A Brief Analysis Of The Sales Situation Of The Clothing Market In The First Quarter Of 2011

Retail sales growth slowed significantly

Compared with the rapid growth of retail sales, the national key large-scale

Retail sales of clothing and children's clothing increased year-on-year (%)

In the first quarter of 2011, the volume of retail sales of all kinds of clothing in key large retail enterprises increased by only 4.8% over the same period last year, a sharp decrease of 7.2 percentage points over the same period last year.

Among them, the volume of children's clothing retail sales was lower than that of the same period last year, only 3.2%, and the gap between the growth rate of children's clothing and the same period last year reached 10.7 percentage points.

Brand clothing prices accelerated up {page_break}

According to the data of the National Bureau of statistics, the year-on-year growth rate of clothing consumer prices showed a positive positive growth in 2011.

In the first quarter, clothing consumer prices rose by 0.3% over the same period last year, up 0.8% in March, the highest growth rate since February 2007.

And according to the latest data, clothing consumer prices in April grew by 1% over the same period last year.

At the same time, the brand clothing prices of the major large scale retail enterprises in the country have increased significantly.

In the first quarter of 2011, the price of brand clothing of the major large-scale retail enterprises increased by 19.9% over the same period last year, 7.8 percentage points faster than that of the same period last year. The growth rate of children's clothing brand clothing was 28.7% higher than that of the same period last year, 10.4 percentage points faster than that of the same period last year.

Clothing and children's clothing prices year-on-year growth rate (%)

Compared with the growth in retail sales, the price of children's clothing brand clothing has accelerated, indicating that prices are the main driving force for the rapid growth of children's clothing sales in the first quarter of 2011.

Brand concentration declined

With the increasing diversification of children's clothing consumption demand, the individuality of children's clothing is constantly highlighting, resulting in the increasingly fierce competition in children's wear market and the decline of brand concentration.

In March 2011, the market share of the top ten brands of children's clothing sales in China's major retail enterprises totaled 37.57%, at a relatively low level, representing a 3.6 percentage point decline compared with the previous year.

Meanwhile, the gap between the first brand and the tenth brands also dropped from 4.6 percentage points in March 2010 to 4.4 percentage points in March 2011.

Sports, fashion and leisure brands lead the market.

In recent years, people's pursuit of leisure life has been increasing. Under the upsurge of this upsurge, the leisure and comfortable wind swept through the clothing market, and the characteristics of fashion gradually spread from adult clothing to children's clothing, and the adult characteristics of children's wear became more and more obvious.

Under such circumstances, children's clothing brands with distinctive positioning, sports, fashion and leisure are favored by consumers, such as Nike, Adidas, Barbara and so on.

{page_break}

According to the China National Business Information Center, in March 2011, the top three brands in the children's clothing market were Adidas, Barbara and NIKE, with a total market share of over 5%.

In addition, the full integration of comfort and innocence, lovely and leisure style brand has become the darling of children's clothing market, such as Ann, Snoopy and other brands are among the top ten.