With the continuous development of the Sino-US trade dispute and the country’s promotion of the new dual-circulation development pattern, the domestic consumer market is increasingly valued by everyone. Especially in the textile and garment industry, export-oriented development has become increasingly difficult due to factors such as increased labor costs, and the domestic demand market has further become the focus of future development. In order to understand the actual demand situation and consumption trends of China’s textile and clothing terminal market, the Shanghai Office of China Textile and Apparel Industry Federation and Donghua University jointly conducted a sample survey of terminal consumption.
The survey targets are ordinary consumers in mainland China. The survey method is to distribute questionnaires online through the Internet and visit individual consumers offline. The survey content includes personal consumption status, consumption habits, the impact of the epidemic and views on the market outlook over the past year. It is hoped that this survey will provide a reference for judging the business environment of the textile and apparel industry in the second half of the year. A total of 1,422 samples were collected in this survey, including 832 online and 590 offline. The subjects of the survey are ordinary consumers covering all regions in China except Tibet, Ningxia, and Macau. The age distribution ranges from 15 to 81 years old, and most of them are concentrated in the active consumption age group of 25-50 years old. This questionnaire is mainly divided into three parts. The first is the basic situation of the respondents, the second is the investigation of the consumption situation of the respondents, and the third is the investigation of the impact of the epidemic.
1. Basic situation of the respondent
From the basic situation of the respondent, About two-thirds of the sample are women; in terms of education, 62.45% have a bachelor’s degree or above; in terms of age, 58.51% are between 25 and 50 years old. Therefore, most of the samples surveyed are major consumer groups and can objectively reflect the current actual situation of end consumers.
Judging from the income of the respondents, most people’s family income is between 5,000 yuan and 25,000 yuan, accounting for 74.05%. A survey of consumers’ income in the past year found that 16.88% said their income had declined this year, which was a decrease of 18.14 percentage points from last year’s survey data. This is mainly due to the direct impact of the epidemic last year, which resulted in serious shutdowns and production shutdowns, which greatly affected our income. This year, with the country’s effective control of the epidemic, the economy has recovered relatively well. In addition, 33.69% of the respondents said their income has increased. These data are significantly better than last year, but compared with survey data before 2019, there are still shortcomings. It can be seen that with the country’s vigorous measures to control the epidemic and stimulate the economy, everyone’s income has improved after one year of recovery, but the impact of the epidemic still exists and has not yet returned to pre-epidemic levels.
2. Consumption Situation Survey
The survey on consumption is mainly conducted from three aspects. The first is consumption channels, the second is consumption ability, and the third is consumption habits. From the statistical data, the following aspects of information can be obtained:
1. From the perspective of consumption channels, online shopping has become the most important shopping channel for consumers. In this year’s 48.95% of the respondents in the survey stated that their main channel for purchasing clothing is through online shopping. Although this proportion has dropped by 1.89 percentage points from last year, considering the inconvenience caused by the epidemic last year, the trend of people choosing to shop online has become increasingly obvious. Moreover, this year’s survey found that among high-income groups, the proportion of online shopping has exceeded that of clothing brand stores for the first time. In addition, the proportion of elderly people choosing to shop online is also increasing year by year. The second most popular shopping channel is department stores, accounting for 25.32%. This proportion is still slowly declining year by year compared with previous years. Another channel that everyone chooses is clothing brand stores. The proportion of people who choose this shopping channel is relatively stable, with the proportion this year being 19.20%. Looking at consumers from different classes by age and income, low-income and young people are more likely to shop online, while people over 50 years old tend to go to department stores to buy clothes. High-income people tend to go to clothing brand stores.
2. Although there are not many consumption models related to clothing customization at present, with the improvement of living conditions, it is becoming more and more popular among everyone. accept. In this survey, 8.16% of the respondents said they had customized clothing in the past year. From the perspective of the categories of customized clothing, the most important one is suits, followed by cheongsam. Other categories such as fashion are almost not covered.
3. Judging from the frequency of consumers purchasing clothing and the price of purchased clothing, there is not much change from previous years. The purchasing frequency is mostly once a month, and this proportion accounts for 38.33 %. Most people spend a lot of money on clothing every month.Said no.
4. Regarding everyone’s views on the domestic economic situation after the epidemic, most people are optimistic or very optimistic, with 53.31% of respondents saying they are optimistic, an increase from last year The number of respondents who said they were very optimistic accounted for 15.96%, an increase of 7.34 percentage points from last year.
Summary:
The domestic demand market for textiles and clothing is recovering, and consumers’ income and consumption desire have increased significantly compared with last year’s epidemic period. improvement. However, the impact of the epidemic on the economy is far from over. Judging from consumer feedback, although the situation is improving, it has not yet returned to the state before the epidemic.
Driven by the epidemic, people’s consumption habits are changing at an accelerated pace. Online shopping is becoming more and more popular because of its advantages such as convenience, low cost, and contactless consumption. Coupled with the rapid development of the logistics industry The convenience of returns and exchanges has further promoted the onlineization of clothing consumption. Online shopping has also become the main shopping method for the elderly and high-income people.
Currently, consumption patterns are developing in a diversified way, and the live streaming delivery model has suddenly emerged, attracting the attention of consumers, and has a trend of accelerated development, which has brought a test to the transformation of corporate business models. In addition, consumers are increasingly pursuing personalized consumption, and their desire for brands is not as strong as before. Personalized styles and cost-effective products are what people favor.
In the environment of effective national epidemic prevention measures and good economic recovery, everyone has an optimistic attitude towards the economic situation, and everyone’s consumption power and desire to consume are also increasing, which is very important for business operations. Good news, but how to grasp consumers’ pain points and how to attract consumers’ attention is the key to the problem. </p
