2024年8月服饰行业市场观察

Industry Overview - In August 2024, the discussion volume of the clothing category on Xiaohongshu and Douyin platforms showed little difference, with tops having higher overall discussion volume, while the footwear category showed different emphases on the two platforms [1] - In August 2024, the brands with higher discussion volume in the footwear category on Xiaohongshu were mainly well-known brands, sports brands, and luxury brands, while the top brands on Douyin were more diverse, including popular brands, luxury brands, sports brands, and emerging brands [1][4] - In August 2024, the top brands had different strategies on the two platforms, with vertical brands having higher activity on Xiaohongshu, while F426 increased its investment on Douyin to achieve seasonal positioning [1][7] - In August 2024, the number of new endorsements for apparel and underwear brands reached 58, a 32% increase from the previous month [1][9] - In August 2024, the overall number of TV show and variety show placements for apparel brands was low, with the main type being variety shows, such as Lilanz sponsoring "Call Me by Fire 4" [1][12] Brand Performance - In August 2024, the top brands in the footwear category on Xiaohongshu included Lululemon, ZARA, and Dior, while on Douyin, the top brands included COS, Berghaus, and MUJI [5] - In August 2024, the top brands in the apparel category on Xiaohongshu included Uniqlo, Adidas, and Li-Ning, while on Douyin, the top brands included Chanel, Balenciaga, and Bosideng [5] - In August 2024, the top brands in terms of investment on Xiaohongshu included sports and underwear brands, while F426 increased its investment on Douyin to achieve seasonal positioning [7] Industry Dynamics - JD com invested 1 billion RMB to fully expand its apparel category, aiming to make JD Apparel a hub for trendy products and provide consumers with more choices and better shopping experiences [14] - The 2024 Shaoxing Keqiao International Textile Expo Overseas Cloud Exhibition (UK Station) is about to launch, highlighting the strong cooperation between China and the UK in the textile industry [15] - The 3rd Innovative Fabrics and Fashion Apparel Exhibition will be held in Guangzhou from October 31 to November 4, 2024, focusing on innovative fabrics and fashion apparel [16] - Jiaxin Silk reported a net profit of 113 million RMB in the first half of 2024, a decrease of 9 58% year-on-year [17] - Lululemon lowered its full-year revenue forecast, with China becoming a core growth market, with revenue in China increasing by 34% year-on-year [18] - Zara's parent company, Inditex, became the first Spanish company to exceed a market value of 150 billion euros [19] - Anta Group's revenue in the first half of 2024 exceeded 33 74 billion RMB, with both Anta and FILA achieving record-high performance [20] - Outdoor brand PELLIOT completed a B-round financing of several hundred million RMB, which will be used for product innovation and global supply chain improvement [20] - ASICS partnered with Dassault Systèmes to launch a customized insole service, meeting personalized needs for different foot types [20] - Women's clothing brand Langwensting collaborated with B2R e-commerce platform Mengxiang Technology, achieving sales of over 10 million RMB during the event [21] - Jinsixiu successfully held its 2025 spring and summer new product launch event, showcasing its innovative strength in fabrics [22] - Hongdou Co appointed Zhou Hongjiang as its chairman, marking his second term in this position [22] - NEXY CO held its 15th anniversary show, featuring brand ambassador Yuan Quan and other celebrities [23] - AVIA announced Cai Xukun as its global spokesperson, redefining retro fashion for young people [24] - MUJI collaborated with Reebok for the first time, launching two limited-edition sneakers [25] - Lilanz partnered with the popular variety show "Call Me by Fire 4," creating a new wave of brand marketing [26] - MISS SIXTY, with global spokesperson Yang Mi, launched a new wave of functional fashion [27] - Levi's collaborated with Kiko Kostadinov, releasing a capsule collection that redefined functional design [28]