The Women'S Wear Industry Report: The Conversion Rate Of Live Broadcast To 21.2% Is Higher Than That Of Other Categories.

On December 12th, a few days ago, a joint Tencent advertisement was released to publish the report on the social work of women's clothing industry (hereinafter referred to as the "report"), which was interpreted in detail from the domestic apparel retail industry and the development of women's clothing category.

The report shows that in recent years, the women's clothing industry is showing a weak growth situation, with a growth rate of 7.4% in 2014. It has dropped to 5.4% in 2016 and 7.6% in 2018, and the growth rate in 2019 is expected to drop to around 3%.

Although the growth rate of the industry is not optimistic, there is an upsurge in the trend of the beauty business in the eco environment. In addition to the high growth of GMV scale, the scale of users is also showing explosive growth. According to the data, the number of customers who subscribe to women's clothing has increased by more than 20% over the past three years, especially in the first half of 2019.

The report shows that during the second half of 2016 to the first half of 2018, the women's clothing enjoyed steady growth. Since the second half of 2018, traditional brands and Amoy brands have entered the social networking business to try out the "small program + brand" fission operation, so the women's clothing category has welcomed the first outbreak.

Since 2019, live and short videos have provided a more perfect "grass planting" trading path for women's wear, with the second explosive growth of women's clothing. The report shows that in the past year, there has been a rapid growth of women's clothing businesses on live platforms, and the penetration of live channels has increased to 11% within six months.

Driven by live business, the conversion rate of women's clothing category has also been significantly improved. The report shows that the average conversion rate is 7% for all kinds of purposes, while the conversion rate of 6.6% for women's clothing category is lower than the average. It is worth noting that in the live environment "try and explain" scene, the conversion rate of women's live broadcast has risen to 21.2%, higher than that of other categories.

The report shows that the business of women's clothing has increased not only on the GMV and user scale, but also in terms of operation. According to the data of the past year, the number of customers who have a single shop repurchase behavior is 36.2%, of which 3 or more repeat users account for 21.5%, and 5 times repeat users account for 11.6%. From the GMV contribution of users, 24.7% of the users contributed 80% of the store GMV, and the proportion of the group was close to 3 times or more.

In addition, the report also shows a more obvious trend: the scale of the Amoy brands and traditional brands in praise is constantly improving.

In the second half of 2018, the Amoy brand began to layout the private sector traffic of social business providers, with fans' fission advantage, to achieve growth in the second half of 2018 and maintain steady growth in 2019. Although the growth rate of traditional brands is not as fast as that of Amoy brands, more and more traditional brands create IP with small programs, and build a brand private domain member service marketing platform.

In the growing process of women's clothing brand, the emergence of small programs has become an important driving force, and has gradually replaced the official website of PC to become a brand new official website. Compared with H5 pages, small programs "run away", "Collectible", "stroll" and other characteristics, provide a functional foundation for businesses to build a mature private domain official website, and are also welcomed by women's clothing brands.