The Analysis Of China's Clothing Consumption Characteristics Will Usher In A New Development Pattern In The First Half Of 2019.

Since 2019, with the continuous rise of the new generation of consumption, the consumption structure is constantly changing and upgrading, and the consumption intention, consumption pattern and consumption mode are changing. China's clothing consumption market ushering in a new development pattern.

　　 Analysis of China's clothing consumption in the first half of 2019

(1) change analysis of consumer groups

The new main force is changing the entire consumer market. China has more than 400 million people after 80 and 90, occupying nearly 1/3 of China's population, and entering the market gradually after 00. The Chinese clothing market ushered in a new consumption force. They not only have strong ability to consume and receive good education, but also have their own attitudes and ideas, and have their own consumption value proposition. For example, do not arbitrarily consume, but when they encounter products that they really like, they will buy immediately, regardless of the price.

The consumption of young women should not be ignored. It is the guiding force of consumption change. China's new generation of women is paying attention to the fashion trend through the WeChat public number and news information platform, and participates in the consumption, dissemination and production of fashion information by means of short videos and webcast. They not only embrace the professional influence of opinion leaders, but also process and share new fashion content based on brand fashion information, thus contributing to the formation of fashion trends.

In addition, the influx of middle and old aged people is increasing. The consumption potential of middle aged and elderly is large and generous. At the same time, with the continuous improvement of network penetration rate, the proportion of the elderly and the elderly is increasing, forming a new trend of rapid integration and consumption under the online and offline.

(two) change of consumption concept

With the steady growth of residents' income and the change of consumption structure from subsistence consumption to enjoying and developing consumption, people attach more importance to the added value on the functional experience, and the pace of change in consumption concept is accelerating, thus further promoting the upgrading of consumption structure.

Consumer demand pays more attention to individuation. With the improvement of consumers' knowledge level and income level, consumers are constantly improving their style diversity, especially the younger generation.

Consumer demand pays more attention to quality. With the convenience and richness of fashion information acquired by technological progress, consumers' attention to brands has been declining, brand loyalty has been decreasing, and understanding of quality life is closer to reality, and more to the pursuit of quality itself.

Consumer demand is more important than entertainment. Clothing consumption entertainment has become an important factor consumers like. Although the price is still valued by consumers, its significance is not as important as it used to be. Compared with the price, consumers prefer to satisfy their higher level spiritual needs through various recreational activities.

Consumers value responsibility more. Consumers value innovation that can bring them more value, such as the value of time saved by convenience, which will enable them to rely more on brands. At the same time, consumers also value social responsibility more. They hope that their favorite brand is a responsible brand and stick to their social responsibilities, and they will also be a responsible consumer to carry out green consumption.

(three) analysis of consumption characteristics

Under the influence of the change of consumption values, the current consumption has new characteristics. As the decision-making body of their consumption, they have their own consumption proposition and consumption preferences, showing a new token of connotative consumption.

The consumption characteristics of scenes are obvious. With the development of economy, society and economy, consumers increasingly clearly belong to their own way of life and work. When they consume clothes, they take the lifestyle and work style of clothing as the primary prerequisite and standard for shopping. They buy clothes according to their specific scenes of work and life, and match different clothes at different times and occasions to become a new trend, and even become a standard for some consumers.

Aesthetic consumption has become increasingly prominent. In addition to the rigid demand of "adapting season", the "body decoration" and "face value promotion" of clothing appearance are important conditions for shopping. The awakening of consumers' aesthetic appreciation and the pursuit of a better life by consumers have become a new driving force for economic development.

The proportion of self pleasing consumption increased. Consumers increasingly value comfort, and no steel ring underwear sales increase rapidly is a clear proof. At the same time, many consumers no longer pay attention to conspicuous consumption, but instead turn to self satisfaction, pursuit of clothing connotation "spiritual aspirations", willing to pay for self expression clothing products premium.

The trend of neutral consumption is obvious. The gender of consumption is becoming more and more obvious. The consumption boundary of men and women is weakening. Very masculine elements are becoming more and more popular among women. For example, young girls like to wear large shirts to show their unruly and ridiculous life. At the same time, men's consumption is becoming more and more fashionable.

Connotative consumption is becoming more and more prominent. Consumers in the first tier cities are no longer just following the international brand, but are more accepting the second tier brand, the designer brand and the outdoor brand. They are more concerned about product design concepts, designers' communication, including environmental protection, safety and so on. At the same time, they will understand the brand characteristics through the press conference, go to the manufacturer to understand the production process and manufacturing concept, and have a strong interest in products that really conform to their own connotations.

(four) consumption pattern change analysis

With the development of Internet technology and the progress of new retail, the consumption patterns are also undergoing in-depth adjustments and changes. Shopping channels and shopping methods show more new features.

Acquaintance social networking providers are becoming more popular. Consumers are accustomed to acquiring information through social networking such as WeChat to meet the needs of interpersonal interaction, experience, interaction and sharing. In particular, like the acquaintance type electricity supplier mode, pay attention to acquaintances' social relationship chain, through deep acquaintance communication.

Online consumption is more rational. Consumers hope to provide the corresponding wear plan according to their personal shape and preferences, and customize personalized products. At the same time, it is customary to browse the comparison between the e-commerce platform and the entity store's style and price, and make unified purchase in the promotion.

Daily consumption pays more attention to experience. More and more consumers are returning to offline consumption, emphasizing the experience of trying on the spot. This sense of instant experience is also very evident on the Internet, through watching live broadcast and other ways to understand the effect of wearing, so as to complete the online experience trip.

　　 Two, the development trend of clothing consumption in the second half of 2019

In the face of the huge clothing market, China's "supply side structural reform", "manufacturing power strategy", "Internet +" and "big data" and other major national strategies will continue to promote the upgrading of consumption, thus presenting new consumption trends and characteristics.

Demand for personalized customization has increased. In the process of the rise of new consumer groups, there is no uniform standard of consumption order after the 1990s and 00, but rather more variable, diverse and multidimensional. Customization has become a market demand and gradually ushering in a new development period.

The demand for social consumption increased. With the advent of the era of consumer consumption, consumers are increasingly relying on the interaction, entertainment and convenience brought by the scenario consumption created by mobile social networking. At the same time, they increasingly like to establish close links between social friends through consumption.

Cultural and creative needs are increasing. With the continuous enhancement of consumers' cultural consciousness and cultural self-confidence, consumption upgrading is not only reflected in the new consumption concept and the change of material demand of high quality consumers, but also in the recognition and pursuit of consumers' aesthetic connotation of higher aesthetics and Chinese culture.

The demand for safe consumption has increased. In the process of daily consumption, consumers want products and service quality to continuously improve. Meanwhile, they also put forward new requirements for transaction specification and information security. More and more online shopping environment with transparent transaction and payment security is needed.