Clothing Consumption Budget Has Declined. What Did 1125 Consumers Say?

Since the beginning of this year, the sudden outbreak of new crown pneumonia has disrupted people's life rhythm, and the domestic consumer market has been impacted. At present, after several months of adjustment and recovery, what is the mentality of consumers? Recently The Shanghai Office of China Textile Industry Federation and Donghua University carried out a sampling survey on clothing terminal consumption.

On the whole, through this sample survey of end consumers, we can find that This year, affected by the new crown pneumonia epidemic, the income of Chinese consumers has been affected to a certain extent, and the consumption ability and consumption desire on clothing have declined. Although we are optimistic about the follow-up domestic economic development situation, but the clothing consumption expenditure budget has decreased.

Sample survey data coverage is relatively comprehensive

In recent years, with the change of international trade environment, China's textile and garment industry increasingly relies on the domestic consumer market. In order to understand the actual demand and consumption trend of China's textile and garment terminal market, Shanghai Office of China Textile Industry Federation and Donghua University have conducted a sampling survey on terminal consumption since 2012, and the survey objects are mainly concentrated in Shanghai.

Since this year, affected by the new crown pneumonia epidemic, textile and garment enterprises have encountered unprecedented difficulties. Therefore, the scope of this year's investigation has been extended to the whole mainland of China, and the investigation on the impact of the epidemic on consumption has been added.

A total of 1125 samples were collected in this survey, and the respondents covered the average consumers in 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, the first 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.

According to the basic information of the respondents, about 2 / 3 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 consumers said that their income this year was declining, 46.04% of them said that 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 consumers with reduced income has increased significantly this year. This is mainly related to the impact of this year's new crown pneumonia epidemic.

The consumption situation has changed significantly compared with previous years

The survey of consumption mainly includes three aspects: consumption channels, consumption capacity and consumption habits. The following statistics can be obtained.

From the perspective of consumption channels, online shopping has become the main shopping channel for consumers, ranking first. 50.84% of the respondents said that their main channel of buying clothes was online shopping, and the proportion was increasing year by year. The second most popular shopping channel is the traditional offline department store, accounting for 26.31%, but this proportion is slowly declining year by year. Another channel for consumers to choose is clothing stores. The proportion of consumers who choose this traditional offline shopping channel is relatively stable, accounting for 17.78% this year. From the perspective of age and income of different classes of consumers, low-income and young consumers are more likely to buy online, consumers older than 50 tend to buy clothes in department stores, while high-income consumers tend to go to clothing stores.

In terms of the frequency of consumers' buying clothes, most of them are once a month, with the proportion of 41.07%. Most of the consumers spend 300-1000 yuan per month on clothing, accounting for 42.67% of the total. From the point of view of the price of clothing items purchased, the price of most consumers' clothing is between 100 yuan / piece and 300 yuan / piece, accounting for 52.98%; the second is 300 yuan / piece ~ 1000 yuan / piece, accounting for 27.47%.

In the survey, 51.2% of the respondents said that the expenditure on clothing was reduced this year, and 25.87% of consumers said that it was significantly reduced. This proportion is significantly higher than in previous years.

In the survey of the primary factors affecting consumers' purchase of clothing, 56.44% of consumers believe that style is the primary factor; 29.96% of consumers think that price is the primary factor; only 8% of consumers think that brand is the primary factor.

This mode of live network delivery is attracting consumers' attention. In this survey, 69.33% of consumers said they knew about this shopping mode, 14.4% said they were very concerned about it, and 8.8% said that they had already consumed through live network with goods.

According to the survey on the problems existing in the current clothing design, production and sales, the two problems most criticized by consumers are the high price of clothing, the lack of individuality and unclear positioning of clothing design, accounting for 43.91% and 41.96% respectively.

In terms of brand recognition, domestic brands have been recognized by most consumers, and 71.64% of the respondents expressed their recognition of domestic brands.

As for the budget of clothing purchase in the second half of the year, 37.6% of consumers said that the budget would be reduced, and 17.87% of consumers said that the budget would be significantly reduced, which was a significant increase compared with previous years; only 10.49% of consumers said that the budget would increase.

Consumers tend to rational consumption under the epidemic situation

The epidemic situation of new crown pneumonia has a certain negative impact on the income, consumption behavior and consumption psychology of consumers. But from the survey, the impact is not as large as imagined, and everyone's consumption behavior is more rational.

In terms of income, only 6.13% of the respondents believed that there was a significant negative impact, 43.38% of the consumers said that the impact was small, and 28.36% of the consumers said that they were not affected. When asked whether there are consumers in their families who have lost their jobs due to the epidemic, only 17.24% of the consumers said there was such a situation.

The epidemic situation has a certain impact on consumption. Among the respondents, 62.4% of consumers said that their consumption decreased or even had no desire to consume at all, 35.82% said that consumption had not been affected, and 1.78% said that consumption was increased.

As for whether there will be retaliatory consumption on clothing after the epidemic, only 12.44% of consumers said they would, and 77.78% of consumers said they would not.

With regard to people's views on the domestic economic situation after the epidemic, most consumers expressed optimism or optimism, accounting for 54.93%; only 19.82% of consumers expressed pessimism or pessimism.

Through the data, it is not difficult to find that the consumption behavior of domestic consumers is becoming more and more rational, and the price and style of clothing are the two most concerned factors of 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.

In the second half of the year, it is expected that the demand of domestic clothing market will still be in a relatively low state, which will have a certain negative impact on the operation of textile and garment enterprises. In this context, next, how to accurately grasp the consumer psychology and consumer demand of textile and clothing enterprises is particularly important.