Where Is The Starting Point For Change? New Consumption Era Of Clothing Domestic Demand Market

This is the first generation of consumerism.

"There will be two or three trips every week, and one or two clothes will be bought."

Ms. Yue of Harbin said.

Ms. Yue is a typical post-80s generation. Most of her wages are spent on clothes.

"Every season, when I hear that there are new stores on sale, I will arrive at the first time, and sometimes I want to buy them.

In the same way, Ting Ting, who works in a foreign company, often comes up with 1/2 to pay for clothes. "If the pressure is so great, I will not dress up myself and make more money. What is the use?"

Compared with women in the 1980s, men are not showing no signs of weakness.

"Nowadays, most people choose to dress up and judge the person's identity from dressing up."

Yong, a member of an office in Shanxi, is famous for his brand.

"Boys born after 1984 are most willing to spend money on their clothes."

All China

"After 90, people have the ability to accept new things and consume more," said Wang Jing, planning department of the north country mall. The center of consumption of the mall is gradually tilted towards the 1980s and the 1990s.

The reason is that 80 and 90 have shown amazing consumption power.

Hangzhou Tower, Hua Zhe, Kun and shop introduced tide cards, some prices are not less than luxury goods, and a coat is around ten thousand yuan.

Even so, consumers are still scramble for it.

But on the other hand, they may be moonlight clan.

"I am the scenery outside, shyness bag."

After 80, Liu Xin said that clothing and other expenses cost most of her wages, and she did not have any savings.

"Although the 80's" moonlight clan "is a minority, it has a strong sense of active consumption.

Some experts say that they are advocates of the theory of consumption, how much they earn, how much they spend on the future, and even spend tomorrow's money to fulfill their dreams today.

One example is that the proportion of credit consumption after 80 years is quite high, and overdraft has become a normal economic behavior.

Even if they are unable to make ends meet, they will not converge their enthusiasm for consumption.

In the relevant survey, in response to the "most wanted consumer goods" recently, half of the 80's consumer goods listed above are worth more than the same month.

"Since the 80s of last century, the global economy has experienced rapid development, and there will be no food and clothing problems to bother him," said Li Hui, executive editor of pictorial.

At the same time, the post-80s education level is obviously higher than that of the previous generation. "Enjoying life" is their important consumption demand.

After entering the workplace, they are also optimistic about their financial ability.

For this reason, McKinsey predicts that in the next ten or twenty years, the purchasing power of the Chinese will increase significantly, and the real consumption power of the city will increase by more than 5 times, and it will rise to 19 trillion and 200 billion yuan by 2025.

Especially the generation born after 80, they will be a remarkable consumer group.

According to the Paris Peregrine study, China will enter the third peak of consumption in history. China's consumption structure will be changed with the upgrading of the consumption capacity of the 1980s.

"After 80, they are gradually coming to the fore. They consume sensibility and boldness."

Times ten thousand goods net CEO Xu Bing said.

"After 70, they are workaholics. After 80, they advocate consumerism and hedonism."

Jiang Nanchun, CEO of Focus Media and chairman of the board of directors, said that the post-80s will be the real driving force for China's consumption of domestic demand.

For example, he said: it is moral to buy two good clothes in a year, which is a typical 70 language.

But after 80, it will be immoral to not buy two good clothes in a month.

"Whether they are consumers or creators, they must be the mainstream of the future."

Zeng Ming, chief executive officer of Alibaba group, said.

In fact, with the development of the times, the 1980s have become the backbone of the society.

Among them, outstanding leaders began to be leaders of enterprises, political stars, sports and entertainment leaders. There were many CEO after 80 million worth of money: Li Xiang, Dai Zhikang, Mao Kankan and high burn.

Most of the new generation of migrant workers want to turn themselves into townspeople, and their consumption psychology begins to turn to avant-garde. Consumption of mobile phones and fashion has already entered their consumption plan.

In life, many 80 after becoming parents, gradually entered the main consumer group.

In Fuzhou Tianhong Department Store survey, 70 accounted for 36.18%, 1980-1984 years accounted for 34.42%, 1985-1992 years accounted for 16.33%.

The proportion of post-80s consumption increased year by year.

As a result, China's post-80s generation is also valued by international companies.

For example, the Japanese media said that China's post-1980s will become the Savior of the Japanese economy, about two hundred million of China's post-1980s, almost two times the total population of Japan.

Japanese products are more influential among young people. China's post-80s generation will be the hope of Japanese companies.

However, how to serve these post-80s and post-90s is a question that needs to be considered.

"Consumer demand has undergone two changes: one is paying more and more attention to cost performance; the other is paying more and more attention to the unique value."

Zhang Tao, vice president of Anta (China) Co., Ltd.

"We used to be a confrontation in production, and the next step is confrontation at the expense level."

Sun Ruizhe, vice president of China Textile Industry Association, said.

Chen Dapeng, executive vice president of the China clothing association, said: "when 80 and 90 become the mainstream of social consumption, it will bring about a change in social and cultural foundation."

"Used to make clothes, now do fashion."

Hui Wenlong, director of brand design at JIM 'S, said: "without changing this concept, enterprises will not be able to adapt to the future market."

Annie Walker has launched MOLINA, ENALENA and other products, which include male and female white collar dress suit series, young men and women leisure series, men and women sports leisure series, suitable for "Slow Living", "cochlear family" and "NONO family".

Bosideng newly promoted women's clothing BOSIDENG. RICCI, the main consumer group is 25-40 years old, with mature aesthetic concept of urban middle and high level intellectual women.

And Lining has been using the squirrel tail for 20 years, replaced by the new LOGO, and replaced the original "everything is possible" with the new slogan "let change happen".

Obviously, Li Ning Co not only wants to get rid of the suspicion that it is similar to Nike logo and is similar to Adidas slogan, but more importantly, it hopes to reshape its brand image in the new generation of consumers.

The change has begun.

But where is the starting point for change?

Consumption attitude

After 70, pay attention to quality and price, mainly focus on large consumption. For fashion clothing consumption is weak, more focus on quality and price, like various forms of business promotion.

After 80, I like the changeable, stimulating and innovative way of life.

Prefer fashion, loyalty is generally not high, consumption impulsiveness, easy to be affected by product information, is the main group of online shopping.

After 90, the desire for consumption is strong, the consumption concept is ahead and more personal, supporting the strong consumption power, and the future "diamond" consumer class.