2023 has come to an end, this year, we set off again after "Yangkang", found the fireworks, reunited with the mountains and rivers that we missed for a few years, longed for the distance and loved the bits and pieces in front of us more, and gradually rebuilt our expectations for a better life.
Project your attitude towards life on social media, and hot topics out of the circle abound. At the same time, this enthusiasm is also transmitted to consumption「social to sales」Under the heating of social media, this winter is full of warm sun, and the warm business under the cold wind has changed
The down jacket track is in full swing
Warm winters should also be protected from the cold
Southerners who are obsessed with snow seize the winter to "migrate" to the north, because of the epidemic for three years can not go home for the New Year, the old iron in the north is also looking forward to a long-lost family reunion this year, tourism fever + homecoming makes down jackets become an annual necessity.
Judging from the data of social media (Weibo, Xiaohongshu, Douyin),In the past 30 days, the number of down jacket-related content has exceeded 560w, and the total number of interactions has exceeded 2700 million, the Weibo position is dominated by "celebrities bringing goods to hit the list", contributing 13% of the content volume;The "Life Encyclopedia" Xiaohongshu pays more attention to "how to match" and "how to clean" and other skillsIn contrast,Douyin's popularity and interaction are higher, and the official topic of China's good down has reached 6300 million, linkage with Duck Duck, Bosideng and other brands and influencers to create content, multi-matrix detonated the volume of activities, and drove the hot sales of down jackets.
Combined with the data of Navigation Plus, since the beginning of winter, the whole line of down jackets has achieved ultra-high growth, especially this year's Double 11, which has become the best time for everyone to recruit new ones, and promoted the overall outbreak of the down jacket track in the fourth quarter of DouyinDuck Duck, Bosideng, Snow Fly and other brands of down jackets have become popular this winter.
More sub-category performance
Swipe left and right to see more
In November this year, the whole line of down jackets achieved high growth:
Down jacketsThe monthly sales exceeded 10 billion, a year-on-year increase of 98%, of which the double 11 day increased by 265% year-on-year
Down jacketsThe monthly sales were 2.5 billion to 5 billion, a year-on-year increase of 89%, of which the double 11 day increased by 265% year-on-year
Children's down jacketsThe monthly sales were 1 billion to 2.5 billion, a year-on-year increase of 135%, of which the double 11 day increased by 400% year-on-year
Sporty down jacket7500 million to 1 billion, a year-on-year increase of 149%, of which the double 11 day increased by 376% year-on-year
Outdoor down jacketsMonthly sales of 500 million-7500 million, a year-on-year increase of 515%, of which the double 11 day increased by 496% year-on-year
Of course, in addition to down jackets, winter consumption also runs through other peripheral products, and related category tracks also perform well, according to the category ** data of navigation plus,Thermal underwear increased by 143% year-on-year in November, and jackets and pants increased by 181% year-on-year.
Keeping warm is new
Military coats have sparked a trend of interest in e-commerce
It's not that down can't afford it, but military coats are more cost-effective", after double 11, the guide to dressing contemporary college students in winter set off a heat on Douyin, and then, a group of college students who "rectified the down jacket market" re-put on flower cotton jackets and military coats.
Why did the military coat explode?In fact, the clues can also be seen from the overall data of down jackets, according to the commodity data provided by Navigation Plus**, the most popular down jackets** are distributed in 300 500, and cost-effective domestic brands have become the first choice for consumption. Combined with social media data performance,After Double 11, the military coat is on the warm track with a cheap and cost-effective mentality. On November 15th, through the more penetrating slogan It's not that down can't afford it, but that military coats are more sexually priced, triggered a peak in Douyin interactions.
After the military coat social detonated, the e-commerce arena also showed amazing explosiveness and became a typical one「social to sales」The case of breaking the circle.
By Nautical Plus observed,Military coat sales in November reached 10 million-25 million, a year-on-year increase of nearly 18 times, especially in November 17 and November 18, to bear the popularity of social, daily sales increased by more than 135 times year-on-year. It successfully attracted the attention of major platforms and e-commerce people, and stimulated the second surge in the volume of social media positions.
So, who successfully seized this wave of hot dividends and became the winner of the military coat?It can be seen from the competitive landscape of Nautical Plus,The brand concentration of military coats CR10 (cumulative market share of TOP10 brands) is only 3%, and most of them are dominated by cheap white labels.
From the perspective of the top 10 accounts with goods, China Post occupies 4 seats and dominates the first and second lists, becoming the biggest winner.
Combined with the military coat list of best-selling products,Top 5** are all within 200 yuanFrom the perspective of consumer groups, male college students are the core group, and the main selling points of many product titles revolve around social hot words such as college students, male, thickening, and warmth and cold protection.
Social to Sales play
Blue ocean opportunities go far beyond military coats
The popular military coat, from social media fermentation to e-commerce hot sales, the marketing window period is very short (11 11 began to ferment, 11 15 broke the circle, 11 17 sales soared 3 times, 11 27 caused a second heated discussion, and then brought a long-tail sales trend that gradually faded), the same case also has dopamine in summer, Maillard in autumn, how to take advantage of the wind to run, undertake and transform the popularity of the content field, is a proposition that brands need to think about for a long time, especially in the era of information technology, it is necessary to grasp the core and strive to hit it with one hit. To this end, the navigation plus 3-step rule, try to clarify the ideas for everyone, and help business friends effectively "chase the wind":
Pay attention to the categories that have recently sold well, gain insight into the growth drivers behind them, and predict the track in advance based on related scenarios
Track the trend of hot topics on social media, detect market opportunities at an early stage, and lay out competitive products
Dismantle social hot words, adjust the selling points of goods and content, and quickly expand the A1 and A2 crowds at low cost.
About Nautical Plus
Based on the archaeological plus million user base and underlying data capabilities, the Douyin Blue Ocean Opportunity Insight Tool under the Navigation Plus Digital Storytelling Service integrates the prescriptions, technical algorithms and index models precipitated by 1000+ leading brands in the Digital Storytelling Service, reconstructs the data interpretation method from the perspective of the industry and brand, deeply analyzes the development trend and competition pattern of the Douyin e-commerce track, and tracks the hot track, excavates the blue ocean of business, and sees the market trend for brands that are deeply interested in e-commerce.