On the morning of the 25th, the breeze was blowing and the green was moving. Relying on retail big data, the 2017 China Consumer Market Development Annual Meeting and the 25th China Market Commodity Sales Statistics Results Press Conference hosted by China Business Federation and China Business Information Center was held as scheduled in Beijing Jingxi Hotel.
Jiang Ming, President of China Business Federation, Chen Dapeng, Vice President of China National Textile and Apparel Council, Executive Vice President of China National Garment Association, Wang Shicheng, Deputy Secretary of the China National Light Industry Association, Wang Yao, Director of China National Commercial Information Center, and major businesses Representatives of retail companies attended the conference.
At the meeting, Wang Yao, director of the China National Commercial Information Center, revealed the analysis of the operation of the consumer goods market in 2016, the main characteristics of the consumer market in 2016, the development of major commodity markets and brands in 2016, the main macroeconomic indicators in 2017, and the forecast of retail development trends. important content.
He pointed out that in 2016, the growth rate of China's consumer goods market further slowed down. The total retail sales of consumer goods in the year reached 332.316 billion yuan, a year-on-year increase of 10.4%. Among them, the growth rate of network consumption continued to slow down, and the growth rate of large retail enterprises in the second half of the year rebounded. According to the statistics of the China National Business Information Center, the retail sales of China's 100 key large-scale retail enterprises declined slightly by 0.5% year-on-year in 2016. Among them, the retail sales in April, July, September and December achieved a positive year-on-year growth. The focus of retail sales of large-scale retail enterprises is as high as 7%.
He mentioned that from the recent business data, the future business opportunities are mainly concentrated in the fields of children's wear, down jackets, sportswear, etc. Designer brands will also usher in a period of rapid development. After the lack of growth in the fast fashion brands that have been standing in the air, they have regained market share by launching the sub-line brand and lowering the price. The development of home textile enterprises has gradually changed from the original fabric era to the textile and home era.
In response to the future development trend of the retail industry, Wang Yao put forward the view that in 2017, China's retail industry will continue to strengthen supply-side reforms and promote innovation and transformation. In the future, the consumer psychology will be more mature, the retail industry will accelerate to adapt to market changes, technology, fashion, lifestyle integration, high-quality goods, services and culture will be integrated, and the trend of further integration online and offline will become more prominent.
Awards, champion brands, leading brands and other awards were issued at the conference. The conference also commended the companies and brands that received excellent Chinese professional managers.
In addition, during the press conference, Zhang Hongjun, Chairman of Shanghai Huiner Information Technology Co., Ltd., Fu Yuehong, Chairman of Beijing Shoushang Group, Zhang Chen, Chairman of Suzhou Function Group Co., Ltd., Liu Hui, President of Jingdong Data Research Institute, French Cultural Exchange Hu Xin, President of the Center, Wei Jianhua, Chairman of Beijing Lumian Chemical Co., Ltd., Wang Binghong, Executive Vice President of Jinlilai (China) Co., Ltd., and Mai Chunhong, Vice President of Guangdong Wanhe New Electric Co., Ltd., on behalf of the company, on new retail and new On-the-spot conversations on consumption and new ecological topics.
In the afternoon, the guests visited the Xidan shopping district in Beijing for a visit and exchange. The relevant person in charge of Hanguang Department Store, Xidan Shopping Center and Xidan Joy City shared the operation concept and development ideas of department stores and shopping centers.
2016 China Commercial Retail Market Analysis
consumption
New consumption, new retail, new ecology
Five characteristics of China's consumer goods market in 2016
In 2016, the main characteristics of China's consumer goods market can be summarized as “new consumption, new retail and new ecologyâ€. From the perspective of household consumption, China's consumption upgrading characteristics are obvious, and the proportion of service consumption expenditure is further increased. Online shopping consumption has changed from low-cost consumption to high-cost-price brand consumption. From the perspective of changing the retail store, the retailers gradually realize the stratification and circle development for the consumption demand of different income levels and the diversified consumption characteristics. From the perspective of the business environment, the retail format has broken the development ideas of pursuing single-scale benefits in the past, enriched the commodity categories, and achieved multi-format synergy, showing the characteristics of ecological development.
Feature-resident consumption presents a layered feature
The wealth of Chinese households is pyramid-shaped. The wealth is mainly concentrated in the hands of a small number of people. On the other hand, there are still more than 600 million rural people at the bottom of the pyramid, and the per capita annual disposable income is only 12,000 yuan. It is this wealth structure that is widely disparity, which leads to a huge difference in the consumption views of different segments of the population. At the same time, the consumer groups of the adjacent classes will also influence each other.
From the perspective of demand level, China's consumer circle is characterized by spindle type. The survival demand and self-realization demand at both ends are relatively small, and the security demand and spiritual demand account for more than 80%. At the same time, as the income level of residents increases, consumption upgrades, spiritual demand gradually dominates China's consumer demand. The middle class and the younger generation of consumers constitute the main consumer groups of spiritual needs, among which the 80s and 90s consumers who are ahead of the consumption concept are the most prominent.
Feature 2 Service consumption drives rapid growth in commodity consumption
As China enters the new economic normal, people's consumption preferences and consumption concepts have also undergone new changes. The source of consumer happiness has changed from the past “material possession†and “status wealth manifestation†to “maintaining healthâ€, “growth insight†and “pleasant mindâ€. Along with the rapid growth of the service industry, the consumption of related commodities has also developed rapidly. In the retail of goods above designated size, Chinese and Western medicines, cultural office supplies and communication equipment have maintained a double-digit growth rate. The retail industry and tourism, culture, sports and other hot service industries are bound to become more integrated and common development.
Feature 3: The demand for high-quality online shopping is relatively slow.
From the past situation, clothing and home appliance consumption account for a large share of online shopping in China, and the share of food is relatively small. In the past two years, the growth rate of “wearing†consumption, which has a high demand for shopping experience, has slowed down to the average growth rate of online shopping, while “eat†consumption has increased with the variety of products and logistics infrastructure. Higher than "wearing" goods. At the same time, some supermarkets with low price and high consumption frequency have also shown an online sales trend. The growth rate of “use†consumption is also faster than the average growth rate of online shopping.
Feature four online shopping market presents consumption upgrade characteristics
First, brand consumption dominates online shopping. With the continuous maturity of the online shopping market, the quality of goods and service levels have gradually become an important factor affecting consumers' online shopping decisions. The brand advantage of physical store brands in online shopping channels is reflected. Second, online service consumption growth is faster than physical consumption. In 2016, the online retail sales amounted to 961.2 billion yuan, a year-on-year increase of 28.9%. The growth rate was 3.3 percentage points faster than that of online products. The monthly service retail growth rate was higher than that of commodity retail sales, indicating that the trend of commodity consumption shifting to service consumption also occurred. In the online shopping market.
Feature 5 retail industry presents ecological development characteristics
First, the product content is ecological. In response to the shift in consumer demand from a single commodity demand to a high-quality lifestyle, in recent years, some retailers have actively adjusted their business strategies to present a unique lifestyle as an idea, carefully organizing commodity services, and gaining consumer recognition.
The second is the ecologicalization of retail formats. In response to the shift in consumer demand from material demand to spiritual demand, retailers have reduced the proportion of retail sales of clothing and department stores in recent years, and expanded various functional formats and experience formats such as restaurants, bookstores, indoor ice rinks, and children's playgrounds. Consumer mind.
The third is the ecologicalization of the business environment. In order to improve the quality of experience in each consumer segment and increase the consumer's stickiness to the brand, large retailers are changing the single business strategy of the past farmland economy, through mergers, acquisitions, outsourcing or cooperation, polymer flow, finance, information, Numerous production service companies, such as consulting and brand incubation, have formed a commercial ecosystem similar to tropical rain forests, enhancing the ability of enterprises to adapt to the rapid changes in the external environment.
clothing
Slow growth and further decline in concentration
Top Ten Characteristics of China's Clothing Market in 2016
In 2016, China's garment market grew slowly. The retail sales of large-scale retail enterprises increased slightly compared with the previous year. The retail sales volume slowed down a lot, and the sales unit price decreased slightly. The clothing market stabilized and rebounded in the second half of the year. The continued downturn in China's apparel market has a lot to do with the consumption upgrades of residents in recent years. The proportion of consumer spending on clothing consumption continued to decline, and the proportion of service-related consumption expenditures such as transportation and communication, education, culture and entertainment and health care increased. At the same time, China's clothing consumption is still at the stage of meeting material needs. The satisfaction of clothing in the spiritual level of fashion, culture and taste is still not universally accepted by Chinese consumers. As China's residents' consumption shows a layered feature, clothing brands should reshape the brand culture, deepen people's impression of the brand, and cultivate a loyal consumer group.
Characteristics: Retail sales in the apparel market are growing slowly
In 2016, the retail sales of apparel products of enterprises above designated size increased by 6.8% year-on-year, and the growth rate slowed by 2.5 percentage points from the previous year. Since 2011, the growth rate has slowed down year by year. According to the statistics of the China National Business Information Center, in 2016, the retail sales of apparel products of 100 major retail enterprises nationwide increased by 0.2% year-on-year, and the growth rate increased by 0.5 percentage points from the previous year, but it was still at a low level.
Feature 2 clothing transaction price decline narrowed
According to the calculation of the China National Commercial Information Center, the unit price of clothing sales of key large-scale retail enterprises in China decreased by 0.3% in 2016, a decrease of 3.3 percentage points from the previous year. Among them, the clothing prices in July, September, October and November in the second half of the year were relatively large under the influence of the low base.
Feature 3: Market concentration of most categories is further reduced
In 2016, the concentration of most categories in the apparel market continued to decline, and the competitive advantage of first-line brands was further weakened. According to the statistics of the China National Business Information Center, in 2016, the total market share of men's suits, jackets, women's underwear and children's top ten brands in the fourteen categories of clothing increased slightly compared with the previous year, and the clothing market concentration of other categories Not as good as 2015.
Features four down jackets, sportswear leading brand market share
From the perspective of market changes in recent years, the market concentration of category products with less functional requirements is lower, and the market share of leading brands in the industry is declining, and brands are more substitutable. Downstream brands such as down jackets and sportswear have a market concentration of more than 30% in the top ten brands, and the market share of leading brands is above 10%. In recent years, the children's wear market has become a hot spot in the market. The competition in the industry is fierce. In addition to the traditional children's wear brand, sports brands and fast fashion brands also carry out children's wear business, and the industry concentration is relatively low.
Features five clothing online shopping growth slows down, brand consumption dominates
In the past two years, the growth rate of “wearing†consumption has slowed down to the average growth rate of online shopping, while “eat†consumption has become more expensive than “wearing†products with the increase of commodity varieties and the continuous improvement of logistics infrastructure. . At the same time, some supermarkets with low price and high consumption frequency have also shown an online sales trend. The growth rate of “use†consumption is also faster than the average growth rate of online shopping. In addition, most of the outstanding performances in online sales are physical and excellent brands.
Features six international fast fashion brand growth slows down
In 2016, the growth of major fast fashion brands showed a slowdown: Fast Retailing Group's fiscal year 2016 consolidated revenue increased by 6.2% from the previous year, the growth rate slowed by 15.4 percentage points from the previous year, and consolidated operating profit decreased by 22.6% year-on-year. Profits decreased by 50.1% year-on-year; H&M Group's fiscal year 2016 revenue increased by 7%, the growth rate slowed by 11.9 percentage points from the previous year; GAP Group's net sales in fiscal year 2016 decreased by 1.8%, net profit decreased by 26.5%; ZARA situation was relatively Well, according to the Inditex Group's first three quarter earnings report released at the end of 2016, Inditex Group's net profit was 2.21 billion euros, a year-on-year increase of 9%, sales of 16.4 billion euros, an increase of 14.5%.
Features Seven Technology will accelerate the transformation of the apparel industry
First, from the perspective of fashion design, big data analysis will help designers to understand market trends and consumer preferences in a timely manner, making the clothing layout design more scientific and humanized, and the clothing color is more in line with market demand. Second, from the clothing production process. Look, the improvement and promotion of digital printing, laser cutting and 3D printing technology will gradually be applied to the manufacturing line, which will impact the traditional sewing workers. Third, from the perspective of clothing function, more brands will use the gauze and intelligence. Technology materials such as fabrics, nano-materials and sensors are designed to produce bright, varied and more versatile clothing for corporate promotion or to cater to the needs of consumers who are eager to try new things. Fourth, from the perspective of clothing display, Virtual board walls, VR technology, etc. will expand the virtual space of the store, reduce inventory space, and bring consumers a new shopping experience.
Features eight fast fashion will launch more sub-line brands
In the past year, sales growth of fast fashion brands has slowed down, profitability has declined, and store adjustments have been frequent. This reflects the rapid expansion of fast fashion and the serious homogenization of products. In order to meet the increasingly differentiated and segmented purchase needs of consumers, fast fashion brands will actively try multi-brand strategy and form differentiated competitiveness: First, launch sub-brands with lower price and continue to attract low- and middle-income through low prices. The second level is to cooperate with designers to launch medium and high-end products with stronger design and better quality. Third, they are involved in home, culture, sports and other industries, launching corresponding brands and cultivating circle consumer groups. The brand will further expand the market of third- and fourth-tier cities and seize the opportunity of urbanization development.
Features nine designer brands will usher in a period of rapid development
As people's demand for personalized and quality consumption continues to rise, domestic consumers will change their blind pursuit of international first-line brands and begin to focus on local designer brands with unique style and high quality. First, more Chinese culture and regional cultural elements are incorporated into the fashion design, giving consumers a different feeling from the European and American fashion styles. Second, adhering to the spirit of artisans, fully studying the characteristics of domestic consumers and providing high quality to the market. The third is to seize the opportunity of retail business adjustment, actively cooperate with large-scale e-commerce platform and physical retailers to enhance the visibility of designer brands in the market; Fourth, use online social media to bring designers and consumers closer. Distance, spread the brand culture and creative ideas to the market.
Features Ten popular sports and leisure will drive sportswear to grow rapidly
As people's requirements for quality of life continue to improve, people are more willing to demonstrate their quality of life through health and exercise. Therefore, China's sports hobby groups are rapidly improving. According to the comprehensive fitness plan of the State Sports General Administration, it will participate once a week by 2020. The number of people who have exercised above and above has reached 700 million, and the number of people who regularly participate in physical exercise has reached 435 million. Therefore, the sports leisure and entertainment industry will develop rapidly, which will drive the rapid growth of sportswear and smart wearable products, which is conducive to the development of China's garment industry.
Home textile
The growth rate has narrowed, and the trend of big homes has become a trend.
Nine characteristics of China's textile industry in 2016
Characteristics, the growth rate of retail sales has narrowed
According to the China National Business Information Center, in 2016, the retail sales of needle textiles of key national large-scale retail enterprises decreased by 6.1% year-on-year, a decrease of 2.0 percentage points compared with the previous year; the sales of bedding retail sales decreased by 3.4% year-on-year. Last year, it narrowed by 7.4 percentage points.
Characteristic 2 The average unit price of brand home textiles declines
In 2016, the average unit price of bedding sets for key national large-scale retail enterprises was 535 yuan, down 79 yuan from the previous year; the average unit price of bedding products was 492 yuan, down 33 yuan from the previous year.
Features three brands concentration degree differentiation
In 2016, the concentration of various brands of textile products in our country has been divided. The brand pattern of the bedding market is basically stable. The concentration of the top ten brands in the bedding package has increased slightly, from 34.5% in 2015 to 35.2%. The market concentration of the top ten brands declined slightly, from 29.8% in 2015 to 29.2%.
Features four leading brand share rise, Luo Lai advantage is obvious
From the market share of bedding, the market share of dominant brands continues to rise. Among them, the comprehensive market share of Luolai market in 2016 was 9.4%, up 1.5 percentage points from 2013; the comprehensive market share of Mengjie market was 6.7%, up 0.2 percentage points from 2013; the comprehensive market share of Fuanna market was 5.4%, compared with 2013. The annual increase was 0.6 percentage points; the comprehensive market share of the Mercury market was 2.6%, an increase of 0.2 percentage points from 2013.
Features five domestic brands dominate the market
As a veritable textile country, China has a complete industrial chain and relatively low labor costs, and domestic brands such as Luolai, Mengjie, Fuanna, Hengyuanxiang and other domestic textile brands have been involved in the market earlier and have higher visibility, and they are dominant in the market. status. According to the China National Business Information Center, 2016 bedding kits and various top ten brands are domestic brands, and foreign brands are not involved.
Features Six-line brand has obvious support for online sales
In recent years, Luolai, Mengjie, Fuanna and other well-known home textile brands have become more mature online, with obvious online and offline interactions, and offline brands have obvious support for online sales. The data shows that the coincidence of well-known brands online and offline is very high. In 2016, 10 of the top 20 stores in the double eleven bedding products overlap with the top 20 brands in the offline, which indicates that the e-commerce era in the future The prosperity of home textile online sales still needs to rely on the development of well-known brands.
Characteristics of the seven new normals, the transformation and upgrading of the industry is more urgent
As China's economic transformation deepens and the industry enters the "new normal", the home textile market is also in urgent need of transformation and upgrading: First, the decline in external demand has put pressure on domestic demand. Statistics show that from January to August 2016, China's textile and apparel exports totaled 1783.37. The US dollar was down by 3.33% year-on-year, and the slowdown in exports will inevitably put pressure on the domestic market. Secondly, the homogenization of our country's textile enterprises is serious. One thousand stores and one million stores have the same product. The logic of future home textile enterprises relying on scale expansion no longer exists, and it is necessary to cultivate professional management capabilities for consumers. Third, after 80 and 90, the characteristics of consumer personalization are outstanding. Online shopping has become a shopping habit of young consumers. The wealthy middle-class consumer groups are increasingly focusing on high-quality lifestyles. If enterprises want to win the favor of consumers, Need to rethink how to use goods, services, and experience to attract consumers and create their own brand symbols.
Characteristic eight "big home" has become the development trend of the industry
As consumer demand rises from the demand for a single product to the needs of the entire lifestyle, our country's textile industry has also experienced the era of “clothing era†to “wholesaleâ€, from the era of “wholesale†to the “big home†that advocates lifestyle. In the era, home textile products have also transformed from practical consumer goods to fashion items. Especially since 2012, traditional enterprises have entered an adjustment period, and companies have explored the road to transformation. In this context, traditional home textile companies have made adjustments, and companies that have moved from a single category to a large home are not uncommon. For example, Luolai Home Textiles is renamed as “Luolai Life†and invested to establish funds for smart home, intelligent hardware and other fields. To accelerate the transformation of one-stop service providers in home life.
Features nine home textiles, home integration, integrated development
At present, home textiles and home furnishing are relatively independent, and there are relatively few enterprises operating across borders. However, in the future, the industrial boundary of home textiles and home furrows will gradually become blurred, showing a trend of integrated development. With the improvement of consumer consumption level and the upgrading of consumption structure, consumers' demand for products not only reflects the home textile products themselves, but also pays more attention to their cultural tastes, especially the matching with the overall home decoration style. Especially under the concept of “big homeâ€, this integration has become more and more obvious. The development of home textile enterprises and furniture, home furnishings, and interior design companies also provides consumers with one-stop, integrated home solutions and services.
For more information, please pay attention to the report of the world clothing and footwear network.
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