The Development Trend Of Taobao Men'S Wear Market: The Rise Of Traditional Brands And The Decline Of Brand Names

In October 24th, along with accelerating the pace of entering the electricity supplier, the traditional brand has been gradually established.

The dominant position.

In the past quarter (July 1st to September 30th), Taobao's cube data showed that the top 20 brands of Taobao men's wear were all occupied by traditional brands.

Data show that in the third quarter,

Metersbonwe, Montagut, JACK&JONES and Jeep ranked the top five in the sale of Taobao men's clothing, with turnover exceeding 60 million yuan, of which seven wolves won the top 140 million yuan in total turnover.

And the highest turnover of One-t in the Amoy brand is only twenty-third, with sales of nearly 19 million yuan.

In the past two years, the well-known JUSTYLE and other men's brand names went to 30 place, and the first 50 of them were the stars.

In this regard, insiders said that the rise of traditional brands and the decline of Amoy brands are the inevitable trend of the development of Taobao men's wear market.

"Traditional brands have absolute advantages in the supply chain and brand awareness, and after advertising monetization, this advantage is more obvious. Traditional brands can enhance the flow of shops and the conversion rate of commodities by launching more activities.

The development of Amoy brand was just a matter of time difference.

On the one hand, the specific characteristics of men's clothing are decided by the specific reasons.

The brand concentration is higher, the brand number is only 1/10 of the women's clothing brand, and its market is only 1/3 of the women's clothing market.

Compared with women, men are more rational in consumption and have higher loyalty to brands.

There are many brands of women's clothing under the line, but their popularity is relatively low.

Women are also more willing to try new styles and new styles, so there is more room for women's online brand survival, and it is easier to brand new brands.

Although the traditional men's wear brands are mainly sold on line, the sensitivity of men to styles is not high.

Unless it is the most up-to-date commodity, last year's money and this year's money, in the eyes of men, there is no big difference.

Liu Shuang, founder of the Internet original brand NOP, said.

Another important reason why the traditional men's wear brand can capture Taobao is that the men's brand has been paying more attention to the sales of goods, but has neglected the brand building.

It is understood that at present, the competition of homogeneity of men's brand is serious, and the added value of commodities is lacking.

Liu Shuang said that the brand of men's Amoy brands fell into a situation of "selling cloth" to earn a living, which is also related to the limitations of the platform itself. A large portion of the shops on Taobao's three party platforms are searching for stations, and commodity sales are one of the most important criteria for platform search and ranking.

As a result, many Amoy brands have been forced to embark on a no return road that only focuses on sales and not brands.

Besides, the traditional way of mass development is no longer suitable for the development of men's own brand. The opportunity for private brand lies in the niche market.

In contrast, niche brands with unique styles such as cracking, silk, flower, and initial languages rely on online marketing. Instead, they can generate higher brand intensification, break boundaries and attract users.

"If we want to develop our own brand, we must find new market value, and the market must be constantly differentiated. Private brand must learn to integrate consumer fragmentation demands."

A Tmall menswear brand electric business person in charge pointed out.