At zero o ‘clock on June 1st, the mid-year promotion activity which has been preheated for a long time on the e-commerce platforms such as Tmall and Jingdong officially kicked off. As soon as the activity began, it triggered the consumption enthusiasm of netizens, and the data set a new record.

Early in the morning, the official microblog of Jingdong released a “good start” on the first day of the news report. According to JD, during the “618 and 18th anniversary celebration” in 2021, sales growth of a large number of brands has greatly exceeded expectations.

By category, fresh, FMCG, mobile phone, digital, maternal and infant, medicine, personal care, beauty cosmetics and other categories of brand sales have made a breakthrough, the overall turnover of Jingdong supermarket increased by more than 7 times compared with the same period last year, Jingdong fresh turnover increased by 156%. In terms of apparel category, the transaction amount of over 100 apparel KA brands increased by more than 2 times compared with the same period last year, and the transaction amount of over 20 designer brands increased by more than 10 times compared with the same period last year.

Among them, the sports country tide brand overall performance is outstanding, the overall turnover increased by more than 4 times, among which the three brands with the highest growth are Li Ning, Anta and 361°; The most popular single product Anta KT splash 2 generation basketball shoes, Li Ning Candelong casual shoes turnover increased by more than 720% year on year.

In the first hour of June 1, sales of luxury clothing and accessories increased 113%, shoes and shoes 220%, and bags and suitcases 82%, year-on-year.

The annual 618 event is loaded with the vigorous consumption enthusiasm of many consumers. Under the background of the promotion of goods on the e-commerce platform, the consumption demand for clothing continues to explode.

Even in Jingdong, an e-commerce platform “mainly focused on digital home appliances”, the growth trend of apparel is very encouraging, from which it is not difficult to see the market potential of apparel category.

As early as May 24, in the Tmall 618 pre-sale activity, the underwear brand Ubras was successfully selected as one of the top ten pre-sale one-hour transaction amount. Although there is no more official data at present, it is not difficult to calculate the overall performance of the apparel category, which is an important category on Taobao and Tmall.

Specifically, in the whole clothing category, the national tide is an obvious consumption hot spot. Anta and Li Ning’s success on JD.com’s platform is a testament to the younger generation of consumers’ support for Guochao’s products. In addition, Douyin, which has entered 618 for the first time this year, will also launch a special activity called “Meet the New National Tide” on June 11. Printed cloth hanfu, shadow puppet t-shirts, handmade leather carved small round bags and other cultural features of the National Tide will become the highlight products of this activity.

In recent years, the popularity of national fashion has increased and the self-pleasing consumption trend has intensified. Consumers’ demand for national fashion, designer style and luxury goods is on the rise. This is certainly good news for domestic brands. The shifting consumption preferences of the younger generation of consumers will undoubtedly become the driving force for their innovation. Domestic clothing brands should take advantage of this trend to develop and win the market with products of both fashion and quality.