The Content Is Business "Wave Making", And The Dithering E-Commerce "Brother'S Wardrobe" Lets Men Pay For The Trend

The consumption of men's clothing has long been underestimated.

As early as 2023, many Chinese men's wear All enterprises have achieved good performance growth. In the new year, CICC's annual outlook also believes that the men's wear brand in 2024 is expected to continue in 2023 The market share has steadily increased with the momentum of.

Under the industry trend of good momentum, how should men's wear brands steadily achieve sustainable growth? "Choosing the right platform" becomes critical. In recent years, the clothing brand track performance of Diaoyin E-commerce is quite eye-catching. In 2023, Tiao Yin Clothing will contribute 69% of the incremental share of the whole network, including more than 70% of the incremental share of men's and women's clothing and underwear.

Recently, Diaoyin E-commerce has joined hands with fashion to enjoy Jeanswest, fashion best friend BJHG, fashion partner Lee BONELESS and MUJI MUJI MUJI have created a marketing activity of "letting men pay for the trend" - "Brother's wardrobe". By linking the trend experts and innovating the theme content, they can recreate the autumn trend and provide business opportunities for men's clothing industry businesses.

The "wave maker" of men's fashion is inseparable from the power of content

In the process of the spread of fashion trends, dithering e-commerce is a very special existence.

Different from the content field of traditional fashion communication, while expanding the communication power of fashion media, Diaoyin E-commerce gives more voice to trendsetters and the general public, so that goods and services can be spread by hundreds of millions through content and hot spots. This has broken the centralized wall of fashion circle around the show and exhibition, and rebuilt a homogenized field matching people and goods.

Behind this is the ability of dithering e-commerce to capture hot spots from content and lead topics.

42% of the users said, "I can brush whatever I like Clothing shopping New experience "is the main reason for choosing to buy clothes in Tiaoyin. The content and topic is one of the media that induce users to go from "brush to" to purchase and consume. The "2024 Clothing Industry Marketing Strategy" released by the mass consumer clothing industry, a huge engine, pointed out that in 2024, the hot topic of Diaoyin will become more mature. From creative casual wear to lifestyle to clothing, all kinds of creativity will bring new traffic to the brand.

"Brother's wardrobe", centering on the hot topic of "Brother's private clothes", invited director Che Che, trend manager Li Chennic, writer and host Ding Dingzhang to share the wardrobe's private clothes for everyone by chatting and visiting, so as to achieve an innovative interpretation of fashion wear.

"I like all black more in the past few years, and I will be in all these years Try more design and tailoring on the basis of black. "In the wardrobe exploration video, Che Che combined his own idea of wearing and matching with the brand BJHG, and explained how BJHG's" fun wearing and matching "can add points to everyday clothes. Li Chennic also integrated the consideration of cutting, fabric and technology into Lee's brand Amway. While touching the grass planting demand of users on the other side of the screen to "buy the same model", it also planted the seeds of brand communication imperceptibly.

In order to further amplify the power of fashion icon, "Brother's Wardrobe" also cooperated with men's fashion media Bazaar Men to create a special plan to lead the industry trend in autumn. "Fashion is a kind of social currency - it tells the self attitude invisibly"; "The trend is amorphous, and everyone can become their own fashion icon"... With such attitude and voice, coupled with autumn wear models such as jackets, sweaters, jeans, and other brands' wear and show, BJHG, Lee and other brands' wear and show, a communication field with both fashion attitude and trend has been built.

In addition, more and more focused and subdivided Wear The hot spot makes the topic become the "lead" to ignite the trend. In Tiaoyin, hot topics of clothing and styles initiated by consumers, such as hardware girl, hot clothing, Maillard style, new Chinese style and old money style, have been successively promoted on the platform. "Brother's wardrobe" focuses on the attitude of life behind early autumn clothing. It's great for boys to wear it like this Such hot topics and second innovation videos, through the high-quality content of beauty and fashion talents, spread and plant grass, and recreate the hot spots of men's jackets and bodysuits. On September 5, the hot topic # Boys wear this way, which is a plus After the launch, they were listed on the Top 5 hot spot general list, Top 1 grass planting list and Top 1 entertainment list respectively, with the highest real-time popularity of the general list reaching 9.444 million. In the entertainment category, KOL launched second creation through the video of star talent Cheche and Li Chennic, reaching a wider range of users and circles. As of September 10, the event related hot spots had accumulated 44.81 million exposures.

From grass planting to transformation, men's clothing is better sold in Douyin e-commerce

A VC who focuses on the consumption track once said that boys are actually willing to pay for things they like, but most of them focus on specific categories with less explicit. Compared with the traditional shelf mode, as well as the short-term growth strategy of selling goods and fighting price wars, Douyin E-commerce drives men's consumption interest and makes brands "sell better" through grass planting conversion links.

First of all, through more vertical venues and special sessions, we can attract interested people, so that consumers can match what they see with what they want to buy. In the past, at the nodes of promotion and season change, women's clothing was often the mainstream category in the clothing venue, while men's clothing was relatively hidden. "Brother's Wardrobe" launched a specially inspired men's fashion blockbuster special session on the platform, focusing on the vertical track and the crowd, creating a special page of the mall, matching men's fashion managers to cooperate with fashion brands, and helping men's fashion brands hit the peak of category popularity.

Secondly, through a series of consumption scenarios such as discovery, shopping, search and re purchase, the speed of grass planting to transformation is accelerated. Content is just the beginning of the consumption link. After inducing user interest, brands need to undertake traffic through search, live broadcast, stores and other channels. In the search phase, "Brother's wardrobe" guided traffic to live broadcast and stores through "trendy men's clothing" and its related search words and small blue words, turning users' understanding and desire to plant grass into practical business.

Finally, break through the barriers and let more high-quality trendy men's clothing "be seen" through the support of global resources. "Brother's wardrobe" helps the brand increase the exposure and diversion of activities through resources such as the opening screen, topic page, live broadcast room banner, Aladdin, Kiwi fruit, and small fly box. At the same time, for the talent taking goods and brand marketing, Diaoyin E-commerce has also launched corresponding flow distribution policies to help businesses expand the appeal of high-quality goods and achieve accurate matching between interested groups and trendy goods. According to the data, as of September 9, 86% of the businesses involved in men's clothing activities had broken out, and many businesses welcomed new business growth through "Brother's wardrobe".

Men's best sellers password methodology: matching people and goods, improving efficiency in all areas

This time, "Brother's wardrobe", Diaoyin e-commerce also summarized a set of men's clothing popular password methodology, which provides enlightenment for businesses to do well in popular products and create trends.

Although the transaction link is complex, there are two kinds of transaction links, namely, finding goods and finding people. Based on the perspective of matching people and goods, Douyin E-commerce provides men's clothing merchants with resources, tools and methodologies.

In the link of finding people for goods, focus on specific hot spots, and use small hot spots to drive big transactions. Whether it is a hot topic with a lot of memory, or interesting theme content such as private server sharing and wardrobe exploration, businesses that have gained good business in "Brother's wardrobe", without exception, have adopted the method of content heating, coupling and seasonal hot spots, and using new products to promote transactions.

In the link of finding goods and people, focus on the back link management, especially the management of product cards and small blue words related to search, which becomes the key to brand success. When users search for keywords such as "trendy men's wear" and small blue words, they can find the activity theme page as soon as possible to reduce the exposure loss caused by funnel conversion. In this activity, merchants will focus on the cross domain linkage between shelves and content. Through the linkage of restructured pallets, content matching hot spots/nodes, and marketing field IP, they will deepen their operations and drive the growth of commodity card GMV and even the GMV of the whole store.

Under the trend of young people's idea of pleasing themselves, Clothes & Accessories It has long been an interest business closely related to lifestyle. Hot content has been incubated and spread in dithering e-commerce, and has gradually grown into a popular trend. In the whole business field of content and shelf, the platform tools, resources and methods provide support for the post link transformation. It is believed that with the maturity of the business model, more clothing businesses will find the second curve of business in Diaoyin e-commerce, and achieve the double explosion of volume and sales.