Start the project well! In 2019, whose brand can become the "good heart" of consumers?

On the premise of increasing downward pressure, consumers dare not buy? Before this magazine's festival, we started the research of ldquo, first-line rdquo and stores for four consecutive years.



January 21, the national economy of great concern & ldquo; report card & rdquo; come out!



In 2018, China's gross domestic product (GDP) grew by 6.6% year-on-year, achieving the target of 6.5%. According to the data released by the National Bureau of Statistics, the total retail sales of consumer goods reached 38088.7 billion yuan in 2018, an increase of 9.0% over the previous year. The contribution rate of final consumption expenditure to GDP growth reached 76.2%, higher than 43.8% of total capital formation. Since 2011, consumption has surpassed investment and foreign trade and become the first carriage driving China's economic growth. In 2018, consumption as the driving force of economic growth was further consolidated and continued to be the first engine of China's economy.



Continuous Motivation < br />


Since 2018, the monthly growth rate of consumption in China has shown a downward trend. By November, the monthly growth rate dropped to 8.1%, a record low since May 2003. This has aroused public concern about the potential of China's consumption growth, & ldquo; consumption downgrading & rdquo; is on the rise. In this regard, experts believe that China's consumption does not exist on the basis of a cliff-like decline, and the future of stable growth is still promising.



& Income is the basis of consumption. & China has the largest and most growing middle-income group in the world. It has more than 400 million people in 2017 and will increase in 2018. Consumption will provide a strong support for China's sustained and steady economic growth, Ningji, director of the National Bureau of Statistics, said Sunday.



Zhang Jun, chief economist of Morgan Stanley Huaxin Securities, also said that China's potential as the world's largest consumer market is obvious. The vast majority of rural and low-income groups have the demand for consumption upgrading, while the urban and high-income groups have the trend of transforming from physical consumption to service consumption, which are the driving forces for sustainable growth of Chinese consumption in the long term.



From the perspective of industry, according to the data of the National Bureau of Statistics, the retail sales of clothing, shoes, hats and knitted textiles above the national quota in January and November 2018 amounted to 1.2 trillion yuan, an increase of 8.1% over the same period last year, an increase of 0% over the same period last year.5 percentage points, the growth rate has been slowing down since June 2018, but it is still higher than the growth level of the previous two years. Domestic demand market has also become the main driving force for the development of China's textile and apparel industry and enterprises.

What they like < br />
To dig deep into the domestic demand market, we need to deeply understand the mainstream consumers, & ldquo; invest in their favorite & rdquo;.



In 2018, the last batch of & ldquo; post-90s & rdquo; have all grown up, & ldquo; post-00s & rdquo; entered the University campus. & ldquo; Post-70s & rdquo; contribution rate to consumption growth declined, & ldquo; post-80s & rdquo; & ldquo; post-90s & rdquo; contribution rate to consumption growth increased gradually. Among them, the new generation (& ldquo; post-90s & rdquo; & ldquo; post-00s & rdquo;) has lived in an independent, superior and open family school environment since childhood, caught up with the outbreak of mobile Internet in the formation stage of values in junior and senior high schools, and pursued the consumption of independent personality; the purchasing power itself is strong - & ldquo; post-80s & rdquo;, which belongs to the elite and popular group, they prefer to enjoy life and pursue high quality. Quality and diversified consumer pleasure.



Recently, Tencent Data Laboratory released the White Paper on Garment Consumers'Insight in 2018 through online and offline research combined with big data analysis, which shows this feature. Among them, according to the frequency of clothing consumption, the per capita annual cost of clothing purchases and the proportion of future budget increase, the Post-70s have become the main consumers of clothing: ldquo; refined & rdquo; & ldquo; & ldquo; & ldquo; & ldquo; and post-90s & rdquo.



Be nice to yourself. & rdquo; & ldquo; & ldquo; & ldquo; & ldquo; & rdquo; & ldquo; & rdquo; & hellip; & hellip; & ldquo; & ldquo; & rdquo; & rdquo; & ldquo; & rdquo; & ldquo; & consumers'foundation just needs when the reason for buying clothes becomes more and more emotional.



In this context, the magazine launched four consecutive years of & ldquo; front-line & rdquo; shop research activities, want to understand the economic downturn under increasing pressure, consumers dare not buy? What kind of brand is their & ldquo; good-hearted & rdquo;.



& ldquo; Online and offline convergence has become normal, online traffic costs become more expensive, reverse force online and offline joint reconstruction of the consumer environment. Shopping malls, as the most concentrated offline consumption scenario, will still usher in a vigorous development momentum in 2019. & Mr. Li Yaming, Vice President of Beijing Hanbo Business Management Co., Ltd., a business chain service provider, said. In the past, the function of shopping centers was to bring Commodities & ldquo; push & rdquo; to consumers; in the future, shopping centers will serve as a platform, & ldquo; pull & rdquo; mobilize more consumers with similar values and interests, and gather them together to form consumption and purchase in their favorite scenarios.



Based on this, this research will also focus on Beijing's more popular shopping centers. The correspondents will go to Xidan, Beijing, Xidan, Yueqing City, Chaoyang Joy City, blue harbour shopping center, shopping mall, sunrise, Sanlitun, taiguri, SKP, Dongfang Xintiandi, Han Guang Department store, Wanda Plaza Tongzhou store and Roosevelt on 13 and the weekend. Square, through rough statistics of brand passenger flow, bagging rate, experience brand products, display, services and other hardware and software, as well as visit consumers to understand the current consumer demand and brand strategy.



Multivariate Ecology



Through research, we can see that most of the high-end men's wear field is occupied by international brands, while the domestic men's wear brand accounts for a small proportion. Compared with domestic high-end women's wear brand, Chinese men's wear brand also appears to be less selective. In the past two years, high-end women's wear has made great progress. Especially high-end brands with tonality, style and personality are more and more popular, such as ICLE, Shiatzy Chen, who emphasizes high-quality fabrics, technology and culture, Marisfrolg, who designs an international route, etc. all occupy a certain share of the market.



We can see that in the field of fashion men's and women's wear, because of its younger design, the price is more close to the people and has made rapid development in recent two years. Some well-known brands are also tending to develop in groups. The antennae cover all fields of men's, girls'and children's wear, and have achieved good results. For example, trendiano, ochirly and Five Plus belong to Heji Group. The sketch of men's clothing brand of Jiangnan Buyi is also popular with personalized men because of its obvious design style. In addition, brands like & ldquo; Bird & New Wine & rdquo; are not particularly well-known, but they have gathered a group of loyal fans through years of operation, and are also making a fortune in & ldquo; silently. From the design point of view, the weakening of gender characteristics has become a more obvious trend, even the emergence of Replay, Carnartt and other men's and women's clothing stores.



We can see that with the promotion of the two-child policy and the formation of family structure, the growth rate of children's wear has exceeded that of men's and women's wear, and has become a brand of “ a place for soldiers to compete for ”. Offline children's wear can be divided into three camps: adult fashion leisure extension brand, sports leisure brand and fast fashion brand. Mini Peace, Little MO& CO, JNBY by JNBY, GXGKids is the representative, sports and leisure brands are represented by Adidas Kids, Nike Kids, Anta, 361, Li Ning, etc. Fast fashion brands are favored by consumers, such as Uniqlo, GAP, ZARA, H& M, C& A. From the comprehensive performance of safety, design and cost performance, adult fashion leisure extension brand is better than others.



We can see that since the second half of 2018, Fast Fashion Brands have been constantly heard of by “ singing Down & rdquo; closing stores, withdrawing from the Chinese market and slowing down performance. But in the offline experience, the flow of shoppers of Fast Fashion Brands is still far higher than that of other brands. Cheap, fashion and other labels are still the first choice of many consumers. However, it can also be felt that consumers are pursuing higher and higher quality, and the quality of fast fashion is widely criticized. Therefore, the Uniqlo, which has a stable reputation in terms of quality, not only has not declined, but also has the potential of contracting a family wardrobe & rdquo by adding all kinds of black technology and products that can meet all the needs. As its founder, Liu Jing, has repeatedly stressed: Uniqlo is not a fast fashion brand, but a technology company. & It starts with Yan Value and is loyal to quality & rdquo; it is also a true portrayal of Fast Fashion Brand.



We can see that the domestic sports brand has returned and won the hearts of young consumers by constantly innovating products, designs and marketing. It has taken a certain share in the attack of Nike and Adidas. At present, China's sports brand market is a very huge and growing market. It can accommodate the high-end brands that lead the market trend, and it is also the soil for the growth of those brands that pursue the pro-people price. In such a market, only sports brands that are stubbornly self-proud and trying to maintain the status quo are despised. And the domestic sports brand in 2018 has subverted people's stereotypes to a certain extent. Li Ning boarded New York Fashion Week and set off a new series of networks with & ldquo; Chinese Style + Fashion & rdquo; Anta's acquisition of high-end sports brand FILA has blossomed everywhere, and has become the most important force for the growth of the group's performance; Trek has become the most favorite domestic running shoes brand of marathoners; 361 & deg; Dudu has also been selected through sponsorship of the electronic competition, official cooperation "This is Dunking" and joined in the election. TRE2019 is the best new running shoes in the United States, which fully demonstrates the confidence and determination to embrace young people.



We can see that with the young consumer groups becoming the main consumption, light luxury brand, designer brand, brand collection store and so on began to rise, these brand style unique, distinctive brand, bold breakthrough of tradition, more and more attention. In Taiguri, Sanlitun, where Chaobai and minority designers are concentrated, Isabel Marant, Thom Browne, Acne Studios, Champion, etc., which are highly sought after in the world, have entered the store one after another. INXX Collection Store is also loved by Chaozhou people because of its innovative product design. Meanwhile, the old designer integration store IT is less popular than before. On the one hand, personalized market still has a lot of room for development, and minority brands can find their own target groups; on the other hand, the design of outstanding products is the basis for the development of such brands, and behind them, it is the driving force for the sustainable development of brands to reach a resonance with the target groups-ldquo; tidal culture-rdquo.



Of course, this is only what we see and think as bystanders. To truly tap the potential of domestic demand market, we need the joint efforts of every brand. How to reach consumers'hearts through products, culture and services and let them want to buy is the foundation of all.