The investment budget is small, the brand is small, how to counterattack on the list? 2022Q1 Douyin clothing domestic brand ranking

In today's Internet, more and more people are beginning to buy, use, and expose domestic products.

In the new era, domestic products are being redefined; Domestic brands have also been endowed with the emotional projection of national self-confidence by consumers;clothingDomestic brands, naturally, have also ushered in a broader market development space in the eye-catching expectations, gradually out of the dormant period, and take off amazingly in a low-key manner.

In the list of Feisheng, there are not only popular big brands such as UR, Peacebird, Bosideng, etc., but also some unknown brands that you may never care about, but still fight for their own blue sky through their own efforts.

Based on this, "Shake the Clothes Data" specially planned "Clothing domestic brand - Douyin sales ranking TOP30Taking Douyin's sales in the first quarter of 2022 as the benchmark, we will take a look at the popularity of domestic clothing brands on Douyin to see who isThe strongest king of Douyin clothing。

*This list is based on the sales of "Shake Yi" from January to March.

According to the data of "Shake Clothes", women's clothing still has a monopoly advantage in the clothing category, not only has the most brands on the list, accounts for 8 of the top 10, and its sales are also far ahead.The total sales of the women's clothing brands on the list reached 3.795 billion in the first quarter of 2022, far exceeding the 820 million for men's clothing and 410 million for children's clothing。

There are only 5 men's clothing brands on the list, among themYAYA/Duck Duck and TUCANO/Woodpecker made the list at the same time, both of which appear twice on the list. In addition to them, pure men's clothing is soldMenAmong the domestic brands, only the 2nd Romon, the 18th HLA/Heilan House, and the 28th Dragon Tooth on the list.

The most notable brands on the list are:YAYA/Duck Duck, whose women's clothing stood out with 726 million sales and became Douyin's favoriteclothingDomestic brand, men's clothing ranked 25th with sales of 9583.66w, with cumulative total sales of 820 million.

As a veteran clothing manufacturer founded in 1972, YAYA/Yaya has changed its Buddhist image since August 2021, and planned a Tibetan "Snow Mountain Live Broadcast" at an altitude of 5,500 meters and minus nine degrees on Douyin.

According to statistics, YAYA/Yaya's marketing efforts on Douyin in the first quarter of 2022 far exceeded that of 2021, and the number of products on sale, the number of cooperative speakers, the number of cooperative live broadcasts, and the number of cooperative works in the men's and women's clothing categories soared by nearly 3,000% month-on-month.

Thanks to the high popularity and marketing intensity,YAYA/Yaya's men's and women's clothing sales increased by 414.32% and 171.61% year-on-year in the first quarter of 2021, respectively, women's clothing will directly win 2022 with an advantage of 300 million sales exceeding the second placeTik TokNo. 1 domestic clothing brand。

In the men's clothing category, Romon's total sales surpassed the No. 1 men's wear in the same period of 2021 - HLA/Heilan House, ranking second in the total category with 420 million sales, up 533.76% year-on-year.

Through "Shake Clothes", we found through the product data of Romon/Romon in the first quarter of 2022 that the brand is divided into 40 store matrices, including boutique men's clothing stores, down jacket flagship stores, fashion clothing flagship stores, official flagship stores, quality men's clothing selection, and self-operated men's clothing stores, and there are as many as 13 categories sold.

It is worth noting thatAmong the top 100 products in sales in the first quarter of 2022, down jackets accounted for the highest proportion, reaching 25%, jackets and shirts followed.

Judging from the pricing of Romon/Romon's top 100 sales products, the highest price is 2999 yuan, which is a removable hair liner jacket, and the lowest price is 39.9 yuan, which is a simple short-sleeved printed T-shirt in summer.

According to the average order value of each category of Romon,More than half of the customer unit prices are concentrated in the range of 100-200 yuan, which is in line with the characteristics of the customer group on the Douyin platform where consumers prefer cost-effective products, especially men。

In the children's clothing category, only 3 brands are on the list, balabala/balabala, Bobdog/babu bean and Chenchen Ma, respectivelyclothingThe 5th, 17th and 23rd domestic brands,Compared with the first quarter of 2021, balabala's sales increased by 106.75%, and Chenchen's mother increased by 449.39%.

According to the statistics of the background data of "Douyi", we will market all on Douyin in the first quarter of 2022clothingDomestic brands are named after "The number of products on sale, the number of cooperative live broadcasts, the number of cooperative works, and the number of cooperative experts"The analysis of 4 dimensions found the following patterns:

1) 6 homescooperateThe number of live broadcasts exceeded 10,000Among the brands, 3 are listed in the top 5 of Douyin clothing brand sales, and 5 are in the top 30, with a marketing success rate of 83.33%;

2) There are a total of 14 brandsThe number of collaborative works exceeded thousands,Among them, 4 companies are listed in the top 5 sales of Douyin clothing brands, and 7 companies are listed in the top 30, with a marketing success rate of 50%;

3) 9 brandsThe number of cooperation reached more than 500, 3 companies are listed in the top 5 of Douyin clothing brand sales, and 6 companies are in the top 30 of the list, with a marketing success rate of 66.67%;

4) 11 brandsThe number of goods on sale exceeded 10,000Among them, 3 of them are listed in the top 5 of Douyin clothing brand sales, and 10 are in the top 30 of the list, with a marketing success rate of 90.91%.

Interestingly, in addition to Jane & Ride, the remaining 4 brands in the top 5 in sales have won at least 3 items in "the number of products on sale exceeds 1w, the number of cooperative live broadcasts is 1w, the number of cooperative works is 1k, and the number of cooperative reaches is 500", and the marketing investment is extremely strong. Romon, the main men's clothing category, is one of the only two brands with "perfect scores", which is the main reason why he can achieve the second place in sales in the first quarter of 2022.

visibleIn the current Douyin sales environment, a brand's "number of products on sale, number of cooperative live broadcasts, number of cooperative creators and number of cooperative works" has a strong correlation with the overall sales performance。

On the other hand, the ring comparisonIn the first quarter of 2021, we found that among the top 10 brands with sales exceeding 100 million yuan, only 3 had a certain investment in "the number of products on sale, the number of cooperative live broadcasts, the number of cooperative experts and the number of cooperative works", showing that the correlation between marketing investment and sales is far less close than in 2022.

In the inventory of Douyin marketing investment is strongclothingIn addition to domestic brands, according to the number of cooperation displayed in the background of "Shake Clothes", we found outAnother way for brand sales to take off - high-intensity binding of head anchors。

There are not a few brands of this type. Except for the "Clothing domestic brand - Douyin sales ranking TOP30In addition to the No. 3 in the group, there are also 7 brands such as Alessandro Paccuci, SUMU, and Muhuohuo, and the number of collaborations and collaborations are in the single digits in the first quarter of 2022.

Taking Jane & Ride as an example, none of his 4 indicators of "the number of products on sale, the number of cooperative live broadcasts, the number of cooperative partners and the number of cooperative works" are "qualified", and the number of cooperative partners and cooperative works are in single digits, and even the number of cooperative live broadcasts is the least among the 30 brands, but the sales performance is remarkable, ranking third.

On the co-creator page of the "Douyi" background, you can see that in the co-creator column of the Jane & Ride brand homepage, it is highly bound to Qianyu Sheila, the first sister of the Douyin Goods List, and the quarterly cooperative sales account for 97% of the total quarterly sales of Jane & Ride.

As can be seen from the figure, most of these brands are rooted in the sales channels of Internet celebrity anchors, or they are themselves "domestic brands" incubated by big anchors. Different from the "regular army" with online flagship stores, offline physical stores and other channels such as UR, Heilan Home, and Peacebird, they have just joined the competitive landscape in the field of domestic clothing brands.The Internet celebrity effect is beginning to appear, and the brand effect has not yet taken shape。

But standing in the wholeA domestic brand of clothingFrom a macro perspective, the industry landscape may be changing. A glimpse of the whole leopard, whether it is the Internet celebrity brand of "Yeluzi" or the well-known brand of "regular army", first find your own direction and be seen by more people, so that domestic clothing can continue to move towards the next journey.

About "Clothes Shake Data"

Douyin Data is a big data platform for Douyin clothing merchants under Zhiyi Technology to optimize Douyin shoes and clothing. Based on Douyin's interest e-commerce model, Douyin data digs deep into various Douyin delivery data to help Douyin clothing merchants improve the efficiency of selection and the effect of Douyin delivery.

Founded in February 2018, Zhiyi is a technology-driven supply chain platform dedicated to standardizing the discovery of data-based trends, the mining of popular models and the organization of the supply chain, and creating an intelligent clothing design. In 2018, it received tens of millions of US dollars in Series A financing; In 2021, it completed three consecutive rounds of financing of nearly US$100 million, led by Hillhouse Venture Capital, Wanwu Venture Capital, Xianghe Capital and CE Innovation Capital, followed by old shareholders Legend Capital and Yonghua Investment, and was shortlisted for the "Hangzhou Quasi-Unicorn Enterprise List" in the same year.

Up to now, Douyi has served thousands of fashion brands and platforms such as UR, Vipshop, Ayazhi, Trendy, Peacebird, Heilan Home, and Semir.

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