What Causes The Outstanding Changes In The Category Of Double 11 Shoes Clothing?

After 7 years of itch

In the past eighth years, it seems that it has entered a new realm.

Although there are new ways of playing live and full channels, but no matter in the face of preparation or sales rise, everyone's reaction is no longer "vigorous".

Compared to the "fatigue", businessmen are more willing to attribute this calm to the normalization of double 11, "they all know how to play, so they do not have such a great sense of excitement and will not be in a hurry."

However, where there is competition, there must be happiness and sorrow.

Comparing the ranking of double 11 stores in 2015, we found out the prominent changes of the 5 shoes and clothing categories, and sorted out some views of the industry on the changes.

1.

2015 (left) and 2016 Tmall double 11 women's clothing store ranking

As the main category of Tmall double 11, women's wear has changed greatly this year, especially the Internet brand clothing.

In addition to the relative stability of Han Du Yi she, slipped and slipped from last year's seventh to twelfth this year. Yin man was directly out of the top twenty position from last year's ninth place, only ranked twenty-sixth, while the brand of UNIQLO, Only, Ochirly and other lines had a better performance.

Industry interpretation:

The traditional brand recognizes the change of user portrait, and gradually begins to satisfy the fast fashion demand of consumers. At the same time, users' consumption concept is constantly upgrading. Consumers who are also able to meet the needs of quality and fashion demand are more willing to buy offline brands that have formed brand perception.

Through the stage of platform support, the gap between the marketing strength of the Internet brand and the traditional brand has begun to show. In addition, the platform encourages pan entertainment marketing, and the marketing ability of the traditional brand shows its advantages.

2, men's clothing

2015 and 2016 Tmall double 11 men's clothing store ranking

Judging from men's clothing ranking, this year's top five flagship stores and last year have not changed, but a slight change in the ranking.

GXG and Semir climbed from fourth and fifth last year to the first and second places respectively; Levi 's and Bosteng two brands took the place of the former ten.

In the two top ten brands, Luo Meng ranked twenty, while the top thirty did not enter.

Industry interpretation:

First of all, 80 and 90s occupy the leading role in consumption, resulting in a lower enthusiasm for business men's clothing and more fashionable and casual clothes. The brand of new marketing mode such as live broadcast and star recommendation has received more attention.

As a result of the guidance of the large platform, a great factor that affects the attention degree during the promotion period is to mobilize the comprehensive strength of the resources. In this regard, the advantage of the strong brands with cable stores and brand awareness is obvious.

3.

2015 and 2016 Tmall double 11 women's shoes shop ranking

Compared to two years of the whole network store ranking can be found that this year's double 11 women's shoes flagship store ranking changed greatly.

UGG, hot wind, Studioleeselection three stores instead of Dusto (big east), acesc (Ai Sichen), Lies Dan three flagship stores into the top ten.

Among them, the performance of UGG was particularly bright, and climbed to second place directly. Skech was successful in defending the game, while BELLE, Zhuo Shi Ni and camel ranked down.

Industry interpretation:

The industry is characterized by the decline in the popularity of fashion brands and the increase in the popularity of leisure products.

Standing in the consumer's perspective, fashion trends and consumers' pursuit of brands have had an impact on the results; from the perspective of business models, women's shoes belong to the category that is difficult to join online and offline, because footwear is different from clothing, packaging occupies large space, stores are limited in stock, and it is not easy to participate in the new way of store distribution or store delivery. Therefore, even if the brand of the next store is offline, the whole channel is also difficult to make a big breakthrough.

4, men's shoes

2015 and 2016 Tmall double 11 all men's shoes shop ranking

Men's shoes are almost the most stable in all kinds of shops. Compared to two years of TOP10 shops, only one seat has changed, that is, BELLE shoes flagship store instead of the wood's flagship store has entered the list.

Industry interpretation:

Men's shoes are relatively low in purchase frequency, so the ranking will be relatively stable. From the results, we can see that the demand for men's shoes is more practical and cost-effective, not internationalized and big.

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5, underwear

2015 and 2016 Tmall double 11 underwear store ranking

According to the comparison, the main brands on underwear haven't changed much, but last year's eighth and ninth place's flagship store and Fenton snow store did not appear in this year's TOP list. The two stores were Playboy underwear flagship store and Ttiumph official flagship store.

Industry interpretation:

The price of underwear that consumers can accept is getting higher and higher, which means that they begin to pay attention to brand and quality in underwear.

But the domestic brand is more in line with the Asian stature demand, so the international brand has not yet become the mainstream. From the change of traffic volume and sales volume, the overall conversion rate of underwear category is increasing this year, the purpose of consumer buying underwear is enhanced, and the impact of price on consumer decision-making is gradually decreasing.

Insiders pointed out that during the big promotion period, besides the subjective factors and brand characteristics of consumers, the brand is the cost of profits and marketing such as double 11 investment, and the allocation of traffic and resources by large platforms is an important factor affecting the ranking of stores.

Since the beginning of this year, many brands have gained a small profit in the big promotion. Their essence is the change of cognition to big promotion. They no longer blindly pursue sales volume, start rational stock up, optimize product structure, seek benign development.