The turnover of clothing brands is growing rapidly. Have you participated in the “Double Eleven” that doesn’t stay up late?
The annual “Double Eleven” is here again, and consumers are still “buying, buying, buying” while complaining.
According to the “2021 Double Eleven Shopping Insight Report for Workers” released by Liepin, the number one product category that workers plan to focus on is: clothing. The first category purchased by those born in the 80s, 90s and 95s is all: clothing. It can be inferred from this that the sales performance of apparel products this year is still worth looking forward to.
“Double Eleven” with less staying up late
From a one-day shopping festival to an extremely long shopping cycle lasting one month, “Double Eleven” has gradually broken away from the “one-day” time limit and has become synonymous with strong consumption power, reflecting my country’s consumption The market is booming.
This year’s “Double Eleven” also saw some new changes. For example, e-commerce platforms have begun not to publish real-time battle report data on total turnover; some e-commerce platforms have also changed their rules from previous years and adopted a strategy of not staying up late. Do you feel it? ?
JD.com will start the climax of “Double Eleven” at 20:00 on the 10th, 4 hours earlier than in previous years, in order to “not stay up late”. #If I Can Not Stay Up Late Tonight# has become a hot search topic, reflecting consumers’ expectations of not staying up late.
At the same time, new domestic products have emerged and attracted a large number of consumers. From November 1st to 0:45 on November 11th, 382 brands had a transaction volume of more than 100 million yuan on Tmall’s “Double Eleven”. These include not only a large number of popular domestic brands such as Huawei and Hongxing Erke, but also time-honored brands such as Pechoin and Huili, and new brands such as Jiao Nei and Tianke.
According to Tmall official data, from 0:00 to 24:00 on November 1, the first day of the “Double Eleven”, Tmall’s FMCG Division sold 64 brands that exceeded 100 million yuan, including 14 brands that exceeded 500 million yuan. As of 0:45, Tmall has 411 small and medium-sized brands with a turnover of over one million yuan last year, and this year’s sales exceeded 10 million; there are 40 brands with a turnover of tens of millions during last year’s “Double Eleven”, and this year’s “Double Eleven” sales volume exceeded 10 million. The transaction volume on National Day exceeded 100 million yuan.
On the evening of October 31, JD.com released a report on the launch of “Double Eleven”. In the four hours starting at 8 p.m., more than 190 million items were sold. The turnover of more than 500 clothing brands increased by more than 3 times year-on-year. JD.com’s home appliances overall increased by 1 The hourly turnover exceeded last year’s full-day sales.
JD.com also said that this is the “Double Eleven” with the fastest growth in national trend consumption. Within 4 hours, the sales of cross-border products of time-honored brands increased by 105% year-on-year, with first- and second-tier cities leading the growth list of Chinese brand consumption.
18.9 billion yuan! The live-streaming of goods sold like crazy
According to data previously released by Taobao, during the live broadcast that started on the afternoon of October 20, Li Jiaqi and Wei Ya finally brought a total of 18.9 billion yuan in goods that day. This has once again become a phenomenon-level event within the entire industry.
In addition to the live-streaming of “Double Eleven” with goods, suppliers who are firmly in the upstream are also gearing up. During the “Double Eleven” period, the Shahe Market in Guangzhou was already busy with traffic, and the streets were filled with people coming to pick up goods. This is the largest clothing market in Guangzhou, with several online wholesale cities supplying a large number of e-commerce stores. These stores use online platforms to search for a large number of clothing and place orders. After reaching an intention to cooperate, they send people to the stalls in the wholesale city to place orders and receive the goods.
On the other hand, as China’s largest sweater retail and wholesale base that caters both online and offline, before the start of the “Double Eleven” shopping festival, many sweater e-commerce companies and markets in Puyuan Town, Tongxiang City, Jiaxing City, Zhejiang Province Merchants are already ready to go and have sufficient supplies.
“This year’s ‘Double Eleven’ Shopping Festival event started at 8 pm on October 31. So far, our transaction volume on Tmall and Vipshop has exceeded 6 million yuan. It is expected that during the entire event Sales will exceed 50 million yuan,” said He Yuefeng, director of operations and head of the e-commerce department of Zhejiang Xige Industrial Co., Ltd.
He Yuefeng said that this year, the company’s e-commerce department alone has stocked more than 500,000 items to ensure sufficient supply. In addition to the traditional online sales platform, the company also began to test the waters of live streaming sales in November last year and established a dedicated live streaming division. At present, the company has 8 live broadcast rooms. In a live broadcast last Saturday, the transaction volume of one of the live broadcast accounts reached more than 1 million yuan within 4 hours.
“This year, we will also link online sales with more than 2,000 physical stores across the country. After consumers place an order online, the nearest physical store can immediately deliver the goods, while reducing freight costs, maximizing the Alleviating the inventory pressure in physical stores due to the impact of the epidemic,” He Yuefeng said.
During this period, Tongxiang Paidian E-Commerce Co., Ltd. was also very busy. As a pure e-commerce company, this year is its tenth consecutive year to participate in the “Double Eleven” shopping festival.
“In order to cope with this year’s ‘Double Eleven’”, We selected products from thousands of suppliers one month in advance, and finally selected nearly 100. It can be said that the clothing products we choose are all the best. This year, we also added a new category of down jackets, so sales have also reached new breakthroughs. ” said Wu Jing, deputy general manager of Tongxiang Paidian E-commerce Co., Ltd. According to reports, on November 1, the company’s online sales reached more than 10 million yuan, an increase of 80% compared with last year. It is expected that in November It can reach 25 million yuan or even 30 million yuan on the 11th.
At Zhejiang Hengkun Clothing Co., Ltd., during this period, whether it is live streaming or online stores on various platforms such as Tmall and Vipshop, they have also introduced measures such as full discounts, discounts, and red envelopes to continue to promote product sales.
It is understood that since November this year, the average daily sales of Zhejiang Hengkun Clothing Co., Ltd. have reached 4.5 million yuan, a year-on-year increase of nearly 50%. As the “Double Eleven” shopping festival approaches, the company has completed the stocking of 2 million pieces of goods, and has more abundant reserves of some popular products.
Small and medium-sized brands with sales exceeding 100 million have increased significantly
Judging from the data released by the e-commerce platform, this “Double Eleven” small and medium-sized brand has greatly increased its vitality. Shen Donglai, the co-founder of Zhuben, a domestic cosmetics brand, said directly: “The sales are so crazy!” Before there was time to celebrate, the Zhuben team hurriedly rushed to adjust the goods. In less than 2 hours after the pre-sale started, Zhuben’s sales reached 1 million pieces. Pre-sales were nearly 130 million yuan, 10 times more than the same period last year.
Li Yongjian, a researcher at the Institute of Financial Strategy of the Chinese Academy of Social Sciences and a professor at the Chinese Academy of Social Sciences, believes that the hot data on “Double Eleven” shows that the confidence of Chinese consumers has been fully restored and the trend of consumption upgrading still exists.
Chen Chen, a researcher at Pinduoduo New Consumption Research Institute, believes that the economic situation is stable and improving, the consumer confidence index is on the rise, the increase in public consumption demand and the continued release of consumption power are the main reasons why online shopping consumption has not diminished. “The large-scale growth and structural upgrading of China’s consumer market have provided sufficient soil for the incubation and development of the platform.”
The gradually standardized “Double Eleven”
The peak period of consumption is often the period of high incidence of consumer complaints in various places. Many people in the industry said that the biggest feeling this year is that the behavior of platforms and merchants is becoming increasingly standardized.
This year’s “Double Eleven” is the first “Double Eleven” ushered in after the official implementation of the “Interim Provisions on Standardizing Promotional Behaviors”. “Although consumers are enthusiastic, they remain rational on the whole, and the infringement of consumer rights by platforms and merchants is also decreasing. Generally speaking, it is more regulated than before.” said Chen Yinjiang, deputy secretary-general of the China Consumer Rights Protection Law Research Association.
Netizens’ consumption awareness is also becoming more rational. Xiaohongshu data shows that so far, the number of searches for words related to “saving money” has increased by 122% this year compared with the same period last year, and the number of notes published related to “Double Eleven” product lightning protection strategies has increased by about three times year-on-year. Among them, the price of “Double Eleven” products is still a point of complaint among netizens. “Normally, products have discounted prices, but this time they are still discounted. Although they are not more expensive than usual, we hope that the discounts will be enough to break the bones.”
So, did you stay up late during this year’s Double Eleven, and what did you buy?
(Source: Xinhuanet, China News Service, Beijing News, Nanfang Net)
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