2024年6-7月服饰行业市场观察

Investment Rating - The report does not explicitly provide an investment rating for the apparel industry Core Insights - The apparel industry has shown stable discussion volume across platforms like Xiaohongshu and Douyin during June-July 2024, with a focus on practical footwear such as slippers and popular high-heeled shoes [3][5] - The overall export of textiles and apparel from China reached $143.18 billion in the first half of 2024, reflecting a year-on-year growth of 1.5% [40] - Nike's revenue in China for the fiscal year 2024 was $7.545 billion, marking a continuous growth over seven quarters [11] Summary by Sections Market Overview - In June-July 2024, the discussion volume for apparel and footwear categories remained relatively unchanged, influenced by summer demand [5] - Xiaohongshu and Douyin exhibited significant differences in marketing strategies, with Xiaohongshu focusing on vertical brands and Douyin emphasizing chain and sports brands [18] Brand Performance - The top brands on Xiaohongshu in July included Uniqlo, Chanel, and ZARA, while Douyin's top brands featured Camel, Nike, and Adidas [12][17] - The repeat appearance rate of brands on Xiaohongshu was 80%, while Douyin's was around 60%, indicating a strong cross-platform influence for footwear brands [15] Marketing and Promotions - In July 2024, 44 new brand ambassadors were added in the apparel and lingerie sector, including celebrities and influencers [22] - The "Good Goods Market: Off-Season Clearance Battle" campaign on Douyin significantly boosted sales in off-season apparel categories, with down jackets seeing a payment surge of 73.3% [36] Digital Transformation - The report highlights the digital transformation efforts in the apparel industry, particularly in Ningbo, which is exploring a model for small and medium-sized enterprises [35] Sponsorship and Collaborations - The report notes a rise in brand sponsorships in entertainment, with a focus on integrating brand values into popular shows [33] - Notable collaborations include IWC partnering with Eileen Gu for a women's forum, emphasizing the brand's commitment to female empowerment [11] Future Outlook - The report suggests that the apparel industry is adapting to market changes with a focus on quality and efficiency, as seen in Uniqlo's strategy to open at least 50 new stores annually in China [44]