Five tricks to play "earn" Douyin tens of billions of exposure activities, clothing sales UP! UP！ UP！ | Strategies for bringing goods
2022-05-24
Shaking data
Halfway through May, the 618 mid-year promotion is quietly approaching.
But before that, there was also an event called "Douyin 520 Pampering Season" to be launched, and many clothing merchants took the lead in launching the first wave of volume and sales in combination with 520 hot spots.
So, as a promotional node that is closest to the "Douyin 618 Good Things Festival", is it necessary for clothing merchants to participate?"Douyin 520 Pampering Season"？ How can I participate effectively?
In order to further explore the impact of Douyin's official activities on clothing merchants,"Shake the clothes data" reviews the operation of clothing merchants under the topic of #Douyin520 pet season.
First of all, let's take a look at the basic overview of the "Douyin 520 Pampering Season".
As one of the annual large-scale marketing activities of Douyin e-commerce, the "Douyin 520 Pampering Season" in 2022The start and end time is May 13-21, mainly to "store red envelope coupons" to motivate consumers and increase store exposure, such as obtaining mall pendants, live broadcast room banner entrance, main venue waist bar, Aladdin entrance and other 520 official massive exposure resources and red envelope rain coupon exposure, broadcast task diversion, millions of members to join the club and other activities limited rights and interests. Apparel and bags are one of the key promotion industries of the event.
As of May 24, 2022, the number of participating users in #抖音520宠爱季的话题浏览量突破100亿 exceeded 80W, and 4,000 influencers posted 2.5W video works in the week of 5.16-5.22 alone, with a total of 300W likes.
In order to focus on the apparel industry, we screened the video works with goods in the past 15 days under the topic of #Douyin520 pampering season (limited to clothing products) through "Douyin 520 pampering season", and reviewed and analyzed the top 100 clothing products with the highest sales, so as to explore the cost-effectiveness of the 520 activities participated by clothing merchants.
Among the top 100 influencers who participated in the #Douyin520 pampering season activity through video works, and the sales of goods with goods, not all of them are big bloggers with a high number of followers.More than 55% of the influencers have less than 5W followers。
Combined with the number of likes and sales of video works, we found that among the 20 video works with 100 likes, 12 influencers have less than 5W fans; Among the 19 products with sales of 10W, there are also 7 followers with less than 5W.
It can be seen that in the #Douyin520 pampering season activity,达人粉丝数对视频作品的点赞数和带货销售额没有直接关联性The quality of video works can play a key role, such as the talent "BUBBLE Clothing" with 3.1W of fans, and a couple's outfit video released on 5.15, which received more than 1.3W likes, comments, retweets and interactive data and 42W sales.
Interestingly, click on the list of works of "BUBBLE Clothing" in "Shake Clothes", and find that the master has released a large number of homogeneous videos around 5.15, all of which are shot at similar angles and show pure white T-shirts, butOnly this couple's outfit that participated in the #Douyin520 pampering season campaign has received super high exposure and far more sales than before。
Another item worth noting关键操作是“重复带货”。在参加了#抖音520宠爱季活动，且带货商品销售额TOP100的商品中，41% of the products were repeatedly brought by influencers with different video works and different copywriting: Some clothing merchants have participated in the event with different texts and videos many times, and some clothing merchants have taken the opportunity to bring goods through different talents.
For example, the pajamas/loungewear set with TOP2 sales was released 4 times with similar video content in two days from 5.16 to 5.17 by "MiiOW Cat Man Guohan Home Wear Store", and among the TOP100 products, the men's slacks of "Linchen Men's Wear" with the most goods were released, which released 43 video works during the period of 5.13-5.22, but the effect was average, and the cumulative sales of 5.2W were obtained.
其中，部分重复带货的视频作品，点赞量较之前发布的会有所上涨，甚至破百破千, indicating that under the condition that the quality of video content remains the same, repeated press releases will increase the probability of popular videos, so as to get more impressions.
Judging from the TOP100 products with the highest sales under the topic of #Douyin520 pampering season, women's clothing is still the mainstream of sales, accounting for 51%, and men's clothing, home wear, and children's clothing rank second, third, and fourth with 28%, 13%, and 7% of the total.
Specific to each clothing classification,Women's dresses, men's slacks, women's fashion suits, pyjamas/loungewear sets, T-shirts是最好卖的5款带货类别。
In terms of price, except for a "Spring and Summer European Thin Stretch Slim Washed Casual Pants (Four Colors)" priced at 300 yuan, the remaining 99 products are priced within 300 yuan, and most of them are concentrated in the range of 51-100 yuan.
In addition, when we extracted the copywriting of these video works with goods for word cloud analysis, we found that after eliminating keywords such as 520 and Douyin, we found that夏季穿搭、高品质、面料、谁穿谁好看、爆款热卖It is the most popular keyword for experts to mention when editing copywriting.
通过各维度剖析对比#抖音520宠爱季话题下参与活动的服装类带货视频作品和TOP100销售额的商品，我们得出以下规律作为抖音服装电商运营参考：
(Note: The following data sources are Shake Yi and do not represent the official one.) ）
1）There is no definite relationship between the number of influencer fans, the number of likes and sales of video works;
2) Video works of the same quality can get higher exposure and sales if they participate in Douyin topics with high fit;
3) It is a routine operation for multiple video works to be repeatedly brought together, which will increase the probability of popular videos;
4) Women's dresses, men's slacks, women's fashion suits, pajamas/loungewear sets, and T-shirts are the 5 best-selling categories of the event;
5）“夏季穿搭、高品质、面料、谁穿谁好看、爆款热卖”是活动中达人的最爱文案关键词。
Douyin Data is a big data platform for Douyin clothing merchants under Zhiyi Technology to optimize Douyin shoes and clothing. Based on Douyin's interest e-commerce model, Douyin data digs deep into various Douyin delivery data to help Douyin clothing merchants improve the efficiency of selection and the effect of Douyin delivery.
知衣成立于2018年2月，是一家以技术为驱动，致力于将数据化趋势发现、爆款挖掘和供应链组织能力标准化输出，打造智能化服装设计的供应链平台。2018年获得千万美金A轮融资；2021年连续完成3轮近1亿美金融资，分别由高瓴创投、万物创投、襄禾资本与CE Innovation Capital领投，老股东君联资本、涌铧投资跟投，同年入围“杭州市准独角兽企业榜单”。
截至目前，知衣科技已服务了UR、唯品会、绫致、赫基、太平鸟、Ubras、歌力思、Bosie、蕉内等数千家时尚品牌和平台。
