2019 (Twenty-Seventh) Statistics On China'S Commodity Sales Show That What Are The New Features Of Clothing Consumption?

In April 9th, it was co sponsored by the China Federation of Commerce and the China National Business Information Center.

It was held in Beijing.

The conference introduced the operation and operation characteristics of China's consumer goods market in 2018, and forecasted the development trend of China's consumer goods market in the future.

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The trend of market structure is obvious.

In 2018, consumption in China has been the first driving force for economic growth for fifth consecutive years.

From the structural changes of the consumer goods market, there are still five basic tendencies: the growth of online shopping consumption is faster than that of physical stores, the growth of rural consumption is faster than that of cities and towns, the growth of food and beverage revenue is faster than that of commodity retail, and the development of small and innovative businesses is active, and the sales growth of large retail enterprises is slowing down.

1. The growth rate of the consumer goods market is kept at a reasonable interval.

In 2018, the scale of China's consumer goods market steadily expanded, and the total retail sales of consumer goods reached 38 trillion and 100 billion yuan, an increase of 9% over the nominal period, and a 6.9% increase in real terms.

After deducting cars, the total retail sales of social consumer goods increased by 10.3% over the same period last year, and the growth rate dropped by only 0.4 percentage points over the previous year, indicating that most consumer goods still maintained a relatively fast growth.

In addition, the total retail sales of consumer goods mainly reflect the consumption of physical goods, and the rapid growth of service consumption is not included.

Therefore, in general, the growth rate of China's consumer goods market is still in a reasonable range.

Two. The contribution rate of online physical retail sales to consumer goods market is nearly half.

In 2018, the online retail sales of physical commodities increased by 25.4% on the basis of last year's high growth rate, increasing by 16.4 percentage points faster than the total retail sales of social consumer goods, accounting for 18.4% of the total retail sales of social consumer goods, 3.4 percentage points higher than the previous year, 45.2% for the total retail sales of social consumer goods, 9.8 percentage points higher than the previous year, and the total retail sales of social consumer goods increased by 4.1 percentage points, up 0.5 percentage points over the previous year.

Three, the proportion of rural consumer goods market continues to improve.

In 2018, the retail sales of rural consumer goods reached 55350 billion yuan, an increase of 10.1% over the previous year. The growth rate was 1.3 percentage points higher than that of the urban market. The proportion of the rural market in total retail sales of consumer goods was 14.5%, an increase of 0.3 percentage points over the previous year.

From the monthly growth rate, the rural consumer goods market achieved a year-on-year growth of more than 10% from 1 to April and from 6 to September.

Four, the increase of food and beverage revenue is faster than commodity retail

In 2018, retail sales of commodities realized 338271 billion yuan, up 8.9% from the same period, 42716 billion yuan in 2018, 9.5%, and 0.6 percentage points faster than commodity retail.

Among them, the catering revenue of the units above the limit increased by 6.4%, and the rate of increase was 0.7 percentage points higher than that of the units above the limit.

From the monthly growth rate, food and beverage revenue growth is higher than retail sales.

Five, fashion and innovative small and micro enterprises are developing vigorously.

In order to meet the needs of diversified consumption and multi-layer consumption, small and micro retail outlets, convenience stores and restaurants have been developing vigorously with the innovation of formats and models.

Six, retail sales of large retail enterprises are growing at a low speed.

According to the statistics of the China National Business Information Center, the number of retail sales of major retail enterprises (mainly department stores) increased by 0.7% in 2018, and the growth rate was 2.1 percentage points slower than that in 2017.

Among them, clothing retail sales increased by 1%, retail sales of Cereals, Oils and foodstuffs increased by 1.5%, retail sales of cosmetics increased by 8.7%, retail sales of daily necessities increased by 0.2%, retail sales of gold, silver and jewellery increased by 1.6%, and retail sales of household electrical appliances were less than that of the same period last year.

Seven, the main daily necessities to achieve steady and rapid growth

In view of the retail situation of units above the limit, most of the categories were growing positively in 2018.

Among them, clothing, shoes and hats, knitted textiles, gold and silver jewelry, daily necessities, petroleum and products retail sales increased by 8%, 7.4%, 13.7% and 13.3%, respectively, up 0.2, 1.8, 5.7 and 4.1 percentage points respectively over the previous year.

In addition to daily necessities and oil and products, retail sales of Cereals, oils, foodstuffs and furniture products increased by more than 10%.

In 2018, the consumption upgrading of China's consumer goods market was developing rapidly. Consumption patterns, formats, technology and experience innovation accelerated to emerge. The connotation and denotation of China's consumer goods market were more abundant, and the business ecology was more perfect.

Some brands such as Bosideng, Ai Li Fang, blue moon, Luo Lai, Song Li Si, VGRASS, Chuang-tzu, nine Mu Wang, Bi Yin Ling, Goldlion, Shan Shan, Luo Meng, Shui Nie, Vanward, Sharon, Gep, three guns, Heng Yuan Xiang, Tong Niu, La Clover, camel, Phoenix, Yu Run, ancient ship, etc., are driven by innovation. With continuous upgrading products, the consumers' awareness of Chinese brands, the needs of people for a better life and the consumption of the market have been promoted, which has become the backbone of the steady growth of China's consumer goods market in 2018.

Notable characteristics of consumption upgrading

The proportion of service consumption continues to rise.

First, the consumption expenditure of the residents will increase faster.

In 2018, although China's economic growth and residents' income growth slowed down, the growth rate of household consumption expenditure was accelerating.

The per capita consumption expenditure of the whole country was 19853 yuan, an increase of 8.4% over the previous year, and the rate of increase was 1.3 percentage points faster than that of the previous year. The real increase of 6.2% after deducting the price factor was 0.8 percentage points faster than that of the previous year.

Among them, the per capita consumption expenditure of urban residents was 26112 yuan, a nominal increase of 6.8%, an increase of 0.9 percentage points over the previous year, a 4.6% increase in real terms and a 0.5 percentage point increase over the previous year.

The per capita consumption expenditure of rural residents was 12124 yuan, a nominal increase of 10.7%, an increase of 2.6 percentage points over the previous year, a 8.4% increase in real terms and a 1.6 percentage point increase over the previous year.

Two, the proportion of service consumer spending continues to rise.

In 2018, China's residents' consumption concept changed from "possession of goods" to "enjoyment of services". The supply level of medical, catering, housekeeping, tourism and other services continued to rise, leading to the rapid growth of China's service consumption expenditure.

The per capita service consumption expenditure of the whole country is 8781 yuan, which accounts for 44.2% of the total consumption expenditure, 1.6 percentage points higher than that of the previous year.

Among them, the per capita dietary service expenditure increased by 21.7%, household service expenditure increased by 32.1%, medical services expenditure increased by 20.5%, and other services including hotel accommodation increased by 14.9%.

Three, consumer awareness of personalized brand enhancement

In 2018, we can find the pition from "big brand consciousness" to "individual brand consciousness" in clothing consumption, food and household appliances consumption, as well as tourism, education, culture and other services consumption.

People's enthusiasm for new products and popular products in the market is still strong. But when it comes to brand selection, buying behavior is more rational and more personal.

The consumption structure of different regions is becoming more and more similar, but the consumption characteristics of the brand circle are more obvious, and the market competition is more intense.

Four, consumers pay more attention to the balance between high quality and cost-effective.

In the past, most consumers chose products with certain cost performance on the basis of low price.

Now, consumers in some areas with one and second tier cities pay more attention to variety, quality and brand, and make a balance between high quality and cost-effective.

People eat healthier, organic food, green vegetables, fresh meat, low-fat snacks and other market heat is higher; clothing is more fashionable, clothing quality consumption, brand consumption increases, clothing merchandise professional sense, technology sense, fashion sense is more abundant, large retail business clothing prices rise steadily; more intelligent, digital products, smart home appliances, multi-functional, convenient lifestyle small household electrical appliances into thousands of households; do better, sports, new energy, high-end car sales share continues to improve.

Five, the consumption of new and imported commodities has increased significantly.

In 2018, new products, new brands, new packaging and new markets became the key to stimulating people's desire for consumption.

Opening up the subdivision area and striving to become a leading industry has become an important way for businesses to get high premium and high sales volume.

With China's further opening up to the outside world, more and more foreign goods have entered the market, making our residents richer and more quality.

In 2018, the import of consumer goods increased by 10.9% over the previous year, and maintained a relatively rapid growth.

Six, the integration of new formats and traditional formats.

In 2018, new technologies such as big data, artificial intelligence and mobile Internet further penetrated into traditional industries. People's shopping habits also showed fragmentation, full channel and all-weather characteristics.

Under the support of the increasingly perfect logistics and distribution system, the traditional entity retailing format and the electronic business platform develop towards the deep integration. New retail formats that focus on the consumption experience and satisfy the convenient needs are emerging.

In 2018, the proportion of retail sales achieved by the above unit through the Internet accounted for 10.2% of the total retail sales of consumer goods above the quota, which was 2.3 percentage points higher than that of the previous year.

At present, China's economic development has shifted from rapid growth to a new stage of high quality development.

High quality development needs high quality brand as support. Speeding up brand building is an important connotations of China's economic pformation and upgrading, and Mai Xianggao's quality development stage.

2018年我國消費品市場上，涌現出一批積極承擔社會責任 、市場表現良好的優秀品牌：安莉芳、波司登、愛慕、藍月亮、羅萊家紡、歌力思、VGRASS、莊子、九牧王、比音勒芬、金利來、杉杉、七匹狼、羅蒙、水孩兒、雪倫、杰奧、三槍、恒源祥、銅牛、KLOVA 、皮爾卡丹、La Clover、賽斯特、木真了、懿菲、愛美麗、慕瀾、雪竹、小護士、鹿王、雪蓮、駱駝、菲安妮、萬和、依波、雨潤、古船等，積極發揚工匠精神，為消費者提供了新產品、新時尚、新體驗，贏得了消費者的好口碑，為我國居民消費的穩定增長、消費升級做出了突出貢獻，成為中國零售企業認可的2019年度中國消費品市場高質量發展優選品牌。

Incremental consumption of clothing

Brand upgrading intensified

First, the clothing consumer market continues to grow rapidly.

In 2018, the retail sales of clothing commodities above the limit reached 987 billion 40 million yuan, a cumulative increase of 8.5%, and the growth rate was 0.5 percentage points higher than that in 2017.

Garment sales above the quota have continued to accelerate since 2017, and the growth rate exceeds 2.8 percentage points of the average retail sales growth above the quota.

In 2018, the per capita consumption of clothing and clothing increased by 4.1%, and the growth rate was 1.2 percentage points faster than the same period last year.

On the other hand, the proportion of clothing consumption expenditure to total consumption expenditure continued to decline, accounting for 6.5% in 2018, down 0.3 percentage points from the previous year.

Compared with the past, people spend more and more on health care, education and services.

Two. The increase of clothing sales price in major national retail enterprises.

In 2018, the retail sales of major retail enterprises in China increased by 0.9%, and the growth rate slowed down by 4.5 percentage points compared with 2017.

Among them, men's clothing grew by 0.4%, the growth rate slowed by 1.9 percentage points compared with 2017, the total growth of women's clothing was 0.9%, the growth rate slowed down 4.7 percentage points compared with 2017, and children's clothing increased by 6.7%, the growth rate slowed down 1.1 percentage points compared with 2017.

In 2018, the volume of retail sales of major retail enterprises in China decreased by 4.2%, and the growth rate slowed down by 8.4 percentage points compared with 2017.

Price increase is the main reason for the decline of clothing sales in key retail enterprises.

In 2018, the unit price of clothing in major national retail enterprises increased by 5.3%, up 4.1 percentage points from 2017.

Three, clothing online shopping market to high quality development

In recent years, with the rapid development of e-commerce, the growth of online shopping consumption is obviously faster than that of offline stores. However, with the growth of Internet users and the expansion of sales base, the growth rate of online shopping has begun to fall.

In 2018, the online retail sales of physical goods in China amounted to 70198 billion yuan, an increase of 25.4%, accounting for 18.4% of the total retail sales of consumer goods.

Among them, online retail sales of apparel products increased by 22%, and the growth rate was 14.8 percentage points slower than the beginning of the year.

With the development of China's online shopping market, consumers are more mature and rational.

Online shoppers not only focus on brand marketing activities, but also care about brand awareness, clothing quality and style.

Therefore, as the growth of online traffic is slowing down and competition is becoming more intense, the advantages of online sales on many brands based on entity stores are increasingly obvious.

Four, young and fashionable brand upgrading intensified.

Traditional clothing brands have increased their investment in core business in recent years to return to the product positioning that meets consumer demand: first, to refine the design of clothing from a single style to diversify the styles of leisure, fashion, city, street, and Sen, and to meet consumers' younger and diversified consumption needs; the two is to innovate cross border cooperation, promote the image upgrading of clothing brands and achieve cross-border win through the trend of other famous brands in the industry; the three is to introduce designer joint names to meet consumers' demand for high quality and personalized consumption; four, to promote new generation idol stars, net red and other explosive funds, and form fans economy; five, increase investment in fashion shows, major events and social media, and maintain market heat.

Five, store upgrade effect is remarkable.

In 2018, clothing brand stores adjusted more vigorously. New channel layout and streamlined stock stores were carried out at the same time. A series of measures such as upgrading store image, adjusting display layout, improving visual effects, introducing smart devices and improving service quality were created to create more temperature shopping environment and richer shopping experience for consumers.

The brand that matches store upgrade and product upgrade has achieved remarkable results this year, and its performance has improved rapidly.

For example, Bosideng, through participating in New York fashion week, launching international designers' joint name, improving the sense of technology and scene of the shop, and carrying out the all-around brand upgrading from the clothing design to the store image, realizes the annual sales volume of the down jacket is over ten billion yuan.

Six, technology will quickly integrate into fashion consumption.

People's thirst for new technology will speed up the technological content of all walks of life. The fashion elements of clothing consumption will not only be beautiful and fashionable, but also will become a fashionable consumption.

The clothing brand will accelerate the integration of technology and fashion from three aspects: product design, product quality and store environment.

First, restructure the industrial chain, break the information barrier between the production end and the consumer side, the upstream industry and the downstream industry, realize the effective docking of clothing design and consumer demand; two, promote product innovation; wearable equipment and innovative fabrics will give more functions to clothing; three, increase the sense of Technology in the store, 3D technology, interactive electronic large screen, environmental experience warehouse and other black technology will be more applied to stores, and enhance the image of the brand in the minds of consumers.

Seven, clothing quality will be more derived from quality and specialty.

Clothing is a fashionable commodity, and a work of originality.

Despite the endless stream of marketing and colorful marketing, behind the hot spots of the market is the adherence of the clothing brand to the main business and the recognition of the consumers' quality.

As China's consumers become more mature and more rational, people will pay more attention to the inner quality, function and technology of clothing. The taste of clothing consumption will be reflected more from the historical precipitation of the brand, the precise positioning of the function, the professional level of design, the fineness of the process, the comfort of fabric texture, and the service quality of the shopping guide.

Eight, consumers will pay more attention to brand social image.

The new generation of consumers not only focus on the products themselves, but also care about the impact of their consumption behavior on the society, so as to attach importance to the brand social image.

The clothing brand will adhere to the integrity management, strengthen the sense of social responsibility, actively implement the green and environmental design concept, actively participate in public welfare activities, and abide by the spirit of contract.

Through the support of sustainable development, the inheritance of traditional Chinese culture and the attention of vulnerable groups, we can spread positive energy for the society.