China Men'S Wear Industry Market Status In 2020

1、 Retail sales of clothing products in China

From 2013 to 2017, the retail sales of clothing products increased year by year, but the growth rate slowed down year by year. In 2017, the national retail sales of clothing goods reached 1036.54 billion yuan, a year-on-year increase of 1.45%, a new high in recent years; in 2019, the retail sales of clothing goods in China was 977.81 billion yuan, a year-on-year decrease of 0.94%. In 2020, affected by the epidemic situation, the retail sales of clothing goods from January to September will be 567.91 billion yuan, down 16.83% year on year.

2、 Analysis on the market situation of men's wear industry

Men are less sensitive to the diversified demand and fashion of clothing styles than women, and the styles and changes of men's wear are relatively small. Therefore, it is easier for men's wear brands to realize standardized production with obvious scale effect. After years of development, men's wear industry has entered a mature period, in the production, management, marketing, brand and other aspects of the increasingly reasonable and perfect.

In the overall slowdown of the clothing industry, the men's wear market maintained a steady growth. According to statistics, by 2019, the market size of China's men's wear industry reached 595.9 billion yuan, a year-on-year increase of 4%.

According to the data jointly released by Baidu and the people's Network Research Institute, from 2009 to 2019, the proportion of Chinese brands' attention increased from 38% to 70%, and the attention of clothing brands increased by 24%.

Related report: Consulting Report on China Men's professional wear market development prospect and investment strategy from 2021 to 2026 issued by China Economic Industry Research Institute

3、 Analysis on the competition pattern of Chinese men's wear industry

In terms of the market share of men's wear brands in China, Hailan home, Adidas and UNIQLO are the top three with market share of 4.7%, 2.4% and 2.3% respectively in 2019; In terms of concentration, the Cr5 and CR10 of Chinese men's wear brands in 2019 were only 13.1% and 19.1%, respectively. With the change of consumption concept and the trend of consumption upgrading, consumers' attention to the brand and the accelerated reshuffle of the industry under the epidemic situation, the concentration degree is expected to be further improved in the future.

From the perspective of product unit price trend of Hailan home, Hailan home constantly improves its product strength and promotes the implementation of its youth strategy by creating popular products and cooperating with IP. At the beginning of 2020, a short sleeve T-shirt with a price range of 68-98 yuan was launched to create a popular model, enhance product strength and expand consumer groups. To maintain the long-term competitive advantage between the price barrier and the average price of 140 yuan.

4、 Analysis on the operation means and process of men's wear brand

In a broad sense, "brand" refers to the intangible assets with economic value, which is represented by abstract, unique and recognizable mental concepts, so as to occupy a certain position in people's consciousness. The narrow sense of "brand" is a kind of "standard" or "rule" with internal and external characteristics. It is a kind of identification system that makes it unique, valuable, long-term and cognitive by standardizing and regularizing the concept, behavior, vision and hearing.

Operation means of men's wear brand

Men's wear brand design closely follows the current fashion trend, through multiple design concepts and keen capture of the trend, constantly create a series of distinctive fashion design, with rich categories to achieve the real appeal of consumers. At the same time, it also ensures the high quality and inspection standard of each piece, trying to make the modern men have exquisite shape no matter in any occasion.

Operation process of men's wear brand

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