Clothing, food, housing and transportation are the four major elements of people's lives, and clothing occupies the fourth important position in all industries in the mainland, and is also the basic industry of the national economy.
Under the influence of the epidemic, clothing sales in 2021 ushered in retaliatory growth. After entering 2022, the overall operation of the mainland garment industry is stable and slowing down; however, consumers' online consumption habits have gradually developed, and the growth rate of online retail sales of clothing has continued to increase, and the future growth space is still huge.
This time Cicada Mother brought the "2022 First Quarter Clothing Shoes and Bags Industry Report", this report analyzes the data changes of Douyin interest e-commerce in the clothing and shoes and bags industry over the past year, the commercial value and market trend contained in it, follow the footsteps of Cicada Mother, and look at it together.
Cicada mother vibrato clothing shoes and bags industry analysis report
Fundamental analysis of Douyin e-commerce clothing and bags
1. The growth momentum has been released, and the overall operation of the mainland garment industry is stable and slowing down
Cicada mother vibrato clothing shoes and bags industry analysis report
Above the quota in 2018-2022, the growth rate of retail sales of clothing products and the growth rate of the market
After the epidemic was effectively controlled, the suppressed demand for clothing consumption showed an explosive release, and the sales of clothing products rose sharply in 2021, an increase of 14% year-on-year.
The full release of growth momentum, coupled with the impact of factors such as the obstruction of the Spring Festival, the sales of clothing products in January and February 2022 slowed down and flattened.
Cicada mother vibrato clothing shoes and bags industry analysis report
2. The growth rate of online retail sales of clothing continues to increase, catching up with the growth rate of large disks
From January to February 2022, the online retail rate of physical goods has returned, but it is still higher than the online rate of physical goods retail before the epidemic, which shows that consumers' online consumption habits have gradually developed, and the growth space of online retail of physical goods in the future is still huge.
Cicada mother vibrato clothing shoes and bags industry analysis report
2018-2022 wearing physical goods, online retail sales growth rate and market growth rate
Since 2020, the growth rate of online retail sales of wear physical goods has continued to increase, and by January and February 2022, the growth rate of online retail sales of wear physical goods has caught up with the growth rate of online retail sales of physical goods, and the online retail situation of wear physical goods is good.
Cicada mother vibrato clothing shoes and bags industry analysis report
3. Douyin clothing shoes and bags are booming and developing, and the characteristics of the change of seasons are remarkable
Clothing shoes and bags have been dominating the top 1 of the douyin category sales for many years, and from January 2021 to March 2022, the sales trend of the clothing and shoes and bags category has shown a fluctuating upward trend as a whole, and the increase in May 2021 has been basically the same as that of the market.
In addition, clothing and shoes and bags are susceptible to factors such as seasons, promotions, festivals and other factors to achieve greater growth, so grasping the spring and summer, autumn and winter decoration of the new season and e-commerce node promotion to carry out precision marketing is the key to businesses to achieve sales growth.
Cicada mother vibrato clothing shoes and bags industry analysis report
4. Live broadcast of talents is still the main battlefield of clothing and shoes, and the brand self-broadcast "increases the code"
Comparing the changes in the sales composition of Douyin clothing shoes and bags in 2021 and the first quarter of 2022, it can be seen that:
Live broadcasting is still the main battlefield, accounting for more than 60% of the market share;
Brand market share continued to rise after experiencing the low point in the second quarter of 2021, and the market share increased from 25.8% in the second quarter of 2021 to 33.1% in the first quarter of 2022, and overtook the market share in the first quarter of 2021.
Cicada mother vibrato clothing shoes and bags industry analysis report
Ecological analysis of the content of douyin clothing shoes and bags
1. The average live broadcast time per game has declined, and high-quality content has driven value growth
Comparing the year-on-year increase in the live broadcast popularity of Douyin clothing, shoes and bags and the market in the first quarter of 2022, it can be seen:
Clothing shoes and bags live broadcast by content producers, has become interactive, powder, grass sharp tool, in the first quarter of 2022 clothing shoes and bags live broadcast and watching popularity year-on-year growth rate are catching up with the super large plate.
In the first quarter of 2022, the average live broadcast time of clothing and shoes and bags decreased by a large number of disks year-on-year, compared with the previous long-term live broadcast, it was launched in the active time period of the target user, attracting more accurate viewers, live broadcast interaction and conversion rate was higher; and according to the feedback of some industry insiders, timely suspension of broadcasting, you can free up time for rapid review, timely adjustment of appropriate delivery operation strategies, and use boutique content and appropriate delivery operation strategies to drive value growth.
Cicada mother vibrato clothing shoes and bags industry analysis report
2. Overview of the mainstream live broadcast scene of Douyin clothing shoes and bags
The scene shaping of the live broadcast room is one of the key elements for the audience to enter the live broadcast room and continue to transform, and the following summarizes the six common live broadcast scene types of clothing and shoes.
Cicada mother vibrato clothing shoes and bags industry analysis report
3. The influx of a large number of clothing, shoes and bags video creators has boosted the rapid growth of content creation by 804%
Comparing the year-on-year increase in the popularity of video creation and interactive transformation of Douyin clothing, shoes and bags and the market in the first quarter of 2022, it can be seen that:
The influx of a large number of clothing, shoes and bags video creators has boosted the rapid growth of content creation, with both of them increasing by more than 800% year-on-year in the first quarter of 2022.
Cicada mother vibrato clothing shoes and bags industry analysis report
4. Short videos of clothing, shoes and bags present a rich and diversified content ecological phenomenon
In the first quarter of 2022, the hot marketing topics related to Douyin clothing shoes and bags:
Cicada mother vibrato clothing shoes and bags industry analysis report
Douyin e-commerce clothing shoes and bags crowd observation
1. Female users dominate the Douyin clothing and shoes and bags market, accounting for more than 70% of the total
In the first quarter of 2022, female users in the high-potential population of Douyin clothing shoes and bags accounted for more than 70% of the proportion, and female users' attention to the content of Douyin clothing shoes and bags was significantly higher than that of male users.
Cicada mother vibrato clothing shoes and bags industry analysis report
In the first quarter of 2022, the categories that T-shirts, slacks, jeans, sweatshirts, shirts, polo shirts, jackets and other spring and summer clothing items have received high attention from male users; summer clothing items such as skirts, suspenders, shorts, and dresses have received high attention from female users, and the demand for clothing shoes and bags by female users is relatively more pre-emptive;
Cicada mother vibrato clothing shoes and bags industry analysis report
2, 24-40 years old users dominate the low-price market, the unit price of 60-80 yuan market is favored by young users
Cicada mother vibrato clothing shoes and bags industry analysis report
3, from Generation Z to silver-haired people, the subdivision tracks they dominate are very different
Among the tracks dominated by users aged 18-23, the subdivision track belonging to the women's wear industry accounts for 56%; in addition, in the clothing and shoes and bags subdivision track, the girl bra has the highest dependence on the user group of 18-23 years old.
Cicada mother vibrato clothing shoes and bags industry analysis report
Among the user-led tracks aged 24-30, 57% belong to the subdivision track of the women's wear industry, and 29% belong to the subdivision of the underwear and tights industry.
Cicada mother vibrato clothing shoes and bags industry analysis report
4. The attention of high-tier cities to the content of clothing, shoes and bags is significantly higher than that of lower-tier cities
In the first quarter of 2022, the urban distribution of users in the Douyin clothing and footwear industry: most of the users are concentrated in second-tier cities and above, accounting for up to 73% of the population; third-tier cities and below are the places of opportunities for clothing, shoes and bags consumption expansion.
Cicada mother vibrato clothing shoes and bags industry analysis report
Douyin clothing shoes and bags product trend analysis
1, women's clothing covers more than 70% of the market share, underwear and tights market growth
Cicada mother vibrato clothing shoes and bags industry analysis report
2. The demand distribution of women's clothing subdivision categories is relatively balanced, and dresses and pants occupy the top two seats
From 2021 to the first quarter of 2022, the sales distribution of the Douyin women's clothing sub-category:
The demand distribution of women's clothing sub-categories is relatively balanced, and the sales of pants, dresses and down jackets that occupy the top three positions account for 13.3%, 13.1% and 11.4% of sales in the first quarter of 2021 to the first quarter of 2022, respectively.
Cicada mother vibrato clothing shoes and bags industry analysis report
3. Autumn and winter women's clothing sales focus on, seasonal hot sales and anti-seasonal promotion double nodes
From February 2021 to January 2022, the distribution of sales growth in the sub-category of Douyin women's clothing sub-category:
The seasonal sales characteristics of each sub-category of women's clothing are obvious, and merchants should prepare for stocking in advance according to the sales nodes of each subdivision category. Among them, the sales volume of spring and summer women's clothing generally began to rise significantly in February; autumn and winter women's clothing has the characteristics of hot sales in season and anti-seasonal promotion.
Cicada mother vibrato clothing shoes and bags industry analysis report
4. Underwear demand under the visual economy has become more diversified and refined
In the first quarter of 2022, the sales volume of the douyin underwear and pantyhose sub-category and the year-on-year growth rate of the sales market share were:
Pajamas, women's underwear, underwear, socks occupy the head position, accounting for nearly 80% of the market share; among them, pajamas, socks growth is weak, the market share has narrowed; women's underwear, underwear continues to be hot, the market share increased by 97% and 224% respectively year-on-year.
Based on the small base growth dividend and the attention to the adjustment of small breasts, the girl bras for specific groups showed a high growth trend, and the market share increased by 1209% year-on-year.
Under the visual economy, the demand for body shaping of "buttocks and abdomen", the demand for garter belts for "beautifying bare legs", and the demand for underwear accessories derived from the hot sale of shoulderless clothing such as breast stickers/chest stickers are worth paying attention to, and its market share increased by 1286%, 667% and 311% respectively year-on-year.
Cicada mother vibrato clothing shoes and bags industry analysis report
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Cicada mother vibrato clothing shoes and bags industry analysis report
Cicada mother vibrato clothing shoes and bags industry analysis report
The above content is excerpted from the "2022 First Quarter Apparel, Shoes and Bags Industry Report", and the full version of the data report can be received for free by private message, covering more detailed data.