Double 12 VS Double 11 , we found these rules of clothing merchants...
Compared with the biggest S-level shopping carnival of the year, Double 11, which was born in 2013, is an e-commerce festival launched by Tmall again after the big victory of Double 11, with the original intention of continuing the residual temperature of Double 11 and satisfying the remaining needs of merchants and consumers who had slightly regretted before.
As the last big promotion at the end of the year sandwiched between Double 11 and the New Year's Festival, the 2022 Double 12 is due to the premise that multiple factors such as time, marketing, and preferential efforts are insufficientThere are still many stores that have withstood the pressure and turned around in adversity and achieved good results。
Next, Zhiyi Technology will be based on the sales data of Tmall and Taobao dual platforms, for everyoneInventory and comparison of clothing e-commerce data of 2022.11 Double 11 (2022.10.24-11.11) and Double 12 (2022.12.10-12.12)., through analysisTop 100 stores in terms of salesThe changing trend of the ranking summarizes and discovers more rules for the majority of merchants, and finds new opportunities and entry points.
(Note: The following data source is Zhiyi Technology and does not represent the official)
Due to the difference in the scale of the event, platform marketing and attention, it is known that the store sales volume of Double 12 is not advantageous compared with Double 11, so Zhiyi Technology will be during the two major promotionsRank of store salesAs an evaluation criterion, passedAnalyze the rise and fall of the rankingsObserve in betweenMarket trends。
Changes in the proportion of Tmall and Taobao
The 2022 Double 11 (2022.10.24-11.11) and Double 12 (2022.12.10-12.12) intercepted from Zhiyi TechnologyTop 100 list of Tao clothing storesComparing the data, it was noted that the proportion of Tmall stores dropped from 65% on Double 11 to 44% on Double 12, a decrease of more than 21%.
Changes in the proportion of Tmall Taobao stores in the TOP100 stores, illustratedIn terms of participation focus, resource tilt and market share, Tmall merchants tend to focus on Double 11, while Taobao merchants focus on Double 12。
More notably,In addition to a significant increase in the number of Taobao stores, the quality of its jump is also very eye-catching: In the TOP10 list of Double 12, Taobao stores soared to 5, namely "Libelyn Sisy", "ASM ANNA Anna", "Daxi Homemade Quality Women's Clothing", "Golden Mushroom Mushroom" and "My Joyful Wardrobe"; In the TOP20, the number of companies surpassed Tmall with 11.
On Double 11 a month ago, only 1 Taobao store "Rongmei high-end women's clothing" was shortlisted in the TOP10 list, and only 3 in the TOP20.
Double 11 and double 12 double list shortlisting rate
In the list of the top 100 stores in sales of Double 11 and Double 12 according to the statistics of Zhiyi Technology,A total of 69 stores were repeatedly shortlisted in the double list, but only 31 of them are on the rise, of which 80.64% are Taobao stores.
Among the 31 stores that rose in the rankings, 87.1% of them rose in the top 10 places or more, 41.93% of the rankings rose by more than 30.
Corresponding to the downward trend in the ranking, a total of 36 stores have seen a decline in the ranking, 86.11% of which are concentrated in the range of 1-30 declines.
meantime91.67% of the list that fell in the ranking were Tmall stores； Among the stores with a drop of more than 10 and more than 30, there is only one Taobao store, and the rest are Tmall stores.
Judging from the distinct quantitative changes and ranking ups and downs of Tmall stores and Taobao stores, most Tmall stores are not as energetic as Taobao stores for Double 12, whether it is marketing publicity or discounts, they have plummeted, and there is the possibility of cleaning up the last batch of inventory.
而这恰恰是大量淘宝中小商家更好发挥优势的良机，能最大限度消除与天猫店竞争时经费不足的劣势，有机会与之站在双12同一起跑线上就产品本身进行比拼。
最后，我们将目光聚焦到从双11、双12这两个销售额TOP100榜单中涨幅最大的店铺名单。
如图所示，从20家店铺的市场类型来看，依然是淘宝店铺占据绝对优势，仅有「艾莱依官方旗舰店」与「高梵旗舰店」为天猫拿下2个席位，且两家的主营服装品类均为羽绒服。
以「艾莱依官方旗舰店」为例，通过【知衣】可以明显观测到其销售额在12.10与12.12分别出现了两次波峰，同比去年销售额走势，「艾莱依官方旗舰店」在双12活动开始前便有接近100%的涨幅，可见该店铺增长之强势。
与羽绒服品类畅销同理，共有4家主攻“皮草”的淘宝店铺排名暴涨，「CC皮草」更以64位的差距夺得双11涨幅TOP1。
同样地，我们用【知衣】分析「CC皮草」，发现其店铺在12.10-12.12期间的销售额TOP5品类分别是皮草、羽绒服、派克服、皮衣与毛呢外套，且皮草的销售额占比高达96.4%，说明双12消费者对保暖类外套的需求在双11之后依然旺盛，与双12期间气温骤降、临近圣诞春节等因素高度关联。
接下来，排除了「鸭鸭官方旗舰店」、「CC皮草」等7家具有明显主营服装品类的店铺，知衣科技将排名跃升超10位的20家店铺作为样本，针对他们在双12期间的销量TOP10热销服装进行分类统计，用于挖掘爆款、品类趋势。
基于200件爆款服装的统计分析，知衣科技注意到毛针织衫、休闲裤与毛呢外套的品类分布表现优异，牛仔裤与毛衣次之。
推测原因或与大件外套的配套穿搭相关，毛针织衫、毛衣等上装与牛仔裤、休闲裤等下装作为服装搭配，必然随着保暖刚需羽绒服、毛呢外套、皮草的畅销而销量上涨；另一方面，T恤与短外套、衬衫等较为单薄的服装品类上榜，说明反季产品亦有一定的畅销可能性。
在品类占比之外，知衣科技结合各品类对应的热销销量做平均值处理，得出了下图结果：
On the whole, T-shirts, casual pants, sweaters and jeans and other relatively low customer unit prices, the average sales of bottoms are more prominent, and the sales of corresponding popular products are basically more than 4,000 pieces, and the sales of each down jacket with high customer unit price have also performed well, reaching 3,000 pieces.
值得注意的是，衬衫的品类分布与品类销量平均值，均为盘点的热门品类最低。
最后，将我们的样本对象锁定在满足“双11双12双上榜TOP100店铺+多品类销售+店铺排名涨幅＞10”三重要求的20家店铺，相比家大业大的天猫头部店铺，他们的爆款规律对广大服装商家更具有参考意义。
在这20家店铺对应的200款热销产品中，我们将爆款的标准定为“销量5000件”，随之筛选出了31件双12爆款。
而这31件双12爆款中有93.54%集中在6家店铺中。其中「莉贝琳sisy」10款全为爆款，销量破1W的更是达到了6款，正是如此巨大的销量一步步助推「莉贝琳sisy」登上了本次双12销售额TOP4的宝座。
分析「莉贝琳sisy」的店铺相关信息，注意到12.10的首次上新产品数甚至不输于11.10的双11最后冲刺阶段，12.9更是重新上架了116款产品，累计在12.8-12.12的5天时间里上架了206款产品，多于双11里10.24-11.11这19天里的200件。
值得注意的是，所盘点的31件爆款100%均在12月上架, of which 29% were on the shelves at 12.10 and 38.7% at 12.1, leaving more time for publicity.
以「张贝贝ibell」店铺的热销2W+的爆款产品——“舒适style~笑脸小标签 慵懒加绒休闲裤”为例，我们可以在【Zhiyi】看到该爆款12.1上架，并在双12的预热期12.10当日销量达到峰值1.6W，且其在主页搭配的羽绒服产品销量也随之上涨了近600件。
此外，观察右侧抖音关联项，可知该款曾在抖音有过营销推广活动，期间共有2位短视频达人合作并发布了3个作品，均在12.1产品上新前作为预热，与作品相关的购物车关联淘宝，预计抖音渠道带来了1W左右的销量。
观察右侧抖音关联项，可知该款曾在抖音有过营销推广活动，期间共有2位短视频达人合作并发布了3个作品，均在12.1产品上新前作为预热，与作品相关的购物车关联淘宝，预计抖音渠道带来了1W左右的销量。
点击其中点赞量较高的带货作品，发现内容为商品在各个日常生活场景中的穿搭图片。虽然视频内容较为简单，但由于达人拥有近28万粉丝，评论转发等互动量均达到了数百，并有效转化成了淘宝销量。
除了抖音等外部渠道的引流，爆款也与淘宝站内的搜索有着莫大的关系，比如「莉贝琳sisy」家销量1.4W+的“圆领套头加绒卫衣女新款通勤宽松百搭休闲上衣外套冬”，在知衣的营销动态中可以发现卫衣上的“1980”图案成为了消费者搜索的关键词，并在12.8排到了最高第3位。
基于此，我们可以推断出淘宝店铺在12月初大量上新，并且配合站外抖音直播/作品引流、站内淘宝广告搜索词投流等会带来更为可观的销量加成，与适宜的款式/品类组合出击，更容易爆款成功率。
Double 11 is the battlefield of Tmall's top brands, and Double 12 is more suitable for a large number of Taobao merchants to play to their advantages：
1.淘系店铺在双12TOP100榜单上更占上风，天猫店的占比从双11的65%下降到了双12的44%，降幅超21%。
2.双12的TOP10榜单中，淘宝店铺飙升至5家。
3. A total of 69 stores were repeatedly shortlisted in the TOP100 list of Double 11 and Double 12, but only 31 of them showed an upward trend.
4.排名下降的36家店铺中，天猫店铺占比91.67%。
1.双12消费者对保暖类外套的需求在双11之后依然旺盛，除了羽绒服、皮草，毛针织衫、休闲裤与毛呢外套是最受欢迎的3个品类。
2.牛仔裤、休闲裤等下装；毛针织衫、毛衣等上衣会随大件穿搭带动销量。
3.T恤、短外套、衬衫等反季产品亦有一定的畅销可能性。
1.大量淘宝商家会在12月初，上新数量甚至高于双12。
2.配合站外抖音直播/作品引流、站内淘宝广告搜索词投流等会带来更为可观的销量加成。
以上便是本次《双12 VS 双11》的全部内容，想要秋冬羽绒服趋势、2024春夏女装趋势等更重磅、更完整的独家分析报告，扫描文末二维码咨询更多服装电商数据服务。
