纺织服装行业：高景气度运动、箱包、羽绒服表现优异线下品牌占据电商优势地位

1、附录图1：历年“双11”全网销售额图2：历年“双11”天猫销售额5000400030002000100002013201420152016201720182019全网双十一销售额（亿元）YOY100%78.9%410152.7%43.5%254031431229177044.0%23.8%30.5%45080580%60%40%20%0%3000250020001500100050002013201420152016201720182019天猫双十一销售额（亿元）YOY70%57.7% 59.7%268432.3%120739.4%1682213526.9% 25.7%91236257160%

2、50%40%30%20%10%0%数据来源：天下网商， 数据来源：亿邦动力网， 图3：2019“双11”各平台销售额占比情况2.60%3.70%6.10%4.90%7.20%65.50%天猫京东苏宁易购拼多多唯品会其他数据来源：星图数据， 表 1：纺织服装子行业双 11 销售排名20132014201520162017201820191杰克琼斯杰克琼斯杰克琼斯GXG海澜之家优衣库优衣库男装23七匹狼GXG太平鸟马克华菲优衣库太平鸟森马太平鸟优衣库GXGGXG太平鸟GXG太平鸟4罗蒙GXG马克华菲杰克琼斯太平鸟森马杰克琼斯5马克华菲海澜之家GXG优衣库杰克琼斯杰克琼斯波司登6太平鸟罗蒙森马马克华

3、菲花花公子马克华菲森马7劲霸恒源祥恒源祥恒源祥森马波司登马克华菲8战地吉普七匹狼海澜之家花花公子马克华菲七匹狼思莱德9骆驼劲霸七匹狼战地吉普美特斯邦威美特斯邦威美特斯邦威10美特斯邦威优衣库劲霸美特斯邦威恒源祥Selected海澜之家1茵曼韩都衣舍优衣库优衣库优衣库优衣库优衣库2韩都衣舍优衣库韩都衣舍ONLYVeroModaONLY波司登3ArtkaArtka波司登波司登ONLYVeroModaVeroModa4裂帛茵曼ONLY韩都衣舍伊芙丽波司登伊芙丽女装56欧时力波司登波司登欧时力欧时力裂帛乐町欧时力韩都衣舍太平鸟伊芙丽韩都衣舍ONLY太平鸟7ONLY初语VeroModaVeroModa波

4、司登乐町乐町8歌莉娅妖精的口袋乐町太平鸟乐町太平鸟韩都衣舍9VeroModaONLY茵曼伊芙丽jupe vendueTeenie WeenieZARA10初语裂帛Artka裂帛欧时力ZARAMO&CO1巴拉巴拉巴拉巴拉巴拉巴拉巴拉巴拉巴拉巴拉巴拉巴拉2迪士尼Gap英式davebella全棉时代babycare3davebella优衣库GapGap帮宝适nike4Gap英式davebella英式爱他美爱他美童装56南极人笛莎davebella笛莎安奈儿优衣库安奈儿优衣库耐克davebella帮宝适全棉时代7优衣库安奈儿笛莎minipeace好孩子可优比8巴布豆巴布豆中赛南极人笛莎可优比安踏9安奈

5、儿ansels小猪班纳小猪班纳moonydavebella10左西优贝宜minipeacemarcjanie贝因美好孩子1富安娜lovo水星水星水星水星2lovo水星家纺富安娜罗莱富安娜膳魔师3水星富安娜lovo富安娜苏泊尔苏泊尔4罗莱博洋罗莱南极人lovo双立人家纺56博洋梦洁梦洁多喜爱南极人恒源祥lovo梦洁罗莱皇家富安娜博洋7多喜爱恒源祥博洋恒源祥膳魔师罗莱8钱皇罗莱梦洁博洋双立人梦洁9恒源祥北极绒多喜爱多喜爱梦洁好太太10花花公子钱皇北极绒北极绒恒源祥lovo1阿迪达斯阿迪达斯耐克2耐克耐克阿迪达斯运动34李宁Kappa李宁斐乐安踏李宁服5安踏安德玛斐乐6361 度安踏彪马7匡威彪马新

6、百伦8公鸡匡威斯凯奇9斐乐Kappa匡威10特步361 度特步1耐克耐克耐克耐克2阿迪达斯阿迪达斯新百伦阿迪达斯3新百伦新百伦李宁新百伦4李宁李宁阿迪达斯安踏运动5安踏特步特步斯凯奇鞋6特步安踏安踏李宁7乔丹乔丹鸿星尔克特步8匡威匡威乔丹彪马9Vans鸿星尔克361 度Vans10鸿星尔克阿斯克斯斯凯奇匡威1七匹狼七匹狼七匹狼ELLE90 分90 分90 分2ELLEDELSEY蔻驰Kipling新秀丽新秀丽CHARLES&KEITH3A-ZAELLEELLEDELSEYELLECHARLES&KEITH新秀丽4伊米妮Dissona菲安妮菲安妮美旅美旅MCM箱包56DELSEY汉客A-ZA伊米

7、妮新秀丽DELSEYDissona美旅Kipling七匹狼稻草人七匹狼Michael Kors卡帝乐鳄鱼7美旅ArtmiDissonaCHARLES&KEITH菲安妮菲安妮美旅8简佰格美旅Kipling新秀丽稻草人Dissona七匹狼9爱华仕简佰格美旅客邻尚品CHARLES&KEITHMCM稻草人10古思奇KiplingA-ZA小米（90 分）迪桑娜ELLE金利来1骆驼骆驼骆驼骆驼花花公子百丽百丽2奥康奥康奥康花花公子骆驼斯凯奇UGG3意尔康花花公子花花公子奥康奥康热风斯凯奇4红蜻蜓红蜻蜓红蜻蜓红蜻蜓红蜻蜓UGGClarks男鞋56花花公子木林森意尔康木林森意尔康木林森斯凯奇木林森木林森斯凯奇

8、红蜻蜓Clarks骆驼足力健7富贵鸟富贵鸟斯凯奇意尔康爱步天美意红蜻蜓8Mr.ing骆驼牌康奈爱步意尔康奥康天美意9百丽Mr.ing百丽百丽Clarks爱步回力10斯米尔斯凯奇爱步康奈Dickies思加图热风1骆驼骆驼达芙妮斯凯奇斯凯奇百丽百丽2达芙妮达芙妮斯凯奇UGGUGG斯凯奇UGG女鞋34百丽红蜻蜓百丽DUSTO骆驼百丽骆驼达芙妮百丽骆驼热风UGG斯凯奇Clarks5柯玛妮克意尔康红蜻蜓卓诗尼卓诗尼红蜻蜓骆驼6卓诗尼柯玛妮克大东百丽思加图Clarks足力健7涉趣红蜻蜓星期六思加图热风天美意红蜻蜓8意尔康卓诗尼艾斯臣Studiolee达芙妮奥康天美意selection9他她涉趣卓诗尼热风红

9、蜻蜓爱步回力10天美意斯凯奇天美意星期六Studiolee思加图热风selection数据来源：亿邦动力网， 注：因统计口径差异，2018 年童装数据为亿邦动力网母婴细分品类数据，女鞋和男鞋数据均为亿邦动力网鞋履整体数据，运动服数据为亿邦动力网运动户外整体数据，家纺数据为亿邦动力网家居日用品类数据，男鞋和女鞋数据均为天猫鞋类整体数据表 2：纺织服装行业企业历史双 11 销售额（亿元）分类公司2016201720182019备注森马服饰6.508.2211.4213.80YoY26.46%38.89%20.87%全网休闲太平鸟6.158.088.189.17天猫YoY31.38%1.24%12.

10、10%维格娜丝（Teenie1.001.501.941.93Weenie)天猫YoY50.00%29%-1.00%朗姿股份0.110.280.42天猫女装YoY151.00%49.79%安正时尚0.140.580.861.03全网YoY308.45%47.86%20.00%地素时尚0.800.83天猫YoY3.68%海澜之家0.954.08YoY329.47%天猫七匹狼1.331.70男装YoY30%全网中国利郎0.181.30全网YOY630%安奈儿0.550.820.9781.05童装天猫YoY50.00%19.27%7%探路者（主品牌）1.000.821.00户外全网YoY-17.82%

11、21.68%红蜻蜓1.001.251.31.78皮鞋全网YoY25.00%4%37%家纺罗莱生活2.102.562.52全网YoY21.90%-1.56%富安娜YoY1.642.0021.95%2.4020.%2.452%全网水星家纺YoY1.872.2922.46%2.383.93%2.6612%全网梦洁股份YoY0.901.0011.11%1.440.00%1.486%线上线下安踏体育YoY4.046.7767.49%11.3067.00%18.3062.00%全网运动李宁1.782.153.605.40YoY42.51%20.79%67.44%50.00%天猫箱包开润股份YoY0.220

12、.70218.18%1.0042.86%1.5050%天猫羽绒波司登YOY4.285.6833%7.430%1035%全网数据来源：亿邦动力网，公司公告， 表 3：服装家纺企业电商发展情况（收入单位：百万元）行公司渠道2017Q12017H12017Q320172018Q12018H12018Q320182019Q12019H12019Q3业线上收入137.88432.56599.21053.7277.73580.5775.111151.1261.35582.12852.43海澜YoY2.83.86.923.4101.434.229.49.3-5.90.310.0之家线上占比2.74.84.9

13、5.84.96.06.16.14.45.65.9线上收入65.35112.47147.26240.33121.98202.52239.66326.29123.22202.86240.13男红豆YoY26.733.240.936.186.780.162.835.81.00.20.2装股份线上占比15.814.513.113.218.217.415.113.916.817.114.1线上收入49.99117.73159.18262.8958.85138.75181.15310.3867.05140.58194.52九牧YoY41.531.428.819.317.717.913.818.113.91

14、.37.4王线上占比7.610.59.110.48.011.39.611.68.610.79.9森马线上收入1218.731241604.754108.762084.56服饰YoY51.140.531.731.529.9休线上占比27.526.029.026.125.6闲线上收入367.62668.36967.871790.3456.55828.461127.11997.1455.38894.871285.5太平7113鸟YoY46.537.524.224.016.511.6-0.38.014.1线上占比24.524.122.825.526.626.523.426.327.729.126.0女

15、安正线上收入29.1379.41121.13195.4652.24114.34182.5273.4972.12161.74255.05装时尚YoY99.426.225.948.979.344.050.739.938.141.539.8线上占比9.512.712.213.813.415.215.718.118.621.421.8线上收入534.57795.281340.8303.47626.36829.921437.5270.42527.39534.64拉夏17贝尔YoY44.917.24.47.2-10.9-15.8-35.6线上占比12.512.814.911.914.313.414.111

16、.813.49.9线上收入167.33255.5970.93146.96215.43地素YoY53.128.8时尚线上占比11.412.212.213.312.7线上收入46.3968.12111.921.6647.368.07107.721.250.9171.69日播YoY12.82.0-0.1-3.8-2.17.65.3时尚线上占比10.210.67.99.58.89.77.410.19.3线上收入18.889.89149.76355.7792.5168.79234.41471.0285.76170.14247.03维格YoY392.087.856.532.4-7.30.85.4娜丝线上占比6.09.79.713.912.312.311.715.312.513.313.1线上收入118.12259.48356.03571.9146.56278.74374.89563.11322.03441.14红蜻YoY30.925.418.224.17.45.3-1.515.517.7鞋蜓线上占比15.218.416.218.318.319.617.31940.023