Textile And Apparel: What Are The Latest Trends In The "Double Eleven" Textile And Garment Industry In The Past 19 Years?

Investment points

Foreword: This report is not a research based on the retail business platform. In the clothing brand industry, the electricity supplier channel is one of the most important channels. This article hopes to observe the performance of the main brand clothing in the double 11 period, and summarizes and analyzes the development trend of the clothing brand in the electricity supplier platform through the statistics of the clothing brand in 2019, such as double eleven data, list and marketing means.

In 2019, double 11 has come to a close. Sales volume of the whole network has maintained rapid growth, and the growth rate has picked up. In 2019, the sales volume of double 11 network reached 410 billion 100 million yuan, an increase of 30.5% over the same period last year, and the growth rate has picked up (+6.7pct); the total number of logistics packages in the whole network has reached 1 billion 657 million, representing a 24% increase over the 1 billion 340 million years in 18 years. Among them, Tmall platform sales reached 268 billion 400 million yuan, an increase of 25.7% over the same period last year. We believe that in the context of the year-on-year growth in the sales volume of the whole network, the 19 year double 11 presents the following characteristics: 1) the new consumer group has gradually become the main force. 2) the channel will sink further. 3) rely on "double 11" to launch new products. 4) new marketing strategy.

1) Tmall platform sales reached 268 billion 400 million yuan, up 25.7% over the same period last year, maintaining rapid growth. We summarize the price changes of some brands that are focused on tracking. We expect that the discount on double 11 will be about 30 percent off on the same day (considering that not all consumers can get all the time limit and zone discount). Tmall has a comprehensive layout for people, goods and markets. 1) people: around the new customers, new members, sinking market increments and so on for the whole link of consumer operation. In 2019, the number of users participating in Tmall's double 11 increased by 100 million and exceeded 500 million. In addition, the sinking market is also the focus of its efforts. More than 50 million of Tmall's double 11 new users come from three cities and below cities. In some categories of consumer upgrading, the growth of three to five line cities is over 80%. 2) goods: new product launch, double 11 customization, Tmall customization, exclusive sale, etc. The good performance of double 11 new product data also reflects that Tmall has speeded up the launch of new products through the "Tmall new digital system" for the segmentation of people's needs, and helped the brand to hatch new products with remarkable results. It can realize the accurate touch and effective transformation by using big data, and bring new impetus to brand growth. 3) field: full field operation, using IP, live broadcast, outfield and other consumer scenarios to interact with consumers efficiently. On the day of double 11, the turnover of Taobao live broadcast was nearly 20 billion yuan, and more than 100 million yuan live broadcast rooms.

2) Jingdong platform: sales growth has been improved. Double 11 day Jingdong platform trading volume reached 70 billion 500 million yuan, accounting for 17.2% of the total network sales; if from November 1st -11 11 cumulative orders, Jingdong platform sales of 204 billion 400 million, an increase of 27.9% over the same period, the growth rate has increased (+2.2pct). We believe that the biggest highlight of Jingdong's double 11 is the sinking market, which contributes significantly. This double 11 Jingdong focuses on the sinking market. The layout of Beijing Xi social business platform and Jingdong will be arranged in two directions. Among them, Jingxi users are mainly facing female users and low tier cities, showing strong pull in the sinking market. As a result, in this double 11, the overall number of Jingdong users in the 3-6 cities increased by 60% year-on-year, with more than 70% of new users coming from the low tier cities, and three and three below the same period last year. The number of active stores and orders accounted for more than 80% of the total platform.

3) in addition, in this double 11, suning.com around the "create 1 hours scene life circle", in the scene retail linkage, online and offline promotion, more than 13000 stores participated in the double 11, Suning square and suning.com Plaza on November 11th, the passenger flow burst tens of millions, Plaza passenger flow grew 136%; year-on-year growth in Suning supermarket orders 287%.

4) and many platforms still follow the strategy of low price and high cost performance, and set up the strategy of "no deposit, no need to wait" for promotional products. On the basis of "ten billion subsidy", there are no upper limit consumption subsidies for more than 20000 products of nearly 200 brands.

From our statistics to the focus of tracking the brand double 11 sales: Kai Run shares 90 points brand is expected to achieve about 150 million yuan, an increase of 50% over the previous year, 4 consecutive titles in the luggage category list; Antarctic business platform to achieve 1 billion 538 million yuan, an increase of 32% over the same period; Anta and Lining respectively achieved 63% and 50% growth; mercury home textiles achieved 266 million yuan (+12%); Semir apparel growth reached 31% to 31% yuan; Bosideng achieved sales growth, sales exceeded breakthrough yuan.

Recommended targets: Kai Run shares, Antarctica, Lining (02331), Anta (02020), mercury home textiles, Semir apparel.

Risk warning: terminal consumption is weak, and electricity supplier channel growth is slowing down.