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Market Data: Statistical Results Of China'S Commodity Sales I.E. Consumption Expectations Released

2022/4/26 13:05:00 0

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On April 22, the "2022 (30th) China market commodity sales statistics results conference" co sponsored by China Federation of Commerce and China National Business Information Center was held in Beijing. Li Dianyu, director of China National Business Information Center, released the operation situation of China's consumer goods market in 2021 and the development trend of consumer goods market in 2022. The meeting released the statistical results of China's consumer goods sales in 2021, the top 100 major retail enterprises in China for 30 years, and the leading brands in China's consumer goods market for 20 years or more.

In 2021, China's economy shows strong resilience and endogenous power under the pressure of multiple factors. All regions and departments have done a solid job in "six stability" and "six guarantees". The economy will recover steadily, the industrial chain will be consolidated and improved, the import and export will achieve rapid growth, and the overall price level will be stable and controllable. Under the promotion of policies and measures to expand domestic demand and promote consumption, supported by the overall stability of employment and the continuous growth of residents' income, and under the protection of more accurate and effective epidemic prevention and control measures, China's consumption has achieved rapid growth, and the final consumption expenditure has become the driving force for economic growth.

The first part:

Eight trends in consumer goods market

The consumer goods market generally shows a trend of recovery and growth

In 2021, the total retail sales of consumer goods will reach 44.1 trillion yuan, with a year-on-year nominal growth of 12.5% and an average growth of 3.9% in two years. After deducting price factors, the total retail sales of social consumer goods actually increased by 10.7%. From the two-year average growth rate, the two-year average growth rates from the first quarter to the fourth quarter were 4.2%, 4.6%, 3% and 4% respectively, and the consumer goods market maintained a steady recovery growth trend.

The proportion of online retail sales of physical goods fell down

Compared with the previous year, the growth rate of China's online retail sales volume slowed down by 12.4% compared with that of the previous year, which was 12.0% lower than that of the previous year, accounting for 12.0% of China's total retail sales volume, accounting for 12.0% of China's total retail sales volume.

Retail sales of consumer goods in offline stores grew rapidly

In 2021, driven by the recovery of passenger flow and the low base effect, the retail sales of consumer goods in offline stores will increase by 12.7% year on year. Among them, the growth rate in the first three months was relatively high, while the low base effect in the same period weakened from April to July, the growth rate gradually slowed down. From August to December, despite the influence of the epidemic situation, flood situation and other negative factors, the overall growth rate was relatively stable.

Coordinated development of urban and rural consumer goods market

In 2021, with the construction of County commercial system entering a new development stage, the rural commercial system will be further improved, and urban and rural consumption will go hand in hand in the integrated development. The total retail sales of social consumer goods in urban areas increased by 12.5% year-on-year, while that of rural areas increased by 12.1% year-on-year. Among them, the growth rate of rural market continued to be faster than that of cities and towns from March to December, except that the local new year's day from January to February made the urban growth rate higher.

Food and beverage revenue and retail sales both achieved double-digit growth

In 2021, driven by the steady growth of basic living consumption and the rapid recovery of upgrading consumption, the retail sales of goods will reach 39.4 trillion yuan, with a year-on-year increase of 11.8%. With the gradual recovery of the number of people dining out and the effect of low base effect, the catering income reached 4.7 trillion yuan, an increase of 18.6% year-on-year.

Sales of units above the quota achieved rapid growth

It is estimated that in 2021, the retail sales of unit commodities above the quota will increase by 12.8% year-on-year, which will be 1.6 percentage points faster than that of the unit commodities below the quota. The catering income of units above the quota increased by 23.5% year on year, 6.2 percentage points faster than that of the units below the quota.

China's key large retail enterprises achieved positive growth

According to the statistics of China's national business information center, the retail sales of key large-scale retail enterprises in China will increase by 9.4% year-on-year in 2021. Among them, the retail sales of gold, silver and jewelry increased by 39.8% year on year. It is estimated that the retail sales of most commodity categories of large retail enterprises have not recovered to the pre epidemic level.

Retail formats such as convenience stores grew rapidly

According to the data of the National Bureau of statistics, in 2021, the retail sales of supermarkets will increase by 6% year-on-year, 2.9 percentage points faster than that of the previous year. Department stores, specialty stores, exclusive stores and convenience stores all achieved a rapid growth of more than 10% driven by the recovery of residents' consumption.

At present, China's economy has changed from the stage of rapid growth to the stage of high-quality development. China's consumer goods market has entered a new era of development. Consumption upgrading puts forward more demands and higher requirements for commodities and brands. In the past year, in the face of the epidemic, anlifang, Aimu, Mr. Aimu, bosden, biyin lefen, Fion, Hengyuanxiang, jiumuwang, lankarwen, Luolai, Luolai children, Li Ning, Romon, camel, Mengjie, seven wolves, three guns, Shanshan, shuihai'er, Tongniu, Sharon, Youngor Clothing, clothing and home textile brands with excellent market performance represented by Zhenbei have led the new development of the industry with a high sense of social responsibility, adhered to the spirit of craftsmanship, scientific and technological innovation and quality improvement, and played a leading role in promoting the sustainable and stable development of China's economy and the high-quality development of the consumer goods market.

The second part

Characteristics of clothing market

Clothing sales of key large retail enterprises in China recovered

In 2021, the clothing retail sales of key large-scale retail enterprises in China will increase by 9.2% year-on-year. Among them, the retail sales of men's, women's and children's wear increased by 9.3%, 10.5% and 11.4% respectively. Although the clothing sales of large retail enterprises have recovered, due to the sporadic occurrence of local epidemic in the second half of the year, which has a certain impact on the passenger flow, the clothing sales of large retail enterprises have not recovered to the same level in the same period of 2019, and the sales volume of main clothing categories such as men's clothing, women's clothing and children's clothing still has a certain gap with that in the same period of 2019.

Clothing consumer market ushers in a new era of national trend

Driven by the comprehensive improvement of commodity power, brand power and cultural power, China's clothing consumption has entered a new era. Anta, Li Ning, bosden and other brands of light of domestic products are actively innovating, continuously Impacting Consumers' cognition with new products, new models and new experiences, and the market re examines the creativity of domestic brands.

High quality development and high quality life promote the upgrading of clothing consumption

High quality development and high quality life are organically combined and complement each other. The quality, individuation and diversification of clothing supply, as well as the scene and high-end of retail channel all need the support of clothing consumption upgrading to achieve sustainable development. Under the policy guidance of solidly promoting common prosperity, China's middle-income group has further expanded, and people's demand for a better life and quality life has continued to increase, so as to consolidate and enhance the upgrading trend of China's clothing consumption.

The advantages of leading brands and innovative brands are more obvious

Clothing head brands have advantages in capital, talent, technology and management, and take the lead in quality upgrading, product innovation, expansion of publicity, diversified layout and other aspects, forming a number of excellent brands with high consumer recognition. The emerging forces in the market are also rising rapidly. By creating subdivided racetracks, creating hot topics, giving full play to the cost-effective advantages, and creating popular items, the market has won the favor of young consumers and injected new vitality into the clothing market. It is an important embodiment of the benign development of China's clothing market that the head brand is bigger and stronger and the new brand is determined to forge ahead. It is also the market foundation to promote the continuous improvement of the consumption concept of Chinese residents' clothing.

Designer co branded series are favored by consumers

In 2021, domestic clothing brands will strengthen cooperation with international designers, and multi culture and international fashion will be used by us, and the connotation of Chinese modern fashion will be greatly enriched. On the one hand, designer co branded series can bring consumers a deeper sense of design experience. For example, an Lifang cooperates with international designers and combines Chinese traditional culture to launch rose series underwear, which is favored by consumers. On the other hand, it can also promote the exchange and mutual learning of designers at home and abroad, and create a stage for domestic designers to enter the public's sight.

The demand of national fitness promotes the rapid growth of sports clothing consumption

The demand of national fitness is gradually becoming the rigid demand of Chinese residents. The Spring Festival in the year of the tiger coincides with the opening of the Beijing Winter Olympic Games (winter Paralympic Games). The people's enthusiasm for ice and snow consumption has been stimulated. Ice and snow equipment, outdoor sports and other related consumption have become a highlight of the winter consumer goods market. With the promotion of various favorable factors, the performance of China's sportswear brands will achieve steady growth in 2021.

Clothing brands will pay more attention to the inheritance of brand genes

One of the important measures to implement the concept of high quality and better meet the new development needs of Chinese people is to implement the concept of high quality and better meet the new development stage of Chinese people. Consumers of medium and high-end clothing, especially high-end clothing, pay special attention to the presentation and promotion of brand genes. Brand gene comes from the inheritance of brand classic elements, and also from the display of fashion elements and new concepts in clothing products.

Chinese fashion culture will become an important force to promote the world fashion trend

The level of China's opening-up will continue to improve. As a big manufacturing country, China is changing from a big producer to a creative one. In the future, it will export more high-quality products to serve the people of the world. Chinese fashion culture is not only an important part of domestic market development, but also an important force to promote the world fashion trend. Clothing brands will go from displaying traditional Chinese elements to interpreting Chinese fashion culture and culture to touch consumers' thoughts.

The third part

Consumption characteristics of home textile market

1. The growth rate of bedding retail sales of key large retail enterprises in China has increased

According to the statistics of China National Business Information Center, in 2021, the retail sales of bedding of key large-scale retail enterprises in China increased by 5.7% year-on-year. Compared with the previous year, the trend of sharp decline in retail sales growth was reversed. From a monthly perspective, the growth rate of bedding retail sales experienced a sharp rise at the beginning of the year and then fell back rapidly. Sales in June and July showed a slight recovery, and near the end of the year, due to the spread of the epidemic situation, sales showed a weak state again.

2. The average unit price increased significantly compared with the previous year

In 2021, the state's policies and measures of limiting production and electricity in some regions have an impact on the production capacity of high energy consuming enterprises such as dyeing and weaving factories in the upper reaches of the bedding industry. As a result, dyeing fees and grey fabrics have increased to varying degrees, and the rise in upstream prices has also been transmitted to the retail terminals. In 2021, the average unit price of bedclothes of key large-scale retail enterprises in China has increased significantly, Among them, the average unit price of bedding sets was 648 yuan, up 44 yuan year on year; The average unit price of all kinds of quilt was 725 yuan, up 108 yuan year on year.

3. Epidemic situation or accelerating industry integration

The new epidemic situation or speeding up the reshuffle of bedding industry is expected to increase in 2022. Its performance: first, small and medium-sized bedding enterprises will face difficulties in operation. Due to the sharp decrease of shopping mall passenger flow, many large department stores and retail enterprises improve the sales performance of single store by eliminating small brands and aggregating big brands, and the market is rapidly concentrated to the dominant brands; Second, the integration of retail channels. In order to expand the retail channels, the industry speeds up the integration with other industries, and integrates bedding with cloth, furniture and online sales platforms to build an overall home retail channel; Third, the management is refined, the enterprises continue to integrate upstream and downstream resources, implement cost control, slow down the speed of capacity expansion, etc; The fourth is to adjust the product structure, upgrade the product quality and meet the personalized and differentiated consumption demand.

IV. bedding gradually changes to FMCG

Bedding has undergone rapid changes in recent years. It has evolved from a super long durable product to a semi durable and semi fast-moving product. In the future, it will gradually move closer to fast-moving consumer goods, because Chinese people have gradually changed from paying attention to appearance, such as purchasing luxury goods to show their economic strength and social status, to paying attention to internal happiness, which is also a manifestation of the improvement of Chinese people's self-confidence, It is the inevitable trend of the development of material life to a certain level. In addition to the external decency, more attention should be paid to the comfort, environmental protection, health and other aspects of the fabric when purchasing bedding, which makes the consumption frequency and quality of bedding have been greatly improved.

　 Product, health

At present, health consumption has become a fashion, and all industries take health as an important consideration. The health of bedclothes is reflected in the fact that the fabrics of bedclothes pay more attention to the naturalness. Pure cotton, silk and silk are loved by consumers. The dyed pigments also pay attention to pure nature. The materials, design and production technology of bedding pay attention to the combination of environmental protection and healthy consumption.

In addition, consumers pay more and more attention to the functionality of products, and the requirements for bedding are no longer limited to the original basic characteristics of warmth and comfort. According to different uses, some bedclothes also have certain health care, protection and other special functions, such as air permeability, perspiration, antibacterial, anti mite, moisture absorption, oil proof, waterproof, etc. new fabrics such as bamboo fiber are also more applied to the products such as kits.

6. The scale of online sales will continue to expand

This serious epidemic crisis has played a catalytic role in the development and changes of the retail industry in many aspects, of which the gradual transfer of retail market share to the Internet is an important aspect. From the current situation and future development, this trend will continue. The main reason is that the pressure of scarce passenger flow in physical stores has prompted more and more enterprises to open stores online, In addition, the number of online shopping has also increased since the epidemic, making the scale of the online market continue to grow. But at present, online bedding sales are still mainly concentrated in the middle and low-end market, and the expansion of the network market mainly drives the expansion of the middle and low-end market.

7. Physical stores pay more attention to quality, brand and additional services

Facing the competition of online stores, if the physical stores want to gain market share, they should form differentiated competition with the network, provide high-quality products, services and shopping experience, especially to meet the consumption needs of the main consumer groups of the new generation. At present, the young people's consumption of bedding in China has gradually transformed from quantity to quality. People are more willing to buy less and more refined. The quality requirements of products are significantly improved, and they pay more attention to the product brand when purchasing. In addition, they also pay more attention to after-sales service and added value, such as whether to provide maintenance services for quilts, whether to provide special customization to reflect the unique identity value of consumers, and the additional services of products are more and more popular with consumers.

The fourth part

Development environment and trend forecast of consumer goods market in 2022

The GDP increased by about 5.5%

According to the government work report, the target of economic growth in 2022 is about 5.5%. China's long-term economic fundamentals will not change. The country has more experience in dealing with major risks and challenges, the people's desire for a better life is stronger, and the will to overcome difficulties is stronger. Under the strong leadership of the CPC Central Committee with Comrade Xi Jinping as the core, China's macro-economy will surely maintain stable development and its economic operation will remain within a reasonable range.

Investment in fixed assets maintained a steady growth

In 2022, the government work report put forward: we should make good use of government investment funds to promote the expansion of effective investment. Under the economic work goal of "taking the lead in stability and seeking progress in stability", investment will still play a strong supporting role in economic growth in 2022. China's proactive fiscal policy will pay more attention to improving efficiency, and fixed investment will maintain steady growth to ensure the smooth operation of the economy.

Import and export continued to achieve steady and rapid growth

In 2022, the foreign trade objectives put forward in the government work report are to maintain the stability and improve the quality of import and export, and basically balance the balance of payments. China's economic and trade cooperation with foreign countries will be further improved and the level of foreign trade and economic cooperation will be further improved and the level of China's foreign trade and economic cooperation will be further improved and the level of China's foreign trade and economic cooperation will be further improved in a number of measures.

Total retail sales of consumer goods increased by about 6%

In 2022, the government work report pointed out that China will firmly implement the strategy of expanding domestic demand, smooth the national economic cycle, get through the links of production, distribution, circulation and consumption, and enhance the pulling force of domestic demand on economic growth. China's consumer goods market will achieve high-quality development based on the new development stage, implement the new development concept and build a new development pattern. The total retail sales of consumer goods will return to a steady growth trend of about 6%.

Consumer prices rose by about 2.5%

Despite the sharp rise in international commodity prices and the increasing pressure on global inflation, the CPC Central Committee and the State Council have improved and strengthened agricultural support policies, promoted agricultural harvest and farmers' income, ensured the stable operation of industrial production, promoted the diversification of import channels, increased the supply and price stability of energy and raw materials, and strengthened the regulation of market operation, China's overall price level will be stable and controllable. It is estimated that the consumer price of China's residents will rise by about 2.5% in 2022.