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interface news reporter | zhu yongling

interface news editor | lou qinqin

while many men's clothing brands are worried about their stagnant performance since 2024, there are still dark horses emerging in the men's clothing track on e-commerce platforms.

recently, a douyin live-streaming expert named "macau coco sister" has become popular due to her unique live-streaming style. according to data from the third-party platform cicada mama, the number of viewers of macau’s coco sister’s live broadcast will increase from 2024 to 2024.it has increased significantly since august. among the top 10 live broadcasts of douyin’s men’s clothing category in august, macaucoco sister played in 7 games alone, and won the ranking of men's live broadcast masters in augustfirst, a single monthsales range from 25 million to 50 million.

macau's coco has a domineering queen persona in the live broadcast room - wearing a leopard-print fur coat and chanel large logo earrings. behind her, several assistants who are responsible for enlivening the atmosphere are also dressed like bodyguards in suits and leather shoes. amidst the shouts of "brothers", macau coco sister used extremely exaggerated words and performances to pave the way for the high-end atmosphere and class of the goods she carried. with just one operation, she was as fierce as a tiger, and the product she linked to in the end may only cost $5.5.

according to data from cicada mama, in the past 30 days, more than 80% of the products brought by macau coco sister were priced within 100 yuan; the top three sales were mooncakes of 5.5 yuan, men's underwear of 18.8 yuan and color-changing glasses of 10 yuan. . about 70% of its live broadcast viewers prefer products below 20 yuan.

the specialty of macau coco sister is that she can sell cheap goods with the feeling of luxury goods. take the three pairs of men's underwear mentioned above for 18.8 yuan as an example. in the words of macau coco sister, the golden elastic band of this product is the "golden belt" that everyone loves, and the several "energy magnets" in the inner layer are the "self-heating agent". "massage", three pairs of underwear are put into a black and gold color paper packaging box, which is the "luxury gift box" of the "black gold collector's edition".

in addition, just like the macau coco sister tries to create a sense of luxury with the association caused by "macau", this product also comes from a company with "macau" in its name.hongkong"" store, but the merchant qualifications on the douyin platform show that the main entity behind the store is actually an individual industrial and commercial household registered in shenzhen in 2020. similarly, macau's coco sister's own brand "bb braelf" is the most commonly sold product "in fact, it also comes from a company registered in guangzhou. tianyancha app shows that the trademark "bb braelf" has not yet been registered.

middle-aged men in lower-tier cities are the target group of this type of marketing tactics. data from cicada mama shows that 68% of macau coco’s live broadcast viewers are male, and people aged 31 to 40 account for nearly half. over 70% of users come from second-tier and below cities, and about 50% of users come from third-tier and below cities.

however, macau coco is not just good at packaging. behind her delivery routine, there is actually a set of operating strategies to ensure profits and cash flow.

first of all, in terms of pallet mix, macau coco has both low-priced products to attract traffic and relatively high-unit-price products to increase gross profit margins. goods priced below 10 yuan account for the smallest proportion in the pallet, mainly to divert traffic and warm up the market; 50 yuan to 100 yuan is the main price range, accounting for about 40%. and when the price goes up, the proportion of macau coco’s brand “bb braelf” will increase.

secondly, most of the products carried by macau coco sister are pre-sale. under the hot-selling model and high return rate of live broadcast e-commerce, merchants often face the dilemma of insufficient inventory and overstocked inventory. the pre-sale system can alleviate this problem to a large extent. merchants can place orders with manufacturers after receiving orders, which can reduce inventory risks and cash flow pressure. at the same time, the time gap left during the pre-sale period can also allow returns to be turned around.

judging from the cases of macau coco sisters and high-end ladies, if the current white-label men's clothing only sells low prices, it is no longer enough to win in the competition for price involution and traffic. merchants are increasingly emphasizing that white-label men's clothing also has quality and can be worn. it creates a sense of high-end and takes "quality-price ratio" as the biggest selling point, which is also in line with the current general consumer demand.

not only in the douyin live broadcast room, but also in pinduoduo, which also focuses on low prices and white brands. search results for men's clothing related categories show that few white brand merchants only put "buy one, get one free" and "super value special offers" at the top. the eye-catching position, quality descriptions such as "no balling or deformation" and detailed pictures of local workmanship are also the key points that merchants hope to convey.

however, compared to traditional shelf e-commerce companies such as pinduoduo, douyin, as a content e-commerce company, provides white-brand merchants with more content forms to present their products. therefore, in various "sister" live broadcast rooms, white-label men's clothing can not only capture consumers' attention, but also create a "high-end sense" through exaggerated interpretation, in exchange for a larger premium space. for example, many of the products sold by macau coco and high-end ladies are priced at more than 100 yuan. this price is actually not low among white-label men's clothing of the same category.

of course, these white-label products may not be as good as the merchants boast. on the douyin platform, many consumers have reported that the pre-sale products of macau coco are not in the right version, and the quality does not match the promotion. obviously, these white-label merchants may not necessarily want to do long-term business. compared with sales volume, repurchase rate is not their focus.

but this does not prevent this type of marketing style from becoming a successful code that can be imitated in the eyes of merchants. currently, in the field of white-label men's clothing sales on douyin, in addition to various "sisters" with heroic and wealthy personalities to attract male consumers, there were also male sales experts such as "prince of macau" and "zheng tietou" earlier. already copying the same approach, by creating an image of a successful man that fits the imagination of its target customer base, it is raising premiums for the brand that sells goods.

although on the whole, there are still a small number of such sales experts, not all white-label men's clothing hopes to transform into a "noble" hong kong and macao brand in the live broadcast rooms of various "rich" brothers and sisters. however, an increasingly obvious trend is that today's white-label men's clothing no longer blindly charges low prices, but also strives to make up for the gap with "regular army" brands in other aspects, including emphasizing product quality and shaping brand image through various forms of content. . the previous rhetoric of only claiming to be the source of factory goods without middlemen to make price differences is no longer popular today.