Changes Of Consumption Environment In Domestic Textile And Garment Industry

The data of sina micro-blog are very impressive.

In the first half of the year, revenue and net profit increased by 30% and 276% compared with the same period last year. The number of monthly active users and the number of active users increased by 33% and 36% respectively.

Compared with the products of the last wave of micro-blog, Sina micro-blog has become an inclusive community with both media and social attributes. The business ecosystem is becoming more and more perfect, with the help of live broadcasting and net red.

Today, 90-00 has gradually become the main user of micro-blog, and the user penetration in the 234 tier cities will be further improved in the future.

As 90-00 has been on the stage of micro-blog's main user groups, its characteristics such as novelty hunting, good challenges and hot pursuit have been brought to the social platform. More and more traditional brands are spending a lot on advertising on social platforms. They have begun to attract the attention of young consumers by entertainment marketing, Bo eye, feelings and explosions.

In the age of social media, the immediacy, freedom, sharing and aggregation of information bring about the rapid collection and rapid regression of hot topics. The attention of young consumers has become accustomed to such fragmentation, fast-food information dissemination and sharing, to a certain extent, promoting the shortening of the life cycle of consumer goods.

Has been continuously promoting the pformation of the domestic retail industry, the future online and offline competition will be the ability to occupy the minds of consumers (seize the consumer's eyeball) and supply chain efficiency (retain consumers, build up word of mouth), and some short boards and bottlenecks are promoting the industry's upstream and downstream to a lower cost and more efficient direction: (1) the rapid rise of opinion leaders and net red is just one of the breakthrough points for merchants to use the decentralized platform to find low traffic costs. In the past 16 years, C2B, custom marketing, brand cross-border marketing, and brand accelerated line layout are all kinds of attempts by businesses to make use of their respective foundation and advantages. In the future, more and more business models innovation around reducing traffic costs will continue online and offline. At a more reasonable price, get the original intention of a higher quality product.

(2) with the shortening of the product life cycle and the generation of consumers in the process of switching, there are hot spots and new trends.

The competition of supply chain has increased from scale advantage to cost performance.

In response to switching, the improvement of supply chain efficiency has gradually become the direction for local brands to change in the longer term market competitiveness.

(3) in the buyer's market, brand competition has changed from channel king to consumer mind occupation. The uniqueness and prominence of the brand is conducive to the brand's influence on consumers' purchase decision in the scenario of purchase. In the increasingly fierce competition in the retail market, we also see more and more online and offline brands deepen the brand's label and association in the young consumers' mind through channel and category extension, cross-border cooperation and scene implantation, and occupy the minds of young people to increase the opportunity for the brand to be bought by young people.

Investment proposals and investment targets

Through the change of micro-blog, we can see the change of the overall consumption environment in China: the consumer goods enterprises that have occupied the minds of consumers and have higher brand recognition have maintained steady growth, and more and more local communities.

Through the improvement of supply chain efficiency, the enhancement of brand uniqueness and the full channel extension, more consumers, especially young people, have been recognized.