Start Work! 2019, Whose Brand Can Become A "Good Heart" For Consumers?

Under the premise of economic downward pressure, consumers dare not buy it?

This magazine once again launched the "first-line" shop research for four consecutive years.

In January 21st, the national economic "report card" was released.

In 2018, China's gross domestic product (GDP) grew by 6.6% over the same period last year, achieving a target of 6.5%.

According to the data released by the National Bureau of statistics, the total retail sales of social consumer goods reached 380987 billion yuan in 2018, an increase of 9% over the previous year.

Final consumption expenditure contributed 76.2% to GDP growth, which was 43.8% higher than the total capital formation.

Since 2011, consumption has surpassed investment and foreign trade, and has become the first carriages to stimulate China's economic growth.

In 2018, consumption, as the driving force of economic growth, was further consolidated and continued to play the first role in China's economy.

Since 2018, the monthly growth rate of China's consumption has shown a downward trend. By November, the monthly growth rate fell to 8.1%, a record low since May 2003.

This caused public opinion to worry about the potential of China's consumption growth.

In this regard, experts believe that China's consumption does not exist on the basis of cliff style decline, the steady growth of the future can still be expected.

"Income is the foundation of consumption."

China's National Bureau of statistics, Ningji 21, said that China has the largest and most growing middle-income group in the world. In 2017, it had more than 400 million people, and it will increase in 2018. Consumption will form a strong support for China's sustained and steady economic growth.

Zhang Jun, chief economist of Morgan Stanley Huaxin securities, also said that China's potential as the world's largest consumer market is obvious to all. The majority of rural and middle and low income groups have the demand for consumption upgrading, while urban and middle and high income groups have the trend of pforming from physical consumption to service consumption, which are the driving force for sustainable growth of China's consumption in the long run.

From the industry perspective, according to the National Bureau of statistics, in 2018 1, November, the retail sales of clothing shoes and hats and needle textiles were 1 trillion and 200 billion yuan, up 8.1% from the same period last year, and the growth rate increased by 0.5 percentage points over the same period last year. This growth rate has been slowing down since June 2018, but it is still higher than the previous two years' growth level.

The domestic demand market has also become the main driving force for the development of China's textile and garment industry and enterprises.

To dig deeper into the domestic demand market, we must have a deep understanding of mainstream consumers and "do what they want".

In 2018, the last batch of "post-90s" had already grown up, and the "00 after" entered the university campus.

The contribution rate of "70 after" to consumption growth has declined, and the contribution rate of "post-80s" and "post-90s" to consumption growth has gradually increased.

Among them, the new generation ("post-90s", "00 after") grew up in an independent, superior and open family school environment. In the initial and high school values formation stage, it caught up with the mobile Internet explosion, and pursued the consumption of independent personality. The "post-80s" with strong purchasing power was a crowd of refined people, who were more willing to enjoy life and pursue high quality and diversified consumption pleasure.

A few days ago, the Tencent data lab showed this characteristic through the online and offline research and the analysis of big data, releasing the "2018 clothing consumer groups' insight into the white paper".

Among them, according to the frequency of clothing consumption, the proportion of annual clothing consumption per head and the proportion of future purchase budgets increased. After 70, they bought "refined", and after 90, they changed to "diligent". "After 90" has become the main force of clothing consumers.

To be good to yourself, "there is always a piece of clothing in the closet", "endless holidays, endless clothes".

When buying clothes is becoming more and more emotional, clothing seems to be no longer a basic demand for consumers.

Against this background, this magazine once again launched the "first-line" shop research activities for four consecutive years, hoping to understand that consumers are still afraid to buy under the premise of increasing economic downward pressure.

What kind of brand is their "good heart"?

"Online and offline integration has become the norm, and online traffic costs are becoming more expensive.

As the most concentrated consumption scene under the line, the shopping center will continue to flourish in 2019. "

Li Yaming, vice president of Beijing business management, Limited by Share Ltd, said.

In the past, the role of shopping centers is to push commodities to consumers. In the future, shopping centers will serve as a platform to "pull" more consumers and consumers with similar interests and interests, and gather them together to form consumption and purchase in their favorite scenes.

Based on this, this research also focuses on the shopping centers in Beijing, which are more popular with consumers. The correspondents are divided into several sections on the weekends of January 12th and 13. They go to Xidan, Beijing, Xidan, Yueqing City, Chaoyang Joy City, blue harbor shopping center, shopping mall, health club, Sanlitun Taigu, SKP, Dongxin Xintiandi, Han Guang Department store, Wanda Plaza Tongzhou store and Roosevelt Plaza. Through rough statistics of the brand's traffic and bag rate, experience the brand's products, display, service and other hardware and software, and visit consumers to understand the current consumer demand and brand strategy.

Through research, we can see that most high-end men's wear areas are dominated by international brands, and the proportion of domestic men's wear brands is still very small. Compared with the high-end women's clothing brands in China, the Chinese men's wear brands also appear to be less selective.

In the past two years, high-end women's clothing has made great progress, especially the high-end brands with tonality, style and personality are becoming more and more popular. For example, emphasizing the ICICLE of high quality fabrics, emphasizing the Shiatzy Chen of crafts and culture, and designing the Marisfrolg that takes the internationalization route, etc., all occupy a certain share in the market.

We can see that in the field of fashion men's and women's clothing, because of its younger design, the price has been more close to the people in recent two years, and has made rapid progress.

Some well-known brands also tend to be collectivization development. They touch on every field of men, women and children's clothing, and have achieved good results.

If fashion men's clothing trendiano and ochirly, Five Plus belong to Heji group, Jiangnan cloth clothing's men's clothing brand sketch also because of its design style is obvious, deeply personalized male pursuit.

In addition, brand names such as "flying birds and new wine" are not very famous, but they have gathered a large number of loyal fans through years of operation, and are also making a big noise.

And from the design point of view, weakening the gender characteristics has become a more obvious trend, and even Replay, Carnartt and other clothing stores for men and women.

We can see that with the promotion of the two child policy and the formation of the current "6+1" and "6+2" family structure, the growth rate of children's wear field has exceeded men's wear and women's clothing, and has become the "battleground for the military" of the brand.

Children's clothing under the line can be divided into three main camps: adult fashion leisure extension brand, sports leisure brand and fast fashion brand.

The adult fashion leisure extension brand is represented by Mini Peace, little MO&CO, JNBY by JNBY and gxg.kids. Sports and leisure brands are represented by Adidas Kids, Nike Kids, Anta, 361, Lining and so on. Fast fashion brands are favored by consumers, such as UNIQLO, Q.

From the comprehensive performance of safety, design and cost performance, the adult fashion leisure extension brand is better.

We can see that since the second half of 2018, fast fashion brands have been "bad mouthing", shutting down stores, withdrawing from the Chinese market and slowing down their performance. However, in online real experience, fast fashion brands are still far ahead of other brands, and cheap, fashion labels are still the first choice for many consumers.

However, it is also felt that consumers' pursuit of quality is getting higher and higher, and the quality of fast fashion is also widely criticized.

As a result, UNIQLO, which has always been a stable reputation in terms of quality, has not declined, relying on the variety of products that can meet all the needs, as well as all kinds of black technologies.

As its founder Ryui Masa has repeatedly stressed, UNIQLO is not a fast fashion brand, but a technology company.

"Starting from Yan value, loyalty to quality" is also a true portrayal of fast fashion brand.

We see that the domestic sports brand has come back, relying on innovative products, design and marketing, winning the hearts of young consumers, and occupy a certain share in the attack of Nike and Adidas.

At present, China's sports brand market is a huge and growing market, which allows the high-end brands to lead the market trend, and is also the soil of brand growth that pursues people's value.

In such a market, only sports brands that are self complacent and attempt to maintain the status quo are despised.

In 2018, the domestic sports brand overturned the stereotype of people to a certain extent.

Lining boarded the fashion week in New York and launched a new series of "China Wind + fashion" detonating network. Anta's high-end sports brand FILA has sprout up everywhere, has become the most important force in the growth of group performance; XTEP has become the most popular domestic running shoes brand of marathon runners; by 361 degrees, it also sponsors competition, official cooperation "dunk", and the selection of the best TRE2019 new running shoes in the United States, which fully demonstrates the confidence and determination to embrace young people.

We can see that with the young consumer groups becoming the main consumption, light luxury brands, designer brands and brand collection shops have begun to rise. These brands with distinctive brand and distinctive personality have been more and more attracted by their daring breakthroughs in tradition.

Isabel, Marant, Thom Browne, Acne Studios, Champion, etc., which are highly sought after in the international community, are popular in Sanlitun, too. The INXX collection shop is also loved by the tide people because of its innovative design.

At the same time, the old designer integration store I.T is not as popular as before.

On the one hand, there is still much room for development in the personalized market. Small brands can also find their own target groups. On the other hand, the design of outstanding products is the foundation for the development of such brands, and the "tide culture" that resonates with the target groups is the driving force for the continuous development of the brand.

Of course, this is just what we see and think about as a spectator, and really tap the market potential of domestic demand. We also need the joint efforts of every brand, and how to reach the consumer's heart through products, culture and services, so that he wants to buy is the foundation of all.