—— From the "Gentleman's Pavilion" of SOGO Department Store
Text/He Jianxin Map of Beijing New Generation Market Monitoring Agency/Fan Xinheng
We launched the report "Life Style and Fashion Outlook of the Newly Rich", starting with the values of China, a newly rich man, focusing on analyzing the clothing brand consumption preference, brand quadrant (ownership) and information acquisition of gentlemen. The ranking of men's clothing consumption quota and brand penetration rate in 12 cities, and the consumer scale and development index of different brands in different cities, and the "gentlemen" in China are divided into seven ethnic groups by using our new rich database. Brands, fashions and popular ideas promote consumption
The same consumption trend in developing countries is to keep up with the western world, which is still the case in the past century and now. The corresponding men's clothing culture is inseparable from this general trend. We have noticed that China gentlemen are paying more and more attention to their gfd and external features, including their costumes. Dress quality and purchase rate are improved
China gentlemen, who are getting richer and richer, spend more and more on clothing, and their purchase rate is also increasing year by year. In terms of brand selection, 25-
Analysis of regional consumption differences and consumption structure
Beijing, Shanghai and Guangzhou have always been the major cities of fashion clothing consumption, followed by Shenzhen and Hangzhou. In a city like Shenyang, the consumption of luxury goods has always been second only to Beijing and Shanghai in China, and it is also the place where many luxury goods set up specialty stores. Studying consumption still has a strong marketing guiding significance. Of course, different cities have different preferences for different brands, and the cultures of different regions are also different, which can be seen from the following penetration rate, the size of consumer groups and the regional development index of brands.
penetration rate: Penetration-- the range of brand coverage, which can also be understood as the consumer ownership rate.
consumer group size: Consumer Size；; K is 1.
brand regional development index: the comparison between the penetration rate of a single city and the average penetration rate of 12 cities reflects the market situation of the brand development in a certain city.
crocodile: the penetration rate is the highest-22.6%. Beijing (125K), Shanghai (93K) and Guangzhou (8K) have the largest consumer groups. The regional development indexes of Hangzhou, Wuhan and Shanghai are relatively low, which are 66, 69 and 79. The development indexes of Xi 'an 146, Nanjing 123 and Guangzhou 111 rank among the top three.
Valentino: The penetration rate is equal to that of crocodiles-22.5%. Beijing (116K), Guangzhou (86K) and Shenzhen (66K). Shanghai's development index-53, surprisingly low, the development of other cities is relatively average; Nanjing 138, Qingdao 137 and Chongqing 132 ranked in the top three.
Dunhill Road: the permeability is 9.3%. Beijing, Shanghai and Guangzhou are 51K, 35K and 34K respectively. The development of 12 cities is balanced, with Shenyang developing the best 159, followed by Chongqing 125 and Guangzhou 123. Shanghainese are still not very interested in this brand, with an index of 72.
Levi's: the permeability is 5.3%. 35K in Shanghai, 32K in Beijing and 24K in Guangzhou are leading the consumer groups. Guangzhou 15, Nanjing 133 and Shanghai 125 have good development indexes.
Versace: 4.8%. Four first-tier cities, Beijing, Shanghai, Guangzhou and Shenzhen, have the largest consumer groups, 34K, 28K, 17K and 15K. These four cities also have the best regional development index. Shenyang, Xi 'an and Wuhan have not yet fully recognized this brand, and the development index is 46, 52 and 64.
Louis Vuitton: the penetration rate is 4.6%. Shanghai, Guangzhou, Shenzhen and Beijing are the leading consumer groups, with 23K, 21K and 19K. The development indexes of Wuhan 158, Guangzhou 152 and Shenzhen 14 are leading.
Gucci: the product penetration rate is 4.5%. The consumer groups in Guangzhou, Shanghai and Beijing are 3K, 24K and 19K. Guangzhou is the prosperous place of Gucci, with a development index as high as 222, followed by Hangzhou 134 and Shenyang 126.
Esprit, with a permeability of 3.7. Shanghai's development is the best 4%, followed by Beijing, and the two cities account for 6% of the total, while other cities are poor and extremely unbalanced.
Ports: 3.6. Beijing, Shanghai, Chongqing, Nanjing and Shenzhen performed well and were relatively balanced.
Chanel: 3.4. Beijing, Shenzhen and Shenyang are large in scale, with the highest Shenyang index of 19.
Armani: Shanghai's performance was excellent, accounting for 1/5. Beijing has the lowest development index.
brand preference VS income and age
from the figure below, we can see the age and income characteristics of consumers of different brands. Coordinates on the right tend to be younger (less than 35 years old), the fans of Vero Moda, Esprit and Levi's are very young, the consumers of Crocodile and Valentino are older, and Boss, Givenchy, Prada, Armani, Hermes, D&; G, etc. are high-income earners, and the characteristics of choosing income in coordinates are high above (the annual household income is 5, and above). At the same time, Vero Moda, Zoya and Valentino are the choices of low-income people. Brand Classification Based on Values