又是一年春衫薄。
As spring 2022 spreads as temperatures rise in March, we can finally stuck our bloated coats into the depths of our wardrobes. Major brands have also aimed at this wave of beauty lovers early - spring clothes, from the 38th Queen's Day to various pre-sales, marketing is non-stop, and new products are constantly being launched.
Next, "Shake the Clothes Data" will invite you to a spring "feast",以UR、S· DEER, OCHIRLY, Peacebird, d'zzit五大品牌在2022.3.1-3.31期间的抖音热卖春装为Observe the object, inventory and sort out the commonality of these popular models, and provide reference for the planning and operation of the new season for the majority of clothing merchants.
来源：网络
Brand Profile
UR stands for Urban Revivo, which is a Chinese fast fashion brand with a layout for women's clothing, men's clothing, children's clothing and accessories.Mainly for urban white-collar workers aged 20-40, it pays more attention to integrating the popular elements of the season than ZARA or H&M.
An overview of Douyin Xiaodian's data in March
Source: Shake Yi
数据解读
1) The sales volume of Douyin Store in March reached 6,500w yuan, and the monthly sales volume increased by 11.68% month-on-month to 35.7w pieces;
2) The number of products on sale and the number of new products in the UR Douyin store in March increased by more than 50% month-on-month, and the number of people with goods also increased correspondingly, indicating that UR attaches great importance to the sales of spring clothes in March;
3) Judging from the sales trend chart, UR's sales performance in March has maintained a steady growth for a long time, with daily sales of 5,000 pieces.
Inventory of popular spring clothes in March
来源：抖衣
Interpretation of popular models
从UR近30天的热销商品可以总结出畅销款的以下基本特征：
1）8款畅销单品中有6款价格在200元以内，其中售价59元的三个基础款T恤分别占据销量TOP1、TOP2和TOP4；
2）The spring clothes on the list are basically versatile basics，整体风格偏通勤，款式简约，颜色也多为低饱和度的单色或双色；
3) Among the 8 spring clothes, dresses accounted for 5 models, accounting for 62.5%, and the rest were T-shirts.
Source: Internet
Brand Profile
S·DEER是一家以创造力为核心的设计品牌公司，设计灵感贯穿自然主义、先锋精神和经典文化，艺术化处理时尚语言，输出具有国际化时尚美学高度的服装作品。
An overview of Douyin Xiaodian's data in March
Source: Shake Yi
Data interpretation
1）S· The sales volume of DEER's Douyin store in March reached 5,700w yuan, with a monthly sales volume of 17.5w pieces, a month-on-month increase of more than 55%;
2) Compared to the past,S·DEER的In March, the number of new products increased by 121%, which also increased the conversion rate of the store, reaching 2.69%, which was the highest in this inventory;
3) From the sales trend chart, S· DEER's sales performance fluctuated occasionally in March, with the highest daily sales exceeding 1w pieces and the lowest selling volume of about 3,000 pieces.
Inventory of popular spring clothes in March
Source: Shake Yi
Interpretation of popular models
从S·DEER近30天的热销商品可以总结出畅销款的以下基本特征：
1）主打暗灰色调，设计感突出，展现了一种简约、内敛、文艺、优雅的高端女装风格；
2）Black-based models account for 75% of the top 8 sales, and the price is higher, mostly between 250-500 yuan;
3) The highest sales volume is 8000 pieces, and the lowest sales volume is second only to Peacebird, more than 3000 pieces.
Source: Internet
品牌简介
As the first LV-funded brand women's wear in China, OCHIRLY is the first fashion brand to break the convention and launch the concept of mixing and matching, and is good at drawing inspiration from various arts such as movies, music, painting and other art to combine trends to show women's elegant and modern temperament.
An overview of Douyin Xiaodian's data in March
Source: Shake Yi
Data interpretation
1) OCHIRLY's sales and sales volume in March were generally average, with only a 42.56% month-on-month increase in the number of new products, but it was not effectively fed back to the sales level;
2) JUDGING FROM THE SALES TREND CHART, OCHIRLY HAS A MAXIMUM DAILY SALES OF 5,000 PIECES AND ENTERS A GRADUAL DOWNWARD TREND AROUND 3.20.
Inventory of popular spring clothes in March
Source: Shake Yi
爆款解读
From OCHIRLY's best-selling products in the past 30 days, we can summarize the following basic characteristics of best-selling models:
1) The selling price is high, mostly in the range of 300-600 yuan. Among them, the top 4 sales are concentrated in the price range of 400-500 yuan, indicating that OCHIRLY is oriented to high-end women's clothing.商品竞争力较强，颇得消费者认可；
2) From the perspective of style and clothing design, OCHIRLY's popular spring clothes are mainly dresses, and most of them have rich compositions in style and color, with high fashion degree and good sense of shape, which is suitable for urban women with high consumption power.
Source: Internet
品牌简介
Peacebird is a fashion retail brand with "20-30 years old Chinese fashion youth" as its core customer group, and Ouyang Nana and Liu Wen are the spokespersons, highlighting the brand declaration of different young people living their own lives.
An overview of Douyin Xiaodian's data in March
Source: Shake Yi
Data interpretation
1) Peacebird's sales volume in March reached 33.6w pieces, second only to UR, and the sales volume was 6800w yuan, the highest in the inventory of this period;
2) It is worth noting that the number of people who brought goods to Peacebird in March increased by 15% month-on-month to 107, which shows that there is a lot of investment in live broadcast and marketing promotion;
2）从销售趋势图表来看，太平鸟的日销基本维持在5000+件，偶有高峰出现，或与营销推广运营动作相关度较高。
Inventory of popular spring clothes in March
Source: Shake Yi
Interpretation of popular models
From the hot products of Peacebird in the past 30 days, we can summarize the following basic characteristics of the best-selling models:
1）3月春装销量TOP8中有5款售价低于150元，且多为T恤；
2）相比其他品牌销量TOP8的全女装阵容，Peacebird has two men's clothing on the list, which are ranked TOP1 and TOP7；
3) The TOP8 sales volume is basically between 4,000-10,000 pieces, second only to UR;
4) From the perspective of style, most of them are versatile basic styles, which are richer in color and pattern expression than UR, highlighting young vitality and eliminating boring monotony.
来源：网络
Brand Profile
d'zzit, a trendy brand that integrates European design style, cosmopolitan girl aesthetics and the latest global fashion, provides a variety of fashionable items, pursues zero time difference in trends, and has an extraordinary ability to mix and match, making the rebellious and maverick young girl group become its crazy fans.
抖音小店3月数据概览
Source: Shake Yi
Data interpretation
1) D'zzit's month-on-month increase in March was obvious, with sales volume, sales, number of products on sale, number of new products, number of people with goods, conversion rate, etc., all increased, of which sales increased by 82% month-on-month;
2）从销售趋势图表来看，d'zzit的日销维持在一个较低的水平，但在3月多次出现波动，最高1500+件。
Inventory of popular spring clothes in March
Source: Shake Yi
Interpretation of popular models
From the best-selling products of D'zzit in the past 30 days, we can summarize the following basic characteristics of the best-selling models:
1) There are 5 dresses in the top 8 sales volume, accounting for 62.5%, and the price is high, with 4 models concentrated in the range of 650-850 yuan;
2) From the point of view of style design,Compared with the elegance of OCHIRLY, d'zzit has added a little girlish personality and agility in the design details, such as adding design elements such as broken flowers, checkereds, and irregular patterns;
3) The overall sales volume is low, even the top 8 sales volume fluctuates in the range of 600-1000 pieces.
Spring is not over, summer has arrived. In March 2022, spring clothing sales have come to an end temporarily, and the clothing industry is about to usher in a battlefield belonging to midsummer.
文章的最后，我们在春日的末班车做个总结，简单Summarize the major characteristics of Douyin's spring clothes in March 2022, which can be used as a reference for the idea of future clothing selection:
About "Clothes Shake Data"
