Doxxing 100 Douyin clothing stores, what are the skills for clothing e-commerce operation?
2022-06-09
Zhiyi operation team
Is clothing e-commerce suitable for the layout of the Douyin platform? What should I do to stand out and be a hit? The way of shaking clothes & clothing e-commerce operation.
Affected by the external economic environment, the "28 effect" of the apparel industry will become more and more intense in 2022, and the competition among peers in the same industry will be infinitely amplified through the content, traffic and delivery of the Douyin platform.
In addition to trial and error, there are still a large number of small and medium-sized clothing merchants still hovering at the intersection of "whether to do Douyin or not":
"Will anyone watch my live broadcast?"
"What video are you interested in?"
……
With a lot of questions,"Shake the clothes dataThe 100 Douyin clothing stores with the highest sales in May were selected，深度剖析他们的抖音运营情况，为大家总结服装商家在抖音的运营之道。
According to the basic operation of the account, we can divide these clothing stores into four main modes:
以UR、Teenie Weenie、太平鸟、ONLY、中国李宁等为代表的蓝V品牌，它们多以自身的强品牌力、高知名度为基础，主打品牌自播（或有少量达人合作，但自播销售额占绝对优势）。
As shown in the image above, these蓝V品牌的运营模式已形成了基本定式：通过开设女装、男装、童装等多系列产品的分号矩阵，垂直触达目标消费者，形成了规范化、流程化的运营模式。
我们以蓝V品牌的抖音主账号作为观察对象，发现他们的主页装修十分成熟完善，还According to the individual needs of consumers, a series of content entrances have been established, such as the "sweatshirt series", "fashion shoes", "thin dresses" and other series entrances at the bottom of the work page of Li Ning and Peacebird.
在视频作品更新与直播运营方面，他们平均每天直播时长集中在12-17小时之间；主页日更新视频作品则较不稳定，有如UR、VEROMODA般日更新20-30+，也有如Teenie Weenie、ONLY般日更新1-2左右。
2. Shake brand clothing store
以杭州四季青林宏武个体店、广州琴姐STUDIO、睦火火等为代表的抖品牌服装店在盘点的100家服装小店中数量占比最高。
抖品牌服装店的特征是自己（或亲朋好友）开设了众多小号共同带货，多主打自有供应链渠道、原产地、高性价比带货, the sales of the main account have an absolute advantage.
Judging from the homepage decoration of the associated master account, although they did not open a merchant entrance like the Blue V brand account, the account activity is not inferior to the Blue V brand, and the total monthly live broadcast time is mostly concentrated between 100-200 hours; Most of the monthly update video works are between 50-200.
Douyin clothing stores represented by MarieElie women's clothing flagship store, Baonasi clothing underwear specialty store, MAXRIENY clothing flagship store, etc., their关联账号在近30天内几乎停止运营，无直播无视频作品更新, commodity sales mainly rely on the cooperation of experts to bring goods.
如上图所示，这些店铺近30天内与达人的直播合作次数、合作商品数颇多，且头部达人的合作销售额占绝对比重，依赖性较强。
4. A small Douyin clothing store with goods brought by self-broadcasting talents
以晶咕旗舰店、高端原创设计服饰联盟 美信店等为代表的抖音服装小店，主要通过自播+达人合作的两手抓模式进行带货，主账号的活跃度相对较低，达人合作销售额占比较高。
In general, most of the Blue V brands were originally well-known clothing brands in the "Tao series", and after migrating to the Douyin platform, they invested a lot of manpower, material and financial resources with mature operation methodologies to quickly gain a firm foothold and obtain traffic. For the average Douyin clothing business, the successful experience of these high-end players may be a reference, but their operating model is not suitable for imitation.
In addition to the Blue V brand, we observedThe vast majority of clothing stores are incubating their own Internet celebrity IPs through video works and live broadcaststo bring the goods; There are also some Doudian associated accounts and the binding relationship between Doudian is weakening, Doudian's associated accounts have not updated video works in the past 30 days, no live broadcast, either through multiple cooperation with the host to achieve goods, or establish a small matrix to bring goods, butMost of the small store sales are still mainly dependent on co-hosts。
接下来，「抖衣数据」对100个抖音服装小店中还在活跃的关联账号做视频作品内容上的分类与分析，为有意向进行抖音运营的商家提供参考思路：
Live slicing is to publish the live content as a video work, so as to shorten the cost of obtaining consumer product details, which is more purposeful and less interesting.
如上图所示，在部分观察的抖音账号中，直播切片是他们占比最高的视频作品内容，但The content is homogeneous, and the interactive data such as likes and comments perform poorly，可用于起量，作为丰富账号视频作品库的运营手段。
Daily posing can be divided into outdoor street photography and indoor posing, mainly through the actor's walking, sitting, dancing and other states in various life scenes, showing the upper body effect of the costume from multiple angles. As shown in the figure below:
相较直播切片 ，这类视频作品内容有更强的场景代入感，更有利于粉丝做出消费决策，点赞、评论等互动数据的表现也更好，但对出镜的演员的表达能力要求较高。
At the same time, the actors who appear on the camera can also match music such as chicken soup for the soul, life quotations, and popular BGM in this kind of video work to further shorten the emotional distance between them and fans, create rich character images, and create KOL attributes.
这类视频作品主要借由夫妻情侣、兄弟姐妹、老板员工等常见关系来演绎各种搞笑剧情，进而间接带货。示例如下：
Because the video content is highly interesting and watchable, this kind of video worksThe speed of increasing fans is fast, and it is mostly used to create Internet celebrity IP.长期运营有利于培养高粘性消费者，以内容消费带动商业价值。
但另一方面，剧情内容的不稳定，也导致了该类视频与带货之间还需要进行粉丝心智转化。
For example, "27-year-old migrant worker wears a look today", "how to wear denim shorts in summer", "3 types of shirt hair dressing", etc., such video works are generally the person who appears in the camera to share the experience of dressing in daily life or clothing evaluation, and gain the trust of fans by creating the image of a "dressing expert".
这类视频作品对出镜人的形象和表达能力都有着较高的要求，示范的穿搭思路也要贴近日常生活场景，带货转化率较高。
With the gradual maturity of live streaming, clothing live streaming has also formed a specific style and form by the classification of blue V brands, self-operated goods and influencers.
Based on the systematic and standardized mature operation, the Blue V brand live broadcast room is equipped with extremely professional, comprehensive and detailed process settings for each link from background placement to anchor speech, model display, and product introduction.
Different from the Blue V brand, the live broadcast room of the self-operated Douyin clothing store often focuses on the preferential price of the product, creating a price gap between online and offline, and giving the live broadcast users a sense of psychological satisfaction with an exclusive price.
但实际上，不论是蓝V品牌还是自营带货，所有的直播间都在全网批量复制的节奏里迅速陷入同质化窘境，程序化流程致使消费疲感。
回顾2021年引发全网热议的直播间，比如佰草集的宫廷直播，鸭鸭羽绒服的雪山带货，他们是通过改变直播场景这个变量呈现出了更强的兴趣电商特性，最终实现了声量与销量的双增长。
同理类推，诸如福利形式、直播话术、主播形象等直播间Each link can be used as a variable to make micro-innovations，在可控的成本之内实现差异化竞争。
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