艾媒报告 |2019年中国服装电商行业研究与发展分析报告(节选)

  2018中国服装市场规模达到9870.4亿元,网上服饰类商品零售额增长速度达到22.0%。随着居民消费水平的提升和服装电商的不断优化,预计未来服装电商的市场规模将进一步扩大。iiMedia Research(艾媒咨询)调研数据显示,目前六成中国消费者网购服装时最看重质量和款式,未来中国消费者对于高品质服装的网购需求将更强。在服装电商品牌方面,呈现出淘品牌势微,传统品牌逐渐崛起的趋势。在天猫双十一女装品牌销量排行榜中,2014年淘品牌占据一半席位,2018年仅剩韩都衣舍一个淘品牌上榜。优衣库、ONLY 等传统品牌在电商渠道逐渐崛起,如2018年淘宝双十二服装销售量最高的品牌为优衣库,销量达到461万件。目前韩都衣舍、衣品天成等淘品牌公司正在冲击IPO。2019年4月,如涵赴美IPO上市,市值6.5亿美元,粉丝累计达到1.49亿人。iiMedia Research(艾媒咨询)调研数据显示,五成消费者愿意购买网红宣传服装,其中一线城市消费者的购买意愿最高,达到六成,但有三成消费者担忧网红服装的质量问题。

  The size of China’s apparel market will reach 987.04 billion yuan in 2018 and the online retail sales of apparel products will grow by 22.0%. With the improvement of residents’ consumption level and the continuous optimization of clothing e-commerce, it is expected that the market scale of clothing e-commerce will be further expanded in the future. According to the Research data of iiMedia Research, currently 60% of Chinese consumers pay most attention to quality and style when they buy clothes online, and Chinese consumers will have stronger online demand for high-quality clothes in the future. In the aspect of clothing e-commerce brand, it shows the trend of Amoy brand trend and traditional brand rising gradually. In the Tmall singles’ day women’s brand sales list, Amoy brand occupied half of the seats in 2014, and only one Amoy brand remained in 2018. Traditional brands such as Uniqlo and ONLY are gradually rising in e-commerce channels. For example, the brand with the highest sales volume on Taobao 12-12 in 2018 is Uniqlo, with sales volume reaching 4.61 million. At present, Handu yishe and Yipin tiancheng are hitting the IPO. In April 2019, Ruhan went public in the U.S. with a market value of $650 million and a total of 149 million followers. According to the Research data of iiMedia Research, 50% of consumers are willing to buy web celebrity promotional clothes, among which consumers in first-tier cities are the most willing to buy, up to 60%, but 30% are concerned about the quality of web celebrity clothes.

 

  以下为报告节选内容:

  2018中国服装市场规模达到9870.4亿元

  2018年中国限额以上服装类商品零售额累计增长8.5%,增速较2017年提高0.5%。限额以上服装零售延续了2017年以来的增速加快趋势。2018年1-12月服装行业规模以上企业累计实现主营业务收入107106.6亿元,同比增长4.1%,利润总额1006.8亿元,同比增长10.8%。

  三成中国城镇消费者月均购买服装费用超1000元

  2018中国服装电商市场规模增长迅速

  网购消费习惯推动服饰电商高速发展

  近八成有网购经历的消费者更偏好线上购买服装

  2018中国服装电商产业链图谱

  中国主要服装类电商平台用户活跃度对比

  中国主要服装类电商平台舆情对比

  投资环境:中国服装电商投融资情况

  多个中国服装淘品牌欲冲刺IPO

  2018年淘品牌不敌传统品牌

  网红服装电商如涵复购用户达39%

  如涵IPO上市首日网络热度高

    2019中国服装上市公司典型企业

  2019中国服装上市公司典型企业

  五成消费者愿意购买网红服装且男性意愿更高

  一线城市的消费者更青睐网红宣传服装

  近五成消费者因想体验大牌服装使用过服装租赁

  中国消费者更偏好线下购买高价服装

  一二线人群信赖品牌方,小镇人群更信赖用户评论

  六成消费者网购服装时最看重质量和款式

  七成消费者使用过线下自提服务

  2019年中国服装电商市场发展趋势(一)

  2019年中国服装电商市场发展趋势(二)

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