February 20, CBNData and Taobao's fashion brand iFashion jointly released the "2017 Trend of Internet Fashion Consumption Trend Report" (hereinafter referred to as the "Report"). It is reported that the "Report" is based on the big data of Alibaba, Taobao iFashion platform is a typical case, in-depth insight into online consumer behavior, revealing the trend of online fashion consumption in 2017, of which "youth" forces in the rapid rise of the fashion industry.
The Report shows that the contribution of the post-90 consumer groups in the field of online fashion consumption has been increasing year by year, showing more "explosive power" than the consumers in the higher age group. The men's trendy fashion is obvious. The celebrities, The effect of driving fans into a consumer fashion industry chain, stars, online Reds are affecting the fashion circle. And Tibet's "online shopping family" once again come to the fore, making Tibet a "cousin" producer. Now, the online shopping community in Tibet has not only limited the basic products such as the basic necessities of commerce such as buying, selling and renting through e-commerce, but also started to pay attention to fashion, fashion and quality.
Young fashion after 95 and 00 preferred "tide brand"
"Report" shows that after 90 consumer spending contribution increased year by year, "youth" forces in the rapid rise of fashion. Among them, young people are more prominent in the new spending power of the online fashion industry.
From the consumption power point of view, young consumers continue to rise in the amount of fashion spending, especially young consumers 21-22 years old and 23-25 years old.
From the perspective of consumer goods, young consumers have a wider range of fashionable consumer goods, and the first three types of goods most commonly bought by young consumers have been declining in their overall consumption, indicating a decrease in the concentration of their fashion purchases. This is also the constant penetration of online fashion consumption, more categories can be completed online consumption is not unrelated.
From the consumer motivation point of view, personalization and freshness has become the main motivation of young fashion consumers shopping. For them, "tide" has become one of the key factors. Tide brand and original brand preferences show the pursuit of individuality and freshness of the young people mentality, especially the "tide brand", the younger the higher the "tide brand" preference.
What deserves our attention is that in the fashion industry where women are the main consumers, men are the major force in promoting "tide brand", and men account for more than 70% of the tide brand products. In the meantime, the preference for "tide brand" is especially significant after 95 and 00.
Star influence the trend of selling a single product sells well
The ever-changing fashion, fashion unpredictable. The report holds that the characteristics of advanced consumption, early adopter consumption and scene-based consumption will become more and more obvious. And based on iFashion's features, the report also mentions trend analysis with distinctive characteristics: style is becoming increasingly personal; non-foundation categories are a significant growth driver in the market; and technology and athletics are becoming more cross-border; more follow-on purchases; "Content" has become the main entrance of traffic; more informatization applications; the burst of business model with consumer as the core, more new technologies and new models will impact on the fashion consumption pattern, which are the major trends of the fashion consumption in the network in 2017 . Among them, more follow-through purchases led by KOL (including celebrities), Reds, UGC / buyers and PGC / designers will undoubtedly become one of the important factors stimulating consumers' purchases.
High-celebrity and high ratings film and television dramas have a tremendous impact on the online fashion trend, as if they have become the weathervane for young people. "Report" shows that Star Street beat fans sought after imitation, with a single product is very hot online, and showed year after year growth.
In addition to celebrities, more and more online Reds are affecting the fashion circle. The Report shows that the Reds model offers a cost-effective way to effectively take advantage of the fancy effect of low-cost, high conversions, resulting in a significant increase in sales conversion rates, where large Reds are converted more than the average Reds 57% higher, and the Reds model has completed the process of driving from a specific population to a generalized population. At the same time, more and more vertical areas of online Reds appear, consumers are more inclined to red-hot vertical areas sought after.
Different Tibetan men throughout Tibet love to buy watches
For fashion consumption, all over the country are not the same. The report shows that Guangdong Province, Zhejiang Province and Jiangsu Province are the three provinces with the largest network fashion consumption, accounting for more than 30% of the national total. Shandong Province and Sichuan Province are closely followed. Shanghai is the most exquisite; Beijing interprets the best male sports style; Hunan province is crowned the most "modeling" discourse province; Tibet has become the "cousin" producer; Yunnan shows the best female sports style; Guangdong women with the most rammed; Shandong Men are best; Shanxi is the province most willing to pay for love.
Now, the online shopping community in Tibet has not only limited the basic products such as the basic necessities of commerce such as buying, selling and renting through e-commerce, but also started to pay attention to fashion, fashion and quality. According to the data, the sales amount of watches in Tibet's male consumers account for the highest in the country and truly become the "cousin" place of production.
"Table is not only used to look at the time tools, but also an ornament, wear a good watch, will enhance the overall temperament a lot last year, I bought two tables, one is the business Watch, a piece of sports watches. "Mr. Cao told reporters.
This article is reproduced, does not represent the world position of million table.
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