Clothing Business New Strategy, Clothing Brand Group "Live Broadcast"

The near future,

It is announced that it will be listed as "the first brand of Internet apparel brand".

As another successful representative of the Internet clothing brand, not long ago, in the Guangzhou fashion landmark, "a little waist waist", a 24 hour dressing room live led by clothing products attracted about 35000000 people.

Two representative brands, two representative events, let people once again focus on "Internet + clothing".

Why is there no offline experience shop, and the Internet clothing brand can achieve hundreds of millions of achievements? What kind of winning secrets do Internet brands have in the fierce field of clothing nowadays?

"Clothing + live" has become a new selling point.

With the rapid development of the Internet, online consumption has also had a multidimensional and profound impact on the apparel industry.

But what is unexpected is that there is also a direct impact on the garment industry.

Today, the live broadcast industry has become the most powerful publicity platform for many businessmen.

According to the report of AI consulting, the number of online live broadcast platforms in China was close to 200 in 2015, of which the market size of live webcast was about 9 billion yuan, and the number of users of the network live broadcast platform had reached 200 million. The daily peak period of large live platforms was 4 million at the same time.

While watching the live broadcast of the hosts, the strong fans team has also displayed a lot of "net red business".

Cosmetics and clothing have become the two most popular realizable industries.

Some clothing brands in China have followed up and publicized the brand and the "easy circle" through the form of "live broadcast".

Reporters learned that before the clothing group Tiancheng Group in Guangzhou fashion landmark "little waist waist" held a 24 hour live broadcast carnival, with a unique interaction to complete the release of new autumn products, attracted more than 35 million of the audience.

And Yin man is through the live broadcast, with fans to visit the design research and development and supply chain center.

The camels had previously been broadcast by spokesperson Tong Dawei.

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Sports brand PEAK, with the help of live broadcasting platform, invites the new female anchor to participate in the live broadcast.

Han Du she chose to invite fashion designers to introduce makeup and dress matching skills to fans of different live platforms.

For a while, the "live broadcasting" wave swept the clothing industry.

Temperature of live broadcast

As the live broadcast becomes more and more popular, celebrities stir up and bring traffic to the market.

So, will this form have an impact on the sales mode of clothing, or even the clothing business? For this reason, the reporter interviewed Du Lijiang CEO.

He believes that direct broadcasting is only a form, but brands want to bring more products to consumers through this form.

"Live broadcast can make people feel more vivid."

Du Lijiang said that compared with magazines, blogs, micro-blog, WeChat, the form of live broadcast is more direct.

"Dared not say that there are revolutionary changes in the form of live broadcast, but live broadcasting does make the distance between the brand and users closer, and it can even more impress users.

However, maybe the live broadcast is very hot now, but maybe there will be AR and other forms in the future. I think whether the live broadcast will change the clothing electricity supplier is not important, so long as we can get closer to the users, we will try.

Du Lijiang said he had great expectations for live broadcasting because he was born closer to users.

"Making a brand of temperature is our original intention.

We hope to disseminate the content closely related to fashion through live broadcast.

He believes that whether it's a live broadcast or a celebrity endorsement, it is hoped that more people will be able to understand the style of these brands and meet the needs of consumers.

The way to dress products is to establish close ties with users through brand management, so that they can feel the happiness and sadness of the brand.

"I think we should give the brand personality and let it go to the front to interact with users more.

So every brand design director or brand leader will have a very close relationship with users, especially the old users.

There will be fewer than tens of thousands of users under each of them.

Do a lot of interaction with users, not only to make products well, but also to establish relationships with users so that brands and users can get closer and make brands more temperature.

Du Lijiang believes that the ultimate goal is to increase user stickiness through brand directors.

"How does this dress are made, how the trend is caught, how the clothes are designed to produce, what kind of fabric is used, how the new money of each season comes out, and even the good places and lost places in the sales process, we will all share it.

We broadcast live to users through pictures, videos and texts every day.

He told reporters.

Open the entrance of "universal fashion"

Why "live" will detonate the clothing industry? Guotai Junan textile

Analyst Lv Ming thinks, net red economy will rebuild traditional garment industry through electric business and net red brand.

Net red business operators can not do without product supply chain, store operation, sales and other links, and this is the specialty of clothing enterprises.

Net red economy brings new business volume to garment enterprises, and promotes the opportunity of garment industry upgrading in supply chain and flexible customization.

It is no longer a novelty to try to play live on the "draught", but the brand hopes to see more profit and pformation space in the channel of live broadcast.

In addition to bringing more profits to enterprises, Du Lijiang believes that creating value for users is also the goal of enterprises.

"Creating value for users is our goal.

Finally realize the dream of making ordinary people's life fashionable.

In an interview, he said: "80, 90, 00 after the consumer demand has changed a lot, they want to be more personalized, choose their own inner clothing.

And clothing products can form personalized brand matrix through nine brands, so as to provide services for users with different attributes.