Hongkong TDC'S Survey On Clothing Consumption In Mainland China

Summary of Hongkong TDC's survey on clothing consumption in major cities in mainland China:

The economies of Europe and the United States and other developed countries are weak, and the employment market is lagging behind. Consumer attitudes are still cautious. They have to continue to practise thrifty and national policies do not encourage arbitrary consumption.

On the contrary, with the rapid economic growth and the consequent improvement of the quality of life, consumers in emerging markets are increasingly demanding the quality and style of clothing. Clothing has evolved from the necessities of life to an important part of representing the quality of life and reflecting the way of life.

As the top priority in emerging markets, the clothing market in the mainland of China is expected to go up to a higher level, with great potential for development.

Many visionary Hongkong

Many years ago, we have entered the mainland market. After years of hard work, they have established themselves in the mainland of China, established reliable brands and good reputation, and have a clear awareness and wide acceptance in the minds of consumers.

Not only are the individual clothing brands of Hongkong very popular with domestic consumers, but the overall "Hongkong brand" also makes the mainland consumers a good impression.

In 2001, 2002 and 2008, the Council conducted a survey of clothing consumption in mainland China. In 2012, the residents of 13 cities in the mainland were surveyed again, hoping to understand the latest fashion consumption patterns in the mainland and the advantages of the "Hongkong brand" in the mainland, so as to gather useful information and make corresponding suggestions for Hongkong companies interested in expanding the mainland garment market.

In the first quarter of 2012, 13 mainland cities, including Nanjing, Shanghai, Hangzhou, Harbin, Shenyang, Beijing, Tianjin, Dalian, Wuhan, Chengdu, Chengdu, Chengdu and Chengdu, visited 3250 people, housewives and students who had lived in the visited cities for more than two years and had purchased clothing in the past 12 months. The findings are summarized as follows:

Respondents indicated that the main reasons for buying clothes were practical needs and seasonal changes. However, many of them were for sale and promotion in order to keep up with fashion trends.

The standard of choosing clothes is quality first, followed by reasonable price and fashionable style.

On the whole, mainland respondents are most influenced by the fashion trend of the mainland, while the trend in other areas has little effect.

Relatively speaking, Shanghai, Shenyang and Xi'an are more affected by fashion trends in other regions.

In the past 12 months, the average consumption of clothing was RMB 2635 yuan, and the amount of consumption in each city was roughly proportional to the per capita income of the city.

In the next 12 months, the clothing consumption budget is RMB 3616 yuan. Except for Guangzhou, respondents in all cities indicated that clothing consumption will increase in the future, with Tianjin, Chongqing, Hangzhou and Xi'an expected to increase by more than 60%.

Consumers have the habit of visiting the clothing store frequently. Nearly 70% of them visit the clothing store once a month at least. The time of patronizing clothing stores is mainly on weekends or public holidays, while shopping locations are most popular in department stores, and the main reasons are brand concentration, comfortable shopping environment and good reputation.

Customers are quite satisfied with the clothing sales channels and the customer service of the clothing store. The score of the 5 points system is 4 points.

The most effective promotional or promotional activities are discount / discount promotion, shopping promotion booth and TV / radio advertising.

However, respondents in Shanghai, Beijing, Wuhan, Chengdu and Guangzhou indicated that

They are more attractive than shopping promotions and TV / radio advertising to buy clothes.

The overall image of Hongkong brand to mainland consumers is style, style, material and quality.

Nearly 20% of respondents said they would increase the purchase of Hongkong brand clothing in the future.

Compared with the same quality mainland brands, respondents were willing to pay higher prices for Hongkong brand, with an average premium of 14%-133%, the highest in Hangzhou and the lowest in Beijing.

To sum up, our recommendations are as follows:

Respondents are generally interested in buying new brand clothing and are willing to pay a premium to buy Hongkong brand clothing. Hongkong companies should make more use of this advantage, make clear market positioning and clear target customers, establish brands or enhance their popularity, and enhance market acceptance and reputation with good quality.

? in terms of products, Hongkong

The most suitable way to take the mid-range route is to promote the new clothing consumption culture with the Hongkong style, Hongkong brand, Hongkong design and Hongkong management as the tangle.

In terms of sales channels, the department stores which are comfortable in brand concentration and shopping environment are most popular. When they plan to develop new sales channels, Hong Kong businessmen may consider setting up points in department stores, which generally benefit more than the establishment of chain stores or independent shops on the streets.

In terms of promotion strategy, Hongkong can attract customers to increase visibility through participating in discount / discount activities and opening sales promotion stalls, and enhance brand penetration with TV / radio ads to achieve unexpected publicity results.

Consumers are becoming more and more concerned about quality and service. In addition to maintaining a good and competitive price performance ratio, Hongkong companies should strengthen or require domestic retailers to strengthen sales and after-sales service of clothing.

The survey shows that providing free garment modification services and increasing clothing styles and styles will help customers to improve their clothing sales channels and customer service.

The consumption habits of respondents in different cities and groups are different. Hongkong companies should formulate corresponding marketing strategies for different cities and groups of consumers, and launch appropriate products to meet their different needs.