【Zhiyi Data Report】2022 Q3 women's clothing e-commerce review

In the second half of 2022, the uncertainty of the external environment is increasing, and while variables and competition bring opportunities, there are also more tricky challenges, so that more and more apparel merchants begin to care about deterministic data to avoid risks.

Produced by Zhiyi Technology"2022 Apparel Industry Insights and Analysis:Q3 women's clothing e-commerce data review》，Based on the SectionWomen's clothing e-commerce data in the third quarter to explore the industryTrends, insight into the market, and knowing the situation.

Table of Contents of Reports

01. Overall sales

02. Category sales trends

03. E-commerce promotion analysis

04. Sales at different price points

05. Inventory of popular trends

06. The core selling point of the style trend

*Note: This article is excerpted from part of the report of "2022Q3 Women's E-commerce Data Review", scan the QR code to add the customer service WeChat ID, and you can get the full report for free.

First, let's look at the macro market data.

According to the overall data of e-commerce women's clothing in the third quarter of 2022 according to the statistics of Zhiyi Technology, the market market is mainly manifested in:

Sales388 million pieces;Merchandise sales51.843 billion yuan

New products6,724,300;The average price per unit134 yuan

Looking at the overall market trend throughout the third quarter, the overall trend showed a slight increase.In detail, the change trend of each week, Zhiyi Technology has noticed that it may be related to the change of seasons.There were 3 sales peaks in September,On 9/5-9/11, 9/19-9/25, and 9/26-10/02,Single-week sales exceeded 5 billion yuan。

It is worth noting thatWomen's clothing sales and sales both increased in the July-September period, and reached their respective peaks in September, of which the sales volume was 142.54 million pieces, and the sales exceeded 20 billion yuan.

In terms of prices, the average unit price in July increased slightly by 1.68%, while the unit price in August and September decreased, with data statistics of -4.26% and -2.70% respectively.

Digging deeper into the sales data of the women's clothing category in the third quarter of 2022, Zhiyi Technology observedDresses were the main sales category of women's clothing e-commerce in the third quarter, sales accounted for 25.86%, but compared with the same period last year.

The women's clothing categories that ranked 2-5 in sales were casual pants, T-shirts, woolen knitwear and shirts, accounting for between 10% and 12%, and all declined significantly from July to September last year.

Taking the whole category of women's clothing as the object of insight, Zhiyi Technology found that the overall year-on-year sales trend was declining.Only jeans, short jackets and suits rose by 6%, 20% and 13% respectively in September this yearin order toand dresses rose 10% in August.

Combined with year-on-year changes and variable elements such as category sales and average price performance, Zhiyi Technology comprehensively analyzes the sub-categories of each women's wear, which can be simply summarized as:Low sales rise, high sales decline, medium sales decline, low sales declineThere are four types, which correspond to:

Low-pin rises: short coats

High sales are declining: dresses

Decline in mid-sales: slacks, wool knitwear, T-shirts, shirts, jeans

Low-selling decline: sweatshirts/fleeces, skirts

On the other hand, based on the changes in the sales trend of each category, arranging the corresponding e-commerce promotion rhythm can also achieve twice the result with half the effort.

According to the Q3 sales trend of women's clothing hot-selling categories according to the statistics of Zhiyi Technology, it can be seen that affected by the season,The dress category sold very well from July to mid-August, and there was a peak during the 7/11-7/17 period, and the sales exceeded 1 billion yuan in a single week.

There are also categories such as woolen knitwear, jeans, short coats, sweaters/fleeces, etc., whose sales have gradually increased since mid-August; Sales of slacks, T-shirts, shirts, suits, and skirts were more stable.

It can be seen that the focus of e-commerce promotion of dresses is from mid-to-late July to mid-August, while the key nodes of wool knitwear, short coats, and sweaters/fleece sweaters are from late August to the end of September.

Through the sales performance of different price segments in women's clothing e-commerce in the third quarter, Zhiyi Technology believes0-200 yuan belongs to the main price segment of consumption demand, and 200-500 yuan is the opportunity price segment of product development。

Combined with the year-on-year trend changes in various dimensions such as sales volume & sales distribution, new distribution and growth rate, the growth rate of women's clothing e-commerce in the 0-200 yuan price range has a significant downward trend, while the 200-500 yuan price range is still promising.

Based on comprehensive market sales data insights, Zhiyi Technology has refined women's fashion trends in 8 dimensions, including style, pattern, color, silhouette, and craftsmanship, with the help of AI intelligent algorithms.

From the rising popularity of the word cloud, it can be seen that small fragrance, comfortable commuting, tweed, retro hot girls, earth tones, and polo collar are the keywords of women's clothing with a significant increase in the third quarter of 2022, which can be used as a reference by clothing merchants when designing/selecting or promoting.

Next, Zhiyi Technology will focus on the obvious upward trend in the word cloudLittle fragrance, retro babes, comfortable commuting3 styles, expand and recommend their representative styles, brands and Xiaohongshu experts.

The small fragrance represents the brand recommendation: Zhizhi, Studio, CHICJOC;Recommended by Xiaohongshu experts: Ernie sauce, a pearl bean, gentle avocado.

Retro babes are recommended by representative brands: apea, SweetChilling, UN studios; Xiaohongshu expert recommendation: I'm called Hahaya, nanV2018, and the world's rich flower e.

Comfortable commuting representative brand recommendation: YOEYYOU, For Poem, HIDEMI; Xiaohongshu expert recommendation: Is it Xia Shiwen, Da Xian'er, and Nancy went to bed early today.

That's it for this time"2022 Apparel Industry Insights and Analysis:Q3 women's clothing e-commerce data review》All public content, separatelyQ3 hot-selling store analysiscontainTaobao > Tmall store sales list and dark horse analysisand other heavier and more complete exclusive analysis reports,Scan the QR code belowAdd customer service WeChatCangratisReceiveYou can also click on the bottom of the page"Book a demo"Contact us~