China Textile Federation Shanghai Office Releases 2024 Textile And Clothing Market Sampling Survey

　　 With the rapid development of the times, great changes are taking place in people's living habits and consumption habits. In particular, the COVID-19 epidemic has had a great impact on people's lifestyle, which has profoundly affected the end consumer market of textiles and clothing. Recently, the global economy has been in a downturn. In order to boost the economy, the country has also launched a dual cycle strategy, and more people have focused on the domestic demand market. The situation of the terminal market directly reflects the changes in domestic demand. In order to understand the actual demand and consumption trend of China's textile and clothing terminal market, and the impact of the COVID-19 epidemic on consumers' consumption ability and consumption habits, the Shanghai Office of the China Textile Industry Federation, together with the Shanghai Textile Business Association and Donghua University, conducted a sample survey of textile and clothing terminal consumption. It is expected to judge the operation of the industry and predict the market trend in the second half of the year through the research on terminal demand.

　　 This survey is divided into two parts. The first part is to understand the customer flow and sales of stores through field visits to various shopping malls and wholesale markets. The second part is to understand the current economic situation, consumption capacity, consumption habits and consumption confidence of consumers by issuing consumer questionnaires. In the first part of the visit, we divided the types of shops we visited into department stores, wholesale clothing markets and customized clothing markets to understand the situation of different types of shops. A total of 260 clothing stores in 18 shopping malls in 8 business districts in Shanghai were investigated; 175 shops in 8 wholesale malls on Qipu Road; 38 custom clothing shops in the South Bund Light Textile Market; A questionnaire survey was conducted among 731 consumers. The scope of this survey basically covers the major shopping malls in the most important business circles in Shanghai, so it is representative.

　　 From this survey, the overall terminal consumer market is still in a downward trend. The real consumption economy is generally depressed. Both the passenger flow and sales volume have declined year after year, and there is no sign of easing in the downward channel. The change of consumer consumption habits forced the business model of shopping malls to change, and the new normal gradually formed. The specific investigation is as follows:

Part I: Field survey of stores

　　 1、 Survey of major department stores

　　 In this survey, we visited 18 shopping malls in 8 major business districts in Shanghai, namely, "Xujiahui", "Zhongshan Park", "Wujiaochang", "Continental Jiazui", "Nanjing East Road", "Huaihai Road", "Jing'an Temple" and "Tianshan Road". The focus of the survey is mainly on passenger flow, sales and other aspects. According to the survey feedback, there are mainly the following aspects:

　　 1. In terms of the passenger flow, most of the merchants interviewed reported that the passenger flow this year was down compared with last year, accounting for 70.77%. Only 16.92% of merchants reported an increase in customer flow. In the investigation last year, we got the information that the passenger flow had recovered at that time, but it had not recovered before the epidemic, which was mainly because the control of the epidemic was just released at that time, and it was normal for the passenger flow to increase compared with the control of the epidemic. However, as far as the current situation is concerned, the popularity of shopping malls patronizing physical clothing stores is less than before, and a trend has formed.

　　 2. From the perspective of sales, the business status fed back by the interviewed merchants is basically consistent with the passenger flow. 63.71% of the merchants reported that the sales of this year were lower than that of last year. Only 20.46% of merchants reported that sales increased year on year.

　　 3. The business pattern of shopping malls has changed, and the form of pure shopping centers can no longer adapt to the current consumption mode of the public. With the development of the times, the online shopping model is gradually replacing the physical shopping model, and the functions of shopping malls are also changing. The functions of shopping consumption are weakening, while the functions of entertainment consumption are strengthening. The vast majority of shopping malls attract customers by introducing a large number of catering, entertainment and education. According to the survey in recent years, this trend is more and more obvious.

　　 4. According to the feedback from the visited physical stores, under the current situation of low physical consumption, regular customers and repeat customers are important sales sources of the stores, and ensuring good service and quality is an important means to improve customer flow and sales. From the market level, reasonable positioning in various promotional activities and investment promotion process is the key factor to attract customer flow.

　　 5. During the survey, we found that many of the surveyed businesses are new businesses, that is to say, the businesses in the shopping malls have greater liquidity.

　　 6. We have learned that in order to meet the market demand, most brands have also opened online sales mode while opening physical stores. The proportion of such businesses has reached 71.54%, slightly higher than the proportion of last year's survey. Moreover, the online sales mode is diversified, including Tmall, Vipshop, Tiao Yin, live broadcast, etc.

　　 7. In the survey on business operation pressure, the main pressure reported by businesses is the reduction of customer flow. 58.85% of the surveyed businesses mentioned this pressure, followed by the pressure from online shopping and peer competition. 45.38% and 37.31% of the surveyed businesses mentioned these two factors respectively.

　　 8. For the future development trend of department stores and shopping centers, the feedback from the interviewed businesses is still somewhat pessimistic. Most businesses believe that if the existing business model has not changed, department stores can hardly see hope. Businesses are eager to have more activities in the mall to increase popularity. More businesses believe that the future of shopping malls will be transformed to catering and entertainment.

　　 2、 Survey of clothing wholesale market

　　 In this survey of the clothing wholesale market, we focused on 8 clothing wholesale malls in Qipu Road, Shanghai, and visited 175 merchants in total.

　　 1. From the perspective of passenger flow, consistent with the survey of the shopping mall, the passenger flow of the clothing wholesale market declined in a large area on a year-on-year basis. Among the merchants interviewed, 74.86% of them said that the passenger flow decreased year on year, and only 14.86% of them said that the passenger flow increased. From this year's survey, except that the situation in last year's survey improved year on year due to epidemic control and liberalization, other times the passenger flow decreased year after year.

　　 2. From the perspective of sales, it is consistent with the passenger flow, and 66.29% of merchants reported that sales fell year-on-year. Only 22.29% of merchants reported an increase.

　　 3. The popularity of wholesale markets in Qipu Road is quite different. The markets near Henan Road are relatively popular, while the markets near the west of Qipu Road are relatively unpopular. Some floors of the White Horse Market have even turned to selling stationery and general merchandise.

　　 4. From the source of clothing, the clothing in Qipu Road market is mainly from Guangdong Province, followed by Zhejiang Province. 41.71% of the merchants interviewed said their clothes were mainly from Guangdong, and 36.57% said their clothes were mainly from Zhejiang.

　　 5. The shops in Qipu Road Clothing Wholesale Market are mainly engaged in wholesale business. The retail volume of clothing has increased a few years ago, but 71.43% of the interviewed merchants said that their clothing wholesale volume accounted for more than 50% this year. In addition, only 17.14% of the surveyed merchants opened online stores. From the perspective of wholesale destination, the vast majority of clothing wholesale went to various clothing stores, accounting for 60%, and only 21.14% went to online stores.

　　 6. As the popularity of the wholesale market has declined year after year, the liquidity of shops in the mall has also increased, and the rent and transfer fees of shops have also declined year after year.

　　 7. In the survey on the business pressure of merchants, 58.29% of merchants reported that the competition from online shopping had caused pressure on them. It is also the low price route. The impact of online shopping on the traditional clothing wholesale sales model has been very huge.

　　 3、 Investigation on garment customization in the South Bund textile fabric market

　　 The South Bund textile fabric market is a well-known clothing customization market in Shanghai. This time, we visited 38 clothing customization shops in the market.

　　 1. From the perspective of the market's passenger flow, 73.68% of the surveyed merchants said that this year's situation had declined, and only 15.75% of the merchants said that the passenger flow had increased slightly. This is basically consistent with the survey of shopping malls and Qipu Road clothing market.

　　 2. Seen from the market sales situation, the situation is consistent with the passenger flow situation. Most businesses say that the sales situation is not as good as last year, and they lament that the business is not as good as last year.

　　 3. In terms of the survey on business pressure, 76.32% of the surveyed merchants mentioned the pressure from online shopping. However, in the survey on whether shops have customized clothing through the Internet, the proportion of Internet orders is declining this year. On the one hand, it shows that there is still a long way to go for the internet-based clothing customization. On the other hand, it also shows that the pressure of online shopping on the entire clothing customization industry is determined by the convenience and price advantage of online shopping.

　　 4. More merchants are confused about the future development of the market. However, some useful suggestions such as integrating online and offline sales, improving quality and establishing brand were also put forward.

Part II: Consumer Questionnaire

　　 In order to understand the actual situation of consumption from the perspective of consumers, we conducted consumer questionnaires through interviews with passers-by and online distribution, and collected a total of 731 questionnaires. The occupations of the respondents cover various types of occupations, ranging from under 18 to over 60 years old, and most of them are concentrated in the 25-50 years old age group with active consumption. The questionnaire is mainly divided into two parts, one is the basic information of the respondents, and the other is the survey of the consumption of the respondents.

　　 1、 Basic information of respondents

　　 From the basic information of the respondents, the proportion of men in the sample is 40.90%, and that of women is 59.10%; In terms of education background, 88.78% of them have college degree or above; In terms of age, 25-50 years old accounted for 66.21%. Therefore, most of the samples surveyed are major consumer groups, which can objectively reflect the actual situation of current end consumers.

　　 Most of the respondents' family income is between 8000-25000 yuan, accounting for 56.77%. According to the survey on the income of consumers in the past year, 19.02% of them said that their income had declined this year, which was 1.41 percentage points lower than the survey data of last year; The proportion of people who said their income had increased was 30.64%, down 1.62 percentage points from last year. However, the proportion indicating that the income was flat was 50.34%, an increase of 3.03 percentage points over last year. This shows that the income of residents has been basically stable in the past year, without significant fluctuations.

　　 2、 Consumption survey

　　 The survey of consumption is mainly conducted from three aspects. The first is consumption channels, the second is consumption capacity, and the third is consumption habits. From the statistical data, the following information can be obtained:

　　 1. From the perspective of consumption channels

　　 54.58% of the respondents said that they mainly bought clothes through online shopping, which increased by 3.85 percentage points compared with last year's survey. With the growth of years, the generation growing up with the Internet has become the main force of consumption, and the convenience of online shopping has penetrated into various consumption fields. In our survey of clothing consumption over the years, the proportion of online shopping has increased by 31.47 percentage points from 23.11% 10 years ago. At the same time, the proportion of clothes purchased in department stores has dropped from 54.58% ten years ago to 19.56% today, down 35.02 percentage points. This shows that people have fundamentally changed their consumption channels of clothing in the past 10 years, and department stores have not adapted to people's consumption habits, which also confirms the phenomenon of declining customer flow in our survey of shopping malls. However, in the past ten years, the proportion of clothes purchased in brand stores has remained relatively stable at around 20%, and this year's proportion is 19.15%. This shows that high-end clothing consumption still focuses on consumption experience, and the people who are accustomed to this kind of consumption are relatively stable.

　　 For online shopping, there are more and more online shopping channels at present, not only online stores, but also live video with goods and other forms. It can be seen from the survey that the main online shopping channel for consumers is Taobao Tmall, which accounts for 53.85% of the respondents this year, accounting for an absolute dominant position. In this year's survey, the proportion of dithering has increased, and it is the second main online shopping channel, up to 8.21%. From the perspective of different income groups, in addition to the dominance of Taobao Tmall, low-income groups prefer Pinduoduo and Tiaoyin, while high-income groups prefer Vipshop and JD.

　　 The survey found that more and more people began to accept the form of live video shopping. According to our survey this year, only 5.47% of the respondents said they had never heard of online live video shopping. The proportion of respondents who know well and have consumed in this way has reached 20.52%, 4.56 percentage points higher than that of last year's survey.

　　 2. From the perspective of consumption habits

　　 Most people buy clothes once every one to three months. Among the respondents, 40.08% of them consume once a month, 24.90% consume once every two months, and 25.72% consume once every three months. As for the primary factor affecting consumers' purchase of clothing, most people chose the style, accounting for 55.13%, followed by the price, accounting for 29.96%.

　　 For the price of the single item of clothing, most respondents choose the price range of 100-300 yuan, and 42% of respondents choose this price range. The second is the price range of 300-1000 yuan, with 37.76% of respondents making this choice.

　　 As for the main categories of clothing purchased by consumers, sports and leisure clothing is the most popular. 70.59% of the respondents mentioned that they would buy such clothing, followed by professional clothing and home clothing. 29.55% and 27.91% of the respondents mentioned that they would buy such clothing.

　　 In terms of brand recognition, 60.74% of respondents mentioned the recognition of domestic brands, followed by Japan, South Korea and France, with 23.39%, 21.61% and 21.48% respectively. This shows that domestic independent brands are still the most popular among consumers.

　　 3. From the perspective of consumption capacity

　　 31.46% of the surveyed consumers said that the overall consumption of clothing has decreased, only 14.36% of the respondents said that the consumption is increasing, and 54.17% of the respondents said that the consumption of clothing is similar to that of last year. For the monthly expenditure on clothing, most respondents chose between 300-1000 yuan, accounting for 42.41%, followed by 100-300 yuan, accounting for 24.62%. From the survey data in recent years, we can see that the change in consumption capacity is not too big, but the epidemic has a great impact on consumer confidence, especially this year, this impact is gradually emerging. From the survey data, 33.24% of people hold pessimistic or very pessimistic views on the economic trend, an increase of 3.62 percentage points over last year's survey data, and 36.66% hold optimistic and very optimistic views, a decrease of 4.2 percentage points over last year's survey data. For the subsequent consumption budget on clothing, 25.17% of the respondents said that it would decrease, which was basically the same as last year. Only 9.17% of the respondents said that it would increase, which was 2.36 percentage points lower than last year.

　　 Survey summary

　　 Changes in people's living habits affect the pattern of the terminal consumer market. The changes in the economic environment also have a significant impact on the consumer confidence of the terminal market. Through this survey, we can find that the terminal consumer market is undergoing the following changes:

　　 1. The real economy has been greatly impacted by the network economy. If it can't find its own position again, it will be difficult to change the downward trend. In this survey, whether in department stores or clothing wholesale markets, the customer flow of physical stores continued to decline, which is consistent with the changes in consumer habits in the consumer questionnaire. The convenience of online shopping makes consumers more inclined to online shopping consumption, which makes physical stores empty. However, the real economy is not without opportunities. The real experience and good shopping environment of physical stores cannot be replaced by online shopping. Therefore, in the future, physical stores should pay more attention to consumer experience services and develop towards entertainment consumption, which may change the current dilemma.

　　 2. The Internet pattern of clothing consumption channels has been formed, and the trend is diversified. It has been 30 years since the development of the Internet, and a generation has grown into the backbone of consumption, so the pattern of consumption through the Internet has been formed. Moreover, with the continuous growth of the new generation, the forms of Internet consumption are also diversified, not only online shopping forms such as Taobao, Tmall, JD, etc., but also mobile Internet consumption modes such as Tiaoyin, Xiaohongshu, etc. have developed rapidly. Moreover, the online celebrity economy increasingly reflects its powerful power.

　　 3. The influence of the clothing wholesale market is declining. According to the survey in recent years, the popularity of the clothing wholesale market has declined year after year, and the scene of heavy traffic in those years is gone forever. For Qipu Road clothing wholesale market, how to develop in the future may be at the crossroads of uncertainty. It may need to adapt to the development of the times and change the concept to enhance its influence in the industry.

　　 4. Consumer confidence is declining. The impact of the COVID-19 epidemic in previous years has not completely subsided, and now the economic environment also gives people a sense of confusion. Therefore, the demotion of consumption is an involuntary choice. For the future market of textile and clothing, the domestic demand market is not optimistic.

(Source: Shanghai Office of China Textile Federation)