text｜Wang Yaqi
People in many places across the country usher in the first snow of this year.
As the temperature drops sharply, the winter clothing market is also ready to go. On November 29, the "2022 Kuaishou E-commerce Quick Warm- Pinghu Down Festival" hosted by Pinghu Municipal Bureau of Commerce and Kuaishou E-commerce was held in Pinghu, Jiaxing, Zhejiang. As the largest and most influential down jacket professional market in the country, the market sales of Pinghu down jackets exceeded 30 billion yuan in 2020.
At this meeting, Kuaishou E-commerce announced a series of support policies, announcing that it will support 1,000 new merchants and 100 new GMV anchors in Pinghu, promoting the strong alliance between local high-quality down jackets and Kuaishou E-commerce women's clothing high-quality anchors, and further help Pinghu down jacket industry belt merchants achieve business growth online.
reporter noticed that more and more source manufacturers are entering Kuaishou. In addition to Pinghu, Puyuan and Haining , which are also part of the Jiaxing clothing industry belt, have also begun to quietly bring local quality products such as wool and fur into the live broadcast room. Data shows that during the Kuaishou Warm Festival in October, the GMV of the winter category merchants totaled nearly 1 billion, and increased by more than 50% month-on-month. Brand merchants such as Hengdishi, Diaodeyi, and Dadidi have created a single GMV of over 10 million. The cumulative GMV of the fur brand Hengdishi has exceeded 110 million during the event period, and Puyuan wool merchant "Qipinyang Clothing" has achieved a GMV of nearly 2.3 million.
The cold wave has arrived, down jackets, wool and fur have finally waited for the "peak season". Why do merchants choose Kuaishou?
01
Kuaishou has launched an exclusive policy to support Pinghu merchants in growth
In Pinghu, Jiaxing, Zhejiang, Sister Yuan has been in the down jacket business for seven or eight years. In early November this year, she moved her business online and opened her own account on Kuaishou. At first, Sister Yuan, who was used to offline business, just posted short videos on Kuaishou with the mentality of "trying" but soon she found an opportunity in the lively comment section and started the live broadcast. "More than 2,500 down jackets were sold in two days. Thank you really, Kuaishou, and Kuaishou's sisters!" Sister Yuan replied excitedly in the comments.
Pinghu merchants with rich down jackets can quickly get cold start traffic by entering with the support of Kuaishou. "E-commerce Online" learned that in order to help Pinghu down jacket industry bring merchants to open up new business places faster and better on Kuaishou, Kuaishou E-commerce has launched policies for Pinghu merchants in four dimensions: traffic support, marketing resources, cash incentives, and exclusive escort.
In terms of traffic support, Kuaishou E-commerce’s “Qingyun Plan” will provide 800 million traffic support per day for new merchants on the platform. Through short video traffic support, live broadcast room traffic preservation, short video trailer superimposed rewards, etc., to help merchants quickly get through the cold start stage; in terms of marketing resources, Kuaishou E-commerce provides marketing resources such as big promotion-level nodes and daily activities, and carries out industry category activities such as cashmere festivals and fur festivals according to the characteristics of Pinghu Industrial Belt, providing targeted support to local merchants in Pinghu; during the event, Kuaishou will also provide commercial investment policies up to 1 million, weekly task jumps to achieve platform increase rewards, and bet rebates for key merchants; merchants will also have exclusive escort opportunities such as 1V1 exclusive waiter full guidance, live broadcast on-site escort.
In addition, Kuaishou E-commerce has also customized Pinghu down jacket list for Pinghu down jacket industry belt merchants, including anchor list, product list, etc., to encourage Pinghu merchants to continue to create high-quality products, sell goods with integrity, and promote healthy competition and friendly cooperation within the industry.
For factory-type merchants who are not good at C-end business, Kuaishou E-commerce also invited top anchors in the women's clothing industry such as @Da Shanshan, @Juchuang Xiaoyuan General Home, @Ye Xin Light Welfare Women's Clothing, @Feifei Home, @Bao Xiaobao Light Welfare Women's Clothing, @Flower High-end Women's Clothing, etc. to connect with Pinghu winter clothing category brands, merchants and supply chain owners who attended the event, to help Pinghu industrial belt merchants and anchors achieve accurate matching. By integrating platform resources, we match high-quality goods and high-quality anchors, providing another option other than self-broadcasting.
02
service provider empowers, professional localization team promotes merchant transformation
Under the rapidly developing Kuaishou e-commerce ecosystem, user consumption potential has been continuously released, and many merchants have found new business opportunities.According to the Q3 financial report data of Kuaishou, Kuaishou's daily active users reached 363 million, with an average monthly active users reaching 626 million. The transaction volume of Kuaishou e-commerce in 2022 has exceeded 588.8 billion in the first three quarters. During this year's Kuaishou 116 Xinyi Shopping Festival, the number of Kuaishou e-commerce buyers increased by 40% year-on-year compared with last year, the orders for e-commerce short videos increased by 515% year-on-year, and the GMV of Kuaishou brand increased by more than 80% year-on-year.
Among them, the women's clothing industry, which occupies an important position in Kuaishou e-commerce , has grown more obvious. In the first half of this year, the total transaction volume of Kuaishou e-commerce women's clothing industry increased by more than 30% year-on-year compared with the first half of last year, with annual sales exceeding 150 merchants exceeding 10 million, and more than 1,500 merchants exceeding 10 million. Under the trust atmosphere of Kuaishou e-commerce, the interest in women's clothing of Kuaishou e-commerce has accumulated 60 million people. The high-potential consumer demand has stimulated the sales growth of various categories of products in the women's clothing industry and provided merchants with the motivation for growth and endurance.
According to data from Kuaishou e-commerce platform, the growth rate of women's clothing category will further increase in the fourth quarter of this year. Among them, the growth rate of sub-categories such as down jackets, sweaters, furs, etc. is expected to reach more than 30%, and the growth rate of buyers in cities and towns over 50 is expected to exceed 80%.
In addition to the official support from Kuaishou and the continuous input of traffic, the live e-commerce industry has entered a stage of refinement, professionalism and systematic operation since its development. In order to help Pinghu industrial belt merchants develop more efficiently in the field of live e-commerce, Kuaishou e-commerce service providers also brought advanced business strategies to Pinghu down merchants during this "Quick Warm-Pinghu Down Festival". In response to the pain points such as the weak ability of Lengqi anchors, low investment ROI, and poor private domain traffic, Kuaishou e-commerce service providers have proposed a merchant incubation methodology, and through full-link capabilities such as traffic marketing, live broadcast operation, anchor incubation, and service fulfillment, they help merchants achieve layer-by-layer upgrades.
reporter learned that as of now, Kuaishou e-commerce service providers have served more than 100 Pinghu industrial belt merchants, driving the number of local Kuaishou sales merchants in Pinghu to increase by more than 50%. During this "Quick Warm-Pinghu Down Festival", Kuaishou E-commerce signed a strategic contract with "Feichuang Yanxuan Down Jacket Supply Chain". The latter has built a matrix of 1,000 anchors nationwide and established the country's largest down jacket live supply system in Pinghu. It will help Kuaishou Pinghu Industrial Belt merchants operate with localized and professional e-commerce live broadcast services.
With a series of resource integration, many merchants have successfully transformed, becoming a typical case of online and offline dual-channel traffic.
Relying on its own down jacket factory supply and the full system down jacket supply chain, "Sister Yuan" focuses on high-cost-performance products from the source, and has built a professional operation team. Through the refined operation of short videos + live broadcasts, it has accumulated a group of high-sticky fans. The GMV exceeded 100,000 on the second day of the broadcast, and the GMV exceeded 570,000 in 7 days; @Kehuan Down Jacket Factory, which is also a merchant in Pinghu Industrial Belt, insists on clearing the warehouse and making good prices, and has developed the product characteristics of high-quality down jackets with a fashionable and design sense. The GMV exceeded 1.44 million in 7 days, and the highest GMV exceeded 730,000 in a single day, and nearly 130,000 fans were accumulated in less than a month.
Kuaishou also stated that in the future, Kuaishou e-commerce will continue to leverage its platform advantages to provide Pinghu down merchants with more policy support and service support, helping merchants open up new growth space, and promoting Pinghu clothing industry and live e-commerce to achieve faster integrated development.
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