At 24:00 on November 11, 2024 "Double 11" will be closed. As one of the largest category tracks of e-commerce platform, the consumption change of apparel market has attracted much attention from the industry.
66 clothing brands broke the hundred million mark, with strong performance in autumn and winter categories, and remarkable achievements in enterprise transformation
According to the data released by Tmall, 7062 clothing brands in the whole cycle of "Double 11" doubled year-on-year turnover, and 66 brands exceeded 100 million yuan.
Specifically, Uniqlo, Bosden and UR ranked the top three in the list of Tmall's "Double 11" clothing brands; Among women's clothing stores, Bosden, Uniqlo and UR rank top three; Uniqlo, Bosden and Peacebird are the top three men's clothing stores.
Compared with last year, moco jumped from the tenth to the fifth in the ranking of clothing stores. Jiangnan cloth clothing and UGG became the new representatives on the list this year, ranking among the top ten; In the sales list of women's clothing stores, Jiangnan Clothes and Gaofan successfully entered the top 10, and Hailan Home jumped from eighth to sixth.
On the whole, the sales of head clothes are relatively stable, and the ranking of individual brands has changed, or it is related to the change of corporate strategy.
Since this year, clothing brands including Jiangnan Cloth, Bosideng, Govan and Hailan Home have started transformation and upgrading in a more competitive market environment.
For example, this year, Jiangnan Clothes announced that it had completed the acquisition of the cutting-edge sports men's clothing OMG and its children's brand onmygame, injecting new vitality into the children's clothing business of Jiangnan Clothes. In addition, the brand has also upgraded in many aspects, such as brand concept, market positioning, marketing strategy, etc.
In terms of Bosiden, it expanded its product categories to meet the needs of multiple scenes and cross seasons, innovated functional clothing, and launched a series of sunscreen, cycling, skiing and golf.
"Consumers have higher and higher requirements for product quality and are more willing to choose high-quality and high-performance products. At the same time, consumers are paying more and more attention to the emotional value of products and brands, that is, the psychological satisfaction and emotional identity that products can bring to them," said the relevant person in charge of Bosiden.
"In addition to the impact of brand strategy adjustment, season, fashion and promotion methods are also factors that affect the sales of products during the promotion period." Industry insiders explained that this year's "Double 11" cycle is long, boosting the sales of autumn and winter clothing categories.
The data also confirms this reason. During Tmall's "Double 11", the down jacket brand ushered in a collective outbreak. Bosiden, Govan, Yaya, and Xuezhongfei sold more than 100 million yuan, and Bosiden sold more than 1 billion yuan. Similarly, during the "Double 11" period of JD, lean boots, Doudou shoes and cotton boots increased by more than twice, and more than 300 brands selling warm accessories such as hats and scarves doubled.
Post time: 2024-11-20 13:52