The industry is constantly upgrading and developing.
Worldpanel China Consumer Index (CPI) has been following up the survey of Chinese women's underwear since 2007. This year, from March to June, the 18-49 year old women in the 6 major cities of the country (Shanghai / Beijing / Guangzhou / Shenzhen / Wuhan / Chengdu) were followed up to find out the consumption status of women in underwear, clothing and footwear. clothing The industry provides the basis for strategic decision. The initial research data show that:
Over the past 16 weeks, more than 85% of women bought at least once a dress / shoe, with an average cost of 281 yuan per time, with an average cost of 781 yuan, and the average number of purchases was 2.8 times during the monitoring period. The average cost of Beijing / Shanghai was 962 yuan and 901 yuan respectively, and the highest frequency of purchase was Guangzhou women, reaching 3.3 times. CTR experts estimate that the average annual consumption of women on clothing / shoes will exceed 2000 yuan, and the market capacity of 18-49 year old women in 6 cities will exceed 30 billion yuan.
Traditional department stores / clothing stores are still the main consumption channels. Department stores / clothing stores still occupy up to 74% of the market share, and will remain the main consumption channel for a long time. Moreover, department stores will still dominate the high-end consumer market, and its average unit price of consumption is network The unit price of product consumption is 3 times.
network Shopping comes to the fore. Although online shopping accounts for only 1.6% of the current total consumption, monitoring data show that 5% of women have tried online clothing / shoes, of which Beijing accounts for 9% of the total. With the coming of summer, network The market is booming, and its market share has increased from less than 1% in March to 4% in June.
The Olympic Games helped the sales of sportswear / costumes. Beijing Olympic Games ignited the enthusiasm of the whole nation, and Chinese sports companies also benefited a lot from this nationwide carnival. During the monitoring time, 28% of women bought sports shoes, with an average cost of 340 yuan, and 14% of the women had bought sportswear, with an average cost of 233 yuan.
Worldpanel China consumer index research total manager Mr. Yu Jian pointed out: for Chinese female consumers, no matter how much your budget is, the current market can provide. fashion And diversified choices. Over the past two years, some of Europe has been "fast". fashion If the famous chain retail brands enter the Chinese market, China's local clothing production and sales market will face new challenges.
However, in today's market, there is huge room for online shopping, whether it is "half of the department store" or "unlimited business opportunities". The key is how to conduct differentiated marketing for the market segments. The purchasing behavior of Chinese female consumers is also changing. Producers and retailers must adjust their product structure and marketing strategy at any time according to the consumers' changes.
Worldpanel women's clothing / costumes consumption index survey, consumers in the sales channels, sales category, brand, product segmentation and other aspects to provide in-depth insight analysis. Worldpanel will continue to monitor the Chinese clothing market and track changes in consumer behavior. It will help business customers understand the changing needs of Chinese clothing market and bring unique market insights to enterprises.
