Seller A : A female skirt seller in the United States can reduce the return rate by 30% by adding only a small design, and can also achieve a synchronous increase in sales profits?

Seller B : A mid-sized swimwear seller in the US, with a 400% increase in sales in 2021?

Seller C : Shockingly, there is also a Japanese station women's clothing seller, whose sales in 2022 have increased by 250% year-on-year?

Amazon's global store opening: Watching many domestic women's clothing brands develop rapidly on overseas sites and earn a lot of money, many sellers of women's clothing also want to go overseas, but they are unable to start .

First of all, what is the prospect of foreign clothing category market ? Check out the data! It is estimated that in 2022, the online sales profit of clothing category will reach 566.2 billion US dollars, and by 2025, it will reach 785.7 billion US dollars (a compound growth rate of 11.54%). Among them, the proportion of women's clothing is expected to be 49%* in 2022. It can be seen that the market prospect of women's clothing is very good!

The second question: I don’t know how to find potential market segments and achieve precise entry? Don't worry, the editor has sorted out the crowd preferences and popular styles of the three major sites in North America, Europe, and Japan , and there are many successful cases and experience summaries. Do your homework now!

North America Station

Women's Skirts, Women's Swimwear

At present, there are many hot-selling categories in North America. This article takes women's skirts and women's swimwear as examples. The editor interviewed a large number of North American sellers, attached successful cases, and summed up a lot of experience. Sellers who are ready to enter the North American station will start the class immediately! Let's take a look at the women's skirt categories:

women's skirt

Quick question and answer

By interviewing many sellers about their views on the skirt market, the editor has sorted out the following points for the majority of sellers to refer to:

Q : Why did you choose to enter the dress category?

A: An important reason for choosing the skirt category is that the traffic is large, and the market has not been monopolized, so there is still a great opportunity to enter the game. And this category of customers has a wide age range, so the customer range will be wider. The last reason is that the pricing space is large and there is sufficient room for price fluctuation.

Q : How about the Chinese seller supply chain? What are the advantages?

A: One of the advantages of Chinese sellers in overseas markets is a strong supply chain system. In China, there are not only many factories and mature manufacturing processes, but also the production cycle is shorter than that of foreign countries. In the case of fast, it can be shipped within 2-3 days after placing an order.

Q : What kind of styles are more popular in the United States?

A: Basic styles are timeless. In addition, sexy styles such as lace, hip wraps, and deep V are also more popular.

Q : What are the opportunities for Chinese sellers?

A: Skirts have always been one of the hot-selling categories overseas, and the market demand is huge. Since last year, women's skirts have grown rapidly on Amazon's North American station. There are still great opportunities for women's skirts, but there is also a certain degree of competition. It is recommended to first subdivide customer needs and take the product differentiation route to avoid price wars; secondly, we must take effective methods for the reasons for returns, which will help to quickly reduce the return rate and allow you to go further in this category. Far.

Examples of explosions

women party dress

Hot sales season: Best selling in all seasons, especially in summer

Style features: with sequins, deep V, lace, buttocks, adjustable neckline, you need to modify the body shape

Preferred style: American consumers prefer sexy and cute styles, suitable for daily attendance at clubs, cocktail parties, dance parties, etc.

Examples of popular styles: short dresses with a single dark color, shoulder-length and waist, and long dresses with a single dark color and a V-neck slim fit

Brand concentration: brand sales are scattered, and there is currently no market monopoly trend

casual dressfashion casual dress

Hot sales season: Best selling in all seasons, especially in summer

Favorite fabrics: prefer fabrics with a drapey feel, which is convenient for daily travel, such as shopping trips, parties, appointments, etc.

Style features: single dark color, bright color, long or A-line short, loose and comfortable

Examples of popular styles: long casual skirts in a single dark color, and short A- line casual skirts in bright colors

Brand concentration: brand sales are scattered, and there is currently no market monopoly trend

Successful seller case

The editor in-depth interviewed three skirt sellers who have achieved excellent results in North America, summed up their experience of successfully achieving sales growth, let's take a look together.

●Successful seller Anita

High-end boutique dress and skirt seller

By segmenting customer needs and accurately finding product positioning , Anita successfully distanced itself from other sellers' low-priced skirts and avoided price wars. At the same time, quality comparable to high-end products has earned Anita a highly loyal customer base. Therefore, even if the dress has a certain return rate, Anita's store can still guarantee a considerable profit.

●Successful seller Daisy

casual dress seller

Analyzing the reasons for returns and taking targeted measures in a timely manner can effectively and quickly reduce the return rate. Skirts are a high-traffic category. With large orders, the return rate will be relatively high, which will eat up part of the profit. Faced with this problem, Daisy's solution is to "prescribe the right medicine". She collects and sorts out the reasons for buyers' returns and makes product improvements in response to these issues.

For example, the buyer returned the product because the product was fat. After discussing with the production and research team, Daisy first improved the product fabric, and tried to choose elastic fabrics. A slimming effect. In the end, Daisy's store return rate was reduced by 1/3, achieving simultaneous growth in sales and profits .

●Successful seller Matilda

distribution type seller

Matilda , which has a flexible supply chain, chose the distribution route. Relying on a strong supply chain system, she has dabbled in many dress styles, and she can quickly update any style . Through the strong short-term, smooth and fast supply method, it not only gained a large number of customers, but also effectively solved the problem of redundant clothing inventory, and achieved rapid sales growth.

Xiaobian analysis

The editor analyzed a large number of cases of North American women's skirt sellers, summed up the following dry goods, and made notes together:

1) Segment customer needs! The market demand for women's skirts is large, growing rapidly, and there are many subdivided needs. By refining customer needs and taking the route of product differentiation, we can avoid falling into a price war and go further and more steadily.

2) Refine the reasons for return and reduce the return rate! Don't panic in the face of returns, refine the reasons for returns, and take effective methods to reduce the return rate, you can go further. Clothing category returns are nothing more than product size, quality, style and other reasons. Taking timely and effective measures against these problems can effectively reduce the return rate. E.g:

✓ Avoid high return rates from product design

For North American customers with a plump body and a large skeleton, sellers can choose materials that are elastic and drapey , which can well modify their body shape; or design multiple buckles, which are convenient for buyers to adjust the size at any time; they can also use a waist-enhancing Lines or methods of adding modification to the abdomen make the product look thinner as a whole and reduce returns due to product design.

✓ Accurately display products and reduce the return rate of images and texts

Add as many high-quality product images from different angles as possible to highlight the material and texture of the product. If the product has multiple colors, it is recommended to take photos of all options and show them to buyers. In addition, it is necessary to reduce the problem of color difference as much as possible, and reduce the return caused by the inconsistency of pictures and texts.

✓Describe the size of the product in detail

The most common reason for returns is the wrong size . Buyers only buy products based on pictures, so it is difficult to grasp the real size of the product, it is not enough to divide the product size into S, M and L, the seller should also list the actual size of each size in the size chart.

At the same time, it is best to provide a clear reference , such as looking for models with different heights of 155-4625px and different weights of the same height, and list their respective suitable sizes, such as height-weight-size-comfort (loose/fit/slightly smaller) ), which is convenient for buyers to understand the product size more intuitively, so that they can buy the right size at one time.

✓ Strengthen product quality inspection

Product quality is fundamental! Sellers must strictly control the quality of products. Whether it is the selection of suppliers in the early stage or the acceptance of products in the later stage, high standards and strict requirements must be met in order to reduce the problems caused by product odor, wire opening, and poor material in the sales process. 's return.

✓ Improve after sales service

Responding to customer issues in a timely manner and continuously improving products through customer feedback are also effective ways to reduce customer return rates.

The above is the analysis of the North American women's skirt market. Next, let's follow the editor to see the second largest category in North America – women's swimwear . The temperature in many places in North America is only increasing, so the beach has become a holy place for many people to cool off, which has brought about a surge in demand for women's swimwear. How can domestic women's swimwear products achieve precise marketing in North America? Check it out below!

women's swimwear

Quick question and answer

QWhy did you choose to enter the swimwear category?

A: The demand for swimwear in North America continues to be strong.

QHow do Chinese sellers quickly occupy the market?

A: Swimwear is a traditional strong category for Chinese sellers, and sales have grown rapidly in recent years. The key is to continue to develop high-quality new products.

QWhat kind of style is more popular in the United States?

A: Compared with local styles that are dull, dark, and don't have many patterns and designs, Chinese sellers' swimsuit designs are more fashionable and more popular with American customers.

QWhat are the opportunities for Chinese sellers?

A: Backed by China's mature swimwear industry chain, Chinese sellers have the natural advantages of fast launch and short production cycle. In addition, Chinese sellers are generally highly innovative, with a variety of styles and good quality products, and overseas markets have high evaluations of Chinese brands.

Examples of explosions

Two-piece swimsuits are the most popular with buyers.

One-piece swimsuits , with rapid year-on-year sales growth and great potential.

Swimsuit cover-up ( Cover-up), the new speed is fast, the quantity is large, and the return rate is lower than that of swimsuits and bikinis.

Successful seller case

On how to play the North American women's swimwear market, the following two veteran sellers have something to say:

●Successful seller June

6-year store, medium-sized, sales growth of 356% in 2021

Continuous product updates! Swimwear is a typical new -driven category. The average age of the product is 2.5 years . The secret to growth is early development, early launch, and early promotion ! In the second half of the previous year, a large number of swimwear market research and new product development were carried out . From January to March of the following year, new products can be put on the shelves and Amazon logistics FBA can be arranged for storage, and use the peak season from April to June to promote.

●Successful seller Hannah

5-year store, medium-sized, sales growth of 409% in 2021

Keep up with the trend and strictly control the quality! Pay attention to the design and quality of the product itself, and strictly control the quality of the product. The new product design focuses on the hot-selling style of the platform and injects some new elements, which can help you quickly capture the minds of users and win the impression of "frequently seen and often new" for the store.

Xiaobian added

In addition to the sharing of the first two sellers, the editor also summarized many other knowledge points. Sellers who want to enter the North American women's swimwear market continue to learn!

Why does overseas demand for swimwear continue to rise?

1 Social factors

Americans have a soft spot for beaches. Americans who love the beach are spending "retaliatory" after not going out for a long time , which also constitutes a necessary condition for the continued growth of the swimwear and beach apparel category.

2 Multi-faceted marketing

The brand side will continue to put advertisements, website promotions and other information on social media, through advertising diversion, combined with various methods of promotion, to drive users' first consumption. Since the summer of 2021, the popularity of Instagram swimwear ads has always been a hot topic and resonated with many female users. Many people said they had seen the same type of swimwear advertisements and bought one of them. Consumers inadvertently click, like, comment or share, view photos or watch videos, all of which may cause target customers to spend.

Why do Chinese sellers have a competitive advantage in the swimwear category?

( 1) Low cost

Chinese sellers are backed by industrial belts (Jinjiang in Fujian, Xingcheng in Liaoning, Yiwu in Zhejiang), and a mature industrial chain integrating materials, craftsmanship and production, giving Chinese sellers more advantages in cost.

( 2) Fast launch and short production cycle

In the swimwear category, Chinese sellers continue to respond quickly. It only takes 30-60 days for new products to ship from development to product delivery. For old models, they can be shipped in two weeks. The speed of new products is a huge advantage for Chinese sellers.

( 3) Proficient in marketing

Many Chinese brand sellers will choose to deeply bundle with the beach vacation scene, and subtly integrate marketing into the local culture to resonate. At the same time, using the traffic of social media, such as Facebook, INS, YouTube and other mainstream social media in the United States, and in-depth cooperation with KOLs, which brings huge traffic, but also successfully enhances the brand's popularity.

( 4) Chinese sellers are highly innovative, with many styles and good quality

Chinese sellers are very good at subdividing needs. The products are not limited to traditional swimwear styles, and strive to innovate in terms of fabrics, accessories, styles, etc., in order to meet the diverse needs of consumers.

What are the precautions for Chinese sellers entering the swimwear category?

( 1) Pay attention to the supply chain and cooperate with brand promotion

A good supply chain can make sellers more confident in foreign markets, and also help sellers to continuously develop differentiated products, so as to stand out from the competition. At the same time, it cooperates with brand promotion to allow products to have more space for a premium.

( 2) Tailor-made promotion strategy

It is difficult to create a popular model. You can start from the traffic inside and outside the site, such as on-site promotion and off-site resource drainage, find suitable Facebook group owners or celebrity bloggers to promote the product, do a good job in the product + improve the user experience, so as to form a relatively strong barriers.

Europe station

women's tops

After reading the hot-selling categories of the North American station, follow the editor to set our sights on the European station. Unlike the heat in North America, the weather in Europe is now cooler, so the top-selling category is women's tops. What kind of style, material and color can be more liked by European buyers? Now let's take a look at the relevant analysis of the European station.

Quick question and answer

QWhat is the biggest advantage of Chinese sellers entering the European women's clothing market?

A: Supply chain and cost. The specific performance is fast production speed, guaranteed production quality and low production cost. In addition, sellers who have already sold in the United States can also use the Amazon product selection tool "Selection Compass – Global Product Selection Demand" to reduce their own product selection pressure.

QWhich styles of women's tops are more popular with consumers on Amazon Europe?

A: On Amazon Europe, women's sweaters, knitted sweaters, and loose-fitting sweaters are the dominant styles of women's tops in the fall and winter category. Relatively speaking, in these categories, brand competition is scattered, and both stock and incremental markets coexist.

QWhat are the characteristics of the hot-selling tops on Amazon Europe?

A: Take sweaters and knitted sweaters as an example. In terms of style, oversize sweaters with a hood and a drawstring at the neckline are the most popular; in terms of color, the choices of winter colors are mostly cool colors and dark colors, but the customer group Younger shops will have some brighter colors, such as red, blue, orange, etc.; while knitted sweaters are mainly drawn with fine needles and solid colors, and some knitted styles with lace on the neckline and cuffs are also very good.

Examples of explosions

Sweatshirts and cardigansWomen 's Hoodies

Style: The best-selling hooded pullover sweater with a drawstring neckline and pockets at the waist

Color: mainly classic solid colors, such as black, gray, blue, pink, red

Material: mainly cotton, supplemented by anti-wrinkle, no pilling

Sweatshirt and Jumpers

Style: Slim-fit sports style, loose solid color style, round neck and V-neck, simple pattern texture, neckline with sequin or lace decoration, etc.

Color: Mainly in classic solid colors, such as black, dark blue, gray, red, etc. There are also striped color series, which have a strong sense of leisure and liveliness

Material: Mostly drawn with fine needles

Successful seller case

In the European station with higher requirements for quality, the editor found three senior sellers to see their success:

Seller Fern : The company has an independent design department and its own style designer. They have high requirements on clothing style and quality control. If problems are found, they can be corrected in time. The entire product operation is moving towards branding.

Seller Liz : Be good at using the keyword recommendations in Amazon's product selection tool "Product Selection Compass" and "Business Opportunity Detector", and combine listing and advertising optimization to quickly create new products.

Seller Joy : Take advantage of the brand's own supply chain to quickly create new boards to save costs and achieve more with less.

Xiaobian added

▼European autumn and winter collocation color reference▼

Japan Station

women's skirt

Japan is the first stop for many niche brands to go overseas. Taking the women's skirt market as an example, let's take a look at the current popular women's skirts:

Examples of explosions

Successful seller case

How to seize the right to speak in the Japanese women's clothing market? Take a look at the success of the following two sellers:

Successful seller Joyal

Japan station, category women's skirts

At present, the main focus is on women's skirts, mainly basic models, lace models, and printed models. In 2022, the sales of women's clothing will be twice that of last year . A lot of thought has been spent on styles, sizes, colors, and fabrics, and the quality control will be stricter than other categories.

Japanese consumers have relatively high quality requirements, so when we select cooperative factories, we will also pay great attention to the importance of the factory on quality control , and will look at the main models of the factory. The aging requirements of the factory will also be relatively high, and it generally takes 7-15 days to produce.

When I first entered the Japanese station, I was relatively unfamiliar with the entire market, so we first went to investigate what the Japanese local platform was selling , and used some Japanese magazines and Japanese local websites to learn about the market and obtain information such as styles and colors. This year's new Trend JP product selection report helps us to better understand the current trends in Japan. Starting from this autumn, we will add styles designed by ourselves. In general, this year, whether in terms of product selection or promotional activities, we have experienced the strong support of women's clothing in Japan .

Successful seller Villars

Japan station, category women's clothing

In 2022, women's clothing sales will increase by 2.5 times compared with last year, and the most obvious growth is women's shirts . Three main reasons are summarized:

✔First, we have adjusted the speed and time of the new product selection in spring and summer this year , which is 1-2 months earlier than last year , so that we have more time for listing optimization and advertising promotion;

✔Secondly, this year's Amazon's women's clothing traffic has increased significantly compared to last year , especially in April-May, our pageviews nearly tripled;

✔Thirdly, there are also many promotional activities for women's clothing this year . We have reported monthly promotions every month since March, and the sales of participating activities have increased significantly. Since the summer, sales have frequently hit new highs this year.

Amazon's global store opening: Only by knowing the enemy and knowing oneself can you be safe in a hundred battles. If domestic women's clothing brands want to enter the foreign women's clothing market, they must first do a good job in the relevant work of the target site, including the types of popular models and the characteristics of consumer groups. The above three sites are the quintessence of the editor after a lot of data research and seller interviews, hoping to help sellers who want to go overseas. If you want to know the characteristics of which sites, please leave a message to the editor ~

*Data Sources:

Digital Markets – eCommerce – Fashion – Apparel – Worldwide