Analysis of the TOP500 Douyin clothing stores in sales from January to April 2021/22
2022-05-19
Shaking data
In the blink of an eye, a third of 2022 has passed. It is the spring and summer season, the new demand for clothing is released, and the content attention of the clothing industry has also been improved accordingly, and the growth trend of Douyin is more obvious with the acceleration of the e-commerce process.
Today"Shaking Clothes Data" siftingI checked the 500 clothing stores with the highest sales on Douyin from January to April 2021 and 2022, and analyzed and compared their operational data such as sales, sales, customer unit price, and number of live broadcasts in the same periodFrom the macro market situation and micro store operation, observe the future development trend of Douyin clothing stores.
(Note: The following data sources are Shake Clothes and do not represent the official)
From the perspective of macro sales and sales data, the total sales of the TOP500 clothing stores from January to April 2022 were 24,533.31 million, and the sales volume was 187.51 million.
Compared with the total sales of 26,479.87 million and the sales volume of 186.88 million in the same period of 2021, we find that due to the impact of the epidemic and the slowdown in economic growth, the total sales of Douyin's TOP500 clothing stores from January to April 2022 decreased year-on-year, but the sales volume increased slightly year-on-year, indicating that the sales volume increased year-on-yearCompared with 2021, the unit value of Douyin clothing in 2022 has decreased slightly。
The number of small clothing stores with sales exceeding 100 million yuan has also decreased, and the number of head stores has decreased。 From January to April 2021, among the top 500 stores in terms of sales, 53 had sales exceeding 100 million yuan, 12 stores had sales of more than 200 million, and 5 stores had sales of more than 300 million; In the same period of 2022, there are 38 companies with sales exceeding 100 million yuan, and only 2 companies with sales of more than 200 million remain.
The first is the "Qianyu Light Luxury Clothing", which has an absolute advantage with 2.28 million sales and 427 million sales; The sales volume of "Teenie Weenie Official Flagship Store" is only 83, but its products are mainly British style, and it has achieved sales of 261 million yuan with the advantage of higher customer unit price, and has become the only Douyin clothing store with sales of more than 200 million from January to April 2022 together with "Qianyu Light Luxury Clothing".
On the whole, compared with 2021, the number of small clothing stores with sales exceeding 100 million yuan in the same period of 2022 has shrunk by 41.42%.The number of middle-waist merchants with sales in the range of 30 million to 49.99 million increased the most, with a year-on-year increase of 21%。
It is worth noting that among the top 500 clothing stores in terms of sales from January to April 2022, only 106 coincide with the same period in 2021, that is:The total sales of 394 small clothing stores from January to April 2022 withdrew from the TOP500 ranks, accounting for 79%。 And only 19.8% of these 106 clothing stores will be in the top 100 in sales in 2022.
Even if it is the top 100 clothing stores in terms of sales in 2022, there are only 21 clothing stores left that have been on the top 100 list for two consecutive years.Observing the sales ranking of these 21 clothing stores in 2021 and 2022, we found that in addition to the "Vipshop flagship store",The remaining 20 companies all moved up the rankings。 It can be seen that the shopping mall is like a boat sailing against the current, and if you don't advance, you will retreat.
In terms of sales, from January to April 20221, the sales volume of "Xianyuan Department Store" reached 720w, and the sales volume of "Lola Code Premium Product" reached 345w, including these two, a total of 28 companies have a total sales volume of more than one million, of which 22 have total sales in the TOP100.
Compared with the same period in 2022, the number of small clothing stores with sales exceeding one million is 27, of which 20 are in the top 100 in terms of sales; The highest-selling clothing store, Xiaofei Children's Clothing Firm, was 264w, with the highest sales volume falling by 63% month-on-month.
Correspondingly, between the fluctuations in the sales and sales volume of various clothing stores, the price range of the product customer list in 2022 has remained basically stable compared with 2021: mainly in the following ways:The proportion of the 51-100 yuan price band increased slightly, and the proportion of the 101-150 yuan price band decreased slightly, as shown in the figure below.
Among them, it can be seen from the proportion chart that whether it is in 2021 or 2022, the unit price of customers within 200 yuan of TOP500 clothing stores accounts for more than 60%, especially the two price bands of 51-100 yuan and 101-150 yuanDouyin consumers have the highest acceptance of clothing pricing in the range of 51-150 yuan。
Aside from the macro sales, sales and customer unit price, we analyze the product operation of the top 500 Douyin clothing stores in terms of salesThe number of products on sale, the number of new products and the best-selling categoriesAs the main dimension, it captures the commodity operation rules of each head store:
The number of active products and the number of new products
In terms of the number of goods sold and the number of new products, from January to April 2022, the average of the top 500 clothing stores in terms of sales was 1,862 and 1,034 respectively, which were spread evenly to each month, namelyThe TOP500 clothing stores have an average of 465 pieces on sale and 258 new items per month。 This value increased by 63.63% and 9%, respectively, compared to the same period in 2021.
As shown in the figure above, from the perspective of the proportion of the number of goods on sale, the number of goods on sale in the TOP500 clothing stores from January to April 2022 is as high as 72%, but it has dropped significantly compared with 90.98% in the same period in 2021. At the same time, in 2022, the number of clothing stores with < 500 items on sale will drop by 47.68%.
It shows that as Douyin e-commerce enters a stable period, the accumulation of the number of goods on sale in small clothing stores increases, and the number of homogeneous stores increases.Competition in Douyin clothing stores is intensifying, and sales growth will inevitably slow down.
We also took stock of the changes in the number of new products in the TOP500 stores from January to April 2022, and from the proportion of the number of stores in each volume range, the new products in each store in 2022 are obviously much more positive than in 2021.
illustrateIn order to cope with the personalized needs of consumers and the differentiated competition of peers, in 2022, more Douyin clothing stores will choose to accelerate the frequency of new products。
At the same time, when we focus on the 21 small clothing stores that have been listed in the top 100 in terms of sales for two consecutive years during the statistical period, their commodity operation strategies are obviously more valuable for reference.
Therefore, when we analyzed the number of products on sale and the number of new products in these 21 clothing stores one by one, we found that except for the "Vipshop Store Flagship Store", which has fallen in the ranking, the number of products on sale in the remaining 20 stores has increased significantly, and the "Langzi Official Flagship Store" has increased by 506%; The change in the number of new products was mixed, with 12 stores declining year-on-year, such as "Guangzhou Qinjie STUDIO" falling by 77.8%, and the other 9 stores with year-on-year increases, except for "Luoge Alessandro Paccuci Designer Women's Wear", which increased by more than 336.%, the remaining 8 stores increased by less than 50%.
Based on this, we can preliminarily conclude thatThere is a high correlation between the change in the ranking of small clothing stores and the change in the number of products on sale, and a weak correlation with the number of new products。 Since overall sales in 2022 are on a downward trend compared to the same period in 2021, it is not possible to estimate the correlation between sales and the number of products on sale and the number of new products.
At the same time, we screened the hot-selling categories of each clothing store in the top 500 sales from January to April in 2021 and 2022.Women's T-shirts and women's slacks have been ranked in the top 3 best-selling categories for two consecutive years。
Compared with 2021, men's T-shirts, men's slacks and children's T-shirts occupied three of the top 10 best-selling categories in the same period in 2022, indicating thatIn addition to women's clothing, other categories such as men's clothing, children's clothing, and home wear are attracting the attention of Douyin clothing consumers。
Since 2021, Douyin merchants have been keenly aware of the new channel energy of self-broadcasting, and have taken the initiative to gather on the Douyin brand self-broadcasting track, and have opened a new round of marketing competition.
"Shake Clothes Data" counted the top 500 clothing stores in terms of sales from January to April in 2021 and 2022Self-broadcast rate increased from 56.2% to 66.6%； The total number of self-broadcasts increased from 31,478 in 2021 to 55,730 in 2022, an increase of 77%; The average number of self-broadcasts per store per month increased from 15.7 to 27.8.
For example, in the 2021 statistical cycle, "Ai Ri Show" ranked first with a total of 550 self-broadcasts, while more than 200 other clothing stores had 0 self-broadcasts; In 2022, the difference will be further widened, and the highest number of self-broadcasts will be won by the "Peacebird PEACEBIRD Trendy Women's Clothing Flagship Store" with 691, and there are still more than 160 self-broadcasts with 0.
According to the trend of the number of self-broadcasts of 500 small clothing stores in the same period of two years, we can see that the number of stores with self-broadcast numbers in the range of 101-500 has increased significantly, which confirms the self-broadcast outlet of DouyinIn addition to increasing the self-broadcast rate of stores, a large number of stores have also increased the frequency of live broadcastsIn 2022, stores with more than 25 live broadcasts per month accounted for 62.65% of the total number of self-broadcast stores, an increase of nearly 35% compared with 46.42% in 2021.
The above trend shows that for Douyin clothing stores in 2022,Store self-broadcasting is gradually entering the stage of normalized operation from the trial stage, and monthly self-broadcasting 25 is becoming the mainstream trend in store self-broadcasting。
On the other hand, we mainly analyze and measure the marketing operation of Douyin clothing stores in two dimensions: "the number of work partners" and "the number of live broadcast partners". Because even stores with their own celebrity effect have drainage needs in addition to brand self-broadcasting.
First, the analysis starts with the number of collaborators of the work. From January to April 2021, a total of 390 of the top 500 clothing stores in terms of sales have collaborated with talents, accounting for 78%. However, this share fell to 63% in the same period in 2022.
According to the backstage data of "Shake Yi", the number of collaborative works in most stores is between 1-5, which accounted for 84% in 2021 and decreased to 70% in 2022. It is reasonable to speculate that these co-operators are long-term partners in the self-broadcast matrix of each store, which is stable and regular.
在2021年1-4月期间，仅有「花心的女孩」、「松本丧丧」、「蕉下官方旗舰店」和「HUCHUJING」4家服装小店的作品合作达人数均超100+，远超其余店铺；而在2022年同期，作品合作达人数100+的店铺数量达到了19家，其中「网易严选官方旗舰店」合作达人数破千。
In the dimension of "number of live broadcast partners", we noticed that in the list of the top 500 sales in 2021 and 2022 statistical periods, only 28 clothing stores in 2021 had 0 live broadcast partners, and by 2022, all 500 clothing stores will have started live broadcast cooperation.
According to the data of "Shake Yi", from January to April 2021, only the number of live broadcast partners of "Girl with a Heart of Flowers" exceeded 100, close to 300, and the remaining 472 were all within 90; In 2022, a total of 27 clothing stores will have more than 100 live broadcast partners, of which the "NetEase Yanxuan Official Flagship Store" has the highest value of more than 1,700, and 12 clothing stores have more than 200 partners.
Judging from the number of "live broadcast partners" of each clothing store in the top 500 sales by sales, although the number of partners from 1 to 5 has always been the largest proportion, the proportion is transitioning from 75% in 2021 to 57.2% in the same period in 2022.
Also, as shown in the image above,Since 2022, increasing the number of live broadcast partners has become the choice of more and more clothing stores。
So, can the investment in the three perspectives of the number of self-broadcasts, the number of work cooperation, and the number of live broadcast cooperation in clothing stores bring considerable sales conversion?
We screened the top 100 self-broadcasts, the top 100 works and the top 100 live broadcast partners, and compared them with the top 100 stores in sales in the same year, and found that:
1) From January to April 2021, among the top 100 clothing stores in terms of sales, the top 100 self-broadcast accounts for 32%, the top 100 works cooperate with 19%, and the top 100 live broadcast partners account for 26%;
2) Among them, from January to April 2021, there were only 4 apparel stores that met the TOP100 in all four dimensions, namely the "Vipshop Store Flagship Store" ranked 7th in terms of sales, the "Semir Official Flagship Store" ranked 33rd, the "Rakucho Official Flagship Store" ranked 47th, and the "Balabala Official Flagship Store" ranked 52nd.
3) From January to April 2022, among the top 100 clothing stores in terms of sales, the top 100 self-broadcast accounts for 28%, the top 100 works cooperate 26%, and the top 100 live broadcast partners account for 24%;
4) From January to April 2022, there were 8 apparel stores that met the TOP100 in all four dimensions, namely the "ANTA Mother and Child Flagship Store" ranked 12th in terms of sales, the "Peacebird Trendy Women's Flagship Store" ranked 13th, the "Balabala Official Flagship Store" ranked 14th, the "Bosideng Official Flagship Store" ranked 33rd, the "Vipshop Store Flagship Store" ranked 42nd, the "Rakucho Official Flagship Store" ranked 43rd, and the "Veromada Official Flagship Store" ranked 47thand the 87th "Evely Official Flagship Store";
5) The three stores of "Vipshop Store Flagship Store", "Rakucho Official Flagship Store", and "Balabala Official Flagship Store" have been listed in the top 100 Douyin clothing stores in terms of sales, top 100 self-broadcasts, top 100 works and top 100 live broadcast partners for two consecutive years.
Based on the above data, it can be concluded that during the statistical periods from January to April 2021 and January to April 2022, the sales volume of Douyin clothing stores is generally correlated with the number of self-broadcasts in the store and the number of works & live broadcast cooperation.Large-scale brand stores such as "Rakucho Official Flagship Store" and "Balabala Official Flagship Store" will continue to invest heavily in works & live marketing。
By analyzing and comparing the top 500 Douyin clothing stores with sales from January to April 2021 and January to April 2022 from January to April 2022, we obtainThe following rules are used as a reference for the operation of Douyin clothing e-commerce：
(Note: The following data sources are Shake Yi and do not represent the official one.) The statistics are from January to April 2021 and January to April 2022)
1) Compared with 2021, the unit price of Douyin clothing in 2022 has decreased slightly;
2) In 2022, the number of small clothing stores with sales exceeding 100 million yuan has decreased, and the number of middle-waist merchants with sales in the range of 30 million to 49.99 million has increased by 21% year-on-year;
3) Only 21% of Douyin clothing stores can be listed in the top 500 in terms of sales for two consecutive years;
4) Douyin consumers have the highest acceptance of clothing pricing in the range of 51-150 yuan;
5) Women's T-shirts and women's slacks have become Douyin consumers for two consecutive yearsFavoritescategory
6) Since 2022, monthly self-broadcasting25 is becoming the mainstream trend of store live broadcasting;
7) In 2022, all 500 clothing stores will start live broadcast cooperation;
8) Since 2022, increasing the number of live broadcast partners has become the choice of more and more clothing stores.
About "Clothes Shake Data"
Douyin Data is a big data platform for Douyin clothing merchants under Zhiyi Technology to optimize Douyin shoes and clothing. Based on Douyin's interest e-commerce model, Douyin data digs deep into various Douyin delivery data to help Douyin clothing merchants improve the efficiency of selection and the effect of Douyin delivery.
Founded in February 2018, Zhiyi is a technology-driven supply chain platform dedicated to standardizing the discovery of data-based trends, the mining of popular models and the organization of the supply chain, and creating an intelligent clothing design supply chain platform. In 2018, it received tens of millions of US dollars in Series A financing; In 2021, it completed three consecutive rounds of financing of nearly US$100 million, led by Hillhouse Venture Capital, Wanwu Venture Capital, Xianghe Capital and CE Innovation Capital, followed by old shareholders Legend Capital and Yonghua Investment, and was shortlisted for the "Hangzhou Quasi-Unicorn Enterprise List" in the same year.
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