In August, A-share listed companies have released results announcements for the first half of the year, among which there are also many footwear and clothing companies, and the rise is gratifying.
We are pleased with the collective red "report card" of the head enterprises, but also puzzled about whether they can represent the recovery of the large clothing market? For the majority of businesses, the current industry environment is still full of unknowns, and they dare not make rash decisions.
To this end, Zhiyi Technology will combine the data of multiple parties with the sales data of clothing e-commerce from January to June, and start from the facts to restore a real market temperature for everyone.
First of all, according to the official data released by the National Bureau of Statistics, the retail sales of clothing goods of units above designated size returned to positive growth from January to June 23.Up 15.5% year-on-year, as well as the national retail sales of online clothing goodsYear-on-year growth of 13.3%, the growth rate is 9.8 percentage points faster than that of the whole year of 2022, which is higher than that of food (8.9%) and use (10.3%), explainingConsumers' demand for footwear and clothing is stronger, which is better than others。
At least from the steadily rising macro domestic market, it can be seen that in the context of the comprehensive return to normal operation of the social economy, residents' consumption capacity and willingness to consume continue to increase, and after the gradual release of consumer demand,The growth of online retail in the footwear and apparel industry has accelerated significantly, and it belongs to the party with greater profits in the first half of the year。
There is also Tmall officially announced the expansion of the large clothing industry.68% of consumers are optimistic about the future of clothing consumption, saying that they are willing to increase their consumption in the coming year。 The motivation of clothing consumption is also strongly related to the change of seasons and big promotions.
This all showsConsumers still have a strong willingness to buy clothingAnd in addition to the rigid needs of the season, it is very affected by subjective factors such as big promotions, buying when you see you, and being planted by favorite celebrities, so merchants can intervene in several of them to stimulate and improve consumers' willingness to buy.
In general, in the first half of 2023, the footwear and apparel industry is in the repair stage of stable growth of online retail and accelerated recovery of the domestic market.
Someone said, "Looking at the development of China's consumption, you can look at Taobao; To see the development of Taobao, you need to look at clothing.It can be seen that the weight and status of the large clothing industry in Taobao are extraordinary.
If you want to analyze and interpret the development situation of non-head footwear and clothing enterprises, Taobao clothing e-commerce can also be regarded as a good observation sample.
Taking the women's clothing industry with the largest volume and the highest proportion as an example,We selected the weekly sales of Taobao women's clothing from January to June on "Zhiyi" as a reference, and we sawWeekly sales in '23 increased by an order of magnitude compared to the same period last year。
In stark contrast, the corresponding number of new commodities in the same period, except for a brief period between the end of January and mid-February due to the epidemic, the number of new commodities in the rest of the period is not as good as the same period last year, reflecting 2023 from the sideThe rebound in demand from footwear and apparel consumers has even exceeded the company's new plan。
Even this year, even the average price of women's clothing items per month has risen well, except for a slight decline in February, it has maintained a significant increase every month, and reached the highest value of 17.21% year-on-year increase in March.
In terms of women's clothing categories, we observed from the year-on-year sales of the main categories of Zhiyi data that from February to June, in addition to the decline in plus-size dresses,The upward trend is evident in most categories, especially short coats, fashion suits and sun-protective clothing。
The year-on-year double sales of men's clothing have a certain degree of upward trend in February, March and April, and the average price of single products has maintained a rising trend throughout the whole process, with a year-on-year increase of 19.8% in March. Although the sales performance of the head category is not as strong as the "collective rejuvenation" of women's clothing, butSun-protective clothing, suits, tank tops and polo shirts all saw significant increases from April to June。
There is also the most important barometer of the consumer market in the first half of the year - Taobao 618, which officially disclosed that the turnover of more than 2.56 million small and medium-sized merchants exceeded the same period last year, according to the statistics of ZhiyiTaobao women's clothing e-commerce sales also gained a year-on-year increase of 53.79%.。
Even the total sales of the TOP500 stores with the same 618 sales have a gap of 2.14 billion yuan, which is enough to get a glimpseIn this wave of recovery, it is not only the head giants that have profited, but the "sun is shining" on all levels, including small and medium-sized businesses。
On the other hand, in addition to the data, we also see that Taobao clothing officials have also taken frequent actions recently, intensively launching various measures and benefits to support small and medium-sized businesses:
During the 618 period, the "Million New Merchants Star Creation Plan" was released, and a special "Taobao Good Price Festival" for small and medium-sized merchants was launched;
Vigorously promote the "Million New Business Plan", provide one-stop running services for eligible merchants, and launch more than 10 practical support measures, including traffic support, advertising subsidies, interest-free loans, and personal primary two, to accelerate the sprint of new stores to millions of sales;
For small and medium-sized businesses in the apparel industry, the exclusive activity of "10 early with good prices" was launched to encourage staggered live broadcast in apparel live broadcast rooms such as apparel vertical experts and merchants in industrial belts, and the official gave traffic support for the certainty of good goods and good prices;
Announced new AI tools: AI matching and AI fitting room, providing millions of in-depth clothing users with online exclusive wardrobes to create a daily "worry-free outfit";
The 2023 Taobao Apparel New Power Week Conference announced three major support plans, namely, the business opportunity support plan, which provides merchants with more insight services for trend styles and trend categories; Ecological support plan, joint Taobao Live and Taobao Alliance to expand more business channels for merchants; The merchant support plan will support 10,000 new businesses with a turnover of more than one million in the next year;
Taobao and 1688 Source Factory jointly launched a new IP "Weaving Factory", planning to incubate 1,000 tens of millions of "Weaving Factories" in the next year to provide consumers with cost-effective clothing that is easy to wear and not expensive;
……
All kinds of signs show that Taobao's official investment in small and medium-sized businesses and new businesses in the clothing industry can be called "history."level", one is 20 years oldTaobaoAmbitions in the field of clothing fashion, IIIt is the development of the garment industryIt is also a Chinese consumer market, taking it is about the same as stabilizing the overall situation.
And whereasLots of bonusessuperimposingitNext, we can sayclothingYeskarmaIt has ushered in an inflection point in prosperity and performance, yeseverycostumesbusinessHome again since 2019ForceThe bestgoodmachine，NodividenewOld brandIrrespective ofbigMedium and small。
The future is the future that we should have arrived at a long time ago, and now we just need to start again and believe that everything will be in time.
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