It is said that "domestic products are on the rise." Do you know which are the best-selling domestic clothing brands now?
Which domestic clothing brand is better? Short video live streaming platforms may be the first places to reflect changes in popularity. Users who often watch live broadcasts of goods delivery may find that brands that have transformed from traditional channels, such as PEACEBIRD Women's Wear and Li Ning, have a very high visibility rate and conduct "marathon live broadcasts" almost every day.
In addition, some Internet celebrity brands whose names you may have heard are also working hard to build their reputation through live broadcast platforms.
In order to allow brand owners and industry professionals to more intuitively appreciate the popularity of domestic clothing brands on the delivery platform, CBNData specially launched the "Domestic Clothing Douyin Delivery List" to take stock of the delivery performance of domestic apparel in March.
Who is the “King of Domestic Clothing”?
Judging from the rankings, Peacebird, which has moved its men's and women's clothing lines online and promoted them aggressively, is the undoubted "King of Domestic Clothing" on Douyin, with sales reaching 130 million yuan in March. Lola Password, ranked second, is a brand run by women's clothing designer Lola, with sales exceeding 100 million yuan.
Feigua data shows that domestic women’s clothing is still the strongest category, with as many as 20 brands on the list. As for brands purely geared towards men, only Luo Meng and Heilan House are on the list.
From the unit price point of view, affordable products are more popular among Douyin users. We took stock of the unit prices of the Top 30 brands and found that more than half of the brands had an average price of less than 300 yuan. The highest unit price is 1,068 yuan, and the lowest is only 48 yuan.
This time, the unit price of 7 brands is less than 100 yuan, and the price of 14 brands is between 100 yuan and 300 yuan. To a certain extent, this also explains the characteristics of the customer base of Douyin’s domestic clothing brands: discount products with higher cost performance are more popular.
Among the brands with a unit price of more than 500 yuan, in addition to Hongling, which is an Internet celebrity brand selling fur clothing, Yin'er and Shishi belong to Ying'er Fashion Group, and Jiuzi is a sub-brand of Anzheng Fashion Group.
Among the 20 women's clothing brands on the list, the best-selling style is the dress. Although March is not yet the season for wearing skirts, beauty-loving pig girls may already be preparing to wear skirts for outings in spring and summer.
It is worth mentioning that three plus-size women’s clothing brands are also on the list. In fact, plus-size women’s clothing brandsThe strength in the live broadcast room has always been traceable. As the number of obese people in our country gradually increases, obese girls are also anxious about buying well-fitting clothing. CCTV financial data shows that in 2018, plus-size women's clothing has become a tens-billion-scale specialty market; last year, Tianxia Online Merchant also reported that 90% of plus-size women's clothing merchants on Taobao are doing live broadcasts.
In addition, the cooperation between brands and celebrities also deserves our attention. In the Douyin live broadcast list of domestic clothing brands in March, how much sales did the celebrity anchors contribute to the brand? We also took stock of the top 10 anchors selling domestic clothing products:
Luo Yonghao, the "TikTok No. 1 Brother", lost this time to a "little-known" anchor Qiu Yingying - her number of fans is only 477,000. Qiu Yingying Clothing mainly sells goods for the women's clothing brand Qiushui Yiren, and sold 6.32 million yuan in one sale.
In addition, Luo Yonghao held a special live broadcast for Li-Ning Sports on March 8 (note: this special session mainly sold Li-Ning brand products, but also included a small amount of other brand products), with a single sale of 5.35 million yuan.
It is worth mentioning that in April, Anta also approached Luo Yonghao for a special sale. It can be seen that top anchors and celebrities are still the first choice for brands to cooperate with. Their own traffic and fan base allow brands to better predict sales when choosing to place celebrities.
What are the brands that do well in self-broadcasting doing right?If you want to be No. 1 in Douyin’s domestic clothing, can you just bind a celebrity to your head? Station C found that this was not the case.
Among the top 30 brands for live streaming, 18 brands have adopted a pure self-broadcasting format, and only broadcast through their own multiple self-broadcasting accounts on weekdays; among them are brands such as Yin'er and Fairy's Pocket.
Self-broadcasting has increasingly become an important position for merchants’ content marketing layout. According to Feigua's "Brand Self-broadcasting Trend Research Report", as of the end of February this year, self-broadcasting accounts accounted for about 20% of the total delivery times. In February, brand self-broadcasting accounts increased by 17.09% month-on-month, which further illustrates the The trend of “self-broadcasting everywhere”.
Based on live broadcast sales in March, Station C also took stock of the top 30 clothing brands on Douyin’s self-broadcast. In addition to women's clothing and sportswear brands, underwear brand Ubras, Chinese style women's clothing Hucheng Gu Niang, children's clothing, Balabala, etc. are also effective in self-broadcasting and delivery. This also shows that Douyin’s diverse customer base is worthy of in-depth exploration by brands in various market segments.
Peacebird Women's Wear was the domestic women's clothing brand with the highest sales in March, and Li-Ning Sports was the domestic sports brand with the highest sales in March. We tried to take these two brands as examples to analyze what brands that are good at self-broadcasting have done.
"Uninterrupted live broadcast across the sky", duration is one of the magic weapons to winThe live broadcast with the highest sales of PEACEBIRD women's clothing in March occurred during the "March 8 Queen's Day" marketing node. This live broadcast lasted from around 8 o'clock on March 6 to the evening of March 8, lasting two days at 13 o'clock.
Peacebird’s products throughout the live broadcast are mainly spring new products, and the best-selling model is a pair of high-waisted jeans. There is a reason why it has become a hit: the duration of the explanation of this pair of jeans is nearly 2 hours, and the number of explanations reaches 27 times, both of which are the highest in this live broadcast. After observing many live broadcasts, we found that the number of product explanations and the order in which they are put on the shelves will have a certain impact on the sales data of the products.
In Peacebird live broadcasts, the highest-selling products are often put on the shelves in the first half of the live broadcast. The anchors will take turns in the follow-up period and explain the strongly recommended products many times.
Merchandise discounts also have a large impact on sales. In Peacebird Women's live broadcast on March 6, 4 of the top 5 products in terms of sales were discounted by around 40%.
"Taking advantage of" hot spots will make goods sell betterPart of the reason for the popularity of Li Ning's self-broadcasting is "hot spots". Li Ning’s live broadcast with the highest sales was on March 25, which happened to beThe second day of fermentation of the "H&M incident".
Not only Li Ning, but also the live broadcasts with the highest sales in Anta and Semir live broadcast rooms were all around March 26. We further analyzed the comments in the live broadcast room and found that the keyword that appeared most often was "domestic product".
In the live broadcast that day, Li Ning made some "hype" around "domestic products". Anchors will frequently mention the words "domestic products" and "support domestic products". In addition, the anchor also distributed coin-shaking lucky bags during the live broadcast and invited viewers to send "Light of Domestic Products" and other barrages to receive them.
Not only that, taking advantage of the national craze, Li-Ning also took advantage of the trend to officially announce Xiao Zhan as an endorser and release a series of trendy new products, etc., which earned a lot of attention.
If you want to differentiate yourself from the products brought by celebrities, or even exceed the effect of celebrities, the products you broadcast must have characteristics. In terms of products, Li Ning also launched "special" styles for Douyin users. Most of the products are co-branded models, trendy double-line models, and fashion week catwalk models. Among the top 10 sales products, 6 models belong to these styles.
At the first Douyin E-commerce Ecosystem Conference held earlier this month, Li Ning e-commerce vice president Ma Yan mentioned that Douyin consumers prefer shoes with innovative styles, brighter colors and a sense of technology. Based on this, Li Ning is considering providing “Douyin exclusive contribution” to Douyin users.
The "2020 E-commerce Live Broadcasting Ecosystem Report" by CBNData consumer station shows that brand-wide self-broadcasting is becoming one of the standards in the live broadcast industry. Xiao Li, an associate professor at Fudan University, also believes that for brands doing live broadcasts to achieve a balance between traffic costs and benefits, “it is necessary toVigorously support and develop your own anchors.
Platforms, celebrities, service providers, MCNs, brands... When live streaming e-commerce continues to have new poles joining the competition, it may be time for the industry structure and voice to change.
