Data Interpretation: 2015 Online And Offline Apparel Retail Analysis

According to the Beijing business information consulting center, the Wangfujing department store has a clear lead in the sales of men's suits and women's wear.

China Apparel Association recently released a report that in 2015, China's garment industry accelerated structural adjustment and pformation and upgrading. The overall development of the whole industry was basically benign, and the main economic performance indicators grew steadily.

B2C market situation is very good, quarterly sales remain above 50% growth, showing a gradual upward trend, while the whole line

It is developing towards high-end and branding.

Online and offline are very different.

In 2015, the sales situation of China's clothing industry was as follows: the overall development is basically benign, and the main economic performance indicators have increased steadily.

According to the data of the China National Business Information Center, in 2015 1~11, the retail sales of clothing commodities of major national retail enterprises reached 192 billion 148 million yuan, up 1.68% over the same period last year.

The volume was 420 million, an increase of 4.77% over the same period.

Compared with the smooth operation of the physical retail industry, the volume of clothing and apparel trade in the B2C market in 2015 ushered in a substantial growth.

According to the data monitoring report released by Analysys think tank, in 2015 1~12, the scale of clothing and clothing category pactions in China's B2C market reached 654 billion 980 million yuan, an increase of 66.08% over the same period last year.

In the 4 quarter, the growth rate was constantly updated by over 50% year-on-year growth rate.

From the overall market situation, the entire online apparel market is developing towards high-end and branding. Famous brands and light luxury brands are starting to emerge online, and low-end brands will fade away.

It can be seen that sales performance in different channels is quite different.

The rapid expansion of channel sales on clothing lines, e-commerce platforms and vertical electricity providers have become an important channel for domestic clothing sales, and play a complementary role in the traditional offline sales.

The growth rate of apparel sales under the line has been gradually reduced, among which the growth of large retail enterprises is weak, and the professional market has benefited from the factors such as the large demand, the channel sinking and the improvement of the consumption capacity brought by the urbanization process, and the growth is relatively good.

Channels sink or bring new opportunities.

According to the data provided by the China National Business Information Center, the best seller brands in the whole country are mainly YOUNGOR and Goldlion, mainly of Shan Shan, Ji Xi bird, nine Mu Wang and Pierre Cardin. Among the list of women's wear, the most popular brands are mainly ONLY, VEROMODA, La Xia Baer and brother di.

It can be seen that the positioning of high-end, both design and quality of the clothing brand is more popular in the market.

According to the statistics of Beijing business information consulting center and Shanghai garment industry association, the retail sales volume of commercial department stores in Beijing and Shanghai cities showed a downward trend in 2015.

But in 2015, the retail industry ushered in a new profit growth point.

Shopping centers, such as joy city and Wanda Plaza, have not only adjusted their formats, but also focused on the layout of children's experience formats and catering formats, enhancing customer stickiness, and at the same time, the trend of channel sinking has emerged.

In 2015, Wanda released the 2016 plan, saying it would open 55 Wanda Plaza in three or four cities, doubling the number in 2015. Among them, Anhui, Yaohai, Suzhou, Beijing Fengtai, northeast Siping, Jixi, Mudanjiang, Tongliao, Hubei Shiyan, Shiyan and other cities are all open shop plans.

At the same time, Wangfujing, Wanda, Huayue and other three or four lines of retail business group.

In the future, with the sinking of channels such as shopping centers and other commercial bodies, the trend of garment brand sinking to the three or four line market will become faster and faster, and the retail industry will usher in new opportunities for development.

E-commerce pactions grew by 66.08% over the same period

According to the quarterly monitoring report of China's B2C market released by Analysys think tank, in 2015, the scale of clothing and apparel category pactions in China's B2C market reached 654 billion 980 million yuan, up 66.08% over the same period last year.

Among them, the first quarter of the paction scale of 120 billion 540 million yuan, an increase of 54.1% over the previous year, the second quarter of the paction scale of 144 billion 410 million yuan, an increase of 64.6% over the previous year, the third quarter of the paction scale of 154 billion 460 million yuan, an increase of 68.6%; the fourth quarter of the paction scale of 235 billion 570 million yuan, an increase of 235 billion 570 million over the same period.

From the entire electricity retail market, the use of

Deep integration with offline shopping scenes is a major trend in the development of online retailing in the future.

In addition, from the long-term development of the retail business, the integration of PC, mobile and physical shops is an inevitable trend in the development of the entire retail industry. As the first tool to integrate with offline retail, the mobile market will continue to improve its market position and importance.

At present, the trend of branding of e-commerce retail market is becoming more and more obvious. Famous brands and light luxury brands begin to emerge online. With the rise of cross sea sea, many overseas brands have been introduced into China, while enriching consumers' choices, they have promoted the overall price of clothing and apparel categories, and further promoted the growth of the whole market.

Beijing's year-on-year sales decline year on year

According to the data provided by Beijing business information consulting center, in 2015, the sales volume of nearly 20 billion yuan shopping malls, including men's suits or women's wear categories, declined compared with last year, with men's suits dropping considerably.

Analysis shows that in 2015, the total sales of nearly 20 billion women's shopping malls in the statistics exceeded 3 billion 300 million yuan, a slight decrease of 1.94% over the same period last year.

The total sales volume of 1~5 month was stable. After June, it fell into the off-season, showing a downward trend. It began to pick up in September, and sales reached a peak in December, a significant increase of 122.58% in the month to year ratio, an increase of 83% over the same period last year.

However, in addition to February and December, sales in other months were larger than those in last year.

In terms of men's suits, in 2015, the total sales of men's suits in nearly 20 billion stores were about 249 million yuan, down 5.02% from the same period last year.

Similar to the sale of women's clothing, the total sales volume of men's suits decreased in the first half of the year, 7~8 month fell to a low level, and then showed a warming trend after September. Sales in 2, 6, 9 and October surpassed that of last year.

In terms of store rankings, the leading position of Wangfujing department store is obvious. The men's suit monthly sales rank has won 11 times, and women's wear has won 3 times.

In the total rankings, the Wangfujing department store, Cui Wei building and Yansha friendship mall respectively won the gold, silver and bronze medals in the annual sales of women's wear. Wangfujing department store, Galaxy Wanda Department store and contemporary shopping mall respectively obtained male suits, gold, silver and bronze all year.

In terms of brand ranking, Mei and Mei, Mass Phil and brother Di are divided into women's brands, champions, second and third place, Sabatini, Vicodo and watching dress are listed in the men's suit brand crown, Asia and third army.

Sales volume in Shanghai fell double year-on-year

Shanghai apparel industry association regular network statistical report shows that in 2015, the sales volume of the ten major shopping malls showed a downward trend compared with 2014.

1~12 monthly sales trend is basically the same as that in Beijing, reaching the highest level in December, and sales reached a peak in May.

Data show that in 2015, the ten major shopping malls realized the sales revenue of clothing category products 4 billion 775 million yuan, down 12.4% from the same period last year. The total sales volume was 8 million 650 thousand and 400, down 16.8% from the same period last year, and the average selling price was 552.1 yuan / piece (set), an increase of 5.3% over the same period.

On the whole, in 2015 1~12 months, Shanghai's clothing sales situation was not optimistic, sales and sales both fell, and fluctuated greatly. The decline was further expanded compared with the same period last year, and the average price increased slightly.

In the clothing classification statistics, almost all brands' sales volume showed a downward trend year-on-year, and the children's clothing category that has always been favored has not been able to get out of the curse of decline.

It is worth noting that the sales of clothing in the ten major shopping malls in Shanghai are greatly influenced by holidays and seasons.

During the Spring Festival holiday, the sales volume of various categories of clothing increased significantly.

In the early days of May 1, the sales volume of clothing in traditional department stores increased year by year, and by June, the clothing sales market in Shanghai entered a low sales season. In November, the volume of retail sales in Shanghai declined significantly, and entered the peak season in December, but sales did not match that of the same period last year.