2018, China'S Consumption Is Completely Summarized.

As early as the beginning of this year, the provincial and municipal statistical bureaus gradually released year-round consumption data. In 2018, China's retail market became clearer. In addition to the official promotion of consumption promotion, the "consumption classification" described by some agencies was more vivid and pragmatic in reconstructing China's consumer market in the past year.

Data released by China's National Bureau of statistics in January 21st showed that in 2018 1-12, the total retail sales of consumer goods in China exceeded 38 trillion points, reaching 380987 billion yuan, an increase of 9% over 2017 (a 6.9% increase in real terms after deducting price factors, all nominal growth in addition to special descriptions), with a growth rate of 0.1 percentage points lower than that in 1-11 months.

Among them, the retail sales of consumer goods above the quota reached 145311 billion yuan, an increase of 5.7%.

In December, the retail industry grew by 8.2%, a slight increase of 10 basis points over November.

Of all the major categories of consumption, the only decline was automobile consumption. In 2018, China's auto consumption fell 2.4% to 38948 billion yuan.

Because of the extremely high unit price and weak automobile consumption, China's retail market was further slowed down in 2018, and auto sales also fell for the first time in 30 years.

Cosmetic market slows down in the second half of last year

In all consumption categories, the performance of the cliffs is slowing down for cosmetic categories.

The Chinese cosmetic market has sprung up since May 2017, and maintained a double-digit growth rate and maintained until June 2018.

During the period, Shiseido Co. Ltd. (4911.T) Co., Ltd., Shiseido, Est e e Lauder Cos. Inc. (NYSE:EL) Estee Lauder group, L 'Inc. (4911.T) group (L'OREAL) L'OREAL group was selling well in the Chinese market through its high-end beauty brand, and recorded a record performance in 2018.

In 2018, the sales of cosmetics sold above the quota in China increased by 9.6% to 261 billion 900 million yuan, but the increase in December has plummeted to 1.9%, reaching a 30 year low.

At the beginning of February, the Alexis Perakis-Valat, vice president of consumer goods department of L'OREAL group, commented on the beauty market in China at the beginning of its performance meeting. The proportion of the Chinese cosmetics market is very low. The proportion of the Chinese market is very low. E-commerce is playing a huge role in promoting the market, and the three to five line cities are the main driving force.

With his six years experience in China, he said that online channels are becoming an accelerator for make-up from the second tier to the secondary cities.

The main manifestation of the upgrading of consumption is still focused on the increase of consumer support in health care in China, while the proportion of expenditure on basic clothing and food, alcohol and tobacco continues to decline.

In addition, the share of household expenditure continues to increase.

　　2018年，中國居民人均食品煙酒消費支出5,631元，比上年增長4.8%，占人均消費支出的比重為28.4%(2017年29.3%);人均衣著消費支出1,289元，增長4.1%，占人均消費支出的比重為6.5%(2017年6.8%);人均居住消費支出4,647元，增長13.1%，占人均消費支出的比重為23.4%(2017年22.4%);人均生活用品及服務消費支出1,223元，增長9.1%，占人均消費支出的比重為6.2%(2017年6.1%);人均交通通信消費支出2,675元，增長7.1%，占人均消費支出的比重為13.5%(2017年13.6%);人均教育文化娛樂消費支出2226元，增長6.7%，占人均消費支出的比重為11.2%(2017年11.4%);人均醫療保健消費支出1,685元，增長16.1%，占人均消費支出的比重為8.5%(2017年7.9%);人均其他用品及服務消費支出477元，增長6.8%，占人均消費支出的比重為2.4%(2017年2.4%)。

Commenting on the 2018 consumer market, Lin Tao, director of the Department of foreign trade and economic affairs of the National Bureau of statistics, concluded that China's consumption pattern is changing from physical consumption to service consumption, and from basic survival to development enjoyment.

Another important feature of China's consumer market in 2018 is that the consumption growth of the first tier cities is generally lower than that of the secondary cities, while the growth rate of urban consumption is obviously lower than that of the rural market. The main reason behind this is undoubtedly that the high housing prices inhibit the consumption of urban residents, although the absolute consumption of the first tier cities is still ahead.

In 2018, the per capita consumption expenditure of urban residents increased by 26112 yuan, an increase of 6.8%, a real increase of 4.6% after deducting price factors, and a per capita consumption expenditure of 12124 yuan for rural residents, an increase of 10.7%, a 8.4% increase in real terms after deducting price factors.

According to the statistics released by Beijing Statistical Bureau, in 2018, the total retail sales of consumer goods in Beijing reached 1 trillion and 174 billion 770 million yuan, an increase of only 2.7% over the same period last year.

According to the statistics released by Shanghai Statistical Bureau, in 2018, the total retail sales of consumer goods in Shanghai reached 1 trillion and 266 billion 869 million yuan, an increase of 7.9% over the same period last year.

However, Shanghai residents showed outstanding consumption in fashion category. The retail sales of clothing products increased by 12.7% throughout the year, while the consumption of cosmetics, gold and silver jewelry increased by 13.2% and 14.6% respectively.

According to the Statistics Bureau of Guangdong, in 2018, the total retail sales of consumer goods in Guangdong reached 3 trillion and 950 billion 112 million yuan, up 8.8% from the same period last year, an increase of 120 basis points lower than that in 2017.

In sharp contrast to Shanghai, the market for clothing, shoes, hats and needles and textiles in Guangdong market only recorded a 1.9% increase in 2018.

As Guangzhou, the capital city of Guangdong, the total retail sales of social consumer goods in 2018 amounted to 925 billion 619 million yuan, an increase of 7.6% over the same period last year. In another important tier city, Shenzhen's total retail sales of social consumer goods in 2018 reached 616 billion 887 million yuan, an increase of 7.6% over the same period last year.

Among the most important categories of consumer goods, clothing consumption is more realistic than rural consumption.

In 2018, China's per capita consumption of clothing was 1289 yuan, an increase of 4.1% over the same period, of which 2.9% of urban residents' consumption and 5.9% of rural residents' consumption.

The above consumption trend is also reflected in the growth of disposable income.

In 2018, the median per capita disposable income of Chinese residents was 24336 yuan, an increase of 8.6% over 2017, and the median was 86.2% of the average.

Among them, the median per capita disposable income of urban residents was 36413 yuan, an increase of 7.6%, an average of 92.8%, and the median per capita disposable income of rural residents was 13066 yuan, an increase of 9.2%, which is 89.4% of the average.

The electricity supplier channel is another data worth writing in China's consumer market.

In 2018, the nationwide online retail volume was 90065 billion yuan, an increase of 23.9% over 2017.

Among them, the online retail sales of physical commodities increased by 70198 yuan, an increase of 25.4%, accounting for 18.4% of the total retail sales of social consumer goods, and the consumption, wear and use of commodities increased by 33.8%, 22% and 25.9% respectively in online retail sales of physical commodities.

18.4% of the channels, accounting for the highest penetration rate in the world, exceeds 18% in the UK market. In 2017, China and the UK accounted for 15% and 16.3% of the retail channel respectively.