Consumers in the clothing market are a huge consumer group.
At present, the population of mainland China is nearly 654.38+03 billion. Clothing consumers are definitely a huge group. This figure is the most convincing description of the huge characteristics of clothing consumers in China. The number of consumers is a factor that must be considered in any industry, especially the clothing industry. China is a traditional clothing consumption country, and the so-called "big" comes from the population, which is an important evaluation basis for the future of the clothing industry. Moreover, the growth of the national economy also provides material possibilities for the consumption of the clothing market. That is to say, when we consider China, a consumer group with a population of nearly 65.438+0.3 billion, we are no longer considering the problem that everyone has clothes to wear, but meeting the requirements of people's rising aesthetics and clothing culture. Our country has a consumer group with equal purchasing power and strong purchasing desire and demand.
Second, consumers in the clothing market are a complex group.
Consumers' purchasing behavior is influenced by objective conditions such as income level, geographical region, national habits, religious beliefs, cultural traditions and social development level, and is closely related to subjective factors such as personal age level, education level, aesthetic taste and consumption purpose. China is a country with a long history, a long tradition, a vast territory and many nationalities. The great difference of its clothing consumers in the above aspects is manifested in the great difference of clothing consumption demand. Therefore, in addition to having a huge absolute number, it is also an extremely complex group. From the purchasing power analysis, there are many different levels of clothing consumer groups in China, from affluent and well-off to well-off. If the region is roughly divided, the basic performance is that the overall purchasing power and purchasing desire decrease from southeast to northwest.
Taking consumers in Tianjin as an example, the income level of Tianjin citizens is quite different, and there are significant differences in consumption behavior. Studying the market, we can find that in the high, medium and low price segments, consumers have great differences in their requirements for clothing brands and styles, and low-income consumers pay more attention to "economic benefits" in clothing prices; Middle-income consumers pay attention to clothes that are not only beautiful and comfortable, but also reasonable in price and easy to accept; High-income consumers are quite different. They pay attention to the brand grade, demanding that clothes can show their identity and taste, while ignoring the price. Therefore, the clothing market is required to operate in a dislocation manner to meet the different needs of consumers at all levels. Clothing market research report 20 16 clothing market research report 20 16.
The degree of consumer behavior differences caused by regional differences varies with the income level of consumers: it is more prominent among middle and lower consumers, but not obvious among upper consumers. This is a * * * problem. At present, the sales performance and popularity of high-priced brands such as SPRIT, ELLE, POLO, FENDI, BCBG and MAXMARA are not much different between Beijing and Tianjin. In the upper consumer groups, the influence of regional differences can not cause substantial differences in many consumer industries. No matter where they are, their consumption will be concentrated in the top range of brands marked by nobility and wealth.
Different consumption purposes will also affect consumers' buying behavior. For clothing consumers, dressing themselves up and giving gifts are the two most basic consumption purposes. When gift-giving becomes the goal, consumers' selection criteria are likely to focus on price. In this special consumer industry, the conventional principle of consumer division will be completely subverted. Even very poor people may buy clothing products several times their consumption capacity in order to achieve the "decent" effect.
All the above factors that may lead to consumer behavior differences are distinguishable and predictable, which are suitable as the main basis and reference for making production and marketing plans, and industry manufacturers should pay enough attention to them.
Third, the consumers in the clothing consumption market are a group with gradually mature psychology.
The consumer psychology of clothing consumers has gradually matured, which is the inevitable result of the rapid change of national conditions. Show in:
First, the continuous increase in the overall income of consumers will lead to an increase in the demand for clothing products and further enhance the actual purchasing power;
Second, consumers' purchasing tendency began to show the characteristics of polarization, and their purchasing power gradually concentrated in two regions: high price and low price. This change can be confirmed by the changes in the demand of consumer clothing market: high-end luxury brands are popular in China market, China has become an important emerging market with many world-class clothing brands, and low-priced brands with large routes are also selling well;
Third, the change of lifestyle makes consumers' demand for clothing types rise rapidly. Clothing market research report 20 16 article clothing market research report 20 16 comes from www. gkstk/article/wk-4 128 13704 1965438。 . Its fast speed makes the existing clothing products show a certain degree of singleness and obsolescence all the time. This change has accelerated the professional segmentation of the domestic clothing market, and banquet clothes, wedding dresses, casual clothes and professional suits have become the regular categories in the market. It is conceivable that in the future clothing market, the more targeted products will be more popular.
Fourth, social hotspots, popular culture and international trends all promote consumers' aesthetic taste to change constantly. In the past two decades, the remarkable improvement of China's economic level has made people no longer limited to the practical needs of clothing, but began to pay attention to the deeper functions of clothing, such as dressing up and expressing themselves. Their acceptance and digestion of new things and fashion trends is amazing, but at the same time, there is no lack of preference and persistence in their own traditions, which is almost elusive to some extent.
According to the clothing market survey statistics and brand data analysis, the well-known enterprises and brands that have mastered the domestic clothing market occupy a large share in the clothing market in Beijing and Shanghai.
Beijing and Shanghai markets have always been the two most important cities for clothing enterprises and distributors to promote clothing products. There are many shopping malls in Beijing and Shanghai, each with its own characteristics, and the consumer groups also have their own consumption preferences. Therefore, how to scientifically analyze the detailed distribution capacity of Beijing-Shanghai shopping malls, the sales of similar products, the local consumers' awareness of related product brands and the market share of each brand is particularly important for clothing enterprises that want to further explore the Beijing-Shanghai market and prepare to enter the two markets; In addition, it can also be used as an important basis for clothing brand franchisees and agents to measure the development prospects of the brand market.
The Market Information Office of the State Information Center jointly launched relevant market research reports with key commercial enterprises in Beijing and Shanghai. The reports were analyzed by professional statistical system according to the monthly sales returns of shopping malls in Beijing and Shanghai. The products surveyed include: women's wear, men's suits, men's shirts, children's wear, sweaters, leather garments, casual wear, adult underwear, ladies' underwear, children's underwear, T-shirts, cashmere sweaters, beauty and skin care, shampoo and hair care, perfume and so on. The market survey report of the above products will be published on 25th of each month.
The survey report analyzes the different products in Beijing and Shanghai in detail from three aspects:
A. Shopping mall sales: description of the sales capacity of different shopping malls;
B. Analysis of production enterprises: changes in sales, market share and monthly share of each product production enterprise;
C brand analysis: describe in detail the changes of brand market and the trend of monthly market share.
Therefore, the market research report is undoubtedly the key for manufacturers and distributors to open and occupy these two markets.
Finishing: zhl20 170 1