Only Unpopular Products, There Is No Brand That Can Not Be Turned Over.

In 2019, Tmall's double 11 day turnover was 268 billion 400 million yuan. In the final list, there were 15 brands of 1 billion yuan, of which 4 were clothing brands, namely Nike, Adidas, UNIQLO and the Antarctic.

What is the concept of "over 1 billion"?

Based on the average price of these brands, the sales volume of the 24 hours is over one million pieces per day.

From 2009 to 2019, eleven years, Tmall double 11 clothing sales list rankings changed several times, from JACK&JONES, JEANSWEST and wolves to Nike, Adidas and UNIQLO.

Behind the change of fashion is the change of times and social culture.

A JACK&JONES can get a year of Joseph.

In 2009, a "meteor shower" came to the north and south of the river.

Liu Yimin, a senior sophomore, remembered that the heroine played by Zheng Shuang was standing in the store of the mus bond. He tried to dress and said, "duomu took me to Metersbonwe and picked lots of clothes and shoes. Standing in front of the mirror, I don't know who the girl is... "

The United States has gone to the top by relying on "not taking the unusual path", and the Korean side's Semir has also taken the popularity of Korean dramas into the hearts of young people.

But in that year, the most rare number was JACK&JONES.

At that time, Liu Yimin's cousin was in high school in the capital city of the south. According to his statement, anyone in the class had a Semir and muse bond. It would be a year to get a JACK&JONES.

Liu Yimin gave his cousin a JACK&JONES after making a part-time job, so far she would laugh at him: "often reveal the name of the clothes on purpose, for fear that no one else will know."

In fact, since entering China in 2000, the Danish brand, the main European and American style, has been quiet for some time. A few years later, Chinese people gradually accepted European and American tidal clothing. JACK&JONES also tried to get close to the Chinese market.

In 2009, JACK&JONES did two big things: shop on Taobao and join Taobao 11 in a few months. That is the first double 11, only 27 brands to participate in, JACK&JONES won the first day sales volume of 5 million yuan. For young people who have a double J dress, the temptation of half off is too great.

From 2009 to 2013, the United States and Semir both fell back. JACK&JONES was riding on the wings of 11 pairs, with a wind and fire. Over the past five years, Tmall double 11, JACK&JONES has been dominated by apparel three and two times.

There are many brands competing for it. One of the fastest sales is men's clothing such as camels, seven wolves, and the two is the women's clothing brand grown in Taobao, such as Yin man and split silk. The former represents fashion and the latter represents individuality.

In 2012, Tmall double 11 and camel became the first clothing brand to break through one hundred million yuan sales volume. In 2013, double 11, seven wolves, 18000 light and colorful down coats became the bomb, and sales were second only to JACK&JONES, ranking second.

Inman has a cold air, and the customs are very individualized. Tmall double 11 big promotion, the two sales volume squeezed into the top ten of women's clothing in 2012, and squeezed into the top five of women's clothing in 2013. During this period, the style of women's clothing was very popular, and the cold and national spirit of the minority became the trend.

"Good wear" is the king's way.

When Liu Yimin graduated from graduate school in 2014, the clothing industry was on fire and water. On the one hand, the domestic brands are bogged down in the mire, and the other side is the fast fashion trend of attack and the rise of the Korean wave.

This year, fast fashion is everywhere in mainland China. UNIQLO opened 86 new stores, H&M opened 60 new businesses, GAP opened 23 new businesses, and ZARA opened 12 new businesses.

To understand why fast fashion can go against the trend, we must first understand its characteristics.

Fast fashion is "fast and fashion", and the brand will sell the latest design at the fastest speed. After entering China in early twenty-first Century, they succeeded in opening the market because of the rich product iteration and only a fraction of the price.

But the most popular among them is the most atypical UNIQLO. It is not typical because it is not like other brands to catch up with fashion trends. Most of its costumes are basic, but at first glance it is no ordinary, but it has two qualities: "simple and comfortable".

In 2014, Tmall double 11, UNIQLO only sales of women's clothing was over two hundred million, men's wear, women's wear and children's clothing superimposed on top of the clothing category first.

The outbreak of double 11 is expected.

As early as before, Liu Yimin discovered that no matter which male or female friends, no matter which city came from, or which city to go to, there was no need to wear uniforms.

Just entering the workplace, she was still dressed in neat skirts. However, in less than a year, she became one of the fans of UNIQLO, and bought three or four pieces.

"Clothes, good wear is the king's way. It does not mean that I have a crush on this brand, that is, the price is OK, the matching is convenient, and there is nothing wrong with it. Liu Yimin said.

Behind the rise of UNIQLO is its success in creating a brand positioning of "no money people feel expensive, rich people feel no low", and at the same time, more and more people like low-key, comfortable lifestyles, like skin and natural fabrics; more and more people begin to accept themselves instead of showing themselves through clothing.

In the same year, the Korean drama "you from the stars" fire, "national goddess" thousand of the clothes, shoes and sunglasses, all in Taobao Tmall became the explosive money. Han Du Yi house signed Gianna Jun, the first time of thousands of songs. That year Tmall double 11 and Han dresses sold the first place in women's clothing category.

This hot momentum lasted until 2015.

In this year's list, UNIQLO won the first place in women's clothing sales, and Han Dou Yi house ranked second. Europe's time and ONLY ranked the top five. This is the last time JACK&JONES ranked in men's clothing second. After that, it was surpassed by Hai Lan's home and Taiping bird.

Compared with 2014, Tmall's double 11 list did not seem to change very much, but it concealed the foreshadowing of another stage.

The runaway shoes and the marathon that cannot be sold.

"Nike photographed the national fitness program and found that people wore white rubber shoes, leather shoes and general overalls. This makes American colleagues a little worried that Chinese people do not run, how to promote running shoes?

When recalling the brand's entry into China, Dong Wei, vice president of Nike global and general manager of Nike Greater China, said.

The change is always so unexpected.

In 2019, Li Bo signed up for the Hangzhou marathon as a "double gold" event early. Unfortunately, he was defeated. Later he learned that the number of half marathon applicants was 59739, and the final success rate was only 16.7%. Statistics show that the number of people applying for Hangzhou marathon for five consecutive years is 5986. Both the total number of applicants and the number of participants continued to increase.

Running is just floating ice on the sea. Under the iceberg is the penetration of healthy concept and the surge of comprehensive fitness.

In 2016, Tmall double 11, Nike surpassed UNIQLO, became the first dress category, and the whole category was fifth. Adidas ranked the clothing category third, the whole category fifteenth.

The top three categories of clothing and sports are two, and the fashionable cultural concept is self-evident.

In 2017, the Paris family released the daddy shoes, the price was as high as 795 US dollars, about 5303 yuan, is highly sought after.

It points out the trend of popularity and makes leisure sport a mainstream.

This year's daddy shoes are also at the forefront of the trend. After improvement, the technology is more comfortable, and the sole shapes are diverse, thick and exaggerated.

In 2017 and 2018, Tmall double 11, Nike has maintained a turnover of clothing category first, fifth of the total category of records, UNIQLO followed. Although Adidas still ranks third in clothing, it has rushed to eighth of the whole category.

According to the experts of Tmall fashion trend research center, there are two points behind the outbreak of sports and Leisure: the relaxed and healthy attitude of life changing from tension and pressure, one of which is that the scene is refined, and then the business and the refined people have to admit that they have different dress requirements, and people begin to pay attention to and build their own clothing scenes.

Sportswear has become an effortless fashion. Brands such as Nike and Adidas have seen the latest consumer preferences through electricity providers, and opened new growth points to the sinking market.

Movement remains, rising tide.

In 2019, Tmall double 11, the whole category ranking, Nike, Adidas, UNIQLO sales lead, sports brand trend is still.

The top three women's clothing were UNIQLO, Bosideng and Vero Moda.

Bosideng's achievements are quite outstanding. Nearly three years, double 11, Bosideng has been ranked the top three of women's clothing, the success of this second.

The tide of China is also the trend of China.

Since the beginning of 2018, Lining boarded the fashion week in New York. The clothes of "enlightened" have refreshed the impression of the Chinese people.

In this trend, Bosideng introduces fashion series down garments. First came to New York fashion week, and then joined the three international designers to launch a release show. It also changed the image of "big aunt's warmth retaining weapon" in the past, and became a good idea for young people.

The rise of Chinese goods fully shows that only unwelcome products, there is no brand that can not be turned over.

Fashion circle has been resurgence in thirty years. Just as you can't predict tomorrow's mood, what will be the next fashion? Who knows?