Interpretation Of Consumption Trends In China'S Apparel Industry

Clothing is the earliest, largest and most mature industry on line. At present, it has maintained a relatively fast growth. The turnover increased by more than 30% over the same period.

The second, third quarter is the off-season; double eleven has a more significant pulling effect on the garment industry.

Judging from the category, women's clothing accounted for the highest proportion in the apparel industry in the third quarter of 2015, and deserved to become the largest category of Taobao platform.

The men's clothing in the platform is about 1/3 of women's clothing, and the size of underwear household clothing is about 1/3 of men's clothing.

On the consumer side, the overall sex ratio in clothing industry is about one to three.

Female consumers have the absolute right to speak in the clothing industry. Even in the men's clothing industry, women still contribute 40% of their consumption.

In recent years, the trend of younger consumers has been remarkable. In the third quarter of 2015, consumers accounted for over 1/5 of the age of 19 to 22 years old. Among them, men accounted for the highest proportion of young people. At the end of the three quarter of 2015, they accounted for 1/4 of the men's clothing industry.

The users of clothing industry are mainly distributed in the southeastern coastal provinces, while the development of the three or four line market is faster.

Sales of apparel industry's mobile terminals have increased rapidly since 2015.

Turnover has accounted for more than half of the total industry sales. The penetration rate of mobile terminals exceeded 50% in January 2015. The time point was later than that of food, home appliances, digital and beauty industries, but earlier than the shoe packaging industry.

According to the crowd, women, young people, deep users and basic consumers are more acceptable for mobile shopping. In young people under 22 years of age, the permeability of mobile e-commerce is the highest.

The vast majority of users in the apparel industry are deep users.

From 2011 to 2015, the proportion of moderate to deep consumers is increasing.

According to the category, the highest proportion of users in the depth is the category of underwear household clothing. This is mainly due to the consumers' quality of underwear is more valued, compared with other clothing, they are more accustomed to buying online. On the contrary, men's clothing industry has the lowest proportion of users in depth.

The advanced consumers account for about 80% of the clothing industry consumers, while the proportion of the basic and high-end consumers is increasing or decreasing.

The proportion of basic and high-end consumers in women's wear industry is the highest among the three sub sectors. Even for high-end online shoppers, the Taobao women's wear online market is still attractive to this group.

The proportion of consumers in the apparel industry at all levels is stable, and the proportion of the three or four tier consumers has increased slightly.

Relative to other industries, the consumption of the three or four tier cities is higher in the clothing industry, and the proportion of men's and women's wear is over 40%.