Clothing Industry: Constantly Creating New Consumption Needs

Data from the China National Business Information Center showed that in the first quarter of 2016, the retail sales of clothing commodities of hundreds of major retail enterprises in the whole country decreased by 5.1% compared to the same period last year, and the growth rate was 9 percentage points lower than that of the same period last year.

Among them, the retail sales in March decreased by 3.8% compared with the same period last year, a decrease of 0.7 percentage points from the same month last year.

Reporters noted that in the first quarter, the sales volume of clothing of hundreds of major retail enterprises in China dropped by 0.5% compared with the same period last year, and the growth rate was 6.4 percentage points lower than that of the same period last year, of which, in March

Retail sales grew by 8.2% over the same period last year, and the growth rate was 4.9 percentage points higher than the same period last year.

Sun Xun, a researcher in the fashion Research Institute, said in an interview with reporters, "for a long time, everyone is talking about a problem, that is, the growth of traditional business performance is not strong enough. What is the problem? Actually, the answer to the question is very simple, that is, the ideological problems of the enterprises themselves are out of the question. As we all know, the market demand has always been there, which is the cake of the Internet under the dividing line.

Moreover, the Internet has not created any demand at all. The way of the Internet is only catering to consumers' shopping habits, and at the same time stimulating consumers' consumption desire properly.

The demand is there, but you do not see it.

Those customers who recognized your brand in the past may have been your loyal fans. However, under the Internet economy and the supply side advocating the demand side stimulating supply side, rather than the supply driven demand concept, higher requirements for product quality and quality, excess capacity deliverability and upgrading of manufacturing industry are required.

If you stick to the original product business and really get the favor of the new generation of consumer groups, it will depend on whether your product system and layout can go smoothly.

The reporter is here, and the relevant industry advisory body issued "2015 China"

Consumer trend report research shows that the main force of China's online shopping is mainly composed of 70, 80 and 90.

Although 80% and 90% accounted for only 31% of the total population of the country, it contributed 55% of China's Internet users and 73% of China's online shopping population.

Therefore, in this way of Internet plus traditional fashion, it is wise to take the new thinking and new method to pay attention to the needs of the new generation of consumers, to adapt to the current situation and to seize the trend.

Through Taobao big data, we can see that 708090 of the consumption characteristics: after 70, they are most keen on outdoor sports; 80% prefer online shopping, and 90% prefer light sports.

After 80 years of age as the main consumer group, the consumption concept has 70 family concepts, functional and personality needs.

So the market does not create new demand, but tradition.

We must base ourselves on the market and understand the main consumers of the future.

In an interview with reporters, retail expert Min Guangya explicitly stated that the essence of retailing is to meet consumers' needs faster and better at lower cost. Retailers, no matter how they talk about the concept, should return to the essence of products from the perspective of consumers from the perspective of products and services.

Although the cost of consumer acquisition is not necessarily the lowest, retailers must have the lowest cost to meet the needs of consumers.

In the view of Sun Xun, traditional clothing enterprises are not just opening e-commerce, even if they cater to the tide of the Internet. If there is no innovation and upgrading of products, it will be more than just a channel to move from offline to online. In the final analysis, they will sell products. Nowadays consumers will not buy your products because of your cable channels. Consumers will have their own judgments about product quality, personalized differentiation and self needs, so it will still be necessary for you to sell the new generation of consumers.

Sun Xun pointed out to reporters that under the normal circumstances of new economy, the driving force of growth of consumer goods has gradually shifted from demand to subdivision, professional and innovative.

The merger and acquisition integration of B will bring about overall efficiency improvement and scale effect growth.

Lean Innovation and meticulous division of labor will bring more opportunities for industrial integration and restructure the value chain of industrial chain, and enhance market share.

Therefore, mergers and acquisitions and brand collection shops will become an important concern of the retail supply side in the future. Whether or not we can seize and cater for the needs and seize the new investment opportunities will also be a formidable test for the traditional retail enterprises.