[Zhiyi Data Report] 2022Q4 men's clothing e-commerce sales data
2023-01-16
Zhiyi Technology
Previously, Zhiyi Technology released"2022 Apparel Industry Insights and Analysis: Q4 Women's Clothing E-commerce Data Review"(Click on the blue word to jump to the review)AsThe opening of the "2022 Year-end Inventory Series".
Part II"2022 Apparel Industry Insights and Analysis: Q4 Men's Clothing E-commerce Data Review", review the Q4 market data from the perspective of menswear:
Key points of this article
1.Q3 of the same year,With the blessing of double 11 and double 12,Of the Q4 men's wearMerchandise salesaboveIt's up146.48%。
2.Q3 from the previous quarterThe average price of a single product increased by 59 yuan, which is related to the unit price of the main sales category.
3. sameComparison analysis 2021 vs 2022Men's clothing sales performance in the fourth quarter was more stable in '22.
1.Sales of women's clothing in the same periodcategoryThe proportion is close,Q4 men's wear alsoDown jackets, coats, wool knitwear and other categories with outstanding thermal properties are the mainstay, accounting for a large proportion。
2. Specific to each month,The cotton clothing category had the largest year-on-year decline, with only a slight increase in December.
3.Comparing the category analysis of men's and women's clothing in Q4, sweatshirts, woolen coats and woolen knitwear showed an opposite trend.
1.In 2022Q4, the sales of Double 12 in the down jacket category were the same as those of Double 11.
2. The main sales price segment and opportunity development price segment of men's clothing are 50 and 100 yuan higher than those of women's clothing, respectively.
*Note: This article is excerpted from part of the report of "2022Q4 Men's E-commerce Data Review", scan the QR code to add the customer service WeChat ID, you can get the full report for free.
Judging from the macro market of men's clothing e-commerce in the fourth quarter, the overall sales volume of men's clothing products in Q4 2022 will reach 226 million pieces, and the sales volume of goods will reach 37.830 billion yuan, of which a total of 1.6219 million new products will be launched, and the average price of a single product will be 167 yuan.
ChainMarket sales data of men's clothing in Q3 of 22(Click on the blue word to jump to read Q3 men's wear), Q4 men's clothing market double sales data basically achieved a sharp rise, especiallyMerchandise sales reached a month-on-month increase of 146.48%., but the number of new listings fell by nearly 400,000The average price of a single product also rose by 59 yuan, which is related to the unit price of the main sales category.
Looking at the market sales performance of men's clothing in Q4, affected by the pre-sale and promotion of Double 11, sales reached a peak in the two weeks of 10/31-11/13, with 6 billion yuan and 5.2 billion yuan respectively, which also increased slightly during the Double 12 period.
Year-on-year analysis of men's clothing sales performance in the fourth quarter of 2021 and 2022, Zhiyi Technology noted2022 is more stable。
From the price point of view, the unit price of goods in December was stable at about 177 yuan, and there was a 14.29% price reduction trend in November, while there was a 16.18% price increase in October, orIt is strongly related to the promotion and price adjustment of Double 11 activities and the intensity of activities。
Affected by seasonal temperatures, down jackets areQ4 2022男装的主⼒销售品类，销售额占⽐为20.79%，其次是休闲裤、夹克、卫⾐和⽑针织衫品类，销售额占⽐都在10%-15%之间。
The category distribution of women's clothing is roughly close to that of the same period,保暖属性突出的羽绒服、外套、毛针织品类均占较大比重。
具体到每个⽉来看，11⽉份的全部关键品类的同⽐销售额都有不同程度的下滑，尤其是棉⾐品类，下跌幅度高达47%。
⽻绒服、休闲裤、夹克、⽜仔裤则在10⽉和12⽉的同⽐都有所增⻓。⽽卫⾐、衬衫、⽑呢⼤⾐，只有在10⽉份是上涨的，棉⾐品类只在12⽉份有微幅度的上涨。
推测受疫情影响与双11预热活动影响，人们的消费预期发生调整，且大部分消费者在10月预热期内释放完服装消费需求，因此11月正式活动期内的消费有所下降。
知衣科技将第四季度男装核心品类销售额、同比变化与均价表现等变量元素作为主要参考，综合评估了部分男装品类的表现，可以大致归纳为5大类型：
中销低下滑品类：Sweatshirts, slacks, jackets
Categories with high sales decline:毛针织衫、棉衣
低销低下滑品类：Jeans, T-shirts, shirts
与Q4女装相比，男装对毛呢大衣、卫衣、毛针织衫的需求表现与女装行业呈相反趋势，在女装，卫衣正处于低销高下滑趋势，而毛呢外套与毛针织衫则属于高销平稳/高增长品类。
根据男装热销品类在第四季度的销售趋势可知，受双11预售和⼤促影响，所有关键品类都在10/31-11/13⽇这两周达到了销售峰值。
另外，在双12活动期内，也就是12/05-12/11这⼀周，全品类出现了销售额的⼆次峰值，尤其是⽻绒服品类，销售额与双11⼤促持平；⽻绒服、棉⾐、衬衫等品类则在10/10-10/16这周，也出现过微⼩的峰值。
通过对2022第四季度男装电商中不同价位段的销售表现，及其所表现出来的正向走势与反向走势中，知衣科技认为：
50-300元是男装需要确保的主力消费价位段，比女装略高50元。
300-500 yuan is the opportunity price segment for product development, which is slightly higher than 100 yuan for women's clothing.
基于全面的市场销售数据洞察，知衣科技借助AI智能算法提炼了2022第四季度男装的风格、图案、颜色、廓形、工艺等8大维度流行趋势。
From the rising popularity of the word cloud, it can be seen thatClean Fit, American、军绿色、山系、机能、高克重、复古是2022第四季度有明显增幅的男装趋势关键词，服装商家在新一季的设计/选款中可作为参考。
接下来，知衣科技将围绕词云中上升趋势明显的日系休闲、美式街潮、美式简约、Clean Fit4种热点，展开推荐其代表性款式、品牌与小红书达人推荐。
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