Textile And Apparel Industry Maintain High Landscape

In 2019, the "double 11" network realized the transaction volume of 410 billion 100 million yuan, and the transaction volume of Tmall was 268 billion 400 million yuan. In 2019, the "double 11" total network realized 410 billion 100 million yuan, an increase of 30.1% over the same period last year, of which Tmall achieved 268 billion 400 million yuan trading volume, an increase of 25.7% over the previous year, accounting for 65.5% of the total sales volume of the whole network. The platform followed by Jingdong, spelt, suning.com (002024) and vip.com respectively accounted for 17.2%, 17.2%, 17.2%, and 002024 of the total sales volume of the network.

Clothing category UNIQLO ranked the first place in men's clothing and women's wear list. The industry of high vision and brilliantly has a brilliant performance. Some companies have made great efforts to achieve remarkable results. From the "double 11" sales situation of Tmall platform, UNIQLO occupies the first place in men's clothing and women's wear list, and has ranked first in Tmall's women's wear sales list for five consecutive years. Bosideng rose to second from the list of women's wear in 2018 to second, from seventh in men's clothing list to fifth, while Taiping bird (603877) rose from women's list eighth to sixth, and Semir and Hai Lan home (600398) ranked men's list sixth and tenth respectively. Judging from the sales amount of the clothing and home textile companies, some companies "double 11" perform well, and sports, luggage, down garments and other industries maintain a high degree of vitality. Anta Sports Group's electricity supplier reaches 1 billion 830 million, an increase of 63% over the same period. The sales volume of Lining Tmall flagship store is 540 million, an increase of 50% over the same period last year; Semir apparel (002563) sales of the whole network 1 billion 380 million, an increase of 20.9% over the same period; the total sales of Bosideng exceeded 1 billion, an increase of 35% over the same period last year. Some companies have made efforts to channel the electricity supplier, and the double 11 victories are excellent: Sales of Li Lang's entire network increased by 130 million, up 630% compared to the same period last year, and red dragonfly (603116) sales of the whole network were 178 million, an increase of 37% over the same period last year. Taiping bird Tmall sold 917 million, an increase of 12.1% over the same period, and the 603839 of the sales of the positive network (103 million), an increase of 20% over the same period last year.

Traditional offline brand online performance is excellent, the whole channel mode has become the norm, new scenes such as live broadcast detonate new consumption 2019 "double 11" overall, the traditional line brand performance is strong, occupy the electricity supplier sales leading position. Before 2015, Amoy brand, Korean clothing house and Yin man ranked the top of the "double 11" women's wear sales list. In recent years, under the traditional offline brand, the performance of "double 11" was obviously better than that of the Amoy brand. The number of Amoy brands in the list of women's wear sales decreased and the ranking moved back, and the traditional offline brands became "double 11". The main reason is that the product update is accelerated, and the single product life cycle becomes shorter. The strength of the supply chain has become the focus of front-end sales. Traditional offline brands have high-quality supplier resources and continue to promote supplier system optimization and quick response capability of supply chain. E-commerce business is maturing gradually, and the advantage of pure online brand is obvious. The full channel mode has become the major trend of clothing brand development. The new sales way of brand new business under the line is worth paying attention: providing the scene with the business resources to facilitate the control of the live goods delivery mode has been rapidly popularized in 2019, and the "double 11" has exceeded 50% in Tmall merchants, becoming one of the important sales methods. The first 63 minutes live guided transaction is over 2018 "double 11" all day live guided transaction.