Douyin sells clothing, can traffic and profits be both?

Everyone knows that Douyin clothing e-commerce is rising rapidly and has gradually become an important pole in the sales of fashion goods.

In terms of development speed and market size, Douyin clothing e-commerce has also handed over a surprising answer, only 3.9-4.2 "Douyin in the new trend" activity has nearly 4,500 single product orders exceeded 10,000, 618 The average daily payment GMV of the women's clothing industry increased by 65% year-on-year during the 618 activity period, 6 brands paid GMV exceeded 100 million, and more than 170 brands paid GMV exceeded 10 million.

The scary thing is thatThis momentum is expected to continue in the coming years。

Seeing that the development trend of Douyin clothing e-commerce is getting better and better, it is natural that many clothing merchants have entered the game to seize this treasure land of feng shui where the overall situation is undecided.

this yearThere is an e-commerce boss in Guangdong, Brother Chen, who found Zhiyi Technology, expressed to us some of their confusion about operating clothing on Douyin, and hoped that we could provide corresponding solutions.

According to Brother Chen, they were mainly engaged in women's and men's clothing sales on the Taobao platform and had their own supply chain. At that meeting in 2020, Brother Chen took a fancy to the prospect of Douyin e-commerce, so he set up a live broadcast department.

But the rapid development of Douyin e-commerce and their operational results are two different things, and the process of riding the wind is not smooth. Although Brother Chen has successfully shifted the focus of his business to women's clothing in the 50-100 yuan price segment by combining the characteristics of Douyin consumers and his own supply chain advantages, they still face some challenges in the process of live streaming.

To put it simply, Brother Chen wantsAlso consider the traffic and profit of the daily live stream, so it is necessary to group the goods according to the feedback of each live broadcastCombined with traffic performance, find low-cost drainage and profit styles。 The problem is that they can't do the above efficiently, which affects their live streaming and sales performance to a certain extent.

In order to solve these difficulties, Brother Chen found us - Zhiyi Technology,It is hoped that with the help of "Shake Clothes" products, the needs of finding talents and finding models can be realizedand data analysis capabilities to better grasp market dynamics and consumer needs.

After specifically understanding Brother Chen's needs, Zhiyi Technology immediately sorted out a setHow to use "Shake Clothes" to find a talent and find a solution。 This solution is now shared with you in this article as a guide for your reference.

First of all, in response to the pain points of "finding talents" fed back by Brother Chen, the real demand isIt is necessary to find influencers with similar positioning to your own live broadcast room, and to be able to obtain the live broadcast methods and group characteristics of the reachers, and to follow up the live broadcast dynamics of competitors in a timely manner, including their product introduction scripts and scripts。

Brother Chen could only push back the delivery master and the live broadcast room through the characteristics of the product, not to mention the inefficiency of finding the target talent, not to mentionIt's hard to find the one with the best cost performance in almost the same effect, not to mention sending employees to squat in a competitor's live broadcast room, the whole process is full of variables and uncertainties.

In this regard, we introduced:The [Talent Library] function of "Shake Clothes".。

Combined with the characteristics of the main consumer groups of Brother Chen's women's clothing, as well as the sweatshirt category that we plan to launch recently, we can select various conditions according to our needs in the [Talent Library] in the first step, and narrow down the scope to the talents who have brought women's sweatshirts in the near future.

There is also style screening, which refers to the style of the clothing brought by the talent, such as Hong Kong style, Japanese, Korean or national tide, etc., throughThe combination of category styles can lock the most suitable product for your own positioning with one click, for example, women's short coat Plus size can find recent plus-size women's clothing experts who focus on autumn and winter coats; Men's sweatshirt Hong Kong style can find experts who focus on Hong Kong style men's sweatshirts.

If Brother Chen needs to avoid some store broadcast accounts when looking for talents, and needs the kind of talents who focus on traffic and grass planting, and dig out the current popular models more quickly from their live broadcast room, you can select the talent in the [Bringing Goods Information] column【Number of partner stores】For example, if there are more than 10 cooperative stores, you can use the basicsExclude the shopkeepers, so as to screen out the real grass with the goods.

And alsoThe fan information of the influencer can also be achieved through the filtering function of the [Talent Library].。 Since the age of fans is related to the consumption level and preferred style, Brother Chen can also choose the age and proportion of fans to dig out the talent more accurately, after all, even if it is the same consumer group of women's sweatshirts, 18 years old and 40 years old are completely different consumption power and aesthetics.

combine【Unit Price】option, Brother Chen can easily lock a group of goods experts who are more suitable for him based on the price range of 50-100 yuan in his live broadcast room.

As for the cost performance of talents, passThe [Low Fan Hot Sale] option can filter out high-quality influencers with less than 10W followers but more than 500W live broadcasts per month, as well as a series of sorting conditions for time and sales effect, such as the influencer who has released the most videos in the past 3 days, and the influencer who has the most live broadcast sales in the past 15 days, to further help Brother Chen findThe best cost-effective person for live broadcasting。

And it's what bothers Brother Chen."Quickly discover the explosive and profitable models"Demand.

In Brother Chen's description, we learn that they are in great need of itDouyin's daily hot selling to optimize the structure of group goods。 Because of the traffic weight of Douyin, the high conversion rate of hot and popular models will increase the traffic in the live broadcast room.

However, due to the fact that Douyin itself cannot display the daily ranking of hot and popular models, Brother Chen can still only send operation staff to squat in dozens of competitors' live broadcast rooms, so as to find styles with better sales, and use his supply chain advantages to adjust the price for sale.

The main problem is that it is easy to miss the live broadcast time and cannot be traced, which makes it very inefficient to find low-priced models for drainage.

In addition to the hot selling models that drain the traffic, of course, there is also the demand for profit models and style models, so Brother Chen also needs to tap the latest models that consumers are interested in in the Douyin clothing e-commerce market and other platforms, and take advantage of the novelty of the design style to increase the premium as the main source of profits.

This can be helpedThe [Product Library] function of "Shake Clothes".Implement.

Just chooseReal-time page, Brother Chen can find out today's hot selling and live broadcast drainage of Douyin clothing for the first time, as well as the division of various time periods, effectively avoiding the live broadcast factor in the early morning.

The filter bar on the left also has a high-precision demand matching function, including price range and promotion characteristics, etc., for example, Brother Chen can choose a series of conditions such as "women's sweatshirt 50-100 yuan with goods> 5 Today's highest sales" and a series of conditions, directly dig into the drainage explosion that can improve the traffic of today's live broadcast room, and achieve itLook at the hot sales data in the morning, and pay in the afternoon。

More diverse needs are not difficult to achieve. For example, Brother Chen is hereThe All page of the Product LibrarySelect or customize each time period, and you can also find a model in combination with design elements, such as "a hatless sweatshirt priced at 100-150 yuan last week" and "I haven't participated in the live broadcast with goods, and it is a shelf product explosion of pure small yellow car/commodity card", the style screened out in this way is the profit model, which is suitable for the vigorous promotion of the live broadcast room of Brother Chen.

There is also a separate item in the product library[Low Price Drainage] page and [Niche Design] pageto help clothing merchants discover more popular and good models outside the target, broaden the scope of their main business, and bring more traffic and profits.

The above is the targeted solution provided by "Douyi" for Brother Chen, I hope this article can bring some valuable reference and enlightenment to those who want to or are engaged in Douyin clothing e-commerce.

At the same time, we also look forward to continuing to provide professional and efficient services to more e-commerce customers to help them achieve better performance in the Douyin e-commerce market."

At the end of the article, if you want to get the latest information and data of the Douyin clothing industry for the first time, you can pay attention"Clothes Shake Data", we will release it here first~

If you want to know more"Shake the Clothes"function and apply for a trial, you can scan the QR code below or click "Book a demo", we will contact you as soon as possible~