2024年天猫618大促首波女装销售复盘与分析报告

Industry Investment Rating - The report does not explicitly provide an industry investment rating [1][2][3] Core Views - The 2024 Tmall 618 promotion for women's clothing saw significant growth in sales across various categories, with notable increases in categories like dresses, T-shirts, and casual pants [4] - Zara's official flagship store recorded the highest year-over-year growth in sales during the first wave of the 618 promotion [11] - Emerging brands like SINSIN and zoqo showed remarkable sales growth, with SINSIN's sales increasing by 908.68% year-over-year [15] Category Performance - Dresses led the sales with a 27.54% share and an 85.43% year-over-year growth [4] - T-shirts saw a 109.78% increase in sales, contributing 10.55% to the total sales [4] - Casual pants experienced a 121.97% growth, accounting for 9.04% of the sales [4] Top Selling Items - The top-selling dress was from Uniqlo, with 4,680 units sold at a price of 299.00 yuan [7] - The best-selling T-shirt was also from Uniqlo, with 3,914 units sold at 199.00 yuan [7] - Casual pants from Jiao Xia sold 15,000 units at 79.00 yuan [8] Store Performance - Uniqlo's official flagship store led in both sales volume and revenue, with 1,010,052 units sold and 11,963.7 million yuan in revenue [11] - Zara's official flagship store showed the highest year-over-year growth in sales, with a 165.38% increase [11] - Emerging stores like SINSIN and zoqo demonstrated explosive growth, with SINSIN's sales increasing by 908.68% [15] Emerging Brands - SINSIN flagship store saw a 908.68% increase in sales, making it the top-performing emerging brand [15] - zoqo flagship store followed with a 879.36% increase in sales [15] - puretea茶旗舰店, a new entrant, showed a 128.09% increase in sales, focusing on a new Chinese style [15][18] Key Trends - The integration of new Chinese styles with French tea-inspired designs is gaining traction, as seen with puretea茶旗舰店 [18] - MardiMercredi's focus on American casual wear with signature prints like dachshunds and daisies is resonating with consumers [22]