The “ice” and “fire” of the apparel industry in 2021

People’s consumption habits are being reshaped in the new consumption era,

Competition in local sportswear and underwear segments will also become increasingly fierce.

In 2021, which is full of opportunities and challenges, domestic sportswear brands are constantly rising, and subdivisions such as two-dimensional clothing and underwear have also exploded with huge potential.

Affected by the epidemic in 2020, fast fashion clothing brands entered a cold winter, and they have not recovered until 2021. Especially after the Xinjiang cotton incident, there was a shuffle in the industry: first, H&M closed over a hundred stores this year after being boycotted by the market, and then ZARA’s three sister brands (Bershka , Pull & Bear and Stradivariu) closed all stores in the Chinese market.

Although traditional fast fashion brands have suffered a “big defeat”, the clothing industry is still in a bright future. Euromonitor data shows that in 2019, the retail scale of China’s clothing market reached 2.19 trillion yuan, a year-on-year increase of 5.29%. According to the China Business Industry Research Institute, China’s clothing market will reach 2.4 trillion yuan in 2021.

In this trillion-level market, the “national trend” is rising, ice and snow sports are heating up, and local clothing brands are constantly “out of the circle”.

In 2021, Anta’s total market value surpassed Adidas and ranked second among global sportswear brands; Erke donated 50 million supplies to aid the Henan floods, triggering netizens’ “wild consumption” and obtaining the World Brand Laboratory with a brand value of 40.065 billion yuan. Ranked second in the “China’s 500 Most Valuable Brands” (Sports Goods) released in 2021, following Anta; Peak completed a round of strategic financing of nearly 1.5 billion…

The explosion of domestic sportswear brands has also given rise to the rise of domestic apparel brands in other segments. In 2021, subdivided tracks such as underwear will also usher in a big explosion.

The three intimate apparel giants Ubras, Waiwai and Jiaonei began to explode around 2020. Among them, Ubras became the No. 1 underwear brand on Tmall in 2020 with sales of 1 billion. In 2021, these cutting-edge clothing brands will also be popular.

According to data from the digital brand list, since January 1, 2021, new and cutting-edge clothing brands with explosive growth have appeared successively in the two subdivision tracks of intimate clothing and niche culture that are favored by capital. , among them, the large-cup bra brand Toffee Pie has become a cutting-edge intimate clothing brand after the three giants Ubras, Waiwai and Jiao Nei.

Ubras, which received hundreds of millions in Series B+ financing at the end of 2020, received investment from IDG Capital at the beginning of last year, and firmly ranked first in the network in terms of underwear sales; Jionei completed US$70 million in financing in July last year. The post-investment valuation may reach US$2 billion, and it ranks among the top three in the domestic underwear industry; the intimate clothing brand “Gestalt” received tens of millions of US dollars in angel round financing led by Xiaomi Technology.

In addition, in 2021, two-dimensional clothing brands and collection stores such as Twelve Light Years, Thirteen More, and Mao Xingxing are also attracting continuous capital injections. “Second-dimensional” clothing has gradually moved from the niche market to the public eye.

With the expansion of niche clothing consumption, relevant practitioners are also launching more types of new products through cooperation with other fields, which also provides Emerging brands bring more new ideas for development.

Taking Shisanyu as an example, public information shows that the company has launched joint Hanfu with the games “Glory of the King”, “Ni Shui Han” and the film and television drama “Qing Ping Le”, and has also reached strategic cooperation with the West Lake Scenic Area to implement offline experiences. shop. Shisanyu has established online and offline expansion plans in terms of setting up a Hanfu experience theme museum and crossing borders with film, television, animation, games and other fields.

From traditional fast fashion to “national trend”, to the explosion of subdivisions such as underwear and two-dimensional clothing, it can be seen that people’s consumption habits are also being reshaped in the new consumption era. In the future, local sportswear and underwear will be segmented Competition on the clothing track will also become increasingly fierce. If brands want to stay fresh for a long time, on the one hand, they must continue to strengthen product innovation and services; on the other hand, they must optimize the supply chain and have a say in the future apparel industry. But they still have a long way to go to do these two things well.

AAA

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