纺织服饰行业专题研究:新消费趋势下 如何寻找服饰板块投资机会?

国盛证券有限责...
21 May

新的消费市场偏好和逻辑:实用主义和“悦己”。1)国内消费力增长有限,同时消费者对传统营销与大众品牌逐渐祛魅,决策选择更加理性,带来“实用主义”的盛行。2)年轻群体出于悦己需求,偏好体验式互动式消费,热爱个性化、多元化品类,同时追求舒适性与自然。服饰珠宝赛道新趋势明显,户外/古法金等品类盛行,新渠道业态产生。1)产品端:多样化需求得以体现。①在服装板块,居民对户外运动以及跑步参与度不断提升,相关鞋服...

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