Leisure, fashion, city, street, Forest & hellip& hellip; Walking around today's urban shopping malls, various styles and different types of clothes can be said to be 'messy and charming', which reflects the increasingly young, diversified and personalized consumer demand. Clothing is one of the most basic consumption. However, the data show that the sales of clothing and cloth have decreased significantly in recent years, and the clothing retail volume of key large retail enterprises in China has also experienced a downward trend. Do Chinese people really not like buying clothes as before?
Look at the quantity, it's really not enough
--The sales of clothing and cloth continued to decline, and the proportion of clothing consumption in the overall consumption expenditure decreased
Since last autumn and winter, Beijing white-collar Xiao Wang has found an alternative way to buy clothes: renting clothes. " By changing from buying to renting, you can spend less, experience more, and save yourself the trouble of taking care of your clothes. " Xiao Wang said that buying a satisfactory dress in the mall is often hundreds of thousands. After a long time, many clothes are idle and feel wasted. Now there are many kinds of clothes rental services in the market, and the price is not expensive. In particular, there are few opportunities to wear clothes for special occasions. It is more suitable to rent than to buy.
From some clothes rental apps and small programs that have sprung up in the market to offline stores, online trading platforms and franchisees of all kinds of second-hand clothes, people are exploring more possibilities in clothing trading, and buying new clothes is no longer the only choice.
Such new trends and data reflect the changes that the garment industry is facing.
According to the data of the National Bureau of statistics, since the fourth quarter of 2017, the sales of clothing and cloth have decreased to varying degrees year-on-year. Among them, the sales volume of clothing in 2018 was 54.06 billion, a decrease of 24.8% compared with 71.91 billion in 2017.
People do buy fewer clothes. The statistical results of commodity sales in the Chinese market released by the China Federation of Commerce and the all China business information center also show that in 2018, the clothing retail volume of national key large retail enterprises decreased by 4.2%, and the growth rate slowed down by 8.4 percentage points compared with 2017. Among the main categories, except for the positive year-on-year growth in the retail volume of sportswear, the retail volume of clothing in other categories was lower than that in the same period of last year.
In the overall consumption expenditure, the proportion of people spending on clothing is also lower. According to the data of the National Bureau of statistics, in 2018, the per capita clothing consumption expenditure of national residents was 1289 yuan, a year-on-year increase of 4.1%, and the growth rate was 1.2 percentage points higher than that of the same period of last year. In the same period, the per capita consumption expenditure of residents actually increased by 6.2%, and the growth rate of expenditure on daily necessities and services, transportation and communication, education, culture and entertainment and medical care was significantly higher than that of clothing consumption. In 2018, the proportion of national residents' per capita clothing expenditure in consumer expenditure was 6.5%, a decrease of 0.3 percentage points over the previous year.
In terms of amount, money is not spent less
--The unit price of clothing has increased significantly, and the overall expenditure on clothing consumption is still increasing
Some consumers will also ask why there are less clothing sales, but they spend a lot of money on clothes, and the clothing consumption expenditure is still growing as a whole?
Indeed, looking at retail sales, the garment industry is also growing. According to the data, in 2018, the retail sales of clothing commodities above the quota reached 987.04 billion yuan, with a cumulative increase of 8.5%, an increase of 0.5 percentage points over 2017. The retail sales of clothing above the quota continued the accelerated growth trend since 2017. In 2018, the retail sales of clothing commodities of national key large retail enterprises increased by 0.99% year-on-year.
Clothing retail sales increased, clothing consumption expenditure increased and clothing sales decreased, which means that clothing prices have changed.
According to the statistics of the all China Business Information Center, in 2018, clothing consumer prices rose by 1.4% in total, with a slight acceleration. As for the national key large retail enterprises, the price rise is the main reason for the decline of clothing sales. In 2018, the clothing unit price of national key large retail enterprises increased by 5.3%, 4.1 percentage points higher than that in 2017.
Among them, the sales unit price of men's clothing increased by 4.6%, 2.4 percentage points higher than that in 2017; The sales unit price of women's wear increased by 7.1%, 7.7 percentage points higher than that in 2017; The sales unit price of children's clothing increased by 10.5%, down 2.1 percentage points from 2017.
Why is the price rise so obvious?
On the one hand, the comprehensive cost of enterprises remains high. China Garment Association pointed out that due to the continuous growth of labor, financing, taxation, raw materials, energy and other costs, the comprehensive operating costs of enterprises have been increasing. From the change of the proportion of costs in the main business income, the average level of Industrial Enterprises above designated size has decreased year by year, while the proportion of the garment industry has shown a rising trend, and the rapid rise of costs has further squeezed the profit space of garment enterprises.
On the other hand, industry insiders pointed out that the popularity of fashion, fast selling, personality and other clothing consumption concepts has changed the whole clothing consumption market. As usual, tens of thousands and hundreds of thousands of clothes are sold, but today's consumers are no longer willing to 'compete with others'. The new consumption concept is quickly fed back to garment enterprises, and its production mode has changed from 'large and complete' to 'small and fine'. Garment enterprises invest a lot of manpower and financial resources in garment design, style, fabric and so on. It is difficult to put into production in large quantities as before to reduce innovation costs and expand revenue, and the sales price of a single garment will increase.
Fashion change accelerates industry segmentation
--'small and beautiful 'brand is favored, and the market potential of children's wear and sportswear is large
Echoing the trend of differentiation and stylization, now it is not only a high-end luxury brand, but also more and more popular brands familiar to ordinary consumers have begun to launch sideline products, and the clothing market seems to be more 'lively'. What will the industry evolve towards in the future? What kind of clothes can consumers buy?
On the whole, fashion reform accelerates industry segmentation.
China Garment Association pointed out that in the process of the rise of new consumer groups, enterprises can not label the 'post-90s' and' post-00s' consumer groups as they used to capture the preferences of consumer groups in the 1960s, 1970s and 1980s, which means that the new round of consumption upgrading is more changeable, diversified and multidimensional. Personalized, differentiated and differentiated lifestyles make it impossible to unify brand demands. Many clothing brands will launch younger and stylized sub line brands, and more small and beautiful niche brands are favored. Youth and high-end have gradually become the main trend of transformation and upgrading of the clothing industry.
From the perspective of the crowd, men's clothing, women's clothing and children's clothing are showing different competition patterns.
Men's clothing customization. China Garment Association said that with the continuous improvement of consumers' fashion taste and personalized demand, men's clothing consumption is more branded, international, outdoor and casual. Business formal clothing, business leisure and outdoor leisure will be further subdivided. Accurate marketing methods and customized products have become the focus of men's clothing brand competition.
Independent branding of women's clothing. China National Business Information Center said that medium and high-end women's clothing brands have advantages in design, promotion and marketing, and are easier 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, and begin to strengthen the fine and differentiated independent brand construction from the aspects of brand connotation, R & D design and supply chain management.
The children's wear market expanded rapidly. Many securities companies are optimistic about the children's wear market. They believe that the scale of China's children's wear market will continue to expand due to the favorable second-child policy and the continuous improvement of the concept of parenting of new generation parents. At present, international children's wear brands have entered the Chinese market, and more and more domestic and foreign adult wear and sports brands continue to increase children's wear business. China's children's wear market presents a more fierce competitive situation.
From the category, sports and leisure clothing has full potential. The data show that in recent years, the compound annual growth rate of the domestic sports and leisure clothing market has remained at about 30%. With the rise of the third and fourth tier market and the sinking of brand channels, casual wear brands will face more intense growth challenges from international fast fashion brands, and the demand for product fashion and high cost performance will continue to increase.