The first year-end inventory of Zhiyi! "2022Q4 Women's Clothing E-commerce Sales Data" report

The New Year's bell of 2023 has sounded, will the year-end inventory of 2022 be far away?

On the eve of the Lunar New Year, Zhiyi Technology planned"2022 Year-end Stocktaking Series", the first bullet by"2022 Apparel Industry Insights and Analysis: Q4 Women's Clothing E-commerce Data Review"Be the first to open:

Key points of this article

Market

1.With the blessing of Double 11 and Double 12, the double sales of women's clothing e-commerce in Q4 have a significant upward trend compared with Q3;

2. Q4的三个月销量表现，呈按月递减趋势；销售额则基本持平，在11月突破300亿元；

3. 同比2021年Q4，2022年10月双销微幅上涨，11月12月有所下滑；

category

1.Affected by the temperature and time, down jackets with high customer unit prices are the main sales category of Q4 women's clothing, accounting for 20% of sales, followed by woolen jackets, wool knitwear and casual pants with warm properties;

2. Affected by the warm-up period of Double 11, most consumers in 2022 will release their consumer demand for women's clothing in October, so the sales of most categories will decline year-on-year in November and December;

trend

1.In 2022Q4, the sales of Double 12 in the down jacket category slightly exceeded that of Double 11;

2.Q4 is the most important node for the e-commerce promotion of all categories of women's clothing;

3. 日系、纯欲、复古、文艺、新年战袍、法式、红色等女装关键词在2022Q4获得明显增幅。

*Note: This article is excerpted from part of the report of "2022Q4 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.

Let's take a look at the overall sales of women's clothing in the fourth quarter.

according toZhiyi Technology statisticsWomen's clothing e-commerce sales data for the fourth quarter of 2022, the sales of women's clothing reached 89.779 billion, and the sales volume was 482 million pieces. Among them, there are 5,449,100 new products, and the average price of a single product is 186 yuan.

Compared with the third quarter of the same year,In the fourth quarter, there was a clear upward trend in women's clothing sales and sales。

Detailed down to the point of each weekSalesChanging trends, Zhiyi Technology noticed that the two weeks of 10/31-11/13 were affected by the double 11 pre-sale and double 11 promotion, respectively, and there was a sales peak in this quarter, with weekly sales exceeding 12.5 billion yuan and monthly data exceeding 30 billion yuan.

From the perspective of sales,电商⼥装销量在第四季度的三个⽉⾥呈递减趋势, while sales were broadly flat.

Compared to the fourth quarter of 2021,Both November and December 2022 saw a decline in sales volume and sales, with a slight increase in October alone.

价格⽅⾯，10⽉和12⽉的女装单价有所上涨，尤其是10⽉上涨15.89%，⽽11⽉的单价有所下跌，数据上表现为-11.43%。