2009 Review Of Clothing Consumption Market And Forecast Of 2010 Market Trend

(1) clothing sales will rise steadily in the second half of the year.

In 2009, sales of clothing market in China were affected by financial crisis and other factors. Annual sales growth was less than that of the previous year.

The sales volume of clothing retail sales of wholesale and retail enterprises above designated size is 5.1 percentage points lower than that of the previous year. The growth rate of clothing retail sales of major large retail enterprises in China is 2.71 percentage points lower than that of the previous year.

In terms of year-round sales, the growth rate in the first half was significantly lower than that of the previous year, and the growth rate in the second half of this year showed a rapid recovery.

According to the statistics of the China Federation of Commerce and the China National Business Information Center, the growth rate of garment retail sales in the first two quarters of 2009 was 13.6 and 4.5 percentage points lower than that of the same period last year. Sales growth in the second half of the year increased rapidly, and the retail sales in the third quarter and the fourth quarter were 0.8 and 10.7 percentage points higher than the same period last year.

(two) in the second half of the year, price driven growth is obvious.

In the first half of 2009, the contribution rate of retail sales growth to retail sales growth was 54.8%, of which, in 3-6 months, the contribution of retail sales growth to retail sales growth reached 79.6%.

In the second half of the year, the contribution rate of unit price growth to retail sales increased to 56.8%, of which 7, 9, and November contributed more than 50%, and in September it was 95.55% higher.

It shows that in the second half of 2009, the growth factor of clothing sales is significant, and the level of clothing consumption is obviously improved.

(three) the sales pattern of all kinds of clothing has basically remained stable.

In 2009, the proportion of most clothing retail sales in the clothing market changed little compared with that of last year, and the proportion of men's suits and trousers was the same as that of last year. The proportion of men's shirts, T-Shirts, jackets, leather garments and children's clothing accounted for 0.01 percentage points. The proportion of jeans was 0.06 percentage points higher than that of last year. Women's clothing, winter clothes, knitted underwear and cashmere and sweaters were relatively large. The proportion of women's clothing and cashmere and sweaters increased by 0.82 and 0.76 percentage points respectively. The proportion of winter clothing and knitted underwear decreased by 0.52 and 1.15 percentage points respectively.

(four) the concentration of most commodity brands has been improved.

Affected by the financial crisis, consumers tend to be rational in clothing consumption, and cost-effective products become the first choice, making the market concentration of brand clothing improved.

In 2009, the total market share of the top 16 brands in 10 categories of clothing sold by the major retail enterprises increased by 10 compared with the previous year.

(five) cold winter promotes cold clothing sales.

In the early November 2009, due to the sudden drop in temperature across the country, low temperatures in most parts of the country hit a historical extreme by December.

Affected by this, the cold clothing sales increased significantly at the end of 2009.

In November 2009, the retail sales of cold proof clothing in major national retail enterprises increased by 41.76% compared to the same period last year, and the growth rate was nearly 2 times.

The year-on-year growth rate was the highest in nearly 30 months since June 2007.

(six) fast development of new channels such as franchised stores and online stores.

In 2009, foreign garment enterprises accelerated the layout of the Chinese market and led to the development of large domestic stores.

According to statistics, in 2009, the number of H&M stores in China increased by 107.7%, the number of Zara stores in China increased by 160.9%, the number of C&A stores in China increased by 166.7%, and the number of UNIQLO stores in China increased by 38.2%.

In addition, online clothing sales continued to maintain rapid development. In the first half of 2009, sales volume of Taobao clothing was flat with sales in 2008.

At the same time, many garment enterprises have launched online stores and store stores in different forms.

Competition in the online sales market is getting more intense.

Forecast of garment market development trend in two and 2010

(1) the growth rate of domestic consumption of clothing will rise.

As the domestic economy stabilizes and picks up in the second half of 2009, clothing consumption presents a marked recovery trend, and consumer confidence continues to rise. It is estimated that the growth rate of domestic clothing consumption in 2010 will be higher than that in 2009, which has changed the trend of sustained decline in the past two years.

In the long run, the domestic brand clothing consumption has huge growth space. The rapid urbanization process and the rapid development of the central and western regions will become an important driving force for the growth of clothing consumption. In the next ten years, domestic clothing consumption will usher in a golden growth period.

(two) competition in the domestic garment market will further intensify.

With the increasing demand of domestic clothing consumption, the intensity of competition among brand enterprises will further intensify.

First of all, the foreign market is in the recovery stage, and governments will build more stringent trade barriers to protect their industries. Many "garment companies" from abroad will continue to focus on the domestic market.

Secondly, the rapid development of new sales channels such as stores and online stores will aggravate the competition of clothing brands in retail channels.

Third, the speed of domestic apparel enterprises' layout in the domestic market is accelerating, which will bring great pressure to the development of domestic garment enterprises and further intensify the competition in the market.

(three) enterprises should pay more attention to the quality of clothing shops and garments.

At present, with the continuous expansion of the new generation of consumer groups, China's domestic clothing consumption needs to focus on the direction of experience consumption and commodity quality.

Therefore, paying more attention to the environment of shops and the quality of goods sold will become the trend of development, such as personalization of shop decoration, specialization of service personnel, rationalization of merchandise layout and quality and fashion of goods sold.

(four) advocating low carbon consumption will become the trend of the clothing market.

Facing the increasingly severe climate environment, low carbon has become the focus of current economic and social development, and will gradually become the focus of future development.

Advocating green fashion culture, setting up a low carbon and responsible clothing consumption concept, advocating the new environmental protection concept of dressing, advocating more clothing and increasing the utilization rate of each garment will become the development trend of the clothing market in the future.