Consumer Analysis: Consumers Are Becoming More And More Rational For Clothing Consumption Behavior

In recent years, with the change of international trade environment, the textile and garment industry is more and more dependent on the domestic consumer market. In order to understand the actual demand and consumption trend of China's textile and garment terminal market, the Shanghai Office of China Textile Industry Federation and Donghua University have carried out an annual sampling survey of terminal consumption since 2012. The respondents are mainly concentrated in Shanghai. At the beginning of this year, the sudden outbreak of the new crown has disrupted people's life rhythm, and further impacted the domestic consumer market. Textile and garment enterprises are facing unprecedented difficulties. Therefore, the scope of our investigation this year has been extended to the whole mainland of China, and the investigation on the impact of the epidemic on consumption has been added. Hope to provide reference for judging the business environment of the textile and clothing industry in the second half of the year. A total of 1125 samples were collected in this survey. The respondents were ordinary consumers from all regions except Tibet. The age distribution ranged from 16 to 74 years old, and most of them concentrated in the age stage of active consumption between 25 and 50 years old. The questionnaire is mainly divided into three parts, one is the basic information of the respondents, the second is the survey of the consumption of the respondents, and the third is the investigation of the impact of the epidemic situation. 1. Basic information of the respondents: from the basic information of the respondents, about two-thirds of the samples are women; in terms of educational background, 59.4% have bachelor's degree or above; and 63.4% are aged 25-50. Therefore, most of the investigated samples are the main consumer groups, which can objectively reflect the actual situation of the terminal consumers. Through the survey of consumers' income in 2020, it is found that 35.02% of the people said that their income had decreased this year, 46.04% said their income had not changed, and only 18.93% said that their income had increased. Compared with the situation in previous years, the number of people with reduced income has increased greatly. This is mainly due to the impact of this year's new coronal pneumonia. (since the data of the terminal survey conducted in the past years since 2012 are all from Shanghai, in order to better compare the data with previous years, only Shanghai samples in this year's survey data are selected in this report when making the comparison chart of historical data.)

2、 The survey of consumption mainly includes three aspects. The first is consumption channels, the second is consumption capacity, and the third is consumption habits. According to the survey, 50.84% of the consumers who buy clothes online have become the most important channel for consumers to buy online. Secondly, department stores are the most popular shopping channels, accounting for 26.31%, but this proportion is slowly declining year by year. The other channel we choose is clothing stores. The proportion of people who choose this kind of shopping channel is relatively stable, and the proportion this year is 17.78%. From the perspective of shopping malls and shopping malls, consumers with different ages and incomes tend to buy clothes online. High income people tend to go to clothing stores. 2. From the frequency of consumers' purchase of clothing, most of them are once a month, accounting for 41.07%. Most people spend 300-1000 yuan per month on clothing, and the proportion of this group is 42.67%. In terms of the price of clothing items purchased, the price of clothing purchased by most people is 100-300 yuan / piece, accounting for 52.98%, followed by 300-1000 yuan / piece, which is 27.47%. 3. In the survey, 51.2% of the respondents said that the expenditure on clothing was reduced this year, and 25.87% said that it was significantly reduced. This proportion is significantly higher than in previous years. 4. In the survey of the primary factors affecting the purchase of clothing, 56.44% of the people think that the style of clothing is the primary factor affecting their purchase of clothing. Secondly, 29.96% of people think that price is the primary factor. Only 8% of people think that brand is the primary factor. 5. Among them, 8.33% of the people who are aware of this mode of online shopping are paying close attention to this mode, and 8.33% of them have already paid attention to this mode of online shopping. 6. According to the survey on the problems existing in the current fashion design, production and sales, the two problems most criticized by consumers are the high price of clothing and the lack of distinctive personality orientation of clothing design, accounting for 43.91% and 41.96% respectively. 7. In terms of brand recognition, domestic brands are still recognized by the majority of consumers, and 71.64% of the respondents express their recognition of domestic brands. 8. For the clothing budget in the second half of the year, 37.6% of the people said that the budget was decreasing, and 17.87% said that it would be significantly reduced, which was a significant increase compared with previous years. Only 10.49% of this year's respondents said the budget would increase.

3、 The impact of Xinguan epidemic on consumers' income, consumption behavior, consumption psychology and other aspects has caused a certain negative impact, but from the survey, the impact is not as large as imagined, everyone's consumption behavior is more rational. 1. In terms of income, only 6.13% of the respondents believed that there was a significant negative impact, while 43.38% said that the impact was small, and 28.36% said that there was no impact. When asked if any family members lost their jobs due to the epidemic, only 17.24% of them said that they had such a situation. 2. Among those surveyed, 62.8% said that their consumption had been affected by the epidemic, while for those who had not been affected by consumption, 78.4% said that they had not been affected by consumption. 3. As for whether there will be retaliatory consumption on clothing after the epidemic, only 12.44% of the people said they would, while 77.78% of the people said they would not. 4. Most of them were optimistic or very optimistic about the trend of the domestic economic situation after the outbreak, accounting for 54.93%. Only 19.82% of them were pessimistic or very pessimistic.

Summary:

The consumption behavior of domestic consumers tends to be more and more rational, and the price and style of clothing are the most important factors for consumers. Online shopping and other more convenient ways of consumption are more and more favored by everyone, and this mode of online live delivery with goods will receive more attention. However, there are still great differences in the consumption mode and consumption demand of different classes of consumer groups.

Through the sampling survey of end consumers, we can see that the income of consumers is affected by Xinguan epidemic this year, and their consumption ability and consumption desire on clothing have declined. Although we are optimistic about the future domestic economic situation, but the expenditure budget has declined, so the demand of domestic clothing market in the second half of the year will still be in a relatively low state. This will have a certain negative impact on the operation of textile and clothing enterprises, how to correctly grasp the consumer psychology and consumer demand will be particularly important.