The real online children's wear market under the epidemic
At the moment of the epidemic, all walks of life have been affected to a greater or lesser extent. Looking at the maternal and infant industry, according to ECdataway data, the online scale of related categories in January 2020 decreased by 8.6% compared with the previous period. Previously, compared with 2018, the overall growth rate of the industry was 17%, so it seems that the impact of the epidemic on the industry is indeed great. Babu Bean brings everyone to focus on the children's clothing market. Compared to YTD19, YTD20 is down 6.8%, higher than the industry average.
"Ali platform" has always occupied a major position in the online sales platform of children's clothing. More than 90% of the online share of children's clothing is concentrated on Tmall and Taobao, and this pattern has remained unchanged during the epidemic. In January 2020, Taobao accounted for 45%, Tmall accounted for 48%, followed by JD.com.
Although affected by the epidemic, all platforms and categories have a relatively obvious downward trend, but according to ECdataway data, JD.com's children's clothing category showed a relatively high growth in January 2020, with a growth rate of 56.1%. This is mainly due to JD.com's logistics system, and the logistics advantages of self-operated stores have been revealed under the epidemic.
Online pattern of each brand: overall growth, cotton era stands out
ACCORDING TO DATA ISIDER DATA, THE CATEGORY OF CLOTHING ACCESSORIES WAS SIGNIFICANTLY AFFECTED BY EXPRESS DELIVERY IN THE EPIDEMIC, WITH AN OVERALL TRAFFIC INCREASE OF 26.7% IN 2020 COMPARED COMPARED TO 2019, BUT THE OVERALL SHIPMENT VOLUME FELL BY MORE THAN 60%. In the face of the epidemic, there are fewer social scenes, and people's enthusiasm for the purchase of clothing accessories has gradually weakened, and the popularity of visitors for such purposes has declined more seriously due to the impact of the epidemic.
Children's clothing has many similarities with such items, and as children's social scenes become more and more abundant, children's clothing is no longer just a necessity to solve the warmth problem, so the children's clothing market is also greatly affected by the epidemic. However, according to the data obtained by children's clothing observation, most brands still have a significant increase.
According to ECdataway data, the top 10 brands in the online market share in January 2020 are: Balabala, Antarctica, David Bella, Disney, Chenchenma, Anta, Mini Peace, Bosideng, Gap, Zara.
Among them, except for Antarctica and David Bella and Zara growth rate decline, the rest of the brands have increased to varying degrees. The decline of Antarctica, objectively speaking, the impact of the epidemic is relatively small, with the upgrading of consumption and the renewal of consumer concepts, the shortcomings of its business model gradually appear, and the decline in growth rate is reasonable; There are two main reasons for the decline in Davy Bella's growth rate, one is that Davy Bella's main sales are online, and this decline will be very noticeable once express delivery is affected. Second, due to the emergence of mini balabala in the past two years, it has been benchmarked against David Bella and its performance has been affected; Zara's negative growth rate is a microcosm of the gradual decline of fast fashion, coupled with the impact of the epidemic.
The rest of the brands are showing a growth trend, and it is worth mentioning Bosideng. As a traditional down jacket brand, Bosideng has frequently "crossed over" for a long time, men's clothing, women's clothing, children's clothing... Gradually detached from the main business, performance suffered. In the past two years, he has returned to the main business, focusing on the research and development and sales of down jackets for various groups of people, and walking at the forefront of fashion with national trends. It is precisely because of the return to the main business of down jackets that they have been able to "escape" in this epidemic. During the epidemic, it was the off-season for down jacket sales, and companies had long had strategies to deal with the off-season, so they did not suffer greater losses due to the epidemic.
Like many clothing brands, it makes full use of communities, short videos, live broadcasts and other forms of "high-profile delivery", and uses online platforms such as micro-malls to undertake business. And donated 300 million yuan during the epidemic, and recently appeared in London Fashion Week, these measures have further enhanced its popularity in this special period.
Balabala, Anta, Mini Peace, etc. have all turned online, setting off their own unique topics and enhancing online services, so it is reasonable that online sales of children's clothing have increased.