Since the third quarter, clothing consumption has accelerated under the catalyst of the longer singles' Day and the "cold winter" effect. This year, the epidemic offline consumer enthusiasm is high, live-streaming with goods and other new forms of online play an important role. The extended pre-sale time and the in-depth participation of the head anchors have a positive driving effect on the sales of consumer goods including clothing and home textiles. Superimposed this year nationwide cooling time earlier than in previous years, the Spring Festival is later than in previous years, winter clothing and winter bedding sales cycle is longer, also drove the sales and channel replenishment enthusiasm.

In October, which included the Long National Day holiday and the first wave of pre-sales on Singles' Day, online sales figures were bright. To be specific:

By sector: Online sales in October continued their strong performance in September, with sportswear being the strongest performer and other categories Posting growth of more than 30%. Under the situation of the epidemic this year, apparel enterprises have taken the initiative to increase their online size, their digital process has been accelerated, and their long-term strategies, such as quick return of small orders and online and offline interaction, have been accelerated. In terms of industry pattern, the concentration ratio of sports shoes and children's wear is significantly higher than that of other categories due to the characteristics of different categories: 1) Sports wear CR10 continues to improve; Nike is strong in terms of international double-leading; Adidas is stable; domestic brands Anta and Li Ning rank in the top and relatively stable. 2) In terms of children's wear, Barabara enjoys a stable leading position and leads other brands in the market share; Anta Kids maintains a high growth rate and is now firmly in the top 10.

In October 2020, under the strategic emphasis on online sales and the strategy of online and offline interaction, the online sales of most listed companies achieved positive growth, and the sports and outdoor brands stood out. Compared with other categories, sports and outdoor brands are more resilient in the epidemic, and sports apparel is better than sports shoes in terms of category. The overall platform growth rate of Li Ning brand was 28%. Decente under Anta was the fastest growing brand among sports brands. Bosideng flagship store had a growth rate of more than 200% in September and October.

Investment proposal: Brand end, the long-term prosperity trend of sports clothing will not change, it is suggested to continue to pay attention to Li Ning and Anta Sports; For companies with strong brand power and focus on endogenous growth and outstanding performance resilience, it is suggested to pay attention to geo-fashion. Manufacturing end, with high quality customers of textile manufacturing enterprises are expected to continue to improve, Shen Zhou International customers for foreign sports and outdoor brands, high quality capacity to ensure sufficient orders.