Where is the new increase?
At the moment when the global fashion retail market is under pressure, brands and consumers are increasingly pragmatic, and business has been improved to higher priority.The problem is that although the fashion brand clearly knows that in the current European and American markets, the future business is still looking at China, and online channels are an important part of the new capacity of the Chinese market.Gold ore lacks firm beliefs, but also feels fear and strange about the tools.
For fashion brands, how to further promote and operate digital platforms has become a new problem after experiencing a comprehensive hugging of digital platforms in the past five years.There are many tools for choice and fast -paced information on the Chinese market, which has made many brands discouraged.
However, whether it is the serious market situation at the moment or the platform infrastructure that has been repeatedly verified by other categories, it is reminding fashion brands to break through inertia and fear as soon as possible.
During the just past 618 marketing season, Douyin e -commerce brand clothing 500+ home brand growth rate exceeded 100 %; brand sports outdoor clothing shoes have increased, and sales have exploded nearly 350 %.WeChat public account Ladymax observed that many brands with rapid potential energy are being re -bet on Douyin e -commerce.
International Sports Brand on Ang runs 618 nodes for Douyin Marketing.It is worth noting that on the name of “Ang Run Tennis Bureau”, ON runs to clarify the brand tennis category, especially tennis clothing that is used in professional and sports life scenes at the same time.
On Ang runs 618, at Douyin e -commerce for the tennis category
On Ang runs at Douyin e -commerce to focus on niche high -end sports and aim at high potential people. A anti -market impression of promoting nodes and discounts and low prices.The intention of ON Ang to run in Douyin e -commerce to expand business is very clear, but the combination of selling goods and content ecology has also become a prominent feature of its marketing. Through professional competitions, professional players’ lectures, brand spontaneous broadcasting, etc.Ang running obviously takes this opportunity as a brand’s opportunity for new categories to market, and successfully achieved the results of GMV during the 618 period of more than 150 % year -on -year.
ADIDAS, a sports brand with a rebound in performance, also chopped a clear type of sports during the 618 period. It cooperated with LESMILLS to focus on fitness scenes, and launched 10 Lamei joint and comprehensive training products in the first annual new product of Douyin e -commerce.The Laimei Ceremony of the Fitness Circle of Brand Cooperation attracted 120 million to watch.
Adidas cooperates with Lesmills in Laiamei during 618 and the first annual product of the year through Douyin e -commerce
It is not difficult to see that the hot outdoor sports brands, as the most active brand at present, are using Douyin E -commerce as a platform for new products, new customers, new categories, and new images.
Luxury brands are also reversing subtly, which is particularly obvious in the 520 nodes that have invested heavily in luxury brands this year.Versace hosts the exclusive Live show of Douyin E -commerce, becoming the first luxury brand to enter the live broadcast room.
Versace hosted an exclusive LIVE show in E -commerce in Douyin. The brand increased by more than 200 % during the 520 period
Zhao Lusi, a brand spokesperson for brand global brand, attended the “La Vacanza” limited time -limited boutique experience store opening event. The star short video native heat drives the brand word -related search to rapidly improve, and it is for the online Live show.On the day of Live show, 11 star short video grass and such as Zhao Luxi, Dong Sicheng, Wei Zheming interacted with the interaction between the stars and entered the live broadcast room, driving the brand’s search volume to increase by more than 600 % month -on -month.
Driven by the rich content forms such as live broadcast and short video, the overall performance of the brand finally achieved an outbreak of more than 200 % during the 520 period.
For the current two -polarized clothing market, brand exposure and actual business are just needed for fashion brands. If you can take care of two points and achieve meaningful efficiency in the conversion processforce.
The most direct reason why fashion brands can dispel concerns is that in the past two or three years, Douyin e -commerce has achieved qualitative improvement in both content and business.Essence
Ivy Gao Gao Qifeng, vice president of Douyin e -commerce clothing brand, said in an interview with WeChat public account Ladymax: “Every day we see a large number of interesting content created by users in the station, such as # I have a hoodie, #Explosion reform plan, etc.; In addition to the extensive degree of communication, we can also find the potential needs of consumers from a large amount of good content. “
Based on the huge content advantages and user scale of Douyin itself, the brand is more inclined to explore and explore, how to achieve the transformation from content to business in Douyin e -commerce.
In this regard, Ivy GAO said, “The real uniqueness of Douyin e -commerce is to capture hot spots from the content, lead the topic and creative trend, and also provide more materials and opportunities for the brand to link and resonate with consumers to resonate with consumers.Essence
To put it simply, through the combination of hotspots with the platform, it will be easier and more vivid to spread products and services; brand energy “multiplied by the potential” to generate new increments; this is a new business idea, unlike the traditional modelEssenceEven the same products, because of interesting content and vivid display, have given consumers a new cognition and will bring new opportunities to the brand.”
Ivy Gao continued, “In recent years, there are many fashion trends in the Chinese local market, such as # 美 拉, # i i, # i i, # 风 i i, etc.The reason is that these are the native topics and trends of Douyin, from the birth, expansion, and overflowing from the birth of Douyin to the entire network and various platforms. “
In fact, the well -known # 拉 事 事 is a hot word going out of Douyin.In August last year, Douyin Mall and Fashion Media “Smart GQ” jointly released fashion trends # 去 去 去. Under the guidance of the media, stars, and people, the content of the vibrato content ecosystem broke out.More than 2 million fans participated in and contributed in more than 180,000 stations. It was exposed soon after launch. The detonation period drove hundreds of millions of sales of related products. This trend continued to ferment and the final business effect was unexpected.
2024 Early Spring Trends # Mint Manbo is actually created by Douyin E -commerce and GQ. It integrates mint green items and natural elements to resonate with consumers’ desire for nature and fresh atmosphere.In recent months, brands such as On Ang Run, Adidas, Raft Laulun have used this platform hotspot to promote it, and successfully create explosive products of mint green elements.Among them, Adidas combines the new NITEBALL II of NITEBALL Ⅱ, and Prophere sold a total of 80,000 pairs of new products, and obtained more than 20 million GMV.
Douyin e -commerce from “following the trend” to “building the potential”, the brand has from “borrowing the potential” to “multiplier”
Different from the traditional linear fashion trend spreading chain of traditional linear fashion trends from foreign countries to looking at domestic, from looking at fashion magazines to looking at fashion bloggers, the fashion trend mechanism in the Chinese market has been rapidly improved because of consumer fashion cognition, digital platformsComplex factors such as development and huge local market preferences have undergone dramatic changes.
Terminal consumers may not necessarily trace the origin of fashion trends, but for brands, the changes in the fashion trend mechanism have brought business opportunities.
Trend business is a business difference. Earlier grasping the trend means business increase. If it can be a spokesperson for a fashion trend, or make the brand style the next trend, it means a more certain business for the brand.
Therefore, the direction of Douyin e -commerce in the field of fashion is from “following the trend” to “building the potential”. Originally, it was to capture the trend and amplified on the platform. It is now creating a trend on the platform.For the brand, this also means that there is a chance to have the opportunity to go from “borrowing” to “multiplier”, operating trends, and even actively creating trends.
Douyin e -commerce “trend marketing” is not a word. The changes in the spread of the fashion trend of China’s local market to bring business opportunities to the brand
After the local trend burst into fire, many analysts believe that trend marketing is equivalent to word -making marketing, and it is not exactly the case. This is a set of meticulous action plans implemented according to different goals.
Platforms and brands need to put the trend on paper, through the comprehensive operation of the content ecology and platform business tools, forming a fashion trend with actual influence, and then landing for business.And this plan has a differentiated space for different types and scale brands.
For the emerging Swiss brand ON, which was founded in 2012, it was anecdotic understanding of the Chinese market and doing a good job in the business of the local market.Therefore, David Yi, the person in charge of E -commerce in the Asia -Pacific region, believes that Douyin e -commerce is not just a consumer scenario for the brand, but to find more potential and interesting people on the platform to form an interaction with the brand.”Move”.
Take tennis as an example. It has more peripheral products in comparison with some traditional sports. It is not only used in the tennis game, but also includes rich categories such as tennis shoes, tennis uniforms, and accessories. It is a sports lifestyle.representative.Therefore, Ong running in Douyin E -commerce to host the “Tennis Bureau” can form a wider range of tennis movement and attract more high potential people into the radiation range of the brand.Douyin e -commerce is not the bottom conversion link at the bottom of the funnel, but can help brands on the upper end to find more consumer preferences and cultivate future loyal consumers.
On Ang runs in Douyin E -commerce to host the “Tennis Bureau” intention to attract more high potential people to the radiation range of the brand
For Adidas, which is already deep enough, deepening the impression by repeated exposure is a more important task.
ALLAN HONG, Vice President of Adidas China E -commerce, believes that the brand operates through Douyin e -commerce to “plant adidas in the hearts of consumers.”Among the many operating tools and means, the most effective is still the core means such as the hot trend of Douyin e -commerce, hotspot BGM, and keyword search.The brand is not limited to the output content of the brand as the brand, but also a second hot push for the content of the expert, so that a consumer can see five, six times, or even nine times, so that consumers can be in massive content in massive contentNotice brand.
The localization strategy of China For China, which has emphasized in recent years, has formed the same frequency resonance as the changes in the original trend of Douyin e -commerce.ALLAN pointed out that under the hotness of sports outdoor categories on the Douyin e -commerce platform, the brand made down jackets the explosive product of the Double Eleven last year.Internal production produces goods that meet market demand and promote the depth of influence of explosive products.In addition, adidas’s existing explosive products, such as shell head Superstar, T head shoes, etc. will also repeat items by launching new colors.
It is reported that during the 618 period, the official flagship store of ADIDAS ranked first in the international brand of sports.
During the 618 period, the official flagship store of Adidas ranked first in the international brand of sports
For Versace, a luxury brand, the initial strategy of the brand is to start with the more topic opportunities of star content in the content of the vibrato content, coupled with the brand’s self -a broadcasting, the live broadcast of the people, and the full contact operation of the shelf operation.This is a reasonable extension of the VERSACE brand and the current star strategy of the luxury industry, and the stars are similar to the Douyin e -commerce, which play a medium role in improving the trend of increasing content to business transformation and amplifying fashion trends.The various elements are concentrated on a platform, and the result is to improve the transformation efficiency.
Versace starts from star content opportunities, plus brand self -a broadcasting, Live broadcast and shelf operations for full contact operation
The establishment of a full contact operation such as matrix live broadcast number has also caused luxury brands to pay attention to the presence of 520 and Tanabata and other nodes, extending to daily business operations, which is conducive to the brand’s long -term fashion trend layout in Douyin e -commerce.In fact, VERSACE’s extremely prosperous style has a group of loyal fans. If it can use content operations and platform tools to make Versace’s unique style form a popular trend, which will be sufficient to bring qualitative changes to the brand’s potential energy.
After the opening of Rafe Lauron Douyin e -commerce, the background data shows that the female population has expanded
As the representative brand of “old money style”, Rafe Lauren has become a direct beneficiary of the trend of fashion in recent years.However, the trend opportunity is not only a general concept. In the pursuit of more detailed business goals, Raft Laurun still uses Douyin e -commerce to further fulfill the opportunities of trend business.
After the opening of Douyin e -commerce in April this year, the background data of Raft Lauron showed that the female population was expanded.Subsequently, the brand increased the proportion of women’s clothing products in the 618 strategy, and increased the proportion of women’s clothing by 6 percentage points to 34 %.It is reported that the brand has completed the 618 major promotion goal on the 6.14th. During the 618 period, the maximum GMV of the single day exceeded 1.8 million, and the sales of women’s clothing exceeded expectations, bringing a new increase in performance.
For Bosideng, which is rich in the cargo, the brand can continue to accept the fashion trend of fast -paced changes through richer and diverse product portfolios and larger Douyin e -commerce team operating resources, sitting in the market leadership share.
Bosideng on Douyin Mall Super Brand Day, the windbreaker down jacket will be launched as the new product
In 2021, Bosideng first put the new trench coat down jacket on Douyin e -commerce to make its launch, and achieved outstanding results.Last year, Double Eleven Steen used # thermal sense trend to become the first place in the # thermal sense of hotspot transaction brand.
The relevant person in charge of Boshon believes that the content matrix of the front -end, high -quality products on the back end, and the outbreak of the brand event, superimposed platform hotspots. Such a good result of a methodology brings a good result is inevitable, because it meets the operation of the entire platform operation.The logic is also in line with the logic that consumers like.
However, the free exhibition space obtained by Douyin e -commerce does not mean that everything comes from fine planning, because the trend business is random.
Ivy Gao pointed out that “the unique advantage of Douyin e -commerce compared with other platforms in the trend manufacturing is the authenticity from the public to the public.”
For example, because a man set up a tent in the service area, it was raining to find an accidental event of a tent into a water bed the next day.Faced with the sudden attention of consumers’ waterproof function of outdoor products, some outdoor brands immediately promoted tents and jackets such as waterproof functions as a selling point.This kind of sales opportunity caused by ordinary consumers on random records of life reflects the potential contained in the authenticity of Douyin e -commerce.
时尚品牌如今也在发生视角转变，它们更愿意与在地化内容进行连接，而从全球范围来看，新一代年轻消费者对于品牌真实性也提出了更高要求，比起接地气的内容，They are even more disgusted with deliberate exquisite packaging.
In fact, from the previous WeChat public account Ladymax’s price increase on Van Clampion’s price this month, consumers buying Wutan Bracelets in the world and the report of MIU MIU in the current market.Careful planning business has given charm to fashion.
In addition to rational choices, consumers still have considerable emotional needs, and fashion business opportunities in the current environment come from it.
For Douyin e -commerce, the product is also the content itself. The waterproof tent did not bring any links at first, but it has become a trend of random development. It has brought business opportunities to relevant categories and brands.With homogeneity, re -evoke the brand’s expectations for unknown.
Overall, as Douyin e -commerce has opened up the link of “search -strolling -buy” in the past period, Douyin e -commerce platform has become a platform that is all -encompassing.Many brands of e -commerce and marketing people bluntly stated that Douyin e -commerce is a “magic” platform, and there are still a large number of growth spaces that have not been explored.
This space comes from further exploration of “fast”, because the shelf life of the trend becomes shorter, and the brand can find opportunities from the trend. Secondly, it also comes from the excavation of “deep”.The brand fully taps the commercial value of each trend and also brings opportunities to non -core products.
Even for those brands that do not emphasize fashion trends, trend operations are not unnecessary. For example, on Ang running that emphasizes product performance can make a green sneakers borrowing # thin mintmanbo to achieve a breakthrough in sales, but it does not hinder its professional performanceGuide gene.Under the repeated stimulation of the trend, the market vitality has risen sharply, allowing the experiments such as building high -end brands in Douyin e -commerce, the release of new products, and selling regular prices have been preliminary verification.
For brands, Douyin e -commerce means that the opportunity for secondary thinking is also an opportunity for updating brand strategies under the setting of new market conditions.
Such thinking is naturally not only meaningful on a single platform, but also has spillover value.In other words, not only do the brand’s brand transformation, the overflow value has spread to the entire network and offline stores, and even other markets.It is foreseeable that after more fashion brands enter the bureau to form a scale effect, Douyin e -commerce will not only be a platform, but will become a link in the fashion industry chain.
After a successful test of the Douyin show live broadcast in the Chinese market, ZARA has announced that it plans to expand the brand’s live broadcast model in China to the United States, Britain and European markets later this year.Analysts believe that the brand has explored a new sales model in China, raised the visual experience to a higher level in product sales, taking into account the brand’s high -end strategy and business goals, and a balance between business and aesthetic.
In the retail market with slowing growth, the new increase comes from bold experiments on new propositions.Nuggets need faith and tools, and it is indispensable.
Source: Beiqing.com
You May Also Like
More From Author
