Clothing market opportunities and challenges under epidemic
Under the environment where changes become the norm and challenges become opportunities, the professional local textile and clothing markets need to think more carefully and deeply about the future.
In recent years, due to new technologies, new industries, new consumption, new cities and other challenges, especially the sudden epidemic, it has had a profound impact on the current and future development of the professional market. The professional markets around the world are facing various difficulties and urgently need to actively adapt to new requirements, improve new positioning, expand new functions, and play their wisdom role in meeting the needs of people for a better life.
Professional textile and clothing market welcomes new consumption time
With China’s economic development, social progress and innovative practices of commercial civilization, consumer structure, consumer demand and consumption methods are gradually diversified and multi-leveled, and the two promote and interact with each other; people’s consumption concepts and behaviors are becoming more mature and gradually change, which shows that consumption has evolved into self-consumption, from symbol consumption to value consumption, from life-based guarantee consumption to spiritual leisure consumption, from functional focus to service experience, with the goal of continuously meeting the needs of the people for a better life is coming .
New trends in the new era of consumption
Consumers are abundant. In recent years, with the economic development, social progress, and the deepening of cultural openness, China’s consumer groups are constantly subdivided, and the original division criteria such as age, gender, and income level are constantly being refined. From the perspective of age, the young generation who grew up after 95 and after 00 have gradually become a new force in the consumer market. From a regional perspective, the new generation of sinking markets such as the third and fourth cities have become new engines of growth. The silver-haired people and the millennial generation, and the new wave of infants and young children brought by the the 80s generation are also important consumers.
Consumer content is fine. The continuous subdivision of consumers promotes the increasingly personalized, diversified and niche demand of consumers. Cultural consumption, healthy consumption, customized consumption, emotional consumption, credit consumption, month consumption, and information consumption have emerged. Consumers’ recognition of local brands has increased. Chinese brands and designers have also received a group of loyal fans. In addition to traditional shopping malls and street brand specialty stores, brand collection stores, factory direct stores, niche boutiques, living halls, IP creative halls, import halls, and excellent product collection stores also ushered in new development.
Rating of consumption habits. China’s consumer market is shifting from mass consumption to a new multi-level and diversified tiered consumption. In view of the differences in consumers’ age, gender, income level and geographical characteristics, consumers at different consumption stages have different consumption concepts; some consumers prefer high-quality, high-priced products and luxury products, willing to experience quality services; some consumers no longer believe in advertising, but believe in word-of-mouth promotion, focus on practicality, high cost performance, and more rational consumption; some consumers rely on social e-commerce marketing such as live broadcasts and short videos, impulsive consumption; some consumption People gradually choose to reduce consumption expenditures on non-essential items such as clothing and apparel.
Convergence of consumption channels. With the growing maturity of online and offline integration, offline channels such as professional markets, department stores, and physical stores on the street are actively creating new models for online consumption and offline experience. Suning, JD, Vipshop and other online channel platforms have turned to offline physical experience store operations. Emerging marketing methods such as content e-commerce, community supermarkets, online celebrity live broadcast, brand special sales, and single-order shopping based on community shape and fan economy have achieved rapid development, and more than 80% of consumers have made purchase decisions through all channels. Consumer purchase channels are in a state of fragmentation.
New changes in the epidemic time
Since the beginning of 2020, the epidemic has swept across the country even the world. It has become the most difficult public health emergency since the founding of New China. It has affected all aspects of the social economy and hundreds of millions people. The epidemic exposed some deficiencies in people ’s traditional lifestyles, prompting people to start a full reflection; the epidemic broke people ’s routine lifestyles such as travel, dining, shopping, and tourism, Consumption choices and habits have thus produced brand new and even revolutionary changes, which will inevitably lead to new consumption trends.
Pay more attention to the quality of goods and services. The outbreak of Coronavirus epidemic will cause a large number of price-oriented consumers to pay more attention to product and service quality; at the same time, consumer will have more demand for higher quality, the shopping environment, Commodity quality, professional services, etc.
Pay more attention to green and healthy consumption. In recent years, with the improvement of people’s living standards and the occurrence of a series of security incidents, people have gradually gained a deeper understanding of green and healthy lifestyles and consumption habits. The coronavirus epidemic has caused people to put green health into the An extremely important position, such as starting to increase the demand for environmentally friendly fabrics and products; enhance physical fitness, it will increase the consumption of sportswear;
Continuously expand self-service and convenient consumption. Under the epidemic, “non-contact” consumption became popular. In the future, more consumers will recognize and prefer self-service consumption, such as self-service orders, self-service settlement, and self-service logistics. During the epidemic, many companies faced problems such as “difficult to hire people” and high labor costs, which also prompted enterprises to increase the application of smart devices and the construction of scene-based experience environments to further guide consumers in self-service, convenience, and smart consumption.
New direction for professional market upgrade
The professional textile and clothing market and operating merchants must actively adapt to the new challenges and the new changes in consumption models, revolving around the new needs of consumer groups, transforming and upgrading, innovating and developing, restructuring production organization methods and circulation business models, and realizing the supply chain channels.
Pay attention to the safety of the operating environment. The professional market is a personnel-intensive place; some professional markets still have a series of problems, such as inadequate cleanliness and sanitation, goods occupying the road, heavy piles of goods in the shops, mixed traffic, passenger flow and freight flow, and hidden fire safety hazards. During the epidemic time, both consumers, buyers, business operators and local government managers will put forward higher requirements for the safety management and environmental order of the professional market, safety will remain the most important priority in the professional market For major events, safety management will be stricter. The textile and apparel professional markets in all regions, especially in the small and medium-sized urban areas, must speed up hardware upgrades, increase efforts to optimize and beautify the operating environment, establish and improve safety management system standards, and effectively improve safety management levels.
Accelerate online and offline integration. The textile and apparel professional market is more dependent on offline physical channels, and the outbreak of the epidemic has a direct impact on it, forcing the professional market to coincide with the acceleration of online channel layout. Since Puyuan Cardigan Market first announced the opening of the “online” market, Jinrong Textile City “Yunshang Online Mall”, Shengming International Fashion City “Clothing Housekeeper”, Luokou Clothing City “WeChat Group”, Yiwu International Commodity City, Changshu Garment City, Hangzhou Sijiqing Market, etc. have increased the live broadcast marketing guiding online sales channel. In the epidemic era, the textile and apparel professional market needs to continue intensive cultivation of offline physical channels, on the other hand, it must accelerate online layout, build an all-channel marketing system, deepen online and offline integration, and truly build a dual online sales and offline experience.
Speed up the construction of a smart market. People realized the importance and urgency of increasing smart applications and building smart malls in the professional market from the epidemic; Particular in building smart e-commerce applications, smart logistics, smart parking, smart firefighting, other smart management system has continuously improved the ability of the intelligent system to quickly respond to major security incidents. It has become the consensus and common will of local government departments, professional market managers and operating merchants. Guangzhou Baima Clothing Market developed a big data platform to realize real-time monitoring of passenger flow in the venue. Behind the smart application is a more professional and accurate comprehensive operation management capability in the professional market.
More importantly, the professional textile and clothing markets in various regions must re-examine the market’s original strategic layout, merchant structure, channel resources, and factor inputs from the epidemic situation, and further think about the positioning, function, role, and future development direction and trend of the professional market; Focusing on the construction of smart shopping malls and industrial big data centers, a tighter and more precise supply chain linkage mechanism will be established; the focus will be on the platform economy as a link to carry out in-depth cooperation between large and small enterprises, and jointly build a risk prevention system for the industrial chain, etc. Under the new environment where changes become the norm and challenges become opportunities, the local textile and apparel professional markets need to think more carefully and deeply about the future. We expect that the new coronary pneumonia epidemic will not only change consumer perceptions and decision-making judgments in the future, but will also allow us to have a clearer and firmer decision on the path of optimization and upgrading of the professional market.
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