Apparel products have always been the largest product category in the market share of Kuaishou live e-commerce platform, and the number of products, related live broadcasts, sales and sales of goods rank first in all categories of Kuaishou. As the weather cooled, this hegemonic category ushered in a period of rapid growth - autumn and winter seasons.
<h1 class="pgc-h-arrow-right" data-track="2" >1, the season change period has quietly begun the rapid growth of the Kuaishou apparel market</h1>
The change of season means cooling, and it also means that consumers have the demand to buy autumn and winter clothing. Where there is consumer demand, there will be a market, as live e-commerce slowly becomes a shopping habit of consumers, the season change period is a strong growth opportunity for the Kuaishou clothing live e-commerce market.
From the perspective of the Feigua Fast Number live data market, the impact of the season change period on the Kuaishou clothing market has begun.
Taking the shirt/T-shirt classification as an example, although the number of broadcasters with goods and the number of live broadcasts remained basically stable, the number of goods fell directly from the highest 100,000 in July to about 30,000, and the time point of decline was even earlier to August. Sales fell by about 50% from 28 million in July to around 14 million in October.
△ Flying melon fast number - shirt /T-shirt sales and promotion trend
In contrast, the sales performance of the jacket and top has been singing a triumphant song all the way, whether it is pushing the number of broadcast masters or the sales performance is all the way up. Sales grew from 40 million in July to 240 million in October, a 200 million increase in GMV, and what is more frightening is that sales will continue to rise in the future.
△ Flying melon fast number - jacket top sales and promotion trend
Looking at the down jacket category, which is more closely related to the season change period, the sales of down jackets before September were basically below 30 million. Since the end of September, the number of down jackets with goods and the number of live broadcasts have begun to blow up, and sales have also risen significantly, creating a sales record in the down jacket classification on September 29: 190 million.
△ Flying melon fast number - down jacket sales and promotion trends
Under the influence of various categories of clothing, the overall promotion and sales trend data of apparel products is growing, which confirms the rapid growth of the Kuaishou apparel market during the season change period.
△ Flying melon fast number - clothing accessories sales and promotion trends
At present, the growth of the apparel market data is only the beginning of the seasonal period, and it is believed that with the further cooling of the weather and the arrival of the Kuaishou 116 activity, the apparel market will continue to grow.
<h1 class="pgc-h-arrow-right" data-track="20" >2, self-broadcast number has become the norm of excellent brands To create unique personalities is the key to brand self-broadcasting</h1>
After talking about the Kuaishou clothing market data, let's take a look at the performance of the most powerful down jacket brand in the season change period. The sales of the top ten clothing brands in the fast hand brand hot list in September are basically contributed by down jackets, including many brands that mainly sell down jackets.
Judging from the Kuaishou september brand hot list, these clothing brands include classic brands like Luomeng and Yalu that were born in the 70s of the last century, as well as native brands like Mi Rui that were born in Kuaishou, as well as emerging brands like Frontier Raiders. The market with a variety of brands shows the inclusiveness and diversity of Kuaishou, as long as you manage the brand carefully, you can reap the results.
Kuaishou September clothing brand hot list of the first frontier raider brand, the associated 17 products are down jackets, the promotion strategy is simple and rough, from the end of September and the Xinxuan team strong binding, Simba alone three live broadcasts with goods, created nearly 200 million sales.
△ Frontier Raiders associated with cargo masters
Cooperation with the head of the cargo master, a hit to fame is simple, but whether the follow-up frontier strategy can continue to create value depends on the promotion and operation strength of the later brand. To maintain the brand's continuous sales popularity, the role of the brand's self-broadcast number is very critical.
△ Kuaishou clothing brand self-broadcast number has become the norm
The top ten brands in the brand hot list are basically operating brand self-broadcast numbers, and with the development of Kuaishou live e-commerce, more and more brands understand the importance of self-broadcasting numbers.
In Kuaishou, if you want to do a good job of brand self-broadcasting, the key is to create a real grounded persona.
Xiao Gu, the head of Kuaishou e-commerce, once said: "We encourage self-broadcasting instead of brand store broadcasting, that is, we encourage the brand's clerks, dealers and other people in various chain links to do some accounts and live broadcasts with a sense of truth, and establish good interaction and trust with fans, rather than letting open a XX flagship store, and then arranging salesmen to live sell goods on Kuaishou for a long time.
More and more brands have begun to cultivate the anchors in the live broadcast room, and each anchor is a unique and interesting image with a unique personality, rather than simply selling goods in the live broadcast room. Daily anchors will also shoot short videos to further deepen the user's impression of the anchor.
△ Kuaishou down jacket brand to create an immersive snow scene live broadcast room
In Kuaishou, users pay more attention to the people in the live broadcast room, with the grounded personality and personality charm, to gain the user's sense of trust, brand sales is no longer difficult.
To summarize the new trends in the current Kuaishou clothing market:
1. The shirt/T-shirt category reduced the number of products on the shelves at the beginning of August, and the promotion of summer clothing products and sales share gradually gave way to autumn and winter clothing.
2. Down jackets and other autumn and winter clothing began to be listed in large quantities at the end of September, and the earlier the shelves of goods, the earlier to occupy the seasonal clothing market.
3. The overall clothing market continues to grow, with the arrival of the season change period and Kuaishou 116, it will further release the demand for clothing consumption.
4. Kuaishou's outstanding clothing brands have basically completed the layout of self-broadcast numbers, and creating unique personalities is the next goal of the brand's refined operation.
The Kuaishou 116 Shopping Festival is coming soon, when the competition in the clothing market is believed to be more intense, and brands that are more trusted by consumers will definitely stand out in the market and lead the competitors.