How Clothing Enterprises Understand Young People'S Shopping Concept

In China's clothing market, the main consumer groups are young people. So for clothing enterprises, what do they know about the consumption concept of young people? How can they attract young consumers?

Some people say that in four years, a generation gap can be formed. The change of consumption concept does not seem to be so fast. However, in every ten years, people who grow up in this stage are absolutely unique because of their different social environment.

70, 80 and 90 are the three age groups who have grown up after the reform and opening up. They are the most consumer buying groups.

Understanding the three generations and domestic costumes

The relationship between them can enable businessmen to understand the market better.

After 70: dress appropriately.

After 70, as the first batch of young people that China has grown up after the reform and opening up, it is also the first batch of young people to accept fashion culture baptism.

For the generation of Chinese who just got rid of only "green, blue, black and gray", bell bottoms, blouse, body-building pants and dress were once their fashion styles.

However, with the evolution of the times and the improvement of the economic level, 70 gradually entered the middle age and became the backbone of the society. The costumes of being decent, decent and revealing their identity became the first choice for their clothes.

According to a questionnaire on shopping malls in Beijing, the main color tone of middle-aged men's clothing is darker, followed by the predominantly white shades, while the style is dominated by formal suits and casual casual clothing, while the average price per unit price of clothing is at a higher level in all age groups, but the frequency of purchase is relatively low among young people.

In comparison, it is easy to find that after 70, the choice of clothing styles is conservative than that of the younger generation. Besides the factors of age growth, the "suit craze" that has experienced the initial stage of reform and opening up is also an important reason.

In the middle of 80s, a large number of Western-style clothes factories were built, and the Western garment industry also promoted the development of the garment factories of township enterprises, and gave birth to a large number of local suit brands.

Meanwhile, women in 80s also wore suits and skirts, and the concept of "professional women's wear" was officially born.

People who have gone through that era generally have a solemn sense of professional dress and oil and even a symbol of their identities, thus forming a universal aesthetic atmosphere of simplicity.

Today, after 70, it has become the backbone of the society. They are mature and have economic foundation. There are many special target customers in the market, and design and produce clothing brand based on their characteristics of their work, social life and lifestyle.

After 80: buy clothes first look at the brand.

The overall living conditions of the post-80s group are superior to those of their predecessors.

In addition, most of the 80's are single children, so parents will be able to meet their needs in all aspects.

The growth of post-80s infiltration in TV culture and fast food culture is a consumerist in comparison with their elders.

In the 90s of last century, with the further improvement of China's national strength, more and more international brands began to realize the inestimable potential value of the Chinese market, so they came into China one after another, hoping to seize the market one by one.

At this point, it is precisely when the 80s generation began to have self-awareness about dressing up that many parents would buy children's famous brand products to satisfy their children.

Based on this, 80 generations become a generation of people who have a high degree of awareness and dependence on brands.

PatriciaPao, founder and President of PaoPrinciple, a consultancy in New York, believes that China's post-80s generation is an important force to promote domestic luxury consumption.

He said: "1 billion 350 million of the Chinese people, about 300 million people live well off, including 37 million 900 thousand people born after 1979. They are regarded as the main consumers of luxury goods in the Chinese market.

Most of the consumers are from 20 to 40 years old. Compared with the elderly in the United States, Japan and Europe, the majority of the luxury consumers are 40 to 70 years old. Chinese young people are obviously more eager to get luxuries than their peers abroad.

After 80, they not only consume physical products, but also consume a certain social culture symbolized by commodity brands, including mood, beauty, grade, status, status and atmosphere.

Therefore, their brand recognition is more prominent than the previous generation.

It was in this era that the country was born.

Many brands, such as Shanshan and Shun Mei, are now the backbone of various industrial clusters.

It can be said that the road of China's clothing brand began at this time. After the formation of pluralistic values and the structural adjustment of social interests, clothing brands began to pform from "product demand" to "brand demand".

Along with the rise of the 80's, it is the "branding" road of Chinese clothing. More and more department stores have begun to appear, and independent stores have increased.

Therefore, the 80's can be described as the generation of "shopping malls growing up".

In shopping malls, they are free to choose their favorite products, while enjoying the pleasant feeling brought by the comfortable environment, and feel the satisfaction of buying brand-name products.

After 90: personality and convenience are kingly way.

From a sensible time, most of the post-90s lives already own computers and networks.

Such a growth environment makes the post-90s infiltrate in Internet culture. They are very different from their predecessors in terms of values, aesthetic orientation or consumption habits.

In terms of values, post-90s advocate individuality and independence.

They are accustomed to making personal remarks on the Internet, and in real life, too.

In terms of aesthetic orientation, post-90s pursue singularity and exaggeration, and at the same time have strong desire to imitate their objects.

In terms of consumption habits, after 90's love is convenient, especially through the Internet shopping, has become the most preferred way of consumption after 90.

It is precisely based on these characteristics of the post-90s that the domestic garment industry has been changing at the same time. In recent years, many changes have taken place.

"Personality tide card" has sprung up in recent years.

These tide cards, the number of stores is not large, the volume is not large, and it does not exert force in publicity. Because of this, these tide cards give people the impression of "niche", which is exactly the pursuit of personalized clothes after 90's.

The so-called "tide card" is low-key luxury, petty bourgeois minority taste.

Royce, the owner and buyer of the P+ department store, said, "a lot of consumers buy a variety of luxury brands, especially in the 'full reduction', buying back a pile of clothes that are easy to do with others.

Therefore, the survival environment of personality and even niche brands will definitely become better and better, because consumers' desire for unique desires will become stronger and stronger, while the smaller brands will be the increasingly large urban consumption groups.

Apart from niche, these

The clothing designed is different from the mainstream clothing market in terms of style and style.

At the same time, tide cards often use exaggerated colors and strange patterns to embellish on clothing, which is also consistent with the aesthetic orientation of post-90s.

Many mainstream clothing brands also began to realize the potential of consumption after the 1990s, so they launched a second brand younger to specifically design and produce clothing for the 90s.

At the same time, these brands are also beginning to realize that idols can be the driving force behind the 1990s. Therefore, hiring young idols to promote endorsement for brands has also become a trend in the clothing market in recent years.

In addition to the traditional consumption channels, the post-90's dependence on the Internet has inspired many traditional clothing brands. While continuing the operation of the entity store, these brands have also opened online stores or through the third party network trading platform to achieve the network sale of commodities.

What's more, in recent years, there have been many clothing brands specializing in online sales. These brands have eliminated the financial manpower needed to set up physical stores, and put more energy into product development and logistics links.

In this way, they can provide customers with more affordable products and more speedy door-to-door service.

It should be said that although the post-90s generation has not yet become the most purchasing power group, their lifestyle has had a great impact on the domestic garment industry.

After all, in the near future, the 90's will take over the banner of their predecessors and become the main consumer group.