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.
Judging from the development trend of the annual benefit growth rate in 2019, the negative growth trend of home textile industry is gradually controlled, and the growth rate is slow and progressive. In January-August 2019, China's textile exports totaled US$27.461 billion, with exportvolume up 2.02% YoY, export unit prices down 0.55% YoY, and export volumes maintained steady growth. iiMedia Research believes that from the consumption ratio, compared with the developed countries 33% of china's textile products consumption ratio of only 28.6%, there is a large room for growth.
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
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
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.
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.
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.