A quarter of 2022 has passed, and the summary of the first quarter should also be on the agenda.
回顾1-3月的抖音服装电商战况，我们在The quarterly ranking of the "Talent List".found that "Qiu Yingying" took the lead with more than 400 million live broadcast sales, and always ranked in the top 3 in the monthly rankings, and the performance of bringing goods was extremely strong.
来源：抖衣
Next, the "Clothes Shake Data" will be used抖音服装带货达人“邱莹莹”为范本，对其账号定位、直播技巧等维度进行全方位复盘，尽可能地从运营细节还原该账号的带货详情，为抖音服装从业者提供一个参考的样本。
Source: Shake Yi
On the homepage of "Shake Yi", we can see the overview of "Qiu Yingying's" data in March, and almost all dimensions such as the number of broadcasts, the number of goods with goods, the number of works, and the number of fans have achieved different degrees of month-on-month increases.
Among them, the live broadcast sales were 77.6w pieces, and the live broadcast sales were 165 million, up 57.04% and 46.62% month-on-month, respectivelyThe number of viewers, sales volume, and sales volume of each live broadcast are relatively stable, and it has a certain foundation, which can basically be maintained at 4-5 shows per week, with an average audience of 100w and live broadcast sales of 1200w.
Source: Shake Yi
Since October 2021, "Qiu Yingying" has ranked in the top 5 of Douyin's all-category live streaming sales list for many times in the past 6 months, and has become the first sister of Douyin's women's clothing.
Source: Douyin
Judging from the Douyin account of "Qiu Yingying" itself. Up to now, the account has 183.6w followers and a cumulative total of 143.8w likes. The homepage clearly marks key information such as brand women's clothing, seven-day no reason to return, unique account, height and weight, customer service time, etc., which is conducive to consumers to distinguish it from ordinary talents (factory goods, OEM goods) at the first time, and spontaneously establish the first step of trust.
Source: Shake Yi
According to the cooperative stores displayed in the background of "Shake Yi", "Qiu Yingying" has cooperated with Qiushui Yiren, Yun Simuxiang, LuLualways and other brands of women's clothing many times in the past 30 days, with a maximum of 118 cooperative products.
visibleHigh-quality, reliable and stable brand women's clothing is a major prerequisite for the high sales of the "Qiu Yingying" live broadcast room, coupled with the self-contained traffic of brand awareness, will naturally attract some consumers from the account positioning level.
Source: Shake Yi
Analyzing the fan portrait of "Qiu Yingying", it can be clearly found that the proportion of women is as high as 95%, of which about 15% of fans are 24-30 years old, 62.5% of fans are 31-40 years old, and 16.62% of fans are 41-50 years old, that is, more than 94% of fans are between 24-50 years old.
Source:Shake your clothes
On the product page of "Shake Clothes", according to the display of new products and hot-selling products of "Qiu Yingying" in the past 30 days, we can gain insight into the trend of ladylike, commuting style and higher pricing strategy from her selection tendency, which is consistent with the aesthetic preferences of the main consumer groups of her fan portraits.
Combined with the official release of Douyin"2021 Douyin E-commerce Apparel Trend Insight Report""31-40岁的中高线城市女性是抖音电商服饰的主力消费人群”结论可知，“邱莹莹”超60%的主要粉丝与抖音高消费意愿人群之间有着较高的重合度，能在拥有足够稳定的收入基础上贡献消费，完全符合定价较高、质量较好的品牌女装销售策略。
Source: Shake Yi
On the other hand, only brand women's clothing is far from being able to establish a differentiated competitive barrier for "Qiu Yingying" to bring goods, otherwise the original brand self-broadcast can also be self-reliant.
The real moat of "Qiu Yingying's" live broadcast lies in the first drop of the first launch and the clearance of the off-season, so that consumers can enjoy the price advantages that cannot be brought by the live broadcast of brands such as Qiushui Yiren, Yunsi Muxiang, and LuLualways in her live broadcast room, forming a virtuous circle between the power of goods and bargaining.
Since Douyin officially launched its e-commerce strategy in 2021, accounts that bring goods on Douyin live can be roughly divided into three categories: influencers, brands, and store self-broadcasts.
Combined with the characteristics of Douyin's interest in e-commerce, itsThe live streaming method also presents more diverse and fuller strong content attributes, and even began to show signs of involution, such as the live broadcast of the palace of Herborist, and the snow mountain of duck duck down jackets.
For the "grassroots" who have no brand effect and no original design ability,Capturing users' attention and driving sales through high-quality content empowerment is the current mainstream mode of bringing goods。 "Qiu Yingying" is a leader who knows this well.
值得注意的是，“优质内容赋能”里的“内容”指代的不仅仅是带货话术、文案或视频作品，而是涵盖了这些在内的整个直播生态的呈现，比如直播间的互动形式、讲解方式、氛围营造、环境布置等等。
Next, we will start with "Qiu Yingying"Pre-heating before live broadcast, planting grass for video works, interaction in the live broadcast room, and decoration in the live broadcast roomThe four content ecosystems are analyzed to explore the key skills of their delivery.
Warm up before the live stream
Source: Shake Yi
Taking April 10, the highest sales volume of "Qiu Yingying" in the past 7 days, as an example, we clicked to get the details of the live broadcast and found that in addition to the live broadcast data overview and the list of goods, we can also see the corresponding warm-up video.
Source: Shake Yi
It can be observed that before the start of the live broadcast at 18:39 on the evening of April 10, "Qiu Yingying" released two teaser video works at 14:58 and 17:05 respectively, so that fans can know the details of the brand and products broadcast live that day in advance, so as to attract fans to pay attention to the live broadcast room and achieve drainage.
Video works planting grass
Source: Douyin
除了直播前的预热视频，“邱莹莹”账号主页拥有204个作品内还有大量的实体门店探访、正式直播切片、服装细节展示、抖音热点创作、鸡汤段子等一系列短视频直接/间接种草，再次引流反哺直播间。
Interaction in the live broadcast room
After completing the initial drainage before the live broadcast,If you want to get Douyin's official traffic recommendation, the live broadcast room must increase the weight by increasing the stay, clicks, transactions and other indicators of fans。 And these are directly related to the charm and interactive form of the live broadcast room.
Source: Shake Yi
Looking back on the live broadcast characteristics of "Qiu Yingying", she has formed a mature and process-oriented model in terms of interaction, such as setting up "fried money" to start broadcasting to improve conversion and streaming; Before and after the product link on the shelf, guide fans to leave messages by setting special prices; With the help of the distribution of lucky bags such as coins and goods, the number of fan interactions and fan groups will be increased.
截至2022年4月12日，“邱莹莹”的粉丝团人数已经突破53w+，在粉丝数中占比近30%，与账号建立起了更强的黏性，对其直播间的互动、成交有着更为密切的联系。
Decoration of the live broadcast room
As the key to undertaking all external traffic and external display content, how to attract fans and guide transactions through environmental layout and atmosphere creation has always been the most important purpose of the "decoration" of the live broadcast room.
In the live broadcast room of "Qiu Yingying", she often sets up immersive scenes such as catwalks and stores to create a shopping atmosphere, and marks the home brand, preferential benefits, and anchor information (height, weight, clothing size) on the main background.
Source: Douyin
In terms of guiding transactions, the "Qiu Yingying" live broadcast room set aside enough time to carefully introduce the design and materials of clothing, and provided intimate suggestions and Q&A from the perspective of consumers, further consolidating the relationship with consumers and fans.
About "Clothes Shake Data"
