1、20192019中国服装市场报告中国服装市场报告第第一部分：市场总览与前景分析一部分：市场总览与前景分析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.
2、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
3、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女装销量女装同比增长就服装类目看，女装仍然是2018
4、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。运动装销量男装销量童装销量男装同比增长童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
5、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
6、-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
7、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。2014-2018年中国鞋服销售渠道市场份额（零售）线下零售1.家庭销售2.网络零售鞋服专卖店休闲及个人用品专卖店其他零售店3.混合零售百货商场非线下零售1.杂货零售店2.非杂货零售店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
8、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SAMO推广素材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
9、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
10、。意大利时尚设计师Andrea Pompilio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。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
11、”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
12、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
13、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ALLBILD
14、S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NIKE 2018年10月在上海开设第一家概念旗舰店开设旗舰店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
15、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 MARKET UPDATE 2019Asia Distribution and RetailJun 2019PART 1:MARKET OVERVIEW AND COMPETITIVE LANDSCAPE ANALYSIS TABLE OF CONTENTSKey Takeaways.p1Market Overviewp2Movement of Local Apparel Brands.p13 Movement of F
16、oreign Apparel Brands.p27KEY TAKEAWAYS1Chinas apparel market faces headwindsThe apparel market continued its uptrend in 2018,posting the highest yoy growth since 2014 However,mounting economic uncertainty is posing significant challenges for the apparel marketSales growth of the market is estimated
17、to decelerate to 3.5%and 3.2%in 2019 and 2020 respectivelyWomenswear remains the largest sub-sector;childrenswear and sportswear show vast growth potentialBoth womenswear and menswear sectors have shown some improvements in sales after several years of decline led by growing saturationChildrenswear
18、has delivered strong growth momentum following the full implementation of two-child policy starting January 2016Sportswear posts the highest sales growth among all other key apparel sectors But due to overall macro uncertainty,sales growth of all apparel sub-sectors is expected to decline in 2019.Sp
19、ecialist retailers,department stores take hold in China apparel distributionApparel sales at department stores have been falling over the years amid stiffer market competition and challenges from e-commerce playersInternet retailing has kept delivering strong growth in recent years,making it the fas
20、test-growing retailing channel in Chinas apparel marketMarket share of top 5 apparel brands,20181.Adidas,1.9%2.Nike,1.9%3.HLA,1.1%4.Uniqlo,1.0%5.Anta,1.0%Local apparel brands accelerate expansion at home and abroadDiversifying product lines to increase market size to invigorate brand valuesLaunching
21、 flagship stores and concept stores to boost brand imageEntering new markets and expanding store networks overseas to ramp up international presence Foreign apparel brands seek opportunities in China;yet,some struggle to make headwayForeign players continue to crack the lucrative China marketA numbe
22、r of players have expanded local store networks and launched their first/largest global flagship store in the countryYet,some failed to make a profit and finally exited the market2Market OverviewMARKET OVERVIEW-CHINAS APPAREL MARKET FACES HEADWINDSSales of apparel in China,2014-2020Source:Euromonito
23、rInternational;compiled by Fung Business Intelligence 31,622.81,714.11,810.01,927.92,077.42,149.92,217.86.2%5.6%5.6%6.5%7.8%3.5%3.2%0%1%2%3%4%5%6%7%8%9%05001,0001,5002,0002,500201420152016201720182019e2020ebillion yuanyoy growthChinas apparel sales reached 2,077.4 billion yuanin 2018,increasing at a
24、 rate of 7.8%yoy,the highest yoy growth since 2014.Driven in part by the consumption upgrading trend and stable demand among local consumers with improved living standard and higher income growth,the apparel market regained its growth momentum in 2017 and continued the uptrend in 2018.However,mounti
25、ng economic uncertainty is posing significant challenges for the apparel market.Sales growth of Chinas apparel market is estimated to decelerate to 3.5%and 3.2%in 2019 and 2020 respectivelySALES OF KEY SUB-SECTORS By category,womenswear remained the largest sub-sector of Chinas apparel market in ter
26、ms of sales in 2018.Both sportswear and childrenswearsaw double-digit yoy sales growth in 2018,outperforming that of womenswear and menswear.But due to overall macro uncertainty,sales growth of all apparel sub-sectors is expected to drop significantly in 2019.Sales of key sub-sectors of Chinas appar
27、el market,2014-2020Source:EuromonitorInternational;compiled by Fung Business Intelligence 4783.8828.9873.8928.5999.11025.71048.8470.3491.7512.0537.7572.6583.5592.8127.1140.0157.1180.0209.1234.7261.0148.3166.9190.4221.5264.8286.7310.40%5%10%15%20%25%020040060080010001200201420152016201720182019e2020e
28、billion yuan Sales of womenswearSales of menswearSales of childrenswearSales of sportswearyoy growth of womenswearyoy growth of menswearyoy growth of childrenswearyoy growth of sportswearSALES OF KEY SUB-SECTORS-WOMENSWEAR:YOY GROWTH PICKS UP IN 20185Sales of womenswear in Chinas apparel market,2014
29、-2019Source:EuromonitorInternational;compiled by Fung Business Intelligence Market share of womenswear in Chinas apparel market,201848.1%Source:EuromonitorInternational;compiled by Fung Business Intelligence After several years of decline as a result of growing saturation,the womenswear sector picke
30、d up pace in 2017 and 2018 with sales growth rising to 6.3%yoy and 7.6%in 2017 and 2018 respectively.That said,due to the overall market uncertainty,sales growth of womenswear is estimated to drop significantly to 2.7%in 2019.783.8828.9873.8928.5999.11025.77.4%5.8%5.4%6.3%7.6%2.7%0%5%10%15%20%020040
31、06008001,0001,200201420152016201720182019ebillion yuanSales of womenswearyoy growth of womenswear470.3491.7512.0537.7572.6583.53.8%4.6%2.8%5.0%6.5%1.9%0%5%10%15%20%02004006008001000201420152016201720182019ebillion yuanSales of menswearyoy growth of menswearSALES OF KEY SUB-SECTORS-MENSWEAR:SHOWS SOM
32、E SIGNS OF IMPROVEMENTS IN 20186Sales of menswear in Chinas apparel market,2014-2019Source:EuromonitorInternational;compiled by Fung Business Intelligence Market share of menswear in Chinas apparel market,201827.6%Source:EuromonitorInternational;compiled by Fung Business Intelligence Menswear has th
33、e second largest market share in Chinas apparel market,just behind womenswear.In 2018,sales of menswear represented 27.6%of the 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 and 20
34、18.However,as with the womenswear sector,sales growth is expected to drop significantly this year due to the uncertain market economic environment.SALES OF KEY SUB-SECTORS-CHILDRENSWEAR:TWO-CHILD POLICY SHORES UP GROWTH MOMENTUM7Sales of childrenswear in Chinas apparel market,2014-2019Source:Euromon
35、itorInternational;compiled by Fung Business Intelligence Market share of childrenswearin Chinas apparel market,201810.1%Source:EuromonitorInternational;compiled by Fung Business Intelligence Although childrenswear took up only 10.1%share in Chinas apparel market,the sector has delivered strong growt
36、h momentum following the full implementation of two-child policy 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 13thFYP period(2016 2020),up from the annual births at around 16 million betw
37、een 2003 and 2013.Baby and toddler wear is expected to be the main powerhouse for the childrenswear sector.127.1140.0157.1180.0209.1234.79.2%7.9%6.0%14.6%16.2%12.2%0%5%10%15%20%02004006008001000201420152016201720182019ebillion yuanSales of childrenswearyoy growth of childrenswearSALES OF KEY SUB-SEC
38、TORS-SPORTSWEAR:STRONGEST SALES GROWTH AMONG OTHER KEY SUB-SECTORS IN 20188Sales of sportswear in Chinas apparel market,2014-2019Source:EuromonitorInternational;compiled by Fung Business Intelligence Market share of sportswear in Chinas apparel market,201812.7%Source:EuromonitorInternational;compile
39、d 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 also posted the highest sales growth among all other key apparel sectors,indicating its vast growth potential.148.3166.9190.4221.5264.8286.710.1%12.5
40、%14.1%16.3%19.5%8.3%0%5%10%15%20%02004006008001000201420152016201720182019ebillion yuanSales of sportswearyoy growth of sportswearSALES OF KEY SUB-SECTORS-SPORTSWEAR:STRONGEST SALES GROWTH AMONG OTHER KEY SUB-SECTORS 9Sportswear(apparel and footwear)sales by category,2018Source:EuromonitorInternatio
41、nal;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 the two segments totaled 144.5 billion yuan in 2018,or around 54.5%of the total sportswear sales in China.The pro
42、pelling growth in the sportswear sector is mainly driven by the following factors:Rising levels of health and well-being awareness and increased sports participation.Government policies to promote national health and sports participation serve as a boost to the sports industry.Recent policies includ
43、e the“2016-2020 National Fitness Plan”released in June 2016;the“13th Five Year Plan for the Development of Sports Industry”released in July 2016;and the“Guiding Opinions of the State Council on Speeding up the Development of the Competitive Sports Industry”released in December 2018.Performance appar
44、el,14.8%Outdoor apparel,7.5%Sports-inspired apparel,21.5%Performance footwear,19.3%Outdoor footwear,3.8%Sports-inspired footwear,33.0%264.8 billion yuan,up 19.5%yoyDISTRIBUTION CHANNELS-SPECIALIST RETAILERS,DEPARTMENT STORES TAKE HOLD IN CHINA APPAREL DISTRIBUTION (in%)20142015201620172018Store-base
45、d retailing 87.581.576.271.468.1I.Grocery retailers4.84.03.32.62.1II.Non-grocery retailers44.142.241.139.839.6 Clothing and footwear specialist retailers20.820.720.520.220.0 Leisure and personal goods specialist retailers 11.811.511.812.112.6 Other non-grocery retailers 11.510.18.77.57.1III.Mixed re
46、tailers38.635.331.929.026.4Department stores38.635.331.929.026.4Non-store retailing 12.518.523.828.631.9IV.Home shopping 0.10.10.10.10.1V.Internet retailing 12.418.423.728.531.8Total 100100100100100Market share(retail sales)by distribution channel for apparel and footwear in China,2014-2018Source:Eu
47、romonitorInternational;compiled by Fung Business Intelligence Apparel sales at department stores have been falling over the years amid intensifying market competition and challenges from e-commerce players.Internet retailing has kept delivering strong growth over the past few years,making it the fas
48、test-growing retailing channel in Chinas apparel market.The channel is predicted to keep growing at a faster rate in the coming years.10COMPETITIVE LANDSCAPE-TOP 10 APPAREL BRANDS IN CHINA11Market share Market share(yoy change,ppt)Major category1.Adidas1.9%0.3Sportswear 2.Nike1.9%0.3Sportswear 3.HLA
49、1.1%0.1Menswear4.Uniqlo 1.0%0.1Womenswear,menswear,childrenswear5.Anta 1.0%0.2Sportswear6.Li Ning 0.6%-Sportswear7.Skechers 0.6%0.2Sportswear8.Balabala0.5%0.1Childrenswear9.Jack&Jones 0.5%-Menswear10.Xtep0.5%0.1SportswearMarket share of Top 10 apparel brands in China,2018 Source:EuromonitorInternati
50、onal;modified by Fung Business Intelligence COMPETITIVE LANDSCAPE-TOP 10 APPAREL BRANDS IN CHINA12Average market cap in 2018(billion yuan)Operating income in 2018(billion yuan)Major category1.Anta90.4323.41Sportswear2.HLA47.8119.09Menswear3.Semir27.7215.75Menswear,womenswear,childrenswear4.Li Ning15