UNIQLO's sales exceeded 100 million yuan in 2 minutes and 53 seconds, becoming the first brand to break 100 million yuan in all categories of tmall Mart. And sold all the products in the store

From this year's "double 11" women's clothing sales comparison, it can be seen that the once dominant brands such as yinman and Xieshi lost power almost all over the line, but the traditional offline brands such as UNIQLO, only and laxabel are all in the top position. This is a sharp contrast with eight years ago and the start-up years of "double 11". The dominant trend of Taobao brand online is gone.

If the sales ranking is from the merchants, they are UNIQLO's official flagship store, only's official flagship store, handu's official flagship store, leding's official flagship store and laxabel's official flagship store. Taobao brand retreated almost all the way in the ranking list, leaving only Han DuiShe. Even if the list is expanded to the top 10, only handu Yishe is a Taobao brand.

Compared with the sales of "double 11" women's wear in the past five years, the decline of Taobao brand is obvious. According to the relevant data of "double 11" in 2012, the top three women's clothing categories are all Taos, which are Inman, xieba and handu clothing, followed by artka aka, another Taos brand, which is ranked 10th. In the following "double 11" in 2013, Inman, handu Yishe, ACA, Xiebao and ochirly were the top five brands in the list, of which all the top four were Taos. From 2014, in the competition between Taobao brand and traditional women's wear brand, the latter began to show its advantages.

Compared with the sales of "double 11" women's wear in the past five years, the decline of Taobao brand is obvious. According to the relevant data of "double 11" in 2012, the top three women's clothing categories are all Taos, which are Inman, xieba and handu clothing, followed by artka aka, another Taos brand, which is ranked 10th. In the following "double 11" in 2013, Inman, handu Yishe, ACA, Xiebao and ochirly were the top five brands in the list, of which all the top four were Taos. From 2014, in the competition between Taobao brand and traditional women's wear brand, the latter began to show its advantages.

According to Cheng Weixiong, general manager of Shanghai Liangqi Brand Management Co., Ltd., traditional brands didn't pay attention to e-commerce before and used it as a channel to clear inventory. The product style is old and the natural sales can't be done well. But now, online and offline Omni channel operation has become the development strategy of most clothing brands. In addition to the brand awareness and brand tonality of traditional brands, in e-commerce channel Tao's performance is getting better and better. As for the sales ranking of the Taos brand, Cheng Weixiong said that the operation of the Taos brand has been full of keywords such as hot money and low price, while low quality and low price can only be a short-term behavior and cannot be sustained. In contrast, traditional women's clothing brands have been transforming, and Taobao brand has become a "traditional brand".

In the past three or five years, most of Taobao brands have experienced the process of taking goods from the market, finding small factories for processing, establishing cooperative relations with many factories, and even building a few factories themselves. Compared with the traditional clothing industry, Taobao brand does not have a strong supply chain system, which leads to a fast way but a lack of stamina. Especially in the women's clothing industry, which pursues quick response and flexible supply, the first order is small and the return order is fast. The perfection of the supply chain directly determines how far the brand can go.

In March last year, rasabel announced that it would buy 54.05% of Taozhou's "qigege" brand for 200 million yuan. Cao Qing, founder of qigege, said on Weibo, "since 2009, I have focused on the supply chain and suffered from inexperience all the time In winter, I have neither strong cost performance nor good enough quality to explain to you. So I chose La Chabel. To be honest, I really need them. ".

It's not easy for a large-scale Taobao brand. Fang Jianhua, chairman of Huimei group and founder of Inman brand, has repeatedly stressed in the company that Internet brands will have no future if they don't do offline within five years. Inman launched the expansion of offline stores last year. Some analysts believe that opening offline stores requires talents and costs of physical store operation, which is totally different from online stores, such as location selection, display, shop assistant management training, etc. these complex operation modes need time and cost of learning. In Cheng Weixiong's view, opening a shop does not solve the problem. Taobao brand needs to transform from "product" operation to "brand" operation.