"I heard that Xiaohongshu sweet and cool girl Gao Feng has been very popular recently, so make one."
"It seems that a certain brand of cargo pants is selling well, so let's hurry up and keep up."
"It's the peak travel season, Xiaohongshu is full of photos, and vacation-style dresses should sell well."
"I heard", "it seems", "should"...... I believe that every clothing practitioner is no stranger to this kind of head-patting rhetoric, sometimes it is a smooth mouth in the work group, sometimes it is a suggestion for a planning meeting, and sometimes it is a reminder for small talk.
Sounds all very reasonable, butIn today's era of Xiaohongshu's growing ability to bring goods, it is too hasty to draw conclusions about the cause and effect of popular models undertaken by product planning directly from the seemingly glamorous and prosperous "hot notes".
Think about it carefully: what is the conversion rate between the popularity of Xiaohongshu and the sales of Taobao? How can apparel companies distinguish between assessing consumers' short-term interests and actual purchases? What are the representative brands and popular styles and elements of a certain popular style?After the product is launched to the marketWho is responsible for the end result and who bears the potential risks?
What apparel companies need is to be able to find a real and explosive style that has both volume and sales from the market, as well as a real potential style that can bring conversion。And this is never an easy task.
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01
Exclusive in the industry [style heat analysis]
The fashion aesthetics of the apparel industry has always been more perceptual than rational, but the planning and decision-making that serves product management and brand profitability must now get rid of human subjective experience and judgment and achieve more complete process management.
This is the requirement of the digital economy era, and it is also the inevitable scientific management of enterprises, and the clothing industry cannot be an exception.
In the past, ambiguous subjective assumptions almost dominated and limited the speed and quality of the completion of commodity planning in the apparel industry.From the style insight stage, AI big data can be used to vertically cut into the product planning process。
(1) YesThe effect is to screen out the new style of Tao series with low sales, but the number of notes has increased significantly recently, combined with the specific change inflection point to find the reason for growth, in order to predict whether there is the potential to become a popular Tao series, and take the first step.
（2）Filter out the current "number of products on sale" is low, but Xiaohongshu's "note interaction volume month-on-month" is prominent, discover the style blue ocean market, and quickly find important data evidence that consumers are interested in.
Based on the position and size of the bubbles in the diagram, we can easily spot the following three style trends:
(1) More new uploads, more notes, and lower interaction than the previous month:In general, the number of Xiaohongshu notes in the regular popular style is positively correlated with the number of new notes on Taobao, but the month-on-month performance of the number of interactions is more average. Such as "vacation style" and "cotton and linen", although the topic is average, it is also a new must-have for clothing merchants in the near future.
(2) Fewer new arrivals, fewer notes, and higher interaction volume:The class should be:Apparel companies focus on style.Taking "Dopamine Girl" and "Cityboy" as examples, although the number of notes is small, the interaction volume bubble is particularly prominent, and it is very likely that the number of interactions will change from the interaction to the number of notes in the next month, and eventually convert into a new number to stimulate Tao sales.It can be regarded as a dark horse potential style.
(3) More new uploads, fewer notes, and higher interaction volume:This class is mainly focused on:【Style Heat Analysis】The lower right of the bubble chart, such as "hip-hop style", has a sharp contrast between the scarce number of notes and the high new and high interaction, indicating that this is a style with high cost performance, with a stable and active consumer group, which is more worthy of more weight than elegant Chinese, hot, sexy vacation and other styles.
By analogy, there are more numerical changes worth excavating, and the rules can also be summarized as a "style trend guide" for apparel companies. The operator can fully according to their own needs,In the collection of 500 clothing stylesAchieve accurate and detailed heat and sales screeningto avoid meaningless blind followers, or missing hot spots.
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02
Vertical Insight [Style Numerical Overview]
After reading the macro style trends on the dual platforms of Xiaohongshu and Tao, our next step is to focus on the new style/blue ocean market in the domestic market that we have just locked.Focus on the representative brands, stores and Xiaohongshu talents under the corresponding style, and combined with the values of each key point of analysis.
At last
