The Retail War Is About To Start. What Exactly Has Happened In China'S Commercial Retail Market?

On the morning of the 25 morning, the breeze was touching and green.

2017 China, sponsored by China Business Federation and China Business Information Center, based on big data of retail sales.

The press conference will be held at the Jingxi Hotel, Beijing, at the press conference of the twenty-fifth annual development of the Chinese market.

Jiang Ming, President of China Federation of Commerce, vice president of China Textile Industry Federation, executive vice president of China clothing association, Dapeng, Wang Shicheng, deputy secretary of the China Light Industry Federation, Wang Yao, director of the China National Business Information Center, and representatives from various commercial retail enterprises attended the press conference.

At the meeting, Wang Yao, director of the China National Business Information Center, revealed the important features of the 2016 consumer product market analysis, the main characteristics of the consumer market in 2016, the main commodity market and brand development in 2016, the main macroeconomic indicators in 2017, and the forecast of the development trend of the retail industry.

He pointed out that in 2016, the growth of China's consumer goods market slowed down further.

The total retail sales of social consumer goods reached 332316 billion yuan, an increase of 10.4% over the same period last year.

Among them, the growth rate of network consumption continued to slow down, and the growth rate of large retail enterprises in the second half of the year was picked up.

According to the statistics of the China National Business Information Center, in 2016, the retail sales of 100 major large-scale retail enterprises in China decreased by 0.5% over the same period last year. In April, July, September and December, the retail sales increased positively, and the growth rate of the retail sales of key hundred large retail enterprises in December was as high as 7%.

He pointed out that from the recent business data, we can see that the future business opportunities are mainly concentrated in children's wear, down jacket, sportswear and other fields, and the designer's brand will also usher in a rapid development period.

The fast fashion brands, which have been standing at the draught, have been losing their strength after the growth. They have been promoting the market share by launching the sub line brand and reducing the price, and the development of home textile enterprises has changed from the original cloth age to the home textile and large household era.

Aiming at the future

On the topic of development, Wang Yao put forward the view that in 2017, China's retail industry will continue to strengthen the supply side reform and promote the pformation of innovation.

In the future, the consumer psychology will become more mature, and the retail industry will accelerate to adapt to the market changes, and integrate technology, fashion and lifestyle, the integration of high-quality goods, services and culture, and the further integration of online and offline industries will become more prominent.

At the conference, we won the award of champion star, champion brand and leading brand. The conference also commended the enterprises and brands that won excellent Chinese professional managers.

In addition, during the conference, Zhang Hongjun, chairman of Shanghai information Polytron Technologies Inc, Fu Yuehong, chairman of Beijing first business group, Fu Yuehong, chairman of Suzhou function Refco Group Ltd, Liu Hui, President of Jingdong Data Research Institute, Hu Xin, President of the French Cultural Exchange Center, Wei Jianhua of Beijing green umbrella chemical Limited by Share Ltd chairman, executive vice president Wang Ping Hong of Vanward (China) Co., Ltd., Guangdong Vanward new electrical vice president Mai Chun Hong, and so on, held a live dialogue on the topic of new retail, new consumption and new ecology.

In the afternoon, the guests went to Beijing Xidan business circle for a visit and exchange.

Han Guang Department stores, Xidan shopping malls and Xidan Joy City leaders shared the operation ideas and development ideas of department stores and shopping centers.

2016 analysis of China's commercial retail market

Consumption: consumption, new retail, new ecosystem

Five characteristics of China's consumer goods market in 2016

In 2016, the main characteristics of China's consumer goods market can be summarized as "new consumption, new retail and new ecology".

From the perspective of residents' consumption, the characteristics of consumption upgrading in China are obvious, and the proportion of service consumption expenditure is further improved. Online shopping consumption has changed from low consumption to high cost brand consumption.

From the point of view of changing the retail store, the retailer will gradually realize the development of stratification and stratification according to the consumption demands of different income levels and diversified consumption characteristics.

From the commercial environment, the retail format has broken the past development strategy of pursuing single scale benefit, enriched commodity category, realized the coordinated development of multiple formats, and showed the characteristics of ecological development.

Characteristics: Residents' consumption presents a stratification feature.

China's household wealth is in a Pyramid like structure. Wealth is mainly concentrated in the hands of a few people. On the other hand, the bottom of Pyramid still has more than 600 million of the rural population, with an annual per capita disposable income of only 12 thousand yuan.

It is precisely this wealth structure with a wide gap, which leads to a huge difference in consumption concept among different strata of people, and at the same time, the consumption groups of the adjacent classes will interact with each other.

From the point of view of the demand level, China's consumption circle is characterized by spindle type, the survival demand and self realization demand at both ends are relatively small, and the security demand and spiritual demand account for more than 80%.

At the same time, with the increase of residents' income level and the upgrading of consumption, spiritual demand is gradually playing a leading role in China's consumption demand.

The middle class and the younger generation constitute the main consumer groups of the spiritual needs, among which the 80 and 90's consumers are the most prominent consumers.

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Characteristics two service consumption drives rapid growth of commodity consumption.

With China's entry into the new economic normal, people's consumption preferences and consumption concepts have also undergone new changes.

The source of consumer happiness is from the past "material possession" and "status and wealth display" to "keep healthy", "growth experience" and "happy heart" and other spiritual changes.

With the rapid growth of service industry, the consumption of related commodities has also developed rapidly.

In the retail sales above Designated Size, Chinese and Western medicines, stationery and office supplies and communication equipment have maintained a two digit growth rate. Retail industry and tourism, culture, sports and other hot service industries are bound to be more integrated and common development.

Feature three: online shopping with relatively high experience demands is relatively slow.

From the past, clothing and household appliances occupy a larger share of online shopping in China, and the share of food products is relatively small.

Over the past two years, the demand for "shopping" has slowed down to the average growth rate of online shopping, while the consumption of "eating" consumption has been increasing faster than that of "wear" products along with the abundance of commodity varieties and the continuous improvement of logistics infrastructure.

At the same time, some supermarkets have lower prices and higher consumption of standardized daily necessities, showing a trend of online sales, "consumption" consumption growth is faster than the average growth rate of online shopping.

Characteristics four online shopping market presents consumption upgrading characteristics

First, brand consumption occupies the dominant position in online shopping.

With the continuous maturity of online shopping market, commodity quality and service level gradually become an important factor affecting consumers' online shopping decisions, and the brand advantage of entity stores in online shopping channels is reflected.

Two, the growth rate of online service consumption is faster than that of physical consumption.

In 2016, the retail sales volume of online services increased by 961 billion 200 million yuan, an increase of 28.9% over the previous year. The growth rate was 3.3 percentage points faster than that on the Internet, and the growth rate of service retail sales in each month was higher than that in retail sales, indicating that the trend of commodity consumption changing to service consumption also occurred in the online shopping market.

Characteristics five retail industry presents the characteristics of birth development.

The first is the ecological content of products.

In order to cope with the change of consumers' demand from single commodity demand to high quality lifestyle, some retailers have actively adjusted their business strategies in recent years, presenting a unique way of life as a way of thinking, meticulously organizing Commodity services, and being recognized by consumers.

The two is the Ecologicalization of retail formats.

In order to cope with the change of consumer demand from material demand to spiritual demand, retailers have reduced the proportion of retail sales of clothing and department stores in recent years, expanded various functional formats and experience formats such as restaurants, bookstores, indoor skating rink and children's playground, and used scenes to occupy the minds of consumers.

The three is the Ecologicalization of business environment.

In order to improve user experience in each consumption link and enhance the stickiness of consumers, the large retailers are changing the single business strategy that used to be similar to the farmland economy. Through mergers and acquisitions, outsourcing or cooperation, many production service enterprises, such as logistics, finance, information, consultation, and brand incubation, have formed a business ecosystem similar to the tropical rain forest, and enhanced the adaptability of enterprises to the rapid changes of the external environment.

Clothing: slow growth, further decline in concentration

Ten characteristics of China's clothing market in 2016

In 2016, China's clothing market grew slowly. The retail sales of large retail enterprises increased slightly compared with the previous year. The volume of clothing sales slowed down considerably, and the sales unit price narrowed.

The continuous downturn of China's clothing market has a great relationship with the upgrading of residents' consumption in recent years.

The consumption of clothing and clothing accounts for a continuous decline. The proportion of consumer spending related to pportation, communication, education, culture, entertainment and health care is on the rise.

At the same time, China's clothing consumption is still in the stage of meeting the material needs, and the satisfaction of clothing at the spiritual level of fashion, culture, taste and so on has not been generally accepted by our consumers.

With the characteristics of the consumption of Chinese residents, the clothing brand should reshape the brand culture, deepen people's impression of the brand, and cultivate a loyal consumer group.

Characteristics of retail sales of clothing market growth is slow.

In 2016, the volume of retail sales of clothing commodities above designated size enterprises increased by 6.8% compared with the same period last year, the growth rate slowed down 2.5 percentage points over the previous year, and the growth rate slowed down year by year since 2011.

According to the statistics of the China National Business Information Center, in 2016, the retail sales of clothing commodities of hundreds of major retail enterprises in China increased by 0.2% over the same period last year, and the growth rate increased by 0.5 percentage points over the previous year, but they are still at a low level.

Characteristics two clothing paction price narrowed narrowing

According to the China National Business Information Center, the price of clothing sales of major retail enterprises in China dropped 0.3% in 2016 compared with the same period last year, a decrease of 3.3 percentage points over the previous year.

Among them, in the second half of July, September, October and November, the price of clothing was relatively large under the influence of relatively low base period.

Characteristics three the market concentration of most commodities falls further.

In 2016, the market concentration of most types of clothing market continued to decline, and the competitive edge of front-line brand was further weakened.

According to the statistics of the China National Business Information Center, in 2016, the total market share of the top ten brands of men's suits, jackets, women's underwear and children's clothing increased by a slight increase over the previous year in the fourteen clothing categories. The market concentration of other categories of clothing was not as high as that of 2015.

Characteristics four. The market share of down jacket and sportswear brand is bigger.

According to the market changes in recent years, the market concentration of products with fewer functional requirements is lower, and the market share of the leading brands of the industry is decreasing, and the degree of brand substitution is higher.

The top ten brands such as down garments, sportswear and so on are more than 30%, and the market share of leading brands is over 10%.

Children's wear market has become a hot spot in the market in recent years. The industry competition is more intense. Besides the traditional children's wear brand, sports brand and fast fashion brand also carry out children's clothing business, and the industry concentration degree is relatively low.

Characteristics five clothing online shopping growth slowed down, brand consumption dominated.

Over the past two years, "wear" consumption growth slowed down to the average growth rate of online shopping below, while "eat" consumption with the abundance of commodity varieties and continuous improvement of logistics infrastructure, the growth rate of online shopping is much higher than that of "wear" goods.

At the same time, some supermarkets have lower prices and higher consumption of standardized daily necessities, showing a trend of online sales, "consumption" consumption growth is faster than the average growth rate of online shopping.

In addition, the outstanding performance of online sales is mostly excellent brand entities.

Characteristics six fast growth of international fast fashion brands

In 2016, the growth rate of the major fast fashion brands slowed down compared with the previous year, and the growth rate of the fast selling group increased by 6.2% percentage points over the previous year, the growth rate slowed down by 15.4 percentage points compared with the previous year, the pre tax profit decreased by 50.1% compared with the previous year, the H&M group's 7% profit growth in the 2016 fiscal year, and the growth rate slowed by 11.9 percentage points over the previous year. The net sales of the GAP group in 2016 fiscal year decreased by 1.8%, and the net profit dropped by 26.5%. The ZARA situation was relatively good. According to the former quarterly earnings report released by the Inditex group at the end of 2016, the Inditex group's net profit was 2016 euros, a growth rate of Euro euro, an increase of the same period last year.

Characteristics seven technology will accelerate the pformation of garment industry

From the clothing production process, the improvement and popularization of digital printing, laser tailoring and 3D printing technology will gradually impact on traditional sewing workers. Two, from the perspective of clothing function, more brands will use more scientific and technological materials such as luminescent gauze, smart fabrics, nano materials and sensors, and design colorful, changeable and more functional clothing, which can be used for corporate publicity, or to cater for consumers who love to try new things. Four, from the perspective of clothing display, virtual panel wall and VR technology will expand the virtual space of the store, reduce the inventory space and reduce the stock space, and bring new shopping experience to consumers. First, from the perspective of costume design, big data analysis will help designers understand market trends and consumer preferences in a timely fashion.

Characteristics eight fast fashion will launch more sub line brand.

Over the past year, sales of fast fashion brands have slowed down, profit levels have declined, and stores have been adjusted frequently. This reflects the rapid expansion of fast fashion and the serious homogenization of products.

To satisfy consumers' increasingly differentiated and differentiated purchasing needs, fast fashion brands will actively try out multi brand strategy to form differentiated Competitiveness: first, launch a lower price sub brand, continue to attract low and middle income consumers through low prices; two, cooperate with designers to launch high-end products with stronger design and better quality; three, set foot in the home, culture, sports and other industries, launch corresponding brands and cultivate consumer circles; four, the main brand will further expand the three or four line city market and seize the opportunity of urbanization development.

Characteristics nine designer brand will usher in a period of rapid development.

With the increasing demand for personalization and quality, the domestic consumers will change their blind pursuit of the top brand in the international market and begin to focus on the local designer brand with unique style and high quality.

One is to integrate more elements of Chinese culture and regional culture into fashion design, to bring consumers different feelings from European and American pop styles; two, to follow the craftsman spirit, to fully study the characteristics of domestic consumer demand, to provide high quality clothing products for the market; three, to seize the opportunity to adjust retail formats, actively cooperate with large business platform and physical retailers, to improve the visibility of designer's brand in the market; four, to use the Internet social media to narrow the distance between designers and consumers, and to disseminate brand culture and creative ideas to the market.

Characteristics ten mass sports and leisure will promote fast growth of sportswear.

With the continuous improvement of people's quality of life, people are more willing to highlight their quality of life through health and exercise. Therefore, the sports interest groups in China have improved rapidly. According to the comprehensive fitness program of the State General Administration of sports, by 2020, the number of physical education exercised 1 times or more per week has reached 700 million, and the number of people who regularly participate in physical exercise has reached 435 million.

Therefore, the sports and leisure industry will develop rapidly, thus driving the rapid growth of sports apparel and smart wearable products, which is conducive to the development of China's garment industry.

Home textiles: growth and decline narrowed, big household trend

Nine characteristics of China's home textile industry in 2016

Characteristics of zero sales growth rate narrowed narrowing

According to the China National Business Information Center, in 2016, the retail sales of needle textiles in key large retail enterprises decreased by 6.1% compared with the same period last year, a decrease of 2 percentage points compared with that of last year, and the sales of bedding retail sales decreased by 3.4% compared with the same period last year, a decrease of 7.4 percentage points compared with the previous year.

Characteristics two brand home textile average unit price drop

In 2016, the average unit price of bedding Suites for major large-scale retail enterprises in China was 535 yuan, down 79 yuan over the previous year, and the average unit price of bedding items was 492 yuan, a decrease of 33 yuan over the previous year.

Characteristics three differentiation of brand concentration

In 2016, the brand concentration of all kinds of home textiles in China was divided. Among them, the brand structure of bedding market was basically stable, and the market concentration of the top ten brands of bedding items increased slightly, from 34.5% in 2015 to 35.2%, while all kinds of bedding items decreased slightly from 29.8% in 2015 to 29.2% in 2015.

Characteristics four leading brand share rose, Luo Lai advantage.

From the market share of bedding products, the market share of the dominant brands continues to rise.

In 2016, the overall market share of the market was 9.4%, an increase of 1.5 percentage points compared with 2013, the total market share of the dream market was 6.7%, an increase of 0.2 percentage points compared with that of 2013, and the comprehensive occupancy rate of the fuanna market was 5.4%, up 0.6 percentage points from 2013, and that of the mercury market was 2.6%, up 0.2 percentage points from 2013.

Characteristics five domestic brands dominate the market

China, as a truly large textile country, has a complete industrial chain and relatively low labor costs. Moreover, domestic brands, such as rolls, Meng Jie, fuanna and Heng Yuan Xiang, have been involved in the market for an earlier time and have a high reputation, and occupy a leading position in the market.

According to the China National Business Information Center, bedding kit and all the top ten brands in 2016 are all domestic brands, and none of the foreign brands is involved.

Characteristics of the six line brand support for online sales.

In recent years, the famous household textile brands such as Luo Lai, Meng Jie and fuanna have become more mature online, and the interaction between online and offline brands is obvious. Offline brands have obvious support for the formation of online sales.

Data show that online and offline well-known brands coincide very high. In 2016, 10 of the top 20 of the top eleven bedding stores were coincided with the top 20 brands. This indicates that in the future electricity supplier era, the prosperity of home textile online sales still needs to rely on the development of well-known brands under the line.

Characteristics seven under the new normal, industry pformation and upgrading is more urgent.

With the deepening of China's economic pformation, the industry has entered the "new normal", and the home textile market is also in urgent need of pformation and upgrading. First, the decline in external demand has made domestic demand under pressure. Statistics show that in 2016 1-8, the total export volume of textiles and clothing in China was 178 billion 337 million US dollars, down 3.33% compared with the same period last year. The slowdown in exports will inevitably cause pressure on the domestic market.

Secondly, the homogeneity of China's home textile enterprises is serious. Thousands of stores have one side, all stores share the same quality, and the logic of future expansion of home textile enterprises depends on scale expansion.

Third, the characteristics of 80 and post-90's consumption individuation are outstanding. Online shopping has become the shopping habit of young consumer groups. The wealthy middle class consumer groups are increasingly focusing on high quality home life style. If enterprises want to get consumers' favor, they need to rethink how to attract consumers through commodity, service and experience, and create their own brand symbols.

Characteristics eight "big home" has become the trend of industry development.

As consumer demand rises from the demand for single products to the needs of the whole lifestyle, China's home textile industry has gone through the era of "cloth art era" to "big home textile". From the era of "home textiles" to "the big household" that advocates lifestyle, home textile products have also been pformed from consumer goods to fashion products.

Especially since 2012, traditional enterprises have entered the adjustment period, and enterprises have explored the way of pformation.

In this context, traditional home textile enterprises have made adjustments, from single category to large household pfer enterprises are common. For example, Luo Lai home textile is renamed "life of Luo Lai", invest in the development of smart home, intelligent hardware and other fields of funds to accelerate the pformation of household one-stop service providers.

Characteristics nine home textiles, home integration, integrated development

At present, home textiles and household are relatively independent, and cross-border businesses are relatively few.

But in the future, the boundary of home textiles and home industry will gradually be blurred, showing the trend of integrated development.

With the upgrading of consumer's consumption level and the upgrading of consumption structure, consumers' demand for products is not only reflected in their needs.

The product itself will pay more attention to its cultural taste, especially the matching with the overall home decoration style.

Especially under the concept of "big home", this integration has become more and more obvious.

The development of home textile enterprises and furniture, home decoration, interior design enterprises also provides consumers with one-stop, integrated home solutions and services.

For more information, please pay attention to the world clothing shoe and hat net information report.