For products with a strong visual appeal like dresses, images and videos are crucial. In recent years, with the surge in traffic and fragmented content formats on short video platforms, children's dress brands have begun leveraging this medium to directly present a sense of ritual and aesthetic beauty to consumers, resulting in extremely high conversion rates.

Innovation in Video Content

Many brands have launched short videos such as "dress-up videos" (where children transform from everyday clothes into formal attire), "dress spins," and "dresses shimmering in sunlight/light" to enhance visual impact and increase user engagement. For example, on TikTok, a 30-second dress showcase video with background music and a slow zoom in and out camera can quickly attract likes and shares.

Furthermore, content featuring parent-child outfits, brother-sister outfits, unboxing red envelopes and gift boxes, and matching bouquets and accessories has also become popular. Many users comment on videos, saying, "I want to buy this for my child's birthday party," or "Can you take a picture of my child wearing this?"—these user interactions represent potential customers. The Driving Effect of Social Media and User-Generated Content

Many mom bloggers, children's fashion bloggers, parent-child photographers, KOLs, and micro-influencers are being invited by brands to try on and review dresses. Photos or videos of real children wearing dresses on their social media accounts are more compelling to other parents than professional model images. Users leave comments asking for purchase links, sizing recommendations, and styling tips, creating a natural sales cycle.

Many brands are also encouraging users to share "momentary photos/videos of children wearing dresses," holding online hashtag challenges (such as #MyChildShinesInDress), and offering coupons or gift boxes to encourage user-generated content. Leveraging word-of-mouth, brands are achieving explosive growth on social platforms.

Shifting Marketing Costs and Investments

The traditional dress industry relied more heavily on trade shows, B2B marketing, and offline wedding agency channels. Now, brand marketing budgets are shifting toward short video ads, KOL partnerships, and social media growth. Some brands are using YouTube pre-roll ads and TikTok "Top View" ads to run short clips of dresses, driving click-through rates with high visual appeal. At the same time, brands are gradually gaining acceptance in the European and American markets through livestreaming and video marketing.

Industry reports show that audiovisual content has a 30%–50% higher conversion rate for dress products than static images. Parents in Europe, America, Japan, and South Korea, in particular, are more attracted to dynamic visual experiences and are more likely to place orders. In the future, video e-commerce may become a key channel for children's dress brands to reach end consumers.

Implications for the Industry and Brands

• Dress brands must strengthen their visual content capabilities: possessing skills in photography, video editing, stage photography, and lighting and set design.

• Establishing a mechanism for collaboration with influencers (KOLs) and users to incentivize user content production and integrate it into brand promotion systems.

• Experimenting with livestreaming and video marketing models and integrating them with social advertising to improve traffic conversion efficiency.

• Emphasizing the emotional expression of video content: A sense of ritual, happiness, and dynamic effects should be integrated into the video style.

For Ge Jia's company, its products inherently possess a high visual appeal, making them a natural "subject" for short videos. If it can combine the previous "parent-child set + sustainability" style and launch a series of video content and topic activities, it is expected to quickly form brand recognition and explosive communication power.