Video account sells women's clothing, with 70,000 pieces sold

This article focuses on video account e-commerce, analyzes its main user groups and puts forward marketing suggestions. The hot-selling women's clothing on video accounts is not "cheap" but what is the reason for the sales trend different from other platforms? This article will give you the answer.

An account selling women's clothing sold 74,000 orders on Video Account, with the average order value exceeding 700 yuan.

This is an account I came across by chance. I think it is very interesting and worth sharing with everyone.

01 Can video accounts sell goods?

Many people have worked on video accounts for a while, but eventually went back to working on Douyin.

There are still some people who are still waiting and watching and have not joined the game, because everyone is worried about one thing, that is whether the video account can actually generate orders.

Regarding this point, I think there is no doubt that the video account can definitely sell goods.

It’s a very simple logic. The daily active users of Video Account have exceeded 100 million. With so many users, it’s hard not to get orders.

I’ll also tell you a little trick. On the WeChat discovery page, click on the live broadcast, then click on More, and then select the shopping category.

You can see the products that some sellers are currently selling, and by clicking on the account or product, you can roughly know how many orders have been sold.

02 74,000 orders were sold to a 65-year-old lady

This video account mainly sells women's clothing for people born in the 1960s and 1965s, but the women's clothing she sells is not old-fashioned at all.

It is not the traditional impression that when we talk about clothing for the elderly, it must be bright red or green.

The main product positioning of this account is simple, fashionable, elegant, refined, wealthy and grand.

So the products she sells are not cheap at all, with the average order value above 700 yuan. Among them, more than 1,000 dresses priced over 1,000 yuan have been sold.

Of course, I took a closer look at this account and found that it does not simply rely on short video content to sell products, because the video content is all slices of live broadcasts.

So, I personally think that this account brings goods in two ways:

One is live broadcast + traffic investment, which is to start live broadcast directly, cooperate with the investment model, and directly make transactions.

The second is private domain conversion, because this account has high-end business, and then I looked at the corporate WeChat, and it is certain that the video account store can be used to conduct transactions in the WeChat private domain.

03 Video account users have sufficient spending power

What surprised me most about this account is that the average order value of this product is very high. Even on Douyin and Tmall, to sell clothing with a unit price of over 1,000, there are very high requirements for product style and traffic operation.

Therefore, this also makes us realize once again clearly that users of WeChat private domain have strong consumption power.

We can see that the clothing sold by this account is mainly for middle-aged and elderly people born in the 1960s, 1965s, and 1970s, who are at least 40 or 50 years old.

This group of people happen to be the current core users of Video Account, and many of them are high-income people who are retired and at home receiving pensions.

So don’t think that users of video accounts have no purchasing power, but instead see whether you have provided the products they want.

04 Video accounts have strong market demand among middle-aged people

I don’t know if it’s because I just searched for this account, but when I went to watch the video number live broadcast-shopping channel, I found that all the live broadcast rooms that were currently broadcasting were selling health products, grains, etc., such as robe powder, tangerine peel, jujube kernel tea, American ginseng, etc.

Then I clicked on the number of people and sales in some live broadcast rooms one by one. They were not too low and all of them had transactions.

So, I think anyone who has similar experience can give it a try, although the deposit for the video account is a bit high.

05 Video Account Middle-aged and Elderly Matrix

Several years ago, when the private domain was being developed, a company in Hangzhou created a public account matrix called - Queen's New Styles.

At that time, I took a quick look at their official accounts and found that there were thousands of them, mainly selling clothing for middle-aged and elderly people.

The styles are even more old-fashioned than those on this account, but the unit price is not low either, generally around two to three hundred yuan, and the cheapest ones cost around one hundred and fifty or sixty yuan.

Of course, relying on a large amount of matrix + investment flow + private domain, the transaction amount is very exaggerated.

So at the moment, I think Video Account also has the opportunity to build a matrix in batches, especially at the content level.

Exposure can be gained by sharing hot news, mother-in-law and daughter-in-law relationships, beautiful scenery, country music, etc. If you are interested in this idea, you can study it.

06 Video accounts can also sell young clothing

Although according to many people's tests, the current main consumer group of Video Accounts is relatively old.

They all like to buy general merchandise, home appliances, clothing, nutritional supplements and other practical and effective products, but that does not mean there are no young customers.

Let me show you another account. This is an account of a man dressing up as a woman, and the main audience of the clothing is between 30 and 45 years old.

However, the same content has a huge gap in the amount of playback and interaction between Douyin and Video Account, and this is precisely a business opportunity.

Left Douyin/Right Video Account Data

The sales of this account on the video account currently exceed 100,000+, and the sales of the latest single product have exceeded 10,000.

Therefore, it is still worth it for e-commerce players to slowly explore the video account and find suitable products.

Including some beauty accounts recently, sales on video accounts are also slowly increasing, and most users of beauty products are still young women.

Author: The village chief lives in Shili Village

Source: WeChat public account: "Shili Village (ID: shilipxl)"