Analysis Of Shanghai Clothing Market

1. The general characteristics of Shanghai's clothing market

The clothing market in Shanghai has huge scale and considerable potential for development.

According to the statistics of Shanghai Municipal Bureau of statistics, in 2005, Shanghai sold 160 million kinds of clothing, and the sales scale was around 25 billion yuan.

In 2006, 178 million garments were sold throughout the year, an increase of 10.9% over the same period last year.

Clothing sales in department stores in 2006 amounted to about 10 billion yuan, and clothing sales accounted for 46% of its total retail sales.

The huge market scale attracts fashion brands from all over the world, and diverse cultures make Shanghai's clothing market attractive.

2, international elements and fashion elements highlight.

International, fashionable and changeable elements are flooded in every corner of the clothing market in Shanghai. Different styles of clothing make Shanghai's clothing market rich and varied.

The strong brands of all kinds of garments have gradually taken shape, and the market position has been continuously consolidated.

The continuous upgrading of consumption level and the high level of high-end are becoming the main trend of clothing consumption in Shanghai.

Women's clothing sales contributed more than 40.9%, and men's sales contributed 27.2%. The two garment market share nearly 70%, which played a decisive role in the change of the clothing market.

Over the past two years, the sales of these two categories of clothing have been growing faster, with an average growth rate of over 10%. Among them, the sales growth rate of women's clothing will reach 18.7% in 2006, and the sales of men's clothing will reach 14.8%.

Two, brand characteristics of Shanghai clothing market

The clothing market in Shanghai has many brands and fierce competition.

From the overall situation, the brand awareness of clothing consumption has been further enhanced in the past two years, and the market concentration of clothing brands shows an obvious upward trend.

Among them, the market share of the top 10 brands of women's wear, men's wear and sportswear has risen to varying degrees, up by 1.1, 0.4 and 1.2 percentage points respectively over the previous year.

However, the brand market concentration of the top 10 brands of underwear series has dropped to a certain extent, which is 5.4 and 5.6 percentage points lower than that of last year.

In all kinds of clothing, the brand concentration of different clothing categories is quite different. The market concentration of women's clothing brands is the lowest and the competition is the most intense, while the market concentration of sportswear brands is much higher.

The market share of the top 10 brands in women's wear and men's wear market is 11.9% and 15.3%, respectively. Among them, the market share of 20 brands before women's clothing sales is not more than 16.5%. The market share of 20 brands before men's wear is slightly higher than that of women's clothing, but only 23%.

Compared with women's wear and men's clothing, the market concentration of other clothing brands is much higher. The market share of the top 10 brands is over 50%. The top 10 brands of sportswear sales have the highest market share, reaching 78.3%.

The market share of the top 10 brands of adult underwear and women's underwear sales is 54.8% and 72.3% respectively.

3, brand update rate is low, underwear brand strong position is the most powerful.

Judging from the renewal rate of the top 10 clothing brands in the past two years, the renewal rate of clothing brands in Shanghai is not high. The renewal rates of 10 brands of women's wear, men's wear and sportswear are 30%, 20% and 10% respectively.

Although there are more and more brands in the clothing market, the trend of strong brands is becoming more and more obvious.

Relying on the strong design team, these strong brands have also formed a virtuous circle in operation and become the highlight of Shanghai's clothing market.

The top 10 brands of adult underwear and women's underwear sales were lower than those of women's wear, men's wear and sportswear, and only 10% update rate in two consecutive years.

The "three gun" brand of domestic underwear has been firmly controlling the trend of the market in a long period of time. They are constantly developing new products and constantly expanding their business outlets. These brands have become the first choice for the public to buy.

The top 10 brands of clothing have a large market size and huge market space.

Although the brand concentration of women's clothing market is relatively low, but because of the larger scale of women's clothing market, women's clothing brands still have larger development space.

In 2006, the sales volume of the top 10 brands of women's clothing sales in Shanghai department store will reach nearly 500 million yuan, among which the number of women's clothing brands ranked first is over 110 million yuan.

The sales of the top 10 brands of men's clothing sales reached 450 million yuan, while the sales of 10 brands before sportswear sales exceeded 300 million yuan.

The huge market size attracts new brands to join, causing the market competition to intensify.

Famous brands from all over the world are also developing in Shanghai to nugget in the clothing market of Shanghai.

Foreign businessman

The decentralization of examination and approval has attracted international famous brands to set up large-scale clothing stores.

At present, the famous Spanish clothing brand ZARA has opened a 2000 square meter clothing store in Shanghai, and Shanghai's second stores will open, which opened the first of the foreign individual brands to open large clothing stores.

Besides ZARA, foreign brands such as GAP and H&M are also ready to enter China.

In the top 10 brands of women's clothing, men's wear, sportswear, adult underwear, women's underwear and so on, the market share of joint venture brands has accounted for more than 60%.

Sports apparel, women's underwear, men's wear, women's clothing and other clothing brands have a higher joint venture rate, from high to low respectively 80%, 80%, 70%, 60%, and the adult underwear's joint venture rate is relatively script src=>