冯氏集团利丰研究中心：新冠肺炎疫情下的中国服装市场（英文版）（11页）.pdf

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1、Chinas apparel industry has taken a hard hit from the COVID-19 pandemic, which forced brands and retailers to temporarily shut down many of their offline stores in the country, causing a slump in apparel sales. Yet despite the short-term disruptions caused by COVID-19, the apparel market has started

2、 recovering its growth momentum since 3Q20, soon after the country emerged from the pandemic. This is largely due to the governments rigorous measures to curb the virus, combined with a stimulus package to revive the economy which has successfully boosted consumer confidence and encouraged spending,

3、 contributing to a quick bounce back in the countrys apparel sales. Throughout the pandemic, we have seen the biggest sub-sector growth in sportswear. We expect that the overall health and wellness trend, likely spurred by increased attention to personal health due to the pandemic, will continue to

4、boost sportswear growth throughout 2020 and 2021. Furthermore, by integrating offline resources and online channels, several key sportswear brands have emerged as the success stories of COVID-19. Various brand successes (and failures) in the face of the pandemic have underlined the significance of d

5、igital transformation in the retail sector. More than ever, e-commerce is an increasingly significant key revenue stream, and brands that have successfully implemented their digital strategies for the COVID-19 market will continue to thrive in the new landscape. We expect a continuous upsurge in onl

6、ine sales and marketing through social platforms such as Douyin (for video content) and Wechat (through its in-platform apps). Furthermore, as offline stores have reopened with a new awareness of digital strategy, we also expect further developments in omni-channel integration and a combination of e