Investigation On The Development Of Shenzhen's Clothing Market In 2012

Shenzhen in the first half of 2011 clothing The cumulative growth rate of retail sales is over 20%. Although the growth rate has been improved in the first half of 2012, it has not exceeded 10%. 1-2 months a year is the weakest period in the industry. Although sales have improved, the hope of "warming up" has not yet been seen. Market Research Shenzhen is adjacent to Hongkong, with sensitive information and convenient transportation. It is easy to understand the changing trends of international clothing styles, colors, fabrics and international clothing market through Hongkong, and is in the leading position in the world trend, and has strong product innovation capability. At the same time, in the course of 20 years of development, a large number of middle and senior craftsmen, managers and marketers have been trained. The garment industry in Shenzhen has developed rapidly under the unparalleled information and talent advantages of other cities. Shenzhen clothing mainly includes women's clothing, men's wear, children's wear, underwear, accessories and other industries. Investment analysis, of which Shenzhen women's wear is the best part, is the most important part of Shenzhen's clothing industry. The number of enterprises and output value accounts for about 70% of Shenzhen's clothing industry. In 2011, the clothing industry in Shenzhen realized 160 billion yuan in output value, nearly about 60000000000 profit, about 15000000000 yuan in taxes, and 7 billion 600 million US dollars in export. There were more than 2500 clothing enterprises, more than 350 thousand employees, and more than 800 private clothing brands. Among them, more than 100 famous brands in China, and the products were sold well in more than 100 large and medium-sized cities in China, and the market share of one kind of shopping malls in big cities was over 60%. A large number of famous brands such as "Ma Fei Er", "Song Li Si", "Ma Tian Ni", "an Li Fang", "Ying Er", "Ai te AI", "Kate Dan", "fu'anna", "fuanna", "Providence", "galong" and "Yi Hui" have established a leading position in the domestic brand of Shenzhen fashion industry, and have had a certain impact on the international stage. (source: Chung Hua Pu Hua)

The research report shows that over the years, the Shenzhen government has formulated policies to encourage enterprises to "sell both domestic and foreign markets at the same time", "design as the soul, brand as the life and market orientation", so as to encourage enterprises to continue to open up overseas markets and expand exports to the outside world. On the other hand, they should intensify efforts to open up the domestic market, and actively promote enterprises to create their own brands and famous brand products. Through these policies and measures, many export oriented garment enterprises, especially women's clothing enterprises, have begun to create their own brands and expand the national domestic market. Shenzhen garment industry gathering base is one of the 9 traditional industrial gathering bases for the planning and construction of the Shenzhen municipal government. The first phase of industrial land planning is 1 million 80 thousand square meters, with a total investment of 3. 600 million yuan, introduced 22 well-known clothing enterprises in China, two phase headquarters functional area planning land more than 200 thousand square meters, planning and construction of clothing public service platform, enterprise headquarters building, incubator, R & D center and other investment projects. The short term goal of big wave is to strive to cultivate more than 10 Fashion and creative enterprises with over 1 billion yuan output value and international competitiveness by 2015, carrying 30% of Shenzhen's fashion and creative industry, with an annual output value of 60 billion yuan.

Sales situation of Shenzhen clothing market in 2011

According to data analysis, in 2011, Shenzhen's clothing prices rose 20 over the same period. 3%, 1 faster than in 2010. 2 percentage points. The contribution of unit price growth to retail sales growth is as high as 79. 9%, a 28 increase over 2010. 2 percentage points, that is to say, nearly 80% of the retail sales of clothing in Shenzhen in 2011 were driven by the rise in unit prices.

The rapid growth of clothing prices in Shenzhen, especially Clothing brand The acceleration of price growth has brought greater pressure to consumer clothing consumption. In 2011, Shenzhen's clothing retail sales increased by only 4 over the same period last year. 36%, a 5 drop from the growth rate of retail sales in 2010. 84 percentage points, at the same time, the lowest level since 2001.

In 2011, the rapid rise of clothing prices triggered a sharp downward trend in clothing consumption in China, and the growth rate of high-end clothing consumption slowed down significantly. In 2011, the retail sales of clothing commodities in Shenzhen grew by only 10%, up 11 from the overall level. 5 percentage points, and retail sales increased by 12 over the same period last year. 7% decline.

According to market research, ZARA, H&M, C&A, GAP and Uniqlo continued to develop rapidly in 2011. The number of stores in China continues to grow rapidly, and the trend towards the two or three line is obvious. In 2011, the proportion of the two or three line cities in ZARA and H&M was over 80%, 82 respectively. 8% and 83. 9%.

The sharp slowdown in the actual sales growth of clothing caused by the price increase in 2011 will trigger the deep thinking of clothing manufacturers in Shenzhen, middlemen and retail enterprises on the pricing of clothing. At the same time, the drop in prices of raw materials and the increase in exports to domestic sales caused by foreign trade pressures will make the price increase of clothing in 2012 slower than that in 2011. At present, the consumption of clothing in Shenzhen is expanding in scale, and the consumption rigidity is relatively strong. The slowing down of price increases will lead to the increase of sales volume in 2012, thus ensuring that the growth of clothing consumption in Shenzhen will remain stable in 2012.

Shenzhen's parity clothing market will develop rapidly. With the rise of clothing prices, consumer prices for clothing in Shenzhen are becoming more and more unbearable. However, the sale of clothing in Shenzhen in 2011 is outstanding because its price advantage has greatly relieved the pressure of inflation on consumer clothing consumption.

Differentiated clothing will continue to emerge. At present, the current situation of homogenization and simplification of goods in Shenzhen's clothing market is hard to satisfy consumers' demand for diversification and personalization of clothing consumption. Meanwhile, due to the large income gap between residents, the different income groups show more and more obvious differences when dealing with the rise of clothing prices, so the future differentiated clothing will continue to emerge.

More and more Shenzhen clothing enterprises will use the capital market. The trend predicts that the clothing market in Shenzhen has entered the stage of brand competition. Therefore, only if we manage good brands can we ensure that we will not be eliminated in the market competition, but the operation of brands will not only take a long time to accumulate, but more importantly, continuous financial support.

Shenzhen garment enterprises will continue to develop multi brand strategy. The market is becoming more and more diversified, and consumers' demand for personalized clothing will become more and more vigorous. More clothing brands are needed to meet their individual needs. Therefore, multi brands are still the trend of development.

(two) sales situation of Shenzhen clothing market in 2012

Shenzhen garment retail market in 2012 the two quarter of the warmer, failed to reverse the decline in the first half of the year. The first half of the data analysis, the domestic clothing market overall sales growth rate is only 9. 82%, 21 of the same period in 2011. 81%, the decrease is obvious. However, sales began to pick up in the two quarter.

Although the overall sales growth of Shenzhen's clothing market was not as good as that of the same period in 2011, sales rebounded in the two quarter and maintained a relatively stable growth. Compared with the beginning of the year, the gap between Shenzhen's clothing sales in the two quarter and the same period last year obviously narrowed. Holidays and holidays are the main reasons for sales growth of major shopping malls.

Industry research experts from China Industry Research Network said that from the development trend in 2012, as more and more enterprises develop online, the number of apparel online sales enterprises has increased substantially, and the competition in the online sales market will become increasingly fierce. Online sales have entered the period of fighting for funds, prices and channels. At the same time, in order to regulate the market, the relevant government departments are gradually increasing the supervision of online sales, such as increasing taxes and selling authentic clothing, which will lead to a large number of enterprises facing the danger of being eliminated.