2018 China'S Clothing Retail Sales Increased 987 Billion 40 Million Yuan By 8.5%

In April 9th, the 2019 (twenty-seventh) press conference was held in Beijing.

In 2018, the total retail sales of consumer goods in China reached 38 trillion and 100 billion yuan, an increase of 6.9% in real terms.

Among them, enterprises above Designated Size (Note: Enterprises above Designated Size) refer to wholesale sales volume of 20 million yuan and above, and more than 20 employees at the end of the year. The total sales volume of retail industry is over 5 million yuan and the number of employees is 60 or more at the end of the year.

The total retail sales of clothing commodities were 987 billion 40 million yuan, a cumulative increase of 8.5%, an increase of 0.5% over the previous year.

2018, slower growth.

In 2018, the per capita consumption of clothing and clothing in China increased by 4.1%, but in terms of total expenditure on consumption, clothing consumption accounted for 6.5%, down 0.3% from the previous year.

People spend more and more on health care, education, services and other projects, squeezing clothing consumption.

In terms of large retail enterprises, apparel retail sales grew by 0.9%, and the growth rate slowed 4.5% compared with the previous year.

Among them, men's clothing grew by 0.4%, women's clothing increased by 0.9%, children's clothing increased by 6.7%, and the growth rate slowed down compared with last year.

The retail sales volume declined by 4.2%, and the price increase was the main reason for the decline of sales volume: the unit price of clothing rose by 5.3%, up 4.1% from the previous year.

Online shopping market, clothing retail sales grew by 22%, the growth rate slowed 14.8% compared with the beginning of the year.

With the slow growth of Internet users and the expansion of the base of sales scale, consumers are more mature and rational, and the growth rate of online shopping has dropped.

Online shoppers not only focus on brand marketing activities, but also care about brand awareness, clothing quality and style.

Therefore, as the growth of online traffic is slowing down and competition is becoming more intense, the advantages of online sales on many brands based on entity stores are increasingly obvious.

2019, how to speed up?

In recent years, traditional clothing brands have increased investment in core business and returned to product positioning that meets consumer demand.

The following trends will emerge in the future:

Refined clothing design, from a single style to expand into leisure, fashion, city, street, Sen and other styles, to meet consumers' younger and diversified consumption needs.

We should innovate cross border cooperation and upgrade the image of garment brands with the help of the trend of other famous brands in other industries.

The designer joint names to meet consumers' demand for high quality and personalized consumption.

Fans economy, new generation idol stars, net red and other explosions.

Media input has increased investment in fashion shows, major events and social media to maintain market heat.

And terminal store upgrade is also one of the important brand layout.

A series of measures such as upgrading store image, adjusting display layout, improving visual effect, introducing intelligent equipment, improving service quality and so on, will create more temperature shopping environment and richer shopping experience for consumers.

3D technology, such as fitting mirror, interactive electronic screen, environmental experience warehouse, will be more applied to stores and enhance the image of brands in the minds of consumers.

Author: Ji Zhenyu