Lola Password signed a contract with Zhiyi Technology to open the positive cycle of Douyin with goods Service cases
2022-03-11
Zhiyi Technology
Since ByteDance announced the establishment of a first-level e-commerce department on June 18, 2020, in less than two years, Douyin e-commerce has been conquering the city and making great progress.
And with Douyin e-commerce, there are a number of pioneers who dare to break through. Lola Password, which has successively won the first place in the Douyin clothing anchor delivery list, the first place in the Douyin Double 11 overall list, the first place in the peak total list, and the first place in the 618 clothing delivery list, is one of the best.
In order to create a new engine for the growth of clothing brands,Lola Cryptography and Zhiyi Technology officially reached a cooperationopenThrough "Douyi", we have established a data-centered Douyin shoes and clothing explosion optimization idea, which has comprehensively improved the overall efficiency of internal production and marketing.
Lola Code was founded in 2016 with the original intention of creating a women's clothing brand that meets the aesthetics of Chinese people. As the name of the brand is named, the founder Lola intends to listen to everyone's innermost password as a fashion hacker, let clothing be the key, and be her own fashion queen.
At the beginning of the business, the business focus of Lola Password was mainly offline, and Douyin was only one of the many publicity positions of the brand. With the popularization of mobile Internet and the migration of consumption habits, Lola Password noticed the general trend of online consumption and began to re-examine the potential of online sales.
It wasn't until a Douyin trial in 2019 that Lola found a new password: "We entered Douyin in 2019, when we tried a live broadcast, and we did 5 million in the first game. ”
The live debut was a great one, and the numbers were even more exciting. Soon, in order to let more people see and understand the clothing of Lola Password, Lola decided to seize this rare opportunity to transfer the main business line of Lola Cipher from offline to online, explore the new model of Douyin live streaming, and grow together with Douyin e-commerce.
At the same time, based on the content ecology of Douyin, the main account of Lola's password is also carefully managed. In hundreds of video works, most of the account content revolves around "women" and "clothing", in addition to high-profile display of the details of various new products and shaping the high-end image of the brand, the on-camera Lola also has an inspirational attitude expression of personal struggle, which gradually narrows the psychological distance with many women.
Source:Shake your clothes
Judging from the data, the Lola Code is indeed betting on the right track. Since switching to Douyin, the number of Douyin fans of Lola Password has reached 5.14 million, and 300 video works have received a total of 58 million likes, laying an excellent traffic foundation for subsequent brand live broadcasts and sales with goods.
The data performance of the live broadcast is even better, from a high starting point of 2 million yuan in sales of a single live broadcast,Lola passworddrew a beautiful growth curve, until the special live broadcast of the 2020 New Year's Festival exploded with strong potential energy-It took only 11 hours to set a sales record of 66 million, and the official account increased by 100,000 followers 。
Since then, the live broadcast room of Lola Code has continued to rank first in the category of women's clothing brands on Douyin, and its monthly sales have also climbed from tens of millions to hundreds of millions, achieving a qualitative leap at all levels.
The brilliant achievements of Lola Code have also found a new growth path for many clothing brands, and set up an innovative sample that can be replicated, promoted and referenced.
It is worth mentioning that in addition to the growth of data, Laura Code began to think about the iterative update model of traditional clothing brands.ExactlyFurther ambition led to the opportunity for the cooperation between Lola Cryptography and Zhiyi Technology。
"Apparel has become the largest category of Internet retail, and live streaming is not only selling products, but also an important carrier of brand communication, carrying an important function of building a social retail ecological chain. I believe that the current simple design and sales are no longer able to meet the needs of the development of clothing brands.Only by reducing costs through digital layout and improving the efficiency and experience of apparel retail is an important development direction in the future。 In an interview, LoRa, the founder of Lola Cipher, emphasized.
This is indeed the case. One-way design output is one thing, in actual sales, a clothing brand often needs to understand the real needs of consumers. Especially in the era of digital economy, the new generation of consumers are willing to share and interact with each other, and their understanding and feedback on fashion and clothing will directly affect the consumption decisions of others, and even affect the brand's new product sales. All these have directly prompted clothing brands to try to gain insight into consumers from the source of the design and production chain.
Based on this,The Lola Code Project explores how to use data to mine demand and drive the production of clothing with the designs that consumers like, so as to truly impress consumers and stimulate their desire to buy。
Source:Shake your clothes
The first is to accurately target the crowd on the basis of user portraits. In the homepage of Zhiyi Technology's "Shake Clothes", click【Fan Portrait】It can be clearly seen that 77.15% of the fans of Lola Code are women, of which 69.8% are 25-40 years old, and the geographical attributes are obvious, mainly concentrated in Guangdong Province.
This is consistent with the character created in Lola's cipher video work. Through continuous and stable content operation, the women, emotions, and plots presented in Lola's password account have established a highly recognizable brand image for video works, which has a greater attraction to middle-aged married women.
Combined with the commuting clothing design style of Lola's password, the overlap between account fans and brand consumers is high, and the monetization rate and conversion rate are also improved. This is also the advantage of Lola Password in the case of millions of fans, and the performance of bringing goods has repeatedly exceeded 10 million fans.
In the creation of records again and again, gradually, Lola Code began to seek a more long-term and richer live broadcast ecology.Trying to explore more possibilities for growth by broadening the boundaries of cooperation, not just limited to brand self-broadcasting and clothing sales。
Source:Shake your clothes
根据「抖衣」【带货商品】page, selected a time interval of nearly 30 days, and found that in addition to its own brand women's clothing, the cooperative stores and brands are growing rapidly, and the category is gradually expanding. From the perspective of sales ranking, snacks, daily necessities, cleaning and care, accessories and bags and other goods have performed well, and the main reason is that their main consumer groups highly overlap with the original fans of the Lola password account.
因此，在带货商品数、品类日趋增长的情况下，罗拉密码的带货范围日益扩大，直播销量、销售额节节攀高，甚至在2021年第2季度力压众多网红、大牌直播间，夺得达人榜第一。
截至2021年第四季度，根据「抖衣」的【达人概览】页可知，罗拉密码平均每场直播带货90+商品数，场均直播销量8万+，场均销售额也达到了1000万+。当然，其自有的女装品牌依然是直播间内销量最好的存在。
带货之外，对爆款规律的把握、监控亦是罗拉密码日常的重点工作。基于「抖衣」的商品库、排行榜、作品库功能，罗拉密码也能从中发现服装设计、商品运营、直播带货的更多趋势。
点击「抖衣」首页的【商品库】按钮，只需在【热销】一栏内选择时间区间，点击【本期销量最多】，即可得到对应时间内抖音上最为畅销的多款服装单品。
Click on any of the target product cards to view them【商品详情】。页面囊括了商品售价、所属类目、销售概况、直播详情等一系列数据表现。
下滑页面，还能查看更多销售、直播相关的趋势维度及走势图。
Click on the sidebar【直播分析】、【Work Analysis】、【达人分析】按钮，支持查看关联该商品的直播、视频作品及带货主播的销售数据表现，协助品牌分析发现爆款的运营思路。
点击【作品库】按钮，即可查看近期服装行业内的热门视频作品及其相关数据，有利于品牌第一时间发现优质视频及内容创作风向。
点击【话题】按钮，可查看抖音热门话题下关联的视频作品，协助品牌高效捕捉热点话题，并通过参与话题提高品牌、商品的曝光量。
点击「抖衣」首页的【排行榜】按钮，即有商品榜、达人榜、店铺榜、品牌榜、直播榜、作品榜、话题榜7大维度可供查看，侧边栏另有销量榜与热推榜等筛选维度。
所有排行榜均高度结合数据，能协助品牌更灵活、更精准地发现抖音头部趋势，其中各类飙升榜能发现商品、达人、店铺、品牌、作品等潜在黑马。
从服装设计角度，品牌可在【商品榜】found design elements with explosive potential; From the perspective of cooperation and competition, brands can be used【达人榜】、【店铺榜】、【品牌榜】、【直播榜】Analyze the business profile of the target business; From an operational point of view, the brand can be used in:【作品榜】与【话题榜】中研究高热度话题，丰富和提升后续视频作品的创作内容。
总的来说，在与「抖衣」达成合作后，罗拉密码通过达人分析、商品分析、粉丝分析等维度构建起了直播数据总览看板，及监控台、商品库、排行榜、大盘分析等渠道数据，在数据的深层探索和应用方面都具备了更多可能性。
未来的日子里，「抖衣」将与罗拉密码继续深化合作内容，丰富和扩展抖音电商的决策信息链条，以多且全的数据分析维度及时响应品牌的业务变化，为罗拉密码的后续带货方向提供依据，从而提高决策的准确性。
让「抖衣」协助罗拉密码进一步开启抖衣电商正循环，不论服装设计，或直播带货。
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