Tmall clothing double 11 singles day ultimate list: nike broke 1 billion, Haicang House finally "killed" Uniqlo

The final transaction was 168.2 billion yuan, and the Tmall double 11 Singles Day set a new record again, but the figure reflected the next year's business trend.

Judging from the total list of Top 50 of Tmall Double 11 singles day stores, apparel brands still occupy half of the country. In just 18 minutes, the clothing for men and women will exceed the turnover of 1 hour last year.

Nike ranked fifth, followed by mobile phones and home appliances brands such as Suning, Xiaomi, Glory and Haier. Uniqlo and Adidas followed closely, ranking 8th and 10th respectively. These major brands are almost the same as last year's double 11 singles day rankings.

This time, the double 11 singles day, nike official flagship store became the first one in the history of Tmall apparel to break through 1 billion; Haishu House announced that it broke 100 million in 35 seconds and became the first clothing brand to break through 100 million.

But whether it is nike or Uniqlo, Haicang House, La Chapelle, etc., this year's new 11 new retail games are being upgraded, and the product planning has been adjusted according to the trend of consumption upgrade. In addition, another trend of this year's double 11 singles day apparel business is to go out to sea.

According to the latest release of the Tmall 2017 Double 11 singles day Business Power Medal List, the most popular domestic brands list in the world, the cotton era ranked first, followed by Handu Yishe, Li Ning, Taiping Bird.

2 minutes and 48 seconds, the brand of Taiping Bird clothing broke through 100 million; 10 hours and 7 minutes, the brand of Taiping Bird broke through the sales record of 615 million Tmall double 11 singles day last year. The double 11 singles day is right, the peace bird is still very embarrassed to smash the Taiwanese sister, Taiwan's first Taiping bird flash shop is also synchronized.

Through the double 11 singles day, more and more domestic brands are going out to sea, and are loved by foreign consumers.

Of course, this year's double 11 singles day apparel industry also gave birth to some dark horses, the most eye-catching performance is Xiaomi 90 points. 90 points is another star brand of the birth of the Xiaomi eco-family. It is related to the bag-centered travel equipment product field. In the end, it surpassed Samsonite, elle, and beauty travel, and became the first category of Tmall double 11 suitcases. Sold more than 100,000.

The first broken 1 billion apparel business was born

Nike announced that it had sold more than 100 million in less than 1 minute after the start of Double 11 singles day, and Adidas followed closely. Both brands exceeded the last day's turnover in one hour. The official flagship store of nike became the first in the history of Tmall apparel. Breaking 1 billion businesses.

Since entering Tmall, nike has accumulated 11 million fans. On the same day, Dennis Van Oossanen, vice president of retail at Nike Greater China, rushed to the Tmall Double 11 singles day Media Center and witnessed the "Tmall Speed". He said: Chinese consumers are changing at the same speed as the speed of light. We hope that our innovation The speed is just as fast.

In order to better prepare for the double 11 singles day, on November 8, nike and Tmall's two smart stores opened in Shanghai and Hangzhou, testing the water order and the digitization of passenger flow. At the same time, nike's 50 direct-operated stores also rushed to deliver the online order line this year. In the face of the peak of the shopping surge of the double 11, nike can be deployed and shipped through the store for the first time.In the field of sports and outdoor, Anta, which has brought amazing show, has successfully entered the forefront of the 100 million club in the Double 11 and is ranked first in the domestic sports brand only after nike and Adidas. In addition, Li Ning, who has been maintaining rapid growth in Tmall, also ranked fifth, and achieved good results.

Domestic brands are still strong

2 minutes and 48 seconds, the brand of Taiping Bird costumes broke through 100 million; 5 minutes and 31 seconds, the men's clothing of Taiping Bird exceeded 100 million; 14 points of the brand of Taiping Birds broke through 300 million... As the number continued to jump, 10 hours and 7 minutes, the breakthrough of the brand of Taiping Bird Last year, the 615 million Tmall double 11 sales record.

In this double 11 singles day carnival, the local fashion brand Taiping Bird has undoubtedly become the explosive player of the men's and women's billion-dollar competition, and its brands have blossomed in many categories.

In the women's wear industry, the Taiping bird single brand finally ranked sixth, its young girl brand Lecho is the eighth, the Taiping bird men's wear ranked fourth, and the whole day turnover reached 808 million. Earlier, it had just announced with Tmall that it would take three years to achieve online and offline doubles. New retail and sea is the two big chips to achieve its goal.

Among the international brands, Chinese clothing brand EIFINI Eveli broke into the women's TOP5 in the whole world with a black horse posture, and the single brand broke through 234 million yuan, ranking fourth. Internet brand Handu Yishe performed well, second only to Eveli, which is the only remaining Taobao brand in the top ten list. Local fashion brands such as Ou Shili and Moco also entered the RMB Club.

In addition, the Senma single brand ranked seventh in the men's wear list, the maternal and child brand Balla Balla ranked first, the group's double 11 singles day total sales exceeded 800 million yuan. The down jacket brand Bosideng both men and women on the list, everyone has picked up the down and prepared for the winter.

On the day of the Double 11 singles day, the turnover of a smart store in Metersbonwe exceeded 1.5 million yuan, which is equivalent to the annual turnover of other ordinary brands in the offline market. As for the final turnover, Metersbonwe and Playboy, Mark Huafei also did not fall behind, still occupying the top ten of the menswear list.

In the footwear category, the camel won the first place in seven consecutive years, and the brand eventually sold a total of 536 million yuan. Camel outdoor costume image spokesperson Fan Bingbing estimated that it helped a lot.

Go, go to the sea

"The overseas business department has been established and is recruiting talents." Zhang Jiangping, chairman of Taiping Bird, told the "World Network Merchants" that "I hope that the plan to go to sea will follow Tmall. This is a big market and will bring big surprises."

Double 11 singles day is the first time, Taiwan's first Taiping Bird flash shop is also in sync with the carnival. Based on Alibaba data and technical support, the landing of the Taiping Bird overseas store, the first shot in the form of a flash shop.

Through the preliminary analysis and investigation, Taiping Bird's Taiwan Flash Store found that compared with the mainland, Taiwan’s local climate is hot, consumers’ dress style is more lively, and individuality is emphasized. For this reason, the flash shop owner pushes the autumn explosion clothing and selects five major brands. Product. In addition, each brand also provides 100 gifts, a total of 500 gifts, sent to Shenzhen by SF, and then assisted by Alibaba to transport to Taiwan.

Relying on the high-speed growth of the Taiping Bird line and the mature offline store system, the new retail strategic cooperation will be full of imagination.

Winning the first place in Tmall, this year's double 11 singles day, the local staff of Haishu House Malaysia also joined the thundering Tmall "Overseas Wandian Celebration", witnessed the "man wardrobe" overseas carnival.

At present, Haishu Home has already opened three physical stores in Malaysia, and has seen results. In May of this year, the store opened in the center of Kuala Lumpur, the sales volume is good; and the Yunding store that just opened in October has a good momentum of development. It is said that customers who come to shop will buy 3 clothes on average, and most of them are Malaysian locals.

Who is the dark horse?

90 points is another star brand of the birth of Xiaomi Eco-Family, which is related to the luggage equipment core business.

Since the pre-sale, 90 points have used the "black horse" posture to officially announce the strength of the brand. In the ten days of the 2017 Tmall "Millet official flagship store" double 11 singles day pre-sale opening, "Millet 90 points" has been the champion of the Tmall luggage category.

This is the second year of 90 points to fight Tmall double 11 singles day, before that, after more than 200 days of preparation and more than 100 days of preparations, eventually surpassing Samsonite, elle, beauty travel, etc., become the Tmall suitcase category First, the cumulative sales of more than 100,000.

Haicang House finally surpasses Uniqlo

Zhou Jianping, the chairman of the Haishu House, had publicly shouted and wanted to fight with Uniqlo. In the past double 11 singles day, the sales of Haicang House finally surpassed Uniqlo and became the first brand of menswear.

In addition to Uniqlo, Haicang House also defeated a group of former champions GXG, jackjones, etc., and in the opening of the double 11 singles day less than 1 minute, successfully entered the "100 million club."

In August of this year, Haicang House signed a new retail strategy with Tmall, and its 2,000 stores achieved online and offline integration.

For this double 11 singles day, the Haicang House, which has never been discounted before, has made a big deal. "The top 1000 people will receive IphoneX lifetime use rights + upgraded version of the Tmall Elf + the whole large denomination of 600 yuan without a threshold coupon." At the Double 11 Global Trends Gala and the Double 11 Party, Haishu's home also appeared frequently. Through a series of innovative interpretations, it took the lead to capture a number of young users in Shanghai, and finally ushered in a full-scale online and offline explosion.

In recent years, Haishu’s younger brand transformation and internationalization strategy are making young consumers change their views on it. This year, Haishu's home not only invited Lin to update the spokesperson, but also cooperated with many designers and IP to launch a joint series to increase the fashion sense of the product.

Who is the new retail winner?

Just after 1 minute from 0:00 on November 11th, the sales of Uniqlo Tmall double 11 singles day exceeded 100 million yuan. After that, there was no suspense to win the Tmall Women's Championship. As of the latest release of the Tmall 2017 Double 11 Business Power List, Uniqlo has become the second most popular brand among consumers.

In 2009, I entered Tmall. Since I participated in Double 11 singles day in 2012, its previous achievements are good: 2014 Double 11, Uniqlo ranked second in Tmall Women's Wear with dark horses; 2015 Double 11, Uniqlo became Tmall Apparel The champion, the overall sales exceeded 600 million yuan; 2016 double 11, UNIQLO scored 2 minutes and 53 seconds, became the fastest-breaking brand of the whole category, and sold out after 10 hours.

Despite the pre-sales list on the eve of the double 11 eve, UNIQLO once ranked third, but it unexpectedly opened a double 11 singles day carnival in the store one day earlier. More than 500 stores in Uniqlo will support Tmall's order, and the store will provide services for the same time, even if it is across provinces and regions.

What is more worth mentioning is that Uniqlo also provides a more personalized service, launching a "free change, easy to change" after-sales value-added service. Consumers can change the size of the product according to the try-on experience (only for goods that support seven days without reason to return), change the color of similar products, and even modify the length of the pants for free.

On the morning of November 11th, the UNIQLO line of stores in Beijing and Shanghai ushered in the early arrival of consumers, and soon they queued up. As of 12 noon on November 11th, the number of sales of UNIQLO O2O new retail outlets from the store and the store was more than 10 times higher than the usual figures.

Of course, in addition to services, large discounts, popular styles, cost-effective and functional products are also the main reasons for attracting consumers.

The women's category ranked second and third, Veramoda and ONLY's parent company, Zhizhi Group, to 5:00 pm, the omni-channel turnover reached 173% of the 11-day omni-day.

It is understood that Tmall double 11 singles day started 2 hours, the number of stores that the apparel brand sent through the offline store was 3.5 times last year, and the total number of orders increased by about twice.

The rise of niche personalized brands

Throughout the transaction of Tmall double 11 singles day apparel, not only nike, adidas, Haicang House, Uniqlo and other big-name advantages are expanding, and various sub-categories are also welcoming strong growth. The apparel field is constantly emerging and hatching the dark horse brand.

According to a report released by CBNData, the first financial business data center, high-end products are rising rapidly as consumption continues to rise: in the apparel sector, young consumers after 90s and 00 are more interested in domestic apparel brands; Young consumers are also beginning to focus more on niche and personalized beauty brands.

Double 11 singles day is the best example. The domestic designer brand MAIA ACTIVE and the day, the former exceeded one million in 14 minutes, the latter sold more than one year last year, which is of great significance for the majority of designers. The niche underwear brand neiwai sold 10,000 pieces of explosive bras in the first hour, which made it a good story in the industry. Another new cutting-edge designer brand particle fanaticism also broke through a million in the first 14 minutes, 10 times the double 11 singles day all-day last year.