The Trend Of Consumption To Online Shopping And Fast Fashion Is Obvious.

< p > < strong > (1) sales growth is less than that in 2011, and the growth rate in the second half is slightly better than that in the first half of the year < /strong > /p >

< p > according to the statistics of the China National Business Information Center, in 2012, the major retail enterprises of the country "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "retail sales increased by 12.5% over the previous year, down 9.1 percentage points from the previous year, and the growth rate was the lowest in 1999.

In the first half of the year, the retail sales grew by 11.1% over the same period last year, and the growth rate in the second half of this year has improved by 13.9%.

< /p >

< p > < /p >.

< center > < img alt= "" width= "500" height= "207" src= "http://img2.china-ef.com/news/2013/201305040924348.jpg" / > < /center >

< p > < /p >.

< p > strong > (two) clothing prices continued to rise year by year, and retail sales grew at a minimum of ten years, < /strong > /p >

< p > according to the sales statistics of clothing products of the major retail enterprises in China, the retail prices of clothing commodities rose by 10% in 2012 compared with the same period last year.

< /p >

< p > clothing prices continue to rise significantly inhibit consumer demand for clothing consumption.

In 2012, the volume of retail sales of all types of major retail enterprises increased by only 2.3%, up 2.1 percentage points from the first half of the year, the lowest level since 2001.

< /p >

< p > with the increase of volume and price, the contribution of clothing prices to overall sales in 2012 continues to improve.

It is estimated that in 2012, the increase in the unit price of clothing in the major retail enterprises of the country contributed 81.6% to the overall retail sales growth, the highest level in recent years, while the rest of the retail sales contributed only 18.4%.

< /p >

< p > < /p >.

< center > < img alt= "" width= "500" height= "207" src= "http://img2.china-ef.com/news/2013/201305040924438.jpg" / > < /center >

< p > < /p >.

< p > < strong > (three) most clothing sales are slowing down, children's wear and outdoor products are bright spot < /strong > /p >

< p > 2012, most of the major clothing categories of the major retail enterprises in the country, the sales volume of most clothing categories increased less than that of 2011, and sales of some clothing categories even declined.

< /p >

< p > although the overall performance is relatively low, there are still sales highlights in all kinds of clothing, such as children's wear and outdoor products.

In 2012, the retail sales of children's clothing showed an accelerating growth trend, the growth rate increased by 1.7 percentage points compared to 2011, and the retail sales of outdoor commodities increased by 36.1% over the same period last year, which has a marked increase compared with 2011.

< /p >

< p > < /p >.

< center > < img alt= "" width= "500" height= "207" src= "http://img2.china-ef.com/news/2013/201305040924521.jpg" / > < /center >

< p > < /p >.

< p > < strong > (four) the trend of consumption to online shopping and fast fashion is obviously less than /strong > < /p >.

< p > online shopping and fast fashion and other cheap clothing effectively relieved the pressure caused by the rise of clothing prices to consumers, and played a role in meeting the current consumption demand of consumers. Therefore, the trend of consumption to online shopping and fast fashion is obvious.

< /p >

< p > 2012, fast fashion brands such as ZARA, H&M, GAP and Uniqlo continued to open their stores in the domestic market, while continuing to consolidate the first tier city market, and further extended to the two or three tier cities.

In addition, there are more fast fashion brands entering the domestic market.

In terms of Internet sales, according to the statistics of Analysys International, B2C clothing sales in 2012 increased by 167% over the same period last year, significantly higher than the growth rate of physical stores.

< /p >

< p > < strong > (five) the bottleneck of domestic brand development is prominent, and it is difficult to meet the changing consumption demand < /strong > /p >

At present, the consumption characteristics of domestic clothing in China are mainly manifested in the diversification and differentiation of consumer demand. P

The changing consumer demand has led to a shorter fashion cycle and a rapid growth of personalization and customization.

< /p >

< p > but at present, the turnover time of domestic clothing products is low, the turnover efficiency is low, the product inventory is large, and the price continues to increase. The production and marketing mode of clothing brand manufacturers can hardly meet the diversified and differentiated consumer demand of consumers, making the contradictions and problems of the domestic clothing brands growing in the development process become more and more, and also make the bottleneck of development become increasingly prominent.

< /p >

< p > < strong > (six) the brand concentration decreased significantly, and the intensity of market competition intensified significantly. < /strong > < /p >

< p > 2012, along with the significant decline in the growth rate of clothing sales, the intensity of competition among the brands in the clothing market has also been significantly intensified, and the level of brand concentration has dropped significantly, leading edge of leading brands has been narrowed.

According to the statistics of the China National Business Information Center, in 2012, the top ten of the major clothing sales of the major retail enterprises in the country ranked the top 2011 of the total market share. Compared with the 2011 years, the overall decline was 4.1 percentage points. From this, we can see that the intensity of the brand competition in the clothing market has intensified in 2011.

< /p >

< p > < strong > (seven) the pressure of sales growth in 2013 is still great. Transformation and innovation is imperative. < /strong > < /p >

< p > looking forward to the development of the clothing market in 2013, the pressure of production enterprises on inventory pressure, retail sales growth pressure and the pformation and innovation of production and marketing mode are very great.

< /p >

Less than P, the sales growth rate will not rise significantly compared with 2012, and retail price growth is expected to continue to fall. Innovation of channels and modes will become the main line of the clothing market throughout the year.

< /p >

< p > < strong > (eight) the rational return of clothing prices is the guarantee for the normal development of the market in the future < /strong > /p >

In the past two years, the prices of clothing items in traditional sales channels have continued to rise rapidly, which has led to a sharp slowdown in the growth of clothing sales. Meanwhile, it has also led to a marked decline in retail sales, and the growth of retail sales is too dependent on the abnormal structure of price increases. It also illustrates the abnormal development of the clothing market at present. P

< /p >

< p > in the long run, if the clothing prices of traditional sales channels continue to accelerate, it will lead to further reduction and pfer of consumer demand in the market, and clothing sales in traditional sales channels will face greater difficulties.

Therefore, it is the guarantee for the healthy and healthy development of the garment market to reduce the traditional channel clothing prices, rationalize the unit price, increase sales volume and increase retail sales, and coordinate the proportion of the total retail sales.

< /p >

< p > < strong > (nine) the channel integration under the clothing sales line is the trend of the times < /strong > /p >

In the past two years, online sales and fast fashion are undoubtedly hot spots in the clothing market. Internet sales have become an irresistible trend. For the traditional clothing sales channels and brand production enterprises that are impacted by P, it is easier to integrate with online sales better than to launch new innovation models.

< /p >

< p > therefore, in 2013, the traditional production channels with high inventory pressure and the pressure of sales growth to achieve the integration of online and offline are the general trend. However, how to make good use of online resources to solve the offline problems and realize the sharing of information between online sales and offline inventory is an important problem for garment production and marketing enterprises in 2013.

< /p >

< p > < strong > (ten) personalized demand, garment customization will become the highlight of the market < /strong > /p >

< p > brand manufacturing enterprises should pay more attention to personalized demand and personalized customization while accelerating integration with online channels.

In 2012, a consumer oriented order meeting has appeared on the Internet, which saves the circulation link of the middle franchisees, directly communicate with consumers, and understand the most authentic information, so as to meet the needs of consumers.

< /p >