500,000 fans, monthly GMV exceeds 350 million, a new dark horse emerges in the apparel market

This article takes the successful experience of the dark horse in Douyin's clothing list this year as an example to analyze the secrets of e-commerce sales. The integrated innovation of Xiaohongshu's "planting grass" function, the novel form of sales, and the strong quality that cannot be avoided in any way are all the key points of this article.

At the beginning of this year, a clothing anchor named @刘一一 on Douyin came into the public eye. Although her account has only about 500,000 followers, she has become a regular on Douyin's sales list.

It is understood that there are currently four accounts that have been verified by him, namely @Bella刘一一, @刘一一611&, @刘11生活号, and @刘一一. Except for @刘一一611&, which has not yet carried out sales, the other three accounts have carried out clothing live broadcasts, and the average sales volume has exceeded 10 million. The sales volume of the two main sales accounts, @刘11生活号 and @刘一一, exceeded 100 million in May, ranking in the top 10 of the Douyin influencer sales list.

It is not uncommon for the clothing industry to have live broadcast rooms with tens of millions of viewers, but the case of a little-known anchor quickly growing into a top live broadcast room on Douyin with his own account matrix is ​​worth discussing.

What is so special about Liu Yiyi's live broadcast room? What kind of live broadcast room does Douyin want in 2023?

01Why is @Liu Yiyi so popular?

“People can only trust each other once.”

This is what Liu Yiyi often says. From this sentence, it is not difficult to see her confidence in the quality of the products in the live broadcast room.

As of press time, the number of followers of the @刘一一 account is only 599,000, and the number of followers of @刘11生活号 is only 536,000. However, the cumulative sales of the two accounts in the past 30 days are 100 million to 250 million and 250 million to 500 million, respectively. Kas believes that there are five main reasons why they were able to make a small fortune and stand out from the many live broadcast rooms.

1. Differentiated product selection strategy

By observing the merchandise in Liu Yiyi's live broadcast room, one can clearly see that the products selected are mostly minimalist style clothing such as black, white and gray . The categories are mainly T-shirts, shirts, jackets, etc. There are not too many fancy decorations, but they are high-end and durable, and very practical to wear.

This is very different from the product selection in most clothing live streaming rooms on Douyin, and can even be called a breath of fresh air.

From the comments section, it is not difficult to see the fans' love for her clothes:

"I still watch your live broadcast every day when I am abroad. I will first send the clothes to my home in China and then airfreight them here."

"Yi Yi's aesthetic is so close to my heart! I can't control myself every time she releases something new!"

"I bought 10 pieces at once yesterday. I'm a new fan."

His unique aesthetics and taste, as well as simple, high-end clothing, have attracted a group of "rich and tasteful" fans. Data shows that 90% of Liu Yiyi's fans are female, with the majority aged 31-40, and most of them are from Zhejiang, Jiangsu, Guangdong and other places. All these data prove that this is a group of users with strong spending power and a pursuit of quality.

2. Make good use of the functions of short videos in planting seeds, testing products, and attracting traffic

Kasi browsed the works posted by @刘一一 account and found that the average number of likes could reach 3,000-4,000. Such short video data is very impressive for a host.

Kas believes that the reason for such achievements may be attributed to the "Little Red Book style" presented in his works.

The short videos commonly posted by Douyin anchors are mainly about the goods, and they strive to display the products in detail in a short period of time to attract users to place orders. They don’t care about issues such as the background and composition of the video. However, Liu Yiyi’s works are more like the content posted by fashion bloggers on Xiaohongshu.

In a courtyard full of Zen or in a deserted wilderness, wearing a set of new clothes, walking or sitting, the characters and the scenery are perfectly matched, presenting an atmosphere of peace and tranquility, giving people a strong sense of healing. More importantly, the outfits in life scenes are easier for users to associate with the usage scenarios, making it easier to achieve the purpose of planting grass.

In addition, her short videos not only play a role in planting seeds, but also have the functions of accumulating traffic and testing styles. She does not broadcast every day, so she has relatively sufficient time to attract traffic to the live broadcast room. The repeated release of short videos can deepen the user's impression of the broadcast time. She will focus on explaining the styles that perform well in the short videos and are highly sought after by fans in the live broadcast room. Styles that have been verified by users can also get better returns in terms of sales.

3. The style is the "gentle narrative style" that has been popular in recent months.

@刘一一's live broadcast rhythm is very different from the "hawking style", "forcing orders" and "scripted style" prevalent on the platform . Facing the audience is like facing friends, sitting on the sofa and telling stories. It doesn't seem like selling goods, but more like recommending goods to friends.

In addition to explaining the design, materials, and prices of the products, they will also share their own lifestyles, consumption concepts, dressing experiences, etc. with everyone, and the commercial atmosphere of the live broadcast room is diluted a lot.

In addition, we have to mention the strong team and supply chain behind it.

Third-party data shows that in the past 30 days, @刘一一 account has broadcast 8 live shows, with cumulative sales of 500,000-750,000; @刘11生活号 has broadcast 7 live shows, with cumulative sales of 500,000-750,000; @Bella刘一一 has broadcast 1 live show, with cumulative sales of 75,000-100,000.

The total number of items sold by the entire account matrix has exceeded 1 million, but the merchant experience scores of several Doudian stores that are mainly associated with its account: CO CO ZONE clothing flagship store, CO CO ZONE accessories flagship store, COCOZONE women's clothing store No. 2, COCOZONE women's clothing store No. 3, etc. are all as high as 4.99.

To be able to achieve such results with such huge sales volume proves that her team has no shortcomings in details such as product quality, goods reserves, logistics and delivery, and after-sales service. The strong supply chain system is also an absolute guarantee for her to be ahead of other anchors.

Image source: Doudian search screenshot

Finally, its matrix number layout has helped boost the continued expansion of its business.

Data shows that @刘一一's live broadcast room does not have much traffic, relying more on the platform's natural traffic. However , according to industry insiders, Douyin has an upper limit on the natural traffic of each live broadcast room. Therefore, if the host and the team's energy allow, opening a matrix account is the best way to make the pie bigger.

At the same time, the "people, goods and place" that has been verified in a live broadcast room can easily replicate the success of the original live broadcast room by simply copying it perfectly. This can be seen from the fact that the two main accounts @刘11生活号 and @刘一一 are both at the top of the sales list.

02 2023, what kind of live broadcast room does Douyin want?

Since the popularity of live streaming, countless wealth myths have slowly unfolded before us, and the style, form and content of Douyin's live broadcast room have also undergone many rounds of changes.

Who will be the winner in 2023? In fact, it is not difficult to see the signs from the popularity of @刘一一.

It is reported that @刘一一 has been working diligently on Douyin for many years, and his previous achievements were not bad, but there is still a big gap compared to the current grand occasion.

Her popularity this time is of course closely related to her hard work and persistence, but the more important reason may be that her live streaming style coincides with what Douyin wants to promote at this stage.

First of all, judging from the "people" and "scene" in the live broadcast room, compared with the previous lively "hawking style", the live broadcast room that returns to the essence, creates good content, and quietly talks about goods has become more popular.

Looking back at the live broadcast rooms that have gone viral this year, the one that left the deepest impression on people is Dong Jie.

In January this year, Dong Jie made her debut on Xiaohongshu with live streaming and topped the Xiaohongshu daily sales rankings. The self-media "Daihuopa" estimated that her GMV exceeded 50 million. On February 24, Dong Jie live streamed goods on Xiaohongshu for the second time and topped the sales rankings again, with an estimated GMV of 30 million. The highly watched live streaming has greatly increased her popularity and reputation.

Many people believe that the biggest contributor to the success of Dong Jie's live broadcast room is her "slow live broadcast" style . In her live broadcast room, you can't feel the anxiety or urging that often occurs in other live broadcast rooms. Some fans even think that watching her live broadcast can make them feel healed. Dong Jie is always "persuading" fans not to be anxious, to wait and see, and to be patient.

In addition to providing users with a good viewing experience in the live broadcast room, the content Dong Jie posts on a daily basis also adds a lot of points to her live broadcast. The "Dong" Life Series uses "food, clothing and daily necessities" as an entry point to show everyone the daily life of the female star. The real and peaceful atmosphere shown in the video is consistent with her state in the live broadcast room, which makes fans trust her more.

Before this, @郝绍文 and @柴碧云 on Douyin had also become popular with this "weakened sales" live streaming style, and achieved very good reputation and sales, which proved the advantages of this live streaming format.

Looking at @刘一一's live broadcast style, as mentioned earlier by Kasi, she also sits in front of the camera and "narrates" in a gentle and gentle manner, without any pressure or acting, which makes fans feel full of sincerity. The short videos she posts daily also match her style as a whole person and the entire live broadcast room, which has the effect of adding points to each other.

Secondly, judging from the goods in the live broadcast room, one can clearly feel that the era of only seeking the “lowest price” has passed, and qualities such as high quality and high cost performance have become increasingly important.

When live streaming e-commerce became popular, “the lowest price on the entire Internet” became one of its distinctive labels and was engraved in the minds of many viewers.

However, with the continuous development of the industry, on the one hand, the "price war" with low prices as the selling point has been going on for many years, and many businesses have lost their profit margins and cannot provide more concessions; on the other hand, the user market attracted by low prices is basically saturated. If you want to expand the user base, you must come up with other selling points.

In this case, the term "value for money" is repeatedly mentioned by merchants.

According to Kas's observation, the prices of goods in @刘一一's live broadcast room are not low, and the average price of clothing products is around 300 yuan. For example, @Bella刘一一's best-selling V-neck sleeveless vest costs as much as 420 yuan, but 2,500-5,000 pieces can be sold in a single broadcast, and even an ordinary shark clip can be sold for 100 yuan.

However, because the quality of the products is comparable to that of international first-line brands, and @刘一一 has combined these items with personal style very well to create a sense of luxury and leave a deep impression on people, many users are willing to pay for them.

In fact, in addition to @刘一一, many popular live broadcast rooms on Douyin currently have such characteristics, such as @欢姐, @林肉肉, @张林超 and others. Their products do not have much advantage in price, and their main focus is on quality and style.

In short, live streaming e-commerce has entered the second half . The era of using tricks and playing with technology has passed. It is difficult to create new highlights by simply establishing the host’s personality. If you want to stand out from the red ocean, you still have to return to content and quality.

Only by using good content to amplify the advantages of good products, and then supplemented by the host's wonderful explanations and personal charm, can we stand out from tens of millions of live broadcast rooms and capture the hearts of users.

Author: Jiangbei

Source: WeChat public account "Kas Data"