Top 15 footwear, clothing and accessories brands in February. Click to view the Commuting Aesthetics | Brand List of Shiyan Consumption Index.

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During this monitoring period, Anta, Li-Ning, and Uniqlo ranked top three in the comprehensive popularity list with comprehensive popularity scores of 1.89, 1.86, and 1.77 respectively.

The Stylized Trend Drives the Iteration of Clothing Aesthetics, and Lightweight and Natural Aesthetics Trigger Spring Consumption

The spring clothing market has witnessed a new round of style iteration. The brands on the list have laid out their strategies around three key words: "lightweight", "natural aesthetics", and "integration of Chinese fashion trends". Sports brands represented by Anta and Li-Ning have launched light sports series integrating new Chinese-style elements. The fashion clothing brand Peacebird focuses on "oxygen commuting and light-oxygen dating", emphasizing breathable fabrics and fashionable color matching, and promoting clothing suitable for relaxed commuting and daily dating scenarios during the spring season. Uniqlo, with the concept of "boundless commuting", has launched a number of shirts in soft mist color schemes and wide-leg pants made of recycled polyester fiber fabrics, which combine environmental protection and comfort, and have become the first choice for urban white-collar workers' spring outfits.

In terms of niche markets, sun protection clothing and sun protection accessories have jointly promoted the growth of the sun protection market. Among them, Beneunder's spring and summer new products focus on sun protection functions and design innovation, launching a number of sun protection masks, folding sunglasses, and sun protection clothing, emphasizing three-dimensional tailoring and fashion sense. Bananain focuses on home and sun protection scenarios, launching the Silver Skin series of underwear and the Cold Skin series of sun protection products, using bare-skin feeling materials to meet the needs of spring layering, and attracting young consumers with "de-labeling" marketing. In terms of color, low-saturation mint green and light lotus root pink have become the mainstream, paired with European styles and fashionable layering, highlighting the lightness of spring. This reflects that consumers emphasize functionality in rational consumption, with functions such as moisture absorption, quick drying, high elasticity, and comfort being the core decision-making factors. In terms of social attributes, they emphasize that outfits should have "street appeal" to meet the needs of photo-taking and check-in.

Technologically Functional Shoes and Clothing Boost the Outdoor Travel Craze, and Brands' Immersive Marketing Drives Mass Sports

With the arrival of spring, the demand for outdoor activities and travel has surged. The brands on the list have increased their investment in "scenario-based functional clothing", fully embracing the travel boom from technological innovation to marketing strategies. Skechers and Fila focus on the "light outdoor" market. Skechers has launched shock-absorbing outdoor shoes, retro Derby shoes, etc., equipped with technological insoles, shock-absorbing designs, and dynamic color matching, precisely covering the scenarios of suburban hiking and daily commuting in the city. Fila has cooperated with the International Cycling Union and famous cycling events to create a professional cycling clothing series. With lightweight fabrics and professional tailoring, it precisely captures the needs of cycling users. The professional outdoor brand Camel has focused on the "professional outdoor" niche market, launching the 2025 King's Armor spring and summer series of windbreakers with functions such as cyclic heating and thermal reflection lining, which have become popular equipment for outdoor activities such as self-driving on the Sichuan-Tibet Line, climbing, and polar hiking.

In terms of marketing, brands focus on immersive experiences. Anta has launched the "Journey with China's Flagship Species" campaign in cooperation with National Geographic. Users can get autographs from celebrities by sharing small tips on ecological protection. Hongxing Erke has launched park running competitions in various places, focusing on national sports events, calling on the public to participate while promoting its "park running shoes" series of products. At the same time, it has cooperated with Bawang Cha Ji to create the "Spring Awakening" marketing event, which has attracted users' attention.

Explanation of the List

The Shiyan Consumption Compass Series Index Report is a consumption index evaluation system independently developed by Shiyan Index. This series includes major lists such as the "Brand Consumption Popularity Index List", the "Industry Consumption Heat Index List", the "Product Consumption Wave Index List", and the "Consumption Popular Event List", as well as extended list reports within the corresponding scope. The aim is to objectively and truly present the trend characteristics of the consumption world through index evaluation, help the industry and brand owners continuously track consumption market trends, provide references for enterprise operations, and enhance comprehensive business competitiveness.

The Shiyan Consumption Compass Series Index List continuously monitors the following industries:

3C digital products, footwear and apparel accessories, food and fresh produce, household appliances, sports and outdoor products, beauty and cleaning products, maternal and infant products, home decoration, automobile consumption, toys, models and musical instruments, pet products, and medical and health products, a total of 12 major industries.

Image source: Shiyan Big Consumption Index

Disclaimer

This list is independently compiled by Shiyan Index. The views, conclusions, and suggestions in the list are for reference only and do not represent any specific investment advice or decision-making basis.

The calculation of the list data combines the public data from mainstream platforms and the data accumulated on the Shiyan Big Consumption Platform under the ownership of SMZDM Technology. We have taken reasonable measures to ensure the reliability and accuracy of the data provided as much as possible, but we cannot rule out some errors or deviations due to the limitations of the data itself. In addition, some of the data in this report have not been formally audited by an independent third-party auditing institution, so there may be unidentified errors or omissions. It is particularly reminded that the market situation may change at any time, so the predictions, analyses, and conclusions in the report may differ from the actual situation.

Any third-party names, brands, or products mentioned in the report are for illustration purposes only and do not constitute an endorsement or recommendation of them. Any mention of these third parties should not be regarded as an endorsement or recommendation in any form. The copyright of the report belongs to SMZDM Technology Group and Shiyan Index. It shall not be reproduced or distributed without permission. SMZDM Technology Group and Shiyan Index shall not bear any legal liability for any losses or damages caused by the use of the information in this report.