Trend Interpretation | Down jackets can't be sold? Casual pants have become the highest-selling category of women's clothing during the 2022 Goods Festival
2022-02-10
Zhiyi Technology
In the last week of the year, the little one came.
We always say that "the taste of the New Year is light, it's boring", but the sense of ritual of the festival is still rooted in our hearts, and we are worried about it while disliking it, such as the New Year's Festival, consumersProbably notWhat about the integrity of the mouth?
As one of the key promotions that clothing e-commerce has paid attention to recently,Which women's clothing brands have achieved good results in the 2022 New Year Festival?
Zhiyi is released based on the sales data of Tmall and Taobao dual platforms"New Year's Festival" Women's Clothing Sales Data, for you to review and analyze the list of best-selling stores, popular items, and categories in the apparel industry during the 2022.1.9-1.21 period, and gain insight into more trends.
During the 2022 Goods Festival (1.9-1.21) sales period, the "Bosideng Official Flagship Store" topped the sales list of women's clothing on Tmall, with a total sales of more than 140 million yuan and more than 120,000 pieces, followed by the "Uniqlo Official Flagship Store", which also exceeded 100 million yuan.
It is worth noting that the "Bosideng Official Flagship Store" and the "Uniqlo Official Flagship Store" are the only flagship stores with sales exceeding 100 million yuan during the Festival in the second year. furthermoreThe sales of the stores on the list all exceeded 50 million yuan。
In the Taobao women's clothing list, "Rongmei high-end women's clothing" topped the list with sales of 68,000 yuan, and ranked second was "Xiaohange Slow Time Fast Fashion", with sales of 51,000 yuan.
Among them, the sales of the top 8 Taobao stores have exceeded 30 million.
According to the statistics of Zhiyi data, in the sales of women's clothing during the New Year's Festival (1.9-1.21),The top 5 best-selling categories are casual pants, wool knitwear, down jackets, woolen jackets and dresses。
Casual pants with the highest sales proportion in the women's clothing category, accounting for 10.78%； followed by wool knitwear, accounting for 9.45%.
Due to the impact of the unit price of goods, the highest proportion of sales is the down jacket category, which ranks third in sales, accounting for 14.13%, followed by the woolen jacket category, which ranks third in sales, accounting for 9.36%.
Dresses and woolen knitwear accounted for 8.59% and 8.33% of sales, respectively. Casual pants, which ranked No. 1 in sales, ranked No. 5 in terms of sales.
Compared to before,Six of the top 10 categories in terms of sales accounted for more than 30% of the month-on-month growthAmong them, the dress category saw the largest increase, with a month-on-month increase of 42.46%, followed by sweatshirts/fleece, jeans, short jackets, woolen knitwear and woolen jackets.
Fur had the smallest month-on-month increase of only 5.11%, followed by down jackets with a month-on-month increase of 9.99%.
Analysis of the popularity of the casual pants category
The top 5 popular items are Chenille wide-leg pants at the "Lanmonya Flagship Store", which is ranked No. 1 with an absolute advantage of 6W sales, loose corseted sweatpants and corduroy wide-leg pants at the "Efanshi Flagship Store" at No. 2 and No. 3 respectively, the velvet Chenille pants at the "Isof Flagship Store" at No. 4, and the light down vest at the "Liangjian Flagship Store" at No. 5.
It is worth noting that there are two slacks in the "Yifanshi flagship store" that have entered the top 5 in sales, of which the sales gap between the ranking 3-5 is very small, andBefore salesThe unit price of 5 explosive products is within 80。
Analysis of the explosion of wool knitwear categories
The half-turtleneck base layer of "Guduojia Women's Wear" ranked first with 2w sales, and the small fragrance knitted cardigan of "Pumpkin Valley NAGUAGU", the cartoon jacquard sweater of "a21 women's flagship store", the gentle style knitted inner layer of "Xiwen Women's Flagship Store", and the wool knit sweater of "Uniqlo Official Flagship Store" were ranked 2nd to 5th respectively.
Analysis of the explosion of the down jacket category
The "UNIQLO Official Flagship Store" ranked first and fourth in sales of light down jackets and light and warm portable down jackets, respectively, the "A21 Women's Flagship Store" ranked 2nd in long warm down jackets, the "Duck Duck Official Flagship Store" ranked 3rd in ultra-light down liners, and the "Yaloo Yalu Picture An Store" ranked 5th in short fashion down jackets.
thereintoFour of the top 5 best-selling down jackets are short, and the prices are all less than 400。
Analysis of the explosion of the woolen jacket category
The top 5 best-selling items in the woolen jacket category are the Japanese woolen coat of "Milk Tea Baby", the Hepburn-style woolen coat of "Santoni Flagship Store", the Japanese loose coat of "perfect Dongdaemun Custom", the French woolen coat of "SleepyBunny", and the gentle cashmere coat of "Hanshang Beauty".
In this category,Keywords such as Japanese, French, and Hepburn appear more frequently。
Analysis of the explosion of the dress category
The brushed shirt dress of "dmestyle flagship store" achieved the first sales volume in the dress category with 1w sales, followed by the contrasting knitted skirt of "Tang Lion Official Flagship Store", the French floral skirt of "Miuke Studio", the pure desire suit skirt of "underpass official", and the hot girl hip skirt of "Black Strawberry STRAWBERRY" occupied 3rd to 5th place respectively.
