Living Standards Improve, Buying Clothes Is No Longer A "Just Need"?

Buying clothes is no longer a "just need".

In 2018, Tencent data laboratory extracted 1923 samples from Shanghai, Beijing, Guangzhou, Changsha and Hangzhou, and collected for 2 months. In conjunction with Tencent database, DMP data and social data, the white paper was released in November of the same year.

Buying and buying seems to be a part of the daily life of young people nowadays. With the addition of the "red flakes" and other platforms, the desire to purchase has increased linearly. According to the survey results, women are more likely to be recommended and chopped, but men are also unwilling to lag behind. Women are more likely to be influenced by social APP recommendations and bloggers' recommendation, while men are more susceptible to sports stars' wear.

With the continuous development of China's social economy and the gradual improvement of people's living standard and quality of life, the expenditure on clothing for residents has increased year by year. According to survey data, the reason for buying new clothes is no longer just due to demand. In the 123 line city residents, buying new clothes has become a common property, which accounts for more than 60% of the total consumption. This shows that rigid demand is the main reason for people's consumption. But in recent years, people's impulse to buy is not only due to just demand, but also the intensity of promotional activities. From the comparison of the indicators of the 123 cities, consumers in the first tier cities have a strong desire to buy.

90 will become the main force of clothing market consumers.

Since the annual average income of the Tencent data lab exceeds 130 thousand, its purchase of clothing accounts for only 3% of its revenue. In all samples, the number of consumers who spend 1000-3000 yuan per year is more than 31%, followed by 3000-5000 yuan, accounting for 13%. The annual consumption of clothing exceeds 8000 yuan, accounting for 13%. Thus, consumers spend a lot of money on clothing.

Because of the regional economic disparity and the different natural living environment, the cost of buying clothes is quite different. According to the data analysis, the average per capita expenditure of consumers in the first tier cities for new clothes is 1.5 times that of the three line cities. According to the specific data, the average expenditure per capita in the first tier cities is 4596 yuan, while the average per capita expenditure in the three line cities is 3031 yuan.

From the age distribution, 90 will become the main consumer of clothing. At present, there are many kinds of clothing brands, different brands convey different cultures, different styles are devised, plus some economic strength after the 90s. In addition, net red's grass and APP's recommendation have led to a desire to stop buying. According to the survey data, the average annual consumption per person used for clothing after the 1990s is 4003 yuan, less than 70 yuan after the 4340 yuan and 4267 yuan after 80 years, but it will increase the budget of clothing purchases in the future, but it is higher than that after 70 and 80.