HKTDC conduct a surveys on garments markets in china mainland

Release time:2013-02-28      Source:admin      Reads:

HKTDC conduct the apparel consumer survey of major cities in Mainland China Summary:

Owing to the Weakness in Europe and the United States and other developed economies, the recovery in the job market hysteresis, consumers remained cautious, the practice of thrift is essential,national policy does not encourage any consumer.

On the contrary, with the increasingly high demand for faster economic growth, and the consequent improvement of the quality of life, emerging market consumers on the quality of the clothing, style, etc., clothing by the necessities of life, the evolution of a representative of the quality of life important elements reflect the lifestyle. As the most important in the emerging markets, Mainland China's apparel market is expected to be the battleground in the next level with impressive potential for development, together with the garments accessory industry like the garments woven labels.

Many years ago, the Hong Kong clothing enterprises visionary scored the Mainland market after years of effort, they have gained a firm footing in the mainland of China and that they has to build a reliable brand and good reputation in the minds of consumers, there is a clear awareness and a wide range of acceptability. Not only the individual clothing brand is very popular among domestic consumers, "Brand Hong Kong" was also a good impression overall among the mainland customers

Council were raised in 2001, 2002 and 2008 in the Chinese mainland clothing consumption surveys; survey again in 2012, residents of the 13 mainland cities, want to know the latest mainland clothing consumption patterns, as well as "Brand Hong Kong" in the Mainland The advantage for Hong Kong companies who are interested in developing the mainland clothing market to gather practical information and make appropriate recommendations. in some occasion, the design of woven labels also can reflect the garments styles for some customers.

in the first quarter of 2012, council interviewed 3,250 in 13 Chinese mainland cities including Nanjing, Shanghai, Hangzhou, Harbin, Shenyang, Beijing, Tianjin, Dalian, Wuhan, Chengdu, Chongqing, Guangzhou and Xi'an, the residence of the respondents city years or more, had purchased clothing in the past 12 months, the working people, housewives and students, the findings are summarized as follows:

•the respondents said that the main reason for buying clothes is a practical need as well as in response to seasonal changes, however, there are many because discount promotions and in order to keep up with fashion trends. Standard buy clothes first heavy quality, reasonable price and fashion models; special focus on cities / taste and brand image.

•Overall, respondents in the Mainland consider that most mainland native clothing trends affect the trend of other regions. In contrast, Shanghai, Shenyang and Xi'an is more susceptible to the impact of the other parts of the clothing trends.

•In the past 12 months the average clothing consumption amounted to RMB 2,635 million, the cities expense roughly proportional to the per capita income of the city. The clothing consumer budget of the next 12 months was RMB 3,616 yuan, Guangzhou, respondents in all cities clothing consumption is expected to increase in the future, including the expected increase in Tianjin, Chongqing, Hangzhou and Xi'an higher over 60% of tha national level.

•Consumers have the habit of frequently visiting the clothing store, around seventy percent at least a month visiting the clothing store, patronize clothing store mainly weekends or public holidays, and shopping areas are the most popular department stores, brand concentration, shopping comfortable environment and good word-of-mouth is the main cause. Customer satisfaction with clothing sales channels and the clothing store's customer service is very high score of the 5-point scale, with a score of nearly 4 points. What is more, the woven labels on the garments are also an important means to attract the customers eyes.

•The most effective publicity or marketing activities for the mall discount / promotion or discount mall promotional booths and a TV / radio commercials. However, respondents in Shanghai, Beijing, Wuhan, Chengdu and Guangzhou clothing exhibition than the mall promotional booths and a TV / radio advertising more attractive to purchase clothing.

•Brand Hong Kong to give the overall image of the Mainland consumer trend styles, unique style and use of materials / quality. Almost twice as respondents said they will increase in the future to buy the Hong Kong brand clothing. The Mainland brand compared with the same quality, the respondents were willing to pay a higher price to buy the Hong Kong brand, with an average premium of between 14% -133%, which is highest in Hangzhou, Beijing lowest.

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