Analysis Of New Trend Of Chinese Clothing Consumer Behavior

　 Guest speaker: Ms. Yu Jin, partner of McKinsey Co global director

　 　 Yu Jin : Thank you! Ladies and gentlemen, ladies and gentlemen, good afternoon! I want to share with you a little story before I speak. I remember when I was in Losangeles last December 26th, I was in holiday in Losangeles, and there was a big Ott Rice center in the outskirts of Losangeles. Americans had a spending habit after December 25th, and there was a big promotion after Christmas. So I also hope to go to the Taobao center in December 26th, and if I am abroad, I believe that everyone can see the past consumer market in foreign countries. But it was quite unexpected to me that one or two miles away from that shopping center was already full of cars on the road. I was very, very surprised. When I walked to the shopping center, I found that the brands we knew were familiar to Asian people. I heard all the Korean and Chinese people in my ears. The Chinese from mainland China were the most powerful consuming teams in Taiwan. What surprises me more is that when I go further, I find many brands that consumers are familiar with, and there are a lot of long queues at the front door. This is a difficult situation to imagine in the United States. A very long queue has been formed. People have been queuing up for hours to shop in waves. These are the brands that Chinese consumers are familiar with. In the mall, there are two Chinese and English speakers in the trumpet, and I feel very shocked by the Chinese consumption ability.

I remember that in a few years, a problem has always been pondering. In a city as big as Losangeles, there is actually only one consumer center that can bring together all the cutting-edge brands in the world. But a problem that I have always been puzzled about is less than 10 kilometers in our Chang'an Avenue. The new world, the China World Hotel and the Oriental Plaza all involve the most sophisticated brands. Last year I did not say how much the stores consumed in China. The world's most sophisticated brands predicted the ability of Chinese consumers very many years ago, and paved the way for their brand building very early, pulling their sales in the Asian consumer market in the global market. When I saw that day, I felt that there was at least one answer to my questions. The world-famous brands could be enduring, and it was one of their success to predict consumers in a forward-looking way. I heard just now. Unscrupulous prints The communication between entrepreneurs and entrepreneurs here has a very unique and unique view of how to design excellent and enduring products. Today, I am here to provide you with some analysis of market trends, because no matter what kind of products you design, no matter what kind of consumer demands you design, who will be targeted? I hope that I can bring some forward looking analysis today, which is the analysis of some forward-looking features of your targeted group. Because time is limited, I hope that through these brief information sharing, we can give you the hope that we can put forward two or three questions that are worth thinking by industry experts here.

First of all, we all know about China. Urbanization The process is huge, and the process of urbanization brings us the biggest foundation for our consumption ability. What kind of scale should China's urbanization be? I want to give you some concepts. First of all, how much will China live in the city than today? According to our analysis, it will increase 350 million people in the next twenty years. What is it? What is the concept? It will surpass the total population of China now, and how many one million people will be born in the city in the future. There will be two hundred cities like this. Let's imagine that there are only 35 such cities in Europe, and two hundred cities will appear in China in twenty years. I will not say that from architecture, we are also equivalent to building 10 New York cities in the next 25 years. More importantly, by the year 2025, 2/3 of the population will live in cities. That is nearly 1 billion people. In such a process of urbanization, 80% of the urban consumption will be targeted at the middle class, where the top 15% of the consumers will go to high-end consumption, so how much high-end brand consumption potential can be seen when they involve their products and their brands.

　　 everybody Talking about the Chinese market and the new trend of China's consumption, let me first ask a question. I am here to enlighten you to ponder over a question, whether the future Chinese market is a market or a N market, because no matter what kind of product design we make, no matter what brand marketing we do, we can analyze the market segmentation well, and I think we can do it well. In fact, we have done a lot of consumer research on the future cultural orientation of consumers, the confidence of future consumption and the different key purchase factors along a large product category. We have analyzed the preferences of consumers. The difference is mainly due to the gap between mature classes, for example, big cities, second tier cities, three line cities, or because of the income gap, for example, the high-end income groups, the poor, in fact, we have all found that these are not the main differentiating factors. The most important difference in consumer preference is regional differences.

So I think in the future, regional differences such as here can give you some examples. These regional differences may be different from their own cultural history. They are also different from the urban population structure. An example is also a class city group. The floating population in Shenzhen accounts for 86%, while Guangzhou accounts for only 27%. Another example is different cultural appeals. For example, consumers in Shenzhen are less concerned about the safety of products, but advocate individualism. Consumers like Beijing, Tianjin and Hebei are the most concerned about the safety of products. Shanghai's pursuit of individualism is many, and the pursuit of brand names is relatively high. So we can see that there is a big difference between what consumers need and consumer loyalty in different regions, including these differences, and also their marketing patterns. For example, consumers in places like Shanghai, Shenzhen and Hangzhou may have more influence on the local TV and provincial TV stations. But for consumers in North China, they probably believe in CCTV's advertising programs. To understand regional differences, it is also different for us to make our products appeal and our brand demands effectively delivered to our consumer groups. Therefore, based on this difference, we think that in the future Chinese market, we divide it into 22 urban groups. In fact, the interesting thing here is that in the future, this area may be strengthened, and the pursuit of diversity among regions may drive the market in the future.

As an entrepreneur, I think we are also considering how we can build our regional brand to emphasize regional appeal, or as a national brand, how our demands should be adjusted, how the marketing mode can be changed, and how we can better capture various market opportunities. Just like a Kwok steel in Beijing, Shanghai has a Zhou Libo, which is different from all parts of the country.

We are all talking about whether the trend of consumers is more and more luxurious or luxurious, or advocating green environmental protection. I think this is actually very different in different groups. Here I would like to give you another concept. In the near future, the population of 1 billion cities can be seen. Although we can see that a rectangular city will form a very effective cluster benefit, we can see that the medium-sized cities in the middle dark blue will be the fastest growing market in the future. In the future, smaller cities will account for more than half of GDP in 2020, so the development of small and medium-sized cities can not be ignored, though there are six mega cities in the future. And these small and medium-sized city consumers may have different methods. When we discuss high-end brands, we pay more and more attention to the details of life. At the same time, when we build sophisticated brands and high-end consumers, do we still have a lot of new markets emerging? From the rural population to the urban population, we have just entered a well-off society. I think this is a question worth considering when we build our own product appeal. At the same time, in view of this two or three line city, in fact, their consumer purchase behavior is also very different. For example, we have done a survey like three or four line cities, most of the online shopping phenomenon is very active, in fact, three or four line city online shopping is much higher than the second line wins, especially the more fashionable electronic products. In the future, we can see that when the three or four line cities are very consuming market, as our marketing mode, we should break through a more effective marketing mode to effectively deliver our product appeal and brand appeal to our target market and target groups, which is also inspiring to everyone. Today, because of the time, I am here to make a suggestion. I hope to provide some background information for the discussion behind you. Thank you!