Analysis report on consumer behavior in the apparel market

Since the reform and opening up, China's economic construction has made considerable progress. The standard of living of the people has increased remarkably. The first place in the "clothing, food, housing, and traveling" is the "clothing". People's requirements for clothing are even more numerous, from color to style to brand. The consumer groups and different consumer psychology have formed different levels of consumption.

A consumer in the clothing market is a huge consumer group

At present, the population of mainland China is nearly 1.3 billion. Clothing consumers are an absolute large number of groups. This number is the most convincing description of the huge characteristics of the Chinese apparel consumer group. The number of consumers is an influential factor that must be considered in any industry and is especially important for the apparel industry. China is a traditional clothing consumption country. The so-called "big" comes from the population. It is an important basis for the evaluation of the apparel industry. Not only that, but the growth of the national economy also provides material possibilities for the consumption of the clothing market. That is to say, when we consider China, a consumer group with a population of nearly 1.3 billion, we are not considering the problem of clothing for everyone, but the requirements of the current aesthetic and costume culture. What China has is a consumer group with a strong purchasing power and a strong desire to buy.

Second , the consumer of the clothing market is a complex group

Consumers' purchase behavior is influenced by objective conditions such as income level, geographical area, national customs, religious beliefs, cultural traditions, and social development standards, and is closely related to subjective factors such as individual age level, education level, aesthetic taste, and consumption purpose. Related. China is a country with an ancient history, a long tradition, a vast territory, and a large ethnic group. The huge difference in the above-mentioned various aspects of apparel consumers is reflected in the vast differences in apparel consumption demand. Therefore, in addition to having a huge absolute number, it is also an extremely complex group. From the analysis of purchasing power, in China, there are many different levels of apparel consumer groups from wealthy to well-off to food and clothing. If the regional division is used as a rough division, the basic performance is that the overall purchasing power and purchasing desire are decreasing from the southeast to the northwest.

Taking Tianjin consumers as an example, Tianjin residents have a large difference in income levels, thus showing significant differences in consumer behavior. The research market can find that consumers have different requirements for clothing brands and styles in high-to-low-level price bands. Low-income consumers are more concerned about the price of clothing than “economical”; middle-income consumption People pay attention to clothing that is both beautiful and comfortable, and reasonably priced and easy to accept. High-income consumers are very different. They pay attention to brand grades, require clothing to display their identity and ignore the price level. Therefore, the misplaced operation of the clothing market is required to meet the different needs of consumers at all levels.

The difference in consumption behavior caused by different regional differences also varies with the level of consumers' income: in the middle and lower consumers, it is more prominent, but it is not obvious among the upper consumers. This is a common problem. At present, high-priced brands such as SPRIT, ELLE, POLO, FENDI, BCBG, MAXMARA, etc., their sales performance and popularity in Beijing and Tianjin are not much different. In the upper consumer groups, the impact of regional differences does not cause much difference in the consumer industry. Wherever they are, their consumption will be concentrated in those areas that mark the top brands of nobility and wealth.

Differences in consumer purposes can also affect consumer buying behavior. For apparel consumers, wearing and giving gifts is the two most basic consumer goals. When gift giving is the goal, the consumer's selection criteria are likely to focus on the price factor. In this special consumer industry, the conventional principle of consumer division will be completely subverted. Even poor people may purchase clothing products that are several times more than their spending power, in order to achieve a "decent person" effect.

All of the above factors that may cause differences in consumer behavior are distinguishable and predictable. They are suitable to be used as the main basis and reference for the formulation of production and marketing plans. Industry manufacturers should pay sufficient attention.

3. Consumers in the apparel consumer market are a group that is gradually matured.

The consumer psychology of clothing consumers is gradually maturing, which is the inevitable result of the national conditions in the rapid changes. appears in:

First, the overall income of consumers continues to increase, which will lead to the growth of demand for apparel products and the further enhancement of actual purchasing power;

Second, consumers begin to exhibit polarization in purchasing tendencies, and purchasing power is gradually concentrated in the high-priced and medium-low-priced regions. This change can be confirmed by the market demand for apparel consumer goods: high-end luxury brands are welcomed in the Chinese market, and China has become an important emerging market for many top apparel brands in the world. The same sales are optimistic;

Third, lifestyle changes have led to a rapid increase in consumer demand for clothing. Its speed is such that existing clothing products show a certain degree of singularity and obsolescence at every moment. This change has accelerated the professional segmentation of the domestic apparel market. Banquet wear, wedding wear, casual wear, professional suits, etc. have become the norm in the market. It can be imagined that in the future clothing market, the more targeted products will be more popular.

Fourth, social hotspots, popular culture, and international trends have spurred consumers' aesthetic tastes to change constantly. In the past two decades, the remarkable improvement of China's economic standards has made people no longer limited to the practical needs of clothing, and began to pay attention to the deeper role of dressing themselves and expressing themselves. Their acceptance and digestion of new things and fashion trends are staggering, but at the same time there is no lack of preference and persistence for their own traditions. To some extent, it is almost elusive.

Fifth, consumers are becoming more mature. Prosperous markets and developed information provide them with the best accelerated clothing education programs. More and more people are beginning to get rid of the habit of credulity and blind obedience, gradually realize their true needs, and have a better sense of smell and judgment on clothing style, style and quality. Knowing this, understanding their hobbies, and then giving them the best choice, will be the only correct way to enter the Chinese clothing market.

Sixth, consumers in the apparel market are transforming into urbanization. This change is accompanied by China's urbanization process. The demand for clothing by the agricultural population is different from that of the urban population. The urbanized consumer group is gradually becoming the main body of the apparel consumer group, which means a new era of clothing consumption. In this process, consumers' demand for apparel products will be upgraded in terms of quantity, grade, type, etc. This is something that garment manufacturers should pay full attention to.

Four consumers in the apparel market pursue a layered and personalized approach to fashion trends

The Chinese people's dress is already called "international", and now it is two turns in the city's commercial street, often seeing a lot of eye-catching red men and green women. Most people's dresses are also beginning to pursue their own styles or costumes that are dare to wear their own personality on the street. It feels that people's spiritual outlook has been much refreshed compared to a few years ago. The difference between them and the developed countries is also in style. Not on quality

The trend of hierarchical and personalized clothing consumption is increasingly evident. The distinction between consumption levels began to show significantly different consumption characteristics due to differences in income, age, and geography. The popular way of overwhelmingly arrogant in the past seems to be no longer there. In the 1990s, the popular pants of the bodybuilding pants were also named after the trousers were worn under the feet. At that time, the street full of young girls, girls, young women, middle-aged women, old-aged grandmothers, regardless of high and low fat, went to school to go to the streets, one person, all black, dark blue and dark red, it is a spectacle. A similar situation is put to this day, I am afraid that I can only be ridiculed for the appearance of a school sports event. The diversification and hierarchy of popular methods reflect the increasing access of the public to information. In the face of information, people have a lot of choices and their visions have been opened.

5. The consumption of the clothing market drives the national consumption behavior by the transmission and radiation of urban consumer groups.

The urban consumer group occupies an important position in the clothing consumer group, which is mainly reflected in its conduction and radiation effects. The city is usually the center of politics, economy and culture of a country or region and plays a central role in development. The economic level of China's regions is very uneven. The rural areas are economically backward and widely distributed. The development of the country is largely driven by the towns, especially for the clothing industry. Generally speaking, the fashion trend is first brought up by consumers in the central cities of Shanghai, Beijing, Guangzhou, etc., and then transmitted to the surrounding medium-sized cities, and then these cities to more remote and inland small towns, at the same time, Each city in turn affects the surrounding areas by means of circular radiation, and finally spreads across the country, forming a composite propagation ladder that is delayed by time, and thus drives and influences the nation's consumption behavior. Throughout the process of communication, the key role of the urban consumer group at the forefront of fashion trends and the frontier of apparel consumption is unquestionable.

In addition, the urban consumer group has an obvious advantage in terms of consumer desire and purchasing power compared to the rural consumer group, although the proportion of its absolute number of people in the clothing consumer group is not large.

Six clothing market consumers' brand awareness mature

In the 21st century, the Chinese market is increasingly emphasizing the individualization and perceptualization of consumers. Therefore, the psychological grasp of consumers is becoming more and more important and more complicated. From the complex relationship between brand and consumer behavior, we can see the complexity of brand building, the interaction and change between brand building and consumer behavior. Only by deeply understanding this point can we be conducive to the work process of our brand building and maintenance, and play a role in guiding consumer behavior.

A brand is a sign that a product is distinguished from another product, making it a representative of the unique personality of the product. The introduction of the brand concept into China has only been a matter of nearly two decades. The same is true for clothing brands. As their products are gradually loved by consumers, their brands are becoming more and more popular. Brands not only represent the symbol of a product, but also reflect the intrinsic value of the product. A good brand reputation is an important intangible asset of the company. With the progress of society and the development of the economy, people's living standards have been continuously improved, and the consumption structure has undergone great changes. When the material consumption for maintaining physiological needs such as food, clothing, housing and transportation has been basically satisfied, people's spiritual consumption demand has become more and more prominent. When consumers purchase goods, they should pay more attention to psychological and emotional satisfaction than before. In this regard, the role of the brand is increasingly important.

China's brand management is rather confusing, and frequent and inconsistent international brands have caused difficulties in identifying consumers in China. The brands have not been able to obtain the supporters they deserve. Since China's accession to the WTO, it has continuously accelerated the internationalization of China's garment industry, and has enabled garment enterprises to have the basic conditions of the mainstream market in the world in terms of scale and manufacturing standards. In the next three years, apparel companies will continue to improve and update their business theory and marketing methods, vigorously develop their own brands, and enter a new stage of development to increase industrial added value and brand added value.

The “brand strategy” currently advocated is generated by adapting to consumer behavior, because the influence of strong brands on consumer behavior is the most general performance of the brand. A strong brand can bring a shock effect to the consumer psychology, and generate a purchase motive, and once applied, a better evaluation is obtained due to better actual results, and word-of-mouth is gradually formed, thereby achieving the effect of trust, reinforcement, and emotional resonance. In summary, in the face of fierce market competition, consumer behavior is one of the most important factors for enterprises. For modern enterprises, all of their product development and marketing activities should be based on consumer demand. Only products/services that meet consumer needs are the way to develop.