In the clothing industry, it used to rely on the offline to seize the most popular shops; Now, relying on e-commerce, we can seize the top ten items of users' home page recommendations and search results. Whether it is a prosperous store or an online display resource, the price is the painful norm of the clothing industry.
BJHG Chaopai （BeJustHuG) , is a clothing e-commerce brand that ranks first in the list of trendy men's clothing on the public domain e-commerce platform. The user operation principal of BJHG told us: "One consensus in the industry is: Natural traffic is getting less and less, and the public domain platform can only buy traffic by paying, which is difficult to cultivate users' long-term brand loyalty. If customers want to come again next time, they must buy traffic, and the profit is basically swallowed up by the traffic cost. ”
In order to get out of this dilemma, in 2020, BJHG tried to operate the private domain. After three years of accumulation, BJHG annually Through the private domain, we can achieve a deal of more than ten million yuan. The re purchase and customer price in the private domain are several times of those in e-commerce.
"The private domain helps us to build a better brand and let us really get together with our fans."
Let's see how they get out of "traffic anxiety"?
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Get out of "traffic anxiety"
Four times the repurchase rate of private domain
High cost performance ratio is an important selling point of BJHG, but it also means that the profit is thin, so it is difficult to continue to bear the high cost of buying traffic. "Take summer T-shirts for example, on the e-commerce platform, The cost of attracting new customers accounts for about 35% of the sales price of the product, and there is almost no profit space. Customers will not see us if we do not vote. ” Zhang Jinxuan, head of BJHG user operations, told us. To get rid of traffic anxiety ， BJHG, on the one hand, continues to improve its unique design power to achieve the ultimate design, on the other hand Use content and services to build customers' awareness of the brand, so that customers can generate loyalty, thus bringing repurchase and brand value 。 The public domain e-commerce platform is naturally difficult to do services and content. The customer service sends a message, and customers may not open it for weeks; Customers don't even read the brand information on the store's home page. "The fabric of a dress is not valuable. It is the combination of design, color matching, wearing skills and fashion culture to make customers feel self identification, which can make the dress more valuable. ” These contents can't be explained clearly only by a product map, and people will always pay more attention to whether the price is low enough. When a design is popular, the counterfeit products will come out immediately, and the price will always be lower. The original brand is very passive. "We found that only by adding users to the private domain can we have deeper communication with users for a long time." BJHG launches new products frequently and launches new products almost every week. In the private community, They can share different series, the design concept behind, the technology used, and the trend elements with fans, For example, how to wash and make old clothes reflects the clothing characteristics of the early 1990s, for example, how brands interpret the meaning of "embrace" through HUG% series. For young people who pursue individuality, the recognition of ideas can make them more willing to pay for it. "We will publish various promotional videos that convey the brand's tonality on the video number, and also share them in the private domain to encourage fans to watch them. On the public domain platforms such as e-commerce and Little Red Book, these contents are rarely seen. But in the private domain, everyone's feedback is very good." More Than This, BJHG will be a private domain fan Provide a variety of dressing techniques and ideas, and combine the pieces into a dressing scheme, For example, how to wear it in sports occasions and go to the library; Or share the same style of KOL and stars. When many fans see the matching they are interested in, they often directly link to the WeChat mall and place an order for the whole set of small programs. "Some fans left us a message saying that they seldom went shopping in e-commerce and didn't go shopping too much. After adding our WeChat, the first reaction when they wanted to buy clothes was to visit our circle of friends."
At present, In the private domain of BJHG, the repurchase rate has reached 60%, which is 4 times of that on the e-commerce platform; The unit price of private customers is 50% higher than that of public e-commerce platforms. When buying traffic in the public domain, only one product can be pushed, and consumers are added to the private domain to talk about brands, put out suits, and do brand activities. Consumers see new products and activities in the group and friends circle, and buy directly, The brand reduces the dependence on traffic, and can also spend the money to buy traffic to do a good job of brand and content. We can't just rely on 618 and Double 11 There is a brand's own shopping festival in the private domain product The current feeling of the cards is: Dasu is getting worse 。 "We look at the major promotion, but we hope not to rely too much on it." As the top 5 brand of fashion brand clothing sales on the top e-commerce platform, BJHG still thinks At present, the profit of Daxueju is getting lower and lower, and the traffic is more difficult to obtain. This is because the complex Daxueju play method is increasingly difficult to attract users' attention. Will users only focus on shopping at rush hour? It may be possible to stock up on daily necessities. However, clothing is influenced by fashion trends, aesthetic preferences and seasons. Users will place orders if they see clothes they like on weekdays, which is not strongly dependent on Dasu. BJHG is trying to better grasp the marketing rhythm in its own hands and find more growth opportunities, Instead of being led by the platform. "The private domain allows us to disperse the marketing nodes in every playable and interesting day to continuously capture the attention of users." For example, they imitated "Crazy Thursday" and created a "Crazy Tuesday" for exclusive private fans. Every Tuesday, they launched a fun little game, and the fans who completed the game will get brand points and participate in the welfare lottery. For example, at 520, BJHG launched a private domain exclusive "Heartbeat Plan" couple package, which is more favorable than purchasing individual products on e-commerce platform; The city walk package will be launched during the May Day and National Day holidays; Recently, "Maillard Wear" became popular, so we combined Maillard suits. "These marketing activities do not need heavy operation. Many activities have made a poster in addition to the basic manpower, but if we catch the interest of young users, we can promote hundreds of deals. " At present, BJHG's private domain operation team has only 6 people, but it has supported the private domain operation scale of 320000 users and more than 300 communities with high efficiency. "The input-output ratio of the private domain is very high. The tools provided by enterprises and micro enterprises such as group distribution assistants and micro disks, together with the access to our SCRM system, can help us achieve large-scale operations efficiently and obtain operational data." Zero Distance in Private Domain Make brands understand consumers better When starting to operate the private domain, BJHG also went through a detour. "At first, the management of the private domain was very extensive. It was sent as a short message, and only coupons and new model pictures were sent in the group. But it's useless. Many people have deleted us. Gradually, we found the way to do brand and content. " BJHG will give users very fine customer labels through enterprise WeChat. "At first, we used labels based on age, gender, source channel and consumption amount, but later we found that they did not play a significant role." Now, The label printed by BJHG includes Color preference, the category you like to buy, the size you buy most often, the channel you buy most frequently, the average discount rate you like to buy, the month/quarter in which you buy most, or even the time period you like to place an order most, etc 。 Detailed labels enable them to accurately recommend products, push activities and welfare discounts to users. But labels are just one way to understand consumers. As a trendy brand, the core audience is young people, whose interests and preferences are the fastest changing, so BJHG is more concerned about how to maintain insight into users and always step on their preferences. "The e-commerce platform will have some data such as consumer preference trends, but these indicators are only cold numbers, and it is difficult for us to understand the most direct feedback and needs of fans. The private domain can help us understand what our consumers are saying, their attitude and reaction to our products." "The topics of chat often reflect the hot spots that people have paid attention to recently." Every quarter to half a year, BJHG will do it again Private domain user survey To understand what consumers are thinking at the moment. "It is difficult to do this on e-commerce platforms, but a large number of samples can be quickly obtained in the private domain." These feedback can help BJHG to Revise some product R&D directions And help them Find some new creative ideas and methods to optimize operation. For example, in the last product research, they gained an important understanding. "Before, we always thought that our young people liked to wear androgynous clothes, and girls also liked oversize super loose clothes. But when doing private research, we found that many users were feedback that our clothes were too big. So we have been adjusting this quarter." "And now there are more and more girls in our fan group, and many users say that they just went to college and just fell in love, so they hope we can put out some couples' clothes. So we also put out several couples' clothes in the private domain this year, and the feedback is very good." You can also measure money in the private domain. For example, sometimes if you want to confirm the quarterly main push, you will let fans vote in the community The exclusive benefit price will also be given to the voting users for the products. The style chosen by oneself was officially adopted, Many fans are willing to buy and promote it in their own circle of friends. "The private domain allows us to get closer to consumers. They recognize our brand more and we understand them better. In the future, we will continue to explore more fan co creation models."
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When the profit of clothing e-commerce is gradually swallowed up by the cost of customer purchase flow, how can brands find new bases, BJHG gives a beautiful reference. In the future, enterprise WeChat also hopes to help more e-commerce brands, open up a growth path in the private domain, and establish a closer connection with fans.![]()
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