艾媒咨询｜2022-2023年中国服饰行业发展与消费趋势调查分析报告

国家统计局数据显示，2021年中国限额以上单位服装类商品零售额达9974.6亿元，疫情期间，国家出台促进服装行业发展的政策和促进消费政策，行业得到明显改善。中国服饰企业逐渐向高端化、品牌化方向发展，预计2025年达11071.8亿元。

艾媒咨询|2021中国汉服产业现状及消费行为数据研究报告

本报告研究涉及企业/品牌/案例：汉尚华莲，重回汉唐

数据显示，受疫情影响2020年中国汉服市场销售规模增速放缓，为63.6亿元，在政府大力弘扬传统文化、资本入场和汉服认可度提高等助推下，预计2021年中国汉服销售规模将突破100亿元。从供给侧数据来看，中国目前有超过3000家汉服企业，浙江、广东等地区淘宝汉服商家集聚效应显著，而西安、成都和杭州等城市汉服门店数量较多。在消费端调研数据来看，2021年近5成汉服消费者拥有2-4套汉服，以微博、抖音等为代表的社交媒体为近6成消费者接触汉服资讯的途径，成为推动汉服走向大众化的重要途径。总体而言，2021年中国汉服产业发展将面对传承缺失、盗版盛行和西方文化冲击等挑战，在传统文化热、消费升级等机遇下“汉服热”将持续升温，向更加大众化的品类发展。
According to the data, affected by the epidemic, the growth rate of sales scale of Chinese Hanfu market will slow down to 6.36 billion yuan in 2020. With the help of the government's efforts to promote traditional culture, capital admission and Hanfu recognition, the sales scale of Chinese Hanfu is expected to exceed 10 billion yuan in 2021. From the supply side data, there are more than 3000 Hanfu enterprises in China. Taobao Hanfu merchants in Zhejiang and Guangdong have a significant agglomeration effect, while there are more Hanfu stores in Xi'an, Chengdu and Hangzhou. In the consumer side, tiktok data show that nearly 5 of the 2021 Han Chinese consumers had 2-4 suits, and nearly 6 of them were social media represented by micro-blog and jitter. In general, the development of Chinese Hanfu industry in 2021 will face challenges such as the lack of inheritance, the prevalence of piracy and the impact of western culture. Under the opportunities of traditional culture fever and consumption upgrading, the "Hanfu fever" will continue to heat up and develop to a more popular category.

艾媒咨询|2020年中国内衣行业发展现状及消费者习惯分析报告

本报告研究涉及企业/品牌/案例：都市丽人、汇洁、南极人、全棉时代。
其他企业/品牌：爱慕、古今、婷美,、猫人、Victoria’s Secret、黛安芬、爱美丽,、柏拉图、夏娃之秀、天猫、京东、淘宝、内外、氧气、茵曼,、倾惟、Ubras等。

2019年，中国内衣（含文胸、内裤、袜子、居家服）人均年支出增长到57.5美元（约350元）。消费者需求上升的同时，内衣质量的要求也上升，内衣卖家市场转变为买家市场。iiMedia Research（艾媒咨询）调研数据显示消费者对当前内衣品牌不满意的主要原因为款式单一、质量不够好、缺乏功能性等方面。

In 2019, the annual per capita expenditure on underwear (including bras, underwear, socks, and home clothes) in China increased to 57.5 US dollars (about 350 yuan). While consumer demand has risen, the requirements for underwear quality have also risen, and the underwear seller market has transformed into a buyer market. Survey data from iiMedia Research shows that the main reasons consumers are dissatisfied with current underwear brands are the single style, insufficient quality and lack of functionality.

艾媒咨询|2020年中国穿版模特职业商情监测研究

　　“穿版模特”又称店铺模特，2020年4月，网络打出“月入过万”的标签后，穿版模特话题热度形成波峰。iiMedia Research(艾媒咨询)数据显示，2020年中国穿版模特大约有13000人，穿版模特促进门店营收规模增长接近150亿元，是推动中国服装发展的创新力量。

　　"Porch model" is also known as shop model. In April 2020, after the online label of "more than ten thousand monthly income", the topic of the model has become a hot topic. According to iiMedia Research data, there are about 13,000 Chinese model wear models in 2020. The model wear model promotes store revenue growth of nearly 15 billion yuan, which is an innovative force that promotes the development of Chinese clothing.

艾媒报告|2020Q1中国汉服市场运行状况监测报告

本报告研究涉及企业/品牌/案例:汉莲服饰集团,兰若庭,同袍APP,汉未央。
在新媒体平台和个性化消费观念的推动下，中国汉服产业发展不断加速。汉服行业借助抖音、微博等新媒体平台有效传播汉服文化，并联合热门IP，实现破圈获客，同时发展租赁、摄影等周边服务，实现全产业链融合。2019年汉服爱好者规模达356.1万人，同比增长74.4%；汉服消费者购买力强，中高端汉服需求最大，超七成汉服消费者单均消费超300元；不断扩大的市场基础、高消费能力以及高用户粘性令汉服市场引来井喷，2019年市场销售额达45.2亿元，同比增长318.5%；iiMedia Research(艾媒咨询)数据显示，过半数受访用户表示支持汉服文化；同时，超七成受访用户表示有购买意愿，汉服文化认可度提高，未来汉服产业或将迎来新一轮的增长。此外，超半数消费者表示不会在日常穿着汉服，穿着繁琐及大众接受度低是主要因素。未来，将汉服与现代日常服装元素融合，进一步拓宽汉服使用场景是汉服产业的主要发展方向。

Driven by the new media and the concept of personalized consumption, Han Chinese clothing industry has developed accelerately. The industry effectively spread Han culture by new media such as Tik Tok and Weibo, and cooperated with popular IP to breakthrough the limitations brought by its minority group attribute to achieve customer acquisition. Meanwhile, it developed services such as leasing and photography to realize the integration of the whole industry chain. The amount of Han Chinese clothing lovers in 2019 was 3.56 million, with a year-on-year growth of 74.4%. Consumers have the largest demand for high-end product, with over 70% of consumers spending more than 300 yuan each. The rapid development of Han Chinese clothing market is attributed to expanding market base, high consumption capacity and high user stickiness. The market sales volume in 2019 was 4.52 billion yuan, with a year-on-year growth of 318.5%. As the data of iiMedia Research showed, over 70% of the surveyed users expressed their willingness to buy. The recognition of Han culture improved, therefore the industry may have a high growth in the future. Over 50% of consumers considered that they would not wear Han Chinese clothing on a daily basis, with cumbersome clothing and low public acceptance as the main factors. In the future, the main development direction of Han Chinese clothing industry will be to integrate product with modern daily clothing elements and further expand the use scenes.

艾媒报告|2019中国大众消费企业IPO分析报告

本报告研究涉及企业/品牌/案例：新乳业，西麦食品，天味食品，丸美股份，立华股份，有友，日晨股份，华致酒行,小熊家电，中国飞鹤，瑞幸咖啡，新诺威，久量股份，仙乐健康，三只松鼠，嘉艺控股，植华集团，百威亚太，博尼控股，幸福来，优品360，太兴集团，利华控股集团，香态食品，登辉控股，赏之味

iiMedia Research(艾媒咨询)数据显示，2019年共27家大众消费企业首次公开募股，其中44.4%为食品饮料行业企业。这些企业中有13家沪深股上市，14家境外上市。中国大众消费企业中沪深股上市的占比达56%，退市情况相较境外市场保持稳定。市值排名top10的中国大众消费企业中8家来自食品饮料行业，而2018-2019市值涨幅top10的中国大众消费企业7家来自服装行业。艾媒咨询师认为，大众消费企业中食品饮料领域的巨头公司仍保持竞争优势，服装行业较其他行业具有更多的上市空间。2019年大众消费企业在沪深股和港股退市数目增加，部分大众消费企业面临着库存、门店、获客等多方面的问题， 大众消费企业需要对产品和服务及时进行创新和升级，才能更好地应对新产品、新零售的挑战。
As the data of iiMedia Research showed, there are 27 IPOs of mass-marketed companies in 2019, of which 44.4% are food and beverage companies. 13 of them are listed in Shanghai and Shenzhen stocks market, and 14 are listed overseas. Among the mass-marketed companies in China, the listing of Shanghai and Shenzhen shares accounted for 56%, and the delisting situation remained stable compared to the overseas market. 8 of the Top 10 Chinese consumer companies by market capitalization are from the food and beverage industry, and 7 of the Top 10 Chinese mass-marketed companies by market capitalization of 2018-2019 are from the apparel industry. Analyst from iiMedia Research believes that, the giant companies in the food and beverage sector of mass-marketed companies still maintain competitive advantages, and the apparel industry has more listing space than other industries. In 2019, the number of delisting enterprises from Shanghai and Shenzhen stocks and Hong Kong stocks will increase. Some mass-marketed companies face problems such as inventory, stores, and customer acquisition. Mass-marketed companies need to innovate and upgrade their products and services in time to meet the challenges of new products and new retail.

艾媒舆情|2019 “中国内衣第一股”都市丽人巨亏近10亿事件舆情监测报告

本报告研究涉及企业/品牌/案例：都市丽人,维多利亚的秘密,安莉芳,汇洁股份,时代周报,新浪财经

2019年12月23日，在港股上市的“中国内衣第一股”都市丽人发布盈利警告及转型计划，公告显示，公司2019年预计亏损不少于人民币9.8亿元。
都市丽人为何突然巨亏近10亿？公告中解释称：因经济和内部需求放缓，公司业务活动面临逆境。这负面地影响了面向消费者的服装行业及该集团的营运表现。公告还称，过往的快速扩张导致门店库存增加。12月24日，都市丽人收盘价为1.010港元/股，跌幅2.88%。12月25日，港股休市1天。
On December 23, 2019, the “China's First Underwear“ city beauty listed on the Hong Kong Stock Exchange issued a profit warning and transformation plan. The announcement showed that the company is expected to lose no less than RMB 980 million in 2019.
Why do urban beauties suddenly lose nearly 1 billion? The announcement explained that due to the slowing economy and internal demand, the company's business activities are facing adversity. This negatively affected the consumer-oriented apparel industry and the group's operating performance. The announcement also stated that past rapid expansion has resulted in increased store inventory. On December 24, Urban Beauty closed at 1.010 Hong Kong dollars per share, a decrease of 2.88%. On December 25, the Hong Kong stock market was closed for one day.

艾媒报告|2019-2021中国汉服产业数据调查、用户画像及前景分析报告

本研究报告涉及企业/品牌/案例：汉尚华莲，百雀羚，阿玛尼、纪梵希、YSL，故宫博物院文创馆，盘子女人坊，织羽集，重回汉唐，十三余，兰若庭，钟灵记，梨花渡，花朝记，都城南庄，流烟昔冷，华姿仪赏，明华堂，九锦司,飞羽汉服，花醉月，梨花庄，梵猫，闺仪

近年来中国汉服逐渐发展成一个较大规模的产业，并在年轻消费群体中得到迅速推广。2018年汉服爱好者数量达到204.2万人，同比增长72.9%。艾媒咨询分析师认为，未来2-3年中国汉服市场仍将保持增长态势， 2019年销售额预计将达14.1亿元。

2014年至2018年，中国汉服爱好者不断增长，在其消费群体中女性的比例逐年升高。受到消费升级的影响，消费者的需求也越来越趋向于个性化，而能满足不同的需求的产品也能表现出更高的溢价能力。例如汉服高端品牌——明华堂，售卖的汉服单品通常在3500元左右，套装定价在9000元以上。iiMedia Research（艾媒咨询）调查显示，从汉服消费者的购买动机来看，有47.2%的消费者是出于对汉服文化的喜欢，也有40.3%的消费者是出于对流行时尚的追求，说明汉服文化的魅力对消费者的吸引力是最大的，而影视频等网络宣传所定义的流行时尚，也是年轻人购买汉服的一大影响因素。

From 2014 to 2018, Chinese Hanfu enthusiasts continued to grow, and the proportion of women in their consumer groups increased year by year. Affected by consumption upgrades, consumer demand is becoming more and more personalized, and products that can meet different needs can also show higher premium capabilities. For example, Minghuatang, a high-end brand of Hanfu, usually sells Hanfu singles at around 3,500 yuan, and sets are priced at more than 9,000 yuan. According to the iiMedia Research survey, from the perspective of Hanfu consumers ’purchase motivation, 47.2% of consumers are out of favor of Hanfu culture, and 40.3% of consumers are in pursuit of fashion. It shows that the charm of Hanfu culture is the most attractive to consumers, and the fashion defined by online propaganda such as movie and video is also a major influencing factor for young people to buy Hanfu.

艾媒报告|2019-2021年全球内衣产业运行状况与中国内衣市场监测大数据报告

本报告研究设计企业/品牌/案例：Victoria’s Secret，Fruit of the Loom，Jockey，Maidenform， Vanity Fair，Aerie，PVH，Soma Intimates，耐克，Under Armour，阿迪达斯，Lululemon，H&M，Champion，曼妮芬，歌瑞尔，黛安芬，优衣库，都市丽人，加一尚品，古今，NEI WAI，蒛一，Oysho，Bothyoung，遐，Realwill，好奇蜜斯，爱美丽，Bragood，6ity8ight，爱慕，安莉芳，少女美屋，丝之莎，荷韵阁， La Perl，香蔻慕乐，汇洁股份，健盛集团，超盈国际控股，维珍妮，LB,WLFD

中国内衣产业起步较晚，行业集中度相对分散。但是，从内衣人均消费支出看，中国的人均内衣支出价格复合增长率为16.5%，预计到2019年的市场规模约为2000亿元。艾媒咨询分析师发现，首先，少女内衣市场规模迅速增长，预计2019年中国少女内衣市场规模将达到641.3亿元。其次，男性内衣市场仍然有较大的开发潜力，尽管国外的品牌如CK、FORBIDDEN，国内的爱慕等内衣品牌也开始进入男性内衣市场，但这个市场仍然属于市场蓝海。第三，从内衣的宣传销售方面看，网生品牌和新零售方式开始成为主流，是未来内衣争夺的重要发力点。

China's underwear industry started late; the concentration of the industry is relatively scattered. However, in terms of per capita consumption expenditure of underwear, China's per capita underwear expenditure price growth rate of 16.5%, the market size is expected to be about 200 billion yuan by 2019. iiMedia consulting analysts found three trends. First, the market size of China's girl sin wear underwear market is expected to reach 64.13 billion yuan in 2019. Secondly, the men's underwear market still has a greater potential for development, although foreign brands such as CK, FORBIDDEN, domestic underwear brands such as amulet also began to enter the men's underwear market, but this market still belongs to the blue sea of the market. Third, from the aspect of underwear publicity and sales, online brand and new retail mode began to become the mainstream, is the future of the underwear competition is an important power point.

艾媒报告 |2019中国服饰穿戴市场专题研究报告

本报告研究涉及企业/品牌/案例：安踏体育，海澜之家，森马服饰，李宁，地素时尚，红豆股份，太平鸟，波司登，特步国际，中国利郎，美邦服饰，江南布衣，七匹狼，安奈儿，唯品会，淘宝，蘑菇街，京东，天猫，美丽说，聚美优品，楚楚街，惠买，闪电降价，折800，优衣库，韩都衣舍、裂帛、拉夏贝尔、波司登、伊芙丽 、唐狮、马克华菲 、真维斯、海澜之家、卡宾、Guess、mix sixty、哥弟、丽丽lily、伊芙丽、GAP、URSandro、Maje

随着政策推动、经济社会环境的影响，服饰穿戴消费市场稳步增长。iiMedia Research（艾媒咨询）数据显示，网购消费习惯推动服饰电商高速发展，预计2019年中国服装电商市场规模将破万亿大关。同时，服饰穿戴线下消费难以被取代。特别是在箱包配饰的购买上，消费者除了在综合电商平台上进行购买，也有较大的比例选择在线下门店购买（分别占22.3%和16.4%）。女性用户在穿戴市场占主导，其用户比例高达82.5%。另外，24岁以下年轻人成为了消费的主力军，约占56.2%。用户追求穿戴服饰的品质的同时，也注重对商品性价比的关注。在新背景下，特卖电商平台更能够吸引消费者，其性价比认可度是最高的。在各类电商平台的比较中，特卖电商平台用户服饰消费占比更高，近六成用户服饰消费占比处于21%-50%。除此之外，互联网电商的发展要注重品质与潮流相结合，线上与线下相结合，不断挖掘模式优势，通过口碑、品牌覆盖及价格建立优势吸引消费者。

Driven by the influence of policy, economics, and society, the wearing apparel market has grown steadily. As the data of iiMedia Research showed, the development of Clothing E-commerce is motivated by the customer habit of online shopping. It is estimated that the market size will exceed 1 trillion in 2019. At the same time, it is difficult to take the place of offline consumption in wearing apparel market. Especially, when customers purchase bag and suitcase or accessories, many of them are prone to purchase from offline stores (22.3% and 16.4% respectively), in addition to the purchase from integrated e-commerce platforms. The female customer plays a key role in wearing apparel market with a percentage of 82.5%. Moreover, the customers who are under 24 years old become the main force of consumption with a percentage of 56.2%. Under the new environment, flash sales e-commerce is more attractive to customers. This type of e-commerce has the highest recognition of great cost performance among customers. Compared with other types of e-commerce, flash sales e-commerce has a larger percentage of the consumption of clothes. About 60% of customers who purchase on flash sales e-commerce are crazy about clothes shopping, accounting for 21% to 50%. Furthermore, e-commerce should not only pay more attention to combine the quality with fashion and combine the online shopping with the offline shopping, but also dig out the competitive advantage of the model by word-of-mouth, brand coverage, and price to attract more customers in the future.