The use of product cards has led to a 10-fold increase in monthly sales. New opportunities for clothing brands in Douyin e-commerce are here!

[ad_1]

　　In a year, the “Golden Three and Silver Four”, as the transition point between winter and spring, often generate a large number of demands for “clothing refresh”. Grasping fashion trends and directional innovation is a must-do for clothing brands.

　　However, the “right to speak on trends” in the apparel industry has obviously shifted, from opinion leaders guiding trends to users from top to bottom, to users creating “new trends” on their own on content platforms.Douyin e-commerce, as the birthplace of trends, has shown strong momentum in terms of content growth:From dopamine outfits, to autumn Maillard style, to spring mint mambo…

　　But currently the shelf(Search, Marketplace and Store)Obviously, it is an important position for the performance growth of brand merchants, creating higher business space.Giant engine, giant arithmetic, and Douyin e-commerce join hands with China Business News Business Data Center(CBNData)The released “Trend Rebirth – 2024 Douyin Apparel Industry Trend Report” mentioned that the contribution of shelf stores to sales is growing at a higher than average growth rate. At the same time, the shelf store has also broadened the breadth of product categories and undertaken daily sales and repeat purchases from regular customers based on interest content.

　　Therefore, in order to help apparel brands take over the trend potential of the content field through the shelf store and achieve explosive transactions,Douyin e-commerce officially launched the “Douyin Mall·Super Show” IP for the apparel industry in 2024. This is also a new marketing IP plan for the Douyin e-commerce platform focusing on the “apparel category”.It includes single brand marketing and multi-brand trend ranking competition. The platform jointly releases the current clothing trend and style track, pooling the power of the platform and merchants to jointly hit the trend style track and increase product quality.

　　In March this year, as the brand entered a new stage in spring and summer, Douyin e-commerce teamed up with Harper’s Bazaar to launch the first phase of “Douyin Mall·Super Show” – “Life is a Show” themed marketing campaign. New trends for spring have been released, which not only allows consumers to buy their favorite fashionable clothes, but also injects new activities into the business boom of brand merchants.

　　SMFK、COS、TEENIEWEENIE, BOYLONDONOther clothing brands are deeply involved in it. Through the meticulous operation of stores, especially product cards – integrating trends into the titles and covers of product cards, brands do not need to launch broadcasts or post short videos, but they also have the opportunity to gain access to 12 channels such as search and mall recommendations. Display allows users to lock in their favorite trending products, thereby achieving business growth and explosion.

　　Among them, SMFK seized on the hot trend “Mint Mambo” and achieved a single-day GMV of product cards exceeding 1.2 million; and COS combined its own tonality to strengthen the “minimalist and quiet luxury” style, achieving a 254% increase in store GMV…

　　01: Efficient conversion with the help of Douyin e-commerce,How do these brands do it?

　　Clothing brands “stand out”,Perceiving the trend and style is only the first step. What is more important is how to bind the brand to the trend, let users get it at a glance, and how to encourage interested users to place orders.

　　With insight into brand needs, Douyin e-commerce aggregates the platform’s advantageous resources,It has launched a combination of “capturing trends” → “launching new pallets” → “searching and undertaking” → “marketing amplification” → “unveiling new products”.Leverage the power of the platform at every step to help brands gain business growth.

　　Among them, different brands and different tracks will have their own focuses.

　　1) Designer brands that follow the trend of “Mint Mambo”: SMFK

　　The main audience of designer brands is young people who like new things. For this audience,Brands that can keep up with hot topics or even create hot topics will always be attractive, so the transmission of potential energy in the content field is crucial for such brands.

　　Brand SMFK focuses on the hot trend of “mint mambo” and combines the colors of the classic denim series to launch new products for spring.

　　In terms of pallet optimization, on the one hand, the brand combines the trend color mint green to launch new spring-style “Temple Garden” and “Hunting Garden” series of jeans and denim jackets, and optimizes product card titles to directly integrate hot trends and new products. Binding to improve product appeal.

　　Then, through full-link precision operations before and after search, we can accurately transmit the potential energy of the content and create an efficient conversion path.

　　For example, before searching,Brand co-founder Liu Gege released a short video of a new product to increase exposure. The number of likes on his video was close to 2 million, attracting a large number of users to watch and search. Therefore, the brand took advantage of the trend and arranged the search after viewing to direct traffic from multiple parties into the product card.

　　In the post-search process, the brand also created a “Mint Mambo” hot-spot atmosphere package frame, optimized product cards, further carried out trends, and deepened exposure and conversion effects; it also combined super show IP and live broadcast room drainage to further amplify the brand’s voice and improve The potential of the product enables one-stop weeding across the entire site, eventually triggering transactions and increasing store GMV by 4 times on the event’s big day.

　　2) A high-end brand that captures the “minimalist, quiet luxury” crowd: COS

　　H&M’s high-end fashion brand COS, based on its own brand tone, targets the new product audience at the user group who pursues minimalist, quiet and luxurious style.

　　In order to capture this audience, the brand has stepped up its efforts in new products on the pallet and marketing activities:

　　On the one hand, the brand launches new products around major promotions and intensively cultivates store page operations.The “2024 Spring and Summer Series” is strongly recommended on the store’s homepage, providing users with a wide range of choices and achieving a 254% increase in store GMV. At the same time, the brand combines trends, optimizes product cards, and adds the hot word “minimalist and quiet luxury” to the title of the main product to seize the opportunity. Pallet location.

　　On the other hand, brands continue to increase their marketing efforts, such as signing up for the “Douyin Mall·Super Show” IP to attract target audiences through overlaying full discounts, and participating in value-for-money shopping events to highlight discounts on new products, thereby increasing product price competitiveness. .

　　After all, in an era where “cost-effectiveness is king”, whether a “good price mentality” can be cultivated in users’ minds is a key condition that determines user conversion.

　　3) A fashion brand that caters to the “urban fun” trend: TEENIE WEENIE

　　Fashion brand TEENIE WEENIE combines the platform trend “urban wildness” and conducts global refined operations.

　　TEENIE WEENIE launches new products in advance according to trends, seizes the priority position on the trend track, and converts multiple users.

　　In terms of product card optimization, the brand updated the latest poster of spokesperson Zhao Lusi, and prefixed “Zhao Lusi’s same style” in the title to amplify the star effect, convert fan groups and increase click-through rates; at the same time, the brand also focused on the posters Highlight product performance, including waterproof and oil-proof, easy to remove stains, etc., in order to transform the pragmatist group who pays attention to functionality. TEENIE WEENIE’s shelf GMV reached 1.2 million+.

　　In order to further cover groups other than celebrity fans and brand users, TEENIE WEENIE also collaborates with the entire industry to carry out grass seeding and transformation.In the front-end linked content field, the short video content of celebrity celebrities is used to “reserve water” to guide users to actively search;

　　In addition, TEENIE WEENIE has done a good job in “search after viewing” operation and maintenance, shortening the “planting → pulling weeds” link, directly jumping users with purchase intention to the shelf, and entering the optimized product card page above.

　　At the same time, TEENIE WEENIE also participated in the “Douyin Mall·Super Show” marketing IP, deeply binding the brand’s new amphibious color shell with urban wild fun through open-screen advertisements, reaching a wider range of users, thus promoting business upgrades. Achieve new product GMV sales of 12 million.

　　4) A fashion brand that digs into the hot word “relaxation and high intelligence”: BOYLONDON

　　Fashion brand BOYLONDON focuses its operations on key search terms in the market.

　　Based on the trend of “relaxing high intelligence”,Combining the key search terms of the market, BOYLONDON has carried out a series of optimizations for product cards:For example, in addition to the hot word “summer gallery”, the title of a single summer long dress also emphasizes hot words such as slimming and looseness to increase search exposure; another example is that a short-sleeved T-shirt not only prefixes the hot word “Firefly Light” also emphasizes words such as new product and cool in the title to strengthen the new product mentality.

　　To meet users’ needs of “visiting new stores and buying new products in the new season”, the brand has also unified the theme of the store to create a strong new atmosphere; at the same time, it recommends coupons on the homepage, with a maximum discount of 200, and enhances users through super high price power Motivation to place an order.

　　In product events such as the 38th Festival, brands use the potential of platform activities to find high-quality traffic. They also cooperate with “big-name special sales and value-for-money purchases” and “daily value-for-money purchases” to implant the idea of ​​”new products with discounts” into users. In order to accelerate conversion, new products will be popular, and monthly sales will increase by 10 times.

　　02:In 2024, will clothing brands still have business growth opportunities in Douyin e-commerce?

　　The answer is yes,Combining the above cases, it is not difficult to find that clothing brands certainly have business growth opportunities in Douyin e-commerce, and they are inseparable from the following three points:

　　First, the product aspect: ensure the full price of the goods, and accept and convert high-quality traffic through new products.For clothing brands, the wider the SKU, the higher the traffic. This is just like the larger the offline shopping mall, the richer the categories, and the higher the customer traffic it can accommodate. At the same time, the better the price and the more competitive it is, the higher the transaction volume will naturally be.

　　Throughout the March refresh event, we can see that Douyin e-commerce focuses on various trends and styles, not only helping merchants to effectively launch new products, but also allowing users to “go shopping and search for new products” online without leaving home. ; At the same time, it also launched core gameplay such as “official instant discount” and “one-piece direct discount” to empower merchants through preferential subsidies and discount gameplay, improve product price power, and thereby improve conversion efficiency.

　　Second, infrastructure: multiple touch points cover different consumption scenarios to promote long-term operations.Consumers’ purchasing path usually follows the 5A link of “understanding → attraction → inquiry → purchase → repurchase”. In theory, the smoother the decision-making path, the greater the brand’s business growth space.

　　With the rapid development of Douyin e-commerce, more consumers choose to actively search or browse product information. In order to deeply explore the incremental opportunities, Douyin e-commerce, on the one hand, undertakes the interest content, Guess You Like, and search through the infrastructure side. and other facilities, fully covering consumption scenarios such as discovery, shopping, and search,Greatly shorten the link from understanding → attracting for users;On the other hand, the long-term commission-free policy is used to develop product cards, amplify product advantages, and improve the efficiency of inquiry → purchase → repurchase.After all, merchants don’t need to shoot short videos or run live broadcasts. As long as the graphic and text materials accurately match popular trends, they can achieve efficient sales.

　　For example, SMFK optimized the product card and highlighted “Spring calls for Mint Mambo” in the framed atmosphere material to strengthen users’ motivation to place orders, achieving a maximum GMV of 1.2 million+ on the product card in a single day; another example is COS in the title of the product card Highlighting the 2023 summer new products, they are eye-catching, with GMV reaching 210,000, of which commodity cards account for 38%.

　　Third, marketing: use the marketing potential of the platform to further amplify operational effects.

　　Many industries represented by clothing have strong seasonal characteristics. Seasonal business is often time-sensitive and explosive. Once new products are not released smoothly, it may affect the sales of the entire season.For the apparel industry, the opportunity for Douyin e-commerce is that it can target specific industries through its strong platform influence.(apparel industry)create specific promotion nodes(“Douyin Mall·Super Show” and “Douyin Mall Clothing Renewal Week”, etc.)enhance the certainty of merchants launching new products, and assist merchants in marketing amplification.

　　We can see,At present, Douyin e-commerce is still continuously improving the global exposure level of products, allowing merchants’ good clothing products to be seen by more consumers.Thereby accelerating the explosion of categories and broadening the transaction level of commodities. For example, in a merchant’s own business position,Douyin e-commerce has specially launched the “Big Brand Huge Offers” gameplay to provide registered brands with full-cycle traffic support and exposure of core resources on the site, helping to further amplify the operational effects of merchants. If you want to rely on the strength of the brand itself to achieve this strong explosion, obviously It’s quite difficult.

　　At the same time, as a powerful e-commerce platform that understands marketing, Douyin e-commerce activities are not only more targeted, such as the “Douyin E-commerce Super Show” IP launched for the apparel industry, which effectively helps brands solve the problem of shelf store acceptance The problem of the trend potential of the content field; it has also truly subsidized traffic, helping brands to improve product price power, enhance new product exposure, and further ignite consumption without the need to compress quality.

　　03: Conclusion

　　In past conversations with e-commerce operators, the operation agency learned that there are two types of platform incremental opportunities:

　　One is “natural opportunity”, which often appears at the beginning of the platform. For example, when online shopping has just emerged, you choose to enter the market as a shelf e-commerce; another example is that after the social platform becomes popular, you start to lay out private domains and do user operations. These can be obtained The resulting brand merchants can all be said to be beneficiaries of “natural opportunities”.

　　The other is “man-made opportunities”, also known as “activity opportunities”, which are various support activities launched by the platform at different nodes.After understanding the actions and achievements of the above-mentioned clothing brands in this spring new launch event – high customer unit price, high sales volume, and high GMV. We will find,Those “clothing brands” that do really well never rely on just natural opportunities, but on the precise grasp of platform policies and favorable activities.

　　After all, natural opportunities will fade, but as long as the platform exists,Especially for platforms such as Douyin E-commerce, which have huge market openings, their support actions and favorable activities will obviously not stop.

　　We will wait and see what opportunities Douyin e-commerce will bring to “clothing brands” in the future.

[ad_2]

Source link