2021 Clothing Brands Q1-Q3 Social Media Marketing Analysis Report

From Q1 to Q3 of 2021, judging from the distribution of social media platforms for clothing products, Weibo and Douyin became the main channels for delivery. Among them, the delivery volume was relatively small in February. After experiencing the ups and downs around 618, they began to accumulate strength for Double Eleven in July and gradually increased their delivery intensity.

Overall, the investment in the clothing category showed an upward trend, with Q3 increasing by more than 50% compared to Q1 .

From Q1 to Q3 of 2021, judging from the distribution of popular related content on social media platforms for the four major clothing subcategories, women's clothing content accounted for the largest proportion and remained the most popular category. The four major categories showed similar curve changes over time . Among them, in July, the proportion of underwear and hosiery content exceeded that of men's clothing.

Judging from the distribution of category-related platforms, women's clothing, men's clothing, and clothing accessories are all strongly related to the Xiaohongshu platform , and the number of related content accounts for half or even 60%. As a platform for promoting products, Xiaohongshu is still a key platform for the clothing category. Underwear and stockings are promoted more on official accounts.

From Q1 to Q3 of 2021, in terms of the number of brands associated with social media platforms for clothing products, Xiaohongshu has the largest number of associated brands, and brands focus on Xiaohongshu , followed by WeChat official accounts, Douyin, and Weibo. Brand investment reaches its peak in March. Summer, such as August, is the off-season for brand investment. As the temperature and seasons change, brand investment rises again after August to welcome the industry's peak season in autumn and winter.

Judging from the trend of the number of brands associated with the four major subcategories, women's clothing brands are higher than other categories , followed by men's clothing, underwear and hosiery, and clothing accessories.

From Q1 to Q3 of 2021, judging from the word cloud distribution of brands associated with popular content on social media platforms, sports brands such as Nike and Fila , luxury brands such as Gucci, Dior, Balenciaga, Burberry, and Prada , underwear brands such as Ubras and Nilu , and Internet celebrity women's clothing brands such as Sleepy Rabbit, Vanslane, and Chuu are all associated with a large amount of content and have a very high voice.

The industry's brand development is balanced, with popular brands emerging in each segment.

Among the popular brands associated with the four major platforms, Weibo, WeChat Official Accounts, Xiaohongshu, and Douyin, the characteristics of the platforms affect the focus of brand marketing, which are mainly divided into three categories: internet celebrity women's/men's clothing, luxury goods, and underwear and stockings.

1) Internet celebrity women's/men's clothing : Weibo and Douyin have become the fermentation grounds for Internet celebrity brands, most of which are created by Internet celebrity founders, such as Zhang Dayi, LINCHAOZHANG and other celebrities, who rely on their personal influence and fan stickiness to bring goods;

2) Luxury goods : Xiaohongshu has become an important platform for luxury goods. Brands such as Gucci, Dior, and Balenciaga are mainly distributed on Xiaohongshu;

3) Underwear and leggings : Such brands are mostly found on Weibo and WeChat public accounts, and brand promotion is very popular.

From Q1 to Q3 of 2021, the popularity of live broadcasts in the clothing category on various platforms increased rapidly after the New Year. After April, it entered a stable live broadcast period . In September, the number of related live broadcasts showed an upward trend again. Among them, the number of Douyin live broadcasts was far higher than other social media live broadcast platforms such as Kuaishou. Judging from the distribution of live broadcast sales, Douyin and Kuaishou contributed the most sales in the clothing category. Among them, Douyin's live broadcast sales accounted for more than 50% , and the sales reached a peak in June, reaching 69%.

Founded in 1976, Bosideng is the largest brand down jacket manufacturer in China, mainly engaged in the development and management of its own down jackets. We proposed the brand concept of "the world's best-selling down jacket expert" and created a national brand image for mid-to-high-end product lines. Our target users cover users of all ages. In recent years, we have gradually improved the fashion sense of our designs, developed towards younger generations, and become synonymous with trendy down jackets.

Bosideng's development can be roughly divided into three stages: the rise period, the cooling-off period, and the transformation period .

When Chinese people had not yet formed a concept of down jackets, Bosideng entered this market. Different from other brands that pursue warmth but appear "thick, heavy and ugly", Bosideng proposed the concept of "light, thin and beautiful" down jackets, redefining down jackets for the first time ;

In 2009, in order to expand its product categories, Bosideng launched the "four-season, branding, and internationalization" strategy, and entered into four-season products in multiple categories such as men's wear, women's wear, children's wear, and school uniforms, but was met with a cold reception; in 2017, Bosideng began to transform, raising the banner of "the world's best-selling down jacket expert", deeply cultivating the down jacket industry, and defining down jackets for the second time .

1) Judging from the distribution of Bosideng’s voice on social media platforms from January to October 2021, the brand mainly focuses on mid-year promotions and the beginning and end of the year . In January, Bosideng initiated the topic #2021第一五垂羽绒衣# , and linked up with a large number of celebrities such as Yang Mi, Chen Weiting, and Zhu Zhengting to interact with the brand, which ignited the topic; on the eve of 618, it launched a sun-proof cloud clothing , and also linked up with celebrities such as Ma Tianyu , bringing a small peak; in October, it launched a single item "windbreaker down jacket" , held a large-scale product launch conference, and invited a large number of celebrities and fashion experts to attend to increase the momentum.

2) From the perspective of the proportion of Bosideng's social media-related accounts from January to October 2021, in addition to Weibo and official accounts, Xiaohongshu and Douyin are the main platforms for promoting products. Among them, the proportion of Douyin-related accounts has shown an upward trend since May, and the brand has increased its investment in Douyin.

Judging from the matrix of influencers associated with Bosideng's social media platforms from January to October 2021, influencer investment presents a pyramid model , mainly concentrated on the three major platforms of Weibo, Douyin, and Xiaohongshu .

Among them, Weibo is dominated by beauty and fashion accounts, which co-create brand content and enhance brand voice in the form of celebrity/expert recommendations; Douyin is dominated by internet celebrity beauties, dramas, and dressing accounts; Xiaohongshu is dominated by clothing and dressing accounts, sharing daily wear/good things as a model to promote products and educate users, focusing on fashion concepts, and turning down jackets, a traditional cold-resistant weapon, into a fashionable item.

From January to October 2021, Bosideng's social media platform associated with Douyin influencers presented a variety of content forms, with KOLs represented by little assistant Tiantong, Yili Xiaoshazi, super handsome Max, and the charming Nanjie . The content forms are mainly divided into plot, quick dressing, funny interaction, dressing teaching and other content forms, attracting user attention with more interesting content. The main selling points are high-end, fashionable and light, warm and high-quality. The promoted products include windbreaker down jackets, PUFF series down jackets and other new models.

1) From the distribution of related live broadcast sessions, brands mainly focus on Douyin and Kuaishou platforms, and gradually increase their investment in Douyin live broadcasts. In May and June, the proportion of live broadcast sessions related to the Douyin platform reached 90% .

2) Judging from the number of Douyin-related live broadcasts and sales distribution, the autumn and winter seasons are the key time periods for the brand. Starting from January, Bosideng, a strong brand, broadcast its own content and used Douyin's Super Product Day to complete the first wave of sales explosion in 2021; it continued to broadcast its own content and enter the live broadcast rooms of celebrities/experts. After September, Bosideng's sales once again showed a rapid growth trend and entered a period of explosive growth.

Bosideng has become a national brand. In order to give a national brand that has been developing for decades a new lease of life, Bosideng chose to enter the fashion circle and build a high-end brand image. The company collaborated with well-known designers to design high-end down jackets and invited a large number of celebrities and supermodels to appear at fashion weeks. For example, at the 2018 New York Fashion Show, international star Anne Hathaway and Victoria's Secret supermodel "AA" all appeared on the stage wearing Bosideng down jackets, establishing the brand's high-end image. The official announcement is that Yang Mi and Xiao Zhan, two top stars, are the brand spokespersons. The brand is high-end but not aloof , and has captured the hearts of more young users.

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Author: Fruit Collection

Source: Fruit Collection