Maillard is on fire!
This past summer, the dopamine trend prevailed, whether it was the outfits of the girls on the street, or the furnishings in the store, browsing and discussions on the Internet were inseparable from it.
Stepping into the golden autumn, another gust of wind blows. Unlike the colorful dopamine that is perfectly suitable for summer, this time the color is suitable for autumn, and the style has changed from warm and lively to mature and free-this is the Maillard style with brown as the main tone and orange red dots. "Summer Dopamine Autumn Maillard" is becoming a new fashion proposition for experts and lovers.
According to the data, there are 10 hotspots related to "Maillard Style" on the list, and #夏天dopamineAutumn Maillard is on the Douyin hot spot list TOP2, planting grass list, challenge list, and entertainment list TOP1. In just over a week, topics related to "Maillard" received 1.6 billion exposures, and continued to ferment across the entire network. "Dopamine in summer, Maillard in autumn, what is winter?" Netizens who strongly resonate with Maillard have already begun to imagine the next trend.
Yes, "What is winter?" Douyin e-commerce may have the answer.
How did Maillard become popular?
Trends are invisible, but there are rules to follow. The premise of the formation of a trend is that someone discovers it with the eyes of beauty, and forms a first-level communication.
"Maillard Style" was jointly released by Douyin e-commerce and fashion media "Zhizu GQ" in the "Douyin Fashion Trend Release" event. In the food industry, "Maillard reaction" represents the wonderful change in the process of changing food from raw to cooked. After summarizing the trends of major brands' shows at Paris Fashion Week in 2023, the editors of "GQ" applied it to In the field of fashion, a "Maillard style" show in the vegetable market was performed by stars such as @陈林农, @卫仙人, @白日小熊, @方圆, @梅尼威 and other celebrities, and Douyin e-commerce creators, form a first-order transmission.
"Does this look good today? Maillard wears a brown suit with orange accents on the side of the coat." On August 6, @GQLab Douyin official account released a series of "Maillard style" In the video, Chen Linong is shopping in the vegetable market with an orange shopping bag in his hand and wearing a brown suit. Netizens shouted after watching it that they also want to meet a handsome guy in the vegetable market wearing Maillard.
After seeing the popularity of the show and the reactions of netizens, fashion creators such as @郭培, @陈洁尼, @请叫我Werner, @文森特别6 and other fashion creators burst out with inspiration and started the secondary dissemination of Maillard.
Among them, the Asian high-definition designer @郭培 appeared on the scene, based on his own design works, he made an in-depth interpretation of the "Maillard style", bringing the spark collision between the "Maillard style" and the new Chinese style. Fashion creator @文森特别6, fashion media @NOWRE流浪公司, and men’s fashion vane @李马特 have all come off the stage, from high luxury to fashion week, from TV series to star collocation, in-depth Interpret the Maillard trend, let the fashion language enter the real life from the runway.
At the same time, this time the dissemination is more accurate and more diversified. Creators such as @卫仙人, @白日小熊, @方圆, @Meinier have different styles and each has its own audience. They also have their own characteristics in their elaboration of the "Maillard style". @李雪罗 took the child to a parent-child outfit, and @玄纯妹子i shared makeup according to the theme...
The performances of these experts have resonated with ordinary users and triggered their discussion, learning and imitation. Statistics show that the exposure of "Maillard" related topics has exceeded 1.6 billion, and hot spots such as "Maillard Dressing" and "Maillard Makeup" have been derived.
According to the three principles of popularity, the triggering of popularity is inseparable from adhesion, information giant, and group effect. Adhesion refers to the attractiveness of things themselves. Information giants are people who can drive other people to respond. Group effect means that the spread in a group can strengthen the popularity and make it easier to break the circle.
In the Maillard trend, Douyin e-commerce and fashion media have discovered it and found its adhesion; stars and fashion creators use their own influence as a medium to become a "popular" platform to make it popular. "Information giant"; fashion creators with different styles and audience groups activate the group effect in their own audience groups, making it popular among ordinary people and truly popular.
All in all, when those who ride the wind meet those who create the wind, the two hit it off.
Riding the wind, attracting fans, and broadcasting skyrocketed by 5 times
In the era of the Internet for All, "everyone will be famous for 15 minutes." There are countless content creators on the Internet, many of whom are high-quality content creators. They update content with sincerity and diligence. Be the lucky one who is given the chance.
@白日小熊 is such a creator. For a long time, she and her friends thought hard, imagining various presentation scenes, presentation methods, as well as how to edit and soundtrack to make good content.
In fact, on Douyin, there are many content creators like her. They do not lack good ideas and content, but what they lack is a trend.
In February of this year, the Douyin platform invited @陈采尼, @白书欣, etc. to debut dopamine outfits. @陈凯尼 released a dopamine-style color outfit formula on Douyin, attracting a group of experts to follow up, @白日小熊is one of them. As summer approached, @白日小熊 thought of dopamine wind again when looking for topics to choose, and updated two videos. Unexpectedly, it became popular, and the number of likes soared from the previous maximum of 900,000 to 5.5 million.
The opportunity came so unexpectedly. Later, the number of her fans soared by 3 million, and the number of fans currently exceeds 4.5 million. At the same time, the popularity and commercial value have also increased rapidly, and cooperation has been reached with merchants such as Proya, Ximuyuan, Fuji, and Laifen.
In fact, there are many "winds" like Douyin. Douyin and content creators achieve each other, and content creators benefit from the "wind" and accelerate the "wind".
The "Maillard style" this time is also one of them. According to the data, by participating in topics and activities related to the "Maillard style", the number of fans of @白天小熊, @阿里北杯, etc. has increased significantly. The number of fans attracted by the video is 5 times higher than the daily amount, and the playback volume of @柴碧云’s short video has skyrocketed by 5 times.
Among them, @阿里北杯 is wearing an orange wig, and updated a Maillard makeup video, "Maillard is generally divided into medium, medium, and nine. Today, let's have one and don't pretend to be cooked." , "Drawing the eyebrows is half-familiar"... The humorous language and skillful makeup techniques have become a powerful weapon for attracting fans.
This is an era that does not lack good content and good works, but lacks attention. Whether it is the "Maillard style" or the dopamine style, these content creators have provided a magnifying glass to magnify their own charm and value, so that they have skyrocketed to 90,000 miles.
The Douyin e-commerce trend is still going on.
The GMV of nearly 100 products has increased by more than 1000%, and only business can have vitality
In the commercial age, a trend without commerce is just a gust of wind, and the wind leaves nothing behind. In order to keep this gust of wind and make the trend alive, it must be combined with business. In the Maillard and other trends, Douyin e-commerce not only creates a trend and gives content creators the opportunity to take advantage of the wind, but also provides opportunities for merchants.
"Maillard style" itself has strong vitality and resonates in the hearts of users, which is why it was able to get 1.6 billion exposures in more than a week, and nearly a million likes for multiple videos, and many talents gained significantly higher than usual interactive data.
For example, @玄纯妹子i’s usual video likes are generally around 200,000. This Maillard makeup video has received nearly 500,000 likes so far, and it is still growing; Up and down, the Maillard video has nearly 900,000 likes.
Real fashion and trends are never created out of nothing or unattainable, but close to the daily life of ordinary people and cater to the definition and pursuit of beauty in people's hearts. Although every year's exotic fashion shows are eye-catching enough, after the baptism of time, it is still those classics that people will never forget.
What Douyin e-commerce does is to gain insight into people's hearts and fashion trends, and create a fashion discussion field for content creators and ordinary users, so that discussions can happen naturally, evolve, and eventually become a trend.
User discussions and tendencies are directions. In order to meet the needs of users, hundreds of brands and nearly 10,000 products follow Maillard, not only creating content on related topics, but also matching specific products with outfits, demonstrating how to interpret the "Maillard style", such as the choice of autumn leather clothing , Lipstick and make-up matching, etc., and also move closer to the "Maillard style" in product display, display and sales, such as search optimization, decoration of live broadcast rooms, etc.
Like content creators, they ride the wind. Versace, Helena, Guerlain, May Kefei, NARS, Mao Geping, Benefit, KATO, Kazilan and other beauty brands, as well as clothing brands such as ICICLE, ELLE, Sancai, Langzi, Teenie Weenie, IEF, etc. The "Maillard style" momentum has also led to an increase in its own sales, brand attention and conversion rate.
Statistics show that in just over a week, nearly one million orders of Maillard-related products have been sold, and the GMV has exceeded 100 million; the GMV of dozens of brands has increased by 100%, and the GMV of nearly a hundred products has increased by more than 1,000%.
One end is content creators, and the other end is merchants. Douyin e-commerce has created a full link from content creation to e-commerce, allowing celebrities, ordinary users, and merchants to participate in this trend, which has transformed from a new trend into a good business .
epilogue
Fashion needs to lead. With the popularization of the Internet, those who lead fashion are no longer just editors of fashion magazines, but have the opportunity to be everyone. The premise that "Maillard style" is getting stronger and stronger with the help of Douyin is inseparable from the fashion media's keen insight and super summary ability, and it is also inseparable from the prying of everyone such as experts and ordinary users. It is inseparable from the participation of every merchant.
Among them, Douyin e-commerce is just a fashion discussion field for everyone based on the content field, let the wind blow, and recreate an e-commerce mall, let the wind stay, become a business, and have more vitality.