Since the second half of 2009, as China's domestic economy began to stabilize and demand started to recover, the overall performance of the apparel sales market showed significant improvement. This trend became even more apparent in 2010, with a noticeable rebound in consumer confidence. Domestic apparel sales continued to grow steadily, and the industry’s exports also turned from negative to positive. Looking ahead, the acceleration of urbanization and ongoing consumption upgrades are expected to drive further growth in the apparel market. Additionally, the rapid development of consumer markets in central and western regions is set to open up new opportunities, making the future outlook for the apparel industry very promising.

In 2010, the growth of the apparel market was stronger than in the previous year. According to data from the National Bureau of Statistics, retail sales of enterprises above the designated size increased by 26.4% year-on-year in March 2010—16.4 percentage points higher than the same month in the previous year and 5.6 percentage points higher than the previous year’s average. The trend toward warmer clothing consumption has been confirmed, and the year-on-year growth of domestic apparel consumption was expected to outperform that of 2009.

The competition in the domestic apparel market is expected to intensify further. First, foreign markets are recovering, and governments around the world are likely to impose stricter trade barriers to protect their own industries. As a result, many clothing companies that previously focused on overseas markets will continue to prioritize the domestic market. Second, the rapid expansion of branded apparel stores has led to a diversification of sales channels, which is expected to increase competition within the retail sector.

The development of clothing sales channels is becoming a key trend. With the rise of the post-80s and 90s generations, consumer preferences, shopping habits, and demands have evolved significantly. As this new generation becomes the main force in the market, the apparel retail sector will see greater segmentation. Retailers will not only diversify their formats but also introduce more differentiation within each format. Apparel companies will shift from traditional marketing approaches to creating more specialized, personalized, and targeted outlets to better meet consumer needs.

There is a growing emphasis on the store environment and customer service. One of the major trends in the Chinese apparel industry is the rise of experiential consumption. To meet these evolving expectations, garment companies are focusing more on shop design, product layout, and the quality of service provided. This includes the atmosphere of the store, the arrangement of merchandise, and the demeanor and attitude of staff members.

The distinction between different types of apparel products is gradually blurring. Younger consumers prefer casual wear over formal attire and are increasingly seeking personalized options. This shift is leading to a convergence in the definition of clothing products. For example, the boundaries between men’s, women’s, and children’s wear, as well as between suits, shirts, and jackets, are becoming less distinct. In the future, the focus on leisure and comfort will become more pronounced, and consumers will place greater importance on brand identity and the overall shopping experience. The classification of apparel will become more refined, with blurred lines between categories.