People Are Becoming More And More Reluctant To Buy Clothes. What Do They Want To Do?

It is an indisputable fact that business is hard to make this year. Especially, our textile industry is not a simple and easy season alternately.

Normally, "food, clothing, shelter and transportation" is just needed, and there should be no ups and downs. But this year, "just need" is not good enough. The textile market is straight ahead.

Why don't people like to buy clothes?

Sales of clothing and cloth fell and widened.

According to the "quarterly clothing sales" released by the National Bureau of statistics in recent years, we can see that fierce changes have taken place in the clothing market.

Clothing sales in the first three quarters of 2017 increased steadily compared with 2016, but the fourth quarter suddenly dropped 7.69% compared to the same period last year.

This decline runs through the whole year of 2018, and continues until 2019, and continues. Comprehensive statistics show that in 2018, the total sales of clothing in the whole country were 54 billion 60 million, compared with 71 billion 910 million sales in 2017, a decrease of 24.8%.

The terminal garment market has been tightening rapidly and has been shown in the textile market.

The quarterly sales volume of the whole country also declined significantly in the fourth quarter of 2017, and the trend of the subsequent 2018 decline was not only eased but more serious.

The year-on-year decline has expanded from 10.89% in the first quarter of 2018 to 28.4% in the fourth quarter. The first quarter of 2019 has not been able to escape this trend, with a 21.59% decline year on year.

The cliff style fall of clothing and cloth sales is obviously not a "low season" can be explained, even more difficult to accept is that this decline is no sign of reversing.

It seems that people are no longer buying clothes like they used to be.

The US trade policy toward China is more influenced by trade confidence.

For the reduction of clothing sales and the decline of orders, the entire textile and garment industry is looking for reasons.

In the first half of the year, the United States imposed tariffs on China and covered almost all textiles, and threatened to levy tariffs on more than 300 billion US dollars. This has also been an important reason for textile people to influence the textile market.

At the conclusion of the G20 summit, trade between China and the United States has changed significantly. The United States has given up tariffs on US $300 billion in Chinese goods and the trade talks between China and the United States have resumed.

The good news is that the textile market should be ignited immediately, but the reality is that the market is still unresponsive.

The reason for this is that textile people have taken a heavy look at the impact of the US's economic policy toward China. In fact, trade policies have more impact on trade confidence, decision-making time and order speed, but the demand of terminal consumers has not changed substantially, so the order volume will not rebound immediately.

It is understandable that the decline in orders and the cold market will bring us the reason for the trade war in the United States, so that we can get a hint of psychological comfort. But we can not give up the opportunity to find the real cause and miss the strategy.

Changes in terminal consumer demand lead to changes in the order form.

The population is so large, the market is still the same market. Why can clothing sales drop by nearly 25%? Some people say that the economic environment is weak, people have no money, clothes can be bought without buying.

But "dressing" is just needed. Just like buying a house, there is no money to buy far and small points, but never buy it. Clothes are the same, cheap ones always exist.

Through the National Bureau of statistics, "quarterly per capita clothing consumption expenditure per capita", we can see very intuitively that annual clothing expenditure per capita increased year by year compared with the same period last year.

Clothing consumption expenditure will not rise and fall. It seems that it will be irrelevant to the weakening of the economic environment and people unwilling to spend.

What is the reason that led to a sharp decline in sales of clothing and fabrics?

A comparative analysis of "clothing sales" and "clothing consumption expenditure" will clearly show that the changing trend of clothing consumption is incompatible with the changes in clothing sales.

Normally, the increase in clothing consumption should correspond to the increase in clothing sales, or the decrease in clothing sales should mean a reduction in clothing consumption expenditure.

But the fact is that sales of clothing are down, but clothing consumption is growing steadily. Further analysis shows that sales volume is down corresponding to expenditure growth, and the sales price of single clothes must be increased behind. By visiting some textile downstream garment enterprises, we also have a deeper understanding of the unusual changes in the market.

Fashion, fast selling, personality and other clothing consumption concepts have changed the whole clothing consumption market. Sales of tens of thousands of pieces and hundreds of thousands of items are almost impossible at present. The new generation of consumers is unwilling to "crash" with others. They want their clothes to be customized and unique.

The new consumption concept is quickly returned to the garment enterprises, and then the production mode is changed from "big and full" to "small but fine". Paying attention to original design, pursuing special fabrics and new colors have gradually become the development criteria of Frontier garment enterprises.

Clothing companies invest a lot of manpower and financial resources in new clothing, but it is very difficult to put into production as much as before to dilute the cost of innovation and expand the benefits, so we can only increase the sale price of single garments by a large margin.

This is also consistent with the changes in clothing sales and clothing expenditure announced by the National Bureau of statistics. Behind the sharp rise in the price of single piece clothing is actually a phenomenon, that is, clothing companies will make new demands on fabrics.

Conventional fabrics and technology are unable to explain the reasons for the rise of clothing. Only uncommon new fabrics and special technology can make consumers accept the price of clothing.

For our textile industry, we should also be aware of this change and make timely adjustments. We should dare to explore and innovate, instead of sticking to the old and familiar fields.