A boom in domestic product consumption is emerging
For China’s textile and apparel industry, a sudden epidemic in 2020 caused the industry to encounter its darkest moment. Facing the challenges and tests brought by the epidemic, many companies have actively sought changes, adjusted marketing strategies, and conducted refined operations around private domain traffic. During this period, community operations, live broadcaste-commerce has become an industry keyword.
As the domestic epidemic situation becomes increasingly stable, the industry has begun to “recover” since the third quarter of 2020, with the decline narrowing quarter by quarter. Despite this, the domestic epidemic situation still recurred on a small scale in January this year, but in the first quarter of 2021, most apparel companies have returned to pre-epidemic levels.
If the continuous layout in the private domain and digitalization is the basis for the rapid recovery of clothing brands, then the BCI incident boosted the rise of domestic clothing brands in the first quarter. Regarding the BCI incident, consumers maintain an attitude that the country’s interests are above all else.
Anta’s operating performance report for the first quarter of 2021 shows that the operating data of the three major business units exceeded analyst expectations. During the reporting period, the retail sales of the Group’s Anta brand recorded a positive growth of 40% to 45% year-on-year, and the retail sales of the FILA brand recorded a positive growth of 75% to 80% year-on-year. Product retail sales of other Anta Group brands (including DESCENTE, KOLON SPORT, SPRANDI and KINGKOW, etc.) recorded positive growth of 115% to 120%.
Li Ning also continued its high year-on-year growth trend in the first quarter of this year. Li Ning’s operating data announcement for the first quarter of 2021 shows that the retail sales of Li Ning points of sale (excluding Li Ning YOUNG) on the entire platform increased by 80% to 90% year-on-year. , recording high growth.
The BCI incident has damaged the image of foreign brands to a certain extent and inspired the cultural confidence of domestic consumers. This hot event has also ushered in a new round of shuffle in the domestic apparel industry, giving domestic brands an opportunity to rise. Judging from the performance in the first quarter, domestic brands continue to improve their core competitiveness through efficient supply chains, original designs, and omni-channel retail, and are expected to achieve rapid rise.
As a consumer, you will have more choices in the future, which will also allow you to think more calmly before consumption. If a domestic brand really reaches the cultural level and becomes a classic, no consumers will choose to consume it because of additional factors.
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