Summary of Key Points
Domestic tactical clothing brands, represented by Longya, are moving from a niche market among military enthusiasts to the general public. These brands simplify the specialized functions of tactical clothing originally designed for police and soldiers while retaining their distinctive styles, targeting a broader audience including middle-aged men with a military interest. Their online presence has grown rapidly, with Longya's revenue doubling from 200 million to 1.8 billion yuan in just two years, thanks to platforms like Douyin. They have also expanded into Tmall and physical stores. Compared to foreign brands, their products are more affordable, offering practical features and a better fit. However, they face challenges such as a lack of established brand recognition and a dilution of their tactical identity.
1. Tactical Clothing Goes Mainstream: From Military Equipment to Everyday “Cool Wear”
Tactical clothing was originally designed for police and soldiers to perform tasks—using materials that are durable, fire-resistant, and resistant to infrared detection (making them harder to spot by night vision devices), with plenty of pockets for carrying radios and magazines, and cuts that facilitate climbing and crouching. Today, civilian tactical clothing has eliminated these less practical features while retaining the design elements that make it comfortable for everyday use. For example, Longya’s commuter pants look similar to regular casual pants but have a three-dimensional cut in the crotch area to prevent discomfort during running or jumping. Many consumers wear them as business or casual attire, with some saying they can rely on Longya products throughout the year.
2. Longya’s Growth Secrets: Affordability + Precise Targeting of Consumer Needs
Longya’s rapid growth is due to its ability to meet the needs of ordinary people:
- Affordability: Most of their products cost less than 500 yuan, significantly cheaper than foreign brands (which can range from over 500 yuan to several thousand yuan on events like 5.11), allowing them to rely on high sales volumes (with multiple products selling over 400,000 units on Douyin).
- Precise Sizes: They offer 32 sizes, covering a range of heights from 165 to 190 cm, which is much wider than the 10–15 sizes available at brands like Jiumuwang or the 8 sizes at Uniqlo. Consumers find their products more fitting at the same price point.
- Functional Perception: The “tactical” label gives consumers confidence that the clothing is durable and practical, making them think of Longya first when looking for durable and comfortable clothing.
- Cultural Appeal: The military theme and sense of national pride resonate with male consumers.
3. Channel Expansion: From Douyin Stardom to Tmall and Physical Stores
Longya started its journey on Douyin, where it ranked 12th in the men’s clothing category in 2025 and climbed to 6th during the 618 shopping festival, surpassing traditional brands like LiLang and Qipiwang. They have now entered Tmall to attract more online customers. Offline, they have partnered with Sanfu Outdoor to open tactical clothing flagship stores and opened their first store in Shanghai for the 5.11 event in the United States. However, they still have a limited number of physical stores, mostly located in office buildings due to lower costs, which limits their reach.
4. How Does Longya Stand Out from Traditional Men’s Clothing?
Compared to traditional men’s clothing, Longya has several distinct advantages:
- Practical Functions: While other brands also focus on features like breathability and wrinkle resistance, Longya’s tactical focus gives their products a more “hardcore” feel.
- Affordability: Their pants cost around 300 yuan, which is more affordable than those at Jiumuwang (which are over 300 yuan online and even more expensive in physical stores).
- Comprehensive Sizes: With 32 sizes available, Longya addresses the issue of many men not finding clothes that fit properly.
- Unique Cultural Value: Their military-inspired style and national pride add a distinct cultural appeal.
5. The Challenges of Rapid Expansion: Balancing Popularity and Professionalism
Longya faces some challenges in its rapid growth:
- Weak Brand Identity: They lack a consistent visual brand image and story, leading to customer complaints about a confusing product range.
- Dilution of Professionalism: Regular customers feel that the tactical elements are fading from their products, and while prices have increased, the design quality has not kept up, with some suggesting that the brand is shifting towards a more mid-to-older audience.
- Limited Offline Presence: With few stores in key shopping areas, their influence is limited. Balancing popularity and professionalism is crucial for brands transitioning from niche to mainstream markets.
(The entire analysis is written in plain language to make it easy for non-financial professionals to understand the changes in the tactical clothing market.)