Data Analysis: China's Clothing Sales Decreased By 17 Billion 800 Million A Year, And The Consumer Market Went There.

Leisure, fashion, city, street, Sen... Looking around today's city shopping malls, all kinds of styles and styles of clothing can be described as "getting more and more enchanting", which reflects the increasingly young, diversified and personalized consumption needs.
Clothing, food and clothing, clothing and clothing are one of the most basic consumption. However, data show that sales of clothing and cloth have decreased significantly in recent years, and the volume of clothing sales of key large retail enterprises in China has also experienced a downward trend. Is the Chinese really not buying clothes like they used to be?
Look at the quantity.
Clothing and cloth sales continued to decline, clothing consumption accounted for a decline in overall consumer spending.
Since last autumn and winter, Beijing white collar Xiao Wang has found a way to buy clothes: rent clothes. "Buy and rent, spend less, experience more, and save yourself the trouble of taking care of clothes."
Xiao Wang said that buying a desirable dress in the mall is hundreds of thousands of times, and a lot of clothes are idle for a long time. There are many kinds of renting services on the market now. There are many kinds of goods, and the prices are not expensive. Especially for clothes on special occasions, there are not many opportunities to wear.
From the market rents APP, small programs to all kinds of second-hand clothing offline stores, online trading platform and franchisee, people are exploring more possibilities in clothing trade, buying new clothes is no longer the only choice.
This new trend and data reflect the changes that the clothing industry is facing.
Statistics from the National Bureau of statistics show that sales of clothing and cloth have dropped to varying degrees in the same period from the fourth quarter of 2017. Clothing sales in 2018 were 54 billion 60 million, down 24.8% from 71 billion 910 million in 2017.
People buy less clothes. The statistics of China's commodity sales released by the China Federation of Commerce and the China National Business Information Center also showed that in 2018, the volume of retail sales of clothing in major retail enterprises nationwide 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.
In the overall consumption expenditure, the proportion of people used for clothing consumption is also lower. According to the National Bureau of statistics, in 2018, the per capita clothing consumption expenditure of the whole country was 1289 yuan, an increase of 4.1% over the same period last year, and the growth rate was 1.2 percentage points faster than that of the same period last year.
In the same period, the per capita consumption expenditure of the residents increased by 6.2% in real terms, and the growth of daily necessities and services, transportation and communications, education, culture, entertainment and health care was much higher than that of clothing consumption. In 2018, the proportion of clothing consumption per capita in the national consumption expenditure was 6.5%, down 0.3 percentage points from the previous year.
In terms of money, money is not spent.
The unit price of clothing has risen significantly, and the overall expenditure on clothing and clothing is still increasing.
Some consumers will ask why clothing sales are less, and the amount of money spent on clothes is quite a lot. Clothing consumption expenditure is still growing as a whole.
Indeed, looking at retail sales, the clothing industry is also growing. Data show that in 2018, the retail sales of clothing commodities above the limit reached 987 billion 40 million yuan, a cumulative increase of 8.5%, the growth rate increased by 0.5 percentage points compared with 2017, and clothing sales above the limit had continued to accelerate the trend of growth since 2017. In 2018, the retail sales of clothing commodities in major large-scale retail enterprises increased by 0.99% over the same period last year.
Clothing retail sales increased, clothing consumption expenditure increased and clothing sales decreased, which meant that clothing prices had changed.
Statistics from the China National Business Information Center show that in 2018, clothing consumer prices rose 1.4%, or slightly faster. For the major retail enterprises in China, price rise is the main reason for the decline of clothing sales. In 2018, the unit price of clothing in major national retail enterprises increased by 5.3%, up 4.1 percentage points from 2017.
Among them, men's clothing sales unit price rose 4.6%, or 2.4 percentage points faster than in 2017; the sales price of women's clothing rose 7.1%, or 7.7 percentage points higher than that in 2017; the sales price of children's wear increased 10.5%, or 2.1 percentage points lower than that in 2017.
Why is price rising so obvious?
On the one hand, the overall cost of enterprises remains high. China clothing association pointed out that due to the continuous growth of cost, such as employment, financing, taxation, raw materials, energy and so on, the comprehensive operation cost of enterprises has been increasing.
From the change of the proportion of cost to main business income, the average level of Industrial Enterprises above designated size has been decreasing year by year, while the proportion of garment industry has been increasing. The rapid rise of cost has further squeezed the profit margins of garment enterprises.
On the other hand, the industry pointed out that fashion, quick sales, personality and other clothing consumption concepts have changed the entire clothing consumption market. With the usual sale of "exploding" clothes, tens of thousands of pieces and hundreds of thousands of pieces are sold, but today's consumers are no longer willing to "bump into shirts" with others.
The new concept of consumption has quickly been returned to the garment enterprises, and its production mode has changed from "big to full" to "small but fine". Clothing enterprises invest a lot of manpower and financial resources in fashion design, style, fabric and so on, it is difficult to put into production as much as before to reduce innovation costs and expand revenue, and the sale price of single garments has also increased.
Fashion change accelerates industry segmentation
Small and beautiful brands are favored, and children's clothing and sportswear have great market potential.
Echoing the trend of differentiation and stylization, today's luxury brands are not only high-end luxury products, but also more and more popular brands that are familiar to ordinary consumers are also launching off line products. The clothing market seems to be more lively. What aspects will the industry evolve in the future? What kind of clothing can consumers buy?
On the whole, fashion change accelerates industry segmentation.
The China Apparel Association points out that in the process of the rising of new consumer groups, enterprises can not label the "90 after" and "00" consumer groups as they used to catch 60, 70 and 80s consumer groups preferences. This means that the new round of consumption upgrading is more changeable, diverse and multi-dimensional.
Individualized, differentiated and differentiated lifestyle leads to the unconformity of brand appeal. Many clothing brands will introduce younger and styled sub line brands, and more small and beautiful niche brands will be favored. Younger and high-end will gradually become the mainstream trend of garment industry transformation and upgrading.
From the point of view of the crowd, men's wear, women's wear and children's wear are showing different competition patterns.
Men's clothing is customized. China clothing association said that with the increasing consumer fashion quality and personalized needs, men's clothing consumption is more branding, internationalization, outdoor and leisure, business dress, business and leisure, outdoor leisure and so on will be further subdivided, precise marketing and customized products become the focus of men's clothing brand competition.
Women's clothing is self branding. The China National Business Information Center said that the high-end women's clothing brands have advantages in design, promotion and marketing, and are more likely to stand out in the market competition. The industry expects that in 2019, the transformation and upgrading of women's clothing enterprises will be more in-depth, starting from the brand connotation, R & D, supply chain management and other aspects to strengthen the refinement and differentiation of independent brand building.
Children's wear market is expanding rapidly. Many brokers are optimistic about children's wear market. They believe that the scale of China's children's wear market will be further expanded by the two child policy and the new generation of parents' parenting concept. At present, the international children's wear brands enter the Chinese market. More and more adult and sports brands continue to increase children's clothing business. The Chinese children's wear market is showing more intense competition.
From the perspective of category, sportswear and clothing are full of potential. Data show that in recent years, the compound annual growth rate of domestic sports and casual wear market has remained at around 30%. With the rise of the three or four line market and the sinking of brand channels, the challenges of the growth of fast fashion brands for casual wear brands will be more intense, and the demand for product fashion and cost-effective will continue to improve.
(source: People's Daily Overseas Edition reporter: Li Jie)