Analysis of advertising placements for clothing, shoes and bags categories in November!

Note: The clothing, shoes and bags related data involved in this report only include the direct-operated e-commerce industry, and do not include platform e-commerce, vertical e-commerce and other related data. The "new products" below refer to the products newly launched in November.

1. Overview of advertising placement for clothing, shoes and bags

1. Clothing, shoes and bags are gaining momentum

From the figure below, we can see that the number of new clothing, shoes and bags products in the four major channels accounts for more than 20%. Specifically, in the Toutiao Luban and Tencent Fengye channels, the number of new clothing, shoes and bags products accounts for more than 30%. It can be seen that the momentum of the clothing, shoes and bags industry in major channels has increased in November.

In addition, daily necessities, skin care and beauty, and catering and food are the second largest focus industries for Toutiao Luban, Tencent Fengye and Baidu Doujin, respectively. It is speculated that this is related to the characteristics of each channel, the preferences of user groups and consumption levels.

2. Luban and Fengye have many new men's shoes and boots, while Douyin stores have more women's clothing and accessories

From the figure below we can see that among the subcategories of the apparel, shoes and bags industry, men's clothing, women's clothing, and shoes and boots are the key categories to be invested in in November. Men's clothing has been heavily invested in Toutiao Luban, Tencent Fengye, and Baidu Doujin. Women's clothing, accessories, and shoes and boots categories are more prominent in Douyin stores. It is speculated that women's clothing short video advertising is more effective. Men's clothing and shoes are aggressively advertised on Baidu Doujin.

3. Accessories have the highest sales volume in Tencent Maple Page

From the figure below, we can see that the sales of men's clothing, women's clothing, accessories, and shoes and boots are relatively high in all channels. The sales of accessories account for a relatively high proportion in Toutiao Luban, Tencent Fengye, and Baidu Doujin, which is presumably related to their low prices and strong practicality. Further analysis revealed that Tencent Maple Page’s accessories mainly include reading glasses series, light-proof glasses, etc.

The sales volume of women's clothing and shoes in Douyin Store is around 30%. Considering the above figure, the number of new products launched in Douyin Store channel for women's clothing accounts for as high as 38.85%, Douyin Store is more suitable for the promotion of women's clothing category .

II. Price range distribution of new products in November

Extract the lowest average order value of the products displayed on the landing page, and count the number of products corresponding to different pricing as follows. The key pricing range of products on Toutiao Luban, Tencent Fengye and Douyin stores are all between 50-200 yuan , and the number of products in this pricing range accounts for the highest proportion.

Baidu Doujin is quite special, with the number of products priced between 250-300 yuan accounting for as much as 43.23% , which is speculated to be related to the prices of hot-selling products in this channel, such as camel milk powder, weight loss capsules, other medicines, alcohol, etc.

3. List of popular items in November

Based on the advertising data tracked in November, the direct-operated e-commerce version of App Growing compiled a ranking of the top five most popular items in each key sub-category of apparel, shoes and bags.

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

1. Men’s wear

As winter has arrived in most parts of the country, new winter clothing styles have been launched one after another, with most of them using " thicker and fleece" and "warmth and cold protection" as their attractions. The header images focus on the styles of the clothes and how they look good when worn. Men's outerwear such as jackets and leather coats are more expensive, highlighting the texture of leather and fur collars to enhance personal aura.

2. Women’s clothing

The styles of the most popular women's clothing items in winter are generally younger. Leggings have become very popular in the past two weeks. They are warm and slimming, comfortable and versatile, meeting the needs of many women.

3. Men's shoes

The men's shoes that are popular in November are mostly casual sports styles, with an overall youthful style. The popular header pictures emphasize selling points such as plush warmth, invisible height increase, and standard features for handsome men. Leather shoes and Martin boots are priced relatively high.

4. Women's shoes

The popular women's shoes are generally mature in style. Winter Martin boots and short boots are more popular among women. The target group of walking shoes is mainly the elderly, and the main selling points are "health" and "respecting parents" .

5. Top 5 best-selling new products in November

The top five in the overall list of best-selling new products are all autumn and winter products in the clothing, shoes and bags categories. The two affordable thermal underwear and two leggings have only become more popular since November and continue to sell well.

In addition to the low price, practicality, seasonal warmth and other attractive features of hot-selling products, are there also video ads behind them? The following is a simple analysis taking two of the best-selling products as examples.

Creative highlights of leggings advertising

Leggings advertisements mainly use a series of simple and crude tests to highlight the product's elasticity, stain resistance and other characteristics, with an emphasis on the leggings' aesthetic effects such as making the upper body look slimmer and the waist look tighter.

Creative highlights of leather boots advertising

Men's leather boots use rougher cutting and tailoring to show the softness and quality of the leather. The overall impact of the picture is greater, which is more in line with the preferences of male buyers.

In general, the routine of the two advertisements is " wearing effect - violent test - guiding ordering ". The models first show the effect after wearing the clothes. The leather boots highlight the style, and the leggings highlight the slimness. Then the products are tested in a simple and relatively violent way, which creates a certain visual impact on users and leaves a deep impression. Finally, the users are guided to click to place an order. The narration emphasizes that the product is warm and stylish in winter, and uses gimmicks such as " direct sales from the manufacturer, no middlemen to make a profit from the price difference " to further highlight the rationality of the affordable price.

Author: AppGrowing

Source: AppGrowing