In the ever-changing garment industry, the emergence of a piece of "explosive style" can often quickly detonate the market and achieve remarkable sales myths. However, how to accurately grasp the pulse of the market, create a real hit, and avoid a flash in the pan is the answer that every clothing person is striving for.
Is this based on a natural intuition, or a traceable methodology?
Recently, Zhiyi Technology had an in-depth dialogue with oneSenior manager Mr. Xu, she and Douyin expert "Xu Yuanyuan" will jointly achieve an amazing result of sales of more than 100 million yuan in 2024and, more importantly, they areIn-depth users of Zhiyi Technology's SaaS products。
Through this two-hour in-depth conversation, we gained insight thatBehind the success is a set of "four-dimensional aesthetic positioning" methodology that skillfully combines market aesthetics, accurate crowd portraits, data feedback and subjective aesthetics。
This system not only makes the birth of popular models "easier", but also empowers the entire team, especially the talent himself, to use data as a shield and increase confidence. Next, based on this exclusive interview, we will reveal to you the methodology of this set of clothing explosions that detonated 100 million-level GMV.
Four-dimensional aesthetic positioning methodology
"Our team currently has about fifty or sixty people, and we have a version room to open a payment, and I am responsible for the entire operation." At the beginning of the interview, Mr. Xu, the manager, gave a clear overview of the team. "The focus of operation is on Douyin, live broadcasts and short videos have been rolled out across the board, and the basic annual sales have exceeded 100 million since the beginning of 21 years. At the same time, our video account and Taobao are also doing well. ”
Source: Company Edition
The expert "Xu Yuanyuan" who appeared on the camera is more emotional in her judgment of aesthetic popularity, relying on years of experience in the clothing industry and keen fashion intuition. "She is a very good learner and can quickly perceive fashion trends and judge whether they are suitable for our fan base." As the head of operations, Mr. Xu, who was born in the investment industry, focuses more on data and logical analysis.
"I think data is a tool, it is multi-dimensional, and it will give us some references." Now that he has transformed into a trader of Douyin's popular women's clothing, Mr. Xu has always believed that on the basis of multi-dimensional data indicators such as comprehensive click-through rate, transaction data, and fan interaction, it can provide direction for the development and optimization of clothing, and can also reveal the real needs and potential explosive points that cannot be touched by subjective judgment.
Zhiyi Technology's SaaS product - ZhiyiIt is precisely this role that provides multi-dimensional data support for the "Xu Yuanyuan" team, from macro market trends to micro single product performance, providing an objective "reference system" for designers and operation teams.
Taking Mr. Xu as an example, she will make a comprehensive judgment based on the daily update of industry data, fashion trends, competitive product analysis and other multi-dimensional information of Zhiyi, keep up with the rising trend of fabrics, styles, colors and so on, and then screen them in combination with the characteristics of the talent itself and the preferences of the target group.
Source: Zhiyi-Home
Based on this, Mr. Xu gradually summed up a set"Four-dimensional aesthetic positioning" methodologyFrom the four dimensions of market aesthetics, data feedback, accurate crowd portraits, and subjective aesthetics:
1. Market aesthetics: Capture popular factors from the trend of the whole network
In the view of the manager, Mr. Xu, in the past, the market aesthetics should obtain the current fashion trends from various channels such as big names, celebrities, Dongdaemun, and Nanyou, such as what fabrics are popular? Which suit is good to sell? Which fit is popular? Which platform influencers look good? Now it's time to see the new apps and big names.
But Mr. Xu clearly recognized: "If we purely brush the software, it is easy to fall into the information cocoon, the more styles we see, the more relevant the software will be, so it will be repeated forever, and I don't know if other people's popular models are suitable for our talent and fan base, and it is difficult to attract new ones." ”
Source: Zhiyi-Leaderboard
In order to tap the real market trend, Mr. Xu's solution is to use Zhiyi to analyze the trend of hot styles, fabrics and colors on the whole network with the help of Zhiyi, so as to ensure that the products are on the cusp of the trend. "I use Zhiyi to look at the trends of big brands and different channels, and analyze the sales data of different platforms, including the growth of the entire store. For example, I will pay attention to which of the top 50 stores this year are new, and there is a high probability that they have stepped on this year's fashion trend, direction, category or style. ”
2. Data feedback: the core driver of iterative optimization
"Our aesthetics are also constantly evolving," Mr. Xu added, "From the early days of mainly looking at the Thirteen Lines and Four Seasons, to now focusing on Taobao, Douyin and other channels, and now we will continue to correct and improve it in combination with the data feedback on Zhiyi." ”
"Combining data to change the explosive model" - this is a key step in the process of creating their explosive model.The team also summed up some paths with a high success rate: "We think that the popular version that has been verified by the data, and then combined with this year's popular elements, such as fabrics, colors, etc., is a relatively easy way to win." If your fans like a silhouette, then change to a popular fabric and they will still like it. ”
Source: The company's "bad review wall"
"We've had important decisions corrected by data." Mr. Xu revealed that in the development stage of the spring style, they realized that gauze skirts were very popular, but at first they thought that the fan base would not like gauze skirts when they were older. The data trends were there, which prompted them to develop new styles to suit their target demographic, and the result was this year's spring hit.
She stressed: "The data needs to be combined with your demographic, your style.I don't think it's okay to use data at all, just with absolute aesthetics. Based on data and operational logic, we will give designers some pre-information or directions, so that they can 'fill in the blanks' within this framework, or use last year's popular models for them to improve. In this way, the explosion rate, stability and richness of pallets can be improved. This is actually an effective combination of logic-based operation and aesthetics, both of which are indispensable. ”
3. Accurate crowd portrait: the two-way rush between influencers and fans
"Accurate crowd portrait" is very important, which is not only the style positioning of the daily star "Yuanyuan", but also the in-depth combination of her fan group's consumption power, aesthetic preferences and other data portraits.
"If a model is dressed well, but it is really not very suitable for fans, then the consumer group of this model will definitely not be wide, and we will not take the initiative to develop it." Mr. Xu believes, "Because we will go to many places to meet fans, we now gradually have a more practical understanding of the approximate age group, city, type of favorite and other character portraits of the whole group, and the models are more accurate."
So at the moment, Mr. Xu is more inclinedFind the ones in the fashion trends that suit both influencers and fans"For example, some models are liked by experts, liked by the team, and the fan feedback is very good, and the version design is OK and in line with the current fashion trend, so there is a high probability that it will be a big hit." ”
4. Subjective aesthetics: give the product soul and personality
Although emphasizing the importance of data, Mr. Xu and his team also know that pure data accumulation cannot achieve a hit. The product still needs to be combined with the "subjective aesthetic" characteristics of the talent, so that it can be more soulful and recognizable when bringing the goods.
Mr. Xu gave an example: "Recently, a three-piece set that has been sold all over the Internet, we changed a single color and fabric of our own according to experience, and it really sold out." The manager excitedly shared, "First of all, this fabric is popular this year, secondly, this style is good-looking, and thirdly, this color is suitable for Yuanyuan, and it has been selling very well." ”
This case perfectly illustrates the integration of "four-dimensional aesthetic positioning":"Fabrics are trending this year"(Market aesthetic data feedback), "the color is suitable for Yuanyuan" (subjective aesthetics), "It has been selling very well"(Accurate Crowd Portrait).
That's right"The fourfold combination of product style, fashion trend, data, and talent characteristics" makes their products frequently stand out among many of the same models, and find the law of "explosive orders".。
Women's clothing explosion operation in the involution competition
In addition to the core "four-dimensional aesthetic positioning" methodology, the team has also accumulated valuable experience in the operation practice of the Douyin account.
Mr. Xu, the manager, told us that in the early days, Yuanyuan relied on the experience and intuition of traditional women's clothing people to quickly get started, but with the intensification of market competition,The popularity rate of relying solely on "feeling" selection has decreased significantly。 "In the early days of Douyin, we relied on Yuanyuan's cognition and high-quality content ability as a traditional women's clothing person, and quickly created a hit. At that time, the short video traffic was very good, there was no problem in selecting products, and it was relatively easy to start a number. ”
The building of fan stickiness is also crucial. "Yuanyuan is a very shareable and lively person, she is willing to chat and interact with fans in the live broadcast, and fans also regard her as a friend." In addition, the team will also follow the traffic logic of the Douyin platform to optimize content and plan live events.
"For example, in the birthday field, we will reach fans through richer products and better pre-content, set up interactive mechanisms (such as lottery to give iPad), and even organize Xinjiang outdoor photography and birthday banquets for offline VIP customers, and invite Internet celebrity friends to participate together, so as to expand the overall potential energy, so as to break through the traffic level."
However, with the intensification of the involution of the Douyin platform, the popularity rate of women's clothing has shown a downward trend. "The popularity rate is not as high as before, and the depth has changed. In the past, a popular model could sell one or two thousand pieces, and more than 35% of the receipts were signed, but now the economic environment is not good, the explosive rate itself is lower than before, not to mention, the life cycle of the explosive model is not so long. ”
"Everybody says women's clothing is hard to make, and it doesThe test is the company's comprehensive operation ability: the positioning must be set well, the inventory must be managed, the products must be good, and the old fans must be maintained。 She concluded, "The current rate and depth of popularity may not be as good as before, and the economic environment also has an impact." But the more so, the more refined the operation. ”
Mr. Xu then sighed: "In the current context, do we think that our absolute aesthetics can override the general trend? It is human nature that people like the new and hate the old. So, when making decisions, data is inseparable. ”
Source: Zhiyi Trend Report
Talking about the application of data tools, she once again praised "Zhiyi": "In terms of improving the efficiency of model selection and testing, 'Zhiyi' has given us a lot of help. I've been using Zhiyi since last year, and I've been using it a lot this year. For me, who is still learning, ZhiyiIt helped me better understand the logic of the Douyin platform, Yuanyuan's fan base, and how to make judgments between data and aesthetics。I'm now choosing a model for Yuanyuan, and the selection rate is quite high. ”
When asked how to make trade-offs between data, aesthetics, and trends? Mr. Xu believes: "First of all, people can only make choices in the trend. For example, 'big brand substitution' is easy to sell online, because the head brand has completed market education and user mentality. Another example is that hemp is particularly popular, you can't go against the trend, but you have to find a style that suits your style orientation in hemp. ”
epilogue
At the end of the interview, Mr. Xu used the words "breakthrough", "confidence" and "explosive" to incisively summarize the data operation in her eyes.
"Breakthrough"It means breaking through the designer's personal information cocoon and subjective aesthetic trap to gain a larger vision;"Confidence"It is reflected in the data to support the popular style, so that designers and talents have more confidence to make popular decisions.
Data is not only a decision-making tool, but also a "booster" for the confidence of teams and talents. When the data points to a clear"Hit"In the direction, whether it is the manager, the designer, or the talent who rushes to the front line of the goods, they can invest more firmly and achieve the explosion.
From "aesthetic trap" to "four-dimensional aesthetic positioning", from data tools to confidence empowerment, in the nearly 2-hour interview, we deeply felt that Mr. Xu's explosive methodology revealed a new paradigm for the clothing industry in the digital era - the achievement of annual sales of more than 100 million yuan is not out of reach, but through accurate data insights, efficient iterative optimization, and a deep understanding of the market, people, and trends, supplemented by their own unique aesthetics.
Zhiyi Technology is committed to providing accurate and efficient AI big data services for apparel companies, helping more industry pioneers like the "Xu Yuanyuan" team to accurately position themselves in the fierce market competition and create their own popular myths.
Want to know more about how Zhiyi Technology's data services empower apparel companies? Welcome to scan the QR code below to get the exclusive solution!
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