What is the current situation of China's clothing industry?

The share of e-commerce retail channels accounted for the first place.

According to the new national standard "Retail Format Classification" officially implemented in 2004, clothing retail formats mainly include six forms: hypermarkets, department stores, clothing stores, shopping centers and factory direct sales centers, and non-physical stores.

In 20021year, the total retail sales of social consumer goods in China was 44 1 trillion yuan, up 12.5% year-on-year. Among them, the retail sales of clothing products of enterprises above designated size was 997.46 billion yuan, a year-on-year increase of 13.0%. Among them, e-commerce retail sales accounted for 36.4% of the market, ranking first; Followed by department stores, the retail market share is 29.0%; Clothing and footwear retailers (specialty stores) ranked third with a market share of 19.0%.

The proportion of specialty stores in all channels of clothing retail has steadily increased.

In recent years, China's chain business has developed very rapidly, and the chain operation of clothing monopoly brand stores has become the main way for many clothing business enterprises to expand their scale, improve their efficiency and enhance their strength. Most domestic clothing brands adopt the operation mode of "direct chain+franchise chain". From 20 16 to 20 19, the proportion of China stores in all channels of clothing retail has steadily increased. Affected by the epidemic in 2020, it fell sharply to 17.8%, but it quickly rose to 19.0% in 2026.

In recent years, supermarkets (such as Wal-Mart and Carrefour), member stores (Sam member stores), warehouse stores and other large-scale comprehensive stores have become the main rivals for clothing sales with department stores. Affected by the rise of e-commerce and the outbreak of epidemic in 2020, the proportion of China hypermarkets in all channels of clothing retail dropped sharply from 2.7% in 20 16 to 0.6% in 200218. Similarly, from 20 16 to 200216, the proportion of China department stores in all channels of clothing retail decreased year by year, from 40.5% in 20 16 to 29.0% in 200216.

The total online retail sales of clothing, shoes and hats are increasing.

In the post-epidemic era, non-contact consumption has further promoted the mature development of online consumption in China. Online consumption channels and e-commerce forms are diversified, and live e-commerce and social e-commerce are full of stamina. According to the data of the Ministry of Commerce of China, from 20 16 to 202 1, the total online retail sales of clothing, shoes, hats and knitted textiles in China increased continuously. In 20021year, the total online retail sales of clothing, shoes, hats and knitted textiles nationwide reached 2.84 trillion yuan, up 8.3% year-on-year.

Mason's online income growth rate is the highest, and the seven wolves have the biggest decline.

In the post-epidemic era, leading clothing retail brands are constantly adding new online channels, such as live broadcast and social e-commerce. And create an online exclusive series in terms of product layout, customer group positioning, cultural positioning, etc., and online revenue accounts for an increasing proportion; By constantly polishing products and upgrading services, cutting-edge brands take the Z generation as the core customer base and constantly adapt to the trend demands of young customers. The upward energy of brand can not be ignored, especially in product experience, premium ability, operational ability, brand awareness and so on. They are good at stimulating the enthusiasm of mass consumption, occupying consumers' minds and becoming the leaders in the field of segmentation.

In 20021year, the online contribution of clothing enterprises such as Anta, Li Ning, Mason, Taiping Bird, prodigal son and Blue Ocean House continued to increase, among which Mason had the highest increase, and the online income in 20021year accounted for 42.2 1%, up 3.7 1 percentage point year-on-year. However, the online income of companies such as Seven Wolves, Aimu, Gree and Sudi Fashion decreased compared with the previous year. Among them, the online income of Seven Wolves 202 1 decreased the most, accounting for 40.83%, down 2.8 1 percentage point year-on-year.

Digitalization and integration are the development direction of the format.

Looking at the clothing retail market in China, with the advent of the digital age and the popularity of the Internet, the lifestyle of consumers has changed, and the business strategies of clothing retail enterprises have also undergone a series of changes. Compared with the market situation in which department store retail was the dominant format a few years ago, today's clothing market combines technological innovation with materials, logistics, brand communication and sales model, and the extension and connotation of clothing brands are constantly updated. The innovation of brand and format has become the key word of brand development era, and digitalization and integration are the important direction of future format development.

Taking Mason Clothing as an example, in 2022, in terms of online and offline integration, the company focused on the investment in key offline provinces, optimized the channel structure, and continued to accelerate the channel expansion of shopping centers; Improve the quality of new stores, focus on improving the store efficiency of comparable stores, strengthen the organizational function of Taiwan Province in channel operation, continuously deepen the business reform of the whole value chain, expand the range of stores where the company uniformly controls goods, and improve the efficiency of store commodity operation. Online will further expand the live broadcast channels and enable retailers to build their own broadcasting capabilities.

In terms of big data marketing, Mason Clothing continues to promote the brand positioning of "comfort and fashion", plan global brand communication activities for new young people after 1995, and increase marketing investment in online platforms; Focusing on product functions and combining with the needs of consumer life scenes, brand communication content creativity; Fit young people's preferences, increase short video content, strengthen interaction with young people, and strengthen the brand mind of key categories.

For the above data, please refer to Forward-looking Industry Research Institute's China Apparel Retail Market Forward-looking and Investment Strategic Planning Analysis Report.