DAZZLE, Jiangnan Buyi And Other Clothing Brands Solve Private Area Traffic.

Brands are racking their brains to grab traffic from WeChat applets to solve the current dilemma.

Recently, reporters found that d 'zzit and sister brand DAZZLE, Jiangnan Buyi and other clothing brands aimed at WeChat's traffic pool, looking for ways to boost performance.

There are voices saying that digging WeChat small program traffic is worth learning from the brand of the search solution during the epidemic. "The small program of the private domain traffic platform provides a path for the brand to reach consumers directly, so it is very suitable for building VIP customers of high-end brands." But there are also voices that believe that private sector traffic under the brand and the way of community operation, easy to make the brand inert, need vigilance and balance.

　 Mobile online market

Branding is working hard to find a way to stand in the spotlight. In March, Iqiyi's own "youthful you 2" player officially appeared in the happy camp, and clothing sponsorship brand d 'zzit also gained a new heat. It is also the first time that the brand has sponsored variety shows. In addition to the younger marketing subsidy, the reporter also noted that with the style and texture of D zzit, which has many fans in the high-end positioning, WeChat's small program mining has also been successful during the epidemic.

During the epidemic, the online time of consumer mobile terminals has been greatly extended. D 'zzit and sister brand DAZZLE have added WeChat small program distributor function on the basis of "WeChat Mini program", and through some commodity theme activities planning, community sharing, WeChat circle of friends promotion, small program forwarding and online live broadcast, the brand has begun to sell directly on the platform. Data show that only two brands of DAZZLE and d 'zzit have exceeded 4 million yuan in sales.

Relying on WeChat small program "turn over" and not only these two. Jiangnan cloth Yi also said publicly before that, with WeChat's small program platform traffic mining, the brand has already established a more mature member interoperability system, creating a single day GMV breaking 1 million yuan, a sharp increase of 500% over the same period. The costumes giant group also released data in the near future. Since the outbreak began, the group retail online small program has created a total of 6 antennas on the total transaction volume has exceeded 28 million of sales.

In fact, the clothing brand adjusts the ship's bow to pay special attention to the flow of WeChat's small program, mainly because of the difficult development of the offline market. Overall, affected by the epidemic, clothing, beauty and a large number of brand stores have become the current trend. According to incomplete statistics, since the outbreak of the epidemic, American cowboy clothing brand Levi's, Singapore leather accessories brand CHARLES&KEITH, fast fashion giant H&M, Japanese clothing brand UNIQLO, fast fashion brand ZARA, local dress brand UR and so on have chosen to temporarily close Chinese stores in varying degrees. The resulting performance impact is also obvious.

According to the China industry research network, the epidemic is expected to have a larger impact on the retail sales of textile and apparel industries in the short term. On the one hand, the peak stage of epidemic fermentation is in the peak season of Spring Festival sales. In 1-2, sales of clothing, gold and jewelry during the Spring Festival accounted for a higher proportion in the first quarter. For example, in 2019 1-2, clothing and gold jewelry retail accounted for 18% and 19% of the whole year respectively, but the same period in 2020. Clothing retail accounts for an average of less than 10%.

　 Develop potential buyers

"Private sector traffic mining, represented by WeChat's small scale, is becoming a life-saving brand for many brands," a person in charge of market and channel research of a top 500 fast moving enterprise, who declined to be named, clearly stated in an interview with the Beijing Commercial Daily reporter.

"The core of private sector traffic is to directly establish contacts with consumers," the head of the market and channel research told reporters. Unlike the past, Tmall, Jingdong and other platforms can be drained. Now the situation is that through small procedures, brands can establish contacts with consumers in a straight line. "In fact, whether it is live broadcast, exclusive customer service, or the establishment of community chat, buyers show, are in brand territory and target consumers deeper interaction, contact."

The personage explained that the brand represented by D 'zzit and Jiangnan Buyi and so on, has gained consumer trust through long term community operation. Now, when the commonly used purchase channels are blocked, it is possible to focus on the outbreak of online brands directly under the channel. Brand can interact directly with fans, and it is a new efficient mode with higher conversion rate.

It is worth noting that, as far as we know, as early as August 2019, d 'zzit was on the line of the micro mall, and Jiangnan Buyi WeChat mall was established in 2018, which means that before the outbreak of the epidemic, the above brands had begun to exert force on WeChat's small program.

"Unlike the open platform, the closeness of the small program determines that its fans are bound to be buyers and potential buyers of the brand. How to serve this part of the group and let it produce multiple repeat purchases requires long-term brand maintenance, which is why the brand that has started the flow of small programs has gained the bonus of this traffic." The market and channel researchers stressed.

　 Membership system

It is not difficult to develop WeChat applet, but the problems associated with it can not be ignored. Zhou Ting, the dean of the Research Institute, challenged the reporter: "small procedures are convenient, but who will load more than ten or even dozens of them on WeChat?" At the same time, WeChat small programs and other private domain traffic territory is more targeted at the brand old customers, especially the members, which brings obstacles to brand new, and too short boards that rely too much on members will be enlarged.

According to the latest financial reports of Jiangnan Buyi, dragging down the performance growth rate, Jiangnan Buyi share price has been decreasing in recent years, and the annual decline has exceeded 20%. Among them, one of the reasons why the growth rate of the Jiangnan cloth clothing has obviously slowed down is that in the 2020 half year, the sales revenue of the company is still very dependent on its members. The retail sales contributed by the members account for about 70% of the total retail sales and exceed the total retail sales under the line.

"Once the brand is excavated for a long time, it will generate the corresponding channel imbalance, and the brand needs to optimize the layout of the channel." The above market and channel research said. But in her view, what is more important now is how to quickly join and adapt to the brand that has not yet entered the small program "playground". Secondly, the operation of the small program should pay attention to upgrading transformation and re purchase, and at the same time, we should also pay attention to the word of mouth.

According to her introduction, at present, most brands of WeChat community operate by creating IP to interact with consumers. It is a question whether IP conforms to brand tonality and whether it can integrate interactive content into a more effective consumer database.

"True private area traffic operations, in addition to the completion of sales functions, include how to integrate consumer feedback and even require big data management and feedback. At this time, the private domain traffic platform is also like a consumer consulting and Research Center, which can provide various data samples for brands and provide a reference for brand decision making." The market and channel research veteran said, for example, how to integrate product information to better feedback to the supply chain level, so as to produce products that are more in line with consumers' expectations, these are important links to generate value after having private domain traffic, not just the completion of single sales behavior.