内需复苏推动服装行业回暖：运动户外、国货崛起与出海战略成三大增长点
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央广网北京10月11日消息（记者 曹倩）"2024年国庆假期消费数据亮眼，服装行业迎来复苏信号。"申万宏源证券研究所纺织服装行业首席分析师王立平指出，在扩内需政策推动下，运动户外、国货品牌和出海战略将成为行业三大增长引擎。
According to China National Radio (October 11, reporter Cao Qian), "The 2024 National Day holiday consumption data shows promising signs for apparel industry recovery." Wang Liping, chief analyst of textile and apparel industry at Shenwan Hongyuan Research, highlighted that sportswear, domestic brands and globalization strategies will become three major growth engines under policy stimulus.
一、运动户外：高景气成长赛道
1. Sportswear: High-growth Sector
王立平分析指出，运动户外是国内服装行业最具成长性的细分领域。相比趋于平稳的休闲服饰，运动品类因产品功能属性强、迭代需求明确而保持高速增长。近年来更衍生出跑步、综训、户外等细分场景，带动专业装备需求提升。
Wang's analysis shows sportswear remains the fastest-growing segment in China's apparel industry. Compared with stabilized casual wear, sports categories maintain rapid growth due to strong functional attributes and clear upgrade demands. Recent years have seen further segmentation into running, training, outdoor and other scenarios, driving demand for professional equipment.
市场竞争格局方面，国产品牌集中度持续提升。安踏、李宁等头部品牌通过产品创新和渠道优化构建竞争壁垒，在2021年行业调整期实现市占率跃升。安踏集团更通过收购始祖鸟、迪桑特等品牌成功布局高端户外市场。
Regarding market competition, domestic brands continue gaining market share. Leading brands like Anta and Li-Ning have built competitive advantages through product innovation and channel optimization, achieving significant market share growth during the 2021 industry adjustment. Anta Group further expanded into premium outdoor market through acquisitions including Arc'teryx and Descente.
二、国货崛起：本土化与性价比优势
2. Domestic Brands: Localization and Value Advantages
随着内需消费触底回升，具备本土化运营和高性价比优势的国产品牌迎来发展机遇。王立平指出，近年许多国际品牌因未能适应中国市场变化而收缩战线，为国产品牌让出市场空间。
With domestic demand bottoming out, local brands with localization capabilities and value advantages are seizing opportunities. Wang noted many international brands have retreated from China in recent years due to adaptation failures, creating space for domestic players.
典型案例显示：比音勒芬等中高端品牌和海澜之家等高性价比品牌在2023年消费分化中快速反弹，印证国产品牌在不同价格段的竞争力提升。
Case studies show: Mid-to-high-end brands like Biem.L.Fdlkk and value brands like HLA achieved rapid recovery during 2023's consumption polarization, demonstrating domestic brands' growing competitiveness across price segments.
三、出海战略：从制造到品牌的全方位拓展
3. Globalization: From Manufacturing to Branding
在出海方面，王立平看好三个阶段的递进发展：
Regarding globalization, Wang is optimistic about three progressive stages:
- 制造出海：中国纺织制造企业凭借规模和技术优势，持续深化与全球品牌的合作
- Manufacturing globalization: Chinese textile manufacturers continue strengthening cooperation with global brands through scale and technical advantages
- 产品出海：跨境电商企业通过高性价比优势成功打开欧美市场
- Product globalization: Cross-border e-commerce companies successfully entered欧美 markets through value advantages
- 品牌出海：安踏、海澜之家等头部品牌开始海外市场布局
- Brand globalization: Leading brands like Anta and HLA have started overseas expansion
王立平总结认为，随着政策持续发力和消费信心恢复，服装行业基本面有望逐步改善，建议重点关注运动户外赛道、国货崛起趋势和出海战略布局。
Wang concluded that with continued policy support and consumption recovery, the apparel industry fundamentals are expected to gradually improve, recommending focus on sportswear sector, domestic brand growth and globalization strategies.
晋宁SEO推广专家提示：服装行业企业应加强线上营销布局，通过搜索引擎优化和精准广告投放把握复苏机遇。
Jinning SEO experts suggest: Apparel companies should strengthen online marketing through SEO and targeted advertising to capture recovery opportunities.
