For the market, there is no careful investigation has no right to speak, the enterprise as part of the market, market research should be more and more important by the enterprise. So here is the content of the clothing market demand survey analysis I organized for your reference.
Clothing market demand survey analysis
China's clothing by virtue of cheap labor resources and strong industrial supporting advantages, in the global textile and apparel industry. With the abolition of import quotas, Chinese garment enterprises are facing unprecedented development opportunities. It can be predicted that the clothing trade friction is about to enter a period of high incidence. Therefore, we need to strengthen the following aspects of the focus: consolidate the existing market, maintain export order; *** enjoy the potential market; innovation of new markets; the implementation of standardization strategies. Export enterprises should do a better job? Post-quota era? The response to the recipe: first of all, actively promote enterprise restructuring, optimize resource allocation, enhance innovation capacity; second is to actively carry out the construction of industrialization, to promote the extension of trade to upstream and downstream, to improve the efficiency of the entire system; third is to actively implement the brand strategy, and gradually develop their own brands; fourth is to actively? The fourth is to actively go out. The third is to actively implement the brand strategy and gradually develop its own brand. Invite in? , take the initiative to absorb and digest foreign advanced production technology and management experience, and accelerate the construction of human resources and so on.
Through the China Professional Garment Project Market Research Report Production enterprises and investment organizations will fully understand the product market, raw material supply, sales methods, effective customers and potential customers to provide detailed information for the study of competitors' market positioning, product characteristics, product pricing, marketing model, sales network and corporate development provides a basis for decision-making. 2009 the entire series of mainly a single tone The 2009 collection is mainly in a single color palette, where black and white represent the dual characteristics, such as hard and soft, historical and modern, and also the brand's style. In addition, the key theme of this season is "Gold". Gold. The models wore cascading light gold necklaces and rosary necklaces strung with crystals and bohemian pearls as they swayed in front of Madonna's image. Some of the dresses and blouses were adorned with handmade light gold heart-shaped medallions, an interesting nod to the habits of Latinos, who like to go to church and offer up offerings or good luck charms to represent their personal prayers. The apparel, shoes, and department store market is the first market to be formed since the reform and opening up of China. It is a low-threshold and easy-to-enter market, and because of this, it is also the market that is most prone to saturation and decay.
Clothing market demand survey analysis
Since the reform and opening up, China's economic construction has made great progress. People's living standards have improved significantly,? Clothing, food, housing, transportation? In the first place is? Clothing? People's demand for clothing is a day by day, from the color to the style, and then to the brand, different consumer groups, different consumer psychology formed a different level of consumption.
A clothing market consumers is a large consumer group
The current population of mainland China is nearly 1.3 billion. Clothing consumers is an absolute number of huge groups. This figure is the most persuasive description of the characteristics of China's large group of apparel consumers. The number of consumers is an influential factor that must be considered in any industry, and it is especially important for the apparel industry. China is traditionally a large consumer of apparel, and the so-called "large" comes from the size of the population, which is an important basis for evaluating the prospects of the apparel industry. Not only that, but the growth of the national economy also provides material possibilities for consumption in the apparel market. That is to say, when we consider China's nearly 1.3 billion people in the consumer group, the consideration is no longer the problem of everyone has clothes to wear, but to meet the requirements of the current people's ever-improving aesthetic and dress culture. What we have is a strong consumer group with considerable purchasing power and a strong desire to buy.
Second, consumers in the clothing market is a complex group
Consumer purchasing behavior by the income level, geographic area, national habits, religious beliefs, cultural traditions and social development level and other objective conditions, and at the same time with the individual age level, education, aesthetic interest, consumption purposes and other subjective factors are closely related. China is a country with ancient history, long tradition, vast area and many nationalities, and the great differences of its clothing consumers in the above aspects are manifested in the great variety of clothing consumption demands. Therefore, in addition to having a huge absolute number, it is also an extremely complex group. From the purchasing power analysis, in our country, there are many different levels of clothing consumer groups from affluent, well-off to subsistence at the same time. If the region as a standard to do a rough division, the basic performance of the overall purchasing power and desire to buy from the southeast to the northwest decreasing.
Taking Tianjin consumers as an example, the income level of Tianjin citizens varies greatly, thus showing significant differences in consumer behavior. The study of the market can be found in the high school and low levels of the price band, consumers of clothing brands and styles of the type of requirements of a greater difference, low-income level of consumers on the price of clothing requirements in favor of pay attention to ? Affordable? ; middle-income level consumers focus on clothing should be beautiful and comfortable but also reasonably priced, easy to accept; high-income level consumers are very different, they pay attention to the brand grade, the requirements of the clothing can show its identity and taste and ignore the price of the high and low. Therefore, it is required that the staggered operation of the clothing market to meet the different needs of consumers at all levels.
The different purposes of consumption will also affect the consumer's purchasing behavior. For apparel consumers say, their own wear and gift is the two most basic consumer purposes. When the gift becomes the purpose, the consumer's selection criteria is likely to focus on the price of this factor. In this particular consumer industry, the conventional principles of consumer division will be completely subverted, even if the very poor people are likely to buy several times their spending power clothing goods, in order to seek? decency over people? The effect of this is that it is not just a matter of buying clothes, it is a matter of purchasing clothes.
All of the above factors that may lead to differences in consumer behavior are distinguishable and predictable, and are suitable to be used as an example of the main basis for the development of production and marketing plans and references, the industry manufacturers should be given sufficient attention.
Clothing consumer market consumers is a psychological maturity of the group
Clothing consumers are gradually maturing consumer psychology of the group, which is the inevitable result of rapid changes in the national conditions. Performance in:
First, the overall income of consumers in the continuous increase, which will lead to the growth of demand for apparel products and the further enhancement of the actual purchasing power;
Second, consumers in the purchasing tendency to begin to show the characteristics of polarization, the purchasing power gradually to the high-priced and medium-low-priced two areas of concentration. This change can be evidenced by the market demand for apparel consumer goods changes: high-grade luxury brands in the Chinese market is welcomed, China has become an important emerging market for the international top brands of clothing, the big route to the low-priced brands are also sales optimistic;
Third, changes in lifestyle so that the consumer demand for types of clothing is a rapid rise in the trend. The speed of its fast, so that the existing clothing goods every moment show some degree of single and outdated. This change has accelerated the domestic clothing market specialization segmentation, party dress, wedding dress, casual wear, professional suits and so on has become a regular category on the market. It is conceivable that in the future of the clothing market, the more targeted and clear products will be more popular.
Fourth, social hotspots, popular culture, international trends have contributed to the changing aesthetic tastes of consumers. In the past two decades, China's economic level has increased significantly so that people are no longer limited to the practical needs of clothing, began to pay attention to clothing to dress up the self, self-expression and other deeper role. Their speed of accepting and digesting new things and fashion trends is staggering, but at the same time there is no lack of favoritism and adherence to their own traditions, which, in a way, is almost elusive.
Fifth, consumers are becoming increasingly sophisticated. Prosperous markets and developed information provide them with the best crash course in clothing education. More and more people began to get rid of gullible, blindly follow the consumer habits, and gradually realize their real needs, on the clothing style, style and quality price ratio has a better sense of smell and judgment. In view of this, to understand their hobby, and then give them the best choice, will be attempting to enter the Chinese clothing market manufacturers the only right way.
Clothing Market Demand Analysis III
And dresses and formal evening dresses retained a clean cut, the use of many wrinkles ruffled hem trim, very Versace silhouette, the main customer base for long-term support, the brand is distinctive and profound, color and tailoring techniques are also fascinating; it is worth mentioning that, despite the brightness and simplicity, the brand is not only the first in the Middle East, it is the only one in the Middle East that Alibaba has. The Middle Eastern flavored accessories like Alibaba only appear in the whole series, adding a lot of mysterious and luxurious atmosphere. In honor of Saint Laurent, the color palette includes magenta, green, royal blue, lavender purple, and then large necklaces and bracelets with colorful jewels (hearts and embroidered patterns) in a variety of pipe cut silhouettes and bright satin materials.
Analysis of the basic situation of the sample survey:
1. Modern college students in the choice of type of clothing, the more pursuit of clothing comfort, not just focus on trends. Among them, 63.04% of male students and 65.59% of female students prefer sports and leisure type, while only 16.3% and 21.51% of male and female students pursue fashionable and stylish type of clothing respectively.
2. In terms of places to buy clothes, 58.06% of girls and 47.37% of boys choose to buy in specialty stores. And specifically in Xiamen, both more than half of the boys and girls choose to Zhongshan Road to buy clothes. To a street in Xiamen University, Wal-Mart and Lea Department Store shoppers are reduced in turn.
3. Price is another important influence on the purchase of clothing. More than half of the buyers are only willing to accept 50-100 yuan / the price of clothing. It can be seen that the wind of comparison is gradually spreading in the campus, but most of the young students did not follow the trend.
4. 33.59% and 43.12% of the male and female students respectively preferred style as the first factor in purchasing clothing. Quality factor with 29.58% ranked second, while the brand factor with 7.5% in the last. Therefore, manufacturers should focus on novelty in the design of styles to cater to the different tastes and styles of modern college students' clothing.
5. Finally, through this survey, we found that students' satisfaction with the departmental uniforms is relatively low, and we hope that departments will make more reference to students' opinions in choosing school uniforms.
The survey shows that it is generally recognized that the problems prevailing in today's wholesale clothing market are incomplete product grades, poor product quality, poor sanitation and so on. These problems are the clothing market urgently need to solve the problem. This also shows that the requirements of buyers are constantly improving, they want to purchase clothing in a product grade full, high product quality, sound financial facilities, comfortable environment of the wholesale clothing market.
Wang Yao, Deputy Secretary General of the China General Chamber of Commerce and Deputy Director of the All-China Commercial Information Center, analyzed that in 2016, shopping malls continued to increase promotions, the trend of women's fashionable clothing is obvious, the brand concentration has increased, and more Hong Kong brands have entered the domestic market, but the country still lacks a leading brand. According to the All-China Commercial Information Center, from January to September 2016, the total sales of apparel commodities of 100 key large-scale retail enterprises across the country reached 22.4 billion yuan, an increase of 23.4% year-on-year; the sales volume was 120 million pieces, an increase of 15% year-on-year, which is higher than last year's increase. Most of the more than ten types of clothing products monitored sales growth over last year, including women's clothing sales increased by 21%. In terms of sales structure, the proportion of women's clothing sales amounted to 23.85%, ranking first. According to the National Bureau of Statistics, in January-September 2016, the national consumer prices increased by 4.1% year-on-year, and the price of clothing goods in September rose by 0.4% compared with the previous month, of which the price of women's clothing rose by 0.4%.
Women's clothing has the most active sales in the clothing category. National key big mall data show that women's clothing and 2016 women's clothing sales accounted for 26% of clothing sales in 2016, the first three quarters of 2016, women's clothing sales rose up to 29%. 2016 annual women's clothing sales increase is basically flat compared to 2016, 2016 women's clothing sales increase has fallen to 9.6%, reflecting the women's clothing market to branded turnaround herald; the first three quarters of the year incremental sales, indicating increasing promotional efforts in shopping malls.
1, discount coupon promotions prevalent
This year, the merchants of discount promotions have to clothing to lead the tide. Compared with previous years, clothing goods discount time is long, the price reduction is large, some brand-name goods and even just listed on the discount. In addition, the form of coupon promotions industry is very popular, but due to the coupon in the consumption of a great deal of restriction, discount has become the first choice of the merchants promotional methods, to a certain extent, intensifying the market competition. Some well-known brands do not participate in the discount basis, sales still maintain good momentum.
2, professional women's fashion fashion
More and more brands from the previous few years purely professional suits, the development of today's casual, fashionable senior professional women's clothing, permeated with the keen sense of fashion designers and fashion concepts. Flexible, bold use of color, local changes and collocation, so that women's clothing permeated with elegant temperament and fashion style, novel style.
3. Health is fashion.
After the SARS period in 2016, the concept of health is y rooted in people's hearts, especially women's intimate wear of underwear, wool and cashmere products, etc., the demand for health and safety is even stronger.
4, middle-aged and elderly clothing is still in short supply
From the market situation, young, fashionable leading the trend of the domestic clothing market, especially young women's clothing under 30 years of age, the market supply is more plentiful, but suitable for more than 45 years of age of middle-aged and elderly women's clothing supply is small, style, specifications model less, the purchase of space is small. At present, the large department store retail malls and clothing stores almost no counter to sell elderly women's clothing, and even if there is, its small size, the clothing sold in the old style, difficult to meet the demand.