First, the nine major categories April e-commerce platform sales
Most of the annual newspapers and 2020 Q1 quarterly reports have been released. In 2019, the general results of the A-share companies and Hong Kong stocks supply chain have increased, and Hong Kong stocks are closely affected by epidemic; the overall performance is more affected. Strong fell sharply. From the annual report, you can summarize the strategy for the sales channel – the maintenance of the online store is mainly, and the online channel is quickly expanded. Line offline channels through closing the low-efficiency store, join the direct camp and increase the way shopping center store layout, etc., continuous optimization channel structure, have channel shrinkage; listed companies are in addition to traditional e-commerce investment, for all kinds of emerging e-commerce The channel is also a hug attitude, and the company accelerates the online business layout. By the online channel, the loss of the business is compensated for the loss of the business, and the online accounscession is obvious.
In the close of the two major platforms in Tmall in April, the two major mainstream platforms in Jingdong is about 2.4 billion yuan, relative to the growth rate of -27.27% in March, because there is no major shopping celebration, the purchase power has declined.
The purchase desire of the epidemic savings in advance in March, sales callback is expected to be a month earlier than previous years.
Due to the isolation of the epidemic home, consumers have moved their consumption, causing the rapid rise in E-commerce auxiliary volume in April, from the data of the E-commerce turnover, it is expected that the last year’s May callback will be advanced.
Among them, the socks and men’s trousers have risen against the trend.
Socks are alternated by the season, while driving consumers have more demand; men’s trousers rises due to higher attention due to the market, the brands of men’s trousers are in the banana, and they have grown rapidly in recent years, and the new Jinjin of men’s trousers The number of brands is relatively fast, so the growth of the male trousers market is worth sustaining.
Second, in April, various tracks TOP10 enterprises
April Brass Tmall Big brand has made it, Jingdong will remain.
This month, the giant Antarctic people still maintain sales growth, in the Tmall platform. Antarctic people are currently divided into bra own and milk stickers. The seasons have triggered a vest bra, tube top underwear, and chest product sales rise, relatively speaking, Antarctic bra’s braous breasts is lower in TOP 10. Some short-term sales pulses often appear in the bra track, such as the niefi of this month, in March, the mid-term is still a big brand of mutual competition. In addition, for the high-end bra products of the Handi chicken group, POA Ting, from the product, we have a problem, we have doubt in sales, whether the high-end product market trend has been? Can the authenticity of the sales can be further examined?
The overall sales of the online sales, but the tide will trigger a new round of competition, the release of inventory and release new products are more important, and it is expected that the head brand will eventually compete this year.
This year is affected by the epidemic, inventory problems is more obvious, and the Q1 shutdown and cash flow issues affect the supply chain production new product, brand companies should do a reasonable arrangement in inventory discounts and new product releases.
(2) Women’s pants
The big name is fierce, and the banana has a comprehensive force.
This month, the Antarctic, the Arctic velvet two giants still stabilize TOP1, 2, and the head retarator has been formed. In the banana, in April, in various tracks, it is among the various track TOP 10 positions, thanks to the banana not only product design and excellent quality, and the brand is also harmonious. The literary case in the banana is outstanding, inseparable from the precision insight of consumers, around the pain points in the daily life of the young people, use fun vivid or resonating a copy of the people to force the audience, let people have a kind of “this is me “The emotional identity, thereby producing resonance, strengthening the good feelings of the brand.
Women’s trousers emphasizes comfort and health demands remain main trends, thereby causing new design and new fabrics applications.
Such as the launch of the inner panties in the past, the application of honeycomb cotton, and the potion that is now happy to try new fabrics, the ice silk (nylon), Moore, silk in the new product of women’s pants
. At present, the women’s trousers market is still the price of cotton women’s trousers dominates, and the big-name stable pants is expected to guide market consumption upgrades.
(3) men’s trousers
The male trousers market has risen against the trend, and the number of large-scale volume brands expanded.
In April, the men’s pants race has widespread two-digit growth. The brand this month’s Tmall mill monthly sales from the three expansion of the last month were only 5 months, the Antarctic sales were also close to 10 million. Turn warm, plum rainy day, etc. Antarctic people have no shake scale and cat leader, forming the first echelon; the banana is in the men’s trousers market.
Men’s trousers is more demand for antibacterial and comfort.
The men’s trousers still use comfort and antimicrobial as main needs, comfort and prices more advantageous products more attractive in the current market.
(4) Home service
Antarctic, Fenteau led, and the Uniqlo rapidly increased.
The Antarctic and Fen Teng firmly occupy the first echelon position of home service, and it is expected that in May, there will be more than 50 million sales. The Uniqlo has risen five rapid growth in April, and the most popular sales in the unikaist in April is a recent girl’s home service, and the new product is a child’s home service.
The activities of home service have trends in the community, and children are a new consumer group worthy of attention.
“Home Culture” has a trend of scenes, space expansion, design needs more attention to casual clothes.
“Home Culture” reshapes Chinese traditional home culture, home service, from quality comfort to design taste, future design sense will more affect consumer decision.
(5) sports underwear
A brand with international competitiveness leaders the first echelon.
Nike, Li Ning is standing the first echelon station, Li Ning’s growth is not reduced, and Decathlon, the active price-priced Decathlon re-returned to the first echelon. From the dynamics of the track, there are two trends. First, the well-known brands are favored by consumers in April, meaning that consumers have aggravated the brand added value or trust in sports underwear; second, it is ranking with Decathlon The representative is currently consumed to be strong, it is worthwhile that the Australian brand Lornajane has declined more, and it is found that the product average price does not reduce, the price and the brand do not have a temptation.
The trend of sports underwear is obvious, and the summer is hot.
Many female stars wear sports underwear, 2018 domestic street culture, from the ground to the public line of sight, the street tide heat is unpacking. At the same time, more consumer sports “card”, take pictures to submit social exchange websites, so after meeting basic protection and ventilation, the beauty and sexy will be an important optional indicator of consumers. At present, street culture is the main popular elements of sports underwear.
The industry ranking has not been determined, and the two major e-commerce platforms have changed frequently, but the brand comprehensive capacity needs to be improved.
The body corset has not formed a competitive pattern, and the change is frequent, and the monthly sales of more than one million stores are in addition to Dai Bnie, the comprehensive evaluation is poor, and the market needs to be strong. The star effect of the corset track is still a star, Ubras and Viya cooperate with the body corset, bringing huge amounts of sales.
The awareness of body management is rapid, and the future demand for corset is huge. The actual effect is still the core of future products.
Long-term observation of the plastic jackets, currently in the market is often more than actual efficacy, and the design is more unable to meet consumers.
Antarctic, Langsha paused, seasonal demand initiative.
Antarctic, Langsha monthly sales have exceeded 70 million, and the perfect species and higher cost performance have been well market reactions. CARAMELLA ranking is rampant. It is two reasons for observation. Product adjustment is mainly designed and cute, in line with the aesthetics of young consumers, and can get the favors of consumers in the case where the quality gap is not too large. The recent performance in the banana is better, and it is also related to the design to cater to the young generation.
The trend of design and strengthening is a market map, you should pay more attention to the young generation of shopping.
The head big brand cotton socks are paying attention to the selection of fabrics, while the growth of fast brands caramella, banana, and the rapid color of the aceries are all designed and down.
Design is more convenient to start.
Relative to the sale of antibacterial breathable, more attention to design elements will harvest consumers faster, from the current product, warm colors and cute elements are more popular among markets.
(8) Warm clothes
The warm clothes race has gradually sells shrinkage along with the seasonal conversion. In the future, the warm clothes will be developed more and more in a thinhead, and the new fabrics will be the main development direction.
Last year Tmall combined with Mitsubishi, the black brake self-hot fabric, Leesier fiber, air warm materials, etc. There will be more new materials in the future in the warm clothing.
(9) leggings / bottoming shirt
The leggings / bottoming shirts are obvious, and the brands outside the head are smaller.
In addition to the Antarctic people, other brands are relatively small, and description, service, logistics evaluation is not good.
Future brands still need to pay attention to product quality.
Third, explosion trend
Fourth, Zhongrui view
Online channels are a channel that must pay attention to the brand.
It can be seen from the hindrance of the epidemic, and the brand has more bodied on the line, and the anti-risk ability is strong. At present, the extent of e-commerce industry is still lower, young consumption habits online, and the construction line channels have been conducive to reshaping brand adjustment and enters young consumers.
At the same time, online channel construction needs to pay attention to the consumer experience.
At present, online purchase experience is poor, the quality of the product is different, and the body’s clothing brand needs to pay attention to the product from design to the control, and then you can try new channels. The higher, such as the banana in April, through Luo Yonghao, finally formed a new business in the online line.