Tmall 618 Climax, Clothing 1 Hours Year-On-Year Growth Of 266%

In June 16th, 1 hours after the opening, Tmall 618 entered the sprint stage, and the whole industry entered the outbreak period.

At the start of the 0 point, Tmall's clothing business was gratifying, and the 1 hour turnover grew by more than 266% over the same period. Among them, sports outdoor 1 minutes to break 100 million, men and women packed tightly, followed by 2 minutes and 7 minutes to break 100 million. Judging from the category, designer brand, tide brand and jewelry are all growing rapidly, and they have set a record of last year.

From this summer's consumption trend, young people's sports and travel enthusiasm is particularly high: in the first 20 minutes, the fascia gun has driven 10 times the growth of the small fitness equipment, and the previous 30 minutes, the sleeping bag has increased 38 times compared with the same period last year; and the canvas shoes suitable for hiking and outdoor activities have increased four or five times compared with that of last year.

For girls who love beauty, how to maintain elegant shape on hot summer days is a top priority. The demand for sunshade and meat is high. On Tmall, the growth of the category of plastic clothing has increased by 20 times. The sun sleeve has sold 500 thousand pieces in 24 minutes, which has increased 11 times compared with that of last year, and the sun hat has sold more than 1 million pieces in only 39 minutes.

Menswear brand is also growing at Tmall 618. 16 hours, the first hour, Mark Ed Faye 9 minutes over the whole day last year; just went to Italy Menswear Pitti Uomo GXG 10 minutes sales volume over the whole day last year; Tommy Hilfiger also 10 minutes over the whole day last year. Seven cards and seven wolves were used in 15 minutes and 18 minutes, respectively, over the whole day last year.

Besides sunscreen, beauty is also needed. In order to wear its own attitude, tide brand and designer brand have become the new hot spots pursued by the post-90s. Lv Yan's personal brand COMME MOI completed the whole day's performance in June 18th last year in only 1 minutes; more than 200 necklaces sold in hip-hop's flagship store, like Wu Yifan's own style, were sold out in 10 minutes; the Japanese street brand Aape sold ten days earlier than the same period last year, up 210% compared to the same period last year; Chao Superdry was more than 40 days last year than the whole day of last year.

In addition, after the habit of using cell phones to see time, the young people began to "wear watches". CASIO, Emporio Armani, Tissot and other high-end watches this year's growth is good, among them, Tissot in half an hour within the 3 days of last year's spanaction.

According to the analysis of the industry, with the entry into the university after 00 and entering the workplace after 95, young people's pursuit of brand is no longer just buying big cards or expensive ones, but paying more attention to the individuality and values displayed by the brand. Tmall has brought together 95 young people and 00 young people. This is also an important reason for this year's tide card and the rapid growth of designer brands.