Online Sales Break The "Off Season" Limit

In mid June

In terms of enterprises, it is a special time point for the blue and white. Therefore, before the 6 / 18 promotion this year, there was an electronic commerce platform which predicted that sales data of clothing category would not increase too much.

But in fact, the data show that Nike, Europe, ZARA, UNIQLO, Nike, Adidas,

And so on 50 brands, as at 12:00 on June 18th, the overall turnover has exceeded Tmall last year to promote the whole day.

From these sales performance, the hot brands are concentrated in sports and

It can be seen that these two products have become the main force of online apparel sales.

Sports brand force to push new products for e-commerce

An interesting phenomenon can be found from the statistics of 6 / 18 business platform.

In the apparel industry sales ranking, the top three have a sports brand, the top ten have three sports brands.

"In fact, compared with other clothing products, sports apparel has higher technology content, especially sports shoes, so the price of such products is relatively high."

Chen Ke, Roland Begg's global partner and vice president of Greater China, told reporters in Nandu that before the expansion of the new business channel, the sports brand was still cautious.

"If we frequently participate in the promotion of electricity providers, the discount will be greater, and there will be some damage to the brand. Therefore, in the development of e-commerce, the sports brand has been controlled in the past."

However, from 6. 18 this year, sports brand is obviously more powerful than ever.

Of course, there are many skills.

For example, Adidas has expanded its internal categories into sports and fashion, and has launched more fashionable lifestyle costumes.

And casual lifestyle clothing is the best seller of e-commerce.

Or like Lining, the introduction of electronic business for products - Lining intelligent running shoes "strong Jun" and "Red Rabbit".

Since its launch in August of last year, it has sold about 300 thousand pairs in 5 months. Among them, the sales volume of the "Red Rabbit" on the daily average has been maintained at about 1000 pairs, ranking the top of the Tmall shoe sales.

In the 6 to 18 promotion of Nike, sales ranked first in outdoor sports brands. According to Chen Ke, the company adjusted its market strategy this year and increased its attention in new channels.

Online sales break the "off season" limit

"This time 6. 18 online sales are particularly good."

H&M company responsible person briefed reporters yesterday, although the company did not set up shop in Tmall and Jingdong platform, and only its own official online shop, but this big promotion performance exceeded expectations by 17%.

Men's wear, children's wear and household products are selling very well.

The reason why sales are hot is Tmall's analysis, because summer wear is basically finished in early June.

Therefore, brand names can promote sales through the sales data of the first two months, and choose the styles that customers prefer and purchase frequently.

And the new autumn festival also takes the lead in the next phase of the new product offering.

It can be said that with the help of data driven, it breaks the law of "selling off season".