Riding on the wind, Douyin’s e-commerce apparel industry leads merchants in North China to achieve “global growth” with “good prices and good services”
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The development and accelerated maturation of e-commerce platforms have unleashed a profound demand for apparel consumption, injected new momentum into the traditional textile and apparel industry, and created broader growth space for apparel merchants in various regions.
In recent years, the textile and apparel industry in North China has actively seized new opportunities for digital development and accelerated the implementation of the “Digitalization to Support the “Three Products” Action Plan for the Consumer Goods Industry (2022-2025)” jointly issued by the Ministry of Industry and Information Technology and other five departments. For example, Shandong Province has successively launched policies such as the “Opinions on Accelerating the High-Quality Development of the Textile and Apparel Industry” and the “Modern Light Textile Industry 2022 Action Plan”, taking transformation and quality improvement and high-quality development as the common goals of the province’s apparel industry belt. Solidly promote the digital development of the light textile industry; the textile industry in Hebei Province is also accelerating the “digital butterfly change”. Many characteristic clothing industry leaders have taken the initiative to accelerate the upgrading of the industrial structure, using platforms such as Douyin e-commerce to achieve digital transformation and seek new development opportunities.
For example, Qingdao Jimo, the “Famous Knitting City in China”, actively applies advanced information technology to digitally upgrade the industrial chain. At the same time, it launched a unique origin business card of “Jimo Sweatshirt” on Douyin e-commerce, unlocking the password of online operations and realizing effective supply and demand at both ends. Docking; “China’s Down Jacket and Cotton Clothing Manufacturing Base” Hebei Cangzhou relies on the advantages of an industrial cluster integrating R&D, production and sales to provide consumers across the country with a large number of high-quality clothing products with both price and quality on the Douyin e-commerce platform. Broaden the boundaries of business growth.
In order to help more merchants in the apparel industry improve their operating capabilities on the Douyin e-commerce platform and accelerate digital business transformation, in 2023 the Douyin e-commerce apparel industry will launch a “Weaving China” origin support plan, going deep into North China such as Jimo, Qinghe, and Cangzhou. Multiple apparel industry belts in the region have successfully promoted the growth of online business for a large number of textile manufacturing businesses. On March 21 this year, in order to continue to help more clothing merchants in North China find a certain path for shelf business growth, Douyin e-commerce comprehensive business apparel industry held in Hangzhou to unlock new spring and summer business growth·Douyin e-commerce clothing The Industry Business Summit will conduct in-depth discussions on the three major sectors of Douyin’s e-commerce apparel industry in 2024, including global operations, price competitiveness, and spring and summer stocking directions. It will help apparel merchants in North China’s industrial belt explore global growth opportunities and promote China’s textile manufacturing merchants. Upgrade and transform.
Good price, good service, opportunities all over the world
In 2023, Douyin’s e-commerce apparel will maintain rapid growth, with women’s clothing, men’s clothing, and children’s clothing performance growth exceeding 50%. Among them, hot topics such as #中国Women’s Clothing Origin Traceability, #100 Yuan to Get Maillard Outfits, #Autumn’s Versatile Pants, created by Douyin’s comprehensive e-commerce apparel industry, have accumulated billions of traffic, helping merchants optimize their content sites and shelves. The linked operation between the farms promotes users to form a consumption model of “planting grass and pulling weeds at the same time”.
However, most merchants in the apparel industry are still unfamiliar with e-commerce business methods. They don’t know how to handle topic traffic on the shelves, and it is difficult to smoothly convert content popularity into product exposure. To this end, based on the successful exploration and method summary of the previous year, Zeng Zhen, head of Douyin’s e-commerce comprehensive business apparel industry, shared at this conference the overall strategy of “good prices, good services, opportunities in all areas” in 2024, and The three major business operations are to provide high-priced goods, improve quality services, and optimize global operations.
First, provide products at good prices. In recent years, with the rise of rational consumption and the booming development of the apparel manufacturing industry, cost-effectiveness has become an important consideration for consumers when purchasing apparel products, and price power has simultaneously become an important operating indicator for platforms and merchants. Therefore, we firmly adhere to the “price power-oriented” strategy and hope to guide more businesses to focus on polishing and optimizing the supply chain, and achieve healthier and longer-lasting price power improvements through cost reduction and efficiency increase on the production side, so as to achieve better results in the apparel industry. Retain users in the industry.
It is worth noting that “focusing on price power does not mean pursuing absolute low prices.” In addition to pure price, factors such as clothing material, fabric, weight, and version will all have an impact on users’ purchasing decisions. Merchants need to choose different products based on different product types. Find a price power strategy that works for you.
Second, improve quality services. Zeng Zhen pointed out that improving user experience with high-quality services is another development focus of Douyin’s e-commerce apparel industry this year. While clothing merchants pay attention to business indicators such as store experience scores, good and bad product review rates, and product quality return rates, they should also pay attention to the impact of freight insurance on consumer experience. From the data point of view, having freight insurance is one of the top three reasons for users to place orders on Douyin’s e-commerce shelves. Merchants in the women’s clothing category have experienced an 11% increase in efficiency due to opening freight insurance. Men’s clothing and children’s clothing have also increased by more than 5%. % improvement. It can be believed that freight insurance will become an important tool for merchants in the future and can affect product flow, conversion and repurchase by improving consumer experience.
“In 2024, we will also promote subsidies for freight insurance, such as annual frames and category subsidies for freight insurance, as well as freight insurance discount policies during major promotions, etc. In addition, merchant growth policies related to freight insurance will also be launched one after another. Merchants The faster you grow on the platform, the higher the discount on freight insurance you can enjoy.”
Third, optimize regional operations. The global operation of live broadcasts, short videos, and commodity cards are also important growth points for merchants. Personalized live-streaming merchants can use product cards to increase revenue during non-live broadcast periods. By keeping the products on the shelf and selling at the same price as in the live broadcast room, product links will gradually accumulate sales and be distributed on the shelf scene. In 2023, there are already merchants relying on This action has attracted more than 100 million payment GMV; merchants with supply chain advantages can use commodity cards to increase the production ratio of expert cooperation, and combine the advantages of distribution with the expert cooperation bonus to expand multi-channel transactions and achieve global multi-channel transactions. Point burst.
Zeng Zhen also said that in the future, the Douyin e-commerce platform will continue to optimize user search and shopping guide links, starting from four major aspects: store lists, search recommendations, featured marketing, and shopping guide areas to help consumers quickly locate high-quality products. , at the same time, we will continue to create popular trend hot spots, continue to provide merchants with talent cooperation opportunities and shelf traffic incentive programs, so that more apparel merchants can achieve breakthrough growth.
Follow demand trends and improve new product hit rate
For most clothing merchants, only by identifying the trend can they get the “key” to business growth. From the perspective of industry trends, the average monthly video playback volume of Douyin e-commerce apparel industry will exceed 220 billion in 2023, of which the average monthly live broadcast product clicks will exceed 18 billion, and the demand for apparel content maintains a strong growth momentum. At the same time, the year-on-year growth of the shelf market is particularly prominent. The trend of active user search and content interaction has significantly intensified. Optimizing search terms based on content has become a key skill to connect the content store and the shelf store. More and more merchants are using shelf scenes to undertake users’ daily life. demand for repurchases and achieve operational breakthroughs.
From the perspective of consumer trends, “price power combined with aesthetics” is becoming an important demand that affects clothing consumers’ decision-making. In order to meet consumers’ demand for “price power” and encourage merchants to launch more high-priced clothing, the platform will provide traffic exposure opportunities for high-priced goods in various scenarios such as search, guess what you like, and live short videos. This move will directly help high-priced products gain traffic and increase conversions.
Based on the summary insights of huge amounts of arithmetic and market data, the conference also shared the five main styles of urban fun, retro style, minimalist quiet luxury, national trend and new style, and mint mambo. In addition to complying with the five main promotion styles, merchants can also find more accurate business opportunity information in “Doudian Backstage – Business Opportunity Discovery”, such as viewing the blue ocean market on the site through “Consumers Are Searching”, using “Market Trend Insights” to understand category trends, etc., through Publish products of the same type as the business opportunity or popular products that meet the market characteristics of the opportunity, obtain platform support traffic, and efficiently seize market opportunities.
Pay attention to product cards and leverage business growth
Currently, users’ active search transactions on Douyin e-commerce continue to increase, making commodity card operations quickly become another growth point for Douyin e-commerce merchants. Data shows that Douyin’s e-commerce apparel market will grow by more than 50% year-on-year in 2023, of which commodity cards will grow by more than 109%, strongly driving the rapid development of the entire shelf scene. In response to this trend, in 2024, apparel merchants can leverage business growth from three major directions.
First, seize the commission-free policy period for commodity cards. Judging from the data, the Douyin e-commerce apparel industry will issue more than 100 million yuan in commission-free sales in 2023, and there will be more than 100 merchants with one-million-level commission-free merchandise cards. A large number of merchants have achieved conversion improvements. The commission-free policy for commodity cards will continue to iterate in 2024. Through commission-free tasks, merchants are encouraged to learn and complete commodity card optimization actions, unlocking new paths for business growth.
Second, pay attention to the same price for the goods displayed in the master’s window display. If the merchant hopes to obtain more post-streaming revenue, while keeping the products on the shelves, they can cooperate with more alliance experts and at the same time enable the one-click product display function in the window. In addition, actions such as uploading live broadcast highlights of cooperation with experts to the product details page, pinning fan reviews to the top, and using short videos to guide window transactions can increase the click and conversion rate of product cards and boost product sales.
Third, combine data to optimize search operations. Optimizing search is the most direct way for product cards to obtain traffic. For clothing merchants, they must not only make good use of the 30-word title space and optimize the title, but also combine it with the business opportunity center to promptly release hot-searched and out-of-stock products.
Create more good prices, good products and good services
In the past few years, Douyin’s e-commerce apparel industry has grown rapidly, driving millions of apparel merchants to explore new growth tracks and accelerating the upgrading and transformation of the domestic apparel supply chain. Nowadays, many small and medium-sized businesses regard Douyin e-commerce as an important channel for testing new products. Every day, a large number of clothing products using new fabrics, new styles, and new styles appear on Douyin Mall. These massive new products continue to promote With the innovation and optimization of the overall apparel industry chain, it has also created a rich variety of good products at good prices for consumers across the country.
Facing 2024, Douyin’s e-commerce “Weaving China Industrial Belt Assistance Plan 2.0” will further expand to 40 key apparel industry belts across the country, covering the three major categories of women’s clothing, men’s clothing, and children’s clothing, creating business cards of the category’s origin, and helping North China, including those in North China, More industries within the city will help businesses achieve business breakthroughs.
At the same time, Douyin’s e-commerce comprehensive business apparel industry will also firmly implement three key strategies: first, operating at high prices to allow users to buy with more confidence; second, upgrading services to allow users to buy with more peace of mind; third, Improve product card management so that users can buy at any time. By launching more support and incentive policies, we will actively promote platform merchants and experts to deepen their links and cooperation, deeply participate in platform activities, and jointly bring more good prices, good products, and good services to the majority of users.
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