E-Commerce Observation: Clothing Brand Transformation Has Achieved Remarkable Results, And Outdoor Category Popularity Continues To Rise

At 24:00 on November 11, 2024 "Double 11" will be closed. As one of the largest category tracks of e-commerce platform, the consumption change of apparel market has attracted much attention from the industry.

　　 66 clothing brands broke the hundred million mark, with strong performance in autumn and winter categories, and remarkable achievements in enterprise transformation

According to the data released by Tmall, 7062 clothing brands in the whole cycle of "Double 11" doubled year-on-year turnover, and 66 brands exceeded 100 million yuan.

Specifically, Uniqlo, Bosden and UR ranked the top three in the list of Tmall's "Double 11" clothing brands; Among women's clothing stores, Bosden, Uniqlo and UR rank top three; Uniqlo, Bosden and Peacebird are the top three men's clothing stores.

Compared with last year, moco jumped from the tenth to the fifth in the ranking of clothing stores. Jiangnan cloth clothing and UGG became the new representatives on the list this year, ranking among the top ten; In the sales list of women's clothing stores, Jiangnan Clothes and Gaofan successfully entered the top 10, and Hailan Home jumped from eighth to sixth.

On the whole, the sales of head clothes are relatively stable, and the ranking of individual brands has changed, or it is related to the change of corporate strategy.

Since this year, clothing brands including Jiangnan Cloth, Bosideng, Govan and Hailan Home have started transformation and upgrading in a more competitive market environment.

For example, this year, Jiangnan Clothes announced that it had completed the acquisition of the cutting-edge sports men's clothing OMG and its children's brand onmygame, injecting new vitality into the children's clothing business of Jiangnan Clothes. In addition, the brand has also upgraded in many aspects, such as brand concept, market positioning, marketing strategy, etc.

In terms of Bosiden, it expanded its product categories to meet the needs of multiple scenes and cross seasons, innovated functional clothing, and launched a series of sunscreen, cycling, skiing and golf.

"Consumers have higher and higher requirements for product quality and are more willing to choose high-quality and high-performance products. At the same time, consumers are paying more and more attention to the emotional value of products and brands, that is, the psychological satisfaction and emotional identity that products can bring to them," said the relevant person in charge of Bosiden.

"In addition to the impact of brand strategy adjustment, season, fashion and promotion methods are also factors that affect the sales of products during the promotion period." Industry insiders explained that this year's "Double 11" cycle is long, boosting the sales of autumn and winter clothing categories.

The data also confirms this reason. During Tmall's "Double 11", the down jacket brand ushered in a collective outbreak. Bosiden, Govan, Yaya, and Xuezhongfei sold more than 100 million yuan, and Bosiden sold more than 1 billion yuan. Similarly, during the "Double 11" period of JD, lean boots, Doudou shoes and cotton boots increased by more than twice, and more than 300 brands selling warm accessories such as hats and scarves doubled.

　　 Multi brand turnover exceeded 100% year on year, sports category became the "leader" in growth, and the potential of domestic outdoor market continued to release

According to Tmall's data, this year's "Double 11" has seen a particularly impressive growth in outdoor sports categories. Since 8:00 p.m. on October 21, 12 sports brands including Fiele, Nike, Adidas, Li Ning, Anta, etc. have been sold for more than 100 million yuan.

The "Double 11" war report released by JD Sports shows that sports shoes, clothing and professional equipment are favored by consumers, and the turnover of many brands, such as lululemon, Weiersheng, Bosihe, KOLON SPORT, Gaochi, CYCPLUS fitness, has increased by more than 100% year on year.

Specifically, Nike, Filo and Adidas occupy the top three in the "Double 11" ranking of outdoor sports Tmall.

Compared with last year, the top three sports outdoor brands have slightly changed. Anta has dropped from the second to the fifth, and Hongxing Erke has dropped from the tenth to the twentieth. As a brand with outstanding performance, Nike rose to the first place from the third place last year, Filo rose to the second place from the fourth place, and lululemon rose to the sixth place from the eighteenth place last year.

With the continuation of the outdoor sports boom and the continuous expansion of the market scale, international brands such as Nike and Lululemon began to focus on this field.

At the end of September, Nike launched a major change of global executives, including the CEO. Dong Wei, the former general manager of Nike's China market, was appointed chairman and CEO of Nike's China market, and served as the global CEO of ACG brand to increase the external sub brand business.

Industry insiders said that behind Nike's overweight outdoor segment is the brand's demand for its own business expansion, as well as its demand for outdoor products in the domestic market.

In addition, Lululemon also keeps innovating product categories. In addition to classic yoga products, it has now covered sports products such as skiing, golf and running.

"More and more Chinese consumers accept and embrace the movement, which is a great opportunity for lululemon." Andr é Maestrini, executive vice president of lululemon's international business, said in an interview that it is expected that by 2026, China will become the second largest market for lululemon in the world. We hope to meet the growing demand of consumers through continuous product innovation.

"With the change of consumption concept, e-commerce platforms and brand merchants need to constantly innovate to cope with the ever-changing e-commerce market," said an analyst of iMedia Consulting. As an important node of consumption every year, "Double 11" has become a "barometer" to see the development of the industry. From the perspective of the performance of clothing brands, the basic point of maintaining growth is to integrate with the changes in the consumer market, synchronize with consumer demand, and constantly innovate and upgrade.

(Source: Xinhuanet)