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服装行业市场分析:女装仍是最大的分支部门

  有0人浏览   日期:2019-08-09

文章摘要: 预计2019年,我国服装市场销售增速将放缓至3.5%。细分行业表现方面,女装仍然是最大的分支部门,童装和运动服饰显示出巨大的增长潜力,这可以从两者2014-2018年的市占率保持逐年增长趋势可以看出。......

2018年,我国服装市场继续保持上升趋势,实现了2014年以来的最高同比增长。但是,日益增长的经济不确定性给服装市场带来了重大挑战,预计2019年,我国服装市场销售增速将放缓至3.5%。细分行业表现方面,女装仍然是最大的分支部门,童装和运动服饰显示出巨大的增长潜力,这可以从两者2014-2018年的市占率保持逐年增长趋势可以看出。市场竞争方面,我国服装市场仍维持着高度分散的竞争态势,行业CR5仅为6.9%,对比日本,我国服装行业目前仍处于增速放缓的成长后期,集中度相对较低,行业参与者较多。而中国各服装品牌要想从市场中突围,可以借鉴日本国民服装品牌优衣库的发展模式。

In 2018, China's apparel market continued to maintain an upward trend, achieving the highest year-on-year growth since 2014. However, the growing economic uncertainty has brought great challenges to the garment market. It is expected that the growth rate of garment sales in China will slow down to 3.5% in 2019. In terms of industry performance, women's wear is still the largest branch. Children's wear and sportswear show great growth potential, which can be seen from the fact that the market share of the two industries maintained an annual growth trend from 2014 to 2018. In terms of market competition, China's apparel market still maintains a highly decentralized competitive situation, industry CR5 is only 6.9%. Compared with Japan, China's apparel industry is still in the late growth stage of slowing down, with relatively low concentration and more industry participants. If Chinese clothing brands want to break out of the market, they can learn from the development model of Japanese national clothing brand Uniqlo.

服装市场继续保持上升趋势

Clothing market continues to rise

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自古以来“衣食住行”一直是人们最基本的消费需求,其中服装作为重要的可选消费品与人们的生活息息相关,市场规模庞大,增长较为稳定。根据欧睿咨询2019年7月发布的《2019年中国服装市场报告》的数据显示,2018年我国服装行业市场规模达到2.08万亿元,同比增长7.8%,预计2019年我国服装行业市场规模将继续增长,达到2.15万亿元,但受经济发展的不确定性影响,增速会放缓至3.4%。

Since ancient times, "clothing, food, shelter and transportation" has been the most basic consumer demand. Clothing, as an important optional consumer goods, is closely related to people's lives. The market is huge and the growth is relatively stable. According to the data of China Garment Market Report 2019 issued by Euromonitor Consulting in July 2019, the market size of China's garment industry reached 2.08 trillion yuan in 2018, an increase of 7.8% over the same period last year. It is expected that the market size of China's garment industry will continue to grow to 2.15 trillion yuan in 2019, but it will increase due to the uncertainties of economic development. The speed will slow down to 3.4%.

女装仍然是最大的分支部门

Women's wear is still the largest branch

从2018年我国服装市场各细分子行业的表现来看,女装市场所占市场份额最大,其次是男装市场。根据欧睿咨询数据,2018年我国女装市场市场份额占整个服装市场的48.1%,较2017年下降了0.1个百分点,其次男装市场仍然位列第二,市场份额占比27.6%,也较2017年有所下降。相较前两者,我国童装和运动服饰市场表现较好,份额占比均逐年增长,在2018年的市场份额分别为11.5%、12.7%,两者显示出巨大的潜力。

From the performance of each sub-industry in China's garment market in 2018, the market share of women's wear is the largest, followed by men's wear market. According to Euromonitor consulting data, in 2018, the market share of women's wear in China accounted for 48.1% of the whole apparel market, down 0.1 percentage points from 2017, followed by men's wear market, which still ranked second, accounting for 27.6% of the market share, and also decreased from 2017. Compared with the former two, China's children's wear and sportswear market performance is better, the share is increasing year by year, the market share in 2018 is 11.5% and 12.7%, respectively. Both show great potential.

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竞争格局仍高度分散

Competition pattern is still highly decentralized

竞争格局方面,巨大的市场空间下我国服装行业竞争格局仍高度分散,国产品牌未形成强势地位。一方面原因是从需求角度,服装作为非标品,人们消费相对更为个性化,另一方面从供给角度,国内市场中服装品牌尤其是国产品牌目前发展较短,多数品牌在营销、性价比、品牌影响力等方面尚未形成明显优势来抢占市场份额,因此行业集中度较低。根据欧睿咨询数据显示,2018年中国服装市场中前5大品牌市占率仅为6.9%,相比之下日本、美国分别为25.7%、15.8%。

In terms of competition pattern, the competition pattern of China's apparel industry is still highly decentralized in the huge market space, and domestic brands have not formed a strong position. On the one hand, from the perspective of demand, clothing as a non-standard product, people's consumption is relatively more personalized. On the other hand, from the perspective of supply, clothing brands in the domestic market, especially domestic brands, are developing relatively short at present. Most brands have not yet formed obvious advantages in marketing, cost-effective, brand influence, etc. to seize market share. Well, the industry concentration is low. According to Euromonitor Consulting Data, the top five brands accounted for only 6.9% of the Chinese apparel market in 2018, compared with 25.7% in Japan and 15.8% in the United States.

中国服装行业集中度相对日本提升时间预计较长

China's clothing industry concentration is expected to rise longer than Japan's

从日本服装行业发展经验来看,20世纪80年代后服装零售规模增速放缓,直到20年后的20世纪末以及21世纪优衣库、岛村服饰、青山商事等行业龙头才开始快速发展、收入达到较高体量,带动集中度显着提升。

From the development experience of Japan's garment industry, the growth rate of garment retail sales slowed down after 1980s. It was not until the end of the 20th century and the end of the 21st century that leading industries such as Uniqlo, Island Village clothing and Castle Peak Commerce began to develop rapidly, and the income reached a higher volume, which led to a significant increase in concentration.

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日本服装行业市场集中化需要三个条件:一是21世纪后日本大众服装消费进一步注重性价比,淡化对品牌、价格的要求,有助于大众龙头企业扩张市场份额(规模效应明显);二是服装行业持续增速放缓、大量中小企业倒闭退出,行业集中度提升速度加快;三是优秀的企业应对服装行业产业链长、潮流变化快等问题,提供有竞争优势产品,实现收入持续增长。

The market centralization of Japan's garment industry needs three conditions: first, after the 21st century, Japan's mass garment consumption pays more attention to the cost-performance ratio and weakens the requirements for brand and price, which will help the leading enterprises to expand their market share (obvious scale effect); second, the garment industry continues to slow down, and a large number of small and medium-sized enterprises close down and withdraw. Third, excellent enterprises should provide competitive products to meet the problems of long industrial chain and fast changing trend in the garment industry, so as to achieve sustained income growth.

对比日本,我国服装行业目前仍处于增速放缓的成长后期,集中度相对较低,行业参与者较多。2012-2018年我国服装行业前十大公司市占率仅提升2个百分点,相比之下日本提升4个百分点。

Compared with Japan, China's apparel industry is still in the late growth stage of slowing down, with relatively low concentration and more industry participants. From 2012 to 2018, the market share of the top ten garment companies in China increased by only 2 percentage points, compared with 4 percentage points in Japan.

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从优衣库和我国大众服装品牌的几个指标对比分析中就可以看出我国服装行业需继续改进的部分:

From the comparative analysis of several indicators of Uniqlo and China's mass apparel brand, we can see that China's apparel industry needs to continue to improve the part:

优衣库采取SPA模式控制全产业链成本,形成高性价比产品优势,在此基础上优化生产、店铺、库存、人才等方面管理,推动单店收入增长。与优衣库相比,国内大众休闲服装品牌对全产业链掌控力度较弱,在多个方面均有一定差距,因此产品优势尚不明显,同质化问题突出。但未来国内品牌可借鉴优衣库在SPA模式改革中的成功思路、逐渐培育产品和运营优势,且当前国内部分品牌也已经开始采取相应改进措施。

Uniqlo adopts SPA mode to control the cost of the whole industry chain, and forms the advantages of high cost-effective products. On this basis, it optimizes the management of production, shop, inventory, talent and other aspects to promote the growth of single-store revenue. Compared with Uniqlo, the domestic mass leisure clothing brand has weak control over the whole industry chain, and there are some gaps in many aspects. Therefore, the product advantages are not obvious, and the homogenization problem is prominent. But in the future, domestic brands can learn from the successful ideas of Uniqlo in SPA mode reform, gradually cultivate product and operational advantages, and some domestic brands have begun to take corresponding improvement measures.

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