Apparel price increases bring consumer pressures The "Report" shows that in 2011, the retail sales of wholesale and retail enterprises and national key large-scale retail enterprises increased by more than 20%, and the rapid increase in the unit price of clothing is to stimulate the sales of apparel in 2011. Continue to maintain an important factor of rapid growth. According to data from the China National Business Information Center, in 2011, the price of branded clothing of national key large-scale retailers rose by 20.3% year-on-year, 1.2% more than in 2010; the contribution of unit price growth to retail sales growth was as high as 79.9%. This is a significant increase of 28.2 percentage points from 2010. This data shows that nearly 80% of the increase in apparel retail sales in 2011 was driven by the increase in apparel unit price.
The rapid increase in clothing prices, especially the accelerated growth of branded clothing prices, has brought greater pressure on consumersâ€™ clothing consumption. According to the reporter, in 2011, the retail sales of all kinds of major large-scale retail enterprises in the country only increased by 4.36% year-on-year, a sharp drop of 5.84 percentage points from the growth in retail sales in 2010, and the growth rate was the lowest level since 2001. The rapid rise in clothing prices and retail sales and the apparent decline in the retail volume of clothing have also led to significant changes in the domestic apparel market. The most obvious change is the downward trend in China's clothing consumption. The growth rate of high-end clothing consumption has slowed down significantly. According to the statistics of the China National Business Information Center, the retail sales of high-end shopping malls only accounted for only 10% year-on-year, which was 11.5 percentage points lower than the overall level, and the retail sales dropped by 12.7% year-on-year.
At the same time, the concentration of apparel brands has also declined. Among the 16 categories of clothing products, only 4 categories accounted for more than 50% of the total market share of the top 10 brands. This percentage was basically the same as that of 2010. Although there were seven types of apparel brands that were upgraded in terms of brand concentration in 2011, namely men's suits, women's wear, sweaters, cashmere sweaters, women's underwear, leather clothes, and trousers, they were reduced by 1 category compared to 2010. The biggest increase was in male suits, which reached 3.51 percentage points. In addition, the number of apparel brands with a decline in brand concentration compared to that of 2010 was nine, of which cotton sweaters, jeans, sportswear, children's wear, and down apparel all fell by more than 1 percentage point.
As the first-line market has become saturated, international fast fashion brands have begun to accelerate the layout of the domestic second and third tier markets. Relevant statistics show that in 2011, ZARA and H&M newly opened stores, the proportion of second and third-tier cities accounted for more than 80%, respectively 82.8% and 83.9%.
Apparel price increase will slow down In 2011, due to the increase in prices, the actual growth rate of apparel sales has slowed down significantly. This has led to deep thinking of garment manufacturers, middlemen and retailers in pricing apparel. Wang Yao, director of the China National Business Information Center, told reporters that with the reflection on the pricing of garments by enterprises and the fall in the prices of raw materials for manufacturing companies and the increase in exports to domestic sales caused by foreign trade pressure, the increase in clothing prices in 2012 will be compared to 2011. The year has slowed down, and the slowdown in price increase is expected to lead to a rebound in the sales volume growth in 2012, so as to ensure the steady increase in apparel consumption in 2012.
With the dramatic rise in clothing prices, consumersâ€™ high prices for domestic clothing have become increasingly unbearable, but parity apparel sales have performed outstandingly in 2011. This is mainly due to their price advantage, which has largely eased inflation. Consumer clothing pressures. Therefore, the "Report" predicts that in 2012, as the consumer demand continues to grow, and cheap clothing brands will accelerate their deployment in the domestic market, the parity clothing market will maintain a rapid development trend.
At present, due to the homogenization and simplification of the clothing market in China, it is difficult to meet consumer demand for diversification and individuation of apparel consumption. At the same time, due to the large income gap between residents, consumers of different income levels are responding to rising clothing prices. When the differences show more and more obvious, it is expected that the future of the domestic apparel market, differentiated clothing will continue to emerge.
Bo Lideng International Holdings Co., Ltd. General Manager Gan Liming told reporters in an interview recently, the domestic consumer demand for clothing and consumer spending are still some, this year's domestic clothing market is expected, high-end, high-priced clothing and low-cost clothing will be There is a higher growth, but the growth of mid-range clothing will be relatively stable. From the perspective of consumer trends, there will be two trends: individualized consumption and rationalized consumption. However, the most critical one depends on the innovative R&D capabilities of the company, as well as the ability to lead the trend and change the concept of consumer dress.
Multi-brand strategy to respond to market changes Wang Yao believes that as the market becomes more diverse, consumer demand for personalized clothing will become more and more prosperous, which requires more clothing brands to meet their individual needs. At the same time, in the current environment, a single brand operation can only capture a small part of the market, and the risk is relatively large, and multi-brand management can decentralize the company's business risks to a certain extent, seize market share, and expand the company's profitability space. . Therefore, the multi-brand strategy is still the future development trend.
In this regard, Gan Liming said that multi-brand strategy can indeed avoid the clothing market risk. He told reporters: "Last year due to the rise in various types of costs, it does have a certain impact on companies. However, our company adopts a multi-brand sales strategy. The Group owns both high-end and high-priced branded apparel as well as medium and low-priced brands. Branded apparel. Even if the sales of high-priced clothes fall, there will be middle and low-priced clothes. This year, we will continue to operate in accordance with the principle of multi-brand strategy."
â€œCompanies can lead the consumerâ€™s dressing needs by advocating a dress concept,â€ said Gan Liming. â€œFor example, we have put forward the idea of â€‹â€‹having a suitable clothing on any occasion in the men's wear field. There should be different types of dress for occasions such as normal work, outing parties, and the introduction of men's wear products suitable for different occasions. This has resulted in better market feedback, which is to create consumer demand by instilling a consumption concept.â€
In addition, Ganli Ming also said that from the development trend in 2012, with more and more companies developing online, the number of online clothing sales companies will increase significantly, online apparel sales will be fully into the fight funds, fight prices, Fight channel time. At the same time, in order to regulate the market, relevant government departments are also gradually increasing the supervision of apparel online sales, such as increasing taxes, encouraging the sale of authentic clothing on the Internet, which will lead to a large number of small and medium-sized garment companies are in danger of being eliminated. At the same time, with the escalation of consumer demand, consumers will gradually purchase clothing from the Internet to upgrade from the price to the service. Therefore, with the changes in the apparel online sales environment, the fierce competition in the clothing market will also continue to increase.
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