2021 Clothing Short Video and Live Streaming Marketing Report

As one of the earliest categories to enter Douyin e-commerce, the clothing industry not only maintains its position at the top of the industry but its market share is still expanding. According to Feigua data statistics, clothing sales in October increased by 300% compared with the same period last year. In this regard, FeiGua Data produced the "2021 Clothing Short Video and Live Streaming Marketing Report". Let's take a look at what changes have taken place in the Douyin clothing industry this year? What other potential tracks are worth paying attention to?

1. The online clothing market is expanding steadily

Driven by diverse aesthetics, Chinese people are paying more and more attention to improving their appearance and temperament, which stimulates the increase in demand for clothing categories.

The mature sales model and the continuously expanding audience have also enabled Douyin's clothing market to continue to grow, with an annual compound growth rate of 12%.

Douyin's rich content ecosystem and excellent marketing platform have attracted clothing merchants and creators to actively enter the market, further enriching the clothing content ecosystem. The entry of clothing brands has also effectively increased the average order value of the category.

2. Increased health awareness increases the penetration rate of sportswear

Among all the sub-categories, women's clothing has long been ranked No. 1 in sales thanks to its huge market consumer demand.

Among them, categories with a wide audience, such as pants, T-shirts, and dresses, are leading in sales with the help of new marketing methods such as atmospheric dressing and rap-style evaluations.

In addition, as people's health awareness increases, the sports and leisure wear category has shown good growth momentum and its share in the overall clothing market has steadily increased.

Currently, sales of sportswear mainly come from brands’ own live broadcast accounts, especially domestic brands such as “Li Ning” and “Erke”, which have set off a “domestic consumption boom” by relying on new technologies, new packaging, new marketing and high cost-effectiveness.

3. Personalized dressing needs open up new tracks in the industry

Against the backdrop of cultural diversity, clothing styles are becoming more and more diverse.

Different styles such as street style, Chanel style, and retro style meet the inner demands of different consumers to "show their personality and show themselves", and personalized consumption demand has ushered in an explosion.

Among them, the popularity of the concept of "non-sexism" has made the gender concept of clothing more blurred.

By adopting the "same style for both men and women" clothing design style, merchants have effectively broken the gender consumption boundaries of different categories, creating a new growth point for category development.

4. The linkage between people, goods and places leverages the young traffic market

As one of the earliest categories to enter the self-broadcasting market, clothing brands have demonstrated a sophisticated matrix operation model:

Not only will we establish a more sophisticated brand matrix account based on the consumer demand stratification, but we will also accurately broadcast according to the active time of target users, and combine marketing strategies such as coupons and lucky bags to improve user retention and conversion.

In addition, clothing brands are also good at integrating platform advantages. They lead consumer trends through the "FACT merchant self-broadcasting operation matrix model" and use platform activities such as "Tik Tok Super Product Day" and "Tik Tok New Trend" to empower brands and achieve consumer sedimentation.

5. Diversified consumer demand becomes a growth point for industry development

Currently, women are still the main consumers of clothing. As men's aesthetic awareness strengthens, the proportion of male consumers continues to increase, especially the number of male consumers over 31 years old.

Judging from urban distribution, clothing consumers are moving both high-end and low-end, bringing more possibilities for the development of the clothing industry.

In addition, consumption upgrades have led consumers to make more refined demands on clothing fabrics, materials, etc., and have also provided emerging brands and fashion creators with more new industry tracks worth exploring.

– Attached is part of the report

Author: Feigua Data

Source: Feigua Data