In The First Three Quarters Of 2016, The Clothing Industry Continued To Slump.

According to the world clothing and shoe net reporter, the three quarter report shows that the American youth

A&F net profit plunged 81% in the three quarter, closed 35 stores, AOKANG international continued to close 68 stores, red bean shares closed 43 stores, Marsha general store withdrew from China, and mainland closed 10 stores; CUCCI closed Chengdu Renhe Spring Department Store; LV shut down shops in Shanghai, Taiyuan, Fuzhou and so on.

Even the fast fashion brands that have swept all major shopping centers across the country are hard to escape. The GAP group has experienced seven consecutive quarters of declining sales and will close 65 stores.

Consumption upgrading, the main force of the millennial generation

"The overall fashion market is still expanding, and consumer demand and consumption capacity have not decreased or even showed a significant growth trend". In an interview with reporters, Wang Wei, founder of passenger Lai Le, said, "keeping pace with consumer upgrades is the key, which requires enterprises to change their former posture and follow consumers in a timely manner."

According to the Statistics Bureau of China, the total retail sales of consumer goods in China totaled 332316 billion yuan in 2016, an increase of 10.4% over the previous year.

In addition, in January 20th, Ctrip and the China Tourism Research Institute jointly issued a tribute to Chinese tourists - a report on the 2016 year old Chinese outbound tourists big data. In 2016, the number of outbound tourists in China reached 122 million, which is close to the total population of Japan.

Outbound tourism costs $109 billion 800 million, and the average cost per capita is about $900.

Although China is recognized as a big manufacturing country, it is still in the wilderness stage of low level competition in many fields. Cheap and poor products have become the inherent impression of many consumers on China made.

Wang Wei believes that many traditional businesses have not kept up with the upgrading of consumption.

"The changes in China in the past 30 years can really be described as" earthshaking ".

The per capita income of the 18-35 year old has changed nearly 100 times, followed by the change of consumption behavior.

Especially after the 1980s, 1990s and even 00, the concept of consumption has been converging in developed countries such as Europe, America and Japan.

These millennials born between 1980 and 2000 have grown into mainstream consumer groups in the society.

The annual bill statistics of Alipay under the ant's golden clothing show that in 2016, the average payment amount of the "80 after" people in the country exceeded 120 thousand yuan, while the "post-90s" mobile payment accounted for nearly 92%.

"Now that there are great changes in the concept of income and consumption, it is necessary to change and remain unchanged if we want to do well in the fashion industry. Now many downhill businesses are not fast enough."

Wang Wei said.

Embrace change, small step run

For a long time, China's economic growth has been too dependent on investment. In order to achieve the goal of "ensuring growth", the government adopted Keynes doctrine as the cornerstone of the theory and imposed a strong intervention in the economy through demand management.

This has led to China's overall "quick money making" atmosphere, such as traditional YOUNGOR, Hai Lan's home, and Shanshan stock.

Many of them are investing in the industry, and others are abandoning the main business to earn profits from real estate and investment.

But the problem is that the demand for investment creation is intermediate demand, rather than final demand. Once consumption is not up to date, there will be overcapacity.

So we must start from the source, and Marshal Cohen, a leading industry analyst at NPD group, a consumer information company, believes that if traditional enterprises want to survive in this fashion trend, they must make changes for these casual consumers.

However, we should not blindly change. We should control the overall direction by the company's top leaders, and then try it through high frequency and small cost through "small steps" or "feeling the stones across the river".

"In fact, many enterprises are trying to change, but they do not know where they are changing. They are the same as the blind. No one can tell anyone. The way to go is right.

Just like a blind man, he will take a cane and make a sudden rush at the front.

Why did he leave without a moment's notice or slowly around the place? "

Wang Wei said.

To embrace change, conform to it.

The concept of consumption is also changing.

High end luxury goods began to open shop; fast fashion began to pay attention to pollution and waste problems, production of natural material clothing; Fashion Week merger; to logo; that is, show to buy; cross border two spokesmen.

It is difficult for us to judge whether or not these practices are right or wrong, because they are constantly trying to find a way that is suitable for them to better survive.

More wonderful reports, welcome to the world clothing shoes and hats net.