New Year'S Promotion, Low-End Clothing Brand Favored

According to a sample survey conducted by the Beijing Business Information Consulting Center for more than 2300 shops in 101 enterprises in Beijing, the 3 day holiday of new year's Day is expected to achieve sales of 1 billion 80 million yuan, an increase of 16% over the previous year.

This reflects the prosperity of the urban and rural consumer market this new year.

According to the relevant person in charge, sales promotion activities and intensity are the characteristics of new year's market this year.

The sale of discount products in the department stores has been successful. According to the typical investigation of several well-known wholesale markets of small commodities in China, the Ministry of Commerce has been influenced by festivals.

Among them, several kinds of goods that grew faster in wholesale were leather garments, knitted sportswear, wool quilts, men's suit suits, decorative curtains, baby products, leather belts and coats.

During the new year's day in 2009, the overall sales of brand clothing in Beijing increased significantly compared with the same period last year.

The "potato effect" of the apparel industry under the economic downturn shows that the "potato effect" will be the mainstream of China's garment industry in the current economic downturn cycle.

The so-called "potato effect" in economics is that when the Great Depression came, people first cut the demand for luxury goods and high-end products, and the demand and price of cheap and full potatoes were rising.

Under the economic crisis, great changes have taken place in consumption habits and ways of buying, which not only reduce entertainment expenses and luxuries, but also are more sensitive to prices and find cheaper products, buy lower grade products and more discount stores.

During the new year's day, the shopping centres frequently offered discount and coupons, catering to consumers' shopping habits.

Clothing products are mostly 4 and 50 percent off promotions, and the clothes that people used to spend before more than 1000 can be bought. As long as more than 400 can be bought, shopping promotion plans stimulate consumption desire, and cater to the Chinese people's tradition of buying new clothes at festivals.

Changes in the consumption structure affect the business pattern of the apparel market. Under the current circumstances, the domestic textile and garment industry should believe in the strength of its own brand.

It is expected that the sale of low-end brands will become more popular next year. The traditional middle and high-end market, such as department stores and brand stores, may go into a low ebb, and some brand discount stores will benefit from it.

The change of consumption structure and the change to low-end products will have a certain impact on the overall consumption. But from another perspective, we can see that this kind of consumption structure changes, the suppliers of cheap products will become winners in the growth of sales volume, and a larger market share. The Chinese products with high quality, low price and good quality are not necessarily good opportunities. It is a rare opportunity for small and medium-sized garment enterprises to create free brands to seize market share.

The uneven development of China's textile and garment industry, the perfect matching of industries and the continuous growth of total retail sales make the domestic demand huge.

The consumption structure of residents is also changing, and consumers are developing to different levels. Besides price demand, quality, function and environmental protection are also the main factors to consider.

The clothing of the future textile and garment industry needs to innovate and develop from the aspect of the product itself to cater to the needs of consumers.

No matter when, the demand for low-end consumer goods such as food and clothing has always been able to maintain steady growth. In 2009, with the expansion of domestic demand, the promotion of people's livelihood projects and the "home appliances going to the countryside", the low-end consumer goods industry will have stronger vitality. As the garment industry, the clothing industry will have great potential for development next year.

Yang Jing: editor in charge