Asian denim sales reach $26.9 billion

Although cowboy products originated in the United States, the reinterpretation of cowboys in the Asian market undoubtedly caused great competition impact on the western market. The sales volume of the Asian jeans market in 2013 reached US$26.9 billion, a substantial increase from 17.6 billion in 2008, and China is the largest denim apparel consumer market since 2010. Last year, China’s jeans sales reached 11.5 billion U.S. dollars.

Relatively speaking, the denim apparel market in Asia is still not mature. The top five denim clothing brands levi''s, lee, texwood, uniqlo, and calvin klein account for 12% of the Chinese market, compared with 36.5% in North America. From this point of view, Asia has great potential for development.

The competition in the denim apparel market in Asia is also very fierce. The absence of a dominant brand also allows all brands to achieve the same development opportunities. In the North American market, Levi Strauss & Co. basically accounts for the majority of the denim apparel market, while Western European markets are dominated by High Street brands such as Inditex and H&M. This is not the case in the Chinese market.

Compared with Western brands, Asian local brands are also very competitive in the denim apparel market. For example, texwood ltd, which originated in Hong Kong, currently ranks third in the Chinese denim market. Uniqlo from Japan ranks fourth in the Chinese denim market, and the development momentum like izzue, bauhaus etc. of it is also very good.

For these brands, to seize the Asian market must first understand the needs of Asian consumers, Chinese consumers are seeking visibility and intuitive, such as evisu brand from the original focus on the United States market back to Asia, the current brand 90% of the spending comes from Asia, and the brand's intuitive shape and obvious sign recognition are also a key reason for success.

According to relevant investigations, the positioning of Chinese denim clothing cannot be too high. One obvious reality is that Chinese consumers are willing to spend 20,000 yuan to buy a louis vuitton bag, but I’m afraid there are still a few people who spend the same amount of money on a pair of jeans. If the price of denim clothing is too high, it is bound to lose customers. The best price is about 700 yuan.