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Interpretation Of Clothing Consumption In The Wake Of The Financial Crisis

2008/12/5 11:39:00 30

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After Barack Obama won the US presidential election, the Losangeles times began to meticulously comment on the dress of his wife Michel. She thought that her mix of design brand and public style would help to change the current downturn in the retail industry and the weakness of the consumer market, so as to push everyone into shopping malls again.

This can be seen as a chain effect of a political star.

But in addition to this "aura factor", under the influence of the economic crisis, what is China's consumer demand for clothing?

What is the situation of clothing consumption in shopping malls?

What else do we need to do to establish consumer confidence in the crisis?

With these questions, several large shopping malls visited the capital recently, and interviewed people in the relevant industry.

　　理性看打折促銷

In recent years, Beijing market, whether it is Cui Wei building or Jun Tai Department store and Chongwenmen new world department store, has launched a larger sales promotion activities for clothing sales, such as "99 minus 55" and "5 to 30 percent off".

Although the sales promotion is not new, it brings warmth to the retail industry under the shadow of the economic crisis. The people in the mall also bring confidence to the consumption of the domestic market.

As a representative of Beijing's high-end department stores, Yansha friendship mall also gives customers a certain discount on commodity prices, which include appropriate discounts and gifts, as well as better after-sale services.

Yansha friendship mall chief economist and Yang admitted in an interview with reporters that the global economic crisis also had a certain impact on Yansha, mainly in the sales growth rate of the mall slowed down, sales of some big brands declined.

For Yansha, clothing and apparel consumption is a trend of "steady down".

"Although the economic crisis has affected the consumption of clothing and apparel in China, we should not lose confidence."

Peng Guifu, vice president of China Textile Business Association, said recently.

In his view, the impact of the current economic crisis on clothing consumption is not as big as people imagine, and the demand for clothing is still large.

Because textile and clothing is a high consumption and high density consumer goods, it is related to the income of ordinary people, actively improving their quality of life and ordinary people's daily life events. For example, happy events, major festivals, important activities, such events that are unavoidable in life, it is inevitable for ordinary people to purchase clothing and accessories for this purpose.

From the viewpoint of "clothing, food and shelter", we can see that "clothing" has been put in the first place, which shows the close combination between dressing and people's livelihood.

In the current economic situation, discount sales promotion is a way to stimulate the market demand of clothing and clothing products, and the loosening of prices will stimulate consumers' consumption desire.

Some consumers in shopping malls say that the recent "diving" of clothing prices is the most attractive factor for them to consume.

But under the economic crisis, is the effect of this discount on stimulating consumption demand more obvious than that of economic stability or growth?

"I can't say that either."

President Peng said.

He believes that today's people are "experts", they have their own consumption orientation and demand.

Demand is always the first. "Meet the demand, even if there is no discount, the ordinary people will pay for it. If it does not meet the demand, the discount will be low, and it will not shake the purse of the ordinary people."

For the same problem above, the chief economist and Yang of Yansha friendship mall think, "discount now stimulate demand, it will be even more difficult."

At this time, businesses are investing in this kind of marketing, and they rush to the market. "When all the stores are selling and selling, the market will become a buyer's market for customers."

　　百姓消費趨于理性

American historian Steve Fraser told the financial tsunami that spread from Wall Street to the world: "the era of showing off wealth is over."

On the other hand, we have to say that an era of more rational consumption is coming. We must choose a new mode of consumption, that is, let more people spend more courageous and smarter.

This is also true for clothing and clothing consumption.

In crisis time, domestic brands are undoubtedly a good choice for Chinese consumers.

"In fact, the quality of our domestic brand is not inferior to that of foreign brands, and the price is relatively cheap compared with that of foreign brands."

President Peng told reporters.

In Cui Wei, Jun Tai and other shopping malls, there are quite a lot of consumers such as Baidu, lady house, Lining and other domestic brand stores.

Some consumers said that now the general economic situation is not good, the price is high, the clothing clothing consumption has been "convergence" quite a lot, will not blindly pursue famous brand and high-end goods.

When shopping, there will be more than three stores, and this time is not very short. Only when the goods are worth the value will they buy it.

"The best is for oneself."

As president Peng said, "the so-called brand name and high-end products vary from person to person, not everyone is suitable."

Judging from the trend of buying goods now, under the influence of the economic crisis, the first thing to be dealt with should be the fashion goods. The best quality and low price for consumers are of the most perfect value.

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