Article source CBNData First business data center
Just ended the lively Spring Festival, 38 section is just around the corner. As another wave of traffic peak after the year, it is crucial for businesses to boost the business growth in the New Year, especially in the 38 promotion period to hit the “her economy” to lay the foundation for the business tone of the year.
According to Ali Mama Damo disk data, in 2024, 90% of 38 water storage users will purchase in 618; 75% of 618’s purchase users come from section 38 visitors.
Thus, the importance of section 38 to consumer brands is self-evident. Especially in the face of today’s complex and changing market environment, domestic demand needs to be further released, seize the new opportunities brought by policies, consumers and platforms and “the same frequency” with them, so as to better release the momentum of “her economy” has become the key for enterprises to improve business efficiency:
In 2025, the policy has intensified and expanded, the silver family has become a new growth point, and the advanced AI product force of Ali mother has provided new additions to the business.
In order to further explore the opportunities of the 38 promotion, Ali Mother and the First financial business Data Center (CBNData) recently jointly released the “Ali Mother’s Day promotion trend Discovery – February (Spring New &38)” (hereinafter referred to as the “Report”), for the 38 promotion market in-depth interpretation, New trends, new ways of playing, and new dividends help businesses involved in holiday promotions find the right direction, and help businesses grow and improve their business.
Ali Mother’s Day Promotion Trend – February Issue
New trend: “her” view of life
Into a new driving force for holiday consumption
In the consumer market closest to mass life, whether it is consumption growth or category upgrading, there are signs that women are an important part of the consumer market. They love life, understand life, and clearly understand the life they aspire to, which provides new momentum for the market.
The report found that in Section 38, a women-only festival, women’s consumer demand is concentrated in categories such as fashion, sports and outdoor, fast consumer goods and home life, among which the subdivisions such as beauty, travel, pleasure and health are deeply bound to women’s lifestyle.
Under the dual demand of “refresh” and “delight yourself”, the clothing market performed strongly during the 38 sections, especially the women’s and women’s shoes markets were very hot. Among them, sales of sun-protective clothing, trench coats, dresses and other different styles have increased significantly, and sales of crocs, Mary Jane shoes and other styles have also soared.
During the 38 section, the fashion industry showed a strong outbreak
With the changes of women’s aesthetics, concepts, creative levels and many other aspects, they are no longer satisfied with simple consumption for “beauty”, and diversified styles and freedom of dressing are becoming a new term for women’s clothing choice. The report summarizes the four most representative trends and the women behind them, including the small-town ladies who prefer low-key luxury, the stylish women who pay attention to personality and comfort, the new professionals who love novelty and design, and the sophisticated women who care about fit, appearance level and brand.
Four fashion trends and the consumer groups behind them
In recent years, outdoor sports have become a new way for women to pursue a healthy life and challenge themselves. Sports vests, sports skirts, sports trench coats, sports/yoga fitness wear and other categories suitable for a variety of life scenes, as well as camping/mountaineering tents, disposable underwear, hiking poles, outdoor camp vehicles and other “hardcore” outdoor equipment have achieved high growth. Those who are mainly distributed in second-tier and above cities, aged 25-49 years old in the golden stage of career and life, “Gorpcore women” consume more than 20 times a month in Amoy, and they have higher requirements for the fashion and technology of equipment and are willing to pay.
During the 38th session, the personal care beauty category performed strongly
In the context of women’s increasingly mature consumption concepts, they are also seeking quality life expression, through the renewal of home life categories, to create a space for women to enjoy. Data show that in the home improvement industry, fabric sofas, leather beds, coffee tables, independent wardrobes, modern decorative paintings, carpets, etc. have become popular choices for consumers to pursue “texture” home improvement. The refrigerators, televisions, air conditioners, washing and drying sets, electric water heaters, dishwashers, and floor washing machines in small household appliances, electronic oral spray, etc. have also become important categories for them to achieve comfortable and functional life.
During the 38 section, the growth trend of the home enjoy life industry
In addition, the report also shows that women, especially young women under the age of 35, are particularly interested in the “intelligence” and “atmosphere” of home life. They will not only pursue intelligent raising children and intelligent raising pets, but also buy furniture and household appliances and good living things for the living environment and quality of life.
Four life propositions and the consumer groups behind them
New method: Accurate new, global layout,
Stimulate new potential energy of the industry
Businesses want to get a remarkable “start” record in the New Year, “quality and efficiency linkage” is the key, which is inseparable from the company’s accurate new and global layout.
As we all know, in the increasingly fierce competition in the stock industry, new product consumption has become the home of brand competition, new products are also the brand to reach consumers, break the circle of choice. However, the new product is both an opportunity and a challenge for businesses. On the one hand, the fragmentation and individuation of consumer demand increase the complexity of development. On the other hand, the endless variety of products has also raised consumers’ interest in and recognition of product innovation.
The global layout is to connect and get through the core elements of the operation of people, words, goods and content, and form a full-link marketing strategy. In the context of today’s stock competition, Ali Mother provides clear guidance for these four fields, provides new support for businesses on the full link, helps them to deeply tap the market potential and open up space for business growth.
Therefore, taking the clothing track as an example, in the 38 promotion of this good time to launch new products, businesses can take the trend of new products as the core, quickly hit the outside of the station, and accurately “chase” the interested crowd with the help of Taobao Star grass resources in the whole area, and efficiently drain it to the station. In the station, businesses can use the resource combination of Ali Mother’s brand special show, ShowMax, and phase station to accurately put in the deterministic trend crowd package, lock the search traffic entrance, and achieve accurate traffic card position and efficient transformation.
By seizing these elements of accurate new and global layout, businesses related to outdoor sports, FMCG and home enjoy life can also obtain more certainty of business growth.
New dividend: Dividend accelerated entry,
Merchants gain new momentum
In order to help businesses get more comprehensive growth, the 38 big promotion, Ali mother launched more incentive policies to help businesses win the first wave of dividends in the opening year.
Ali mother Wan Xiangtai boundless version and the whole station promotion have launched more than 100 million incentive policies, businesses signed up for 2025 to win the new “consumption back” plan, 2025 to win the new “whole station to promote goods explosion” plan, that is, there is a chance to get a “single account up to 500,000 yuan” “single merchant up to 300 yuan subsidies” and other different incentive subsidies. At the same time, focusing on the two major scenes of live broadcasting and short videos, Ali Mother also brought an incentive mechanism covering a variety of activities to benefit more businesses. In addition, Damopan also launched the “annual consumer Queen&King” population matrix, covering the whole platform, the whole industry, and the most marketable female & male consumers in the field, assisting the brand to accurately locate high-value users and achieve efficient transformation.
