Mei Ri Shang Bao·2025-09-16 12:19Core Insights - The apparel industry is a crucial part of basic consumer goods, with increasing demand for personalized expression among the younger generation, leading to new opportunities in the e-commerce sector [1] - Despite explosive growth, the apparel category is facing challenges such as narrowing growth rates and rising operational costs, prompting merchants to seek new growth avenues [1] - The recent launch of the "2025 Kuaishou Magnetic Engine Apparel Handbook" aims to guide merchants in efficient operations during the critical autumn and winter sales period [1][11] Industry Overview - Kuaishou's user base is predominantly young, with over 70% of users located in third-tier cities and below, providing significant market opportunities for apparel merchants [3] - The white-label merchants account for over half of Kuaishou's apparel industry, with a focus on content-driven sales strategies [3] - The case of Monster Lab illustrates the sustainable business model of "content seeding - product monetization - supply chain feedback" on the Kuaishou platform [3][5] Merchant Strategies - Monster Lab has achieved over 100 million in GMV by investing in its own factory, transitioning from "explosive product development" to "self-production" [5] - The brand plans to diversify its product line beyond denim to include more seasonal offerings, aiming to increase overall GMV [5] - Other brands like Anta and Tamboor have also seen rapid growth on Kuaishou, leveraging platform-specific strategies and engaging with the audience through authentic content [6][8] Marketing and Sales Tactics - Kuaishou emphasizes realness and trust in its live broadcasts, which aligns with the brand values of Tamboor, enhancing customer engagement [7][8] - The platform's cash-back incentives are viewed as more tangible and effective compared to other forms of support, aiding merchants in financial planning [10] - Kuaishou's "2025 Apparel Handbook" provides tailored operational methodologies for different types of merchants, focusing on brand entry, re-operation, and long-term management [11][12] Future Directions - Kuaishou plans to enhance its offerings for merchants through various marketing activities and seasonal promotions, aiming to boost sales during peak periods [16] - The platform is also exploring the use of AI digital personas for live streaming, which could provide cost advantages and expand business opportunities [10][16] - The goal is to leverage Kuaishou's unique consumer demographics to amplify brand visibility and support the growth of emerging brands [16]