In 2024, China's clothing market has demonstrated strong resilience and vitality, relying on the world's largest industrial system and a super large domestic market to achieve high-quality development. While facing a series of new challenges, the industry continues to tap into its potential, actively innovate, and lead the fashion trend forward with cultural confidence and technological strength as support.

　　In this year, Chinese aesthetics and new Chinese clothing became the highlights in the market, and the China-Chic economy continued to heat up; The application of intelligent technology, digital virtual try on, and other technologies has reshaped the shopping experience for consumers; Brands have utilized technological means to achieve personalized customization and precise marketing, meeting consumers' pursuit of personalization and differentiation; The charm of the Olympic year has activated the enthusiasm of the whole nation for sports, and the popularity of the outdoor market continues to rise; The finale of the "Ice and Snow Season" makes its debut, with ice and snow equipment becoming fashion darlings

　　Category segmentation, multiple styles popular

　　At the beginning of the 2024 New Year, the "New Chinese Style" that has become popular all over the internet has sparked a trend of popularity through e-commerce and social media platforms, catalyzed by the traditional festive atmosphere. According to the 2024 Tiktok E-commerce Women's Consumption Trend Data Report, from March 2023 to February 2024, the number of female users' orders for new Chinese clothing in Tiktok E-commerce increased by 195% year on year.

　　With the expansion of the "New Chinese Style" market, there has been a continuous refinement of consumer demand, leading to the emergence of segmented styles such as Chinese old money style, cold brew new Chinese style, and wabi sabi new Chinese style. In addition, brands are also trying to combine technological innovation, such as emerging technologies such as 3D printing, 5G, and AR, to improve the design diversity and production efficiency of new Chinese clothing. This reflects that consumers are no longer satisfied with basic clothing needs, but pay more attention to the cultural connotation, design creativity, and personalized expression of clothing.

　　After entering the sun protection season, continuing the high popularity of the sun protection market in the past two years, the sun protection clothing in 2024 presents the characteristics of full range, diversification, and multifunctionality. Sun protection clothing that combines fashion and functionality is highly favored by consumers.

　　The 2024 Sunscreen Clothing Market Social Media Marketing Insights Report shows that consumers are no longer satisfied with just sun protection functions, but are pursuing more comprehensive protection, such as UV resistance, wind resistance, waterproofing, anti sensitivity, and easy storage. The material, fabric, design, and other additional attributes of sunscreen clothing affect consumers' purchasing decisions.

　　Following the sun protection season is the hot "Olympic season", and outdoor sports products have become another "super popular" category.

　　In 2024, the hosting of major sports events such as the Paris Olympics, Asian Cup, and European Championships, as well as the "blessing" of small-scale sports events such as village supermarkets, village BAs, and mini marathons, will drive a nationwide sports craze and "add a flame" to the hot outdoor sports.

　　The hosting of sports events of all sizes not only increases public enthusiasm, but also brands quickly promote related products through marketing keywords such as "Olympic style", "local elements", "champion elements", etc. Sports brands such as ANTA, Nike, Adidas, and Li Ning have also seized the opportunity to enhance their brand influence and market share through Olympic themed clothing, cross-border collaborations, pop-up experience stores, live streaming sales, and other forms.

　　Diversified marketing methods have also led to the spread of the "sports craze", with ordinary people stepping out of their homes to participate in outdoor activities and enjoy nature, further activating the outdoor sports market. According to official data from Tmall, during the Double Eleven period, 589 outdoor sports brands achieved a turnover of over 100 million yuan, a year-on-year increase of up to 46.5%. The report data of JD's "Double 11" sales for 28 hours also shows that the transaction volume of categories such as sports shoes, clothing, and equipment has increased by more than 5 times year-on-year.

On August 8th, fitness enthusiasts ran on the Xin'an Greenway by the Xin'an River in Jiande City, Zhejiang Province. On that day, it was the 16th "National Fitness Day" in China, and this year's theme is "National Fitness Goes with the Olympics".Xinhua News Agency (photo by Ning Wenwu)

　　As the end of the year approaches, the "Ice and Snow Season" featuring the "finale" has reignited the popularity of outdoor sports in the specialized field of ice and snow equipment. According to JD Consumer Watch data, sales of skiing related equipment will grow rapidly in 2024, with sales of ski goggles, ski shoes, and snowboards all increasing by over 80% year-on-year. The "ice and snow scene" has become a blue ocean for clothing brands to "mine gold".

　　A variety of marketing ideas bloom, and there are diverse ways to 'go viral'

　　Driven by multiple industry hotspots, events, and policies, marketing methods have also begun to innovate and upgrade to meet current consumer demands, while also highlighting the importance of enhancing brand value and engaging in close dialogue with consumers in the fierce market competition for clothing enterprises and brands.

　　In 2024, marketing creativity will focus more on three aspects: shaping brand image, creating communication content, and enhancing experiential experience through scenario based approaches.

　　In terms of brand image building, clothing brands pay more attention to the use of excellent traditional Chinese cultural content. The popularity of "New Chinese Style" has shown brands the value of Eastern aesthetics. Domestic brands such as Li Ning, ANTA, and Bosideng have incorporated Chinese elements into their products, while international brands such as LV and GUCCI have launched limited edition series that integrate cultural features such as Chinese zodiac and intangible cultural heritage, bringing them closer to Chinese consumers.

On September 26th, models showcased their fashion at the China Chuxiong Intangible Cultural Heritage Fashion Show held in Paris, France. Photo by Xinhua News Agency reporter Gao Jing

　　In the creation of communication content, clothing brands pay more attention to the dual empowerment of product attributes and brand value. On Qixi in 2024, ubras launched the "Clues of Love" promotional film, which tells the story of close fitting clothing weaving from a single thread, highlighting the soft characteristics of the product, as well as the brand value of caring for the body and the beauty of nature.

　　It is worth noting that using different scenarios to enhance the experience is also an important means for clothing brands to strengthen their communication effectiveness.

　　Scenarios are mainly divided into two modes of dissemination: online and offline. On the online side, Little Red Book and LV created the first show "buy as you look" mode, UR moved the big show to the Tiktok live broadcast room, Zhizhi Women's Wear and Tiktok created the "first row show" mode, etc. Offline, outdoor brand BURTON uses naked eye 3D to showcase thrilling skiing scenes. This immersive marketing model brings consumers a more intuitive and authentic experience, stimulating their desire to purchase.

　　The upgrading of marketing models and the transformation of consumer demand reflect strong consumption potential, but there are also challenges under opportunities, and there are still many impulsive purchasing behaviors in the market. Behind such behavior, there are many problems such as inventory backlog, online products not meeting expectations, declining quality, and rising return rates due to low price competition on e-commerce platforms.

　　Compared to the past, consumers may be more cautious when shopping, and emotional and personalized products will become important factors affecting decision-making. Yang Dayun, CEO of Youta International Brand Investment Management Co., Ltd. and a strategic expert in the clothing industry, believes that brands need to effectively interact with consumers to achieve the transformation of product brands into lifestyle brands.

　　From the rise of China-Chic to drive the development of the "new Chinese style" industry, to the national sports to help the outdoor clothing industry "out of the circle", to the rise of ski derivatives under the "ice and snow economy", clothing enterprises seize the opportunity, but also through creative and personalized marketing methods, they have formulated more targeted strategies for brand development.

　　In the future, clothing companies need to transform to meet consumers' lifestyle and emotional demands, and brands that cater to young consumers will better maintain vitality, "Yang Dayun concluded. (Written by Liu Yinyin)

　　(Source: Xinhua News Agency)