Clothing Brand Turnover This Year "Double 11" What Concerns

The annual "double 11" is coming again, and consumers are still "buying and buying" while complaining.

According to Liepin's "2021 workplace people's shopping insight report on October 1, 2021", the first commodity category that employees intend to focus on is clothing. After 80, 90, 95, the first category is: clothing. Therefore, this year's clothing products sales performance is still worth looking forward to.

"Double 11" not so late

From the one-day Shopping Festival to the one month long shopping cycle, the "double eleven" has gradually broken away from the time limit of "only one day". It has become the pronoun of strong consumption power, reflecting the vigorous vitality of China's consumer market.

Some new changes have also taken place in the "double 11" this year. For example, the e-commerce platform began not to publish real-time war report data of total transaction volume; Some e-commerce platforms have changed the rules of previous years and adopted the strategy of not staying up late. Do you feel that?

Jingdong opened the "double 11" climax at 20:00 on the 10th, 4 hours earlier than usual, so as to "not stay up late"# If you can not stay up late tonight, you can rush to hot search, which reflects consumers' expectation of not staying up late.

At the same time, the rise of new domestic products and attracted a large number of consumers. From November 1 to 0:45 on November 11, 382 brands have sold more than 100 million yuan in tmall's "double 11" campaign. Among them, there are not only a large number of popular domestic brands such as Huawei and Hongxing Erke, but also time-honored brands such as baiqueling and Huili, and new brands such as jiaonei and Tianke.

According to the official data of tmall, from 0:00 to 24:00 on November 1, on the first day of the "double 11" campaign, the FMCG business unit of tmall sold 64 brands exceeding 100 million yuan, including 14 brands exceeding 500 million yuan. As of 0:45, tmall has 411 small and medium-sized brands with a turnover of more than one million last year, and its sales volume has exceeded ten million this year; There are 40 brands with a turnover of 10 million yuan during last year's "double 11", and the turnover of this year's "double 11" has exceeded 100 million yuan.

On the evening of October 31, JD released the war report on the launch of the "double 11" campaign. In the four hours since 8:00 p.m., more than 190 million pieces of goods were sold, and the turnover of over 500 clothing brands increased more than three times over the same period last year. The overall turnover of Jingdong household appliances in one hour exceeded that of last year.

Jingdong also said that this is the "double 11" with the fastest growth of Guochao's consumption. Within four hours, the sales volume of cross-border goods of time-honored brands increased by 105% year-on-year, with the first and second tier cities leading the list of growth rate of Chinese brand consumption.

18.9 billion yuan! Live with goods sold crazy

According to the data released by Taobao before, in the live broadcast with goods opened on the afternoon of October 20, Li Jiaqi and Weiya finally brought the total amount of goods with them to 18.9 billion yuan that day. Again, this has become a phenomenal event in the whole industry.

In addition to the "double 11" of live broadcast with goods, the upstream suppliers are also rubbing their hands. During the "double 11" period, Guangzhou Shahe market is already full of traffic, people to pick up goods filled the road. This is the largest clothing market in Guangzhou, and several online wholesale cities supply a large number of e-commerce stores. These shops use the online platform to search for a large number of clothing orders. After reaching the cooperation intention, they send people to the wholesale city's gate to send orders and receive goods.

On the other hand, as China's largest sweater retail and wholesale base, as an online and offline "all you can eat", before the "double 11" Shopping Festival, many sweater e-commerce enterprises and market merchants in Puyuan Town, Tongxiang City, Jiaxing City, Zhejiang Province, have already been ready to go and have sufficient supplies.

"This year's" double 11 "Shopping Festival started at 8:00 p.m. on October 31. So far, our turnover in tmall and vipshop has exceeded 6 million yuan, and it is estimated that the sales volume during the whole activity period will exceed 50 million yuan." he Yuefeng, the chief operating officer of Zhejiang Xige Industrial Co., Ltd., said.

He Yuefeng introduced that this year, the enterprise's e-commerce department alone has prepared more than 500000 pieces to ensure sufficient supply of goods. In addition to the traditional online sales platform, the company also began to test the water and live broadcast sales in November last year, and set up a live broadcasting division. At present, the company has eight live broadcasting rooms. In a live broadcast on 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 2000 physical stores distributed all over the country. After consumers place an order online, the nearest physical store can immediately deliver goods, which can reduce the freight cost and at the same time, alleviate the inventory pressure of physical stores caused by the epidemic situation to the greatest extent," he Yuefeng said.

This period of time, also busy with Tongxiang paidian e-commerce Co., Ltd. As a pure e-commerce enterprise, this year has been its tenth consecutive year to participate in the "double 11" Shopping Festival.

"In response to this year's" double 11 ", we selected from thousands of suppliers a month in advance, and finally selected nearly 100. It can be said that the clothing products we choose are all one in a hundred, and this year we have added down clothing category, so the sales volume has also made a new breakthrough." Wu Jing, deputy general manager of Tongxiang paidian e-commerce Co., Ltd., said. According to reports, on November 1, the company's online sales reached more than 10 million yuan, an increase of 80% over the same period last year. It is estimated that on November 11, it will reach 25 million yuan or even 30 million yuan.

In Zhejiang hengkun Clothing Co., Ltd., during this period of time, whether it is live with goods, or online stores on various platforms such as tmall and vipshop, have also launched measures such as full reduction, discount and red envelope to continuously promote product sales.

It is understood that since November this year, the average daily sales volume of Zhejiang hengkun Clothing Co., Ltd. has reached 4.5 million yuan, up nearly 50% year on year. With the "double 11" Shopping Festival approaching, the company has completed the preparation of 2 million pieces of goods, and the reserves of some popular products are more abundant.

Small and medium-sized brands with sales over 100 million yuan increased

From the data released by the e-commerce platform, the vitality of this "double 11" small and medium-sized brand has greatly increased. Shen Donglai, co-founder of the Chinese cosmetics brand, called out: "the sales volume is too crazy!" before we could celebrate, the team was busy with the urgent transfer of goods. Within 2 hours of the pre-sale, the volume by volume sales reached 1 million pieces, and the pre-sale amount was nearly 130 million yuan, 10 times more than that of 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 University of the Chinese Academy of Social Sciences, believes that the hot data of the "double 11" show 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 rising, the improvement of public consumption demand and the continuous release of consumption ability are the main reasons for the vitality of online shopping consumption. "The scale growth and structural upgrading of China's consumer market provide sufficient soil for the incubation and development of the platform."

"Double eleven" gradually standardized

Consumption peak is often the peak period of consumption complaints. Many industry insiders said that the biggest feeling this year is the increasingly standardized platform and business behavior.

This year's "double 11" is the first "double 11" after the formal implementation of the Interim Provisions on regulating sales promotion. "Although consumers are enthusiastic, they are generally rational, and the infringement of consumers' rights and interests by platforms and businesses is also decreasing, which is more normative than before," said Chen Yinjiang, Deputy Secretary General of the China Consumer Protection Law Research Association.

The consumption consciousness of netizens is more and more rational. According to xiaohongshu, up to now, the number of word searches related to "saving money" has increased by 122% this year compared with the same period last year, and the number of notes related to lightning protection strategy of "double 11" products has increased by about three times. Among them, "double 11" commodity price is still netizens' spitting point, "usually goods have preferential prices, this time or discount, although not more expensive than usual, but we hope that discount can change fracture."

So, did you stay up late on the "double 11" this year, and what did you buy?