European And American Textile And Clothing Consumption Market Is Still Not Optimistic During Christmas Shopping Season.

This year's Christmas shopping season is hard to usher in the excitement of the past.

As the Christmas shopping season draws near, the recent major European and American textiles clothing Retailers and manufacturers took the opportunity to launch various marketing activities. In the special period when economic prospects are still clouded, businesses hope to take the opportunity to disperse. market The haze. However, from the conservative purchasing mentality of consumers at present, the outlook for the textile and clothing market in Europe and the United States is still not optimistic this year during the Christmas shopping season.

　　 Retailers scrambling for business opportunities

Today, major stores in the United Kingdom and the United States Market Warehouse stores have displayed a wide array of Christmas products. Twinkling lights, lush Christmas garlands, amiable happy Santa Claus, and familiar and classical tunes, all of which signifies Christmas is coming.

In fact, under the background of high inflation index and the stagnation of economic growth, retailers in Europe and the United States have started their Christmas marketing strategy in the face of the rare opportunity to sell Christmas, hoping to usher in a favorable turn in the market. In Britain, when most people wear sunglasses and shorts, Santa Claus is invited to the most famous department store in Britain. Harroz's (Harrods) department store, J M Frich (Selfridges) and Oxford street in London started the pre-sale activities of Christmas products in July, and the Christmas products of Fortnum Mason (Fortnum &Mason) also appeared in August.

The Christmas shopping season in the United States is also much earlier than in previous years. Costco, one of the biggest chain stores in the United States, was filled with counters at the end of August. Home Depot, Kmart, retail companies, Sears (Sears) retail companies and WAL-MART (Walmart) also started selling Christmas products in September.

Mike Gatti, Mike Gatti of the US Retail Federation, says that the current economic climate makes businesses sell Christmas products early, and they want to create sales outlets and capture market opportunities as much as possible. "From the current sales situation, this marketing strategy is effective. When we see the excitement and happiness that Christmas products bring to our customers, businesses believe they have succeeded. Nevertheless, Mike still worries about the future market. "As Christmas draws near, Christmas products are becoming more and more popular, and some businesses also push up product prices. From past sales experience, customers will refuse to pay extra expenses when the price of Christmas products exceeds 10%. Especially for clothing, consumers tend to be particularly sensitive to price fluctuations. In addition, the long period of publicity and promotion has made customers feel tired or even numb. Although Christmas is still a while, some consumers have no desire for consumption.

　　 Consumers spend their holidays carefully

Retailers are worried and anxious. For the coming holidays, Americans may not be more excited than before. A majority of Americans will spend less on Christmas this year or spend the same amount in previous years, according to a recent study released by the Reuters research group. About 27% of the respondents said holiday spending would be less than that of last year, while about 55% said they would be flat last year. The results showed that only 18% of respondents planned to spend more on Christmas this year, a 23% decline from last year. Britt Beemer, chairman of the US research group, said that in the long list of spending lists of consumers, there was little money left for holiday celebrations, which is closely related to the rising cost of living, increasing difficulty in raising salaries and the decline in the value of real estate. Britt Bimer

In the face of the coming Christmas, British consumers are also in the dilemma of saying "love you is not easy". According to MyVoucherCodes, a well-known UK discount website, 42% of the 1402 British adults surveyed have begun saving Christmas for 4 months after Christmas. 56% of those who saved money in advance said that monthly reservations could relieve the pressure of one-time payment of Christmas expenses. When asked about the amount spent on Christmas in 2011, respondents said that the expected expenditure of goods including gifts, food, accessories and clothing was 1507 pounds. The industry asserted that consumers would probably be the first to reduce clothing consumption if they had to save money, so clothing sales could be the most vulnerable sector in the retail industry.

On the other hand, with the increasing pressure of family budgets, consumers in Europe and America have begun to look for cheaper ways to buy necessities in addition to trying to cut down on Christmas expenses. Online shopping has become the preferred way of European and American consumers. IMRG, an online retailer, recently launched an investigation in 6000 British consumers, 35% of whom said they would buy Christmas products through the Internet. The survey from the United States also confirms this trend. 68% of consumers are turning to discount chain stores. 42% of consumers think that this method is even more cost-effective than shopping in Taghit or Target. {page_break}

　 Manufacturers take care of their products.

Consumers' "save money" plan is enough to worry retailers. Faced with many factors such as the appreciation of the renminbi and the rising price of raw materials, our manufacturers are mixed with this year's Christmas orders.

Unlike other goods, Christmas items usually go through a longer cycle from order to delivery. In the second half of the year, foreign markets begin to sell Christmas products, so for domestic enterprises engaged in Christmas merchandise exports, orders will last until the end of September.

It is precisely because the cycle from order to delivery is longer, any fluctuation in the exchange rate market will affect the profitability of the business in this Christmas season. Nowadays, the trend of RMB exchange rate against the US dollar is increasing, and enterprises can only find the living space by raising the price. Mr. Yuan, who does foreign trade in Guangdong, said that the price of clothing sold this year increased by 10% over the previous year.

For textile and garment exporters, the rising price of raw materials is also testing the profits of enterprises. The head of a textile enterprise in Hangzhou, Zhejiang, said, "in August, clothing orders for enterprises increased by 30%~40% over July, most of them were Christmas orders, but as most of the manufacturers' raw materials were bought at high prices, the orders were basically not smooth."

From retailers, consumers and manufacturers, despite the expectations of the Christmas shopping season, the European and American textile and clothing market may not be able to make a satisfactory answer this Christmas.