"One Garment" Sees Through The Sale Of Clothing For The New Year

Borrow new year

Chaoyang District, Beijing

Members: a family of 8, including 4 elderly people, 2 young people and 2 children.

Men and women accounted for 1: 1.

Data: during the Spring Festival holiday, the total consumption amounts to 26278 yuan.

Among them, consumption of food and clothing is 4800 yuan, clothing consumption is 7598 yuan, communication and pportation accommodation is 13880 yuan, food consumption accounts for 18.27%, and clothing consumption accounts for 28.91%.

Women's wear: Ordos cashmere sweater 2 female models, model G4E5F49EF9C672-1, black, 1738 yuan.

ESPRIT (E Splltter) lady's long overturned Lapel windbreaker jacket, model AC1887, red, 999 yuan.

ONLY crash color block round neck cut loose loose two piece knitted sweater, model 112124018103, blue gray, 499 yuan.

Men's wear: Ordos cashmere sweater, model G4E5CBB712625B-1, medium gray, 1818 yuan.

ESPRIT (E Splltter) men's suit jacket jacket, model AD5100F, black, 999 yuan.

TONY WEAR (Tony Valley) male wool pullover, model 1110307480, dark grey, 595 yuan.

Children's wear: Parker's blue boy's down jacket, model PJDE115301, dark blue, 490 yuan.

Parker's blue girl's down jacket, model PJDE105201, dark red, 460 yuan.

The payment method is divided into 3 payment methods: credit card payment, cash payment and Taobao Alipay payment.

Among them, the credit card payment was 18589 yuan, accounting for 70.74%; cash payment was 4800 yuan, accounting for 18.27%; Taobao Alipay paid 2889 yuan, accounting for 10.99%.

In the Spring Festival shopping demand statistics, coat, sweater and other categories accounted for 76%.

Besides, outdoor sports shoes are also popular among many consumers. They believe that buying outdoor clothes during the new year is a must for holiday travel.

Of the surveyed consumers, 40% said that buying clothes would focus on the discount period at the end of the shopping mall, 30.28% of consumers liked to visit the brand stores on the commercial street, and 29.72% of respondents liked to buy high-end clothing on the shopping website.

Analysis: during the Spring Festival, a number of department stores in Beijing launched activities such as "winter products clearance" and "spring fresh products listing", while all kinds of shopping cards and gift cards in the public have stimulated their desire for consumption.

However, during the Spring Festival, many people travel or visit relatives, which is bound to disperse a part of the passenger flow.

As consumer groups return to Beijing, the new spring dress will start a large-scale and small discount after the Lantern Festival.

In addition, unlike most of the Spring Festival holidays in the past few years, cash settlement is different. In the urban area of Beijing, with the escalation of customer consumption concept, more convenient bank card pactions are showing a trend of rapid growth.

Changchun, Jilin

Members: a family of 4, of which men and women account for 1: 1.

Data: Ladies' wear

Men's wear: Ordos brand cashmere sweater, model 992523341320 yuan.

Hai Lan home shirt, TC-00977, light grey, 308 yuan.

Columbia outdoor men's shoes, model M-9900021, black, 699 yuan.

The total consumption is 7649 yuan.

Among them, clothing consumption 4149 yuan, accounting for 54.24%.

Among them, men's shirts and women's down vest are purchased through the Internet, and the rest of the clothes are purchased at Changchun department store.

Payment methods are cash payment, bank card payment and Taobao Alipay 3 payment methods.

Among them, the bank card paid 2280 yuan, accounting for 65.58%; cash payment 3019 yuan, accounting for 3.09%; Taobao Alipay paid 707 yuan, accounting for 4.02%.

Analysis: from the perspective of consumption structure, the total consumption of clothing is still relatively high during the Spring Festival holiday.

In the statistics of Spring Festival shopping demand of friends and relatives, it is found that because of the cold climate in Northeast China, people have a strong desire to buy clothes such as jacket, sweater and winter shoes.

In addition, the difference between male and female clothing consumption and the amount is not large, the ratio is basically 1: 1.

From the perspective of consumer brands, women's clothing consumption brands are mostly fast fashion brands and two or three line women's wear and footwear brands. But this year Coach began to appear at such a price that is not a very high level luxury brand. Judging from the amount of clothing consumption, people's purchase of clothing products during the Spring Festival has not been significantly higher than usual.

On the one hand, shopping malls have more discount activities in the year. People can buy relatively suitable clothing products through online shopping and shopping promotion.

On the other hand, from the perspective of consumption, entertainment and gifts cost 1500 yuan, accounting for 19.6%, which is second of the festival consumption list. This shows that with the continuous improvement of people's living standards, the proportion of cultural consumption and entertainment consumption in holidays is increasing.

Harbin, Heilongjiang

Members: a family of 4, of which 2 are middle-aged and elderly, 2 are young, and men and women account for 1: 1.

Data: consumption amounts to 32440 yuan, of which clothing consumption is 21273 yuan, consumption of food and beverage is 5696 yuan, communication costs are 600 yuan, pportation expenses for spring pportation are 4871 yuan, and clothing consumption accounts for 65.57%.

Women's wear: MEET ANNA brand imported mink fur coat, model MB1110019800 yuan.

Yalu down coat, model YM10510, brown, 549 yuan.

Warm underwear warm underwear, model NL09151FT, purple, 178 yuan.

Lun orgie printed suit, model 5760, red, 168 yuan.

Men's wear: Lining's Sports Life Series Men's short down jacket, model AYME081-1, blue, 420 yuan.

Kay stone is a body fitted fleece jacket, model KG213141, deep purple red, 158 yuan.

The main purchase channels for clothing consumption are purchased through Internet channels such as Taobao mall and Jingdong mall, while the rest of the garments are purchased in Harbin department store.

Analysis: it's almost a custom to show the new spirit in the way of wearing new clothes.

Because of the regional climate and other factors, winter clothing consumption is dominated by warm and cold clothing. Fur clothing has been popular among more and more consumers in recent years. They believe that the purchase of high-grade fur clothing during the Spring Festival is not only a reward for themselves, but also a manifestation of their identity and strength.

On the way of purchase, the way of online shopping is gradually recognized by more consumers. Basically, network consumption covers clothing, food and daily necessities.

In particular, the price advantage and wide selection of online shopping make people's consumption more rational. People usually choose good styles in department stores and physical stores, try out the sizes and colors, and then buy them online. The flagship stores of the major brands not only have the advantage of less than the selling price of the stores, but also the strategy of returning goods and exempting postage is attracting consumers.

Qingdao, Shandong

Members: 6 families, 1 of whom are 84 years old.

2 people aged 55~60 live in Qingdao for a long time, 2 are 30~35 years old, 1 are infants and young children who live in Beijing for a long time.

Men and women accounted for 1: 1.

Data: the total consumption of Spring Festival clothing is 4890 yuan.

In addition, the consumption of food and clothing is 7800 yuan, gift consumption is 3580 yuan, communication and pportation is 2200 yuan, and clothing consumption accounts for 37%.

Women's wear: Bosideng down coat, khaki, 1140 yuan, 549 yuan for Fred shoes.

Men's wear: the male clothing suit is 1298 yuan, the combination of UNIQLO men's wear is 749 yuan, and AOKANG men's shoes is 600 yuan.

Children's wear: ZARA cotton clothes 298 yuan, baby jeans jeans 58 yuan.

Old age Tang coat: 198 yuan.

The purchase of young people in Beijing shopping malls, some elderly clothing purchased in Qingdao shopping malls, others purchased in the network.

Payment methods are divided into 3 payment methods: bank card payment, cash payment and network payment.

Among them, the bank card pays 12372 yuan, accounting for 67%; the shopping card pays 900 yuan, accounting for 5%; the cash payment is 4986 yuan, accounting for 27%, and the network payment 128 yuan 0.6%.

Cotton clothing, suits and other categories accounted for more than 60% of the proportion.

Of the surveyed consumers, 80% admitted that the discount hours at the end of the year were attractive. 60% of the consumers, especially the male consumers, liked the clothing of the brand stores. 15% of the respondents thought the price of the shopping malls was too outrageous.

Analysis: in the field work, coming home in New Year is common in many families. These families also have subtle changes in clothing consumption in recent years, and clothing daily consumption has been greatly improved. In addition, regional brands such as men's clothes, NUOR and Fred shoes are still playing an important role in local consumers' minds. Male consumers have designated brands in the clothing purchase plan, and their brand loyalty is very high.

Female consumers have higher requirements for clothing styles and cost performance, and less loyalty to brands.

Shantou, Guangdong

Members: a family of 9, of which 3 are elderly, 4 are young, 1 are teenagers, 1 are infants.

Men and women accounted for 1: 1.

Data: the 7 day holiday of the Spring Festival, the total consumption of all kinds is 16172 yuan.

Among them, consumption of food and clothing was 3500 yuan, clothing consumption was 6792 yuan, and communications and pportation was 5880 yuan, of which clothing consumption accounted for 42%.

Women's wear: mo&co brand coat, model M113OVC06-40, camel, 2039 yuan.

Gitti brand down garment, model CJ4910/3210, white, 1274 yuan.

Men's wear: Ordos brand cashmere sweater, model 99261143414 yuan.

Children's wear: Baby paradise, model 977, red Tang costume, 65 yuan.

Except for children's clothing purchased through Taobao online mall, the rest of the clothes are purchased at Guangzhou department store.

The payment method is divided into 4 payment methods: bank card payment, shopping card payment and cash payment, and Taobao Alipay payment.

Among them, the bank card paid 10607 yuan, accounting for 65.58%; shopping cards to pay 5000 yuan, accounting for 30.91%; cash payment 500 yuan, accounting for 3.09%; Taobao Alipay paid 65 yuan, accounting for 4.02%.

In the statistics of Spring Festival shopping demand for friends and relatives, down jacket, sweater, winter shoes and other categories account for 60% of the vote.

Besides, luxury packages are also popular among more consumers. They think buying luxuries in the new year is a reward for their hard work for a year.

Of the surveyed consumers, 60% said that buying clothes would focus on the discount period at the end of the shopping mall, 36.67% of consumers liked to visit the brand stores on the commercial street, and 33.33% of respondents liked to buy high-end clothing on high-end shopping websites.

Analysis: this year's Spring Festival is colder than in previous years. People prefer to shop around. In addition, holiday cards are used as welfare benefits to promote local clothing consumption in Shantou.

The choice of clothing brands is more likely to choose well-known brands.

Colors such as red, yellow, and so on indicate a more auspicious and auspicious color.

Love for luxury goods has also become the key to Spring Festival shopping for friends and relatives.

It is generally reflected that 50 percent off promotions in shopping malls have become normal. Therefore, many consumers have bought new year's clothes on other holidays, so there is not much expectation for the Spring Festival clothing consumption, while buying luxury products at high-end shopping websites or direct stores has become the best choice for young people to buy Spring Festival shopping.