Tmall and JD.com’s “Double 11” sales in 2021 are released! The total transaction volume of Tmall’s “Double 11” was rated at 540.3 billion yuan, and the order volume of JD’s “Double 11” exceeded 349.1 billion yuan, setting a new record. Tmall said that of the 290,000 merchants participating in Tmall’s “Double 11” this year, 65% were small and medium-sized merchants, industry belt merchants and new brands. In addition, the quality of domestic products has improved in recent years, coupled with the impact of incidents such as the “Xinjiang Cotton” incident, making the performance of local Chinese brands even more impressive.
The industrial belt shows stronger resilience and explosive power
With the east wind of “Double 11”, Businesses in Jiangsu’s industrial belt are concentrated on “recovering blood.” Those industrial belts with a high degree of digitalization have shown greater resilience and explosive power.
Among the top 10 industrial belts with year-on-year growth in transaction volume during Tmall’s “Double 11” last year, Nantong Home Textile Industry Belt On the list. This year is the first “Double 11” since the Nantong International Home Textile Industrial Park was officially unveiled and put into operation. After integration, the Nantong International Home Textile Industrial Park has formed a complete home textile industry chain covering “weaving, dyeing, printing, finished products, R&D, and logistics”. It has more than 200 R&D and design units and more than 350 foreign trade import and export companies. During this “Double 11”, various online live broadcasts such as Internet celebrities selling goods, store owners’ live broadcasts, and shopping guide live broadcasts have emerged here. The number of views in the live broadcast room exceeded one million, the goods warehouse was almost full, and the average daily shipment volume hit new highs…
Changshu Garment City is one of the largest professional clothing circulation markets in the country. , is a 100-billion-level textile and apparel industry cluster with 35 years of history, 3.5 million square meters, and 35 professional markets. Gu Yifeng, executive director of Changshu Yueku Sports Goods Co., Ltd., said that during the “Double 11” period, seven live broadcast rooms can be conducted simultaneously 24 hours a day. “Based on more than 10 years of e-commerce experience and the resource guarantee of the upstream and downstream industry chains, we have prepared about 10,000 pieces of ready-made clothes.” Suzhou Yunplan Cultural Media Co., Ltd. is a cultural company that integrates online new media, marketing planning, and e-commerce live broadcasts. The communication company has currently trained and incubated more than a dozen anchors, mainly live broadcasting on Douyin, Kuaishou, Taobao and other platforms. Relying on the supply advantage of Changshu Clothing City, the live broadcast products are women’s clothing of different age groups. Zhao Yongping, general manager of the company, said that when the price of raw materials increases, the location advantage of Changshu Garment City is used to control prices and add discount coupons in the live broadcast room to give consumers the greatest discount.
Tmall has listed 23 tens of billions of digital industry belts this year, and Suzhou’s women’s clothing industry belt is among them. The formation of Suzhou’s tens of billions of women’s clothing industry belt is the result of leveraging digital platforms to build a new production and marketing relationship under the new consumption trend. In the era of digital economy, the apparel industry’s “production based on sales” and “quick returns for small orders” models have caused the industry’s average inventory rate to drop from 30% to less than 10%. At the end of last month, Suzhou Rongmei, known as “the first Taobao women’s clothing stock”, went public. Rongmei, which has annual sales of over 100 million yuan, started its business in women’s clothing. Although it insists that there will be no discounts throughout the year, it increased the number of live broadcasts during the “Double 11” period, and the boss and his wife personally acted as anchors. It is reported that in the past three years, the company has put on average 1,000 to 1,500 new products with original designs each year, attracting many repeat customers.
In the Hanfu industry belt, Caoxian County, an inconspicuous small county in southwestern Shandong, is competing with super cities such as Hangzhou and Chengdu for the Hanfu market. It is jokingly called by netizens “Center of the Universe”. Daji Town is the core production center of performance costumes and Hanfu in Cao County. It has a Hanfu industry chain covering design, fabrics, processing, sewing equipment, etc., with more than 2,000 upstream and downstream companies.
On this year’s Double 11, Hanfu sales in Caoxian County were strong, and the production lines of various garment factories were busy, with employees working overtime to produce. After entering October, orders from partners and e-commerce platforms from all over the country flew to Caoxian like snowflakes.
Every night, Sister Wang from a Taobao store in Daji Town, Cao County, Shandong Province cannot go to bed until early in the morning. “I have been doing this business for more than four years. Previously, our store had a ‘Crane Wan Yun’ chest-high underskirt Hanfu, which sold almost 100,000 pieces. It was considered a hit in the store. After entering autumn and winter, We have also launched the Ming Dynasty Hanfu with velvet to keep out the cold, which is very popular with girls…” Sister Wang said, “Since October, there have been more than 600 orders every day, and we have been busy with the Double 11 promotion in the past two days. , with sales of almost a thousand orders every day, I’m so busy that I don’t even have time to eat!”
The peak season for domestic clothing can be expected
In mid-October, the preheating of the Double Eleven promotion started, which also promoted the positive improvement of sales in the clothing industry. In addition, the quality of domestic products has improved in recent years, coupled with the impact of incidents such as the “Xinjiang Cotton” incident, making the performance of local Chinese brands even more impressive. According to iiMedia Research’s research data, comprehensive clothing is the category with the highest preference for national brands, and 46.2% of netizens tend to purchase national brands among comprehensive clothing products.
At 8 pm on November 10th, the climax of JD.com’s 11.11 event arrived as scheduled. In the first 10 minutes of the climax, JD.com’s 600 apparel brands increased by more than 8 times year-on-year, and the sales volume of sports fleece sweatshirts and sweatpants increased by 120% year-on-year. On November 11, Tmall double45 minutes after the start of the second wave of 11, 382 brands already had a transaction volume of more than 100 million yuan on Tmall Double 11. Among them, there are many domestic brands such as Hongxing Erke, Hui Li, and Jiao Nei.
In fact, as early as this year’s first wave of Double Eleven (11.1-11.3), consumers’ love for domestically produced clothing has already been highlighted. JD.com’s first-round Double 11 battle report shows that the five brands that attract the most attention from consumers are Apple, Huawei, Xiaomi, Anta, and Li Ning, of which Chinese apparel brands occupy two seats. In Tmall’s first wave of Double Eleven sales, Anta’s year-on-year growth rate was as high as 86%, and Li Ning’s growth rate was also 49%, both significantly surpassing Adidas, ranking second and third in sales.
Affected by the arrival of the cold wave, the performance of warm winter clothing is particularly impressive. The second round of Double Eleven battle report released by JD.com shows that the turnover of warm clothing increased by 200% year-on-year. Among them, Songshan Cotton Store, Sanqiang and other thermal clothing brands have increased by more than 10 times year-on-year. Down jacket sales tripled year-on-year. The black technology series of down jackets represented by Bosideng and Langzi performed particularly well, with an overall year-on-year increase of more than 20 times. In terms of individual products, Bosideng’s first windbreaker down jacket and Jiao Nei 302++ thermal leather thermal underwear have become super popular items on 11.11 this year.
Overall, with the support of Double Eleven and the cold wave, the demand in the clothing industry has been gradually released. With the arrival of the traditional peak season in the apparel industry, sales in the fourth quarter are worth looking forward to.
The live broadcast room has become an important base for brand marketing
According to the “Baidu Hot Search 2021 Double Eleven Big Data” released by Baidu App, search results from the “Double 11” e-commerce platform in the past two years In terms of proportion, Taobao and JD.com have an absolute advantage in 2020, with search shares of 34% and 27% respectively, including searches on live streaming platforms such as Douyin and Kuaishou, which account for less than 4%. However, in 2021, the search proportions of Taobao and JD.com have dropped to 24% and 18% respectively. In comparison, Douyin and Kuaishou have suddenly emerged, with search proportions reaching 8% and 6% respectively.
According to Taobao statistics, as of 24:00 on October 26, Taobao Live has 134 brand live broadcast rooms with a transaction volume of over 1,000 million, far exceeding the same period of pre-sales last year, and merchants have become the “absolute main force” in the Double 11 live broadcast battlefield. In addition, during this year’s Double 11, the number of Taobao live broadcast products increased by 100,000 month-on-month, and the live broadcast room has become an important base for brand marketing.
Apparel companies, as the second largest force in live streaming e-commerce, are also one of the first groups to explore brand self-broadcasting. They have always been at the forefront of exploring self-broadcasting gameplay. It has spread all over Taobao, Douyin, Kuaishou, video accounts, etc.
Among them, Taobao is the earliest to deploy brand self-broadcasting, and according to merchant feedback, its functions and gameplay are also the most complete. The Taobao platform has huge public domain traffic, and many brands that entered the market early have received official traffic support. However, now that the general environment of Taobao Live Broadcasting has been set, if companies want to gain traffic, they must continue to invest in marketing and resources for promotion.
Douyin and Kuaishou have similar models. Relying on the content distribution mechanism, companies can obtain part of the natural traffic through high-quality content, but the rules of content distribution are in the hands of the platform. Traffic stability also comes into focus. Yang Wenji, the head of operations at Jinyuesifu, once said in a public speech, “Although we can achieve a daily GMV of 1 million on Douyin, in fact, it is difficult for us to gain customer loyalty and stickiness to the brand. And it’s difficult to reach users again.”
Video account live broadcast is the latest to launch its efforts. Compared with the other three platforms, the biggest advantage of video account live broadcast is that it is based on On WeChat, the most frequently used social platform. Through high-frequency reach, video account live broadcasts can continuously wake up users; with the help of social network, it can also form spontaneous fission-type communication.
More importantly, the decentralized nature of WeChat allows enterprises to deposit all traffic into the private domain. In today’s era of scarce traffic, the private domain is of long-term stability for enterprises. Operations play a vital role.
Attracted by many advantages, many clothing brands have taken the lead in deploying self-broadcasting of video accounts and achieved significant performance growth. Kaixiya, a long-established silk company, began experimenting with live video accounts in the second half of last year. By August this year, the average daily GMV had exceeded 350,000, and the average daily number of viewers had exceeded 100,000.
Xinshi data shows that during the 618 period, Taobao women’s clothing brand OSA ranked first among the most popular video anchors, with live broadcast sales reaching 20.644 million within 30 days. Among them, in the live broadcast on June 9, the cumulative number of viewers in a single session reached 997,700, the cumulative number of likes reached 315,400, sales exceeded 5 million, and the highest sales of a single product exceeded 1.95 million. </p
