The pre-sale of 618 in 2023 has come to an end temporarily, and it is time to put the review and analysis of our clothing industry on the agenda.
In the pre-sale sales list of women's clothing, men's clothing and children's clothing categories according to Zhiyi Technology, we noticed that the year-on-year increase in the "fashion sunscreen clothing" category was extremely eye-catching, not only women's clothing soared by 2595%, men's clothing soared by 4332%, and even the children's clothing industry had a year-on-year increase of 1824%.
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Combined with the first wave of 618 pre-sale Tao series women's clothing TOP5 TOP5 by the "sun-protective clothing" of the grand occasion, we believe that it is necessary to analyze the "sun-protective clothing" category that has exploded this year, use data to mine the latest market trends, and help clothing merchants gain insight into business opportunities in advance.
The first is the trend of the sales share of the sunscreen clothing category.
According to the statistics of Zhiyi Technology Database, in the changes in the proportion of sales of women's clothing in recent years, it is noted that the upward trend of sunscreen clothing is the most obvious in the cycle.
As shown in the figure, with the change of seasonal demand, the proportion of sales of sunscreen clothing category generally peaks in May and July after the summer of each year. Zhiyi Technology data shows that the highest value in 21 years is 0.21%, and the highest value in 22 years is 0.55%, but in 23 years, the proportion that has just entered May has soared to 1.02%, which has been raised to a new peak.
Even if this gratifying trend is inseparable from the economic recovery after liberalization and the outbreak of the outdoor sports market, butThe trend of doubling for three consecutive years is still worthy of great attention from the garment industry, especially the same changes are also reflected in the men's and children's clothing industries.
Interestingly, in addition to brands such as Jiaoxia, Boxihe, Beimian, and Mitang, which focus on outdoor sunscreen products, we noticed that the main underwear is a tree and a banana; MO&Co., which is mainly engaged in mid-to-high-end women's clothing, and Bosideng, which is mainly engaged in down jackets, and Flying in the Snow, have all launched their own sunscreen product lines, and all of them have achieved good results, indicating that this stage is the outbreak period of sunscreen clothing, and it is also a bonus period for brand merchants to enter the game.
Specific to the official flagship store of a down jacket brand in China, the brand has not only developed a sunscreen clothing category, but also continued to add new products in March and May every year, and the sales performance of 618 has been rising all the wayIn May, the sales of sunscreen clothing products exceeded 15 million。
In addition, among the top 5 best-selling women's casual pants in our inventory, the main sunscreen function is still the best-selling existence of this 618, which directly occupies 4 seats, which is the same as the performance of the top 5 sunscreen clothing in the top 5 of the popular women's clothing mentioned at the beginning of the article.
Plus we start withThe [Trend Insight] function of Zhiyi's global big data AI analysis platform "Alchemy Furnace".It was found that sunscreen masks are the highest-selling single product in the entire sunscreen market, and their sales trend has also increased significantly year-on-year in May last year, which shows the wide radiation of the concept of "sunscreen" and the great potential for product innovation and development.
The above sales data prove that products with sunscreen functions are extremely popular in the current market, and even this kind of influenceNot limited to a certain industry or category, whether it is the entire large clothing industry including boys and girls sports, or the beauty industry, or the household daily use industry, it should be within the range of brand merchants。
Back to the clothing industry, due to the generalization and diffusion of consumer groups and the gradual increase in applicable scenarios, sunscreen items are expected to become a daily wear in today's outdoor sports life.
It can be seen from the above that the consumption and popularization of sunscreen clothing has actually become an inevitable phenomenon, and the key trend associated with "sunscreen function" will also trigger a new round of consumption boom.
So, about how to balance sun-protective clothingFunctionality, fashion, marketability and many other variablesIt tests the in-depth understanding of brand merchants on the ever-changing needs of the market, and urgently needs comprehensive industry data analysis to supplement the cognition.
Next, we will be based on the statistics of Zhiyi TechnologyQ1 key data of sunscreen clothingto expand the analysis.
01
Opportunity keywords for different price segments
According to the Q1 sunscreen clothing e-commerce sales data collected by Zhiyi Technology, we have obtained it through statistical analysis100-300 yuan is the main price segment that merchants should ensure, 300-400 yuan is the opportunity price segment for the development of rich product lines.
In addition, as the price segment rises, the characteristics emphasized by sunscreen clothing also vary. The keywords corresponding to each price segment of low, medium and high are:
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0-200 yuan low-price segment: casual truncated model, cool ice silk, multi-functional sunscreen, unisex model -
200-500 yuan in the middle price segment: field function, urban commuting, technology fabrics, mountain style -
500-700 yuan in the middle and high price segment: men's outdoor sunscreen, professional sunscreen, color-matched design -
≥ 700 yuan high price segment: sunscreen and antibacterial, sunscreen daily clothes, waterproof and breathable
02
SPF/price segment sales ratio
03
Critical color analysis
04
Analysis of popular trends
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Long sun protection
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Shirt silhouette
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Line decoration
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Local color-blocking
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Cargo pockets
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Cinched waist
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Contrasting zippers
