The Garment Industry Will Benefit From Urbanization.

From the perspective of international development, the acceleration stage of Urbanization clothing The proportion of consumption growth and total consumption will increase. Japan and South Korea ushered in the rapid advance of urbanization in 1950 and 60s respectively. During the period, the average annual urbanization rate rose by about 1 and 1.7 percentage points respectively. The proportion of household clothing and home textile consumption expenditure showed a trend of rapid rise and then a slow decline. In 2011, China's urbanization rate reached 51.3%, and will soon enter the stage of rapid urbanization. According to the experience of the United States, Japan and South Korea, the proportion of clothing consumption in China will gradually increase, and urban and rural residents in 2011 will gradually increase. Clothing category Expenditure accounted for 8.93% and 6.06% respectively, and there was still much room for distance from international high points (US 12.7%, Japan 12.8%, South Korea 11.3%).

In the process of urbanization, the increase of residents' consumption level results in 234 billion 100 million incremental clothing market. The two yuan structure of urban and rural areas in China leads to a large difference in consumption. In 2011, the per capita income of urban residents accounted for 1.2, 5 and 1.5 times of the total income of rural residents, the absolute value of clothing expenses and clothing expenses respectively. In the future, with the promotion of urbanization, the consumption potential of the existing rural residents is expected to be released. Assuming that China's per capita income doubled and the level of urbanization reached 60% in 2020, we will calculate our country in that time. Clothing market Capacity reached 3 trillion and 800 billion, because the incremental market brought by the urbanization process was 234 billion 100 million.

Urbanization is conducive to the whole process. Garment industry The route of consumption upgrading determines the benefit time sequence of subdivision industry and the capacity of subdivided industries. The core of the promotion of urbanization is the improvement of the income level of rural residents and the change of their occupational attributes. Therefore, the promotion of urbanization is conducive to the development of the entire garment industry. The route of consumption upgrading determines the time sequence of subdivision industry benefit and the height of subdivision of industry capacity, and the traditional channels such as department stores, street stores and large supermarkets from the perspective of channel formats will make the sinking process more smoothly. In view of the characteristics of the following three or four markets, such as the differentiation of consumption demand, the decentralization of consumption area and purchasing power, the small capacity of single regional market and the difficulty of standardized management, we believe that the affiliate mode is easier to sink than the direct mode. Therefore, enterprises that are better at joining mode are expected to benefit faster. The consumption demand of the low line market is released online due to the limited channel choice. The online shopping situation indicates that the prospect of the brand channel sink can be expected. In the process of rural urbanization, online shopping channels develop faster or exceed expectations, accelerating the integration of market consumption at all levels.

Industry recommendation: preferred home textiles, Casual clothes The foreign experience shows that with the continuous development of urbanization (50-60%), the demand for home textiles is expected to be released quickly and with greater elasticity. Multi brand portfolio (covering high, medium and low-end market) relatively perfect layout of the leading enterprises are expected to fully benefit the industry growth. The beneficiary targets are Luo Lai home textiles and fuanna. Casual wear: the income level of rural residents has been rising, and it has been gradually moving closer to the three or four line urban residents. Casual wear has the advantages of low price, wide application occasions, many styles and large space for choice, and is expected to benefit first. Among them, leisure wear brands located in the three or four line cities, such as the search for special and 100 round pants industry, will benefit most in the short term. In the long run, the United States and Semir are expected to usher in new opportunities for development in the process of channel sinking with more powerful product design, supply chain management and other comprehensive capabilities.

Formal dress, Business casual wear The core impact of urbanization is on the transfer of agricultural household accounts but not for the farming population and the transfer of agricultural household registration population. The former increases the frequency of functional clothing consumption such as formal clothing and business casual wear. The latter brings about additional functional clothing consumption demand due to changes in occupational attributes. The targets are seven wolves, nine herd kings and Hinur.