Will Clothing Brands Enter The Short Video Platform As A New Growth Point?

A series of short video platforms represented by jitter are popular among young people, with vibrant daily users gaining rapid improvement.

According to Aurora data, 60% of users are 20-29 years old, and nearly 40% of the second tier cities are.

The form of original video + background music quickly occupied a lot of fragmentation entertainment time after 90 to 00.

Many brands are attracted by the traffic generated by the jitter, and they are stationed on the platform to publish products, activities and other information on the platform.

Short video platform has become a new growth point of clothing brand.

International luxury brand landing sounds

In July,

12 short videos were put in 12 days by shaking the voice account "beautiful life image" to show the 12 hours of Chanel's J12 watch.

Users can jump directly from the jitter to Chanel's official website.

Another famous month

Directly into the jitter, become a vibrant blue V account, as of today, Dior received about 400000 praise, accumulated more than 170 thousand fans.

The "new product line" under the Dior account can jump to the purchase interface directly.

There is no denying that shaking is almost the necessary software for young people after 95, and the traffic generated is also very impressive.

But whether or not it is suitable for luxury goods is still unknown.

At present, dozens of video clicks on the Dior line are not high, the highest is 147 thousand, and the number is less than a few thousand. Compared with other millions of millions of videos, luxury brands do not get the expected exposure and traffic.

But for those who want to attract young Chinese consumers to dig deeper into the Chinese market, jitter is definitely a potential platform.

According to China's clothing network, luxury goods consumption in China occupied the world in 2017.

The 32% growth rate is 3 times the international average growth rate.

At the same time, our country continues to reduce.

Under this background, China has become a must for international luxury brands.

The pursuit and purchasing power of the millennial generation to high-end life in China has also pushed the luxury brands such as Dior to a high sense of the past, and entered the short video platform with the aim of being younger.

Domestic brands and jitter

Apart from micro-blog and WeChat, many clothing brands have registered their voice accounts.

Optimistic about the impact of trembling sound, Amoy brand in April this year, opened the vibrant account, in August, in the "trembling all day" with a variety of gameplay marketing activities far beyond expectations.

BELLE's brand Staccato has also worked with jitter, and the online theme activity, "my T platform, I came to show", attracted more people to participate in the event.

In March this year, Taobao's electricity supplier was strong.

In addition, in recent years, Taobao has continuously emphasized the content of live broadcast, short video and social marketing, and the cooperation between them has further promoted the audiences' scope and influence.

In the past, Yin man has converted the number of points to the number of orders with short videos.

People can not get away from social interaction. It is because of social attributes that small programs become numerous.

Brand development.

The short video platform, similar to the jitter, has both social attributes and makes the brand spread among audiences, forming a communication channel.

At the same time, the online red people who are short of video on the short video platform provide the media for spreading and promoting the brand.

Net red fans rely on the video of the creation to accumulate a large number of fans. Fans often get interested in some costumes because of the video.

But there are still shortcomings in short video.

Some video content is low quality and frequent problems, resulting in the lack of stability of the platform, and it is easy to create a situation that can not attract the needs of consumers.

From the audience group, we often get better results. Interesting, creative short videos will attract more groups.