Entering March, major clothing brands have opened a new model of spring clothing. In order to help merchants gain an in-depth understanding of the spring consumption trends of hundreds of millions of old irons and immerse themselves in the latest outdoor sportswear and equipment, on March 20, Kuaishou E-commerce held the 2024 Men's Sports Industry Double Selection Conference and Spring New Product Launch Conference in Hangzhou.
In 2023, Kuaishou e-commerce will usher in rapid growth. According to Kuaishou's 2023 financial report, Kuaishou's average daily activity in Q4 will reach 383 million, and the GMV of Kuaishou e-commerce will exceed one trillion yuan for the first time in 2023, reaching 1.18 trillion yuan. Among them, Q4 e-commerce GMV hit a new high in a single quarter, with a year-on-year increase of 29.3% to 403.9 billion yuan, the average number of monthly paying users of Kuaishou e-commerce in Q4 exceeded 130 million, and the average monthly number of merchants in Q4 Kuaishou e-commerce increased by more than 50% year-on-year.
The growth of market traffic on the platform, the growth of active e-commerce buyers, and the construction of multiple scenarios such as short videos and pan-shelves have driven the prosperity of the entire Kuaishou e-commerce ecosystem. Among them, Kuaishou men's sports category also ushered in rapid growth. In 2023, the number of Kuaishou men's sports and outdoor buyers will increase by 49% year-on-year, the GMV of sports and outdoor categories will increase by 47% year-on-year, the number of dynamic sellers will increase by 62% year-on-year, and the number of dynamic sales anchors will increase by more than 80% year-on-year.
In order to better show the new trend of sports and outdoor in 2024, at the Hangzhou men's sports and outdoor new product launch conference, Kuaishou e-commerce launched a spring new product launch conference with the theme of "going out, moving, seeing the mountains and wilderness, and looking for spring". From the four theme chapters of super cool travel, city walk, outdoor adventure, and national fitness, brands such as 361 degrees, Skechers, ppge, Naixiang, Boxihe, TOSWIM, and Anta successively displayed new spring and summer trends with both comfort and fashion, so that everyone can have a more intuitive understanding of the current season's fashion trends.
Kuaishou e-commerce sports and outdoor market data also shows that in 2023, abdominal wheels, hiking shoes, and bicycle accessories will become high-growth categories throughout the year. Especially in spring, bicycle accessories, sun-protective clothing, tents, and travel suits are high-growth categories, while fascia guns and mountaineering shoes are high-growth categories in summer. This also provides a reference for merchants to understand the hot products of the season in 2024.
In terms of business direction in 2024, Kuaishou e-commerce encourages sports and outdoor merchants to adopt the dual-driven model of "self-broadcasting + distribution" to carry out global efficiency improvement, on the one hand, build multi-scenario transactions, strengthen self-broadcasting, precipitate user assets, and consolidate stable and sustainable business positions, and on the other hand, actively expand distribution and multi-dimensional business links to help accelerate the growth of business scale. In the middle, Kuaishou e-commerce will actively carry out activities such as double selection meetings and group head matchmaking to help merchants build a good ecological connection through various forms.
In order to support merchants to operate better, Kuaishou e-commerce has launched activities and reward policies such as "Spring on the New", "Snowball Plan" and "Green Season", and merchants can get rewards such as magnetic Taurus and freight insurance when the incremental GMV of self-broadcasting month, the growth of fans, and the incremental GMV of distribution month reach the corresponding thresholds. Throughout 2024, Kuaishou E-commerce Sports Outdoor will also launch a variety of activities and gameplay such as the hiking adventure season, the spring and summer wilderness festival, the summer sports season, the mountaineering and camping development day, and the winter national sports season.
At this Hangzhou double election meeting, Kuaishou e-commerce also presented awards to sports and outdoor merchants with excellent performance in 2023. Among them, brands such as Googims, Xtep, Li Ning, 361 Degrees, Skechers, Taobo, Anta, Peak, Hongxing Erke, Jordan, OAVE, Youmei, Silly Six, Pengpeng Casual Sports Wear, and Completion won the "Longteng Sports Leader Award". Camel, Bo Xihe, Jia Dongpu and Bei Anshi won the "Longwei Outdoor Leader Award", and the women's shoes from the south to the north - the three sisters, Maiteyou, An Yuhui, Yanxiaojia leather women's shoes, and Fulilan women's shoes won the "Longteng Shoes and Boots Leader Award", and EFFACE and Quanzhou Fei Likang won the "Longteng Men's Wear Leader Award".
At the same time, Xu Xiaomi, Super Dan, Shijiazhuang Ruijie, Ole Daigou Jinjin, Ole Daigou Doudou, Sister Mi and other talents won the "Outstanding Contribution Anchor Award in the Sports and Outdoor Industry", and the "Most Potential Anchor Award" was won by Supreme Treasure, Kexin, Meng'an and other talents.
Kuaishou anchor Jin Jin, who won the Outstanding Contribution Anchor Award, is a Beijing outlet purchasing influencer, who has been doing live broadcasts on Kuaishou since 2021 and now has nearly 600,000 followers, with a GMV of 90 million last year. Jin Jin said that his annual broadcast rate was 90%, insisting on daily broadcasting, ensuring the basic flow of traffic, and insisting on the guarantee of authentic products in stores. Talking about future planning, Jin Jin said that he will try high-order products in the future, expand cooperation with brands such as Skechers and Camel, and try some new outdoor categories.
In addition to showing the trend of men's sports and outdoor 2024, Kuaishou e-commerce also invited many sports and outdoor brand merchants such as Googims, Camel, Bo Xihe and many other sports and outdoor brands to set up the exhibition on the spot, and set up a double selection session to invite experts to communicate with the brand on site to promote follow-up cooperation with goods. With the help of the on-site matchmaking of the double election meeting and the release of support policies in 2024, it is believed that more and more men's sports merchants will be able to establish their business positions in Kuaishou faster, and reap the rapid growth and explosion of business in 2024.