The women’s clothing industry is an important sub-industry of the clothing industry. With the improvement of national income levels, female consumers have higher and higher demands for personalized clothing, and the differences in clothing taste among different types of consumers are also gradually increasing. In order to meet the needs of The women’s clothing market has become more segmented, with trendy brands, Taobao brands, fast fashion, affordable luxury women’s clothing, Japanese and Korean women’s clothing, domestic women’s clothing, and designer brands emerging one after another.
1. As a branch of clothing, the women’s clothing industry has entered a mature stage
Clothing is the earliest, largest and most mature industry, and it still maintains rapid growth. According to data from the National Bureau of Statistics, the total retail sales of clothing in 2018 was 1,370.7 billion yuan, and it is expected that the total retail sales of clothing in 2019 will reach 1,384.9 billion yuan. Against the background of macroeconomic adjustments, the apparel industry can still achieve positive year-on-year growth, reflecting its strong market resilience and vitality.
With the development of the economy, consumers’ consumption habits have become more mature, and their consumption needs have become more diversified and personalized, thus forming different market segments. According to survey data from Euromonitor Consulting, in 2018, women’s clothing market accounted for the largest share in China’s clothing industry, accounting for 40%; followed by men’s clothing, sportswear, and children’s clothing, accounting for 23%, 11%, and 8% respectively in 2018. .
The women’s clothing industry is an important part of China’s clothing industry, and its development plays a decisive role in the overall development of my country’s clothing industry. As an important sub-industry of the clothing industry, the women’s clothing industry has formed a certain scale and entered a mature stage after years of development. In 2018, the retail sales of China’s women’s clothing industry were approximately 867.7 billion yuan, and it is expected that the retail sales of women’s clothing will reach 876.6 billion yuan in 2019.
2. Big Data of Tmall Women’s Clothing in 2019 Double Eleven
Tmall Double Eleven in 2019 The sales volume on National Day was 268.4 billion yuan, of which the top ten clothing brand stores were Uniqlo (1.512 billion yuan), Bosideng (788 million yuan), Semir (492 million yuan), GXG (457 million yuan), and Belle (438 million yuan). 100 million yuan), Peacebird Men’s Wear (411 million yuan), JackJones (353 million yuan), Vero moda (338 million yuan), Evely (333 million yuan), and ochirly (333 million yuan).
The top ten sales in the women’s clothing industry during Double Eleven in 2019 are: Uniqlo, Bosideng, Vero moda, Evely, ONLY, Peacebird, Leding, Hanyidushe, Zara, MO&CO.
On Double Eleven in 2019, among the women’s clothing categories, the top three sales were T-shirts, wool sweaters, and casual pants; The ones are down jackets, woolen coats, and dresses.
3. Domestic brand competition is fierce and industry concentration is low
From a global perspective , France, Italy, the United Kingdom, Denmark, the United States and other countries have strong competitiveness in the high-end women’s clothing market, leading the world’s trends in women’s clothing design and consumption, and are powerful countries in the production and export of international women’s clothing. In Asia, the women’s clothing industry in Japan and South Korea has developed relatively well in recent years, and their status in the international market has gradually improved.
From a brand perspective, the world’s leading women’s clothing brands are mainly concentrated in Europe and the United States. Among them, the women’s clothing design strength of France and Italy is significantly better than that of other countries. In 2018, 8 of the top ten international women’s clothing brands came from these two countries.
In addition, the more well-known international women’s clothing brands include Cerruti (Cerruti), HugoBoss (Boss), Pierrecardin (Pierre Cardin), ELLE, Paris Princess, Cacharel (Casharelle), Nina Ricci (Lina Ricci), Hermes (Hermes), Chole (Chloe), Bally (Bally), etc. Most of these clothing brands come from Europe and the United States, which shows that competition in the women’s clothing industry in Europe and the United States is fierce.
In China, women’s clothing brands can be divided into first-tier brands, second-tier brands and some smaller brands with lower visibility. It can be seen from the ranking of the top ten domestic women’s clothing brands in 2018 that the leading local women’s clothing brands are mainly concentrated in Zhejiang Province, occupying 3 seats, Guangdong Province occupies 1 seat, Shanghai City occupies 1 seat, and Shandong occupies 1 seat. The top three are Handu Yishe (Handu Yishe E-commerce Group Co., Ltd.), ONLY (Lingzhi Fashion Tianjin Co., Ltd.), and UNIQLO (Fast Retailing (China) Trading Co., Ltd.).
There are many domestic women’s clothing brands. The industry as a whole is currently in a period of transformation and upgrading, and industry competition is fierce. Among them, high-end brands have more opportunities in the fierce market competition because they are more in line with the actual needs of consumers in terms of design, brand promotion, and precision marketing. Due to the huge market capacity and strong demand for domestic women’s clothing, more and more international brands will enter the Chinese women’s clothing market, and industry competition will become more intense.
From the perspective of market competition: According to the latest data, the top 10 women’s clothing online retail brands in April 2019 are: UNIQLO, Jasmine Elf, ZARA, UR, ONLY, VERO MODA, Rongmei, Handu Yishe, MAJE, Juese Attitude. Among them, the UNIQLO brand accounts for the largest share of the women’s clothing market. Its online retail market share reached 0.7% in April, an increase of 0.1 percentage points from the previous month. Secondly, Jasmine Elf brand women’s clothing ranked second, accounting for 0.5%.
4. Forecast of market trends in the women’s clothing industry in 2020
Competition among domestic women’s clothing brands is becoming increasingly fierce Under the fierce current situation, the competition trend of domestic women’s clothing brands will mainly develop in four directions:
Casual women’s clothing is favored: With the enduring trend of international clothing casual clothing, casual clothing has become more and more popular.This type of women’s clothing will continue to sell well, and the design concept of casual style will gradually penetrate into all areas of the clothing market, making traditional women’s clothing reflect the stronger social leisure color favored by modern casual women’s clothing. In modern society, office women long for the relaxed and free mood of returning to nature after stressful work, which also lays the foundation for the strong sales of casual women’s clothing.
The demand for personalized customization is expanding: three factors, consumption power, consumer psychology and social progress, have jointly given birth to the concept of personalized customization based on people’s own expressed demands. Clothing has become an external display of self-expression and self-pursuit. Choosing your favorite personalized clothing is a mainstream fashion. Color matching and style design have become the key factors affecting the sales of women’s clothing as the demand for personalized customization expands. In addition, personalized services will gradually deepen. In addition to tailoring and customization, there will also be in-depth personalized services such as specialized design to meet the needs of female consumers at different levels.
Personalized needs and customization will become more and more popular as people deepen their understanding of themselves. Expressing demands, affirming core values, and satisfying the attribute of loneliness will definitely be the next blue ocean of dividends for the clothing industry.
The brand effect is highlighted: With the development of emerging industries, the improvement of education, and the development of multiculturalism, the economic strength of young women in the area is constantly increasing, and people People’s consumption concepts are also constantly changing, and brand awareness has become stronger. In response to a variety of consumer groups with different needs, the segmentation of women’s clothing brands will continue to increase. The brand effect will be more obvious.
Integrated online and offline marketing methods: With the development of the Internet industry, the physical clothing industry is facing a huge blow. New models such as online ordering and offline pickup, online and offline combination or offline experience and online purchase have become a major trend in the clothing industry. By implementing online marketing methods, or diverting traffic from online to offline, or diverting traffic from offline to online, we can provide users with considerate shopping services. The marketing method of combining online and offline is the trend of future development. </p
