In the crowded ice and snow track, these brands use "lists" to break the circle in Douyin e-commerce

The season for playing in the snow is here again. Down jackets, ski suits and other clothing for ice and snow tracks are in their golden sales period. Let’s see which brands are doing well in this field.

The annual ice and snow season has begun again, and winter clothing and outdoor equipment categories such as down jackets and ski suits have entered a period of explosive growth.

The "Research Report on the Development of China's Ice and Snow Industry (2023)" shows that by the end of 2023, the output value of China's ice and snow sports is expected to reach 890 billion yuan, and the consumer group is mainly young people, accounting for more than 60%. It is worth noting that more than 70% of the people in the ice and snow industry are experience-oriented consumers, about 20% of the people are enthusiasts who have skied less than 3 times, and only about 10% of the people are professional skiers.

This means that a large proportion of consumers of ice and snow sports are "novices" who have needs but lack experience and expertise, and do not know how to choose clothing and equipment that suits them. There is a huge gap between consumers in the ice and snow industry and clothing brands waiting to be filled. If brands can accurately reach this group of people and communicate with them effectively, it will bring huge business growth.

Facing this potential market, how can brands tap into the incremental growth? The Douyin e-commerce apparel industry has come up with a new solution - based on the mall's conversion and acceptance capabilities, launching the "National Ice and Snow Season" event. During this event, the Knife Skills Research Institute noticed a highlight: Douyin Mall released the "Douyin Ice and Snow Trend Gold List" to help brands accelerate the incubation of explosive products.

Douyin's e-commerce apparel industry is based on the characteristics of standard products and strong brand power in the ice and snow track, combined with the mall field scene of "Douyin Ice and Snow Trend Gold List", to help brands build brand power in the shelf field and content field, so as to better create new products, acquire customers and conversions.

During the event, Douyin's Ice and Snow Trend Gold List had over 5.5 million PV exposures. The list had an average daily DAU of 57,000 and a total exposure of 710 million. The GMV of the listed products increased by 26% during the event. Among them, brands such as Xue Zhongfei, Ochirly, and Yingjue Lunfu successfully promoted new products such as outdoor windproof down jackets, windbreaker light down jackets, and men's white duck down jackets to a wider range of potential customers through this list.

It can be seen that the Trend Gold List, as a new grass-planting touchpoint for Douyin e-commerce, is becoming a new lever for brand merchants to leverage growth.

1. Douyin e-commerce trend gold list, a new touchpoint for seeding

As the ice and snow track becomes increasingly crowded, product homogeneity has become an inevitable problem. How to make differentiated highlights that can truly impress users in categories such as down jackets and ski suits is the key for brands to stand out in this 100 billion track.

The Knife Skills Research Institute has observed that there are currently two main innovation directions for ice and snow clothing:

The first is high-end, such as the Chanel-style windbreaker down jacket that Ochirly is promoting this time, which adds texture to the down jacket by optimizing the shape and high-end craftsmanship of the large lapel.

The second is to innovate products in line with the trend of outdoor sports. For example, brands such as Xuezhongfei and Yingjulun. Xuezhongfei's large fur collar down jacket combines the performance of a jacket with a down jacket, making the product cold-proof, waterproof and windproof. Yingjulun's lock-down warm down jacket is windproof, waterproof and anti-fouling on the basis of upgraded warmth performance.

Now that we have a product, the question is how to promote it. Before a new product becomes a dominant category, the promotion efficiency of a single product is low, but if you can catch up with the trend and take advantage of it, you can often achieve twice the result with half the effort.

In order to help merchants solve pain points, Douyin e-commerce apparel industry has created a theme IP event "National Ice and Snow Season" based on the trend of the ice and snow industry. Brand merchants participating in the event can not only obtain operation resources such as search page, live broadcast room banner, topic page, opening screen, etc., but also invite experts to co-create ice and snow season series content, stimulate UGC content in the form of short videos, challenges, etc., and create hot topics to create an atmosphere of ice and snow trends on the platform.

During the event, the overall explosion coefficient of participating merchants reached 175%. Among them, the core categories of ice and snow such as down jackets, sports down jackets, snow boots, etc., exploded by more than 2000% month-on-month, ski clothes exploded by more than 2800%, and accessories such as ski goggles exploded by more than 15000% month-on-month.

The "Douyin Ice and Snow Trend Gold List" is the highlight of this event. It is an effective touchpoint that connects users and brands and establishes category awareness.

The Trend Gold List is based on the big data of the Douyin e-commerce platform and is selected based on multi-dimensional data indicators such as product sales, brand power, popularity, and word of mouth. It is worth mentioning that this is not a simple sales list, but is formulated based on consumption trends and consumption theme scenarios. According to the rhythm of the activity theme, the list categories, listed items and other data are updated regularly.

For example, under the trend of ice and snow outdoor sports and high-end development, brands such as Xuezhongfei, Ochirly, and Ingenuity have taken advantage of the opportunity to make the list. Among them, Xuezhongfei's thermal pants received more than 50,000 orders during the event period; Ingenuity's extreme cold series hooded down jackets received more than 1,300 orders; and Ochirly's shawl collar quilted light down jackets received more than 1,000 orders per customer.

When users browse or search for products on Douyin Mall, the "Douyin Ice and Snow Trend Gold List" serves as a new touchpoint for seeding products, which can help users speed up their decision-making and shorten the conversion path. The emergence of this touchpoint enriches the dimensions of e-commerce lists and makes the value of "list marketing" more prominent.

2. Trends + scenarios + word of mouth, what can the list bring to the brand?

So-called list marketing is to use the authority of the platform or the word-of-mouth effect of the public to build a sense of trust in the hearts of users. In the past few years, brands have judged their market position through big promotion lists such as Double 11 and 618. However, as the market gradually calms down, simple sales data is not enough to reflect the true value of the brand. The market needs a more comprehensive list that can truly connect users and brands.

The Douyin Mall Trend Gold List provides a more comprehensive solution based on sales indicators. Through the "Douyin Ice and Snow Trend Gold List", brands can leverage trends to improve the efficiency of new product promotion and accelerate the creation of advantageous categories. With advantageous categories, emerging brands can quickly open up the market, and mature brands can also accelerate their breakthrough and find a second growth curve.

How does the "Douyin Ice and Snow Trend Gold List" help brands shape category awareness? It can be reflected from two dimensions: the user side and the brand side.

First, on the user side, the list is published to the C-end, providing a guide for consumers who "don't know what to buy". In addition, the Douyin platform has gathered a group of people who love life and are willing to share. They are highly involved in content related to outdoor ice and snow sports such as skiing, providing a natural soil for the formation, discovery and dissemination of trend trends.

On the brand side, the "Douyin Ice and Snow Trend Gold List" can provide dual support for new products by superimposing trends and scenarios, accelerating the new products to become popular products.

Compared with a simple sales list, it is closer to the real life of consumers. When users see the products on the list, they can naturally associate them with the usage scenarios, which truly meets the needs of users. For example, the top-ranked products on the list, such as the Ingerson Men's White Duck Down Jacket and the Snow Flying Outdoor Down Jacket, respectively hit the trend scenarios of "Men's Down Jacket" and "Outdoor Sports". Through list marketing, brands can more accurately reach high-potential users through official portals such as search and event details pages, and increase product quality and brand image.

For brands, being on the Douyin Ice and Snow Trend Gold List means more exposure and opportunities to be selected. The accumulated word-of-mouth effect and trust will not only help increase sales in the short term, but also bring long-term benefits to the brand.

In addition to increasing sales of listed products, scenario-based promotional methods can also produce a chain effect of product-to-product promotion, thereby bringing multiple values ​​to the brand, such as sales conversion and brand asset accumulation.

3. Combine the global interest e-commerce ecosystem and use the rankings to leverage both product quality and sales performance

Although e-commerce lists have existed for a long time, the value of list marketing has not been fully explored. Daofa believes that as brands become more aware of the lists and the lists themselves evolve, list marketing will play an increasingly important role.

We can see the reason from the kinetic energy theory 4.0 proposed by Doris. Based on Maslow's hierarchy of needs, Doris divides brand value into 7 levels, from bottom to top: survival needs, sense of security, love and belonging, respect, cognitive needs, aesthetic needs, and self-realization. In the current consumer environment, a sense of security is one of the most important needs of consumers. This is why many brands choose to make industry white papers and seek opportunities to be listed on the industry's authoritative list.

In this case, the platform rankings, in a sense, take on the role of building a sense of security for users and filling the trust gap between consumers and brands.

The special feature of Douyin's Ice and Snow Season Trend Gold List is that it not only takes sales as the standard, but also pays more attention to the needs of "people" and is highly matched with the demand scenarios of consumers. These characteristics make Douyin's e-commerce measurement indicators richer and make brand promotion more warm.

In addition, in the global interest e-commerce ecosystem, the conversion efficiency of the list has been greatly improved by transferring the content to the shelf field.

Taking ski equipment as an example, December to January is the explosive period for ski equipment sales, and the average monthly video playback volume of ski-related content on Douyin is nearly 30 million times. In conjunction with the release of the list, Douyin e-commerce also launched the topic of "Treasure Ski Equipment" to attract users' attention and search for related products through UGC content. And when users search for keywords such as "ski goggles", they can also see the certification of "Douyin Ice and Snow Trend Gold List" on the product page. The sense of trust provided by the list improves the decision-making efficiency of users.

Therefore, DaoFa believes that Douyin e-commerce's addition of the Trend Gold List to the Ice and Snow Season IP event is a change that deserves the attention of brands. This list is an efficient grass-planting touchpoint between the content field and the shelf field of Douyin e-commerce.

Through the Douyin Ice and Snow Trend Gold List, we can see that the Douyin e-commerce apparel industry combines ice and snow trends with industry characteristics to provide brands with high-quality mall shelf scene resources, using the Trend Gold List as an important resource position to help brands create new products, increase exposure, establish brand image, and improve conversion efficiency.

Compared with simply using promotions to stimulate purchasing interest, Douyin Ice and Snow Season Trend Gold List builds trust for brands, thereby enhancing brand power. As the cost of seeding is getting higher and higher, list marketing is equivalent to adding a layer of "buff" to the brand, which is a better solution to achieve product-effect synergy.

Author: Pu Xingxing WeChat public account: Knife Skills Research Institute