fbi 2019年服裝市場(chǎng)報(bào)告英文

ForeignapparelbrandsseekopportunitiesinChina;yet,somestruggletomakeheadway

ForeignplayerscontinuetocrackthelucrativeChinamarket

Anumberofplayershaveexpandedlocalstorenetworksandlaunchedtheirfirst/largestglobalflagshipstoreinthecountry

Yet,somefailedtomakeaprofitandfinallyexitedthemarket

Localapparelbrandsaccelerateexpansionathomeandabroad

Diversifyingproductlinestoincreasemarketsizetoinvigoratebrandvalues

Launchingflagshipstoresandconceptstorestoboostbrandimage

Enteringnewmarketsandexpandingstorenetworksoverseastorampupinternationalpresence

Womenswearremainsthelargestsub-sector;childrenswearandsportswearshowvastgrowthpotential

Bothwomenswearandmenswearsectorshaveshownsomeimprovementsinsalesafterseveralyearsofdeclineledbygrowingsaturation

Childrenswearhasdeliveredstronggrowthmomentumfollowingthefullimplementationoftwo-childpolicystartingJanuary2016

Sportswearpoststhehighestsalesgrowthamongallotherkeyapparelsectors

Butduetooverallmacrouncertainty,salesgrowthofallapparelsub-sectorsisexpectedtodeclinein2019.

Marketshareoftop5apparel

brands,2018

Adidas,1.9%

Nike,1.9%

HLA,1.1%

Uniqlo,1.0%

Anta,1.0%

Specialistretailers,departmentstorestakeholdinChinaappareldistribution

Apparelsalesatdepartmentstoreshavebeenfallingovertheyearsamidstiffermarketcompetitionandchallengesfrome-commerceplayers

Internetretailinghaskeptdeliveringstronggrowthinrecentyears,makingitthefastest-growingretailingchannelinChina’sapparelmarket

China’sapparelmarketfacesheadwinds

Theapparelmarketcontinueditsuptrendin2018,postingthehighestyoygrowthsince2014

However,mountingeconomicuncertaintyisposingsignificantchallengesfortheapparelmarket

Salesgrowthofthemarketisestimatedtodecelerateto3.5%and3.2%in2019and2020respectively

KEYTAKEAWAYS

MarketOverview

MARKETOVERVIEW

-CHINA’SAPPARELMARKETFACESHEADWINDS

China’sapparelsalesreached2,077.4billionyuanin2018,increasingatarateof7.8%yoy,thehighestyoygrowthsince2014.

Driveninpartbytheconsumptionupgradingtrendandstabledemandamonglocalconsumerswithimprovedlivingstandardandhigherincomegrowth,theapparelmarketregaineditsgrowthmomentumin2017andcontinuedtheuptrendin2018.

However,mountingeconomicuncertaintyisposingsignificantchallengesfortheapparelmarket.SalesgrowthofChina’sapparelmarketisestimatedtodecelerateto3.5%and3.2%in2019

and2020respectively

SalesofapparelinChina,2014-2020

7.8%

6.2%

6.5%

5.6%

5.6%

3.5%

3.2%

1,622.8 1,714.1 1,810.0 1,927.9 2,077.4 2,149.9 2,217.8

2,500 9%

8%

2,000 7%

1,500

1,000

500

0

2014

2015

2016

billionyuan

2017

2018

yoygrowth

2019e

6%

5%

4%

3%

2%

1%

0%

2020e

Source:EuromonitorInternational;compiledbyFungBusinessIntelligence

Salesofkeysub-sectorsofChina’sapparelmarket,2014-2020

Bycategory,womenswearremainedthelargestsub-sectorofChina’sapparelmarketintermsofsalesin2018.

Bothsportswearandchildrenswearsawdouble-digityoysalesgrowthin2018,outperformingthatofwomenswearandmenswear.Butduetooverallmacrouncertainty,salesgrowthofallapparelsub-sectorsisexpectedtodropsignificantlyin2019.

1200 25%

1000

20%

billionyuan

800

600

400

200

15%

10%

5%

0 0%

2014 2015 2016 2017 2018 2019e 2020e

Salesofwomenswear

Salesofmenswear

Salesofchildrenswear

Salesofsportswear

yoygrowthofchildrenswear

yoygrowthofwomenswear

yoygrowthofsportswear

yoygrowthofmenswear

Source:EuromonitorInternational;compiledbyFungBusinessIntelligence

-WOMENSWEAR:YOYGROWTHPICKSUPIN2018

SalesofwomenswearinChina’sapparelmarket,2014-2019

MarketshareofwomenswearinChina’sapparelmarket,2018

48.1%

20%

999.1

1025.7

928.5

873.8

15%

783.8

828.9

10%

7.4%

5.8%

7.6%

5.4%

6.3%

5%

2.7%

0%

2014

2015

2016

2017

2018

2019e

1,200

1,000

billionyuan

800

600

400

200

0

Salesofwomenswear yoygrowthofwomenswear

Source:EuromonitorInternational;compiledbyFungBusinessIntelligence Source:EuromonitorInternational;compiledbyFungBusinessIntelligence

Afterseveralyearsofdeclineasaresultofgrowingsaturation,thewomenswearsectorpickeduppacein2017and2018withsalesgrowthrisingto6.3%yoyand7.6%in2017and2018respectively.

Thatsaid,duetotheoverallmarketuncertainty,salesgrowthofwomenswearisestimatedtodropsignificantlyto2.7%in2019.

-MENSWEAR:SHOWSSOMESIGNSOFIMPROVEMENTSIN2018

1000

SalesofmenswearinChina’sapparelmarket,2014-2019 MarketshareofmenswearinChina’sapparelmarket,2018

20%

15%

572.6 583.5

512.0

537.7

470.3

491.7

10%

3.8%

5%

4.6%

5.0%

6.5%

2.8%

1.9%

2019e

0%

2014

2015

2016

2017

2018

27.6%

800

billionyuan

600

400

200

0

Salesofmenswear yoygrowthofmenswear

Source:EuromonitorInternational;compiledbyFungBusinessIntelligence Source:EuromonitorInternational;compiledbyFungBusinessIntelligence

MenswearhasthesecondlargestmarketshareinChina’sapparelmarket,justbehindwomenswear.In2018,salesofmenswearrepresented27.6%ofthetotalapparelsalesinChina.

Similartothewomenswearsector,themenswearsectorhasalsobecomeincreasinglysaturated.Itshowedsomeimprovementsinsalesin2017and2018.However,aswiththewomenswearsector,salesgrowthisexpectedtodropsignificantlythisyearduetotheuncertainmarketeconomicenvironment.

-CHILDRENSWEAR:TWO-CHILDPOLICYSHORESUPGROWTHMOMENTUM

SalesofchildrenswearinChina’sapparelmarket,2014-2019 MarketshareofchildrenswearinChina’sapparelmarket,2018

10.1%

20%

16.2%

14.6%

15%

12.2%

9.2%

10%

7.9%

6.0%

140.0

209.1

234.7

5%

127.1

157.1

180.0

0%

2014

2015

2016

2017

2018

2019e

Salesofchildrenswear

yoygrowthofchildrenswear

1000

800

billionyuan

600

400

200

0

Source:EuromonitorInternational;compiledbyFungBusinessIntelligence Source:EuromonitorInternational;compiledbyFungBusinessIntelligence

Althoughchildrensweartookuponly10.1%shareinChina’sapparelmarket,thesectorhasdeliveredstronggrowthmomentumfollowingthefullimplementationoftwo-childpolicystartingJanuary2016.

TheNationalHealthandFamilyPlanningCommissionpredictedthatthenumberofnewbornstoreach17.5–21.0millionannuallyduringthe13thFYPperiod(2016–2020),upfromtheannualbirthsataround16millionbetween2003and2013.Babyandtoddlerwearisexpectedtobethemainpowerhouseforthechildrenswearsector.

-SPORTSWEAR:STRONGESTSALESGROWTHAMONGOTHERKEYSUB-SECTORSIN2018

SalesofsportswearinChina’sapparelmarket,2014-2019 MarketshareofsportswearinChina’sapparelmarket,2018

12.7%

20%

19.5%

16.3%

15%

14.1%

10.1%

12.5%

10%

8.3%

264.8

286.7

190.4

221.5

5%

148.3

166.9

0%

2014

2015

2016

2017

2018

2019e

1000

800

billionyuan

600

400

200

0

Salesofsportswear yoygrowthofsportswear

Source:EuromonitorInternational;compiledbyFungBusinessIntelligence Source:EuromonitorInternational;compiledbyFungBusinessIntelligence

Sportswearregisteredsalesgrowthof19.5%yoyin2018,wellabovethetotalapparelsalesgrowthof7.8%yoy.Sportswearalsopostedthehighestsalesgrowthamongallotherkeyapparelsectors,indicatingitsvastgrowthpotential.

-SPORTSWEAR:STRONGESTSALESGROWTHAMONGOTHERKEYSUB-SECTORS

Sports-

inspiredfootwear,33.0%

Performance

apparel,14.8%

Outdoor

apparel,

7.5%

264.8billionyuan,

up19.5%yoy

Outdoor

footwear,3.8%

Performancefootwear,19.3%

Sports-inspired

apparel,21.5%

Bycategory,sports-inspiredfootwearandsports-inspiredapparelarethetwolargestsegmentsin

China’ssportswearmarket.Thecombinedsalesofthetwosegmentstotaled144.5billionyuanin2018,oraround54.5%ofthetotalsportswearsalesinChina.

Thepropellinggrowthinthesportswearsectorismainlydrivenbythefollowingfactors:

Risinglevelsofhealthandwell-beingawareness

andincreasedsportsparticipation.

Governmentpoliciestopromotenationalhealthandsportsparticipationserveasaboosttothesportsindustry.Recentpoliciesincludethe“2016-2020NationalFitnessPlan”releasedinJune2016;the“13thFiveYearPlanfortheDevelopmentofSportsIndustry”releasedinJuly2016;andthe

“GuidingOpinionsoftheStateCouncilonSpeedinguptheDevelopmentoftheCompetitiveSportsIndustry”releasedinDecember2018.

Sportswear(apparelandfootwear)salesbycategory,2018

Source:EuromonitorInternational;compiledbyFungBusinessIntelligence

-SPECIALISTRETAILERS,DEPARTMENTSTORESTAKEHOLDINCHINAAPPARELDISTRIBUTION

Apparelsalesatdepartmentstoreshave

beenfallingovertheyearsamid

,

channelinChina’sapparelmarket.The

channelispredictedtokeepgrowingatafasterrateinthecomingyears.

(in%)

2014

2015

2016

2017

2018

Store-basedretailing

87.5

81.5

76.2

71.4

68.1

Marketshare(retailsales)bydistributionchannelforapparelandfootwearinChina,2014-2018

I. Groceryretailers

4.8

4.0

3.3

2.6

2.1

intensifyingmarketcompetitionand

II. Non-groceryretailers

44.1

42.2

41.1

39.8

39.6

challengesfrome-commerceplayers.

Clothingandfootwearspecialistretailers

20.8

20.7

20.5

20.2

20.0

Leisureandpersonalgoodsspecialistretailers

11.8

11.5

11.8

12.1

12.6

Othernon-groceryretailers

11.5

10.1

8.7

7.5

7.1 Internetretailinghaskeptdelivering

Non-storeretailing

12.5

18.5

23.8

28.6

31.9

IV.

Homeshopping

0.1

0.1

0.1

0.1

0.1

V.

Internetretailing

12.4

18.4

23.7

28.5

31.8

Total

100

100

100

100

100

III. Mixedretailers

38.6

35.3

31.9

29.0

26.4

stronggrowthoverthepastfewyears

Departmentstores

38.6

35.3

31.9

29.0

26.4

makingitthefastest-growingretailing

Source:EuromonitorInternational;compiledbyFungBusinessIntelligence

MarketshareofTop10apparelbrandsinChina,2018

Marketshare

Marketshare

(yoychange,ppt)

Majorcategory

1.Adidas

1.9%

↑0.3

Sportswear

2.Nike

1.9%

↑0.3

Sportswear

3.HLA

1.1%

↑0.1

Menswear

4.Uniqlo

1.0%

↑0.1

Womenswear,menswear,childrenswear

5.Anta

1.0%

↑0.2

Sportswear

6.LiNing

0.6%

--

Sportswear

Skechers

Balabala

0.6%

0.5%

↑0.2

↑0.1

Sportswear

Childrenswear

9.Jack&Jones

0.5%

--

Menswear

10.Xtep

0.5%

↑0.1

Sportswear

Top10listedapparelcompaniesinChina(bymarketcap),2018

Averagemarketcapin2018

(billionyuan)

Operatingincomein2018

(billionyuan)

Majorcategory

1.Anta

90.43

23.41

Sportswear

HLA

Semir

LiNing

47.81

27.72

15.40

19.09

15.75

10.51

MenswearMenswear,womenswear,

childrenswear

Sportswear

5.DazzleFashion

12.68

2.10

Womenswear

6.HongdouGroup

12.63

2.48

Menswear

Peacebird

Bosideng

12.44

9.16

7.71

11.99

Menswear,womenswear

Downwear

9.Xtep

8.87

6.20

Sportswear

10.Lilanz

8.46

3.60

Menswear

Movementoflocalapparelbrands

LOCALBRANDSACCELELATINGEXPANSIONINCHINA

Diversifyingproductlinestoincreasemarketsizetoinvigoratebrandvalues

selectedcases

JNBYunveilsnewfashionbrandsstartingfromApril2018 -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

InApril2018,JNBYlaunched

SAMO,adesignerfashionbrandtargetingprofessionalmalecustomersinChina.Thephilosophyofthenewmenswearbrandis“simplified,butbetter”.SAMO’sdesignfocusesonelegance,simplicity,charmingandversatility.

SAMO’spromotionalmaterial

InJune2018,JNBYannounced

the launch

sustainable

of a new

fashion brand

“REVERB”inChina.Targeting

young and

millennials, the

fashionable

brand puts

strong focus on social

responsibilityandsustainability.

REVERB

fashion”

embraces

as

its

philosophy, focusing

“circular

brand

on the

designconceptsof“Athleisure,

GenderlessandSustainability”.AllapparelitemsfromREVERBusesnaturalmaterialswithorganiccertificationandhigh-techmaterialscertifiedbySwissBluesignStandard.

InFebruary2019,JNBYrolled

outanewmensweardesignerbrand“APersonalNote73”.Thebrandtargetsyoungandaspirationalconsumerswithknowledgeaboutfashionanddesign.

ItalianfashiondesignerAndrea

Pompilio,willdesigntwocollectionsayearforthenewbrand,withthefirstcollectionavailableinfall2019.JNBYplanstoopen10storesin2019,withone-thirdofthemintier-1cities.

InDecember2018,JNBYannouncedtolaunchamulti-brandstore“LASUMINSOLA”fordesignerbrandsinChina,amovetoalignwiththecompany’smulti-brandstrategyandexpanditsbusinessesthoughhorizontaldiversification.

LASUMINSOLAwillserveasaplatformfordesignerbrandstoshowcasetheirproducts.Adoptingtheconcept“BetterDesign,BetterLife”,thestorewilloperateasanincubatorfordesignerbrandsandhelpinternationaldesignerbrandsadapttolocaloperation.

LASUMINSOLA’sproductlinescovervariouscategories,includingclothing,footwear,handbag,accessoriesandlifestyleproducts.

JNBYtolaunchmulti-brandstore“LASUMINSOLA”inDecember2018 -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

LASUMINSOLA’smarketingmaterial

InJanuary2018,OVVandAEX,womenswearbrandandmenswearbrandunderHLAopeneditsfirstphysicalstore,whichsignifiesfurtherlandingoftheGroup'smulti-brandstrategy.

Currently,OVVandAEX’stargetmarketsaremainlythetier-2andtier-3cities.Since2017,HLAhasaccelerateditsmulti-brand,multi-categoryandmulti-channelinvestmenttobuildupitsyouthfulimage,hopingtowidenthecustomerbaseoftheGroup.

HLA'swomenswearbrandOVVandmenswearbrandAEXopenfirstphysicalstore-MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

OVVxAEX’sflagshipstoreinHuaihaiRoadMiddle,Shanghai

LOCALBRANDSACCELELATINGEXPANSIONINCHINA

Launchingflagshipstores–selectedcases

InOctober2018,Semiropeneditsfirstfreshimage,stylishconceptstoreatShanghaiJiadingCITICPacificWandaPlaza.

Thestoreisanexperientialconceptstorethataimstomeettheneedsoftheyoungconsumergroup.Itsdesignphilosophyistocreatea“scenario+interactive”shoppingexperienceforcustomers.Semirhascreatedaspecial“KOLleisurezone”,whereshopperscantakephotosandinteractwitheachotherwhileshoppingatthestore

Semirlaunchesfirstfreshimage,stylishconceptstoreinShanghai -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

Semir’sfirstflagshipstoreatShanghaiJiadingCITICPacificWandaPlaza

InMay2018,sportswearbrandFILAwhichisownedbyANTASportsopenedtwoflagshipstoresinNanjingRoadEastandHuaihaiZhongRoadinShanghai.ThetwostoresofferafullrangeofFILA’sproductsincludingchildrenswear.

AccordingtotheannualreportofANTASports,bytheendofDecember2018,therewere1,652FILAstores(includingtheindependentstoresofFILAKIDSandFILAFUSIONstores)intheGreaterChinaregion.

FILAopenstwoflagshipstoresinShanghaiinMay2018 -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

OpeningceremonyoftheflagshipstoreinNanjingRoadEast,Shanghai

LOCALBRANDSACCELELATINGEXPANSIONOVERSEAS

InMay2018,HLAopeneditsfirststoreinSingaporeinSuntecCityMall.Withanareaof350sqm,thestorehasentirelydifferentdesigncomparedtoHLA’sotherstores–thestorefrontonlyshowstheHLAbrandlogoinwhite,insteadofshowingtheusualbrandlogowithbothChineseandEnglishcharacters.Asoftodate,HLAhasopenedatotalofthreestoresinSingapore.

Indeed,HLAopeneditsfirstoverseasstoreinKualaLumpur,MalaysiainJuly2017;andithasmorethan20storesinthenation.

AccordingtoHLA,thebrandwillfurtherexpandinSingapore,MalaysiaandThailandinthenextthreeyears.

HLAopensstoresinSingaporeinMay2018 -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

HLA’sstoreinSingapore,JurongPointShoppingCenter

InJuly2018,Bosidengannouncedtore-launchitsflagshipstoreinLondoninSeptember2018.Atthesametime,theGroupwillrejuvenateitsmainbrand“Bosideng”byfocusingondownjacketsbusiness,andspinningoffothernon-downjacketbusinessesincludingmenswear,homewearandchildrenswear.Itwillalsoclosearound70%to80%ofBosideng’snonprofitablestoresoverthenextthreeyears.

Bosidengre-launchesflagshipstoreinLondoninSeptember2018 -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

Bosideng’sflagshipstoreinLondon

InJanuary2019,ChineseapparelbrandLilyannouncedthatithasopenedaflagshipstoreinBarcelona,Spain,whichisalsoitsfirststoreinEurope.TheflagshipstoreinBarcelonawillshowcasethenewcollectionsforeachseasonatthesametimeastheirstoresinChina.

FollowingBarcelona,LilyalsoplanstoopennewstoresinothermajorbusinessareassuchasMadrid,aswellasenter20departmentstoresinSpaininthenextthreeyears.

LilyopensfirststoreinEuropeinBarcelona,SpaininJanuary2019 -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

Lily’spromotionalmaterialsonline

HLAintroduceditsfastfashionbrandHLAJEANS

andmid-tohigh-endwomenswearbrandOVVtotheThailandmarketinApril2019.AsthefirsttwoChinesebrandsenteringatier-1commercialhubintheSoutheastAsianregion,HLAJEANSandOVVarelaunchedinCentralWorldshoppingmall,whichislocatedinThailand’scorecommercialdistrictandalsooneofthelargestshoppingmallsintheregion.HeilanHomehasalsoadjustedtheirproductlinesinThailandtobetterfitwithlocaltastesandweather,withafocusondevelopingT-shirtandlightjacketproducts.

PriortoitslaunchinThailand,thecompanyalso

openeditsfirstlocalstoreinSingaporeandMalaysia

inMay2018andJuly2017respectively.

HLAtapsintotheThailandmarketinApril2019 -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

StorefrontofHLAJEANSatCentralWorld,Bangkok

HLAenterstheThailandmarketbyintroducingOVVandHLAJeans

MarketingmaterialofHLAJeans

InJune2018,Semir'skidswearbrandBalabalaofficiallyenteredtheHongKongmarketbyopeningitsfirsttwostoresinOlympianCityIIIandHollywoodPlaza.

Balabalarevealedthatthebrandplanstoopenapproximately20-30storesinHongKongoverthenextthreeyears.IthopestouseHongKongasasteppingstonetoexecutethecompany’sglobalexpansionplanintermsofacquisition,jointventureandoverseasfranchising.

BalabalaopenstwostoresinHongKonginJune2018 -MOVEMENTOFLOCALAPPARELBRANDS(EXPANSION)

Balabala’sstoreatOlympianCityIII

Movementofforeignapparelbrands

FOREIGNBRANDSENTERINGTHECHINAMARKET

Selectedcases

InNovember2018,Germanluxuryskiwearbrand

BogneropeneditsfirststoreinChina.Withafloorspaceof164sqm,thestoreisdesignedbasedontheconceptof“ModernNatural”andwilloperatesevendaysaweek.ThestoreislocatedatThaiwooSkiTownatChongliCounty,ZhangjiakouCity,HebeiProvince–ChongliCountyissaidtobethebestskiingdestinationinChinaandThaiwooSkiTownwillbethemainstadiumforskiingintheWinterOlympicGamesin2022.

Currently,Bognerhas19self-operatedstores,33

partnerstoresandmorethan6,500salesoutletsinmorethan50countries,andithasmorethan100partnersintheAsia-Pacificregion(China,Japan,SouthKorea,Taiwan,MongoliaandAustralia).

GermanluxuryskiwearbrandBognerenterstheChinamarket -MOVEMENTOFFOREIGNAPPARELBRANDS(ENTRY)

Bogner’sstoreatThaiwooSkiTown

InJanuary2019,KamakurashirtsofficiallylauncheditsflagshipstoreonTmall,offeringmorethan600SKUs,whichincludethebrand’ssignatureproducts200countextrafineyarnshirtsand300countextrafineyarnshirts.

Foundedin1993,Kamakurashirts,togetherwithluxurybrandsGucci,BalenciagaandChanel,wereamongthemostpopularsearchtermsonTmallin2018.Furthermore,KamakurashirtsisalsooneofthebrandswiththehighestgrowthratewhenitcomestothekeywordrankingwithinTmall’ssearchengine.

Japanesemen’sshirtbrandKamakurashirtsentersChinaviaTmall -MOVEMENTOFFOREIGNAPPARELBRANDS(ENTRY)

AmericanfootwearbrandAllbirdsdebutsinChina -MOVEMENTOFFOREIGNAPPARELBRANDS(ENTRY)

Source:News,Companies’websites;compiledbyFungBusinessIntelligence

Allbirds’storeatTaikooLI,Beijing

AmericanfootwearbrandAllbirdshasenteredtheChinamarketbylaunchingitsfirstlocalstoreatHKRITaikooHui,ShanghaiinApril2019anditssecondstoreatTaikooLiinBeijinginMay2019.

Meanwhile,Allbirdshasalsolauncheditsofficialwebsite(https://

/)

anditsonlineflagshipstoreonTmall.Movingforward,thebrandplanstoopenspecialtystoresinBeijingandChengdu.

Foundedin2014,Allbirdsiswell-knownforitstwosignatureproducts–machine-washablewoolsneakersRunnerandLounger,witheachpairpricedatUS$95.

Allbirds’signatureproducts–WoolRunnerandWoolLounger

“PekingOpera”–LimitededitionofWoolRunnertocelebratetheopening3o3fits

FOREIGNBRANDSACCELELATINGEXPANSIONINCHINA

Storeopenings–selectedcases

AmericantrendyfashionbrandChampionisacceleratingitsstoreexpansioninChina.ThebrandaddedeightnewstoresinChinainDecember2018,takingitstotalstorecountinthecountryto41,accordingtothebrand’sofficialWeChataccount.ThemassiveexpansionwasmainlydrivenbytheshrinkingdomesticdemandintheU.S.andthehugeconsumptionpotentialinChina.

ChampionacceleratesexpansioninChinainDecember2018 -MOVEMENTOFFOREIGNAPPARELBRANDS(EXPANSION)

CelebrityYangMiwearingChampion’shoodie

FrenchapparelbrandZadig&VoltairehasexpandeditspresenceinAsia,especiallyGreaterChina.ThebrandpartneredwithlocalretailerITGroup,thebrand’sdistributionpartnertoopentwonewstoresinBeijingandShanghaiinMarch2019.

Currently,Zadig&Voltairehas378storesworldwide,118ofwhicharelocatedinFrance.TheAsiamarket,mainlyJapanandSouthKorea,nowaccountsfor5%ofZadig&Voltaire'stotalsales;thebrandreportedlyoperatesthreestoresinBeijing,oneinShanghaiandanotherinShenzhen.Thebrandtargetstoopen45storesintheregion,andgeneratebetween10%and15%ofglobalrevenueinthenextfiveyears.

–Zadig&VoltaireacceleratespaceofstoreopeningsinGreaterChinainMarch2019 -MOVEMENTOFFOREIGNAPPARELBRANDS(EXPANSION)

Zadig&Voltaire’sfirstfashionshowinChinain2017

Zadig&Voltaire’s“ChineseNewYearCapsuleCollection”

FOREIGNBRANDSACCELELATINGEXPANSIONINCHINA

Launchingflagshipstores–selectedcases

InOctober2018,NikeunveileditsfirstHouseofInnovationconceptstore“Shanghai001”.LocatedattheshoppingdistrictofNanjingEastRoadinShanghai,thiscross-categoryflagshipstorehasfourlevelsandanareaof3,822sqm.

NikeShanghai001bringsNikeproductsandservicestoconsumersthroughtheintegrationofdigitalandofflineservicesaswellasitsexperientialshopdesign.OtherthanbeingthefirstNikestoreinChinatofullyadoptmobilepayments,thestorehasanumberofuniquefeaturestoenhancecustomers’experiencessuchas“CenterCourt”fordigitally-ledtrialingsessions;whileforitsNikePlusmembers,“NikeByYou”sneakercustomizationand“NikeExpertStudio”personalizedproductselectioninprivatesessionsareavailable.

–NikeopensitsfirstconceptflagshipstoreinShanghaiinOctober2018 -MOVEMENTOFFOREIGNAPPARELBRANDS(EXPANSION)

Thedigitall-enabled“CenterCourt”forworkshopsandtrailingsessions

“NikeByYou”sneakercustomization

H&M’ssisterbrandCOSlauncheditsfirstglobalmenswearstoreinBeijing’sSanlituninDecember2018.Withastoresizeof174sqm,thestorefeaturescustomizedfurnitureforshopperstorelaxandprovidesvariousbooksonarts,photography,aswellasbuildinganddesign.

Recently,COShasaccelerateditsexpansionintheChinamarketbyopeningmorephysicalstoresandlauncheditsonlineflagshipstoreonTmall.AccordingtoCOS,itwillfurtheropenphysicalstoresinBeijing,XiamenandGuangzhou.COSenteredtheChinamarketin2012forthefirsttimeandhasaround30storesnationwide.

–COSopensfirstglobalmenswearstoreinBeijinginDecember2018 -MOVEMENTOFFOREIGNAPPARELBRANDS(EXPANSION)

COS’swebsiteinChinese

InJanuary2019,Skechersopenedits3,000thstoreintheworldatStarMallShenyangPlaza,China,whichisalsothebrand’slargeststore.Inthe2,982-sqmmegastore,productsarecategorizedandshowcasedindifferentzones,includingD’Lites,Lifestyle,Performance,Kids,etc.

Foundedin1992,Skechersisreportedlyavailablein170countries.Currently,SkechershasthelargestnumberofstoresinChina(941),followedbytheU.S.(472),andIndia(222).

Skechersopensthebrand’slargeststoreinShenyanginJanuary2019 -MOVEMENTOFFOREIGNAPPARELBRANDS(EXPANSION)

StorefrontofSkechers’megastoreinShenyang

Launchingonlineflagshipstore

InJune2019,SpanishfastfashionbrandMangosignedacooperationagreementwithHangzhouJingzheClothingCo.,Ltd.toaccelerateitsdevelopmentinAsia,especiallyintheChinamarket.

Underthiscooperationagreement,thebrandwillfurtherdevelopbothonlineandofflinechannels–itplanstoopen16physicalstoresinChinabytheendof2019,andlaunchonlinestoresviamajore-commerceplatformsatthesametime

MangolaunchesonlineflagshipstoreinChinainJune2019

COMPETITIVELANDSCAPE

-MOVEMENTOFFOREIGNAPPARELBRANDS(EXPANSION)

Mango’sChinawebsite

FOREIGNBRANDSEXITINGCHINAMARKET

-Selectedcases

InSeptember2018,U.S.footwearbrandNineWestcloseditslastBeijingstoreatHanguangDepartmentStoreaftershuttingdownitsonlineflagshipstoreonTmallanddissolvingitsDongguanheadquartersearlier.Indeed,thecompanyenjoyedtremendousgrowtheversinceitsentryintheChinamarketin1994;however,itwasreportedlystrugglingfromincreasingcompetitionandcontinualdeclinesinrevenueandprofitsinrecentyears.

BeforeexitingtheChinamarket,thecompanywithdrewfromTaiwanandHongKongafterfilingforbankruptcyinApril2018.Aftercompletingitsfinancialandoperationalrestructuring,thefootwearbrandexitedfrombankruptcyinMarch2019,byrenamingitselfasPremierBrandsGroup.

NineWestwithdrawsfromtheChinamarketinSeptember2018 -MOVEMENTOFFOREIGNAPPARELBRANDS(EXIT)

StorefrontofaNINEWESTstoreinChina

“Goodbye”messagefromNINEWEST

NewLookexitstheChinamarketbyendof2018 -MOVEMENTOFFOREIGNAPPARELBRANDS(EXIT)

InOctober2018,BritishfastfashionbrandNewLook

decidedtowithdrawfromtheChinamarketandcloseallofits120storesinChinabyend-2018