Recently, Anta Sports, Xtep International, 361°, and Li Ning have successively announced unaudited first quarter operating conditions. The retail sales of the four major domestic brands have all achieved double-digit growth… The domestic clothing brand market is ushering in a new era. “Blue Ocean”.
Among the top 20 clothing brands with domestic market share in 2020, 8 foreign brands accounted for 45% of the market share of the top 20 clothing brands, and 12 domestic brands accounted for 55%. %. In recent years, domestic brands have continuously improved in terms of product power, brand power, and channel power.
While domestic clothing brands are highly sought after, the performance of foreign fast fashion brands in the Chinese market has eclipsed them. Spanish fast fashion brand ZARA’s sister brands Bershka, Pull & Bear and Stradivarius will completely withdraw from the offline market this year. Old Navy, a brand of the American apparel group Gap, has withdrawn from the Chinese market, and Dutch fast fashion company C&A sold its Chinese business…
While the market share gap is gradually narrowing, capital The market shows the same thing. In recent years, Anta has firmly ranked first in the market value of Chinese sports brands and has become the third largest sports brand in the world after Nike and Adidas. Li Ning Group’s 2020 financial report shows that its annual revenue rose to 14.457 billion yuan, and its net profit increased by 13.3% to 1.698 billion yuan. At the same time, other domestic brands also delivered outstanding results in 2020.
Data show that in the 10 years from 2009 to 2019, the proportion of attention paid to Chinese brands increased from 38% to 70%. New and cutting-edge national fashion brands are gradually replacing fast fashion in shopping malls. According to a report by fashion agency Thredup, 40% of Millennials surveyed said they would stop buying fast fashion brand products. Today’s young people’s requirements for the style and quality of clothes are gradually increasing, and some high-end fabrics that are both beautiful and comfortable have become a common item in the wardrobe.
In addition, domestic clothing brands have been actively expanding overseas for many years. According to data from the General Administration of Customs, in the first quarter of this year, the country’s textile and apparel exports reached US$65.1 billion, a year-on-year increase of 44%. Among them, clothing exports were US$33.3 billion, a year-on-year increase of 47.7% (a year-on-year increase of 37.5% in RMB).
my country’s modern clothing industry emerged in the 1980s. After nearly 40 years of development, it has formed a complete modern industrial chain with significant industrial cluster effects and is deeply involved in the global industry. Division of labor. At present, China has formed more than 60 large-scale clothing industry clusters, and the clothing output of the five eastern coastal provinces accounts for more than 70%.
Some people in the industry said that China is one of the few countries in the world with a complete clothing industry chain, from cotton, textiles, printing and dyeing, to various accessories, design, and clothing. Everything is available. However, in the past, my country’s clothing manufacturing companies mostly carried out low-cost copying and focused on overseas brand OEM business. They rarely had strong independent research and development, design and market management, and it was difficult to have a time-tested brand story or a highly recognizable brand tone. sex and creative design.
However, the development of the clothing industry will bring profound changes to the entire industry chain. Chen Dapeng, vice president of the China National Textile and Apparel Federation and president of the China Garment Association, said that the times are changing, but the nature of industry and business will not change, and the industrial values of entrepreneurship, craftsmanship, and focus will not change. The advancement of technology brings capabilities, not simple opportunities; it brings improvements in product and service capabilities and updates to systems and organizations, rather than full-link marketing at the expense of brand value.
my country’s apparel companies must make great efforts in the core capabilities of the industry, cultural creativity, lean management, high-end manufacturing, organizational methods, industrial collaboration, etc., and become endurance long-distance runners. , striving to build a world-class Chinese clothing brand group. </p
