2019中国服装市场研究报告.pptx

,2019中国服装市场研究报告,关键结论,市场总览,本土品牌动向,国际品牌动向,中国服装市场面临诸多挑战 2018年服装市场持续上涨，且为2014年已来同比增长最高的年份。 经济的不确定性给服装市场的发展带来巨大的挑战。 2019年服装市场的同比增长率下降至3.5%，2020年3.2%。,专营店、百货商场在中国服装市场的发展放缓 线下店在激烈的市场竞争及线上销售的冲击下，增长率正逐年下降。 线上销售表现强劲，成为中国服装市场发展中的一匹黑马。,2018市场份额前五品牌1. 阿迪 1.9%2. 耐克 1.9%3. 海澜之家 1.1%4. 优衣库 1.0%5. 安踏 1.0%,专营店、百货商场在中国服装市场的发展放缓 男、女装市场日趋饱和，销量逐年下降，但今年两大市场情况有所好转。 自2016年1月开始，二孩政策全面实施，为童装市场带来巨大的发展潜力及优异的市场表现。 运动系列在所有板块中表现最佳。 经济大环境的不确定性下，预估2019年所有板块的增长率将有所下降。,本土品牌在国内外加速扩张 产品线多元化以抢占更多市场份额，同时提升品牌价值 开设旗舰店和概念店以提升品牌形象 进军新市场，扩张海外店网络以提升国际知名度。,外来服装品牌继续探索中国市场的基于，一些品牌挣扎前进 外来品牌仍在抢占利润丰厚的中国市场。 一定数量的外来品牌在中国扩张了门店数量，且在中国开设了其第一个/最大的全球旗舰店。 仍有外来品牌盈利失败，最终退出中国市场。,市场总览,2014-2020中国服装市场销量,十亿,同比增长,中国服装市场2018年销量总数达2万零774亿元，同比增长率达7.8%，是2014年已来，同比增长率最高的一年。受消费升级与本土消费者在提升生活水平、收入增加后，具有稳定需求的影响下，2017年中国服装市场达到最高值，且在2018年由继续上涨的趋势。但经济不稳定性加剧，对服装市场的发展来带巨大挑战。预计中国服装市场的同比增长率2019、2020将分别下降至3.5%及3.2%。,2014-2020中国服装市场各子板销量就服装类目看，女装仍然是2018年中国服装市场中市场份额最大的子版块。运动装和童装在2018年超过女装和男装，都获得了两位数的增长率。但由于整体大环境的不稳定性影响，预计服装市场的所有子版块2019年同比增长率都会有所下降。,童装销量男装同比增长,女装销量运动装销量童装同比增长,男装销量女装同比增长运动装同比增长,2014-2019中国女装市场销量,女装销量,女装同比增长率,2018中国女装市场份额,- 市场饱和的影响下，女装市场逐年下滑。但在2017年和2018年同比有所增长，增长率分别为：6.3%、7.6%。- 整体来看，由于整体市场的不稳定性，女装市场预计在2019年同比增长将有显著下滑，预计仅达2.7%。,2014-2019中国男装市场销量,男装销量,男装同比增长率,2018中国男装市场份额,-,男装市场仅次于女装市场，是中国服装市场中占比第二大的市场。2018年，男装市场份额为27.6%。和女装市场相同，男装市场也趋于饱和。2017、2018年男装市场有所上涨，但也与女装市场相同，男装市场的销量预计也将收到市场经济不稳定性的影响而有显著下降。,2014-2019中国童装市场销量,童装销量,童装同比增长率,2018中国童装市场份额,-,童装市场虽然在整体市场中仅占10.1%的份额，但随着2016年二孩政策的全面实施，童装市场迎来了最佳发展时期。据国家卫生和计划生育委员会预计数据，13五期间（2016-2020年），中国每年将有1750-2100万新生儿，而2003-2013年，这一数据仅为每年1600万。婴儿服及幼童服装预计将成为童装中最受欢迎的两大类别。,2014-2019中国运动装市场销量,运动装销量,运动装同比增长率,2018中国运动装市场份额,-,运动装2018年同比增长率达19.5%，远超整体市场平均同比增长率。运动装在所有服装子板块中，是同比增长率最大的子版块，展现出了巨大的发展潜力。,2018运动装（鞋+服）品类及销量情况,运动休闲鞋，33%,户外鞋，3.8%高性能鞋，19.3%,高性能服，14.8%户外服，7.5%,运动休闲服，21.5%,就品类看，运动休闲鞋、服是中国运动装市场中占比最大的两个板块。2018二者销量共计1445亿，,占运动装市场54.5%。运动市场的推进式增长主要有以下几个因素： 消费者对自身健康的逐步认知、运动参与度提升。 政府出台提升全民健康及运动参与度的政策，以促进运动产业的发展。近期政策包括：2016年6月出台的2016-2020全民健身计划纲要，,2016年7月出台的体育产业发展“十三五”规划，2018年11月出台的国务院关于加快发展竞技体育产业的指导意见。,线下零售,1.2.,家庭销售网络零售,非线下零售,1.,杂货零售店,2.3.,非杂货零售店 鞋服专卖店 休闲及个人用品专卖店 其他零售店混合零售 百货商场,2014-2018年中国鞋服销售渠道市场份额（零售）百货商场服装销售在日渐激烈的市场,竞争及线上销售平台的竞争压力下，逐年下滑。,网络零售在过去几年中一直保持着强有利的增长态势，成为中国服装市场中发展最为迅速的零售渠道。进来年，网络渠道预计将继续发展，并将迎来更快的发展速度。,2018年中国服装市场所占份额最高前十品牌,市场份额,市场份额同比变化,主要所属类别运动运动男装女装、男装、童装运动运动运动男装童装男装运动,2018年中国市值前十服装公司,2018平均市值（十亿元）,2018营业收入（十亿元）,主要所属类别运动男装男装、女装、童装运动女装男装男装、女装羽绒服运动男装,本土品牌动向,本土品牌在中国持续扩张,产品线多元化以抢占更多市场份额，同时提升品牌价值精选案例,2018年，江南布衣推出其男装品牌，目标客户为目标消费者为中国职业男性。这一新品牌的品牌哲学十“简洁，但更好”。其设计关键词为：典雅、简洁、趣味和实用。,2018年六月，江南布衣宣布在中国推出一个全新的可持续时尚品牌“REVERB”。其目标客户为年轻、时尚的新一代消费者。该品牌更注重社会责任和可持续性发展。REVERB是江南布衣集团全新推出的环保时尚品牌，秉持“Athleisure、无性别、再生和灵动”的设计理念，旨在引起关注时尚的当代青年探索未来时尚的思考。,2019年2月26日，时尚集团公司江南布衣发布公告称，集团面向中国市场推出了一个全新男装设计师服饰品牌“A PERSONAL NOTE 73”。此举旨在配合集团多品牌扩展的策略，并期望透过该品牌及品类组合横向扩展业务。意大利时尚设计师AndreaPompilio将会每年为此品牌推出两款设计，第一季设计将在2019年秋发行。江南布衣计划在2019年开设10家门,店，其中三分之一位于一线城市。SAMO推广素材,产品线多元化以抢占更多市场份额，同时提升品牌价值江南布衣从2018年4月起开始发布数个全新设计品牌,产品线多元化以抢占更多市场份额，同时提升品牌价值江南布衣2018年11月推出多品牌联合店“LASU MIN SO LA”,2018年11月，江南布衣发布公告宣布集团于中国推出设计师品牌集合店“LA SU MIN SO LA”品牌，以配合集团多品牌扩展的策略，并透过品牌及品类组合多元化横向扩展业务。,LA SU MIN SO LA”是一个全球设计师品牌的发布平台，以Better Design， Better Life为理念，致力于设计师品牌的孵化和国际设计师品牌的本土化运营。,产品线将覆盖服装、鞋包、饰品、生活用品等多项领域。,LASU MIN SOLA推广素材,产品线多元化以抢占更多市场份额，同时提升品牌价值海澜之家女装品牌OVV、男装品牌AEX开设首家线下店,2018年1月，海澜之家女装品牌OVV、男装品牌AEX开设首家线下店，以配合集团多品牌扩展的策略。,目前，OVV & AEX目标市场主要为二三线城市。从2017年开始，海澜之家开始实行其多品牌、多品类、多渠道投资以简历其年轻活力的品牌形象，一以期扩充集团的客户基础。,本土品牌在中国持续扩张,开设旗舰店精选案例,开设旗舰店,森马在上海开始其第一家全新品牌形象概念旗舰店,2018年10月，森马在上海嘉定中信泰富万达广场开设其第一家全新品牌形象概念旗舰店。,这个商店是此品牌的一家实验概念店，旨在满足年轻消费者群体的消费需求。此概念店的设计理念为客户创造并提供一种“场景+互动”是的消费体验。森马设计了一个特别的“意见领袖休闲区”，客户可以在购物的同时，也在这个区域牌照、互动。,开设旗舰店,FILA 2018年5月在上海开始两家旗舰店,2018年5月，安踏旗下运动品牌FILA在上海南京路东和淮海中路开设两家旗舰店。两家店供应包括童装在内的FILA全品类服装。,安踏运动的年报中，2018年十二月底，中国区共有1652家门店（包括FILA KIDS独立店及FILA FUSION店）。,本土品牌在海外持续扩张,开拓海外市场,海澜之家门店2018年5月在新加坡开业,开拓海外市场,2018年9月，波司登伦敦旗舰店重装开业,开拓海外市场,2019年1月Lily在西班牙巴塞罗那开设欧洲第一家店面,开拓海外市场,2019年4月海澜之家进入泰国市场,开拓海外市场,2018年6月巴拉巴拉在香港开设两家门店,外来品牌动向,外来品牌挺进中国市场,精选案例,外来服装品牌挺进中国市场,德国奢侈滑雪品牌 Bogner 进入中国市场,外来服装品牌挺进中国市场,日本男装衬衫品牌 KAMAKRA 开设天猫店铺,外来服装品牌挺进中国市场,美国鞋业品牌ALLBILDS亮相中国,外来品牌在中国市场持续扩张,开设店铺案例精选,开设店铺,Champion2018年12月开始在中国持续扩张,开设店铺,Zadig & Voltaire 2019年3月在中国区加速店铺开设速度,外来品牌在中国市场持续扩张,开设旗舰店案例精选,开设旗舰店,开设旗舰店,COS 2018年12月在北京开设全球第一家男装店,开设旗舰店,SKECHERS 2019年1月在沈阳开设品牌最大店铺,开设旗舰店,MANGO 2019年6月在中国开设线上旗舰店,外来品牌退出中国市场,案例精选,退出中国市场,玖熙2018年9月退出中国市场,退出中国市场,NEW LOOK 2018年底宣布退出中国市场,退出中国市场,Forever 21 宣布关闭线上店，2019年4月确认将退出中国市场,退出中国市场,10 CORSO COMO 2019年6月关闭上海分店,CHINA APPAREL MARKETUPDATE 2019,Asia Distributionand RetailJun 2019,PART 1: MARKET OVERVIEW ANDCOMPETITIVE LANDSCAPE ANALYSIS,TABLE OF CONTENTS,Key Takeaways.p1,Market Overviewp2,Movement of Local Apparel Brands.p13,Movement of Foreign Apparel Brands.p27,KEY TAKEAWAYS,1,Chinas apparel market faces headwinds,The apparel market continued its uptrend in 2018,posting the highest yoy growth since 2014However, mounting economic uncertainty is posingsignificant challenges for the apparel market,Sales growth of the market is estimated to decelerate to3.5% and 3.2% in 2019 and 2020 respectively,Womenswear remains the largest sub-sector;,childrenswear and sportswearshow vast growthpotential,Both womenswearand menswear sectorshave shownsome improvementsin sales after several years ofdecline led by growing saturation,Childrenswear has delivered strong growth momentum,following the full implementation of two-child policystarting January 2016,Sportswear posts the highest sales growth among allother key apparel sectorsBut due to overall macro uncertainty, sales growth of allapparel sub-sectorsis expected to decline in 2019.,Specialist retailers, departmentstores take hold in China,apparel distribution Apparel sales at department storeshave been fallingover the years amid stiffer market competition andchallenges from e-commerce players,Internet retailing has kept delivering strong growth inrecent years, making it the fastest-growing retailingchannel in Chinas apparel market,Market share of,top 5 apparelbrands, 20181. Adidas, 1.9%2. Nike, 1.9%,3.4.5.,HLA, 1.1%Uniqlo, 1.0%Anta, 1.0%,Local apparel brandsaccelerateexpansionat home and abroad,Diversifying product lines toincrease market size to invigoratebrand values,Launching flagship stores and,concept stores to boost brandimage,Entering new markets andexpanding storenetworksoverseas to ramp upinternational presence,Foreign apparel brandsseekopportunitiesin China; yet, some,struggle to make headway Foreign players continue to crackthe lucrative China market,A number of players have,expanded local storenetworksand launched their first/ largest,global flagship store in thecountryYet, some failed to make a profitand finally exited the market,2,Market Overview,Source: EuromonitorInternational;compiled by Fung Business Intelligence3,6.2%,5.6%,5.6%,6.5%,7.8%,3.5%,3.2%,1%0%,2%,7%6%5%4%3%,9%8%,0,500,2,0001,5001,000,2,500,1,622.82014,1,714.12015,1,810.02016,1,927.92017,2,077.42018,2,149.92019e,2,217.82020e,billion yuan,yoy growth,MARKET OVERVIEW- CHINAS APPAREL MARKET FACES HEADWINDSSales of apparel in China, 2014-2020Chinas apparel sales reached 2,077.4 billion yuanin 2018, increasing at a rate of 7.8% yoy, the,highest yoy growth since 2014.,Driven in part by the consumption upgradingtrend and stable demand among local consumerswith improved living standard and higher incomegrowth, the apparel market regained its growthmomentum in 2017 and continued the uptrend in2018.,However, mounting economic uncertainty is,posing significant challenges for the apparelmarket. Sales growth of Chinas apparel market isestimated to decelerate to 3.5% and 3.2% in 2019,and 2020 respectively,billion yuan,By category, womenswear remainedthe largest sub-sector of Chinasapparel market in terms of sales in2018.,Both sportswear and childrenswearsaw double-digit yoy sales growth in2018, outperforming that ofwomenswear and menswear. Butdue to overall macro uncertainty,sales growth of all apparel sub-sectors is expected to dropsignificantly in 2019.,SALES OF KEY SUB-SECTORSSales of key sub-sectors of Chinas apparel market, 2014-2020,Source: EuromonitorInternational;compiled by Fung Business Intelligence4,783.8,828.9,873.8,928.5,999.1,1025.7,1048.8,10%5%0%,15%,25%20%,6004002000,12001000800,470.3148.3127.12014,491.7166.9140.02015,512.0190.4157.12016,537.7221.5180.02017,572.6264.8209.12018,583.5286.7234.72019e,592.8310.4261.02020e,Sales of childrenswearyoy growth of menswear,Sales of womenswearSales of sportswearyoy growth of childrenswear,Sales of menswearyoy growth of womenswearyoy growth of sportswear,billion yuan,SALES OF KEY SUB-SECTORS- WOMENSWEAR: YOY GROWTH PICKS UP IN 2018,Sales of womenswear in Chinas apparelmarket, 2014-2019,Source: EuromonitorInternational;compiled by Fung Business Intelligence,Market share of womenswear inChinas apparelmarket, 2018,48.1%,Source: EuromonitorInternational;compiled by Fung Business Intelligence,After several years of decline as a result of growing saturation, thewomenswear sector picked up pace in 2017 and 2018 with sales growth rising to6.3% yoy and 7.6% in 2017 and 2018 respectively.That said, due to the overall market uncertainty, sales growth of womenswear is estimatedto drop significantly to 2.7% in 2019.5,828.9,873.8,928.5,999.1,1025.7,783.87.4%,5.8%,5.4%,6.3%,7.6%,2.7%,0%,5%,15%10%,20%,0,400200,1,000800600,1,200,2014,2015,2016,2017,2018,2019e,Sales of womenswear,yoy growth of womenswear,billion yuan,470.3,491.7,512.0,537.7,572.6,583.5,3.8%,4.6%,2.8%,5.0%,6.5%,1.9%,5%0%,10%,20%,2000,600400,80015%,2014,2015,2016,2017,2018,2019e,Sales of menswear,yoy growth of menswear,SALES OF KEY SUB-SECTORS- MENSWEAR: SHOWS SOME SIGNS OF IMPROVEMENTS IN 2018,Sales of menswearin Chinas apparelmarket, 2014-20191000,Source: EuromonitorInternational;compiled by Fung Business Intelligence,Market share of menswear inChinas apparelmarket, 2018,27.6%,Source: EuromonitorInternational;compiled by Fung Business Intelligence,Menswear has the second largest market share in Chinas apparel market, just behind womenswear. In 2018, sales of menswear represented 27.6% ofthe total apparel sales in China.Similar to the womenswear sector, the menswear sector has also become increasingly saturated. It showed some improvements in sales in 2017 and2018. However, as with the womenswear sector, sales growth is expected to drop significantly this year due to the uncertain market economicenvironment.6,billion yuan,SALES OF KEY SUB-SECTORS- CHILDRENSWEAR: TWO-CHILD POLICY SHORES UP GROWTH MOMENTUM,Source: EuromonitorInternational;compiled by Fung Business Intelligence,Market share of childrenswearin Chinas apparelmarket, 2018,10.1%,Source: EuromonitorInternational;compiled by Fung Business Intelligence,Although childrenswear took up only 10.1% share in Chinas apparel market, the sector has delivered strong growthmomentum following the fullimplementation of two-childpolicy starting January 2016.The National Health and Family Planning Commission predicted that the number of newborns to reach 17.5 21.0 million annually during the 13th FYPperiod (2016 2020), up from the annual births at around 16 million between 2003 and 2013. Baby and toddlerwear is expected to be the mainpowerhousefor the childrenswear sector.7,127.1,140.0,157.1,180.0,209.1,234.7,9.2%,7.9%,6.0%,14.6%,Sales of childrenswear in Chinas apparelmarket, 2014-201916.2%,0%,5%,10%,15%,20%,0,200,400,12.2%600,800,1000,2014,2015,2016,2017,2018,2019e,Sales of childrenswear,yoy growth of childrenswear,billion yuan,SALES OF KEY SUB-SECTORS- SPORTSWEAR: STRONGEST SALES GROWTH AMONG OTHER KEY SUB-SECTORS IN 2018,Source: EuromonitorInternational;compiled by Fung Business Intelligence,Market share of sportswear in Chinas apparelmarket, 2018,12.7%,Source: EuromonitorInternational;compiled by Fung Business Intelligence,Sportswear registered sales growth of 19.5% yoy in 2018, well above the total apparel sales growth of 7.8% yoy. Sportswear alsoposted the highest sales growth among all other key apparel sectors, indicating its vast growth potential.8,221.5,264.8,10.1%148.3,12.5%166.9,14.1%190.4,8.3%286.7,0%,10%5%,20%15%,0,600400200,Sales of sportswearin Chinas apparelmarket, 2014-2019100019.5%80016.3%,2014,2015,2016,2017,2018,2019e,Sales of sportswear,yoy growth of sportswear,SALES OF KEY SUB-SECTORS- SPORTSWEAR: STRONGEST SALES GROWTH AMONG OTHER KEY SUB-SECTORS,Sportswear (apparel and footwear) sales by category, 2018,Source: EuromonitorInternational;compiled by Fung Business Intelligence,By category, sports-inspired footwear and sports-inspired apparel are the two largest segments in,Chinas sportswear market. The combined sales of thetwo segments totaled 144.5 billion yuan in 2018, oraround 54.5 % of the total sportswear sales in China.The propelling growth in the sportswear sector ismainly driven by the following factors:,Rising levels of health and well-being awarenessand increased sports participation.Government policies to promote national healthand sports participation serve as a boost to thesports industry. Recent policies include the “2016-2020 National Fitness Plan” released in June 2016;the “13th Five Year Plan for the Development ofSports Industry” released in July 2016; and the“Guiding Opinions of the State Council on,Speeding up the Development of the CompetitiveSports Industry” released in December 2018.9,Performanceapparel , 14.8%Outdoorapparel ,7.5%,Sports-inspiredapparel , 21.5%,Outdoorfootwear ,3.8%Performancefootwear ,19.3%,Sports-inspiredfootwear,33.0%,264.8 billion yuan,up 19.5% yoy,(in %)Store-based retailing,201487.5,201581.5,201676.2,201771.4,201868.1,I.II.III.,Grocery retailersNon-grocery retailers Clothing and footwear specialist retailers Leisure and personal goods specialist retailers Other non-grocery retailersMixed retailers,