[Zhiyi Data Report] 2022 Q2 clothing e-commerce review
2022-07-14
Zhiyi Technology
Affected by the sporadic epidemic in China, the uncertainty of the development of the market economy will increase in 2022, and the growth of many industries, including clothing, will be sluggish, or even a sharp decline.
In the year 618, when the Great Promotion finally ended,知衣科技出品"2022Q2 Apparel E-commerce Data Review"，Stretch the review dimension to the following季度为单位，一探服装电商市场真相，Let change and not changeAware。
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04. Sponsored Products analytics
*Note: This article is excerpted from part of the "2022Q2 Apparel E-commerce Data" report.扫描二维码添加客服微信号，即可免费获取完整报告。
Analysis of women's clothing sales trends
Taking the e-commerce market sales of women's clothing in 2022Q2 as an observation template, Zhiyi Technology found:
1) During Q2 2022,The overall sales volume of women's clothing was 414 million pieces, of which the sales of goods reached 47.898 billion yuan, the number of new products in the quarter reached 6,406,900;
2) Detailed to the Q2 sales data, we noticed that under the influence of 618 pre-sale and 618 promotion,The sales volume of 5.30-6.6 and 6.13-6.20 reached the peak of Q2 in these two weeks, the weekly sales were 6.4 billion yuan and 6.1 billion yuan respectively.
Ranking of the proportion of sales in each category of the apparel industry in Q2 2022, Zhiyi Technology noted:
1）女装以较大优势占据销售额占比榜单首位, during Q2Women's clothing sales accounted for 49.81%；
2) Men's clothing sales accounted for 17.88%, underwear/home wear and children's clothing accounted for 10.86% and 7.09% respectively.
TOP1 hot-selling brand in various industries
Observing the TOP brands of women's clothing, men's clothing and other categories of clothing e-commerce in 2022Q2, Zhiyi Technology found:
1）女装热销TOP1品牌是「戎美高端女装」, the sales volume in the quarter was 504 million, and the store sales volume was 1.7623 million pieces;The top 1 best-selling brand of men's clothing is "UNIQLO Official Flagship Store"，该季度销售额为5.13亿，店铺销量为497.04万件；
2）Lingerie/loungewearThe best-selling TOP1 brand is "ubras underwear flagship store", the sales volume in the quarter was 430 million, and the store sales volume was 2,934,500 pieces;
3）The top 1 best-selling brand of children's clothing/baby clothing is "Balabala Official Flagship", the sales volume in the quarter was 310 million, and the store sales volume was 3.9907 million pieces;The top 1 best-selling sports/casual wear brand is "FILA Official Flagship Store", sales in the quarter were 460 million, and store sales were 1,037,900 pieces.
Based on the market sales of women's clothing e-commerce in 2022Q2, Zhiyi Technology analyzes:
1）2022年Q2 women's clothing sales and sales peaked in June, sales reached 159 million pieces,Monthly sales reached 19.29 billion；
2) Affected by factors such as the epidemic situation in various places and the diversion of the live broadcast industry,In the second quarter of this year, the overall sales volume and sales of the Tao platform decreased significantly compared with the same period last yearThe average price of customer orders also decreased compared with the same period last year.
Observing the sales proportion of women's clothing e-commerce categories in 2022Q2, the following highlights are noted:
1) During Q2 2022,Dresses have become the main sales category of women's clothingin order to26.17%.The proportion of sales ranked first, an increase of 122.31% compared with Q1; followed by the T-shirt category, accounting for 13.47%, comparativelyQ1up 121.66% month-on-month;Dresses and T-shirts are this yearSpring-summerMain sales category；
2) In addition to dresses and T-shirts, sunscreen clothing, tank tops, suspenders, shirts, and plus-size women's clothing all showed a significant upward trend in the quarter; Affected by outdoor and vacation factors,Q2防晒衫环比增长速度较快, the month-on-month growth rate reached 358.45%.
【Women's Clothing】Category proportion analysis
1）在Q2统计期内，Women's T-shirts accounted for 22.15% of the sales TOP1, followed by dresses, accounting for 15.30% of sales;Casual pants, shirts, jeans, and plus-size women's clothing are also popular;
2) From the analysis of sales dimension, it is found that due to the influence of the unit price of goods, dresses are the category with the highest sales, and fashion suits have also entered the top sales list by virtue of their price advantages;
3）Basic best-selling categories such as T-shirts, slacks, and jeans are both in the sales and sales charts；
4) Taking stock of the average unit price of best-selling categories in Q2, the average unit price of Western clothing reached the highest with 251 yuan, the average price of dresses and fashion suits was 197 yuan and 140 yuan respectively, and the unit price of best-selling categories such as short coats and wool knitwear was concentrated at about 130 yuan.
Sales trends in the women's clothing category
During the statistical period from April 1 to June 30, 2022, Zhiyi Technology sold goods in the top 5 best-selling categories such as T-shirts, dresses, casual pants, shirts and jeansTrend charts are carried outAnalyzed, found:
第二季度的销售占⽐较为稳定，四⽉份开The overall upward trend has begun, and sales peaked in the two weeks of 5.30-6.5 and 6.13-6.19 (i.e., 618 pre-sale and 618 promotion). Among them, T-shirt sales accounted for the highest proportion, with a data of 22.15%.
[Men's wear] category proportion analysis
1) During the Q2 sales period, men's clothing was dominated by basic categories such as T-shirts, casual pants, shirts and jeans, with T-shirts having the highest sales volume, accounting for 42.19%, followed by casual pants, accounting for 25.96%;
2）从销售额维度来看，T恤凭借销量优势仍排在销售额TOP1，占⽐34.94%，取得了销量与销售额的双榜第一；
3) Among the best-selling categories of men's clothing in the second quarter,The western suit is far ahead of all other categories with a unit price of 437 yuan； The unit prices of clothing and sweaters followed closely with 221 yuan and 174 yuan respectively. The average price of polo shirts, jackets and sweatshirts is concentrated in the range of 110-150 yuan.
[Men's wear] category sales trends
1) In the sales statistics period of Q2, T-shirts are the sub-category with the highest proportion of sales in men's clothing, with a data of 42.19%;
2) On the whole, the sales of men's clothing Q2 are mainly concentrated in spring and summer, and the best-selling categories have not changed much as a whole.T-shirts and slacks account for the main share;进入4月后，男装整体呈上涨趋势，并在5.30-6.5和6.13-6.19这两周（即618预售和618⼤促活动中）达到销量峰值；
3) Sales of shirts, jeans, and polo shirts remained stable and remained largely unchanged during Q2.
1）童装在Q2期间销售较好的品类有裤⼦、T恤、套装以及连⾐裙等，其中裤⼦销量占⽐最多，数据为20.31%，T恤品类销量占⽐在18.46%；
2) From the perspective of sales, the best-selling categories of children's clothing are still pants and T-shirts, accounting for 21.19% and 17.79% of sales respectively, followed by suits, dresses and jumpsuits;
3）The overall average price of children's clothing is low, and the highest average unit price in the hot-selling category in Q2 is dresses，达到87元，其余品类单价均集中在50-90元区间。
[Children's clothing] category sales trend
1) During the clothing sales statistics period of Q2, that is, during the period from April 1 to June 30, 2022,Pants are the category with the highest proportion of children's clothing sales, followed by T-shirts, which continue to sell well in the spring and summer，并在4⽉底销量出现上涨趋618 and the second sales volume increase during the pre-sale period, and reached the highest sales value in Q2;
2) Suits and dresses accounted for 10.34% and 7.41% respectively, and the overall sales trend of these two is relatively stable.
1) By analyzing the details of underwear/loungewear sales during Q2, we noticed:⽂胸、男⼥⼠内裤、睡⾐/家居服以袜类等较为畅销。Its Chinese chest sales accounted for the most, with data of 19.12%, followed by women's underwear, accounting for 13.23%, and socks accounting for 11.28%;
2) From the perspective of the ranking of sales proportion, bras still account for the highest proportion, with a data of 32.29%, followed by pajamas/home clothes with an average unit price of 86 yuan, accounting for 17.66% of sales;
3) RightQ2The average unit price of underwear/home wear hot-selling categories is analyzed, and it is found that their average prices are basically concentrated in the range of 30-100 yuanThe sub-categories with the highest average unit price are bra sets and bras, 98 yuan and 88 yuan respectively.
1) During the period from April 1 to 6.30, 2022, the sales volume of underwear/loungewear Chinese breasts accounted for the highest proportion, with data of 19.12%, followed by women's underwear, accounting for 13.23%;
2）Lingerie/loungewearBefore the 618 pre-sale and promotion activities, the overall sales of the sub-categories were relatively stable and did not fluctuate much. The sales peak was reached in the two weeks of 5.30-6.5 and 6.13-6.19 (i.e., 618 pre-sale and 618 promotion);
3）The sales of 618 active Chinese chests increased most significantly, the highest sales volume in a single week reached nearly 6 million pieces.
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