Clothing industry consumer market demand survey

Since the end of 80 years, with the rapid development of China's market economy, market research industry in China has been rapid development. So here is what I organized the consumer market demand survey of the apparel industry for your reference.

Clothing industry consumer market demand survey a

The domestic clothing market will be bigger and bigger, the market segmentation will be smaller and smaller, but the future consumer trends in the domestic clothing market will focus on boutique and personalized.

Second, the clothing market segmentation analysis

1, gender segmentation

Women's clothing market analysis: women's clothing market has always been the big head of the clothing market, which has been leading the fashion and trend, is the representative of fashion, personality. The frequency and amount of women's purchase of clothing is the most in all groups of clothing consumers, women's clothing who get the world said. Therefore, many enterprises and resources in the women's clothing market, women's clothing brands, the gap between the brands is not large. According to statistics, the difference in market share between the top ten brands is not

large, and the sum is only about 15%. Domestic women's clothing brands with a strong regional color, there is no one can form a scale and influence in the country, such as bright colors, color block is large, combined with fashionable and popular styles of ? Han School? Clothing, Hangzhou women's clothing industry with the cultural flavor of Jiangnan and Hong Kong and Macao style of Shenzhen, Guangdong Humen women's clothing industry. Numerous domestic women's clothing brands whose positioning is basically positioned in the low-end market, in the middle and high-end market has not been a few well-known brands.

At the same time, with the maturity of domestic consumers' consumption concepts and the continuous expansion of the domestic market, the world's major brands of women's clothing have also entered China, the domestic market is increasingly becoming an important part of the world's women's clothing. Foreign women's clothing brands have to enter and live in the domestic first-tier cities, or specialized stores or counters. Although its current channels are fewer, higher price positioning, but its influence on the women's high-end market and the influence of domestic women's fashion trends is huge, basically accounted for as noted in the high-grade market. At the same time, foreign brands in order to develop a broader mainland market and accounted for as noted in the high-end women's market, the pace of cooperation with domestic brands faster and faster, the market competition is becoming more and more intense.

Men's clothing market analysis: according to the National Bureau of Statistics in 2016 the fifth national census bulletin, China's male population of 653.55 million people, accounting for 51.63% of the total population, slightly higher than the proportion of women, which can be seen, China's men's clothing consumer constitutes a capacity can not be ignored market. At present, the development of China's men's clothing industry has a considerable foundation: men's clothing enterprises have modern production equipment, product market positioning is relatively clear, and the quality is relatively stable. Following the 2016 11 shirt brands won the China Famous Brand Strategy Promotion Committee evaluation of ? China Famous Brand? After that, 12 men's suit brands were awarded the China Famous Brand in 2016. China Famous Brand? title, the development of the physical quality of China's men's clothing products has reached a certain level; brand concentration is higher, the development of industrial clustering faster; enterprise production and operation to the series, leisure, internationalization, multi-brand, diversification direction, the enterprise investment field continues to expand, the cycle of resource integration between enterprises to shorten the cycle; enterprises pay attention to the use of the brand effect, the establishment of the product cross-region, cross-border marketing network. As China's men's clothing market brand development started earlier, compared with other clothing mature, but due to the emergence of new brands around the endless, so the competition is still exceptionally fierce. The top ten brands occupy almost 50% of the national market, the top three: Yagor, Sugo and Romo market position is relatively stable, of which Yagor market advantage is obvious, the market share of the integrated more than 10%, the other brands of the integrated market share is lower, mostly in the 1% and 2% hovering around, and closer to each other.

2, age segmentation

Domestic adult clothing age group classification is basically: 18-30, 30-45, 45-65, 65 or more.

18-30: the age of the consumer group is the most important group of clothing consumption, is the consumer group in the clothing purchase frequency, the overall purchase amount of more groups, the age of the population of about 180 million, of which the female population is slightly more than the male population, and the overall population of China's male-female ratio is the opposite. This group has a certain economic base, strong desire to buy, fashion, the pursuit of popularity, personality, dare to try new things, easy to accept a variety of new brands. A large part of this group is prone to impulse shopping. It is the most competitive market segment with the largest number of apparel brands.

30-45: the age group of consumers is the main group of clothing consumption, is the highest value of consumer groups to buy a single piece of clothing groups, the age group population of about 330 million. This group is the consumer group kind of economic foundation is the most strong group, have a strong desire to buy. However, most of the group's outlook on life and values have been relatively mature, so the style, fashion has its own preferences, a considerable part of them have their own preferred brands, the acceptance of new brands is lower, shopping rationality. There are a lot of brands targeting this market segment.

45-65: The population of this age group is around 270 million. Consumers in this age group have successful careers, have a general desire to buy clothing, but have a certain higher-order demand for clothing (i.e. brand demand).

There are fewer clothing brands on the market for this age group, and often when there is a desire to buy, they cannot find a suitable clothing brand, especially for women who meet the age group's clothing brands are seriously lacking, and the market opportunity is larger.

65 or more: the population of this age group is about 100 million, the desire to buy is lower, the demand for clothing is not very strong. For this age group of clothing brands are basically vacant.

3, product category segmentation

We will be the existing market of the main apparel products of the genus division, they include:

Business formal wear series

Business formal wear series includes in the formal business activities and high-level business meetings during the business clothing, including such as suits (suits), tuxedos (party dress) and other types of clothing series. This type of clothing represents the classic, extraordinary and noble, known as ? Clothing aristocrats? The market demand for this type of clothing is certain and the value is high. High fashion series

High fashion is also known as? star clothing? This line of clothing is designed to be lavish and luxurious, and most of it is based on a purely personalized (i.e., made-to-order) ordering model.

Weekend leisure series

In the weekend leisure clothing series, can also be subdivided, to the current market in the type of leisure can be broadly divided into: popular leisure (such as Giordano, Benello, etc.), sports leisure (such as the international Nike, Adidas, Li Ning's professional sports leisure, Lacoste's tennis leisure, Wolsey's golf leisure, etc.), Fashion leisure (e.g. ONLY, VEROMODA, etc.), outdoor leisure (e.g. Paul Shark's marine leisure, JEEP's field leisure, etc.), etc. Although more and more competitors in the field of leisure brands, each brand

brand began to extend the original brand dress field, and will be some specific life or entertainment concepts runescape gold, so that it is more image is also more easily accepted by consumers.

? New Formal Wear? series

With the? increasingly become the mainstream of urban society, taste for leisure, the dual pursuit of human nature and nature has become fashionable, a large number of life-oriented formal wear, casual formal wear, fashionable formal wear, business casual wear appeared, jumping out of the traditional formal or casual wear in the field, which can be collectively known as the "New Formal Wear" series. New Formal Wear series. The casualization of formal wear has become a major fashion trend in the international clothing market in recent years. New Formal Wear? The concept of "New Formal Wear" was born under this trend in recent years, and it is located in the "Knowledge Elite Group". The concept of "New Formal Wear" was born under this trend in recent years. The mainstream of the social crowd, efforts to create a taste for leisure, people and nature of the dual pursuit of fashion, for men / women to provide a kind of 8 hours outside the same can also show their charisma of choice. In particular, business casual series is a dress code that has been more and more respected in the international consumer market in recent years, i.e., it can be dressed in general business occasions, but also outside the eight-hour dress code, so that you can enjoy your work and life in a more relaxed manner, and therefore, it has been more and more loved by most of the white-collar workers and successful people. As a result, it has become more and more popular among most white-collar workers and successful people. New Formal Wear inherits the dual elements of formal and casual wear, has grown into an independent dress culture, ? New Formal Wear The leading consumer groups are young talents in various industries, including technical, knowledge-based art and other knowledge elite groups, and this consumer group is rapidly expanding.

Third, the operation analysis

Clothing brands are mainly two modes of operation: go mass brand and go professional brand. The two modes of operation are fundamentally different in design, production, price, channels and promotion.

Analysis of popular brands

Design, production: domestic popular clothing brands in the design of the main to meet the overall needs of the mainstream public; in the production of mass customization.

Price: At present, the mainstream price of domestic mass apparel brands is mainly concentrated in the middle and low grades; prices in the middle and high grades are basically formal wear and fashion brands; foreign mass apparel brands into the domestic market is less, into the basically also focus on the high-end.

Channels: the popular channels in the popular clothing brand industry are: self-managed, franchised and agency-type, the relationship between the three lies in the close degree of cooperation between the operator and the enterprise: self-managed marketing for the enterprise to control more closely, and in the management of the enterprise can be transferred to the will of the management of less resistance, but relatively speaking, in the operation of the cost will be higher;; agency-type brand marketing channel management approach to the domestic market. Agent-type brand marketing channel management, the need for business partners with a strong sense of brand marketing and management, and in the operating area of the business network and background advantages of the higher requirements, the cooperation between the two sides of the closeness of the product in the market based on the profitability of the performance of the company's management of the agent is weaker, and more is the guidance and auxiliary relationship; as opposed to joining the type of marketing

Cooperation Relationship, is a combination of self-management and agency, which will have the resources and capital investment in the enterprise side, but also with the help of partners in the regional advantages of marketing promotion, but in the franchise-type channel partnership, the need for enterprises to have a strong brand management capabilities and the ability to create a market image of the franchisee to provide a more lasting business power. In the marketing location settings, can also be subdivided into shopping mall-type marketing, franchise marketing and k / A (referring to supermarket chains and hypermarkets) group marketing. In large and medium-sized cities, consumers in the purchase of high-value clothing will choose a higher reputation and image of a better shopping mall for shopping, for clothing brand products shopping malls can provide a more adequate consumer base, but also through the mall's reputation and image to improve the brand's appeal and influence, but after all? But after all, there are not enough shopping malls to go around. The operating area of the mall is limited, and the number of malls in the city is also limited, which has resulted in a large number of brands? Competition? The situation, so it also caused: although the mall product sales are very high but not profitable (high operating deductions, slow capital turnover, low management efficiency and often appear? The black cost of the operation). Operation of the black cost of expenditure);

The clothing brand franchise marketing more in the city business intensive areas of the street or in the form of special hall appeared in the commercial building (city), franchise marketing form of setting up a more reflective of the brand's image of the expression of the power can be through an independent display of space on the brand culture as well as the product style of the independent settings, so there are also companies will be franchised stores to the Larger-scale direction, such as the so-called flagship store or center store form. And K/A group marketing is more suitable.

Survey of consumer market demand in the apparel industry II

Socks are a necessity for everyone, and the renewal cycle is short, so the market is huge, and the production and sales of socks in the country are also rising sharply year by year, but due to the lack of planning for a large number of socks in the country, the positioning is not clear, the quality is unstable, and there is no chapter and verse of the design, and with the increasing demand of the consumers, the industry with a huge market outlook also needs to The industry has a huge market potential, but also needs to keep up with the times.

First, the main product analysis

Mention of the sock industry, the first to say that China's top ten brands of socks: Longsha, Mona, Naier, Zhenhan, love Yi, Dangea, Baonas, step people, that is, the hair, Fenli Fenasi. Different products in the competition for market share at the same time the strategy adopted will be different.

1, diversification strategy. Brand is the soul of the product, so that is, these brands occupy nearly 50% of the Chinese socks market, it is worth mentioning that Longsha, which occupies 32% of the market share to 2016, there are 1,000 stores, 50,000 outlets, mainly knitted cotton socks, and its products cover men, women, young and old, spring, summer, autumn and winter more than a hundred categories of more than a few thousand varieties, the price is also from low to high, a variety of levels are available, and its products cover men and women, young and old, spring, summer, autumn and winter more than one hundred categories, more than a thousand varieties, and prices are also from low to high, all levels. The price level is from low to high, various levels are available, and it adopts the strategy of diversification and scale.

2, personalized strategy. Can earn a seat in the world with Lonza Mona is to take another strategy, the product is targeted, highlighting the noble, high-quality, comfortable life, in addition to highlighting the characteristics, especially one of its children's socks, the theme of leisure and environmental protection, from the design, color, sensory, and achieved a very good market results. In terms of market, Mona's annual sales exceed 700 million. Its price point is mainly in the middle and high grade, ranging from 8?30.

3, technology-based. Nair is a model in this, which will ? Lycra? COOLMAX? and other new raw materials used in the production of socks, has achieved good results, cotton socks series, stockings series have achieved a good reputation, because of its high technology also makes it go to the high-grade route, so Nair's socks are mainly marketed abroad, 16 years of sales exceeded 600 million.

4, to win by design. These years Dangea constantly favored by consumers, especially students, the main reason is still its unique style and careful workmanship, so that people have a sense of comfort and relaxation. The material is mainly yarn velvet of excellent quality. Its campus style stockings are a fashionable trend. Its price point is mainly low to mid-range, ranging from 4-20. Annual sales of 170 million.

5, accurate targeting. Here is not one of the top ten brands of ? Socks? But in this aspect of targeting it is indeed worth learning. Only do stockings, and the material is better natural stockings, only for young women aged 16?30, high-end price, so the precise market positioning also makes its sales to more than a million per year.

6, relying on the brand. For example, sports brands such as NIKE, Li Lin, Converse, Hongxing Erke and other familiar brands are mainly based on its brand to have as a subsidiary, these products are mainly sports products, and the material is mostly cotton. The quality is better, the price is also more in the middle and high grade, in the 15-90 or so. These products because of its brand influence, sales are also considerable, such as oh Converse socks within the 16 years of sales exceeded 300 million, which is a data that can not be underestimated.

Second, the market analysis

China's per capita consumption level is also growing at a rate of 7.4% year by year, and in 16 years, China's people used in the proportion of clothing consumption accounted for the proportion of the entire consumption of about 10.2%, which is a fairly high proportion, and this proportion is also rising. Socks as a necessity, the majority of consumers need, according to incomplete investigation, the average sock update cycle is two weeks, that is to say, the average person in a year in a year to consume 36 pairs of socks, which is an immense market. The average consumer price of socks is only 10 yuan per pair, which is a low level of consumption, for consumers, this level of consumption is completely affordable, so the market has a huge potential for development.

In fact, the socks market can be subdivided, including regional segmentation, for the north, the weather is colder, the wind is stronger, then it should be thick socks, stockings, and the south of the hotter weather, mosquitoes are more, it should be to absorb the sweat to stink of the cotton socks and elastic nylon is more appropriate. TBY is in 16 years the consumer price of clothing showed the west than the Middle East to grow faster than the characteristics of rural areas faster than the towns, so you can target this feature, focus on the development of key markets; but also for different age levels to develop and sell different types of socks, such as the elderly like retro, especially the kind of thick hemp socks weaving is very much like the old man, and this kind of socks in the market is quite less! Of course, this is a market gap; of course, there is a consumer consumption level segmentation, I feel that the domestic high-end socks market should have a lot of space for development, such as Melia suit, crocodile brand shoes and so on are aimed at the high consumption level of people, but there is not a professional socks for this kind of people, from a certain point of view, regardless of clothes, shoes, or socks, should belong to the same class of consumption, so this piece of The market has not been fully developed.

Third, the analysis of consumer behavior

1, the price factor

Price is undoubtedly the main reason for consumers to buy products, when consumers in the purchase of similar products, compare the most is the price, that is, the price-performance ratio, of course, the cheaper the more things are other people refinement to buy, but not everything is so, in fact, with the increase in the level of income, the concept of consumption is also changing. Improvement, the concept of consumption is also changing. Fashion network of a survey shows that: ten years ago, the average unit price of socks market as long as a few dollars, then more than ten dollars of socks is very few people ask for, but ten years later today, the price range of socks has changed a lot, road stalls of ten dollars a couple of pairs of socks are almost very few people to patronize, which is the people's consumerism in the change of concepts. Of course, the price is still people's most respected considerations, from a survey shows that you can draw such conclusions, a pair of socks in the market price of 1-4 yuan sales accounted for 15.3%, 4-10 yuan sales accounted for 64.6%, 10-30 of the sales of mid-range consumption accounted for 18.2%, more than 30 high-end consumer sales accounted for only 1.9%.

2, quality factors

In addition to price, consumers consider the most is the quality, do not underestimate a pair of small socks, consumers should not only look at the design of its appearance, the most critical is to look at the material and function, sweat, odor, wear-resistant, warmth, air permeability, softness, comfort and so on. Although the price of socks on the road stall is very low, but still only few people to buy, why? It is because of the quality, although cheap, but wearing uncomfortable, can not achieve the kind of effect they want. Customers in the purchase of socks, should focus on the ratio of socks and socks heel, choose socks with high density socks, choose to knit the finer socks, and a pair of socks to stretch to see if they are paired, generally should not be greater than 0.5cm between each pair.

3, the consumer's income level

2016 per capita disposable household income status

4, marketing decisions

There is another kind of marketing consumer behavior is the marketing model adopted by the enterprise or business, many times when strong external factors drive consumers to buy without first having strong feelings or thoughts about the product, the behavioral impact is generated. In this case, consumers do not have to go through a rational decision-making process or rely on some kind of emotion to buy a product or service, and this time promotions and other means directly lead to consumers not to consider more factors on the consumption of this process.

5, business factors

Business factors, also known as service factors, refers to the operation or service can cause consumers to produce special feelings, preferences and trust, so that it is accustomed to go to the store shopping, or attract some customers to buy a factor, that is, patronage motivation, the behavior of the drive comes from: A, the store business location suitable for consumers to buy the location of choice. Operating stores in the downtown or convenient transportation, which is conducive to customer purchases, but also affects the consumer's purchasing psychology. B, the operation of the characteristics of the goods or a full range of varieties, so that the customer has a full selection of space. C, the business environment and the display of goods is very clean, bright, so that the customer feels fresh, pleasing and comfortable. D, the store's services, everywhere for the sake of the consumer, everything convenient for the customer. E, abide by business ethics, good business ethics, and the customer's convenience. E. Observe the business ethics, pay attention to the business reputation, the sale of goods is real, easy to return, perfect after-sales service, so that customers have full trust. In addition is the shopper's service etiquette and quality of service also affects the generation of consumer behavior.

Fourth, price sensitivity analysis

Consumer price sensitivity factors affecting the analysis of economic theory, consumer price sensitivity expressed as a function of the elasticity of customer demand, that is, due to price changes caused by changes in the demand for products. Generally speaking, the factors affecting consumer price sensitivity mainly include three categories: product factors, company marketing strategy and individual consumer factors.

1. The more substitutes there are, the higher the price sensitivity of consumers, and the fewer substitutes there are, the lower the price sensitivity of consumers. For socks, there are fewer substitutes, and although many pantyhose have appeared in the market, they have not been fundamentally replaced, so socks are a low price-sensitive commodity.

2. The more important the product is, the lower the price sensitivity of consumers. When the product is non-essential, consumers are not sensitive to the price of such products. Everyone has to wear socks, which is enough to show that socks are highly important and have low price sensitivity.

3. The use of the product itself, the more or less extensive the use of the product, the higher the price sensitivity of consumers, the more specialized the use, the lower the price sensitivity of consumers. Socks seem to have few other uses than wearing them, so the price sensitivity is low.

Comprehensive socks itself this product, should be said to be less price-sensitive commodities, is a necessity, but sometimes it is price-sensitive commodities, that is, from the product brand, material, design, etc. to define.

V. Feasibility Analysis of Establishing a BtoC Website for Socks

(A) Explanation of BtoC Website

One of the e-commerce modes, the full name of which is Business to Customer, is a kind of e-commerce categorized according to the object of the transaction, that is, it indicates the e-commerce of the business organization to the consumer. This form of e-commerce is generally dominated by e-tailing, which carries out online sales activities mainly with the help of the Internet.B2C means that companies provide consumers with a new type of shopping environment through the Internet? Online stores, consumers through the network in the online shopping, in the online payment.

(B) China's online sales development overview

China Internet Network Information Center (CNNIC) published the 21st China Internet Development Status Statistical Report, which shows that as of the end of 2016, the total number of Internet users in China was 220 million, and the number of Internet users who had online shopping experience in the past year accounted for 65.4% of the total number of Internet users in China by the end of 2016. 65.4%; the proportion of Internet users using online payment has risen from 12.54% in June 2016 to 66.3% at the end of 2016; the total number of online stores in China has exceeded 100,000, and the total number of goods displayed on the Internet is about 50 million. Among them, the number of online stores in Guangdong, Beijing, Zhejiang and Shanghai accounted for 23%, 13%, 12% and 9% of the national total respectively, and the combined number of online stores in Fujian, Sichuan, Jiangsu and Shandong provinces accounted for 22% of the total number of online stores in the country.

(C) online merchandising profile

At present, the total number of commodities displayed on the Internet in China is about 20 million, according to the survey, China's users at this stage of the Internet shopping for commodities is still focused on books and magazines, audio-visual products and computer products and other easy to distribute non-essential goods. And traditional industry commodities such as health care, clothing, sporting goods and household goods and services accounted for a relatively small proportion

(D) socks online shopping advantages and disadvantages analysis

Advantages: compared with traditional shopping, online shopping can show the product of the space is large; there is no time constraints; shopping costs are low; low prices of commodities; small inventory of the network store, small capital backlog; Commodity information is updated quickly and easily updated; goods are easy to find; a wide range of network store services; low cost of business start-up network shopping services and other advantages.

Weaknesses: These include creditworthiness issues; card payment issues; network security issues; distribution issues, for socks are not like books and audio-visual products, etc., can be directly through the visual, auditory, etc. to perceive, and socks on the Internet at most can only see the shape, for its quality, model, texture, comfort and so on can not allow consumers to directly to perceive, which reduces, to some extent, the consumer's excitement about consumption. This reduces the consumer's interest in consumption to a certain extent. In addition, online shopping consumers are still far below the traditional shopping, especially online categories of socks, so that customers will be a bit dazzled, and do not know what brand is good, and the price of socks originally belonged to the low price, the customer would rather spend a little more money to go to the store to buy, and will not spend too much time to go online to buy two pairs of socks.

VII. Conclusions and recommendations

Comprehensive analysis of the above, the following conclusions can be drawn:

1, the per capita consumption level continues to increase, for wearing socks and class is also constantly improving

2, socks are a necessity, there is an immensely broad market, especially in the mid-west and the rural market, the development of a strong

3, socks are a small commodity, although the items are not the same. Socks are small commodities, although a wide range of items, but really let people at any time to call out the name of the good brand socks are relatively few.

4, there are many consumer behaviors that affect customers, the price is very core, but for mass consumption like socks and price-sensitive goods, the price is by no means the only one.

5, network shopping is a trend, although there are disadvantages, but for socks class online shopping can not help but share such a cake. The establishment of socks BtoC site is also feasible in the long run.

The conclusion of the review gives the following recommendations:

1. If you are doing a physical store, you can choose the mid-west and rural markets as the main market, and the products can be involved in all types and grades.

2, if the establishment of socks BtoC website, open the network shopping store, it is necessary to do the following:

A, its website should be targeted, web design has its own unique style;

B, the site is fully functional, should be able to allow shoppers to solve the problems encountered on the site;

C, the site structure is simple, so that the shopper easy to operate

D, the product display professional, standardized, standardized product introduction line, the word is accurate;

3, the network store socks recommended agent sales of high-grade socks and high brand socks products, because only then there is a degree of professionalism and profitability.

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