Women's clothing e-commerce market analysis report in May 2013

Taobao women's clothing is related to the wardrobes of hundreds of millions of women and adorns their beautiful lives. It has also bred one wealth legend after another and created one powerful Taobao brand after another. Such a vast market has also attracted many offline women's clothing brands to enter. They have relied on their accumulation in traditional industries and are coming in with great momentum. Together, they have written a mixed story of women's clothing e-commerce.
Women's clothing e-commerce is undoubtedly a red ocean. What has made it so successful, and where is its development headed? The analysis team of Sutu Research Institute will take you to find out.
There are generally several ways to enter online shopping products: keyword search, brand search, network, website recommendation, etc. Today we focus on brand search. Customers directly enter a brand and go directly to their favorite store to buy goods. What factors affect customers' loyalty to women's clothing brands?

The survey was conducted on three aspects: whether the brand's service is superior, whether it has a high cost-effectiveness, and whether the wearing effect is as expected. The grades are divided into five levels: completely satisfied (A), relatively satisfied (B), average (C), slightly dissatisfied (D), and completely dissatisfied (E).
The survey shows that wearing effect is a very important content. It is very rare for a piece of clothing to meet the customer's inner satisfaction value in terms of material or style. In this survey, the A and B grades accounted for 70% of the qualified items. For female consumers, bargaining is a pleasure and a need. Then the cost performance of clothing naturally becomes the top priority. The cost performance of women's clothing brands has relatively reached the price bottom line of consumers. A, B, and C grades all account for about 30%. It can be seen that the cost performance of the brand is an important factor affecting customer loyalty; during the purchase process or after-sales, the service attitude of the store is also a criterion. The results of this survey show that the service of the store is at the C level. I thought that when the wearing effect is satisfied and the cost performance is high, the service is not so important. However, the service of a store is directly related to the customer's second purchase, and major stores should not slack off in improving their services.
Whether you are an online shopping expert or a novice, you will have heard of several women's clothing brands, including native Taobao brands and traditional brands that have entered the e-commerce market with traditional advantages. For example, Rip, which focuses on ethnic styles, HSTYLE, which is powerful, and ZARA, UNIQLO, and H&M, which have obvious traditional advantages.

The rapid development of e-commerce has also created many Taobao brands. They have been able to carve out a path in such a fierce women's clothing e-commerce market, grow into gold crown stores, and create well-known Taobao brands. This is because big sellers have very strong operational capabilities, are familiar with e-commerce rules, have distinctive clothing and services, and have a large number of loyal fans.
The process of consumers buying branded women's clothing can be divided into two stages: having heard of the brand and having bought clothing from the brand. The top three brands at each level are listed below.
Have heard of: ZARA (80%), Fairfair Big Pink Doll (76%), H&M (74%);
Purchased: ZARA (56%), Esprit (53%), H&M (42%);
The offline brand awareness and accumulation of traditional brands are obviously better than those of Taobao brands. ZARA and H&M are undoubtedly the biggest winners in the ranking. Actively embracing e-commerce has become the choice of more and more traditional brands. The only Taobao brands that have made it into the top three are Pink Doll and the fast-fashion model of Han Du Yi She. Offline brands want to go online, and online brands have never forgotten to break out of offline. Traditional brands have great advantages in breaking out of e-commerce, such as brand influence, planning and design, and supply chain management, but channel conflicts will be the biggest obstacle on their way out. Online women's clothing expands across platforms and establishes physical stores. The differences in consumer habits and store operations and management are realities that must be faced.
How strong are women's clothing brands? Sales are the best proof. We selected several representative stores of women's clothing brands based on sales and other standards, namely, the top three products in monthly sales of the five flagship stores of Han Du Yi She, Lie Bo, Inman, Qiu Shui Yi Ren, and Only, and conducted analysis and evaluation. (Note: 1.2.3 represent the first, second, and third place in sales respectively).

Through real-time search, the sales of flagship stores of major brands are counted. Comparing the five stores, the sales of Liebo Clothing flagship store are significantly higher than those of other stores. The monthly sales of two clothing items have exceeded 9,000 pieces, namely the patchwork summer T-shirt and the graffiti distressed shorts, both of which are priced at more than 100 yuan; the other top-selling store is Han Du Yi She, with three items selling at a similar rate of around 5,000 pieces. Relatively speaking, the products with lower unit prices have the most sales. It can be seen that there is a certain relationship between unit price and sales, but it cannot be absolutely said to be negatively correlated. ONLY is an exception. Among the five stores, the average unit price of the products of Only flagship store is the highest, and the product with the highest unit price is priced at 249.5 yuan, but the sales have not declined because of this, becoming the treasure of the store.

From the perspective of unit price, the unit prices of the top three products in sales are mostly concentrated between 100 and 200 yuan. There are several reasons why products in this range are popular: 100 to 200 yuan is within the acceptance bottom line of ordinary consumers, the quality of the clothes is not too bad, and they have the mentality of being not as good as the best but better than the worst.
The reputation of a store is almost related to the success or failure of the entire store. A few bad reviews can sometimes kill it. Therefore, "Dear, please give me a good review!" has become the most ardent plea of ​​every store.

The popularity of a product can be seen from the evaluation rate of a store and the cumulative evaluation of the product. The above picture shows the cumulative evaluation volume of the top three products in monthly sales of five stores. Let's not talk about the good or bad evaluations for now. Only with the evaluation volume can there be a qualitative change. If a store or a product does not have any comments, how can we talk about the good or bad evaluation?
The ranking of cumulative reviews can be roughly divided into three levels. Liebo ranks first, followed by Han Du Yishe and Qiu Shui Yiren, and Only and Inman are in the third level. As expected, Liebo Clothing Flagship Store has the most reviews, but the second-ranked product in monthly sales has the most cumulative reviews, reaching 12,000, providing great support for customers when choosing products. The other two products also have about 8,000 cumulative reviews.
From the above, we can see that Liebo and Han Du Yi She have become the undisputed leaders. Which one is better? Let's look at the sales volume and sales revenue in the past two months.

Liebo, tearing silk, tearing the norm and rules, tearing time and space, tearing the hard-to-give-up emotions. Tearing is also a trace of the beginning. Life needs the courage of Liebo. This is the most sincere brand connotation of Liebo. When it comes to Liebo, many people will think of poetic and ups and downs, beautiful and natural clothing. Yes, this is the success of a brand, it has taken root in the hearts of consumers. Liebo's sales this month still lived up to expectations, reaching 200,271 pieces, and sales reached 34.36 million yuan.
Han Du Yi She was founded in 2008. Currently, the group has 7 sub-brands, and its business scope has also expanded beyond women's clothing to include men's clothing, children's clothing, shoes and other products. Han Du Yi She has relatively more products, and its sales volume exceeds that of Liebo by 192,467 pieces, but its sales revenue only exceeds that of Liebo by 4.77 million yuan. It can be seen that in terms of product unit price, Liebo flagship store is significantly higher than Han Du Yi She.