As of 2025, China's menswear industry is undergoing a critical transition from scale expansion to quality improvement. For menswear manufacturers, precise positioning and sound development strategies are crucial for standing out in the fiercely competitive market. The following will detail the market environment, their strengths, product positioning, customer targeting, development strategies, and risk management.
In 2023, the market size of China's menswear industry reached 628 billion yuan, a year-on-year increase of 5.2% and a 38.1% increase compared to 2018, demonstrating continued expansion. The market size of China's menswear industry is projected to show steady growth from 2025 to 2030, with a compound annual growth rate of 6% to 8%. The Chinese menswear market was approximately 480 billion yuan in 2025 and is expected to reach over 550 billion yuan by 2030. The proportion of online sales channels is expected to continue to rise, reaching approximately 65% of the total market share by 2030. Offline stores, however, will maintain their competitiveness through digital transformation and experiential marketing, accounting for approximately 35%.
Consumption preferences are diverging between different generations and middle-aged men. Younger generations prioritize brand, design, and functional innovation, identifying strongly with national fashion trends. Middle-aged men prioritize quality and comfort. Meanwhile, demand for functional apparel continues to rise, with clothing incorporating smart wearables gaining increasing popularity. The convergence of online and offline channels is also impacting demand, with consumers demanding a consistent shopping experience across all channels.
The Yangtze River Delta and the Pearl River Delta are key clusters of the menswear industry, boasting well-developed industrial infrastructure and highly efficient supply chains. However, the industry is also facing challenges in transitioning to a more flexible supply chain, with some factories encountering technical and management bottlenecks during this transition. The growth of cross-border e-commerce has also impacted production, with some factories beginning to adjust their production models to meet the demands of these retailers.
Evaluate the factory's advanced equipment, production process, and efficiency. Advanced intelligent manufacturing technologies can improve production accuracy and efficiency, reducing costs. For example, some factories have introduced pattern design systems and virtual fitting technology, which not only improve design efficiency but also allow consumers to experience the final product in advance.
A stable raw material supply chain is the foundation of production. Factories need to evaluate their partnerships with fabric and accessories suppliers to ensure raw material quality and supply stability. Furthermore, they should optimize logistics and inventory management to reduce inventory costs and improve capital turnover efficiency.
Focus on the application of key technologies such as custom-made and personalized technologies, and environmentally friendly processes. For example, the commercialization of environmentally friendly processes such as waterless dyeing and bio-based materials not only aligns with the trend of sustainable development but also meets consumer demand for environmentally friendly products.
Select appropriate niche categories based on market demand and your own strengths. Business formalwear, casual wear, and sportswear are the three main drivers of market growth. The formal wear market is relatively stable and suitable for factories with established brand foundations and production process advantages. The casual wear market has broad demand and high requirements for design and fashion. The sportswear category focuses on combining functionality with fashion elements and has great development potential.
While ensuring product quality, create product characteristics. This can be achieved through fabric selection, design style, and functional features. For example, using high-tech fabrics can enhance clothing functionality, such as antibacterial and UV protection. Furthermore, incorporating traditional Chinese culture into designs can create men's clothing with distinctive Chinese characteristics.
Develop a reasonable pricing strategy based on target customer groups and market competition. High-end products focus on quality and design, and are priced relatively high. Cost-effective products primarily cater to the needs of the general public and are more affordable. Factories need to strike a balance between cost control and profit.
Consumers of different age groups have varying demands and purchasing power. Young consumers prioritize fashion and personalization and are less price-sensitive. Middle-aged consumers, on the other hand, prioritize quality and comfort and are more price-sensitive. Factories can choose their target age groups and consumer segments based on their product positioning.
Consumers in first-tier cities have higher expectations for fashion and quality, and possess stronger spending power. Consumers in lower-tier markets prioritize value for money. Factories can adjust their product strategies and sales channels based on the characteristics of different regional markets. For example, in first-tier cities, they can open brand stores to showcase high-end products; in lower-tier markets, they can expand their market through e-commerce platforms or distributors.
Online customers prioritize convenience and price comparisons, relying more heavily on the internet for product information. Offline customers prioritize the shopping experience and the ability to try on products. Factories need to develop differentiated marketing strategies tailored to the characteristics of online and offline customers. For example, online, they can promote products through social media, providing detailed product information and virtual try-ons. Offline, they can create a comfortable shopping environment and offer professional shopping guides.
Increase investment in intelligent manufacturing technologies to improve production efficiency and product quality. For example, introduce automated production equipment and digital management systems. At the same time, monitor the development trends of key industry technologies and actively apply custom-made and personalized technologies, as well as environmentally friendly processes, to enhance product competitiveness.
Strong factories can consider developing their own brands. This brand building can enhance product value and market recognition. In terms of marketing, innovative marketing models such as collaborations and national fashion trends can be employed to attract consumer attention. For example, they can collaborate with renowned designers or IPs to launch limited-edition products. Furthermore, building an omnichannel retail strategy, including direct-to-consumer (DTC) models and private domain traffic operations, can improve sales efficiency and customer loyalty.
Strengthen cooperation with suppliers to establish a stable raw material supply chain. Optimize logistics and inventory management models to reduce inventory costs and improve capital turnover efficiency. For example, adopt a data-driven supply chain forecasting system to predict market demand in advance and rationally arrange production and inventory.
Establish partnerships or alliances with other companies to share resources and complement each other's strengths. For example, collaborate with fabric suppliers to develop new fabrics or cooperate with e-commerce platforms to expand sales channels. At the same time, monitor industry mergers and acquisitions, and integrate cross-industry companies when appropriate to achieve group operations.
Market demand may fluctuate due to factors such as the macroeconomic environment and shifting consumer preferences. Factories need to closely monitor market trends and adjust production and sales strategies promptly. For example, when market demand declines, they can appropriately reduce production and optimize product inventory.
Fluctuations in raw material prices can affect a factory's production costs. Factories can mitigate the risks of raw material price fluctuations by signing long-term contracts with suppliers and implementing hedging measures. At the same time, they can strengthen cost control, improve production efficiency, and mitigate some of the pressure from rising costs.
The textile industry faces the impact of policies and regulations such as carbon neutrality policy constraints, adjustments to cross-border e-commerce tax policies, and upgraded product quality standards. Factories need to stay abreast of these changes and proactively respond. For example, they can increase environmental protection investment to meet carbon neutrality policy requirements and strengthen product quality testing to comply with new product quality standards.
In short, in 2025, men's clothing factories need to have an in-depth understanding of the market environment, accurately assess their own advantages, clarify product positioning and target customer groups, formulate reasonable development strategies, and effectively respond to risks and challenges in order to achieve sustainable development in the fierce market competition.