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
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.
本报告涉及企业/品牌包括：：优衣库、ONLY、Vera Moda、波司登、伊芙丽、韩都衣舍、乐町、太平鸟、Teenie Weenie、ZARA、森马旗舰店、美特斯邦威、UR官方旗舰店、如涵、ASM ANNA、吾欢喜发衣橱、钱夫人家、天猫、淘宝、京东、唯品会
2018中国服装市场规模达到9870.4亿元，网上服饰类商品零售额增长速度达到22.0%。随着居民消费水平的提升和服装电商的不断优化，预计未来服装电商的市场规模将进一步扩大。iiMedia Research（艾媒咨询）调研数据显示，目前六成中国消费者网购服装时最看重质量和款式，未来中国消费者对于高品质服装的网购需求将更强。在服装电商品牌方面，呈现出淘品牌势微，传统品牌逐渐崛起的趋势。在天猫双十一女装品牌销量排行榜中，2014年淘品牌占据一半席位，2018年仅剩韩都衣舍一个淘品牌上榜。优衣库、ONLY 等传统品牌在电商渠道逐渐崛起，如2018年淘宝双十二服装销售量最高的品牌为优衣库，销量达到461万件。目前韩都衣舍、衣品天成等淘品牌公司正在冲击IPO。2019年4月，如涵赴美IPO上市，市值6.5亿美元，粉丝累计达到1.49亿人。iiMedia Research（艾媒咨询）调研数据显示，五成消费者愿意购买网红宣传服装，其中一线城市消费者的购买意愿最高，达到六成，但有三成消费者担忧网红服装的质量问题。
The size of China's apparel market will reach 987.04 billion yuan in 2018 and the online retail sales of apparel products will grow by 22.0%. With the improvement of residents' consumption level and the continuous optimization of clothing e-commerce, it is expected that the market scale of clothing e-commerce will be further expanded in the future. According to the Research data of iiMedia Research, currently 60% of Chinese consumers pay most attention to quality and style when they buy clothes online, and Chinese consumers will have stronger online demand for high-quality clothes in the future. In the aspect of clothing e-commerce brand, it shows the trend of Amoy brand trend and traditional brand rising gradually. In the Tmall singles' day women's brand sales list, Amoy brand occupied half of the seats in 2014, and only one Amoy brand remained in 2018. Traditional brands such as Uniqlo and ONLY are gradually rising in e-commerce channels. For example, the brand with the highest sales volume on Taobao 12-12 in 2018 is Uniqlo, with sales volume reaching 4.61 million. At present, Handu yishe and Yipin tiancheng are hitting the IPO. In April 2019, Ruhan went public in the U.S. with a market value of $650 million and a total of 149 million followers. According to the Research data of iiMedia Research, 50% of consumers are willing to buy web celebrity promotional clothes, among which consumers in first-tier cities are the most willing to buy, up to 60%, but 30% are concerned about the quality of web celebrity clothes.