Changing 800 sets of clothes in one minute! What new tricks have the women's clothing live broadcast room come up with?

In this article, let's learn how @紫嫣红藤服装 subverted the traditional women's clothing live broadcast model and created a new shopping experience through the 15-second quick change of clothes live broadcast. Explore the innovative logic behind this "new trick" and how it reflects the new trends and characteristics of women's clothing live broadcast.

As we all know, there are four types of speeds: low speed, medium speed, high speed, and purple vine speed!

Recently, many netizens have been bombarded with screens in a live broadcast room like this: quick outfit change in 15 seconds, so fast that people exclaim "eight hundred sets of clothes changed in one minute."

Nowadays, live streaming has become a hot marketing tool for clothing brands. As a "dark horse" in the women's clothing live streaming track, @紫嫣红藤服装's unique and creative live streaming format has not only successfully attracted a large number of viewers, but also opened up a new path in the women's clothing live streaming market.

What is so great about @紫嫣红藤服装's creative live broadcast format? What new features does it reflect about women's clothing live broadcast? Let's take a look from Claure's perspective~

01 Quickly change clothes in 15 seconds to create an alternative women's clothing live "dressing show"

While most women's clothing live broadcast rooms are still talking in long-winded terms, taking half an hour to explain a piece of clothing, @紫嫣红腾服装 has already pressed the accelerator for changing clothes, standing out with its unique and creative live broadcast of selling goods.

Image source: Xiaohongshu

Interactivity, entertainment and visibility are the distinct features that distinguish live shopping from traditional online shopping, and are also one of the key factors influencing consumer participation in live streaming shopping.

In the @紫嫣红腾服装直播室, women's clothing is quickly changed on the anchor, just like a fashionable "dressing show". Every time the anchor changes clothes, not only is the movement quick, but also the elegance of the clothes is fully displayed in every gesture, accurately conveying the charm.

This visual effect immersed consumers in it, and many netizens said: "If it were me, I would definitely be in a mess, but the zipper seemed to open as soon as she touched it." Some netizens were even impressed by the quality of the zipper of the clothes: "The zipper of the clothes is so smooth" and "It shows that the quality of the zipper is very good."

Image source: Xiaohongshu

The effect of the live broadcast room's quick costume change also aroused netizens' strong desire to share, and they posted wonderful clips of the live broadcast on major social platforms. This not only greatly broadened the dissemination range of the live broadcast content, but also triggered widespread secondary dissemination.

Image source: Xiaohongshu

@紫嫣红藤服装's live broadcast format of quick clothing changes successfully combines product display with entertainment interaction, giving the audience great visual enjoyment and stimulating users' desire to buy.

Image source: Xiaohongshu

While most women's clothing live broadcasts are still introducing product details in a lengthy and tedious manner, @紫嫣红藤服装 has already carved out a niche on platforms such as Douyin and Xiaohongshu with the visual impact created by fast-paced clothing changes.

02 Focusing on both form and product, opening up a "blue ocean" exclusively for women's clothing

Social platforms are like a vast and fertile "experimental field" for innovation, providing unlimited possibilities for live streaming of women's clothing.

Because platforms such as Douyin and Xiaohongshu have a large number of audiences with different styles, it is still worth it for major creators to transform into "pioneers" and explore new models for selling women's clothing.

Chongqing Zilonteng Trading Co., Ltd., the company behind @紫嫣红藤服装, is a "deep-rooted" company in women's clothing that integrates production and sales. Relying on its own advantages in the complete industrial chain, it dares to take the lead in testing innovations in the field of e-commerce live streaming.

As the traditional women's clothing sales model is showing signs of fatigue, they keenly captured the live broadcast audience's desire for novelty, speed and beauty, and took the initiative to break the conventional, lengthy and tedious product explanation paradigm. They created a compact live broadcast rhythm in the form of quick clothing changes and gained a large number of users.

In fact, there are far more live broadcast rooms than @紫嫣红藤服装 that have innovated in the live broadcast format of women's clothing.

Take the Douyin musician @井迪儿 as an example. He has his own singing talent and cleverly combines music with live streaming of women's clothing.

During live broadcasts, she often starts with a hit song to ignite the atmosphere, and then changes her clothing style to match the melody, creating a tense and exciting live broadcast effect. From time to time, she also puts on clothes for a catwalk or dance performance, allowing fans to immerse themselves in a dual audio-visual experience, with significant purchase and conversion effects.

Image source: TikTok

There is also @天总, who transformed from a beauty and fashion blogger. Her live broadcast room can be called a "happy fashion party". During her live broadcasts, she often changes clothes quickly while jumping around. In the last second, she is wearing a vibrant sports suit, and in the next second she can instantly "transform" into a sophisticated hot girl with a short skirt.

In addition, she also matches trendy accessories, skillfully using accessories to "add finishing touches", and interacting with changing styles, compact rhythms and humor.

Image source: TikTok

In addition to working hard on the live broadcast format, live broadcast rooms that refine the styles of products and focus on different groups of people are also another form of selling women's clothing.

The current women's clothing market is like a colorful and intricate "style puzzle", and live streaming sales are precisely embedded in each sub-segment, including office siren style, plus-size women's clothing, Japanese style... Each live streaming room focuses on specialization and accurately meets the personalized needs of different consumers.

For example, @紫嫣红藤服装’s goods are mostly for working women, focusing on the “light workplace, heavy texture” route. Most of the clothes are soft, skin-friendly, crisp and stylish suits and dresses. Most of the clothes are slim-cut to fit the female curves, and the details are embellished with pearl buttons, taking into account professionalism and elegance, precisely meeting the pursuit of quality and style by the “white-collar workers, backbones, and elites” in the workplace.

This product strategy not only fits the psychology of some women who want to show their exquisite life and pursue quality clothing, but also creates a live broadcast room with a "personality" through products of consistent style, which also helps such women's clothing brands gain a firm foothold in the market competition.

03 Write to the end

Looking back at the history of women's clothing live streaming, the initial stages were mostly simple and crude. The hosts were mostly in a dim and messy room, holding a few pieces of clothing and displaying them flat. Their commentary was pale and stiff, and they only relied on low prices to attract attention, as if they were bringing a street "dump stall" onto the screen.

Today, the new style of women's clothing live streaming created by women's clothing live streaming rooms such as @紫嫣红藤服装 has made more clothing merchants understand that content creation will become one of the core competitive advantages of brand development.

In terms of shopping experience, women's clothing live broadcasts in the future will not only sell products. Merchants can use clothing as the "protagonist", and then match it with dazzling jewelry, unique handmade bags, exquisite hats and scarves... to build a complete dressing system, allowing consumers to match their entire outfit with one click.

In terms of content innovation, women's clothing live broadcasts can further broaden the content format, such as holding theme live broadcasts and inviting well-known creators to conduct cross-border cooperation, bringing more colorful live broadcast content to the audience.

To sum up, @紫嫣红藤服装, with its unique and creative live broadcast format, not only successfully attracted a large number of viewers, but also expanded its brand influence in the women's clothing market.

We also look forward to more women's clothing brands constantly exploring and trying new live broadcast formats and product strategies, finding their own content highlights, and bringing consumers a more interesting shopping experience.