Annual sales exceed 1.4 billion yuan! Shenzhen men's clothing sales are really great

Men’s clothing spending power should not be underestimated.

As an important part of "food, clothing, housing and transportation", clothing consumption data has always shown a good development trend. In the online consumer market, women's consumption power has never been ignored. However, as men pay more and more attention to their own image management, their demand for clothing is not only limited to meeting basic clothing needs, but also gradually becomes a way to express personality and pursue fashion. At the same time, the demand for online men's clothing has been rising year by year , giving rise to a number of cross-border big sellers.

The sales of Chinese menswear brand Coofandy exceeded 140 million in 2023 , achieving a year - on-year growth of more than 50% . It has performed even better on the Amazon platform, and has successfully ranked 15th among the top sellers on the Amazon platform in the United States , making it one of the few Chinese sellers ranked high.

Amazon's top apparel player! Chinese brand debuts at New York Fashion Week

On September 28, Marketplace Pulse updated the top Amazon Marketplace sellers. In the US market, Chinese men's clothing brand Coofandy ranked as high as 15th, a steady improvement from 18th in June.

According to statistics, in the past 30 days, the number of Coofandy 's Amazon store reviews reached 2,090, an increase of 17%, and the total number of store reviews reached 107,830. In the past year, 87% of consumers gave 5-star reviews after purchasing the product, and 13% of consumers gave 4-star reviews, which shows the brand reputation.

At present, the Coofandy brand has launched a number of popular products with impressive sales. For example, one of its men's white short-sleeved shirts has a monthly sales volume of more than 40,000 pieces. Another suit, which costs about $70, easily won the first place in the list of best-selling men's tuxedo products. It has received more than 5,000 reviews and an overall consumer rating of 4.6 points.

In terms of brand influence, as of June 2024, many products of the Coofandy brand still rank among the top five in the Amazon Best Sellers sub-category. In fact, Coofandy has maintained a leading position on Amazon for many years.

Public information shows that Coofandy's brand style is to provide high-quality men's clothing for multiple scenarios, allowing male users to easily choose what to wear in different occasions. It focuses on business, leisure, sports and other styles, with a large number of basic styles.

The Coofandy brand trademark currently covers Germany, France, the United States, Japan, the United Kingdom, Canada and other countries. It was first applied for in the United States on December 11, 2015. From its inception to now, the revenue of the Coofandy brand can be said to have grown steadily.

In the first half of 2024, Coofandy's revenue was about 950 million, a year-on-year increase of 51.11%. In 2020, 2021, 2022, and 2023, Coofandy's revenue was 260 million, 600 million, 917 million, and 1.455 billion yuan, respectively, achieving a year-on-year growth of more than 50%.

Behind the revenue growth lies Coofandy's ambition to develop its brand globally. To expand its brand influence, Coofandy debuted on the New York Fashion Week stage on September 8, 2024. Supermodels Sean O'Pry and Rafael Miller wore Coofandy suits and walked the runway. In the future, Coofandy will continue to participate in international fashion weeks to further consolidate its international position and promote its globalization process.

Coofandy has grown step by step into a leading brand under Savi!

The company behind Coofandy is a well-known cross-border seller, one of the four young masters of Shenzhen South China City, Saiwei. As we all know, after years of development, Saiwei has built a huge brand matrix. In addition to the men's clothing brand Coofandy, it also has many well-known clothing brands such as home clothing brand Ekouaer and underwear brand Avidlove. In comparison of multiple brands, Coofandy can be said to be "the most dazzling one".

Coofandy is the largest brand in the Savi brand matrix, and its sales reached the 1 billion mark for the first time in 2023.

In the first half of 2024, Coofandy continued to lead the revenue data of all Savi brands. Considering that the second half of the year is the peak season for cross-border e-commerce sales and the brand still has a lot of room for development, it is a foregone conclusion that Coofandy's revenue this year will exceed that of last year.

Saiwei said that Amazon's online men's clothing market has a large capacity, and Coofandy's overall market share is still relatively low at this stage, making it a young and fast-growing brand. Coofandy covers multiple subcategories of men's clothing, and the more mature categories currently tend to be summer clothing and light general men's clothing. The development team is further expanding the categories and increasing the market share based on seasonal factors, applicable scenarios, and men's clothing matching needs.

According to Euromonitor data, the global clothing, footwear and hat market will reach US$1.82 trillion in 2023, a year-on-year increase of 5.40%. It is expected to maintain stable growth in the next five years, with a compound growth rate of 5.30% from 2024 to 2028, among which the European and American markets and the Chinese market are the main demand markets.

As the penetration rate of global retail e-commerce continues to increase, the online apparel market is also showing a rapid growth trend. According to Euromonitor data, the global e-commerce market for clothing, footwear and hats will reach US$557.7 billion in 2023, a year-on-year increase of 5.72%, and the e-commerce penetration rate of clothing, footwear and hats will reach 30.70%. In the future, as the global apparel market continues to grow steadily and more and more consumers choose to shop online, the prospects for the online apparel market are broad. Taking Amazon, a world-renowned e-commerce platform, as an example, according to Statista's forecast, fashion and apparel are expected to become the fastest growing product category on the Amazon platform from 2022 to 2027, and sales are expected to grow at a compound annual growth rate of 12.4%.

Create a flexible supply chain of "small orders and quick response"

As we all know, clothing products have both functional and fashionable attributes, and need to meet consumers' personalized and fast-fashion needs. Therefore, for clothing sellers, the supply chain needs to adjust its rhythm to meet the production requirements of "small batch, multiple varieties, and high quality". In addition, factors such as the long cross-border logistics cycle and the rapid changes in overseas consumer demand have further increased the requirements for supply chain management capabilities.

Savi has been deeply engaged in the apparel and accessories product business line. Based on years of accumulated insights into the apparel industry and production and operation experience, it has developed a flexible apparel supply chain system based on genetic algorithms. It continuously iterates and updates the algorithm of the flexible apparel supply chain system, enabling it to schedule production more quickly and accurately based on changes in production capacity, product processes, product fabrication and auxiliary material information, and other factors, so as to ultimately realize the construction of a smart factory.

It is understood that the Savi supply chain system has opened up data links between suppliers of fabrics and auxiliary materials, production and sales ends, realizing the linkage of raw material allocation, processing and production, garment inventory and sales forecasts.

In terms of linkage between the supplier side and the production side, suppliers can obtain real-time information about the demand for flour and auxiliary materials of the processing plant through SCC (supply chain collaboration system), shorten the stocking cycle, and realize the linkage between upstream and downstream of flour and auxiliary materials.

In the linkage between the production and sales ends, customer order demand information will be transmitted to the production workshop in real time, and the system will automatically generate material procurement and subsequent production plans based on production capacity and order delivery time.

By creating a "small order and quick response" flexible supply chain and establishing a clothing brand matrix, it has to be said that Savi has great ambitions to deepen its presence in the clothing field.

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