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关于“纺织服装”的报告

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.

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.

本报告研究涉及企业/品牌/案例:Air Jordan,Yeezy,Stock X,毒app,咸鱼,Nike,特步,安踏,李宁,耐克,阿迪达斯,彪马,斯凯奇,亚瑟士,361度,安德玛,锐步,淘宝,ebay ,amazon,切克,识货,支付宝,网易考拉,京东,蜂潮,当当,聚美优品

全民健身热潮带动全球运动消费增长,运动鞋作为运动消费其中一个消费热点,也取得较为亮眼的成绩。自2010年起,全球运动鞋市场规模稳步扩张,预计2019年市场规模将达到1684.7亿美元。而随着消费升级、消费金融等的不断发展,球鞋二级市场成为青年群体新的金融场域。消费者对球鞋二级市场的关注点在于球鞋本身在缓震、耐磨、抓地力和稳定性等方面的表现。目前,Nike全品牌整体溢价较高,溢价幅度超58%。但是,球鞋溢价幅度大、普通消费者难辨真伪等因素刺激了大批无良厂商仿制球鞋,假鞋产业链不仅能仿制裸鞋,甚至有专门的正品球鞋鞋盒交易者。艾媒咨询分析师认为,球鞋二级市场真假鞋混杂,“散户”消费者对球鞋的鉴别不够专业,要承担较大的交易风险。而当前球鞋二级市场的非正常溢价比例会形成较大的行业泡沫,影响整个行业生态。

The national fitness craze led to the growth of global sports consumption, sports shoes as one of the consumption hot spots, but also achieved more bright results. Since 2010, the global sneaker market has been expanding steadily, with a market size of $168.47 billion expected in 2019. With the continuous development of consumption upgrading and consumer finance, the secondary market of shoes has become a new financial field for young people. Consumers focus on the secondary market of shoes in the performance of the shoes themselves in slow shock, wear resistance, grip and stability. At present, Nike's overall brand premium is higher, with a premium of more than 58%. However, the high premium range of shoes, ordinary consumers difficult to distinguish the authenticity and other factors to stimulate a large number of unscrupulous manufacturers imitation shoes, fake shoes industry chain can not only imitate bare shoes, and even have a special genuine shoe box traders. iiMedia Research analysts believe that the secondary market of shoes real fake shoes mixed, “retail“ consumers on the identification of shoes is not professional enough, to bear a greater trading risk. At present, the abnormal premium ratio of the secondary market of shoes will form a larger industry bubble, affecting the ecology of the whole industry.

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.

本报告研究涉及企业/品牌/案例:耐克、阿迪达斯、彪马、茵宝、新百伦、优斯宝、Errea、胡默尔、Romai、乔丹、安德玛、亚瑟士、阿瑞娜、美津浓、李宁、安踏、361°、斯凯奇、卡帕、特步、匡威、骆驼、探路者、迪卡侬、北面、狼爪、哥伦比亚、乐飞叶、始祖鸟、土拨鼠、猛犸象、凯乐石、巴塔哥尼亚、南极人、伯希和、菲尼克斯、高得运、迪桑特、诺诗兰、拉斯珀蒂瓦、日高、LOWA、第一户外、迈途、斯卡帕、悍途、锐步、斐乐、淘宝、识货、虎扑、YOHO有货

在2016年里约奥运会中,国产运动鞋服品牌赞助奥运会大型赛事赢得口碑,其中有三家国产品牌跻身前十。运动鞋品类及颜色的选择在性别分布上存在差异:童鞋以及青少年鞋最受女性消费者青睐,篮球鞋、足球鞋等运动必需品最受男性消费者喜爱;黑色运动鞋为男女性消费者的首选。艾媒咨询分析师认为,在运动鞋服市场竞争加剧下,国产品牌应加快提升科技实力,重视科技研发,将新材料、新工艺不断引进运动鞋制造中。

In the 2016 Rio Olympic Games, the domestic brand of sportswear sponsored the Olympic Games to win word-of-mouth, among which three domestic brands ranked among the top ten. The choice of sports shoes and color varies in gender distribution: children's shoes and youth shoes are most favored by female consumers. Basketball shoes, soccer shoes and other sports essentials are most popular among male consumers; black sports shoes are the first choice for male and female consumers. iiMedia Research analysts believe that in the intensified competition in the sportswear market, domestic brands should accelerate the upgrading of scientific and technological strength, attach importance to scientific and technological research and development, and introduce new materials and new processes into the manufacture of sportswear.

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