are apparel e-commerce companies "anxious"? these brands don't feel it
2024-09-19
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in the past eight months, we have interviewed many clothing brands and communicated with their managers. at the end of the conversation, we always found that everyone feels more "anxiety" this year, brand competition is becoming more intense, and consumer preferences are often difficult to control;
in september, the critical time for "autumn and winter new products", this anxiety has not stopped. in this season full of opportunities and challenges, it is necessary for us to take stock of the brands that have achieved "growth" this year to see what they did right and whether they can provide some inspiration for the anxious clothing industry.
clothing live broadcast,
short video content is similar.
consumers are also calmer and more discerning...
anxious brands,
looking for new changes:
in the past few years, relying on live broadcasts and short videos to achieve business growth has become a "commercial consensus" in the apparel industry. on platforms such as douyin e-commerce, brand merchants either build their own live broadcast rooms to display products in various ways, or look for celebrities to bring goods to boost sales, or continue to create short videos to retain fans. these gameplays have brought vitality to the apparel industry.
but this year, many brands have sensed some new changes: consumers have become more calm and even "picky". well-informed consumers want to see more good content that is sincere and innovative, and pay for the aesthetics and aesthetic styles they approve of. however, homogeneous content is no longer feasible and it is becoming increasingly difficult to attract consumers.
clothing brands actively seek change. in the past, brand merchants focused on design and would adjust new designs due to changes in fashion styles. however, this year, in our interviews with fashion practitioners, we found that more and more merchants are investing more energy in content, grasping content trends, and creating more content forms. everyone is actively seeking breakthroughs in content.
cos, which is very popular on douyin, is a rare "brand without anxiety"
content is the fertile soil for the birth of popularity. popularity is changing rapidly, and the content ecology that breeds popularity is also quietly changing.
take douyin e-commerce as an example. this year, douyin e-commerce announced an upgrade of the platform traffic mechanism - "good content will be the key driving force for growth." after the upgrade, douyin e-commerce will have two core traffic pools: transaction pool and content pool. the transaction pool focuses on the precise distribution of traffic and the conversion of e-commerce effects; the content pool raises the traffic ceiling. after the mechanism is upgraded, e-commerce content will be distributed in two traffic pools at the same time. in short, good content will get more exposure, bringing more new opportunities and possibilities to merchants.
new methods bring new ideas.
the growth momentum of apparel brands,
or “content”:
under the new traffic mechanism, douyin e-commerce has also come up with a new business methodology - core, which returns to the business itself and specifically solves the problem that merchants are anxious about: "how to get more traffic."
the core growth model mainly includes four business actions: cost vs quality (good price and full range of products), omni-content (omni-content), reach (marketing amplification), and experience (experience improvement). good price and full range of products are the foundation of business operations, and omni-content is the differentiated advantage of douyin e-commerce, coupled with the "accelerator" of marketing amplification and the "feedback" of service that improves experience.
it can be said that the core business methodology is a "business growth strategy" that the platform directly gives to merchants. by referring to this strategy, brands can change the passive situation of "looking for traffic" in the past and allow better and higher-quality traffic to "actively come to" the brands.
in particular, doing a good job in "o" (global content) can lead to a breakthrough in one link and drive a full explosion. for clothing brands that already have a "commercial consensus" and have a natural advantage in producing content, doing a good job in innovative content will naturally become the biggest growth opportunity, which can help brand merchants break through the traffic ceiling and even determine the scale of their business on douyin e-commerce.
we have seen that this year, "no-anxiety brands" have actively taken their own growth path in terms of innovative content ecology and business ideas. whether it is the high-end clothing brand cos that unlocked the new "cloud show" live broadcast model, or ralph lauren that quickly topped the "douyin e-commerce luxury brand list" by creating popular trends such as "old money style", or coco zone, a "bloggers brand" that fully utilizes the advantages of the manager, they all have a similar set of successful practices. their "right things" also coincide with the "core business methodology" released by douyin e-commerce in september.
cos moved the show to the live broadcast room.
providing a unique "show + shopping" experience,
and then leverage traffic growth:
we all know that for high-end fashion brands, fashion shows are the most important brand events of the year, and are an important way for brands and consumers to interact and lead fashion trends. in march this year, cos made a bold attempt to link up with douyin e-commerce marketing ip super show and bring the 2024 spring/summer fashion show held in rome, italy to mobile screens. live broadcast, expert explanations, users can not only watch the show online, but also place orders while listening to professional explanations. the live broadcast room had more than 10,000 people online in real time, and 4 show models were sold out on the first day of launch.
cos 2024 spring/summer collection
cos also has insight into the huge content flow of "fashion trends" on the douyin platform, making full use of douyin's super show ip resources, keeping up with hot topics, and adding native trend tags to achieve marketing amplification. for example, it added trend words #薄荷曼波#极简静奢 to more than 100 products under its brand, which ultimately drove the gmv of the product card to 12.81 million, with an explosive coefficient of 230%.
cos and #mintmambo#mintmambo
while doing a good job in "o" (global content) and "r" (marketing amplification), cos does not forget "c" (comprehensive range of goods at low prices), and has launched 20 new douyin exclusive products, along with a combination of 500+ replenishment items. at the same time, the warehouse ships within an average of 14 hours, and customer service replies within an average of 14 seconds. if the purchase is too expensive, compensation will be paid, and if the product is shipped late, compensation will be paid, fully guaranteeing "e" (improved experience).
today, cos has been widely recognized and is a minimalist brand that is worth a look during the season change. innovative live broadcasts and trending content are tools of cos, and they also provide valuable experience and inspiration for high-end brands with "high customer unit prices" on how to gain "big business" on douyin e-commerce.
Ralph Lauren，
create trends on tiktok,
let the "old money style" become popular,
topped the tik tok e-commerce luxury brand list
how to interact with users while maintaining the tone of luxury goods? how to get consumers to order luxury goods on douyin e-commerce? in ralph lauren's view, fashion trends in the past were closely followed by major brands in various fashion week shows in milan and paris, but now popular trends appear in the daily hot topics of the public.
taking this year's "old money style" as an example, ralph lauren showcased "an old money utopia on the runway", "chinese and foreign celebrities chat with you about old money outfits", and "models' interpretation of old money life" on douyin. it used short videos to cleverly construct the popular dressing trends of old money from different dimensions, and put the combination of products on the shelves that meet this trend on "o" (global content).
"old money utopia", "elegant brown style"
ralph lauren can generate hot topics while maintaining its brand tone
of course, the shelves must be able to receive the traffic brought by the content. in douyin mall, ralph lauren has achieved "c" (comprehensive range of products at a good price), where consumers can buy "exclusive models" and "exclusive first-release items", and many basic items also have certain price advantages, allowing high-standard content and carefully made precision marketing to be directly monetized. in addition, ralph lauren also leveraged the resources of the brand hall, super value shopping and other malls, with an exposure growth rate of 2000%+, and the ralph lauren brand topped the luxury brand list.
perhaps some businesses will get impatient. what should they do if they don’t have the ability to create momentum? the answer is simple: “explore through momentum.” when ralph lauren successfully made “old money style” a popular term, it was no longer exclusive to the brand. for example, if you search for “old money” on douyin e-commerce, you can see not only ralph lauren, but also international luxury goods and domestic brands, which also have various interpretations and recommendations.
some brands make old money easier to understand and wear, while other brands target the mid-to-low-end price range and provide cost-effective old money items. at the same time, many brands can use their own abilities to "fill in the gaps" in the content and re-understand the brand style with the help of keywords and popular trends led by the top brands, thereby gaining traffic.
"fashionable girlfriend style" live broadcast,
relaxation of daily atmosphere video,
fine grass planting,
coco zone and liu yiyi,
answer: what should the brand manager do?
in the fierce competition among women's clothing e-commerce platforms, coco zone emerged and quickly grew into the top live broadcast room of douyin e-commerce in just half a year. at its peak, the live broadcast room had a maximum transaction volume of 400,000 in one minute and 16 million in one hour. a careful analysis of the reasons why coco zone broke through the siege shows that coco zone amplified the "o" (global content) action and used the brand manager liu yiyi to truly "manage" content and marketing.
first of all, there are liu yiyi’s daily short videos. you can see how the "casually shot" short videos she posted have a sense of dressing atmosphere, and the popular topic tags such as #look tall, look thin, and look long#early autumn trench coat outfit amplify the marketing and effectively improve the visibility of the content. it is a clear demonstration of the "r" (marketing amplification) in core, and it has achieved the continuous "planting" of coco zone's content in the minds of consumers.
liu yiyi's daily video
it has a relaxing and refined atmosphere that attracts many girls
the second is the live broadcast room. compared with the anchor or manager, liu yiyi, who does not do traditional live broadcast selling, is more like a "fashion girlfriend". when broadcasting live, she will stare at the screen, capture the needs of fans from a large number of messages, and respond to fans by naming and pinning gifts, and the gifts are all her recommended items for her own use.
these details won the favor and trust of many fans, and this novel self-broadcasting style allowed her to maximize the number of broadcasts throughout the process, contributing 65% of sales.
with the influence of the owner, coco zone also "quickly became famous" and held a show
use personal influence to drive product repurchases, and use caring services to ensure "e" (experience improvement). in addition, the powerful supply chain capabilities such as direct delivery of spot goods and product quality support the traffic, and the reputation of the treasure celebrity store is full of consumers. coco zone also provides a new way of thinking for clothing brands to explore ip empowerment: merchants can try to find "double-high" influencers like liu yiyi who have both "content power" and "carrying power" to cooperate, and give the brand more differentiation and ip sense with personal style and influence.
cos's innovative fashion show in rome, ralph lauren's creation of the "old money style" hotspot, and coco zone's use of managers as brand ambassadors have shown us the core business methodology behind the strong growth - good product prices and complete range, global content innovation, marketing amplification, and improved user experience, which have also enhanced merchants' control over the certainty of content and their confidence in obtaining strong traffic;
for clothing e-commerce brands that "want to change their anxiety and achieve growth", they need to do four things well: lay a good "core" e-commerce foundation of products, price advantages, experience improvement and precision marketing, and then focus on thinking about the presentation form of "o" (global content). on douyin e-commerce that provides "new growth opportunities", participate in, create and lead trends, let traffic come to you, instead of worrying about where the traffic is every day.
