Data Analysis Of Women'S Wear January Turnover

One

I want to tell you a piece of good news. We got the latest women's wear data from the magic mirror.

In January, Tmall ranked in business! From the January top20 brand, ladies dress tradition.

There is not much difference from offline. UNIQLO 151 million turnover and women's wear combination are 222 million, Eve 55 million and Taiping bird 49 million.

The secret dress of the only female dress is 148 million, ranking second in January.

According to the sales volume in the store, a unit price of 279.9 yuan.

The sales volume has reached an astonishing 267 thousand. If the price is based on the current unit price, the sales amount is nearly 75 million.

Even if it is calculated according to the 3 full moon, 3 flat moon and 6 light months in the whole year, this shop has been running at more than 600 million.

Two

The single category brand has begun to enter.

I believe you remember the article that Kamakura shirt entered China in the early years and was frightened by high rent.

The article pointed out that Kamakura, known as the national shirt by the Japanese people, wanted to open a physical store in our big Shanghai because of its low price and high quality. Finally, it was not opened because of the high rent.

But then Tmall opened, saying that it was first adapted to the Chinese market.

In fact, the high rent, the price, does not need us too much attention, we want to see why this brand of Kamakura to come to the Chinese market, is it because our domestic consumers are more and more picky, and begin to identify the value of the single category brand.

According to the world clothing shoes and hats net, in recent years, the brand of single category has really attracted a lot of attention, such as Beijing's Delicate Skeleton white T shop, Japan's FFFFFFT white T, and ten's white shirts.

More and more focus on the brand of single products has entered the eyes of the world, more and more exposure! It can be said that the essence of concern is actually the arrival of demand.

Three

The fact that women's clothing is large and small is a fact. In 2018, the total retail sales of social consumer goods exceeded 38 trillion yuan, of which nearly 1 trillion of women's clothing accounted for about 2.6%.

The total amount of catering is just over 4 trillion, and it is predicted that the size of women's clothing market will reach 1 trillion and 200 billion by 2023.

In 2018, the women's wear listed companies' earnings haven't been announced yet. This year's proportion of women's clothing market share has not yet been calculated. But in 2017, the retail size of men's wear market is 676 billion 100 million yuan. By 2020, the retail market of men's wear market can reach 979 billion 300 million yuan.

Four

Women's consumption should not be loyal and more decision-making conditions! In other words, women's clothing is scattered, and there are no less than 30000 brands of women's clothing in China.

Women's consumption is not loyal, and they like impulse spending very much.

In this case, the impulsive women should also be professional.

First of all, nowadays, female consumers do not believe in stars and do not believe in big brands. This is why the advertisements for clothing brands are becoming less and less at present.

Many forms also appeared, such as the vane of KOL, the anchor seller, and so on. This is also appearing in Tencent's fashion consumption trend report. Now, with the women's live broadcast, what is "anchors one person carrying goods over three hundred million per day" and "how many factories are supported by a host"? These articles all have exaggerated suspicion, but this is a phenomenon.

Why is it so easy for women to accept the form of live selling? Is it because she shows the clothing products in a more three-dimensional and multi-dimensional way, giving consumers more decision-making power?

Five

"Go halo effect" is not just a big deal.

The market share of the famous top ten women's clothing brands.

At present, consumers also have a kind of "go halo effect".

It is the traditional advertisement that does not believe in big brands, and does not believe in the advertising words that are full of flowers on TV.

Brand psychology is very sad, how big is it, so small a share.

And the sinking market is too large, consumers are more willing to believe that the small sign around, or even frequented by the nameless shop.

Like today's small brands that open 300-500 stores a year, this speed can be found everywhere. The small brands under the line are mostly women's clothing.

And the number of women's clothing brands is increasing.

The development of small brands is fast and even everywhere. This phenomenon has expanded the "halo effect" of women's consumption.

Six

As the soil is already, the channel cost is polarized.

Therefore, combined with the characteristics of women's clothing market, large and scattered.

Women's clothing consumption has their own ideas, and under the mutual influence of double and "halo effect" both inside and outside, the soil of this brand development has been created.

Moreover, the high rent of a second line and the construction of brand channel need to spend a lot of money, the threshold is very high, and the cost of sinking is low.

Because regional brands know how to develop channels and how to borrow.

Relying on the sinking market, the resources of the local small boss can make a store with hundreds of thousands of stores and achieve the channel network.

And regional small brands have a lot of perfect goods development process, the target brand is more and more precise, the development of goods has more and more the essence of ZARA, and the style of goods is also deep into the hearts of women.

If you think about it, say that the international brand takes the state or the country as a unit of the market division, why can't a province become a brand development unit? Will the brand come out to differentiate and satisfy the local women's consumption demand? Will such a large brand composed of countless small brands become more competitive?

The market of women's clothing is large, the market of sinking is bigger! The cost of opening a shop is high, so find a low cost channel to sink. Maybe we must challenge the present "old road" consumption environment, and we must not be old-fashioned!

More interesting reports, please pay attention to the world clothing shoes and hats net.