"House" And "Travel" Promote Consumption Stratification

National Day golden week, or home or travel. Cooling and quick freezing, add clothes quickly, replenish water and beautify, don't worry. According to the October list, people's demand for skin care and tonic products has increased due to the cooler weather since the new season; The National Day golden week is not only the peak season for travel, but also the best time for many people to enjoy their home entertainment and leisure; In fact, the post-90s Baoma is more "worried" about parenting, and "there is a kind of coldness that makes mothers feel cold".

In October, the list is divided into the list of popular commodities and brand List, shop list, sort out the top 3 goods, brands and stores of 14 major industry tracks, find out the seasonal popular items and hot stores, and help brands and businesses to have insight into the consumer market trend and consumer preference. Next, let's take a specific look at which commodities, brands and stores were listed in the last October!

　 Changing seasons in autumn and winter to promote "beauty economy"

Gehujiaqing Beauty products Sales rose sharply from last month

In autumn and winter, there are obvious seasonal changes in the consumer market. In order to take care of the skin and nourish the body and mind, the sales of related products have gone up. Cosmetics and personal care products are very popular among consumers. The sales volume of tremolo e-commerce has increased significantly compared with that of last month.

As the air becomes dry, problems such as dark skin color and lack of water follow. People's demand for skin care has become stronger, which makes beauty lovers directly open up the "stock up mode" to purchase various popular skin care products, and beauty apparatus, moisturizing water, facial cream, facial mask and other categories are the most favored and preferred products by consumers in the process of skin care. In the beauty industry, the top three products on the list are Zeus 5-generation beauty instrument, nature Tang Ning Shi 4-piece set and Korean queen caviar gift box, which meet the multi-dimensional needs of consumers for skin beauty and skin care.

From the results of carrying goods, with excellent product quality and active mobilization of talent to bring goods, Zeus 5th generation beauty instrument had a Gmv of more than 25 million in October; Nature hall adopts the operation mode of "combination of quality and efficiency", with the means of official account number, blue V matrix, brand self broadcast, platform marketing cooperation, talent short video + live broadcast cooperation and other means to have rhythmic layout and highly collaborative integration, achieving good results with goods.

Beauty industry top popular list word cloud display, beauty instrument popular list, moisturizing water facial mask The list of popular brands has become the focus of users' attention. Among them, the list of popular cosmetics has become the fastest growing theme list in October, and it has become a consumption guide to show the trend of women's beauty.

Data source of word cloud: massive arithmetic, September October 2021

The continuous attention to household cleaning supplies represents that people "never stop on the way to love themselves". According to the word cloud of the top popular items list in the household cleaning industry, the most concerned topic list in October was the women's nursing popular list, the laundry beads popular list and the fabric laundry liquid pop list. In the cold climate of autumn and winter, people are more involved in household cleaning and seasonal laundry cleaning. Clean and tidy clothes also help people maintain healthy and refreshing physical and mental state. At the same time, more and more consumers are paying attention to the list of popular wigs. Wigs are no longer the only use to cover the sparse hair, but become a fashion pursued by both men and women to strive for various styles and solve the problem of hairy hair in the new season.

Data source of word cloud: massive arithmetic, September October 2021

While pursuing "beauty" in autumn and winter, we should pay more attention to "health". Due to climate change, fast pace of life, irregular work and rest, people's demand for vitamins and other nutrients has increased. Norland vitamin tablets, kernels and blueberry lutein and other products rank top two in the list of wine nourishing meals. With the gradual decrease of temperature, people's preference for alcohol consumption has also changed. Unlike drinking beer in summer, people prefer to warm up liquor since October. For example, Feitian Maotai, with a 53 degree 500ml in 2021, ranks third in the list of wine nourishing meals. Thanks to the activities such as warm winter wine tonic and stock up season on the platform, the wine tonic category brands and stores have achieved a new round of sales growth.

In the scene of seasonal household cleaning, housework is laborious, and smart home products can effectively help urban families to reduce the pressure of housework. The first intelligent interactive sweeping and scrubbing robot with "natural voice + sound source positioning" - kovos sweeper robot topped the list, and Tianke intelligent floor washing machine and stone sweeping robot were also listed on the list. From this consumption trend, it is not difficult to see that through innovation and technology to liberate hands and improve the quality of life, has become the mainstream consumption trend of the smart home industry.

The post-90s mothers are more "worried" about parenting, and the consumption of maternal and infant books continues to rise

Add clothes in autumn and winter, "Shuo Yin Shuang 11 good things Festival" brand with fire

The post-90s mothers are more "worried" about taking care of their babies. According to the report of insight into the trend of the popular fashion list of Shuo Yin e-commerce, more post-90s women at the stage of pregnancy, childbirth and child rearing have higher requirements on infant clothing standards. In the word cloud of the top hit list of mother and child book industry, the most eye-catching ones are the popular list of children's down trousers, children's down jacket and children's sweater. When the temperature drops rapidly, parents' first reaction is to buy thick clothes for their children. The list of popular children's Plush trousers has become the fastest growing theme list. Mothers say: the good habit of wearing autumn trousers in cold weather should be cultivated from an early age!

Data source of word cloud: massive arithmetic, September October 2021

As the temperature goes down, children should not only wear warm clothes, but also wear them well. In the maternal and infant book industry, balabalabala, babutou and Disney are among the top three brands in the list of brands, among which the Gmv of Balabala brand exceeds 200 million. At the same time, a number of mother and baby clothing stores have been outstanding. Chenchenma children's clothing has won the approval of baopa Baoma people with its healthy and comfortable product concept; During the "national day and double 11 rush" activities, the lilisdudiokids shop guarantees uninterrupted daily broadcast, and each event ensures the new frequency to drive the activity increment; The two stores, together with the official flagship store of Balabala brand, are among the top three stores in the maternal and infant book industry. (see shop list for details)

When the cold air from all over the country has been gradually "arrived", the down jacket and cold proof thick coat and other clothing categories have been added to the shopping cart by consumers. Among the top popular brands of clothing, shoes and bags industry, the most attractive one is the down jacket pop up list, and the coat pop up list is also favored. At present, the purchase demand of down garments and shoes and boots is on the rise. Tata heavy bottomed Knights' boots and Yaya duck fashionable versatile down jacket have become popular in the season. With the popularity of clothing items, the exposure, attention and sales of relevant brands also rise. Among the clothing brands on the twitter e-commerce list in October, Yaya duck, Romon and Gmv in October exceeded 430 million yuan 260 million yuan.

Data source of word cloud: massive arithmetic, September October 2021

At the end of October, Shuo Yin e-commerce was launched, and the annual "Shuo Yin Shuang 11 good material Festival" was greatly promoted. During the event, the "shaking in new trend" live studio was set up in the tuiyin e-commerce clothing industry, which connected several domestic clothing brands on the same screen to gather the quality domestic products scattered around the platform, and help more good things to be seen with the help of the platform flow support.

　 "Tourism consumption" in the National Day Golden Week

Fresh food and green plant shops gain the attention of the "homestead party"

During the National Day golden week, some people choose to travel and some people choose to stay at home. The "dynamic + static" dual consumption scenario of "tourism consumption" and "housing economy" appears simultaneously, which also brings about the upsurge of consumption of wine, snacks, fresh food and other categories under the travel scene and the home leisure scene.

Travel and play "body on the road", McDonald's China's official flagship store, Starbucks official flagship store and huashuhui flagship store are among the top three in the list of local virtual industry stores. In the two major events of "eating" and "living", the list reflects the typical consumption trend in the travel scene. By actively participating in the platform activities, the three stores obtained traffic support, boosting the store exposure and driving the sales transformation. Among them, the official flagship stores of McDonald's in China and the official flagship stores of Starbucks took the lead in Gmv of the month.

The house people brush Shuo Yin "cloud travel", do not leave home to enjoy the motherland's great rivers and mountains. It's not pleasant to brush the chattering sound, eat snacks, and pull grass for shopping. Under the category of food and beverage, three squirrel food flagship stores, liangpin shop flagship store and the official flagship store of adopting a cow have a strong sales momentum, ranking among the top three in the food industry. Among them, liangpin shop brand broke out through the strategy of taking goods with the help of the talent matrix, set a new record in the industry for single sales, and actively participated in the industry activity of "Hi eating food festival and double 11 in advance", which helped the Gmv of the brand exceed 90 million in the current month.

Besides the lazy house, there are not a few people who are diligent and improve their cooking skills. Therefore, the fresh food industry related to food materials has attracted much attention. Through actively participating in the industry activity of "Dou to taste fresh food - October fresh week" and using the business strategy of "self broadcast + broadcast", the official flagship store of calf Casey, Yang Shulai aquatic products store and Western cuisine flagship store ranked among the top three fresh food shops. It is worth mentioning that in the fresh food industry, tianhaizang has built nine cold warehouses to deliver goods nearby. The monthly delivery volume is up to 2 million units, and the Gmv of the month is the highest Up to 58 million.

Leisure at home is equally important to satisfy the pleasure of the soul. The green outside the window is withering, and people are still interested in the cultivation of indoor green plants. Jiulixiang Qianliyan hydroponic green plant, with extremely low maintenance cost and long flowering period, and with the support of self seeding and talent carrying goods, jiulixiang has become the recognized traffic and green plant of shuoyin e-commerce network, with Gmv of more than 9 million, ranking the top of the best-selling products in flower and horticulture industry. Kafka soil activating treasure and flower leaf complex stone changeable cold resistant hanging basket ranked second and third respectively in the list. Thanks to the hot sales of this category of commodities, the corresponding shops in the flower and horticulture industry also showed good business. Green flowers, 99 meat direct seeding and Kafka horticulture flagship stores ranked among the top three in the flower horticulture industry shop list. Among them, the green flower shop reached more than 10 million Gmv in October.

The monthly list of "Twitter e-commerce ranking" is based on the platform's user consumption data to show the industry the high-quality goods and excellent merchants that are popular with consumers. According to the trend insight report on the top-notch twitter e-commerce list, the top-notch products in the list can obtain exclusive rights and interests support, and obtain efficient traffic distribution, exposure and transformation. The commodities on the monthly list are the same month "Popular goods", popular goods will be favored by more people, more than 30% of consumers buy 1-3 times a month.

For businesses, the twitter e-commerce rankings can help businesses gain insight into user portraits and consumer preferences, assist brands and stores to timely optimize their operation strategies, and form a favorable complementary with platform activity resources, fully open the marketing link and help sales growth. For brands, goods and brand listing help brand In order to enhance the influence of the brand, we can realize the word-of-mouth of the super brand from the high praise of the super single product, bring more exposure to the brand, and strengthen the brand mentality among consumers, so as to realize the ultimate goal from the explosion of single product to the double sales of the brand.