With national fashion out of the industry and live broadcast empowerment, this “Double 11” clothing company is seeking change
“Double 11”
This year is the thirteenth “Double 11”. After going through a cycle, “Double 11” is no longer what it was originally. Various e-commerce platforms changed their attitude from previous years and were cautious and low-key in terms of transaction data. They only announced the total transaction volume. Tmall’s cumulative transaction volume was 540.3 billion yuan, while JD.com’s total transaction volume was 349.1 billion yuan. Yuan ended, and other platforms did not announce clear figures. At the same time, platforms have moved from resource competition to competition in service, efficiency, and experience.
Not only is the platform seeking changes, but as the main profit category of the shopping festival, the “clothing” category has also undergone new changes. Either with the help of new channels or by highlighting culture and design, clothing brands are moving towards a better understanding of consumers. direction.
Hotspot 1:
The national trend goes out of the circle, Double 11 stimulates consumption potential
During this year’s Double 11 Shopping Festival, a large number of merchants achieved leapfrog growth. According to official reports, as of 23:00 on November 11, Tmall has 698 small and medium-sized merchants whose transaction volume has jumped from one million to tens of millions; there are also 78 brands that had a turnover of tens of millions on Double 11 last year. This year The transaction volume exceeded the 100 million yuan mark. Among them are domestic brands such as Huawei, Hongxing Erke, Pechoin, Huili, and Jiao Nei.
National fashion has become a hot trend this year, and the clothing category has released positive signals. In addition to Hongxing Erke, Hui Li, and Jiao Nei, many national fashion brands have delivered excellent results. From November 1st to 11th, the cumulative transaction volume of Anta Group’s e-commerce exceeded 4.65 billion yuan; as of 21:00 on November 11, the sales of the national fashion brand INXX exceeded 100 million yuan; as of 8:30 am on the 11th, the sales of Esquel’s own brand Total sales of Shirushi have reached 300% of the same period last year; as of 11:17 on November 11, PEACEBIRD Double 11 online sales exceeded 1.05 billion yuan; as of 0:54 on November 11, children’s clothing brand MQD e-commerce omni-channel Sales exceeded 100 million yuan; as of 21:49 on November 11, Semir’s e-commerce double 11 omni-channel cumulative sales exceeded 2.1 billion yuan; as of 22:00 on November 1, ITIB flagship store sales exceeded 550 million yuan ; As of 1:43 on November 11, Tangshi’s Double 11 online sales exceeded 335 million yuan…
The rapid growth in overall sales of national fashion clothing reflects that the new generation of consumers pay more attention to the culture and heritage of products and clothing. Many national fashion brands have created products with more personality and better quality based on the changing concepts of Chinese consumers. For example, this year’s Double 11, Shirushi launched 46 products including pure cotton no-iron shirts and POLO shirts, and also launched a series of new products officially authorized by Barcelona Football Club. Cai Wei, Director of Operations of Esquel Group Shirushi China, said that Shirushi hopes to integrate football elements and formal style clothing so that fans can maintain a fashionable and decent image while also integrating their love and glory of football into the workplace and life. .
Hotspot 2:
The clothing sales list is diversified and the rankings are surging
This year’s Double 11 Shopping Festival continues last year’s ultra-long standby, with deposits and balances paid, continued hot sales, and the final sprint. There is new popularity every day.
The ranking lists of major categories based on sales figures are also diversified, such as the full brand list of the first wave of Tmall Double 11, the first day brand list of the first wave of Tmall Double 11, the Tmall Double 11 brand list, There are endless rankings such as the brand list of the first wave of pre-sales on 11, the 7-day brand list of Tmall Double 11 pre-sales, and the brand list of the first day of Tmall Double 11 brand pre-sales.
Take the Tmall Double 11 first wave brand list released by Yibang Power Network as an example. The top ten brands in the men’s clothing list are: Uniqlo, Jack Jones, Bosideng, Peacebird, GXG, Semir, Youngor, BEASTER, Heilan Home, Slade;
The top ten brands in the women’s clothing list are: ITIB, Uniqlo, Evely, Bosideng, MO&CO., ONLY, VERO MODA, Peacebird, Teenie Weenie, Sancai;
The top ten brands in the children’s clothing list are: Balabala, David Bella, Uniqlo, Paw in Paw, MINI PEACE, MQD, Anta, MINI BALABALA, Teenie Weenie KIDS, Disney Baby;
The top ten brands in the sports/outdoor list are: Fila, Li Ning, Nike, Anta, Adidas, Descente, Puma, MLB, Skechers, and Under Armor.
Although the first wave of lists during the outbreak period is not a complete picture of Double 11, it can provide some clues. UNIQLO, Bosideng, PEACEBIRD, ONLY, VERO MODA, Jack Jones, Balabala and other regulars in the Double 11 clothing category are either leading or lagging behind, and competition among them is raging.
Interestingly, as of 11:00 on November 12, fast fashion brands ZARA and H&M have not been on the list released by Yibang Dynamics. It takes the top spot on every list in the children’s clothing category. What is surprising is that ITIB was strongly shortlisted during the Double 11 pre-sale stage. Although it did not appear on the subsequent list, it already has a name in the competition among clothing brands.
It is also worth mentioning that the various marketing methods such as pre-sales and sprints that have been criticized have dazzled consumers and made brands involuntarily fly. In fact, there is a clear internal logic to be found.
From the perspective of the brand, on the one hand, it can be determined based on the number of additional purchases and deposit payment.� Negotiate supply-related details with KOL. On the other hand, it can predict hot-selling items, predict stocking status in advance, allocate logistics warehouses, optimize the supply chain, and achieve precise management.
Whether it is criticized or sought after, it is undeniable that the various new consumption patterns and scenarios derived from the shopping festival show that our country’s economy has great potential, great resilience, and strong vitality.
Hotspot 3:
Live streaming triggers profound changes, and KOL leads new consumption trends
The embedding of live broadcast formats further boosts people’s enthusiasm for purchasing. Many senior consumers said, “Listen to Li Jiaqi, choose Viya products and buy Sydney products” is the best buying posture this year. At the same time, many merchants have reported that in the competition with platforms and merchants, the marketing strategies of leading anchors such as Li Jiaqi and Wei Ya will rewrite the existing e-commerce gameplay.
From the sales data, it can be seen that Li Jiaqi and Wei Ya have left other anchors far behind with their huge advantages. The reporter observed that this year’s Tmall Double 11, in addition to the daily product coverage of more than 400 SKUs, the two leading anchors made new attempts in their areas of expertise.
“Opening small classes in live broadcast rooms allows consumers to better understand products and enhance their stickiness with products and brands.” Li Jiaqi has achieved precision marketing to the extreme with a new Amway approach.
He uses “beating the blackboard and highlighting the key points” style of live broadcasts to popularize the use methods, suitable groups, prices, and quality of skin care products, so that consumers who have purchase needs but do not understand the differences between products can make up their mind to buy. Various purchase combinations that seem to make small profits but quick turnover can cultivate consumers’ usage experience and purchasing inertia through advanced consumption, allowing consumers to become loyal users of anchors and brands.
The Viya × ITIB Fashion Week led by “Viya” has truly implemented the “show now, buy now” approach and found a way out for niche original designer brands. With the strong traffic in the live broadcast room, Viya highlights the design advantages of designer brands, explains the brand story, design inspiration, and dressing skills, offsetting consumers’ concerns about the pre-sale format and making it difficult to associate with designer brands. The “low price + high sales” equate to “low price + high sales”, and at the same time, it became a star-making “collection store” ITIB, making it the first in the women’s clothing category during the first wave of Tmall’s Double 11.
The strong rise of ITIB has confused consumers, so many people are interested in “What kind of big brand is ITIB?” However, these are not important. What is important is that this cloud fashion week has opened up a new model of brand building-using high-traffic channels and original design capabilities to make up for the relatively weak supply chain shortcomings. This means that as long as channels, supply chains and other resources are well integrated, clothing manufacturing brands and regional brands will have the opportunity to compete with mature terminal brands.
In addition, top anchors have repeatedly emphasized rational consumption, taking the trouble to explain discount rules and publish product price lists, in order to avoid large-scale returns and exchanges, maintain reputation, and pave the way for future business.
What cannot be ignored is that the curse of low prices for live broadcasts always exists. In the choice between public domain traffic and private domain traffic, the price system of clothing brands has been destroyed, so they have to implement refined management in every link. This is very important for Offline channels such as dealers and agents are very unfriendly.
As the second largest category in live streaming e-commerce, the clothing category, led by big data, has not only further accelerated collaborative innovation covering all aspects of the supply chain including clothing design, R&D, manufacturing, marketing, and services, but also subverted the The traditional clothing brand building model and the development and operation model of the clothing manufacturing system.
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