Fashion Boom: Textile And Garment Industry May Usher In A New Growth Point.

The textile and garment industry is very old. It can be traced back to ancient times when the ancient human beings adopted the clothes made of animal skins and leaves, which had a very important historical significance in the process of human civilization. On the other hand, it was also very "tide". It was one of the earliest sales categories of the Internet business. According to the research results released by KPMG, textile and apparel made the 21% largest contribution to Internet Retailing in 2016.

At present, the overall development of the textile and garment industry has been relatively mature. The main track has already run a large number of listed companies, and the new opportunities are mainly focused on the subdivision of the track. How to continue to create explosive funds, reduce inventory, control costs, enhance value-added, is emerging brand opportunities.

After the shuffling of inventory pressure, the overall revival of textile and garment industry in 2017 coincided with the trend of the national tide, which provided many new opportunities for emerging brands. Behind the tide is actually the change of consumption concept in the new era, specifically to the dimensions of garment design, production and sales. What new changes will the textile and garment industry evolve under the tide of the country?

In 2017, the concept of "national tide" officially entered the public view. However, the brand and media interpreted the concept of "chao chao" very much. There was no unified definition. Generally speaking, it could be roughly summed up in two dimensions: Chinese style + Chinese brand.

Consumer side: domestic brand acceptance enhancement

According to the 2018 Chinese consumer sentiment survey on domestic brands, 84.4% of respondents had a better overall impression of domestic brands, and the positive impression of domestic brands was improved; 75.8% of respondents increased their consumption of domestic brands in 2018, an increase of 1.5% over 2017, an increase of 14.8% over 2016 and an increase in consumer purchases.

Brand end: strengthening design to meet individual needs

China's famous brands began to focus on independent design, emphasizing the design and reengineering of Chinese elements, boosting the "national tide". Lining and Bosideng design with Chinese style, landing in New York fashion week. Anta, Taiping bird, and Hai Lan's home have launched a new fashion to attract younger generation.

At present, most of the leading trends are sports brands, and sportswear is rapidly warming among young consumer groups. According to AI media consulting data, the sales volume of China's sports shoes and clothing market in 2018 was 46 billion 500 million yuan, an increase of 12%, and online channel sales increased by 14 billion 400 million yuan, an increase of 8%. In addition, minority clothing, such as "antique" clothing, has been growing at a high speed and has become a new trend for Z generation. Everywhere in the streets and streets, you can see the Z generation wearing antique costumes, and the trend of ancient wind clothing is becoming more and more popular.

Chance 1 sportswear

China's sportswear market is growing rapidly, and its growth rate is far ahead. In 2018, the Chinese sportswear market exceeded US $40 billion, an increase of nearly 20% over the same period last year. The growth rate has been accelerating since 2014. The consumption structure of clothing has changed. In 2018, the proportion of sportswear to total clothing consumption rose to 12.8%, while that in 2013 was only 8.8%.

The age distribution of sportswear consumers is very high. The consumer insight of the 2019 sports apparel industry found that the majority of the consumers were after 90 and 95, of whom 35 accounted for nearly 9. The Z generation has become the main consumer of the Internet and new brands. The Z generation's online payment habits, Internet dependence, positive consumption, cultural confidence, labels and interests have brought great opportunities to new brands.

Fashion sportswear has become an important category that promotes rapid growth. At present, the demand for sportswear is no longer merely functional, but emphasizes the combination of functional and fashion design. Representatives of brands have Particle Fever particle fanaticism, etc. they combine technology functionality with fashion elements, and integrate from production, design, idea to culture to redefine domestic labels.

Chance 2 neutral wind clothing

Neutral wind has become a new trend of clothing consumption in recent years. From the perspective of apparel industry chain, asexual clothing can be seen as a breakthrough of new category. It created a neutral version, the same sex, to achieve SKU reduction, reduce inventory and cost.

Women are getting cooler and cooler, and men are getting more and more sophisticated. According to the sales data of Ali platform, since 2019, the number of women buying suits has significantly exceeded men's, and men's search volume for perspective clothing and lace has also increased. In women's search keywords, "loose" has become a common word; men's search for common words is "tide".

Chance 3 minority clothing

Personality is more important. More young people tend to show their individuality with minority clothing. Minority clothing mainly includes Lolita, Hanfu and JK uniform.

To a certain extent, the tide has promoted the popularity of antique clothing. Hanfu is one of the hottest choices of antique clothing. Tmall's "2018 Hanfu consumption crowd report" shows that the number of Chinese clothing purchased in 2018 increased by 92% compared to the same period last year, and the total consumption volume of the Han clothing market has exceeded 2 million. Publicly available data show that the total industry size is about 1 billion 90 million yuan.

Consumers of minority clothing have a strong sense of identity and belonging. Data show that in 2019, there were more than 2000 Hanfu culture associations in the world, compared with more than 1300 in 2017, the growth rate was 46%. Niche clothing user layer is more viscous and easy to buy again.

The number of Hanfu businesses continued to increase. According to Hanfu information data, there are 815 Han Chinese clothing businesses in Taobao stores in 2018, an increase of 24.43% over 2017.

Relying on the rising brand strength and product strength of Chinese brands, the new trend and inspiration will undoubtedly be injected into the clothing industry. Combining the design of the national tide with the solution of the three major pain points, it is expected that the garment industry will usher in the three opportunities track: sportswear, asexual clothing and minority / national wind clothing.

With the further maturity of the investment and financing environment in the primary market and the increase of investment and financing projects in the middle and late stages, the textile and garment industry is expected to usher in a new batch of Unicorn enterprises.