Interest Lights Up 618, Clothing Industry "Shakes" New Growth

In the era of mobile Internet, people's consumption path is constantly changing, and "seeing is buying" with the carrier of live short video and graphic planting grass has become a new consumption behavior. This trend is more obvious in the light decision clothing industry.

In the public's mind, 618 has been an important node in the promotion of the first half of the year, and it is also a window for clothing merchants to sell goods. At the same time, clothing businesses find the right sound platform to get twice the result with half the effort. Whether the form of commodity presentation is interesting, whether it can match the people who have demand, whether the platform has good policy support, etc., are all the elements that determine the sales transformation. Comprehensive consideration, positioning the interest of e-commerce chatter sound e-commerce, for clothing businesses is a good choice.

In 618 of this year, Shuo Yin e-commerce focused on the clothing industry and launched the special activity of "Shuo Yin 618 good material Festival · hot summer dressing season". On the one hand, it provided platform resources support for businesses, such as operation and transformation. On the other hand, it launched a topic challenge contest in the station, and jointly with fashion we media, modern human beings, released an interesting topic item: "how many faces do women have in summer? Men don't know.", Led the "Dou fashion I see" fashion trend, completed a dialogue between consumers and businesses at the same time, leaving a platform cognition of "fashion fashion and good things" in the minds of consumers, and at the same time, it also created a new business operation position for clothing merchants.

　 When consumers communicate with each other as standard configuration, how to activate the enthusiasm of businesses in 618?

Festival Promotion online retailers At the moment when consumers' attention is divided, businesses are seizing every opportunity of the year to establish in-depth interaction and communication with consumers. Under the logic of interest e-commerce, tremolo e-commerce recommends goods, generates connection and purchase behavior with the help of the content of consumers' interest, which requires businesses to produce diversified e-commerce content matching with user preferences.

In recent years, along with Hanfu, JK, and China Li Ning As a representative of the rise of Guochao brand, the clothing industry can see an obvious trend of personalized and fashion cool consumption, which coincides with the crowd portraits of the tremolo platform. During 618, shuoyin e-commerce clothing industry launched interactive topics such as "ohhh chaorenbu", "shuoyin 618 hot summer dressing season", "correct opening way of dress", etc., to encourage fashion people of different styles to show their personalized wear, so as to drive more users to participate in the activities of the main venue, with more than 860 million related topics broadcast. With the help of the highly related content of clothing, it can drain the cooperation business and embed the consumption hook.

Consumers have, but how to fully activate the enthusiasm of businesses, ensure the diversity of products and produce high-quality chaoku content to meet the needs of users? During 618 of this year, Shuo Yin e-commerce not only focused on the origin of clothing industry, but also launched a number of marketing tools to help businesses lead the clothing market.

　 1. Enlarge the regional power and production area effect

E-commerce platform and clothing distribution center is a win-win linkage, but at present, clothing distribution center regards e-commerce platform as a sales channel equivalent to offline stores, and has not formed good content / brand awareness, and lacks effective content operation means. During 618, the tuiyin e-commerce clothing industry cooperated with the clothing distribution centers in six cities, including Guangzhou, Wuhan and Hangzhou, and launched the theme activity of "six cities competition". It strives to make the businesses have a deeper understanding of the business logic and operation mode of tremon e-commerce, so as to make the platform better used for us in the future.

For the merchants in the clothing distribution center, the significance of the competition is not only to expand business channels, but also to set up training camps for businesses in need, including new businesses, to help them output high-quality content that meets user preferences according to their products; Among the merchants and talents, the shaking tone e-commerce also carries out the qualifying competition with the self broadcast live broadcasting room as the position, and provides the corresponding platform subsidies according to the ranking of the list, so as to encourage the businesses to start broadcasting and play the list, so as to further enhance the self broadcasting enthusiasm.

interest online retailers The underlying logic is to recommend content according to user preferences. In the six cities competition with city as the label, the winning side of merchants lies in creating high-quality content that accurately grasps the consumer's interest points and wins more exposure opportunities. Hangzhou kedale cotton and hemp women's wear, which participated in Changshu station's activities, passed the best products of origin to consumers with the help of the six cities competition on the platform. During the activity, the maximum Gmv per event reached 1.15 million.

Under the attraction of the six cities competition, many excellent merchants settled in the shuoyin e-commerce on the eve of 618, which enriched the diversity of contents on the platform, which also provided consumers with more high-quality clothing resources and formed a virtuous circle.

　　 2. Provide marketing tools to expand private domain

In 618, it is not difficult for users to complete an impulse consumption. The difficult thing is how to make consumers achieve two or more purchases with businesses after the promotion. In addition to the attractiveness of the product itself, the key point is how to revitalize the user pool, especially for the clothing industry. Therefore, what the e-commerce platform should do is not only to help businesses impact sales, but also to take into account the improvement of user stickiness and accurate drainage of new users. Shuo Yin e-commerce clothing industry launched a marketing assistance kit during 618, which gives a new path for clothing businesses.

From the store / anchor fan tickets that focus on pulling new teams and creating a sense of exclusivity to the limited time and limited purchase of psychological warfare, it just constitutes a complete purchase link, which is also closely related to six hundred and eighteen The national shopping mentality is matched; The group chat tool, which runs through the whole purchase link, is also an important channel for merchants / anchors to deposit the traffic of 618 promotion nodes into exclusive users.

In addition, considering the difference of sales categories, the marketing needs of different clothing businesses on the twitter e-commerce platform are not all consistent in 618. The free combination of marketing assistance kits just covers the diversity of business needs. After a series of marketing combination boxing, the possibility of users turning into private fans of brands is increased, and the goals of merchants to attract new products, promote consumption and retain users can be met in varying degrees.

In the face of new and well purchased users, Shuo Yin e-commerce takes "trend" as the starting point, with more focused mass clothing resources, differentiated short video / live content, and precise topic challenge, to help clothing industry merchants achieve better product sales results, and also enlarge the influence of the platform in the clothing industry.

　 When the user decision-making process is shortened, how to make product sales growth become the normal platform?

In recent two years, more and more consumers have been planting grass and placing orders through the content platform to complete shopping decisions. When the clothing industry encounters interest e-commerce, the decision-making process is simplified: interest content push user interest order purchase, search and comparison are omitted, and the upper body effect of clothing is also scene, stereo and vivid through live broadcast and short video. It can be seen that the clothing industry has a high degree of fit with the interest of e-commerce. In 618 of this year, shuoyin e-commerce clothing industry has completed an efficient communication with consumers and matching of people and goods.

During 618 this time E-commerce clothing The rise of product sales in the industry is a new outbreak point. Since 2020, the Gmv of tuiyin e-commerce clothing industry has been maintaining a good growth momentum, and more and more clothing brands have settled in shuoyin e-commerce.

After a thorough study of the logic behind the growth, we can find that the chattering e-commerce has formed a fact operation matrix in which the business self broadcast, talent matrix, marketing activities and head big V are integrated, and help businesses establish a Gmv continuous growth link from planting grass to weeding. For example, the clothing brand teenie weenie not only takes sun Jiayi's co branded series as one of the 618 main categories, but also invites sun Jiayi to enter the live room to interact with the anchor to bring goods. By June 15, teenie weenie has achieved a total Gmv of over 90 million and a maximum Gmv of 6.82 million in a single game with a series of combination boxing of stars and KOL brand self broadcast. Meanwhile, it has also added 120000 new store fans.

Facing the unpredictable fashion trend, how to insight into the new consumption trend of the clothing industry?

　　 In the past few years, a very obvious signal is that the trend is changing faster and faster, and the shelf life of popular fashion items is getting shorter and shorter. The enlightenment to the clothing industry is that the consumer's trend preference is not only diverse, but also changeable. Therefore, clothing businesses need to do is to grasp the trend as accurately as possible, and even predict the trend, in order to lead the consumption trend of the industry. This is inseparable from the support of data.

Whether it is 618 promotion or daily operation, the sales data generated by the chattering tone e-commerce clothing industry with interest e-commerce as the underlying logic can clearly reflect the popularity of different products more accurately; The data collection of multi category clothing on the level of twitter e-commerce platform can reflect the current mainstream consumer's consumption preference, which is naturally more conducive to clothing merchants' grasp of user's aesthetic trend and estimation of product inventory.

In the whole clothing industry line, businesses are actually closer to the front end of consumers, and to achieve the above goals, the support of the back-end industry chain is also indispensable. It is understood that with the full link coverage of the clothing industry from production, design to sales, Shuo Yin e-commerce continues to incubate the "shake brand" of the clothing industry; At the same time, the linkage of the nine major apparel industry belts will fully open up the online and offline clothing industry resources and marketing resources, drive the new growth of the clothing industry belt, and finally realize the ideal situation of win-win situation among platforms, businesses and industrial belts.

　 Marketing summary and Prospect

"2021q1" Clothing industry It is pointed out in the quarterly insight report that in the first quarter of 2021, the content attention of the chattering end clothing industry has increased significantly, which is due to the release of seasonal wear demand and the support of high-quality content supply. The two, together with accurate consumer insight, constitute the three elements for the good growth of Shuo Yin e-commerce clothing industry during 618 this year.

From the good material festival of shuoyin 618 and the coruscate season in hot summer, we can see the support system and effectiveness of tuiyin e-commerce for the clothing industry, and let us re understand the marketing possibility of e-commerce platform.

Hierarchical and phased marketing layout: whether it is clothing or other industries, the marketing needs of businesses are different, and the marketing resources required by different stages and brands are also different. Tuiyin e-commerce clothing industry has formed an integrated hierarchical marketing layout with node promotion, platform IP and industry IP parallel, which can meet the diversified marketing needs of merchants and revitalize the flavor. This 618 is the key link in the node promotion.

Insight into the platform crowd, do a good job in matching supply and demand: how to turn the commercial activities including promotion into the content that users like to see and realize the commercial purpose is the focus of all businesses including clothing businesses. As a recognized gathering place of Chaozhou people, Shuo Yin e-commerce is based on the consumers' attitude of loving fashion, beauty and life“ Dou tide I see ”The theme of communication, completed the precise matching of consumer preferences and clothing merchants, in order to meet the user preferences of the new fashion goods, in-depth penetration of trend awareness, but also brought considerable product sales growth.

Full link layout, boosting the healthy development of the industry Clothing industry How can the platform give full play to its advantages to promote the sales growth of clothing merchants? Shuo Yin e-commerce broke through the single point support mode, based on the content advantages of interest e-commerce, comprehensively launched operation support during 618, so that clothing businesses can take what they need and drive the sales growth of the clothing industry. This also allows us to see the possibility of e-commerce platform boosting the benign development of the industry with commercial power.