Last Year, The Proportion Of Clothing Consumption Per Capita In China Decreased To 6.5%, And Apparel Retail Industry Will Face Challenges.

When the Zara and H&M represented fast fashion encountered the biggest crisis in history, the domestic apparel industry also began to be vigilant.

According to the latest statistics released by the National Bureau of statistics, the per capita consumption expenditure of Chinese residents increased by 8.4% to 19853 yuan in 2018, of which 4.1% yuan to 1289 yuan per capita clothing consumption expenditure, but accounted for 6.5% of the per capita consumption expenditure, which was lower than that of 2017.

However, thanks to the continuous growth of Tmall, Jingdong and other electronic business platforms, as well as the attention of international luxury fashion brands to online channels, China's online retail sales increased by 23.9% to 9 trillion yuan last year, of which apparel retail sales rose 22% over the same period last year.

Some analysts pointed out that this means that no matter "watch" or "buy", online has become the most important channel for Chinese consumers to buy clothes.

According to the data Lab of Tencent, the growth of China's clothing retail sales slowed to the number of units in 2016, and the clothing retail sales increased by 7% to 1 trillion and 500 billion yuan in 2018 compared with 2018, while the increase in 2017 was 8%. The price range of the total annual clothing consumption per capita was 1000 to 3000 yuan, while only 13% of the total annual expenditure in the area exceeded 8000 yuan.

Some analysts believe that the slowdown in the growth of the domestic garment industry is behind the fact that young consumers are becoming more and more smart. Although the group no longer recognizes international brands, it is increasingly concerned about the quality and cost performance of the products themselves.

Affected by this, the domestic apparel brands last year were not as successful as expected.

According to statistics from relevant institutions in China, the overall growth in the first three quarters of the 2018 Shanghai and Shenzhen two textile and apparel listed companies has slowed down, including the total revenue of 29 Shanghai and Shenzhen garment decoration enterprises including Hai Lan home, Semir clothing, La Natsu Bell, Mei Bang dress, Taiping bird, Lanzi stock and di Su fashion. Compared with the same period, the total revenue grew 7.46% to 90 billion 327 million yuan, while the net profit growth rate was less than 1%, an increase of 0.28% to 10 billion 388 million yuan.

In the first three quarters of 2017, 88 textile and apparel listed companies increased their operating revenue by 15.3%, while net profit rose 10.3%.

Among them, the largest domestic group of men's clothing, Hai Lan's home revenue increased 4.53% to 13 billion 42 million yuan over the first 9 months of last year, and the net profit rose 4.66% to 2 billion 628 million yuan.

Another clothing group, which dominated men's clothing business, plunged 35.9% to 4 billion 731 million yuan in the first three quarters of, and net profit dropped 12.58% to 2 billion 341 million yuan.

However, the industry is still optimistic about the growth potential of the men's wear market. Last year, the group of women's clothing, such as Jiangnan Buyi, MO&Co. parent company EPO and La Natsu Bell, launched the men's wear brand or increased investment in men's clothing business.

Jiangnan Buyi's new men's wear brand SAMO, the target consumer is the professional male, and the COMMON GENDER launched by EPO will aim at the more progressive young consumers.

Some analysts pointed out that this also means that the competition of domestic men's wear market will become increasingly fierce.

With the rapid development of Internet and technology, the new generation of male consumers in China gradually form a fashion view, paying more attention to their personal dress and image. Foreign brands are eyeing this area to accelerate their expansion.

Earlier this month, Sweden's fast fashion giant H&M's high-end brand COS chose the world's first men's wear flagship store in Beijing.

The performance of women's clothing industry is mixed.

The net profit growth of Langer group and TEENIE WEENIE, which introduced the medical and American business, increased by 80.58% and 141.37% respectively in the first three quarters of last year.

In the first three quarters of the day, the net profit in the first quarter of the 53.64% quarter fell by 53.64%, while the revenue and profits of the women's giant La Natsu Bell in the first three quarters also declined.

In the first three quarters of last year, Dazzle's parent company's revenue rose 6.37% to 1 billion 471 million yuan, net profit rose 25.28% to 450 million yuan, and net profit declined 4.75% to 357 million yuan over the same period last year.

In the third quarter of last year, revenue grew 16.66% to 1 billion 162 million yuan, and net profit increased 20.69% to 247 million yuan.

With the resurgence of sports and leisure style, Taiping bird, Mei Bang clothing and other leisure apparel group has become a big winner.

In the first three quarters of 2018, the United States not only recorded a significant increase in revenue in the first 24.86% quarters of the year, but also increased its net profit by 132.31%, mainly due to the brand upgrading and channel upgrading strategy adopted by the group in recent years.

Over the past year, Taiping bird clothing has also been constantly narrowing its distance from young consumers. Whether it is a joint name with Coca-Cola or the latest cross-border cooperation with Procter & Gamble brand, it has won high attention among its young consumer groups. It has been regarded as the brand of the national tide and has successfully reached the stage of the New York international fashion week.

In the first half of last fiscal year, Taiping bird clothing revenue rose 12.41% to 3 billion 169 million compared with the same period last year, and finally went out of the shadow of "store loss".

Lining, who also boarded the international fashion week in New York, was regarded as one of the winners in China's apparel industry last year.

In the third quarter ended September 30th, Lining's retail and wholesale channels recorded high number of units respectively, with an increase of 30% to 40% over the same period.

It is noteworthy that although the performance of sports brands such as Nike and Adidas was full of variables last year, its representative factory Shenzhou International in China has not been greatly affected. According to the latest data of Forbes's official website, the international owner of Shenzhou, Ma Jian Rong, is currently worth $7 billion, or about 48 billion yuan, becoming the richest person in the domestic apparel retailing industry, ranking 196th in the list.

Some people in the industry say that in the face of the increasing economic pressure and increasingly fierce competition, the quality of domestic apparel industry needs to be upgraded, and it will change from the original quantity type, scale type to quality and benefit type.

At the same time, the domestic apparel group should attach importance to social responsibility, and sustainable development is a global consensus. This is an important foundation for a brand to win consumers.