A series of market data shows that the "new Chinese style" is setting off an unprecedented trend in the Chinese market, becoming a popular track for consumers, brands entering the game, platforms pushing and capital betting.
Under the boom, many clothing merchants ushered in the wealth of the sky, some sold 20 million in a single model, and some increased the volume of a whole year in a quarter.
However, the tide of "new Chinese" is turbulent, if you only chase the appearance and ignore the undercurrent behind the product, no matter how lively the opening is, it will be difficult to escape the rout after the ebb tide.
Today, Zhiyi Technology selected the sales data of new Chinese clothing on Tmall Taobao during the period from 2022.1.1 to 2024.3.20, and used it as a sample to take a plate of "new Chinese" best-selling clothing with you, especially what is good about the big hit items, what commonalities can be used for reference, and which personalities can be excavated and developed.
#1
Explosive keywords
Popular Keywords
First of all, we targeted the TOP100 products with the highest sales of new Chinese clothing (with "new Chinese style" in the title) on Tmall Taobao, and carried out word segmentation and word frequency statistics according to their titles to obtain the most frequently occurring product keywords, as shown in the figure below.
As a result, in addition to the 100% content of "new Chinese style" keywords, we saw 40 "national style", 30 "coats", 28 "dresses" and 22 "new styles".
An interesting phenomenon is that when we take January 1, 2024 as the key frame and divide the time into before and after 2024, their respective TOP100 sales are presentedConsumers' awareness of the new Chinese style has increased and their attention has shifted。
VS
In contrast, the content of keywords such as "improved", "cheongsam", "Hanfu", "original" and so on shrank"Jacquard", "Buckle", "Embroidery", "Silk", "Satin", "Velvet", "Stand Collar"The proportion of keywords emphasizing craft fabrics has increased significantly.
On the whole, the titles of new Chinese products on the shelves after 24 years are more detailed and specific than those of 24 years ago, such as colors, categories, and store descriptors, which are also a proof that consumers vote with purchases.
#2
最好卖的品类
Favorite Categories
接着看品类。
Of course, among the top 100 new Chinese sales in the 2022-2024 Tao series that we have counted this time, women's clothing accounts for 100% of the major categories, and there is no need to repeat it.
It is worth noting that due to the distinction between the official classification of Taobao products and the definition of new Chinese-style goods, the horse-faced skirt, which is one of the top ten popular models on Taobao in 2023, is mostly classified as a Hanfu category.
此外，占比6%的半身裙中亦有半数实际款式为马面裙。
总的来看，马面裙在本次的新中式销售额TOP100包括盘点中占比高达16%，不仅前5占2，前10占5，2022-2024整整两年期间单品销售额高达2000万的爆款也是马面裙，是来自「织造司」的一款明制马面裙套装，足见马面裙品类在新中式风潮中的统治地位。
织造司原创明制汉服[缔结]
Modified Aircraft Sleeve New Chinese Red Horse Face Skirt Women's Daily Suit
In the specific category division, dresses have won the majority of the new Chinese clothing category, accounting for 29%, of which 12 product titles mention "cheongsam" and "improved", and 7 "suspenders".
Coupled with the original 4% cheongsam category and 1 cheongsam combination in the fashion set, the actual number of new Chinese cheongsam categories has reached 17, which shows that in this modernization trend of "simplifying" traditional clothing, cheongsam is no less popular than horse face skirts.
#3
The best selling price band
The Best-selling Price
到价格带维度，我们盘点的100件新中式爆款平均成交价达到了697.72。
In terms of specific analysis, the pricing distribution of new Chinese clothing is relatively balanced, with 31% of the < 300 yuan parity models, and 19% of the 1,000 yuan mid-to-high-end models, of course, the main 300-500 yuan stalls support half of the country, accounting for 47%.
We have observed that if the product title contains high-end fabric keywords such as "Song Jin", "Mink", "Silk", and "Double-sided", the price is generally more than 1,000 yuan, which is a high-priced product, and there are also "AmandaX", "Zhizhi", "dazzle", "Tuyue" and other senior merchants in the high-end women's clothing track.
In general, the price range of new Chinese clothing is diverse, which is enough to meet the needs of different consumers, and consumers are more tolerant of this, leaving more room for merchants to develop new products.
#4
The store with the most popular styles
The most powerful store
最后我们要分析的是店铺。
Among the 100 new Chinese popular styles we counted, the Taobao store called "GA Seasons Yingcai" won the largest number of popular models, with 1.35 million fans, followed by "LRKS Lie'er Premium Ready-to-Wear".
Zhiyi [Store Monitoring] page
Taking "GA Seasons Yingci" as a research sample, through the store monitoring function of "Zhiyi", we noticed that most of the new models recently launched by the other party are new Chinese.
Zhiyi [store products] page
在导出2022.1.1-2024.3.20期间的店铺上新数据后，发现共上架了157款新中式，我们还从中观察到一个趋势：
Since February '23, the store's monthly new Chinese style new sales have increased by leaps and bounds to the total number of new products, until it reached a peak of 44.44% in May '23, second only to 50% in January '24.
It can be said that "GA Seasons Yingcai" belongs to the "early bird has worms", and it is one step ahead of others to seize the new Chinese market and win at the starting line.
Now that the new Chinese style is popular, the merchants are naturally like carp crossing the river to join the track, and the blue ocean is seeing the trend of turning into the red sea, among which there are many head merchants, such as "Sister K KSOEUR Quality Women's Clothing", which will be new in 2023, with less than 10 new Chinese products in the title, and now there are 17 new Chinese styles in less than a quarter in 24 years.
同理还有UR、MO&Co.、西遇、欧时力、伊芙丽、太平鸟等知名女装品牌，也纷纷入局新中式女装。就连阿迪达斯、鄂尔多斯这些主打运动或羊绒的品牌都在尝试，可见24年以来新中式服装热度之大。
And the inflection point is also seeing that it will come in the increasingly fierce competition, and the grand occasion of savage growth may be coming to an end.
以上就是本文针对“新中式”的爆款分析，如果您想看更多服装相关的话题，欢迎评论区留言，我们也可以用数据来一起讨论~
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