2010 Clothing Online Shopping Keywords: Segmentation, Brand, Style

Taobao released the fashion trend in 2010. Taobao responsible person said that next year, the material of women's bags will be more diverse, and seasonal sensitivity will be stronger. With more emphasis on quality, the unit price of bags will continue to rise, and the attention of brand authentic products will be higher.

On January 6, 2011, in the annual ceremony of Taobao, Taobao released the fashion trend of 2010. Many fashion magazines say 2010. Chiffon Take the road. Enter Taobao net, enter "Chiffon" in women's boutique, search out 651406 treasures. In the certified Taobao mall, search for chiffon costumes and find more than 5000 items. With ever-changing styles and collocation, you can always find one that you like and fit.

Delicate lace, soft. Chiffon gauze The secret garden of spring is permeated with romantic and boundless temptations. Sometimes, the Internet can easily stimulate some instinctive and latent desires. Therefore, it is not difficult to understand why sexy underwear will become a hot selling product.

In 2009, the clothing network shopping industry development status data statistics, clothing network shopping market transaction scale reached 30 billion 870 million yuan, an increase of 81.5% over the same period. AI predicts that growth will gradually stabilize in the next 3 years, and is expected to exceed 80 billion yuan in 2012.

Women's clothing is hot.

According to the research data of Ai Rui net, in 2010, in the apparel industry of Taobao, the largest number of women's clothing, accounted for 36.6% of the total user scale of the apparel industry; the sportswear and men's shoes were the smallest users.

From the ten subdivision categories of clothing industry, apart from clothing accessories, the Q2 of other categories has increased over Q1. The larger growth subdivision categories are sportswear (69.8%), women's shoes (65.6%) and men's shoes (65.5%).

The following is a column chart of the turnover of Taobao apparel category.

Pictures from Taobao data platform

In terms of women's underwear, bra style and adjustment have become the focus of this year's style and have been popular among Taobao buyers. For warm underwear, Bamboo carbon fiber High tech fabrics such as heating fibers continue to be favored by many buyers, and coral corduroy fabrics are very popular in household clothes. Women's socks, to prevent disease and leg double concept of varicose socks has become the highlight of this year.

Bags, women's bags are still dominant, with a turnover of 70%. At the price level, 101-500 of the single products are most popular, accounting for 40% of the turnover, while the high price of the big bag can not be overlooked, and the turnover of 2000 yuan or more is 15%. Japan and South Korea prevailed, accounting for 30% of turnover. In terms of elements, vehicle sewing was more popular than fringes. Consumer demand for materials is getting higher and higher. The proportion of real leather bags has reached 50%. In the winter, leather bags are prevalent, and the single product search volume is 660 thousand per week, far exceeding the 230 thousand heat of real leather bags. In the case of suitcase, the ABS material box is very popular, and the turnover should exceed the cloth box. In terms of brand, COACH popularity has been rising rapidly, and the transaction has been squeezed into the top three. Civilian luxury has been popular among the people.

Taobao responsible person said that next year, the material of women's bags will be more diverse, and seasonal sensitivity will be stronger. With more emphasis on quality, the unit price of bags will continue to rise, and the attention of brand authentic products will be higher.

Various styles of online romance

A group of original design fashion shops with a national style have grown up on the Internet, and they have a large number of fans who focus on artistic individuality and pursue independent taste. These products, which are famous for their original design, are fond of natural fabrics and strong national colors. Some of them also accept the custom made by Amoy friends, and the selling price is often higher than that of ordinary net goods.

Snow boots almost swept all over China last winter. Including the never snowy Guangdong, the beautiful eyebrows on the streets are almost like "feet". Such popularity also has to be attributed to the Internet. There are numerous shops on Taobao's big and small snowshoe boots. Australia's UGG, overseas purchasing, and foreign domestic sales, from hundreds to tens of dollars, are really selling crazy.

What Taobao wants to do is a fast fashion modern women's channel brand. According to different target groups, each brand of wheat bag has its own style and price. "DUDU" is based on the first layer of cowhide as the raw material, which is very suitable for the OL crowd; "flying space" is positioned as a girl under 25 years old, highlighting the "lovely" elements; "wave beauty" follows some international brand names in style, suitable for the 30 year old European and American children, while "Ka Tang" takes the Korean version of the line, with "neutral" as the main style; "Alfa" takes the classic style, and the main age is 32-42 years old mature women.

MOSHOW is a popular brand of sexy underwear products on Taobao online. Its maker, Hangzhou Shang Yue, has many years of experience in producing international underwear. The lifestyle it wants to lead is to "make people accustomed to dressing up before the fun life, as if they are accustomed to dressing up before socializing."

Brand rise, design first, {page_break}

"Seven grid TOP tide shop" is one of Taobao's most popular women's clothing stores, but the real horror is not its sales, but its fantastic speed of development and its future competition pattern. This is the fastest growing and most successful online shop in Taobao. Not only that, there are already 5 "Taobao grid" shopping agents outside Taobao, and foreign distribution websites have developed to Europe, America and Japan.

Every time you want to add the new style, the seven grid will first upload the new design to the shop. For example, when we prepare 80 new clothes, we will design more than 200 new models, allow netizens to vote and select them, discuss them in QQ group, and finally select the styles that everyone likes to make changes, then upload them to the website, repeat several rounds, and finally get on the shelves and produce.

This completely subverts the traditional mode of leading fashion designers. Traditionally, designers have closed their doors to capture the fashion elements and their own inspiration to decide the next quarter's style design. The seven grid mode is in turn, consumers are beginning to really decide the trend of fashion and fashion.

The "98 decibels" cowboy shoulder bag sold in the wheat bag store is a milestone in this model. The name is "98 decibels", because the designer thinks that women will scream and scream when they look at the bag, and the volume of the scream is 98 decibels. Facts show that within a month, the sales volume of this single product is close to 50 thousand, and it is still selling well.