consumption observation before the national day: autumn and winter clothing is growing rapidly, and vipshop’s outdoor sports are attracting attention
2024-09-27
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the national day travel craze has not yet arrived, but in the consumer market, autumn and winter clothing, sports and outdoor clothing are the first to become popular.
in mid-to-late september, clothing became a part of the golden week cultural and tourism consumption chain. lin shan, a mother born in the 1990s, booked air tickets for the whole family to xinjiang during the national day early. in the week before the national day, lin shan’s important task was to prepare clothes—— working in a southern coastal city, she prepared autumn clothes in advance, but it was still not enough. she noticed that "strong cold air affects our country around the national day, and the temperature across the country will hit a new low since the beginning of autumn in a large area. from september 26 to october 1, most areas in my country will experience a temperature drop of 4 to 8 degrees celsius, with most areas in the north experiencing a temperature drop of 10 to 12 degrees celsius, with local temperatures above 14 degrees celsius." lin shan urgently bought two lightweight down jackets on the e-commerce platform.
before the long vacation, travel clothing has become a necessity. this consumption window has also become an opportunity for e-commerce platforms. the relevant person in charge of special sale e-commerce vipshop said that its platform will launch the "super v flash sale festival" at 10 a.m. on the 28th. the event will focus on long holiday consumption and autumn and winter seasonal clothing. , "many well-known brands are as low as 10% off, and super vip users can enjoy higher discounts to meet consumers' travel needs with high cost performance."
judging from the data, the consumption boom driven by the long holiday has gradually heated up after september 20, and categories related to travel and sports have attracted more attention from consumers. vipshop data shows that since late september, sales of sports down jackets have doubled year-on-year. , sales of sun protection clothing increased by 65% year-on-year, and sales of jackets increased by 42% year-on-year; in terms of autumn and winter clothing, sales of women's cotton-padded clothing increased by 35% year-on-year; it is worth mentioning that chinese aesthetics are very popular, and the sales of new chinese-style clothing have outstanding performance. in late september since then, sales of new chinese-style suits for children have increased threefold year-on-year.
autumn and winter clothing become a hot spot for consumption
industry insiders said that judging from the consumption trends before the holiday, cost-effective products with well-known brands and deep discounts are still the focus of consumers. this is also reflected in the data of the e-commerce platform: before the super v flash sale, the top products in consumers’ collections were the langzi mid-length windbreaker with a discount of 25%, and the super v galeries lafayette (which was purchased for as low as 1,856 yuan). karl lagerfeld) 2024 autumn long down jackets, biyinlefen men’s autumn and winter hooded jackets with discounts of up to 22%, etc.
clothing, hotels, and air tickets are just the prelude to long holiday consumption. china galaxy securities believes that the backlog of travel demand during the national day holiday is expected to be released, and tourism consumption is expected to increase month-on-month and year-on-year this year. at the same time, market regulatory authorities in many places issued consumption reminders during the national day holiday. during the consumption process, consumers should consume rationally, pay attention to quality, and safeguard their legitimate rights and interests in accordance with the law.
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