Recently, Douyin Enterprise Account released the “2020 Douyin Enterprise Account Clothing Industry White Paper” and announced the annual list of outstanding clothing enterprise account cases. According to the author’s observation, the list is dominated by small and medium-sized enterprises, and they share their growth experience and success secrets in operating Douyin enterprise accounts. Among them, there are many examples of those who were on the verge of bankruptcy and came back to life, becoming leaders in vertical fields and selling tens of millions of dollars a year. ”
Consumers’ clothing consumption psychology and behavior are generally influenced by self-expression, self-pleasure, and social positioning. Affected by other factors. However, these conventional consumption drivers began to fail after entering 2020, and the clothing industry became one of the industries most affected by the epidemic.
In difficult times, marketing appears Even more important. With offline being blocked, online is becoming the main position of the clothing industry.
Recently, Douyin Enterprise Account released the “2020 Douyin Enterprise Account Clothing Industry White Paper” (you can get the full report by sending “Douyin Report” in the background of the official account), and announced the annual list of outstanding clothing enterprise account cases. According to the author’s observation , the list is dominated by small and medium-sized enterprises, and they shared their growth experience and success secrets in operating Douyin enterprise accounts. Among them, there are many examples of people who were on the verge of bankruptcy and came back to life, becoming leaders in vertical fields, with annual sales of tens of millions.
This article selects the best parts of the white paper, involving industry analysis, operational skills, excellent cases, etc. I hope it can be helpful to everyone.
The growth rate of clothing enterprise accounts is obvious, and the content popularity is higher than the market
Huge engine data shows that from the end of March 2019 to the present, Douyin clothing The number of enterprise accounts increased by 5.36 times, the number of views increased by 1.96 times, the number of contributions increased by 5.18 times, user interaction behaviors (likes, comments, shares) increased by 1.84 times, and the total number of fans increased by 3.13 times. This trend reflects the user structure of Douyin Highly matched with the clothing industry, including user activity, consumption willingness, etc.
The data also shows that the group of clothing practitioners currently stationed in Douyin has strong regional characteristics. Places with many garment practitioners have relatively more accounts. Among them, the three provinces with the most enterprise accounts are Guangdong, Jiangsu, and Zhejiang.
It is worth noting that people who like clothing content on Douyin are generally more active, and many indicators are higher than the broader Douyin market. Not only do they prefer to watch Douyin, but they are also willing to like and comment. Indicators such as activity, interactivity, participation, contribution rate, average login days per capita, and challenges are all higher than the Douyin market. It can be seen that practitioners in the clothing industry have better user resources on Douyin.
From the current point of view, clothing company accounts on Douyin have a very high degree of closeness and communication with consumers. They receive an average of more than 1.5 million private messages every day. Their favorite product functions are, in order, private messages, phone calls, merchant homepages, shopping carts, official website links, and POI storefronts. In addition, they are also willing to try new functions. 64% of clothing company accounts have conducted live broadcasts. These functions are creating more product touch points and service communication between clothing enterprise accounts and consumers, helping to achieve sales conversion.
The brands settled in present a “hundred schools of thought contending”, and small and medium-sized clothing companies are counterattacking online
The opportunities for clothing enterprises are obvious, but they also face significant challenges.
The clothing brands currently on Douyin are in a state of contention, from overseas brands to local big brands, to local small and medium-sized brands. This also means that clothing companies will compete in their products. It faces competitors in both dimensions and communication dimensions.
Under this challenge, many clothing companies still break the deadlock and achieve counterattacks.
For example, Hongye Cashmere, which once faced bankruptcy, opened a Douyin enterprise account and helped the account grow rapidly through high-quality content. After 13 months of operation, it gained 500,000+ fans and more users. A series of themed content has been played nearly 100 million times, which not only increased brand awareness, but also gradually opened up new cashmere retail channels and refined Douyin business ideas for the product.
“Co&sheng small women’s clothing” is specially customized for girls with a height of 145-156cm. Use real models to show the outfit effect. “KVY Plus Size Women’s Official Flagship Store” is aimed at fatter girls, conveying positive and optimistic life values, using dressing tutorials to tell users, “You can also look good”, deeply attracting the attention of the vertical crowd.
In addition to facing challenges on the content side, a more basic challenge is that many small and medium-sized enterprises do not know enough about Douyin content operations.
For example, the published content is still mainly horizontal screen advertisements, and does not respect Douyin’s vertical screen content browsing habits; unclear account positioning leads to confusing content; the content is not focused,&shengSmall women’s clothing, specially customized clothing for girls with a height of 145-156cm. This account will publish exquisite and stylish content, and use typical small models to show the outfit effects. At the same time, it also makes good use of the enterprise account conversion tool. The product display window below each video has the clothing displayed in the video, and users can purchase it directly if they like it.
Among the large number of cases disclosed in this white paper, it is generally reflected that clothing companies’ Douyin approach has six key points: 1. High-quality products as the foundation; 2. Understanding Douyin Content ecology; 3. Have a clear positioning of Douyin accounts; 4. Produce professional-level high-quality content; 5. Learn to operate fan users; 6. Make good use of various tools on the platform.
It is not difficult to create good Douyin content by mastering the four major skills
Looking at the above, This “Douyin Enterprise Account – Apparel Industry White Paper” shows the fundamentals and importance of the content everywhere.
Because even though the Douyin platform has huge traffic advantages and is a booster for popular products, Enterprise Account also provides high-quality conversion functions and course training. However, there is no product without content. If you want to sell goods or grow grass on Douyin, you still have to start with basic content production. Only by maintaining long-term high-quality content can you better attract fans, generate hits, and use it better. Content is planted to achieve continuous delivery of goods. It can be said that high-quality content is the key to winning on Douyin in all walks of life.
How companies can create good Douyin content? The first thing is to follow the general principle of content production: content investment + long-term construction and operation, and do a good job in the production of a single video. Content planning. One of the core problems for enterprises is how to produce high-quality content.
According to the white paper, a high-quality Douyin content must follow the following four points: 1. Clear product positioning and sort out product communication points; 2. Self-diagnosis, determine content and production Method; 3. Practical production of content; 4. Content release and operation. Each of these four points involves some key skills.
The first step: sort out the product selling points, which mainly refers to the wide variety of products sold in the clothing industry. Business owners will have a good understanding of their own products. The product situation is clearer. For example, the following three points are used as reference dimensions for the product content of clothing enterprise accounts.
Step 2: Clear positioning. Companies must learn to explore the link points between products and users, and will capture the abstract functions of the product. Benefits are converted into actual usage scenarios and popular language descriptions, and customized content is polished for specific groups of people to provide users with a “sense of customization.”
Step 3: Video content production. Shooting content may be the most difficult point for many clothing companies. The white paper also gives practical guidance in three stages from novice to veteran.
In the novice stage, you can show live events in the store, product displays, etc.; in the introductory stage, you can use easy-to-understand language to convey informative dry goods or tutorials to users, preferably Achieve long-term user attention; in the mature stage, you can not only take street photos and clothing knowledge, but also attract users through plots or advertising content, convey brand concepts, and turn people who see the video into fans.
In addition, Douyin short videos also need to learn to build creative thinking, Douyin shooting special effects and other professional capabilities to produce rich and non-boring Douyin-style content, so as to be more popular. It is easy to win the love of Douyin users.
Step 4: Operation skills. The operation skills of Douyin accounts mainly focus on the four aspects of attracting new users, promoting activation, retention, and conversion.
Taking operational skills as an example, companies must first pay attention to label operations, and the clothing category on Douyin Popular content tags have more opportunities to be seen. We need to “catch” the traffic of good topics and ride on the platform; at the same time, pay attention to copywriting operations, use the copywriting of uploaded videos to directly attract users, and guide users to continue watching. You can directly highlight product information points and provide key guidance; finally, you must also pay attention to fan management. You can guide users through sound and text guidance in the video, or timely interaction with users in the comment area to guide users to pay attention to themselves and become fans, and make good use of regular live broadcasts. In this way, we can enhance the stickiness of fans, cultivate user habits, and promote conversion to form long-term user value.
Using the Douyin platform to make good business visible, the first step is always to open a business account. However, enterprise account content construction requires long-term persistence, continuous exploration of one’s own style and content style, coordination of operational techniques, and good use of product components. Only then can it be possible to create hits, attract fans, and achieve conversions. </p
