textWang Zhuolin.
Sky Tree, a new brand taken out of the wig industry.
Xuchang, Henan Province, is known as the "wig capital" of China, with 6 out of every 10 wigs in the world coming from here. Sky Tree aimed at the relatively low decorative wigs in the local area, and the explosive products sold 1 million yuan in sales in a single day, rushing to the first place in the subcategories of Tmall and Douyin platforms.
Previously, "World Online Business" had made a detailed report on the brand - how Skytree found potential popular models from the perspective of female consumption, and then broke out on the whole network with the help of content.
As 2023 comes to an end, the world's online merchants selected the "2023 New Growth Case" from nearly 500 merchants in this year's dialogue, and Skytree was selected as one of the cases of the year. Looking back at the key factors of its growth, the main points are as follows:
1.Break the product positioning and create new demand "according to local conditions". Unlike traditional wigs, which mostly solve the pain point of hair scarcity, Skytree's wigs are aimed at the needs of girls to personalize the top of their heads. The founder, Zhang Dan, found that the local wig sales physical store in Xuchang would trim the bangs for the wearer to improve the fit between the wig and the real hair, which made her design the bangs style of the wig piece and put it on the Internet to test the water. The new product was welcomed after it was launched, which not only subverted the public's inherent thinking about wigs, but also excavated new demand increments.
2.Relying on the advantages of the industrial belt, we will deepen the subdivision track. Skytree's base camp is in Xuchang, based on the advantages of the wig industry belt, its product research and development, production, sales and other links are smooth, with 10 new models every week and more than 4,000 SKUs. After wig jewelry, from low-frequency consumer goods to high-frequency daily, the richer the product supply, the more considerable the growth rate of the harvest.
3.Riding on the wind of content, fission "growth password". The contrast effect of the wig before and after wearing it is naturally suitable for the spread of the wig, and it is easy for the person to plant grass and place an order. Sky Tree has been doing ** live streaming since 2019, and the revenue contributed by the live broadcast field accounts for 1 3. At the same time, the live broadcast content will be created for the second time and made into thousands of short ** and submitted to **Tmall, Douyin, Xiaohongshu, ** account and other platforms for continuous ** and drainage. Sky Tree's single article** has recorded 3 million views.