15 tips for selling products through short videos!

Selling goods through short videos has already been proven to be feasible, especially with the latecomer TikTok.

Although some time ago, someone wrote that he lost tens of millions by making short videos.

But this is true in every industry, with only a 1% or even lower probability of success. For example, this is true for Taobao, self-media, and live streaming.

A lot of things can be sold through short videos, from daily necessities to car insurance.

As clothing occupies half of the traditional e-commerce market, what are the ways to play it on short videos?

After watching hundreds of Douyin accounts about clothing, the village chief summarized them for the villagers' reference and inspiration.

01. Clothing account type

First of all, if you want to make short videos, you must first locate your account.

Who are you targeting with your account? The form of shooting determines the subsequent style and content direction of the entire account.

1. Daily photo shooting

a. Outdoor posing (street photography)

Street photography seems to be a random shot of some pedestrians on the roadside, but in essence it is still for the purpose of selling clothes.

Through the actors' walking, sitting, dancing and other behaviors, the effects of the clothes when worn on the body in actual outdoor scenes are shown from various angles.

This is much better than pictures and texts, and it can show all aspects in just a dozen seconds.

Among them, the most well-known one on Douyin is Pan Nankui, who has gained a lot of attention with her tall figure.

Of course, when it comes to street auctions of clothes, relying on just one account cannot fully unleash the conversion power of the business.

Therefore, generally professional teams will register dozens of accounts to do this.

Because the fans accumulated by the street photography account are not so precise female fans, but male fans account for more than 50%.

The problem with street photography is that the fans are not accurate.

Another very important factor is that if fans have no sense of belonging, it will be difficult to sell goods through live streaming.

However, it is still possible to sell goods by relying on models such as the same product in the video, product showcases, and adding WeChat.

b. Store photography

This type is more suitable for individual clothing business owners, whether they run a stall or a small street shop.

The seller acts as the model himself, so the operation cost is relatively low. Moreover, through long-term shooting, it is easy for users to develop a sense of trust and become regular customers.

This kind of video doesn’t actually require too many skills; authenticity and naturalness are more important.

No matter you are a young lady who has just started her business or an older sister who has been running the stall for more than ten years, you can gain some fans of your own.

Moreover, when shooting in a store, the limitations on product categories are much better than outdoors. Such as underwear, pajamas and so on.

However, for this kind of store shooting, if the host’s own personality and product strength are not strong, it will be difficult to produce a hit product or the number of fans will be limited.

c. Lifestyle photography

Pan Nankui, whom we just mentioned, belongs to the category of posed photos of daily life, but some of her street videos are more popular.

In addition to Pan Nankui, there are also people like Annie Tingting in Hangzhou, who has more than 2.8 million Douyin fans.

Show off your own clothing styles by sharing daily life, such as eating, partying, traveling, and going out.

This type of photography has a clear sense of immersion. It is more diverse than street photography and fixed indoor scenes, giving users more reasons to like and buy it.

The most important thing is that she can create rich characters, has the strongest attributes of a KOL, and has the real ability to bring goods.

Street photography belongs to the logic of traffic conversion, stores belong to the logic of pure sales, and lifestyle KOLs belong to the logic of fans and have stronger expressive capabilities.

2. Dressing tutorial

Many people don’t have money to buy nice clothes, but they don’t know how to dress.

Therefore, teaching fans how to dress and how to match clothes to look better can also help gain a group of fans.

a. Dubbing type

If you can't speak it or don't dare to speak it, don't worry too much.

Just ask the copywriter to prepare the dubbing content in advance, and then find a beautiful model to cooperate with it.

But don’t change models frequently. It’s best to choose one or two anchors to steadily shoot and share, which will also facilitate subsequent broadcasts.

b. Self-report type

KOLs can proactively share their daily dressing tips and insights with their fans. This approach can easily narrow the distance between them and their fans and build a sense of trust.

However, this should not be too long-winded, but simply and directly explain the dressing experience and usage scenarios so that users can understand it at a glance.

3. Good seed planting

This method includes both dressing instruction and daily life photo taking.

Generally speaking, KOLs can unpack packages or directly share their personal wardrobe and display them on site.

I will talk in detail about my ideas on clothing matching, the effect of the products on the body, and the feel and material of the clothes.

A good recommendation not only focuses on the effect of the product, but also tests the team's ability in product selection and matching.

Of course, accounts that are good at promoting products rarely only sell clothing, but usually also sell beauty products.

4. Plot-driven sales

It is more appropriate to describe the use of "the real purpose is not to drink" to describe the use of plot-based sales. Usually, couples, mothers and sons, sisters, handsome men and beautiful women perform various funny plots to indirectly sell goods.

This method can increase the number of followers quickly, but it takes time to convert users.

Of course, another advantage of using drama to promote products is that if sales fail, you can still become an internet celebrity and take on advertising.

Among them, Douyin has a bunch of middle-aged sisters who also share funny jokes about daily life, but they wear their own clothes throughout the whole process and then start live broadcasts to sell them every night.

Boss Yue has 14 million followers on Douyin and 8.4 million on Kuaishou. He often wears formal clothes, drives a tractor, and acts out various funny scenes, but in fact he sells suits.

Another example that needs to be mentioned separately in the story-based sales promotion is the creation of special characters. For example, some accounts portray themselves as tailors or fashion designers.

5. Outfit comparison

This type of video mainly uses contrast to demonstrate the KOL’s ability to select and match products and highlight the products.

A more commonly used plot is the transformation of ordinary people, attracting fans through the comparison between before and after the transformation.

The cost of shooting this type of video is relatively high, and the output of the video is relatively slow.

Moreover, the amateurs and cases in the video must be representative. Only in this way can clothing be promoted more popular.

6. Street interviews

Street interviews were quite popular in the past few years, with various videos appearing asking passers-by how many people were needed to wear a set of clothes.

This type of video includes both model plots and real random street interviews.

It is easy to attract attention and attract users' attention.

However, the clothing in these videos is more personalized, and the prices of many of the accessories are not cheap. It could be 1,000 or 2,000 yuan, or even over 10,000 yuan.

It is also easy to have flaws, and users will comment negatively on it and label it as showing off wealth.

Even if it relies on the logic of traffic conversion, the effect is relatively poor, let alone selling goods through live streaming.

7. Handcraft skills

Another sales method with a relatively high threshold is to use personal skills to attract the trust of fans.

a. Renovation of old items: Use old items and old clothes around you to redesign styles.

b. Hand-drawing: Creative clothing design is done through hand-drawing methods such as cartoons and sketches.

c. Tailor: Restore the production process of a piece of clothing through design, sampling, and finished product.

The above method has higher requirements for video production. It not only requires creativity, but also the final product must be stunning enough.

The fans attracted by this kind of content are relatively small, so of course its conversion rate or average order value will be relatively high.

02. Video content: Three Character Classic

The seven types of video accounts shared above almost cover the mainstream gameplay on the market. I personally prefer daily posing, dressing tutorials and handicraft talents.

In the second part, let’s talk about the scenarios through which a single video content can be used to achieve sales.

The three characters of "people, goods and place" can also be found here. The core logic is to bring users into a scene and give them a reason to buy goods.

1. Who will wear it? People

The first dimension is who I want to sell my clothes to and what kind of people I want to attract, so that I can create dressing content targeting that specific group of people.

a. Gender: This positioning is very broad, for example, what boys wear is the coolest and what girls wear is slimming.

b. Age: old people, children, young people, middle-aged people, and handsome young men, and then give dressing suggestions based on different age groups. For example, how to dress to look like a young boy, this is how the elderly dress most fashionably!

c. Identity: college student, trendy mom, white-collar worker, pregnant mom, boss, IT guy. Find some common pain points based on these identities.

For example, a suit that can be worn everyday at work can help you get rid of dullness. In addition, there are also queens, two-dimensional people, street fashionistas, sports experts, etc.

2. Why wear a field

We will go to various occasions, and different occasions have different requirements for clothing. How can we gain everyone's attention and recognition?

a. Location: Shoot from an angle based on the destination scene, such as what to wear to school? How to dress to go to the company? What to wear when going to your bestie's house? What should I wear when I go out with my boyfriend for the first time?

b. Matters: There are more such scenarios, and there is more room for the development of video content.

For example, class reunions, friends’ birthdays, mountain climbing, traveling, going to the beach, exclusive events, attending banquets, and first dates.

3. What to sell - goods

The core purpose of shooting short videos is to sell goods, so what exactly are being sold?

According to the classification of conventional e-commerce categories, men's clothing, women's clothing, men's shoes and women's shoes are first-level categories.

This is more suitable for some large manufacturers and store owners because their SKUs are rich enough. The advantage is that there is enough material for shooting videos and the potential users are wider.

Of course, some merchants’ resources or main products belong to more niche areas, such as shirts, jeans, skirts, etc.

The advantage of this approach is that it is more focused and attracts more precise fans.

I also recommend that merchants who want to sell clothes through short videos should focus on vertically segmented clothing categories or even some unpopular categories.

Here, I would like to provide you with two case studies for reference.

a. Pajamas: Pajamas are a common item in clothing and are a must-have all year round, unlike sweaters and coats which have seasonal requirements.

Therefore, the business of selling pajamas alone is sufficient to be supported in terms of both time dimension and demand dimension.

Among them, Douyin's Ningshun Pajamas and Kasino Pajamas are two clothing accounts that only share pajamas content, with silly plots, popular music, the same styles as Douyin, and full pajamas outfit displays.

Here is a reminder that both accounts have more than one model, which has at least two advantages.

a. Not afraid of losing the team or taking leave due to special circumstances

b. Similar to celebrities, different people have different temperaments and appeals, which can attract more fans.

b. Plus-size women's clothing: Pajamas are categorized according to usage scenarios, while plus-size women's clothing is selected based on special groups of people.

Plus-size women's clothing is easily overlooked by some people, but in fact it is a huge market. Because there are so many obese people in China, I will talk about this market separately later.

The best account on Douyin is KVY Plus Size Women's Clothing, which has more than 1.32 million followers and an average of over a thousand likes per video.

Compared with some service accounts, the audience is not that wide, but the users are more precise.

Therefore, I suggest that you create differentiated content, such as specializing in Korean style, specializing in products for petite girls, and specializing in professional attire.

03. Five suggestions

The above is based on the village chief’s experience of looking at more than 300 service accounts, from the positioning of the account to the selection of shooting content, and the presentation format shows you actual cases.

However, the positioning of an account or deciding what to shoot is only the first step in selling products based on short videos.

There are many methods and techniques to sell goods.

Due to limited space and a lot of content involved, I have 5 reminders here to share with friends who want to sell products through short videos.

1. Good content

Short videos are a typical example of goods finding people, and are content that users randomly browse in the context of entertainment.

What attracts users first is the content, not the product.

Therefore, the account owner should try his best to improve the content quality of the video.

The most basic requirement is that there should be no blur or noise, so that users can see and hear clearly.

Also, at the beginning, if you don’t know what to shoot or how to shoot, it is recommended that you watch the top 100 videos and imitate them pixel by pixel. After all, others have already succeeded.

2. Good looks are required

Everyone likes beautiful things, so the protagonists, internet celebrities, and shop owners presented in short videos try to maintain high standards in appearance.

This way, no matter whether the clothes or shoes are worn on the body, they will be more effective and the advantages of the products will be magnified. This is the same as taking a photo of a Taobao detail page.

In fact, the cost of this is very low. You can definitely find clean and beautiful people among college students, part-time models or friends.

Douyin is not a street stall, nor is it a shopping mall like Kuaishou. The requirements for appearance are not that high, and they care more about products and discounts.

3. Clear requirements

Whether it is operating a niche category or selling popular commodities.

Product selection directly affects the final transaction, so the team’s recommendations in the video and the new products in the merchandise window must be able to meet the needs of most people.

This product should be a hot-selling item with a wide audience so that it can sell well.

Therefore, when making a video, there is no need for weird style combinations.

Because the vast majority of people are not suitable and cannot resonate with them.

This will affect views, increase in followers, and even transactions.

4. Scale Operation

For individual business owners, the so-called scale operation means posting more, interacting more, and making full use of Douyin's recommendation algorithm and free basic traffic pool.

Among the many excellent clothing accounts shared by Douyin officials, for example, Changshu Wang Mengjie Clothing Store publishes 10 short videos every day, and Hongye Cashmere Hongling has published 230 videos in 13 months.

For strong companies, matrix-style operations, posting one article (video) multiple times, and starting multiple accounts can all gather some traffic.

Then when broadcasting live, more than a dozen people broadcasting live at the same time is also a way to obtain traffic.

5. Copy extension

There is such an angle to approach the clothing business. In fact, there are many businesses in our lives that can replicate this approach.

For example, beauty products are a large category, and marketing can still be done through evaluation, teaching, and recommendation.

Author: Tianya lives in Shili Village

Source: Tianya lives in Shili Village