Revelation Of Fashion Business: A Change From Innovation, Explosion To Operation

If we must select an industry that is "driven by the wind", clothing must be in the top three. Clothing people are always on the way to catch up with the trend.

stay Chinese clothing There is a kind of group that can not be ignored. They form the basic industry plate. They are small and medium-sized businesses represented by managers, designers, celebrities, industrial belts, etc., and have strong aesthetic, design and supply chain capabilities.

However, with the fragmentation of media channels and traffic, it becomes more and more difficult to stand out from the fierce competition in the industry. At the moment, the gateway for this group of businesses is "launching new businesses in autumn", which determines the growth rhythm of the next business peak season.

But how can the managers, designers, industrial belts and other brands and businesses break the circle in the face of consumers with diverse personalities and complex autumn new products? Can the new transformation keep up?

In the face of these "new challenges", we observed that the "Haohui Wears the New Moon" launched by Diaoyin Mall accelerated the popularity of new products and led a number of related businesses to achieve product efficiency improvement by creating a cutting-edge trend, adding a series of content and shelf combination play methods.

This activity realized the double explosion of traffic and GMV. As of September 29, the total exposure of topics in the station has reached 7.386 billion+, and the main topic # 2024 Early Autumn Fashion has been broadcast more than 5.53 billion+at home# Okay, I'll put on the new moon Playback volume exceeds 420 million+; There were 22 hot spots on the list in the whole cycle of the activity, and the broadcast volume reached 7.4 billion+. The trend in the station also spilled over to other platforms, becoming a new fashion trend of the whole network.

Trend is business. As of September 29, the total payment GMV of participating merchants had increased by 148% month on month and 134% year on year. During the event, there were more than 3600 million new broadcast booths, and more than 130 million new broadcast booths. More than 2000 models of new and million level products had been incubated, of which more than 780 million new products were "new and instant".

Behind these growth data is the "Shangxin Methodology" jointly constructed by the Diaoyin Mall and merchants——

First of all, the platform has expanded the breadth and depth of trend hotspots by releasing six major fashion trends and innovative "trend interpretation+creative video+offline show+industrial belt+star clothing" and other diversified content play combinations, and used the right trend hotspots for business growth.

Secondly, the trend links "content+shelf", goes deep into each link of new product explosion, allows content traffic to feed back business, and brings category explosion and visible business growth.

Obviously, excellent businesses have realized one thing: in the Diaoyin e-commerce, the "autumn new" has changed - new, explosive, and business has changed.

The essence of clothing is trend, and the business history of a clothing brand is an iterative history of trend.

There are two reasons why "trend" is critical: first, "new". Consumers always pursue new and seek differences. Trend means scarcity. The second is "hot". When the trend ferments into popularity, it will evolve into a new trend and style. Therefore, on the key node of "updating", how to find the trend, find the right trend, and "use the trend for me" is the key to success.

In terms of trend building, Dithering Mall There are two points worth paying attention to:

First, make efforts to tap and discover consumer demand and actively create momentum. At the early stage of the activity, the Douyin Mall joined hands with six "style sponsors", namely Zhang Sudu, Black Dog Paste, Chen Caini, Qing Lian, Lin Xiaozhai and Yu Sanhuo, who are the embodiment of talent in different fields, to accurately interpret six autumn fashion trends, namely, high intelligence and light mannerism, urban function style, retro retro style, disordered mix and match style, wandering tanning style, and daily new Chinese style, while focusing on fur, shirts, trench coats The core categories such as jacket, jeans and new Chinese jacket are interpreted.

By creating trend hotspots, on the one hand, it is to aggregate volume and traffic for businesses, link with fashion experts in the station, and stimulate user participation. For example, # what is high intelligence and light human style # retro clothing and other trend words are on the top of the grass planting list 1, # cleanfit for youth It is also on the top 1 of the general list, becoming the hot spot of grass planting that users in the station are chasing; On the other hand, the strong binding of trendy words and categories has also found the direction and breakthrough for new businesses, and new products have more focused and precise expression space.

Take men's clothing in autumn as an example, with # cleanfit hot words as the guide for men's clothing, # cleanfit looks like a teenager A series of topics, such as, have driven more than 6000 contributions in the station, and 3.44 million search exposure views, helping more men's wear brands succeed in breaking circles with hot spots.

Second, if you want to turn the trend into a business, you need to broaden the depth and breadth of the trend content, which requires high-quality content from multiple perspectives and high information density to disassemble the trend.

In connection with the IP, talent and star resources in the station, the Diaoyin Mall uses the combination of innovative content such as "trend interpretation+creative video+offline show+treasure factory+star wear notes" to further land the trend hot spots into user specific scenes, products and experiences, and accelerate the spread of the trend and natural penetration of grass planting into businesses at different levels.

• Creative video: live and interact, put the trend into the scene, and achieve strong grass planting

"Fashion Council · Changsha Easy to Wear" continues the six trends in the form of creative videos. By inviting 11 dress managers to incarnate as members of the "Fashion Council", it matches the autumn clothing for the star "Fashion Commissioner", and focuses on shooting blockbusters, street shows and fashion parties to accurately understand the emotional needs of contemporary young people, such as film production and street going, Visualize and daily trend.

On the one hand, creative video is a form of content with strong interaction. With the fun "Time Limited Style Challenge" as the core method of play, the manager and stars form a "smart style", which naturally integrates trend hotspots and new product selling points into the style scene. On the other hand, by taking advantage of the star effect to realize the strong grass planting of the product, it will drive the manager's brand and related new product popularity to further spread. During the event, the total amount of video content played was 6.216 million, # Fashion Council The total broadcast volume of the topic exceeded 33.74 million, among which # had a chance to meet a Changsha street star on the catwalk and rushed to the hot list of dithering, bringing more influence to the host.

• Big show: focus on exposure, get through the show to the store, and break the circle is business

As a typical key brand event, the core value of the show is to plant grass and convey the brand value.

The "Shaking in Fashion Week Show" with the theme of "Wind Comes from Shaking" takes the form of a traditional show, including LYNEE, Shirley HERBEL, MAGGIE MA, ICE DUST、 Pure white, TIWILLTANG apocalypse and other principals and designer brands provide a highlight stage.

On this basis, the "Shaking in Fashion Week Show" has also achieved two breakthroughs: first, "Stars watching the show+talent walking show", which has brought concentrated and high volume exposure to relevant brand businesses and accelerated the brand circle breaking. Off line, star guests such as Liu Lingzi, Liu Ye, Lin Chaoze, Xiao Enya, Chen Ruyi, Zhou Ziqian, etc. directly attacked the show, and Yu Sanhuo and many others showed up to lead the show; On line, Chen Zeni and Miss Yan Vivi explained the trend of the show to the audience outside the camera. Under a combination of fists, on the day of the big show, the total number of live viewers exceeded 17 million, and the average number of online viewers exceeded 40000. # After watching the big show, I realized Wear in autumn and winter Secret script The topic is on the top 1 of the general list and the top 1 of grass planting.

Second, from the show to the store, the Diaoyin Mall has also opened the whole link of "watching the show - planting grass - pulling grass". A group of managers' brands have taken the live show as the anchor point to achieve the GMV outbreak of the day's transactions, breaking 618 single day transaction peaks, and achieving the brand's highlight moment, while achieving the goal of "breaking the circle is life".

• Industrial belt: aggregate categories, dig deep into clothing treasure factories, and let the source goods be seen

In addition to the managers and designer brands, the producers from the vast industrial belt also deserve attention. The characteristics of such businesses are that they rely on the advantages of origin and do not lack good goods. However, the common challenge is that new products are new, lack of flow and difficult to break the circle. They need to pay more time, energy and cost on content.

The theme activity of "Treasure Factory IP · China Weaving" created by "Good Will Wears New Moon" provides a good solution to the above problems. On the one hand, star Wang Ju was invited to serve as the "official of Chinese weaving and exploration", focusing on five distinctive industrial belts, namely, Xintang jeans, Shantou skin care clothes, Guangzhou shoes and boots, Quanzhou sportswear and Haining furs ode to、 The Wangs have fish, Qiaoaiti, Say Nono and other source industries provide businesses with access to leverage business growth with content. On the other hand, the Treasure Factory has its own "good goods mind", which also virtually broadens the population of these industry belt businesses and settles down the user mind.

In addition, the Diaoyin Mall also cooperated with stars Wang Yuwen and Li Luxiu to create "autumn wear notes". Stars planted grass and brought goods with them, accelerating the penetration of trend hot spots and category hot words in all circles. Among them, more than 10 categories, such as windbreaker, sweater, woolen coat, down jacket, sweater, pants, boots, have achieved a triple explosion.

From the above trend content creation, different from the shallow content exposure, we can clearly see that the "Good Will Wear New Moon" of the Tiaoyin Mall is a systematic and three-dimensional combination play.

On the one hand, from # dopamine, # maillard, to # wind felt wave particles, as the birthplace of the trend, the dithering e-commerce once again focuses on the trend to find a new direction for clothing businesses in autumn new products; On the other hand, the trend is interpreted layer by layer to accelerate the spread of trend content and grass planting in a diversified form of content combination.

Clothing is born on the trend and driven by new trends. Another key issue that clothing people pay attention to is: can new products explode at one blow?

Especially for clothing merchants such as the manager, due to the limited basic plate, it is very important to find new ways to tap new products and gold in the limited resources.

"It's a chance to break new products.". This used to be the trouble of clothing merchants in the past. Under the increasingly complex marketing environment, the old model of relying on full fire flow to achieve easy explosion is no longer effective.

In this "Good Will Wears the New Moon", we saw that in the Tiaoyin Mall, a new blasting logic - the trend runs through the whole new cycle, the blasting link is disassembled more carefully, and the certainty of each link is improved.

　　 How to understand? We can see from three aspects: selection, grass planting and transformation:

1. Selection: Take advantage of the hot trend of the platform, boldly layout new trend products, and reduce the threshold of new product explosion.

As mentioned above, the advantage of small and medium-sized businesses lies in the flexibility of operation. Therefore, if the trend can be combined with products at a faster speed, it will undoubtedly reduce the threshold of new product explosion and achieve faster expansion. Disassembling the successful cases of merchants in this activity, we found a key point: planning pallets in advance and boldly layout new trend products.

For example, BeQueensStory, an independent designer brand, and Yu Xiaoxiao, its manager, arranged early autumn new products around the trend of "high intelligence and light people's clothing", and achieved good sales. The manager, Shina, also followed the trend of autumn trends to update new ideas. The store mainly promoted trend models such as mink and fur, and cooperated with the action of planting grass and live broadcast with the talent. Compared with the benchmark period, the business outbreak coefficient in the early stage of the event exceeded 50%.

2. Grass planting: Accurately grasp the trend content, and continue to ignite the popularity of new products through short and direct linkage.

In addition to taking advantage of the "momentum", the diversified trend of content combination in Diaoyin Mall itself provides an opportunity for businesses to differentiate their content layout. During the event, many managers and businesses have cooperated with the platform IP to create the brand "key event", and at the same time, they have cooperated with the short and direct content layout to quickly accept the popularity of content and expand the traffic value of content.

For example, HERBEL, a designer brand, takes advantage of the "Shaking in Fashion Week Show" and uses immersive interaction to watch the show to create momentum for new promotion and pass on the brand design concept; On the one hand, for the same styles in the show, such as the retro corduroy casual jacket, wool blended straight tube casual pants, etc., the theme short video materials were shot in advance to strengthen the mind of planting grass.

The creative video "Fashion Council · Changsha Good Wearing" also opens a new space for businesses to plant grass for trend content. After the launch of the creative video, the manager quickly released relevant short video content to start the popularity of the content of the event in the new live broadcast arena, driving the content flow of 11 managers to show the broadcast volume of live broadcast increased by 74.4% month on month, and guiding e-commerce payment GMV to increase by 63.5% month on month.

The new running brand engine bird, through "building momentum first, building momentum later", has taken on the new hot trend in autumn in the Diaoyin station in an area. It has cooperated with the "new treasure brand" IP of Diaoyin Mall and the Great Wall Marathon in Huairou, Beijing, to create a brand autumn and winter conference, and customized equipment for the new event; On the one hand, we built a short video content matrix of players and KOL around the event, and increased the layout of "self broadcast+broadcast". During the event, the number of transactions exceeded 889%, and the single day peak exceeded one million. The marketing IP and brand events achieved "1+1>2", and promoted the engine bird to achieve both product and sales.

In addition to the key IP activities of the platform, the more surprising and expressive talents are also "content levers" that can be used by managers and businesses. Brands can build a richer trend content matrix according to their own positioning to leverage visible growth.

For example, the new power brand of underwear, "Herbal Primary Color", has joined hands with gourmet Gao Taro. The super gourmet Guangdong couple launched a special live broadcast. At the same time, the layout of the middle waist talents released grass planting videos. In the early autumn, the overall GMV has exceeded 90 million.

Women's wear brand Kayan joined hands with fashion expert Qiu Yingying to consolidate the brand's "product power" mentality in the form of headquarters traceability, and the single transaction volume exceeded 11.2 million yuan.

3. Conversion: use the shelf to enrich resources, leverage more conversion opportunities, and shorten the purchase link.

In the new trend of this autumn, we found that more and more clothing businesses focus on the layout of the shelf scene of the Diaoyin e-commerce, and go out of a more diversified transformation path.

First, search. Dithering e-commerce provides businesses and managers with resources such as exposure of hot search words and post search incentive contests to accelerate the transformation of new products by integrating search with planting.

Take the user pre purchase link as an example. When searching with the six trend styles as keywords, the keywords of related categories will be automatically triggered. For example, the search of "high intelligence and light human style" will lead to category keywords such as "windbreaker", and "urban functional style" will trigger hot words such as "shirt" and "jeans", which will attract new products from businesses.

In addition, under the trend of the hot list, the platform has also set up small blue words for related products to quickly receive traffic and help businesses achieve accurate drainage. Caijing Wuji learned that during the event, the relevant search views were 3.4 million+, adding six trend related keywords to 688000 pieces of products.

The second is to cooperate with the "Super Value Shopping" channel to create a special style category, and launch the "Autumn New Good Things Gold List". The platform selects the trends, refines the categories, and selects the "new style products" with high price and quality. From the logic of "finding people for goods", it not only saves consumers' decision-making costs, but also promotes more transformation of clothing good goods.

The third is commodity card. In this activity, the Diaoyin Mall launched a new marketing game, "Commodity Card Task Score Contest". We found that many businesses have selected keywords that are consistent with the brand tonality according to the trend trend, optimized the commodity card, and used the commodity card to steadily catch the traffic and promote the transaction. The GMV of commodity card payment increased by 218% month on month throughout the activity period.

For example, MARIUS and its manager, Lao Ma, combined pallets with "high intelligence and light human style" in autumn, mainly launched autumn and winter fashion trends such as tweeds and overcoats, actively updated and renovated stores, optimized commercialization, and cooperated with live broadcast to do shopping mall traffic, exceeding twice the target value. MNGATA G. It also closely follows the trend of "daily new Chinese style", optimizes commodity cards, launches new autumn products with trends such as Yadan new Chinese style and Yadan spontaneous style, and uses search resources to shorten the transaction link, so as to change traffic into "reserve".

In general, from the three key links of product selection, grass planting and transformation, each operation of the relevant clothing merchants has a relatively complete link from the launch of new products to the crackdown, which also stems from the dual wheel drive of the "shelf" and "content field" of the Diaoyin Mall, so that new products can be more efficient in the whole region.

For a long time, due to the sluggish response to terminal consumption, clothing merchants were deeply troubled by the trend, and Shangxin became a metaphysical business.

Today, as the Diaoyin Mall has become a new important position for clothing businesses, similar difficulties are being solved. For example, the "Good Will Wears the New Moon", which leads the autumn trend, reflects the keen insight of Diaoyin E-commerce into fashion. By exporting trend content, it can not only help managers and businesses find the direction of business growth, but also optimize supply and bring more good things to users.

There is no more attractive story than growth in the uncertain business environment. For more small and medium-sized clothing businesses, there are two new growth inspirations——

First, use trends to build deeper connections. In the fierce business competition, it is very important for small and medium-sized clothing businesses to find the same frequency, and with the help of Tiaoyin Mall "Good Will Wear New Moon", they can find the core group in a more cost-effective way, so as to precipitate the crowd and brand assets.

Secondly, we should make good use of the trend to find a more certain business growth model. At present, high-frequency shopping has become the core competitiveness of more and more clothing businesses in the future. It is not difficult to find that the Diaoyin Mall provides the right direction for businesses to do new products through trend building. At the same time, the full link collaboration of "content+shelf" makes the trend a more deterministic business growth.

Fashion is changeable and fadeless, but the underlying logic of growth will not change - those who dare to grasp the trend and follow the trend can always seize the dividend of the trend. We also believe that there will be more small and medium-sized clothing businesses in the future to accelerate business growth in the Diaoyin Mall.