Reporter | Zhou Xinyue
Editor | Jiang Yubin
The "unaffordable" high-priced down jacket has made a 25-year-old girl from Xinjiang become a frequent visitor on Douyin's daily sales list.
clothing anchor Mi Taotao has only more than 2.2 million fans.
With her down jackets priced from 199 to 399 yuan, she attracted more than 50,000 viewers as soon as she started broadcasting, and the products on the shelves were almost sold out in seconds.
Good products at low prices, the charm is irresistible.
html’s live broadcast on January 21st saw 228,000 units sold, with sales exceeding 56 million yuan. On the same day, the combined sales of Walk with Fai and Oriental Selection were only over 52 million yuan.Looking for goods and bargaining
In December last year, Mi Taotao sold a total of 250 million yuan of down jackets through 11 live broadcasts, with average sales exceeding 20 million yuan per game.
is a popular live broadcast room with a simple setting.
Mi Taotao stood alone in front of the camera to explain the products. Behind him were rows of hangers with no less than a hundred samples hanging. Two assistants cooperated and were responsible for finding goods, loading goods, and keeping an eye on inventory. During the
live broadcast, Mi Taotao introduced the clothing materials while trying on the clothes, answered questions on the barrage, and occasionally "choked" with the team. The atmosphere was lively and not hysterical at all.
There are a lot of things to do in a live broadcast. The anchor has limited introduction time, so he usually simply changes into his clothes and shows directly.
The inventory of each clothing range ranges from several hundred to several thousand pieces. "I will recommend those with a lot of stock, and I won't mention those with a little stock. If you say too much, you won't be able to grab it."
Mi Daodao felt a sense of relaxation, "The goods in the live broadcast room are good and cheap, I'm just worried If you can’t grab it, don’t worry about not being able to sell it.”
’s product selection is relatively vertical.
clothing and underwear account for more than 95% of the total merchandise. They also sell beauty products, and their sales pitches are linked to clothing. "Everyone sees that I have been changing clothes, but the liquid foundation has not touched my clothes at all. I have been wearing makeup for a day." "." Before the broadcast of
, Mi Daodao will release a warm-up video. The video production is simple, mostly with background music and the clothing to be put on the shelves that night.
has a simple routine and good results.
Douchacha data shows that its "video traffic power" within 30 days exceeded 78, which is much higher than the average of 49.4.
Relying on the refreshing live broadcast style of "no nonsense", 2.27 million fans stopped and paid for Mi Daodao.
According to reporter statistics, as of January 23, Mi Daodao had a total of 9 live broadcasts that month, all of which entered the top 10 of the "Douyin Live Broadcast Daily List". Among them,
’s sales on January 7 were 43.42 million yuan, surpassing top accounts such as Oriental Selection and Yunshang Jewelry in one fell swoop, and took the first place on the daily list.
Low price and high volume
At the end of October, while other stores were still selling autumn clothes, Mi Taotao opened a special sale on down jackets.
Since the fourth quarter, down jackets have become the main category of women's clothing, and it is estimated that its sales account for 15.4%.
breaks out of the siege, even more because of its low price. When
recommends products, Mi Daodao has a unique set of words, that is, his products are very cost-effective, are expensive to sell offline, and have favorable prices in the live broadcast room. If you like them, you can place an order with confidence.
For example, a down jacket sold on the evening of January 18 was priced at 1,290 yuan, and the price in Mi Daodao’s live broadcast room was 499 yuan. “If you take this photo, you will make money.”
She calculated the account for the audience, “300 grams The cost of the goose down is 300 yuan, including 100 yuan for handwork. The remaining 99 yuan, after deducting shipping costs and other costs, is really nothing.”
After finishing the calculation, the down jackets were sold out.
A jacket priced at 2,899 yuan, endorsed by Jia Nailiang, was priced at 298 yuan in the live broadcast room, which is equivalent to a 10% discount.
"This is cheaper than the star's own broadcast room. Let's go and shoot quietly." Mi Taotao walked to the camera and whispered to the audience. The jacket also disappeared in seconds. The
live broadcast room sells many well-known brands such as Bosideng and YaYa. Mi Taotao repeatedly emphasized that the same brand and the same style can be bought at a discount of half or even lower in his live broadcast room.
She will also put on the shelves her own down jackets, and the selling point is the quality.
"Our down jackets are very good. The only difference from big brands is that they lack a logo." "The down jackets will not run away and are very warm." "You can make money by selling the down jackets inside."...
has data showing that down jackets will be popular in 2022. The average unit price reaches 622.4 yuan per piece, and international brands even sell it for more than 10,000 yuan.
Douchacha data shows that 70% of products sold on Miduodaoke have a unit price of 100-500 yuan, and the vast majority of down jackets are priced between 199-399 yuan.
How can the tail goods business
sell down jackets at prices as low as 100 yuan?
According to industry insiders, some of Mi Taotao's products are off-stock, that is, overstocked products. After centralized purchasing at low prices, they are sold in the live broadcast room.
In October 2022, Mi Taotao shifted from selling clothing and beauty products to focusing on down jackets. The average GMV per game continued to rise. In January of the following year, the average sales per game exceeded 10 million yuan, once catching up with "Crazy Little Yang". Under
's low-price strategy, the quality is unsatisfactory.
A consumer complained that he bought a down jacket that cost over 600 yuan in the Miduotao live broadcast room. He asked customer service about the ingredient list of the clothing, and the reply was vague.
Some consumers said that after receiving the goods, the down jacket was cut open and the inside was filled with flying silk, not down, which was inconsistent with the live broadcast promise.
"You get what you pay for down, and the cost of down jackets in live broadcast rooms is not high." Supplier Hei Ge said.
Hei Ge Moments
He owns a down jacket processing factory with a daily production capacity of about 3,000 pieces. In addition to supplying clothing live broadcast rooms such as Mi Taotao, he also sells to offline stores and online stores.
He told the "21cbr" reporter that stocking usually starts in September, and October is the peak season for manufacturers. There is no holiday during the Mid-Autumn Festival or National Day, and stocking is fully stocked, and shipments are being made every day.
"Down prices increase a lot in winter, and there is a shortage of 90% white duck down. You will definitely not be able to make it for 100 or 200 yuan."
Hei Ge revealed that the price of white goose down with 90% down content has increased from 785.26 yuan/kg half a year ago to 816.86 yuan. /kg, an increase of about 4%; the unit price of white duck down with a content of 90% increased by more than 7%.
"It's less than 200 yuan, unless there is a clearance sale, most of them are 50 velvet, which is enough to keep you warm." Hei Ge mentioned.
If you spend 100 yuan to buy a down jacket to survive the winter, the decision-making cost is already low. Moreover, every time when opening the link, Mi Daotao will emphasize that the goods are covered by shipping insurance, and if you don’t like it, you can just return it, and there will be no loss in placing the order. The sales of
are soaring all the way, and this young female anchor is at the forefront.
(Brother Hei is a pseudonym)
