Author: Bella

来源：App Growing（ID：AppGrowing）

Friends of the north, how are you? I heard that Zhangjiajie are cold to snow, fog is also particularly beautiful, but the goose in Guangdong air conditioning we can not see this beautiful frozen people's scenery, it is expected that in another month there will be a large number of southerners to join the autumn pants luxury package.

With the country's large-scale success into the winter, direct e-commerce recently sold new goods have been replaced with autumn and winter, especially clothing shoe bags more obvious.

App Growing outputs based on direct e-commerce mobile ad delivery data tracked from November 1 to November 27, 2019"November clothing shoe bag category advertising intelligence analysis", hoping to provide reference and reference for direct e-commerce practitioners.

Description: This time related to the clothing shoe bag related data only statistics direct business e-commerce industry part, excluding platform e-commerce and vertical e-commerce and other related data. The "new items" below refer to the new items that go on sale in November.

1-1  Clothing shoe bags launch momentum

From the figure below, we can see the four main channelsNumber of new items in clothing shoe bagsThe proportion is more than 20%, specific to the headline Luban and Tencent Maple page channels, clothing shoe bag new merchandise accounted for more than 30%, it can be seen that in November clothing shoe bag industry in the major channels of the momentum has increased.

In addition, daily department stores, skin care beauty and food and beverage food in the headlines Luban, Tencent Maple Page and Baidu Doojin as the second major focus of the delivery industry, presumably related to the characteristics of various channels, user group preferences and consumption levels.

1-2 Luban, Maple page men's shoes and boots on the new more, shake the sound shop more women's clothing, accessories

From the following image we can see that the clothing shoe bag industry sub-categories, men's, women's wear, shoes and boots as a whole for the November focus on the launch category. Men's clothing in the headlines Luban, Tencent Maple Page, Baidu Doojin delivery force, shake the sound of small shop women's clothing, accessories, shoes and boots category is more prominent, presumably women's short video advertising effect is better. Men's wear, shoes and boots in Baidu Doojin strong launch.

1-3 accessories account for the highest proportion of sales on Tencent Maple Pages

From the following image can be seen men's wear, women's wear, accessories, shoes and boots in all channels of sales are higher, accessories category in the headline Luban, Tencent Maple Page, Baidu Doojin sales accounted for a high proportion, presumably with its lower price, practical characteristics related. Further analysis found that Tencent maple page accessories mainly for the old flower mirror series, anti-light mirror and so on.

Jiyin small shop women's clothing and shoes and boots sales are about 30%, combined with the above picture of women's clothing in the jitter small shop channels to put the number of new goods accounted for as high as 38.85 percent to see, jitter small shop is more suitableWomen's clothing categoryLaunch promotion.

Extract the lowest commodity unit price shown on the floor page, and count the number of items corresponding to different pricing as follows. Headline Luban, Tencent Maple Page and Jiyin store merchandise focus pricing range of 50-200 yuan, in this pricing range of the highest proportion of goods.

Baidu Doojin is more special, priced between 250-300 yuan of the corresponding number of goods accounted for as high43.23%, presumably related to the channel's popular commodity camel milk powder, weight loss capsules and other drugs, alcohol and other commodity prices.

App Growing direct e-commerce version in November tracked the advertising data, organized the clothing shoe bag each key sub-category TOP5 hot push single list.

Description: The "key price range" mentioned in the figure below is based on the distribution of the number of advertisements in the different price ranges of the category tracked by App Growing, and the key pricing range of the category is taken as the key price range of the category based on the normal distribution algorithm.

3-1 Men's

With the success of winter in most parts of the country, clothing has been on the new winter new model, more to "Plush thickening, "cold and warm"In order to attract points, the head chart highlights the style of clothing, upper body type. Jackets, leather jackets and other men's jackets are more expensive, highlighting the texture of the leather and fur collar, enhance the personal air field.

3-2 Women's

Women's winter hot push single style is relatively young overall, the last two weeks underpants burst into flames, warm and thin, comfortable and in line with the needs of many women.

3-3 Men's shoes

November hot push of men's shoes for leisure sports, style overall younger, hot head chart emphasis on plush warm, invisible height, type men standard and other selling points,Leather shoes and Martin bootsThe price is higher.

3-4 Women's shoes

Hot push women's shoes style overall mature wind, winter Martin boots, boots more popular with women, walking shoes target groups are mainly silver-haired crowd, the main"Health" and "Respect for Parents"wait for the selling point.

3-5 November hot new merchandise list TOP5

Hot new merchandise list of the top five are clothing shoes and bags category autumn and winter goods, the price of two warm underwear and two leggings since November only increased the heat, continued to sell.

In addition to low prices, strong practicality, quarterly warm and other attractions, behind the video advertising help? Here's a brief analysis of two of the best-selling items.

Creative highlights of leggings advertising

Leggings advertising mainly through a series of simple rough tests to highlight the elasticity of goods, anti-fouling ability and so on, focusing on leggings on the upper body thin, waist and other beautiful effect.

Leather boot advertising creative highlights

Men's leather boots are through rough cutting, cutting to show the softness and quality of the leather, the overall impact of the picture is greater, more in line with the preferences of male buyers.

On the whole, both ads are set in the same way.Upper body effect - violence test - guide orders", first by the model to show the effect of wearing, leather boots stand out the type, leggings stand out thin, and then all throughSimple.It's moreViolence.the way to test the product, to the user caused a certain visual impact and impressed, and finally guide the user to click to place an order. Narrator emphasizes the commodity winter warm type, the use of "Factory direct sales, no middlemen earn the difference"Such gimmicks further highlight the affordable rationality.

The above relevant creatives are derived from the data tracked by App Growing Direct E-commerce, and the product footage diagrams involved are used only for report analysis and are owned by the original author.

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