On April 28, 2020, the 2020 (28th) China Market Commodity Sales Statistics Press Conference jointly sponsored by the China Federation of Commerce and the China National Commercial Information Center was held in Beijing. Jiang Ming, President of the China Federation of Commerce, attended the press conference and delivered a speech. Cao Lisheng, Secretary of the Party Committee of the China National Commercial Information Center, explained in detail the operating characteristics of China’s consumer goods market in 2019 and the market development trends in 2020.
In 2019, China’s total consumer goods market Steady expansion, online physical retail growth contribution rate continues to increase, urban and rural consumer goods market development is more balanced, small and micro enterprises are actively developing, service-oriented consumption represented by catering has more obvious significance to the entire market, cosmetics, communication equipment, sports and entertainment supplies The consumption of upgraded goods such as these has achieved rapid growth. Among them, the consumption characteristics of the clothing industry and home textile industry are analyzed as follows:
Clothing
Consumption is improving and upgrading, and brands are focusing on emotional value
01 Clothing consumer prices continue to increase
Although the growth rate of clothing consumption in restricted units has slowed down, the consumption quality of the entire clothing market is constantly upgrading. Clothing consumer prices continue to rise moderately, and the increase has increased slightly for two consecutive years. In 2019, clothing consumer prices increased by 1.8% cumulatively, an increase of 0.4 percentage points compared with 2018 and an increase of 0.5 percentage points compared with 2017. Compared with the overall consumer price increase, the clothing CPI increase is 1.1 percentage points lower than the overall CPI increase, but 0.2 percentage points higher than the core CPI (excluding food and energy) increase, indicating that the level of my country’s clothing consumption is steadily improving, and the clothing market is still Continue to develop in the direction of consumption upgrading.
02 Clothing retail sales of key large-scale retail enterprises across the country declined
In 2019, in the overall clothing market Under the combined influence of slowing growth, increasing channel diversion pressure, and structural adjustments in the department store industry, the clothing retail sales of key large-scale retail enterprises across the country were lower than the same period last year, with a cumulative decrease of 3.3%, and the growth rate was 4.2 percentage points slower than in 2018. Looking back at 2010 and 2011, the growth rate of clothing consumption in key large retail enterprises was above 20%. Since then, with the rise of e-commerce and residents’ consumption behavior becoming more rational, the growth rate of clothing consumption in traditional retail channels has quickly slowed to Digits. Now, since 2016, the clothing consumption of key large-scale retail enterprises across the country has once again experienced negative growth, which means that the business transformation of large-scale retail enterprises and the transformation and upgrading of clothing brands still have a long way to go.
03 The market concentration of sportswear, children’s clothing, and down jackets has increased
In 2019, despite the focus on large Clothing retail sales of retail enterprises have declined, but sales of children’s clothing, sportswear, and down jackets have been relatively good. Among them, driven by the increasing proportion of children’s consumption in household expenditures and the continued improvement of the maternal and infant industry, children’s clothing retail sales have achieved positive growth; after down jackets became a new fashion hot spot, their retail sales also achieved positive growth in 2019; sports In an environment where people’s health awareness is rising, Fuze has improved the brand’s professionalism and fashionability, and its retail sales have accelerated growth.
04 “Double 11” siphon effect is obvious
Since November 11, 2009, Taobao Mall Since the first online promotion festival was held, the annual “Double 11” has gradually become a national shopping carnival, an omni-channel promotional event day, and a brand new product release event. Online clothing consumption shows the siphon effect of Double Eleven.
05 Consumers in first-tier cities pay attention to high cost performance and high brand power
Compared with other cities , the clothing market pattern in first-tier cities is relatively stable, and people buy clothing more rationally and with stronger purpose. On the one hand, when purchasing mass clothing, consumers pay more attention to the cost performance and quality of clothing. Therefore, high-quality, basic, mid- to low-price clothing sells better. On the other hand, when pursuing personalization and diversification, consumers pay more attention to the brand power of clothing and hope to show their personal taste and living conditions through clothing brands. Therefore, high-end brand clothing consumption has achieved rapid growth.
06 The number of online shoppers in third-tier cities and below is growing rapidly
With the continuous optimization of the e-commerce environment , the online shopping model continues to innovate, and the logistics system is increasingly improved. Consumers in third-tier and below cities are becoming more and more accustomed to purchasing clothing through online platforms.
07 Clothing with distinctive cultural characteristics is very popular
In 2019, culture is in the minds of consumers The most solid spiritual totem, the symbolic value of culture in the clothing market is fully reflected: first, the “Hanfu craze” reflects the contemporary youth’s admiration for Han culture, Chinese classics, and traditional culture, and reflects the value exploration of traditional Chinese culture by businesses; The second is the “tide of domestic products” which demonstrates consumers’ confidence in Chinese brands. More and more local clothing brands are rapidly growing into “the light of domestic products” with high quality, high taste and good looks; the third is the “international show” , Chinese clothing brands have entered the world fashion stage more frequently, through the launch of international designer models and cross-border integration with world-renowned IP.p>
Under the general trend of high-quality consumption, high-quality branded goods, branded services, branded retail stores, etc. are still very competitive. Retail companies will further improve supply levels: advocate high quality and low prices, especially cost-effective safe food and sterilization and protective supplies, strictly control the quality of imported goods, enrich product categories, improve the shopping environment, and improve service quality, in order to promote the direction of my country’s consumer goods market. Steady development in the direction of brand and quality.
02 Focusing on information technology to meet new experience and new needs
In 2020, retail companies should Following the trend, we will actively use modern information technologies such as the Internet of Things, cloud computing, 5G technology, artificial intelligence, and big data to innovate more new business formats, new models, and new scenarios. On the one hand, we will provide consumers with novel product experiences and New products with rich functions, diverse types, fashionable designs, and green and intelligent products can meet the new needs of consumers and stimulate and drive the growth of consumption; secondly, make full use of information technology to shape and explore new consumption scenarios and models as much as possible. In order to meet consumers’ diversified and personalized consumption experience.
03 Focusing on smart products to activate the retail market of goods
Retail companies will benefit from tax cuts and tax cuts With the support of expanded fee policies such as fees and subsidies and promotions, we will more proactively optimize the product supply structure and increase wearable body temperature detection equipment, disinfection and sterilization appliances, healthy cars and other smart and The supply of healthy, green and safe commodities has formed a number of new hot commodities.
04 Focusing on service formats to drive passenger flow growth
The growth rate in the physical commodity market is trending Under the general trend of slowing down and the proportion of residents’ service consumption continuing to rise, the retail industry will integrate with catering, tourism, sports, culture, entertainment, health, elderly care and other industries to promote the complementary advantages of physical retail scenes and service formats, effectively driving the growth of passenger flow , while meeting service consumption needs and promoting the sales of related products.
In addition, the service industry is dominated by small and medium-sized enterprises, and the traditional retail enterprises are mostly large-scale retail enterprises. The integration of the two is conducive to the platform of large-scale retail enterprises to drive the development of small and medium-sized service enterprises and promote the development of small and medium-sized enterprises. Employment and income growth. The retail industry will also actively organize various forms of service activities, such as those combined with culture, sports, tourism, public welfare, etc., to promote the sales of related goods and increase service income.
05 Focusing on community business to improve residents’ happiness
2020 to provide daily life Community businesses such as community fresh food supermarkets, community vegetable stores, and convenience stores that focus on supplies and close-to-life services have shown unique competitiveness and are gradually becoming the highlights of stimulating consumption. In the future, community commerce will also transform the one-size-fits-all business model, flexibly adjust the product structure according to the community’s population structure, the age of community consumers and their demand characteristics, and fully integrate cultural elements, humanistic sentiments, and service projects into community commerce. Bring personalized and differentiated consumption experience to community residents. </p
