What is the situation on the supply side and channel side of live broadcast e-commerce in the apparel industry?

Editor’s note: This article is from the WeChat public account “New Rank” (ID: newrankcn), author Chang Hao Jing.

When it comes to live broadcast e-commerce, clothing is a category that cannot be bypassed. Among all categories of live broadcast e-commerce, clothing live broadcast has a lot of data ranked first:

In 2019, apparel products accounted for 46%, which is the category with the largest transaction volume in live streaming;

In the first half of 2020, there will be 8.549 million live-streamed clothing and apparel products, accounting for 37.6% of all categories of live-streaming e-commerce;

In the live broadcast room, clothing, shoes, hats, and knitting textiles have been put on the shelves more than 150 million times, with 41.7% of the times on the shelves and 53.2% of SKUs.

At present, clothing has become Taobao, Douyin, Kaishou and other key sales categories of mainstream live e-commerce platforms one.

In order to further understand the situation of the clothing live broadcast e-commerce industry, Xinbang Research Institute has launched the “Live E-commerce Report Series 4-Clothing Industry Live E-commerce Research Report” (hereinafter referred to as the “report”), which serves as many anchors Uncover the current situation of the apparel industry, and provide a reference for practitioners in the apparel industry to do live broadcast e-commerce.

We will interpret the report. The last article mainly talked about the supply side and channel side of live broadcast e-commerce in the apparel industry. Through this article, you can understand the industry cluster situation of the apparel live broadcast supply side, and on the channel side, which one is better at Taokuaisha. In the next part, we will discuss the operation and demand side of live e-commerce in the apparel industry based on specific cases. This article is the first one.

The apparel industry is concentrated in 4 regions

When it comes to beauty and skin care, which city do you think of first?

Many people may think of Guangzhou. In Guangzhou, there are not only old brands such as Marumi, but also Perfect Diary and other cutting-edge brands were also born here.

The same is true for the apparel industry, and the phenomenon of industrial clusters is obvious.

According to statistics from the Ministry of Industry and Information Technology, there are 216 textile and apparel industrial clusters in my country. Abundant industrial resources provide a good development soil for the development of apparel live broadcast e-commerce, and a number of apparel live broadcast bases have emerged. Most live broadcast bases are also located in the apparel industry cluster.

Specifically, from north to south, mainly concentrated in 4 areas:

Bohai Sea area, there are Hebei Cangzhou-Mingzhu live broadcast base, Shandong Linyi-Shunhe live broadcast base.

In the Yangtze River Delta region, there is the Jiangsu-Changshu Mohe Fur Live Broadcasting Base, and the typical brand is Wuxi’s Hailanzhi Home, and Zhejiang-Hangzhou Tunhe live broadcast base. Typical brands include Ningbo Peacebird.

In the Fujian area, there is a live broadcast base of Fujian-Shishi Qingchuang City. The typical brand is Quanzhou’s Seven wolves.

In the Pearl River Delta region, there is a Guangdong-Guangzhou Mars live broadcast base. The typical brand is Yichun from Humen.

Image source: report

The apparel industry not only has rich industrial clusters, but also rich supply channels, such as supply chain bases, clothing stalls, B2B platforms, platform commodity pools, etc. These supply channels provide a rich source of goods to meet the supply needs of different anchors.

There are also some leading MCNs who are not satisfied with such a supply chain and are trying to build their own supply chain system.

According to incomplete statistics, eight of the top ten organizations that mainly carry clothing items on Taobao Live have their own supply chain supply bases built or injected. For example, the head MCN agency Qianxun has established a “super supply chain base” in Hangzhou, covering all categories of high-quality goods including apparel.

Image source: report

It is worth mentioning that the development of apparel e-commerce has promoted the flexibility of the apparel product supply chain.

At present, there are two main directions in the application of apparel flexible supply chain.

On the one hand, open up sales and production data, obtain user needs and market change information through big data analysis, and adjust production closely following market feedbackRhythm, reduce inventory risk, and improve conversion efficiency.

On the other hand, because the traditional clothing production model of single style, large batch, and few batches cannot meet the needs of users in the live broadcast scene, the supplier actively adjusts the production mode, shortens the new cycle, increases the new frequency, and more Model, small-scale, multi-batch production mode change.

Nowadays, there are already some platforms in the forefront of apparel flexible supply chain applications. According to Sichuan News, the digital intelligent manufacturing platform “Rhino Smart Manufacturing” can shorten delivery time by 75% and reduce inventory by 30% compared with traditional factories.

Which one is the best one to carry the goods on Taokuaisha?

Nowadays, clothing has become a battleground for military strategists.

In order to win the competition in the apparel field, Taokuaisha has come up with its own killer features. Taokuaisha not only went deep into the upstream of the industry, cultivated source businesses and provided development guidance, but also launched support policies and planned special events to help businesses realize their profits.

For example, Taobao introduced the “Incentive Policy for Apparel Merchants” to lower the threshold for launching and provide traffic tilt for apparel anchors; Douyin released the “Seed Plan” for merchants in the five major categories of clothing, shoes and bags, providing zero threshold for direct access< a class="project-link" data-id="457449" data-name="播购" data-logo="https://img.36krcdn.com/20200729/v2_ff18479130df44b881c230b6adb209b1_img_000" data-refer-type="2 "href="https://36kr.com/projectDetails/457449" target="_blank">Broadcasting a number of preferential policies such as goods and vehicles, traffic support, service fee reduction and exemption, etc.; Kuaishou open “apparel merchants traffic support Plan” to start support for emerging apparel brands and recruit fashion MCNs.

Image source: report

With strong support, which platform is performing better?

Let’s first look at the two new lists combinedChina Business News Data released by the Commercial Data Center:

In July of this year, Taobao accounted for 13 of the top 20 anchors of clothing, shoes and hats, and all of the top five came from Taobao. They were Nanfeng Cheney, Wei Ya Viya, Chen Jie Kiki, Lie Baby, Sydney.

In August of this year, Taobao accounted for 11 of the top 20 anchors of clothing, shoes and hats. In TOP5, there are 4 anchors from Taobao, namely Wei Ya, Chen Jie kiki, Lie Er Bao, and Sydney.

Left: July data; Right: August data

It can be seen that in the field of apparel live broadcast e-commerce, Taobao is temporarily ahead, with Kuaishou and Douyin following closely behind.

However, if you dig carefully, you will find that the three have their own characteristics.

Specifically, Taobao has a first-mover advantage in the live broadcast field, and the platform ecology is more mature. Clothing has become Taobao’s dominant category. According to You adults, in Taobao live broadcasts, wear and match live broadcasts accounted for 23%. Weared by anchors with an average viewership of more than 100,000 in April