On May 22nd, Kuaishou E-commerce's Women's Clothing South Industry Belt & Bag Accessories Industry jointly held a training session in Puning, Jieyang with the Puning E-commerce Association and industry service provider Guangzhou Lanwei. During the event, the platform shared insights on the 2024 summer fashion and lingerie sales trends, Kuaishou's distribution and supply chain strategies, new business opportunities on Kuaishou shelves, the rise of digital influencers, and promotional strategies for the upcoming 618 shopping festival. They also invited the top women's clothing group leader Rui Xuan 567 to connect with Puning merchants on-site, aiming to strengthen and expand the women's clothing industry belt in Puning, revitalize the distribution channels for small and medium-sized influencers during the 618 festival, and help more merchants in the industry achieve business breakthroughs.
In 2024, Kuaishou E-commerce continues its rapid growth momentum. According to Kuaishou data, in Q1 of 2024, Kuaishou E-commerce's GMV increased by 28.2% year-on-year to 288.1 billion RMB, with a 22.4% year-on-year growth in monthly active buyers to 126 million and a 70% year-on-year increase in the average monthly active selling merchants in Q1. Kuaishou E-commerce has provided a solid foundation for the steady development and continuous growth of the women's and children's clothing industry. Data shows that in 2023, the number of active selling merchants in the women's and children's clothing industry on Kuaishou E-commerce increased by 150%.
In Q1 this year, the number of new merchants in women's fashion on Kuaishou continued to grow rapidly, with cities in the southern industrial belt being the main recipients of new businesses. In particular, Jiayang, Guangdong saw a year-on-year growth rate of over 300% in new Kuaishou merchants, thriving on the high-value-for-money goods from the industrial belt. To further boost the business growth of fashion merchants in Jiayang, Kuaishou e-commerce specifically held an industrial belt training session in Puning, Jiayang, to help more merchants understand the trends and platform policies of Kuaishou e-commerce, enabling business growth.
In terms of business insights, Kuaishou e-commerce points out three major opportunities for growth in the women's fashion industry in 2024. Firstly, there is a new user base, including young users and users from the south with significant growth potential, as well as new online users with an average monthly spending of over 1,000 yuan, all of whom are high-value incremental groups that merchants cannot ignore. Secondly, there are new business areas, with the GMV of general merchandise shelves in Q1 2024 accounting for about 25%, providing more business opportunities for merchants in core areas such as malls, recommendations, searches, and stores. Lastly, there are new product categories, with low-priced quality goods and new products being important breakthrough points, where the effectiveness of new products is over four times that of old products.
In terms of support policies, Kuaishou E-commerce provides multi-dimensional policies such as fan growth incentives, new product incentives, self-broadcasting, and distribution leap to help businesses efficiently enhance their operational capabilities, fully unleash growth potential. Targeting industry belt merchants and influencers, it introduces cash policies, traffic support, etc., to help create new benchmarks for industry belts. Simultaneously, through the "Handpicked Good Origin" IP plan, it continuously builds a good product mindset for industry belts, and supports special initiatives for "Fast Quality Manufacturing" at the source, incubating factory brands of Chinese quality manufacturing. For potential new merchants, it offers traffic support, subsidy incentives, marketing resources, and exclusive support to help new merchants quickly start up, manage operations well, achieve long-term growth, and explosive promotions.
In addition to improving long-term operations for merchants, Kuaishou E-commerce also focuses on the 618 shopping festival and summer marketing opportunities, releasing special strategies and battle plans for women's clothing during 618 to help female clothing merchants achieve a surge in mid-year sales. During the 618 period, Kuaishou E-commerce provides merchants with traffic support through large-scale traffic assistance, the "Rocket Plan," short video "Star Collection Plan," and live streaming "Daily Plan," offering various support such as traffic assistance and red packet subsidies. Additionally, through marketing IPs like "Handpicked Good Origins," "Fast Fashion," "Super Brand Day," and offline events like product selection fairs, Kuaishou E-commerce comprehensively supports merchants in achieving breakthroughs in sales and overall business growth.
Currently, Kuaishou E-commerce's 618 promotion has officially begun. The theme of this event is "Every day is 618, with brand subsidies better than the entire network," and will continue until June 30th. The series of strategies and support policies introduced by Kuaishou E-commerce are effectively assisting merchants and influencers in the women's clothing industry to efficiently expand their businesses, continuously driving business growth, seizing the opportunity of the 618 promotion, and achieving explosive growth.
