After dismantling the Douyin e-commerce cases of 4 clothing brands, we found that product cards are the key to business

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Regardless of the new season stocking season, off-season or peak season, the apparel category may be more challenging than some recognized red ocean tracks.

Cicada Cube data shows that from January to November 2023, the apparel industry accounted for far more than food and beverage and beauty and skin care in Douyin e-commerce GMV. Due to the strong visual content attributes of the category, there are always new and old players entering the game. , competition within the industry is quite fierce.

The good news is that Douyin e-commerce has long been the birthplace of trends, but clothing brands still need a suitable link, or positioning scene, to convert the trend’s potential energy into business.

So how to complete the key puzzle of business growth?

In March this year, Douyin e-commerce launched the “Douyin Mall Super Show” IP for the clothing and accessories industry for the first time. The platform and merchants jointly released the current clothing trend and style track.Daofa noticed that many brands achieved good results in the first theme event of cooperation with “Harper’s Bazaar”, and several of them coincided with the same focus.Optimized pallets and product cards, and promoted store sales to new highs through global launches and marketing amplification——

“BOYLONDON”, the sporty dress ranked top 3 in the brand’s slit dress praise list, and the monthly sales of T-shirts increased 10 times

“SMFK”, the maximum GMV of event product card in a single day is 1.2 million+

“COS”, the transaction volume of activity cloud bag commodity cards increased by 269%, and the business contribution accounted for 38%

“TEENIE WEENIE”, the shelf GMV during the event is as high as 1.2 million+

Back to the business perspective, in this article, we want to analyze the following key issues through 4 clothing brand cases:

　　Why are the high business conversions of these clothing brands basically concentrated on product cards? When a clothing brand participates in Douyin e-commerce marketing activities, what steps should be taken correctly to quickly grab traffic, effectively plant grass, and allow business to grow sustainably?

　　

　　01：Clothing brands grab traffic and achieve high conversions, the key lies in these three steps

Many brands initially only used Douyin e-commerce as a channel to distribute goods, relying on a single shout-out to make money.

Douyin e-commerce is now a global e-commerce ecosystem, and brand marketing cannot just focus on the “old ones” like live broadcasts and videos. It needs to open up its thinking.Duoduo looks for business growth from the shelf operation scene.

For example, if the above four clothing brands participate in this marketing campaign, facing such a wide range of scenarios, how can they hit the hearts of target users, capture traffic, and achieve business growth?

The key to the sword technique lies in these three steps:

　　The first step: The goods are priced at a good price, and the locations are well positioned to attract traffic.

Douyin e-commerce has many themed activities throughout the year. The first thing to test the brand is:What pallet should I use? How to combine the main style and the regular style?

The answer given by the clothing category is to look at the trends and then “serve them”.

Daofa found that the four clothing brands mentioned above, based on the industry trends such as minimalist quiet luxury, urban fun and wildness created by this “Douyin Mall·Super Show” IP and “Harper’s Bazaar”,Select keywords that fit the brand’s tone, adjust the pallets, and design and decorate your store content and shelves.

For example, combined with the “minimalist and quiet luxury” trend, COS’s main product is the cloud bag, emphasizing the sense of trendy design. The product card title covers spring new products, minimalist and quiet luxury, women’s clothing, cloud bag and other words. These trend words help to enhance the single product. exposure probability. The COS brand simultaneously signed up for the super show event, with super discounts to attract the target audience, and participated in the value-for-money shopping event with new products, highlighting the new product discounts and good prices, and comprehensively supporting Yunduo BaoThe transaction volume of commodity cards increased by 269% compared with that before the event.

　　Combined with trend marketing, it is easier to create a sense of trust among the target interest groups, and then use high-quality and diverse pallets, coupled with relatively reasonable prices, to cover users with different consumer appeals. It can not only catch the traffic of people with clear consumption intentions , and can also allow the general public to “be planted as soon as they see it”, leveraging and attracting new traffic.

　　Step 2: Launch new products across the entire domain, and collaborate across domains to boost sales

Last year, Daofa analyzed the importance of brands doing good search and other shelf operations in Douyin e-commerce.

In fact, in this show theme event, coordinating the introduction of new products across the entire area, optimizing shelf positions such as product cards and post-viewing searches, and upgrading the live broadcast room are still the top priorities to promote conversions.

For example, TEENIE WEENIE closely follows the trend of “urban fun and wildness” and cultivates the concept of the event’s main jacket category through the content promoted by celebrity celebrities. Based on category words, trend words, scene words, etc., the brand promptly optimizes product card title keywords, product card main image word clouds, and small blue words in the comment area to facilitate users to search through Douyin e-commerce and short video comment areas. “Guess you want to search”, live broadcast room shopping cart and other channels, quickly access the product card to view details.

That is to say,Users who are interested in the content of TEENIE WEENIE can be directed to the brand’s shelf area through click jumps, and are ultimately handled by the product card, turning the traffic into “retention” and pushing the shelf GMV to more than 1.2 million.

Using this idea, brands can build multiple conversion links across the entire domain. This includes AB testing of short video materials on content, attracting traffic through shopping cart links, recommending product card combinations on the homepage on the shelf, and decorating the store in a unified style, etc.This allows users to have an impression of the product in a shorter time no matter which entrance they come into contact with the brand’s content and products, and finally complete transactions in the main locations such as live broadcast rooms and product cards.

　　Step Three: Marketing Amplification, Positional Activities to Lock Trends

With products and terminals as infrastructure, marketing mainly plays an amplifying and heating role.

From the perspective of breaking the circle, if they had not participated in this event, individual trendy brands such as SMFK and BOYLONDON had relatively fixed fan groups in the past, and it might not be easy for them to reach the mass pop culture enthusiasts all at once.

During the event, SMFK took advantage of the new spring trend of “Mint Mambo” to create retro fashionable washed trousers into a hot product of the season, giving a new interpretation and supplement to the brand’s tone.SMFK also set up free brand IP gifts to convert new customers into brand fans and divert traffic to product cards, resulting in increased business. The GMV of product cards increased 4 times on the event day.

　　Not to mention BOYLONDON, the brand first laid the foundation for the above-mentioned actions, combined the pallets with the popular “relaxed and smart” trend of the season, and optimized the product cards accordingly, integrating fashionable brands, slimming, and boyish. The trend word cloud of dresses and boy short-sleeves also participated in the special marketing activities of the platform 38. In the end, the monthly sales of event T-shirts increased 10 times, and the dress topped the TOP3 praise list.

Whether it is accumulating brand fans or turning new products into seasonal hits, the results are the same.Brands use Douyin e-commerce marketing activities to expand their influence and make their business bigger.

Overall, helping business explode is the basis for brands to recognize the “global” value of Douyin e-commerce in the past few years.

The more fierce the competition in the industry, the more brands must not forget to explore inward. Only in this way can they have the opportunity to find a business breakthrough that suits them.Continuously lower the threshold for users to understand the brand and be more in line with users’ behavioral paths.Give full play to the synergistic effect of content and shelves, allowing traffic to flow efficiently in the complete link.

　　

　　02:In the apparel industry, in Douyin e-commerce, explosive growth is the past and long-term growth is the future.

You must have noticed that for the four clothing brands we discussed, most of the outbreaks are concentrated in product cards.

This is a positive signal for the apparel industry.

First of all, in the past, when Douyin’s e-commerce ecosystem was not perfect, many clothing brands had experienced the days of relying on the gods. The first live broadcast sold out, the traffic of the next one was mediocre, and a single short video became popular and out of the circle. , the number of views is usually less than 100, these may happen.

At this stage, clothing brands sometimes regard Douyin e-commerce as a new channel, and sometimes regard it as a new social media. Every time they come to Douyin e-commerce for an event, they feel like “opening a new map” .

However, such situations are rare nowadays.

On the one hand, more and more clothing brands are entering Douyin e-commerce, and users have formed the habit of shopping and consuming here. Represented by the apparel and accessories industry, the styles of clothing promoted by these brands on Douyin e-commerce have a profound impact on the consumption decisions of Douyin users and feed back the trend of the entire category. Brands can prepare and purchase goods carefully at different times. The source of the disk is buried to attract traffic. Next, in the long term, clothing brands can use product cards, search optimization and other actions to make the shelf position a gathering place with stable traffic, and industry trends become new opportunities for the category, driving the entire shelf market to explode.

On the other hand, Douyin e-commerce itself as a global e-commerce ecosystem is relatively complete.In particular, the shelf area composed of product cards, official malls, etc. provides multiple convenient and fast positions for clothing brands to delineate traffic and complete business conversion. The brand’s business link in Douyin e-commerce is more complete, and the shelf business has also been established. More and more positive feedback.

Clothing itself is a category that pays great attention to timeliness. When clothing brands participate in Douyin e-commerce marketing activities, they should not just look at how many goods are sold in the short term. They should take a longer-term view and explore new business models to expand the population and explore new business models. In addition to popular products, recreate popular products and find the second and third growth curves so that the brand can truly stand on the platform.

The global e-commerce ecosystem supports apparel brands’ long-term business in all aspects.In addition to pursuing long-termism at the brand content level, it is also feasible at the business level.

Through this show event, we found that product cards, as important shelf positions, not only exploded in a single marketing campaign, but also formed path dependencies for consumers, allowing clothing brands to compete on Douyin. Business becomes more stable and sustainable.

　　03:Analyst comments

As early as two years ago, we discovered that Douyin e-commerce is a platform that inspires new marketing inspiration for brands. When users click on the short video in the live broadcast room, they will exclaim, “This can also bring goods?!”

Two years later, from the perspective of doing business in a down-to-earth manner, all new marketing methods are aimed at sustaining brand management.

The cases of clothing brands such as TEENIE WEENIE, COS, BOYLONDON and SMFK all confirm one fact:Today’s Douyin e-commerce shopping mall provides clothing brands with business growth opportunities that cannot be ignored. Especially in some industry theme marketing activities, product cards have become a key position for business explosion. When a brand completes the steps of launching new products on the pallet, operating in all areas, and amplifying marketing, it will be a matter of course for the brand to seize category opportunities and achieve business growth in one step.

It is conceivable that in 2024, when the omni-channel marketing activities of clothing brands become more and more frequent and routine, with the help of the Douyin e-commerce ecosystem, they will be able to focus more on the business itself and return to the most basic products and prices. , channels and simple marketing, and ultimately achieve symbiosis and win-win between the brand and the platform.

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