How Does The Clothing Brand Catch The Psychology Of Chinese Consumers?

Since the reform and opening up, China's economic construction has made considerable progress.

The living standard of the people has improved significantly. "Clothing, food, housing and industry" is ranked first in the "clothing". People's demand for clothing is even greater. From color to style, and then to brand, different consumption groups and different consumption psychology have formed different consumption levels.

Consumers in the clothing market are a complex group.

Consumers' purchase behavior is influenced by objective conditions such as income level, geographical area, national customs, religious beliefs, cultural traditions and social development level, and is closely related to subjective factors such as age, education level, aesthetic taste and consumption purpose.

China is a country with an ancient history, a long tradition, a vast territory and a large number of ethnic groups. The huge differences of clothing consumers in these various aspects lie in the diversity of dress consumption appeals.

Therefore, in addition to having a large number of absolute numbers, it is also a very complex group.

From the analysis of purchasing power, there are many clothing consumption groups from rich, well-off to adequate food and clothing at the same time in China.

If we make a rough division according to the regional standard, it basically shows that the overall purchasing power and desire to buy are decreasing from southeast to northwest.

The difference of consumer behavior caused by different regional differences also varies with the level of consumer income: in the middle and lower level consumers, it shows more prominence, but it is not obvious in the upper consumers. This is a common problem. At present, high priced brands such as SPRIT, ELLE, POLO, FENDI, BCBG, MAXMARA and so on do not have much difference in sales performance and popularity between Beijing and Tianjin.

In the upper level consumer groups, the effect of regional differences can not cause substantial differences in the consumption industry.

Wherever they are, their consumption will be concentrated in the range of the top brands labeled noble and wealth.

Different consumption goals also affect consumers' purchasing behavior.

For clothing consumers, wearing and giving presents is the two most basic consumer goal.

When gift giving is a goal, the consumer's choice criteria are likely to focus on price.

In such a special consumer industry, the principle of regular consumer segmentation will be completely overturned. Even poor people are likely to buy clothes that are several times their consumption power in order to be "decent".

The above factors that may lead to differences in consumer behavior are all distinguishable and predictable, and are suitable to be used as the main basis and reference for formulating production and marketing plans.

Consumers in clothing consumption market

It's a mature psychological group.

The consumer psychology of clothing consumers is gradually mature, which is the inevitable result of the rapidly changing national conditions.

Manifested in:

First, the overall income of consumers continues to increase, which will lead to a further increase in clothing demand and the actual purchasing power.

Second, consumers began to show polarization in purchasing tendency, and purchasing power gradually concentrated in two regions of high price and low price.

This change can be confirmed from the market demand for apparel consumer goods: luxury luxury brands are popular in the Chinese market, and China has become an important emerging market for many top tier clothing brands.

Third, the change of lifestyle has made consumers' demand for clothing categories rise rapidly.

Its fast speed makes the existing clothing products show a certain degree of singleness and outmoded at every moment.

This change has accelerated the professionalization of the domestic garment market. Banquet, wedding dress, casual wear, professional suit and so on have become common categories in the market.

It can be expected that the more targeted products will be more popular in the future clothing market.

Fourth, social hot spots, popular culture and international trends have all contributed to the changing tastes of consumers.

In the past twenty years, the remarkable improvement of China's economic level has made people no longer limited to the practical needs of clothing, and has begun to pay more attention to the deeper role of dress self expression and self expression.

Their acceptance and digestion of new things and fashion trends are astonishing, but at the same time there is no lack of preferences and persistence for their own traditions. To a certain extent, they are almost elusive.

Fifth, consumers are becoming more sophisticated.

Prosperous markets and developed information provide them with the best fast fashion education courses.

More and more people are beginning to get rid of credulous and blind consumption habits, and gradually realize their real needs. They have better sense of smell and judgement on clothing styles, styles and quality and price ratio.

Seeing this, understanding their hobbies and giving them the best choice will be the only correct way to enter the Chinese garment market.

Sixth, consumers in the clothing market are pforming to urbanization.

This change is accompanied by the process of urbanization in China.

The demand of clothing for the agricultural population is different from that of the urban population. The urbanized consumption group gradually becomes the main body of the clothing consumption group, which means a new era of clothing consumption.

In this process, consumers' demand for clothing products will be stepped up in terms of quantity, grade and type. This is what garment industry should give full attention to.

Consumers in the clothing market

Pursue hierarchy and individuation in fashion trend

The dress of the Chinese people is already called "international integration". Nowadays, on the commercial street of the city, it turns to two turns, and often sees many bright eyed men and women.

Most of the people are also looking for their own styles or characteristics of clothing that they wear in the streets. They feel that their mental outlook is much fresher than that of a few years ago. The difference between the residents and the developed countries is in style, not in quality.

The trend of hierarchical and personalized clothing consumption is increasingly obvious.

The distinction of consumption level begins to show significant consumption characteristics due to different income, age and region.

In the past, the popular fashion that had been overwhelming and overwhelming all the time seemed to no longer appear.

In 90s, fashionable pants were also called body pants, and they were named after their feet were worn.

At that time, young girls, girls, young women, middle-aged women, and old women on the street were tall, short, fat and thin. They went to work and went to work in the streets.

To this day, I am afraid I can only be sneered at the costume for a school sports meet.

The diversification and stratification of popular ways reflect the increasing openness of the public's access to information.

Faced with information, people's choices are much larger, and their horizons are also opened.

The consumption of clothing market is based on urban consumer groups.

Conduction and radiation drive the consumption behavior of the whole country.

Urban consumer groups occupy an important position in clothing consumption groups, which is mainly reflected in its pmission and radiation.

City is usually the center of politics, economy and culture of a country or region, and plays a core role in development.

China's regional economic level is very uneven, rural areas are backward and widely distributed, and the development of the country depends largely on the promotion of cities and towns, especially for the clothing industry.

Generally speaking, the fashion trend begins with consumers in Shanghai, Beijing, Guangzhou and other national central cities, and then spreads to the surrounding medium-sized cities, and then from these cities to more remote and inland towns. At the same time, each city radiated the surrounding areas in the form of circumferential radiation, and finally spread all over the country, forming a composite propagation ladder which was postponed according to time, and thus drove and influenced the consumption behavior of the whole country.

In the whole process of communication, the key role of the urban consumer group in the fashion trend and the forefront of clothing consumption is beyond doubt.

In addition, the advantage of urban consumer group in consumption desire and purchasing power is obvious compared with rural consumer group, though the proportion of its absolute number in clothing consumption group is not very large.

Clothing market consumers' brand awareness is mature

China in twenty-first Century

More and more emphasis on the personalization and sensibility of consumers, so the psychological control of consumers is becoming more and more important and more complex.

From the complex relationship between brand and consumer behavior, we can see the complexity of brand building, the interaction and changing relationship between brand building and consumer behavior.

Only by deeply recognizing this, can we help our brand building and maintenance work process and play a guiding role in consumer behavior.

Brand is the symbol of a commodity that distinguishes itself from another commodity, and represents the unique character of a commodity.

The concept of brand has been introduced into China for nearly twenty years. So is clothing brand. With the gradual popularity of its products, its brand is becoming more and more popular.

Brand is not only a symbol of a product, but also embodies the intrinsic value of a product. Good brand reputation is an important intangible asset of an enterprise.

With the progress of society and the development of economy, people's living standard has been continuously improved, and the consumption structure has undergone great changes.

When the material consumption of maintaining physical needs such as clothing, food and shelter has basically met, the consumption demand of people in mental aspect is becoming more and more prominent. When consumers choose goods, they should pay more attention to psychological and emotional satisfaction than before. In this regard, the role of brand is becoming more and more important.

The brand management of our country is more chaotic, and the frequent entry and exit of international brands often cause difficulties to consumers in China.

Since China's entry into WTO, it has been accelerating our country.

The internationalization process has made garment enterprises have the basic conditions of the world mainstream market in terms of scale and manufacturing level.

In the next 3 years, garment enterprises will continuously improve and update their management theories and marketing methods, vigorously develop their own brands, and enter new development stages to increase industrial added value and brand added value.

The brand strategy currently advocated is adapted to consumer behavior, because the influence of a strong brand on consumer behavior is the most common performance of a brand.

A strong brand can bring a kind of impact to consumers' psychology, and produce purchasing motivation. Once applicable, good results can be obtained due to better practical results, and word of mouth is gradually formed, thus achieving the effect of trust, reinforcement and emotional resonance. To sum up, in the face of fierce market competition environment, consumer behavior is one of the most concerned factors for enterprises.

For modern enterprises, all product development and marketing activities should be based on the needs of consumers. Only products / services that satisfy the needs of consumers are the way of development of enterprises.