Kuaishou operation guide for the clothing industry!

Physical clothing is not easy to make, I believe everyone has experienced it. There are fewer and fewer roadside clothing stores, and most of the profitable clothing stores are concentrated in various commercial pedestrian streets or large shopping malls. However, these places have high entry barriers and expensive rents, which is indeed very challenging.

If you are a factory with a strong supply source, or an individual clothing business owner, and want to expand your clothing sales through short video platforms, don’t miss the useful information in this article!

Why is it recommended that self-employed individuals and factory enterprises operating clothing businesses choose the Kuaishou platform?

Douyin and Kuaishou are both short video platforms and also sales platforms. Our personal power is limited, so we must make a good choice at the very beginning. Tik Tok or Kuaishou, which one would you choose?

If you are a self-employed clothing entrepreneur or a factory enterprise, it is recommended that you choose Kuaishou! Let’s first look at a set of data from February this year.

From Kas Data

Judging from the data, Kuaishou has certain advantages in short video sales in the clothing field. The above data shows that among anchors with more than 10 million fans, anchors with 3-10 million fans, and anchors with 1-3 million fans, Kuaishou is far superior to Douyin. This shows that Kuaishou has a high level of fan attention in the clothing field, and that Kuaishou's clothing anchors have great development prospects.

Let’s look at the average order value data:

From Kas Data

In terms of unit price, Kuaishou's unit price is mainly within 100 yuan, and the overall price is not particularly high. However, the unit price of Douyin's products is much higher, between 100 and 200 yuan. Therefore, Douyin fans tend to pay more attention to quality, while Kuaishou fans may pay more attention to price.

High unit price means high value. Douyin's clothing anchors are mainly brand-based, such as Peacebird, Evely, etc. This kind of brand-based form is difficult for ordinary clothing companies to achieve. Some Douyin brands focus on design concepts, such as Lola Code, etc. These all belong to Douyin brands, but Kuaishou anchors are still mainly manufacturers, focusing on high-quality products from the source and factory direct sales. So from these aspects, it is obvious that for individual clothing business owners and factory enterprises, it is more appropriate to choose Kuaishou than Douyin.

After choosing the platform, the next step is to operate it. How to operate clothing on Kuaishou ? There is really a lot of knowledge involved here.

First of all, you need a suitable character.

Let’s take a look at the people who sell the most goods in the Kuaishou clothing industry:

The first type: accounts that specialize in teaching people how to pair

This type of account is often very easy to sell goods, but the requirements for the anchor are also high. It requires understanding the characteristics of the clothing and being able to grasp the consumption psychology of fans. Let’s look at a case @某子 (teaching collocation).

Data from Feigua Data

@某子 (教配) is a very typical Kuaishou account of matching. Judging from the current situation, the main fans of this type of matching account are still female fans, who account for more than 90%. The majority of fans are between 25 and 40 years old, and the highest proportion are between 31 and 35 and 36 and 40 years old.

Why should we care about fans’ age when making clothes? Because whether you are selecting products or shooting short videos, you have to pay attention to your fans. You have to know what your fans are interested in. If your fans are mainly women aged 36-40, but you post clothes for 18-year-old girls every day, then it is definitely not suitable, so the age issue is very important.

There are still certain differences between Kuaishou and Douyin in terms of consumer groups. Douyin fans tend to be younger, while after Kuaishou has expanded to the countryside, the fans are slightly older. Therefore, when operating Kuaishou's clothing business, the age of the fans must be taken into consideration, because fans of different ages will focus on different areas and have different requirements for content.

Data from Feigua Data

There are actually no particularly big restrictions in terms of geography. Some people have not paid attention to the clothing sales on Kuaishou before, and think that there may be certain regional characteristics. For example, if a certain internet celebrity is from Shandong, then his fans are mainly from Shandong. This is not the case. Now, whether it is Kuaishou or Douyin, the overall geographical distribution is still relatively even, and they are available all over the country, so you don’t need to care too much about this aspect.

The second type: factory direct sales account

Data from Feigua Data

There is a type of clothing blogger who specializes in a certain field of clothing. For example, @某妈妈现金绒大衣工厂 specializes in cashmere coats. We can see that the host’s name is very distinctive. On the one hand, she emphasizes that she is a product of the factory, and on the other hand, she writes that she is a mother. This brings her closer to her fans and gives people a feeling of recommendation from an acquaintance. This is also something you need to pay attention to when selling products, and you should pay attention to it when choosing a nickname.

@某妈妈现金衣大厂 produces high-end elegant women's clothing for those over 30 years old, and her fans are mainly over 30 years old.

How to choose a model?

The clothing on Kuaishou is relatively popular, and the styles are mainly various common clothing. The main clothing of the anchor @某子(教配) is some pants, sweatshirts, etc., which are also easy to purchase. The title should state the features of the product, such as slimming and Korean style.

Data from Feigua Data

Factory accounts such as @某某妈妈现金羊毛大衣工厂 mainly provide some practical information in their videos, such as introducing the production process of coats and some special materials and fabrics. These practical contents often make the host appear to be a particularly professional person and can also dispel consumers' concerns.

Data from Feigua Data

Also, pay attention to the season. For example, now that the weather is turning cold, it is time to buy down jackets. We have seen that one of the products with relatively good sales on Kuaishou recently is down jackets, with a unit price of 339.99 yuan. Overall, the price is still relatively low, so Kuaishou's clothing products are still mainly mid-to-low-end priced.

Data from Feigua Data

Other points to note:

First: Comply with Kuaishou’s regulations

When selling clothing on Kuaishou, you must abide by Kuaishou's regulations, because now all kinds of short video platforms are becoming more and more strict in management. Whether it is Douyin or Kuaishou, there are certain requirements for short videos. Douyin may be more strictly managed, while Kuaishou is relatively less demanding. However, you should pay attention to the following when shooting:

• You cannot write the price directly on the cover. For example, if you are planning to sell a pair of pants, and the product is only a dozen yuan, which is very cheap, you want to mark it on the cover to attract the audience, but this is not allowed. The cover can highlight the fabric function of the product, such as saying that these pants make you look thin, its fabric is very special, etc., but the price of the product cannot be directly displayed.
• You must abide by the advertising law's extreme words. Do not use extreme words such as "first", "most beautiful", "cheapest on the entire network", etc. When introducing products, avoid using extreme words.
• Do not add other contact information on Kuaishou. For example, some people who operate Kuaishou may have just started and are not online every day, but they want to add WeChat and let fans contact you through WeChat after watching the video and conduct transactions through WeChat. This is not allowed. If the purpose of the video work is to promote products, then it is not allowed to guide other methods, such as adding WeChat, etc. This should be avoided as much as possible.
• Try to shoot your own videos and don’t use other people’s videos. Now some people see that other people’s products are the same as their own, so they directly download other people’s videos to use. This is not okay. You should publish original videos. At the same time, when you publish your own videos, it is best to use the music that comes with Kuaishou.

Second: Shoot matching video

You must take photos of the matching items, no matter what kind of personality you plan to be. It will be difficult to sell products without taking photos of the matching items.

Some people say they don’t want to show their faces. What should they do? Actually, it’s okay. You can cover your face when shooting the video and focus on showing the clothes, which is also OK.

Third: Early stage operations require learning to imitate

When shooting short videos, we must learn to imitate the methods of popular works, but at the same time, we must also suit our own style. We can find anchors of the same type to see how these excellent anchors shoot videos, and then imitate them. At the same time, we must have our own personality. For example, the anchors such as @某妈妈现金羊毛大衣工厂 introduced above have their own personalities. With a personality, others will remember you.

Fourth: You need to learn how to speak during live broadcasts

In terms of sales talk, you can emphasize that cost control is achieved in every link from raw materials to production, and that the price obtained is wholesale price, etc.

Try to give out more benefits when live streaming, such as red envelope raffles, flash sales, etc. These will help attract fans to pay attention to your work.

Fifth: Live broadcast between 7:00 and 11:00 every night.

The activity level of clothing users on the Kuaishou platform is relatively high between 8:00 and 11:00 p.m., so you can start live streaming from 7:00 p.m. Pay attention to the cover and title of the live streaming. The title should be distinctive, unique, and attractive.

Those who run Kuaishou stores should reply to their customers in a timely manner. If you really want to drive traffic to your own WeChat, you can add your contact information in the express delivery when selling products. It is allowed to put a WeChat in the express delivery, but if you leave a WeChat account directly on the video, this is not recommended.

Finally, let me say one more thing: Don’t just post a few works and then ignore it. Whether it is Kuaishou or Douyin, short video platforms require long-term research and exploration. It is difficult to become popular by posting a single video, and millions of fans are accumulated little by little. If you are going to make clothes on Kuaishou, you must establish your own style and personality, and don’t make random changes. You can start with simple clothing combinations and you will definitely reap rewards if you stick to it for more than three months.