服飾品牌雙11成交爆發，淘寶天貓服飾GMV佔比超50%
雙11電商大促的第一階段結束，得益於降温補貼的持續投入和新品速爆策略落地，服飾品牌在天貓雙11迎來成交爆發。
久謙中台數據顯示，雙11第一階段的銷售中，淘寶天貓在服飾類目種佔比達50.7%，抖音佔據36.1%，京東佔據13.2%，淘天主場優勢明顯。另外在天貓平台大力度補貼下，服飾類目爆發係數高達208%，顯示出日常高頻消費品類的持續吸引力。
有媒體稱，一線服飾大牌在天貓雙11迎來成交爆發。10月24日，天貓雙11開賣首小時，3754個服飾品牌成交同比去年翻倍，顯示出強勁的市場需求和顯著回升的消費信心。在這3754個品牌中，羽絨服類目表現尤為突出，成交同比增長超50%。開場僅1小時，高端羽絨品牌Moncler、高梵的成交額就超過了去年全天；一線時尚潮牌表現亮眼。10月14日預售1小時內，we11done成交同比暴升超600%，AcneStudios成交同比暴升超400%。
今年雙11一個明顯變化是，電商平台不再鼓勵單純的“低價內卷”，大眾對大促的期待仍是有品質的實惠，“好貨”仍具有最高優先級。
天貓繼續加大對新品的資源投入，推出“新品速爆計劃”，資源規模提升3倍，新品啟動週期縮短為7~14天， 30天完成“打爆”。數據顯示，2024年第三季度，天貓新入駐品牌環比大升超70%。而服飾更是新品牌入駐數量最多的行業，新入駐品牌數量連續兩年保持100%以上的同比高速增長。
天貓雙11還通過平台官方補貼、跨店滿減、行業大額券等優惠策略，讓消費者直觀感受到優惠力度。
今年雙11，天貓服飾更多次突發“降温大額補貼“，並且上線了降温會場，一線大牌秋冬新品低至5折。高梵、波司登、MOCO等頭部羽絨品牌們都拿出了自己的“當家花旦”。比如高梵黑金鵝絨服、波司登科技蓄熱羽絨服、鴨鴨黑標鵝超模同款等人氣新品均出現在保暖會場中，消費者都領取降温大額補貼使用。
作為激活消費市場、提升消費意願的關鍵窗口，今年雙11天貓頭部服飾品牌開賣即爆發，再次驗證了天貓以確定性經營持續吸引品牌，品牌成交主陣地始終在天貓。
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