Clothing Sales In Retail Enterprises Show A Trend Of Slower Growth.

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 brands, while digesting the stock, actively respond to the continuous enrichment of consumption levels. From the two aspects of enhancing product competitiveness and improving the operational efficiency of marketing channels, we should reasonably locate the brand development route, effectively use capital to create "circle consumption", increase the research and innovation of fabric and style, and enter the substantive stage of full channel operation. The clothing personalization and diversification will be even higher to ensure that the clothing brand has a unique competitive advantage in the slow growth and fierce competition of the market.

At the information conference on major economic indicators and sales of major commodities in major retail enterprises in 2015, the clothing price dropped and the trend of demand decentralization remained unchanged.

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 univalent of clothing goods sales decreased by 3.6%. It was the first year-on-year decline in the univalent of 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.

In 2015, clothing consumption demand showed a trend of demand fragmentation and individuation, and the competition degree of garment market increased further.

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.

In 2015,

The closer integration with capital is mainly reflected in two aspects: first, the integration of production and finance, that is to say, garment enterprises are involved in the financial industry, to set up banks, to set foot in the financial fields such as supply chain finance, P2P and so on; the two is to accelerate the integration and pformation of the clothing brand through capital support, so as to promote the establishment of a platform ecosystem with clothing as the core.

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

Accelerate the layout of the line; two, the best seller under the line is actively contending for online passenger flow; the three is online payment to improve the purchase experience.

The domestic women's wear brand started late.

But in recent years, through imitation, innovation, expansion and other ways, it reflects a strong backwardness 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.

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.