Some people are fat, but they also love beauty.
The narrow road of plus-size women's wear is getting wider and wider in the pursuit of beauty by fat girls. After the road was widened, more and more people poured into the track.
Yang Tianzhen, a "slightly fat" entertainment practitioner, is the representative player of this track.
Who is Yang Tianzhen?
The founder and gold medal agent of CreditEase Entertainment is Yang Tianzhen's most well-known identity. The famous "Sister Lang" player this summer, as well as stars such as White, Lu Han, Zhu, etc. have all cooperated with Yang Tianzhen.
Recently, Yang Tianzhen turned to be a cargo anchor and the founder of Plusmall, a plus-size women's clothing brand.
On July 25th, Yang Tianzhen made her first live show in Xiaohongshu. On that day, the GMV of goods exceeded 7.36 million, the total number of transactions exceeded 65.438+10,000, the highest online number in the live broadcast room exceeded 1 1 10,000, and the total number of viewers was 480,000. It is worth mentioning that the first appearance of the plus-size women's brand also sold 3000 pieces.
At first glance, this figure is far from the sales of tens of millions and hundreds of millions of popular stars, but it is also true enough. What's more, Yang Naizhen's goal is not the live broadcast. What she values is higher fan conversion, more accurate matching and brand influence, which is a long-term accumulation process.
In the current live broadcast circle, Yang Tianzhen's anchor is very scarce. She is neither a devil figure nor an angel face, but she has super working ability and is very confident. "Fat people can be beautiful" is only convincing when it comes from her mouth.
Before, she once said in the live broadcast: "I must become a plus-size women's clothing brand in the next few years. From small to large, I found that there are many beautiful clothes in the world, but there are no large sizes. Many large-size girls wear sweaters, T-shirts, jeans and clothes with a sense of design every day. Beautiful skirts can also reflect their beauty in large-size girls. "
As a veteran of the entertainment industry for many years, Yang Tianzhen is familiar with the market and human nature, and chose to suspend the entertainment economy and switch to live broadcast and plus-size women's wear, which stems from her keen business sense.
However, is the plus-size clothing market really that hot?
In addition to the universal aesthetic value of thinness, fat people are actually silently defending the demand that the more beautiful the better. It's just that these people are more low-key than those skinny people on social media.
/kloc-in 0/9, CCTV financial channel once made a special report, with the theme of "overweight people" supporting the 10 billion market.
According to the report, as early as 18, there were more than 10,000 Taobao shops specializing in plus-size women's wear. Among them, there are more than 10 sellers with annual sales exceeding 100 million. This means that online sales in the large-size market have exceeded10 billion. In addition, the market share of plus size is growing steadily at a rate of 20% per year.
The sub-category of plus-size women's wear has become a characteristic market worth tens of billions.
The rise of large-scale market is inseparable from the following key factors:
The first is the improvement of self-awareness of female consumer groups. Until recent years, the concept of thinness as beauty was gradually broken. Fat girls no longer blindly pursue slimming, but accept their own figure and spend money on their plus-size figure. They will pursue the design and quality of clothes.
Secondly, the large-size market has been in a "silent" state for a long time. In the past, whether online or offline, the styles, sizes and quantities of large-size clothes were very limited. Consumers have demand, but the market is in a blank state, which leads to a group of people who sell large-size clothes wholesale at first, and the competitive pressure is small. Once the explosive products appear and become famous, they can form a stable customer base.
The strong demand of consumers for plus-size clothing and the scarcity of objective market make the plus-size market continue to heat up. The emergence of e-commerce platform represented by Taobao, in the form of direct live broadcast of goods, has directly boiled the originally tepid large-size market.
Online channel is the first important breakthrough of plus-size women's wear.
Traditional offline clothing stores generally do not have a size suitable for plus-size bodies, and the design of styles does not take into account the plus-size crowd. In addition, there are few shops specializing in selling large-size clothes. The offline crowd is scattered and the passenger flow is limited. It's really unwise to open a plus-size clothing store.
On the other hand, online, consumers come from all over the country. Consumers of plus-size clothing will also tend to have more online shopping options, because they know that the styles and sizes of offline plus-size clothing are limited. In this way, shops focusing on large-size clothing and consumers with clear consumption purposes can form an accurate match and get what they need.
E-commerce live broadcast is the second breakthrough of plus-size women's wear.
Large-size clothing may be one of the most suitable sub-categories for live e-commerce. More than 90% sellers of plus-size women's wear on Taobao are doing live broadcasts. Most thin people have the same figure and look good in whatever clothes they wear. But fat people are fat, some are waist, some are belly and some are back.
The biggest advantage of live broadcast is that it can present the clothing effect more intuitively, and really let consumers see whether the clothes are "slim" and "hanging meat".
The women's clothing market has long been a red sea, and the large-size women's clothing only tore a hole in the sub-category, relying on the mode of live broadcast with goods, only to kill a bloody road.
Ma Yun once said that 60 million people like to visit Taobao at night every day, but they don't buy anything, and most of them are women.
The consumption demand of female groups always needs to be optimistic and overestimated. Those who only shop and don't buy every day are potential consumers.
The popularity of plus-size women's wear has brought the greatest inspiration to the vast number of businesses and markets. Instead of entering the hottest field together, it is better to tap the consumption demand of market segments and cultivate market segments.
At this stage, we have seen the consumption demand of plus-size girls, but further tapping the deep-seated demand of plus-size girls is the key point to support the expansion of plus-size market.
It is worth noting that the eco-industrial chain of large-scale businesses has begun to take shape. From online celebrities plus-size models and anchors to fashion design and sales, many businesses are already doing it.
Humen plus-size clothing e-commerce plate has initially formed two gathering areas, one is supply chain and the other is online sales.
Five Seasons Home and Nandaofeng, the big code brands in Hangzhou, jointly established Big Code Cultural and Creative Co., Ltd. The company's main business is to sign contracts to incubate big code anchors and big code network celebrities, and provide them with a complete supply chain system and customized products.
The large-size market is maturing, and the future of the industry will be broader and broader. In addition to clothing, home, beauty, and even food, clothing, housing and transportation can become the new direction of plus-size economy.
However, the current plus-size clothing market is still in a state of numerous categories and no big brands, and a real leading brand is urgently needed. Yang Tianzhen and other latecomers still have a lot of room to exert their fists in this market segment.
Generally speaking, the large-size economy is still quite distinctive and has great potential. However, compared with the progress of consumption and business, it is more gratifying that plus-size girls are more confident and happy because they have more choices and dare to pursue beauty. And these may be the greatest value that business brings to human society!
Author: He Xiaofeng