E-Commerce Experience: How New Anchors Of Taobao Clothing Tap Dividends

Clothing has always been a strong category of Taobao.

Recently, Taobao Clothing launched the live broadcast program "Fashion Guys on New Clothes" in conjunction with Taobao Live. Driven by "New Clothes on New Clothes", Taobao has played a new trump card: leveraging Taonei's celebrity businesses and anchor resources to help these celebrity live stations grow rapidly.

The celebrity store has existed on Taobao for a long time. From the time of Taobao Girl, Taobao has gathered a group of celebrities with distinctive staffing and fixed fan groups. They are the first entrepreneurs to launch online clothing business and have accumulated rich supply chain resources. In the past few years, they have joined the trend of live broadcasting, and now they are more actively grasping the new dividend of live broadcasting. Compared with ordinary anchors, they are more partners and bosses, and pay more attention to the brand and products themselves.

Wu Jing, the person in charge of women's clothing brands "Zhoumiao" and "Luqingyi", told the reporter that the two Taobao celebrity stores he was responsible for were still growing at a high speed in the past few years. The turnover of "Zhou Miao" has increased at least three times compared with last year. As a brand established in 2017, "Luqingyi" has also maintained a high growth rate of 80%. "This year, we increased the frequency of Taonei broadcasting. Especially since June and July, we have obviously felt the support from the platform, and the number of live audience has increased by about 2-3 times."

Sean, who has been deeply involved in the supply chain for seven or eight years, is preparing to incubate his own underwear brand.

"Because we have factories, we used to do more B-end business. That's why we actually cooperated with many channels and talents, but when we finally chose the platform, we still thought Taobao was a better place for long-term business. It won't be as fast as other platforms, but it can really precipitate products and consumers." Luo Fei, the general manager of Yinyi Media and Sean's partner, said that since the premiere in August, Sean's studio has accumulated more than 400000 fans, with a turnover of about 50 million yuan, and has become one of the top underwear draping talents.

E-commerce Online has learned that Taobao Clothing will continue to carry out the "fashion on new clothes" on the Double 11 this year. This IP, with the celebrity anchor as its core business, will provide the celebrity anchor with multi-dimensional resource support, including the opening page of the online shopping domain, the daily store, the venue, and the fixed slot of the Taobao live channel. At the same time, the new star plan jointly launched by the Taobao clothing industry and Taobao Live will provide new anchors and businesses with traffic incentives of up to 500000 yuan per show, helping new anchors achieve a quick cold start.

　　 Live broadcast audience tripled, and celebrity anchors ushered in development opportunities

Clothing is a typical industry driven by new products.

In this industry chain, businesses need to timely insight into fashion trends, develop new models, measure models, put into production and quickly update.

For clothing merchants with their own supply chain, the link of Taonei to carry out business is very consistent with the characteristics of the clothing industry. Wu Jing explained that in some new platforms, such as short video platforms, the business transformation path is very long, and it is necessary to screen out the intended consumer groups from the pan entertainment crowd. Comparatively speaking, Taobao's consumer groups have more clear shopping intentions, and the path of the new product outbreak is more traceable - a stable and mature business model is crucial for businesses conducting long-term business, which is directly related to the return rate and inventory control, two key indicators.

"Especially in the Redskins store, we actually have a very mature new link on Taobao. Through this path, the return rate of Taobao can be at least 15-20% lower than that of the short video platform." Wu Jing introduced that the brand is generally launched twice a month, and there will be three stages of the launch.

　　 "In the first stage, we will focus on some sub categories on the ground according to some seasonal nodes, such as suits, down jackets, etc.; in the second stage, we will open the live broadcast room to warm up the week before each new launch, and observe the data of additional purchase, collection, etc. by setting the Taobao pre purchase link, with an accuracy of more than 80%; finally, the dynamic replenishment and transfer of new products after they are launched 。”

In general, the Taobao store+live broadcast room model, the former as a traffic carrier, and the latter as a function of expanding traffic and consumer communication, can not only help businesses more accurately predict the sales performance of new products after their launch, but also better open up the public and private domains, so that fans can develop the habit of paying attention to new products. This is a successful path that can be replicated for the celebrity anchors who are good at operating private domains. And the "trendy coffee with new clothes" is also to seize the core of "new clothes", and tap into the potential of celebrity live broadcast and collective innovation.

　　 "With the help of the platform IP, we can let the celebrity anchors gather at the same time to make new, which is bound to give users a stronger sense of body, cultivate the mind of consumers to follow the new rhythm of the business, which is more conducive to the formation of consumer habits and the improvement of consumer stickiness. At the same time, we have gathered about 200 celebrity stores to launch the broadcast together, which is also more able to form Business synergy. " The waiter of Taobao clothing industry revealed that the clothing live broadcast side will also continue to invest resources to create the IP of trendy new clothes during the Double 11.

The reporter also learned that, a few months before the official launch of "Fashion on New Clothes", the Taobao clothing industry had begun to communicate frequently with celebrity merchants and anchors, and gave corresponding suggestions on the launch strategy, launch design and traffic preference policy.

Wu Jing felt this clearly. "Since June and July this year, the number of our audience has grown rapidly, which can not be separated from the guidance of the platform."

He concluded: 1. The platform provides traffic support in a specific period of time. It will provide traffic to all anchors in a specific period of time. Through real-time interaction, unit time transactions and other indicators, it will increase targeted support for some excellent anchors; 2. This year, the waiters of Taobao Clothing and Taobao Live broadcast teams jointly promote the project, and the support for live broadcast traffic is greater; 3. Through communication, the business adjusted the live broadcast design - "originally, our anchor was very passive, more like a dress model, and we tried on whatever fans wanted to see, but after listening to the suggestions, we strengthened our shopping guide mind, became more active, and the live broadcast effect was really better."

In Wu Jing's view, from this summer to the birth of the "Fashion Cafe on New Clothes" IP, the platform has an obvious willingness to support middle and middle waist celebrity anchors/stores. "We also believe that today we may be ushering in a new opportunity to stand out."

　　 One and a half months into Taobao, with a turnover of 50 million yuan

　　 How do supply chain merchants grow at a high speed?

In 2017, Sean was already a popular anchor on Taobao.

With the experience of the anchor, Sean was able to access the most abundant and high-quality supply chain. In the past six years, Sean has devoted himself to the operation of the factory, and has developed the product strength of underwear to the utmost. In 2023, Sean entered the live broadcast room again. She has been working hard on the supply chain and wants to be closer to consumers. She can't let go of her dream of becoming a brand. This year, her own underwear brand will be upgraded in an all-round way. She chose Taobao again.

For Sean, there is almost no hesitation in choosing the platform.

In the past few years, Sean has continued to study products. Every year, the factory develops more than 10000 new products, and these products basically flow to the B-end channel. "We have cooperated with many external experts and channels. But because of this, we will find that when we develop a good new product, in some new platforms, the sales volume is really high at the beginning, but it is like a gust of wind, and soon passed. In Taobao, the long tail value of the product is actually higher, and its life cycle is longer." Shawn and Lofi both hope that, It can precipitate some really good products and values.

For example, in 2021, Luo Fei once developed new products for a talent of dithering, who was in the transition period and urgently needed a blockbuster. "We soon produced a new product that met his needs. At the beginning, a show could sell for several million yuan, which was really popular. But soon the expert found that it could not sell, which may only take about a month." This series is still popular in the live broadcast room of Taobao in 2023. "In Taobao, even if you don't start broadcasting, there will be natural sales. We can still sell tens of thousands of sets of the same product every month, proving that the really good product can be seen by fans here."

On August 12 this year, Sean's live broadcast room was launched for the first time, which was the activity period of Taobao Clothing's "New Star Plan".

　　 "If we look at it in stages, we are still in the running in period in August, but we only launched some content exploration in September. For example, on September 2, we launched a live broadcast of the theme of" Mother's Liberation Day ". We hope that through this live broadcast, mothers will pay more attention to themselves and bring them some spiritual values and experiences. During this period, we participated in the New Star Program, which is actually not It often fits in with the rhythm of our development. During the trial broadcast period, the platform will give traffic support to two key live broadcasts, each of which will give 500000 traffic support. When it comes to the challenge period, the merchants will get the corresponding traffic support from the platform when they reach a certain sales volume. "

Different from the traditional talent, Sean is both the anchor and partner.

In Luo Fei's opinion, different roles actually reflect different values of live broadcast. "We believe that this (live broadcast) is a kind of cultural sharing, and it is not just the logic of selling goods. Underwear is a product in demand, but because it is close to the body, it is easy to be ignored. Many girls may have worn underwear for 20 years, but still haven't picked their own underwear." Luo Fei believes that the content oriented strategy of Taobao Live this year, It will also allow businesses in the clothing industry to tap into dividends. "We have made underwear for many years, and can share many professional content, such as some knowledge output, pain point output, etc."

In September, Sean participated in the activity of "Fashion Coffee on New Clothes". "Through this industry live broadcast program, we can focus more and find more accurate fan groups." The reporter also learned that during the activity period from September 20 to 24, the sales of Sean's live broadcast room increased by about 10%. Up to now, the turnover of Sean's live broadcast room in one month has reached more than 50 million.

　　 Celebrity anchor and supply chain anchor

　　 Welcome to the dividend period of Taobao operation

Celebrity anchor and supply chain anchor are becoming the focus of Taobao Clothing.

For clothing businesses, today, e-commerce live broadcast has developed into an increasingly mature e-commerce media. Traffic is no longer the only thing. Accurate traffic is more valuable. When businesses are operating their businesses, they are increasingly concerned about long-term business operations.

　　 "Many of Taobao's celebrity stores have been open for more than ten years, but since the rise of e-commerce live broadcast in 2016, some emerging short video platforms have attracted some businesses to settle down for a short time, but they have not produced a similar business environment, nor have there been businesses like Taobao's celebrity stores that can operate for several years. Some do not do what they do, and some businesses sell more than 10 million yuan annually, but rely on However, losses, turnover and profits cannot be equated. " Wu Jing said that the clothing industry is still an industry that needs supporting supply chains. The short video platform has a strong but unstable sales explosion coefficient, and its requirements for the back-end supply chain are extremely high.

Sean and Lofi pay more attention to the interaction of fans. "In fact, we don't care much about the number of fans. Especially on some new platforms, anchors with millions of fans may only have dozens of people in the broadcast room. Fans may be attracted by the clothing content and knowledge you share, but she may not necessarily enter the broadcast room to pay for your products." For Sean, who focuses on products and plans to upgrade the brand, The private business space provided by Taobao, the products and consumers that can be precipitated, are more important.

For both the Taobao clothing industry and the Taobao live broadcast team, today, the platform also needs these anchors and businesses with people, content, fan size and supply chain accumulation to create richer content, goods and services.

The 20 years of Taobao Clothing are the 20 years when Chinese people become more and more popular. Today's Taobao Clothing has become a large platform with an annual turnover of nearly one trillion yuan. Every year, more than 400 million people buy clothes on Taobao, which is characterized by high viscosity and strong purchasing power. According to public data, there are now 200 million high-quality female users who spend more time on Taobao recommendation and live broadcast than just searching; About 20 million high viscosity users purchase more than 50 times a year on Taobao, and the average annual clothing consumption amount exceeds 10000 yuan.

On the business side, at the press conference of 2023 Taobao Clothing New Power Week held in August this year, Taobao also released three major support plans around business opportunities, businesses and ecology. Through the business opportunity support plan, Taobao will provide merchants with more insight services on trend styles and trend categories; Through the ecological support plan, Taobao Clothing will expand more channels for businesses with Taobao Live and Taobao Alliance; Through the merchant support plan, Taobao announced that it will help 10000 new businesses to achieve a turnover of more than one million in the next year.

From the "New Star Plan" to "New Fashion Fashion", the apparel industry still has new opportunities. In the future, Taobao Clothing will also continue to provide more support and incentives for new businesses, anchors, celebrities and supply chain businesses with good products.