快手磁力引擎：2023快手鞋服箱包行业数据报告（49页）.pdf

1、The Clothing Industry Trends Data Analysis Report2 0 2 3.4商 业 化 营 销 业 务 部/数 据 策 略 组!#$%&()*+,The Clothing Industry Trends Data Analysis Report报 告 导 读?季?2021?1?-2023?3?别?GMV?PART 1.?PART 2.?PART 3.?2023?1-2?2001-2022?500?:?2022?CAGR?2015-2023?:?2015?2023?1-2?The Clothing Industry Trends Data Analysis

2、 Report内容趋势-01繁荣短视频内容持续增长复兴直播回暖观看热情回升强劲创作者阵容进一步扩大?2022?登?60.4%?14.6%?2022?登?93.3%?7.97?-?2022?2022?vs2021?93.3%2022?vs2021?7.97vs11.432022?vs2021?60.4%2022?vs2021?14.6%?=?/?2023?3?170?24.2%?2023?3?35.2%?13.5%?-?2023?3?2022-2023?3?170?24.2%?35.2%?13.5%?别?1/5?2023?3?登?别?32?1/5?100-500?28.8%?-?2022-202

3、3?3?2022-2023?3?2023?3?32?20%5 0 0?+?17.2%100-500?28.8%10-100?15.2%10?9.7%?The Clothing Industry Trends Data Analysis Report内容趋势-02主动用户搜索热情不断攀升细分细分行业搜索重点不同周期搜索&话题具有季节性趋势?-?2022-2023?3?别?2022-2023?3?Q4?2022?登?35.6%?2023?3?别?55.7%?8000?2023?3?55.7%2023?3?8000?2022?vs2021?35.6%?2 0 2 2?T o p 2 02 0 2 2

4、?T o p 2 02 0 2 2?T o p 2 0?-?2022?&?Top?-?2022?2022?登?Top?前?2022?登?Top?-?2022.012022.022022.032022.042022.052022.062022.072022.082022.092022.102022.112022.122023.012023.022023.03?polo?polo?2022?南?2022-2023?Top?&CNY?|?|?|616?|?|?|116?|?CNY|?3?-?2022-2023?Top?2022?Q12022?Q22022?Q32022?Q42023?Q1?#?#?#

5、?#?#?#?#?#?#?#?#?#?#?#?#?#?#?#?#?#KFashion?#?#?#?#?#?#?#?38?#?#?#?#?#?#?#?#?#?#?616?#?#?#?#?#?100?#?#?#?#?#?#?#?#?#?116?#?#?#?#?#?#?#?#?#?38?#?#?#?#?Q1?Q2?Q3?Q4?38?616&116?The Clothing Industry Trends Data Analysis Report内容趋势-03增长鞋服品牌类内容规模提升认知国际影响力品牌内容积累深厚偏好快品牌用户黏性更高?-?2023?3?61.5%?77.8%?2023?3?2 0

6、2 3?3?-?-?-?&IP?IP?别?-?微?BIGDAY?-?2023?3?2023.3.1-2023.3.31?+?+?1?2DR3?4?5?6?7?8?9?10?11?12?13?14?15?16?17?18?19?20?2023?3?2023?3?Top3?No.1?No.3?No.2 DR?The Clothing Industry Trends Data Analysis Report消费趋势体量鞋服消费随季节波动走升细分女装行业领跑细分行业品牌女装快品牌多，运动品牌增速快2022-2023?3?GMV?别?2023?Q 1?4400?2