Clothing market research report

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20 14 Overview of China Pants Market

According to the statistics of China National Business Information Center, in the first three quarters of 20 14, the retail sales of clothing products of 100 key large retail enterprises nationwide increased by 1.7% year-on-year, the growth rate was 4.7 percentage points lower than that of the same period last year and 0.5 percentage points higher than that of the first half of the year.

In terms of sales, in the first three quarters, the retail sales of all kinds of clothing of 100 key large retail enterprises nationwide decreased by 65,438 0.6% year-on-year, slightly decreased by 0.2 percentage points compared with the first half of the year, and the growth rate was 5.3 percentage points different from the same period last year.

As for listed companies, Baiyuan Trousers announced its restructuring plan in July, and acquired 0/00% shares of global Tesco/KLOC-0, a cross-border export retail e-commerce company, at a transaction price of132 million yuan. 101The announcement on the evening of 29 October showed that in the first three quarters, Baiyuan trousers industry achieved an operating income of 288 million yuan, down 6.81%year-on-year; Net profit 157 10900 yuan, down 5 1.80% year-on-year, with a drop of over 50%.

According to the statistics of straight flush, among the 44 A-share textile and garment listed companies, 23 companies' net profit increased year-on-year, 2 1 company's net profit decreased year-on-year, 6 H-share textile and garment listed companies' net profit decreased year-on-year, and 12 company's net profit increased year-on-year.

Judging from the actual situation, during the market reshuffle period, the most direct performance is that the performance of various companies continues to be sluggish. According to beijing business today's report today, "Most garment enterprises whose net profit dropped sharply in 20 13 are still in decline in the first quarter of this year. Wang Mu's net profit in the first quarter decreased by 78.6% and 24.3% respectively. In the third quarter of last year, seven wolves whose quarterly net profit fell for the first time since 2006 were exposed. In the first quarter of this year, their operating income and net profit decreased by 365,438+0.3% and 39.9% respectively. "

Undoubtedly, homogenization, overcapacity and the rise of e-commerce are the main reasons for intensifying industry competition.

In the situation of intensified competition, most retail enterprises choose to close their stores to stop losses. According to authoritative data, in the first half of this year, major retail enterprises closed 158 stores in the mainland, far exceeding the 35 stores last year. In the monitoring of 5,000 key retail enterprises by the Ministry of Commerce, online shopping continues to overwhelm the traditional retail industry, which is 23%, 24.6% and 25.8% higher than specialty stores, supermarkets and department stores respectively.

At the same time, the vacancy rate of some commercial streets and shopping centers dominated by physical stores has gradually increased. According to Knight Frank Real Estate Agency, the vacancy rate of shopping centers in first-tier cities has increased from 7.9% last year to 8.4% this year. The vacancy rate in second-tier cities rose from 10.2% last year to 10.5% this year.

Accordingly, the retail profit of China's trousers industry is gradually declining. In July this year, after conducting market research in Northeast China, this magazine published the article "The era of meager profit in trousers retail industry is coming". At the17th international business forum held recently, some experts disclosed that "affected by internal and external factors such as market saturation, rising costs and e-commerce shocks, the average profit rate of the national retail industry is only about 1%, and upgrading and transformation are imminent."

What will happen to the consumer confidence index in the low-profit and low-speed industry environment?

According to the data released by Nielsen recently, in the first quarter of 20 14, China's consumer confidence index remained at the historical high of11,up 3 points year-on-year. This figure is the same as that in the fourth quarter of last year, the highest value in the past five years, and greatly exceeds the global average (96 points).

Nelson said: "The growth of consumer confidence in China is increasingly concentrated at the urban and regional levels. The confidence level of low-level cities and high-level cities is similar, and the gap between the west and other regions is narrowing. "

Consumers' confidence in buying is rising instead of falling? This result is undoubtedly surprising, but at the same time, it is more fortunate that how to proceed from the needs of consumers is the key to the transformation and upgrading of enterprises.

First, consumption age and purchase frequency.

1, survey:

In the valid questionnaires collected by this magazine, consumers who participated in the survey spread all over 45 provinces and cities, covering East China, Central China, North China and South China, and their occupations involved civil servants, employees of enterprises and institutions, managers, web workers, self-employed individuals and freelancers. Among the interviewees, men accounted for 4 1.46% and women accounted for 58.54%.

The age group surveyed is between 22 and 55 years old. Among them, the main consumer group in this survey is 26-35 years old, accounting for 63.0 1%, and the population over 45 years old accounts for the least, accounting for 6.5%.

Among the main consumers, the average monthly income is between 3,500 and 6,000 yuan, and the number of trousers purchased annually is between 5- 10.

Among all the consumers who participated in the survey, 38.2 1% have a monthly income of less than 3,500 yuan, 39.84% have a monthly income of 3,500-6,000 yuan, and 6001-8,000 yuan1.38%.

2. Findings:

In terms of purchase quantity, consumers who buy less than five pairs of pants every year rank first, accounting for 55.28%, while consumers who buy more than 10 pairs of pants every year account for only 4.07%.

Among all the consumers surveyed, the proportion of people who regularly choose to buy monthly or quarterly is the lowest, while the number who choose to buy their favorite pants at any time or irregularly, that is, immediately, is the highest, accounting for 55.69%.

The survey results show that among the main consumers, consumers aged 30-46 have gained a certain socio-economic status. When choosing pants, they tend to accept products with higher price and better quality, and buy them less frequently every year.

Judging from the purchase frequency, most consumers are in an irregular and unplanned random purchase state. As long as they encounter a style that is enough to make them feel excited, or a product with high cost performance, they will immediately decide to buy it.

3. Analysis of results:

From the consumption behavior of random purchase, it can be seen that the consumption mentality of consumers when buying pants stems from the consideration of collocation, that is, most consumers will not go out to buy single items simply because of the lack of pants, but choose to buy single items when buying coats; On the other hand, the style of trousers is relatively simple and has not changed much. Compared with tops, there are fewer updates, so the purchase frequency is lower and there are fewer planned buyers.

There is a big difference between men and women in the consumption of trousers. Comparatively speaking, the price of men's trousers is generally higher than that of women's trousers, but the styles and colors are far less abundant than those of women's trousers. Men buy pants mainly by quality, and the annual purchase amount is about 5, which is lower than that of women. However, women's requirements for pants are mostly based on aesthetics, followed by factors such as fabrics. Men tend to pursue practicality and quality, while women pay more attention to fashion and characteristics.

Not only are there great differences between different sexes, but consumers of different ages also have their own emphasis. Consumers under the age of 30 have a rising economic base and social experience, and their consumption level is relatively low, but they are keen on pursuing individualization of clothes, and their trousers are updated quickly, which is more suitable for "fast food" trousers consumption.

Consumers over the age of 30, especially those aged 35 to 50, have a solid economic foundation, accumulated accomplishments in all aspects, paid more attention to improving their tastes, and their consumption tends to be "quality".

It is worth noting that more than 90% of female consumers "will definitely buy" pants are leggings. This is also the result of the popularity of leggings in recent years, and it is also the consumption boom brought about by the awakening of the flexible beauty of women's skirts.

Second, the version and color.

1, survey:

In the questionnaire, in order to understand consumers' distinguishing ways and demand points of trousers products, styles, versions and colors were investigated respectively, so as to count the versions and colors popular with consumers.

2. Findings:

Among the styles of trousers, casual style is the most popular among consumers, followed by slim style, fashion style and bottoming style. Business professional style ranks first from the bottom, and only 15.85% people choose to buy business professional style.

In terms of style, straight pants rank first, followed by thin pants, leggings and harem pants. Accounting for 52.03%, 44.3 1%, 28.05% and 16.26% respectively. The once highly respected tapered trousers were squeezed out of the top four. Micro-pull and wide-leg pants, known as retro trends, are still out of the mainstream and become the favorite items of very few people.

In terms of color, surprisingly, 84.55% of consumers choose to buy solid color pants. At the moment when colors and colors are very popular, only a few people choose to buy colored pants and colored pants. Solid color pants are the second most popular color, and 24.39% consumers choose to buy popular colors. They don't have their favorite colors, but choose to buy popular items according to the popular theme of each season. In the era of individuality, some consumers are still willing to pay for "following the trend" and catching up with fashion.

3. Analysis of results:

It is not difficult to see from the survey results that straight tube, leisure and solid color are the mainstream trends of consumers' choice in trousers consumption throughout the year. Followed by thin version, self-cultivation and fashion, followed by fashion, color and bottoming.

This result shows at least two problems: First, in the era of more and more emphasis on leisure, leisure money with comfort as the complaint point will become the biggest demand of consumers. For the convenience of collocation, straight tube and solid color trousers that conform to orthodox aesthetics still become the mainstream. It can be seen from this point that some trousers manufacturers blindly pursue the manufacturing concept of individuality, fast fashion, which does not meet the real needs of mainstream consumers.

Second, color and colored pants are extremely dangerous signals, and some manufacturers who vigorously develop colored pants are worth thinking about. When "laziness" becomes more and more prominent, simple and convenient dress habits become consumers' demand, and meeting this demand is the direction that pants manufacturers should strive for.

It is worth mentioning that the hot items in each season are very different. For women, winter is the popular season for leggings. Judging from the four seasons, the answer given by consumers this time will be weaker than in previous years.

Third, products and brands.

1, survey:

In the eyes of consumers, what is the weight of products and brands? In order to know the consumers' preferred standards when buying pants, the fabric selection category, preferred standards and consumer price were set in the questionnaire. Through screening, we can find out the primary concern of consumers and the degree of influence of brands on purchases.

2. Findings:

In terms of fabric selection, denim unexpectedly became the first choice, which was the first choice of 76.02% consumers, followed by pure cotton and cotton linen, which became the favorite of 40.24% and 28.46% consumers respectively.

In terms of preferred standards, five options are set: brand, fabric and comfort, version, price and color. Among them, fabric and comfort have become the most popular options, becoming the first choice standard for 44.3 1% consumers, followed by the pattern, becoming the first choice standard for 30.89% consumers. The third place is the brand. Only 17.48% consumers will consider the brand when buying pants. Surprisingly, only 6.9 1% consumers will consider the price first.

In terms of price, consumers who choose to buy a single pair of pants at the price of 100-300 yuan rank first, accounting for 73.58%; The second place is pants with the price range of 300-500 yuan, and 15.45% of consumers choose to buy pants in this price range. /kloc-pants within 0/00 yuan and above 500 yuan account for a relatively small proportion. Among them, 8.94% consumers are willing to buy pants within 100 yuan, and only 2.03% consumers choose to buy pants with a single price above 500 yuan.

3. Analysis of results:

The results of this survey are related to the mainstream age and income of the survey. The mainstream age of this questionnaire is between 26 and 35 years old, and the monthly income is 3500-6000 yuan, which is basically the post-80 s group. Therefore, the selectivity of this group for products and brands is very clear. Specifically, there are three main manifestations:

First, jeans representing youth, leisure and versatility have become the favorite of most people. Under the pressure of fast-paced work and life, the post-80s generation is under unbearable pressure from other social groups. They are increasingly becoming the mainstream consumer groups in society, and they are eager to release, relax, be young and simple. Jeans meet this demand to the greatest extent here.

Secondly, in the choice of products and brands, fabrics and comfort are undoubtedly the first choice for the post-80 s who are eager to go inward. As can be seen from this option, consumers who buy pants with brand symbols rank second. In the future, among the low-end trousers brands, the era of de-branding may come in an all-round way.

Third, although the product price factor ranks the last in the preferred standard, high-priced pants are still not in the mainstream, which just shows that it is more difficult to greatly enhance the added value of products, while mid-range products with simple production routes will have greater room for development.

Four. Channels and services

1, survey:

In order to know consumers' purchasing channels, ways and places, and whether they pay attention to experience and after-sales service during the purchasing process, the questionnaire is specially designed to solve this problem, including purchasing opportunities (special purchase, by-pass purchase, matching purchase), main purchasing places, factors affecting shopping places (convenience, reliability, cost performance, after-sales service) and so on.

2. Findings:

From the point of purchase opportunity, the proportion of special purchase, incidental purchase and collocation purchase is relatively balanced. 35.77% consumers choose special purchase, 33.33% consumers choose shopping while incidental purchase, and 30.89% consumers choose collocation purchase. Relatively speaking, most consumers come to buy it specially, and fewer consumers buy it for matching, but among the people who buy pants by the way when shopping.

As for the place of purchase, 50.4 1% of consumers choose "specialty stores", 36.99% choose "shopping counters", 30.49% choose "general clothing stores", 25.6 1% choose "online stores" and only 2.03% choose supermarkets. It can be seen that brand stores and shopping mall counters still have irreplaceable trust advantages. Relatively speaking, the ranking of online stores is not very ideal.

As for the standard of the place of purchase, 46.34% consumers choose "cost performance", 34. 15% consumers choose "reliability", 18.29% consumers choose "convenience" and only 1.22% consumers choose "after-sales service". Undoubtedly, the product cost performance is still the key to the transaction.

3. Analysis of results:

In the trousers retail market, many retailers give up "monopoly" and "miscellaneous brands" because of the rising rent and labor costs. As can be seen from the survey results, in the eyes of consumers, specialty stores and shopping malls still have irreplaceable trustrank. At the moment when real estate developers give profits to retailers, it is imperative to strengthen and transform specialty stores.

In terms of brand trust, shopping convenience and after-sales service, the product cost performance still has irreplaceable core advantages. Whether it is a manufacturing enterprise or a brand operator, in the depressed industry environment and in the busy state of survival, transformation and innovation, it is king to return to the origin of products.

Generally speaking, in the choice of consumers' purchase channels, the expected "online shopping" lags far behind the traditional channels, which can not help but make people wonder. Some experts pointed out that with the rapid development of online shopping, the problems of honesty and experience exposed by online shopping for clothing have become increasingly prominent, and online shopping for clothing is entering a period of steady growth.

Relatively speaking, traditional sales channels still have unparalleled advantages, and with the development of the Internet, the dividend era of e-commerce is coming to an end, and the shopping era that combines online and offline to meet convenience and experience is coming.

Verb (abbreviation of verb) has its own platform and sales skills.

1, survey:

Network sales is an irresistible development trend, and how to build a self-network sales model has become a development problem for many trousers enterprises. Therefore, in order to understand the mainstream platform of consumer online shopping, relevant questions are set in the questionnaire. In addition, consumers' evaluation of the current trousers market and suggestions to sales staff have also become the focus of guiding retailers to change their sales skills.

2. Findings:

On the choice of network platform, 73. 17% consumers choose Taobao for shopping, 65.438+06.67% consumers choose manufacturers or brands' own platforms for shopping, 65.438+04.63% consumers choose JD.COM for shopping, and 9.35% consumers choose vipshop for shopping. In addition to Taobao, the free platform for brand building has become the biggest shopping appeal of consumers.

As for the evaluation of pants market, most consumers think that the current pants market is characterized by serious product homogeneity, lack of cost-effective products and overall market confusion.

In terms of sales skills, consumers are relatively recognized for the status quo of terminal sales. In the terminal storefront, consumers are generally satisfied with the service attitude of sales staff, and even "too enthusiastic". In recent years, with the intensification of competition, the service attitude of the retail market has changed greatly. 10 years ago, the waiter was still cold-faced, but later it went too far. Many consumers think that when they enter the store, they are closely followed by sales staff, which means that they are under great pressure.

Relatively speaking, thoughtful and enthusiastic service is not as acceptable to consumers as professional and objective introduction.

3. Analysis of results:

From the above survey results, it can be seen that whether online brands choose their own platforms or give up the appeal of enthusiastic sales methods, fundamentally speaking, it is a signal that consumers are increasingly eager for "professional platforms" and "professional sales".

Under the premise that there is no big move after sale, the front and middle links in the sales process are particularly important. Store layout is often the first factor to attract consumers. Visual enjoyment brings psychological expectation, and the understanding of products is the decisive link to express consumption desire. In the sales process, professional explanation, reasonable collocation and product recommendation are essential.

In the process of the evolution of professional sales, especially in physical single product stores, improving the order taking rate is a subject that the terminal retail market should consider.

20 14: the trend of trousers consumption habits

Through this consumer questionnaire survey, compared with the past, the consumption habits of pants in China have changed. Under the new normal, the consumption trend is roughly manifested in six aspects:

First, product positioning. With the increasing segmentation of consumer groups and fragmentation of demand, it is particularly important to accurately locate brands. For whom the brand serves and which specific group the product is suitable for, the positioning is narrow, rather than the traditional big and comprehensive, wide and wide.

Second, in terms of manufacturing. Product comfort has become the mainstream demand of consumers. Starting from the source, insisting on fabric innovation and raw material innovation to meet consumers' leisure and comfortable shopping needs has become the key to the reform of upstream enterprises in the industrial chain.

Third, sales skills. Traditional promotion and discount sales methods have been unable to deeply impress consumers, and the innovation of marketing methods is becoming more and more difficult. Professional sales skills and ability to take orders will become the new development direction in the future. This change will test the wisdom and ability of retailers.

Fourth, brand building. With the weakening of brand awareness, one of the signs of consumers returning to rationality is to regard the product itself as the most important concern. Products with high cost performance are more likely to be favored by consumers, and the era of de-branding of small and medium-sized enterprises is coming.

Fifth, the mode of production. Under the trend that consumers' demands are more convenient and faster, manufacturing methods that can meet their demands and effectively reduce costs will soon appear. Flexible, short cycle, small batch and multi-variety production mode will become the development trend.

Sixth, channel construction. With the rational development of online shopping, many consumers are slowly adapting to the online and offline mixed experience, and in this process, convenient and experiential shopping places will become the new development trend of sales channel innovation. The transformation of consumers' shopping methods has forced the transformation of traditional sales channels. Traditional department stores have also been transformed under the rapid development of e-commerce, breaking away from the image of "high above" and transforming into community department stores with free delivery. In this development situation, the sales channel of single product pants is transforming to the direction of community all-product stores, which will become the key link of online and offline integration transformation and upgrading in the future.

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