2025双11线上消费数据观察：京东服饰品类增长27%

亿邦动力 2025/11/12 17:55

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2025双11京东服饰销售数据亮眼，消费者购物首选京东平台。

1. 京东服饰品类整体增速27%，领先淘天等平台，服装和鞋靴品类表现最佳。

2. 多个商品和品牌成交额翻倍：皮草、女士羽绒马甲、男士棉马甲等翻倍增长，近2000个品牌翻倍，超1000家服饰品牌翻倍，波司登新品增长113%，保暖品牌高梵等翻倍。

3. 实用购物建议：选购时关注面料材质、充绒量等硬指标，优先选择打标JD FASHION的产品，京东严选品质面料和价格合理的设计单品。

双11显示京东是品牌增长的关键渠道，消费趋势偏品质导向。

1. 品牌营销机会：京东平台上近500个细分品类翻倍增长，品牌如波司登新品销售增长113%，可借鉴新品推广策略。

2. 品牌渠道建设：80%消费者首选京东购买品质服饰，品牌可通过加入JD FASHION频道提升曝光，严选产品拉动成交额增长288%。

3. 消费趋势洞察：70%消费者关注面料材质和充绒量，提示研发高品质面料产品；电商平台推动价格竞争合理，服饰行业高速增长提供研发方向。

双11服饰市场提供大规模增长机会，京东平台为卖家提供可学习模式。

1. 增长市场和机会提示：京东整体增速27%，细分品类如保暖服饰增长258%，皮草、羽绒马甲等翻倍显示高需求细分。

2. 可学习点与应对措施：JD FASHION严选产品带动增长288%，卖家可加强产品品质把控，关注消费者硬指标偏好；超500家品牌3倍增长，提示促销活动参与策略。

3. 合作方式：京东甄选数万品牌，提供招商扶持，卖家可加入平台活动，利用数据反馈优化运营。

消费需求推动高质量生产需求，京东平台带数字化电商启示。

1. 产品生产和设计需求：消费者70%关注面料材质和充绒量，工厂需优先生产高品质面料产品；设计需注重百搭性和价格合理性，如JD FASHION强调的严选标准。

2. 商业机会：保暖类商品如羽绒服、棉家居服成交额翻倍，提供冬季服饰生产机会；超1000家品牌翻倍增长，显示品牌代工潜力。

3. 数字化电商启示：京东平台推动服饰销售高增长，工厂可探索电商渠道合作，京东数据反馈产品需求。

行业向品质化趋势发展，京东提供解决痛点方案。

1. 行业发展趋势：服饰线上销售高增长27%，JD FASHION频道带动成交额环比增长288%，显示平台导向品质。

2. 客户痛点和解决方案：消费者担忧品质问题，解决方案如京东严选面料保障JD FASHION产品；增长数据揭示服务可聚焦保暖细分需求，提供定制服务。

商业需求推动京东平台创新，招商和运营措施见效。

1. 商业对平台需求和平台做法：商家需增长渠道，京东上线JD FASHION严选产品，甄选品质面料和设计，满足80%消费者首选需求，带动服饰增长258%。

2. 平台招商和运营管理：吸引近2000个品牌成交翻倍，严选标准提升招商竞争力；运营中关注保暖等细分品类，翻倍增长提示精准管理。

3. 风险规避：京东数据监控消费偏好，如70%关注硬指标，平台可强化品质保障规避信任风险。

双11揭示电商服饰产业新动向，商业模式创新成功。

1. 产业新动向：服饰线上增速27%领跑，京东主导服装鞋靴增长；消费者80%首选平台显示渠道变化。

2. 新问题：70%关注品质指标如面料，提示产品信任问题；增长翻倍显示产业规模化趋势。

3. 商业模式启示：JD FASHION严选频道推动288%增长，严选标准为平台商业模式提供案例，建议关注数字化与品质结合。

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Quick Summary

JD.com's apparel sales during the 2025 Double 11 shopping festival showed strong performance, with consumers favoring the platform for their purchases.

1. JD's overall apparel category grew by 27%, outpacing competitors like Taotian, with clothing and footwear performing best.

2. Numerous products and brands saw doubled sales: fur apparel, women's down vests, and men's cotton vests doubled, nearly 2,000 brands doubled sales, over 1,000 apparel brands doubled, Bosideng's new products grew by 113%, and warmwear brands like Gaofan doubled.

3. Practical shopping advice: Focus on hard metrics like fabric material and down fill when selecting products; prioritize items labeled JD FASHION, which ensures quality materials and reasonably priced designs.

Double 11 confirms JD.com as a key growth channel for brands, with trends leaning toward quality-driven consumption.

1. Brand marketing opportunities: Nearly 500 subcategories on JD doubled in sales; brands like Bosideng saw 113% growth in new product sales, offering lessons in new product promotion.

2. Brand channel development: 80% of consumers prefer JD for quality apparel; brands can boost exposure by joining the JD FASHION channel, where curated products drove a 288% increase in sales.

3. Consumer insights: 70% of shoppers prioritize fabric quality and down fill, signaling a need for high-quality material development; e-commerce platforms foster fair pricing competition, and the apparel industry's rapid growth provides R&D direction.

Double 11's apparel market offers large-scale growth opportunities, with JD providing a replicable model for sellers.

1. Growth markets and opportunities: JD's overall 27% growth, with subcategories like warmwear up 258%, and doubled sales for fur and down vests indicate high-demand niches.

2. Actionable insights: JD FASHION curated products drove 288% growth; sellers should enhance quality control and focus on consumer preferences for hard metrics; over 500 brands tripled sales, highlighting effective promotion strategies.

3. Collaboration methods: JD selects tens of thousands of brands with merchant support; sellers can join platform campaigns and use data feedback to optimize operations.

Consumer demand drives need for high-quality production, with JD offering digital e-commerce insights.

1. Production and design needs: 70% of consumers focus on fabric and down fill, requiring factories to prioritize quality materials; designs should emphasize versatility and fair pricing, as seen in JD FASHION's curated standards.

2. Business opportunities: Warmwear like down jackets and cotton loungewear doubled in sales, offering winter apparel production potential; over 1,000 brands doubling sales indicate OEM opportunities.

3. Digital e-commerce insights: JD's high apparel growth suggests factories explore e-commerce partnerships, with data feedback guiding product demand.

The industry shifts toward quality, with JD offering solutions to key pain points.

1. Industry trends: Apparel online sales grew 27%, and the JD FASHION channel drove a 288% sequential sales increase, reflecting a platform focus on quality.

2. Client pain points and solutions: Consumers worry about quality; JD addresses this with curated fabrics in JD FASHION products; growth data suggests services can target warmwear niches with customized offerings.

Business needs drive JD's platform innovation, with merchant recruitment and operations proving effective.

1. Platform response to merchant needs: Sellers seek growth channels; JD launched JD FASHION curated products with quality materials and designs, meeting 80% of consumers' platform preference and driving 258% apparel growth.

2. Merchant recruitment and operations: Nearly 2,000 brands doubled sales, with curated standards enhancing competitiveness; operations focus on subcategories like warmwear, where doubled sales indicate precise management.

3. Risk mitigation: JD's data monitors consumer preferences (e.g., 70% focus on hard metrics), allowing the platform to strengthen quality assurance and avoid trust issues.

Double 11 reveals new trends in e-commerce apparel, with successful business model innovations.

1. Industry trends: Apparel online growth of 27% leads the market, with JD driving clothing and footwear gains; 80% consumer platform preference signals channel shifts.

2. Emerging issues: 70% focus on quality metrics like fabric highlights product trust concerns; doubled growth indicates industry scaling trends.

3. Business model insights: JD FASHION's curated channel drove 288% growth, with its standards offering a case study for platform models; recommendations include integrating digital tools with quality focus.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

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根据复旦消费大数据实验室《2025年“双11”线上消费数据观察》，2025年双11期间，在服饰行业中，京东以27%的同比增速领跑淘天、抖音、拼多多等主要平台；从各平台在二级行业的表现来看，京东在服装和鞋靴两个品类的增速均位居各平台首位，服装行业增速领先第二名超7个百分点。

据京东双11战报，服饰、美妆、运动等品类销售迎来高速增长，近2000个品牌成交额同比增长翻倍，近500个细分品类成交额同比增长翻倍，皮草、女士羽绒马甲、男士棉马甲、加绒裤成交额增长翻倍，波司登新品泡芙系列羽绒服增长113%；超1000家服饰品牌成交额同比增长翻倍，超500家服饰品牌增长3倍。其中，保暖核心品牌高梵、坦博尔、美力城、冰洁增长翻倍。

根据经济观察报双11消费调研报告，超过七成消费者在选购冬季服饰时会主动关注面料材质、充绒量等硬指标。在平台选择上，近八成消费者将京东作为购买品质服装的首选。

为了让广大用户买到更具有品质保障的服饰，京东服饰上线京东JD FASHION频道，但凡打标JD FASHION的服饰产品，均已通过京东采销严格甄选，从数万品牌中，严选品质面料、设计百搭、价格合理的品质单品。

双11期间，JD FASHION商品也获得广泛关注，大幅带动服饰品类销售增长。京东销售数据显示，京东双11期间，保暖服饰整体成交额同比增长258%，拥有JD FASHION标签的羽绒服、棉家居服、羊毛羊绒、冲锋衣商品成交额环比增长288%。

文章来源：亿邦动力