The Future Trend Of Garment Retail Market Is Analyzed From The Most Comprehensive Market Analysis.

In recent years, the garment industry has undergone a series of changes. Garment enterprises, in adjusting supply chains or implementing multi brand strategies, are seeking ways and means of pformation and upgrading.

After years of adjustment, what are the current operation and consumption characteristics of the garment industry? What are the new consumption trends?

Let's take a look at the 2018 annual monitoring report of large retail enterprises and consumer goods market in China.

In 2018, the consumption upgrading characteristics of our clothing market were obvious. The growth rate of clothing consumption of the residents continued to increase. The growth rate of clothing consumption above the quota level was once again accelerated, the image of the high-end shopping malls increased, the clothing consumption price increment was reduced, the consumption quality of clothing online shopping was improved, the total channel benefit and win win, and the clothing brand showed the characteristics of diversified development.

In 2019, domestic demand will continue to play a decisive role in China's economic development. Clothing consumption will maintain a steady growth. The integration of technology and fashion will become a hot spot in the industry. The clothing market will be further subdivided, and the clothing brand will further strengthen the sense of social responsibility.

Operation condition

In 2018, China's clothing retail market above Designated Size continued a good growth momentum. The retail sales of major retail enterprises in China increased steadily, and the children's wear market grew relatively fast.

Consumers' demand for clothing quality has been gradually raised. The major unit of large retail enterprises in China has seen a larger increase in the unit price of clothing consumption, and many brands that sell mainly on physical outlets have an obvious advantage in online sales.

(1) the clothing consumer market continues to grow rapidly.

1. retail sales of clothing commodities above the quota increase faster.

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.

2. consumer clothing prices rose slightly.

In 2018, clothing consumer prices rose 1.4%, and the growth rate was basically stable.

Only a slight increase of 0.1 percentage points over 2017.

Since 2016, the rise in clothing consumer prices has been lower than the overall consumer price inflation for three consecutive years. In 2018, the former was 0.7 percentage points lower than the latter.

(two) the retail sales of major retail enterprises in China have increased steadily.

1. retail sales of clothing are slowing down, and children's wear market is growing faster.

In 2018, the retail sales of key large retail enterprises increased by 0.9%, and the growth rate slowed down by 4.5 percentage points compared with 2019.

Among them, men's clothing grew by 0.4%, the growth rate slowed down 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 the children's wear increased by 6.7%, and the growth rate slowed down 1.1 percentage points compared with 2017.

2. retail sales of clothing decreased year by year, and clothing unit price increased considerably.

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

In addition to the increase in the number of sportswear retail sales, the retail sales of other categories of clothing were less than that of the same period last year.

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

2018 the national unit price of the major large-scale retail enterprises increased by 5.3%, up 4.1 percentage points from 2017.

3. the sales price of men's wear, women's wear and children's wear increased rapidly.

In the clothing sales of key large retail enterprises, the upgrading trend of personalization, fashion and other consumption has led to the rapid increase in the unit price of the main categories of clothing such as men's clothing, women's wear and children's clothing.

Among them, men's clothing sales unit price rose 4.6%, or 2.4 percentage points faster than in 2017, and the retail sales of men's clothing decreased by 4.1%, the growth rate dropped 4.2 percentage points compared with 2017.

The sale price of women's clothing increased by 7.1%, or 7.7 percentage points higher than 2017, and the retail sales of women's clothing decreased by 5.8%, the growth rate was 11.9 percentage points lower than that in 2017.

The rapid growth of the high-end women's clothing market is an important reason to promote the price of women's clothing. The high-end brands have advantages in design, promotion and marketing, thus making it easier to stand out in the market competition.

The sale price of children's clothing rose 10.5%, up 2.1 percentage points from 2017, and the retail sales of children's clothing decreased by 3.4%. The decline was narrowed by 0.9 percentage points compared with 2017.

4. the sales volume of sportswear increased.

In 2018, the volume of sportswear retail sales in major major retail enterprises increased by 4.6%, the growth rate increased by 1.7 percentage points compared to 2017, and it was also 8.8 percentage points higher than the average growth rate of clothing retail sales.

In recent years, the domestic sportswear brand has expanded the market through the acquisition and operation of foreign sporting goods brands, the development of children's clothing business, and the development of online businesses. The brand recognition has been greatly improved, and the performance has achieved rapid growth.

5. the sales of winter clothes are less than that of the same period last year.

In 2018, the retail sales of cold proof clothing in key large retail enterprises decreased by 11.3%, and the growth rate dropped by 18.2 percentage points over 2017.

The relatively high base and cold outdoor clothing sales had a great impact on the sales of cold clothing.

At the same time, sports brand and fast fashion brand also have a great impact on the sales of winter clothing.

6. competition in most categories of clothing market is enhanced.

Different from last year's situation, the competition degree of garment market has improved in 2018.

This benefits from the upgrading of brand competitiveness by upgrading brand names, upgrading products, upgrading stores, optimizing channels and reducing costs.

(three) high quality development of apparel online shopping market

1. the physical retail sales on the wear line have slowed down.

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.

2., many online stores have obvious advantages in brand marketing.

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) substantial increase in imports of garments and accessories

In 2018, the import of clothing and accessories reached 82.7 US dollars, an increase of 13.8% over the same period last year, and the growth rate was 2.5 percentage points higher than that in 2017.

In 2018, the import of clothing and accessories reached 54 billion 730 million yuan, an increase of 11.4% over the same period last year, and the growth rate slowed down 2.4 percentage points compared with 2017.

Characteristic analysis

In 2018, the disposable income and consumption expenditure of our residents maintained a steady and rapid growth. The growth rate of clothing consumption expenditure of residents increased here. The growth of per capita clothing consumption in rural areas was faster than that in cities and towns, and became an important foundation for the steady growth of clothing consumption in China.

China's consumption is in the stage of diversification and individuation. Clothing consumption is characterized by richness of products, diversification of brands and individualization of styles.

Clothing consumption has been upgraded obviously, quality consumption and cost performance consumption have been significantly improved. The brand with better store environment and richer experience and full channel operation has attracted more consumers.

(1) faster growth of clothing consumption for residents

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 medical, education, service and other projects, squeezing clothing consumption.

The per capita clothing consumption expenditure of rural residents is lower than that of urban residents, while the proportion of consumption expenditure is relatively low. However, in recent years, the growth rate is relatively fast, showing strong consumption potential.

In 2018, the proportion of clothing consumption expenditure of rural residents accounted for 5.3% of total consumption expenditure, which was 1.6 percentage points lower than that of urban areas.

The per capita clothing and consumption expenditure of rural residents increased by 5.9%, and the growth rate was faster than that of town by 3.1 percentage points.

(two) the upgrading of younger and fashionable brands.

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.

(three) multi brand strategy prevails.

As China's consumer goods market has gradually entered the stage of "personalized brand awareness", it will be difficult to meet the changeable market demand by relying on one brand and one style.

Therefore, in recent years, clothing brand multi brand strategy prevails.

Specific measures include the acquisition of international brands, the introduction of sub brands for different consumer groups and other measures.

(four) quality and cost performance improved significantly.

From the sales data of the large retail enterprises, we can see that in recent years, the clothing sales in the market are decreasing, while the clothing sales are rising, and the unit price of clothing is rising.

China's clothing brand has gradually found a development route between the international luxury brands and the international fast fashion brands, that is, to improve the quality and appropriately raise the unit price of clothing so as to gain a larger market share.

(five) store upgrading is effective.

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) full channel marketing is a consensus.

In 2018, clothing brand actively explored new retail mode, further promoting the complementary advantages of various formats, and better combining operational efficiency and improving service quality to meet the people's all-weather and fragmented consumer demand, and provide consumers with more convenient, high-quality and rich shopping experience.

Trend Outlook

(1) clothing consumption will maintain steady and rapid growth.

With the improvement of people's living standards, clothing consumption demand will be more diverse. Dress occasions, clothing functions, brand culture and other factors will become the factors that people may consider buying clothing, thus promoting the further expansion of clothing consumption.

In order to adapt to the trend of consumption upgrading, the total quality of new brands, new varieties and new formats of clothing market will continue to improve. Our clothing consumption will maintain steady growth and rapid growth, the quality of clothing consumption will continue to improve, and the diversification, diversification and individuation of clothing consumption will become more significant.

(two) 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.

(three) clothing brands with high new frequencies will be more popular with young consumers.

Compared with the past, the younger generation of consumers has better physical conditions, broader consumer vision and distinctive innovative products become the key to stimulate their clothing consumption desire.

This requires brand manufacturers to adopt multi product, small batch, personalized production mode, increase the new frequency and improve the quality of new products, so as to get the favor of young consumers.

(four) 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.

(five) 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.