Core Insights - The apparel industry is undergoing a transformation where consumers are willing to pay for emotions, scenarios, and identities rather than just clothing itself [3][4] - Although the market appears to be recovering, growth rates are slowing down, with retail sales of apparel and footwear only increasing by 3.1% year-on-year in the first half of 2025, compared to a high growth of 15.5% in 2023 [3][4] - The industry is entering a new phase focused on "mind penetration efficiency," where understanding consumer preferences and establishing long-term brand memory through content is crucial for success [3][4] Market Trends - The online content consumption is becoming the core entry point for apparel transactions, with over 60% of consumers relying on content for their purchasing decisions [7] - Douyin (TikTok) contributed 74% of the online retail growth in apparel in 2024, indicating its role as a primary growth engine for the industry [7] - AI is reshaping the supply-demand system, enhancing both consumer experiences with virtual try-ons and accelerating product development on the supply side [9][11] Seasonal Strategies - The extended autumn-winter sales window in 2025, lasting 194 days, provides retailers with more opportunities to control sales rhythms and consumer decision-making [9][11] - New products account for nearly 40% of GMV during the autumn-winter season, emphasizing the importance of identifying trends and launching popular items early [11][13] - A dual inventory strategy focusing on seasonal and all-season products is emerging as a more reliable growth tactic [13] Consumer Behavior - Consumers are now looking for versatile clothing solutions that can serve multiple purposes, with over 90% considering two or more usage scenarios when purchasing autumn-winter apparel [16][18] - Three major growth tracks have been identified: quality warmth, outdoor lifestyle, and emotional dressing, reflecting the evolving consumer expectations [18][19][22] Target Demographics - Six key consumer segments have been identified, each representing distinct lifestyles and aesthetic preferences, including practical users, cultural enthusiasts, and style innovators [25][40] - Understanding these segments allows brands to tailor their offerings and marketing strategies effectively [40] Content Strategy - In the content-driven e-commerce era, brands must focus on creating meaningful content that resonates with consumers and builds brand recognition [41][45] - Effective content should not only drive sales but also establish a unique brand identity and emotional connection with consumers [47][48] Product Lifecycle Management - Brands should adopt a three-phase strategy for new product launches: rapid testing during the cold start phase, targeted content during the potential breakout phase, and aggressive marketing during the mature phase [50][58] - The 2025 autumn-winter season presents a unique opportunity for brands to leverage the longest sales window and maximize their market impact [59][60]

本文来自微信公众号： 产品变量 ，作者：亨亨，头图来自：视觉中国 这可能是一个时间窗口长达10-18个月的市场机会，当然换个角度讲，这也是县城本地商家新一轮淘 换战的序章。迈过去，就有了数字营销的新入场券；迈不过去，兴许在这一波浪潮中，一些县城的门 店就要凋零消亡。 纵观TMT风云，解构产品思维，用创业者和产品经理的视角，深挖商业 以下文章来源于产品变量 ，作者亨哼 产品变量 . 我们把视角拉回机会和红利层面。上个月，我回了一趟老家小县城，这是一座只有10万人口、电子 支付普及、但一半电影票仍通过前台售出的山西北部小县城。我表姐夫找到我，想让我帮他在抖音团 购，上架他新开的台球社。 无论是哪种业态，对于市场体量的判断，都是第一位的。 首先，在下沉市场这个场域，抖音本地生活的渗透，可能比我们想象中要更大。 我检索了一下，在抖音的搜索结果里，县城只有2家台球厅设置了抖音团购，销量400+。而表姐夫新 开的台球社，在没发布短视频导流的情况下，上线当天，就售出2单。 我意识到，无论是在市场体量维度，还是在竞争维度，抖音本地生活都给县城商家带来了极大的机 会。 根据QuestMobile和开源证券的数据，抖音的月活跃用 ...