In the highly competitive dressing track, some bloggers stand out on the dual platforms of Douyin and Xiaohongshu with their unique style and accurate content positioning. This article takes bloggers with millions of followers and a GMV of more than 500W for the first broadcast as an example to deeply analyze their success and the common strategies of increasing followers on both platforms to provide reference for content creators.
“The outfit should be expensive, and the basic model should not be worn with the basic. the lower body is basic, the upper body is not the foundation; the upper body is basic, the lower body is not the foundation; The upper and lower are basic, but the accessories are not; the foundation inside, the outer is not the foundation; If you build a foundation on the outside, there is no foundation on the inside; In short, my sister is very expensive and goes well with everything. ”
In March this year, a dressing video called “Basic Noble Formula” strongly attracted the love of many users through clear upper body display, catchy mantras, and rhythmic music drum beats, receiving 149.5W and 64.1W likes on Douyin and Xiaohongshu respectively.
@张琪 Screenshots of Douyin and Xiaohongshu
At the same time, Zhang Qi, the creator of this video, has also performed very well this year: on Douyin, the account has gained more than one million followers this year, and the current number of fans is 120.5W, and on Xiaohongshu, its number of fans has reached 95.3W.
Dressing has always been a hot topic on the Internet. From the early days of blogging to today’s short video platforms, people have always been keen to find a variety of outfit inspiration on social networks, and a large number of outfit bloggers with different styles have also applied and are active on different platforms. What is the reason why Zhang Qi can stand out in the dressing track? Like her, what are the characteristics of bloggers who are “popular” on Douyin and Xiaohongshu?
@张琪JIEJI: The dressing track has a new dark horse
Before analyzing the features of Zhang Qi’s account in detail, let’s take a look at this popular video that made the account usher in the peak of fan growth.
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In the video, in front of a simple white wall, Zhang Qi, who has a neat hairstyle, a tall figure, and a cool expression, faces the camera, constantly changing her simple but high-end outfits with the rhythm of the music and clear mantras. The video is only 19 seconds long, but it vividly shows users a set of basic formulas that are both practical and easy to remember.
@张琪JIEJI Screenshot of Douyin
This popular video actually reflects the style characteristics of the account and the core of attracting fans – the reason why she can break through on the dual platforms of Douyin and Xiaohongshu is that she accurately captures the deep needs of urban working women for “efficient beauty” and transforms them into highly recognizable personality genes and content genes.
Specifically, she aimed at the multiple pain points of contemporary working women at the level of dressing, and then developed multiple series of content.
For example, the content of the “One Clothes for Multiple Wears” series, a shirt, a leather jacket, a pair of trousers, and an ordinary white vest, can have a variety of eye-catching matching ideas. And she will intuitively present the temperament changes before and after the outfit through visual contrast, and each way of matching looks high-end and noble. This kind of “efficient dressing” mentality that is not “matched” is more than “wearing”, which accurately meets the needs of working women for “multiple uses of one piece of clothing”, which not only helps them effectively save money, but also enhances the diversity of looks.
@张琪JIEJI Screenshot of Douyin
There are also many practical dressing skills videos similar to “Basic Noble Formula”, and she will provide a set of easy-to-remember, easy to imitate, and highly practical “fool’s way of dressing” for the universal pain points that many users will encounter. For example, in her May release “Dressing to Be Noble, Formula Plus Edition”, she compiled a set of simple and easy-to-remember dressing formulas:
Dressing should be noble, and don’t wear a sense of relaxation if you feel relaxed; if the upper body is relaxed, the lower body will not be relaxed; The lower body is loose. the upper body will not be relaxed; if the fabric is loose, the fit will not be relaxed; if the fit is relaxed, the fabric will not be loose; if the overall is relaxed, the accessories will not be relaxed; The textbook is here, boldly copy.
@张琪JIEJI Screenshot of Douyin
The whole set of formulas is also catchy, with a visually stunning demonstration, so that users do not need to worry about matching logic, just follow the formula to improve the clothing.
In addition, she will also provide corresponding dressing plans for subdivided scenarios such as year-end parties, daily commuting, spring trips, and dating to meet the needs of users for different situations.
@张琪JIEJI Screenshot of Douyin
On the whole, around the concept of “sister is very expensive”, Zhang Qi’s dressing style is also more inclined to a sense of luxury, which is very suitable for its anchored target group – according to Cicada Mother data, users aged 31-40 account for nearly 49% of the account’s fans. Focusing on the pain points and needs of this group of users, she provides practical tips from multiple dimensions and brings them very informative suggestions.
It is worth noting that as eye-catching as her dressing ideas are, there is also her corresponding dressing copywriting. In addition to those catchy “fool’s dressing formulas”, in each of Zhang Qi’s videos, the copywriting is quite attractive, both practical and can provide users with emotional value, and from time to time there is a cold humor that makes people laugh, which is very immersive.
For example, in the work outfit video released on May 7, one of her copywriting is like this: “The next day, I can’t make a mistake in white, embellished with black, just to make such old money, tell you, I am not called around casually.” What? Does the plan need to be changed? Okay, no problem, boss. “The combination of dressing creativity and reversal humor, coupled with scenario-based expression, gives users a strong sense of substitution and intimacy, and the transmission of dressing knowledge is completed in a relaxed atmosphere.
From the perspective of personality, in line with its main concept of “nobility”, Zhang Qi’s appearance in the video is always capable and neat, full of temperament, not only can form a strong visual memory point, but also shape herself into a concrete symbol of [high-end heroine], and the very attractive personal IP is easy to gain the trust of users.
What are the characteristics of those bloggers who have gained fans on both platforms?
In addition to Zhang Qi, Cass observed that in the past year or two, there have been many dressing bloggers who have achieved outstanding results on Douyin and Xiaohongshu at the same time. They have different styles, but they all have distinctive characteristics.
@谷梨梨, it has 759,000 followers on Xiaohongshu and 353.6W followers on Douyin. Different from Zhang Qi’s sense of luxury and elite, she takes a down-to-earth but extremely practical and simple path.
@谷梨梨 Screenshot of Douyin and Xiaohongshu homepages
In his Douyin profile, @谷梨梨 clearly pointed out that he has “broad shoulders and a skeleton, high and low eyebrows, a large and small face, and does not pursue perfection”, and is committed to providing every ordinary person with the most suitable dressing ideas for himself.
Observing the content of his account, it mainly includes several series of content, of which the “Basic Clothes Dressing Ideas” series has been updated to 39 episodes, and the number of views on Douyin has reached 140 million.
In this series, @谷梨梨 is committed to matching those basic clothing that often appear in daily life to solve the matching problem for ordinary girls, especially girls with broad shoulders.
In her opinion, the outfit itself is not difficult, as long as you change it a little, you will get a different effect. In the video, she will first show people the regular outfit when wearing a basic model, and then slowly explain the knowledge points, while transforming, sometimes adding accessories, sometimes changing matching clothing, after her transformation, the original ordinary basic model immediately becomes very fashionable, eye-catching, even if you wear it without makeup, there is no pressure.
@谷梨梨 Screenshot of Douyin
In addition to the series of content, she also released the “Gu Lili’s Dressing Concept” series of content, focusing on helping users analyze their own body characteristics, correct common dressing misunderstandings, and help ordinary people have their own dressing style; The content of the “Introduction to Clothes Version” series uses plain makeup to lead everyone to fully understand the basic version of clothes, and truly understand dressing from the underlying logic; In the “Garbage Clothes Transformation” series, she “turned decay into magic”, and successfully saved those “garbage clothes” that were supposed to be discarded through exquisite dressing ideas, which not only provided matching ideas, but also added to the watchability and fun of the video before and after the transformation.
@谷梨梨 Screenshot of Douyin
On the whole, @谷梨梨 not only provides effective and daily and practical dressing suggestions for ordinary users through multiple creative dimensions, but also maintains a confident and generous positive state of appearing without makeup in videos, conveying the core concept of [people wear clothes instead of clothes to pick people”. This anti-anxiety narrative has inspired many ordinary users, and has also made her highly loved on Douyin and Xiaohongshu.
@葡萄大人, it has 225.3W followers on Douyin, and the number of Xiaohongshu fans has also reached 113.3W.
Unlike dressing bloggers who focus on teaching dressing skills, @葡萄达人 focuses on dressing evaluation and dressing grass planting. During the assessment, she will truthfully point out the problem of clothes. Previously, in a video evaluating the clothes of an Internet celebrity store, she complained about the cut and fit of the clothes, which did not look good to wear. This real shopping sharing was accused by some irrational fans of the store, and the blogger was “ordinary and can’t wear the model effect”.
In the face of such doubts, @葡萄大人 did not flinch and released two videos in a row to prove that she was fighting back, in which she was tall and slender, with a slender waist and wide hips, and a proper clothes rack. The powerful response not only left doubters speechless, but also shaped her image of “if you don’t accept it, real evaluation”, and the realistic outfit evaluation has attracted the attention of many fans.
@葡萄大人 Screenshot of Xiaohongshu
In addition to realism and true temperament, @葡萄大人 outstanding figure and unique vision have gradually made her a walking grass planter, and there are people asking for the same style under every video. In addition, because there is a strong contrast between her figure and no makeup, and she always appears in a sloppy image at the beginning of the video, her funny female characteristics are also very distinct when she speaks, and finally she will block the stunning transformation of her face, and the huge contrast presented before and after also continues to raise the user’s expectations and add more attractiveness to the account.
@葡萄大人 Screenshot of Douyin
@伞星乐园, I used a one-shot open-door outfit display method without editing. Specifically, it is to walk into the house in matching clothes after opening the door every time, and then follow the rhythm of the music, gradually walk into front of the camera, show the layout, material, and details of the clothes from multiple angles, and do not edit the whole shot in one shot, striving to let users see the most realistic dressing effect.
At the same time, in the video, she will also clearly mark the brand and price of all the clothes and accessories on her body, so that users who like clothes can quickly search.
@伞星乐园 Screenshot of Douyin
According to Cass’s observation, the previous outfit display of @umbrella star paradise was mostly outdoors, but the video data was not eye-catching, and since the opening of this one-shot indoor outfit display method, the account has shown different characteristics, and the number of fans on Douyin and Xiaohongshu has ushered in a significant increase.
On the whole, although these outfit bloggers who have blossomed on the dual platforms of Douyin and Xiaohongshu have different fields, they also have some obvious commonalities, that is, the content has sufficient practical value, the style of dressing is distinct, it is aimed at a specific group of people, and the uniqueness of the content form or personality is formed, and they all convey a certain emotional attitude outside the outfit, which has attracted the attention of users on different platforms.
After accumulating enough fans, the monetization of outfit bloggers is always natural. Advertising cooperation with brands, window delivery, opening their own stores, etc. are common monetization methods for dressing bloggers, and some clothing bloggers have targeted the live broadcast room after accumulating a certain influence. For example, on May 17, @张琪JIEJI conducted his first live broadcast on Douyin.
The style of this live broadcast is similar to its daily video style, focusing on high-intelligence outfit display and dry goods outfit sharing, rather than simply introducing the functions and prices of products. The total duration of the whole live broadcast is less than 4 hours, the GMV exceeds 5 million yuan, and the live broadcast room once appeared in the top 4 of the women’s clothing list of Douyin e-commerce live broadcast rooms. Among them, the two highest-selling explosive products come from her daily grass planting videos. For example, the highest-selling ManMu shorts come from the video “Summer Universal Shorts”. In the video, “Zhang Qi JIEJI” shared 6 ways to wear these shorts to look good and slim; During the live broadcast, the shorts sold 610,000 yuan.
After the premiere, @张琪JIEJI conducted 3 more live broadcasts with goods, with total sales estimated at 500W-750W.
In Cass’s view, whether it is increasing fans or monetizing, the growth path of dressing bloggers must always revolve around “value” and “trust”, and then superimpose more stylized, personalized and creative characteristics on the account on the basis of the sub-basis. Only in this way will it be easier to stand out and go further.
