the social investigation report of clothing market can be described from three aspects. First, it can describe the purpose of the investigation report; second, it describes the specific process and data of the investigation; third, it should describe the results and analysis of the investigation report.
clothing market survey report 1
China is a big country with a population of 1.3 billion, and it is the largest clothing consumer and producer in the world. In recent years, China's clothing industry has made great progress, which has greatly promoted the development of China's national economy.
Analysis of clothing enterprise network:
1. Analysis of industry status quo: China has now developed into the world's largest clothing producer, consumer and exporter, with not only the largest industrial scale in the world, but also the manufacturing level jumping into the mainstream of the international market. However, China can't be called a world clothing power because there is no real world famous brand. Since the reform and opening up, a large number of well-known domestic clothing brands have emerged in China. Only Zhejiang Province has eight "China Famous Trademarks" clothing brands: Youngor, Shanshan, Busen, Zhuang Ji, Good News Bird, Romon, Wanshili, Langsha, etc. However, compared with international brands such as Armani and Versace, they are insignificant, not only in quantity, but also in insufficient influence.
At the same time, Chinese consumers' desire and enthusiasm for clothing attracted more and more foreign enterprises. They aimed at the big market of China, grasped the characteristics of China's big manufacturing factory, and set up factories and brands in China. In 1979, Pierre Cardin, a French high fashion master, was the first to venture to run a foreign clothing brand in China, and achieved extremely brilliant brand effect in a short time. Since then, foreign clothing brands have appeared in China, most of which are mature brands with a long history.
It can be said that after more than 2 years of market competition, China clothing brands have been losing ground in the high-end market. Looking around the high-end shopping malls in big cities such as Beijing, Shanghai and Guangzhou, there are foreign brands everywhere. Judging from the scale, product structure, design level and terminal image of these clothing brands entering the market, few domestic clothing brands can compete with them. At the beginning of 24, several high-end shopping malls in Beijing took brand adjustment actions one after another. As a result, many domestic brands were adjusted out of the shopping malls, which caused quite a stir in the industry. China's opening up is necessary, and so is local international competition. China's local clothing brands must strengthen their brands if they want not to be eliminated or even win in the competition.
At present, China's domestic clothing supply exceeds demand, and the high-end and medium-high-end consumer markets have been occupied by a large number of internationally renowned brands and their second-line brands. If China's clothing industry does not change its extensive development path without brand strength, it may lose the opportunity to control the domestic medium-high-end market. Therefore, China garment enterprises should firmly grasp all kinds of favorable conditions at home and abroad, speed up the implementation of brand-name strategy, and promote China's garment brands to be in line with international standards.
2, product characteristics analysis: clothing is made of fabric, and fabric is the material used to make clothing. As one of the three elements of clothing, fabric can not only interpret the style and characteristics of clothing, but also directly influence the performance effect of color and modeling of clothing.
in the world of clothing, the fabrics of clothing are varied and changing with each passing day. But generally speaking, high-quality and high-grade fabrics are characterized by comfortable wearing, sweat absorption and breathability, crisp drape, noble vision and soft touch.
to make clothes for formal social occasions, it is advisable to choose pure cotton, pure wool, pure silk and pure linen products. Most of the clothes made of these four kinds of pure natural fabrics are of high grade. Sometimes it is allowed to wear clothes made of pure leather.
below, the characteristics of common clothing fabrics are briefly introduced.
1. Cotton cloth
Cotton cloth is the floorboard of all kinds of cotton textiles. It is mostly used to make fashion, casual wear, underwear and shirts. Its advantages are easy to keep warm, soft and close-fitting, hygroscopic and breathable. Its disadvantage is that it is easy to shrink and wrinkle, and its appearance is not crisp and beautiful, so it must be ironed frequently when wearing it.
2. linen
linen is a kind of cloth made of hemp, flax, ramie, jute, sisal, banana and other hemp plant fibers. It is generally used to make casual clothes and work clothes, and now it is also used to make ordinary summer clothes. Its advantages are extremely high strength, good moisture absorption, heat conduction and air permeability. Its disadvantage is that it is not comfortable to wear, and its appearance is rough and stiff.
3. Silk
Silk is a general term for all kinds of silk fabrics, which are woven from silk. Like cotton cloth, it has many varieties and different personalities. It can be used to make all kinds of clothes, especially for women's clothes. Its advantages are lightness, fitness, softness, smoothness, breathability, gorgeous colors, luster, elegance and comfort. Its shortcomings are easy to wrinkle, easy to absorb, not strong enough, and fade quickly.
4. woolen cloth
woolen cloth, also known as woolen cloth, is a general term for fabrics made of various kinds of wool and cashmere. It is usually suitable for making formal and high-grade clothes such as dresses, suits and coats. Its advantages are wrinkle-resistant and wear-resistant, soft to the touch, elegant and crisp, elastic and warm. Its main disadvantage is that it is difficult to wash and is not suitable for making summer clothes.
5. Leather
Leather is an animal fur fabric that has been tanned. It is mostly used to make fashion and winter clothes. It can also be divided into two categories: one is leather, that is, leather that has been depilated. The second is fur, that is, treated leather with belt hair. Its advantages are lightness, warmth and elegance. Its disadvantage is that it is expensive and requires high storage and nursing, so it is not suitable for popularization.
6. Chemical fiber
Chemical fiber is short for chemical fiber. It is a fiber textile made from polymer compounds. Usually it is divided into two categories: artificial fiber and synthetic fiber. Their advantages are bright colors, soft texture, crisp drape, smoothness and comfort. Their disadvantages are poor wear resistance, heat resistance, hygroscopicity and air permeability, easy to deform when heated, and easy to generate static electricity. Although it can be used to make all kinds of clothes, the overall grade is not high and it is difficult to be elegant.
7. Blending
Blending is a fabric made by mixing natural fibers and chemical fibers in a certain proportion, which can be used to make various clothes. Its advantage is that it not only absorbs the respective advantages of cotton, hemp, silk, wool and chemical fiber, but also avoids their respective disadvantages as much as possible, and it is relatively cheap in value, so it is very popular.
3. Analysis of the current situation of the network market:
The market brand competition is fierce, the profit rate is declining, the demand for small-batch and multi-variety production is increasing, the cost is rising, the pressure of shortening the inventory cycle is increasing, the traditional market access threshold is improving, the domestic brand clothing is growing and the market competition is becoming increasingly fierce; Under the double squeeze of competition and cost, the average profit rate of many clothing manufacturers has declined; The demand of end consumers is constantly subdivided, and the demand for small batch and multi-variety production is increasing. At the same time, the requirements of consumers for quality, style and design and production cycle are also constantly improving; Increasing the cost of raw materials, means of production and channels and shortening the inventory cycle have become one of the first problems to be solved in cost control; The market competition is fierce, and factors such as scale effect and brand building cost further improve the entry threshold of the traditional clothing industry market.
The e-commerce platform of clothing industry covers Internet network application technology, network security and system security technology, database and application integration technology. The platform construction must be seamlessly connected with enterprise ERP and other back-end systems, and full consideration should be given to network marketing. E-commerce platform for online marketing of clothing industry is an operational platform integrating product sales, product management, market and sales information entry, data statistical analysis, online marketing promotion, customer relationship management and other functional modules.
clothing market survey report 2
In 2__, the overall performance of China's clothing market was relatively stable, and domestic clothing sales continued to grow steadily and rapidly. However, compared with previous years, in 2 _ _, the average unit price of goods in China's clothing market showed a large increase year-on-year, with obvious downward trend of consumption, slow growth of high-end sales, and increased online shopping. Fast fashion and cheap goods greatly eased inflation to consumers.
judging from the operation of the clothing market:
(1) The sharp rise in unit price drove the clothing retail sales to continue to grow rapidly year-on-year.
In 2 years, China's clothing market sales continued to maintain a rapid growth, with the retail sales of clothing products of wholesale and retail enterprises above designated size and national key large-scale retail enterprises increasing by more than 2%.
the rapid rise of the unit price of clothing is an important factor to promote the rapid growth of clothing sales in 2__ _. According to the data of China National Business Information Center, the brand clothing prices of key large retail enterprises in China increased by 2.3% year-on-year, 1.2 percentage points faster than that in 21. The contribution rate of unit price increase to retail sales growth is as high as 79.9%, which is 28.2 percentage points higher than that in 21. That is to say, nearly 8% of the growth of clothing retail sales in 2 years is driven by the increase of unit price.
(2) The growth rate of clothing retail volume is the lowest since 21
The rapid growth of clothing prices, especially the accelerated growth of brand clothing prices, has brought great pressure to consumers' clothing consumption. In 2__, the retail volume of various types of clothing in key large-scale retail enterprises nationwide only increased by 4.36% year-on-year, which was 5.84 percentage points lower than that in 21, and was also the lowest level since 21.
(3) The downward trend of clothing consumption is obvious, and the growth rate of high-end consumption has slowed down.
In 2 years, the rapid rise of clothing prices has triggered the downward trend of clothing consumption in China, and the growth rate of high-end clothing consumption has slowed down significantly.
according to the statistics of China national business information center, the retail sales of clothing products in high-end shopping malls of national key large-scale retail enterprises increased by only 1% year-on-year, which was 11.5 percentage points lower than the overall level, and the retail volume even decreased by 12.7% year-on-year.
(4) Fast fashion clothing brands accelerate the layout of domestic second-and third-tier markets
In 2 years, ZARA, H & M、C& A, GAP and Uniqlo continue to show a trend of rapid development. The number of stores in China continues to grow rapidly, and the trend of development to the second and third lines is obvious. According to statistics, zara and h&; M in newly opened stores, the proportion of second-and third-tier cities exceeds 8%, accounting for 82.8% and 83.9% respectively.
(5) The brand concentration of most commodities is not as good as that of last year.
According to the statistical results of the brand concentration of 16 categories of clothing products of key large retail enterprises in China by the National Business Information Center, in 2 years, the comprehensive market share of the top 1 brands of 16 categories of clothing products exceeded 5%.
compared with the previous year, there are seven categories of brand concentration, namely men's suits, women's dresses, sweaters, cashmere sweaters, women's underwear, leather garments and trousers, which are one category less than that in 21, with the biggest increase being men's suits, reaching 3.51 percentage points; Compared with the previous year, brand concentration declined in 9 categories, among which cotton sweaters, jeans, sportswear, children's wear and down jackets all declined by more than 1 percentage point.
Outlook on the development trend of the clothing market in 2__ _:
(1) The increase of clothing prices will slow down in 2__ _
The obvious slowdown in the actual sales growth of clothing caused by the price increase in 2 _ _ _ _ will cause clothing manufacturers, middlemen and retail enterprises to think deeply about clothing pricing. At the same time, the fall of raw material prices of production enterprises and the increase of export to domestic sales under the pressure of foreign trade will slow down the increase of clothing prices in 2__ years compared with 2__ years.
At present, China's clothing consumption is in a period of scale expansion, and the consumption rigidity is relatively strong. The slowdown of price increase is expected to lead to a rebound in the growth of sales volume in 2__, thus ensuring that the growth of clothing consumption will remain stable in 2__.
(II) Fair-price clothing market will develop rapidly
With the sharp rise in clothing prices, consumers' domestic clothing prices are becoming more and more unbearable, but fair-price clothing sales have been outstanding in 2 years, mainly because its price advantage has greatly eased the pressure brought by inflation on consumers' clothing consumption. It is predicted that in 2__ years, with the continuous growth of consumer demand and the accelerated layout of affordable clothing brands in the domestic market, the affordable clothing market will still maintain rapid development.
(3) Differentiated clothing will emerge continuously
At present, the current situation of homogenization and simplification of goods in China's clothing market is difficult to meet consumers' demand for diversification and individualization of clothing consumption. At the same time, due to the large income gap among residents, the differences between different income classes are becoming more and more obvious when dealing with the rise in clothing prices. Therefore, it is expected that differentiated clothing will emerge continuously in the future.
(D) More and more clothing enterprises will rely on the capital market
At present, China's clothing market has entered the stage of brand competition, so only by managing the brand well can we ensure that it will not be eliminated in the market competition, but managing the brand not only takes a long time to accumulate, but more importantly, it requires continuous financial support.
The capital market can provide the funds needed for the development of brand clothing enterprises, bring long-term and stable financing channels for the company's sustainable development, and thus form a benign capital cycle. It is expected that more and more clothing enterprises will use the capital market in the future.
(5) Clothing enterprises will continue to develop multi-brand strategy
The market is becoming more and more diversified, and consumers' demand for personalized clothing will become more and more vigorous, requiring more clothing brands to meet their personalized needs; At the same time, in the current environment, single brand operation can only seize a small part of the market, and the risk is relatively large, while multi-brand operation can disperse the business risks of enterprises, seize market share and expand the profit space of enterprises to a certain extent. Therefore, multi-brand is still the development trend.
(6) The competition in online sales market will become more and more fierce
From the development trend of 2__, with more and more enterprises developing online, the number of online clothing sales enterprises has greatly increased, and online sales have entered a period of fighting for funds, prices and channels; At the same time, in order to regulate the market, the relevant government departments are gradually increasing the supervision of online sales, such as increasing taxes and selling genuine clothing, which will lead to the danger of a large number of enterprises being eliminated; In addition, with the upgrading of consumer demand, consumers will gradually upgrade from price comparison to comparison service when buying clothes online. Therefore, with the change of clothing online sales environment, the fierce market competition will continue to intensify.
clothing market survey report 3
1. Introduction:
This time, we investigated 8 female consumers and 2 male consumers in Huangzhou Training. Most of them are between the ages of 16 and 25.
After investigation, we found that the consumption level of most consumers in Huangzhou is between 1 and 15. However, a small part of consumption can accept 15-2.