Double 11 Tmall Clothing Business Mobile Pactions Accounted For Over 50% Fashion Effect Appears

The chop hands party did not slack off the favor of costumes.

As of 12 noon in November 11th, Tmall double eleven had 4 clothing and apparel business sales of over 100 million yuan, of which mobile terminals accounted for more than 50% of the paction.

Zhang Yi Xing, an electricity supplier manager of fashion fashion group, said that the JackJones of its menswear brand has been participating in double eleven for six consecutive years, and the turnover of 1 hours and 48 minutes this year is broken.

Last year, it took 11 hours. In 2012, it took 18 hours, especially in the mobile terminal, with a turnover of more than 55%.

The fashion group, including the bestseller, the UNIQLO, the Korean clothes house and the Taiping bird men's wear flagship store broke through 100 million yuan in only 12 hours.

It is worth noting that these four flagship stores account for more than 50% of mobile pactions and 55% of Korean homes.

Marketing Director of Han Du Yi house

This year, the growth rate of mobile visitors is 2 times more than that of last year, from 0 to 1 in the morning of 11, with sales of 70 million and 50 million from mobile terminals.

"Tmall has given us a lot of guidance in data operation, which has greatly improved the user browsing efficiency during the preheating period."

Unlike previous years, this year's mobile terminal pactions accounted for a rapid growth rate, only 7 hours, 36 minutes, 6 seconds, mobile terminal turnover exceeded 10 billion yuan.

Tmall keeps absolutely in dress industry

Market share, according to the quarterly monitoring report of China's B2C market released in the second quarter of 2014, released by Analysys think tank, shows that the scale of clothing trade reaches 87 billion 730 million yuan, of which Tmall's market share is 74.3%, far higher than that of other B2C providers.

"Fashion" is one of Tmall's most important strategies. It has increased its layout in vertical industries such as clothing, cosmetics, and home appliances. Tmall has introduced international brands such as Burberry, ZARA, Muji, Estee Lauder, ASOS and so on.

Among them, Burberry is a special custom product for Tmall double eleven, and the three small household appliances with Muji are the exclusive start of Tmall double eleven.

In August of this year, Tmall released the fashion strategy to provide the platform business with the overall solution of "brand fashion". By creating a three-dimensional marketing system for fashion media, seamless docking between brand players and consumers was made to establish an e-commerce fashion ecosystem.

Xu Xiaofeng believes that the fashion effect of Tmall has already appeared. The two obvious reactions of this year's double eleven, "conversion rate" and "customer unit price" have greatly improved the consumer's awareness of brand recognition.

This is closely related to the whole platform of Tmall moving towards fashion.