Market Research: Clothing Industry Is Also Changing In The Opportunity Of Live Delivery

"I wanted to prepare several sets of new year's" war clothes ". Who could have expected that one Pajama would carry the whole spring festival." Behind this popular joke, the crisis of the whole clothing industry is reflected.

Although many garment industry practitioners are saying that "the clothing business is not easy to do", just like the word "crisis", with the upgrading of new retail, the clothing industry is also changing in the live delivery opportunities.

Under the changing situation of the industry, although the mode, magnitude and experience are different, a large number of clothing people or brands, we media all join in the live delivery with goods, and start a new industry reform.

Thanks to the more intuitive and three-dimensional experience, the anchor's careful answers and the sharing of dressing skills help users make purchase decisions more quickly, and clothing live broadcast has gained higher attention. At the same time, the growth of female users in the live broadcasting room also makes the sales volume of its core consumer category clothing get a higher growth value.

With the maturity of live broadcast with goods, clothing live broadcast has gradually formed a specific style and form. In order to fully understand the characteristics of different types of accounts in clothing live broadcast, Crowe Rui released the "Live broadcast of clothing category with goods observation" To show the characteristics of live broadcast of tremolo clothing, to provide reference for industry practitioners.

　　 General situation of live delivery of clothing

2021 is a year of rapid development of clothing category live broadcasting. As of August 2021, Shuo Yin e-commerce market has achieved a high-speed growth year-on-year, the increase of commodity order volume is more than 410% year-on-year, and the growth rate of consumer group is more than 108%. In the second half of 2021, the proportion of high sales of clothing category exceeded that of beauty and skin care category.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

Among them, clothing self owned brands and brand blue V accounts account for 69.33% of the live accounts. Relying on the clothing talent account, the self owned clothing fully displays the brand relying on accurate content, and has good performance from grass planting content drainage to live broadcast conversion. Among the top 10 excellent live broadcast numbers of Q3 tremolo garment industry enterprises, 80% of the brands are domestic brands.

Female users account for 86% of the audience watching the live broadcast of clothing. In the age structure of the audience in the live broadcast room, the young and middle-aged group between 24 and 40 years old who pursue fashion and practicality coexist, become the main audience of watching clothing live broadcast.

　　 Four characteristics of live account of tuiyin clothing

By observing the account types of Shuo Yin clothing live broadcast with goods, it can be roughly divided into brand blue V account, self owned clothing brand account, live commercial account and talent content account. Different types of accounts also show their own characteristics in the actual live broadcast.

Feature 1: Blue V account with strong brand power, live broadcast process details, comprehensive

Clothing brands rely on the advantages of multi product lines, in the account operation with matrix arrangement semicolon live broadcast, accurate diversion of users. Short video content operation is more conventional, mainly for live split release, the most direct and intuitive product details to consumers.

The live broadcast process tends to be more detailed, with professional product introduction, model body display, interactive size recommendation and other detailed contents to give consumers an intuitive experience. At the same time, in terms of strategy, it focuses on the difference between online and offline prices, so as to attract consumers with price advantages and quality assurance.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

Feature 2: self owned clothing brands aim at specific groups and emphasize the preference of commodities

Self owned clothing brands are relatively low in brand power, and they are more attentive in content drainage. They can attract consumers by creating multiple product feature entrances for different consumer pain points. Some of the accounts will also be released live and released continuously to convey the anxiety of products with the upper body display and price advantage, so as to stimulate consumers' continuous attention.

In the live broadcast, we pay more attention to the price gap. By constantly emphasizing the difference between the price and the line price, as well as the advantages of direct supply from the factory, we can create a price discount to meet the consumers' psychological pursuit of material benefits.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

Feature 3: Live commercial account layout clothing subdivision track, specializing in the field of clothing

With the live track to vertical subdivision, many commercial accounts focusing on clothing track gradually appear. No matter from the content operation or live broadcast operation, this kind of account is more professional and has more diversified playing methods. At the same time, the mutual propaganda and drainage between business matrix accounts also keeps the live broadcasting room at a high level.

Professional operation also reflected in the selection of products, focusing on the popular brands of goods, select, popular, hot selling also become key words in the live room.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

Feature 4: KOL cultivates high viscosity consumers and drives business value with content consumption

KOL is relatively attentive in content management, and each video has its own viewing points, so as to continuously cultivate high viscosity users. On the other hand, the video content is also released before and during the live broadcast, so as to fully warm up the live room to ensure the high popularity of the live broadcast.

KOL tends to focus on the live time and the duration of live broadcast is relatively fixed, and most of the live products are category mix broadcast + clothing special show. In the process of live broadcasting, consumers are retained with more and more frequent welfare broadcast, and high sticky fans are accumulated.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Nine observations on the live broadcast of shaking tone clothing

Under the live broadcast environment, the clothing category has been developing rapidly. Under the benign supply cycle, the anchor and the merchants use the sophisticated operation skills to poke the fans and achieve transformation, and the clothing industry is also rising against the trend. In the process of the maturity of tuiyin clothing live broadcasting, Crowe Rui observed the following phenomena:

　　 Observation 1: under the homogeneous live broadcast style, adding creativity can achieve both volume and sales growth

At present, most of the clothing live broadcast tends to be homogeneous, upper body display + introduction, lottery welfare to stay guests, it is inevitable for the audience to watch fatigue. In this trend, there are also a number of innovative live broadcasting rooms, with creative live broadcast scenes, situational live broadcasting phenomenon and personalized live broadcasting introduction, which bring freshness to the audience and achieve double growth of volume and sales volume.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Observation 2: the drainage channels of different brands are related to the brand itself

Different types of live broadcasting rooms, due to their different influence and operation mode, also show obvious differences in drainage channels. The well-known clothing brands mainly rely on advertising marketing and multi column matrix to expand the drainage entrance; Self owned clothing brands mainly rely on their own content grass to attract traffic, and through consumer word-of-mouth to achieve a jump in traffic; The new fashion brand skillfully uses the new media operation strategy, in the different platform multi marketing increases the flow entrance.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Observation 3: large brand live broadcast is engaged in category segmentation operation, and small and medium-sized self owned brands have high fan stickiness

According to the differences of product and brand attributes, the operation and effect of brand live broadcasting room are also significantly different. For well-known brands, the diversification of product lines is also reflected in the account segmentation. The accounts of women's wear, men's wear, children's wear, sports, leisure and other categories are vertically accessible to consumers with different needs; In terms of operation effect, self owned brands are more likely to attract consumers with high stickiness because of their content display and marketing promotion forms that are more suitable for consumers, and rely on price advantages and blockbuster models.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Observation 4: the tail reaches the person to become the backbone strength, takes the cargo performance to catch up with the head anchor

In the content of tuiyin clothing, the growth of talent in clothing wearing further promotes the prosperity and enrichment of the content ecology of tuiyin clothing, and the talent carrying goods has become a force that can not be ignored. However, according to Crowe Rui's observation, in the clothing category with goods talent, the tail talent accounted for more than 63%. In the performance of carrying goods, the average sales volume of the tail talent is even slightly higher than that of the waist talent, next to the head talent.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Observation 5: the new brand clothing aims at the user's consumption concept, quickly layout and out of the circle on the platform

As a new force rising in recent years, new fashion brands are more clear in positioning and target groups are more small. This kind of brand aims at the new consumption demand of the circle, and constantly transmits the brand concept of national trend, quality and delicacy to cater to the consumers, and quickly goes out of the circle with the differentiated brand characteristics.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Observation 6: brand live broadcasting room pastes domestic label to attract consumers to focus on domestic brands

The continuous out of the circle of domestic brands will draw consumers' attention back. Domestic brands are keen to seize the opportunity to vigorously promote their own domestic product attributes in the short video content and live broadcast room, in order to obtain consumer recognition; Self owned clothing brands also integrate national fashion elements into their products to increase publicity highlights and gain higher attention.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Observation 7: the volume of domestic clothing brands has increased rapidly under the impetus of hot current events

Hot events attract the attention of hundreds of millions of netizens, and are also the window for the brand to break out. Especially for domestic brands, they have certain cognition in the hearts of consumers. After being paid attention to the hot events, it is easy to arouse public emotional resonance and quickly boost the brand volume.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Observation 8: off season marketing makes memory

Breaking the conventional marketing and creating communication highlights can help the brand out of the circle quickly. For clothing brands, anti season marketing is easier to strengthen consumers' product memory points. At the same time, the setting of innovative scenes in the live room can also be quickly captured in social networks, and then usher in the double promotion of popularity and sales.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

　　 Observation 9: live show with goods to create immersive shopping experience

As a traditional way of clothing brand marketing, walk show has gradually gone from offline to online. The audience can not only feel the atmosphere of the show in the live room, but also quickly buy new clothes. The immersive consumption scene can bring different shopping experience and drive the sales of the brand.

(the source of the report is Klau Rui. If it is quoted, it should be authorized.)

The intervention of shaking sound live broadcast not only changes the traditional trading form of the clothing industry, but also directly connects manufacturers, merchants and users. It shows the upper body effect in scenes, changes the consumption habits of users, and completes the secondary changes of the clothing industry.