New Consumption Observation: Leveraging New Traffic, Clothing Brand "Grabbing The Beach" Video Number

The video number, which Ma Huateng called Tencent's "hope of the whole factory", is releasing new energy of clothing brand value.

Different from previous years, this year's "618" has been greatly promoted, and all major platforms have cancelled the pre-sale system by consensus. Behind this lies not only the traffic anxiety of the platform that began to return to users' feelings, but also the demand that businesses urgently need to find new increments.

At the same time, many people found that the new and promising "e-commerce player" - the video number has become a front for many clothing brands to carry goods live, and labels such as "the lowest price in the whole network" and "618 buy first" have been repeatedly mentioned by the anchor.

From Golis, Guirenniao, Anta, Li Ning, Senma, to Lucie, Jiangnan Clothes, Ono Hezi, Golia, whether traditional clothing brands or cutting-edge brands, began to layout video numbers, open live broadcast rooms, put products on the shelves, and carry goods live.

Influenced by multiple factors such as shrinking external demand, insufficient growth of domestic demand, and rising costs, clothing brands urgently need to find new traffic, new formats, and new directions. Whether it is just a supplement or to build a new business model, more and more clothing brands regard video number as a new stage for the second half of e-commerce development.

　　 The turnover exceeded 1.59 million pieces, and the clothing brand "made money" in the video number

In the competitive clothing track, there are already brand businesses that have made initial growth in the video number.

Ono Hezi, a cutting-edge Chinese clothing brand with 23 products on the shelves, opened a "Ono Hezi Sunscreen Special" store on its video number only four days after its launch. As of May 21, the store had sold 24000 pieces.

Not only Ono, but also Suma's official flagship store has sold 100000 pieces, Li Ning's official flagship store has sold 110000 pieces, Lucie LANCY has sold 140000 pieces, Brother's flagship store has sold 153000 pieces, Anta Children's official flagship store has sold 160000 pieces JNBY Jiangnan Clothes and Women's Wear Flagship Store has sold 220000 yuan. The official flagship store has sold 1.6 million pieces, including a pure wool cardigan, with the highest sales volume of 97000 pieces.

The account number of these stores in the video number shows that the longest store opening time is less than one and a half years, and the shortest is only 65 days.

In addition, some head clothing brands that have been stationed for a long time have also achieved outstanding results.

According to the statistics of the new list, in December 2022, Bosiden, the first player to enter the live broadcast on video number, sold 300000 GMV in four hours, and then the data kept rising steadily. From September to December 2023, the total GMV of Bosideng flagship store video account exceeded 670 million yuan.

At present, Bosiden has set up different matrix accounts such as "Bosiden Flagship Store", "Bosiden Suzhou Flagship Store", "Bosiden Down Coat Flagship Store" in the video number, and the cumulative estimated GMV of the matrix live broadcast room is more than 1.1 billion yuan.

　　 First tier and second tier cities, women's groups are the main force, and the public and private sectors become "must kill skills"

According to official WeChat data, in 2023, women will account for 78% of video number buyers and 38% of clothing orders, ranking first in the industry. In the WeChat open class held this year, the relevant person in charge introduced that consumers in the first tier, new first tier and second tier cities accounted for more than 60%, and the 30-50 year old people contributed 40% of the increment of video number.

This part of the group captured by the video number is exactly the main force of clothing brand consumption. Their consumption characteristics are careful selection, high consumption unit price, high repurchase rate, and they can accept a certain degree of premium. This is why the high price clothing products in the video number have low return rate and stable sales.

The reason why the video number can enable the target user to accurately connect with the business is inseparable from the WeChat traffic attribute: public and private domain linkage.

Private domain, as a form of business in which brands develop independently and fully master customer relationships, is an advantage for offline clothing brands. Whether it is a brand run by agents in the traditional retail period or a interpersonal circle maintained by sales personnel, businesses have accumulated a strong user base.

When they enter the video account, they can use their accumulated user assets to connect public accounts, WeChat, applets, circles of friends and other contacts, maximize the utility of private and public domain traffic, and further strengthen user stickiness.

"The current delivery mode of LANCY video number is based on the brand public number and video number that have been established for two years, and many old fans come to place orders in the live broadcast room. With the rapid development of the video number platform, the number of new customers entering the live broadcast room from short videos and friends is gradually increasing." The person in charge of LANCY video number said that the proportion of users in the private domain of the brand is about 60%.

"We can attract fans through live broadcast, short videos and public accounts, so that they can enter the community and enterprise WeChat and become our private domain users. The article content of the public account can include short videos, live broadcast appointments and small programs, distribute the public account articles and live broadcasts to the community and the circle of friends, increase the private domain traffic of the public account and the live broadcast room, use the private domain traffic to leverage the public domain traffic, and precipitate the public domain traffic into the private domain. "

　　 Brand building is the key to "reserve"

In the opinion of Li Chengdong, an e-commerce analyst and founder of Dolphin Think Tank, the traditional e-commerce has entered a state of involution at present. Businesses put most of their investment into marketing, constantly rolling low prices, resulting in lower profits, lower product quality and increased return rates. Businesses need to find a new incremental market.

Video number is the choice of many businesses, but it is not an option once and for all. Due to the differences between platforms, it is difficult to successfully replicate other e-commerce operation modes in the new field. In the absence of a clear strategic plan and method layout, most brands ended up in failure even after grabbing a wave of dividends.

"After more than three months of operation, only a few people entered the live broadcast room, and there was no benefit at all." A woman's clothing brand leader who arranged the video number e-commerce this year said frankly that at present, the brand is only live broadcast on Taobao.

By analyzing the cases of successful clothing brands starting from scratch in the video number, we can find that the conditions for successful landing are either that the brand has a certain popularity and a stable user base; Either the quality of goods is excellent, forming a good reputation among users, and the requirements for brand self construction are high.

In addition, to do a good job in video number, we need to combine the attributes of private domain users to make changes such as scene building, script training, and product display. For example, in order to highlight the characteristics of the product, Bosiden's live broadcast on the video number makes different distinctions on the selection of products, anchors and scenes in the live broadcast room, and adapts the style of the anchor and the live broadcast room to different consumer groups.

It is worth noting that for brands that have already landed, it is also critical to build a diversified matrix and improve service attributes.

"Lance Lancy increased its flagship stores to three before this year's" 618 "promotion, and put more effort into the brand matrix account on the video number platform." The person in charge of the Lance Lancy video number introduced that on the first day of the video number "618" promotion, the brand also invited Song Jia, the global spokesman of Lance Lancy, to the live broadcast room.

"Next, we will develop different live broadcast strategies for the three live broadcast booths, expand the live broadcast categories, give more service attributes to the live broadcast booths, and provide more matching suggestions to customers, so that customers entering the live broadcast booths can maximize the value of high-end clothing."

(Source: Xinhuanet)