Introduction: From imitation to innovation, a new chapter of fast fashion track
In the field of fast fashion, SHEIN's success story has inspired countless businesses to layout cross-border e-commerce independent stations, I believe that many POD clothing sellers are also among them, however, in this competitive market, Bytedance's women's independent station Commense has stepped out of a different road. Next, this paper will explore in depth how Commense achieves its rapid rise by accurately positioning the female workforce in Europe and the United States, and provide valuable inspiration for POD clothing sellers.
Bytebeat and Heart Boundless: The Story behind
Since 2019, ByteDance has begun to lay out the fast fashion track and launched a number of cross-border e-commerce platforms and independent station projects, but these attempts have not achieved the expected results. However, ByteDance has not given up on its fast fashion ambitions. In June 2021, ByteDance took a stake in Heart Unlimited, which had just been established two months earlier, and this move attracted wide attention. Zhou Jingjin, the legal representative of infinite excitement, is a veteran of Bytedance and has rich industry experience. It was under his leadership that Commense grew rapidly and became a dark horse in the fast fashion space.
The positioning differentiation of clothing products from Commense, an independent women's clothing station invested by ByteDance
1. Precise positioning of target user groups
- Targeting women in Europe and the United States: Commense has its eyes on the 25 - to 34-year-old educated women in Europe and the United States who have the ability to pay. These women are economically independent, aesthetically mature, and have high requirements for fashion and quality.
- Simple and capable design style: Based on the characteristics of the target user group, Commense's web design and product design tend to be simple and capable of professional women, to meet their needs for professional sense and elegance.
2. Social media promotion strategy
- Multi-channel layout: Commense has a presence on Facebook, Instagram, YouTube, TikTok and other major social media platforms, and has accumulated about 1.13 million followers. Instagram has 1.141 million followers, Facebook has 75,000 and TikTok has 114,000.
- Focus on Meta platform: Commense takes the Meta platform as a key channel for drainage, and the number of materials currently being released is up to 1200. Images dominate, accounting for about 70 percent, mainly for the United States and Canada.
3. Product Quality and Supply chain management
- High quality products: In order to meet the quality requirements of the target user group, Commense pays attention to product quality and ensures that every product can meet high standards.
- Efficient Supply chain management: By optimizing supply chain management, Commense is able to respond quickly to market demand and ensure the stability and timeliness of product supply.
4. Customer experience and after-sales service
- Personalized shopping experience: Commense continuously optimizes the website interface and shopping process through data analysis and user feedback to provide personalized shopping experience.
- Quality after-sales service: Commense attaches great importance to customer satisfaction and provides convenient return and exchange services and professional customer service support to ensure that every customer can get a satisfactory shopping experience.
5. Data-driven marketing strategies
- Accurate data analysis: Through big data analysis, Commense is able to accurately grasp market trends and user needs, and develop effective marketing strategies.
- Continuously optimize advertising: According to the effectiveness of advertising, Commense continuously adjusts and optimizes advertising materials to improve advertising conversion rate and ROI.
Lessons for POD clothing sellers
1. Understand the target user group
- Segment market positioning: POD clothing sellers should be clear about their target user groups, in-depth understanding of their needs and preferences, so as to develop more accurate market strategies.
- Create a unique brand image: Through a unique brand story and design style, attract the attention of the target user group, build brand loyalty.
2. Innovative marketing methods
- Leverage social media influence: Leverage the power of social media platforms to expand brand exposure and influence through content marketing, KOL partnerships, etc.
- multi-channel layout: In addition to traditional e-commerce platforms, POD clothing sellers should also consider layout in other channels, such as opening independent stations or participating in offline activities to expand sales channels.
3. Focus on product quality and supply chain management
- Strict control of product quality: POD clothing sellers should pay attention to product quality to ensure that every product can meet high standards and win the trust of consumers.
- Optimize supply chain management: Improve production efficiency and delivery speed, reduce operating costs, and enhance competitiveness by optimizing supply chain management.
4. Improve customer experience
- Personalized shopping experience: Continuously optimizes the website interface and shopping process through data analysis and user feedback to provide personalized shopping experience.
- Quality after-sales service: provides convenient return service and professional customer service support to ensure that every customer can get a satisfactory shopping experience.
5. Data-driven decision making
- Accurate data analysis: Through big data analysis, POD clothing sellers can accurately grasp market trends and user needs, and develop effective marketing strategies.
- Continuously optimize advertising: According to the effect of advertising, constantly adjust and optimize advertising materials, improve advertising conversion rate and ROI.
Conclusion
Commense has achieved a rapid rise through precise targeting of European and American women in the workplace, as well as efforts in social media promotion, product quality and supply chain management, and customer experience. For POD clothing sellers, they can draw inspiration from Commense's successful experience by understanding the target user group, innovative marketing methods, focusing on product quality and supply chain management, improving customer experience and data-driven decision-making, but the other side's road can only be used for reference and reference, just as everyone's strengths and weaknesses are different, the growth path is also different. Habits are very different, the same, to build a brand and do products are the same, different people with the same way, often make different effects, so we should actively learn, actively practice, explore in practice, seek the truth, and finally find a suitable way to break the game.
FAQ
1.Q: What is Commense's target user group?
A: Commense's target user group is 25 to 34 years old in Europe and the United States with the ability to pay professional female groups, and based on the characteristics of these female groups, the corresponding characteristics of web design and clothing design matching and optimization.
2.Q: Which social media platforms does Commense have a presence on?
A: Commense has a presence on Facebook, Instagram, YouTube, TikTok and other mainstream social media platforms, and has accumulated more than one million followers, among which the number of Instagram fans has reached 1.141 million, which is an absolute leader.
3.Q: What is Commense's advertising strategy?
A: Commense takes the Meta platform as the key channel for drainage. At present, the number of materials being released is up to 1200, and the pictures occupy the dominant position, mainly for the United States and Canada. It can be seen that its promotion strategy is the strategy of precise target delivery. In the future, it may shift to consumer markets such as Europe and Asia.
4.Q: What can POD clothing sellers learn from Commense's success?
A: POD clothing sellers can learn from Commense's successful experience to accurately target user groups, innovative marketing methods, focus on product quality and supply chain management, improve customer experience and data-driven decision-making experience, brand strategy is actually similar to product selection, the difference is that, The selection of products can be trial-and-error, and you can quickly change your thinking, but the brand management is more limited, and you need to do a good strategy in advance to penetrate step by step and reach the real target group.
5.Q: How should POD clothing sellers respond in the current economic environment?
A: In the current economic environment, POD apparel sellers should address the challenges by segmenting market positioning, creating a unique brand image, leveraging social media influence, multi-channel layout, strictly controlling product quality, optimizing supply chain management, providing personalized shopping experience and quality after-sales service, and data-driven decision-making. It will inevitably bring expenses, and in the current economic downturn, cost control, that is, expenditure, is also very important, so we must step by step, batch, and constantly verify the effect and practice, in order to make better choices and strategies step by step.
