京东11.11时尚消费活力持续释放

经济参考网11-01 19:48

自10月12日晚8点全面开启以来，京东11.11前半程，女装、男装、面部护肤、奢侈品、垂钓用品等30个时尚品类成交额同比增速领跑行业，MSBEAST野兽小姐、PANE、NEDAO内道等近一年入驻的221个时尚新锐品牌成交额环比增长超200%，2900个时尚中小商家成交额同比增长超200%。消费热度也从线上延伸至线下，宿迁京东天地11.11客流已突破38万人次。　　10月30日晚8点，京东服饰美妆...

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vitality.","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"09618":1.96,"JD":1.96},"content_text":"自10月12日晚8点全面开启以来，京东11.11前半程，女装、男装、面部护肤、奢侈品、垂钓用品等30个时尚品类成交额同比增速领跑行业，MSBEAST野兽小姐、PANE、NEDAO内道等近一年入驻的221个时尚新锐品牌成交额环比增长超200%，2900个时尚中小商家成交额同比增长超200%。消费热度也从线上延伸至线下，宿迁京东天地11.11客流已突破38万人次。　　10月30日晚8点，京东服饰美妆11.11“闭眼买五折”“多买多返”玩法重磅加码。从10月30日20:00至10月31日24:00，京东服饰美妆多个品类迎来增长。同时，京东服饰美妆借助“品类击穿”网格化品类洞察，做出更精准的爆款预测，并与品牌开展共建，推动多款商品在京东11.11期间登上品类TOP榜单。　　换季降温带动鞋服热销秋冬保暖品类迎来增长　　受换季降温影响，消费者对保暖服饰的购买需求增加。MARIUS、拉夏贝尔、Barbour、亮世秋等超270个品牌成交额同比增长翻倍，羽绒马甲、风衣、羊毛衫等超20个服饰品类实现双位数增长，服饰品类整体成交额环比双位数增长。　　内衣、家居服等贴身衣物销售走高。超70家一年内新入驻商家成交额同比增长翻倍，维多利亚的秘密、蕉内、ubras、全棉时代、松山棉店、MUJI等超70家品牌增长超双位数，睡衣家居服、一次性内衣、打底衣等品类实现双位数增长。　　秋冬鞋履消费既注重保暖，也追求风格表达。PANE、妙丽（Millies）、暇步士、柒牌、GXG、smilerepublic、哈森、哈比熊等品牌成交额同比增长3倍，超20个鞋靴品牌增长翻倍，玛丽珍毛毛鞋、长筒骑士靴、复古德训鞋等品类增长翻倍。　　儿童换季鞋服同步热销，10月30日20:00至10月31日24:00，童装童鞋品类成交额环比翻倍，230个童装童鞋品牌成交额环比增长翻倍，其中保姆鹅增长5倍，贝肽斯、卡特兔等品牌增长超2倍；学步鞋、儿童棉服增长超2倍，儿童羽绒服、裤子增长翻倍。　　京东服饰美妆通过“品类击穿”网格化洞察，推动波司登工装连帽短款羽绒服、波司登鹅绒空气泡芙羽绒服、及适山羊绒大衣、Navigare羊毛绞花针织衫，以及UGG毛毛勃肯鞋、百丽西部牛仔长筒靴、骆驼银月厚底休闲鞋，在京东11.11期间冲进品类销售TOP10。　　秋冬运动出行热情不减运动户外装备、箱包表配成交额攀升　　尽管天气转凉，消费者户外运动出行的热情依然不减。10月30日20:00至10月31日24:00，粒子狂热（Particle Fever）、WHOOSIS、OES、大鲶、乐系等23家运动新锐品牌成交额同比增长超3倍，迪桑特、HOKA、弹射者、超牌等超450个品牌增长翻倍，健身爬楼机、网球装备、匹克球、桌游卡牌等超20个品类成交额同比增长翻倍；HELLY HANSEN、可隆、大行、领路人等超600个品牌成交额同比增长翻倍，越野跑鞋、折叠车、户外风衣等超20个品类成交额同比增长翻倍。　　临近年底，秋冬出游热度走高，其中，SGG、依慧达（Evita Peroni）等超200个品牌成交额同比增长翻倍，Songmont、小米（MI）、罗西尼等品牌增长翻倍，智能骑行箱、男士托特包、多功能手表等品类增长翻倍。　　品质消费提质升级美妆、黄金珠宝、奢品实现增长　　美妆护肤产品向来是京东11.11消费的热门好物。10月30日20:00至10月31日24:00，御银座、理肤泉、科兰黎等品牌成交额同比增长超3倍，娇韵诗、怡丽丝尔、朱栈、闻献等增长2倍，欧莱雅、资生堂、科颜氏、毛戈平等超百家品牌增长翻倍。　　黄金珠宝消费热度持续攀升。宫藏成交额同比增长超10倍，净心石增长7倍，明牌珠宝、顺庆银楼增长超3倍，老凤祥、7000年、厚德金增长超2倍，中国珠宝、领丰金、印象眸增长翻倍；和田玉手镯增长近2倍，文玩饰品增长翻倍。　　水贝产业带品牌聚集京东，让消费者足不出户就能买到低价黄金，领丰金、诗普琳、金大福、开元、周九喜、华姿金、实时金等品牌成交额同比增长超2倍。京东还上线千款羊年生肖黄金商品，领跑京东黄金首饰品类销售增长。　　品质消费同样促进奢品消费增长，其中，奢品太阳镜成交额同比增长翻倍。Polo Ralph Lauren、PRADA、GENTLE MONSTER等品牌增长翻倍。　　京东服饰美妆通过“品类击穿”网格化洞察与品牌共建，推动宝宝银手镯、Lola Rose闪星系列项链、7000年和田玉手镯，以及拉夫劳伦立领外套夹克、BURBERRY双面两穿羊毛大衣，在京东11.11期间冲进品类销售TOP10。（文章来源：经济参考网）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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