From October 20th to November 11th, the 22-day marathon shopping festival finally came to an end. Subsequently, Tmall and JD.com successively announced the transaction data of 540.3 billion and 349.1 billion on Double 11.
This year, the 13th year of Double 11, Tmall officially canceled the digital large screen that scrolls every second, making the entire shopping festival much more compact than in previous years. And this kind of strategic adjustment has also made everyone think about the future of Double 11.
The summary is the beginning of reflection, and the review is to move forward better. ZhiyiBased on the dual platforms of Tmall and TaobaoThe big data of Double 11 sales was released"2021 Double 11 Women's Clothing Sales Review", for you to analyze the sales details of women's clothing during the 2021.10.20 -11.11 period, and empower brands and practitioners in the apparel industry to seek changes and layout the future.
Overall, during the 2021 Double 11 (10.20-11.11) sales period, it is located inTaobao women's clothingAt the top of the sales list is "XUELI Women's Clothing Mrs. Qian's Family", with a total sales of more than 340 million yuan and more than 860,000 pieces, followed by "ASM ANNA" with sales of more than 320 million yuan.
Source: Zhiyi
in order toTaobao women's clothing store "ASM ANNA"For example, Zhiyi carried out a further in-depth analysis of its sales data, group goods, and popular models.
「ASM ANNA」的销售数据分析
fromProportion of category salesCome and see,「ASM ANNA」Fashion suits accounted for the largest sales, with more than 130,000 pieces sold, accounting for 23.81%; followed by woolen jackets and down jackets, ranking in the TOP2 and TOP3 with sales of more than 92,000 pieces and more than 51,000 pieces respectively, accounting for 16.88% and 9.43% of the sales volume.
Source: Zhiyi
fromPrice band sales ratioFrom the point of view, the hot-selling price band of "ASM ANNA" stores ranks first in the 300-400 yuan range, accounting for 17.57%, the 200-300 yuan range accounts for 17.44%, and the 1000-1500 yuan high-price segment is more popular, accounting for 14.78%.
Assemour analysis of ASM ANNA
Since the main style of the "ASM ANNA" store is simple, ladylike, and everyday-oriented, its styles are mostly designed with details on the basic minimalist silhouette, and the overall matching style is biased towards simple commuting, and the color is mainly versatile solid colors, and the shape is mostly suitable for commuting and home and other occasions.
Source: Zhiyi
During Singles' Day, the store's fashion suit category was the most popular, with other main items including woolen jackets, down jackets and dresses.
Analysis of the hit of "ASM ANNA".
fromStyle keywordsIt was found that adjectives such as temperament, gentleness, and laziness that are in line with the main style of the "ASM ANNA" store appear frequently in the popular style.
Source: Zhiyi
On the other side, in天猫女装店铺销售榜单The "ITIB Flagship Store" topped the list with sales of 1.71 billion yuan and sales of 3.07 million yuan, far surpassing the second place, becoming the best sales store of the event, and the second place was the "Uniqlo Official Flagship Store", with sales of 540 million yuan.The sales of the 10 stores on the list all exceeded 200 million。
Source: Zhiyi
in order toTmall Women's Clothing Store "ITIB Flagship Store"For example, Zhiyi carried out a further in-depth analysis of its sales data, group goods, and popular models.
Analysis of sales data for the "ITIB Flagship Store".
fromProportion of category salesIn terms of sales, the "ITIB flagship store" accounted for the largest sales of down jackets, with sales reaching more than 850,000 pieces, accounting for 27.89%; followed by wool knitwear and sweaters, with sales of 4-50,000 pieces, accounting for 15.89% and 13.68% respectively.
来源：知衣
fromPrice band sales ratioFrom the point of view, the first place in the price band of the store's hot-selling models is the 300-400 yuan range, accounting for 20.16%, followed by the high-price segment is more popular, with 1000-1500 yuan and more than 1500 yuan accounting for 16.79% and 14.74% respectively.
Inventory analysis of the "ITIB flagship store".
During the Double 11 period, the main sales categories of the "ITIB Flagship Store" include down jackets, sweaters, sweaters, jeans and T-shirts, etc., and fur, skirts, short jackets and other categories are sold as a matching group.
Source: Zhiyi
Analysis of the explosion of the "ITIB flagship store".
Since the "ITIB flagship store" focuses on trends, temperament, and independent designer styles, style keywords such as loose, handsome, and versatile have a high occurrence rate.
Source: Zhiyi
Affected by the temperature in autumn and winter, the women's clothing categoryDown jackets, woolen jackets, sweaters, fursand other strong thermal insulation functions with a month-on-month growth rate of more than 100%, among themThe month-on-month growth rate of down jackets reached 414.61%。
Source: Zhiyi
furthermoreCasual pants, jeans, short jackets, sweatshirts/fleecesand other four-season versatile items still occupy a high proportion of sales. And the month-on-month growth rate exceeded 40%.
The following is the TOP5 list of the corresponding sales of down jackets, woolen knitwear, woolen jackets, sweaters, jeans and other categories on Double 11, hoping to help brands explore consumers' aesthetic preferences and shopping trends in terms of style, style, price band and other dimensions.
Double 11 hot-selling down jacket TOP5
Source: Zhiyi
Double 11 hot-selling wool knitwear TOP5
Source: Zhiyi
Double 11 hot-selling woolen coat TOP5
Source: Zhiyi
Double 11 hot-selling sweater TOP5
Source: Zhiyi
Double 11 hot-selling jeans TOP5
Source: Zhiyi
That's it for this time"2021 Double 11 Women's Clothing Sales Review"The content of the public is about "Lierkiss", "伊芙丽官⽅旗舰店" and other popular stores on Double 11 sales details,Scan the QR code at the end of the article to add a WeChat personal account即可免费领取。
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