Clothing Paction Prices Fell, Demand Diversification Trend Unchanged.

In the 2015 Annual Conference on major economic indicators and sales of major commodities in major retail enterprises,

Transaction prices have dropped and demand diversification has not changed.

In 2015, the clothing sales of major retail enterprises in China showed a marked change in price volume in the trend of slower growth.

With the continuous expansion of the middle class consumer groups, China's clothing industry

While digesting inventory, we should actively respond to the continuous enrichment of consumption levels. We should start from two aspects: enhancing product competitiveness and improving the operational efficiency of marketing channels, rationally positioning the brand development route, making effective use of capital to create "circle consumption", and increasing.

The research and innovation of the style and the full channel operation have entered a substantive stage, and the clothing personalization and diversification degree is even higher, so as to ensure that the clothing brand has a unique competitive advantage in the market with slow growth and fierce competition.

First, clothing prices generally declined.

In 2015, the retail sales of clothing commodities in major national retail enterprises increased by 0.5% over the same period last year, down 3 percentage points from the previous year, and the growth rate showed a sustained slowdown.

In 2015, the sales price of clothing products dropped by 3.6% over the same period last year, the biggest decline in clothing prices for major retail enterprises since 2003.

The drop in prices has led to a substantial increase in clothing sales.

In 2015, the volume of retail sales of all types of major retail enterprises increased by 4.3% over the same period last year, and the growth rate increased by 5.1 percentage points over the previous year.

Two, market demand fragmentation trend unchanged

In 2015, the demand for clothing consumption still showed a trend of fragmented and individualized demand, and the competition degree of the clothing market was further increased.

In 2015, the total market share of the top ten brands of sportswear in fifteen apparel categories increased by 0.1 percentage points over the previous year, and the market concentration of other categories of clothing was not as good as that of 2014.

Three, the domestic women's clothing brands show strong market competitiveness.

Although the domestic women's clothing brand started later than the international brand, but in recent years, through imitation, innovation, expansion and other ways, it shows a strong late development advantage, and has injected new vitality into the clothing market.

At the same time, the research of local brands on domestic consumers is more in-depth. In the print design, it is more suitable for the Eastern women's body. In the selection of fabrics, the domestic women's clothing brand has made positive innovations and attempts, which has also increased competitiveness for the brand.

Four, capital promotes brand building platform ecosystem.

In 2015, the integration of garment industry and capital was more closely. This is mainly reflected in two aspects: first, from the production and financing, that is, clothing enterprises to set foot in the financial industry, to set up banks, to enter the supply chain finance, P2P and other financial areas; two, "integration and production", clothing brand through capital support, speed up the pace of integration and change, and promote the establishment of a garment centered core platform ecosystem.

Five, full channel operation has entered a substantive stage.

In 2015, the apparel industry stepped into the substantive stage of the whole channel's full channel operation. The business model is not only staying in the rush of passengers, making gimmicks, but also improving the brand's efficiency and enhancing the brand image.

This is mainly reflected in the following three aspects: first, more and more Internet brands speed up the layout line; two, the best seller under the line is actively contending for online passenger flow; three, online payment enhances the purchase experience.

Six, urbanization will become an important opportunity for brands to achieve new growth.

During the "12th Five-Year" period, China's urban commercial real estate developed rapidly, and the income level of urban residents increased rapidly. The development of local clothing brands was closer to the international trend, and the development mode of Direct stores and franchised stores promoted the rapid expansion of the brand.

However, the rapid development of Commerce has made clothing brands close to saturation in the first and second tier cities, and the phenomenon of "1000 stores and one side" is also reducing the operating efficiency of single brand stores.

Under the expectation that the income growth is not optimistic, the growth of the expenditure of the first and second tier urban residents on clothing will also slow down, while the demand level of the consumers in rural areas is still relatively low. Therefore, the clothing brand in the future needs to be excavated in the three tier County town market and the super large town market.

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Seven, the full liberalization of the second child policy will release the huge potential of children's wear market.

In October 2015 and the fifth Plenary Session of the 18th CPC Central Committee, we decided to fully liberate the second child policy.

At this point, the one-child policy, which had been implemented for more than 30 years, was officially declared an end.

The comprehensive two child policy is liberalized, with an estimated annual increase of 1 million 500 thousand newborns.

The family structure of "4+2+1" or "4+2+2" and the increased consumption concept of brand awareness will give birth to a new culture dominated by children.

At the same time, with the continuous improvement of household income, the average purchase price of children's clothing is also increasing year by year.

According to the China National Business Information Center, the price of children's clothing increased by 19.4% in the major retail enterprises nationwide from 2011 to 2015, with an average annual growth of 4.5%.

Eight, emotional consumption will promote the promotion of store value.

With the continuous improvement of consumers' income level, the consumer goods market meeting the basic needs of survival is nearly saturated, while spiritual demand and emotional consumption can not be satisfied.

On the other hand, even though online shopping has a great impact on real business, the problem of limited scale development and short brand life is gradually exposed.

Therefore, after the development of the Internet apparel brand has reached a certain scale, it will still start to develop the offline channels to solve some pain points of consumers' online shopping, especially by creating a physical store that can bring consumers unique experience to enhance the brand image.

Nine, shared economy will promote cost and benefit sharing in all sectors of the industry.

The shared economy can revitalize the economic surplus on a large scale, thereby stimulating economic efficiency and injecting a powerful new kinetic energy for economic growth.

For the apparel industry, economic surplus and inefficiency are reflected in two aspects of supply and demand. The supply side refers to the large difference in passenger flow among different categories, brands and formats, and the passenger flow introduced by catering and entertainment services has not been well converted into the passenger flow of goods.

The surplus of demand is reflected in the fact that with the increase of consumer income year by year, consumers have shifted from buying basic demand products to buying products that feel more valued in their hearts.

In this context, the collection store will become a major trend in the development of clothing brand in the future.

From the horizontal perspective, it will focus on the display of the brand or the agent brand in the same store, and realize the complementarity of the passenger flow through different brand merchandise combinations, and improve the operational efficiency of the inferior category.

From a longitudinal perspective, the brand will take the initiative to optimize the industrial chain, share costs and interests with all links, reduce circulation costs, reduce the rate of commodity markup, and achieve the goal of win-win.