2023 Douyin clothing e-commerce "operation cheats"
2023-07-21
Zhiyi Technology
Halfway through 2023, Douyin has determined to become an important force influencing and profoundly changing the apparel industry.
Over the past few years, we've seen:
Users spontaneously set off a craze for "dopamine dressing";
Stars such as Wang Hedi and Che Che sell trendy brands on Douyin;
The official "Shake in New Trend" has created 8,000 explosive products;
During the 618 period, 6 brands paid GMV of more than 100 million yuan, and 170 exceeded 10 million;
and more and more brands are entering Douyin clothing e-commerce……
It can be said that the increment of the clothing industry in 2023 is closely related to the development of Douyin clothing e-commerce."Grab the increment in the stock market and turn new products into explosive products"'s operating logic has also been verified on Douyin.
Based on this, the behavior of clothing brands in Douyin has become very importantShort videos, self-broadcasts, and co-creator broadcastsIn the three main scenarios, three-dimensional marketing has become the top priority at the moment to attract users.
For example, users search for "versatile pants" on Douyin, and then a series of short videos, live broadcasts or influencer recommendations appear, one of which may be ordered, or the user is attracted by a certain outfit video when he is strolling around, and then enters the brand self-broadcast, and is planted by the new style......
In short, in the content field of Douyin, the short videos, live broadcasts, and cooperation created/promoted by merchants are the "consumption touchpoints" of users and will reach users"Do I need it? Is it cost-effective? Is it good-looking? ”The real appeal brings the possibility of traffic conversion to merchants.
After all, it is 2023, and users have more or less entered the "promotion fatigue period", and "sincere content that meets expectations" is easier to beautify the brand image and stabilize the price plate, thereby increasing sales.
To this end, more and more apparel brands are beginning to learn to use data to support their operations, including:Predict trends, create content matrix, open up the testing link, adjust product grouping, and optimize the direction of new product developmentand then build up momentum for the brand with high-frequency and high-quality content to detonate sales.
Next, we'll combineZhiyi Technology's product "Shake Clothes", and its recently upgraded "Market Analysis" functionto demonstrate how to use digital means to improve the grass transformation effect of Douyin clothing brands.
The "market analysis" of "Douyi" is mainly divided into six modules: market, commodity, time period, live broadcast, works, and talents，With a visual oneTrend charts with accurate values,for clothing merchantstargetfortunebattalionofferMultiple anglestargetnumberAccording to the support,This will help you develop a corresponding marketing strategy.
For example, if a merchant wants to know "which brand of A-line dresses on Douyin has sold the best in the past 30 days", you can select filter items such as women's dresses and A-line dresses in the past 30 days in "Market Analysis - Attribute Analysis", and you can easily get the brand with the best sales performance under this condition. In the same way, "the best influencer with the best live broadcast effect of men's printed T-shirts in June" can also filter out the results in this way.
Based on the data accumulation of "Douyin" covering 30W clothing experts and 2000W video works on Douyin, merchants can pass if they have a clearer benchmark product or brand"The industry market".Category Analysis, Attribute Analysis, Price Analysis, Brand Analysis, Cross Analysisand other functions to sort out an accurate and effective industry analysis report, commodity operation planning orMarketing promotion strategy.
And whereasShort video works bring goods, brand self-broadcast and live broadcast of cooperative talentsIn the three major Douyin clothing e-commerce operation scenarios, the "industry market" also meets the refined demand insights of various dimensions and supports clothing merchantsQuick reference to product attributes and cooperation channels and other information,Provide strong support for the "grass form" and "conversion rate" of Sponsored Products。
"Hot Word Analysis"Newly launched🔥
As mentioned above, keywords or tags that users frequently search for are not only extremely important for the exposure of grass content, but also bring considerable traffic and sales to products and brands, and to some extent, they also represent a bottom-up popular trend.
However, when we actually find and search for these hot words and keywords, it is often like looking for a needle in a haystack, or relying on impressions or manually recording methods is not only laborious and laborious, but also incomplete statistics on the data.
In response to this pain point,"Shake Yi" has launched the "Hot Words Analysis" function on the homepage, a collection of keywords with high search popularity in the clothing industry in the past year, and the inductive words are refined as a trend reference for Douyin clothing e-commerce.
The word cloud shown in the figure below is not only updated in real timeTop 20 in the past 7 daysThe hot words of Douyin clothing also preset women's clothing, men's clothing, children's clothing and other sub-industry classifications.
Click on any hot word in the word cloud to directly enter the corresponding data analysis page, where you can directly see the recent incremental trend, number of works, number of likes, and associated high-quality video works of the hot word.
From the perspective of merchant content planting and new product development, hot word analysis helps them to grasp the consumption preferences of Douyin users efficiently and in a timely manner, so that they can directly imitate and refer to competing products or other high-quality works and marketing combinations.Save the money of casting a wide net or wasting money with MCN intermediaries。
In this update of "Shake Clothes - Industry Market","Category Analysis" functionIterative upgrades have been realized.
In order to facilitate the operation of clothing merchants more flexibly and efficiently, "Category Analysis" not only adds "Price Band Analysis" to view the price proportion of the selected category, eliminating the need for a second jump, but alsoThe "Year-on-Year Comparison" feature has been introduced。
Just check the "Compare with the same period last year" button, and merchants can intuitively compare the real market trend.Dig out the dark horses that are really in line with the upward trend, so as to assist in making more accurate commodity operation decisions, for example, the category with a significant year-on-year increase can be based ondata to comeAs an alternative to new product development, avoid "patting the head" decision.
Relying on the massive data sources of Zhiyi Technology, this update is being madealsoA new comparison dimension in years has been addedto improve trend monitoring of goods or brands,HelpClearer for merchantsGround contrastindividual datadimensiontargetTrend throughout the year，Observe and analyze business opportunities in the new year.
It's worth noting that all of the above features are supported"One-click export" data chartsIt is convenient for merchants to sort out their own statistics in the later stage.
In the "Attribute Analysis" module, it is through the accurate insight into the various subdivided attributes of the apparel industryFine-grained deconstruction of specific attribute trends for each category, such as the fabric, skirt length, sleeve length, and style changes of the dress category; Changes in the thickness and collar type of home clothing sets help merchants deepen their category development digitally.
Attribute analysis based on such vertical segmentation, as wellThe corresponding market data such as Douyin market sales, sales volume, and new data corroborateWhy should merchants worry about not finding accurate data references when developing new products, and not finding the cooperation of benchmarks when planting grass to promote?
This update also adds a new item in "Cross Analysis".Customize the settings for the price bandIt makes up for the disadvantages of the previous fixed price band that cannot be analyzed in a refined manner, especially in the face of low-priced items such as sports socks and underwear, and flexible customization settings help merchants screen targets more accurately.
In the section "Cross-Analysismodule, merchants canFreely make horizontal comparisons across multiple categories, styles, brands, attributes, and price bands。 In the rich cross-comparison, we can understand the different market proportions of commodities in great detail, so as to capture new trends such as clothing fabrics, versions, and styles one step ahead, and keenly tap new business opportunities to seize the blue ocean.
The above is all the content of this "Douyi" update, if you have more ideas and needs for Douyin clothing e-commerce operations, you canScan the QR code for the long picture belowGet in touch with us~
