Interpreting Apparel and Home Textile Company Data at Double Eleven

The “Double Eleven” shopping carnival is still going on. According to various statistics, many listed clothing and home textile brands are at the forefront of transaction volume in their industry, and some of them have exceeded 100 million yuan in transaction volume. At the same time, the proportion of transactions carried out from mobile terminals is increasing rapidly.

Several brands top the pre-sale list

Tmall pre-sale data shows that the pre-sale amount of many home textiles and clothing companies ranks among all the categories. Regarding clothing The unit price of home textile products is much lower than that of household appliances and digital products, which shows the strong driving effect of \"Double Eleven\" on the consumption of clothing and home textiles.

The rankingTmall pre-sale data provided by Qizhenjing.com shows that home textile flagship store Luolai ranks first in the clothing and home textiles category, ranking *12 among all categories, with resale amount More of 43 million, Fuanna*18, the pre-sale amount exceeds 28 million, Mengjie Home Textiles*22, the pre-sale amount also exceeds 25 million.

Data from JD.com shows that the clothing category increased sharply on November 11, with order volume three times that of the same period last year. As of 4 p.m., the sales volume of men\'s and women\'s clothing and shoes reached nearly five times the total sales volume last year.

Mobile shopping has become the \"new favorite\"

Data shows that since the start of Tmall\'s Double Eleven event this year, the traffic of consumers visiting the siteDouble Eleven on mobile devices has increased. almost reached that of the PC Twice that of the end, while in previous years this figure was only about 20%.

Zhang Yong, chief operating officer of Alibaba Group, said that there will be changes during the Double Eleven Shopping Festival 2014. One of the important points is that the habit of purchasing devices without wireThe customers of wireless customers are gradually developing, and the proportion of wireless customer transaction volume is The continuous increase reflects the maturity of China\'s wireless purchasing environment.

At this year\'s Double Eleven event, Luolai, Baiyuan Pants Industry, Jialinjie and other companies launched targeted discounts. Relevant people from Luolai Home Textiles said that judging from this year\'s data, the proportion of transactions carried out from mobile terminals has increased from about 30% in recent years.s previous at around 50% and has already taken “half the country”. The aforementioned person pointed out that compared to the PC terminal, the mobile terminal provides an improved and convenient shopping experience. Consumers can take full advantage of the fragmented time to place orders through the mobile terminal, which can further increase transaction volume.

Besides manufacturers and system maintenance providers, e-commerce platforms are another big winner from new consumer behavior. Alibaba\'s financial report shows that the company\'s mobile performance has increased rapidly for several consecutive quarters. In the third quarter of this year, the mobile transaction volume of Alibaba\'s Chinese retail platform reached 199.054 billion yuan, an increase of 263% year-on-year. Alibaba\'s revenue from mobile terminals reached 3.719 billion yuan, an increase of more than 10 from one year to the next. The share of mobile revenues increased from 3.8% over the same period in 2013 to 29.1% today. Suning Cloud Commerce\'s mobile sales in the third quarter increased 442.67% year-on-year and 44.11% month-on-month. Average daily traffic exceeds 1.6 million and conversion rate exceeds 7%. In September alone, mobile orders accounted for 24% of total orders.

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