Last week, Zhiyi Technology released it in the live broadcast room"2025 Taobao Tmall 618 Women's Clothing Review and Analysis" report, focusing on the sales data of the women's clothing industry, in-depth analysis of the current sales trends and consumer preferences of women's clothing.
Report Highlights:
1. Stage distribution: The ratio of the first wave (5.16-5.26) to the second wave (5.26-6.20) is about 37:62. Thanks to the longer promotion period of the second wave, it has a better sales performance;
2. Category trends: Dresses, T-shirts, slacks, shirts and fashion suits are the top 5 strong categories in terms of sales and sales ratio of women's clothing.
01 Sales volume and sales proportion by stage
We divide the Taobao Tmall 618 opened on 5.16 into two major stages according to time:
- The first wave of sales time: 2025.5.16 20:00-5.26 23:59 |sales accounted for 37.13%; Sales accounted for 37.21%；
- The second wave of sales time: 2025.5.26 20:00-6.20 23:59 |sales accounted for 62.87%; Sales accounted for 62.79%。
02 Sales by category
According to Zhiyi data, dresses, T-shirts, slacks, shirts and fashion suits areThe top five categories with the highest proportion of sales in the women's clothing category, skirts, fashion suits and shirts were the fastest year-over-year sales growth.
In the sales ranking, T-shirts, dresses, slacks, shirts and fashion suits accounted for the highest proportion, compared with 618 last year, and the sales proportion of T-shirts, shirts and fashion suits increased.
It is worth noting thatDresses, T-shirts, slacks, shirts and fashion suits are the top 5 strong categories in terms of sales & sales share of women's clothing。
Analyzing and comparing the year-on-year growth rate of sales and sales volume of various categories, Zhiyi Technology observedIn terms of sales, nearly half of the categories showed positive growth, while the year-on-year sales growth rate generally declined.indicateThe unit price of the women's clothing industry is still increasing compared with last year, the low-price segment market is further shrinking, and the high-value market is showing great development potential。
TOP3 best-selling items in the dress category:
The sales volume of the three dresses are all more than 3W, and the estimated price is concentrated in the range of 150-350 yuan, which are from the official flagship store of UR, the official flagship store of Sancai and the SleepyBunny sleeping rabbit.
In the titles of the three products, there is more emphasis on cinching the waist and showing thinness, and the main color of the promotional picture is mainly light colors, which is in line with the fresh and soft popular tone of spring and summer.
Top 3 best-selling items in the T-shirt category:
The 3 best-selling T-shirts are all from the "Uniqlo official flagship store", and the price is 79 yuan, and the sales volume exceeds 100,000 pieces.
From the perspective of style characteristics, the three T-shirts are all round neck solid colors, and the product titles mainly emphasize keywords such as base, inner wear, and versatility.
Top 3 best-selling items in the casual pants category:
The sales volume of the three major hot-selling items in the casual pants category are all above 6W, except for the TOP 3, which is estimated to be 60 yuan, and the other two are 149 and 269.89 yuan respectively.
Judging from the product detail map, the three hot-selling slacks are all loose and casual styles, with fresh colors, and materials such as hemp blends and ice silk are favored.
TOP3 best-selling items in the fashion suit category:
The three best-selling fashion suits are all neutral and light colors, namely "old money style" French elegance, acetate fabric light mature women's clothing and casual knitted suits, with a price of 158-308 yuan, which can be seen that the overall style is biased towards comfort and luxury.
TOP3 best-selling items in the skirt category:
The top 3 best-selling skirts show that the simple and comfortable design style is very popular, especially with sports-style items, suitable for casual wear in summer, reflecting consumers' pursuit of fashion and practicality.
That's it"2025 Taobao Tmall 618 Women's Clothing Review and Analysis" reportAll of it
