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The Trend Of High-End Clothing Consumption In Shanghai Is Obvious.

2011/5/23 9:31:00 42

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According to the statistics of Shanghai Municipal Bureau of statistics, the retail sales of clothing commodities in the retail sector above Designated Size reached 37 billion 739 million yuan in 2010, an increase of 24.8% over the same period last year.

Among them, the department store as the main channel of clothing sales has considerable revenue.

according to

Shanghai

The city commercial information center surveyed 55 large and medium-sized department stores in the city: retail sales of clothing merchandise in department stores reached 12 billion 200 million yuan, and sales increased 14.5% year-on-year.

According to the survey, various categories of clothing market in Shanghai,

brand

The price gap is very large, from hundreds of dollars, thousands of yuan to 10000 yuan of clothing, there are specific consumer groups.

Overall, parity clothing still occupies the largest market share.

However, with the steady increase of residents' income and the entry of overseas high-end brands, the consumption level of Shanghai's clothing market has been rising. The trend of high-end clothing consumption is becoming a new trend of clothing consumption in Shanghai.

According to the Shanghai Business Information Center's survey of the city's clothing market, the retail sales volume is in the top 20.

Women's wear

The survey data show that:

In 2010, there were 7 brands with a unit price below 500 yuan, a total market share of 11.7%, 8 in 2009, a total market share of 15.9%, a 1 reduction in 2010 compared with the 2009 low-end brand, and a 4.2 percentage point reduction in market share.

In 2010, there were 13 brands with a unit price of more than 500 yuan, a total market share of 13.9%, 12 in 2009, a total market share of 11%, an increase of 1 brands in 2009 compared to 2009, and a 2.9 percentage point increase in market share.

In the best-selling brand, the market share of mid and high-end women's clothing brands increased by 20.9% in 2010.

Retail sales of the top 20 men's clothing: in 2010, there were 15 brands with a unit price of more than 500 yuan, accounting for 23.6% of the total market share, accounting for 73.3% of the top 20 brand sales share, 12 in 2009, 17.4% in total market share, 3 in 2010, and 6.2 percentage points higher than the number of high-end brands in 2009.

According to the investigation, the market competition mechanism of the survival of the fittest made the market share of various categories of clothing more centralized to the dominant brand, which led to the decrease in the number of brands in the Shanghai clothing market in 2010 and the steady promotion of the market share of the dominant brands.

Whether it is enterprises or consumers, the continuous enhancement of brand awareness has made a number of garment brands with core value become the industry leader.

Although the clothing market brand competition is fierce, the huge scale of the clothing market attracts more and more new brands to join, making the clothing market brand competition far higher than other commodity categories. But the strong brands in men and women's clothing are firmly in the leading market share. The update rates of the top 20 brands of men and women are not high, 20% and 10% respectively.

In 2010, the development of the major brands of clothing market in Shanghai was relatively stable. In different categories of clothing brands, the import brands of women's clothing, men's wear and children's wear were still in a strong position, and in the cashmere sweater, knitted underwear and other large commodities, the domestic brands developed steadily with various favorable factors.

The top 20 brands of retail sales survey data show that the number of imported brands in men's and women's wear is 57.7% and 73%, respectively. Among them, the total market share of women's clothing brands is 14.8%, 1.4 percentage points higher than that of last year; the total market share of men's wear brands is 23.5%, which is 1.8 percentage points higher than that of last year; the number of imported brands of children's clothing is 53.1%, and the total occupancy rate is 31.6%, which is 1.9 percentage points higher than that of last year.

In some clothing products, domestic brands have innovating their products through their own efforts, and their market share has been further improved by virtue of proper market positioning, cost and price advantages.

From the top 20 data in the retail market of knitted underwear market, the number of domestic brands accounts for 60%, and the total market share is 41.9%. Among them, the total market share of Shanghai brand is as high as 30.8%.

The market share of domestic brands of woolen sweater and cashmere sweater reached 38.4% and 62.6% respectively. Cashmere sweaters accounted for 15 seats in the top 20 domestic brands, and sales accounted for 80% of the total market share.

Shanghai and its surrounding areas are traditional textile industrial bases. Shanghai has become a modern metropolis with strong fashion in China's clothing market. Its advantages in textile and garment industry have gradually revived and developed domestic brands.