On April 4, 2024, Shenzhen News Network (reporter Wu Bingran, correspondent Zhang Fei), in order to help apparel merchants to understand the new trends in spring and summer, grasp the precise direction of power, and improve the awareness of all parties in the industry of premium prices, on March 21, Tiktok e-commerce comprehensive business apparel industry held a conference in Hangzhou to learn about the new growth of Tiktok e-commerce apparel industry. This conference brought together merchants, talent writers and many service provider partners in the clothing industry of Tiktok e-commerce comprehensive business, and conducted in-depth discussions on the three major sectors of the clothing industry of Tiktok e-commerce in 2024, namely, global operation, price power, and stocking direction in spring and summer. At the same time, it invited the industry's top talent and representative merchants to share their experience, which showed the reference ideas of great practical value for the whole industry. Assist more partners in the clothing industry to explore opportunities for comprehensive business growth, and promote the upgrading and transformation of Chinese textile manufacturing businesses.
Overview of the Industry: Affordable, High Quality, and Optimized Operations
In 2023, Tiktok e-commerce clothing will maintain a rapid growth, and the performance scale of women's clothing, men's clothing and children's clothing will grow by more than 50%. Among them, the clothing industry of Tiktok e-commerce comprehensive business is like a "explosive product manufacturing machine". Its efforts to create "# Chinese women's clothing origin tracing # 100 yuan to get rid of Maillard's wear # autumn's versatile pants" and other hot topics have accumulated billions of traffic, helping businesses optimize the joint operation between the content field and the shelf field, and promoting users to form a consumption model of "pulling grass while planting grass".
Based on the successful exploration and method summary of the previous year, Zeng Zhen, the person in charge of the clothing industry of Tiktok e-commerce comprehensive business, shared the overall strategy of "good price and good service, opportunities in the whole region" in 2024, as well as the three major business actions of providing good price goods, improving quality services, and optimizing the whole region's business.
Firstly, provide discounted products. In recent years, with the rise of rational consumption and the booming development of clothing manufacturing industry, cost-effectiveness has become an important consideration factor for consumers when purchasing clothing products, and price power has become an important business indicator for platforms and merchants. Therefore, we firmly adhere to the "price power orientation" strategy and hope to guide more businesses to focus on polishing and optimizing the supply chain. By reducing costs and increasing efficiency on the production side, we can achieve healthier and more long-term price power improvement, in order to retain users in the fiercely competitive clothing industry.
It is worth noting that "focusing on price power is not pursuing absolute low prices". In addition to simple prices, factors such as clothing materials, fabrics, weight, and styles can all affect user purchasing decisions. Merchants need to find a suitable price power strategy based on different product types.
Secondly, enhance high-quality services. Zeng Zhen pointed out that improving user experience with quality service is another development focus of Tiktok e-commerce clothing industry this year. She emphasized that clothing merchants should not only pay attention to business indicators such as store experience score, product quality review rate, and product return rate, but also pay attention to the impact of shipping insurance on consumer experience. From the data point of view, the availability of freight insurance is one of the top reasons for users to place orders in the Tiktok e-commerce shelf scenario. The efficiency of women's clothing category merchants due to the opening of freight insurance has increased by 11%, and men's clothing and children's clothing have also increased by more than 5%. It can be considered that freight insurance will become an important tool for businesses in the future, which can affect product traffic, conversion, and repurchase by improving consumer experience.
"In 2024, we will also promote subsidies for freight insurance, such as annual frame and category subsidies for freight insurance, as well as discount policies for freight insurance during major promotion periods. In addition, policies related to merchant growth will also be gradually introduced. The faster merchants grow on the platform, the higher the discount they can enjoy for freight insurance."
Thirdly, optimize overall operations. In addition to offering good prices and services, comprehensive business operations including live streaming, short videos, and product cards are also important growth points for businesses. People oriented live streaming merchants can use product cards to increase their revenue during non live time periods. By maintaining product availability and selling at the same price as the live broadcast room, product links will gradually accumulate sales and be distributed in shelf scenarios. In 2023, some merchants have used this action to attract over 100 million payment GMVs; Supply chain advantage merchants can use product cards to increase the production ratio of influencer cooperation. By combining the advantages of distribution with influencer cooperation bonuses, they can expand multi-channel transactions and achieve a comprehensive and multi-point outbreak.
Zeng Zhen also said that in the future, the Tiktok e-commerce platform will also continue to optimize the user search and shopping guide link, and help consumers quickly locate high-quality goods from four aspects, including the store list, search recommendation, feature marketing, and shopping guide field. At the same time, he will continue to create a hot spot of fashion trends, continue to provide merchants with talent cooperation opportunities and shelf flow incentive programs, so that more clothing merchants can achieve breakthrough growth.
Seizing opportunities in spring and summer: following trends, finding users, and selecting explosive products accurately
For most clothing merchants, only by identifying trends can they obtain the key to business growth. From the perspective of industry trend, in 2023, the average monthly video playback volume of the Tiktok e-commerce clothing industry will exceed 220 billion, of which the average monthly click times of live broadcast products will exceed 18 billion, and the demand for clothing content will maintain a strong growth momentum. At the same time, the year-on-year growth of shelves is particularly prominent, and the trend of users actively searching and content interaction is clearly intensifying. Optimizing search terms based on content has become a key skill in connecting content and shelves. More and more businesses are using shelf scenes to undertake users' daily repurchase needs and achieve business breakthroughs.