Yesterday, we released"2025 Taobao Tmall 618 Women's Clothing Review and Analysis" report(Click on the blue word to jump to read), shared the 618 related sales data and category hits in the women's clothing industry, and today we release the men's clothing version:
Report Highlights:
1. Stage distribution: Compared with the two-stage proportion of the women's wear industry in the same period, the proportion of double sales in the first stage of the men's wear industry is larger, indicating that the purchase decision cycle of men's wear consumers may be shorter and more susceptible to the impact of early promotional activities.
2. Category trend: Compared with 618 last year, the sales proportion of T-shirts, shorts and workwear uniforms has increased significantly.
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 39.62%; Sales accounted for 38.29%；
- The second wave of sales time: 2025.5.26 20:00-6.20 23:59 |sales accounted for 60.38%; Sales accounted for 61.71%。
It is worth noting that compared with the 37:63 of the two-stage sales ratio of the women's clothing industry in the same period, the men's clothing industry is close to 4:6, mainly because the proportion of double sales in the first stage is larger.This indicates that menswear consumers may have shorter purchase decision cycles and are more susceptible to early promotions。
02 Sales by category
According to Zhiyi data, T-shirts, slacks, jeans, shirts and polo shirts are 618 this yearThe top five categories with the highest proportion of men's clothing salesAmong them, the year-on-year growth of shorts reached 19%, which was the most prosperous among the top 10 categories.
In the sales ranking, the order of the TOP5 proportion is T-shirts, slacks, jeans, shirts and polo shirts.Compared with 618 last year, the sales proportion of T-shirts, shorts and workwear uniforms increased significantly。
Top 3 best-selling items in the T-shirt category:
The sales volume of the 3 hot-selling men's T-shirts are all more than 10W, and they are all solid color basic models, and the prices are all within 100 yuan, focusing on cost performance. Two of them are from the "Uniqlo Official Flagship Store".
The keyword "men's and women's clothing" appears in the titles of all three products, as well as "plain", "basic", "solid" and "loose".
Top 3 best-selling items in the casual pants category:
Among the three best-selling slacks, there are two elastic shorts from the "official flagship store of UNIQLO", and the price is 99 yuan, and the sales volume exceeds 60,000 pieces.
The third place is ice silk men's pants, the price is close to the people39.9 yuan, and the product title emphasizes keywords such as "ice silk", "thin style", "air-conditioned pants", "quick-drying and breathable", "loose and large size".
Top 3 best-selling items in the jeans category:
Judging from the product detail map, the three best-selling jeans are all loose and casual styles, with light tones, emphasizing keywords such as "ice silk", "loose", "wide legs", and "straight legs".
Top 3 best-selling items in the shirt category:
The 3 best-selling shirts are all short-sleeved, two of which are from the "Uniqlo official flagship store", and the price is 199 yuan, focusing on unisex and casual versatility.
The third one is from "Romong", the single product emphasizes the characteristics of "ice silk" and "professional formal wear", and the product picture highlights the characteristics of "real ice silk modal", forming a differentiated competitive advantage with UNIQLO.
TOP3 best-selling items in the shorts category:
The TOP3 shorts sales show that loose and breathable pants are the mainstream of the current shorts market, and the picture also intuitively shows the corresponding shorts types of three different fabrics, with "Hong Kong style", "American", "beach", "paratroopers" in the title, which is very in line with the current fashion trend of pursuing comfort and leisure.
That's it"2025 Taobao Tmall 618 Men's Wear Review and Analysis" reportAll of it
