Shulou(Shulou.com)11/24 Report--

The autumn and winter of 2023 are destined to be different.

On October 19, Douyin e-commerce "Shake in Fashion trend release" and VOGUE jointly released the new fashion trend of "hardware Girl". After the trend infiltration of "dopamine style" in summer and "Merad style" in early autumn, shining fashion is shining in the new autumn and winter.

What is "hardware girl"?

"hardware Girl" refers to young people with "metal texture" in their daily wear, and generally refers to all the materials and makeup of "shiny elements", such as metal coating, metal color, metal material, lacquered leather, bright surface, glitter, glossy satin, reflection, mirror, bright eye shadow, water muscle, etc., bringing a touch of light to the bleak autumn and winter, lighting up the whole look, but also bringing a bright mood.

The release of new fashion trends has quickly become popular driven by stars and creators, bringing new experiences to consumers and leading merchants within the platform to focus on related products to usher in new business.

For more than half a year, Douyin e-commerce "shake in fashion trend release" has sprung up several rounds of new fashion trends, becoming a veritable birthplace of fashion trends. Behind this, Douyin e-commerce is also through its own way, to provide users with diversified channels of self-expression, and high-quality content, multi-party resonance to lead the trend, driving business growth.

Join hands with fashion media to interpret the new fashion in autumn and winter

"hardware Girl" shines out of the circle

In the "shake in Fashion trend release" view, "hardware Girl" will not blindly follow the perishable trend, but choose to wear on the basis of the classic through the superimposed metal texture or shiny elements of the creative way, the interpretation of their own free publicity, calmly.

This confident and shining style has attracted a large number of stars and fashion content creators to join the trend of creating and leading new fashion. @ Zhu Zhu ZhuZhu uses a sequined bottomed shirt to set off her capable temperament; @ Zhao Lina wears a shiny suit with pointy boots to light up the three-piece look;@Jessica earrings necklace in autumn and winter without losing elegance; @ Zhang Yuxi a pair of antique metal earrings flow with the wind, rustling and beautiful.

Stars and e-commerce writers have performed different styles of "hardware Girl" in their own way, and these unique and high-quality content have quickly attracted the attention of the majority of users, and once again pushed this trend to the most exciting part. it has led to the active participation of many content creators.

The head author of women's wear @ Qiu Yingying has participated in the hot spots related to "hardware Girl" many times, featuring accurate good content for her powder absorption of 24000, and the "hardware Girl" clothing special performance with a score of more than 12 million GMV. @ Huang Jialan lora has a strong sense of hot topic diversion, which has led to the rapid growth of short video data by actively responding to hot topics. Its three consecutive short videos related to "hardware Girl" have seen a 20-fold increase in playback and interaction. The relevant short video content created by Yi Mengling and @ Zhang Yuxi has received more than one million likes in a single video, and the author's ability to absorb powder and realize money has been further improved.

Less than three weeks after the launch of the new trend, more than 47000 articles have been submitted on the platform, of which more than 2500 articles have been submitted by millions of fans. A large number of content has set off a wave of attention throughout the platform, which has further promoted the spread of the trend of "hardware girls". In the 18 days since its release, the fashion content has received a total of 2.2 billion exposures and generated 29 hot spots, including "Maillard hardware Girl", "hardware Girl make-up" and "the Girl with Light in her eyes is hardware Girl". Eight topics have reached TOP1.

At present, young girls express their confident, free and pleasing attitude with the shiny style of metal texture. "shake in Fashion trend release" accurately insight and grasp this new trend, leading to the rise of the new trend of "hardware Girl", and causing a positive response from a large number of creators in the platform ecology, quickly transforming the new fashion concept into high-quality content, sweeping a new trend and exploding out of the circle. It has become a new fashion trend that has been discussed and followed by the whole network.

Shorter path, more growth

High-quality content detonates business.

The new trend of "hardware Girl" has also aroused the attention and participation of merchants on the commodity side.

Less than three weeks after the launch of the event, more than 410,000 items related to "hardware Girl" emerged on the platform. @ Zhu Zhu ZhuZhu, @ Zhao Lina, @ Cecilia Cheung and other makeup items have been on the best-selling list. In more than 4000 live rooms with the theme of "hardware Girl", various items of make-up and clothing have also become good items sought after by users, and sales of related items have increased significantly.

In Douyin e-commerce ecology, interest guidance, global progress, the traditional fashion realization of the long chain is further shortened, fashion trends reach consumers faster, higher realization value. In the "hardware Girl" trend, including Zhou Shengsheng, China Gold, Guerlain / Jiaolan, M.A.C/ Meike, Caitang and Teenie Weenie, Gloria, Xuezhongfei, etc., a total of more than 800 brands have participated, business groups and gain business growth, but also become the promoter of the continued popularity and spread of this new fashion trend.

Starting with insight into the needs of users, in order to provide more diversified and personalized goods to help users achieve personalization and self-expression, businesses have found new business opportunities and new growth in the new trend created and led by the platform.

Good content makes new fashion

Complete commercial full link makes business no longer difficult

This is not the first time that Douyin e-commerce "Shake in Fashion trend release" has created and led a new trend.

The # dopamine style that prevails in summer and the # Merad style that sprang up in early autumn are essentially expressions of consumers' spiritual aspirations. # dopamine style represents users' yearning for a colorful summer life, # Melade style symbolizes freedom as mature as autumn but not defined, while the popularity of "hardware Girl" embodies the pursuit of young women to break the boredom of autumn and winter and break through the shackles of freedom.

Since the beginning of this year, the shining wind with metal texture has begun to return, and with the approach of autumn and winter, this fashion trend is becoming more and more obvious, and metal wind makeup-related content is becoming more and more active in Douyin e-commerce platform. Thanks to the huge content support of Douyin e-commerce, the platform can keenly perceive and capture consumers' expressed needs and fashion trends, and then explore and refine to form new fashion trends, with the participation of content creators, merchants, users and other parties. Rich reinterpretation and output provoked round after round of fashion, and "hardware Girl" finally exploded throughout the network, becoming a new trend in the fashion field.

Under the new trend, consumers appreciate the cutting-edge fashion content and harvest the high-quality goods they like; merchants respond quickly and undertake the last link of content creation to e-commerce, increasing brand revenue. Relying on the good ecology of Douyin e-commerce, co-frequency resonance has brought win-win results.

Looking through the trend storms, we can find that Douyin e-commerce ecology has formed a complete commercial link, with high-quality content to achieve new fashion, new fashion and create good business. This also proves that several fashion trends created and led by "shake in Fashion trend release" are not fabricated out of thin air, but are observed and created together with fashion media, stars, content creators and so on. Driven by the joint efforts of many parties, the new fashion not only continues to detonate on the platform, but also gathers the trend to successfully break the circle, blooming brilliance in the whole network, leading the fashion trend to move forward.

Observing the trend of Douyin e-commerce "shaking in Fashion trend release", people's Entertainment gave comments: encouraging the creation of quality content is a win-win situation among platforms, creators, merchants and users. From "dopamine" and "Maillard" to "hardware Girl", from "coming from the West to the East" to "the rise of the National Tide", it reflects the change of Chinese people's aesthetic fashion and cultural attitude, and writes vivid footnotes for cultural self-confidence.

Once upon a time, the fashion trend originated from abroad, and the fashion industry followed Milan and Paris. Now the gear of fashion keeps turning, and the oriental aesthetics begins to break the western monopoly. What is more sure is that while the "shake in Fashion trend release" brings a new round of fashion trends, the growth expected by authors and merchants is already on the way.

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