Double Eleven has come to an end. Have you started writing your review report? Are you still using Excel to make 'running accounts'?
Before getting started, ask yourself three questions:
Do you download a bunch of data reports, but apart from GMV and increase/decrease trends, can't see any other information?
Do you only know how much your own products sold for, but don't understand why the market goes up or down?
Do you feel like down jackets are selling like crazy, but can't tell if it's because of the weather, the style, or just following the trend?
Not just operations managers, but also many bosses, start off by focusing solely on their own sales, as if in a war they only pay attention to their own position, ignoring the surrounding fire and the overall battlefield.
The problem is that the issue isn't that too many people can't review and analyze their work, but that they lack a tool to see the true picture behind the data.
Today, let's not talk nonsense, justTaking Tmall women's fashion as an example, let's show you how experts use the Zhiyi platform to turn Double Eleven data into product selection references for 2026.。
(Data collection period: 25.10.20–25.11.14, compared to 24.10.21–25.11.11)
Overview of market data, get a clear view of the battlefield fundamentals
A true master,The first step is always to clearly see the main battlefield.They will prioritize the following three core issues:
1. Overall market growth: This year, did the GMV of women's clothing on the Taobao platform increase by 15% or 5%? If the overall market only grew by 5%, then a 10% increase on your part is real achievement; but if the market grew by 20%, then a 10% increase means you are falling behind.
2. Market share of leading brands: How much market share do the top 10, top 20, and top 100 brands control? If the growth of leading brands far exceeds the industry average, it indicates that the industry is trending toward 'the bigger get bigger,' and the window of opportunity for generic brands is closing.
3. Performance of price ranges in subcategories: How does the price range market in the specific sub-industry perform? Does it meet the current mainstream consumer market demand?
Next, we will use data to break down three major market signals separately:
ZhiYi [Industry Insights - Top Overview] summarized data from the top 3,000 Taobao stores and discovered an counterintuitive truth: this year's Double 11 women's clothing sales reached 152 million items, a year-on-year decrease of 1.87%, but the sales revenue soared to 39.6 billion yuan, up 6.9% year-on-year.
Image source: Industry Insights
What does this mean?The average transaction value has genuinely increased by 8.9%.
Consumers haven't stopped buying; they are just buying smarter, more expensive, and with a greater focus on quality. Those businesses still engaged in price wars and fighting over 9.9 yuan are actively withdrawing from the main battlefield.
This year's pre-sale started on October 15, and the in-stock items continued to sell until November 14, extending the sales period to 31 days. But according to the Zhiyi trend chart,After October 20, the market did not experience the expected peak surge., instead, it was as steady as a straight line.
Image source: Industry Insights
This exposes the platform's biggest anxiety: the more complex the rules, the more exhausted the users become. When promotions become the norm, consumers' 'impulsive buying' gets diluted into 'rational restocking'.
The key in 2025 is no longer gambling on single-day spikes, but precise conversion during peak sales periods.。
In the 'Industry Insights - Deposit Pre-sale' module, the strangest this year was the second wave of pre-sales that was added unexpectedly on November 10 — according to Zhiyi's data,Its deposit payment rate is only 34% of the first batch, and users simply do not recognize the 'temporary meal add-on'.。
Pre-sale in 2025
In contrast, in 2024, because there is a gap from October 31 to November 3, two clear pre-sale peaks naturally form.This gave all merchants a harsh lesson: the longer the promotion period, the better isn't always true; users' 'psychological clock' only responds to clear rules.
2024 Presale
Category insights review, uncovering growth trends
Every time you see someone else's hit product, have you ever thought: 'Should we make something similar?'
Wrong! What you need to dismantle is"The Design Genes" Behind Bestsellers, rather than copying the style. For example, through [Zhiyi - Category Insights], one canOne-click to split the detailed subcategories under an industry and quickly calculate the year-on-year and month-on-month comparisons.You no longer need to export multiple spreadsheets separately for matching.
As shown in the figure below, based on year-on-year data, both the sales volume and revenue of down jackets have achieved double-digit growth, firmly holding the top position in Taobao women's clothing.
Image source: Industry Insights
In contrast, sales of pants (casual pants/jeans) showed a slight decline, while knitwear, short jackets, and sweaters saw an increase in sales. However, the growth in revenue far exceeded the growth in sales volume, with the average transaction value generally rising.
From the growth trend, down jackets continued to show strong momentum during the second surge from November 4th to 11th, consistent with the 2024 pattern. Strangely, however, sweaters and knitted tops clearly lost momentum after October 20th, with their sales curves entering a plateau stage earlier than expected.
Image source: Industry Insights
In 'Zhiyi - Category Insights,' we can also view the trend of down jackets separately and delve into the down jacket category. Zhiyi's data shows that although sales volume has increased significantly year-on-year, the growth in sales revenue has not kept pace, and the average transaction value has actually declined. This is not a sign of consumption upgrading.It is 'downgrading under consumption stratification'。
Image source: Industry Insights
In addition to viewing data charts, Zhiyi allows users to directly and intuitively see best-selling products for each set of data. Among the top 20 down jackets sold during Singles' Day, most of the lightweight options priced under 200 yuan are from Xuezhongfei and Yaya, and the vast majority appear in top livestreams such as Li Jiaqi's.
Image source: Industry Insights
Each of these individual items sold over 100,000 units on a single listing, directly bringing down the average transaction price of down jackets.
Due to space limitations,We will provide more detailed insights on the distribution of price ranges, segmented attributes, and brand market shares for women's clothing on Taobao during Double 11 2025 in the next article.Stay tuned~
