15-second live broadcast of changing clothes became popular on Douyin and Xiaohongshu

In the wave of live e-commerce, a new sales model is rapidly gaining popularity on platforms such as Douyin and Xiaohongshu - 15-second live broadcast of changing clothes. This live broadcast method, which combines visual impact and entertainment elements, not only brings a new shopping experience to the audience, but also opens up a new blue ocean in the field of women's clothing sales.

Suspenders on the upper body and shorts on the lower body, changing into an outfit in 15 seconds, live streaming and selling goods, has started a "changing clothes" trend.

At a time when the traditional women's clothing sales model is caught in endless internal competition, the musician "Jing Di'er" uses energetic singing and dancing, "roughly" changing clothes to the rhythm of the songs, and occasionally doing a fashion show or singing, directly immersing fans in the dual audio-visual experience and achieving efficient conversion.

The Douyin internet celebrity "Tian Zong" transformed the live broadcast room into a disco, pacing and jumping back and forth in front of the camera. With the support of Wuyou Media, her products are more trendy, and she has hot girls, ladies, sweet and cool, and sporty styles. From time to time, she gives away dozens of women's clothing lucky bags, and the popularity of the live broadcast is rising.

Image source: TikTok

This wave of live-streaming costume changes is creating a storm on Douyin and Xiaohongshu.

01 Live broadcast of changing clothes, is the women's clothing market welcoming a new "blue ocean"?

Recently, a live broadcast event called "Modify! Potential Stocks" was launched on Xiaohongshu, and the guests invited included Xiang Zuo, Huang Ling, and Yaoshui Ge.

As an amateur transformation program, Xiang Zuo also boldly tried various types of women's clothing on the show, including a light apricot jacket with a purple satin scarf, a spaghetti-shouldered vest with a Chanel-style jacket, a low-cut suspenders with a punk-style necklace, a Chinese floral short-sleeved shirt with a tie, and also wore female accessories to match the clothes, such as big earrings, headbands, shark clips, etc.

Netizens said that his look this evening was "beyond the limit of imagination", and some joked that he was the best spokesperson for "tough guy turned comedian".

Earlier, he had become a hot topic for appearing on the red carpet wearing Xiang Tai's fur coat. This move of subverting the traditional tough guy image not only attracted heated discussions, but also made Xiang Zuo taste the sweetness of "topic traffic".

This live broadcast eventually made it into the top 10 of the platform's popularity list, with a cumulative number of viewers exceeding 1.69 million.

Image source: Xiaohongshu

Tik Tok musician "Jing Di'er" has participated in music variety shows such as "2016 Super Girl" and "Street Sound Waves", and has released many singles with her brother Jing Long. Her singing talent can cleverly combine music with live streaming of women's clothing.

Although she was dancing and changing clothes during the live broadcast, and her interaction with the audience was not frequent, perhaps because of the "contrast" between the content and the fans' imagination, the number of viewers often remained above 100,000 during the peak of the live broadcast.

Image source: TikTok

It can be seen on Douyin that Jingdier has four clothing stores. The unit price of products is mostly between 60 and 400 yuan. The best-selling suspender vest has sales of over 4,900. If calculated based on an average price of 150 yuan, the total GMV of No.1 Store is about 12 million.

Image source: TikTok

The beauty blogger "Tian Zong" focuses on giving benefits to fans, and has a dedicated live broadcast matrix operation. The good things that appear in the live broadcast room will be updated on the small account at the same time, and a window will be opened for display, and the manufacturers will ship the goods uniformly.

Image source: TikTok

In the large display window of Tianzong, it shows that there are 2.54 million people following the purchase and 6.21 million items have been sold. The main products are still various beauty and skin care products, and the sales performance of women's clothing is in the middle.

However, Ms. Tian revealed during the live broadcast that her MCN, Wuyou Media, authorized her to use a slice account for live broadcast content. Some people make millions a month by using the shared cart. Wuyou also released a battle report showing that slice sales exceeded 10 million, indicating that this new form of live broadcast has considerable traffic.

Image source: TikTok

This kind of live streaming strategy, in which content and products feed each other, not only fits women's pursuit of refinement and emphasis on emotional value, but also makes selling products more approachable and interesting, allowing more brands to realize the importance of content creation.

02 Will changing clothes during live broadcast constitute illegal quick delivery?

One piece of women's clothing after another was "moved around" on the anchor. The anchor was like a fixed clothes rack. The clothes on her body kept changing, giving a kind of comical beauty of an "acrobatic show".

In the live broadcast room of "Zi Yan Hong Teng Clothing", the female anchor changed her clothes quickly and skillfully with the help of her assistant, and her every move was dignified and elegant, which was in sharp contrast to the live broadcast rooms that relied on low prices and rhetoric to attract attention.

This kind of visual impact makes consumers immersed in it. Some netizens sighed: "The changing of clothes is so smooth, it is very enjoyable to watch" and "It also shows that the zipper is of good quality, I am very tempted by it."

However, some people also said that "these clothes have narrow hems and wide hips. If the fabric is not elastic, it is very inconvenient to put on and take off. The anchor is calm because there is an assistant behind her to help her unzip."

The rapid costume-changing session in the live broadcast room, due to its unique entertainment and visual impact, has greatly aroused the attention of users, prompting them to actively share live broadcast segments on major social platforms. This format not only expands the audience of the original live broadcast content, but also triggers users' secondary creation and dissemination.

Image source: Xiaohongshu

Moreover, the store's products are mainly aimed at working women, with soft and skin-friendly suits and dresses as the main products, and slim-cut styles that better fit the female body curve. The designs pay attention to details, and most of them use pearl buttons as embellishments, accurately catering to the needs of white-collar workers in the workplace for clothing quality and style.

The Chongqing Zilongteng Trading Co., Ltd. behind the store is a traditional luggage and department store manufacturer. It did not start online sales until 6 years after its establishment. This time it tried innovation in the field of e-commerce live streaming and gained more than 80,000 fans in just half a year on Xiaohongshu.

However, it is still unknown whether this form of live broadcast has risks.

On October 20 last year, Douyin e-commerce released a new regulation announcement, "Implementation Rules for "Illegal Play Methods: Quick Payments"," which listed live broadcasts of quick payment transfers as illegal behaviors, and imposed penalties such as limiting traffic and banning live broadcast rooms depending on the severity of the circumstances.

The platform explains quick payment as the behavior in which the anchor, during live streaming, quickly and continuously passes through multiple products (not limited to 9.9 low-priced products and welfare products), without explaining the products or explaining very little information (for example, only describing the product name, price, etc.), which results in users being unable to obtain enough product information and thus damaging their shopping experience.

At that time, the anchor "Zheng Xiangxiang" was known as the new number one anchor of Douyin. She quickly became popular because of her fast-changing style.

Data shows that the Douyin account of "Zheng Xiangxiang" gained over a million followers within three days, with sales exceeding 50 million in a single game. In seven days (October 4th to October 10th), it sold goods worth over 100 million yuan, defeating first-line anchors including Dong Yuhui.

Currently, the last video on Zheng Xiangxiang’s account is from February 16. Her sales style is normal, with a 20-second detailed explanation of a product, and the number of likes is only a few hundred, which is very different from the popularity when she became famous.

Image source: TikTok

Regarding whether the issue of changing clothes during live broadcast violates Douyin's live broadcast regulations, Douyin customer service told Xinshi Research Institute that "if the products monitored by the platform have a continuous and uninterrupted rapid change of payment and delivery during the promotion process, and the products are not explained or the information is relatively little, such as only describing the price or name, it is easy for the platform to impose corresponding penalties."

"Violations are not limited to low-priced goods below 9.9 yuan or welfare goods. Currently, the platform will conduct random inspections, but it is impossible to monitor specific accounts," the customer service added.

It can be seen from this that if live streaming of dress-changing continues to develop and break through, perhaps a "Zheng Xiangxiang" will emerge.

Author: Fan Wenfei Editor: Zhong Xiang