boxes on the Dewu platform. "The overall feedback from consumers is mainly a sense of surprise, which will also increase the level of trust in the mystery."
Unboxing and sharing of Dewu users
In the future, Orbi plans to try more interactive gameplay on the Dewu platform, such as testing the water for billiard cue lettering customization. According to past sales feedback, exclusive engraving can bring a stronger sense of ceremony and commemoration, but it will also bear higher after-sales risks. However, Ningbo Hanyun has confidence in the Dewu platform and intends to test the water exclusively in Dewu.
"The return rate of the Orbi platform is more than a dozen points, which is ten points lower than that of other platforms." The identification mechanism of the Dewu platform saves merchants a lot of after-sales energy, and the platform will also support the positive needs of merchants.
"Some customers believe in mysteries, and some customers believe in things." Ningbo Hanyun revealed that at this stage, Orbi will not rapidly expand the sales scale on the Dewu platform, but chooses to stabilize step by step and retain some expectations.
Consumers are young and highly receptive, and in the sports community with a strong atmosphere, sports and outdoor products have more marketing methods, and it is easier to get out of the circle and make popular models.
Not long ago, Li Ning's Q1 quarterly announcement showed that e-commerce increased by 20%-30% year-on-year, and behind the high growth, analysts predicted that the growth of Dewu channel was estimated to exceed 100%, and the growth rate was the highest among all platforms.
The sports atmosphere of the platform naturally not only nourishes the flourishing growth of the category of billiards. At present, the "new four sports lifestyles" of young people - billiards, cycling, badminton and motorcycles - have achieved outstanding sales results on the Dewu platform.
Sports merchants are getting things: how many steps are there from entry to explosion?
In the current live broadcast e-commerce, creating a hit is like crossing a single-plank bridge with thousands of troops. It is not only necessary to rely on continuous streaming to maintain popularity, but also to wait for the volume to rise through influencer placement, etc., which makes the link of promotion and monetization longer. As long as they come up with good enough products, the cycle from entry to creating explosive models will be significantly shortened, and the operation will be lighter and more convenient.
Xidesheng, a cycling brand, has experienced rapid growth from 10,000 daily sales in the early days of entry to about 20 times today.
According to the relevant person in charge of Xidesheng, it is the search conversion of the platform that has promoted the rapid increase in sales: "After we settled in, the search volume increased, coupled with the external promotion of the platform and the brand, so that we quickly accumulated young consumers in Dewu, and this volume is gradually increasing."
Xidesheng is in the brand homepage of Dewu
Cycling has always had a high explosive potential in terms of objects. In 2022, Xiaobu, a well-known British folding bicycle brand, will officially settle in Dewu for its exclusive debut. The new product was sold out in only 7 seconds after it was launched, and the number of clicks on Xiaobu-related search hot words increased by 1724%. Billiards, motorcycles, cycling, and badminton are the new four major sports lifestyles of young people, and the related content has made a lot of noise in Dewu, and it is also truly reflected in the sales data.
In 2023, the badminton brand Kawasaki will give birth to its biggest hit product - Aurora 7 racket. Considering that most of the rackets on the market lack a sense of design, Kawasaki's new Aurora 7 adopts a gradient color design, and uses the Aurora laser racket set to enhance the appearance of the product, which quickly became a hit after the launch of the Dewu platform, with more than 200,000 people placing orders on Dewu.
Guangzhou Jiandao, a distributor of the Kawasaki brand, revealed that the Aurora 7 accounts for nearly 40% of the sales of Dewu, which is the channel with the highest proportion of the brand. The outbreak of Aurora 7 in Dewu has also fed back the overall performance of the brand, and Kawasaki's Q1 performance in 2024 has achieved nearly 3 times that of the whole year of 2023.
Kawasaki Aurora 7 racket
Purui, which is also a badminton brand, will settle in Dewu in 2022. Talking about the motivation for settling in Dewu, the founder of Purui brand said: "At the beginning, we were looking for a platform with a clear positioning and a professional level, and finally screened out a relatively young tribe like Dewu. 」
The first e-commerce platform that Purui settled on was Taobao, but the brand's popular style on Taobao at that time was not a racket, but a sports towel. It is difficult to accurately hit vertical consumer groups, which is also the business pain point of most sports and outdoor brands in e-commerce.
In 2023, the number of badminton orders will increase by more than 400% year-on-year, and badminton-related categories are still in the bonus period. Based on the vertical user group of the platform, Purui will launch the co-branded model with China Aerospace. The unit price of this racket is about 330 yuan, which is a high level, and the peak sales volume of Dewu last month can reach 2,500.
At the same time, categories such as locomotive equipment and motorcycle helmets are also growing rapidly. These sports lifestyles with social attributes have brought brilliant sales conversion after the efficient dissemination of content + e-commerce, and the year-on-year growth of monthly orders for locomotive equipment has nearly doubled.
It is worth noting that the operation team that these merchants have for Dewu is actually not huge. Kawasaki has three operators and two full-time after-sales staff, and the brand's operation team on Douyin has 10 people. The founder of Purui also said: "Among the more than 50 people in our entire company, there are about 5 people in the team of Dewu."
The smaller team has produced the same considerable sales performance, which seems to break the traditional operation law of "high investment, high risk and high return", but in fact, the platform has played a strong driving force and effective support behind it.
Low return rate, free traffic, and simple operation: the three keywords of sports merchants in Dewu
In the course of the dialogue with Krypton, Ningbo Hanyun, a distributor of Orbi, once mentioned that "the operation of Dewu is relatively labor-saving", which is also the consensus of many merchants. So let's take a look, where is the current effort to operate e-commerce?
During the 618 period just past, the return rate of e-commerce platforms has once again increased and become the focus of attention in the industry. Under the continuous involution of the platform, "low price" has increasingly become a bargaining chip for the platform, and the blind implementation of rules such as "refund only" is to sacrifice the interests of merchants to make money, constantly compress the profit margins of merchants, and the energy of merchants is also spent on investment and marketing, ignoring the essence of the product.
The platform needs to support high-quality merchants by means of traffic, which is the key to breaking this reverse cycle. Wang Qi, the founder of Purui, once mentioned: "Dewu will give a certain amount of traffic when the new product is launched. Do a good job of the product and the details of the main picture, and it will have a certain conversion. It's not going to be online like other platforms, and it's not going to be a wave at all."
When it comes to the traffic distribution system, 90% of the traffic on the Dewu platform is free traffic, and the platform will help merchants to truly operate from the dimension of goods and pricing. Efficient traffic distribution and product matching allow products to accurately reach target consumer groups, and also contribute to a high proportion of silent orders. It is worth mentioning that merchants must also go through the platform access mechanism to settle in, and the platform avoids the expulsion of good money by bad money through regulatory means, and merchants do not have to be involved in the endless whirlpool of low prices.
The director of Xidesheng e-commerce once mentioned that the brand's daily sales on the Dewu platform are high, which is also due to the fact that the core main models of Xidesheng in Dewu are cars with higher customer unit prices. Next, the brand also wants to focus on AD7, RS7 and other cars with about 10,000 yuan. It is not to go to the volume at a low price, but to ensure the texture of the brand, and to achieve the purpose of building brand value while ensuring sales.
In addition, at the moment when 618 and Double 11 carve up the e-commerce operation cycle, Dewu has not focused on promoting large-scale promotion nodes. On the one hand, the centralized promotion nodes have contributed to the peak of performance, and on the other hand, it has also caused huge pressure on the supply chain, inventory and after-sales capacity of small and medium-sized businesses. "Busy twice a year, busy for half a year" has become the status quo of many e-commerce people.
The main consumer group of Dewu is young users, and every weekend is the active time for users. The "Crazy Weekend" campaign promoted by Winner has spread the sales pressure of merchants to all periods of the year, balance the sales peak, and promote merchants to return to a healthy and controllable operation cycle.
We can find that these "worry-free" operation methods are actually only the essence of retail business, and streamlining operation routines may also be the expectation of every merchant. In Dewu, which has a superior sports atmosphere and reasonable traffic distribution, every sports business that enters the Dewu platform may be the next dark horse of tens of millions.
From the sports shoes and apparel category, which is the traditional advantage of Dewu, we can get a glimpse of the stable vitality brought by adhering to the long-term business logic: the order volume of the sports shoes industry has increased by 44% year-on-year in the past 12 months, the order volume of the slippers category has increased by more than 50% year-on-year in the past 2 months, the year-on-year growth rate of orders for yoga clothing in the past 12 months has exceeded 200%, the year-on-year growth rate of orders for sunscreen clothing in the past 12 months has exceeded 300%, and the year-on-year growth rate of orders for sports underwear in the past 12 months has been close to 100%...... Sports and outdoor continue to lead the growth, and segmentation is also a trend that all e-commerce platforms pay attention to.
At present, there are still opportunities and supply gaps in sports and outdoor equipment and footwear, indoor and outdoor sports equipment, cycling, sports brands and other categories, such as foot basket volleyball, table tennis nets, camping and fishing, yoga and fitness, etc., waiting for merchants and brands to settle in and open up this opportunity and blue ocean.