2024年4月服饰行业市场观察

Investment Rating - The report indicates a positive outlook for the apparel industry, particularly in the summer clothing segment, with strong consumer demand anticipated as summer approaches [1][2]. Core Insights - In April 2024, the demand for summer apparel significantly increased, with T-shirts leading sales on major platforms like Douyin and Taobao [1][2]. - The lower garment category topped the sales volume rankings across both platforms, while high-heeled shoes dominated the footwear category [1][5]. - The report highlights a notable increase in sponsorship activities by apparel brands in the entertainment sector, with a 120% rise in sponsorships for TV dramas and variety shows [12]. - New brand endorsements are on the rise, with 46 new brand ambassadors added in April, although this represents a 15% decrease from March [10]. Summary by Sections Apparel Industry Overview - The apparel industry is experiencing a surge in demand for summer clothing, particularly T-shirts, which are performing well on both Douyin and Taobao platforms [1][2]. - The report notes that new brands are gaining traction on Douyin, while established brands dominate Taobao's sales rankings [2]. Sales Volume Rankings - In April 2024, lower garments became the top category in sales volume across both platforms, while high-heeled shoes led the footwear category [5][6]. Brand Performance - The brand ranking on Xiaohongshu remained stable, but there were significant changes in the estimated advertising investment rankings, with brands like Jiao Nai and UGG rising to the top [8]. Sponsorship Activities - The apparel industry saw a significant increase in sponsorships for TV dramas, with a 120% growth noted in April 2024 [12][13]. Brand Endorsements - A total of 46 new brand ambassadors were appointed in April, with a focus on collaborating with popular celebrities to enhance brand visibility [10][11]. Financial Performance - Companies like Skechers reported a strong performance in the Chinese market, with a 12.5% increase in sales [16].