With the increasing consumption power of women, the Hanfu market is booming at an unprecedented speed. According to statistics from relevant institutions, the scale of my country's Hanfu industry has exceeded 1.4 trillion yuan in 2023. In terms of e-commerce channels, in the second quarter of 2024, the overall sales of e-commerce Hanfu reached 376 million pieces, and product sales reached 52.955 billion yuan. A total of 5.5965 million new products were launched. This series of growth data not only reflects the diverse and personalized needs and huge market potential of female consumers in the new era, but also inspired the Hanfu brand to actively explore in product promotion, marketing strategies and digital transformation, especially with Innovative integration between e-commerce platforms and service providers.
In this context, in May this year, Taobao's six-star service provider, Firebat E-commerce, successfully helped a Taobao mid-to-high-end Hanfu store achieve sales performance by relying on multiple strategies in product introduction, advertising, and store operation and maintenance. The leap has caused heated discussions in the industry. It is reported that with the help of Firebat E-commerce, the store's monthly sales jumped from a fluctuating state to more than 1.38 million yuan, fully demonstrating the comprehensive ability of Firebat E-commerce in promoting the growth of merchants.
▲Picture source: Firebat E-commerce
It is worth mentioning that according to reports from Yibang Power and E-commerce News, after ten years of intensive development, Firebat E-commerce has expanded its business in clothing, food, and personal products. It has established leading competitive advantages in multiple categories such as personal care, 3C electrical appliances, and beauty cosmetics. For clothing brands with a certain user base, Firebat E-commerce believes that, feedback from old customers is an important basis for identifying whether a product has hot-selling properties. Based on this, in the process of operating the Hanfu brand, the team innovatively used private domain traffic to conduct product testing, and invited member and regular customers to participate in new product testing activities through the store membership group. During the 7-day testing period, the team collected and analyzed the additional purchase data of new products, and finally accurately determined the main styles. This strategy not only effectively reduces the risk of product selection, but also greatly improves the market acceptance of the product after it is launched. Among them, within 15 days of a certain flagship product being put on the shelves, store sales exceeded 48,000 yuan, and the number of visitors successfully exceeded 10,000.
As an enterprise that grew up during the transition of e-commerce from an incremental market to a stock market, Firebat E-commerce is well aware of the importance of new users to brand management in the context of "stock". In terms of promotion of the store, the operation team said that it has reorganized the primary and secondary distribution of channels, changed the promotion method from "through train" to "gravity cube", and produced "micro-detailed videos" for advertising. , to expand the grass-roots and attract new customers, and guide consumers to join the club, enter the store, collect and purchase, and other behaviors. In addition, supplemented by "Wanxiangtai" for omni-channel traffic expansion, the "through train" is still retained to drive search traffic and enhance the store's visibility in search engines. From a data perspective, the growth trend of store traffic is obvious. In May alone, the number of visitors to product micro-details reached 62,000, compared with 39,000 in March, and the traffic increased by 56.8%.
Currently, although the Hanfu market represented by this merchant has reached a trillion-level volume, it has become a recognized fact in the industry that the competition among apparel e-commerce companies is becoming increasingly fierce. Examining subdivided tracks and looking for increments from vertical consumption scenarios will be a new direction that service providers and brands need to pay attention to. The relevant person in charge of Huobat E-commerce said that in the mid-to-high-end Hanfu consumption track, a "her power" is surging. Superimposed on the rise of Hanfu elements, outdoor sports and other trends, the Hanfu market still has more opportunities. Firebat E-commerce will continue to leverage its advantageous position in clothing and fashion, food FMCG, 3C appliances, beauty and personal care and other categories, expand the scope of full-category and multi-channel operations, and drive cooperative merchants to achieve success in the new round of industry changes. Steady growth.
