China Clothing Industry Consumption Trend Research Report Interpretation Future

Clothing is the earliest, largest and most mature industry on line. At present, it has maintained a relatively fast growth. The turnover increased by more than 30% over the same period last year. There is a very obvious end of the season in clothing. The first and fourth quarter of the year are the peak season for sales, the second, third quarter is the off-season, and the double eleven has a more significant pulling effect on the garment industry.

Judging from the category, women's clothing accounted for the highest proportion in the apparel industry in the third quarter of 2015, and deserved to become the largest category of Taobao platform.

The men's clothing in the platform is about 1/3 of women's clothing, and the size of underwear household clothing is about 1/3 of men's clothing.

On the consumer side, the overall sex ratio in clothing industry is about one to three.

Female consumers have the absolute right to speak in the clothing industry. Even in the men's clothing industry, women still contribute 40% of their consumption.

Clothing industry consumers in recent years, the trend of youth is significant. In the third quarter of 2015, consumers accounted for more than 1/5 at the end of the 19 quarter to 22 years old. Among them, men accounted for the highest proportion of young people. At the end of the three quarter of 2015, they accounted for 1/4 of the men's clothing industry.

The proportion of consumers in the apparel industry at all levels is stable, and the proportion of the three or four tier consumers has increased slightly.

Relative to other industries, the consumption of the three or four tier cities is higher in the clothing industry, and the proportion of men's and women's wear is over 40%.

The users of clothing industry are mainly distributed in the southeastern coastal provinces, while the development of the three or four line market is faster.

Sales of mobile terminals are growing rapidly. Since 2015, mobile terminals have accounted for more than half of the total industry sales. The penetration rate of mobile terminals has exceeded 50% in January 2015. The time points are later than those in food, home appliances, digital and cosmetic industries, but earlier than those in the shoe packaging industry.

In the crowd, women, young people, deep users, and basic consumers

The acceptance rate is even higher. In the young people under 22 years old, the penetration rate of mobile providers is the highest.

The vast majority of users in the apparel industry are deep users.

From 2011 to 2015, moderate and deep

The proportion is increasing.

According to the category, the highest proportion of users in the depth is the category of underwear household clothing. This is mainly due to the consumers' quality of underwear is more valued, compared with other clothing, they are more accustomed to buying online. On the contrary, men's clothing industry has the lowest proportion of users in depth.

The advanced consumers account for about 80% of the clothing industry consumers, while the proportion of the basic and high-end consumers is increasing or decreasing.

The proportion of basic and high-end consumers in women's wear industry is the highest among the three sub sectors. Even for high-end online shoppers, the Taobao women's wear online market is still attractive to this group.