Selling clothes on Douyin e-commerce, how hot can sales growth be? The data shows that the first quarter of 2021 increased by 563% over the same period last year, of which men's clothing increased by 300% and women's clothing increased by 107%.
This is a set of data disclosed by Liu Danqing, head of the special brand of the Douyin e-commerce apparel industry, at the 2021 Digital Fashion Summit jointly held by Titanium Media and Beijing Fashion Week. Liu Danqing said that the inflection point of the clothing industry in Douyin e-commerce appeared in 2020, "We can see that online this matter is an indispensable link facing every brand." "Data from the National Bureau of Statistics also shows that the online growth of the apparel industry is higher than the growth of the entire new retail format."
From the beginning of last year by the star big v live broadcast into the market, to the first half of this year to put forward the concept of "interest in e-commerce", the development of e-commerce infrastructure, in just over a year, douyin e-commerce clothing category to achieve amazing data growth, what kind of wealth code is contained? If a brand is now going to be on the shelves of Douyin e-commerce, what scenarios and tools can it borrow?
Since last year, Douyin e-commerce has been emphasizing a business model - fact (field, alliance, campaign, top kol), through the business self-broadcast (field), talent matrix (alliance), marketing campaign (campaign), head big v (top kol) and other four dimensions of ecological characteristics, merchants can achieve business precipitation on Douyin e-commerce.
In addition, compared with traditional e-commerce, in the Douyin app with content as the main ecology, merchants need to complete a link is brand recognition construction. Users on Douyin, the desire for content is extremely high, therefore, when carrying out brand building practice on Douyin, Liu Danqing gave four suggestions, namely quality recommendation, professional explanation, heart recommendation, and contrasting costumes.
Specific to the clothing category, it should be noted that in addition to sharing goods, merchants also need to associate with other content or scenes when creating content. For example, users who like clothing will also be interested in entertainment, beauty, life, and even parent-child education, which is caused by factors such as women and their behavioral preferences. (This article was first published on the Titanium Media App, finishing | Li Chengcheng)
The development trend of the fashion industry online, from 2010, the growth rate of the online has shown a downward trend, the inflection point is in 2020, the arrival of the epidemic, the increase in the online has been very rapid, the online growth of the clothing industry, much higher than the growth of the entire new retail format. In the new opportunity scenario, we can see that online is an indispensable part of every brand.
Let me share with you the concentration of the brand. Traditional cashmere sweaters, women's underwear, sportswear, and men's wear-related categories, the concentration of brands, is relatively high. At the same time, it can be seen that women's clothing as well as leather clothing, jackets, has not yet reached the situation of high brand concentration.
Here are two more useful signals for us: First, from the current consumer market of the entire fashion industry, there is a lot of room for differentiation. I believe that everyone must have felt that with the upgrading of our consumption in recent years, the trend of differentiation in the pursuit of aesthetics by each user is very obvious. Moreover, everyone's pursuit of the brand is not only the brand itself, but also the willingness to buy the story and design behind it. So, it also gives a lot of new brands some opportunities to emerge.
The most important thing about interest e-commerce is the accurate interest distribution mechanism. You should all have installed the Douyin app on your mobile phone, and now each user uses the average douyin for about 120 minutes a day. Why Douyin can retain these people for such a long time is more because of our precise interest recommendation. At the same time, on top of the accurate distribution of interest, the Douyin app currently has a daily life of more than 600 million.
You have all had online shopping experience. The common way to buy in traditional e-commerce is to open the app to search for the goods you want, which is an active demand. You're missing a coat and actively search for it. Interest in e-commerce is, your potential needs are fully mobilized, you brush vibrato or a certain app, was inadvertently planted grass, there is an order scene, you see this clothing is more beautiful, the price is also appropriate, try it, once such a demand is stimulated, the space is relatively large.
In the past few years, we will also wait for the promotion node of double eleven and double twelve to buy, in recent years, especially this year, you will find that the daily purchase of things has been pre-occupied in advance, such a situation may lead us to buy some things, not necessarily wait until the double eleven, double twelve, which is also the charm of interest in e-commerce.
If a brand party wants to enter the douyin to do e-commerce today, what scenarios can it borrow? We have done a lot of ecological construction things, for example, we have a very rich talent system, as well as MCN institutions, as well as business service providers, to jointly support everyone to form a better business precipitation on Douyin.
Douyin has been emphasizing the business model since last year – fact (field, alliance, campaign, top kol).
f stands for merchant self-broadcast (field). If you are a brand side and are willing to enter the Douyin e-commerce industry, you can set up a live broadcast team, the minimum size is about 8-10 people, through their own establishment of accounts, open stores, form brand equity precipitation, and start self-broadcasting.
In addition to merchant self-broadcasting, we will also provide a matrix of talents (alliance). On Douyin, there is a very rich talent ecology, they can help everyone achieve commodity exposure in the grass planting link, if you do not have a good live broadcast team, another option we provide is to give the goods to the people, he helps you sell, such a cooperation model, more is the pit fee and commission model.
In addition to being able to build our own channels and talent building channels, we also have campaigns. In the past 818 Shopping Festival, we cooperated with Hunan Satellite TV to hold a shopping party. Large-scale marketing activities to help everyone and Douyin jointly achieve brand marketing in the event scene.
Finally, we have a head big v (top kol), like Luo Yonghao, Qi Wei, etc., once or twice a week with the frequency of carrying goods. Cooperation with the big v pit helps to enhance brand exposure and sales conversion rate, and form brand precipitation.
Just learned what is Douyin and Douyin e-commerce, as well as the development trend of the entire online e-commerce since this year. If you really want to understand Douyin, you need to cut from the two perspectives of users and content.
The format model of douyin users. Douyin's DAU is 600 million, and ByteDance's full product matrix is 1.9 billion, which is public data. Another part, which is also the first time to share with you, the model of The Douyin user.
There are two more interesting indicators, one is that the proportion of men and women is very balanced, about 50% and 50%. Second, in the age group of users, young users account for a relatively high proportion, and the user group aged 18-35 accounts for a high proportion. What are the characteristics of this group of people? They are the Internet generation, the natives of the Internet, familiar with online shopping, and the acceptance of online shopping is very high. This type of user, I believe that the future must be a user group that every brand must compete for.
In addition, in terms of urban distribution, urban users in middle and high-tier cities, new first-tier and second-tier third-tier cities account for a very high proportion. They are high-potential users of e-commerce, with both purchasing power and time to spend on the web.
What are the characteristics of the clothes that TikTok users like? Some small changes are that among users who like clothing and wearing, women have certain advantages, the proportion of men and women is 60%, 40%; young users have more advantages for clothing; and they have a certain influence in the coverage of high-tier cities.
In the comparison of male users and female users to wear, female users' satisfaction with young people is very high, and their satisfaction with Douyin is also very high, so that user stickiness makes them willing to continue to consume on Douyin, which is the characteristic of Douyin users.
Understanding users is for the sake of the brand to use user characteristics and operate on Douyin. Compared with traditional e-commerce, Douyin e-commerce has one more link is "brand recognition construction". In the traditional shelf-type e-commerce search, it will be more friendly to the goods that already have brand recognition, because everyone understands it and can buy it directly.
How to let everyone know the good of the new brand? Through short videos, the planting of talent matrix, live broadcast rooms, and the promotion of celebrities with goods, we can do the construction of brand recognition. The second step is brand memory. We will recommend that each brand party has its own Douyin account and official account, which helps to present the overall brand style. After establishing the brand memory, it is the brand attitude. Finally, make a purchase conversion. It's a new brand, a simple path from recognition to purchase conversion on TikTok.
Share a set of data. First, the trend of playing clothing-related content on Douyin. From January to May last year, with the development of the epidemic, including the recovery of the industry, the first wave of growth was generated; after May, by January this year, it has entered a stable period of the industry, and the overall scale is also very high.
When is the second wave of growth? After the end of this year, starting in March, the entire fashion industry has seen rapid and sustained growth. We compared men's clothing and women's clothing, from the first half of 2021, compared with the first half of 2020, men's clothing increased by 164%, and women's clothing because of the previous volume and scale, the growth rate was 78%.
In addition to the growth rate of content playback, it also represents whether users are interested in the end. We're seeing a trend where users are very hungry for content. How do you express your content? For every practitioner in the fashion industry, when everyone starts to practice, sometimes there is a confusion about what type of content I should post more likeable.
Here are several dimensions of advice for you.
First, quality recommendation. For example, an account that comes from a military product background, the loyalty of male users is very high, some male users buy ten pieces as soon as they buy, his way is to analyze what fabric and what process is used in each single product, why his single product can have the same quality as the big brand, but it has a great advantage in price. Moreover, the production of the whole video is very careful and exquisite, shaping a person for the user - I am a professional clothing practitioner. Therefore, the user has a fondness for him, which in turn leads to a purchase.
Second, professional explanation, more is the assessment class. For example, I bought ten pairs of shoes today, the softness and wear resistance of each pair of shoes, and do some video analysis tests.
Third, heart-to-heart recommendation. Wearing videos on Douyin are more popular because from the viewing point of view, different clothing styles can be seen within 15 seconds, and young users in this are more interested in fast-paced wearing. We will also have some scene-based content, such as what to wear to see the show, and some topics such as doing the construction of the entire scene-based costume.
Finally, contrast, cross-dressing. At first, it was not a very spiritual image, and through the card point video to match the rhythm of the music, it brought the appearance of the whole costume. This sense of contrast, from the perspective of user psychology, can amplify the advantages of these clothing, the original everyone has only 8 points of his aesthetics, through contrast, can reach 10 points.
You're doing live streaming on Douyin, and the first behavior that users do to you is, understand. Inadvertently brushing up on your video, how in a short period of time, let him produce a stay, this is the first step. Second, recognition. Is he able to follow your account, does he approve of your live room? Third, emotional interaction. The metric we pay more attention to in the live broadcast room is the number of comments, whether he is willing to help you share, whether he is willing to recommend your brand to friends around you.
If you have a Douyin account, you can look at these data, is it growing every day. If not, I suggest that you reflect on yourself, what type of account you will pay attention to, what is the reason why you are willing to pay attention to him, do a disassembly, and use it in your own growth.
The growth trend of the clothing category, in addition to women's clothing, the growth trend of children's clothing and men's clothing is also very high-speed. Compared with 2020 q1, 2020 q1 increased by 563%, men's clothing increased by more than 300%, and women's clothing reached a certain scale in terms of sales volume, compared with last year, there was still a 107% growth rate.
In addition to this large category, focusing on subdivision classification, the current sales trend of vibrato, dresses, skirts, jeans, is the fastest growing single item in the women's category; among men's wear, jeans, sweatshirts, casual pants, t-shirts, the overall growth trend is higher. Cowboy is this year on the vibrato e-commerce, whether from the perspective of the trend, or from the perspective of the purchase, is the main product.
The business you do in Douyin e-commerce is not only to share your clothes every day, but also to share other things. What can we share? What else will users like besides clothing? What else do users who like clothing like? Entertainment, beauty, life, parent-child education, may also be caused by women's behavioral characteristics, they will be more interested in these related materials and content. Therefore, when you are creating content, or when you are associating content, you can also do some linkage with these scenes.
The following two cases are shared, both of which are native brands on Douyin. One is a practitioner in Shenzhen, coming out of the Nanyang wholesale market. In the 2020 epidemic, his family pressed a lot of goods, very anxious, he opened the first live broadcast. The first live broadcast didn't have a shopping cart, but there were more than 400 people online, and everyone was asking him how to buy clothes.
The next day, he studied the original live broadcast can be hung up to the shopping cart, only sold one product, and sold 180,000 yuan. What are his current grades? At present, the average daily sales are stable at 50-100w, the whole team of about 50 people, this year on Douyin, the estimated sales of 150 million -200 million, 818 activities, completed a single sales scale of six million.
What is the reason for the success of this account? He has shaped the character image, the character design, and the short video content well to share his own daily wear. It may be that the dress is more in the form of photos, but he is accompanied by some scenes, such as the entrance to the store, Sanya vacation. At the same time, he also shaped his own designer's design IP, coupled with wearing, personality and life sharing, generating very good user stickiness and fan purchase, and then let him step by step to achieve today's results.
You may think that the scene of live e-commerce is not only an advantage for low customer unit prices. However, his average unit price is 1328 yuan. Because in Shenzhen, there are a lot of heavy craft clothing, and he plays the designer concept, therefore, the quality of the entire customer group is very high, and the unit price of high customers is good.
Doing live e-commerce, Shangxin is very important, especially among designer friends, everyone has a lot of pressure on Shangxin. The way he does it, one to two weeks on the frequency of a new one. If you want to transform into online e-commerce in the future, live e-commerce, or ensure that at least one or two times a month on the new, because the new is a very good pull of the time node, otherwise these goods have been rolling for a month, regardless of the repurchase of old customers, or new customers, there will be some pressure.
The second is a Shenzhen brand, lynee (Lee En). She originally did a physical offline store, and began to enter the Douyin e-commerce market in March 2020, and their two time nodes were before and after the epidemic. Li En is the official opening of the vibrato number in March 2020, after entering the vibrato, there is a month of number time, the first sales of the vibrato trial is 300,000, not a very high order of magnitude, but for herself, the vibrato has just done a month, without any online experience, sold to 300,000 has been very satisfied.
In May, it sold for a million in a single sale. After having such a volume, from the perspective of industry operation, she quickly discovered some new types of potential businesses, and did in-depth marketing activity support with her, planting grass and building a talent matrix. In 2020, when she doubled eleven, her single game exceeded the sales scale of 10 million.
Her account is typical of the brand expressing the content of its own clothing. The whole video is based on walking, the designer is herself, standing in the c position, next to some sisters, wearing different looks, different series, doing street shooting position, with music, such a video is very helpful to everyone, not only to show the matching of clothing, but also some of the texture and color on the clothing, which can also be shown through the perspective of the video. His unit price is about three thousand.
For the conversion rate of high customer unit price, we must have confidence, and at the same time think clearly about what form attracts users, whether it is the full expression of goods, or the shaping of the image of people, but where there is a certain attraction point, the unit price conversion of high customers is also not worried in live e-commerce.
What I just talked about is what kind of ecological partners we have, the talent mechanism, and the benchmarking merchants and brands that are ahead of us. The Douyin e-commerce apparel industry will release the pdfion support system from the perspective of the platform this year, hoping to help cutting-edge brand merchants and Chinese manufacturers to shape their own new brands on Douyin.
We will combine more industry associations and professional organizations to do brand building with everyone, and the platform will also support everyone through such a label system, giving designer brands and new brands more rights and interests protection, at the same time, it also includes the construction of e-commerce capabilities, for example, there are some exclusive traffic support, as well as special marketing activities and marketing scenarios for new brands and designer brands.
Finally, in terms of supply chain services, we have coupled the domestic head of the big-name foundry, as well as the production and manufacturing head enterprises, as well as fabric-type manufacturers, to help everyone build this ecology together. Combined with the entire Douyin system, from the perspective of logistics, finance and strategy, there are some resources to join the dashion support system, we hope to explore new business in the fashion industry with everyone, and hope that Chinese design and Chinese manufacturing will be seen by more people.