Clothing Consumption Channel Multiple Vitality Enhance The Twenty-Sixth China Market Commodity Sales Statistics Results Pfer Clothing Consumption Market And Channel Nine Trends

In March 30th, a press conference was held by the China Federation of Commerce and the China National Business Information Center for the 2018 (twenty-sixth) statistical results of China's commodity sales. It was held in the Great Hall of the people in Beijing.

At the press conference, Wang Yao, vice president of the China Federation of Commerce and director of the China National Business Information Center, released the operation of China's consumer economy in 2018 and its development trend in 2017.

Wang Yao, vice president of China Federation of Commerce and director of China National Business Information Center

Wang Yao said that in 2017, the growth rate of China's consumer goods market slowed down to 10.2%, but the proportion of online retail sales continued to rise. The growth rate of rural consumer goods market exceeded 6 consecutive years, and the growth of retail sales slowed down. Public consumption continued to maintain steady growth.

Wang Yao said that the characteristics of consumption upgrading in China were obvious in 2017, and consumers paid more attention to the value of commodity symbols.

In the 2017 year sales statistics of Chinese market, Fang Li Fang, Bosideng, three guns, love, HOSA, Kai Kai, Vigna S, Song Li Si, Sester, copper cattle, Heng Yuan Xiang, YOUNGOR, nine herdmen, seven wolves, water babies, Barbara, Chuang-tzu, Jen Bei, Goldlion, Shan Shan, Luo Meng, Xue Zhong Fei, Gep, Sharon, Be Meleven, snow bamboo and other people familiar with the well-known brands have become the leading brands of clothing and clothing.

The General Assembly organized delegates to visit the new format of Jingdong group.

In addition, after the reform and opening up, the "city two generation" population has become the main consumer force. The rural consumer goods market has been developing rapidly. The innovation of the consumer goods market has released the potential of the physical stores, the market has shown a full range of consumer upgrades, and consumers are paying more attention to the symbolic value of commodities. As for the clothing market and channels, the new trend of gradual improvement of the clothing market concentration and the brand class pattern gradually shows the following aspects:

The proportion of clothing consumption expenditure continued to decline. In 2017, China's per capita clothing consumption expenditure was 1238 yuan, an increase of 2.9% over the same period last year, and the growth rate slowed down 0.4 percentage points compared with 2016.

Clothing consumption accounts for 6.8% of the total per capita consumption expenditure, down 0.2 percentage points from 2016.

Among them, the per capita consumption of clothing in urban areas was 1758 yuan, an increase of 1.1% over the same period last year, and the growth rate was 1.1 percentage points slower than in 2016.

Clothing consumption expenditure accounted for 7.2% of the total urban consumption expenditure per capita, representing a decrease of 0.3 percentage points compared with 2016.

Rural clothing consumption expenditure per capita was 612 yuan, an increase of 6.3% over the same period, and the growth rate was 1.8 percentage points higher than that in 2016.

Clothing consumption expenditure accounts for 5.6% of the total per capita consumption expenditure in rural areas, down 0.1 percentage points from 2016.

The growth of clothing sales in large retail enterprises has picked up. In 2017, the volume of retail sales of clothing commodities above the limit increased by 8% compared with the same period last year, the growth rate increased by 1.2 percentage points compared with 2016, and the growth rate was accelerated for the first time since 2010.

According to the statistics of the China National Business Information Center, in 2017, the retail sales of clothing commodities of hundreds of major retail enterprises in China increased by 4.3% over the same period last year, and the growth rate increased by 4.1 percentage points compared with 2016.

In 2017, the retail volume of hundreds of key large retail enterprises in China increased by 3.9% year-on-year, and the growth rate was 3 percentage points faster than that in 2016.

Judging from the growth of sales of all kinds of clothing, T-Shirts, women's clothing, jacket and winter clothes grew faster, and their growth rates increased by 20.2, 6.3, 0.7 and 4 percentage points respectively compared with 2016.

Knitted underwear and cashmere and sweater growth increased from negative to positive.

Men's shirts and sportswear increased year by year, but the growth rate slowed down compared with 2016.

Men's suits, children's wear, jeans and trousers sold less than the same period in 2016.

The paction price of clothing has increased year by year.

According to the China National Business Information Center, the price of clothing sales of major retail enterprises in China increased by 1.2% over the same period in 2017, up 1.5 percentage points from 2016.

Among them, in addition to May 2017, November and December, the clothing price per month increased positively, and the largest increase in August and September reached 10% and 8.3% respectively.

In addition, men's wear and children's clothing sales growth rate showed a reduction in price: the sales volume of men's clothing increased by 0.1% over the same period, the sales price increased by 2.2% compared to the same period last year, the retail sales of children's clothing decreased by 4.3% compared with the same period last year, the sales unit price increased by 12.6% compared to the same period last year, while the sales price of women's clothing decreased by 0.6% compared to the same period last year, but the decline narrowed by 2.6 percentage points compared with 2016, and its retail sales increased by 6.1% over the same period last year.

In 2017, the market concentration of most types of clothing market rebounded, and the competitive edge of front-line brands increased as a whole.

According to the statistics of the China National Business Information Center, in 2017, the market share of men's shirts, jacket, thermal underwear, woolen sweater, cashmere sweater, women's underwear, sportswear, children's clothing and leather clothing in 14 clothing categories increased by ten compared with that in 2016.

In 2017, the total market share of clothing leading brands increased as a whole, men's wear, children's wear and down garments.

The overall market share of the leading brands has improved compared with that in 2016, and the competition in the women's wear market is still fierce.

Clothing sales accelerated online and offline convergence. In 2017, the clothing store brand made use of the electronic business platform to increase sales volume. The sales of "wear" goods on the Internet retail sales increased by 20.3% over the same period last year, and the growth rate was 2.2 percentage points faster than that in 2016.

From the earnings report, we can see that the proportion of online revenue of some traditional clothing brands continues to improve; the "double 11" sales front clothing brand is basically a physical store brand, and the online advantages of the well made brands such as Hai Lan home, UNIQLO, VERO MODA, ONLY and so on are becoming increasingly obvious. Luxury brands also accelerate the online layout speed in 2017. The luxury brands such as LVMH group, GUCCI, Armani, Hermes and so on have launched online service business, and the integration of apparel sales online and offline has further accelerated.

After 40 years of reform and opening up, the brand class structure of China's clothing market has changed little. It is more difficult to occupy the market space of other brands from the perspective of brand promotion.

On the one hand, people buy goods no longer just to meet the basic functional requirements, for example, consumers buy more than 3000 yuan down jacket power in addition to cold protection.

Besides, it also looks at outdoor functions, because outdoor sports meet the needs of consumers for health and meet the needs of travel travel. At the same time, they can distinguish differences from functional technology, and thus reflect differences in tastes and tastes of consumers.

On the other hand, our consumers have the mentality of genetic origin. The positioning of the brand determines the positioning of the future, and the grade of the brand may decline, but it is difficult to improve.

According to the market surveillance of the China National Business Information Center in the past 20 years, 20 years ago, the high-end brands were found to be high-end brands or mid-range brands. 20 years ago, they were designated as mid-range brands, and now they were mid-range brands. There was a case of upgrading brand names by replacing brand names, but there was no case of "20 years ago as a mid-range brand, but now a high-end brand".

With the development of urbanization and rural revitalization, the income rising level of the middle and low income groups will be relatively fast, and the three or four tier cities and towns will have broad room for development.

Urban business will continue to turn the trend of iteration. New residents entering the city want to get a market for commodity category expansion. Business will solve the problem of unbalanced development and inadequate development along the path of consumption upgrading.

The main garment brands in the first tier cities and the personalized and experiential retail formats such as department stores and shopping centers will become the mainstream of the development of the three or four tier cities.

New retail will bring new vitality to the clothing market. The core of new retail is to provide a systematic solution for business.

The solution has pformed the traditional supermarket in 2017, giving the retail business the new kinetic energy of the "field" element, stimulating people to buy fresh consumption potential.

With the development of economy, the focus of new retail will be expanded from food to clothing, household electrical appliances, daily necessities and other general merchandise on the next stage. On the one hand, it will put forward higher requirements for commodity quality, and on the other hand, it will have a deeper understanding of shopping experience and consumption experience.

New retail will make full use of artificial intelligence, smart fitting rooms, virtual reality technology to inject new vitality into the clothing market and fully tap the market potential.

Consumer pairs

The spiritual demand has exceeded physiological needs. Clothing brands can represent wealth, status, lifestyle, cultural beliefs, and even the trend of science and technology. Its symbolic value is increasingly obvious.

In order to cater for consumers' pursuit of all kinds of symbolic values, clothing brands will increase innovation and subdivide consumption.

To add more new elements to clothing, to provide consumers with more choices and meet people's needs for a better life.

In the clothing market, there will be more designer brands, professional brands for a certain type of needs, and niche brands with unique cultural characteristics.