Observing the short video content released by Tracy, the earliest video released at present is a hat sharing video in February 2000, which is similar to the current content without much difference and transformation. It can be seen that from the beginning of account creation, clear content positioning has been maintained, all of which are exquisite and compact. The topic is mainly about dress+beauty+emotion, and the content is not miscellaneous.

Moreover, her content "gold content" is very high, and 80% of it is luxury, including newly arrived bags, customized clothes and medieval jewelry, which shows luxury to the extreme. This high-consumption display has "pushed away" users to some extent.

In addition to unpacking luxury goods, there are also niche skin care products recommended or heartfelt emotional experience sharing. The content is sincere, and the fans are not treated as outsiders at all. This intimate relationship between their sisters has "pulled back" users. In this "push-pull" room, Tracy's high-quality harmony and approachability were established.

In the live broadcast, Tracy's confidence as a designer is even more revealed. She introduced her new clothes in detail, from the design concept to the selection of materials and how to match them. Through her designer's unique artistic creativity, she endowed a dress with various possibilities, adapted to various occasions, and further helped to sell.

Her live broadcast style is also different from the fast-paced high-frequency style of general clothing sales. Because there are not many SKUs in the store, the explanation is patient, there is no sense of urgency, and users will not be urged to place orders. The process of watching the live broadcast is very comfortable.

From short video to live broadcast, it is her naturalness, generosity, maturity, self-confidence and beauty that constantly conveys the attitude of loving herself and enjoying life to fans. In her own professional field, she is unyielding to public aesthetics and has her own design style; Live an independent and confident life and export a new female mentality that pleases you. Because of this, she has gathered a group of fans who also have a high-quality pursuit of life.

People are not designed to deceive users, but to show the part that they want to talk to the outside world most, and this focus on people has also made the fans behind the account accurate.

Look at Tracy's content interactive data, occasionally there are thousands of small explosions, and most videos are around 5000 likes. It can be judged that there is no large-scale traffic transmission, and the result of no large-scale extended communication is that this determines the high purity of her fans to some extent.

Because the users who can take the initiative to brush her videos are themselves people who care about fashion, like to wear and luxury content, and the content orientation is consistent. Without repeated filtering and purification, fans with very accurate and exact consumption needs can be precipitated.

Looking at Tracy's fan portraits, 89% are active female fans, 85% are over 25 years old, and nearly 45% of fans live in super-first-tier and first-tier cities. On the whole, it belongs to a young mature woman with a certain economic foundation. They pursue quality life, not only can accept her fashion concept and appreciate her design, but also have enough consumption power.

It is precisely because of this unity that she has achieved the unity of style and demand in her personal brand, short video account and fan base, that is, the practical "Trinity".

This high sense of identity with her personal style makes her target users accurately aggregate, but anyone who accepts her short video style will like her brand's clothing design, and there is no particularly large fan support. As long as the operation is reasonable, deep transformation can be realized, and small and beautiful can also generate huge energy.

This also reminds people who carry goods that they should choose different modes of transportation according to the types of goods they carry. If you sell goods by volume and adopt a low-price dumping strategy, a large number of deliveries may help you increase your chances of clinching a deal.

However, if we pay more attention to quality and personal style, we should aim at the precise crowd, not asking for much, but digging deep enough to maintain the brand strength, enhance the reputation and lay a good foundation for the continuous operation of the brand.