Textile And Clothing Industry: Pay Attention To The High Scenery Bearing Movement And Manufacturing Target

Original title: textile and clothing industry report: textile and clothing society zero continuous recovery, pay attention to high landscape bearing movement and manufacturing target

From January to February 2021, the total retail sales of consumer goods reached 6973.7 billion yuan, with a year-on-year increase of 33.8%. Excluding the low base factor under the influence of the epidemic in early 2020, the total retail sales of clothing, shoes, hats and knitwear from January to February in 2021 reached 23.3% 3.2 billion yuan, an increase of 47.60% year-on-year in 2020. Excluding the influence of low base number of epidemic situation at the beginning of 2020, it is only 3% less than that of the same period in 2019.

Pay attention to the policy changes of sports industry. Ice and snow sports and intelligent fitness have become hot topics in the industry. Under the objective influence of the epidemic situation in 2020, the development trend of new fitness sports based on home fitness and intelligent fitness equipment has become a hot topic in the industry such as the recent two sessions, and relevant suggestions are mentioned during the two sessions in 2021.

On the whole, the scale of the sports footwear and clothing industry during the 13th Five Year Plan period has reached 14.35% (Euromonitor International), surpassing the growth rate of per capita income in the same period. The 2021-2023cagr of sports shoes and clothing industry is expected to maintain more than 10%, with prominent market growth potential and space.

Under the background of the promotion of the 2022 Winter Olympic Games and the upgrading of the overall consumption of customers, the ice and snow sports industry is expected to continue to grow at a high speed. By 2025, the domestic ice and snow sports industry is expected to achieve 1) the number of direct participants is expected to exceed 50 million, and 2) the total scale of the industry is expected to exceed 1 trillion yuan.

3.8 online sales continued to increase year-on-year, and brand clothing entered the spring and summer sales peak season of sports plate: from the online sales performance, according to the third-party data of Taobao, during the 3.8 promotion activities of e-commerce in 2021, the online channels of major sports brands have achieved rapid growth, and the turnover of the official flagship stores of Adidas / Anta / FILA / lining brands reached 0.57/1.00/1.16/118 million yuan, respectively Compared with 116.80%, 37.42%, 61.54% and 67.49%, the overall growth rate remained relatively high. Under the influence of many factors, such as the upgrading of consumption demand, the gradual enhancement of sports awareness, the clear planning of industrial policies and the inclusion of sports in the entrance examination, the sports industry is expected to continue to grow at a high speed in the future.

Home textile sector: Luolai life and 3.8 official flagship store of mercury home textile, which are the leading targets of home textile industry, had a turnover of 21962700 yuan and 2371200 yuan respectively, with a year-on-year growth rate of 32.83% and 33.63% respectively. The online channel expansion and transformation, and the direct broadcast e-commerce (preparation for self broadcast & Head KOL cooperation) drainage and promotion have injected impetus for the development of home textile industry. From the perspective of industry periodicity, since 2020q3, the sales and construction completion of new houses have continued to rise, and the recovery of real estate industry prosperity has laid a solid foundation for the recovery of marginal demand of home textile industry. According to the statistics of the real estate industry, from January to February 2021, the national real estate development investment reached 1.40 trillion yuan (+ 38.3%), an increase of 15.7% compared with the same period in 2019, of which the residential investment reached 1.04 trillion yuan Yuan increased by 41.9%, and the industry prosperity index continued to rise to 101.41.

Medium and high-end women's wear sector: dazzle, the main medium and high-end women's wear brand, and dzzit, the main medium and high-end women's wear brand of Desu fashion, reached 59.8724 million yuan (+ 14.09%) in recent month (February 14 to March 14, 2021), maintaining a stable growth trend.

Focus on the subject matter:

Anta Sports: the main brand Anta DTC channel reform and other measures (expected to be completed in 21q1) promote the steady improvement of the brand profitability; FILA brand card sports fashion, at present, the channel coverage of the second tier market and some third tier cities is still expanding. According to the existing channel coverage rate, the upper limit of stores in the future is estimated to be about 2500, and the scale of brand water is expected to reach 30 billion yuan , Archaeopteryx and Salomon are respectively positioned as pan outdoor sports fitness, professional high-end sports protection and medium and high-end outdoor sports equipment manufacturing. Salomon, as a professional ice and snow equipment accessories brand, is still in the initial stage of domestic channel ice and snow equipment laying. Under the background of policy catalysis and market expansion, it is expected to continue to contribute to performance increment in the future.

Li Ning: the brand image of China's Li Ning series has been reshaped, the national tide elements have been gradually integrated into the brand culture, the replacement and upgrading of inefficient channels have been promoted, and the high-efficiency big store model has been gradually expanded. It is expected that China's Li Ning series will work together to boost the brand's flowing water promotion in the future.

Shenzhou International: the capacity of overseas production base continues to expand, the return of industrial orders accelerates, the operation of high-quality customers recovers, and the order rhythm gradually returns to normal. The company's performance is expected to steadily increase with the overall capacity expansion and production efficiency improvement in the future.

Local fashion: high dividend and high roe concentrate on the medium and high-end women's clothing market, multi brand differentiation accurately covers the middle and high-end women's wear market, and extends to men's wear, which is expected to achieve synergy: dazzle, the main brand, and diamond, a high-end light luxury women's wear brand Dazzle maintains the positioning of high-end women's wear and keeps the channel scale stable; the middle end young women's wear brand dzhit has steadily expanded its channels, and is expected to increase its coverage in the second and third tier terminal women's clothing market in the future; razzle, a self-made men's clothing designer brand, has a similar style with the main brand and extends to the middle-aged and high-income male customers. In the future, it may help to build a brand matrix, and is expected to produce synergy effect.

Bosden: designers co branding & show exposure promote the brand strength of bosden steadily, combine product and efficiency, increase fast response, enhance inventory management, and steadily promote the digital innovation of supply chain, lay out the medium and high-end down jacket Market, and be optimistic about the company's long-term growth attribute.

Luolai life: the leading domestic home textile brand has a consolidated position in the industry, and the main brand rolai and LoVo brands are differentiated to cover young consumers; the upgrading of consumption demand superimposes on the upward real estate cycle, which promotes the growth of industry demand, and is optimistic about the company's future performance growth space.

Risk tips: the risk of repeated fluctuations in the epidemic situation, the impact of fluctuations in raw materials, and the recovery of terminal consumption demand is less than expected.