The little secret of the times in the clothes.
Editor’s note: This article is from WeChat public account “New Retail Think Tank” (ID: Newretailinsider), author Xu Yiting, editor Du Boqi.
In 2019, Tmall double 11 turnover was 268.4 billion yuan. In the final list, there are 15 brands with over 1 billion yuan, including 4 apparel brands, namely Nike, Adidas, Uniqlo and Antarctic.
What is the concept of over one billion?
Based on the average price of these brands, the sales volume of 24 hours a day is more than one million.
From 2009 to 2019, during the eleven years, the rankings of the Tmall double 11 apparel sales list changed several times, from the fast-paced Jack Jones, Jeanswest, and the seven wolves to Nike, Adidas and Uniqlo.
Behind the changes in fashion is the change of the mood of the times and social culture.
One Jack Jones can get a year
In 2009, a “Let’s Watch the Meteor Shower” fired across the river.
Liu Yimin, who is on the second year of junior high school, remembers that the heroine of Zheng Shuang’s performance stood in the store of Meters Bonwe, and tried to say: “Duanmu took me to visit Metersbonwe and picked it up. A lot of clothes and shoes. Standing in front of the mirror, I don’t know who the girl is…”
Mexang has embarked on the peak by “not taking the usual path”, and the Korean-based Senma has also entered the hearts of young people by leveraging the popularity of Korean drama.
But that year, the rarest thing was “Jack Jones.”
At the time, Liu Yimin’s cousin was in high school in the capital city of the South. According to him, whoever has a Senma and Meters Bonwe in the class is different. If there is a Jack Jones, it can be One year.
After part-time earning money, Liu Yimin sent his cousin a Jack Jones. She will still laugh at him: “They often deliberately expose the brand of clothes, for fear that others will not know.”p>
In fact, since entering China in 2000, the Danish brand, which is dominated by European and American style, has been silent for some time. A few years later, the Chinese gradually accepted the European and American tidal clothes, and Jack Jones also tried to be close to the Chinese market. The two sides collided and finally sparked.
In 2009, Jack Jones made two major events: opening a store on Taobao and participating in the double 11 of Taobao Mall in a few months. It was the first double 11 and only 27 brands participated. Jack Jones won the championship and sold 5 million yuan a day. For young people who have a pair of j clothes, the temptation of 50% is too great.
From 2009 to 2013, both Smith Barney and Senma rushed back, and Jack Jones took the wings of the double 11 and was on the road. This five-year Tmall double 11, Jack Jones has been occupying the top three in the apparel category, twice first.
There are many brands that compete with it for the throne. One of the fastest-selling sales is men’s clothing such as camels and seven wolves, and the second is the women’s brand that grew up in Taobao, such as Inman and Split. The former represents fashion and the latter represents personality.
In 2012, Tmall Double 11, Camel became the first apparel brand to break through 100 million yuan in sales. In 2013, the double 11, seven wolves 18,000 pieces of thin and colorful down jackets became the explosion, the day sales second only to Jack Jones, ranked second.
Inman’s cold winds and cracks in national customs are extremely personal. Tmall double 11 big promotion, the two sales in the top ten in the women’s clothing in 2012, in 2013 into the top five women’s wear, in which Inman won the first. During this period, the women’s clothing brand with a clear style was sought after, and the coldness and national style of the niche became a trend.
“Good to wear” is king.
In 2014, Liu Yimin graduated from the graduate school, and the clothing industry was hot and cold. On the one hand, domestic brands are mired in quagmire, and on the other side, fast-moving sieges and the rise of the Korean Wave.
This year, fast fashion has blossomed everywhere in mainland China. Uniqlo opened 86 new stores, H&M opened 60 new ones, GAP opened 23 new ones, and ZARA opened 12 new ones.
To understand why fast fashion can go against the trend, you must first understand its characteristics.
Fast fashion is “fast + fashion”, and the brand will sell the latest design styles of the season at the fastest speed. After entering China in the early 21st century, they were able to open the market successfully because of the iterative product, and the price was only a fraction of the big name.
When recalling the brand’s entry into China, Nike’s global vice president and general manager of Nike Greater China, Dong Wei said.
The change in things is always so unexpected.
In 2019, Li Bo signed up early to participate in the Hangzhou Marathon, which became the “Double Gold” event. Unfortunately, he lost the election. Later, he learned that the number of applicants for the half marathon was 59,739, and the final winning rate was only 16.7%. The data shows that the number of people who registered for the Hangzhou Marathon for five consecutive years was 5,986. Both the total number of entries and consecutive contestants are on the rise.
Running is just ice floes on the sea. Under the iceberg is actually the penetration of health concepts and the surge of a full-scale fitness wave.
2016 Tmall double 11, Nike surpassed Uniqlo, becoming the first in the clothing category, the fifth in the whole category. Adidas ranks third in the apparel category and fifteenth in the entire category.
The top three in the apparel category, the sports category takes up two, and the fashionable cultural concept is self-evident.
In 2017, the Balenciaga family released old-fashioned shoes for $795, about 5,303 yuan, which is highly sought after.
It points to the popular direction and makes the casual sports style mainstream.
This year’s old shoes are also at the forefront of the trend. After the improvement, the sense of science and technology is more sufficient, the shape of the sole is diverse, thick and exaggerated.
Tokyo Double 11 in 2017 and 2018, Nike has always maintained the number one in the apparel category, the fifth in the category, and Uniqlo is close behind. Although Adidas still ranks third in the apparel category, it has already rushed to the eighth category of the whole category, and the progress has been obvious.
Tmall Trends Research Center experts also believe that there are two points behind the outbreak of sports and leisure: a relaxed and healthy attitude towards life, which is transformed from stress, one of them; the scene is refined, and the business is refined again. All have to admit that they have different needs for dressing in different scenes, people began to pay attention to and build their own dressing scenes, the second.
Sportswear has become an effortless fashion. Brands such as Nike and Adidas have gained insight into the latest consumer preferences through e-commerce, and have opened up new growth points as they lead to sinking markets.
SportsStill, the rise of the national tide
Tmall double 11 in 2019, Nike, Adidas, Uniqlo sales lead, sports brand trend is still the same.
The top three women’s wear are Uniqlo, Bosideng and Vero Moda.
Bosideng’s performance is quite outstanding. In the past three years, Double 11, Bosideng has been ranked in the top three women’s wear, the second successful progress, “national tide rise” is not small.
The national tide is also the trend of China.
Since the beginning of 2018, Li Ning boarded the New York Fashion Week. The “Enlightenment” clothes renewed the impression of the Chinese people, and the trend of the national tide could no longer be blocked.
In this trend, Bosideng launched a fashionable down jacket. First, I boarded New York Fashion Week. Later, I joined a group of three international designers to launch a release show. I also changed the image of the former “Grandfather and Aunt Warmer” and became a young man’s heart.
The rise of Chinese goods fully demonstrates that there are only unpopular products and no brands that cannot be turned over.
The fashion circle has regained its momentum for 30 years. Just as you can’t predict the mood of tomorrow, what is the next popular thing, who knows?