2022年双十一全面复盘报告(附下载)
互动话题:你认为今年双11的消费者与去年相比有哪些差异?
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本文要点
1.今年天猫双11TOP100品类的销售总额与去年同期相比变化不大,总额只下降了2.68%,但均价却上升了7.57%。
2.品类方面,女鞋的销售额下降最为明显,同期下滑幅度超过30%;饰品类目的销售额增速最为明显,上涨幅度超过了108%。不同类目的销售额有增有减,并不能得出大部分类目都在下滑的结论。
3.细分行业
食品饮料:同比下降5.5%,基础主食和新生代茶饮涨势喜人。
美妆护肤:市场缩水明显,同比下降12.4%,国货不改崛起势头。
保健品:同比增长6.4%,药食同源商品依然火爆。
电器:市场表现平稳,同比增长0.3%,咖啡机、母婴厨房家电市场高速增长。
母婴:同比下降8.7%,仅孕产用品、婴童用品有小幅增长。
运动户外:同比增长3.2%,露营、飞盘、滑板、滑雪市场值得关注。
宠物:“它经济”崛起,同比增长30%,“猫主粮”增长亮眼。
2022年的双十一已经落下帷幕,今年已是双十一的第14个年头,与往年相比,今年的双十一节奏更加紧凑、优惠力度也更大。但是在这个天猫没有公布战报的双十一,整个行业似乎难言乐观。
即使各平台都推出了诱人的红包补贴和深度折扣,但疫情下物流受阻、库存压力、退货风险仍旧让一些品牌的促销力度相对保守,此外,相当一部分消费者也因为越来越多的渠道分流、低价促销,以及越来越理性冷静的消费观念,对大促的热情不再高涨。
真实的双十一情况到底是怎样的呢?
今天,魔镜重磅推出《2022年双十一全面复盘报告》,为大家带来了双十一期间整体市场扫描、品类销售榜单、多个核心消费行业的双十一深度洞察,多个角度深入呈现食品、母婴、电器、美妆等热门行业的双十一销售和增长趋势。
接下来,让我们一起共读今天的魔镜2022年双十一全面复盘报告!
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