Review 2013 "Double 11" Hot Men's Dress Review Inventory

Men's clothing, simply from the scale, originally failed to achieve the leading position of the market position. However, whether in the e-commerce industry or in the double 11 shopping carnival, men's wear has always been the protagonist. For consumers, this industry covers the most extensive group of online shopping users. For businesses, this industry is one of the most mature consumer goods industries in the domestic branding process. Men's clothing has bred a large number of mature brands, and they are also the most active group to embrace e-commerce. This also makes Men's wear The research value of category has already surpassed the men's clothing industry itself.

　 Category overview

In 2013, double 11, men's clothing category total turnover of 22 million 480 thousand goods, an increase of 63.8% over the previous year. Like other categories of shoes and clothing, the growth rate of men's clothing category 11 this year has not only declined significantly compared with the previous year, but its growth rate is also lower than the overall growth rate of 11.

However, the men's clothing category only TOP500 brand in double 11 day's turnover amounted to more than 3 billion yuan, can match the performance of women's clothing, and the premise is men's online scale is only about 1/3 of women's clothing. As we will analyze later, the properties of the men's bias mark make it very suitable for 11 such large-scale promotional activities. Moreover, under the strong support of the group of 11 under the traditional brand led by the line, men's clothing displayed a very strong explosive energy in the double 11 activities.

After a single day sales break through one billion levels, the men's clothing category will eventually bid farewell to the era of rapid growth and enter a period of steady growth. In fact, TOP500 brand this year double 11 compared to last year's double 11 turnover amount is more than 1 billion 100 million yuan, can double 11 on the day to achieve men's incremental sales category is still only a few.

On the same day, men's clothing category attracted a total of 39 million 530 thousand people's attention, an increase of more than 10 million over last year, an increase of 37% over the same period last year. This growth rate is very close to the growth rate of the whole online shopping users, reflecting that when the permeability of double 11 is large enough, the performance of mature classes will converge with the whole industry.

The overall price of the men's clothing industry has been slowing down. We think this is a normal phenomenon. Observing the clothing sub items in China's consumer price index, we can find that in most cases, the price index of clothing has always been negative for the past ten years, and the price level of clothing has continued to decline. The competitive environment of e-commerce is more than that of the traditional retail industry, and price competition is the first to bear.

But double 11 men's clothing price has been increasing over the past few years, and the unit price on the day of activity is obviously higher than the normal period. The most intuitive interpretation is that the consumption of double 11 pairs of men's clothing is very obvious. If we add a time label to this pulling effect, double 11 will stir the men's clothing market at the beginning of the game. GXG, JackJones, nine Mu Wang... All these brands were men's wear. Double 11 Star. They not only gradually led the traditional men's wear brand on-line, but also directly promoted the "electric business" of other industries.

Similar to the laws shown by other categories, the number of double 11 men's wear shops has accelerated this year. The rule of experience is that the traffic cost of the double 11 promotion period is very high, which is often the world of big brands. The online men's clothing has become the traditional brand of the world, these brands are the biggest gold, the small and medium-sized sellers can hardly compete with them. But this year, the trend of all categories is more decentralized. This trend change is particularly noteworthy.

　　 Two, the metamorphosis of double 11.

From the distribution of men's TOP500 brand double 11, the market share of TOP3 brand has dropped slightly, and the market share of sixth to 30 brands has improved significantly. After 30, the share of brand groups is rising and falling. The brand of the head is slowing down, and the waist brand is rising.

Specifically to the brand, JACK&JONES, seven wolves, GXG, Bosideng, nine Mu Wang and other traditional brands this year double 11 of the transaction growth is relatively small, and Luo Meng, Mark Ed Faye, Jin Ba, SelectED and other brands grew faster. In the TOP brand, UNIQLO and Jeep show strong outbreaks in this year's double 11. UNIQLO, as a leader of the basic fund, has been very steady in its e-commerce business, and its brand turnover has been growing steadily and steadily since the launch. Battlefield jeep is a new outdoor style Amoy brand recently. Its distribution is strong and its growth is very fast.

It should be said that in terms of turnover, the TOP men's brand appeared to be significantly differentiated during the double 11 period.

After splitting the brand on the day of double 11, it was found that basically all the TOP brands had a very obvious increase in the conversion rate on the day of double 11 than the previous year, but the flow of many brands hardly increased. JACK&JONES's brand concern was down 11 on the same day last year.

First of all, we must admit that every brand has a cognitive ceiling, and the ceiling is even lower for clothing with a higher degree of individuation. At the same time, another big background is that China's electricity supplier industry has already gone through the bonus period of traffic, and the period of rapid growth of market volume has become a past event. Against this background, the TOP brand will also go from "hunting" to "captive" development. The slowdown in the growth rate of TOP brand traffic and the upgrading of conversion rate are a microcosm of this change.

Another data that can reflect the brand double 11 strategy is the brand transaction data of the previous 11 weeks. Men's double 11 TOP brand, Luo Meng, Mark Ed Faye, Pacific bird Camel, Uniqlo The turnover of CABBEEN and other brands in this period has been significantly reduced compared with that in October. Correspondingly, the number of collections of these brands during the double 11 period has increased significantly over the previous year. For these brands, the accumulation of consumption in the early days of double 11 activities has been concentrated on the day of double 11, bringing the rapid growth of these 11 brands.

In stark contrast, JACK&JONES and seven wolves. Bosideng Nine brands such as "nine herd king" have been relatively stable for a period of time before and after 11, and the phenomenon of turnover is not obvious. (Note: brand channel structure will also affect transaction volatility. The more concentrated channels, the higher the proportion of official sales, the greater the impact of activities. )