Textile And Clothing: In-Depth Analysis Of Double Eleven Data In 2019

Agency: Shen Wan Hongyuan

Rating: promising

Investment tips for this period:

Double eleven gorgeous ending, the whole network single day retail sales exceeded 400 billion yuan. 1) the single day sales of the whole network eventually reached 410 billion 100 million yuan, up 30.5% from the same period last year, up 6.7pct from the same period last year. The total number of packages in the whole network was 1 billion 660 million, up 23.9% over the same period; 2) the turnover of Tmall double eleven was 268 billion 400 million yuan, an increase of 25.7% over the same period last year. Jingdong double eleven activity period accumulative order amount exceeds 204 billion 400 million yuan, increase compared to the same period 27.9%. Suning.com double eleven all day channel orders grew by 76%, as of 11, 12 points online orders grew 86% over the same period, sales grew by 56% below the line.

19 years of double eleven trend: new pattern + new volume + new domestic product. 1) new pattern: cosmetics become new favorites, and "sink" becomes the key word. From the double eleven pre-sale data, the cosmetics industry is growing at an alarming rate. According to the statistics of billion state power network, the number of double eleven brands has reached 1 billion, with 15 cosmetics, 4 cosmetics and 4 garments. At the same time, the sinking market has become the main growth direction of the electricity supplier, and the low line cities and even the township markets are all important battlefields. 2) new traffic: social media platforms and Taobao live streaming as an important position for online red tape. "Two micro one trembling Little Red Book quick hand" social media platform for the brand pre-sale campaign, Taobao live broadcast to accelerate the flow of cash, as at 8:55 on the 11 day, Taobao live business turnover amount to 10 billion, more than half of Tmall merchants get new growth through live broadcast. 3) new domestic products: fashion and cross-border new products to achieve new life, frequent reports. China's new products are surging. The perfect diary is in the make-up / perfume category. The first, third squirrels are ranked first in food category. Bosideng ranks the second in women's clothing category, and Anta and Lining are three or four of outdoor sports category.

Cosmetics industry sales growth, is expected to rank the forefront of the industry. 1) the cosmetics industry broke out, and more than 1 billion brands appeared. In 2018, double eleven OLAY won 550 million sales, and in 2019 double eleven L'OREAL, Estee Lauder, Lancome and Olay all entered 1 billion clubs. 2) international brands are strong enough to occupy TOP1-6, and the traditional brands of domestic products are better. TOP1-6 are L'OREAL, Estee Lauder, Lancome, OLAY, SK-II and later, they are all international brands. TOP7-10 is a hundred native, the CHCEDO, perfect diary and Winona are all local brands. 3) China is one of the most important markets for international brands. Estee Lauder, Lancome and SK-II, the three high-end brands, occupy 3 seats in TOP5, and the discount rate is unprecedented. Some products deduct below 50 percent off, leading to the upgrading of consumption. 4) according to the category, skin care products are led by the international brand, and the local cutting-edge brands erupt in the cosmetics category. In terms of skin care products, international brands occupy TOP1-5, namely L'OREAL, Lancome, Estee Lauder, OLAY and SK-II. The trend of consumption upgrading is obvious. In terms of color make-up, the brand new diary is pressing for international brands such as M.A.C and Estee Lauder. The new brand is ranked seventh in the west, and the two brands are mainly in high cost performance cosmetics, relying on the high permeability of young group after 95.

Clothing shoes and hats are still eleven important contribution categories, the growth rate has slowed down, but the brand growth of the head keeps good. 1) the turnover rate of Top brand was quickening by 100 million, and Top1 UNIQLO sales broke 16 yuan for 500 million minutes; Eve Li brand sold 200 million yuan at 9 1 hours, 7 hours ahead of 18 years, and the sales of Taiping bird broke 4 million minutes. 3) according to category, men's UNIQLO won the championship, second GXG performed brightest, single brand sales reached 340 million, uniformed UNIQLO won the championship in 5 years, Boston climbed to Top2, and children's wear Barbara continued to lead. 4) the net red shop has bright eyes. As of 3 p.m., ASMANNA, my happy wardrobe entered the top ten of women's wear list. 5) the head brand still maintains a good growth rate. Anta achieved over 1 billion 830 million yuan of water flow, an increase of 63% over the same period, of which Anta brand ranked third in the industry and FILA ranked fifth in the industry. The sales volume of the Antarctic electricity supplier exceeded 1 billion 500 million yuan on that day, up by 30% over the same period last year. Semir realized a transaction volume of 1 billion 380 million yuan, an increase of 21% over the same period last year. The amount of trading realized by Taiping bird was 917 million yuan, an increase of 12% over the same period last year. The total sales of Bosideng reached 1 billion yuan, of which the sales volume of Tmall flagship store was 650 million yuan, up 58% over the same period last year.

Investment proposals: Double eleven turnover has reached a new high. Cosmetic category has become a new favorite. Clothing growth has slowed down, but the brand performance of the head is still bright. The new trend of domestic products has surged, and many domestic brands have been reborn. At the same time, the social media platform and Taobao live broadcast become an important position of the red tape, bringing double eleven new traffic. Continue to look good at cosmetics, sports and electricity suppliers, recommend: 1) cosmetics: peliya, pill beauty shares; 2) sports: Anta sports, Lining; 3) electricity supplier: Antarctica, one network, one creation, suning.com;

Risk warning: macro economy continues to oscillate, household consumption is less than expected, retail sales under online and offline are affected.