Sou Hu Cai Jing·2025-08-14 10:17Overall Sales Performance - In Q2 2025, men's apparel e-commerce sales were influenced by the 618 shopping festival, with total sales reaching 1.23 billion yuan and a volume of 1.4857 million items sold [1][9][12] - The peak sales period occurred from May 12 to May 18, generating approximately 14.9 billion yuan [1][9] - Year-over-year, Q2 2025 sales and volume showed a decline compared to Q2 2024, although May experienced a sales increase, with an average item price rising by 12.1% [1][12] Category Performance - T-shirts dominated sales with a 35.0% revenue share, followed by casual pants (23.2%) and jeans (10.1%) [1][16] - Emerging categories such as shorts, fashionable sun-protective clothing, and dress pants saw significant growth, with sales increasing by 60.5%, 21.1%, and 34.8% respectively [1][12] - The promotion strategies for the 618 festival had limited impact on autumn/winter categories, while summer items performed better [1][14] Top Performing Stores - The top 10 stores on Tmall featured well-known brands, with Uniqlo leading at 5.5 billion yuan in sales, followed by Hailan Home and Ralph Lauren [2][26] - On Taobao, trendy stores like GTAL and YUXIAN achieved sales exceeding 60 million yuan [2][27] - Notable emerging stores included "Cotton Aesthetics," which saw a staggering 1484.7% year-over-year sales increase, primarily selling T-shirts [2][29] Style Trends - The main style trends in Q2 2025 included street casual, light business, and outdoor sports [2][23] - Light business attire accounted for a total sales volume of 134,000 items, with brands like Hailan Home and Uniqlo leading in this category [2][23] - Outdoor sports styles, particularly sun-protective and quick-dry products, also performed well, with a total sales volume of 74,000 items [2][23] Market Insights - The overall men's apparel e-commerce market in Q2 2025 presented structural opportunities driven by mid-to-high-end positioning and scenario-based marketing [2][12] - New brands achieved rapid growth through precise category positioning and innovative styles [2][12]