Xinjiu data shows that on January 5, ZARA live broadcasted on Douyin for about 4 and a half hours, about 487,600 people watched it, the online peak was nearly 4,000, and the number of fans increased by about 35,100 in a single game.
It debuted on Douyin for the first time. Compared with the live broadcast results of the big anchors with over 10 million views and sold out products in seconds, ZARA’s report card as a global brand is not satisfactory. However, the significance of ZARA’s first live show on Douyin is far greater than the revenue from this time. After all, ZARA has entered the Chinese market since 2006 and entered Tmall exclusively in 2014. Since then, it has never developed cooperation with other third-party e-commerce companies. Platform cooperation.
The layout of Douyin this year is obviously ZARA’s search for new growth in the Chinese market.
01. The decline of ZARA’s Chinese market
It is worth mentioning that ZARA has recently closed its store on Nanjing West Road. This is the first store opened by ZARA after entering the Chinese mainland in 2006, which is of landmark significance. Judging from the financial report of Inditex, the parent company of ZARA, the number of ZARA stores in mainland China has continued to shrink in the past three years. From 2019 to 2021, the number of ZARA stores in the Mainland will be reduced from 179 to 133.
At the same time, the contraction of the parent company Inditex offline in China has become particularly obvious from 2021. At the beginning of 2021, Inditex closed all physical stores of its three fast fashion brands, Bershka, Pull&Bear, and Stradivarius, and only retained online e-commerce channels such as the official website and Tmall flagship store. In July 2022, the three brands will close their online channels again, which means that they will completely withdraw from the Chinese market.
Whether it is due to the impact of the epidemic or the rise of Chinese local brands, the decline of the ZARA Chinese market is a foregone conclusion. In this context, if the brand wants to save itself, it must follow the trend, turn its attention to the online market, and seek new growth.
02. Live streaming changes the e-commerce landscape
In recent years, “abandoning entities and embracing e-commerce” has become the mainstream trend of fast fashion brands in the Chinese market, and the rise of live streaming is changing the pattern of e-commerce in China, and Douyin is playing an important role in it.
According to the report of Zhongyan Puhua Research Institute, with the gradual differentiation of e-commerce platforms, live e-commerce platforms represented by Douyin and Kuaishou are winning the favor of more and more consumers. The two major platforms, Douyin and Kuaishou, rely on their strong user base to quickly develop e-commerce business, coupled with their high user stickiness, they have formed a rivalry with Taobao Live.
As of 2021, Douyin and Kuaishou have become new e-commerce platforms second only to Ali, JD.com and Pinduoduo, with market shares of 5% and 4% respectively.
According to data from the Ministry of Commerce, in the first half of 2022, my country’s e-commerce live broadcasts will exceed 10 million, the number of active anchors will exceed 400,000, and the number of viewers will exceed 50 billion. It can be said that e-commerce live streaming is the fastest growing Internet application in the first half of the year.
As the largest short video platform, Douyin is a force that cannot be ignored in e-commerce live broadcast, and clothing is the category with the highest proportion in e-commerce.
Xinbang reported that during the Douyin 818 Good Things Festival in 2022, apparel and underwear accounted for 26% of the total sales of the market category, surpassing other categories, and many apparel and underwear brands have been deeply cultivated on Tmall for many years.
Apparel, as the sub-category with the highest GMV ratio and the most profitable in Douyin and Kuaishou e-commerce, has also attracted more and more companies to settle in. According to the research report of CITIC Securities, in the Douyin clothing category, the method of live broadcasting by enterprises has gradually become the mainstream. In addition, from June 2020 to January 2021, the number of enterprise accounts has grown by as much as 88%, and the cumulative number of fans of enterprise accounts has increased by as much as 99%.
36 Krypton reported earlier that the clothing market of Douyin Live is close to the overall market of Taobao e-commerce clothing. In October 2021, Taobao Tmall has 10 stores with sales exceeding 100 million yuan, while Douyin has 15. Home. In addition, the top 20 clothing brands on Tmall’s Double Eleven and 618 rankings have all entered the Douyin store, and many of them will only start live streaming in 2022.
Live broadcast e-commerce has changed the traditional shopping model. From product manufacturing to reaching consumers, the link is shorter, and it is deeply loved by brand owners. Faced with such a vast online market, it is not surprising that ZARA, which is gradually declining offline, wants to take a piece of the pie to save itself. The key lies in how to make good use of the live broadcast e-commerce track to help brands expand the market and achieve short-term growth. At the same time, it is even more important to protect the long-term value of the brand.
media reports
Sohu Sohu Sohu Sohu 36Kr Sina Technology IT Home
Event Tracking
- 2023-01-27 Douyin Supermarket is online, and the global interest e-commerce will increase
- 2022-07-14 Douyin : The online transmission of “prohibited words” caused the illegal content of the live broadcast to be untrue
- 2021-11-19 Douyin and Modern Sky have reached a music copyright cooperation
- 2021-10-15 Zhi Ying, vice president of Douyin: will invest heavily in the construction of knowledge content
- 2021-01-08 Douyin was fined: Some anchors have sexual provocations, sexual hints and other behaviors
This article is transferred from: https://readhub.cn/topic/8mUx6OhMtIT
This site is only for collection, and the copyright belongs to the original author.