2011~2015 Years Taobao Data Analysis: Clothing Footwear Industry Grew Rapidly

As of the third quarter of 2015, the penetration rate of the whole industry in mobile terminals reached 61.7%, and the growth rate of mobile terminals in clothing footwear industry was the most eye-catching.

It is worth noting that the three or four line city is expected to achieve economic leapfrog development through mobile e-commerce.

Taobao and the first financial business data center released a report on China's Internet consumption trend in Beijing.

Through the analysis of Taobao data in 2011~2015 years, we found that the "mobile era of e-commerce" is coming, "the consumption power goes down to the three or four level cities and towns", "the rapid growth of online shopping users under 28 years old" is three distinct consumption characteristics.

The report says that consumption trends such as health, intelligence, personality and youth can be seen everywhere, reflecting the upgrading of Chinese consumption.

The most potential consumer potential is "gold masters" rising in the three or four tier cities.

Released today

It is based on Taobao's hot search keywords and hundreds of sub categories, based on the analysis of gender, age, online shopping depth, and urban latitudes.

Data show that the second half of 2014, food, home appliances digital, fashion beauty, clothing, shoes, shoes and hats, mother and baby industries have entered the era of mobile business, wireless penetration has exceeded 50%.

As of the third quarter of 2015, the penetration rate of the industry in mobile terminals reached 61.7%, of which,

The growth rate of mobile terminals is the most eye-catching.

At the same time, footwear, digital and garment industries began to show the trend of subsiding County cities, and the main order sources grew from one or two tier cities to three or four tier cities.

Judging from the purchasing power of consumers, the tyrants of the three or four tier cities are the "gold masters" who are emerging online shopping.

And high-end consumer goods such as high-end jewellery, furniture and home furnishings, and other large commodity categories show more obvious purchasing power in the three or four tier cities.

The future is the world of young people.

According to Taobao data, young consumers under 28 years old account for more than half of Taobao's total users.

The purchase of all commodity categories has shown a trend of younger age to varying degrees. The proportion of consumers under the age of 28 has increased over 2014.

It is noteworthy that the three or four tier cities are expected to achieve economic leaps and bounds through mobile e-commerce.

The proportion of young consumers in the first tier cities is the lowest in all cities, while the young consumers in the four tier cities account for the highest proportion.

In cities such as Mudanjiang, Fuyang, Zhaoqing, Tongchuan and Chifeng, the proportion of consumers under 28 is over 60%.

Because of the penetration of smart phones, young people are more interested in wireless shopping.

Five major consumer trends, such as health, are highlighted.

Taobao's data also show that health, youth, individuation, intellectualization and tradition become the five major consumption trends for guiding the development of the industry.

As people's awareness of healthy eating increases, the products with specific health concepts are popular and showing an increasing trend. On healthy diet, "organic, low-fat and non additive" become hot consumers' keywords. Guangdong, Zhejiang and Jiangsu are the three most sought after healthy cities.

Health food has also become one of the fastest growing food categories, such as sales of enzymes in the first three quarters of 2015, which is close to 13 times.

The share of the 18~22 year old woman in the health food market has been increasing and has become the fastest growing consumer group.

What is interesting is that whenever there is a public health and safety incident in the community, there will be an explosive growth in the related household health products. For example, when the peak period of avian influenza in May 2013 and the benzene excess of water in Lanzhou in 2014, the sales of water purification equipment increased suddenly.

When the Red Alert such as sandstorm, haze and so on occurs in the whole country, the air purifier will also immediately have a sales peak.

Consumer groups at different stages of youth all show the characteristics of younger consumption concept. It is generally believed that the commodities that young people will consume, such as perfume, color hair, outdoor sports and even "two dimension", are gradually becoming popular among older groups.

2011~2015 years of Taobao data show that 50~70 year old consumers continue to increase consumption of perfume, spending nearly 70 million yuan in 2014 alone.

For Cosplay and other two dimensional cultural searches, the 40~49 year old consumers are the most searched.

Individuation and tradition are further merging and become one of the fashion symbols of young people.

1/4 of the two consumer goods come from the 19~22 year old youth group.

In the first three quarters of 2015, the sales of traditional cheongsam increased by 68%, and the proportion of young users under 28 years old buying cheongsam rose from 18.1% in 2011 to 38.5%.